The Easa Saleh Al-Gurg (ESAG) Group's new home appliance division Better Life has added top New Zealand home appliance brand Fisher and Paykel to its portfolio of international brands. Better Life will be Fisher and Paykel's exclusive distributor for the entire Middle East region, stated a press release.
Positioned in the middle to upper price segment, Fisher and Paykel home appliances are now available in the United Arab Emirates (UAE) at Better Life outlets in Dubai.
UAE-based Better Life now has eight international brands under its wing: Siemens, Binatone, Terim, Admiral, Wolf, Scandinova, Starmix and Fisher and Paykel. The division plans to boost its product portfolio with new outlets across the region; Oman and Qatar are earmarked for entry in the near future.
Established in 1938, Fisher and Paykel started life as a manufacturer for key brands like Kelvinator, Bendix and National Panasonic. The brand now manufactures and markets under its own name a series of 'smart' technology platforms such as Smart Drive 'auto washer' washing machines, Active Smart refrigerators and Dish Drawer dishwashers.
ESAG was founded in 1960. Today, the group is associated with over 20 brands such as British American Tobacco, Unilever, Dunlop, United Colors of Benetton, Burmah Castrol. — (menareport.com)
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