Ayrton has appointed Bespoke Entertainment Solutions as its new exclusive distributor for South Africa. Currently based in Randburg, Johannesburg, Bespoke, has plans to expand into other major cities with strategic partnerships.
Bespoke Entertainment Solutions’ technical director, Suren Lutchman explained how this exciting new arrangement came about: “Having recently taken on several installations and new technical personnel on a full-time basis, the door was opened to us for other opportunities, including becoming the distributor for Ayrton in South Africa.
“With my experience mainly in sales, support and design of intelligent lighting solutions for the entertainment industry, I have always wanted to offer this service as well. Because the market within South Africa is very competitive and most of the major brands are represented, we didn’t focus too heavily on this area at first. However, after a meeting with Ayrton’s Jonas Stenvinkel, the opportunity arose for us to consider the Ayrton range of products.”
Lutchman was excited about the potential he found in the Ayrton range: “We believe Ayrton is ‘ahead of the game’ with its range of LED light-source fixtures, compared to its competitors in the market. With the world in need of finding better, more efficient energy saving products – and not only in the entertainment industry – I believe Ayrton offers the best return on investment in our industry.
“Ayrton products are very well designed, compact within their specific classes and offer a great return on investment. The LED engines are extremely well engineered, and especially suited to the South African market where reliability and energy consumption are key. I believe Ayrton has a range of products that can substitute any discharge lighting fixture out there.”
Bespoke Entertainment Solutions will distribute the full range of Ayrton products across the installation and rental markets, with a core focus on key products that best suit the South African market.
Lutchman was highly impressed not only with the product range, but also the company itself. “During a recent visit to Ayrton HQ in France, we immediately felt its warmth and genuine spirit as we entered the premises and heard how the company began and how its central focus has remained constant since the beginning. This was a big contributor to us taking on the brand and we think this is the perfect time to get this up and running. In the current climate, it’s going to be tough, but we have never shied away from a challenge, and we really can’t wait to get started.”
“South Africa has always been a very important market, and we are delighted to have Suren and his team join the Ayrton family,” says Stenvinkel. “Suren has shown dedication and commitment, and we have spent much time together in South Africa and at the Ayrton HQ in Paris. Launching a new distribution in these times might seem odd but I think this is the exact time to do it. Ayrton stands by the market and Bespoke through these times and we will all come out strong.”