A Value-Added Reseller (VAR) is a company that enhances existing products by adding features or services before selling them to customers. This can include software, hardware, or other technology solutions. VARs often tailor these products to meet specific customer needs, providing additional support, training, or integration services. By offering customized solutions, VARs help businesses improve efficiency and productivity. They typically work closely with manufacturers, such as Cisco or Microsoft, to deliver comprehensive packages that combine their products with the added value of the VAR's expertise and services. This partnership benefits both the VAR and the end customer.