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Intercoil eyeing 30% sales growth, 8 new stores in ’12
Abdul Basit (INTERVIEW) / 10 June 2012
DUBAI - Intercoil International is confident to achieve more than 30 per cent growth in sales this year on improved business environment, with the company planning to expand in North Africa during the year in addition to eight new retail showrooms across Gulf countries, according to its managing director.
Established in 1974, the company is a Dubai-based sleep systems manufacturer, trader and retailer, with wholly-owned subsidiaries across six countries in the Middle East. Intercoil exports its products to 20 countries in Middle East and North Africa, Levant and South Asia.
“We comfortably achieved 25 per cent growth in 2011, so we believe 30 per cent [in 2012] is not difficult or may be more,” Hassan Al Hazeem told Khaleej Times in an interview.
The company’s primary market is the UAE, followed by Saudi Arabia, he said. “Outside the GCC, we are also strong in Egypt.”
Intercoil is among the top two companies in the UAE and among the top five in GCC countries in terms of retail business of sleep systems, he said, adding: “We export around 45 per cent of sales to 20 countries in the Mena region.”
Last year was a remarkable year in regional growth strategy, and the company successfully accomplished major milestones in its expansion roadmap, he said. “In 2012, we aim to further build on our market leadership by boosting both our geographical footprint as well as the manufacturing capacity,” he added.
The company is working to become the market leader in the region and plans to expand in North African markets, he said. “We will be focusing in the next couple of years in North African markets such as Tunisia, Libya, and Algeria. Northern part of Iraq is also on expansion agenda,” he added.
In 2012, the company is looking towards opening eight new showrooms, aside from augmenting its production capabilities in terms of capacity and technology. “It will help us consolidate our pole position and gain both market reach and market share,” he said.
The company recently increased its production capacity by opening a manufacturing facility in Ras Al Khaimah. The RAK factory has increased the company’s production by 30 per cent and now, the combined production of Dubai and RAK is around 1,500 mattresses per day. There is also growth in terms of foam and furniture, he said.
Last year, the company signed new contracts with leading hotel chains in the region, and the company was nominated as the preferred bedding partner for Starwood Hotels, the Rezidor Hotel Group and Rotana Hotels.
Through 2011, the company also supplied its products to several prestigious projects, including The Westin in Abu Dhabi, The Kempinski Al Rashid in Baghdad, St Regis Saadiyat Island in Abu Dhabi, The Millennium Plaza in Dubai, St Regis in Qatar and The Rotana Hotels in Abu Dhabi, among others.
Responding to a question, he said hospitality sector performance looks better than last year as there is a lot more improvement.
Recently, Intercoil achieved the Dubai Quality Appreciation Programme instituted by the Government of Dubai and Dubai Department of Economic Development for 2011.
Commenting on the award, he said: “Business excellence models take a holistic view and audits the quality culture followed at all levels of the organisation. The Dubai Quality Appreciation Programme Award is a major milestone for us, but we cannot rest on our laurels, we need to sustain our amazing growth, through innovation and continuous improvement.”
Earlier this year, Intercoil was ranked No.4 in the Dubai SME 100 list. The rankings aim to identify and award SMEs for innovation and outstanding contribution to the economic landscape of the country.
He said the company plans to grow further by continually developing its business procedures, expanding geographically and forward integration.
The company implements total quality management in all its operations and accredited with ISO 9001, ISO 14001 EMS, OHSA 18001, Health and Safety certifications. Intercoil is the sole licensee of the Therapedic for the GCC; and has been the licencee for Simmons across 10 countries in the Middle East since 2010.
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