Colombia. Charmex, a leading Spanish provider in the audiovisual sector, opens its first office in Latin America in Bogota. The new facilities, located in the Chapinero area, to the northeast of the city, have a showroom where the products and audiovisual solutions marketed by the company are exhibited, including an interactive classroom.
The opening of the new office of Charmex Latinoamérica SAS is another step in the company's expansion strategy in Latin America that began in 2014 with its first participation in TecnoMultimedia InfoComm Colombia, an experience that was successfully reproduced in 2015 and that will be repeated in this year's edition.
"The objective in Colombia is to transfer and adapt to the local market the business model that Charmex has been implemented in Spain for 30 years, which consists of carrying out a wholesaler work that adds value to the audiovisual sector," explained Iñigo González, head of sales and director of international expansion of Charmex.
The new office will be headed by Constanza Gaitán and will be supported by a team of sales representatives in Bogotá and Medellín. In addition, Lluis Cabezas, until now commercial manager of the Projects department of Charmex Internacional in Barcelona, has moved to the Bogotá office as head of Business Development.
Lluis will be responsible for the development of the distributor channel in Colombia for the products marketed by the company, with technical support to the commercial team and customers in the implementation of solutions, projects and audiovisual equipment. "Lluis has an experience of almost 10 years in Charmex and in his new position in Bogotá he will be key to transmit the values and DNA of our company, as well as to contribute all his know-how in marketing through the channel of audiovisual solutions within a B2B market," said Iñigo González.
The good moment of development that Colombia is experiencing and the great business possibilities in the domestic audiovisual sector, with needs in the operational and product context of the AV market, have encouraged Charmex to have a local presence in this country. "We have also detected a high potential in the educational environment, where there are a large number of public and private universities that in the coming years must update their infrastructures by investing in audiovisual and communication solutions that allow them to establish new teaching methods," said the charmex director.
With this premise in mind, Charmex is placing special emphasis on developing in Colombia the business line of interactive and collaborative solutions for the education sector. In fact, the main attraction of the new showroom in Bogotá is a digital classroom with Trauboard interactive whiteboard and its Starboard software, as well as Vivitek video projectors.
The corporate sector is also represented in the showroom with the new high-performance Clevertouch Pro multi-touch monitors. This family of interactive LED panels available in 65", 75" and 84" offers a technological first by incorporating a removable module with the Android operating system.
At the product level, the Charmex showroom in Bogotá exhibits screens, accessories, supports, projectors and connectivity solutions from brands such as Vivitek, Trautech, Traulux and Wepresent, as well as Evoko's room reservation systems. All these products are available for marketing in Colombia. "The showroom is a space open to our distributors so that they can test our audiovisual solutions and show them to their customers," explained Iñigo González.
Charmex Latinoamérica SAS has already signed several marketing agreements with different local distributors. "Our business model based on providing added value to the audiovisual sector is being very well received by the local distribution channel that greatly values our proximity and commitment to their projects," concluded charmex's head of sales and director of international expansion.
