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Sharp is bringing all its brands together under “One Sharp.” (Image: Sharp Europe)
Sharp is bringing all its brands together under “One Sharp.” (Image: Sharp Europe)

Merger Complete: NEC Retires, Sharp Europe Takes Over

Sharp says goodbye to the NEC brand and is stepping into a new era, putting IT services and integrated digital workplace solutions at the forefront. The new slogan: “One Sharp Digital Experience.”

The NEC brand is officially disappearing from the European display market. Sharp is now fully integrating all former Sharp/NEC products into its own lineup, following the winding down of the Sharp NEC Display Solutions Europe joint venture. Over the past year, the transition has been gradual—first with the company being renamed Sharp Display Solutions Europe (SDSE), and now all hardware and services are being offered directly by Sharp Electronics Europe (SEE).

The Sharp-NEC display merger, first announced in 2020, has been a slow and steady process of combining portfolios. Now, the integration is complete, and everything falls under the Sharp brand.

Introducing “One Sharp Digital Experience”

Along with the product integration, Sharp Europe is updating its brand positioning. The new mission statement, “One Sharp Digital Experience”, reflects the shift. “One Sharp” signals the unification of all acquired brands, while “Digital Experience” highlights Sharp’s growing portfolio of IT services beyond just displays.

Going beyond displays: IT Point and Apsia

As reflected in the mission, Sharp plans to build up its service offerings. Two recent acquisitions from the IT services sector—IT Point from Switzerland (2021) and Apsia from France (2024)—are now fully integrated under the Sharp banner. IT Point continues as a managed services provider, while Apsia focuses on implementing cloud business applications. Together, they strengthen Sharp’s ability to offer end-to-end IT and display solutions.

“This business consolidation and brand repositioning is emblematic of where we’re going next,” explains Joe Tomota, President of Sharp Europe. “Bringing together Sharp’s expertise in IT services, document and printing services, audio visual technology, and workplace solutions under a single, cohesive identity.”