|As part of a worldwide brand refocusing programme, Dynacord has appointed beyerdynamic UK to handle its products in Great Britain and Northern Ireland. The change in distribution, which follows similar successful refocusing exercises in North America, Asia and other European countries, is intended both to make use of beyerdynamic’s proven abilities selling complementary product ranges in the UK and to free up Shuttlesound, Dynacord’s previous UK distributor, to maximize its already excellent performance with Electro-Voice, Dynacord’s sister brand.
Lutz Berneke, Managing Director of EVI Audio, said “We look for the same qualities in all our distribution partners, and in beyerdynamic UK we have found a partner that is outstandingly well established, excellently structured and convinced of the merits of our products. The fact that the product portfolios of our two companies are complementary and that their philosophies are in harmony, combined with a thoroughly convincing business plan, made the decision in favour of beyerdynamic UK an easy one."
Welcoming his company’s appointment, John Midgley, Managing Director of beyerdynamic UK, said, “The ethos and precision of engineering that German manufacturers like Dynacord bring to their products dovetails well with beyerdynamic and the other lines we represent. Dynacord have a very strong brand name and their product strength in the touring market is complemented by some wonderful new MI products, like the D-Lite speaker series and PowerMate range of mixers, which are currently the best selling powered mixers in the UK.”
In 2003 Dynacord identified the need to have separate teams working on sales and marketing for Dynacord and Electro-Voice. The results of that policy have been seen over the last two years in the US market and others, where Dynacord sales have increased exponentially while Electro-Voice retained or increased its market share. The process will also involve other territories, with further announcements due before the end of the year.