Ali Group Middle East’s David Morris looks to the future with new regional office

David Morris, regional managing director of Ali Group Middle East & Africa, speaks to Michael Jones about the opening of a new regional office for the Group in Dubai, UAE

Global foodservice equipment manufacturer Ali Group has moved to further enhance its already considerable presence in the Middle East by opening a new regional office in Dubai, UAE. David Morris, regional managing director of Ali Group Middle East & Africa  FZ-LLC, discusses the opportunities for the Group the new premises will bring.

Why is the new office an important move for Ali Group’s presence in the Middle East?
It was important for Ali Group to have a corporate presence in the region that supported our customers and our brands. The only way to do this effectively is to be based here and to create relationships built on trust and performance. Our customers should know that we are here for them and here to stay.

How will it help Ali Group to grow and develop business in the region?
In many ways. We hope to give our customers greater confidence, knowledge and awareness of our products as a result of our presence. Being permanently situated in the region will allow us to keep a stronger knowledge of local market activity and the ability to react with trends.

Where is the new office and why did you choose its location?
The new entity of Ali Group Middle East FZ LLC is located in Dubai Design District. A centrally located, un-bonded freezone with great flexibility on the license activities. With a demonstration and presentation room incorporated into the facility it is important that our customers can reach us quickly and easily.


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Dubai Design District, Dubai, UAE


Which brands did you choose to be the first companies to place permanent staff in the office? 
For different reasons: Metro were already located in the UAE but as a result of the acquisition they were looking for a new home. Lainox is a product that needs to be seen in action so a resident chef/salesman is imperative. Other companies will be placing a permanent representative here in the near future for a variety of reasons in line with the philosophy described above. Many of our brands fit nicely with the high-end hotel resort and restaurant projects but we also have a crossover with products suitable for key accounts and the retail sector. We aim to support our companies that already trade in the region and those who would like to build activity.

What does the future look like for Ali Group in the Middle East?
Building the presence and awareness of our brands, strengthening our relationships with local dealers, growing our after sales division to build confidence and belief in reliability will all lead to a strong, consolidated, professional and helpful unit.

Michael Jones

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