German appliance maker in Oman foray
Muscat, July 3, 2012
Germany-based Severin, the maker of small domestic appliances, has set up shop in Oman under an exclusive partnership with Sarco, one of the Sultanate’s leading distributors of consumer goods.
“Oman offers new growth opportunities in home appliance sector and we are very pleased to be working with Sarco as Severin’s exclusive importer-distributor,” said Eric Berchtold, Severin’s area director, Middle East and Africa.
Berchtold was speaking on the sidelines of a launch event for more than 100 guests at the capital’s Shangri-la Barr Al Jissah. He acknowledged Oman’s importance to Severin’s regional strategy and predicted that the product range will quickly carve a niche for itself.
He noted that Oman’s consumer spending is showing a healthy growth on the back of recent pay rises across the public and private sectors. In tandem the retail sector is undergoing swift development with more than 100,000 sq ft of retail space currently under construction.
Oman was recently ranked eighth in the AT Kearney’s 2012 Global Retail Development Index (GRDI), a ranking of the top 30 developing countries for global retail expansion.
Ajay Ganti, chief executive officer Sarco, expressed his confidence in the new partnership. “Severin is a strong brand in the small domestic appliance sector. It comes with the German pedigree and an excellent product mix.”
Ganti said that retailers must up-the-ante in response to Oman’s buoyant economy and increased consumer spending by offering new, quality products across the board. He said that Severin fits the bill.
“Severin’s range across breakfast, informal dinning, and personal grooming ticks all the boxes when it comes to quality, performance, look and price,” he said.
“In the coffee segment, Severin has a wonderful product in the form of the S2 One Touch fully-automatic machine. It has a bean-to-cup function, easy to maintain and positioned at a mid-level price point for a high-end product.”
Severin made its Middle East debut in UAE in 2010 and has built a strong presence in Saudi Arabia, Jordan, Bahrain, Qatar and Kuwait.
“Severin’s strengths lie in the simplicity, innovation and workmanship of the products themselves. But having said that, products can be copied, a brand cannot and is the strength of Severin’s 100 year-old brand marque stamped across the range that equals true value,” said Berchtold.
He said that Severin’s century-long commitment is in delivering quality and performance and that working with the right partners is a key ingredient in ensuring that this is achieved at all stages of the customer relationship.
Berchtold predicts that Severin’s contemporary design approach to products will be a major pull for the Omani consumer looking for a stylish approach to small home appliances.
“Severin brings its brand DNA to the table, fusing design, function and good value pricing in the entire range of products.
“Severin puts its energies on the quality design, production and distribution of a comprehensive range of home appliances and personal grooming products – always geared to lifestyle enablement at a sensible investment,” he concluded. – TradeArabia News Service
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