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Levels and Avant Garde join forces

Levels and Avant Garde join forces
Hassan Alwan and Daniel Ball of Levels

Levels and Avant Garde join forces


UAE-based companies Avant Garde and Levels have announced that they are merging into a single entity. Owned by the same backers, the systems integrator and audiovisual distributor will now trade under the Levels name with a distribution portfolio comprising Oyaide Neo, Linea Research, Monacor, Pioneer Pro Audio, Tecnare and Xilica.

Established in 2015, Levels has up until this point primarily served as an AV systems integration and event production company focused on the hospitality industry. ‘One of the partners at Levels was also a partner at Avant Garde, so there was already an established connection between the two organisations,’ explained Levels managing partner Hassan Alwan. ‘Secondly, each company had a unique offering that the other did not carry. Levels was a proven and established hospitality-focused integrator with high-profile project experience that included Concrete (Al Serkal Avenue), La Petite Maison, Loca, Nus-ret, and Yas Beach. Avant Garde, meanwhile, was a specialist in technical engineering and delivery, offering a high quality and diversified brand portfolio that included Pioneer Pro Audio, Xilica and Tecnare.’

Prior to the announcement, the two companies had been working together for over two years, both benefitting from the UPS and added value the other brought to the table. ‘With both companies sharing a similar vision for business expansion and future opportunities, it made sense to integrate the two under a single roof going forward,’ furthered Levels’ partner and technical lead Daniel Ball. ‘Moreover, Levels did not get involved in distribution and sourced its products from AV distribution companies based in the UAE. We found this to be challenging when targeting premium hospitality projects that required top-tier audio solutions which we did not carry within our own exclusive portfolio at the time, hence the appeal to Avant Garde's product offering.’ 

Avant Garde was established in the market in 2017 with a specific focus on supporting the Pioneer Pro Audio brand in the region. In the two years since, it has assumed responsibility for brands including Xilica and Tecnare. ‘We are on the verge of announcing new additions to our Levels product portfolio, including show lighting products and audio and lighting cable solutions,’ concluded Alwan.

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