As the global AV and entertainment-technology landscape continues to evolve, SRS Group has made a decisive move to strengthen its presence across Asia-Pacific. At the forefront of this expansion is Sean McKernan, General Manager – Asia Pacific, Asia SRS Group Pte Ltd, who shares why the company chose Singapore, what sets SRS apart, and how he envisions the brand’s growth across the region.

A Natural Step Forward: Why APAC, and Why Now?
For more than a decade, SRS Group has been scaling its global footprint with distribution partners across the Middle East, Australia, New Zealand, the UK, Mexico, Ireland, and beyond. Asia, too, has long been on the company’s radar — historically supported through a network of distributors and customers.

But according to McKernan, distance was always the biggest barrier.

Europe’s time zone gap meant slow response times, extended communication loops, and logistical challenges. “The tyranny of distance has always been at the forefront of our minds,” he explains. “Being in Singapore solves this. We can answer customers in real time during their workday without long delays.”

His arrival at SRS Group catalysed the move from intention to execution, paving the way for a dedicated APAC office — a natural progression for a company committed to deepening global support.

Why Singapore? Shared Values and Strategic Advantage
The decision to anchor the Asia HQ in Singapore was far from arbitrary. The team evaluated several potential bases — Thailand, Malaysia, Singapore — but one stood apart.

Location, ease of setup, and business-friendly infrastructure were important factors. But the decisive element, McKernan emphasises, was alignment of values.

“Singapore’s values of straightforwardness, honesty, respect, and trust strongly resonate with ours,” he notes. “All these core societal values align with our company values. The decision was pretty easy.”

From this new hub, SRS Asia provides sales and technical support to distributors and customers, offering repairs, training, demos, and guidance to new partners exploring how SRS solutions can elevate their operations.

A Growing Partner Network Across a Vast Region
SRS Group already has strong roots across Asia-Pacific, with distributors and dealers in Singapore, Australia, New Zealand, and Thailand — many of whom continue to deliver into Vietnam, Indonesia, and Malaysia.

But the reach is far wider.

The APAC office oversees a massive territory spanning 18 countries from India in the west to Japan in the east, and all the way down to Australia and New Zealand.

Localisation remains key.

Australia, for example, prompted the creation of an entire product range designed specifically for national standards — developed together with Showtools International. “Each country has different requirements,” McKernan explains. “We work closely with our partners to make sure products are suitable for local markets and standards.”

What Sets SRS Group Apart: Freedom Through Customisation
In a crowded market, SRS Group differentiates itself with a simple but powerful offering: Freedom.

Rooted in the company’s values of trust, respect, and freedom, this philosophy gives customers the ability to tailor solutions precisely to their needs — something competitors rarely offer.

“We offer the freedom to adapt our products, to be flexible where others can’t,” says McKernan. Whether it’s a customised PDU or a full product series adapted to meet a country’s electrical regulations, SRS has the unique advantage of fully in-house manufacturing.

Everything — from PCBs to cables to paintwork — is produced internally. This end-to-end control means the company can modify any product at any level, ensuring compliance with global electrical standards.

A recent example is a custom 48-channel digital hoist controller with integrated Powerlock distro developed for an Australian client — a project McKernan calls “amazing” in both process and outcome.

Charting a Path for APAC: Growth Ahead
Though SRS Asia officially launched on 1 October 2025, with operations on the ground from 1 November, the mission is already clear: support existing customers while introducing the brand to new markets.

“Things are still very new as we work through the setup,” McKernan acknowledges. “But our key focus is customers.”
The timing couldn’t be better. Major projects across Asia are underway or in planning stages, signalling strong momentum in the region’s entertainment and AV sectors.

“The potential for growth in Asia is amazing,” he adds. “It’s the perfect time for us to be on the ground and supporting the industry.”

A Regional Commitment with Global Standards
With its APAC headquarters now firmly established, SRS Group is setting the stage for deeper engagement, faster support, and more tailored solutions across Asia-Pacific. Under McKernan’s guidance, the company is reinforcing its global values while meeting regional needs with agility and precision.

For customers, partners, and emerging markets across the region, SRS Asia is more than an office — it’s a promise of presence, responsiveness, and the freedom to build exactly what they need.