The longstanding relationship between Martin Audio MD Dom Harter, and the highly experienced Carlos Cunha, who runs Portuguese distribution company Boomerang, has resulted in the Oeiras-based company being awarded territorial distributorship.
After a long career in pro audio, Cunha formed Boomerang at the end of 2008, adding Martin Audio to a portfolio that also includes SGM Lighting. ‘I started negotiating with Martin Audio about two years ago and the whole process sped up when Dom joined the company,’ he says. ‘Martin Audio’s range of products covers almost all segments that a speaker manufacturer can, with exceptional quality.
‘The main advantage we have is the fact that we only need to focus on two brands as opposed to other distributors that have ten or more. We can implement an individual strategy and so it is vitally important to have such a well-known brand as Martin Audio – and this applies to all models in the portfolio.’
In Portugal, he believes it is the corporate, blue chip segment that has the greatest potential for growth: ‘Principally, they need to have confidence in the company undertaking the work, and the brand itself. We know the most respectable installers/contractors operating in our market, and Martin Audio is a brand they all know and respect.’
The company will now embark on a major promotional campaign to reintroduce the brand via a series of open days. ‘We plan to see all the individual companies and customers who have bought Martin Audio in the past and look to attract new customers and discuss their needs,’ he says.
Equipment has been supplied to two rental companies and Boomerang are converting a third in the next few weeks. Meanwhile, Cunha anticipates applying the experience and expertise developed as co-owner (with his brother) of Electrosound Portuguesa, who represented a large number of A-list industry brands – and which is where he first met Harter. In its day, the company was one of the largest in Portugal.
‘Martin Audio has ambitious plans and we need distributors that can apply both strong local market expertise and sufficient focus on our brand,’ says Harter. ‘ Knowing Carlos for some time I’m confident that his set-up, energy and spirit combined with our portfolio will bear fruit in Portugal.’
More: www.martin-audio.com
