12-28-2015: 3D Systems announced the discontinuation of Cube 3D printers and the Cubify brand
It marked its complete exit from the consumer 3D printing sector
On December 28, 2015, 3D Systems announced that it would cease production of its consumer 3D printers from the Cube series. The decision was part of a significant restructuring plan and a new strategic direction following the departure of long-time CEO Avi Reichental at the end of October that year.
Along with discontinuing the Cube, 3D Systems also announced the phase-out of the Cubify platform, which had provided consumer-focused solutions such as free 3D models, easy-to-use modeling software, and services for personalizing and 3D printing figurines. Cubify was officially shut down on January 31, 2016.
The announcement came from Andy Johnson, then Interim Chief Executive Officer and Chief Legal Officer of 3D Systems. As part of these changes, the company undertook a comprehensive review of projects, product lines, and initiatives launched under Reichental's leadership. The goal was to refocus on the industrial and medical sectors, which had originally established the company's prominence.
By stepping away from consumer products, 3D Systems anticipated less than a 2% revenue decline but a significant improvement in profitability. This starkly highlighted the niche and unprofitable nature of the consumer division within the company's operations. At the same time, 3D Systems reported charges of approximately $19–25 million related to inventory write-offs and purchase obligations, all stemming from the consumer sector.
The consumer experiment for 3D Systems lasted three years—or five if you include the late 2010 acquisition of the UK-based company Bits From Bytes. In January 2012, 3D Systems introduced its first in-house consumer 3D printer, the Cube, and the Cubify brand, which bundled all consumer-focused projects, including software, filaments, and 3D scanners like the Sense and a tablet attachment marketed as a "transformative" scanner.
In early 2014, will.i.am, a pop star, joined 3D Systems and Cubify as the company's Chief Creative Officer.
Few things disappointed me as much as the Cube 3 and Cube Pro. Unveiled in January 2014 at CES in Las Vegas, they promised to be the revolutionary consumer products for 3D printing, akin to what the iPhone had been for smartphones. Instead, they were a massive letdown—flimsy, noisy, prone to malfunctions, and offering terrible print quality compared to other printers on the market (like the Ultimaker 2 or Zortrax M200).
The downfall of Cube and Cubify officially marked the beginning of the gradual burst of the consumer 3D printing bubble, which played out over the next two years and led to the demise of numerous startups and companies.
Source: www.globenewswire.com