Montarbo launches into China with Elder Audio
Published: ASIA
CHINA: Italian loudspeaker manufacturer Elettronica Montarbo is set to arrive in the Chinese market as part of a collaboration with Dongguan-based Elder Audio. The relationship between the two companies will also see a new Montarbo brand launch at Frankfurt Pro Light + Sound, combining the Bologna-based company’s ‘technology and tone’ with the ‘fair pricing’ of Elder Audio’s own loudspeakers.
The new deal between the two companies will be officially unveiled at the China International Expo on Pro Sound & Light, which takes place in Guangzhou between February 29th and March 3rd. It follows a long-standing supplier relationship between Elder Audio and EKO Music Group, who acquired Montarbo in December, 2010.
According to Montarbo CEO Lorenzo Aramini, Elder Audio was keen to add a European brand to its catalogue because ‘they have important Government tenders that require high quality products. They were looking for a high-class, Italian-made product that can be offered in those situations where their customers are looking not only for a quality/price relationship, but for the best with a “made in Italy” logo.’ He added: ‘The quality of their supplying and the scope of their request made us decide to work with them’.
More specifically, the move into China is likely to see Montarbo begin manufacturing directly for the rapidly expanding Chinese cinema sector, a new direction for the Italian company that will see it move into one of the most competitive but lucrative vertical markets in Asia. ‘We have already begun preparing some special custom products for cinema applications,’ confirmed Mr Aramini. ‘Cinema is very big for Elder Audio, and they are selling a lot of their own products, but again there are requests for a top quality brand that can be applied to special tenders’.
Mr Aramini is also keen to see the impact that Montarbo’s mid-sized line array system, PalcoPlus, will have on the Chinese market, describing it as ‘the top of our line’.