Better Life, the Easa Saleh Al Gurg Group’s specialist home appliance division, has been named ‘Best Distributor of Siemens Home Appliances in the Middle East’ at the annual BSH international sales convention held in Sorrento, Italy.
BSH GMBH, owners and producers of Siemens home appliances, is the third largest home appliance company in the world with global sales in excess of six billion euros in 2004.
The Best Distributor award was presented to Ajai Kumar Dayal, General Manager, Retail and Marketing, Easa Saleh Al Gurg Group, by Dr. Kurt-Ludwig Gutberlet, President and CEO of the Board of Management, and Mr. Jean Dufour, Global Sales Director, BSH Bosch and Siemens Hausgerate GmbH.
Ajai Dayal said: “This award is a tremendous endorsement of what Better Life has achieved in such a short space of time. We are proud to have a brand such as Siemens in our portfolio of international brand names. And we are particularly happy that in less than two years since Better Life’s launch, we have been honoured with this award. Needless to say, this wouldn’t have been possible without the hard work and focus of each of our team members.”
Recognising growth, marketing effectiveness and product sales, the BSH international sales convention was attended by more than 100 representatives from around the world.
“For over 150 years, Siemens has been planning products for the future, and today, we have established ourselves as world leaders in innovation. We hope to continue this trend and with the support of partners such as Better Life, we will exceed customer demand,” said Heiko Fischer, Managing Director, BSH Home Appliances, Middle East, North Africa and South Asia.
“We are confident that Better Life will continue to grow and add great value to the booming real estate sector in the UAE and to its customers in the region," Fischer added.
Established in October 2003, Better Life has eight outlets in the UAE and has plans for regional expansion. Two new UAE stores are nearing completion: one at Safeer Mall in Sharjah, and a flagship outlet at Mall of the Emirates, Dubai, which is expected to open its doors in September.
ESAG’s Dayal added: “Both retail and wholesale customers associate Better Life with world-class, international brands, and dependable sales and after-sales service. Siemens, with its built-in and free standing kitchen ranges, is serving the booming real estate market, and the brand is attracting increasing industry recognition. Better Life earned Gulf Marketing Review Magazine’s ‘Marketing Effectiveness Award’ for small-to-medium-size businesses in February, and this award from Siemens further strengthens Better Life’s growing reputation.”
Dayal said: “We have witnessed sales growth of 65 per cent in 2004, which was above our target of 50 per cent. We are ahead of our 2005 targets, and will have 10 fully operational Better Life showrooms in the UAE by October 2005.”
Better Life is the only specialist home appliance chain in the UAE, with a collection of 12 world class brands under its wing: Siemens, Electrolux, Binatone, Terim, Amana, Admiral, Forbes, Vestfrost, Wolf, Starmix, Fisher and Paykel, and Zanussi.
Better Life showrooms in Dubai are located next to Strand Cinema in Karama; at Homes-‘R’-Us in Mazaya Centre; near the abra station in Bur Dubai; and on the Dubai-Sharjah highway. Better Life is also based at Madinat Zayed Gold Centre in Abu Dhabi; at Nakheel area in Ras Al Khaimah and in the Fujairah Trade Centre in Fujairah and on Ruwi High Street in Oman.
Better Life is the only specialist home appliances chain in the UAE and is part of the Easa Saleh Al Gurg Group (ESAG). A large portfolio of world-class, western brands includes Siemens, Admiral, Terim, Scandinova, Wolf, Starmix, Binatone, Fisher & Paykel, Zanussi and Electrolux. Better Life showrooms in Dubai are located next to Strand Cinema in Karama, at Homes-‘R’-Us in Mazaya Centre, Bur Dubai (near the Abra Station), on the Dubai-Sharjah highway, in Abu Dhabi, Sharjah, Ras Al Khaimah, and Fujairah.
The Easa Saleh Al Gurg (ESAG) Group was founded by its Chairman and the UAE’s ambassador to the UK, H.E Easa Saleh Al Gurg CBE, in 1960. Today the group is associated with over 20 brands such as British American Tobacco, Unilever, Dunlop, United Colors of Benetton, and Burmah Castrol.
