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A head for business

BRAND BUSINESS is big business. Nowhere is this more evident than in Dubai, a city that has become home to a hierarchy of brands, from top-of-the-line to mid-level to the lowest rung, in virtually all product segments.

Scores of businesses have been thriving entirely on brands. Developing new products, however, requires effective ways to minimise risk and maximise gain. New ideas need to be thoroughly tested and evaluated to reduce risks and help fine-tune the marketing mix before launch.

No one understands this process better than the Dubai-based Al Maya Group, which began operations as a stand-alone supermarket in Ajman in 1979. Today, a US$ 350 million turnover business house, Al Maya Group owns retail businesses, supermarkets, wholesale distribution division comprising foodstuff, textiles, novelties, households, garments and electronics. In 1985, the Group acquired the prestigious British Home Stores (BHS) franchise.

The group has introduced several renowned brands in the country, such as Mr Price, Borders, Hanes, Byford and Police Garments under the BHS franchise. And Davidoff Café, Pocari Sweat, Oronamin C, Daily Fresh, American Garden, Kebbler are other brands under the banner of Al Maya Trading Company.

A leading name in retail trade in the UAE, Al Maya Trading Company has recently added another new brand to its growing portfolio: Heads Sports Toiletry range. The company has tied up with Corsair International of the UK, the licensed manufacturer of the Heads Sports Toiletry range. As per the agreement, Al Maya Trading will promote and distribute Head eau de toilette, anti-perspirant, deo spray and shower gels in the UAE and GCC.

"Brand business is a passion with us," said Kamal Vachani, director, Al Maya Group. "We’re thrilled to add the Head range of toiletries to the long list of international brands that Al Maya has been associated with over the years. It’s fitting that a top brand like Head, a leading name in sports that commands credibility, should partner with Al Maya Group which enjoys a solid reputation in the market."

The group organised a lively launch event at the Zinc Disco of Crowne plaza Hotel recently.

Vachani pointed out that Heads is an established global manufacturer and marketer of premium sports equipment. And the Heads Sports Toiletry range is globally positioned as a brand ‘to make you feel refreshed after playing sports,’ which makes it popular among those who lead an active sporting life. But he said the brand’s unique appeal is such that it is equally popular among non-sporting types. He added, "So, we expect the Heads Sports Toiletry range to do extremely well in the region."