The partnership of Union Architectural Hardware and Almoajil struck a new high with the recent programme of expansion in the heart of Dubai.

The expansion included the opening of its new Dubai office, which houses the new Union Design Centre (UDC)/Yale Security Centre (YSC), early last month. The UDC/YDC centre will, however, be officially launched later this month (February 26). Besides the new offices and the UDC/YSC, Almoajil is also investing in a new fleet of vans that will allow speedy deliveries in the UAE and a shuttle service between the Jebel Ali warehouse and the UDC/YSC on Zabeel Road.
“This exciting new project is going to change the way we do business in the region, Union and Almoajil will join hands together and become a stronger partnership than ever before,” says a spokesman for Union.
In addition, the partnership has also embarked on a recruitment drive that has seen Union adding two more employees to the team in Dubai – enabling it to service the Near East markets better and faster – and Almoajil adding new sales managers to the Union team to allow for better market coverage in the UAE and increased support to the UDCs in theGulf.
“These exciting achievements were made possible by the continuous and strong support of Sheikh Ahmed Almoajil and Muzaffar Khan from Almoajil – which is a true example of a trusted partnership,” says the spokesman.
The partnership of Union Architectural Hardware and Almoajil, which is entering its third year of successful business, came up with the plan to start the new centre so that it could achieve a faster growth rate in the highly competitive markets of the region.
“The GCC has become a very competitive place of business and the only way forward is to differentiate yourself from the competition,” says the spokesman. “Following the successful rolling out of the Design Centre concept across the Middle East, it was time to move to the next level in the UAE,” he adds.
The plan to set up a new UDC in the centre of Dubai was drawn up after several fruitful discussions between Sheikh Ahmed Almoajil and Muzaffar Khan of Almoajil, and the management of Union UK and Middle East.
“Besides going more aggressively after the competition, it also became a major step forward in an even stronger and closer partnership between Union and Almoajil,” says the spokesman.
Tracing the moves taken towards establishing the UDC, he explains: “The first step was to find a suitable location for the design centre and the sales offices that would not just bring the Almoajil sales team closer to town but also house the Union’s Middle East team and help strengthen the day-to-day operations.
“A suitable place was found in early August at Zabeel Road near the Dubai General Post office, which was within 10 to 15 minutes from the majority of our end-users as well as the suq.
“The 5,000 sq ft premises has a very unique layout, with one entrance facing the Zabeel side along with another entrance facing the side street. This layout is so unique that immediately the concept was adjusted to be a two-in-one place of business. Besides housing the Union design centre, it was decided that the premises would also houses the Yale Security centre.
“From the outside it appears as two separate companies, each with its own entrance. The back-of-the-house would then have two split office areas with a shared boardroom and storage areas for small and fast deliveries. When the location was decided upon, the designers of Extra Cake Dubai were approached and briefed to come up with a unique design for both the showroom areas as well as the offices.
“The final designs are unique in the locks and hardware industry. The new UDC is now a combination of a walk-through showroom concept as well as a full product layout on product display boards; while the Yale Security Centre has been designed with the residential and trade customer in mind. The back-of-the-house office area is a showcase as well, allowing the end user/customer to view the hardware and accessories on different types of doors.
Gemaco was appointed the turnkey contractor and completed the civil and MEP (mechanical, electrical and plumbing) works, apart from the supply of furniture.
Speaking on the UAE market, the spokesman says: “The UAE is constantly in the news with regards to new construction projects, each bigger than the other, more special and unusual than anywhere else in the world.
“With several projects such as the The Palm, The World, Lost City, Arabian Ranches, Marina Towers, Dubai International Financial City (DIFC), Hydropolis Hotel and many more coming up, the scenario has become very attractive for a manufacturer such as Union,” he says.
“On the flipside however, Dubai has become a magnet for hardware suppliers from all over the word. This has had a negative impact in product specifications where price became the key decision factor on many projects. This doesn’t make it easier for a quality-focused manufacturer like Union. Nevertheless, Union and Almoajil do not give up and the fight continues from day-to-day and the results have been beyond expectation. Union has won various prestigious projects in Dubai such as:
• Madinat Jumeirah Court villas, restaurant and health spa;
• Equestrian stables, Arabian Ranches as well as  202 villas in Phase II of the project;
• Shell Middle East offices;
• Microsoft offices;
• Le Meridien Mina Siyahi renovation;
• Zone 10A initial residential launch – Dubai Festival City;
• Al Maha Resort – conference hall;
• BurJuman expansion, service building 16A and SB4, retail and parking areas;
• Residential complex at Dubai Investment Park;
• Four Points Sheraton renovation;
• Bistro Cafe, 21st Century Tower;
• Dubai International Airport Terminal 1 expansion;
• Geant Supermarket Complex, Gardens Shopping Mall;
• Naffco residential complex – Investment Park;
• Murooj Plaza Complex; and
• Dubai Women College.
Besides the above projects, Almoajil also regularly supplies major contractors such as Khansaheb, Al Habtoor, Al Naboodah, Amana Steel, Ayman Korea and many more. Various collaborations are taking place with quality door manufactures, Task Fze, C&B and Prometal, just to name a few.
“These partnerships make both us as well as the door manufacturer stronger in the overall submittals. The wholesale retail business has also grown from strength to strength.
“Apart from the lucrative market of the UAE, and the markets of the GCC Almoajil will take a giant stride forward – as the distribution centre for the Near East as well,” says the spokesman. “Countries such as Lebanon, Jordan, Sri Lanka, Pakistan and Syria will benefit greatly from this new concept. Direct shipments from the Almoajil warehouse will save time, money and will allow the local Design Centres to respond faster to the end users. The logistics for this new project was worked out last month.”

Saudi expansion
Almoajil in Saudi Arabia is moving ahead to constantly expand and strengthen its distribution network across the kingdom. In addition to existing showrooms in Riyadh, Dammam and Jeddah, Almojail has now built a brand new presence in Hufof with its Hufof showroom and Design Centre, which was inaugurated last November.
“The new location is adding to the consistent growth for Union in Saudi Arabia,” says the spokesman. Almoajil and Yale enjoy market leadership for the Mortice lock market in the kingdom through well-established showrooms in all major cities. Now it is time to focus on the Union growth.
Speaking on the Saudi market he says: “The year 2004 saw turnover doubling from 2003 and the growth continues. Saudi Arabia has been a tough market for a European Architectural Brand as Union. This is because a majority of the projects in Saudi Arabia are ANSI/BHMA specified. This means we either can only chase around 20 per cent of the total projects or we need to convert specs. This is a demanding task for us. “Nevertheless, growth opportunities exist as proved by the success of new products (X906 and X985 Series). Some major orders for Panic Hardware where pulled in along with various prestigious projects in the Eastern province.”
“The year 2005 is going to be very promising as Almoajil has now quoted well over 75 projects across the kingdom of Saudi Arabia. Aggressive plans are also being put in place to further develop the architectural market with Union; this means more Design Centres and more people. Almoajil will continue with Union to penetrate the market deeper and deeper. Our overall aim is to be number one in Saudi Arabia,” he concludes.