According to APG's Xavier Pion, the move represents a significant step forward for the brand. "Germany is one of the biggest and most dynamic markets in Europe, so it's important that we have strong representation here," he says. "Audio-Technica is an internationally recognised brand with a high-end product image which reflects our own. Furthermore, Audio-Technica Germany, as a subsidiary of Audio-Technica, has a well-established and technically knowledgeable sales force with excellent market penetration."
"The only other brand they currently represent is Allen & Heath with whom they have been extremely successful so far," continues Pion. "Sales across the range have been excellent, so that is very encouraging for us, as we have most of our major markets in common. In fact, Audio-Technica Germany is present in all of the markets that are important to us; namely fixed installations (clubs, theatres, multi-purpose performance venues) and the touring rental business."
Audio-Technica Germany's MD, Jörg Rader adds: "We have been considering the idea of expanding our range of distributed brands for some months now in the wake of the success we've enjoyed with A&H, but we wanted to be sure that we were taking on the right brand for us. APG has exactly the profile that we were looking for - high quality, technically superior products with a young, dynamic and ambitious team behind them who are keen to make a name for themselves on the international stage."
(Jim Evans)
