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On a quest
Listed under: News
Published: Monday, December 12, 2011
AudioQuest, a manufacturer and supplier of specialty A/V interconnects and cables, today announced the adoption of a new direct to dealer model for the UK market. Here is the body of a letter sent to all UK AudioQuest retailers.
For the last 4 years the AudioQuest brand has been under the watchful stewardship of the Multi-Room Company, who have been a great and supportive partner for us.
However, we have taken the difficult decision to move to a direct-to-dealer approach in the UK. This new strategy will become effective on 1st January 2012. In the interim we will continue to work with the team at Multi-Room who will have all of our support while we transition.
Why have we taken this step? You may already know that in 2007 we invested heavily in the European market, choosing The Netherlands as the base for our warehouse, custom cable manufacturing and our management team, who are tasked with supporting our customers on this side of the Atlantic.
We then started a direct to dealer model in the Netherlands, which has been very successful, and in 2009 we found ourselves in the position where we needed to replicate that approach in Germany. This again has proven to be a mutually beneficial move for all concerned, and we now have a great German team on the road and we support the German dealer base directly from our base in Roosendaal.
We are now at point where we are looking to develop our position in the UK, from an international perspective the UK is a very important market, its influence extends far beyond its physical boundaries. Simply put the UK warrants inclusion in our core or global marketing plan, and it is unfair to expect a local distributor to be able to find and focus the kind of resources that are needed to maximize the potential of the UK media and PR space.
So we’ve decided that it is in the best long-term interests of AudioQuest to manage the UK directly. Our Roosendaal facility is a very serious “hub” currently looking after thirty-two export countries and the two direct markets. As a result we have extensive stocks of finished and demo goods, have great logistics, and importantly, have a dedicated marketing and sales team that are perfectly placed to support when and wherever they are needed.
We’re also delighted to announce that Nick Allen, who has been such an important part of our development at Multi-Room Company, will be joining us. Initially Nick will oversee the transition from Multi-Room, and will then be looking after the Central territory in the UK, as our own Sales Representative.
Toby Allen (no relation!) is joining Nick, to look after the south of the UK, and we are hopeful we can announce our man in the north soon.
The Roosendaal facility is ready, we have a UK line to call for orders and queries, 01249 848873, a UK logistics partner, and an English speaking team at the office to offer support to all our customers.
To sum up, we’re very excited about the opportunity to place AudioQuest seriously in the UK marketplace; we’re delighted to be in a position to work with and to support the UK’s enviable independent retailer base.
Yours sincerely,
Richard Brans
MD, AudioQuest Europe
For the last 4 years the AudioQuest brand has been under the watchful stewardship of the Multi-Room Company, who have been a great and supportive partner for us.
However, we have taken the difficult decision to move to a direct-to-dealer approach in the UK. This new strategy will become effective on 1st January 2012. In the interim we will continue to work with the team at Multi-Room who will have all of our support while we transition.
Why have we taken this step? You may already know that in 2007 we invested heavily in the European market, choosing The Netherlands as the base for our warehouse, custom cable manufacturing and our management team, who are tasked with supporting our customers on this side of the Atlantic.
We then started a direct to dealer model in the Netherlands, which has been very successful, and in 2009 we found ourselves in the position where we needed to replicate that approach in Germany. This again has proven to be a mutually beneficial move for all concerned, and we now have a great German team on the road and we support the German dealer base directly from our base in Roosendaal.
We are now at point where we are looking to develop our position in the UK, from an international perspective the UK is a very important market, its influence extends far beyond its physical boundaries. Simply put the UK warrants inclusion in our core or global marketing plan, and it is unfair to expect a local distributor to be able to find and focus the kind of resources that are needed to maximize the potential of the UK media and PR space.
So we’ve decided that it is in the best long-term interests of AudioQuest to manage the UK directly. Our Roosendaal facility is a very serious “hub” currently looking after thirty-two export countries and the two direct markets. As a result we have extensive stocks of finished and demo goods, have great logistics, and importantly, have a dedicated marketing and sales team that are perfectly placed to support when and wherever they are needed.
We’re also delighted to announce that Nick Allen, who has been such an important part of our development at Multi-Room Company, will be joining us. Initially Nick will oversee the transition from Multi-Room, and will then be looking after the Central territory in the UK, as our own Sales Representative.
Toby Allen (no relation!) is joining Nick, to look after the south of the UK, and we are hopeful we can announce our man in the north soon.
The Roosendaal facility is ready, we have a UK line to call for orders and queries, 01249 848873, a UK logistics partner, and an English speaking team at the office to offer support to all our customers.
To sum up, we’re very excited about the opportunity to place AudioQuest seriously in the UK marketplace; we’re delighted to be in a position to work with and to support the UK’s enviable independent retailer base.
Yours sincerely,
Richard Brans
MD, AudioQuest Europe
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