AED South East Asia

Last week we officially opened our new branch in Singapore: AED South East Asia. 

AED South East Asia

Last week, the Belgium based audiovisual equipment supplier AED group, officially opened its branch in Singapore. This way, the company opens the gateway to the entertainment industry in the southeast Asian region.

Local traditions were honored during the solemn opening ceremony.  Those present enjoyed a traditional Asian 'lion dance' symbolizing good luck and fortune. The brand new management team of the new AED franchise branch consists of Managing Director Ruben James and Feroz Mya Aye as Commercial Director. Senior CCO Remo Martufi represented the Belgian parent company.

The cooperation agreement was already signed in Belgium last year. In the past few months, the team went looking for a suitable building that meets the high quality standards of AED. AED South East Asia has 1.250m2 office and warehouse space spread over five floors. An extensive rental fleet of audiovisual materials was put together and sent from Belgium to Singapore by sea: lighting fixtures and consoles, audio and video equipment, truss structures, hoists and consumables for show productions. The warehouse workflows and the strict operational business processes were also implemented on site.

Glenn Roggeman, CEO of AED group, is proud of the new location in Singapore: "With our five branches, we were already firmly anchored in the European audiovisual industry. Now we also get access to the strongly emerging economies in the southeast Asian region. Asian countries have an immense production capacity, but we can be proud that we can export our highly regarded business philosophy aimed at standardization, efficient workflow processes and strict quality procedures into this very interesting commercial region. I wish Ruben and Feroz every success to further develop AED internationally from Singapore.'

Managing Director Ruben James has been working in the AV business for 18 years: ‘I faced many challenges in our industry, most of all the lack of quality support for big productions in our region. When I visited AED group in Belgium for the first time, I was perplexed by the professional management and the immense qualitative material fleet. Together we have drawn up a realistic business plan and I have decided to make the commitment to represent and expand the AED brand in our region. In the past ten months we have already rented out equipment to more than 25 local production companies. Now that our building has been fully operational, we are ready to serve the professional audio visual market in South East Asia.'

On 30 January 2019 we will organize our first customer event, open to all potential customers in the region.

Feroz, Ruben & James