Empa Middle East FZCO

Sales & Marketing Dir.: Shahood Khan

Tags: Channel Middle East Power ListEMPA Middle EastUnited Arab Emirates
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Empa Middle East FZCO Sales & Marketing Dir.: Shahood Khan
By  Ashford Published  June 27, 2011

Contact: +971 4 803 9500
Website: www.empa-me.com
Headcount: 70
Active Accounts: 830
Regional Offices: UAE, Saudi, Egypt, Kuwait
Key Brands: Fujitsu, Intel, Iomega, Kingston, Netgear, Philips, Toshiba, Tripplite, Transcend, Eset, Serif, Lavasoft
Ownership: Privately owned
2009 sales: $129m
2010 sales: $130m

Do you think distribution has recovered from recent economic upheaval?

It was most definitely picking up until the political crisis. The UAE market has picked up, but the trouble in direct export markets is still an issue.

What were the company’s main milestones in 2010?

Our ROI was good, we had almost no bad debts, so although strong revenue growth was not present, our bottom line was good, we kept our inventory and receivables under control to achieve that ROI.

We started our enterprise division and we increased our market share for brands like Fujitsu, Iomega and Toshiba hard drives.

What are your strategic plans for the rest of 2011?

The plan is to add more retail brands, add brands to our enterprise division, and to continue to focus on ROI. It is a risky market, so compliance is important to us - basically doing good, healthy business is our focus.

Verdict

Empa has maintained its performance through a mix of strong financial management, and expansion in retail and Saudi Arabia, where it has been present for six years. Empa has concentrated on ‘B-brands’, such as Fujitsu, where it saw 50% revenue growth last, for better margins and less competition, as well as minimizing business risk.

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