AED continues Middle East expansion

As AED Group expands to the Middle East with a new Dubai office and warehouse, TPiMEA learns more about the dry hire specialist’s plans for the region.

AED Group has announced the opening of its new offices and warehouse in Dubai, marking a significant milestone in its commitment to serving the Middle Eastern market. Located in Dubai Investment Park, the new facility carries an extensive stock of pro AV equipment available on a dry hire basis.

“AED selected Dubai Investment Park (DIP2) for its central location in Dubai, due to its easy accessibility and proximity to numerous AV production companies,” stated International PR & Communications Manager, Filip Van Vlem. “We sought a brand-new warehouse and office space that we could tailor to our needs and organise according to AED’s specific warehouse workflow.”

Identifying the Middle East’s tendency towards high-volume and often last-minute equipment demands, Van Vlem highlighted the opportunity the region presents for AED to showcase its own pro AV brands. “We hold high volumes of AED Audio products, Luxibel’s flexible entertainment lighting, NEXT Truss (including circles), and NEXT StageLIFT chain hoists and controllers in our local stock,” he explained.

The warehouse also features a wide range of products from AED Rent’s portfolio, such as L-Acoustics, Claypaky, DiGiCo, Shure, Pioneer, Chamsys, MDG, Robert Juliat, Arri, and Luminex. “We’ve seen a significant demand for L-Acoustics audio equipment, of which AED is the world’s largest owner,” he noted. “Particularly during the European winter period, this equipment is highly sought after in the Middle East, prompting us to continually adapt our local stock to meet local needs and demands.”

With a leadership team including Operational Director Poyraz Gugus and Admin & Finance Manager Toni Alcazar, the Dubai office is staffed with an experienced local team well-versed in the demands of the region. This local knowledge combines with support and direct communication with AED’s Belgian headquarters. “This ensures prompt responses to customer enquiries and the ability to assist with efficient shipments by boat or air from the headquarters to the region when required,” Van Vlem asserted. “With AED handling over 60,000 rentals annually, our well-coordinated logistics network plays a crucial role in supporting the growth of our customers’ businesses.”

One important point to note is that AED prides itself on being a partner for AV professionals rather than a competitor. “By not targeting end users and focusing on professional AV customers and production and installation companies only, we ensure that we don’t compete with our clients’ businesses,” Van Vlem explained. “Our neutral market position, coupled with top-quality equipment and transparent pricing, positions AED as a partner instead of a competitor for these companies.”

This expansion is part of a long-term strategy to serve a region that the company has identified as having a high growth potential. “Given Dubai’s maturity as a market, we are observing promising dynamics in other regional countries as well, particularly in Saudi Arabia, where there’s a strong push for high-end entertainment projects. The entertainment sector in the region is expected to see significant growth in the coming years. AED is closely monitoring these developments and will explore all opportunities to support our customers wherever needed,” Van Vlem commented.

“We’re thrilled to have established our presence in the region and warmly invite our customers to visit and meet our local team for a personal conversation over coffee and a comprehensive tour of the facilities,” he concluded. “This expansion not only signifies AED Group’s dedication to the Middle Eastern market but also reinforces its position as a global player in the pro AV industry.”

Photos: AED Group