Allen & Heath has appointed Sanecore Limited as its new distributor in China, including Hong Kong and Macau. The company will manage the sales, distribution, and service of the complete Allen & Heath product line from their HQ in Hong Kong and in regional offices in Shenzhen, Beijing, Shanghai, Chengdu, and Xi'an.

"For our new distribution arrangement in China we were looking for a company that was solidly established on the mainland with young, motivated sales, marketing, and technical staff, plus an organization with the financial resources to bring A&H to prominence in the growing Hong Kong and Macau region," comments Allen & Heath's Asia regional sales manager, Bardy Hayes. "In Sanecore, these criteria were not just met but exceeded and we are very proud to be in partnership with the Chang brothers, Michael and Bernard, and their team."

Sanecore is a subsidiary of global manufacturing conglomerate International Audio Group (IAG) and has been in operation since 1988. "It is our pleasure to be part of the Allen & Heath family," comments Sanecore's Jun Zhu, general manager of sales and marketing, China. "With the increasing demands on the Allen & Heath range of products, our knowledge of the region, and well-established dealer network we are sure to create a prominent impact in the market."

"We feel that Sanecore is the logical choice for Allen & Heath's continued growth in China. It is a vast territory to cover but geographically Sanecore's offices are situated in key locations and the company has many years' experience in the distribution of pro audio products," adds Allen & Heath's sales director, Bob Goleniowski.

Sanecore will be embarking on a roadshow in July with dates in Shenzhen (20th), Chengdu (23rd), and Shanghai (26th). Dealers will be provided with an in depth introduction to Allen & Heath's products, including technical training on the iLive and iDR digital systems.