Daniel J SaitNew partnership will focus on strengthening Fortress Seating’s presence and developing new opportunities across international markets outside North America.
Fortress Seating has announced a new partnership with Directly AV, who will take responsibility for developing the company’s international sales and marketing strategy outside North America.
The announcement follows a successful CEDIA Expo in Denver, where Mike Beatty, Founder and Managing Director of Directly AV, spent time with Fortress President Gabi Wolper and the Fortress team discussing the next stage of the company’s international development.
Fortress has built relationships with integrators, distributors and partners around the world over many years, and those relationships have played an important role in establishing the brand internationally.
The new partnership will build on that foundation, with Directly AV helping Fortress develop its international dealer network, support existing relationships, identify new markets and opportunities, and strengthen the company’s positioning and marketing worldwide.
Gabi Wolper, President of Fortress Seating, says, “We’ve known Mike for many years and he understands both Fortress and the international custom installation market extremely well. We have some great relationships around the world and this partnership is about building on those while looking at where we can do things differently and grow the business.”
Gabi adds, “We want to get closer to our international dealers, make it easier for them to work with Fortress and ultimately make sure we’re giving them the best possible opportunity to specify and sell our products.”
Mike Beatty adds, “I’ve known Gabi and Fortress for a long time, so I’m genuinely excited about what we can do together. Fortress has an incredible reputation for home theatre seating, but there’s so much more to the company than many people realise.
“Our job is to help tell that story, get closer to the international dealer community and ultimately help more projects choose Fortress.”
The partnership will also place greater emphasis on communicating the breadth of Fortress Seating’s capabilities beyond traditional home theatre seating. Alongside its extensive range of theatre chairs, Fortress creates custom sofas, sectionals, loungers, individual chairs and bespoke seating for media rooms, living spaces and other luxury residential environments.
Fortress has been manufacturing seating for more than 70 years, with its furniture handcrafted at the company’s facility in La Verne, California. Both the Fortress Seating and Directly AV teams are looking forward to inviting the whole industry to join them on the next chapter in this exciting story.