Specialist distributor connects top audio/video brands
to Canadian market
You only need to watch a Super Bowl halftime show to know that the combined effect of audio and video, light and sound, is most dramatic when it’s seamless. Break it down to its nuts and bolts, and you have lights, speakers, amplifiers, mixers, and a whole assortment of other gear with a role to play in the final spectacle—the key is knowing how to bring it all together. For the Canadian market, one of the leading experts in this field is Quebec-based AVL Media Group, a specialist distributor of state-of-the-art audio, video, and lighting technology. Spun off five years ago from parent company Intellimix, a major distributor in the m.i. and creation marketplace, AVL was established to specifically serve professional audio/video integrators and event production service providers. Its product lines include some of the industry’s marquee brands, among them Apex LIVIAU, Blizzard Lighting, Midas, Klark Teknik, Turbosound, Tannoy, Tc Electronic, Pliant Technologies, Vivitek, and Lab.Gruppen/Lake. What the AVL team brings to the table are the skills and resources that make the whole greater than the sum of its parts. As Managing Director Andrew Hope says, “All of our high-quality professional brands deliver unique technological advantages and complement each other, enabling AVL to deliver exceptionally competitive value solutions to our customers.”
A gateway to the Canadian market for a number of overseas brands, AVL has multiple roles to play in connecting manufacturers with customers on the ground. Because of its size and influence, it’s able to mitigate the effects of foreign currency fluctuations, potentially a major snag in international trade. AVL also serves as an “in country” representative for after-sales, warranty support, and other service. In Canada, with its relatively small population spread over 3.8 million square miles—as well as two official languages, four time zones, and a multitude of regional cultures—this demands both manpower and versatility. AVL’s approach centers on fielding local representatives across the country, adapting to regional variations and preferences with teams that know what each region looks like up close. “As day-to-day life becomes more real-time and communication is ever more immediate and less personal, our emphasis on developing and maintaining one-to-one relationships with all of our customers proves to be of even more value and helps us stand out against many of our competitors,” says Hope.
Reporting growth in each of its segments for the most recent year, AVL recently expanded its sales force to more effectively serve the contractors, designers, and consultants among its customers. “And customers are responding as they see our partnership approach directly contributing to their own efficiency and profitability,” says Hope. “We have experienced exceptional growth over the last year. We are very pleased to have established new manufacturer partnerships that greatly enhance our vertical offering.”
Established as its own division by Stephen Kosters, founder and CEO of Intellimix, AVL welcomed Hope as its new managing director just this year. A 25-year veteran of the Canadian distribution scene, “he enjoys an enviable industry-wide reputation for his professionalism, business acumen, and solutions-oriented approach,” says Kosters. “We at AVL are thrilled to have him aboard.”
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