Fujifilm Australia takes direct control of endoscopy sales in Australasia

Fujifilm Australia & New Zealand will take over direct sales, clinical support and marketing for Fujifilm Endoscopy systems across Australasia starting 1 July 2026. The move ends more than 13 years of CR Kennedy Medical Division representation and is meant to speed support for clinicians and strengthen local market ties.

Why it matters: - Fujifilm Australia & New Zealand will now manage endoscopy sales and support directly across Australasia, tightening control of a key healthcare business. - The shift is intended to improve responsiveness for clinicians, endoscopy units and healthcare providers in Australia and New Zealand. - The transition also brings Fujifilm closer to its global research and development pipeline, which could shape future product and training support.

What happened: - From 1 July 2026, Fujifilm Australia & New Zealand assumed direct responsibility for the sales, clinical support and marketing of Fujifilm Endoscopy solutions throughout Australasia. - CR Kennedy Medical Division had represented Fujifilm Endoscopy in Australia and New Zealand for more than 13 years. - Several members of the CR Kennedy Endoscopy team will join Fujifilm Australia & New Zealand to maintain continuity for customers.

The details: - Michio Kondo, chief executive officer of Fujifilm Australia & New Zealand, said direct management will help the company build stronger partnerships with healthcare providers and respond more rapidly to the needs of Australian clinicians. - Don Ouellette, general manager of endoscopy at Fujifilm Australia, said the company will support clinicians, endoscopy units and healthcare organisations through dedicated local resources and enhanced educational programs. - Ouellette also said the direct model will better align the Australian business with Fujifilm’s global research and development initiatives. - Malcolm Kennedy, chairman of CR Kennedy & Company Pty Ltd and CR Kennedy (NZ) Limited, said the company was proud of the relationship built with Fujifilm over the past 13 years and the team’s role in growing the endoscopy business. - CR Kennedy was awarded as an outstanding global distributor by Fujifilm Tokyo. - Fujifilm Australia and CR Kennedy thanked customers, clinical partners and healthcare organisations for their support over the past 13 years. - Fujifilm says the move will help build the next generation of partnerships, technologies and clinical solutions for endoscopy in Australia and New Zealand.

Between the lines: - The direct-sales shift suggests Fujifilm wants tighter control over a strategically important market rather than relying on a distributor model. - Retaining part of the CR Kennedy endoscopy team points to an effort to protect relationships and reduce disruption during the transition. - The emphasis on education and local resources signals competition in endoscopy is increasingly tied to service, training and support, not just equipment.

What's next: - Fujifilm Australia & New Zealand will build its direct endoscopy operation with local staff, clinical support and marketing resources. - Customers in Australia and New Zealand should see the new structure take effect with continuity support from former CR Kennedy team members. - Fujifilm is expected to deepen partnerships in the region as it expands its direct role in endoscopy.

The bottom line: - Fujifilm is bringing its endoscopy business in Australasia in-house, betting that direct control will improve service, speed and long-term growth.