A value-added reseller (VAR) is a company that enhances the value of a product or service by adding their own unique expertise, services, or features to it before reselling it to their customers. This can include customizing the product to meet specific needs, providing technical support, or bundling it with complementary products or services. VARs act as intermediaries between manufacturers and end-users, offering a personalized and tailored solution that goes beyond the standard offering. They play a crucial role in the distribution chain, providing added value to both the product and the customer experience.