Robe selects ASL Electronic as new Swiss distributor

ASL Electronic is a sales and distribution specialist based in Switzerland since 1982
Ingo Dombrowski (Robe key account manager for Europe), David B. Scherz (CEO ASL Electronic AG/SA), Sébastien Wira (product manager ASL Electronic AG/SA), Harry von den Stemmen (Robe’s international sales director) and Josef Valchar (CEO of Robe lighting).
Ingo Dombrowski (Robe key account manager for Europe), David B. Scherz (CEO ASL Electronic AG/SA), Sébastien Wira (product manager ASL Electronic AG/SA), Harry von den Stemmen (Robe’s international sales director) and Josef Valchar (CEO of Robe lighting).

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Moving light and LED manufacturer Robe lighting s.r.o. has selected Basel-based ASL Electronic AG / SA is its new distributor partner in Switzerland and the Principality of Liechtenstein.

ASL Electronic is a sales and distribution specialist in Switzerland offering its expertise in the professional lighting market since 1982.

The wholesale company operates all three language regions of Switzerland.

ASL Electronic currently manages brands such as Eurotruss, Doughty, Liftket and Kinesys for trussing and rigging; Spotlight and City Theatrical for theatre lighting, plus Le Mark and Chris James for accessories, Smoke Factory for special effects and several others.

David Scherz, CEO, ASL said: “We are excited to be distributing the complete Robe lighting range in Switzerland. It is the leading industry brand right now. We intend to make it the number one moving light choice in Switzerland.”

Scherz believes that Robe has a comprehensive and good product range.

Compact fixtures like LEDBeam 150 or Spikie are better suited for the small-to-medium applications while the power of the MegaPointes and BMFLs are better suited for bigger ones.

“We are enthusiastic about our collaboration now and look forward to a long and fertile partnership as Robe keeps producing innovative and relevant products. We are confident that with Robe, we will be able to support all customer needs on an ongoing basis.”

Robe’s International Sales Director Harry von den Stemmen added that Robe has “carefully analysed and evaluated the Swiss market” with the support of its German subsidiary since the beginning of 2019 - research which clearly identified ASL as the best match for the brand.

Robe CEO Josef Valchar also added: “We are delighted that all the stars finally aligned to make this important partnership a reality. The Robe brand is already well accepted in Switzerland, and with this new impetus and level of commitment, we are ready to start pushing that to the next levels.”

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