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Exertis has decided to pull all its AV operations globally under a single brand as it looks to grow its business in that market.
The distributor’s Pro AV brand will now cover all its operations touching that market across Europe, North America, Latin America, Australia and Asia.
The Exertis Pro AV brand is the first of a few planned global brands that the distributor should roll out in the next few years as it looks to make it clear to vendors and partners that it is operating on a wide scale.
To get into a position where it can offer Pro AV services globally, the firm has been expanding its operations, often through acquisition, building on the 2018 purchase of Stampede and its subsequent merger with Medium in the same year.
Last year, Exertis added Stampede Asia and Australia under the Pro AV brand and now that same name will be applied to Stampede in North America. Exertis Go Connect, which operates in the Benelux region, will also now align under the same Pro AV brand.
The plan is to rebrand its recent acquisitions next year, including COMM-TEC, with locations in Germany, Switzerland, Austria, Italy, Spain and Portugal; and Keren in the Netherlands.
Tim Griffin, managing director of parent company DCC Technology, said the decision to rebrand the operations went beyond simply changing the name and it should provide a platform for growth. “The whole is greater than the sum of the parts,” he said.
“This is more than a new name. All Exertis-owned companies are working together to provide a global platform for our manufacturers to access a single, easy-to-manage gateway to a world of Pro AV resellers and end-user customers.
“It will enable us to be excellent in this segment of Pro AV and allow our customers to do more and get the scale that allows us to invest.”
The coronavirus has thrown up some challenges in the market, but it has also given AV specialists the chance to shine and deliver solutions that have helped people working from home, using meeting rooms and other forms of collaboration to keep productive.
“The AV industry, to a degree, is morphing and an element of the broadcast piece is increasing and that will become more mainstream,” said Griffin. “Technology is coming to the fore and is not drifting backwards.”
Exertis has been keen to support those partners that sell Pro AV products and only last month significantly increased the credit funds they can tap into, making an additional £10m of credit available to partners. That came on the back of recent moves by its Pro AV division to roll out a number of bundles aimed at those home working or using meeting rooms and huddle spaces.