Appliance demand rises as consumers seek Better Life

UAE household appliance retailer Better Life has recorded a massive 170% increase in business in 2006 compared to 2005, a result driven mainly by the Dubai construction boom.

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By  Aaron Greenwood Published  November 13, 2006

UAE household appliance retailer Better Life has recorded a massive 170% increase in business in 2006 compared to 2005, a result driven mainly by the Dubai construction boom. The Easa Saleh Al Gurg Group specialist home appliance retail division recently secured contracts to fit out more than 6,000 new apartments in the UAE with built-in kitchen appliances. The company has also enjoyed significant retail sales increases across its entire kitchen appliance portfolio, which includes products from German brand Siemens, Electrolux’s Italian division, Zanussi, and Fisher & Paykel appliances from New Zealand. Better Life currently operates three retail showrooms in Dubai and others located in the emirates of Abu Dhabi, Sharjah, Ras Al Khaimah, and Fujairah. Ajai Dayal, general manager of Retail and Marketingat Easa Saleh Al Gurg Group, said that demand for household appliances had boomed as a result of the increase in freehold property developments in the UAE. “With the introduction of the freehold property law by the UAE government, UAE residents are increasingly investing in their homes and the property development sector is booming,” he said. “This has led to an increase in demand for stylish yet functional kitchen appliances. “We offer a wide choice of quality built-in appliances. Our experience in handling major development projects in the UAE has grown over the years, and we work closely with developers helping them anticipate potential problems and avoid and possible delays.” Better Life is currently equipping more than 2,500 apartments located in the Old Town District and Residences of the Burj Dubai development with Siemens and Zanussi built-in appliances. Other projects include 377 managed apartments of the prestigious World Trade Centre Residences on Sheikh Zayed Road, 950 apartments located at the Marina Promenade and 300 apartments in Indigo Towers, Jumeirah Lake Towers. “Built-in appliances can be integrated into the kitchen environment to make the best use of available space,” said Dayal. “They are also gaining popularity in the interior design market for furnished apartments in the UAE.”

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