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Super-Max Relocates Global Distribution HQ to Dubai

The move would reduce its operating cost by up to 40 per cent compare to Europe, Ajay Bindroo, Group CEO of Wesley International Ltd., the global distributor of Super-Max, said on Thursday.

“We are in the mass market business and the flow of supply chain is very important for us. Dubai provides very economical and fast logistics plateform in addition to lower manpower cost. We can easily reduce operating cost from 30 to 40 per cent here compare to London,” Bindroo told Khaleej Times.

The brand, which has a formidable presence in over 140 countries, also enjoy a significant marketshare in the Gulf countries. In the UAE it has 24 per cent, 31 per cent in Saudi Arabia, 41 per cent in Bahrain and 13 per cent in Kuwait.

Bindroo said that Dubai is a hub for trading-oriented business in the world and “its ideal place for us as we are engaged in distribution business. Our move .... is a strategic decision based on the lucrative opportunities offered by this market. Dubai has the key resources to channel our growth and expansion across the globe.”

The new facility in JAFZA has been built with an investment of over Dh100 million. Sprawling across 50,000 square feet, the establishment is an ultra-modern logistics and warehousing facility and is expected to be fully completed in 2011. “We have grown in developing market very quickly in the last four to five years, he said, adding: “We are looking for expansion and cost benefit in this market.”

Speaking at the inauguration Ibrahim Al Janahi, Chief Commercial Officer, JAFZA said: “JAFZA’s strategic location and its exceptional logistics infrastructure, build-to-suit solutions and services will facilitate Wesley’s business and help the company gain competitive advantages in the various regional markets the company will target.”

Super-Max products have been available in the Middle Eastern markets since early 1990’s in the wholesale channel. However, the branded distribution to modern and retail formats started in 1997 in Oman and soon after in other GCC countries.

For the celebrations of the inauguration of the Super-Max headquarters, the company played host to its global associates, who joined in the festivities from over a 100 countries. Other guests included the local dignitaries and members of the Super-Max group. The celebrations will continue on the February 19 and 20, 2010 at the Yas Marina Circuit in Abu Dhabi where the Super-Max-Kelly Racing team will compete with other teams from across the world in the V8 400 Supercars Championship Series.

abdulbasit@khaleejtimes.com