A New Premium Home Theater Brand Is Coming From XGIMI and AWALL
XGIMI and AWALL are teaming up on something bigger than a traditional distribution deal. The two companies have jointly created XWALL by XGIMI, which is a new premium home entertainment brand built specifically for the U.S. market.
XWALL will make its public debut on September 1 at CEDIA Expo 2026 in Denver, with demos planned at XGIMI booth #3327 and AWALL booth #4107.
The idea behind the new brand is XGIMI brings its projection engineering and manufacturing capabilities, while AWALL brings experience with the U.S. custom-installation market and dealer relationships. The goal is to create products and systems that are shaped around how integrators and dealers actually buy and install home theater gear.
"Great hardware alone doesn't make a great home theater - the market, the service, and the installation have to be built for the customer in front of you," said Xi Zhao, VP of XGIMI. "That conviction is why we chose to found a brand with AWALL rather than simply appoint another distributor. XWALL by XGIMI is where XGIMI's engineering meets AWALL's American market expertise and service infrastructure - and what we unveil at CEDIA will show exactly what that combination makes possible."
On the AWALL side, the partnership is being led by Steven Shulman, CEO of AWALL and founder of AWOL Vision, along with Michael Yanoff, President of AWALL. AWALL will serve as XWALL's exclusive U.S. sales and service partner, handling dealer recruitment, training, and channel programs across the country.
"I've spent my career building premium projection brands for this channel, and XWALL is the opportunity I've been looking for," said Shulman. "XGIMI brings world-class engineering and manufacturing scale; AWALL brings the market understanding and the service network that American customers expect. Founding a brand together is the only way to put those two things in one place - and integrators and dealers should watch what we open with at CEDIA."
Every XWALL product will come with a three-year warranty backed by XGIMI and supported locally through AWALL's U.S.-based service team.
The companies are also building professional calibration, customized configuration, consultation, system design, dealer-led installation, and after-sales support into the broader XWALL model. Products will be sold in the U.S. exclusively through AWALL and its sales channels, including specialty dealers, custom integrators, retail, and online.
The first XWALL product will be a flagship home cinema model based on XGIMI's most advanced projection platform. Full details are being held until the brand officially launches at CEDIA on September 1.
Attendees will be able to see the new product in a dedicated demo space at both the XGIMI and AWALL booths, and the two companies also plan to host joint media sessions during the show.
Integrators and dealers interested in joining the XWALL dealer program can visit either booth during CEDIA or contact AWALL at [email protected] .
We'll be at CEDIA Expo 2026 and will be checking out XWALL in person once the first product is unveiled. Given XGIMI's projection background and AWALL's focus on the custom-installation side of the market, it'll be interesting to see exactly where the new brand fits and how different the first product feels from XGIMI's existing lineup.
