Orafol and Celmac announce new go to market strategy

Orafol has announced a partnership with Celmac, with mutual agreement from HP,  to transfer Orafol’s current installation base to Celmac. Under this agreement Celmac will provide ongoing supply of ink, printheads, parts and other consumable items; and will also be responsible for all the warranty and service requirements of Orafol’s current customers.

“Orafol Australia has been a distributor of HP equipment and consumables for several years, originally through AGS in Queensland and then by Orafol Australia when Orafol Germany acquired the national network of its distributors in 2016. In this time the company has been successful in placing many HP printers into the market and the relationship between ourselves and HP has been very strong and mutually beneficial,” said Alex McClelland, Orafol’s Managing Director.

“Our focus and strategy for 2020 and beyond is to grow the marketshare and the profile of the Orafol brand and to reflect and promote our position as a direct to market, innovative manufacturer of self-adhesive graphics films, reflective materials and adhesive tape systems. Part of this strategy is to establish a partnership with all the major printing equipment manufacturers,” he added.

“Because of this strategy, and with the mutual agreement of HP, we have reached an agreement with Celmac Australia to transfer Orafol’s current installation base to Celmac. Under this agreement Celmac will provide ongoing supply of ink, printheads, parts and other consumable items; and will also be responsible for all the warranty and service requirements of Orafol’s current customers.

“We plan to make the transition as seamless as possible by partnering with Celmac Australia to ensure the continuity of supply and support to our current install base,” he explained.

Celmac Australia is in the process of establishing a branch in Brisbane to service the Queensland HP install base, while the Orafol technical service team will transfer to Celmac to be part of their national service team.

Matt Hall, who is currently Sales & Marketing Director at Orafol, will transfer to head up the new Celmac Queensland operation, as will Scott Shadwell who is currently the Business Development Manager at Orafol.

“The agreement was effective as from Tuesday 14 April 2020.  From a customer point of view, there will be zero impact to our customers and as Celmac Australia is highly regarded in the industry and is the largest, long term distributor of HP equipment in Australia, they are able to provide an extremely focused and efficient service to all HP users," concludes Alex.