PPDS Strengthens European Footprint with Italian AV Partnership, Hotel Deal, and New Hire
PPDS, the worldwide exclusive distributor of Philips Professional Displays, is intensifying its European expansion through a trio of strategic moves spanning distribution, hospitality, and internal marketing leadership.
In Italy, the company has forged a partnership with Prase, a Midwich Group company and one of the country's leading value-added AV distributors. The collaboration opens PPDS' full portfolio of Philips Professional Displays and integrated solutions to Prase's extensive partner network, with an emphasis on energy efficiency and sustainability. Mario Baratto, vendor account manager at Prase, noted that adding Philips to the Prase catalog represents a strategic evolution in the LED and display sector, built on shared values and a commitment to customer support. Andrea Castelnuovo, PPDS' sales director for Italy, Greece, Malta, and Cyprus, emphasized that the alignment with Prase will allow the company to scale its innovative, customer-tailored solutions across more verticals. The partnership was publicly debuted at MIR 2026, Italy's largest AV exhibition, where PPDS showcased its foldable, height-adjustable 135-inch Philips Unite LED 6000 Series AIO.
On the hospitality front, PPDS has secured a major project at the new Maldron Hotel in Dublin, equipping 218 guest rooms with Philips MediaSuite TVs. The deployment, led by PPDS hospitality partner AVM Group, includes the latest MediaSuite models featuring Chromecast built-in, Pro:Idiom, and NFC dongle compatibility. The hotel's bar and restaurant areas also feature Philips dvLED displays. The Maldron Hotel is part of the Dalata Hotel Group, Ireland's largest hotel operator, which plans to open nine more properties in 2026.
Rounding out the expansion, PPDS has appointed Amel Derras Chouk as its new global marketing and communications director. Based in Amsterdam, Chouk brings over 15 years of experience from senior marketing roles at TP Vision and Philips. She will oversee PPDS' global marketing and communications strategy, brand experience, events, and digital marketing. PPDS CEO Martijn van der Woude described her appointment as a key step in the company's growth journey, reinforcing the brand's market position and supporting its expanding partner network.