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SGM appoints Rentall for Benelux

Ian McMurray 26 October 2011
SGM appoints Rentall for Benelux

Dutch AV sales and rental company Rentall, under its newly formed division, Sales-All, has been appointed exclusive Benelux distributor for SGM lighting.

The appointment was confirmed at this year’s PLASA, by company director Michel Roelofsen, and SGM’s managing director Peter Johansen and export area manager Steen Geertsen.

Along with co-founder Theo van Workum, Roelofsen has built up the sales and rental company over the past 15 years, with bases throughout Holland and Germany. The company’s channels to market take it into television and architectural applications as well as concert and theatre touring.

“We are extremely impressed with the new range of SGM products — and over the years we have also sold a lot of older SGM fixtures,” said Roelofsen. “It’s important that we can do business with people we already know and will be restructuring the company to accommodate this innovative new range. It’s great to see that Peter Johansen is back in the business.”

“This move goes further than a simple distributor appointment,” said Johansen. “Sales-All will become an integrated technical partner who will provide the input and feedback we need to move forward; they are very focused technically.”

Sales-All has already made a substantial investment, consolidating the new move by purchasing 500 of the new X-5 LED strobes and will be adding XC-5 RGB strobes once these are in production. They have also modified SGM’s new installation LED Balls into a touring version, to meet a hire company requirement for a theatre tour, and have purchased 220 of the new Genio Mobile Compact high power LED colour changing projectors for a separate dance tour.

Left to right: Steen Geertsen, Michel Roelofsen, Peter Johansen

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