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Cricut Ink Synnex Deal For Oz Retail Growth

Smart craft cutting machine manufacturer, Cricut, has appointed Synnex as its new Australian distributor to further grow its local mass-market retail footprint. The deal comes as homewares and DIY improvement products spike amidst coronavirus lockdown measures.

Traditionally found at select retailers and specialist stores (e.g. Spotlight), the deal seeks to make Cricut products more available to Aussie consumers, many whom are part of its tight-knit online community of nearly 3 million followers.

Cricut’s smart electronic cutting machines allow users to cut intricate patterns on hundreds of materials, with the ability to personalise items with its revolution ‘Infusible Ink’ system for custom words and markings.

Adding to its existing distributors, Synnex will offer further incremental growth into broader mass-market retail, as well as introducing Cricut to its base of established retailers.

“We are confident Synnex has the capabilities and proven experience to support Cricut in its growth journey both expanding our wonderful tight-knit community of makers and reaching a whole new audience of creative individuals and DIY-ers, who are yet to experience the wonderful world of Cricut,” states Chief Executive, Ashish Arora.

Sync Product Director, Jay Ko, asserts personalisation is thriving, and Cricut is very relevant to this trend.

“This partnership perfectly aligns with our plans to expand our consumer offerings and create new market opportunities for our retail partners,” adds Ko.

Cricut’s products include its flagship line of smart cutting machines encompassing the Cricut Maker, Cricut Explore Air 2, Cricut Joy.

Synnex is an IT solutions aggregator who works with over 80 vendors and 6,000 channel partners and retail chains to offer a suite of tech-based products, services and solutions. 

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