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Highlite International Expands Into New Markets
Highlite International BV, one of Europe’s leading distributors and manufacturers of lighting and sound equipment, has announced an extension of its distributor network into Asia and the USA, a move which will bring more of its products to mobile DJs and other users across the globe.

This growth comes following a summer of changes, with Graham Eales joining the company from Phillips Entertainment in order to head-up Highlite Asia, and Malcolm Burlow (pictured, left, with Highlite CEO Huub De La Haije, right) becoming responsible for setting up and running Highlite USA, after six years as Sales Director for Highlite International UK & IE.

Based in Hong Kong, Graham will be expanding the business into New Zealand, Australia and Asia, overseeing product quality control with Highlite’s manufacturing suppliers in Asia, alongside his commercial activities.

Patrick Herveille, Vice President Highlite International, said: “It’s very important for us to have a base in Asia, so we can liaise closer and quicker with our suppliers there. We also found an increased demand for our products on the Asian market. Having previously worked for Zero 88 and Phillips Entertainment, Graham comes to us with a wealth of experience.”

Meanwhile, after setting up Highlite’s first satellite office outside of the Netherlands, in the UK, Malcolm has been given the task of increasing the business within North America, and will now be based in Tampa, Flordia.

“Business has increased over the past few years in North America, mainly due to the success of the Showtec Active Sunstrip DMX, which has become a must have product for LDs and production and rental companies,” explained Raymond Paes, International Sales Manager. “The one comment we’ve had from our USA customers is: ‘we’d like to do more business with you, but you don’t have a base or contact person in the USA.’”

Speaking of the new business plans, Malcolm himself added: “Highlite’s power to adapt to new markets, combined with the company’s core values, will make sure that we will be a favourite of our US customers for a long time to come.”

Between them, Graham Eales and Malcolm Burlow share over 40-years’ experience in the sound and lighting industry – experience that Highlite will use to ensure a successful expansion into the US and Asia markets, as the company continues to bring quality sound and lighting to mobile DJs and other users both in the UK and around the world.
Published: 14 October 2015