Vari takes on GLP distribution in Mexico
Van Nuys, CA (USA), 14th August 2023: GLP has announced that it has appointed Vari (Video Audio Representation and Engineering) as its new exclusive distributor in Mexico with immediate effect. This will increase the German manufacturer’s outreach into the country, and further into Latin America.
According to Vari president Ing. Hugo Patiño and sales director Juan Francisco, they have always formed a strong impression of GLP when attending world expos such as LDI. “Their fixture demonstrations stand out and we always see their name on international touring riders,” says Ing. Patiño. “Products such as the JDC1 and X4 Bar 20 have become industry standards in the market.”
And yet, sensing that for all its global success the brand had little profile in Mexico, they set up a meeting with GLP US president Mark Ravenhill and sales and marketing director Tyler Wise at this year’s InfoComm in Orlando and duly agreed the distribution deal.
Ing. Patiño, in particular, praised the role of Tyler Wise in getting the deal over the line, stating, “We were impressed by his commitment and the support he offered, both with regard to demo equipment and product training.”
With nearly 40 years in the market, Vari will make a reliable and dynamic partner for the German company, and Juan Francisco believes it will be an excellent fit: “While we already had an excellent lighting console brand, which we have managed to position well in the market, we lacked a brand of GLP’s pedigree to complement this. I am confident that both GLP and Vari will benefit tremendously from this new business alliance.”
Both he and Ing. Patiño are excited to be undertaking a complete launch of GLP from the ground up. “We have clients who have had the opportunity to work with GLP abroad and now look forward to seeing a greater presence in Mexico, as well as other companies who are equally excited,” says the latter. “Our priority will be to spread the word through a series of personalized demonstrations, product presentations, and videos, showing the advantages of each GLP fixture.”
Ing. Patiño is confident that his company will be able to offer support that is equal to the quality of the brand, right across both the market and product spectrum: “In particular we will be targeting live musical events, auditoriums, theaters, arenas and sports stadia, hotels, touring companies, and much more.” He says this will be as relevant to architectural products as the production lighting requirements.
Vari are planning a dedicated marketing campaign to launch the brand, at the same time setting a dedicated space at their facility to showcase the fixtures and provide training. “We take training, and the technical service of the brands we represent in Mexico very seriously,” Francisco assures.
In summary, both men are delighted to be representing GLP. States Ing. Patiño: ”We are proud to have become GLP’s exclusive distributor for Mexico – a move that will significantly increase the importance of Vari in the Mexican entertainment market. We strongly believe that this is the beginning of a very successful relationship for both of us, and have already received many comments from our customers congratulating us on this brand acquisition. Many have already expressed their interest in acquiring GLP fixtures.”
Juan Francisco agrees: “We are convinced that this new alliance will pay dividends for both companies. From those we have spoken to there is genuine excitement at the prospect of seeing GLP equipment in Mexico. At Vari we are proud to be representing the brand.”
His sentiments are echoed by Mark Ravenhill: “We are well aware of Vari’s pedigree and are delighted to be partnering with them to boost our presence in Mexico and beyond.”
“The team at Vari has built a strong company with deep roots throughout Mexico, making them a most respected firm,” concludes Tyler Wise. “With Juan’s direction of their experienced sales team, and Vari’s willingness and ability to offer local technical support and training, the future of GLP throughout Mexico is strong. This is a partnership I am excited about, where the future is indeed bright.”