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Hardware+Tools Middle East 2014 attracts 3,239 trade buyers

15 Jul 2014

Surging construction sector drives demand for tools and machinery

Hardware+Tools Middle East 2014 ended a successful three days of busy networking and deal making at the Dubai International Convention and Exhibition last month.

The 15th edition of the region’s only dedicated trade, networking and business development showcase for hardware, tools, materials and machinery, attracted 3,239 trade buyers and decision makers from across the world.

The three-day event’s recent success indicates the healthy state of the Middle East market for materials, tools and machinery, which is driven by the continued surge in the construction industry across the wider region.

With recent reports indicating that Saudi Arabia and UAE account for as much as 60 per cent of the US$2.5 trillion worth of projects currently underway or being planned in the MENA region, it’s not surprising that the market for machinery, tools and materials is upbeat.

“With the Middle East region currently undergoing a construction boom in both new infrastructure and real estate developments, demand continues to grow for supplies of tools, machinery and construction material,“ said Ahmed Pauwels, CEO Epoc Messe Frankfurt, the organiser of Hardware+Tools Middle East.  

“Hardware+Tools Middle East continues to present exhibitors with unmatched access to this promising market as well as valuable networking and interaction opportunities.”

With 230 exhibitors showcasing a wide spectrum of hand and power tools, protective gear, all types of machinery and innovative material, the show floor was buzzing with interested buyers eyeing new deals and sourcing new products.

Attracting much attention were the country pavilions from China, Taiwan, Thailand and India, while product launches and new trends from leading brands were the highlights of the exhibition.

Making their Middle East debut with a range of power and hand tools was Goodyear, who tied up with UAE-based SE International to distribute their products across the region.

Rajan Sippy, Managing Director of SE International said: “Goodyear as a brand doesn’t need an introduction, but Goodyear power tools and hand tools do. That’s why participating at Hardware+Tools was so important for us.  The show was rocking.  We’ve had people from Africa, Iran, Iraq, Oman, and the UAE making inquiries. All in all it has been an extremely good debut.”

Another top tool maker making a regional debut was Peugeot Power Tools under its brand owner, Far Group from China. Having brought licensing rights from the French company three years ago, Far Group is entering the Middle East market via a three-pronged strategy.

“Since taking over the Peugeot Power Tools brand, we had to rebuild the European market, the French speaking African market, and now the Middle East,” said Ronan Guilliot, General Manager of Far Group.

“This is the first time exhibiting at Hardware+Tools Middle East, and we are effectively launching the brand for the first time here. We have no branch so we need to find a company that has existing channels.  We’ve had some strong leads, and it has been a good first approach into the market. The show has been the right fit for us in terms of investment, and so it has been positive.”

Another satisfied exhibitor at Hardware+Tools Middle East was Marc Borlinghaus, Business Development Manager at Arwani Trading, who said: “We are the exclusive dealer of Michelin Power Tools in the UAE, so it’s important for us to push the brand in the market. Hardware+Tools Middle East has provided a targeted audience for us.  It‘s hugely beneficial to demonstrate how our products work and what their benefits are, something that sales brochures and websites cannot demonstrate.”

Meanwhile, regular exhibitor Central Motors & Equipment, the licensed distributor for Bosch Power Tools in the UAE was inundated with new business leads at the three-day showcase.

Sumit Chordia, Business Head of Power Tools at Central Motors & Equipment was optimistic at the overall prospects of the market: “We have been exhibiting at Hardware+Tools Middle East for the past five years,” said Chordia.  “With the award of Dubai Expo 2020, and the construction sector now making a comeback, we decided to come again, and we’ve been very busy.

“We’ve had three big contracting companies come here which opens up leads for us to follow up and enquire for new business. We’ve had about 125-150 queries at our stand over the last three days, and people in the industry are certainly waking up.”

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