Consumer spending in the Middle East remains one of the highest worldwide making the region an attractive entry market for quality products, according to Eric Berchtold, Severin’s area director, Middle East and Africa.
Germany’s Severin produces electrical appliances and will launch a large portfolio of products in the region that will include F&B equipment.
Berchtold said that Severin had specifically identified the GCC and the Levant as prime growth markets for quality consumer appliances.
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“The region features in the top five markets worldwide in both volume and spending, including electrical and personal grooming products,” said Berchtold.
He advised that the region holds the number two position in a global market for personal grooming products tipped to be worth AED 92 billion this year.
“Indeed, our aim is to capture a 10% market share in the region’s personal grooming segment,” he added.
Severin has recently reinforced its regional presence with an office in Dubai, complete with an after-sales service managed by a Severin-trained team. Berchtold said that this move will make Severin the first appliance manufacturer with its own after-sales in the Emirates.
Berchtold also said that the UAE particularly has shown a strong taste for good coffee making equipment and that Severin will launch with an extensive coffee makers.
“We believe that this is a perfect time to launch our Home Collection,” said Berchtold.
Explaining on Severin’s positive outlook, he noted that the German brand rides on German quality and very strong after-sales service.
“Severin has an inherent advantage with our superior German mark of quality and a proven ability to create excellent value products.
“UAE consumers are well-travelled and well-versed in global trends and they show an appreciation for quality products at reasonable prices.”
Berchtold confirmed that Severin will expand its distribution and after-sales network throughout the region over the coming year.
“We know that working with right partners is critical for our success and have made this a priority.”
A comprehensive range of home appliances from Severin will be available in the UAE during the first quarter of 2011.
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