Monday, February 26, 2024

Atlona Inks Deal With U.K.’s True Colours Distribution

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Atlona logoAtlona Technologies®, a leading provider of cutting-edge digital connectivity solutions, today announced that the company has reached a distribution agreement with True Colours Distribution, the technical solution division of the Midwich Group. Under the agreement, True Colours will market and distribute all three of Atlona’s product lines in the U.K. and throughout Europe.

“At Atlona, we have continued to place a heavy emphasis on international growth, and this partnership with True Colours is a key step in increasing the market presence for all three of our product lines,” said Ilya Khayn, president of Atlona Technologies. “True Colours has an outstanding reputation for quality and customer service, and we couldn’t be happier to have them representing our digital connectivity solutions in the region. And for their dealers, our extensive product lineup offers reliable solutions for absolutely any application, from consumer retail purchases to large-scale commercial installations.”

“We are very excited that Atlona has chosen us to market and distribute their product range,” said Jin Khangura, connectivity technology specialist at True Colours. “Atlona’s lineup has developed in recent years to cover almost every digital connectivity solution that is required, and at the same time the company is continually designing and developing innovative leading-edge technology products. By adding Atlona to our already extensive range of A/V connectivity-based solutions, we will further strengthen our market position.”

To better serve the A/V market, Atlona has segmented its solutions into three product lines to cater to specific audience needs: Atlona Signature (professional and commercial), Atlona Si (system integrator), and Atlona CE (consumer electronics). The flagship Signature line of digital connectivity solutions is geared for large-scale government, military, digital signage, and other professional A/V applications. With its wide variety of products, the Signature line gives commercial integrators access to a comprehensive array of HDMI matrix switchers as large as 128×128, converters and scalers, expansive fiber optic extenders and DisplayPort cables, and much more — all providing the level of quality and reliability necessary for even the most mission-critical A/V systems.

For installers of home theater and light commercial A/V systems, the Si line is a one-stop shop for a full range of products — including cables, distribution amplifiers, matrix switchers, extenders, converters, scalers, and much more — that address any conceivable issue in the field, while ensuring the best possible installation for end-users.

Specifically designed for consumers and retail purchasers, the CE line offers a full range of simple, easy-to-use solutions that anyone can install and operate, including the new AT-AiR3, Atlona’s 1080p wireless USB-to-HDMI converter. In addition, Atlona’s CE line offers simple solutions for bringing computer gaming and movie libraries to the HDTV, interfacing older Mac® computers and laptops with new Mac monitors, and enhancing the home theater experience.”

“Needless to say, we are thrilled about our new partnership with True Colours, which offers an experienced staff, broad channel coverage, and exceptional customer service,” said Jeff Meyer from AV Consulting International, European representative for Atlona. “Atlona has been growing rapidly in the U.K. and throughout Europe. Working with True Colors and the Midwich group of companies means we can build on this momentum, expose the Atlona brand to an even broader client base, and take our business to the next level.”

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True Colours Distribution logoAbout True Colours Distribution
Based in Crowthorne, Berkshire, True Colours is a specialist solutions distributor and part of the Midwich Group of companies. True Colours represent many leading AV manufacturers. True Colours Distribution has a track record in supplying technical support & products for resellers. True Colours know that distributing great products is simply not enough, this is why they are committed to providing a high level of service and their aim is to offer a professional policy to support dealers and their staff with product information, demonstrations and training. True Colours trade training is their commitment to dealers and their staff to provide a complete range of sales and technical training courses free of charge on the manufacturers that they represent. To find out more, visit

About Atlona Technologies®
Atlona Technologies® is a global manufacturer of cutting-edge digital connectivity solutions. The company supplies an extensive range of high-quality products — from cables, splitters, and extenders to distribution amplifiers, converters, switchers, and much more — to a diverse client base spanning the consumer electronics, home theater, computing, retail, systems integration, professional A/V, broadcast, entertainment, medical digital imaging, and digital signage markets. Made from the finest materials and offering unique feature sets, the company’s value-added products can be found in installations worldwide. Atlona provides a wide range of solutions from all three of its comprehensive product lines: Atlona CE (consumer electronics), Atlona Si (system integrator), and Atlona Signature (professional and commercial). More information about Atlona Technologies is available at

Atlona Technologies is a registered trademark of Lenexpo Inc. All other trademarks and registered trademarks mentioned herein are the property of their respective owners.

Atlona Contact:
Joshua Carlson
Director of Public Relations
Tel: +1 (408) 962-0515 x123
Email: jcarlson [at]

Atlona Media Contact:
Veronica Esbona
Wall Street Communications
Tel: +1 (954) 392-6990
Email: veronica [at]

True Colours Media Contact:
Katrina Haggarty
Truecolours Limited
Tel: + 44 (0) 1379 649209
Email: Katrina.Haggarty [at]

Source: Atlona Technologies

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