Shure ends German Primacoustic deal

Shure has ended its distribution agreement for the Primacoustic range of studio acoustic products in Germany, as it concentrates on its core lines, including MI.

The firm had been exclusive distributor of the brand in Germany since 2012. Radial (the parent company of Primacoustic) branded active and passive DI boxes, however, remain with Shure. Mega Audio is taking over sales of Primacoustic in the territory.

“The decision to separate us from Primacoustic is not easy for us. The products are top quality and the collaboration was perfect from the start, “ said Marco Weissert, MD of Shure Distribution Germany. 

“However, we are focusing on our strategic focus for some time quite clear on three core markets – retail MI, pro audio and system business, we operate with a corresponding product portfolio. The acoustic elements of Primacoustic contents do not fit in this line-up in the image. Thus, the separation was ultimately a logical consequence. ” 

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