E3 acquires ELECTRA - E3

E3 acquires ELECTRA, the Leading Exhibition and
Event Solutions Provider in the U.A.E.

E3, a globally leading live marketing company with its head office in Frankfurt/Main (Germany), to which the ET GLOBAL belongs to, has acquired a 100% holding in ELECTRA, a recognized leader in the exhibition and event industry in the U.A.E.

"The acquisition of ELECTRA is another important milestone in our focused corporate strategy. I am very pleased to be able to welcome ELECTRA as part of E3 and am impressed with the high level of competencies and the strong, loyal customer base of ELECTRA. This enables us to access the important market in the UAE together with a proven management team. As a group, we can now serve both local and global customers in all major markets – Americas, EMEA and APAC – and use all live marketing channels. We can provide our customers on-site with the stand-alone companies and serve customers worldwide through our network under the direction of E3.", explains Patrick O. Soschinski, CEO of E3. With ELECTRA, we will be significantly advancing our international market presence and activities. In addition, we will expand our service portfolio in the area of live marketing.

E3 is a platform that specializes in the implementation of a focused strategy in the exhibition and event industry. The service portfolio includes strategy and conception, marketing consulting, event management, exhibitions, execution of events as well as numerous multimedia communication services. The acquisition of ELECTRA expands the competitiveness of E3 services by gaining access to new market segments and leveraging synergies.

As one of the market leaders in exhibitions, events and environments, ELECTRA employs more than 430 employees at 3 locations in UAE (Dubai, Abu Dhabi, Ras Al Khaimah,) and generates annual sales of around EUR 35 million. ELECTRA remains a stand-alone company within the E3 group. Under the direction of CEO Jean-Charles Durand and his management team, the company will maintain its existing organizational structure.

Jean Charles Durand, CEO of ELECTRA:

"We are delighted and proud that ELECTRA will be a significant part of E3. This will be advantageous for our customers, partners and employees, as the possibilities will increase enormously. The extraordinary expertise and experience of E3 and its unique network of live marketing solutions will enable us to expand our market share in the UAE. In addition, this measure supports us in working for our global customers in important markets and facilitates the penetration of international segments. Our current customers will have easy access to global markets through existing account teams. "


ELECTRA is a leader in the exhibition and event industry. Since 1992, the company has developed into a leading force at trade shows, corporate events and in building permanent branded environments. The company provides and manages integrated solutions, producing décor where people meet people. Over the years, ELECTRA has built its reputation as a key partner for international event agencies, renowned architects, and famous organizers. To name a few: Publicis, Auditoire, Prisme International, HG creation, M, Imagination, Art Dubai, Downtown Design, as well as many others, seek their expertise.
ELECTRA is headquartered in Dubai, D3 Design District, Building 6–3rd Floor, PO BOX 12104 – Dubai, UAE and employs a wide range of face-to-face marketing professionals.