Admiral signs Middle East-South Asia distribution pacts, unveils new products’ range
Admiral Appliances and Electronics Middle East & Africa hosted an exclusive event in Dubai on June 20, 2023 where the US-headquartered technology company signed comprehensive distribution agreements with leading Middle East and South Asian distributors, while also unveiling an extensive range of consumer appliances and electronics.
Admiral Appliances and Electronics is the consumer appliances and electronics arm of Miami, Florida-based Admiral Corporation of America.
Vishal Saxena, CEO of Admiral Appliances and Electronics, signed the distribution pacts with Diar J. Alkhayat, General Manager of Mekin Trading Agencies (Iraq); Mostafa Khalifa, Head of Business of Modern Electronics (Saudi Arabia); Sanjay Golchha, Managing Director of Golchha Group (Nepal); and Anish Jain, CEO of NuForth (India).
Comprehensive range
The new Admiral domestic appliances and electronics showcased at the launch event held at the Grand Hyatt Dubai included air conditioners, refrigerators, washing machines, cookers, dishwashers, mixers, microwave ovens, electric ovens, air fryers, toasters, sandwich makers, kettles, blenders, coffee makers, water dispensers, irons, steamers, vacuum cleaners and LED TVs.
The highlight of the new products’ launch was the presentation of a space-saving Dual Laundry Center washer/dryer, the first of its kind in the MEA region. Retailing for AED5,500+, the uniquely designed 10kg washer (top) and 7kg dryer (down) unit features two invertor motors, smart jet function, touch panel control, and UV light sterilisation resulting in bacteria-free clothes.
Closer to partners
In his keynote address to multinational channel partners, distributors and stakeholders, Saxena said as Admiral is an American company there was a historical gap in the organisation connecting locally with distributors, retailers, dealers, re-exporters and end-customers in the Middle East and South Asia region, but by virtue of the company having its Middle East regional headquarters in Jebel Ali, Dubai, and signing on new business associates in the region Admiral is now closer than ever before to its collaborators and target markets.
Highlighting the fact that Admiral Corporation is a 90-year-old American entity, Saxena said: “We are here to stay. Not many brands can boast of a legacy of 90 years. We continue to grow because we are committed to producing dependable and affordable consumer products; aspects that are important in today’s scenario. Consumers want to feel confident when buying a brand because they are not buying a brand but they are buying confidence.”
He added consumers trust an American brand, such as Admiral, because of “longevity and durability”, adding, “there are cases of customers using Admiral products for the last 55 years, proving that the products we sell are long-lasting”.
Holding his audience in rapt attention, Saxena noted that the newly launched Admiral product range was “unparalleled and extensive, including major domestic appliances, small domestic appliances, built-in appliances, LED TVs, and commercial and residential air conditioners”.
American brand tag
According to Saxena, the “brand acceptability is very strong and Admiral has very strong market positioning as an American brand. We are also very agile. Thanks to this agility we are one of the fastest-growing brands in the Middle East, Africa and CIS region”.
In this respect Saxena stated that “in less than three years we are present in 20 countries, but we have still a long way to go as our parent company’s portfolio is in 80 countries. By the end of 2023 we should be present in 30-odd countries, for which negotiations are going on with potential partners”.
“The brand [Admiral] is as strong as its partners,” said Saxena, adding he has encountered “brands failing because of weak partners, which is why Admiral only appoints partners after due diligence”.
Saxena singled out the distribution agreement signed with NuForth – the global distributor that harnesses the strength of its parent company Export Trading Group (ETG) – as being the perfect example of a “strategic partnership” for Admiral’s appliances and electronics in nine countries, with the addition of the mega India market, where Admiral also partners with Flipkart.
90 years legacy
Graham Bremer, Chief Marketing Officer of Admiral Corporation of America and General Manager of Admiral Mobility MEA & India, highlighted Admiral’s world-class manufacturing and distribution partnerships, its being a complete product and solution provider with best in class brand and marketing support and being a proud American brand with a legacy of 90 years.
Saxena presented awards to several partners, distributors and dealers at the event, for their contributing to the commercial success of Admiral Appliances and Electronics in their respective markets.
Admiral Appliances and Electronics has global manufacturing alliances in China, Thailand, Malaysia, South Korea, India, Saudi Arabia, Bahrain, Jordan, Egypt, Turkey and Italy.
Founded in the United States in 1934 by Ross Siragusa, Admiral Corporation of America operates three key divisions in conjunction with strong partners: Admiral Appliances (strategic partnership with NuForth ETG), Admiral Energy (strategic partnerships with Autel and Hitachi Energy), and Admiral Mobility (strategic partnerships with Gree, Avis, Geely and Farizon).
L-R image caption: Diar J. Alkhayat, GM of Mekin Trading Agencies, Vishal Saxena, CEO of Admiral Appliances and Electronics, and representatives after signing of the Iraq distribution agreement in Dubai. Credit: Arnold Pinto
Last Updated on 2 years by menews247
