Xerox Emirates signs Officemart

Xerox Emirates, the exclusive distributor for Xerox products and services in the UAE has announced a foray into the retail sector with a deal through retail store Officemart. Xerox Emirates has worked as the sole UAE distributor for the vendor for 20 years. The deal with Officemart is a non-exclusive retail agreement

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By  Andy Tillett Published  September 8, 2005

Xerox Emirates, the exclusive distributor for Xerox products and services in the UAE has announced a foray into the retail sector through a deal with retail store Officemart. Xerox Emirates has been the sole UAE distributor for vendor Xerox Limited for 20 years. The deal with Officemart is a non-exclusive retail agreement. “Xerox has not addressed the retail market seriously in the past because we didn’t have the right products. Now we have the right offering for a retail environment. Officemart wants to create a complete office solution and we think the Xerox products and services can complement this offering. Officemart is also planning to open a new showroom on Sheikh Zayed road in Dubai and we think that will help it grow in line with us,” said Ayman Mattar, marketing director, Xerox Emirates. Xerox Emirates has previously dealt directly with large accounts and through a dealer model in the UAE previously. The distributor has only one other retail tie in the form of the Lotus Copy centre in the Emirate of Fujairah. Officemart will now offer a mix of multi-function products MFPs (copy, print, fax, and scan), Xerox Visioneers scanners, Flat LCD monitors and digital projectors at its store in the Emirate of Dubai. “Officemart is proud at this partnership and commitment toXerox. We provide total office solutions to our customers, enhanced by our excellent sales, telesales and delivery network. We look at this relationship with Xerox as mutually beneficial and long term,” said Saleh Khamas, CEO, Officemart part of Khamas Group of Companies The move towards retail complements reported double-digit growth from Xerox Emirates year on year. The move is cautious because and Xerox Emirates says it will not be switching to an entirely retail distribution model in the foreseeable future. “Goals are still at retail accounting for less than 20% of our total business. There is a plan to possibly build the retail arm, but at present we are just testing the water. Exclusivity doesn’t always give the full coverage that vendors need, so you have to work hard and constantly review and change your strategy to provide the product through channel, e-commerce, and as many routes to market as possible, and the retail channel is an area that we wanted to take on board,” added Mattar. Xerox Emirates is a joint venture between the Mohamed Hareb Al Otaiba Group and Xerox Limited. Xerox limited, the vendor partner of Xerox Emirates is reported to be very pleased with the tie up between Xerox Emirates and Officemart.

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