What Groupe Novelty does

Groupe Novelty is a French privately held holding company (GROUPE NOVELTY SAS) headquartered in Paris that provides end-to-end technical audiovisual services and equipment rental for live events. Founded approximately 1986, the Group operates as a portfolio of 18+ specialized brands — including Novelty, Magnum, Dushow, Delta Live, On Stage, Teamagine, BBS Backline, Alabama, Best Audio & Lighting, C17, Magnum Power, Planet Live, Music Live and Lagoona — each targeting specific segments such as corporate events, fashion shows, music concerts, festivals, institutional events, exhibitions, and TV production. Reference clients include the UEFA Champions League Final 2025 at Parc des Princes, the Notre-Dame Cathedral reopening, Paris Fashion Week, Stade de France concerts, Global Citizen Live, and Vatican visits. The Group is founder-led by Jacques de La Guillonnière (Président fondateur).

The underlying technology stack is operational rather than software-defined: video projection, LED screens, video control rooms, cameras, mapping, sound consoles and diffusion, lighting consoles and effects, stage structures with rigging and motorization, on-site power generation and distribution (generators, UPS, cabling), and special effects (pyrotechnics, smoke, wind, snow, foam logos). Service offerings span feasibility studies, custom design, load-plan engineering, fire/lighting simulations, and on-site technical direction. The Group claims the largest audiovisual equipment fleet in Europe and operates across 22 cities (10 French and 12 international: Spain, UK, Italy, Belgium, Portugal, Monaco, Morocco, UAE, Qatar, Saudi Arabia), enabling cross-border event coverage without subcontracting.

The business model is B2B professional services with quote-based, project-priced engagements. Revenue streams are (1) technical service provision for events, (2) rental of audiovisual equipment, and (3) engineering, sale, installation and maintenance of AV equipment. GTM is enterprise field sales, with direct engagement of event organizers, agencies, and venues, supplemented by trade show presence at Heavent Paris, Heavent Meetings Cannes/España, and Integrated Systems Europe (ISE) Barcelona. The Group holds ISO 20121:2024 sustainable event management certification, is a UN Global Compact signatory, and is GDPR-compliant. Annual recruiting of ~700 staff on a 2,600+ base, plus the January 2026 acquisition of UK-based Delta Live, point to an active scaling phase, though revenue and financials are not publicly disclosed.

Name

Groupe Novelty

Legal name

GROUPE NOVELTY SAS

Website

https://groupe-novelty.com

Company type

Private

Founded year

1986

Operating status

Operating

Headcount range

1–10 employees

Short description

Groupe Novelty is a French private holding company providing technical audiovisual services and equipment rental for live events across 22 cities and 18+ specialized brands, serving corporate, fashion, music, sports, and institutional clients.

Ownership category

akta.pro rank

Product category

Event Technical Audiovisual Services

NAICS

Other Performing Arts Companies (711190), Performing Arts Companies (7111)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Backline & Musical Instrument Rental (MPAGAKAJ)

akta.pro secondary industries

Audio-Visual Equipment Rentals (Sound, Projection, Screens) (HSACAFAF), Backline & Musical Instrument Rentals (Concert/Performance Support) (THAHAEAL), Temporary Structures (Truss Roofs, Tents, Barricades) (MPAGAKAK), Live Sound & Stage Equipment (PA Systems, Amplification, Monitoring) (MPAIAJAD)

Keywords

• Audiovisual event services
• Event technical production
• Audiovisual equipment rental
• Live event production
• Stage lighting services

Headquarters

HQ city

Paris

HQ country

France

HQ region

Europe

Offices22 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Prestation de services: Technical service provision for events including setup, operation, and technical direction
2. Location de matériel audiovisuel: Rental of audiovisual equipment including video, audio, lighting, and stage equipment
3. Ingénierie, vente, installation et maintenance: Engineering, sale, installation and maintenance of audiovisual equipment

Go-to-market motion1 record

Distribution channels6 records

Marketing channels5 records

Core offering

Groupe Novelty provides end-to-end technical audiovisual services and equipment rental for live events and shows. Its offerings cover video projection, LED screens, sound systems, lighting, stage structures, energy distribution, special effects, and technical venue management. The company operates Europe's largest audiovisual equipment fleet and delivers its services through a portfolio of 17+ specialized brands serving corporate events, fashion shows, concerts, festivals, sporting events, and institutional ceremonies across 22 cities in France and internationally.

Product overview

Groupe Novelty is a European leader in technical audiovisual event services, operating as a holding company for a portfolio of specialized brands. The company provides end-to-end audiovisual solutions including video, sound, lighting, stage structures, energy/power, and special effects. The portfolio includes 18+ brands (Novelty, Magnum, Dushow, Teamagine, On Stage, BBS Backline, De Préférence, Potar, Dushow TV, Alabama, Best Audio & Lighting, C17, Seven, Magnum Power, Delta Live, Planet Live, Music Live, Lagoona by Novelty) that offer complementary audiovisual and technical production services. Services encompass equipment rental, technical service provision, and engineering/sale/installation/maintenance of audiovisual equipment. The company operates across 15 international locations serving corporate events, fashion shows, concerts, festivals, and large-scale sporting events.

Differentiator

Problem solved

Functional benefit

Products and services

• Video Services Videoprojection, LED screens, video control rooms, cameras, mapping, content creation, and networks for live events.
• Sound Services Consoles, microphones, sound diffusion, tele-interpretation, intercom and networks, and spatialization for events.
• Lighting Services Lighting projectors, control consoles, effects, and LED integration for live events and shows.
• Stage Structure Services Stages, podiums, rigging, lifting, and motorization for event productions.
• Energy Services Cabling, electrical cabinets, heating, generators, and UPS systems for event power distribution.
• Special Effects Services Heavy smoke, light marking, pyrotechnics, wind, snow, rain, bubbles, and foam logos for event productions.
• Backline Rental Services Rental of musical instruments and DJ equipment for professional performers and music events.
• Technical Design and Engineering Services Feasibility studies, custom conception, load plan calculations, lighting plan modeling, and synoptic and schematic design for event technical solutions.
• Audiovisual Equipment Rental and Engineering, Installation, and Maintenance Engineering, sale, installation, and maintenance of audiovisual equipment, including rental of professional audiovisual hardware for events.

Named customers10 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature8 records

Partnerships

One partnership is on record.

• Delta LivecoreStrategic or Co-development Partner · 30 January 2026British company specializing in audio and technical production acquired by Groupe Novelty in January 2026. Delta Live operates under the Delta Live by Novelty brand, preserving its identity, teams, and client relationships while benefiting from the Group's network and expertise. This acquisition strengthens the Group's presence in the UK and supports international growth ambitions.

Scale indicators7 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Clair Global: US-based audio and lighting production company specializing in concert tours and live events. Comparable in providing large-scale sound reinforcement and event production services to music and corporate clients.
• PRG (Production Resource Group): Largest global competitor in AV equipment rental and event production services, serving concerts, corporate events, and broadcast with similar video/lighting/sound offerings. The most direct functional parallel to Groupe Novelty's full-service AV production model.
• Stageco: Belgian specialist in stage structures, rigging, and scenic build for large-scale concerts and events. Directly comparable to Groupe Novelty's On Stage and Magnum brands for stage structure and outdoor festival work.
• Solotech: Canadian-headquartered AV production and equipment rental company serving live entertainment, corporate events, and broadcast globally. Comparable scale, multi-brand structure, and end-to-end technical services match Groupe Novelty's offering.
• Delta Live: UK-based audio and technical production services company, acquired by Groupe Novelty in January 2026. Provides direct functional overlap in sound reinforcement and concert/event production and now operates as Groupe Novelty's UK platform.
• Habegger (Gewiss Group): Swiss event technical services provider offering AV, lighting, staging, and rigging for trade fairs and corporate events. Directly comparable in scope and B2B festival/exhibition focus; now part of Gewiss, giving it similar pan-European scale ambitions.

Broad incumbents

• GL Events: French-listed event services group spanning venue management, exhibition services, and event production. Overlaps with Groupe Novelty's corporate event and exhibition segments but is a broader incumbent expanding into venue ownership.
• NEP Group: Global broadcast and live event production services provider with a wider portfolio spanning TV studios, sports broadcast, and event technology. Overlaps with Groupe Novelty's Dushow TV and corporate event capabilities but operates more broadly in broadcast.

Emerging players

• MCI Group: Swiss-based event and association management company with significant meetings, incentives, conferences, and exhibitions (MICE) focus. Comparable in serving corporate events but more focused on event strategy and content than pure technical AV production.

Regional players

• Bregman Events & Entertainment: German event technical services provider offering sound, lighting, video, and stage solutions, primarily in the DACH region. Comparable in service mix but smaller scale and more geographically concentrated than Groupe Novelty.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xtwitter.com/groupe_novelty
• YouTubeyoutube.com/channel/UCexample
• LinkedInlinkedin.com/company/groupenovelty

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries17 records

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 Groupe Novelty