Just Smile

What Just Smile does

Just Smile is a UK-based event production company founded in 2009 by David Rees, headquartered in St Albans, Hertfordshire, with operational infrastructure including a warehouse in Bushey. The company delivers sound, lighting, staging, and audiovisual production services for luxury weddings, corporate events, awards ceremonies, Bar/Bat Mitzvahs, and dance music events, operating across Hertfordshire, London, and select European markets. A track record of more than 10,000 events over 15+ years and recommended-supplier status at 15+ premium venues (including The Savoy, The Landmark, The Grove, Hilton UK, and Pride of Britain Hotels) underpin its positioning in the live-events value chain.

The business operates three primary revenue lines: full-service event production on a project-quoted basis, equipment hire ('dry hire') for clients supplying their own technical staff, and entertainment services delivered through a sister company, Just Smile Entertainment. Pricing is project-based; a packaged offering such as the Bar/Bat Mitzvah Exclusive Production Package is positioned at £2,500+VAT, while corporate deployments for accounts including UCL, Heart Radio, Shell, and Cognita are scoped individually. The company holds £10M employers' liability and £10M public and product liability cover, PAT testing certification, and OFCOM PMSE and PMR licences for legitimate commercial spectrum use during live events, which together raise the regulatory and risk threshold for new competitors.

Go-to-market relies on a venue-referral channel (preferred-supplier agreements), direct corporate sales, and selected industry trade-show activity including the Event Production Show 2026. The senior team combines technical and commercial experience: MD David Rees (former Capital Radio PLC), production leadership (Crispian Robinson), live video (Steve Martin), finance (Marianne Owen), and newly expanded marketing capacity (Holly Long, 2025). Founder-level visibility, including the 2026 Allica Bank Great British Entrepreneur Awards finalist status, supplements venue-driven demand generation. The offering is hardware-and-labor intensive, with no disclosed AI/ML, software-platform, or recurring-software components.

Name

Just Smile

Legal name

Just Smile Ltd

Website

https://justsmile.co.uk

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

1–10 employees

Short description

Just Smile is a UK event production company providing sound, lighting, and audiovisual production services for weddings, corporate events, and live music events across Hertfordshire, London, and Europe.

Ownership category

akta.pro rank

Product category

Event Production Services

NAICS

Professional, Scientific, and Technical Services (54), Other Specialized Design Services (54149)

SIC

Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Event Technical Production Management & Crew (MPAGAKAH)

akta.pro secondary industries

Audio-Visual Equipment Rentals (Sound, Projection, Screens) (HSACAFAF), Corporate Event Production & AV Services (HSACADAB), Staging, Scenic & Set Fabrication (Stages, Backdrops, Scenic Builds) (THAHAEAC), Event Production & Technical Services (AV/Lighting/Staging) (MPAAAGAB)

Keywords

• Event production services
• Audio visual hire
• Professional sound hire
• Event lighting hire
• Stage hire equipment

Headquarters

HQ city

St. Albans

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Event Production Services: Full-service event production including AV equipment hire, sound, lighting, staging, and technical management for weddings, corporate events, festivals, awards ceremonies, Bar/Bat Mitzvahs, and private parties. Revenue is project-based, one-time per event, with pricing varying by event scale and scope.
2. Equipment Hire (Dry Hire): Trade and dry hire of AV equipment including backdrops, stages, lighting, sound systems, projectors, LED screens, dance floors, and custom bars for clients who have their own technicians. Equipment supplied with or without on-site technical support.
3. DJ and Entertainment Services: DJ hire and entertainment booking services delivered through sister company Just Smile Entertainment, including professional DJs with integrated sound and lighting.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Just Smile provides end-to-end event production and equipment hire for weddings, corporate events, festivals, awards ceremonies, Bar/Bat Mitzvahs, and dance music events. Services span professional sound, lighting, staging, LED screens, live video production, DJ entertainment, and on-site technical management, with both full-service production and dry-hire of professional AV equipment. Equipment from global brands (D&B, RCF, Robe, Chauvet, Sony, Blackmagic, Allen & Heath) is operated by an in-house team of specialists across Hertfordshire, London, and the wider UK and Europe.

Product overview

Just Smile is an event production, equipment hire, and entertainment company founded in 2009, based in St Albans, Hertfordshire. The company offers a comprehensive portfolio of event production services centered around audio visual equipment, sound, lighting, and staging for corporate events, weddings, festivals, and private celebrations. The core offering consists of event production services (Audio Visual Equipment Hire, Event Production, Awards Production, Bar/Bat Mitzvah Production, Conference & Meeting Production, Corporate Events Production, Dance Music Events, Festival Production, Luxury Wedding Production, and Event & Party Productions) supported by a range of equipment hire add-ons including Backdrops & Draping, Conference Sets & Stage Sets, Custom Bar Hire, Dance Floor Hire, DJ Services, Event Power & Power Distribution, Indoor Stage Hire, Live Sound Equipment Hire, Lighting Hire, Live Video Production, Outdoor Stage Hire, Rigging Services, Silent Disco Packages, Video Visual, and VIP Carpets & Aisle Runners. Equipment brands used include D&B Audiotechnik, NEXO, RCF, Robe, Chauvet, Avolites, Panasonic, Sony, LG, Pioneer DJ, Allen & Heath, Sennheiser, AKG, and Shure. The company operates across Hertfordshire, London, and throughout the UK and Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• Audio Visual Equipment Hire Rental of professional AV equipment including projectors, LED screens, sound systems, staging, and lighting for events of all sizes across the UK and Europe.
• Event Production
• Awards Production
• Bar Mitzvah / Bat Mitzvah Production Cultural celebration production including DJ booths, lighting, staging, dance floors, and custom effects for Jewish coming-of-age ceremonies at premium venues.
• Conference & Meeting Production
• Corporate Events Production
• Dance Music Events
• Festival Production
• Luxury Wedding Production
• Event & Party Productions
• Live Sound Equipment Hire
• Lighting Hire
• Indoor Stage Hire
• Outdoor Stage Hire
• Live Video Production
• DJ Services
• Silent Disco Packages
• Dance Floor Hire

Quantifiable outcome

• Delivered over 10,000 events in over 10+ years
• +1 more outcomes

Named customers10 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• Venue QueencoreChannel Partner/ Reseller/ DistributorVenue Queen is an agency partner that has worked with Just Smile for many years. Just Smile acts as an extension of Venue Queen's team, providing AV and entertainment services for their clients' events with attention to detail and client requirements.
• Pendley Manor HotelcoreChannel Partner/ Reseller/ DistributorPendley Manor Hotel has worked with Just Smile for over 10 years, relying on Just Smile for seamless corporate AV setups and wedding/Christmas DJ services. Described as having great professionalism, attention to detail, excellent equipment quality, and being incredibly easy to work with.
• Sopwell HousecoreChannel Partner/ Reseller/ DistributorSopwell House has worked with Just Smile on multiple occasions, praising their professionalism, organisation, respect for venue operations, and exceptional production standards. Just Smile is recommended to clients and partners seeking reliable, high-quality production.
• Ashridge HouseminorChannel Partner/ Reseller/ DistributorRecommended supplier for AV production at Ashridge House, a breathtaking historic estate with stunning architecture and grounds ideal for grand events.
• Horwood HouseminorChannel Partner/ Reseller/ DistributorRecommended supplier for AV production at Horwood House, an elegant manor blending classic charm with modern style suitable for weddings, corporate events, and private celebrations.
• Micklefield HallminorChannel Partner/ Reseller/ DistributorRecommended supplier for AV production at Micklefield Hall, an exclusive country house with beautiful gardens perfect for weddings, corporate events, and private celebrations.
• Essendon Country ClubminorChannel Partner/ Reseller/ DistributorRecommended supplier for AV production at Essendon Country Club, a modern club in a traditional setting ideal for weddings with expansive grounds.
• The Event GeekzminorStrategic or Co-development PartnerEvent design and project management company that collaborates with Just Smile on Bar/Bat Mitzvah productions, including Theo's Bar Mitzvah at Four Seasons and Brandon's Bar Mitzvah at Jumeirah Carlton Tower.
• Intercontinental Park LaneminorChannel Partner/ Reseller/ DistributorRecommended supplier for AV production at Intercontinental Park Lane, an iconic London venue in the heart of the city perfect for sophisticated, high-profile events.
• The Function BandminorGTM or Marketing PartnerLive music band that collaborates with Just Smile on Bar/Bat Mitzvah and event productions requiring live entertainment alongside AV services.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fisher Productions: London-based full-service event production company delivering staging, lighting, sound, AV, and scenic build for luxury weddings, corporate events, and private celebrations — a direct competitor in the same premium UK segment Just Smile targets.
• Halo Group: UK event production and AV hire company providing sound, lighting, staging, and rigging for corporate events, awards ceremonies, and private functions — directly comparable offering and customer base to Just Smile.
• Light Motif: UK event lighting and production specialist serving corporate events, conferences, awards, and weddings with a similar scale and Hertfordshire/London footprint to Just Smile.
• Stage Audio Services: UK event production company supplying sound, lighting, staging, and AV for corporate, live music, and private events — overlapping core offering and customer segments with Just Smile.
• Northhouse: Event production and AV hire provider for weddings, corporate events, and private parties across the UK, competing with Just Smile in similar premium venues and price points.
• SXS Events: UK event production company focused on corporate events, awards ceremonies, conferences, and private celebrations with comparable AV, lighting, and staging services to Just Smile.
• Essential Lighting: Event lighting, production, and design specialist serving UK weddings, corporate, and live events with a comparable premium-wedding and corporate positioning to Just Smile.

Broad incumbents

• Production Resource Group (PRG): Global leader in event production, AV, and entertainment technology with far greater scale, equipment inventory, and geographic reach than Just Smile — relevant as a higher-tier competitor for the largest corporate and live events.
• Encore (Global Event Production): Large global event technology and production services company with UK presence, competing for the same corporate AV and event production contracts that Just Smile bids on at the upper end.

Regional players

• Sneaky Sound System / Showstars Events: UK event entertainment and production services company with regional overlap to Just Smile in dance music events, weddings, and private parties.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/justsmileltd
• YouTubeyoutube.com/justsmileuk
• Facebookfacebook.com/justsmileltd
• LinkedInlinkedin.com/company/justsmileltd
• Instagraminstagram.com/justsmileltd

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles13 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Just Smile