Gefen Europe GmbH, a newly formed subsidiary of Nortek Inc. and the purchaser of the assets from Gefen Distribution, will address the commercial and broadcast markets in the entire EMEA region and Russia by offering a centralised organisation for sales, support, training and shipping. Gefen Europe will maximize its competitive edge by making available the entire Gefen and Gefen Pro AV Group product portfolio to existing and future distribution partners.

Gefen Distribution managing director Florian Goebel is now the managing director of the new Gefen Europe sales organisation. The company will continue to be headquartered in Munich, Germany.

“Combining the strengths, reputation and abilities of Gefen and the Gefen Pro AV Group brands will enable us to leverage our diverse technologies in the best possible way to meet a new and exciting future in the EMEA and Russian markets,” says Hagai Gefen president Gefen Pro AV Group.

“With Gefen Europe’s dedication to sales, marketing, training and support, we will be able to expand our capacity to perform more effectively in the highly competitive broadcast, commercial and system integration markets.”

Gefen Europe will continue to sell as before, using the existing infrastructure and personnel already in operation. Under Florian Goebel’s leadership, Gefen will consolidate distribution partners from the EMEA region and Russia to report directly to Gefen Europe.

“We will be the winning combination for our customers, providing better service and support, and will give our resellers and distribution partners more opportunities to grow their relative markets in their countries,” Florian says.

“I am looking forward to developing the sales group and sales capabilities of our combined brands around the world.”