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Atlona, a Panduit company, strengthens its presence in CALA through the transformation of its channel network.


Atlona’s latest initiative focuses on the unique Brazilian market, where the company has appointed WDC Networks as its master distributor, and Groz Global Brands as its exclusive manufacturer’s representative, effective immediately.

WDC Networks has been a successful distributor in Brazil for 17 years and more recently the broader CALA region. The company services the Telecom, IT, Security, Solar and Audio Visual markets. Atlona strengthens WDC Networks’ value proposition as a supplier of complete AV solutions, expanding its range of collaboration, distribution and control products for commercial and residential projects.

“As one of the largest technology distributors serving the AV industry, WDC Networks represents many of the largest brands across LED panels, displays, projectors and audio systems,” said Fernando Guerra, Director, AV and Automation, WDC Networks.

“Atlona adds the important missing pieces we have in our AV and Automation ecosystem so that we can better serve our customers, as well as the quickly emerging AV industry taking shape throughout Brazil. We also see opportunities to bring Atlona into our growing ‘as-a-service’ portfolio as we help our customers transition from CAPEX to OPEX models.”

Guerra emphasizes that AV is a “maturing market” in Brazil, and business trends such as AV over IP that have developed in other regions are just beginning to surface. These are new business opportunities that Groz Global Brands looks forward to exploring in direct communication with customers. The fact that both companies are longtime Panduit representatives creates an abundance of natural opportunities to introduce Atlona into broader IT-related projects.

WDC Networks and Groz Global Brands’ in-country presence will also simplify how Atlona operates inside Brazil, which has a business culture that requires local inventory, a strong dealer network, and Portuguese-fluent resources to ensure success.