Atlona, a Panduit company, is spreading its partnership with commercial AV distributor EET Group throughout continental Europe, bringing Atlona closer to customers in key growth markets.
From its headquarters in Denmark, EET Group will absorb all product distribution responsibilities for France, Hungary, Romania and Slovakia, and provide services to the resellers that provide sales and integration services in each country. EET Group will also supplement distribution services throughout Denmark to provide added support in an increasingly busy AV market.
EET Group has been Atlona’s exclusive distributor in Norway and the Baltics for more than five years, with Atlona extending the relationship to Finland in 2020. EET Group operates 26 sales in Europe, particularly in the education and corporate verticals. Its localisation strategy includes establishing an “Atlona ambassador” in each country to represent the brand.
Henrik Finnedal, business line director proAV, EET group, said: “In addition to ensuring local availability and quick delivery for Atlona products, we work closely with our partners to help them develop system designs with the ideal solutions for each customer’s requirements. Atlona’s broad product line across connectivity, collaboration and control allows us to effectively provide complete solutions that are reliable, easy to use, and interoperable with other key brands in our portfolio.”
Thorsten Goecke, business director, EMEA for Atlona, added: “EET Group has a clear presence throughout Europe strengthened through responsive in-country representatives that understand how to navigate Europe’s diverse business cultures. We recognise the value they have brought to the Atlona brand in Norway, Finland and the Baltics, through their technical expertise and impressive reseller network, and look forward to working with them across these key new territories as work together to support emerging growth opportunities.”
