In the UK it will add two plate salesmen to its direct sales team and is looking for small regional dealers to sell its plates and ink-jet proofing products.

Its move is part of a change of strategy, which included the end of its long-term partnership with UK dealer NCS (PrintWeek, 12 August). 

"We're very focused on our thermal consumables plans," said Creo UK sales director Nigel Street. "These sales guys will be plate sales guys." 

Competitors have questioned whether Creo could find suitable dealers. "If they can find 10 credit worthy credible dealers then good luck to them," said one.  

Others asked whether dealers would jeopardise existing supplier relationships to work with the firm. "Creo seems hell-bent on pissing everyone else off," commented another. 

Street was confident that the firm could find dealers and that they would give Creo a fair hearing. 

"There is no doubt we have to deal with people who have existing suppliers," he said. "We have to establish ourselves at the expense of our competitors." 

He added: "There are lots of comments but people are interested in how our products perform and how we work as an organisation. We've got an ongoing commitment to the consumables business and understand the importance of partnerships." 

Street said that to date the firm's plate sales were ahead of targets in the UK, although he was unwilling to reveal the statistics for the time being. He also revealed that the firm has additional plate products in development. 

Story by Barney Cox