Atlona Spreads Partnership With EET Group Throughout Continental Europe

Atlona, a Panduit company, is spreading its partnership with commercial AV distributor EET Group throughout continental Europe, bringing Atlona closer to customers in key growth markets.

Effective immediately, EET Group will absorb all product distribution responsibilities for France, Hungary, Romania and Slovakia, and provide value-added services to the resellers that provide sales and integration services in each country. EET Group will also supplement distribution services throughout Denmark to provide added support in an increasingly busy AV market.

EET Group has been Atlona's exclusive distributor in Norway and the Baltics for more than five years, with Atlona extending the relationship to Finland in 2020. The company’s proven formula, anchored through strong localisation, quickly led to stronger sales and brand familiarity in all three territories.

EET Group operates 26 sales in Europe, which positions the company for success in an increasingly competitive AV region, particularly in the education and corporate verticals. Its localisation strategy includes establishing an 'Atlona ambassador' in each country to represent the brand. The ambassador's responsibilities include ensuring resellers and integrators have the appropriate technical sales and training resources for their projects.

"In addition to ensuring local availability and quick delivery for Atlona products, we work closely with our partners to help them develop system designs with the ideal solutions for each customer’s requirements," said Henrik Finnedal, Business Line Director ProAV, EET Group. "Atlona's broad product line across connectivity, collaboration and control allows us to effectively provide complete solutions that are reliable, easy to use, and interoperable with other key brands in our portfolio."

Henrik Finnedal points to Atlona's range of OmniStream AV over IP and Omega collaboration products as particularly compelling for learning and meeting spaces, noting Atlona's strength in supporting USB-C carriage as particularly important given the European Commission’s recent push for USB-C standardisation.

atlona.com