Penn Elcom Expands in Latin America Penn-Elcom expands its Latin American operations with the inauguration of two new operations - in Argentina and Peru - bringing its number of Latin American offices to five. This is part of a planned expansion strategy to have Penn-Elcom sales and distribution outlets in all of the major South American markets, and also in direct response to an increased demand for its products and services in these territories. Both of the new sales offices have showroom and warehousing facilities offering a full range of Penn-Elcom products including flight case, racking, and loudspeaker hardware, accessories and solutions to the professional audio industry, plus selected complimentary lines, including Fane speakers and Amphenol and Neutrik connectors. Penn Elcom Argentina is located in buzzing Buenos Aires. The office is headed by Adriana Gallo and Diego Soto, both with several years of professional entertainment industry related experience, and five years working at Penn-Elcom Brazil in Sao Paulo, which was the first of the brand's Latin American distribution operations to be established in 2006. In Peru, the new office is in Lima and will be run by general manager Ricardo Leiva who will report to Carlos Gallo, head of Penn-Elcom's Latin American operations. In just five years, Penn-Elcom Brazil, run by Carlos Gallo has been hugely successful, the company says. Brazil's thriving live music scene and the trend for bands and performers of all genres, sizes and popularities to invest in their own sound and lighting equipment as well as standard backline gear has helped build the business steadily, with Penn-Elcom becoming a market leader. Their flightcase hardware products are the most successful because of the comprehensive range of high quality elements which are competitively priced and with same day availability. Custom solutions are also possible in addition to the wide choice of off-the-shelf components. Penn-Elcom Chile opened shortly after Brazil was established, followed by Penn Elcom Colombia in 2007, which is well-placed for the quick and effective supply and dispatch of goods to Venezuela, Ecuador and Panama. With these three offices already in place, Argentina, as the second-largest country in South America, was the next logical step, along with Peru to give a west coast location and coverage. While economic conditions in Latin America are still generally challenging, Penn-Elcom's chairman Roger Willems states, "We have every confidence that with the experience and enthusiasm of our teams in Argentina and Peru, the businesses will follow the success of our other South American enterprises." Phil Stratford, CEO of Penn-Elcom Inc in the USA comments, "By launching our standard products in Argentina and Peru - as elsewhere in South America - we expect to make inroads into the local flightcase, pro audio and 19" racking markets by making products accessible with our renowned quick supply service. The only way to do this properly is to have a local distribution network and stock holding." He predicts that Argentina and Peru will experience an initial peak in business followed by a steady and sustained growth. 
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