SGM has recruited Mikael Uddh (left of picture) to handle the Danish manufacturer’s portfolio of LED products on an exclusive basis, under the newly-formed SGM Sweden.
Uddh is already familiar with SGM product distribution from his time with Interlite, having previously joined sister company Wireless DMX as key account sales manager for Europe four years ago.
The Swede says he is now relishing the challenge of marketing the range of high premium low energy solutions to the core rental, broadcast, architectural and retail segments under the new company.
“I first met CEO Peter Johansen at Prolight+Sound in Frankfurt this year,” said Uddh. “ Having worked in lighting for 20 years and been associated with major manufacturers including ETC, Arri and Vari-Lite – as well as SGM – I didn't want to pass the opportunity by when I saw just how groundbreaking the new SGM fixtures were. I don’t see products containing these features in packages anywhere else.
“SGM is an exciting new company and after we had discussed strategy I agreed right away to set up SGM Sweden, and build a platform to show that the brand is right back on track with sales and service.”
Explaining the rationale behind the decision, Peter Johansen (right of picture) added: “It does not suit us to be one of a number of brands in a distribution portfolio. I want personal commitment and 100% focus – Mikael has the vision to realize what we are trying to do and the ability and personality to front the company. The market requires product specialist knowledge and I know I have made the right decision.”
Based in Gothenburg, Uddh is also perfectly positioned to service all the main Swedish commercial centres – which include Stockholm and Malmö — on a face-to-face basis. “We have made a great start to the campaign at PLASA, with numerous Swedish visitors to the stand,” he said.