Complex Made Simple

Better Life seeks to reinforce dominance in UAE’s premium home appliance market

Better Life & Lightair unveil next-generation air purifiers

Better Life, a division of Easa Saleh Al Gurg Group LLC, and Sweden’s Lightair, a world leader in indoor air quality, unveiled the revolutionary Lightair Ion Flow technology in the UAE, reinforcing their leadership position in the region’s indoor appliance industry.

The Lightair range of air purifiers was launched at a press conference in Dubai today in the presence of senior management from the Easa Saleh Al Gurg Group LLC and Lightair. Lightair uses IonFlow, an advanced ionization technology that removes the smallest particles that aggravate and cause allergic reactions.

Speaking at the launch event, Abdulla Fareed Al Gurg, Group General Manager, Easa Saleh Al Gurg Group LLC, described Lightair as a giant leap forward in air purification technology. “At Better Life, we are always keen to launch products that push the boundaries in innovation and provide total functionality in their environments. The launch of Lightair in this region therefore demonstrates our endeavour to remain ahead of the game and set benchmarks in our home appliance product portfolio,” he pointed out.

Al Gurg said that the Lightair brand would be an important addition in Better Life’s vast home appliance portfolio which already includes renowned brands such as Siemens, SMEG, Fisher & Paykel, Zanussi, Terim, Gigaset, Grundig, Onida, Forbes and its own brands Wolf Power and Euron.

“These are exciting times for us in the home appliance business,” Better Life’s General Manager Anurag Guglani said. “As residents and offices in the UAE become increasingly conscious about improving the quality of air they breathe, innovations such as Lightair will always be appreciated by consumers. Lightair is undoubtedly a progressive concept that will help eliminate respiratory illnesses in confined environments, be it homes, businesses or schools.”

The Lightair range joins Better Life’s impressive portfolio of attractive and iconic appliance innovations, which includes the I-Phone-shaped beverage cooler, the SMEG denim-designer refrigerator, and the egg-shaped cooler / warmer from Terim. The new products will further enhance Better Life’s market leadership in the Dishwashing, Built-ins, and Beverage cooling market.

Roger Sogge, Chief Executive of Lightair, said that the Swedish brand wasdetermined to expand its footprint in fast-developing markets such as North America, Middle East, Europe and Asia.

“Lightair reinforces our commitment to offer healthy home solutions that combine design, innovation and functionality. Rising above industry standard, the new product exemplifies our dedication to healthy, clean air for homes and businesses across the globe. We are glad to partner with the Easa Saleh Al Gurg Group and Better Life who understand our innovation and philosophy,” he added.

The stylish and elegant Lightair Ion-Flow 50 series makes radical shift in indoor air purification technology. The purifiers use a filter-free process to remove air-borne particles from mould, dust, smoke, pollen, micro-organisms, pet allergens and more for rooms up to 650 square feet. It is also energy efficient, using 10 times less energy than most indoor air purifiers.

Working silently, Lightair employs a reusable dust collector that can be washed easily, unlike the expensive filters in conventional purifiers that have to be replaced regularly.

Offering ultimate style and optimal performance, Lightair’s new Ion-Flow 50 Signature model utilizes the technology that built Lightair’s revolutionary reputation but with a distinct redesign. The new, sophisticated version boasts a stylish andnatural amber colour and a wood grain finish, offering a stylish solution for classic homes.

Lightair products are available at Better Life showrooms in Mall of the Emirates and Mirdif City Centre (both in Dubai), Al Ittihad Road (Deira) and all leading hypermarkets, retail chains and outlets across the UAE.