Agfa appoints Brett Addison as Sales Manager – Australia & New Zealand

Closely following the news that Agfa’s Digital Printing Solutions business is to be combined with Electronics for Imaging (EFI), Agfa Australia has now announced the appointment of Brett Addison as Sales Manager – Australia & New Zealand to ‘further develop Agfa’s customer relationships and sales activities across the region, with a particular focus on the company’s Sign & Display and Industrial Print solutions’.

Rashed Chughtai, Agfa Digital Printing Solutions ASPAC Service Manager, says: “We see significant opportunities for growth across both Sign & Display and Industrial Print, and Brett will play an important role in developing these opportunities and ensuring our customers have access to the right technology and local support. His experience and understanding of the Australian and New Zealand markets will be extremely valuable as we continue to strengthen our local organisation and increase our engagement with customers.”

With SMARTECH to continue as Agfa’s preferred partner in Australia, the plan is for both Agfa and SMARTECH to work closely together on developing and supporting customer relationships and future opportunities. Addison adds: “I am excited to join Agfa at a time when the company is investing strongly in its local sales and service capabilities and I look forward to working closely with SMARTECH. Agfa already has a comprehensive portfolio of solutions for the Sign & Display and Industrial Print markets, backed by global technology and expertise.”

Agfa Australia is now providing direct service and technical support to customers in Australia, complementing its established partner network. The company is also strengthening its direct sales capability for the Industrial Print segment, providing customers with greater access to Agfa’s global portfolio of industrial printing solutions, local sales expertise and technical support.

Addison brings extensive experience in the Australian print and industrial equipment market and his role will include working closely with customers to understand their production requirements and identify opportunities to improve productivity, capacity and business growth through Agfa’s printing technologies, software, inks and service capabilities.

Once the new Agfa/EFI relationship starts to impact, Addison will be in an even stronger position to cement those customer relationships. Through its recently renewed portfolio, including the Jeti TAURO, Onset PANTHERA and SpeedSet ORCA platforms, Agfa DPS already lays claims to be one of the world’s leading providers of industrial inkjet solutions, with distinct strengths in display graphics, décor and packaging applications. The EFI addition brings global leadership in industrial inkjet, helping customers accelerate the transition from analog to digital imaging, with particular strength in digital single pass for corrugated packaging, roll-to-roll, hybrid and textile printers through its Nozomi, VUTEK and Reggiani platforms.

Together, EFI and Agfa DPS expect to generate approximately €540 million (AUD$875m) of revenue in 2026 on a pro forma basis and will serve a diversified base of thousands of customers across more than 100 countries, supported by complementary geographic strengths across North America and Europe and a global sales and service network. The combined company is also expected to have the potential to realise significant synergies over time, driven by enhanced cross-selling opportunities and the benefits of a platform with greater scale, including expanded access to new applications and geographies.

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