Prolyte Products Group (PPG) officially launched its new Middle East sales office at last month's PALME 2008 exhibition in Dubai.
While Prolyte initially considered working with a Dubai-based distributor in a bid to expand its business in the Middle East, PPG chief executive Fokko Smeding said the company thought it a better long-term strategy to establish its own permanent presence in the region.
"The Gulf region and Dubai in particular is developing at an incredibly fast pace," he said.
"There is strong demand for our products, both in terms of permanent installations and for one-off events. The events market and the large-scale live entertainment sector are developing at an unprecedented rate.
"Behind the scenes we worked hard to get the PME office up and running and I'm very proud of what we've accomplished."
The Prolyte Middle East sales team consists of general manager Riham Abuelem and sales director Roni Bader. Both were previously based in Dubai and have a wealth of experience in the region's live entertainment production sector.
Recently appointed technical support manager, Roelof Bouman, is also based in the emirate. Bouman is providing clients with technical support, particularly during the installation process.
"This market requires special attention and, above all, service and materials should be offered at close range," said Henry Schuil, PPG account manager.
"Our new base will ensure an extensive inventory of Prolyte products is available to clients as and when they need them."
At PALME, Prolyte presented its broad range of trussing and staging products.