The new state-of-the-art facility in JAFZA has been built with an investment of over AED100 million. Sprawling across 50,000 square feet, the establishment is an ultra-modern logistics and warehousing facility and is expected to be fully completed in 2011.
Launched in 1986, Super-Max has grown from strength to strength and is today one of the leading brands in its category worldwide. Super-Max offers an exhaustive range of products, which cater to all segments of the market.
Ajay Bindroo, group CEO of Wesley International Ltd., global distributor of Super-Max, said, "Dubai is considered among the most advantageous platforms for business and development in the world today. Our move from London to Dubai is a strategic decision based on the lucrative opportunities offered by this market. Dubai has the key resources to channel our growth and expansion across the globe."
He added: "Dubai has witnessed exponential growth in the recent years under the guidance of its visionary leader. Encouraged by the city's dynamic initiatives, astute planning and remarkable insights, Super-Max has made a geographical leap to Dubai with the assurance to kindle unprecedented growth in this region and worldwide."
Speaking at the inauguration of the Super-Max headquarters, Ibrahim Al-Janahi, chief commercial officer, JAFZA said: "Super-Max products hold a strong presence globally and we are very pleased that the company has chosen the Jebel Ali Free Zone as its global base. JAFZA's strategic location and its exceptional logistics infrastructure, build-to-suit solutions and services will facilitate Wesley's business and help the company gain competitive advantages in the various regional markets the company will target."
For the celebrations of the inauguration of the Super-Max headquarters, the company played host to its global associates, who joined in the festivities from over a 100 countries. Other guests included the local dignitaries and members of the Super-Max group.
Super-Max products have been available in the Middle Eastern markets since early 1990's in the wholesale channel. However the branded distribution to modern and retail formats started in 1997 in Oman and soon after in other GCC countries. The brand has had tremendous success in the GCC. Super-Max became the market leader in Oman within five years of commencement of operations and continues to enjoy market leadership with a volume share of 48 percent as of 2009. It is the second largest shaving brand in other GCC countries with volume shares of 41 percent in Bahrain, 31 percent in Saudi Arabia, 24 percent in UAE and 13 percent in Kuwait.