Genelec strengthens MEA distribution network

Loudspeaker specialist Genelec has strengthened its distribution network in the burgeoning MEA region with the appointment of Johannesburg-based ApexPro and Sound Reference in Dubai.

ApexPro is handling the distribution of Genelec’s Pro and AV loudspeaker ranges across Southern Africa, while Sound Reference will be servicing the home audio market throughout the GCC group of countries. Both appointments signal Genelec’s commitment to an increasingly important region in the global loudspeaker market.

Part of South Africa’s Prosound Group of companies, ApexPro will represent the Southern African region which comprises of South Africa, Botswana, Mozambique, Namibia and Zimbabwe. ApexPro will focus on the distribution of Genelec Professional loudspeakers via dealer channels, while AV Worx, part of the same Prosound Group, will concentrate on Genelec Professional and AV solutions for music production, AV, and education and research.

Founded in Dubai in 2021, Sound Reference will supply Genelec loudspeaker systems to the home audio market across Saudi Arabia, Kuwait, the UAE, Qatar, Bahrain and Oman. Sound Reference will work with a network of dealers, supporting sales in the UAE via its Genelec Experience Centre in Dubai.

Genelec is the standard by which all other loudspeakers are judged by professionals in the global audio industry

ApexPro director Mark Malherbe

“Genelec is the standard by which all other loudspeakers are judged by professionals in the global audio industry,” comments ApexPro director Mark Malherbe. “Ensuring reliable and supported access to Genelec’s class-leading products is an essential part of delivering on our commitment to our growing pro audio industry in Southern Africa. We’re confident that our extensive network of broadcast and production professionals, AV integrators and end users in the entertainment, commercial and education markets will embrace all that Genelec has to offer.”

Sound Reference’s Muhammed Amras adds: “We recognized the opportunities that representing Genelec in the GCC region would create – it’s a fast developing market, and the booming tourism industry is generating significant demand for high quality loudspeaker solutions in the Home Audio and AV segments.”