GCC: AVAIL MEA Trading LLC has further strengthened its regional portfolio with two significant appointments that reinforce its position across both professional audio and lighting markets in the UAE and wider GCC. The company has been named the exclusive distributor for SoundCoreHero, while also securing Gold Sales Partner status for Vari-Lite under the manufacturer’s new regional partner programme.

Under the SoundCoreHero agreement, AVAIL MEA will introduce the professional audio platform to consultants and system integrators working across hospitality, retail, leisure, and entertainment environments throughout the GCC. The partnership aligns with AVAIL MEA’s strategy of offering highly tailored and forward-looking Pro AV solutions, with SoundCoreHero recognised for its product-driven innovation, customer-centric design philosophy, and strong alignment with current market demands. The platform brings together DSP processing, scheduling, and seamless Dante/AES67 network integration within a single solution, enabling comprehensive control of music, announcements, and automation in complex, multi-zone applications such as hotels, theme parks, museums, and shopping malls. From SoundCoreHero’s perspective, the GCC represents a market known for technically ambitious projects, and the collaboration is positioned to equip integrators with tools that simplify complex system management while delivering consistently high-quality sonic experiences across diverse environments.

Complementing its audio expansion, AVAIL MEA’s appointment as a Vari-Lite Gold Sales Partner marks a notable milestone in the lighting brand’s regional strategy. As the first Gold reseller within the new partner framework, AVAIL MEA will represent Vari-Lite’s entertainment lighting portfolio across the GCC, supporting designers, consultants, and integrators with local expertise, technical support, and deep market insight. The partnership reflects strong confidence in AVAIL MEA’s ability to grow the brand’s presence while maintaining a focus on long-term relationships, robust technical knowledge, and lighting solutions that respond to the evolving needs of the regional market.