Currie Group has been named the exclusive distributor for EFI Sign & Display technologies in Australia and New Zealand, cementing a five-year partnership and creating what both companies describe as a unified strategy to deliver world-class wide-format solutions with the highest level of local support.
Under the new arrangement, Currie Group assumes sole responsibility for the sales, service and customer support of EFI’s Sign & Display portfolio in the ANZ region. EFI will focus on its core strength – developing the next generation of wide-format print technologies – while Currie Group brings its extensive market presence and infrastructure to ensure those innovations are fully supported locally.
Paul Whitehead, business unit manager – Sign & Display at Currie Group, says the move reflects confidence built since 2019, when Currie Group first added EFI to its product line-up.
“It’s the perfect deal at the perfect time,” Whitehead says. “We’ve been proud to represent EFI in this market over the past five years, and our customers have embraced the opportunities their technologies provide. This latest evolution capitalises on the strengths of both companies – EFI in the design and delivery of market-leading technologies, and Currie Group in customer reach, service, and technical support. Most importantly, it brings clarity with one clear channel and one shared strategy.”
Whitehead adds that the exclusive arrangement gives Currie Group confidence to increase investment in service teams, showrooms, events and marketing, knowing all sales and support of EFI’s Sign & Display equipment will run through its channel.
Local presence strengthened
The agreement comes as EFI appoints Rob Pearson as sales development manager for Australia and New Zealand. Pearson's role is dedicated to supporting Currie Group and serving as a direct link back to EFI globally.
Pearson concurs with Whitehead that the timing is ideal, noting it coincides with the release of a refreshed EFI portfolio.
“It’s an exciting time to be joining EFI, with the opportunity to work hand in hand with Currie Group,” he says. “EFI has one of the broadest and most respected Sign & Display ranges worldwide, and we’re bringing the latest solutions to the ANZ market with the confidence that comes from Currie Group’s industry-leading service network.”
The updated EFI line-up includes systems designed to cover every segment of the market, from entry-level roll-to-roll through to high-end industrial hybrid solutions. The range includes the VUTEk Q3h X and Q3h XP 3.3m hybrid roll-fed/flatbed printers, FabriVU 340i+ soft signage solution, the refreshed EFI Pro Series range of entry-level wide format printer solutions, and the brand-new M3h hybrid model.
“Together, we are committed to providing powerful and sustainable solutions that offer the flexibility, variety and quality businesses need to diversify and grow, with the confidence that comes from working with the industry’s largest and most comprehensive service and technical support network,” Pearson says.
Strategy and outlook
For Currie Group CEO Rob Mesaros, the deal is about strategy as much as technology.
“EFI brings the technology, while we bring unrivalled reach, infrastructure, service and support,” Mesaros says. “This exclusive distributorship allows us to confidently pursue our strategy to be the trusted, preeminent solutions provider for the industrial and production markets in ANZ, while offering customers access to the world’s leading grand-format technology through EFI’s refreshed product portfolio. Most importantly, it demonstrates the strong commitment of both companies to this market.”
To showcase the new partnership and EFI’s updated line-up, Currie Group is planning a series of roadshow demonstrations across Australia and New Zealand in the coming weeks. The events will feature the new M3h hybrid printer as a centrepiece.
Whitehead concludes: “This is about putting EFI firmly on the map in ANZ. Together we have the technology, the strategy and the support to help our customers diversify, grow and succeed.”
