Atlona kicks on with True Colours deal

AV vendor extends UK reach by signing deal with Midwich-owned distributor

Midwich audiovisual divisi­on True Colours Distri­bu­tion has signed a deal with At­lona Technologies that will allow it to offer the latter's switchers, fibre extenders and converters to pro-AV resellers, SIs and retailers.

Jin Khangura (pictured), connectivity technology specialist at the Crowthorne distributor, said that Atlona's line-up has developed in recent years to cover almost every digital connectivity offering that might be required.

"At the same time, they are continuously designing and developing innovative leading-edge technology products," he claimed.

True Colours already has an extensive range of connectivity offerings, Khangura added, but this deal should strengthen its market position for both entry-level and high-end customers.

Jeff Meyer from AV Con­sulting International, Euro­pean representative for Atlona, said the vendor is growing rapidly in the UK and across Europe, and True Colours offered experienced staff, broad channel coverage and strong customer service.

"Working with True Co­lours and the Midwich group now means we can build on this momentum, expose the Atlona brand to an even broader client base, and take our business to the next level," Meyer said.

True Colours will be offering all three Atlona product ranges: Signature for pro-AV and commercial customers including military, large-scale public sector, and digital signage deployments, Si for integrators serving light commercial and home theatre markets, and CE for the consumer. The portfolio includes cables, adapters, switchers, amplifiers, splitters, extenders, converters, wireless offerings, signal generators and displays.