Powersoft has appointed Audio Technology as its official distributor in Egypt. The agreement will leverage the latter’s strong reputation in the Middle East, built on engineering, planning, supply and after-sales services, to strengthen the Italian manufacturer’s presence in the region.
Audio Technology supplies light current integration and audio consumer electronics throughout the country. Established in 1993 in Cairo, the company boasts over 450 employees and represents over 30 global manufacturers in the pro AV industry, providing a portfolio of solutions across AV, security, professional systems and retail industries.
“We have always been aware of Powersoft’s reputation, including in rental staging, and kept being impressed by the products’ exceptional performance, reliability and ease of use,” remarked Nermeen Iskander marketing director of Audio Technology, adding that he aims to enhance Powersoft’s reputation in Egypt through targeted marketing initiatives, educational seminars and competitive pricing strategies.
The distributor will focus on expanding Powersoft’s footprint in installations, live productions and hospitality projects. Audio Technology will also offer training programmes, product demonstrations and technical seminars to educate integrators and rental companies on the brand’s products. “We look forward to bringing Powersoft’s solutions to the stadia, hospitality and rental sectors, as their advanced technology product stability makes Powersoft the perfect fit for these markets,” noted Iskander.
Iskander added that with the Egyptian economy stabilising and the recent Ras El Hekma project development that is backed by Abu Dhabi investment and expected to become a major tourism and economic hub, he sees significant growth potential for professional AV solutions in the country. “The market is growing and there is a huge demand for strong distributors and integrators to be able to execute large-scale projects and events,” he confirmed. “Partnering with Powersoft allows us to adapt to these trends and expand our market share while maintaining the highest level of excellence to meet all clients’ needs.”
Varun Jagger, Powersoft’s EMEIA sales manager, commented: “We are pleased to extend a warm welcome to Audio Technology. The team’s expertise and market knowledge make them the ideal partner to expand our presence in Egypt. With the country’s pro AV sector growing, we are confident that Audio Technology will help us deliver the best solutions to system integrators, rental companies and end-users.”