Mendon's Visual Magnetics Expands In Europe
Mendon-based Visual Magnetics, a company that develops and produces photo-quality magnetic graphics for retail signage and other uses, continues to grow its sales channels and support entities in Europe, company officials said.
The company most recently opened a distribution center in Rotterdam, The Netherlands. Last fall, it appointed Martin von Golen as business development manager for Europe. Now it's forged three new agreements in Spain, The Netherlands and Poland, according to a company statement.
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One of the new European deals is an agreement with Dicavesa of Spain, a digital large-format printing distributor, Visual Magnetics said in a statement. Another is with DuraVision Magnetics Ltd. is a Dutch retail supplies company that specializes in signage, and will offer Visual Magnetics' products through other companies. And Poland's Maximedia sells large-format printing media and printing machines.
Visual Magnetics offers graphics systems consisting of a latex primer to make the elements stick, an adhesive or non-adhesive magnetic film, and print media that offer flexibility and lower installation and shipping costs.
The technology is what makes for lower add-on expenses, said Dan Halkyard, director of marketing and product management. "It's so easy to remove and apply new graphics (even for workers that) don't have installation experience," he said. Transporting product was a logistical reason a sales channel in The Netherlands was pursued, said Halkyard, due to the many ports in Rotterdam. Visual Magnetics materials are flexible, said Halkyard, making the process of getting it from here to there much easier. "You can roll it in a tube and ship it, versus rigid-board technology, where you might have a 4-by-8-foot board you have to stake onto pallets," he said, which might get damaged in the process.
Layers of the media can go one atop another in cases of special promotions or other changing elements of an exhibit, as the company demonstrated in a video on its website. Its products are even earth-friendly - made out of post-consumer material.
"Retail is very popular for us because we try to target user-type companies that have frequent graphic change-outs," said Halkyard. Hotels, restaurants, finance industries, trade show graphics firms and companies with menu boards also make use of such changeable signage, he said.
According to the company website, Visual Magnetics' clients include retailers Oakley, Target, Staples and CVS; automakers Toyota and Ferrari; and McDonald's.
Halkyard said the company has four U.S. distributors, including newly added Fujifilm North America, and is also pursuing sales channels in France and Germany.
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