Dulux becomes first paint outlet to open in a UAE shopping mall

Dubai, UAE, February 27, 2006: Dulux of ICI Paints achieved sales of over AED192 million in the Middle East last year, and projects sales volumes to reach AED640 million by 2010.  In 2005, the decorative paint market made up 90 per cent of ICI Paints' global turnover of AED15.3 billion.

Based in the UK, Dulux Paints operates 49 factories in 25 countries and sells its products in more than 120 countries. In the Middle East, ICI Dulux is made in Jordan, Saudi Arabia, Yemen and the UAE. Dulux is distributed to Bahrain, Kuwait, Oman and Qatar in the GCC, Palestinian Authority, Iran, Iraq, Syria and Lebanon.

"The Middle East decorative market has huge potential, the UAE especially," said Tony Myers, Managing Director of ICI Paints decorative licensing and export business. "The total decorative paints market for the GCC, Levant and Yemen is estimated to be 485 million litres and, with the ongoing boom in construction and private property ownership, we expect to see year-on-year growth of more than 15 per cent."

Tony Myers recently visited Dubai with Richard Stuckes, Chief Executive Officer, ICI Paints UK and Ireland, to conduct a one-day symposium for Dulux licensees from the Middle East, Europe and Africa (MEA). The objective of the symposium was to share marketing insights, and provide strategic direction for the next phase of development for the Dulux brand in the region.

"Dulux's International Licensee Symposium is a significant event. There is 100 per cent representation from all the key markets in the Middle East, Europe and Africa, and the ideas generated play a critical role in bringing about further sales growth for Dulux."

Philip Mathew, General Manager, Al Gurg Leigh's Paints, which hosted the symposium at the Park Hyatt in Dubai, said: "The regional strategic direction for the brand that is planned at this symposium will boost market penetration for Dulux."

Al Gurg Leigh's Paints has been a licensee of Dulux since 1992 and is responsible for producing and marketing Dulux in the UAE.  Around 35 Dulux licensees representing 12 countries from the Middle East, Europe and Africa travelled to Dubai to attend the meet and for the first time were joined by Licensees from North and South America.

"We operate through regional hubs using our paint expertise, technology and marketing with the local knowledge of our partners to meet local needs," said Richard Stuckes, Chief Executive Officer, ICI Paints UK and Ireland. "With the massive construction boom in the region, Dulux's focus is on the 'homeowner' market. Our Dulux Decorator Centres in the region are a source of inspiration and advice for homeowners."

At the end of 2005, as part of its strategy to attract homeowners, Dulux opened a new decorator centre at the Mall of the Emirates, becoming the first paint outlet to open in a UAE shopping mall. Since opening the outlet has had a phenomenal response, attracting approximately 500 visitors a day.

Two new Dulux products were launched in the Middle East at the symposium. 'Light and Space' is a range of white and pale shades, which can create an enhanced sense of light in a room through optical brightening technology.

Dulux Flex is an easy-to-apply flexible colour emulsion that covers minor hairline cracks and prevents them from reappearing. The formulation is designed to produce an even, deep colour in just two coats.

ICI Dulux will attend the Middle East Coatings show that takes place at Dubai World Trade Centre from February 27 to March 1. The Middle East Coatings Show will be the largest coatings event ever in the Middle East. It will attract raw materials suppliers and equipment manufacturers for the coatings industry.

Decorative and protective coatings for buildings account for half of the world's consumption of paint. ICI Paints produces 1.1 billion litres of paint each year, which is enough to cover 2.8 million football pitches or paint every house in Los Angeles, Beijing and London combined.

-Ends-

Notes to the Editor:
Al Gurg Leigh's Paints (AGLP) was established in Sharjah in 1988 to manufacture a wide range of industrial and decorative coatings. Protective coatings for the industrial, marine and petrochemical industry, including coatings for fire protection, are manufactured under licence from Leigh's Paints, UK, while high quality Dulux decorative paints are manufactured under licence from ICI Paints, UK. AGLP manufactures and distributes the full range of paints under the Leigh's, Dulux and Oasis Brands.  

In addition, Al Gurg Leigh's Paints operates a regional technical laboratory equipped with the latest research and development and analysis equipment providing a high degree of technical commitment to the region. Al Gurg Leigh's Paints is a member of the Easa Saleh Al Gurg Group of Companies. 

The Easa Saleh Al Gurg (ESAG) Group was founded by the Chairman of the Group and the UAE's ambassador to the UK, H.E Easa Saleh Al Gurg CBE, in 1960. Today the group is associated with over 20 brands such as British American Tobacco, Unilever, Dunlop, Siemens, United Colours of Benetton, and Burmah Castrol.

Distributed for the ICI Paints by Polaris Public Relations.

For more information, please contact:
Yasir Alani
Polaris Public Relations
Dubai
UAE
Tel: (04) 3348522
Fax: (04) 3341326
E.mail: y.alani@polaris-me.com

© Press Release 2006