MI Pro

German-based Monacor International is a specialist electronics company with a 5,500-item catalogue. Its product range includes everything from PA technology, security systems, in-car audio and loudspeaker technology to professional lighting equipment for stage and DJs. The basic principal behind Monacor’s success is delivering high-quality products with an excellent price-performance ratio.

The firm was founded by Günter Schilling in 1964 with just two employees. It now employs over 180 people, has 14 subsidiaries around the world and exports products to over 50 countries. Its global HQ is a 35,000 square metre warehouse and an 11,000 square metre logistics centre/warehouse in Bremen, which also houses its home brands Monacor, Car Power and IMG Stage Line.  

With the recent appointment of Damon Crisp as UK MD, the company hopes to increase its presence over here. Crisp, who joined the company last November from Numark, manages the UK division in Buckinghamshire and plans to double his seven person staff in 2008 as he introduces up to 50 new pro audio and lighting products to the marketplace.   

“Monacor is still behind in the UK in comparison to other markets we are involved in, and we had a strong feeling that we needed a change,” says Marco Willroth, executive MD for Monacor (pictured above, left, next to Damon Crisp and Roger pape).

“We wanted to develop the necessary qualifications and contacts, further our effort in marketing and sales and have a substantial impact in the UK market so people will realise that we are there, we are capable and appreciate the quality of service that we can provide. We have high expectations, but with Damon’s skills and experience we are certain that he will live up to those expectations.

“The UK is one of the key markets in Europe, and we hope in a few years that we can say that the UK is as big as our home market, Germany. We hope that within a few years we can say that the UK is the second biggest market. That is the target.”

With a 700-hundred page, 5,500-product catalogue, it is hard to find something that Monacor doesn’t do. The company focuses hugely on the quality of its products, which, in some cases, can take its R&D up to two years to fully develop.
“We monitor products by product class, purpose, how is it used and what kind of effort has to go into the development. It has to be safe and conform to CE regulations or other regulations in the market,” continues Willroth.

“When we develop new technology we don’t do it for the sake of having something new. We want to do it when it will be affordable for a major amount of our customers. We have developed the LRAY/1000 small line array system but that does not mean that tomorrow we will be making line arrays for larger venues. We know very well where our customers are and where our customers demand is, and this is what we follow.”

While Monacor’s biggest selling products in MI are guitar amplifiers, microphones and wireless microphone systems, its own img Stage Line includes CD players, turntables, mixers, preamps, stage boxes, portable active PA systems, flight cases, lighting gear and fog machines, to name a few. The firm relies primarily on customer need when deciding on new products.

“We want to give our existing customer base the possibility to find what they really want and include it in our range. We aim to provide product variety at the best value; professional products that are affordable, not cheap.”  

After-sales service is also a big factor in the success of Monacor. With each repair, the R&D department identifies the faults and corrects it. The Technical Training Centre provides this service for all partners.

As for the future of the company, Willroth explains that there are still many uncharted territories to explore. Although it has been very successful in Eastern Europe, it plans to extend further in the area while heading into Middle Eastern markets as well.