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CASHMASTER MAKES INROADS INTO NEW DIRECT TO MARKET STRATEGY

Cashmaster Group, the leading global provider of countby-weight cash management solutions, is celebrating recent success and progress with its direct to market strategy in the U.S., which has been its firm focus for the last couple of years to deliver growth in this territory.

In just a matter of weeks, the group, led by CEO Gordon McKie, has completed the acquisition of one of its U.S. distribution firms, and separately closed a significant deal with a global brand with retail stores across the U.S. In September, following a lengthy tender process, more than 20 pallets of its flagship Cashmaster One Max product left its Dalgety Bay HQ bound for the U.S. With more than 40 years’ experience in the cash management sector, Cashmaster exports more than 90 per cent of its output to overseas markets, involving many leading ‘blue-chip’ brands, operating within the retail, supermarket, convenience stores, quick-service restaurants, and financial sectors. Like many businesses, Cashmaster has not been immune to COVID-19, especially with the rumour that ‘cash isn’t clean’, which the World Health Organisation was quick to dispel. However, the Dalgety Bay factory has remained open to meet production demand and customers have been supported throughout the pandemic by the product support and sales teams, each of whom have continued to work remotely.

fbm Update spoke to Martin Petersen, Technical Director at Cashmaster. He said: “Our direct to market approach to growing our business in North America is progressing well. The acquisition of Thomas Findlay, a long-term distribution partner, in addition to a new contract award with a leading global player in the sector, confirms that our product is the best and most affordable cash management solution of its kind in the marketplace. “Our focus is very much on building our customer base, with particular focus on North America and Europe, as we continue to help our customers drive operational improvements in their cash management processes.”

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