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Powersoft inks new Danish distribution deal with Atendi

Powersoft has appointed Atendi as its new distributor for Denmark, as the Italian amp manufacturer bids to extend its reach in the Danish market.

Atendi was formed as the result of a cooperation between Elektrik Solutions AS (Norway) and Bico Professionel A/S (Denmark). The firm’s origins date back to 1898 when it was known as Belgium Import Company (later Bico Professionel A/S).

For several years it was known in Denmark as a pro dealer for film and TV lighting brands, before diversifying into pro audio in 2015, taking on distribution duties for Martin Audio in cooperation with the Norwegian-based Elektrik Solutions.

“With Martin Audio in our portfolio, of course we were interested in representing [Powersoft],” said Atendi pro audio sales and support, Michael Engman Rønnow. “In Denmark, I believe Powersoft has an excellent opportunity to win market share, with the right support, and the sooner we have our technical staff fully trained and certified, the quicker we will be able to respond.”

Powersoft’s EMENA regional account manager, Hakan Sjoo, added: “The choice of Atendi was an easy one. They are very well connected in the market, and Michael Engman Rønnow has a very good reputation in rental and touring after spending a decade on the road, working as a sound engineer. We are very happy to have him and his company on board, and I feel confident he will do a great job.”

Last week, Powersoft launched a new a campaign dubbed One Million Channels as it closes in on one million channels of audio power spread across the world. The campaign is intended to encourage end users to help the brand break the 1m barrier before the end of September in return for a special promotional offer.