Eyeing expansion to continental Europe.

The Alternative Distribution Alliance, the Warner Music Group owned U.S.-based indie distributor, is now targeting the indie sector in Europe with the recent launch of a distribution operation in the U.K.

Susan Rush, formerly GM of Pinnacle Records, has been named managing director of ADA U.K. and will report to ADA president Andy Allen.

The London-based operation will start out with the U.K., but could expand to continental Europe if things go well. Allen notes the music that ADA historically distributes—alternative rock—“travels well.”

Allen says ADA was motivated to look beyond the United States by the labels it distributes here. Those labels say they often experience difficulties with deals abroad, particularly with obtaining sales information, which is “often spotty or incomplete,” Allen says.

Titles released or expected soon for release include Amadou and Mariam on Because Music; Justice on the Ed Banger label; Sikth on the Bieler Bros. label; Mohair on Ear Candy; Fields on Black Lab Music; and M Craft on 679 Recordings. In addition, Earache has signed with ADA U.K.

ADA U.K. started building its front-end from scratch in February, putting together contracts and label statements, Rush reports. The Entertainment Network, owned by Cinram, will handle manufacturing, pick, pack, ship services and other functions.

In addition to Rush, ADA U.K. has hired Nick Roden, formerly head of labels at TuneTribe, as repertoire manager; Lisa Bardsley as label manager; and Ian Harmon as business manager. Like Rush, the latter two came from Pinnacle Records.