Formerly known as Groupe Novelty-Magnum-Dushow, provider of technical solutions for the event and rental staging sector has rebranded as Groupe Novelty. The rebrand includes a new logo and corporate identity, streamlining the group’s image and reflecting its continued expansion both in France and internationally.
The rebranding aims to solidify the company’s position as a comprehensive provider of AV technical services, offering end-to-end support for events, installations, and multimedia projects worldwide. This strategic shift also underscores Groupe Novelty’s growing international reach, broadening its impact in key markets across Europe, the MENA region, and beyond.
Jacques de La Guillonière, founder and president, commented, “The new Groupe Novelty name unites our diverse businesses under one identity and sets the stage for further global growth. With over 40 years of experience, our companies already have a strong reputation in France and abroad. This rebrand allows us to expand our reach and share our expertise with a wider audience.”
Groupe Novelty’s core brands include Novelty, Magnum, and Dushow, alongside 10 other specialised companies, covering sectors such as video & LED, sound engineering, rigging, and live entertainment.
With 15,000 events annually and a workforce of 3,500 contract workers, the company operates in 20 locations across France and 12 internationally. Groupe Novelty generates over €370 million in annual turnover, investing nearly 10%innew equipment each year. The group’s comprehensive expertise enables it to manage complex projects from inception to completion, providing clients with a seamless service across every stage.
