EET Partners with SumUp

Updated: Aug 5


Allan Friis, Retail Sales Director at EET
Allan Friis, Retail Sales Director at EET

Multispecialist EET and SumUp have just entered into a strategic partnership for the distribution of SumUp's payment solutions throughout the Nordic region, through EET offices in Denmark, Finland, Norway and Sweden. SumUp is keen to accelerate the roll-out of its solutions to merchants via the retail channel and with EET's in-depth knowledge of this particular channel, it is an obvious partnership.


"SumUp is currently established in 34 countries, and their experience from these shows that the majority of sales of the company's solutions are made through DIY stores, as well as department stores selling consumer electronics, among others. As we at EET have a great knowledge of and many years of experience with the retail channel, it is quite obvious for us to enter with a company like SumUp. Furthermore, it gives us an advantage for our established POS department and their retailers, to whom we can now finally offer a beneficial payment solution as part of the deal with EET", says Allan Friis, Retail Sales Director at EET.


SumUp differentiates itself from competing payment solutions by being able to offer payment terminals as low as €20 and without a monthly subscription agreement, making the solutions cheap to set up. At the same time, the percentage rate per transaction is less than half of the rate when using competing terminals. All in all, this makes SumUp's solutions particularly attractive for small and medium-sized enterprises as well as private individuals who, for example, participate in flea markets and do not want to give out their mobile number in order to receive payment. With SumUp's terminal connected to their mobile phone via Bluetooth, they can receive payment with all common card types as well as ApplePay and Google Pay. This explains why the retail channel is the obvious sales channel for SumUp.


"The partnership with EET is strategic for SumUp because our payment solutions are the obvious choice for small and medium-sized businesses such as independent craftsmen, hairdressers, taxi companies, catering outlets and others. These are businesses that we know from experience we can best reach through the retail channel. As EET is one of the strongest distributors in retail, this makes them an obvious partner for SumUp to activate our retail strategy in the Nordic market. The fact that EET also has a strong sales team when it comes to selling POS systems for retail solutions only makes the partnership even more interesting", says Anders Fagerlund Nielsen, Business Development Manager Nordics.

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