Case study: SumUp (Fintech / POS Hardware). Driving retail impact with SumUp across Europe. How nonplusultra built SumUp's EMEA retail presence from scratch: 12+ markets, 1,500+ stores, 3× sales growth in year one. Challenge: SumUp faced a structural challenge: getting a fintech payment terminal onto shelves in consumer electronics and general retail — a market with no pre-existing category for payment hardware. Finding the right retail fit, scaling across multiple EU markets, and navigating language and cultural differences required a partner willing to become embedded in the SumUp team rather than act as an arms-length distributor. Approach: nonplusultra became embedded in the SumUp growth team. The team absorbed the brand DNA, learned the product story deeply, and carried it into every distributor and retailer conversation. A structured distribution strategy aligned the product portfolio with retailer category plans. Targeted in-store activations and sell-through reporting maintained velocity across markets. Outcome: SumUp went from a handful of markets to shelf presence across EMEA's major CE and general retailers in one year: 12+ markets, 1,500+ stores, 3× sales growth. The embedded partnership model proved that a fintech brand with no prior retail infrastructure could build a scalable EMEA channel fast when the right team becomes part of its growth function. Results: 12+ EMEA markets activated, 1,500+ Retail stores reached year one, 3× Sales growth in first year.