Powersoft has strengthened its market position in the Nordic countries with the
appointment of Atendi A/S as its new distributor for Denmark.

Atendi is the result of a cooperation between Elektrik Solutions AS (Norway) and Bico
Professionel A/S (Denmark). The company’s origins date back to 1898 when it was
known as Belgium Import Company (later Bico Professionel A/S). For many years it
was well-known in Denmark as a pro dealer for leading movie and TV lighting brands,
before later moving into general show lighting.

In 2015 the company diversified into pro audio, taking on Martin Audio in cooperation
with the Norwegian-based Elektrik Solutions. The following year the two companies
changed their names to form part of Atendi, and at the same time, the first Swedish
office opened in Gothenburg.

Powersoft was quickly on the Atendi radar as they were recognised as a well-known,
stable and powerful player in the pro-audio market.

“With Martin Audio in our portfolio, of course, we were interested in representing
them,’ noted Atendi A/S Pro Audio Sales & Support, Michael Engman Rønnow. “As
they move more towards passive speakers — from the CDD Live! series to ceiling
speakers — these match perfectly with the Powersoft products,’ he said.

“Since we do business as a reseller, as well as participating in the design and delivery
of complete installs for music events, theatres, museums, etc., we will also extend the
support and sale of Powersoft to companies with different speaker brands as well.’

One of a number of Tier 1 brands in a growing portfolio, Atendi’s priority in supporting
its new brand acquisition will be to demonstrate the opportunities for both the rental
and install markets. “In Denmark, I believe Powersoft has an excellent opportunity to
win market share, with the right support, and the sooner we have our technical staff
fully trained and certified, the quicker we will be able to respond.’

Rønnow recognises that geographically the region is widely spread, including the
islands and Jutland — the latter in particular boasting many culture houses and
theatres that are ripe for investment. The same is true of major cities such as the
capital, Copenhagen. However, they see both the rental and burgeoning Install / AV
sector as offering huge potential for Powersoft.

Powersoft’s EMENA regional account manager Hakan Sjoo enthused: “The choice of
Atendi was an easy one. They are very well connected in the market, and Michael
Engman Rønnow has a very good reputation in rental and touring after spending a
decade on the road, working as a sound engineer. We are very happy to have him and
his company on board, and I feel confident he will do a great job.”