MEA UAE Business Awards 2017

40 MEA MARKETS / UAE BUSINESS AWARDS 2017 , Luxuria Trading, based in theMiddle East, specializes in the distribution of luxury brands with a special emphasis on the beauty and perfumes sectors. We spoke to CEO and Founder Bechara Sleiman to find out more about the firmand the range of services it offers. Best Luxury Perfume Distributor 2017 - Middle East Luxuria is a full services operation providing strategy advice, distribution, logistics, marketing, training, merchandising and market monitoring services to our clients in GCC, Levant and Iran. Specialising in building brands within the fragrances, make-up, skin care and watches sectors, the firm represent over 25 high end perfume and skin care brands including Penhaligon’s, L’Artisan Parfumeur, Floris, Diptyque, Miller Harris, Byredo, Codage, Elemis, Sentéales, StriVectin. Working with such illustrious clients means that the firm has to offer the very highest standards of service, as Bechara explains. “Based upon over a quarter of a century of experience in the Middle Eastern market, Luxuria understand the specific nuances and traits of this unique yet highly rewarding region. Our primary focus is tailoring and implementing individual strategies that meet the precise needs and objections of our clients’ brands in the market they wish to enter. Many operators in the Middle Eastern luxury goods market have come and gone: Luxuria have maintained our presence despite the market ups and downs, and it is the hard work, attention to detail and strong relationships within the industry which have helped guide our firm to the success it enjoys today. “Our philosophy is based upon knowledge, ensuring that we are constantly up to date with what is happening in markets within which we operate and this is based upon maintaining good relationships with the market movers. Our clients benefit from this knowledge because it ensures that their brands maintain the edge needed to keep them ahead of the rest, which is essential in the luxury business.” This knowledge comes from a collaborative internal culture which thrives on communicating closely with clients and industry partners, as Bechara discusses. “Internally, Luxuria has a strong emphasis on personal communication with all our operating partners and suppliers. As part of this approach we encourage our staff to build relationships with the people behind the organisations as this is what will ensure success and cohesion in our operations. As such we look for individuals with a strong ambition to build a network, strong communication skills and a “go getter” attitude that makes them roll up their sleeves and get down to it.” Having a strong presence in the market means that Luxuria has a wealth of knowledge on the latest industry trends and developments, which Bechara is keen to share with us. “Trends within the luxury goods market are that the industry has become more sophisticated with its approach to brand positioning. Retailers are becoming more particular about the brands they work with choosing only those that appeal to their target markets instead of the previous “one size fits all” we will take anything approach. They are also applying western retail policy of turnover per square meter and return per square meter, something previously unheard of in this part of the world. “As such, we adapt to these changes by being more particular about where we place our brands. Taking into consideration not only the target market but also each brands personalisation policy. We define our distribution based upon brand equity. Each brand has its own distribution style and concept and we work to cultivate this and showcase it to its fullest. “Within the region as a whole, the economy is still developing, and we are currently enjoying a sustainable period of growth. Any presence in the UAE will UA170002 reflect positively in the GCC countries, as is the case with firms such as Bloomingdales. There are many challenges for firms moving into the region, as the open market means that there are lots of competitors and therefore we need more investment in education to ensure that our workforce is able to cope. We need to be on the same level as Europe. Free zones and other systems such as E-government in the UAE allow us to operate in a smooth way and to develop all countries around us. Public relations in the UAE is more liberal than other GCC countries which also gives us more freedom to showcase our brands.” “Fundamentally, in a market where the strength of your network is a deciding factor in the success of a brand, Luxuria delivers. We are partnered with some of the major local operators and retailers in the region which provide our brands with the best opportunities and the most lucrative exposure. In a market that has changed substantially over the last two decades, our company can boast a consistent presence; through the experience of myself and my senior team, our operation has witnessed first-hand the various economic cycles of the region, the growth, correction and stabilisation of the industry that

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