Focusrite announces Australia Direct

After 29 years with Innovative Music, Focusrite is moving out of home and renting in the big smoke; going direct-to-consumer.

2 December 2021

Focusrite and Novation have a long and consistent history of sales in Australia, starting with Innovative Music and Novation more than 20 years ago. With the addition of Focusrite Pro and Sequential, Focusrite announces the introduction of Focusrite Australia — a single focus for the distribution, marketing, and support of its brands locally.

“We are excited to embark on this next phase of our investment into the Australian market,” says Focusrite Group CEO Tim Carroll. “We have a fantastic team in Aus who amongst them have over 50 years of experience leading success and strong growth in audio technology products. We would also like to thank our former distributor, Innovative Music, for all their support over the past 29 years as well as the amazing dealer network that have done a great job of representing all the group’s brands.”

Charles Tetaz, Vice President of Sales and Marketing for the region comments “Australia is home to some of the world’s greatest creatives and musicians. We share their passion and look forward to serving this vibrant community with Focusrite, Novation and Sequential products, from the bedroom to the stage.”

Australia Direct aims to offer focused customer service, as well as offer support and a more meaningful relationship with local artists and the Australian user community.