Eliminator VF1100 EP Fog Machine

Expanding the catalog of products available to its customers, the ADJ Group in Europe has recently added the Eliminator Lighting brand to its portfolio. Established for over 20 years in the USA, Eliminator focuses on reliable, feature-rich and, particularly, affordable lighting fixtures that are designed for use by mobile DJs and entertainers as well as for smaller installation projects in bars, restaurants, nightclubs, and entertainment venues. The introduction of Eliminator products comes following a gradual evolution of the ADJ brand such that it now primarily serves the production, rental, and integration markets.

Throughout the company’s almost 40-year history, ADJ Lighting has continually advanced its product line to incorporate technological innovation and meet the entertainment industry’s changing requirements. An early adopter of LED technology as well as a pioneer of IP65-rated fixtures, the company is persistently innovating and adapting to shifting market trends and customer needs. Today the ADJ range predominately features high quality, feature rich, professional entertainment lighting, LED video and atmospheric effects fixtures, which are targeted at the rental/production and systems integration markets. The Eliminator Lighting catalog, meanwhile, focuses on smaller, lower cost products aimed at mobile DJs and entertainers as well as smaller venue installations. This means that the two brands complement each other perfectly and together provide an expansive collection of products suitable for a wide range of applications and budgets.

“ADJ’s product catalog has advanced significantly in recent years with a clear focus on the production, rental, theater and integration segments of the entertainment lighting market,” explains Sebastian Mobers, ADJ Europe’s Sales Director. “However, the retail market – serving DJs, performers, and smaller installation projects – has always been important to our business and we want to continue serving these customers. The Eliminator line features an expanding collection of lighting fixtures and accessories that offer excellent value for money, which have been developed specifically for the retail market. Moving forward, we are confident that clear distinction between ADJ’s ‘select’ product range for professional applications and Eliminator’s catalog of retail-focused products will allow us to serve both markets well and provide increased clarity for end users. Over the coming months, the retail products that remain within ADJ’s catalog will be relaunched with Eliminator branding to solidify this distinction.”