Midwich primes Which Lamps for European push

AV distributor establishes lamps brand across continental Europe months after similar move from rival Hot Lamps

Darren Lewitt: We have invested in a huge stockholding for our pan-European launch so more stock will be available for our UK customers to call upon

Audio visual distributor Midwich is expanding its Which Lamps brand into mainland Europe, claiming UK resellers will benefit from the move.

Last September Midwich competitor Maverick announced a European expansion of its lamp distribution arm, Hot Lamps.
To kick off the expansion Midwich has developed 18 localised e-commerce websites and plans to use the Integrated Systems Europe (ISE) show, in Amsterdam next month, to propel the Which Lamps brand into Europe.

Darren Lewitt, divisional director at Midwich, said: “We have invested in a huge stockholding for our pan-European launch so more stock will be available for our UK customers to call upon.

“Our strong relationships with the major projector vendors will allow us to negotiate volume and bundle deals, so our UK customers will benefit from better pricing.”

Thomas Sumner, business manager at Which Lamps, said: “Our unique policy on original-only projector lamps has strengthened our relationships with the leading audio visual brands.”