Xcellence Display Solutions launches European division with new hires
2026-11-06 · via AV Magazine
Xcellence Display Solutions, a Dubai-based manufacturer of dvLED, interactive displays, digital signage and professional monitors, has set up a European division and hired two AV industry veterans to run it.
Martin Ware, based in the UK, joins as managing director, and Tim de Ruiter, based in the Netherlands, becomes commercial director. According to the company, the pair have close to 50 years of combined experience in professional AV sales and management. The announcement describes them as having spent the past three months building a channel strategy for the region, built around partnerships with AV distributors, resellers and integrators.
As part of the expansion, Xcellence has opened offices in the UK, Ireland, Belgium and the Netherlands, adding to existing locations in New York, Dubai and Hong Kong.
Who Xcellence is
Founded in Dubai in 2003, Xcellence says it has completed more than 50,000 projects in over 110 countries, spanning retail, hospitality, finance, corporate, education, transport and public spaces. The company lists Adidas, Emirates, Rolls-Royce, JCDecaux and Prada among its customers. It positions itself as a manufacturer that engineers, builds, tests and supports its own displays end to end, rather than relying on third-party white-label production, and it offers both standard product lines and fully custom display builds.
Why it matters for buyers
For integrators and end users in Europe, a new regional structure with local offices and named leadership generally means faster quoting, local stock or lead times, and a clearer support escalation path than dealing with a manufacturer purely through a distant head office. Ware said the new structure is meant to give partners "consistency, speed and direct access to the teams behind the technology."
The announcement does not name specific channel partners, distributors or resellers that have signed on in the region, nor does it give a timeline for when the UK, Ireland, Belgium and Netherlands offices will be fully staffed or operational. It also does not specify which product lines will be prioritised for the European market or whether pricing, lead times or support terms will differ from the company's existing US and Middle East operations.
For operators evaluating display suppliers, the move adds another custom-engineered dvLED and commercial display option to a European market already served by established manufacturers. Whether Xcellence can compete on price, lead time and local support against incumbents will depend on how quickly the new offices build out their partner networks, something the release does not detail beyond the stated strategy of working through distributors, resellers and integrators.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in Business , Displays , Europe November 5, 2026 0
The Dubai-based display manufacturer has recruited industry stalwarts Martin Ware, as managing director, and Tim de Ruiter, as commercial director, to head up its newly created European division.
Xcellence Display Solutions has recruited two seasoned AV executives to lead its newly created European division.
The global provider of custom-engineered professional displays and components has appointed Martin Ware managing director and Tim de Ruiter commercial director.
UK-based Ware and Dutch-based de Ruiter, who between them have almost 50 years’ experience in professional AV sales and management, will help Xcellence bring its product portfolio to a wider network of partners and customers across Europe.
They have spent the past three months developing a dedicated channel strategy focused on giving customers seamless access to Xcellence’s solutions – from standard products through to fully customised displays – backed by direct access to technical expertise and support. The strategy includes partnerships with AV distributors, resellers and integrators.
As part of its European expansion, Xcellence has opened offices in the UK, Ireland, Belgium and the Netherlands, complementing its existing locations in New York, Dubai and Hong Kong.
Founded in Dubai in 2003, Xcellence manufactures advanced commercial technologies including dvLED, interactive displays, digital signage, professional monitors, brackets and AV software.
The company has completed 50,000-plus projects in more than 110 countries across sectors such as retail, hospitality, finance, corporate, education, transport and public spaces. Xcellence’s customers have included Adidas, Emirates, Rolls-Royce, JCDecaux and Prada.
‘Rewriting the rules’ “With Xcellence, the rules and perception of what a global display manufacturer can deliver have been rewritten,” said Ware.
“For customers that have been forced to scale back, make compromises or even shelve their expectations in the past, this is a game-changer.
“We engineer, manufacture, test and support every display and product we make, end to end, worldwide. This structure enables us to support partners with consistency, speed and direct access to the teams behind the technology.
‘Customer-centric approach’ “Xcellence delivers everything you would expect from a premium professional display manufacturer, but with a customer-centric approach at a level you’ve never seen before.”
De Ruiter added: “Xcellence is able to meet the needs of European businesses in ways that many traditional display manufacturers do not.
“No matter how bespoke a customer’s needs, we have a solution to ensure their ambitions are achieved – even if that solution doesn’t yet exist at the beginning of the conversation.”