Electrolux, a global leader in home appliances, has appointed Ian Banes as the general manager for the Middle East, Africa and Turkey (MEA) region, based out of the Electrolux regional headquarters in Dubai.

He took over the role from his predecessor, Imran Mahmoud, on April 6.

Banes has been with the Electrolux Group for 12 years in various commercial and product development roles in both Asia and Europe. He has spent the last two years working in the Middle East as SVP for the Electrolux Home Comfort business.

His main focus now will be on driving the growth strategy of Electrolux Group in MEA through the delivery of relevant product innovation and by differentiating the organisation through both product and brand marketing activation, said a statement.
 
The Electrolux brand is a recent introduction to the lower Gulf region, bringing with it the brand’s expertise in the creation of great tasting food through its built-in product offering. The brand has been receiving an enthusiastic response in the region with a product launch that was attended by nearly 300 trade customers in conjunction with Electrolux participation as headline sponsor of the region’s biggest premium food festival, Taste of Dubai.  

Electrolux has over 90 years of experience providing professional solutions to the world’s top restaurants and hotels. The company has been utilising this expertise together with deep Middle Eastern consumer insight to bring relevant, new and differentiated products to the region, the statement said.

In talking about his future plans, Banes said: “Over the coming months we will be increasing our presence in Saudi Arabia, with exciting new initiatives and product launches. We will continue to build on our consumer understanding and steer that knowledge and insight toward the development of new regionally relevant and consumer validated products.”  - TradeArabia News Service