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Germany’s SieMatic Plans to Expand Business in UAE
DUBAI - SieMatic, a Germany-based luxury kitchen cabinet manufacturer, plans measures to boost its business in the UAE and explore new markets in the Middle East, a top executive of the company said.
The Middle East contributes up to 10 per cent of the total revenue of the company and efforts are being made to increase the share by targeting other countries in the Middle East, specially in Gulf region, Ulrich W. Siekmann, chief executive officer of SieMatic Moebelwerke, said.
“We see a slow, but steady growth in coming years in the Middle East. As a next step, we are looking at malls and we want to develop in this market in the UAE,” Siekmann told Khaleej Times in Dubai.
To develop business in the UAE, the company plans to focus more on Abu Dhabi market, in addition to target project and retail business in the country. Better Life, an enterprise of Easa Saleh Al Gurg Group, is the sole distributor of SieMatic kitchens in the country.
“We have a SieMatic shop in Mall of Emirates in Dubai and a display centre in Al Wahda Mall. The company is also planning another display centre in Mirdif City Centre,” Ajai Dayal, General Manager of Easa Saleh Al Gurg Group for Retail and Marketing, said.
“In the UAE we are satisfied with Better Life and looking for more partners in the region,” he said.
SieMatic kitchens are available in Oman, Qatar, Bahrain, Kuwait and Saudi Arabia.
SieMatic has presence in two Saudi Arabian cities — Riyadh and Jeddah — and is keen to extend its reach to some other cities of the Gulf’s largest country, according to Siekmann. Without mentioning any specific timeframe, he said that Iran and Lebanon would be the next markets in the near future.
The price range of the kitchens sold by Better Life since its launch last year was Dh1,00,000 to 7,00,000, Anamika Priyadarshi, Marketing and Retail Manager of the distributor said.
Siekmann said, “If there is a special requirement, we can make it (kitchen) less than Dh1,00,000 or even Dh50,000.”
The high-end kitchen by SieMatic consists of a TV screen, DVD/CD player, PC and iPod points, and internet radio etc. SieMatic introduced the world’s first handleless kitchen in 1960 and this brand will turn 50 years in 2011.
“We will celebrate 50th anniversary in Milano fair next year,” Siekmann said. He believes that all major world markets have equal potential for the growth of its kitchens despite a slowdown due to global credit crisis.
“Business is not as usual in some markets world wide as things are moving slower than used to move in the past, Siekmann said.
SieMatic sells kitchens in 60 countries and has presence in all major markets in the world.
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