Genelec has appointed Johannesburg-based ApexPro to handle distribution of its professional and A/V loudspeaker ranges in Southern Africa, and Dubai-based Sound Reference to service the home audio market throughout the GCC group of countries. The appointments signal Genelec’s commitment to the increasingly important MEA region in the global loudspeaker market.

ApexPro is part of South Africa’s established Prosound Group of companies that, over the past 50 years, has built a close affiliation with clients in the professional broadcast, music production and professional A/V market segments. The distribution agreement covers South Africa, Botswana, Mozambique, Namibia and Zimbabwe – and with satellite offices in Durban, Cape Town and Gaborone.

ApexPro will focus on the distribution of Genelec Professional loudspeakers via the dealer channel, while AV Worx – part of the same Prosound Group – will provide supply Genelec Professional and A/V solutions to system integrators working in audiovisual production, music production and A/V applications, as well as education and research.

Founded in Dubai in 2021 by Muhammed Amras, Sound Reference will supply Genelec loudspeaker systems to Saudi Arabia, Kuwait, the UAE, Qatar, Bahrain and Oman. Supported by General Manager Suresh Thadani – who has over 25 years’ audio distribution experience – Sound Reference will work with a network of dealers across the region, while supporting sales in the UAE via its Genelec Experience Centre in Dubai.

‘Genelec is the standard by which all other loudspeakers are judged by professionals in the global audio industry,’ says ApexPro Director, Mark Malherbe. ‘Ensuring reliable and supported access to Genelec’s class-leading products is an essential part of delivering on our commitment to provide world-class technology and solutions to Southern Africa’s growing pro audio industry. We’re confident that our extensive network of broadcast and production professionals, A/V integrators and end users in the entertainment, commercial and education markets will embrace all that Genelec has to offer in the years ahead.’

‘We have a very close relationship with Farooq Pasha, who’s company – Audio Video People – has had great success as a Genelec Home Audio dealer in Bangalore, India,’ adds Sound Reference’s Muhammed Amras. ‘Working with Audio Video People, we recognised the opportunities that representing Genelec in the GCC region would create – it’s a fast developing market, and the booming tourism industry is generating significant demand for high quality loudspeaker solutions in the Home Audio and A/V segments.’

‘We can see the growth potential that the MEA region represents, and we’re extremely excited about working with ApexPro and Sound Reference, both of whom have high levels of experience and professionalism,’ says Genelec International Sales Director, Ole Jensen .’It also showcases the fact that Genelec’s strong studio and broadcast customer base is now being supported by a growing number of discerning customers in the A/V and home audio markets. This underscores the fact that exceptional sounding, sustainable, aesthetically beautiful loudspeaker solutions are in demand everywhere – whatever the application.’