Sennheiser celebrated the official opening of its new distributorship for Australia and New Zealand with a launch event in Sydney recently.

Sennheiser Australia Pty Ltd. was set up following the takeover of regional distribution partner, Syntec International. According to Sennheiser, the move will allow it to strengthen its position in the Asia-Pacific market and reach local customers more efficiently.

Over 200 guests took part in the festivities, including both Sennheiser CEOs – Dr. Andreas Sennheiser and Daniel Sennheiser – business partners and company employees.

James Morrison and Craig Calhoun also performed on the day, and both used Sennheiser Digital 9000 systems.

Dr. Andreas Sennheiser explained why a subsidiary in Australia and New Zealand was required: "For 70 years we at Sennheiser have been shaping the audio industry based on our heritage, innovation culture and our passion for excellence. Australia and New Zealand is a very important market for us. Now we are even better set up to serve our customers in this region,” he said.

Sennheiser Australia becomes the firm's 16th distribution subsidiary; today, the manufacturer is represented in over 60 countries worldwide.

"The positive developments show us that the strategic decision to operate locally using our own subsidiaries is correct," Daniel Sennheiser added. "With direct presence in Australia and New Zealand we are well set up for the future and will be able to be even closer and serve our customers with the excellent service and high quality Sennheiser is known for around the globe.“

The company has a large network of dealers and sales reps in many of the territory's major cities – Brisbane, Perth, Sydney (HQ), Melbourne, and Adelaide, as well as a fully-staffed operational office in Auckland.

"We have been operating independently as a distribution subsidiary of Sennheiser since September, and already the teams' achievements, as well as the advantages for our customers, are remarkable,” commented Bjørn Rennemo Henriksen, MD of Sennheiser Australia. “Having a deep understanding of the totality of Sennheiser’s capabilities, I see it as a significant part of my role to provide the benefits of Sennheiser’s global presence to each individual customer in Australia and New Zealand."