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Better Life, the Easa Saleh Al Gurg Group's new home appliance division, has added the billion dollar Italian brand Zanussi to its growing portfolio of international brands and will be the company's exclusive distributor in the United Arab Emirates (UAE).
Zanussi belongs to the U.S. $14 billion Electrolux Group -- said to be the world's largest producer of home appliances.
Known particularly for its washing machines, dishwashers, cookers, and clothes dryers, Zanussi manufactures 6 million units annually and sells into 70 countries worldwide. Established in 1951, Zanussi has been part of the Electrolux Group since 1984.
Alongside its popular washing and cooking products, Zanussi for the first time in the UAE launched its entire range of built-in kitchen appliances, including hobs, ovens, washers, dishwashers, and refrigerators.
"In view of the tremendous growth in the property markets here, we see a great potential for the built in product range in this market," said Bo Kertbo, regional manager, Electrolux International.
The only specialist home appliances chain in the UAE, Better Life now has the following nine brands under its wing: Siemens, Binatone, Terim, Admiral, Wolf, Scandinova, Starmix, Fisher and Paykel, and Zanussi.
Besides sales through an extensive dealer network, Better Life plans to boost sales with new outlets across the region; eight Better Life outlets will be up and running in the next 9 months -- six in the UAE and one in Oman and Qatar.
"We have acquired three new brands for Better Life in the last 6 months: Binatone, Fisher and Paykel, and now Zanussi from Electrolux -- and there are more in the pipeline," said Ajai Dayal, general manager, Retail and Marketing, Easa Saleh Al Gurg Group. (AME Info)
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