New focus and streamlined management team results in success for Keyboard, Interface Device and Switch maker

Explains UK MD, Michael Groom: “We’ve turned the business around. New people have been brought in and we’ve changed job responsibilities to create an exciting, entrepreneurial team spirit with a ‘can do’ approach, with the aim of improving customer service. We’ve also streamlined management to have shorter lines of communication. The overall result is that we’ve opened up a significant number of new accounts and are beating budgets for the first time in three years.”

New products and sales programs with distributors have helped develop Cherry’s CID (keyboards, mice) market position. Recently the company has introduced the MARLIN wireless laser multimedia keyboard and mouse combination, its first new consumer product for some while. Cherry’s CID distributors have also been performing well, with North Amber achieving especially good results.

Concludes Groom: “We feel we are beginning to get the mix right and it’s having the right result – having come out ahead of our sales target for three consecutive months. Now we just have to continue to develop and deliver what the customers want!”