Uddh is already familiar with SGM product distribution from his time with Interlite, having previously joined sister company, Wireless DMX as key account sales manager for Europe four years ago.
The Swede says he is now relishing the challenge of marketing the groundbreaking range of high premium low energy solutions to the core rental, broadcast, architectural and retail segments under the new company.
Speaking of the move, he said, "I first met [CEO Peter Johansen] at Prolight+Sound in Frankfurt this year. Having worked in lighting for 20 years and been associated with major manufacturers including ETC, Arri and Vari-Lite - as well as SGM - I didn't want to pass the opportunity by when I saw just how groundbreaking the new SGM fixtures were. I don't see products containing these features in packages anywhere else.
"SGM is an exciting new company and after we had discussed strategy I agreed right away to set up SGM Sweden, and build a platform to show that the brand is right back on track with sales and service."
Explaining the rationale behind this decision, Peter Johansen added, "It does not suit us to be one of a number of brands in a distribution portfolio. I want personal commitment and 100% focus - Mikael has the vision to realize what we are trying to do and the ability and personality to front the company. The market requires product specialist knowledge and I know I have made the right decision."
Based in Gothenburg, Mikael Uddh is also well positioned to service all the main Swedish commercial centres - which include Stockholm and Malmö - on a face-to-face basis. "We have made a great start to the campaign at PLASA, with numerous Swedish visitors to the stand," he said.
*In related news, SGM A/S has announced the appointment of Randy Wade to head up its US operation.
Wade, a lighting veteran in the entertainment field since the mid 1980s, will be in charge of sales and support for the entire line of SGM products from his base in Houston, TX.
Said Peter Johansen, "It is great to be working with Randy once again after so many years. His contacts will prove invaluable and we are excited by the opportunities that this presents."
Wade, who will establish the SGM-US division from his office in Houston, said, "I am looking forward immensely to this exciting re-launch of the SGM brand - and presenting unique LED solutions, using new cutting edge technology to the key market segments."
(Jim Evans)
