ETC Ltd is pleased to announce that Matrix Sales will now serve as the official dealer in Denmark following the successful acquisition of long-term ETC partner Atendi A/S’s Protech division. 

Matrix Sales – a leading distributor of professional lighting, stage equipment, audio and AV across Danish market – brings extensive experience in the Danish entertainment industry and will provide access to an even larger segment of the market for Atendi A/S.

Atendi A/S’s Protech division includes the activities of the company’s theatre, event and architectural lighting department with employees Søren Jørgensen, Hans Henrik Schmidt, and Henrik Sundahl continuing their work now as part of Matrix Sales. 

Matrix Sales will have direct access to a wide range of ETC’s market-leading products, allowing them to meet the growing demand of ETC solutions across the region. 

Regional Manager at ETC Tim Stokholm comments: “We are thrilled to welcome Matrix Sales as our new dealer in Denmark. Atendi A/S has been a trusted partner of ours for a long time, 

and with the transition to Matrix Sales, we look forward to strengthening ETC’s position in the Danish market.” 

Søren Jørgensen, Project Manager at Atendi A/S and now Sales Manager at Matrix Sales, says: “We are excited to join a larger organization like Matrix. This provides us with the optimal conditions to spend even more time with our customers and develop new skills.”

Thomas Christensen, CEO of Matrix Sales, says: “We look forward to welcoming Søren, Hans Henrik, and Henrik to the Matrix team and are eager to explore the new opportunities this development will bring with the addition of ETC. Søren, Hans Henrik, and Henrik will contribute their expertise and strengthen our skilled lighting department. We are also looking forward to collaborating with the new suppliers joining us with our new colleagues, strengthening these brands’ existing market position while enhancing our own in the lighting industry.”