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Procom Middle East to distribute Ayrton in the UAE, Saudi Arabia and the GCC

Ayrton and Procom Middle East have entered into a distribution agreement for the Middle East region. Procom will take the responsibility for the marketing, sales, technical support and development for the Ayrton product catalogue in the GCC including UAE and Saudi Arabia.

Ayrton is one of the world’s most recognized manufacturers of entertainment and architainment LED moving lights. Ayrton’s products are a mainstay in world tours as well as the most prestigious venues around the world. From the moment of its launch, Ayrton became the main choice for lighting designers in television production, theatre, and high‐profile events.

Procom is one of the most trusted names in the AV distribution industry in the Middle East. It is well known among rental and production companies, integrators, music venues, and the hospitality sector. Procom has a strong portfolio of professional lighting and stage equipment that goes hand‐in‐ hand with Ayrton. Procom offers customers project and product support services across the region. It services the market from its state‐of‐the‐art showroom and demo‐space in Dubai, as well as a service centre that will extend Ayrton’s factory warranty.

“As the region welcomes increasingly high‐profile lighting shows, the demand for performance luminaires at the cutting edge of technology is increasing, and hence the demand for Ayrton products,” says Rami Harfouch, Business Development Manager at Procom. “Ayrton and Procom complement each other in the region, bringing together product recognition and local service and support”

Procom will be carrying inventory from the Ayrton catalogue and will offer an extensive demo experience in Procom’s showroom in Dubai. Procom will work hand in hand with industry professionals to make the product accessible on all levels.

“We are excited to welcome Procom as our new distributor and to see the brand growing further in the future”, comments Michael Althaus, Global Sales Director of Ayrton. “Appointing a distributor is never easy, but Procom ticks just all the boxes and their passion for distribution and stage lighting is second to none. Hard to find elsewhere in the region.”


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