Wireless LED lighting manufacturer Astera has signed agreements with four new exclusive distributors for Denmark, Finland, Norway, and Sweden, as it looks to expand its presence in the Nordics market.
In Denmark, Astera will be represented by Light Partner; in Finland, Oy Lafoy; in Norway Prostage takes up the Astera portfolio; and in Sweden, Bellalite takes on the distribution.
The move enables customers in each country to deal directly with a local distributor, all of which have been chosen for their reach into both live show and events plus film and TV markets, in addition to their stellar after-sales service and support infrastructures.
“Astera sales to Scandinavia started to take off in 2011,” explained Astera’s sales director Sebastian Bückle. “With the volume of business at that time, it made sense to treat the different countries as one region, however, this has consistently expanded, and to encourage further growth, this move “reflects the increase in activity and the value of local market knowledge and connections.”
Bellalite is a leading professional lighting and stage equipment supplier, established in 1979 and currently employing 25 people across three regional branches in Gothenburg, Stockholm and their Vaxjo HQ. Its CEO Joakim Lundgren, said: “We love to work with the best products and Astera has been our first choice for many years, so we’re happy and excited to become their Swedish distributor.”
Herning-based Light Partner has distributed premium AV equipment for entertainment, install and the broadcast sectors for almost 30 years. “We’ve watched Astera’s development for a few years and have been increasingly impressed by their product quality and innovative thinking,” said Light Partner CEO Stig Meyer.
“Now even more familiar with the company, he is confident that the versatile product ranges, high level of professional support and Astera’s general passion for the industry is “very inspiring.
“Light Partner aims to deliver first-class service and support, and for that, we need a first-class organization like Astera backing us up.”
Prostage is based in Oslo, and sales manager Carl August Tidemann commented: “We’ve wanted to work with Astera for some time, as there has been a huge demand in our market for high-quality battery-operated LED fixtures the last few years.”
In Finland, currently enjoying huge critical acclaim for its slick, stunningly complex and beautifully cinematic versions of the ‘Nordic Noir’ film / TV series genre … Astera is sure to be a winner!
Lafoy was established in 2004 and has always worked in film, studio, stage, and entertainment markets, mainly supplying an array of lighting and rigging products/accessories.
Oy Lafoy’s Hans Karlsson sees Astera as a “state-of-the-art” brand with potential for film and TV, but also but also for architectural and architainment projects, especially in the north of the country where new markets and projects are opening due to increased tourism that are demanding good quality IP rated fixtures.
Sebastian concluded: “We have selected all of these partner companies very carefully based on success, shared visions and goals, and I look forward to four extremely positive working relationships across Scandinavia that will bring great results.”
