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Highlite International expands into new Markets

Highlite International expands into new Markets

Highlite International BV has extended its distributor network into Asia and the USA over the past summer months.

Graham Eales has joined the company from Phillips Entertainment to head up Highlite Asia. Meanwhile, Malcolm Burlow has moved on, after six years as sales director for Highlite International UK & IE, to set up and run Highlite International USA. Graham and Malcolm share over 40 years of experience within the sound and lighting industry.

Graham Eales, based in Hong Kong, will be expanding Highlite’s business into New Zealand, Australia and Asia. He will oversee product quality control with Highlite’s manufacturing suppliers in Asia alongside his commercial activities. Patrick Herveille (vice president Highlite International) said: “It’s very important for us to have a base in Asia, so we can liaise closer and quicker with our Asian suppliers. We have also found an increased demand for our products on the Asian market. Graham comes to us with a wealth of experience having previously worked for Zero 88 and Phillips Entertainment.”

Malcolm Burlow is based in Tampa, Florida. Raymond Paes (Highlite International sales manager) said: “Business has increased over the past few years in North America, mainly due to the success of the Showtec Active Sunstrip DMX, which has become a must have product for LDs and production and rental companies.” The one comment we’ve had from our USA customers is: “We’d like to do more business with you, but you don’t have a base or contact person in the USA we can contact.”

So after setting up Highlite’s first Satellite office in the UK outside of the Netherlands, Malcolm has been given the task of increasing the business within North America. He said: “Highlite’s power to adapt to new markets combined with the company’s core values, will make sure that we will be a favourite of our US customers for a long time to come.”

In picture: Malcolm Burlow with company president Hub. de la Haije.

14th October 2015

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