Dubai - 12 February, 2013 - In line with its global expansion and product diversification strategy, iconic American brand Zippo has ambitious plans to grow the business in the Middle East. The company, which has been manufacturing Zippo Windproof Lighters since 1932, has recorded 15 per cent year-on-year growth in the region over the past three years, and plans to grow the business a further 20 per cent in the next 12 months.

Zippo first made an appearance in the Middle East in 1985, strengthening distribution efforts in 1993 with the appointment of Al Tamy, the region's official Zippo distributor. Zippo now offers more than 1,000 Windproof Lighter designs in the region, plus an ever-growing range of lifestyle products. Over 600 outlets stock Zippo products across the GCC, including 272 points of sale in the UAE, and an additional 500 points of sale in KSA, where Al-Musbah is the official distributor.

Recognizing the importance of diversifying, Zippo's objective is to establish itself in the region as a lifestyle brand. To support this positioning it has launched a range of new lifestyle products including watches, fragrances, pens and outdoor goods for recreational camping. 

For the first time in the region, sales efforts will be supported by a globally-designed and locally-implemented marketing programme which will consist of media relations, social media engagement and event marketing. The programme will be executed across the UAE, Qatar and KSA.

David Warfel, Zippo Global Marketing Director commented: "While there is no question that Zippo has an established presence in the region, our goal is to engage and excite local consumers, leveraging our brand's iconic personality to ultimately drive bottom line sales. The simultaneous expansion of our product portfolio will help to position Zippo as an exciting lifestyle brand, both in the Middle East and globally."

Zippo's global sales across all divisions were around $200 million in 2012. The company has identified the Middle East as a key growth market and is confident that with a strategic sales and marketing approach it will be able to expand the Zippo business significantly in the region in 2013 and beyond.  

About Zippo
Zippo markets in more than 160 countries and is one of the most recognized brands in the world. Based in Bradford, PA, USA, Zippo has produced over 500 million windproof lighters, each backed by an unparalleled lifetime guarantee. Zippo's diverse product line includes lighter accessories; butane candle lighters; watches, fragrance, and lifestyle accessories for men; and a robust line of heat and flame products for outdoor enthusiasts.  Zippo also owns W.R. Case and Sons Cutlery Company, based in Bradford, PA, USA.  For more information, visit www.zippo.com or like us at facebook.com/zippo.

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Dinesh Sandran / Sara Kilani
SLAM PR
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dinesh.sandran@ws-mena.com / sara.kilani@ws-mena.com                               

© Press Release 2013