What Procom Middle East does

Procom Middle East (Procom ME) is a Dubai-headquartered, privately held value-added distributor and solutions provider of professional audio, lighting, video, rigging, and stage technology equipment serving the Gulf Cooperation Council (GCC) region. Founded in 2009 and led by founder, co-founder, owner, and CEO Raja Harfouche, the company employs 101-250 staff and operates from Dubai Investment Park 2 with a second service center in Riyadh. Procom ME represents more than 30 internationally recognized entertainment technology manufacturers — including Ayrton, MA Lighting, Astera, Adamson, DAS Audio, K-Array, ChainMaster, Eurotruss, NovaStar, Neutrik, Green Hippo, and Pixelhue — covering the full ProAV stack across lighting fixtures, lighting control (grandMA3 consoles and processing), audio line arrays and amplifiers, LED video processing, truss and stage structural systems, chain hoists, rigging hardware, power distribution, signal/connectors, and atmospheric effects.

The company monetizes primarily through enterprise hardware sales with quote-based pricing for project-grade equipment, supplemented by publicly listed pricing on its Shopify e-commerce storefront and periodic promotional discounts. Recurring and service revenue is generated through certified training programs (notably MA Lighting grandMA3 courses in Dubai and Riyadh), technical design services for project specification, on-site maintenance, and Annual Maintenance Contracts (AMC). Go-to-market is enterprise field sales augmented by e-commerce, the Procom Experience Centre in Dubai, manufacturer co-hosted events (e.g., Experience Ayrton, Experience Astera), and major trade show participation such as a 600 sqm pavilion at Saudi Light & Sound Expo 2025 in Riyadh.

Customer segments are primarily Entertainment Production Companies — rental houses, production firms, and event managers requiring gear for concerts, touring, festivals, corporate events, theater, and broadcast — with a secondary segment of Installation Professionals (systems integrators deploying permanent AV in museums, corporate, retail, and hospitality venues). Named enterprise customers include Extreme Productions (first GCC rental house to deploy Green Hippo Hippotizer MEUSE MX Series media servers), Encore Middle East (acquired 30 Ayrton Rivale Profile fixtures), and CRANK (boutique fitness studio with experience-led AV design). Procom ME has been adding core distribution partnerships at pace in 2025 (exclusive Astera GCC distribution in August and Neutrik GCC distribution in September) and is extending its footprint and certified training programs into Saudi Arabia.

Name

Procom Middle East

Legal name

Procom Middle East

Website

https://procom-me.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Procom Middle East is a Dubai-based value-added distributor of professional audio, lighting, video, rigging, and staging equipment, representing 30+ premium international brands and serving entertainment production companies and installation professionals across the GCC region.

Ownership category

akta.pro rank

Product category

Professional Audio, Lighting, and Video Equipment Distribution

NAICS

Audio and Video Equipment Manufacturing (3343), Commercial and Service Industry Machinery Manufacturing (333310)

SIC

Misc Industrial & Commercial Machinery & Equipment (3590), Musical Instruments (3931)

akta.pro primary industry

Instrument & Pro Audio Retail (Online/Brick-and-Mortar) (MPAIAJAH)

akta.pro secondary industries

DJ & Performance Gear (Controllers, Turntables, CDJs, Mixers) (MPAIAJAC), Commercial/Pro AV & Home Theater (Prosumer) Retail (CRACAEAL)

Keywords

• Professional audio equipment
• Stage lighting systems
• Video production technology
• Rigging and staging
• Entertainment technology distribution

Headquarters

HQ city

Dubai

HQ country

United Arab Emirates

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Equipment Sales: Procom Middle East generates revenue through the sale of professional AV and entertainment technology equipment including lighting, audio, video, rigging, and staging products. They operate an e-commerce platform selling products from multiple distributed brands with pricing primarily quote-based for enterprise customers, supplemented by publicly listed prices for standard items.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Procom Middle East distributes and supports professional audio, lighting, video, rigging, and stage technology equipment from more than 30 international brands across the GCC region. The company operates as a multi-brand distributor and solutions provider, selling equipment through an e-commerce storefront and direct enterprise sales, while delivering adjacent services including manufacturer-certified training (such as MA Lighting grandMA3 courses in Dubai and Riyadh), technical design, and Annual Maintenance Contracts from service centers in Dubai and Riyadh.

Product overview

Procom Middle East is a premier entertainment and Pro AV technology supplier serving the GCC region. The company operates as a multi-brand distributor and solutions provider offering an extensive portfolio of professional lighting, audio, video, rigging, and stage equipment. The product lineup is organized across several categories: Lighting products include Moving Heads, LED Washes, LED Pixels, Theatrical fixtures, and Lasers; Lighting Control features the grandMA3 system along with MADRIX, zactrack, and other controllers; Audio encompasses line arrays, installation speakers, portable PA, and amplifiers from brands like Adamson, DAS Audio, and K-Array; Video includes LED screens, controllers, projectors, and distribution equipment from NovaStar, Pixelhue, and Blustream; Truss & Stage covers structural equipment, hoists, and rigging. Beyond product distribution, Procom ME offers integrated solutions including technical design services, project support, maintenance contracts, and professional certification training (including MA Lighting grandMA3 training). The company maintains Experience Centers in Dubai and Riyadh for product demonstrations and hands-on training.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Lighting Equipment Professional lighting fixtures and luminaires covering motorized Moving Heads (LED profiles, spots, beams, washes, multi-source units from Ayrton and Cyclops Lighting), LED Washes (including battery-operated outdoor units with wireless CRMX control), LED Pixels (digital LED bars, pixel strips, 3D lighting tubes, flexible neon), Theatrical & Broadcast lighting (LED fresnels, LED profiles, tunable white PARs), Lasers (RGB diode laser projectors from Unity Lasers and Pangolin ranging from 1.7W to 60W), and Specialized Lamps. Sold to entertainment production companies and installation professionals across the GCC.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• Neutrik GroupcoreChannel Partner/ Reseller/ Distributor · 1 September 2025Procom Middle East joined Neutrik's official distribution network representing the Neutrik brand across GCC countries (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, UAE). Neutrik Group manufactures professional audio, video, and broadcast connectors and connection systems.
• AsteracoreChannel Partner/ Reseller/ Distributor · 13 August 2025Procom Middle East became the official exclusive distributor of Astera products in the GCC stage and events market. Astera is a global leader in wireless LED lighting technology for film, event, and stage production. The partnership enables Procom to offer Astera's battery-powered, wirelessly controlled LED lighting ecosystem to customers across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and UAE.
• AyrtoncoreStrategic or Co-development PartnerProcom Middle East hosts Experience Ayrton events in partnership with the French lighting manufacturer Ayrton, showcasing Ayrton's lighting technology at the Procom Experience Centre in Dubai. The events draw lighting designers, event professionals, and tech enthusiasts for hands-on demonstrations.
• MA LightingcoreStrategic or Co-development PartnerProcom Middle East conducts grandMA3 training courses in partnership with MA Lighting, offering manufacturer-certified training programs in Dubai and Riyadh. The four-day intensive courses feature curriculum designed by MA Lighting ranging from foundational to advanced levels.
• Green HippominorChannel Partner/ Reseller/ DistributorProcom Middle East distributes Green Hippo Hippotizer media servers in the GCC region. Green Hippo's MEUSE MX Series has been adopted by regional rental houses like Extreme Productions.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Solotech: Global provider of Pro AV, lighting, and rigging solutions combining distribution, integration, and rental services for live events and venue installations. Comparable in product breadth and target verticals (live events, touring, broadcast), though much larger and more rental/integration-weighted than distribution-weighted.
• Midwich Group: UK-headquartered global Pro AV distributor representing hundreds of brands across audio, video, lighting, and unified communications. Comparable as a multi-brand Pro AV distribution specialist, though operating at materially larger scale and primarily outside MENA.
• Stampede (Exertis AV): Global Pro AV distributor (formerly Stampede, now part of Exertis) serving integrators and resellers across audio, video, and digital signage categories. Comparable business model as a multi-brand Pro AV distributor, though primarily North America/EMEA focused rather than MENA-centric.

Others

• Harman Professional Solutions: Global manufacturer of professional audio, lighting, and video solutions including brands like Martin, JBL Professional, Crown, and Soundcraft. Comparable in product category but operates as an OEM manufacturer and competes with some of the same brands Procom distributes.
• Adamson Systems Engineering: Canadian manufacturer of professional loudspeaker systems distributed by Procom in the GCC. Comparable in product category (Pro AV, specifically pro audio) but operates upstream as an OEM rather than as a distribution peer.

Regional players

• AVS Group: Middle East-based Pro AV integrator and event technology provider with operations across the GCC. Comparable in regional focus and live events/exhibition vertical, though more integrator/rental-weighted than Procom's pure distribution model.
• ProAV: UK-based Pro AV systems integrator and distributor specializing in corporate, education, and live events vertical markets. Comparable as a multi-brand Pro AV distributor/integrator, though serving primarily UK and EMEA rather than GCC markets.
• Maestra Group: Dubai-headquartered event production and technical services provider spanning staging, lighting, audio, and rigging across the Middle East. Comparable regional player with overlapping customer base, though focused on event production services rather than equipment distribution.

Direct peers

• Venuetech: UAE-based professional AV, lighting, and stage technology distributor serving entertainment and architectural projects across the Middle East. Direct comparable in terms of multi-brand distribution model, target customer base (production companies and integrators), and regional footprint.
• Hi-Tech Audio & Lighting: Dubai-based Pro AV distributor serving the Middle East with professional audio, lighting, and rigging equipment for live events, concerts, and installations. Closest comparable peer given overlapping MENA geography, similar multi-brand distribution model, and shared customer base of rental houses and integrators.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCA_HtJ_GI14h_8Xm8vNzW2A
• Facebookfacebook.com/pg/procom.me
• LinkedInlinkedin.com/company/procom-me
• Instagraminstagram.com/procom.me
• TikToktiktok.com/@procom.me

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 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 Procom Middle East