US-based DeWalt, considered a market leader in power tools, has been working on an ambitious plan for expansion in the region.

“We are doubling the size of our warehouse and distribution facility in Jafz (Jebel Ali Free Zone) at a cost of $3 million. The project will be completed by this August or September,” says Paul D’Cruz, commercial director for DeWalt Middle East and Africa.
“Work on a new state-of-the-art distribution centre has commenced for the Jafz to further enhance its presence in the region,” he says.
DeWalt, which continues to strengthen its leadership position in the region, also plans to focus on a number of technology driven new products, especially the rotary hammer segment, along with innovative trade programs.
The company has invested millions of dollars in development and manpower to ensure that it meets the market needs. This sort of investment in product development and people will ensure our stability and further growth in this region, he says.
DeWalt has ensured a strong presence in the region by setting up its regional headquarters in Dubai, through which it has achieved the growth of an extensive authorised dealer network throughout the GCC with importers and agents in other parts of the Middle East and Africa.
Currently, the company enjoys a 40 per cent market share in the GCC, and has reported a 33 per cent increase in sales for 2003, which is more than twice the average market growth rate of 12 to 15 per cent.
“This is a clear indication of the immense share gain and complete reinforcement of the brand leadership we have won in the Middle East region,” he says.
After establishing a firm footing in the US in the early 1990s, DeWalt shifted its focus to the Middle East by the mid-90s.
DeWalt is also eyeing closely at the developments in Iraq.
Says D’Cruz: “We will put in people as soon as the situation there becomes clearer. There are existing alliances with the leading US project companies that we can take forward into Iraq.”
D’Cruz concludes: “DeWalt is here to stay leading the industry by innovation and technology. Add to that investment in people and we should remain the benchmark for the power tool industry. Clearly the efforts should take the brand to new heights of leadership and respect.”