Enhance UAE Unveils New Corporate Identity

In a strategic corporate rebranding exercise, the FMCG-focused distributor, WJ Towell Dubai LLC, a part of one of the leading and most respected business conglomerates in Oman, the WJ Towell Group, today unveiled a new brand identity - Enhance UAE.

The rebranded entity is managed by Enhance Oman, (earlier Matrah Cold Stores LLC), the leading provider of brand distribution and retail management solutions in Oman with significant presence in the UAE and Kuwait.

Speaking at a function to unveil the new identity in Dubai, Mr. Mohammed Ali Sultan, Chairman of Enhance UAE and Director of W.J. Towell, said: “Since our inception in 1984 in the UAE, we have notched up considerable brand presence in the retail and wholesale markets across the Emirates with an increasing portfolio of well-received global and regional brands. The new identity is part of our new vision, values and corporate objectives to enhance our presence in the UAE and across the GCC with strong growth milestones. I am delighted that we are utilising the strengths of the Enhance brand and proud of the activities we are announcing today .”

“In line with our strategic vision, Enhance UAE will aggressively look for new brand partnerships and alignment opportunities with UAE-based companies as part of expanding our footprints across the Emirates to nurture growth.” At the launch event at the Westin Hotel the CEO of Enhance Operating Companies, Mr. Dominic Myers also commented “We are integrating the successes of our Enhance business in Oman into Enhance UAE and our sister company Al Bustan Al Khaleeji in Kuwait which is also part of the W.J. Towell Group and falls under the Enhance management responsibilities.”
He added that the new Enhance identity reflects a modern and contemporary brand and also comes with significant restructuring of business processes to ensure better operational efficiencies in marketing, sales, distribution and partnerships.

Commenting on the new identity and the company’s outlook for the UAE market, Mr. Savio Almeida, General Manager, Enhance UAE, said: “Despite the challenging economic circumstances in the recent times, we have been able to sight higher growth prospects in the UAE market because of the inherent strength of the local economy to bounce back from economic shocks. We will be working closely with all of our valued customers so that they may also enjoy the benefits of the Enhance branding commitments.”

“The slowdown impact on spending on FMCG products has been moderate and we are confident that 2010 will be a growth year for us as the economy recovers and spending improves,” he said.

Mr. Almeida said Enhance UAE has put in place several new initiatives as part of the growth outlook. “This includes adding 20 per cent more warehousing facility in 2009 and increased investment in manpower and transportation infrastructure. In the last six months alone, we have increased our sales force by 50 per cent to cater to increasing growth.”

Enhance UAE currently has a warehousing space of 40,000 square feet in the UAE of its own and has a partnership with a third party provider for outsourced storage space.

Enhance UAE’s product profile includes the leading premium rice brand Tilda, the Sultan range of products including cereals, canned fish, edible oils and coconut milk powder managed by Enhance from Oman, Freddie cakes, Americana Olives and a cluster of European Confectionary brands including Guylian, Revillon, Villars, Favarger and Hirsch.