A Value-Added Reseller (VAR) is a company that enhances a vendor's product with additional features, customizations, or complementary services before selling the bundled solution to end-users. Instead of selling products "as-is", they provide a turnkey solution that includes consulting, setup, training, and ongoing support. 
Transitioning into a VAR model - or leveraging one as a business - involves understanding how this distribution method benefits everyone in the supply chain.