Formerly known as Groupe Novelty-Magnum-Dushow, the European rental and staging provider, has rebranded as Groupe Novelty.
The move, which includes a new logo and fresh corporate identity, positions the expanding Groupe for further growth and underlines its position as a 360° provider of technical services in France and on a global scale.
A strategic move designed to support its international expansion, the streamlining of the Groupe Novelty brand creates a cohesive identity for the multi-faceted organisation.
"Our new name, Groupe Novelty, unifies our diverse stable of specialist businesses and sets the stage for further international expansion,” says Jacques de La Guillonière, 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 systems 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 products 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 €370 million, of which it invests close to 10% in new equipment every year.