Dubai's own 'Caveman' - brand originator Mark Sykes - features

Published March 25th, 2010 - 09:59 GMT

Outdoor Concepts, the Dubai-based outdoor
lifestyle company with its own brand of outdoor lifestyle accessories
called ‘Caveman’ (comprising a range of products from barbecues to
outdoor torches all built around the theme of ‘making fire’) has teamed
up with BeefEater, Australia’s leading barbecue brand, to launch a new
series of high quality barbecue units for the Middle East market – the
BBQ Evolution range.

The new Beefeater range for Caveman has been designed specifically to
meet the quality/value demands of younger residents/households in the
UAE and is already available through leading supermarkets and
hypermarkets in Dubai and Bahrain. The new product range offers high
quality porcelain enamel coated and cast iron grills and hot plates for
longer life, quartz start ignition, powder coated steel carts, all built
by BeefEater for ‘Caveman’ and backed by a one year warranty. There are
three products in the new series – three, four and five burner options –
each with a choice of side burner or steel cabinet.

‘Caveman’ brand originator – Dubai-based business entrepreneur, Mark
Sykes (who is the caveman model in the advertising materials and
actually rides the Caveman racing bike) – comments: “The agreement with
BeefEater marks a real milestone in the evolution of ‘Caveman’, offering
customers great quality and value, at very realistic prices. Caveman is
already well established in the local markets of the Gulf and this new
range will help us accelerate growth of our market share. We believe
Caveman offers a new route for younger consumers to buy into the outdoor
lifestyle that the Emirates offers, through a product range that is more
in tune with their values and aspirations. The market response and sales
results so far have been very encouraging.”

The new range is being launched with a supporting promotion and offer of
a ‘grill slinger’ barbecue tool set for every unit purchased during the
promotional period.

Launched in 2008, the ‘Caveman’ range consists of gas fired barbecues,
outdoor patio heaters and gas torches and a range of fluids – degreaser,
cleaner and polish. Caveman is already being stocked by Carrefour,
Geant, Panda and Spinneys in the UAE, and outlets in Bahrain, and
Outdoor Concepts is looking to extend distribution further across the
Gulf region.

Caveman is a fresh young brand designed to appeal to younger families
and singles, who are increasingly setting up home in the Emirates.
‘Caveman: make fire’ reflects the brand image which is fun and
irreverent and revolves around light and heat, and should appeal to the
modern ‘neandarthal’ in every man (and even women).

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