10.01.2022

APG Cash Drawer Ltd.

APG Cash Drawer introduces new name, branding and guiding principles

The global POS solutions provider is announcing a rebranding strategy to emphasize the strength of its capabilities, growth, innovation and commitment to customers around the world.

MINNEAPOLIS, MN - (December 7, 2021) - APG Cash Drawer, a global leader in innovative POS cash management solutions, premium cash drawers and SMARTtill® technology at the point of sale, today announced the launch of a new company name, tagline, rebranding and guiding principles.

Leveraging its longstanding brand equity and 40 years of industry experience, APG Cash Drawer will officially retire the Cash Drawer name in January 2022 and introduce a new tagline: apg® - trust at every point™.

The company's new values and guiding principles, called "Compass Points," are reflected in the new name, rebranding and tagline and underscore the company's unyielding core values of continuous improvement, unwavering commitment and dedication to employees and customers.

The upcoming changes reflect apg®'s renewed customer promise to deliver high-quality, best-in-class solutions for retail environments and its commitment to improving the daily lives of retailers and hospitality operators around the world. Supporting the power of local retail and recognizing what it means to people and their communities are core beliefs of apg®. The new tagline is the embodiment of the company's ongoing direction.

Paul Griffiths, president and chief executive officer of apg®, said, "When we talk about trust at apg®, we mean it in every aspect. Our goal is to strengthen the vitality of every retail and hospitality provider worldwide through growth and innovation. Simply put, it's easy to do business with us. That's the foundation for everything we do. We've earned our reputation for product excellence by developing new and exciting solutions that meet the demands of an ever-changing retail world."

The company is committed to becoming the global partner for retailers and suppliers in the hospitality industry, providing innovative solutions to make them better, overcome challenges and ensure a strong future.

"The rebrand included a restructuring of our value proposition, a complete facelift of our branding and a replication of key documents, our digital media presence and public engagements," said Andrew Carr, managing director of apg® EMEA. "Innovation will lead our organization to new and exciting solutions for the retail and hospitality industries. We're leveraging our unique expertise to strengthen the success of our partners and win the loyalty of our customers around the world."

The company is at the forefront of cash management solutions and adheres to a set of standards designed to improve the profitability of its customers and partners around the world. The launch of the new apg® brand also underscores the company's commitment to helping its customers overcome challenges, ensuring a strong future and providing "trust at every point" - all part of the company's new foundation and guiding principles.

The evolution of POS peripherals and products, along with CurrentSee® software for the SMARTtill® solution, is a revolution in cash management that enables retailers to minimize cash losses, reduce cash handling costs, improve in-store productivity, and make the daily lives of employees in retail and hospitality operations around the world easier.

The new name and branding will be on display at EuroCIS 2022, February 15-17, Hall 9, Stand A18.

Exhibitor Data Sheet