Katun Marks First Anniversary in Print Hardware and Launches US Partner Programme
November 17, 2025
Channel, Managed Print Services, Sustainability, Article, Trends
It has been one year since Katun introduced its Arivia A3 MFP line in the UK, France, Germany, Spain, and Italy, having launched in the US in September 2024. In a mature and consolidating hardware market, a new entrant in the shape of an established supplies company was unexpected, but the company sought to draw on its strength in aftermarket toner, existing distribution network, and sustainability focus.
At the start of its second year in the hardware business, Katun has launched its Katalyst Rewards Program to recognise authorised Arivia MFP dealers in the US and partnered with Close the Loop to deliver its ‘Katun Collects’ recycling and core collection programme in Europe.
Positive dealer reaction
Katun reports that dealers have responded positively to the new product line. In the US, the company offers a week-long training programme aimed at building confidence and buy-in among service technicians. According to Katun, technicians have praised the range’s ease of servicing, user-replaceable modules, and single-pass automatic document feeder. Devices are supplied in a plug-and-play configuration, minimising the set-up burden. They are also equipped with a full set of toner cartridges, rather than starter toner, which reduces toner waste from the start.
A vision to be a ‘different kind of OEM’
In a recent briefing, Katun emphasised its ambition to ‘be a different kind of OEM’ by providing a simpler, more straightforward dealer-OEM relationship, noting that dealers have been pleasantly surprised with the ease of doing business with the company.
Katun is adapting to the variations between the US and European markets. Currently, authorised dealers in the US are smaller in number but are buying more units. In Europe, there are many more dealers buying smaller numbers of devices. Beyond its existing relationships, Katun is seeing success in the US with new VARs that aim to expand their geographic reach; some of these are reporting that 80% of Arivia placements are with brand-new customers. Arivia MFPs are also proving popular among IT services-focused dealers looking to add print devices to their portfolio.
To support US dealers, Katun has just launched its Katalyst Rewards Program, a sales incentive that rewards authorised Arivia MFP dealers for their continued commitment and sales success. Sales teams and dealer managers qualify for cash rewards with every qualifying Arivia MFP sale. All Arivia models are eligible, and rewards are delivered via a VISA-branded debit card that is claimed through Katun’s Katalyst Partner Portal.
In devising this partner programme, Katun has consciously avoided complex pricing and rebate structures, opting for simplicity.
‘Katun Collects’ collection and recycling programme advances circular economy commitment
In October, Katun announced that it had partnered with global sustainability solutions provider Close the Loop to streamline the collection and responsible recycling of used toner, cartridges, components, and core parts – ultimately including Arivia devices. The service is currently available to selected customers across Europe, with expansion plans already in development. It will also be expanded to the US in the future.
Katun is targeting a recovery volume of more than 50 tonnes of used cartridges and components per year. Most of the returns will be reused as remanufactured cartridges. Looking forward, the company anticipates that Arivia device remanufacturing will form part of its offering, particularly in Europe, where regulation is driving demand for refurbished and/or remanufactured devices.
Other sustainability initiatives include a relationship with PrintReleaf, which is bundled with Katun’s Dealer Fleet Management MPS packages in the US under the ‘Print It, Plant It’ brand and available as a stand-alone service in Europe.
Quocirca opinion
Katun has a unique proposition. It can boost a dealer’s existing MIF profitability with OEM-comparable supplies and various solutions, while also offering a hardware alternative for future consideration.
The company understands that being easy to work with is a competitive advantage in a market where many aspects, from partner programmes to servicing, can be complex. By emphasising simplicity and transparency, it is improving its chances of attracting new dealers and persuading existing partners to go down the hardware route.
Katun has a good sustainability message within its core business. All its packaging is cardboard and plastic-free. The launch of Katun Collects in Europe is a sound move, bringing it a pipeline of cartridges for remanufacturing as well as boosting its credentials in materials recovery while minimising the lifecycle and landfill impact of its products.
While Katun’s robust strategy is well-established around hardware, solutions, and a trusted dealer community, Quocirca’s research shows the company has a low brand awareness among IT decision makers. This is unsurprising, given Katun is a newer brand in this sector. While Katun is focused on the dealer channel, it should consider addressing this end-user perception. Differentiating in a consolidating market is not easy, but Katun can continue to build on its differentiation around being the only vendor that combines both MFPs and an established aftermarket/compatibles toner business.
