Regional News

Euro Auctions set for first Mideast sale

September 2017

Euro Auctions of the UK is set to make a dramatic impact on the construction, agricultural equipment and industrial plant sectors across the Middle East when it opens its doors on its first auction in Dubai, UAE, this month (September 13).

“Euro Auctions has always had excellent relationships with consignors and buyers across the Middle East and Africa,” commented Jonnie Keys, Euro Auctions’ operations manager. “The Middle East has long been part of our continued global expansion plans, so our newly acquired auction site in the Jebel Ali Free Zone will contribute to building a stronger customer base in the region. It links our trading base in Brisbane, Australia, with the new sale site in Hong Kong also coming on-line in September, and our established operations in Europe. Dubai will be a pivotal point in triangulating our activities in the Pacific Rim.”

The management team in Dubai will comprise general manager Derek Bleakley, territory manager Richard Sweatt and UAE auction veteran and sales manager Amjad Abu Faroukh.

“The Euro Auctions business model is always to recruit a core team from local nationals in every country that have expert equipment knowledge as well as an understanding the local language and culture,” said Keys.

For each sale, the local team is then boosted by key Euro Auctions staff from across the globe which will include the customer service team that is brought in to manage the administrational aspects of the sale, further supported by the IT department, the financial department from the Dromore headquarters in Northern Ireland, auctioneers from Ireland and the US, in addition to local staff recruited to provide essential support for each sale.

This way, Euro Auctions’ family values are maintained and buyers and sellers attending multiple events meet recognisable team members at each sale, he adds.

Euro Auctions was founded by Derek Keys and his brothers in their home town of Dromore. The first sale in 1998 covered just 371 lots of industrial plant, construction equipment and agricultural machinery but attracted over 1,500 bidders, racking up a hammer total approaching £1 million ($1.29 million). This was soon followed by the acquisition of an auction site in England and then further expansion across the globe.

Today, by listening to the needs of its customers, Euro Auctions has expanded organically into a global business that now has 10 sites around the globe, delivering more than 60 auctions a year, collectively reaching over 100,000 prospects, over 30,000 loyal bidders and the sale of close to 70,000 lots each year, valued at around $450 million.

“We believe that Euro Auctions has built a sound reputation by listening to its clients, working with them and helping them to solve any logistical problems that inevitably occur in this industry. We know all our clients personally and spend time getting to know them better. We also deliver what we promise,” said Keys.

“We are always fair, and that, coupled with having a very ‘can do’ attitude, sets us above the rest. We have many customers that have been with us for years and have worked with them during challenging times and when the economic environment has been more positive. Euro Auctions has developed terrific customer loyalty by adhering to these values. From an organisational perspective, Euro Auctions has a fairly flat and compact management structure, meaning we can be extremely agile and responsive to economic changes or to opportunities we see in the market,” he emphasised.

Keys continued: “When we open our doors to the very first Euro Auctions sale in Dubai on September 13, the first impression that attendees will get is that the sale is a very friendly affair with buyers and sellers being treated with equally high levels of customer service. Early consignments and registrations from buyers tell us that there will be a lot of familiar faces in the sale room as well as those looking at and testing the machinery.

“Customers from the Middle East have previously been regular visitors to other Euro Auctions sales around the globe, regularly attending our US, UK, German, Spanish and Australian auctions. The friendly atmosphere will be apparent in Dubai and the Keys family will be evident at each sale and have a real ‘hands on’ approach. Our auctions will be relaxed and efficient events with lots of familiar faces and great machinery on offer.”

“Interest in our first Dubai sale to date has been exceptional and, with many loyal buyers and sellers in the region, we expect trade to be good. At this inaugural sale, we are looking to provide consignors with a real alternative in the region at which to sell. For buyers, it provides the opportunity to purchase some really good equipment and machinery. Once that is achieved, Euro Auctions will continue to build the numbers as other sales follow,” Keys concluded.

Euro Auctions is focused on providing the Middle East with access to the global equipment market, backed up by excellent service. Consignors and bidders looking to register can visit

More Stories