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Prolyte Group supplies LiteDeck to Fruition Events LLC25/09/2017
With the delivery of a large batch of over 500 pieces of LiteDeck staging platforms, Prolyte Group and Fruition Events LLC embark on a fruitful cooperation in the Middle East region.
Prolyte Group will deliver the LiteDeck staging elements in two batches, the first to be completed in September, just in time for the start of the season in the Middle East region. The second to complete later in October.
Fruition Events aims to become a recognised event delivery partner in the Middle East region. They choose to achieve this through continuous investment into a world-class team of industry professionals and sustainable product lines that can meet creative challenges. They focus on offering a professional and full-service infrastructure for the events sector. Fruition Events have extensive regional experience and can boast varied strategic partnerships, guaranteeing expertise and knowledge.
“Investigating the opportunity of local production with the Prolyte Group fulfilled our commitment to not only invest into a sustainable product line, but also to enhance availability in the UAE market. Prolyte Group manufactures leading products, which are widely recognised and used across the globe. LiteDeck offers a clean aesthetic look in comparison to existing steel products, whilst retaining simple functionality and creative design principles. Coupled with the extensive backup of the Prolyte network, we will have the added capability of developing special components locally, to meet the demands of the most creative deliveries. Fruition Events further commits to invest into Prolyte Group products to strengthen both brands in the MENA region. This set-up will further ensure availability of the products for use by other Prolyte users”, comments Warren Barlow, Managing Director of Fruition Events.
Lars Toonen, Prolyte Group Sales Representative, adds; ”This new cooperation offers an excellent networking opportunity for this region. By creating a large rental stock, backed by short lead times and direct availability, we now have a platform to service events as well as dry rental solutions and sales opportunities”.
LiteDeck is most popular for demanding touring productions or events, it has been tried and tested extensively. While the welded side profiles give the stage platform a modern and “rock ’n roll” style look, they also provide ultimate strength. Combined with the hard birch plywood top the deck offers ultimate durability; the top plate can easily be removed for maintenance or repair and can be used on both sides. The LiteDeck system is available in a wide range of shapes and sizes, allowing hundreds of stage configurations to be created from a relatively narrow stock of standard components.
Bringing their intention to invest in sustainable product lines only, Prolyte Group and Fruition Events worked on a special route-to-market. The LiteDeck frames are manufactured under licence by Talex, a UAE based company. Talex is a Middle East based extrusion plant, specialised in precision engineered aluminium products. Assembling the products locally will reduce the ecological footprint caused by shipping finalised products.
“Seeing a growing demand in the region, we have been anticipating to cope with this. By outsourcing the manufacturing process to finished product to a local company we not only reduce shipping volume and lead times, but we also keep the benefits of locally producing in the region”, states Ralph Stockley, Prolyte Group CCO.
To safeguard the renowned high-quality fitting of the LiteDecks, special welding jigs were developed at the Prolyte Group HQ in the Netherlands and shipped to Abu Dhabi. Johann Stuut, R&D engineer for Prolyte Group, and responsible for the development of the welding jigs, states: “Every phase of the production process is thought over and captured by the design of the jig, you just have to follow the process. This will guarantee the original Prolyte shape and quality fitting in the production of the unique LiteDeck frames”.
Picture: Newly arrived Litedecks at the Fruition Warehouse.