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Swish to introduce cleaning systems at Private Label event

DUBAI - UAE is a brand driven market and in order to maintain the supremacy of the exisitng brands, retailers, distributors and brand experts come up with innovative ideas to retain the customer strength to any given brand.

A new concept of 'Private Label' in the offing is fairly a nascent concept, but promises to reach the grassroots of branding in UAE.

The concept demands a selection of manufacturers for the quality products which will further help the brands to be sold under the private label. The Private Label Middle East (PLME) - the region's first contract manufacturing event is scheduled from September 14 - 16, 2004.

During the event, Scandinavian cleaning systems manufacturer, Swish - which specialises in transforming customer ideas into exclusive high quality cleaning tools will introduce its innovative cleaning products into the region at the event. So what's so innovative about this company which is launching its products in UAE which is conventional for all the brands, the answer is that this company is allowing the retail chains, wholesalers, distributors and direct selling organisations to create their own labels in the market and can sell these products.

Swish supplies to consumer cleaning companies such as Electrolux, FMCG suppliers Unilever, direct selling company ENJO and commercial cleaning companies such as Nilfisk Advance and JohnsonDiversey, will introduce its Scandinavian Flat Mop System at the exhibition to be held at the Dubai World Trade Centre during the exhibition.

Johnny Mehrinejad, International Sales Manager - Consumer Products, Swish, said: "We strongly believe that the Middle East is an emerging market with great opportunities for us to present our ergonomic, economical and environmental cleaning systems. PLME gives us a chance to gauge demand and we are looking forward to meeting retail chains, wholesalers, distributors and direct selling organisations which want to create their own label cleaning products or source top-quality user-friendly cleaning products."

Justin Boutros, Managing Director, Channels Exhibitions, organisers of PLME, said: "Contract manufacturers are eyeing the expansion and diversification of regional retail chains and wholesalers. Many of these have already introduced, or are in the process of launching their own label brands in this high growth sector, forecast to be worth US$ 500 billion by 2010. It is therefore crucial for these retailers, who want to launch a new product under their own brand name, to find manufacturers and suppliers who can provide them top-quality goods at competitive prices. PLME will bring together these retail organisations with potential manufacturers and suppliers who can help them create own label and private branded products."

Other industry sectors covered by PLME include food and beverage, health and beauty, home and kitchenware, stationery, textiles and home textiles, paper and plastic, electronics and white goods, industrial consumables as well as market research and brand design services. PLME is held under the patronage of the Department of Economic Development, Government of Dubai.