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Zortrax confirms Dell deal never happened, maintains investors were informed

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One of 3D printing’s biggest stories, i.e. the sale of some 5,000 Zortrax M200 machines to Dell Computers in Asia, was recently discovered not to have never actually happened by 3DPrintingBusiness.Directory (now VoxelMatters) contributor Mike Molitch-Hou. Now – as reported by 3DPrintingMedia.Network partner 3D Printing Center -Zortrax has responded to Mike, confirming that the Dell deal never actually happened while maintaining that, although the media were not, all investors were fully and timely informed.

Zortrax confirms Dell deal never happened, maintains investors were informedThis is Zortrax’s full and unedited response:

In late 2013 and early 2014, prior to the commercial launch of our debut 3D printer, strong interest in the product provided a good outlook for our entry into the 3D printing sector. A potential contract with the Asian division of Dell, noted in the article, was communicated through various marketing channels, due to a mutual good faith effort to complete the deal. Due to confidentiality of the agreement, we are not able to reveal additional details of the contract, other than to say that it could not be completed on mutually acceptable terms and conditions by both parties.

We want to clearly communicate that information related to this opportunity was, and has been clearly communicated to prospective investors. As the article noted, Zortrax discontinued communication efforts regarding the potential contract in our marketing communications, addresses to the market, and conversations with investors due to its unsuccessful conclusion. 

We would like to note that financial numbers quoted in the article do clearly indicate the usage of real numbers. Potential profits from unrealized contracts are not reported and were not formally included for the basis of establishing the valuation of the company.

Since 2011, Zortrax has focused efforts on providing the highest quality products and services in the field of 3D printing technology. This effort has been validated by, among other things, numerous honors and awards, and constant company growth creating new jobs, and the further development of innovative products and services.”

While the news that the Dell never really took place did come as a disappointment to many, it must be said that Zortrax and its M200 3D printer have earned customer appreciation “on the field”, by presenting one of the most reliable and better overall price/quality ratio filament extrusion based prosumer system in the market. If – as the company explains in its reply – those who had a stake were timely informed, there is major harm done. In fact, the perceived early success did inspire many in Poland (and elsewhere) to follow in Zortrax’s footsteps. Some succeeded and others failed however Zortrax’s management decision not to disclose the deal’s fall through to the media can hardly be blamed for that. The M200 has consistently been present in 3D Hubs top rated 3D printers chart for the past two years and is a user favorite in terms of reliability. The Polish company – one of the emerging leaders in this segment, in spite of a few errors in strategy and communication (such as this one) – will hopefully have more opportunities for even bigger deals in the future.

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VoxelMatters is the online trade media portal published by 3dpbm, a leading marketing and market research firm specializing in the AM industry. 3dpbm also publishes the 3D Printing Business Directory, the AM Focus eBook series and the 3dpbm Research AM Market Reports. 3D Printing Media Network was founded with the goal to provide the latest industry news, insights and opinions to a global audience of professionals and decision makers.

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