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.
Mr.Gioni Borsetti, Managing Director, Electrolux International closes the Zanussi deal with His Excellency Easa Saleh Al Gurg, Chairman and Founder of the Easa Saleh Al Gurg Group and UAE Ambassador to the UK.
Zanussi belongs to the $14 billion Electrolux Group, the world’s largest producer of home appliances; Better Life will be Zanussi’s exclusive distributor for the UAE.
Known particularly for its washing machines, dishwashers, cookers and clothes dryers, Zanussi manufactures six million units annually and sells into 70 countries worldwide. Established in 1951, Zanussi has been part of the Electrolux Group since 1984; Electrolux is ranked 192 in the Fortune 500.
Alongside its popular washing and cooking products, Zanussi launched its entire range of built-in kitchen appliances for the first time in the UAE 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 nine world class 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 nine months: six in the UAE and one in Oman and Qatar.
‘We have acquired three new brands for Better Life in the last six 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.
‘Better Life offers superior customer service and a product range that is genuinely different from the Chinese, Korean and Malaysian labelled goods people take for granted in this part of the world. We look forward to seeing the Italian Zanussi brand grow with Better Life in the UAE’, concluded Dayal.
Positioned in the middle to upper price segment, Zanussi home appliances are now available in the UAE at all Better Life outlets in Dubai: Karama (next to Strand Cinema); at Homes-‘R’-Us in Mazaya Centre, and on the Dubai-Sharjah highway, Fujairah and Abu Dhabi.
From AME Info