Core is establishing a branch office in Virginia Beach, Virginia headed by Martin Lawrence and will be the exclusive distributor for Core Lighting in the US and Canada.

The US operation is also part of Core’s overall medium-term expansion strategy, which up until now has been focussed on Europe.

“This shows we are serious about promoting our brand in the American market, which has seen a steady increase in business over the last two years,” comments Core MD Phil Ion.

In that time, Core reports it has developed relationships with several leading American event lighting companies who are investing in its products.

“We’re generally experiencing a surge in demand for quality products and the ‘Made-in-the-UK’ marque is a real advantage,” says Phil.

“It is a great quality assurance and underlines the fact that we are completely hands-on and fully in control of all areas of our design and production process. We feel a lot of positivity out there with our American customers right now and we’re certain that it’s the right time to push across the whole USA.

“We are also delighted to have Martin aboard,” he adds. “His experience, excellent communication skills plus complete understanding and engagement with the product range will be a great asset to Core.”

The move follows a successful LDI 2014 exhibition in Las Vegas, where Core experienced interest in its complete wireless DMX remote control solutions.

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