Steinberg North America and Native Instruments announced that beginning May 1, 2002, the U.S. distribution of all N.I. products will be handled directly by Native Instruments from their Los Angeles office.
Over the past four years, the two companys have partnered to distribute and market N.I. products in the U.S. Focusing on expanding product lines and on their respective future directions, both companies have agreed to part ways. With the opening of their U.S. office, Native Instruments looks to strengthen its position in the U.S. MI/pro audio market, as well as expand its overall presence in retail stores. At the same time, Steinberg said that is placing more of its focus on expanding its technology base and product line.
Daniel Haver, CEO of Native Instruments, explained, “The years with Steinberg have been very successful for us. However, N.I.’s growth and future direction require us to be more independent. We’ve been treated well by Steinberg, and I am confident that the two companies will continue working together in the future.”
Steve Garth, CEO of Steinberg North America, said, “Steinberg needs to strengthen its focus internally, while Native Instruments is at the point where it needs to market and distribute its products independently. Therefore, this step is natural. Steinberg has always enjoyed working with N.I. We will continue to work together to develop the VST market and on other strategic alliances. We wish them success in their future.”