Dubai, April 2, 2013

Stanley Black & Decker MEA along with Al Wifaq General Trading LLC, their distributors in the UAE, showcased the width and breadth of the Stanley brand by hosting a mammoth Dealer's Conference in Radisson Deira, Dubai, recently.

The annual gathering has become a regular event for the hand tools segment. It gets bigger each year, now frequented by over 600 people from dealers and sub-dealers in the traditional trade.

The gathering witnessed the launch of two new Stanley ranges: Stanley Fat Max Power Tools: A share gain program targeted towards the ever so important tradesman segment - A range which caters to the performance and durability expectations of the trade user. Stanley Pad Locks: New range including brass laminated and Bayonnette Padlocks.

The event was also a launch pad for the much awaited yearly Stanley Promotion - This year a combination of a raffle draw and scratch & win, the biggest prize being a 22 carat Gold Hammer.

Mr. Sebastien Geliquot-Serna, Director Marketing & Commercialization, Hand Tools & Storage - EMG, said, "We are pleased to host the annual event for our partners. The event provides us a platform to introduce and talk about our new product range and seek feedback from our partners. Also, this platform brings together all Stanley's partners - distributors, dealers, sub-dealers, in the UAE under one roof."

Suhas D. Prabhu, Regional Director- Middle East and Africa for Stanley Security Solutions Inc, said "Stanley Security Solutions with its diverse product range and Security Solutions Architecture, has now successfully and officially launched its extensive "Stanley Padlocks" range of Mechanical Access Products in the UAE market, through an exclusive distribution arrangement with Al Wifaq General Trading. This successful partnership will help in accessing and promoting the Stanley padlocks range of products and gain significant market share over the years.

Commenting during the seminar, Mustafa Mahmood, Director - Al Wifaq General Trading said, "It is with pride that we represent Stanley hand tools in the UAE. We have recently extended this relationship by taking up the representation of the Stanley Padlocks & Power Tools for the UAE. Over the years, Stanley has reaffirmed its position as number one in the UAE market. Our growing dealer network and demand for products stand testimony to this."

Stanley is dedicated to continuously test, design and develop new products to ensure quality and maximum function. It aims to cater to retailers and skilled end users who are looking out for the best tools in the market for their use.

-Ends-

About Stanley Tools:
Stanley® (www.stanleytools.com), a brand of Stanley Black & Decker (NYSE:SWK), is a diversified worldwide supplier of tools and engineered solutions for professional, industrial, woodworking, construction and do-it-yourself use. For over 165 years, the trusted Stanley® brand has been synonymous with quality, value, and reliability. Its well-known hand tool and storage brands include Stanley®, FatMax®, and FatMax® Xtreme™. Headquartered in New Britain, CT, Stanley® operates multiple manufacturing facilities and sales offices throughout the globe.

Website: www.stanleyworks.ae

About Al Wifaq Group:
Founded in 1998 as a small scale yet ambitious trading firm, Al Wifaq General Trading LLC has now grown in reputation, size and product portfolio to become one of the leading Trading / Distribution firm in United Arab Emirates.

Today with fourteen years of history and experience all the personnel of Al Wifaq, from the workers on the workshop to the qualified and professional staff and from administrators to sales representatives maintain a spirit of enthusiasm, drive and innovation, a spirit which has served us so well since the early pioneering days.

For more details, please contact:
Ms. Jumana Aman
Watermelon Communications
Tel: +971-4-2833655
Email: jumana@watermelonme.com

© Press Release 2013