COMPANY PROFILE ORANGE
A glass of Orange’s ‘juice’ to mark the opening of the new Chinese facility
expect from the event, but one of the highlights from the latter category was the announcement that Orange, the British amp manufacturer, was about to open a new factory on the Chinese mainland. Although Chinese manufacturing is nothing new in this industry (or in virtually any other, for that matter), this new move represents significant progress for the company. With a 135,000 square-foot plot and
Shifting up a gear T
his year’s Music China show featured the usual product showcases and worldwide MI industry news that we have come to
Orange’s managing director, Damon Waller. “We started work on it a year and a half ago, so it’s been a long process – and it’s taken a while to get through all the Chinese red tape – but now we’re ready to go.” Although this news also represents a shift
What’s the Chinese for Orange?
further expansion space available, this manufacturing hub, set to open its doors in the first week of December, will not be a small operation. In fact, despite the ribbon having not even been cut yet, Orange is already eager to step up production significantly, an almost Chinese-style approach in itself. “We’re looking to double the capacity and the number of staff straight away,” explains
30 miPRO DECEMBER 2010
towards distribution in South East Asia, it is more the neighbouring territories – Singapore, Indonesia and Hong Kong, for example – that are on the Orange radar. China’s status as a growing market in MI is likely to make it more of a target in the future, meaning that, for now, the onus is mostly on manufacturing in the country. Orange’s status in the US is another source
of good news for the firm, particularly as recently its reputation in the States has improved still further and it has doubled the size of the US headquarters as well. “Orange has really taken off in the USA in the last six months,” says Waller. “The last year has been great, we have been growing at an
until now. Damon Waller Orange
Expansion and growth are not words associated with many British companies at the moment – particularly in MI and especially in manufacturing – but Adam Savage finds Orange Amplification going from strength to strength…
enormous rate. It has been a bit of a slow burner, we started over there in 2001, but now the artists have started really getting involved.” Which brings us on to a real area of
importance for Orange – endorsers. A quick glance at the website proves how seriously they
The USA has been a bit of a slow burner
”
take their artist relations, but rather than just bringing on board the Geddy Lees and Mastodons of this world, Orange has clearly put a lot of thought into its programme. Announcing big names from places such as India and Brazil is a much better way of
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