FRANCE: “To develop a shared strategy on the fixed installation market” is the stated objective of a recently-announced alliance between Martin Professional France and APG France.
The agreement – which has already taken effect and also involves structure outfit ASD – will enable the provision of an all-bases-covered service to clients.
And in a move that will effectively replace its own Mach loudspeaker brand, Martin Professional France will take on exclusive distribution of APG France’s dedicated fixed install offers, Micro and Micro Axiale, in the French market. This will free up APG to concentrate on the live sector and new product development.
APG France’s Stéphane Roche – who hinted some months ago that a major change was about to occur at the company – feels it to be an entirely logical partnership, telling PSN-e: “We talk the same language – we are both manufacturers.” He believes Martin Professional France is set to benefit from “the knowledge of a company whose core experience is in manufacturing loudspeakers”.
Martin Professional France’s managing director, Bruno Garros, put the whole development in context: “From now on we will be able to offer our customers an extremely high level of skills, unique on the market, by combining offers from three manufacturers in a single organisation. In practical terms, during the design phase of an installation project, our customers will be able to take advantage of specialist advice coming directly from these manufacturers [in the fields of lighting, audio and structure], as well as the follow-up and professional support of our sales force.”
The strategy towards the fixed install market is likely to concentrate, at least initially, on APG France’s traditional strongholds of nightclubs, private clubs and restaurants. But Roche suggests that Martin’s launch of a new lighting range for the theatre market means that this sector could also be a priority in the longer-term, particularly as APG is “already well recognised in theatre”.