Almasa reviews retail portfolio
Distributor in the process of sharpening brand and category focus following Delta merger
The integration of Delta Business Products into Almasa is nearing its conclusion, with the combined company claiming it will have the scale and expertise to make a major impact in the Middle East retail distribution channel.
"We are almost at the end of our integration and rationalisation," confirmed Govinda Siddartha, director of Almasa's retail division and the former managing director of Delta.
"Post-GITEX you will see a number of initiatives from Almasa's retail division in terms of partnerships and service initiatives. We want to implement the programmes and activities that we are planning in order to make a statement in the market, rather than making the statement and then waiting for the implementation."
Since the acquisition was announced in May, the Delta business has been repositioned as Almasa's retail division and the unit has worked to "fine-tune" the retail brands and product categories that it focuses on to strengthen its market position.
"This category rationalisation will happen as we go along," explained Siddartha. "What this basically means for our retailers is that they now have a supplier with a large infrastructure and very strong retail expertise, which can offer a strong and dedicated commitment. We have a large brand portfolio and will be catering to all of the GCC with in-country operations, logistics, finance, RMA and merchandising support."
Almasa claims that with the acquisition of Delta it now has operations in five Middle East countries and access to more than 370 major power retailers in the Gulf.