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Qualifi Parts Company With Sonab In Rationalisation Of Brands

Qualifi who are one of Australia’s most successful specialist A/V distributors has announced a further rationalisation of their brand portfolio, with the SONAB range of products being transferred to Synergy Audio Visual.

According to Qualifi CEO Michael Hendriksen the decision to offload several brands is a key part of a restructure program being undertaken by the Melbourne based distributor who recently took on the Klipsch brand.


The Company that is both profitable, operates out of cashflow and has no borrowings is looking to streamline their operations around a core group of mass market and specialist retailer products.

In a message to dealers Hendrikson said “QualiFi has taken on some rather large commitments in recent times and we feel that Synergy would be in a much better position to support SONAB and its dealers in Australia. The transfer of the distribution rights has been done in an amicable fashion with the approval of AudioPro in Sweden, the owner and company behind the SONAB brand and technologies”.

Earlier this year Qualifi transferred the Wireworld product range to Canholm.

Late last month Qualifi also parted Company with Loewe the German TV brand.

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