WILLICH, Germany – The Music Group has announced a restructuring of their European and U.S. sales programs for the Behringer and Bugera brands, saying the shift toward a more factory-direct sales model will help streamline distribution and logistics.
The announcement coincides with a multi-million dollar investment in the company's wholly-owned manufacturing facility in Zhongshan, China.
"Moving forward, we will invest heavily in areas such as R & D, Intellectual Property in manufacturing, and overall customer experience. Concurrently, we will liaise with partners who have mastered their areas of expertise in order to achieve maximum efficiency and a tremendous customer experience," said Uli Behringer, Chairman and CEO.
The company said its planned sales model changes include appointing key business partners to provide importation and fulfillment services to current and future Music Group dealers in the U.S., rather than servicing them directly through the group's North American office.
A new "Container Program" will also be implemented, which allows dedicated customers to engage in a factory-direct relationship with minimum purchase requirements, with benefits such as paid freight costs offered by The Music Group.
The key partners appointed for the U.S. include Fill On Demand for the Western U.S., Starin Distribution for the Midwest and Shoreview Distribution for the Eastern U.S. region.
In Europe, the company will operate on a factory-to-dealer direct program. All changes will apply solely to the Behringer and Bugera brands. There were no announced changes to the current sales structure for Midas and Klark Teknik.
"The restructure of our sales model will help us to place certain logistic operations into the capable hands of our partners, and allow us to focus on expanding our brand into new business segments, place a significantly increased emphasis on proprietary technology, and as always, deliver our savings back to the consumer," Behringer added.
For more information, please visit www.behringer.com.
