ETC and SiM begin marketing partnership while maintaining sales autonomy

Date Posted: 8/10/2017

SiM and ETC staff

In April 2017, ETC acquired High End Systems (HES) from Barco, Inc., bringing together the strong theatrical background of ETC and the live-event expertise of HES. For the Russian market, this opened up a new opportunity for ETC and SiM, HES’s exclusive dealer in Russia. The sales channels of each company will remain the same as they were before the acquisition, while the two companies join their marketing efforts, in order to best serve their customers.

ETC Cobalt consoles

“We’re very pleased with this new arrangement,” says ETC Eastern European Sales Manager Armin Kloss. “ETC and SiM share a lot of the same values, such as a dedication to strong customer service, a focus on end-user education, and a commitment to supporting the entertainment industry. With our new marketing partnership, we can promote those endeavors together. By maintaining our existing sales channels, we can continue to apply our extensive experience and knowledge to the market segments in which we excel.”

ETC will continue to work with its existing dealer network, so customers will still be able to go to their trusted ETC dealer to learn about and purchase equipment. SiM will also remain the exclusive distributor of HES products, including the Hog console family, for the Russian market. 

HES Full Boar 4 console

Both companies will keep their console-training programs going. ETC offers free monthly training courses for lighting programmers to become certified on Cobalt and Eos lighting-control systems. ETC currently hosts training sessions in Moscow, with a plan to expand the program in the future. SiM will still offer training courses on Hog consoles at its Moscow training center.

“Our ETC team is looking forward to working with the staff at SiM. Our cooperation together will be a benefit to the market,” concludes Kloss.  

Pictured in the top photo, from left to right: Dmitry Rumyantsev, CEO of the SiM Group of Companies; Armin Kloss, ETC Eastern European sales manager; Ivan Rumyantsev, SiM sales support specialist; and Vladimir Kraynov, ETC technical sales specialist