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First-quarter sales of Better Life, the Easa Saleh Al Gurg Group's new home appliances division, were up 60 percent compared to the performance of its predecessors, Scientechnic and Al Gurg Electronics, for the same period in 2003, the retailer reported. Better Life also said that its April sales, traditionally a quiet month, were more than 30 percent up on the retail chain's sales average for the first 3 months of the year.
Established 6 months ago through a merger of Easa Saleh Al Gurg Group's Scientechnic Home Appliances and Al Gurg Electronics brands, Better Life now has six retail outlets in the UAE and has added four new brands to its product portfolio.
"This encouraging growth is down to the quality international brands we have chosen to sell in the region under the Better Life brand," said Ajai Dayal, general manager, Retail and Marketing, Easa Saleh Al Gurg Group. "All our brands top their respective categories and enjoy the stamp of quality from Europe and Australasia."
Mr. Dayal continued, "Our white goods, specifically the built-in ranges, support the growing freehold property market in the UAE, catering to customers who demand quality and multifunctional home appliances."
Better Life's new appliance brands include Fisher and Paykel from New Zealand, Zanussi from Italy, and Electrolux and Binatone from the UK. Siemens, Terim, Admiral, Wolf, Scandinova, and Starmix are also distributed by Better Life in the UAE.
Aiming to further expand its distribution network in the Middle East, Better Life announced that it will participate in the Houseware and Hometech Exhibition May 16-19 at the Dubai World Trade Centre.
"Houseware and Hometech Exhibition 2004 offers Better Life the perfect opportunity to showcase the 10 brands in its portfolio," Mr. Dayal said. "We will be demonstrating how our brands can be integrated seamlessly into the kitchen environment, which is increasingly the most important living area in the home."
Fisher & Paykel, New Zealand's number one home appliance brand, and Binatone, a leading appliance brand from the UK best known for its kettles, will be two key product ranges Better Life plans to exhibit.
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