Company poised to double business volume in the next 5 years

Showroom offers over 17 premium brands

Dubai, UAE : May 14, 2015

Better Life Appliances & Accessories, a division of the Easa Saleh Al Gurg Group LLC, today reopened the doors of its redesigned  store located at the Mall of the Emirates. The upscale store spread across an area of 706 square meters (7600 sq. ft.), is all set to attract customers with its wide and excellent choice of over 400 products from more than 17 premium international brands.

The store features a more open layout making it convenient for consumers to browse and shop various home appliances. One of the main highlights at the opening event was a raffle draw contest, wherein guests were given an opportunity to win exciting prizes upon answering questions about the premium products displayed. Guests also witnessed a unique live cooking demonstration by UAE's celebrity Chef Bobby.

Speaking at the press conference, Abdulla Al Gurg - Group General Manager, Easa Saleh Al Gurg Group LLC said, "The progress of Better Life over the past couple of years has been exemplary. We continue to be on a high growth trajectory and are targeting doubling the business in the next five years with even more international brands joining the product portfolio. From a modest beginning in 2003, Better Life is now involved in diverse businesses via its Retail, Distribution and Projects divisions."

The increasing demand for leading international brands has significantly contributed to the dynamism of the home appliances industry in the UAE. It witnessed an average household spend of US$ 350 (AED 1285) as the growth rate trudged at a rate of 6%, and is expected to see a Computed Annual Growth Rate (CAGR) of 7% between 2014 and 2019, putting it among the top 10 countries in terms of volume growth*. 

Capitalizing on this opportunity, Better Life has expanded its portfolio to offer products from premium brands that enjoy market leadership in their categories. The company showcases an extensive range of appliances with a major share in the built-in appliances, bottom freezer refrigerators, dishwashers and cookers segments. The company also has leadership in the 8Kg+ washing machines category.

Speaking on the occasion, Anurag Guglani, General Manager Better Life Appliances and Accessories said, "We are delighted to announce the relaunch of our store at the Mall of the Emirates. At Better Life, we bring the best of the brands all under one roof, thereby ensuring consumers are spoilt of choices and helping them take an informed decision. We are confident this store will further strengthen our presence and help in our overall growth strategy."

To further strengthen its position in the region, Better Life aims to add more retail showrooms in Oman, Qatar and the UAE in the future. Better Life maintains international standards of service, product range, quality and shopping experience that will enhance a customer's shopping experience at all its store locations.

Better Life now has 4 stores located across UAE - 3 stores in Dubai at Mall of the Emirates, Mirdif City Centre, Deira and 1 store in Abu Dhabi - Al Raha Mall. Better Life are the official agents for world renowned brands - Siemens Home Appliances, Smeg, Zanussi, Fisher & Paykel, Telefunken, Vestfrost, Grundig, Gigaset, AEG, Forbes of Switzerland, Terim, LIGHTAIR, TCL, Classic ACs, Onida, Wolf Power and Euron in the UAE, Middle East and South Asia depending on agreed territories per brand.  

To celebrate the store opening, upon purchase of goods worth AED 1500, Better Life offers customers an opportunity to win kitchen appliances worth AED 10,000. In addition, gift vouchers worth AED 100 to AED 750 will be given on select models in the following range - refrigerators, built-in appliances, washing machines and dryers, dishwashers, cooking ranges and BBQ grills. The offer is valid only at Better Life stores in Mall of the Emirates, Mirdif City Centre and at Deira Al Ittihad Road.

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About Better Life
Better Life Appliances and Accessories is a fully owned company of the Easa Saleh Al Gurg Group LLC and is an ISO 9001:2008 certified organization. It represents pioneering European brands such as Siemens Home Appliances, Smeg, Zanussi, Gigaset, AEG, Vestfrost, Grundig, LIGHTAIR, Telefunken and Terim, as well as renowned global brands - Fisher & Paykel, Forbes of Switzerland, TCL, Classic ACs, Onida, Euron and Wolf Power. Better Life is committed to providing an enhanced customer service experience whilst delivering results in all aspects of the business.

Press contact:
Sheetal B
Senior Account Manager
Tel: +971 4 450 6870
Email: B.Sheetal@raeeme.com

© Press Release 2015