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Blonde Robot acquired by AV, broadcast specialist

Photographic and broadcast products distributor Blonde Robot has been acquired by Midwich, a specialist audio visual distributor with operations across Europe and Australasia.

A relatively new entrant to the ranks of photographic distributors, Blonde Robot now handles a large portfolio of photographic brands including Tamron, Velbon, Schneider Kreuznach, 3-Legged Things, Metabones, B+W Filters, and camera bags from Peak Design, Think Tank and Mindshift.

Headquartered in Melbourne, Australia, with subsidiaries in Hong Kong and Malaysia, the company operates in Australia, New Zealand and the Asia Pacific. It has two warehouses in Australia and another in New Zealand and a network of 1000 dealers across 15 countries.  The acquisition represents Midwich’s second investment in professional video and broadcast in the last six months after the purchase of German distributor, New Media, in August 2018.

Blonde Robot will report to Michael Broadbent, managing director of Midwich Australia. Blonde Robot co-founder Chris Horsley-Wyatt (CEO) will remain with the company and ‘and will lead the growth of the Group’s broadcast and professional video business in APAC.’

‘Everyone at Blonde Robot is very excited to join the Midwich Group and to work with Michael and his team. Midwich is a global leader in distribution and we have a shared desire for growth in the APAC region.,’ said Chris Horsley-Wyatt. ‘This partnership will help us achieve our mutual goals which will benefit all of our existing, and new customers and suppliers. Importantly for us, Midwich align with our values of integrity, dedication to staff and to provide outstanding service.’

The change should be invisible to Blonde Robot customers as the distributor has the same management, warehousing and logistics. There have been no personnel changes, with Andy MacFeate continuing in the role of national sales and marketing manager.



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