Hibino Intersound to represent Coda Audio in Japan
Published: ASIA
JAPAN: Hibino Intersound has been named as the new exclusive Japanese distributor for loudspeaker manufacturer Coda Audio following a long period of discussion between the two companies.
Following the announcement of the deal at InterBEE 2010, Coda Audio’s Mick Anderson declared that ‘Hibino Intersound has researched the full market and that means we’ve won. This is a company that almost everybody would love to work with’.
Hibino Intersound is one of Japan’s most respected pro audio distribution companies with brands including Shure, DiGiCo, DPA microphones and Calrec. The new agreement arguably sees Coda Audio fast-tracked into a favourable position within a market renowned for its caution in accepting brands. According to marketing manager Tad Shimojima, the addition of Coda means that the company can offer a full product offering to the market.
‘Mick introduced us to Coda Audio and at that time we were looking for a loudspeaker manufacturer. We had many brands to choose between but we decided to go with Coda Audio. Now we can supply complete systems,’ Mr Shimojima explained. ‘The main reason we chose Coda is the technology, which is very high end. We also feel the passion of the company – we respect its culture and we like the management’s attitude.’
Mr Anderson – a consultant for a range of high-end brands who began working with Coda Audio two years ago, taking the title of sales manager – describes the distribution agreement as the formation of a partnership. ‘It is a traditional distribution model, however there is nothing normal about a company like Hibino Intersound – they put a lot of dedicated time and investigation into the choices they make when they represent a brand, and that’s something I like a great deal because once you have made a full investigation you understand the product, the people and what you’re getting involved with. It allows them to take our story and deliver it to the Japanese market.’
Mr Anderson adds that both companies have waited to formally announce the appointment. ‘The Japanese market is very important and we have waited for the right time to make this agreement official and to deliver it to the market place. It was down to both of us to understand what we were looking for.’ Mr Shimojima added that the distributor was keen to see a lift in the domestic Japanese industry before moving forward with the arrangement. ‘We needed some time to make the right choice. Japan has had a very difficult economy over the last two years but we think that now is the right time for the economy, and the time to take on a new challenge.’
As to the new distributor’s plans for bringing Coda into the Japanese market, Mr Anderson is keen to stress that the loudspeaker brand will be widely available. ‘The whole goal is not to be selective from a marketing point of view – our goal is to make sure that we can offer the widest number of people the opportunity to benefit from this technology,’ he explained. ‘It’s not a case of saying this type of customer can have it but this one can’t.’
He concluded: ‘For us to have taken this time together and for Hibino Intersound to have understood the technology, visited the factory and understood our whole philosophy, and to now be at a point where we are publicly working together and can talk about it, is great.’