Severin ties up with Juma Al Majid

Press release

Published May 17th, 2011 - 06:58 GMT

Nidal Khouly, Juma Al Majid’s Divisional Manager and Nassim Dissi, President, Trading Division with Eric Berchtold, Area Director of Severin

As the UAE is earmarked as one of the world’s fastest growing markets for personal grooming, Juma Al Majid Group is confirmed as the exclusive market distributor for Germany’s Severin.

According to Eric Berchtold, Severin’s Area Director, Middle East and Africa, the UAE is an attractive destination for quality small domestic appliances with consumer spending in the region one of the highest worldwide.

He said that the greater Middle East holds the second slot in sales of electrical personal grooming products tipped to be worth Dhs 92 billion this year.

“The UAE features in the top five markets worldwide in both volume and spending on small quality domestic appliances and personal grooming products,” he said.

Berchtold cited a recent report from Euromonitor International suggesting that investment in personal grooming is growing at more than 12 per cent per annum, region wide.

“Our aim is to capture at least two per cent market share in the personal grooming segment alone.

“We know that the right partner is critical to this success and the partnership with Juma Al Majid sets us in good stead. We believe that the Juma Al Majid legacy marries beautifully with Severin’s quality achievement record,” he said.

Juma Al Majid will launch a 75-plus Severin portfolio across a range of small domestic appliances in its 15 outlets in the UAE, from May 2011. The Group has a broad distribution and retail reach in all seven Emirates, including ten service centres.

Nassim Dissi, president-trading for Juma Al Majid said that the local market has also shown a strong taste for good coffee-making equipment with the UAE placed among the five top coffee consumption markets globally.

“UAE consumers are well-travelled thus well-versed in global trends and the local market taste for coffee is no exception. Coffee consumption in the UAE is tipped to grow 80 per cent by 2014.”

He observed that UAE consumers are known for their appreciation of excellent products at reasonable prices and said that the Severin brand with its German stamp of quality is well-positioned to match this demand.

“Severin is the German leader in coffee machines. Indeed, the Café Caprice range is equipped with a Vaprotonic boiling system that brews coffee as though it was prepared by hand, offering a modern take on the traditional method.”

Severin has also reinforced its regional presence by setting up an office in Dubai, complete with a specialist training team to support the Juma Al Majid service centres.

Background Information

Severin

SEVERIN - TASTEFUL TECHNOLOGY
SEVERIN has been manufacturing electronic household appliances for over 65 years, with the aim of making daily life as easy as possible. German quality standards in conjunction with simple operation are the hallmarks of our claim. Find useful information about products, services and more at severin.com – quickly and easily. Welcome to severin.com – "Welcome home".

Company Profile

Juma Al Majid Group

Born of one man's vision, enterprise and drive, the Juma Al Majid group of companies had a modest start in the year 1950. After the passage of half a century, Mr. Juma Al Majid, founder and chairman, still remains the guiding light and inspirational force behind the organization's phenomenal success.
His simple but highly effective philosophy of satisfying customers, small or big, through a mix of honesty, integrity and social awareness has become ingrained in all aspects of the business and is truly responsible for the group's unrivaled success.
During the early years, the organization was primarily involved in trading activities. As the Emirates strengthened themselves into a single nation, a pressing need was felt to diversify in to other areas of commercial activity to contribute to the fledging nation's economy. For this, heavy investment was undertaken in the core sector of construction which has in the long run benefited both the country as well as the group.
Juma Al Majid partnership ventures' operate in the fields of shipping, construction, food-Imports, general trading, travel and other industries. The group is also active in financial investments and portfolio management across the region and globally.
With the growth of Dubai as the commercial hub of the region, the group has emerged a strong leader in all fields of its endeavor and is poised for even greater challenges and achievements that await it in the future.