Al Khayyat Investments

"AKI is a partner with a lot of passion and focus on building brands."

Fouad Kadamani, Sales Manager – Gulf and Middle East, Arc International Cookware

The Groupe SEB subdivision was established in January 2011 to handle the exclusive distribution rights of Groupe SEB's  Tefal, Moulinex, Rowenta and Krups range of products, after a 40-year period with another distributor. The new division comprised an 87-strong, dedicated team of sales and marketing professionals supported by a team of in-store promoters strategically united to build the brand in the UAE market.  

From day one, a sales, distribution and trade marketing plan was executed, supported by Groupe SEB's aggressive above-the-line activity. The objective: to regain distribution and market share across the UAE market. By focusing on the basics of sales and distribution and agreeing an aggressive trade marketing plan with the leading retailers in the UAE, the impact was immediate.

By December 2011 UAE sales had increased by over 30%. Market leadership in cookware was regained and accelerated, gaining over 10% in market share. Significant market share increases were seen in all electrical products, boosting Groupe SEB's dominance of the market. During the commercially important Ramadan period, a wide range of products featured in over 100 advertised promotions backed by creative execution at store level, cementing Groupe SEB's Ramadan leadership.

At the end of AKI's first year with Groupe SEB, at their annual distributor conference, AKI's Groupe SEB unit was awarded "Best in-store displays of Tefal" and importantly "4F Award" for best forecasting and demand planning across the Middle East and Africa region.