German lighting innovator strengthens its presence in the Gulf region with new distribution partnership
In a move to strengthen its footprint in the Gulf region, German lighting innovator ROXX® has appointed Procom Middle East as its official distributor for its IP-rated and intelligently designed LED product line. This strategic partnership marks a significant step in expanding ROXX’s presence across the Middle East’s dynamic and rapidly growing entertainment technology market.
Procom Middle East, headquartered in Dubai, UAE, is a leading distributor of professional audio, lighting, video, rigging, effects and stage equipment. With a strong presence across the GCC region, the company represents a diverse portfolio of internationally renowned entertainment technology brands.
More than a distributor, Procom delivers solutions tailored to the needs of its regional customer base. This includes the provision of a wide range of high-quality entertainment equipment, comprehensive after-sales support, an in-house service center, and a dedicated training facility designed to equip industry professionals with the latest technical knowledge. The company also runs the Procom Experience Centre – a cutting-edge showroom and live demo space that allows customers to engage with the technology hands-on and recreate their own production scenarios.
Procom Middle East will present ROXX products at several upcoming key events including SLS Expo in Riyadh, Saudi Arabia (20–22 May 2025) and in the Procom Experience Centre where attendees will see the products in a fully operational live demo setup.
“Procom Middle East is excited to integrate ROXX into our portfolio. We chose ROXX for their distinctive design, high-performance output, superior build quality, and comprehensive accessories, aligning with our commitment to delivering top-tier entertainment technology. ROXX significantly enhances our lighting solutions and reinforces our dedication to offer our clients innovative and excellent products,” says Charbel Zoghbi, Commercial Director at Procom.
“We are thrilled to announce our partnership with Procom as our official distributor in the GCC region. Procom’s strong local network, deep market expertise, and commitment to excellence make them the ideal partner to expand ROXX’s presence in this dynamic market. Their reputation for delivering state-of-the-art solutions and outstanding support aligns seamlessly with our vision. We are confident that this collaboration will be a great success, bringing ROXX’s advanced lighting technologies to an even wider audience,” adds Michael Staffopoulos, Global Business Development Manager at ROXX.
Photo courtesy ©ROXX GmbH
Further information about ROXX: www.roxxlight.com
