Blog

Impossible Cloud is on the move again. With two new storage regions now live in the UK and Northern Europe, we have reached five active storage regions across Europe — marking another big step forward in our mission to build a truly sovereign, future-proof cloud for Europe.

Tanja Dietz, Impossible Cloud's Head of Marketing, spoke with Lennart Rother, Director of Solutions & Growth, to hear his perspective on why these regions matter and what’s next on the horizon at Impossible Cloud.

Impossible Cloud (IC): Lennart, congratulations on the launch. So, why did Impossible Cloud choose the UK and Denmark as our next regions?

Lennart Rother: Thank you – it’s very exciting indeed. In both markets we are seeing strong demand for sovereign cloud solutions, especially from industries like finance, healthcare, and logistics where data residency and compliance are absolutely critical.

The launch is also part of a bigger shift we are seeing in European IT overall. Europe is increasingly focused on digital sovereignty. As a European company, Impossible Cloud is committed to helping the market in its sovereign transformation.

‍

IC: Compliance comes up a lot in conversations about cloud storage. How central is it to this expansion?

Rother: It’s right at the heart of it. More than 1,200 companies already trust Impossible Cloud for their backup, disaster recovery, archiving, and other critical use cases. To ensure compliance with EU laws and regulations, businesses need full control over where their data lives, who can access it, and how it is managed and processed.

With the addition of these two new regions, our customers and partners will not only benefit from the built-in privacy and security of our product, but can now also achieve country-specific geo-fencing in both England and Denmark, which further bolsters our compliance-ready storage offer. 

IC: Let’s double click on that. Why is country-specific geo-fencing so important?

Rother: To geo-fence data just means that we ensure the data is kept within a specific country or region. We’re seeing a lot of demand in the market for this as the need to keep certain types of data within a country’s borders often comes up in the public sector. For example, under the Danish Data Protection Act, certain types of personal data used by public authorities must be stored exclusively within Danish borders. Many countries across Europe have similar requirements.

So for businesses in the public sector, having full control down to the country level of where their data is stored is a game changer. That’s exactly the type of challenge we help customers solve every day.

IC: Beyond compliance, Impossible Cloud is often used as the foundation for backup and security solutions. Can you talk about that ecosystem?

Rother: Absolutely. One of the biggest strengths of our platform is that it works seamlessly with the technologies that our customers already rely on. For example, in terms of backup solutions, we partner with Veeam, Acronis, Hornetsecurity, and many others right out of the box. That means whether you’re protecting workloads or defending against ransomware, you can easily connect Impossible Cloud as a storage endpoint with the software you already use.

For end customers, this means less complexity and immediate value. They don’t need to rethink their entire IT strategy to ensure their backup data is stored in a compliant manner. With our native integrations and S3-compatibility, customers can seamlessly incorporate Impossible Cloud into their backup strategy.

IC: Switching gears a bit. I know Impossible Cloud is channel first, what does that mean and how do you see the new regions benefiting partners?

Rother: Great question! Yes, Impossible Cloud is a channel first company, meaning we sell through the channel as our preferred means of going to market. We have an incredible partner network allowing us to reach end customers across Europe and beyond. 

For partners, new regions equals more business opportunities. With more regions, partners can deliver truly sovereign cloud storage to their customers in more and more regions across Europe. And even though our storage outperforms all of our competition in the market, more regions means even better performance on top of this! 

We have also added new distribution partners in both the UK and Denmark, because we know winning is about more than infrastructure and performance — it’s also about local presence and local support.

IC: Stepping back for a moment, how does this fit into Impossible Cloud’s broader vision?

Rother: Adding new regions is another building block in creating a true European alternative to US dominated hyperscaler cloud storage. We’re not trying to be everything to everyone — our focus is clear: delivering sovereign storage that combines compliance with performance.

Adding regions is part of that long-term plan. It’s about expanding choice and control for both customers and partners, while staying true to the values we were founded on.

IC: Anything else you would like to add?

Rother: Personally, I’m thrilled to be a part of shaping Europe’s digital future. Every new region brings us closer to a cloud landscape where businesses don’t have to compromise between innovation and sovereignty. That’s something worth building — and it’s what drives us every day here at Impossible Cloud.

IC: Thank you, Lennart, for sharing your insights – we really appreciate the exchange.

Lennart Rother is the Director of Solutions & Growth at Impossible Cloud. LINKEDIN