AVOZ Takes Over Primare Distribution in Australia and New Zealand

AVOZ has been appointed exclusive distributor for Primare across Australia and New Zealand, marking a significant shift in regional representation for the long-established hi-fi brand. The Melbourne-based distributor steps into the role following more than two decades of stewardship under Paul Clarke, whose tenure helped establish Primare's presence within the specialist audio channel in Australia.

Primare, now approaching its fortieth year, has built a reputation around Scandinavian design, system integration and a measured approach to digital and analogue convergence. The change in distribution comes at a point where many European brands are reassessing how they position themselves in smaller but mature markets such as Australia and New Zealand.

AVOZ Managing Director Matt Walker framed the appointment as a natural fit, noting that Primare aligns closely with the company's broader portfolio direction:

Primare represents everything we value at AVOZ — purity of performance, timeless design, and a deep respect for the listening experience.

The transition also formally acknowledges Clarke's role in developing the brand locally, with AVOZ describing his contribution as foundational to Primare's current standing in the region. Walker added:

Paul's stewardship of Primare in Australia has been nothing short of exemplary. His work has built a loyal community around the brand, and we are deeply respectful of the platform he has created.

From Primare's perspective, the move follows what is described as an extended selection process, with General Manager Siemen Algra pointing to alignment between the companies as a key factor:

We see AVOZ as an amazing fit for Primare across the Australian and New Zealand regions and look forward to this new and exciting partnership.

While the announcement centres on continuity, AVOZ has signalled a more structured approach to growth, including a review of the existing dealer network and a renewed emphasis on training, brand visibility and customer experience, a subtle shift in strategy rather than a wholesale reset, building on an established base but with a more deliberate focus on how the brand is presented and supported at retail level.

For AVOZ, the appointment adds another recognised name to a portfolio that is steadily expanding at the premium end of the market.

For more information visit Primare