Clifford Pereira of Genelec with Amras Muhammed of Sound Reference and Dwaine Schreuder and Justin Acres of ApexPro
Finland - Genelec has significantly strengthened its distribution network in the MEA region through the signing of two new distribution agreements. Johannesburg-based ApexPro is handling the distribution of Genelec’s Pro and AV loudspeaker ranges across Southern Africa, while Dubai-based Sound Reference will be servicing the home audio market throughout the GCC group of countries.
ApexPro is part of South Africa’s well-established Prosound Group of companies, which over the last 50 years has established a close affiliation with clients in the professional broadcast, music production and Pro-AV verticals. The distribution agreement covers the Southern African region - comprising South Africa, Botswana, Mozambique, Namibia and Zimbabwe.
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 distribution by concentrating on supplying Genelec Professional and AV solutions to system integrators working in audio-visual production, music production, AV applications plus education and research.
Founded in Dubai in 2021 by Muhammed Amras, Sound Reference will be supplying Genelec loudspeaker systems to the home audio market across the GCC nations: Saudi Arabia, Kuwait, the United Arab Emirates, Qatar, Bahrain and Oman.
"Genelec is the standard by which all other loudspeakers are judged by professionals in the global audio industry," comments ApexPro director Mark Malherbe. "Ensuring reliable and supported access to Genelec’s products is an essential part of delivering on our commitment to provide world-class technology and solutions to our growing pro audio industry in Southern Africa. We’re confident that our extensive network of broadcast and production professionals, AV integrators and end users in the entertainment, commercial and education markets will embrace all that Genelec has to offer in the years ahead."
Genelec international sales director Ole Jensen concludes: "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."

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