Manfrotto Distribution Press Release

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Bogen Imaging Rebrands Internationally as Manfrotto Distribution

Jan 07, 2010 08:30 ET

Global Realignment Allows Industry Leader to Better Serve the Expanding Imaging Market

RAMSEY, NJ--(Marketwire - January 7, 2010) - Bogen Imaging Inc., a wholly owned subsidiary of the Vitec Group's Imaging and Staging Division, and leading global distributor of premium photo and video support products and accessories, has undertaken a strategic realignment designed to bolster the company's B2B efforts. As part of the realignment, the company announced that it will operate under the name Manfrotto Distribution. Operating as Manfrotto Distribution will bolster brand recognition for the organization on an international level, and will further strengthen and enhance the company's longstanding partnerships worldwide.

"This is a critical next step in our company's ongoing mission to deliver the 'World's Best Accessories Around the Camera,'" said Paul Wild, President of Manfrotto Distribution in the United States. "Manfrotto is our organization's 'power brand,' one that resonates with photo and video enthusiasts all over the world. Not only does it resonate, but it's synonymous with quality, reliability and performance. These are qualities represented in every product that we distribute, and which define the organization itself. As such, rebranding the entire global organization under the Manfrotto umbrella better reflects our core values and mission, and puts us in a position to more effectively target new channels in which we look to expand and grow."

Bogen Imaging has long been a staple in the photo and video arenas, priding itself on its extensive network of trusted specialty dealers and array of top-quality brands which are among the most revered and sought after in the industry. As the company looks to grow, providing its partners with the tools and resources necessary to more effectively market the products which they sell has become a top-priority. This realignment will enhance the company's dealer network with an expanded range of products developed to specifically target new emerging channels, as well as with a more robust and improved set of marketing tools which can be easily accessed and customized per their individual needs. The company will also strengthen the marketing efforts and resources behind each of the individual brands it distributes, supporting each with its own dedicated Web site where end-users can be directed for additional information and support, as opposed to filtering all inquiries through a Manfrotto Distribution portal.

"A sector of the digital imaging industry which our organization recognizes as a tremendous area for growth is the emerging hybrid category of digital cameras," added Mr. Wild. "By leveraging our 'power brand,' Manfrotto Distribution will be able to streamline its resources in R&D and marketing to bring forth new and exciting solutions that our extensive dealer network can utilize to target this specific new category. This growth and expansion will take place in tandem with our continued focus on our core customers in the enthusiast and professional photographic, video and lighting markets."

All Bogen Imaging international locations in the United States, United Kingdom, Italy, France, Germany and Japan will join together in executing this cohesive strategy, each officially transitioning to Manfrotto Distribution effective as of January 1, 2010.

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About Manfrotto Distribution

Manfrotto Distribution, Inc. is a leading distributor of key accessories brands for the photographic, video, cine and lighting production markets. Manfrotto Distribution is an international company within the Imaging Division of the Vitec Group, which owns the following leading international brands: Manfrotto, Gitzo, Kata, National Geographic Bags and Tripods, Avenger, and I.F.F. As the exclusive US distributor of Metz, Gossen, Elinchrom, Lastolite, Reflecmedia, Formatt Filters, and Rotatrim, Manfrotto Distribution offers the most complete range of exceptional camera and lighting accessories in the business. The Manfrotto Distribution international network covers the USA, Germany, France, Italy, UK and Japan.

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