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M&A: Kramer Takes Over Ashton Bentley

ProAV specialist Kramer continues moving away from individual products towards complete solutions by acquiring Ashton Bentley, an integrator specializing in video conferencing rooms.

One day ahead of Infocomm, ProAV technology provider Kramer announces the acquisition of Ashton Bentley, a British integrator specializing in video conference rooms. This acquisition is part of Kramer’s three-year strategy to shift from providing individual products to offering complete solutions. By integrating Ashton Bentley, known for its out-of-the-box conference room systems, Kramer aims to expand its expertise in the UCC sector and provide fully integrated conference room solutions.

Ashton Bentley’s team is based Dartford, UK, but also offers services in other European countries. The offering includes scalable huddle spaces, video conferencing systems, and connectivity solutions. With this acquisition, Kramer also plans to advance the development of ProAV standards.

CEO Gilad Yron emphasizes UCC commitment

Gilad Yron, CEO of Kramer, states: “This acquisition is another milestone in our investment and commitment to the unified communication and collaboration ecosystem. The Ashton Bentley ‘out of the box’ solution, alongside Kramer’s broad portfolio, offers a unique, fully integrated solution to further enhance the hybrid meeting experience. Any acquisition is about the people. I’m convinced that the cultural fit, enthusiasm, and passion the Ashton Bentley team brings will be an outstanding addition to the Kramer family.”

The three Ashton Bentley founders, Roger McArdell, Roger Vinton, and Tony Leedham, commented: “Kramer’s global market reach and product synergies will enable us to bring our innovative solutions to a broader audience. The whole team are looking forward to contributing to Kramer’s vision and continuing to push the boundaries of AV technology in the UCC domain.”

Takeover to help Kramer reach its sales target

Kramer, a ProAV provider with over 40 years in the market, has recently shifted it’s focus from a product to a solution provider. Tel Aviv based Kramer’s offering revolves around AVoIP, experience, and software, expanding its ecosystem and launching the ProAV platform Panta Rhei.

In early 2023, Kramer announced an ambitious goal of doubling its turnover within two years. The acquisition of Ashton Bentley is undoubtedly intended to support achieving this goal by 2025.