Astera Announces Four New Nordic Distributors

	Astera product range

Astera announces four new exclusive distributors for Denmark, Finland, Norway, and Sweden reflecting the dynamics, diversity, and potential of these four key Nordic nations.

In Denmark, Astera will be represented by Light Partner, Finland it is Oy Lafoy, in Norway Prostage takes up the Astera portfolio and in Sweden, Bellalite takes on the distribution.

The move enables customers in each country to deal directly with a trusted and well respected local distributor, all of which have been chosen for their reach into both live show and events plus film and TV markets, in addition to their stellar after-sales service and support infrastructures.

"Astera sales to Scandinavia started to take off in 2011," explains the brand's sales director Sebastian Bückle. With the volume of business at that time, it made sense to treat the different countries as one region, however, this has consistently expanded, and to encourage further growth, this move "reflects the increase in activity and the value of local market knowledge and connections."

Sweden has been a robust market for Astera for some time -- wireless technology is very widely adopted, and the two most prominent wireless DMX systems are also from Sweden.

Bellalite is a leading professional lighting and stage equipment supplier, established in 1979 and currently employing 25 people across three regional branches in Gothenburg, Stockholm and their Vaxjo HQ.

They see Astera as a "market leader" for high quality battery powered LED lights "that fits perfectly into our product range," comments CEO Joakim Lundgren, adding "We love to work with the best products and Astera has been our first choice for many years, so we're happy and excited to become their Swedish distributor!"

The Danish market has also been consistent in recent years. Herning-based Light Partner has distributed premium audio-visual equipment for entertainment, install and the broadcast sectors for almost 30 years and has a great reputation.

"We've watched Astera's development for a few years and have been increasingly impressed by their product quality and innovative thinking," states Light Partner CEO Stig Meyer.

Now even more familiar with the company, he is confident that the versatile product ranges, high level of professional support and Astera's general passion for the industry is "very inspiring."

"Light Partner aims to deliver first-class service and support, and for that, we need a first-class organization like Astera backing us up."

Prostage is based in the lively capital city of Oslo, and sales manager Carl August Tidemann says, "We've wanted to work with Astera for some time, as there has been a huge demand in our market for high-quality battery-operated LED fixtures the last few years."

He thinks Astera is a unique high-tech brand offering quality technical solutions that are "second to none" that "perfectly" suits their product portfolio which embraces multiple markets. He believes Astera is a true "market leader" in the TV / film studio world.

Prostage was established in 2008 and now employs 12 talented and enthusiastic staff with a vast aggregate experience and a customer base all over Norway -- including AV integrators, contractors, event and rental companies, TV and film studios, houses of worship, theatre and cultural venues.

In Finland, currently enjoying huge critical acclaim for its slick, stunningly complex and beautifully cinematic versions of the "Nordic Noir" film / TV series genre Astera is sure to be a winner!

Lafoy was established in 2004 and has always worked in film, studio, stage, and entertainment markets, mainly supplying an array of lighting and rigging products / accessories.

Oy Lafoy's Hans Karlsson sees Astera as a "state-of-the-art" brand with great potential for film and TV, but also but also for architectural and architainment projects, especially in the north of the country where new markets and projects are opening due to increased tourism that are demanding good quality IP rated fixtures.

Sebastian concludes, "We have selected all of these partner companies very carefully based on success, shared visions and goals, and I look forward to four extremely positive working relationships across Scandinavia that will bring great results."