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Frankfurt EM and G9 Initiative
At Pro Light + Sound in Frankfurt a new business initiative will be launched by the closely allied loudspeaker brands of EM Acoustics and G9 on the stand of EAS GmbH, their newly appointed German distributor showing in Hall 8, Stand A42.
The initiative began back at the end of summer 2005 when EM Acoustics and G9 held discussions on where the pro audio market was heading on a global scale. This culminated in the launch of the highly cost effective range of ‘G’ Series G9 products that includes four full-range loudspeaker cabinets and two subwoofers, as well as a range of plastic corner fitting cabinets with supporting subs.
EM Acoustics has for the past two years been carving out a respected brand name as a leading innovator of loudspeaker technology and had been looking for ways to widen their base and influence the world market. EM designer and co-founder Ed Kinsella commented: “EM Acoustics certainly got the attention of industry audiophiles and has impressed them with our design ethos and products - like the Quake subwoofer - but we needed a wider platform to spread the word of what we are about.”
G9 was set up by founder Martin Capp, former MD of Expotus plc, around two years ago with a view to supplying quality original pro audio product at competitive prices.
Together EM and G9 decided that a volume range of loudspeakers maintaining the EM design philosophy of features and specification, yet manufactured “offshore” at excellent prices, was a very practical way to widen this platform.
This resulted in G9 G Series ‘Originals’ – a price-conscious range of loudspeaker products that follows the same ethos as EM Acoustics’ “ground breaking” designs.
Martin Capp explained: “The industry has been affected by a shift in global business in recent years. The demand for innovation and quality at the top end of the market is as strong as ever, whilst at the same time there is a big need for higher quality designs at the budget end.”
Chris Hinds, sales director of EM Acoustics added: “The EM/G9 sell-up, sell-down strategy neatly answers this call by allowing representation to provide loudspeakers that adhere to the same design ethos at two different price points. Consequently, distributors have the chance to offer a high quality product at both ends of the customer’s budgetary scale.”
EM Acoustics and G9 have announced that German distributor EAS GmbH and a further three new territory distributors have recently been signed up to the “sell-up/sell-down” initiative. A number of meetings have also been arranged at Pro Light + Sound in Frankfurt that are expected to add to the growing worldwide distribution network for both product lines.
22nd March 2006
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