REGIONAL ROUND-UP
MA Lighting and Avolites reveal new Middle East representation Avolites will now be distributed by Robe Middle East, while former Avolites distributor Procom Middle East partners with MA Lighting.
Avolites MD, Paul Wong, with Robe Middle East General Manager, Elie Battah, and Avolites Director of Sales, Ron Carrington; The Procom Middle East team with MA Lighting MD, Stephan Saremba (centre).
Avolites has announced a change in partnership in the Middle East, which sees the UK-based lighting and visual control manufacturer distributed and serviced by Robe Middle East. Meanwhile, former Avolites distributor Procom Middle East has been appointed as the exclusive distributor in the GCC and Lebanon for MA Lighting. For Avolites, service and support throughout all Middle Eastern countries is now managed via the considerable resources, experience and organisational infrastructure of Robe Middle East, headed by Managing Director, Elie Battah and his talented team. Avolites investors, users, and customers in the area can now access the Robe Middle East Technical Centre – which becomes the hub for Avolites sales, tech support, repairs and returns, plus an active schedule of training opportunities and initiatives currently being developed. Avolites’ MD Paul Wong thanked Procom Middle East for the “incredible” work that has delivered and supported Avolites products in Middle East
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the region for the past 15 years – a collaboration that has positively impacted and shaped the landscape of live performances, theatre productions, and architectural lighting. This restructuring follows Avolites’ acquisition by the Czech lighting manufacturer in 2023, on which Wong commented: “We are looking forward to a new era for Avolites in the Middle East and a successful long-term strategic working relationship with the Robe Middle East subsidiary, which will benefit all involved in Avolites.” Robe Middle East’s Elie Battah added: “We look forward to engaging with all levels of creative visual designers, directors and programmers and offering exciting, user-friendly, super-streamlined workflow options for all presenting their visual elements for the live show and performance environment.” For MA Lighting, Managing Director Stephan Saremba is delighted with the new partnership with Procom Middle East. “Our two companies are united by a shared dedication to offering premium products, exceptional customer care,
and innovative solutions that cater to the unique demands of the markets we serve,” he said. “With Procom’s expertise and commitment, we look forward to enhancing our engagement with current MA users while unlocking new market opportunities. We are delighted to have Procom join the MA family as we collaborate to expand and succeed in the dynamic Middle East market with MA Lighting solutions.” Charbel Zoghbi, Commercial Director at Procom Middle East, added: “Procom is a centre of excellence in lighting control. This makes it the natural home for MA Lighting in the region. Our commitment to multilingual training programmes, technical support, after-sales support and product availability will help make MA products accessible to all. We are proud of the trust that MA Lighting has placed in us.” Photos: Avolites, MA Lighting www.avolites.com www.malighting.com www.robe.cz www.procom-me.com