AWALL LLC has announced a strategic partnership with XGMI, forming XWALL by XGIMI—a premium home entertainment brand for U.S. markets. The brand, and its first flagship product, will make their public debut on September 1 at CEDIA Expo 2026 Booth 3327.
The partnership is led on the AWALL side by Steven Shulman, a custom-install veteran, as Chief Executive Officer of AWALL and founder of AWOL Vision and Michael Yanoff, President of AWALL. As co-founder of XWALL by XGIMI, AWALL will serve as the brand’s exclusive U.S. sales and service partner, leading dealer recruitment, training, and channel programs nationwide.
More Details on XWALL by XGIMI
Both companies stress that XWALL by XGIMI is not a distribution agreement, with XGIMI contributing its flagship engineering and manufacturing scale while AWALL contributes its deep understanding of the American home theater market in production of its products.
The brand’s inaugural product—a flagship home cinema statement built on XGIMI’s most advanced projection platform—will be revealed on September 1, when XWALL by XGIMI makes its debut at CEDIA Expo 2026.
Attendees will be able to experience it in a dedicated, calibrated demonstration space at XGIMI’s Booth #3327 and AWALL’s booth 4107, where XGIMI and AWALL will also host joint media sessions during the show.
Every XWALL by XGIMI product will carry what the two companies intend as defining hallmarks of the brand: a signature three-year warranty, engineered and backed by XGIMI and delivered locally through AWALL’s U.S.-based service team, alongside professional calibration, customized configuration and a complete home theater solution system.
XWALL products will be offered in the U.S. exclusively through AWALL and its family of sales channels, from specialty dealers and integrators to retail and online.
Why Integrators Should Take Note
Pulling in AWALL as part of the partnership means XGIMI is not only gaining access to a nationwide network of specialty AV dealers and integrators, but also an organization that has experience working with the CI community as it plans to launch and support the new XWALL brand. In fact, a “dealer-first” business model is what the entire brand is being built around.
To quote XGIMI: “Where global products are often brought to the U.S. market as-is, XWALL was created to do the opposite: to adapt world-class projection into complete home cinema solutions built around how American customers, integrators, and dealers actually work.”
What XWALL Leadership is Saying About the New Brand
“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.”
“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.”
