beamZ builds Asian momentum on back of European rental adoption

A recent investment by Italian rental company New Service Palermo is providing beamZ with a high-profile reference point in Europe, as the manufacturer continues to strengthen its position in Asian markets.

The Sicily-based company’s purchase of 162 fixtures reflects the brand’s established presence in the European market. For beamZ, deployments of this scale serve not only as regional business, but also as visible proof points for buyers in other markets evaluating new brands.

“Adoption by established rental companies in Europe plays an important role in how the brand is perceived globally,” said Rudy Velders, sales director at beamZ. “When potential users in Asia see beamZ in use within professional rental inventories, it reinforces confidence in both the product and the brand.”

The company’s presence at Integrated Systems Europe 2026 has also contributed to that visibility. BeamZ invested heavily in its showing at the exhibition, with a large and prominent stand in Hall 6, using it as a platform to present itself alongside other global lighting manufacturers.

“We have seen a clear shift in engagement following ISE from customers in Asia who may previously have been more hesitant,” noted Velders. “There is now a greater willingness to explore the products through demonstrations and evaluations, which is an encouraging sign for future growth.”

According to Velders, interest is particularly strong in Southeast Asia, with Singapore, Indonesia and Vietnam identified as key markets: “In markets such as Singapore, Indonesia and Vietnam, interest is being driven by a combination of strong local distribution and increased awareness of how beamZ is being used in other regions. Access to demonstrations, as well as reliable after-sales support, remains critical in converting that interest into long-term adoption.”

Velders also cited the brand’s combination of European-led design and its competitive pricing as key factors, especially for rental companies evaluating return on investment. “Being a European-designed brand, with R&D managed in Europe, is an important factor in a number of Asian markets,” he said. “At the same time, the price-to-performance ratio allows customers to access a level of specification that would typically be associated with significantly higher-priced products.”

He added that this balance is particularly relevant in environments where procurement decisions are closely scrutinised: “In certain markets, including Vietnam, there is a preference for established international brands, particularly for government-related projects, where long-term support and brand recognition are key considerations.”

At present, demand in Asia is largely being driven by installation projects, including schools, auditoriums and houses of worship. However, the company sees this as an early stage in a wider shift towards rental adoption. “Although demand is largely being driven by installation projects, we are gaining strong interest from rental companies, particularly in markets such as Singapore and India,” Velders explained. “As awareness continues to grow, we expect to see a significant shift towards rental adoption.”

To support this transition, the company is expanding its presence through local trade shows and roadshows across Asia, targeting key markets with direct engagement. The company is already scheduled to exhibit at PALM show in Mumbai this May alongside its Indian distributor Hi-Tech Audio and Image, as well as other local shows in Vietnam and Singapore. “These initiatives are aimed at strengthening market understanding and supporting long-term growth,” noted Velders.

While beamZ’s footprint in Asia is still developing, the company views current activity as an early phase of wider adoption, supported by increasing visibility, regional engagement and evolving buyer confidence.

“We are already seeing the early stages of adoption in parts of Asia, particularly in markets like Singapore and India where interest is building,” Velders concluded. “As we continue to invest in local presence and more users gain direct experience with the products, we expect that momentum to translate into more significant uptake across the rental sector.”