GLOBAL: Elation Lighting Inc. has taken a decisive step into the world of high-powered laser effects with the acquisition of the X-Laser brand and assets, unveiling X-Laser USA as a new independent company that will continue under the X-Laser name.

“The addition of X-Laser represents an exciting and complementary expansion to our group of companies,” said Toby Velazquez, CEO of Elation and President of the ADJ Group. “X-Laser not only brings world-class laser products but also unmatched expertise in engineering, manufacturing, software development, and compliance. Together, we can diversify our portfolio, strengthen U.S. production, and deliver even more groundbreaking solutions to our customers worldwide. We are thrilled to welcome the talented X-Laser team into the Elation family.”

Founded in the U.S., X-Laser has long been recognised as one of North America’s most prominent manufacturers of high-powered entertainment lasers, earning its reputation for innovation, compliance and customer-first service. Known for FDA-varianced safety systems, advanced optics and engineering excellence, the company has helped make high-powered laser effects more accessible and reliable for productions of every scale.

X-Laser USA will continue to operate from its Laurel, Maryland facility, led by General Manager Adam Raugh, a 20-year veteran in laser engineering and regulatory compliance. The site, already serving as X-Laser’s R&D and production hub, will now also function as a U.S. manufacturing base for select Elation products, while doubling as an East Coast service centre. For Elation, the investment strengthens domestic production and rapid prototyping capabilities while expanding X-Laser’s reach with the backing of its global network.

“It’s an honour to become part of a team I’ve looked up to for years,” commented Adam Raugh, General Manager of X-Laser USA. “Partnering with Elation opens our technology and products to new markets and customers around the world while allowing us to continue doing what we do best: inventing and building world-class laser solutions. We’re excited about the opportunities ahead.”

Customers worldwide will soon benefit as X-Laser’s professional laser series—both current and upcoming—becomes available through Elation’s distribution channels across Los Angeles, Mexico City and the Netherlands. The move ensures broader access to X-Laser products alongside Elation’s lighting, control and atmospheric solutions, with unified global support.

Beyond Elation, X-Laser’s technology and manufacturing capabilities will also extend across other brands in the ADJ Group of Companies, including ADJ Products and Acclaim Lighting, boosting the group’s combined offerings to the entertainment and architectural markets. And for existing X-Laser customers, continuity is assured, with all current products, warranties and services fully supported through the Laurel facility, now strengthened by Elation’s global resources.

“Lasers are one of the most impactful visual effects in entertainment, and X-Laser has built its name on making them safe, reliable, and creative,” commented Eric Loader, Global Vice President of Sales and Marketing at Elation. “Through Elation’s worldwide distribution, more designers and venues will soon have access to that technology, and we’re proud to support X-Laser’s continued growth while expanding the solutions we can offer our customers.”

The announcement not only underscores Elation’s long-term vision of diversifying its solutions for entertainment professionals but also reinforces its commitment to investing in U.S. manufacturing and customer support. With the ADJ Group of Companies celebrating its 40th anniversary, the timing highlights the group’s ongoing expansion into new categories and its drive to shape the future of entertainment technology.

Marking the transition, X-Laser has also unveiled a refreshed visual identity with a modern new logo and the brand slogan “X Marks Innovation.” The sleek design, built around bold colour gradients and a streamlined mark, symbolises energy, precision and creativity while signalling X-Laser’s evolution within the Elation family.