Siera

Siera SA (Société indépendante pour l'Exportation d'Articles de Radio) was founded in July 1932 in Brussels (B), address 5, Rue des Augustines. Philips was involved (in the background) in founding Siera SA. In July 1933, a Dutch wholly-owned Philips subsidiary (Pope's Draad-en Lampenfabriek in Venlo) founded NV Siera Radio. This Dutch company probably played a role in the export of Siera radios. The first Siera devices were still manufactured by Van der Heem in The Hague (NL), but from around 1934 in the Philips factory in Leuven (B).
Later Siera models were also made in the Netherlands (Eindhoven).
In 1936 the name of the Belgian company was changed to Siera Radio SA. Around 1937 Philips acquired all the shares in Siera Radio and the address was changed to Anderlechtstraat 37 Brussels (the Philips business address in Belgium). Siera then went on to operate as a Philips company and brand.
Siera devices have been exported to many countries. In some countries, Siera had a local representative.