Europe - Formerly known as Groupe Novelty-Magnum-Dushow, the European provider of technical solutions for the event and rental staging market 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 underlines its position as a 360° provider of technical services in France and on a global scale, says the company.
"Our new name, Groupe Novelty, unifies our diverse stable of specialist businesses and sets the stage for further international expansion,” says Jacques de La Guillonnière, founder and president of Groupe Novelty. “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, a 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), and an annual turnover of over €370m, of which it invests close to 10% in new equipment every year.
Jacques de La Guillonnière continues: “With 15 companies under one roof, Groupe Novelty is able to manage every aspect of an event or fixed install project in a way that very few businesses can. This gives us a unique insight into what it takes for an event to be a success, and our clients know they can trust us to be with them at every stage of the journey.”
Looking to the future, Jacques de La Guillonnière enthuses about the possibilities presented by the Groupe’s new identity: “The name ‘Groupe Novelty’ embodies both our global ambitions and our values as a business: Excellence, innovation and our signature ‘French touch’.
“Our existing clients are increasingly relying on us to support them abroad. With the recent appointment of Christophe Piette as deputy CEO, we are best equipped to support this international growth and help to strengthen our industry commitment on the global stage. We look forward to sharing our savoir faire with the world even further,” he concludes.
Groupe Novelty will be presenting its new branding at Heavent Paris trade show (12-14 November, stand G24).
