Amber Technology to distribute Blaze by Sonance in ANZ

Amber Technology has been appointed distributor for Blaze by Sonance across Australia and New Zealand in a move that extends both companies' presence in the regional professional audio market.

The agreement takes effect from January 2026. It covers amplifiers, loudspeakers and control products under the Blaze by Sonance brand.

Amber Technology already distributes Sonance products in Australia and New Zealand. The new deal expands that relationship into the commercial audio segment.

The arrangement strengthens Amber Technology's range for luxury residential projects in Australia. It also introduces a broader commercial audio portfolio in New Zealand.

Networked audio focus

Blaze by Sonance supplies networked audio products for commercial environments. The range includes amplifiers, sound reinforcement loudspeakers and system controllers.

The products use digital signal processing technology. They link with external control and monitoring platforms through standard network interfaces.

The systems are aimed at complex installations. Typical sites include corporate offices, retail venues, hospitality spaces and other large multi-zone environments.

The Blaze by Sonance range aligns with Sonance architectural loudspeakers. Integrators can specify the brands together as a single ecosystem.

Sonance said the partnership with Amber Technology reflects a strategy of consolidating global distribution. The company is seeking broader coverage in professional and commercial audio channels.

Acquisition integration

Sonance acquired Danish manufacturer Blaze Audio earlier in 2025. Blaze Audio specialised in amplification and sound reinforcement loudspeakers for installed sound.

The acquisition brought networked amplifier and processing products into the Sonance group. It also extended Sonance beyond its core architectural speaker lines.

Following the deal, Sonance created the Blaze by Sonance brand. The new entity sits within the professional audio segment of the business.

Sonance positions itself as a pioneer in in-wall loudspeakers. It targets residential, commercial and marine projects that require discreet installation.

Amber Technology distributes audio, video and related technology in Australia and New Zealand. Its portfolio serves broadcast, live production, musical instruments, home entertainment and installation markets.

Expanded portfolio

Amber Technology expects the new agreement to deepen its relationship with integrators. The company already carries Sonance, James Loudspeaker and iPort.

"The addition of Blaze by Sonance amplifiers, loudspeakers, and controllers into our portfolio, together with Sonance James Loudspeaker and iPort is an exciting extension of our existing Sonance business. This organisation has some significant firepower now in both product and expertise and we are excited to be a part of the future strategic direction," said Peter Amos, Managing Director, Amber Technology.

Sonance described Amber Technology as a long-term partner for the brand. It cited the distributor's network of commercial integrators in both countries.

"Amber Technology has been an exceptional partner for Sonance, and we're confident it will bring the same expertise and dedication to Blaze by Sonance. Its deep relationships with integrators across Australia and New Zealand, combined with its technical capabilities, make this a natural evolution of our partnership as we expand our professional audio footprint in the region," said Jorgensen.

Amber Technology has invested in technical staff for commercial and residential projects over several years. Sonance has also added personnel in its professional audio division.

"The alignment of the investments made by Sonance into key personnel and expertise in the last twelve months has positioned Sonance as the market leaders of choice for commercial, residential, and professional audio solutions. We are excited about the possibilities we can share with our integrators to bring the Sonance portfolio to their projects," said Brady.

Amber Technology will prepare its channel for the introduction of Blaze by Sonance products before the 2026 start date. The companies plan further activity in the region as Sonance integrates Blaze into its global portfolio.