SOUTH AFRICA – Exhibition organiser Montgomery Worldwide has launched a new arm to help companies with established brands launch into South Africa and the wider African market.
Johannesburg-based Montgomery Africa specialises in joint ventures and acts as a partner to international companies looking to reduce the risks associated with developing their events in Africa. Montgomery’s South African base reduces the need for companies to invest in local infrastructure and offers immediate assistance with legal and statutory processes, as well as the staffing and local knowledge they need to launch a new show.
“Africa can be a difficult continent to do business in,” said Montgomery Worldwide MD Damion Angus, “and Montgomery Africa has been set up as an efficient vehicle for those wanting to ‘dip their toe’ into this exciting and lucrative market.”
“Having worked throughout Africa for over 40 years, we are extremely well placed to help companies launch new shows in this territory and can use our contacts and expertise to leverage the best deals and ensure events stand the best chance of success.”
Montgomery Africa’s sister company in South Africa, Specialised Exhibitions, runs shows including Electra Mining, Interbuild and Propak. The company has been in the group’s stable for the last 43 years. Montgomery Worldwide is also the main shareholder in the Johannesburg Expo Centre (pictured), owner of some of South Africa’s largest events including the Rand Easter Show and Johannesburg Motor Show.
Montgomery recently partnered with UBM to launch a new African event targeting the health and safety sector.
Montgomery Africa MD Grant Mills added: “Whilst we have been developing this company for some time, we have built a business model which we believe can service our partners needs and help them enter this market with limited and calculated risk”.
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