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Biamp adopts dealer-direct model in UK and Ireland

The move is designed to ‘enhance the company’s ability to support customers and drive growth’

US-based pro AV supplier Biamp is to implement a new dealer-direct model in the UK and Ireland.

The move, which follows the recent opening of a new European headquarters in Antwerp, Belgium, and UK sales office in London, is designed to strengthen the company’s sales, support, and product distribution in the region.

In addition to some direct accounts, Biamp will be working with Midwich, Leisuretec, and Professional Audio in Northern Ireland – in all cases, served by Biamp’s sales and support staff. This will enable the company to more aggressively pursue opportunities in all target vertical markets: corporate, food service and hospitality, retail, large venues, education, religion, sports and leisure, and outdoor applications.

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“With the UK being one of the biggest and most important markets in Europe, we are confident that our decision to go direct will allow us to serve our partners more effectively,” commented Kris Vermuyten, general manager, Biamp Europe. “Bringing on board an experienced UK sales force coupled with an expanded pre- and post-sales support team will allow us to engage dealers more fully in the UK and Ireland markets. This, in combination with our consultant support and vertical business development group, will ensure that we achieve our ambitious growth plans for the region.

“We are convinced this is the best way to promote beneficial synergies between Biamp DSP products, microphones, loudspeakers, amplifiers and complementary electronics.”