Formerly known as Groupe Novelty-Magnum-Dushow, one of the leading the European providers of technical solutions for the event and rental staging market, and owner of the continent’s largest inventory of AVL equipment, has announced its rebranding as Groupe Novelty.
The move, which includes a new logo and fresh corporate identity, positions the rapidly expanding Groupe for further growth and is intended to position it as a 360° provider of technical services in France and on a global scale.
The company says the strategic move streamlines the Groupe Novelty brand to creates a cohesive identity for the multi-faceted organisation and underscores its reputation as a trusted partner for end-to-end AV technical support, from inception to delivery.
Jacques de La Guillonière, founder and president of Groupe Novelty, said: “Our new name, Groupe Novelty, unifies our diverse stable of specialist businesses and sets the stage for further international expansion. With over 40 years of experience and hundreds of thousands of events under our belt, all of our companies already enjoy an extremely strong reputation in France and abroad; with this rebrand, we want to share our unique strengths as a business with an even wider audience.”
Groupe Novelty’s core brands are Novelty, which specialises in AV solutions for events of all kinds, including fashion shows, expos, brand launches, and corporate and cultural events; Magnum, France’s leading technical service provider for large-scale indoor and outdoor events; and Dushow, a live entertainment expert specialising in technical solutions for live events, television productions and fixed installations.
Other companies within the 13-strong Groupe include Alabama (video &LED specialist, VR studio), BBS Backline, Best Audio & Lighting (distribution), C17 SFX, De Préférence (sound engineering), NOMAD (second hand equipment resale), On Stage (staging), Seven (rigging solutions), Teamagine (R&D) and POTAR (live specialist).
Collectively, Groupe Novelty’s companies are involved in more than 15,000 events annually and employ 3,500 contract workers each month. The Groupe has 20 offices boasting warehouses in France along with another 12 internationally, including seven elsewhere in Europe (Barcelona, Brussels, Lisbon, London, Madrid, Milan, Monaco) and five in the MENA region (Dammam, Doha, Dubai, Marrakesh, Riyadh, Dammam), and an annual turnover of over €370m, of which it invests close to 10 percent in new equipment every year.
Looking to the future, Jacques de La Guillonière commented: “The name ‘Groupe Novelty’ embodies both our global ambitions and our values as a business: Excellence, innovation and our signature ‘French touch’.
Groupe Novelty will be presenting its new branding at HEAVENT Paris trade show (12-14 November, stand G24).
