About Us

Back in 1998, when this company was first founded, I was full of ideas, but had little to no cash to invest. However, although investors might be a good thing for many concepts, giving them more speed for one, there are also clear downsides. Our entire range of concepts has been made from our own, organic growth, steady, but carefully increasing our range and portfolio. Finding the direction is also a bit more given when there are no investors backing your ideas; either you make the money needed to continue, or you grab your gear and pack up. 

As such, our ventures has always been dependent on continuous income, which in itself altered our initial course of building PC systems, as the market became too fierce and competitive to generate sufficient income. 

Our venture within home cinema was more of a hobby project at first; importing expensive video projectors from Japan and selling them at a slight profit here. After a while we saw that projection screens was both in high demand, and had very few competitive operators within the Norwegian market. As such, our direction steered towards this very exiting segment, leading to the establishment of both DreamScreen and AVshop. AVshop was and is still our locomotive in terms of sales and income. First, a regular retailer, and now a retailer, distributor and warehousing operation, not to mention one of the most forefront specialists within audio and video in Norway.

Our most recent venture, Hamrammr, builds on the success of DreamScreen. While DreamScreen is now sold world wide, we do see a clear market potential for speaker systems to accommodate our lineup of screens, sound proofing and furniture sold under our DreamScreen brand. This is a far larger market than screens alone, and as such has the potential of increasing our overall sales to a far greater extent. We will utilise our experience within design, production, distribution and marketing to hopefully be able to get this line of products successfully deployed much faster than was the case with DreamScreen. 

So, back to organic vs. investor based growth. While investors tend to steer the companies they involve themselves in towards directions not necessarily in line with the founders, organic growth kind of secures that this never happens. Still, as organic growth requires a stabile stream of income, the path is still written in stone – and innovation, cost control and dedication is required every step of the way. 

My take on building a fruitful venture now and in the future is not necessarily against investments, particularly in segments where this is required to even get off the ground, but I have found it highly beneficial to our journey that we have been able to set our course ourselves. For better and worse of course, we have certainly made our mistakes along the way. Still, if we had taken too many steps in the wrong direction we would not have been alive and kicking some 20+ years after we started off. That might not have been the case if investors had pointed out our course of direction from the get go.