Audio-Technica Canada (ATCA), founded in 2018, has announced that it will now also be taking over distribution and direct sales for its professional audio products. It says that after having achieved success with direct sales on the consumer side of the business, the decision was made for ATCA to streamline the professional audio distribution channel with a similar strategy, effective Nov. 1, 2020.
Audio-Technica Canada's Niko Romberg (Manager, Professional Audio) will be taking on responsibility for the pro audio product lines and managing the transition between the current distributor, Erikson Audio (owned by JAM Industries) and direct business with ATCA. This includes signing on, growing, and managing customers across different pro audio channels, as well the development of the brand's pro audio identity within Canada. Prior to joining Audio-Technica Canada in 2018 where he managed and supported the independent retailer network for the consumer portfolio, Romberg spent three years handling sales for Audio-Technica's Australian distributor (TAG).
"As a long-time enthusiast and A-T user, I am thrilled to be leading Audio-Technica's transition to serving the Canadian professional audio market directly," says Romberg. "With the full range of both consumer and professional audio product lines, Audio-Technica Canada is positioned to meet the market's demands for our comprehensive product offerings. This new phase of growth is an exciting step towards Audio-Technica Canada's future, and I am eager to continue our good work in increasing brand presence and fostering strong relationships with our customers."
Phil Cajka, President of Audio-Technica US, stated, "We are extremely grateful to Erikson Audio for the service and dedication they have shown as Audio-Technica USs partner in Canada for the last 15 years, and we look forward to ATCA continuing to deliver the high standard of support they have established."