Whirlpool ties up with Tadmur for home appliance distribution

January 30, 2014 - 9:09:29 am

From left: The General Manager of Tadmur Trading, Raed Halawa, General Manager for Middle and Africa (MEA), Whirlpool Corporation, Lorenzo Milani; Senior Commercial Manager, MEA, Whirlpool, Luca Lampredi; Business Development Manager, Tadmur, Pieter W Van Herpen, and Regional Sales Manager for Middle East and East Africa, Whirlpool, Benny George, during the re-launch of Whirlpool products in Qatar on Tuesday. (Salim Matramkot)

Doha: Whirlpool, a global player in the home appliance industry, aims to achieve leadership position in Qatar’s home appliance market in five years. The US headquartered company, on Tuesday, announced partnership with Tadmur Trading for distribution of its home appliance in Qatar. 

Whirlpool, which is currently present in 170 countries, has charted a strategy to gradually expand its presence in Qatar by increasing its market share to 35 percent in five years. 

“In one year we expect to achieve 10 percent market share in home appliance category,” said Lorenzo Milani, general manager MEA (Middle East- Africa) region, Whirlpool. 

“We expect to become either a number one or a number two player in next five years,” he said.

Qatar’s home appliance is estimated to be around $220m and a company needs to acquire at least 35 percent market share to become market leader.

“We are confident that the combination of our extensive infrastructure, unmatched logistics capabilities and the strength of our sales force will enable us to extend the current distribution network of Whirlpool Home Appliances Portfolio,” said Raed Halawa, general manager, Tadmur Trading.

Whirlpool in association with its exclusive distributer Tadmur Trading on Tuesday launched a full range of its home appliance. Whirlpool products include built in kitchen appliances, washing machines, dryers, refrigerators, freezers, ice makers, dishwashers, cookers, microwaves, air conditioners and water purifiers.  

“The partnership equips Whirlpool with broader distribution of its products and services throughout Qatar by leveraging Tadmur Trading’s supply chain expertise, extensive infrastructure and unique commitment to meet the ever changing needs of its customers,” said Milani. 

“The partnership with Tadmur Trading in Qatar will create a new set of opportunities to better serve our consumers, while providing easier access to our innovative home solutions; exploring the limits of technology and taking an innovative approach to bring to the market the most intuitive and intelligent appliances possible,” he said.

The Peninsula

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