Whilst Christie will retain a number of direct house accounts, the bulk of its business product sales within the UK will now be through AVM.
AVM's managing director, Mark Nisbet (pictured here to the left of Christie's Dale Miller), told II: "We have worked closely with Christie to ensure our account managers not only understand the new opportunities the brand opens up to our resellers in terms of markets and technologies, but that they have the product knowledge to support customers in exploiting those opportunities. Add to that the expertise of our technical team on challenging projects such as edge blending and warping, and we believe the new partnership will give every reseller confidence when tendering for business, knowing they have the combined strength of AVM and Christie behind them."
Dale Miller, vice-president EMEA for Christie, added: "We've chosen to partner with AVM because they have a great degree of technical expertise and projector experience, which means they are able to offer high levels of support to the trade. Additionally, they have a well established audiovisual channel selling into markets which are important for our continued growth, and which will increase our brand exposure. I am confident the agreement will be beneficial both to Christie and AVM."