The company has partnered with Global Sales Partner (GSP) to deploy omnichannel solutions into the market, as well as with POS ONE, a leading cloud-based, hardware agnostic integration solution for merchants needing multiple channels to market.

The partners will use TRU Link, Trust Payments’ latest product. TRU Link integrates with a merchant’s existing ePOS or Property Management System, allowing merchants to synchronize data, automatically reconcile and drive operating efficiencies.

Jonathan O’Connor, Chief Commercial Officer, commented: “The Nordic market is attractive to Trust Payments for its high usage of electronic payments and low use of cash as well as high internet and mobile penetration. We have started out in Denmark, where cash withdrawals are declining, and it is estimated that the average citizen performs over 400 digital payment transactions per year. Denmark is just the tip of the iceberg for us, and we look forward to expanding into Norway, Finland, Iceland and Sweden via similar strategic partnerships.”

Stefan Nielsen, Director, GSP, commented: “We selected Trust Payments as our sole payments partner in the Nordic region as they are focused not only on POS systems but on an entire ecosystem of technology, offering ample choice to retailers in the Nordics. Our goal is to take all of the admin and headaches out of payments for our customers.”

GSP has a strong presence in Denmark, collaborating with James App from the Danish version of Shark Tank on a solution for Salling Group, the biggest supermarket chain in Denmark.

TRU Link will now support key client expansion in the region including the Marcussen Hotel; and Coffee Ten, a chain of coffee shops with international ambitions.