MAC Group Launches MAC Group Europe, Bringing Its World-Class Brands, World-Class People, and World-Class Dealer Relationships to an Exciting New Photo/Video Market

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MAC Group Europe offers dealers, photographers, and videographers access to the unique brands of Benro, Induro, and MeFOTO tripods; Tenba camera bags; and Vü filters, all at competitive prices to benefit retailers and customers alike. MAC Group Europe is set to launch in March, appearing at Birmingham, UK’s The Photography Show.

We believe in the old-fashioned way of selling, people-to-people, so our new sales team will be bringing that message, face-to-face, with our European dealers.

The creation of MAC Group Europe promises to bring a new paradigm to the sales and marketing of photo and video equipment in the UK, Germany, France, and beyond. Modeled after its highly successful American parent company, MAC Group US, MAC Group Europe will bring the same unique line of products to this expanded territory. Just as important, it will bring MAC Group’s trademark approach to working with both dealers and the photographers they serve to a European market that hasn’t seen enough emphasis on marketing and profitability.

“We believe in the old-fashioned way of selling, people-to-people,” says MAC Group president Jan Lederman. “So our new sales team will be bringing that message, face-to-face, with our European dealers.” Leading the foray into this ripe territory from the company’s new Wolverhampton, UK headquarters will be Managing Director Nigel Fielden, who previously spent many years overseeing the European market for bag maker Lowepro and tripod maker Manfrotto. Other new members of the MAC Group Europe team bring similar experience and expertise to the task: UK Sales Director Gary Sutton, formerly with GE Cameras, Samsung, and Minolta; Export Sales Director Guy Shirm, formerly with bag maker Lowepro and lighting makers Elinchrom and Bowens; and Brand Manager Mark Hoskins who has spent much of his career to date with tripod makers Manfrotto/Gitzo and Giotto’s.

Along with people skills and a powerhouse line of products, this talented team will offer the MAC Group’s exceptional profit margins to its dealers in Britain, Germany, and France. “Our goal is that dealers will enjoy significant profits selling our products,” says Nigel Fielden. “That’s what is going to attract them to us and keep them coming back.” Photo and video dealers will also be able to rest assured with the knowledge that MAC Group Europe’s marketing expertise and investment will create the product awareness and demand among those consumers on which their business depends.

In addition to strong traditional marketing initiatives, the MAC Group creates product awareness in two other important ways, both of which will figure prominently in its European venture. MAC Group brand managers and technical staff will carry on a long tradition of working directly with professional photographers and videographers, not only to assist them in their assignments with personalized equipment and technical support, but also to garner information about their creative needs and working habits that can be applied to future product development and marketing. The MAC Group’s well-known education program, PhotoVideoEDU, will also play a key role. “We work with students and lecturers to provide them with the tools they need, and then offer the students special discounts should they choose to buy from us,” Jan Lederman explains. “We will always direct them to one of our retail partners.”

In the end, such strategies come down to the same essential element—the MAC Group’s reliance on people as a creative and commercial resource. This includes the many people who make up the MAC Group family. The company’s brand managers, marketing and sales staff, and technicians are themselves deeply interested in photography and video, whether as enthusiasts or pro-level practitioners. This collective passion gives the MAC Group unique insight into what it needs to be and do in order to provide its customers with the highest levels of support.

These bedrock corporate strengths will drive MAC Group Europe as well, giving the new organization an ability to respond deftly as the industry and its needs change. Indeed, MAC Group US has always quickly adapted to key shifts in the imaging world—when photographers switched from film to digital, when digital SLRs became the camera of choice even for high-end professional work, and when the high-definition video capabilities of DSLRs lured still photographers into motion. The MAC Group is certain to be there for the next great technological shift that changes how photographers and videographers create images that continue to define the modern world.

About MAC Group:
MAC Group is a sales and marketing company dedicated to supplying professional photographers, filmmakers, lecturers and students with the world's finest image-making tools.

Each brand we represent has been carefully chosen to meet the requirements of today’s professionals. As we grow, we look to partner with companies and brands complementing our vision.

For press or dealer inquiries contact:

Mark Hoskins
Brand Manager
Tel +44 (0)01902 255072

Nigel Fielden
Managing Director
Tel +44 (0)01902 255071

MAC Group Europe Ltd
The Boot Factory
Cleveland Road
Wolverhampton WV2 1BH
United Kingdom
Tel +44 (0)1902 255500

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Colleen Carlisle-Nicholas
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