Hardware+Tools Middle East Presents Perfect Platform For Introduction Of Global Brand's Lesser Known Product Range

Dubai, UAE: Goodyear, one of the world’s most famous brands, has launched its range of power tools, hand tools, car accessories, and LED lights in the Middle East.

More widely known globally as a premier tyre manufacturer, the American corporation has teamed up with the UAE-based SE International, which will be its exclusive distributor throughout the region.

The move was announced this week at the Hardware+Tools Middle East exhibition, which concludes today (5 June) at the Dubai International Convention and Exhibition Centre.

Rajan Sippy, Managing Director of SE International, said that the time is right for the world-class brand to enter the market, which is now witnessing a resurgence in construction and infrastructure development.

“There is certainly more demand now for high-quality tools, hardware, and machinery, with construction going on everywhere,“ said Sippy.  "The UAE alone is expected to spend over US$300 billion by 2030 on infrastructure development as the construction sector bounces back.“

“We are now in the process of setting up our after sales service centre, which is the most important part of the operation. When representing such a stong brand as Goodyear, that’s the protocol.

“We need to have a service centre to their specifications and equipped with all the parts before we can sell anything.“

Organised by Epoc Messe Frankfurt, Hardware+Tools Middle East is the region’s foremost trade and networking exhibition for hardware, tools, materials and machinery, featuring 224 exhibitors.

SE Internatonal and Goodyear were rubbing shoulders on the exhibition floor with several other high-profile brands, including Arwani Trading, representing Michelin; and Central Motors & Equipment, the exclusive dealer of Bosch power tools.

“Goodyear as a brand doesn’t need an introduction, but Goodyear power tools and hand tools do,“ added Sippy. “That’s why participating at Hardware+Tools has been so important for us.  The show has been rocking.  We’ve had people from Africa, Iran, Iraq, Oman, the UAE. In the last two hours alone we’ve potentially developed enough leads to pack up now and go home. That’s how good it has been.“

Marc Borlinghaus, Business Development Manager at Arwani Trading, added:  “We are the exclusive dealer of Michelin in the UAE, so its important for use to push the brand in the market. Hardware + Tools Middle East has provided a very targeted audience for us.  It‘s hugely beneficial to demonstrate how our products work and what their benefits are, something that sales brochures and websites cannot demonstrate.“

Hardware+Tools Middle East 2014 is now in its 15th editon, and has firmly established itself as the region’s foremost networking platform for international manufacturers, suppliers and trade professionals within the industry.

The three-day event features a wide range of exhibitors from within the Middle East and further afield from Europe, and Asia.