BEHRINGER FORMS U.S. DISTRIBUTION ARM.

BEHRINGER AUDIO has announced that as of January 1, the company will distribute its products in the U.S. and Canada through wholly-owned subsidiaries, Behringer U.S.A. and Behringer Canada. The move came after the termination of Behringer's six-year distribution relationship with Samson Technologies.

"The professional audio marketplace is highly competitive and rapidly changing. To maintain our position in the North American market, we need the level of investment that we are now prepared to make," stated Arie van den Broek, Behringer International Sales Director. "We have been restructuring our overseas distribution over the past several years and feel we need to take similar steps in the U.S."

In launching its North American subsidiary, Behringer has tapped Douglas White, a professional who has previously worked for Alesis and Opcode. "Behringer is the most interesting and exciting challenge that I can imagine," White explained. "If any surprises in the industry are to be expected in the following months, they'll be coming from Behringer." Douglas continued, "With the founding of the new Behringer divisions we've laid the foundation for our products in the coming millennium. I'm thrilled about the opportunity and about the company."

Both Samson and Behringer have pledged to work towards a smooth transition in the months to come.

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