Creative Technology restructures German operation

AV equipment supplier Creative Technology (CT) has announced that its German operation will be substantially restructured as it looks to improve its efficiency in an increasingly competitive marketplace.

The business will retain key customer facing resources in Stuttgart, Cologne and Berlin but will in future service and administer its business from ‘one of its major hubs in Holland, UK, Spain or further afield in the Middle East, USA or Asia-Pacific.’

Sales and project management will be centred around the Stuttgart office and led by Mike Dörfling, who now assumes the role of business development director.

Christ Elsten will become managing director for Holland and Germany alongside commercial director Albert Deltour.

“The refocus of knowledge, people and equipment in a single operating base will make us more flexible, efficient and competitive. This is a key driver in our ambition to build a solid and diverse business across Holland, Germany and mainland Europe,” said Deltour.

Dave Crump, CEO of CT in Europe and the Middle East, added: “Our wider CT business has had another exceptional year across the EME region. Germany continues to be an extremely challenging and competitive market place, however it forms a key part of our international network and we will continue to support our German clients and to deliver German projects.”

Picture (from left): Albert Deltour and Mike Dörfling.