Currie Group has been appointed the exclusive distributor for EFI Sign & Display technology in Australia and New Zealand, a move that both parties say will bring clarity to the market and unlock a unified growth strategy for the region. Lindy Hughson reports.
The exclusivity agreement between Currie Group and EFI marks a shift from the previous model, where EFI technology could be sourced through multiple channels, including directly from EFI. Now, EFI has handed Currie Group the sole responsibility for sales, service and support of its Sign & Display portfolio across ANZ.
Paul Whitehead, business unit manager – Sign & Display at Currie Group, says the decision is the culmination of a five-year partnership that has proved Currie Group’s ability to deliver for EFI customers.
“It’s a unified approach – EFI brings the tech, we bring the reach,” Whitehead says. “This removes confusion in the market and gives customers a single, seamless point of contact for everything EFI. The strategy is clear – Currie Group will spearhead EFI’s presence in ANZ.”
Why the change in strategy?
EFI has long explored different go-to-market strategies in ANZ, including direct sales and a mix of resellers. Whitehead says, “Currie Group has proven itself with EFI, and we have relationships with the top-tier customers in this region,” he says. “Having multiple sales channels in this market wasn’t uncovering different opportunities. This move brings everything under one channel, backed by the infrastructure to fully support customers across ANZ.”
That infrastructure includes trained wide-format technicians in every state and territory, nationwide demo centres, and a sales and marketing team that can now commit fully to the brand.
The recent appointment of EFI’s Rob Pearson in Australia, dedicated to supporting Currie Group, further strengthens the link back to EFI’s global operations.
Rob Pearson, EFI sales development manager – Australia and New Zealand, says, “I'm incredibly excited to be joining EFI at this pivotal moment in time, where our partnership with Currie Group is now more dialled in than ever.”
Pearson notes that the latest evolution of EFI and Currie Group's partnership means that printers across Australia and New Zealand not only have access to “outstanding technology with one of the broadest ranges of energy efficient UV LED wide format printers globally”, but also a world class infrastructure of distribution, service and support.
“Our teams are aligned to provide the best offering in the region and are geared to make a powerful and sustainable impact in our industry,” he says.
Currie Group’s strategic play
For Currie Group, the Sign & Display business is anchored by EFI technology. The exclusivity deal gives Currie Group confidence to invest further in service, training, marketing, and showroom facilities, knowing all EFI sales in the region will run through its channel.
Since entering Sign & Display in 2019 through its initial EFI partnership, Currie Group has built its credentials in the segment, expanding from a base in commercial print into genuine wide-format customers. Over the past five years it has completed numerous EFI installations, and now represents other complementary brands such as Elitron, Canon and Epson, allowing complete workflow solutions to be offered alongside EFI.
“We’re now a known entity in the Sign & Display community,” Whitehead says. “We can offer solutions for every requirement – and we have the scale, service team, and reputation to back that up.”
Customer proof points
Currie Group’s track record with EFI includes high-profile installs such as CMYKhub’s world-first order for the Q3h XP and Q3h X, plus a FabriVU 340i+ for its new soft signage division. The investment has boosted CMYKhub’s rigid signage capacity by 400% and enabled 24-hour turnaround nationwide.
Infrastructure supplier Jaybro recently added a Pro 33r, enhancing its high-volume banner mesh printing capability with vivid, durable output for the construction and infrastructure sector.
In both cases, Whitehead says, Currie Group’s role went beyond delivery: “We don’t just drop a box and walk away – we work with customers to make their current operations more efficient, then help them explore new applications and markets.”
Trends, challenges and opportunities
Whitehead believes application diversity is key to growth in the ANZ Sign & Display market. Hybrid platforms, he says, give PSPs the flexibility to produce almost any job on one device – from rigid signage to textiles.
He also points to automation, streamlined workflows, and in-line finishing features like clear ink as critical for reducing labour, improving turnaround, and freeing up capacity for new business.
“The starting point is always making a customer’s current work more efficient and profitable. Then we educate them on the system’s full capabilities so they can grow their business in ways they may not have considered,” he says.
Partnership strength
With a refreshed EFI portfolio, Currie Group plans to run roadshows and demo events across ANZ, starting with the new M3h.
Rob Mesaros, Currie Group CEO adds, “This move is EFI’s show of support for the industry here – and our commitment to putting EFI on the map. Together, we have the tech, the go-to market, and the strategy to own the industrial and production markets in this region.”
For the ANZ Sign & Display sector, this exclusive distributorship between these market leaders is a show of faith in the opportunities for this sector, and how the combined force of these two market leaders can unlock growth for printers in the region.
This article was first published in the September-October 2025 edition of Print21, page 10.