Kärcher aims to boost regional presence

German-based high-pressure cleaning appliances vendor Kärcher unveiled its regional headquarters in Dubai’s Jebel Ali Free Zone (JAFZ) last month.

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By  Ronan Shields Published  December 30, 2006

German-based high-pressure cleaning appliances vendor Kärcher unveiled its regional headquarters in Dubai’s Jebel Ali Free Zone (JAFZ) last month. The US$2.8million facility aims to capitalise on the company’s exponential growth in the region’s domestic appliances market over the past two years. The facility’s primary objective will be providing support to Kärcher’s channel partners through its retail training and customer services, said Richard Nouira, managing director of Kärcher FZE. Nouira estimated the regional domestic cleaning appliances segment to be worth in the vicinity of US$112million to Kärcher in terms of annual sales. “The main priority of this facility is to provide service and support to our regional channel partners in order to achieve maximum market penetration,” said Melanie Florence Mueller, marketing and customer relations manager of Kärcher. “Our original sales office in Dubai, which we established in 1998, has benefited our business greatly in terms of growth. This new facility will take our business to the next level in the Middle East.” Hassan Al Mahroos, managing director of Kärcher’s Bahrain distributor Al Mahroos, welcomed the establishment of the new regional headquarters. “The opening of this facility will hasten the supply of Kärcher products to retail outlets across the Middle East,” he said. “With an improved supply of products and Kärcher’s reputation among the domestic industries we feel that we will be able to boost the brand’s market share in Bahrain.”

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