Homewide, the newest of the Mohamed Hareb Al Otaiba’s independent companies, is the demerged Domestic Appliances Division.

With a corporate objective of tapping the lion’s share of the domestic market and penetrating the other GCC markets, Homewide has taken further steps in enhancing customer services and establishing brand identities.
It is in the process of setting up showrooms in the UAE and abroad, besides moving into the manufacture of its own brand of home appliances.
“We are entering into an agreement with one of a leading Asian companies and planning to start a manufacturing facility in Dubai. Homewide will develop its own kitchen appliances brand and will export it to the rest of the world,” says Antony Varghese, Homewide general manager.
“We are part of Al Otaiba and are exercising the same philosophy of ‘services beyond excellence’ for our customers. We are currently streamlining our operations and will to be fully operational this month.  In addition, we will launch a major promotional campaign during this year’s Big 5 show,” says Varghese.
The company, which has taken over Al Otaiba Feretti, is launching operations in a big way with two specific divisions for domestic appliances and kitchen and wardrobe systems and accessories.
Bosch will be the company’s flagship brand for which it has the sole rights for the UAE, while for Baumatic – another world-class brand – Homewide has distribution and marketing rights throughout the GCC region.
In the kitchens and wardrobe sector, the company will be pushing leading brands such as Papandrea, MIA and MK (all of Italy) while in the kitchen and wardrobe accessories segment, it will be marketing and distributing the Cuicina brand.
Homewide will be displaying its home appliances product mix at its existing four showrooms in Dubai, Abu Dhabi and Al Ain while its kitchen and wardrobe systems will be promoted at ‘destination stores’, which the company is planning to set up. Two of these stores are expected to open this month in Dubai while those in Abu Dhabi and Sharjah will welcome their first customers next January.
The company has devised a comprehensive export plan and by early 2006 will finalise subsidiaries in Oman, Qatar, Bahrain and Kuwait.
 “We have so many unique things to offer to the market. Take the example of Cuicina’s stainless steel wire accessories, which are unique. This and many more – which we are offering to customers across the region – will be on display at the Big 5 show,” he concludes.