Niche distributor, Adimex, has broadened its production portfolio, signing a partnership with video production vendor, ikan.
ikan designs a range of production equipment, including HD monitors, video lights and grip equipment.
Adimex marketing manager, Mark Richards, said ikan presented a new opportunity for the distributor, which had previously focused on editing and post-production vendors.
“Until now we haven’t had any products to address the production side of things, and of course a lot of our resellers and customers are involved in that side of things as well,” Richards said.
“Our go-to-market strategy is very much about leveraging our existing channel, and we’re looking at undertaking a tour of Australia and New Zealand to raise awareness that we carry the brand.”
He said Adimex was not looking to take on any new vendors in the short term as it had reached the limit of new products it could take on.
“There’s still demand in the market, although things have been slowing down,” Richards said. “We’re seeing that organisations are trying to make the most out of what they have. As such we’re promoting ikan as a series of products that are not expensive and versatile in how they can be used.”