beyerdynamic enters Polar age
Paul Milligan, September 9, 2008
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Distributor beyerdynamic GB has announced at this year’s Plasa exhibition in London it will now be called Polar audio, with effect immediately. The rebranding is to help change the perception that the company is solely a distributor of microphones and headphones. Polar audio will now also supply system design, product integration, project logistics and programming asistance.
The change of focus is to reflect the changes over the last few years in their core customer base, five years ago their core business was based in the MI music retail sector and the broadcast recording market. Today these two sectors account for 40 per cent of thier business. The largest and fastest growing segment for them is the installation market, accounting for 60 per cent of our turnover.
‘That is not to say that we will be moving away from any of the core markets that have served us so well in the past, Polar audio is a trade only supplier and as such will continue to work closely with our existing customers to promote sales for the products it distributes. There is also no move away from beyerdynamic as a brand, in fact as the largest independent beyerdynamic distributor we are planning for growth not only in our core markets of MI and broadcast, but are confident of growing our conferencing and installation business,’ said the company, in a statement issued at Plasa.
Polar Audio Ltd is the exclusive UK distributor for;
ASL
Aviom
Beyerdynamic
Biamp
Blue Sky
Cue
Dynacord
Gallien Krueger
MC2
Novasonar
Renkus Heinz
WHD
XTA
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