Bernhard Beckmann, MD of Export Marketing Gesellschaft, told AME Info: 'German Competence Offices are the current tool for marketing the products of the German furniture industry in the Gulf region, following years of careful preparation.
'In 1998, we started by analysing the situation in the VAE markets. We developed concepts for German furniture exporters and helped them participating successfully in trade fairs and exhibitions in Dubai.'
German Competence Offices, established jointly by Export Marketing and Sesam Business Consultants, are the link between the German furniture industry and decision-makers in the construction and fit-out business of the GCC countries.
The purpose of this company is to serve as a one-stop-shop for specifiers, interior designers, architects and consultants involved in major projects such as hotels, commercial and residential buildings and compounds as well as public projects throughout the region.
A seminar 'Building Boom in the Gulf Area', organised by Export Marketing in Herford, Germany last month, provided the German furniture manufacturers and suppliers with detailed information on the services of the German Competence Offices and on major building projects currently in progress in Dubai.
The participants, including Asmuth Leuchten, BAX Kitchens, Hera, Missal Objekt Licht, Thielemeyer and WINI, were also briefed on the specific tendering procedures in the Gulf region.
Germany is a major centre of furniture production in Europe with the turnover exceeding EUR20bn in 2004.
Traditionally, the furniture market in Germany itself is quite strong, which is why the industry was not as export-orientated in the past as might be expected. This trend has been reversed, however, and in 2004 25% of the entire turn-over resulted from exports.
In the words of Bernhard Beckmann, 'Made in Germany' is particularly successful in the Gulf when it comes to high-quality furniture, kitchen outfit, built-in furniture, special furniture (e.g. for clinics and medical practices), panelling, stairs and windows.
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Export Marketing, the the export association of Germany's furniture industry, has stepped up its activities in the UAE setting up the German Competence Offices company in Dubai.
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Wolfram BielensteinTuesday, May 31 - 2005 at 12:58 UAE local time (GMT+4)
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This article was updated on Thu Jun 02 2005.
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