Powersoft has announced Atendi A/S as its new distributor for Denmark.

Atendi is a collaboration between Norway’s Elektrik Solutions and Denmark’s Bico Professionel that began in 1898 as the Belgium Import Company (later Bico Professionel). For many years, the company was a pro dealer for movie and TV lighting brands in Denmark, before later moving into general show lighting.

In 2015 the company diversified into pro audio, taking on Martin Audio in cooperation with the Norway-based Elektrik Solutions. The following year the two companies changed their names to form part of Atendi, and opened a Swedish office in Gothenburg.

‘With Martin Audio in our portfolio, we were interested in representing Powersoft,’ says Atendi A/S Pro Audio Sales & Support, Michael Engman Rønnow. ‘As Martin Audio moves towards passive speakers – from the CDD Live! series to ceiling speakers – these match perfectly with the Powersoft products.

‘Since we do business as a reseller as well as participating in the design and delivery of complete installs for music events, theatres, museums etc, we will also extend the support and sale of Powersoft to companies with different speaker brands as well.’

One of a number of Tier 1 brands in a growing portfolio, Atendi’s priority in supporting its new brand acquisition will be to demonstrate the opportunities for both the rental and install markets. ’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.’

Rønnow recognises that the region is geographically widely spread, and includes the islands and Jutland – the latter in particular boasting many culture houses and theatres that are ripe for investment. The same is true of major cities such as the capital, Copenhagen. However, they see both the rental and burgeoning install-A/V sector as offering significant potential for Powersoft.

‘The choice of Atendi was an easy one,’ says Powersoft EMENA Regional Account Manager, Hakan Sjoo. ‘The company is 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 happy to have him and his company onboard, and I feel confident he will do a great job.’

More: www.powersoft-audio.com