French loudspeaker manufacturer APG has appointed Audio-Technica Germany as its exclusive German distributor with effect from 1 March 2010.
According to APG’s Xavier Pion, the move represents a significant step forward for the brand in Germany. “Germany is one of the biggest and most dynamic markets in Europe, so it’s important that we have strong representation here,” he noted. “Audio-Technica is an internationally recognised brand with a high-end product image which reflects our own. Furthermore, Audio-Technica Germany, as a subsidiary of Audio-Technica, has a well-established and technically knowledgeable sales force with excellent market penetration.”
“The only other brand they currently represent is Allen & Heath with whom they have been extremely successful so far,” continued Pion. “Sales across the range have been excellent, so that is very encouraging for us, as we have most of our major markets in common. In fact, Audio-Technica Germany is present in all of the markets that are important to us; namely fixed installations (clubs, theatres, multi-purpose performance venues) and the touring rental business. This new partnership is a clear advance in the realisation of our international development strategy, and I’m looking forward to working with the Audio-Technica team to establish the APG brand throughout Germany.”
Audio-Technica Germany’s MD, Jörg Rader, is equally enthusiastic. “We have been considering the idea of expanding our range of distributed brands for some months now in the wake of the success we’ve enjoyed with A&H, but we wanted to be sure that we were taking on the right brand for us. APG has exactly the profile that we were looking for – high quality, technically superior products with a young, dynamic and ambitious team behind them who are keen to make a name for themselves on the international stage. These are the kinds of people and products that we like to work with, and I am confident that we will be able to take APG to the next level in the German market. It’s both good for them, and good for us!”
Pictured (L-R) are Xavier Pion, APG; Jörg Rader, Audio-Technica Germany; Greg Dapsanse, APG; Jupp Hammes, Audio-Technica Germany.