Pennine and Videonations combine under Avoira brand

Bury-headquartered communications specialist Pennine and Salford audio-video specialist Videonations have today announced (3rd July) the merger of their sister businesses.

The two companies will now trade as Avoira Ltd under the newly created Avoira brand. The merged business will also include Co-Channel, Pennine’s Bristol-based specialist two-way radio operation.

The merger is the first stage of a wider strategic move which will see a third business, Rocom, also coming under the Avoira umbrella in January.

The merger will harness specialist unified communications, display technology and two-way radio expertise and create a company that is unique in the marketplace.

Bringing together the three businesses under the new brand will create a £27m turnover business and provide single source access to a huge portfolio of products, services and specialist expertise.

These will embrace unified communications, AI-driven call centre technologies, radio and display solutions, telephony and associated peripherals such as headsets, cables and consumables.

“The creation of Avoira is all about organising our business model around our customers,” commented Andrew Roberts who, having led Pennine as managing director for some 15 years, is now taking the helm of Avoira. “It will give us the capability to deliver fluent solutions across what are increasingly superficial technological boundaries.

“The consolidation of, and collaboration between, what were previously standalone business enables the integration of complementary expertise. This in turn facilitates the design and delivery of sophisticated combined offerings backed by a highly fluent technical support offer.”

He gave as an example the simplification of tender and framework submissions for multi-service and product contracts. Whilst previously these would have been split across the three businesses, in future Avoira will be able to submit a single tender embracing a variety of technologies and disciplines.

To underpin its corporate philosophy Avoira will market itself using the tagline ‘Fluent in technology’.

“The growing importance of the cloud, Software as a Service (SaaS), AI and other developments on the fast-moving technological landscape mean the future is all about fluency and congruency,” said Mr Roberts.

“Right across the vertical markets we serve, a common denominator is the increasing reliance on truly value-added resellers who can offer authoritative expertise across a spectrum of technologies.”