Norton Audio Asia launches in Singapore
Published: ASIA
SINGAPORE: Located in the Portuguese town of Cantanhede, loudspeaker and amplifier manufacturer Norton Audio has enjoyed a gradual market acceptance since its inception in 1991. Business partners and musicians Sidónio Clemêncio (sales director) and Antonio Antunes (engineering director) decided to build their own operation between Porto and Lisbon for the benefit of their fellow musicians. Initially supplying products for OEM customers, the focus has shifted towards the creation of solution-based products via its own distribution network serving the live sound, MI and fixed installation markets. Whilst Latin American and European countries have been well served since the late 1990s, the Asia Pacific region wasn’t addressed until most recently.
The formation of Norton Audio Asia is a joint-collaboration between Singapore-based CST Distribution and the Portuguese manufacturer. The headquarters, consisting of warehousing and a showroom, is managed by director Jimmy Lim. ‘We first heard Norton Audio systems in Frankfurt, several years ago, and were greatly impressed with their line arrays and coaxials,’ explained Mr Lim. ‘Following discussions with our partners, we knew we wanted to take this further. It’s been a pleasure getting to know and now work with Sidónio, Antonio and their team and now we’re all pulling together in the right direction. We’re focusing on growing the brand slowly, concentrating on sales in South East Asia to begin with before extending our reach. Our speciality is technical sales and full after sales service, for which we have gained abundant experience with CST Distribution.’
A steady roll out of demonstrations, trade show exhibitions and roadshows are being lined up to introduce the brand to the uninitiated. ‘Our sister company is particularly strong in the hospitality sector, but we are also targeting the rental and production houses, the houses of worship market and other verticals,’ continued Mr Lim. ‘Servicing is critical and has become a byword for what we do as a company. We’re not a company that sells and leaves. We’re carefully looking to appoint the right sales channel partners in Indonesia, Malaysia and the Philippines.’ To date, the fledgling company has notched important sales to the Crowne Plaza and InterContinental Hotels in addition to Singapore’s Arts and UCC theatres following successful demonstrations.
‘I couldn’t be happier than to be working with Jimmy and his professional team,’ remarked Mr Clemêncio. ‘Our biggest export market has traditionally been in Brazil, but we are gaining increasing market share elsewhere. However, we didn’t necessarily want to make a hasty decision to bring the brand into Asia by simply appointing distributors who don’t understand our philosophy. With the creation of this new office, we can provide the right logistic support in terms of goods and services for the foreseeable future.’