Value-Added Reseller

A channel partner who adds value to a supplier's product before selling it to the end-customer. Most VARs operate in the technology business, with their added-value being a customized version of software. An example of a VAR is the company who sells the digital signage to Best Buy stores (often seen above the checkout aisles). This company purchases and integrates video displays and software, along with a video feed to Best Buy. In a classic sense, this firm is a VAR in that they are adding value to standard (off-the-shelf) products.