Creative technology leader and smart cutting machine manufacturer, Cricut has signed a distribution agreement with Synnex Australia to provide further incremental growth into broader mass-market retail as well as introduce Cricut to its established resellers.

Traditionally found at select mass-market retailers and specialist stores, this agreement with Synnex reinforces Cricut’s focus on growth, promoting its new products and innovation to Australia creatives, and making Cricut solutions more accessible to consumers.

Cricut CEO, Ashish Arora said the company is excited to embark on this journey with Synnex and work together to expand on its brand mission to help people lead creative lives.

“As a growing creative technology brand, it is important that we partner with a well-established, technology focused distributor in the region that shares our passion and is committed to fully realising our growth potential,” he said.

“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 have yet to experience the wonderful world of Cricut.”

Synnex product director, Jay Ko added: “Synnex is thrilled to have Cricut onboard and to be able to offer their innovative DIY products to our broader mass-market retail partners in Australia. Personalisation is thriving, and Cricut is very relevant to this trend. With Cricut products, users can personalise just about anything they can put their creative minds to. This partnership perfectly aligns with our plans to expand our consumer offerings and create new market opportunities for our retail partners.”