Franchising Middle East exhibition provides international launch pad for regional products

DUBAI March 15, 2011: Regional brands are using this week's Franchising Middle East (FME) exhibition as a launch pad for entering into international franchising agreements, as companies such as Emarat, Gulf Greetings and MasterBeds record a successful start to the show.

The eighth edition of FME runs from March 14-16, 2011 at the Sheikh Saeed Hall 1 at Dubai World Trade Centre.

"FME provides local brands with the ideal platform for showcasing their business set up to potential international franchisees. Many regional brands have taken their first international steps as a result of participation at the show and we expect this year's event to prove no different," said Abdul Rahman Falaknaz, Chairman of International Expo-Consults (IEC), the organiser of FME.

UAE-based Emarat has participated at FME for the past four years. "We decided to exhibit at FME 2011 to attract potential franchise buyers and industry professionals, building a network and sales opportunity for Emarat," said Dr. Rahma Bin Mohamed Al Shamsi, Retail Sales Manager at Emarat.

The Corporation was established in the UAE in 1981. Today, Emarat has extensive operations in the UAE in addition to Egypt. "During the last year, Emarat has opened several franchise shops for both Freshplus and Café Arabicca in addition to developing the number of franchise brands available," said Al Shamsi.

Emarat's convenience store brand Freshplus, opened its fourth branch in Dubai, at Entrepreneur Business Village, earlier this year.

Underlining its commitment to the franchise sector, Emarat, represented by its trade names Bakeria, Freshplus and Café Arabicca, recently became a member of the US-based International Franchise Association (IFA).

Gulf Greetings General Trading LLC is using this week's FME to source new Hallmark store owners. The company is the exclusive representative of Hallmark Cards, Inc. for the GCC region; the owner of The Toy Store, with stores offering the widest range of toys in the region; and also operates a wholesale business unit for the distribution of greeting cards, gift wrap, toys, gifts and other product ranges, exclusive to the Middle East.

Gulf Greetings is hoping to meet with potential franchise buyers, including entrepreneurs interested in owning a Hallmark store.

MasterBeds is a manufacturer of bedding products such as mattresses, beds, headboards, duvets, pillows and sofa beds. The company is a brand leader in Egypt having supplied more than 40,000 hotel rooms. Masterbed exports across the Middle East, Europe and the US. The brand is owned and managed by a Lebanese Group and manufactured in its industrial premises in Egypt.

According to the MasterBed team, the company is using FME to source potential franchisees in the UAE with a view to penetrating its lucrative five-star hotel industry.

FME is the largest international franchise exhibition in the Middle East and is supported by the IFA. The exhibition facilitates direct communication between entrepreneurs and potential franchise buyers from the region and beyond. For more information visit www.franchisingme.com

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About International Expo-Consults (IEC):
International Expo-Consults (IEC) is an internationally recognized trade show management company with an impressive track record of 16 years of operations in the Middle East and Asia Pacific region. The Exhibition arm of the Dubai-based conglomerate, the Falak Holding; IEC is the organiser of key exhibitions including Chemical Process Plant and Machinery (CPPM), Sign and Graphics Imaging (SGI), Franchising Middle East (FME) and the Dubai, Entertainment, Amusement and Leisure (DEAL).

A multi-billion dollar Dubai-based conglomerate, Falak Holding has been an industry pioneer for the last 30 years having diversified business interests including real estate development; retail - sports, fashion, home furnishings; exhibitions, medical diagnostics, trading and many more as part of its portfolio. Falak Holding is also a key stakeholder and investor in the prestigious Dubai Sports City project.

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© Press Release 2011