Adam Hall Group repositions to expand

The Adam Hall Group has announced its repositioning with a specific focus on business customers. Its newly launched corporate image campaign and a range of expansion measures pave the way. The company aims to increase the transparency of its solution portfolio and its service commitment to customers, partners and event technology professionals worldwide. With an investment of more than 20m euros in two building complexes, it is laying new foundations for the future.

The Adam Hall Group, as both a leading German manufacturer and a sales distribution company makes its focus on event technology solutions for the four professional customer segments – rental companies; AV installers; music instrument retailers and industrial flightcase manufacturers – more explicit.

With an ever-growing portfolio of pro audio, LED lighting, stage equipment and hardware products, and a newly launched corporate website, the company proves that it is both forward-thinking and solutions-oriented. The new digital presence reflects a personal character and a clear identity: Here, the focus is on people. And the completely redesigned B2B Webshop provides enhanced customer-orientation features, such as individual pricing, real-time inventory visibility, and detailed information on products, orders and invoice history, and has been designed to provide customers with excellent transparency and increased usability.

Further international market expansion via partnerships, such as those with the Musical Distributors Group in the United States; Siam Music Yamaha Ltd. in Thailand; Great Wall Musical Instrument Co. Ltd. in China; and many others in Asia and the Pacific, the Middle East, Africa and Latin America, are clear indicators that the Adam Hall Group is also growing outside of Europe, says the company.

The growth is also evident at the company headquarters in Neu-Anspach: With an investment of over 20 million euros, the new 14,000 m2 (150,000 sq. ft.) Logistics Park is currently being built to increase warehouse capacity.

The architectural hallmarks, designed with business customers, partners, associations and employees in mind, include a fully-equipped product showroom, a large theatre auditorium for live demonstrations, facilities for the Adam Hall Academy and the company restaurant, Come Together. The integrated R&D department located in the other half of the Experience Centre houses an anechoic measuring room, various endurance and climatic test rigs, a photometric laboratory and ample space for designing, modelling and 3D prototyping.

“The dynamic markets of our time require bold courage, mobility, innovation and high customer orientation”, says Alexander Pietschmann, CEO, who is also enthusiastic to see the realisation of the Experience Centre, which has been designed as “an open space for inspiration and creativity for employees, customers and partners”. “Our new positioning underscores the identity of the Adam Hall Group and clearly expresses what drives us. Our customers’ needs are our main focus, and we want to provide professionals with innovative, user-friendly and affordable event technology solutions to enable more people to realize their creative ideas”, continues Pietschmann.

“After more than 40 years serving the industry, we are proud that Adam Hall is a well-established name among professionals in event technology”, says Markus Jahnel, COO. “With so much growth and expansion, especially in the last ten years, the company has gradually evolved into a manufacturer and full-scale provider of event technology solutions. The comprehensive range of pro audio, LED lighting, stage equipment and hardware underlines this.”

Nikke Blout, global marketing director, adds: “Future-oriented innovations – created with passion by people for people – and increased focus on delivering customer-oriented solutions are just a few of the key messages, which the new positioning and new corporate design aims to transport. All of this gives customers, partners and the industry a clearer picture, and above all, an understanding of the values of the Adam Hall Group.”


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