ULA Group

What ULA Group does

ULA Group (legal entity Universal Lighting & Audio (U.L.A.) Pty Ltd) is an Australian-headquartered visual technology company founded in 1991 that manufactures, distributes, and integrates professional LED displays, architectural lighting, entertainment lighting, and control systems for enterprise, venue, government, and broadcast customers across Australia, New Zealand, and selected international markets. The company operates four offices on Australia's eastern seaboard and in Auckland, and owns the proprietary VuePix Infiled LED brand manufactured at ISO 9001- and ISO 14001-certified facilities, spanning AR, GX, ART, M, ER, L, and B series for indoor, outdoor, curved, transparent, and creative video applications.

ULA monetises primarily through hardware sales of its own VuePix Infiled displays and exclusive or primary ANZ distribution rights for premium third-party brands including Elation Professional, Astera, ACME, Brompton Technology, Obsidian Control Systems, ChamSys, Griven, Lumen Radio, Pharos, ArKaos, NovaStar, and several others. A secondary revenue stream comes from professional services: installation and commissioning, factory-trained service and repair at a published A$120 ex-GST hourly rate, project consultation with architects and AV integrators, and operator training now formalised through the HIVE Academy programme. Pricing for capital equipment and installations is quote-based rather than publicly disclosed.

The go-to-market combines enterprise field sales with an event-driven demand engine, leveraging marquee project wins at the Australian Open, Commonwealth Games, Marina Bay Sands, BCEC, HOTA, Topgolf, ARIA Awards, Brownlow Medal, and the Sir Leo Hielscher Bridges as reference credentials. Customers are acquired via direct sales, AV integrators and production companies (e.g., Diversified, Onsol Productions, Krank'd Productions), and a content-led motion spanning the company website showcase, Entech Roadshow participation, newsletter, and active social channels. Vertical segmentation spans Entertainment & Events, Architectural & Urban Lighting, Commercial & Retail Digital Displays, and Theatre & Broadcast, with the first three flagged as primary.

Name

ULA Group

Legal name

Universal Lighting & Audio (U.L.A.) Pty Ltd

Website

https://ulagroup.com

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

ULA Group is an Australia-based visual technology company founded in 1991 that manufactures the proprietary VuePix Infiled LED brand and distributes premium lighting and control brands across Australia and New Zealand, serving enterprise venues, events, government, and architectural projects.

Ownership category

akta.pro rank

Product category

Commercial LED Displays & Professional Lighting Systems

NAICS

Electric Lighting Equipment Manufacturing (3351), Commercial, Industrial, and Institutional Electric Lighting Fixture Manufacturing (335132), Electric Lighting Equipment Manufacturing (33513)

SIC

Electric Lighting & Wiring Equipment (3640), Electronic Components & Accessories (3670)

akta.pro primary industry

Outdoor & Area Lighting (Street, Roadway, Parking, Flood, Sports/Architectural exterior) (IMAGAIAB)

akta.pro secondary industries

Lighting Controls & Building Integration (Drivers, sensors, dimming, lighting control panels, networked lighting) (IMAGAIAI), Street Lighting & Area Lighting EPC / Maintenance (EUAEACAH), Landscape Accent & Uplighting (Trees/Facades) Installation (HSAIAHAE)

Keywords

• Commercial LED displays
• Architectural lighting solutions
• Entertainment lighting systems
• Digital signage distribution
• Professional AV integration

Headquarters

HQ city

Gold Coast

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. LED Display & Screen Sales: Sale of VuePix Infiled LED screens, LCD displays, video walls, and digital signage solutions for commercial and entertainment applications. Products include indoor, outdoor, curved, mesh, and creative LED video panels.
2. Professional Lighting Equipment Sales: Distribution and sale of entertainment and architectural lighting equipment including fixtures, control systems, and stage effects from partner brands.
3. Service & Repair: Factory trained service technicians provide ongoing support, service, and repair for all products. Standard hourly rates of $120 ex. GST for service and repair.
4. Installation & Commissioning: Technical installation and commissioning services for LED displays and lighting systems, including specialist operator training for venue teams.
5. Project Consultation & Design Support: Technical guidance and strategic support during project planning, working alongside architects, lighting designers, and AV integrators.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

ULA Group is a manufacturer and distributor of commercial LED displays, architectural lighting, and entertainment lighting systems, operating under its proprietary VuePix Infiled brand and through exclusive distribution agreements with leading global lighting and control brands. The company supplies LED screens, LCD displays, video walls, and digital signage for venues and events, alongside intelligent LED lighting, atmospheric effects, stage structural systems, and control solutions. It complements product supply with design consultation, installation, commissioning, training, and ongoing service and repair.

Product overview

ULA Group is a visual technology company operating as both a product manufacturer and distributor. The core product portfolio centres on the proprietary VuePix Infiled brand of LED displays (including AR, GX, ART, M, ER, L, and B series) complemented by architectural and entertainment lighting solutions. The company distributes third-party brands including Astera, ACME, Elation, Brompton Technology, Obsidian Control Systems, Lumen Radio, Pharos, Griven, ChamSys, ArKaos, NovaStar, MDG, DJPower, Chainmaster, Milos, and SGM. Solutions span LED screens and digital displays, architectural lighting, entertainment lighting, and control systems with networking capabilities. The business operates manufacturing at ISO 19001 and ISO 14001 certified state-of-the-art facilities.

Differentiator

Problem solved

Functional benefit

Brands

• VuePix Infiled: The company's own LED screen and digital display brand, offering high quality LED screens, LCD displays, curved video walls, transparent LED mesh systems and creative video platforms.

Products and services

• VuePix Infiled LED Display Systems Proprietary range of high-quality LED screens, LCD displays, curved video walls, transparent LED mesh systems, and creative video platforms for commercial and entertainment applications. Used by venues, event producers, retailers, and architectural project teams.
• VuePix AR Series LED Panels Rental and staging LED panel series with lightweight magnesium-alloy cabinet design, front-and-rear service access, fine pixel pitch, and high brightness for touring events, awards ceremonies, and broadcast.
• VuePix ER Series LED Panels LED display series engineered for rental and event use, including televised productions such as the Brownlow Medal gala ball.
• VuePix L Series LED Panels LED display series for outdoor installations and large-scale outdoor applications, used in media centres and outdoor event venues.
• VuePix B Series Outdoor LED Panels Outdoor LED screen series for large-format permanent installations, featuring weather-resistant design for permanent outdoor display applications.
• Architectural Lighting Solutions Advanced LED lighting systems for architectural icons, urban locations, cultural sites, and landmarks, supplied to architects, lighting designers, and government infrastructure projects. Energy-efficient and environmentally friendly with long operational life.
• Entertainment Lighting Solutions Complete range of intelligent LED lighting, atmospheric effects, stage structural systems, and control solutions for live events, broadcasting, concerts, and touring productions. Distributed brands include Elation, Astera, ACME, Robe, ChamSys, MDG, DJPower, Chainmaster, and Milos.
• LED Display & Lighting Installation and Commissioning Technical installation, commissioning, and specialist operator training for LED displays and lighting systems delivered to venues, production companies, and event organizers.
• Service, Maintenance & Repair Ongoing support, service, and repair delivered by factory-trained technicians for LED displays and lighting products at $120 ex. GST per hour (excluding spare parts), with quote-based repair work.
• Custom LED Display Project Delivery (Bespoke Installations) Bespoke LED display project delivery including customized LED linear extrusions, large-format canvases, and architectural media façades, managed alongside system integration partners and powered by Brompton Tessera processing.
• Elation Rebel Line Series (Rebel Line 8 and Rebel Line 16) Creative linear tilt bar fixtures for entertainment lighting, featuring RGBL + SparkX LEDs, motorized zoom and tilt, IP55 rating, and full DMX/Art-Net/sACN/RDM plus wireless control support. Distributed by ULA Group in Australia and New Zealand.
• Elation Rebel Dartz Moving Head Compact high-energy beam FX moving head fixture for entertainment productions, with ultra-narrow beam, IP65 protection, and continuous pan/tilt. Distributed by ULA Group in Australia and New Zealand.
• Astera QuikBeam Battery-Powered LED Fixture Static battery-powered IP65 LED fixture emulating 200W tungsten output, designed for film and event productions with wireless CRMX and Bluetooth control. Distributed by ULA Group in Australia and New Zealand.
• Obsidian NX3 Lighting Control Console Professional lighting control console with 64 Universes, motorized playback faders, multi-touch main display, and high-bandwidth network ports for entertainment and theatrical lighting control. Distributed by ULA Group in Australia and New Zealand.
• Netron FS16 Rackmount Network Switch Professional 1U rackmount network switch for entertainment and lighting networks, with PoE+ and fiber connectivity for reliable show-critical data distribution. Distributed by ULA Group in Australia and New Zealand.

Quantifiable outcome

• BCEC Plaza Ballroom installation: 96sqm LED canvas with 8064 x 1344 resolution and over 10.8 million pixels
• +2 more outcomes

Named customers15 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

Feature4 records

Partnerships

21 partnerships are on record, tiered core, major and minor.

• VuePix InfiledcoreOEM/ Whitelabel/ Licensing PartnerProprietary brand manufactured by ULA Group at their own facilities. VuePix Infiled offers high-quality LED screens, LCD displays, curved video walls, transparent LED mesh systems and creative video platforms. ISO19001 quality and ISO14001 environmental certified manufacturing.
• Brompton TechnologycoreTechnology or IntegrationLeading processor supplier for LED displays. Brompton Tessera SX40 processors, XD data distribution units, and Tessera R2 receiver cards power VuePix Infiled LED installations. Industry-leading image quality and colour accuracy.
• Elation ProfessionalcoreChannel Partner/ Reseller/ DistributorExclusive Australian distribution partner for Elation professional lighting products including Paragon, Proteus Rayzor, and Rebel series fixtures. Provides comprehensive range of entertainment lighting solutions.
• AsteracoreChannel Partner/ Reseller/ DistributorGerman manufacturer of battery-powered LED lighting specialists. Distributes Astera products including Titan Tubes, QuikBeam, QuikSpot fixtures. Known for durable, hard-wearing lights with comprehensive ecosystem.
• ACME LightingmajorChannel Partner/ Reseller/ DistributorEntertainment lighting manufacturer supplying professional fixtures for stage and architectural applications. Products include Gemini, Mana Profile, Pulsar, and Cyclone series luminaires.
• GrivenmajorChannel Partner/ Reseller/ DistributorArchitectural lighting manufacturer providing exterior wash lights and facade illumination solutions. Used in landmark projects like Adelaide Oval and Twin Towns.
• Lumen RadiomajorTechnology or IntegrationWireless DMX control solutions provider for lighting systems. CRMX technology enables wireless control and RDM for professional lighting installations.
• PharosmajorTechnology or IntegrationArchitectural lighting control platform providing control solutions for building illumination projects. Used in heritage and commercial architectural lighting installations.
• ChamSysmajorTechnology or IntegrationProfessional lighting control console manufacturer. Provides intuitive control solutions for entertainment and architectural lighting applications.
• DiversifiedmajorImplementation/ SI/ Consulting PartnerSystem integration partner for large-scale LED installations. Managed installation and system integration for BCEC Plaza Ballroom project, working alongside ULA Group for complete delivery.
• ArkaosmajorTechnology or IntegrationMedia server and content management solutions provider for LED displays and visual installations. Used in projects like Australian Open AO Digital Sign.
• NovaStarmajorTechnology or IntegrationLED display control system manufacturer providing video processing and control solutions for professional LED installations.
• Onesol ProductionsmajorStrategic or Co-development PartnerProduction company partner delivering elite broadcast and event productions. Recurring collaboration on Australian Swimming Trials and major sporting events featuring VuePix Infiled technology.
• Krank'd ProductionsmajorImplementation/ SI/ Consulting PartnerAudio-visual production company facilitating HOTA lighting upgrade with Elation products. Procurement facilitated through Krank'd Productions with installation by HOTA team.
• Obsidian Control SystemsmajorTechnology or IntegrationLighting control and data distribution manufacturer. Netron EN12i Ethernet-to-DMX gateways and BS10 button panels used in theatre installations for intuitive control.
• GlassiledminorChannel Partner/ Reseller/ DistributorArchitectural lighting brand partner providing specialized glass LED lighting solutions for architectural applications.
• MDGminorChannel Partner/ Reseller/ DistributorAtmospheric effects manufacturer providing smoke machines and fog solutions for entertainment productions.
• MilosminorChannel Partner/ Reseller/ DistributorStage structural systems manufacturer providing trussing and staging solutions for entertainment productions.
• DJPowerminorChannel Partner/ Reseller/ DistributorEntertainment power distribution and control equipment manufacturer for professional events and productions.
• ChainmasterminorChannel Partner/ Reseller/ DistributorStage motor and hoisting systems manufacturer for theatrical and concert productions.
• SGMminorChannel Partner/ Reseller/ DistributorProfessional lighting manufacturer providing LED fixtures for entertainment and architectural applications.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Barco: Global display and visualization company with LED walls, projection, and control products that overlap with ULA's display and control system offerings, particularly in events and venues.
• Christie Digital Systems: Established display and projection company serving live events, venues, and large venues; competes in adjacent display categories that overlap with ULA's enterprise project work.

Direct peers

• Leyard Optoelectronic: LED display manufacturer with a broad product portfolio spanning fine-pitch to large-format outdoor screens, comparable to VuePix Infiled's commercial and architectural offerings.
• ROE Visual: LED display specialist focused on the rental/staging and live event market, directly overlapping with ULA's VuePix Infiled AR and ER series in the same event-producer customer base.
• Unilumin Group: Large-scale LED display manufacturer serving commercial, rental, and architectural markets with comparable product lines to VuePix Infiled, and an active presence across APAC.
• Absen: Global LED display manufacturer competing in the same rental/staging and fixed installation segments as ULA's VuePix Infiled brand, with overlapping event and venue customers worldwide.
• AOTO Electronics: LED display manufacturer offering rental, fixed installation, and creative LED solutions directly comparable to ULA's VuePix Infiled product line in events and commercial applications.
• Show Technology: Australian distributor of professional entertainment lighting brands (including Robe and others), competing with ULA in the same ANZ production company and venue customer base.
• Jands: Australia-based distributor and integrator of professional lighting, audio, and staging equipment, the most direct ANZ peer to ULA Group in entertainment lighting distribution.

Regional players

• LANG AG: European event technology provider offering LED screens, lighting, and rigging for live events, with a similar integrated solutions model to ULA but operating primarily in EMEA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/ulagroup
• Facebookfacebook.com/ULAgroup
• LinkedInlinkedin.com/company/ula-group
• Instagraminstagram.com/ulagroup

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

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 ULA Group