"This new arm of Shure Europe is a logical extension of our current activities in Germany, the largest audio market in Europe," said Al Hershner, vice-president of US and European sales. "Shure Distribution will enable us to strengthen our brand both in the home country of many of our competitors, as well as throughout Europe."
Markus Winkler, managing director of Shure Europe and the new Shure Distribution GmbH, added: "Direct contact enables us to benefit from market feedback which is critical for future product development and growth. In addition, our European distribution partners will profit from our experience through improved market development planning and execution."
Along with direct sales to Shure dealers in Germany, Shure Distribution will be providing customer support, order fulfilment and post-sales support. An important part of this support includes the Shure Applications Team, a group dedicated to providing service and technical support. With specialists in various fields such as touring sound, installed sound, and broadcast, the team offers product training for retailers, consulting services for large installation projects and special events, as well as seminars and courses for universities, colleges, and trainee apprentices.
Other than Germany, European distribution of Shure products will remain with the existing network of distributors. Shure Distribution GmbH is located in the same offices as is Shure Europe GmbH in Heilbronn, Germany. Bernd Friedel joins the new company as director of sales and marketing.
(Lee Baldock)
