The Saudi-owned company Alaa Industrial Equipment Factory (AFI) aims to be the regional leader in industrial equipment supplies, by delivering to its customers the widest range of top-quality products at competitive prices and backed by a friendly service, says a spokesman for the Dammam-headquartered firm.

To this end the company has set up a distribution centre - Alaa DC - at Mina Sulman port in Bahrain. As Alaa DC is strategically located before entering the customs area, goods can be exported to the neighbouring countries without having to pay double taxation, the spokesman points out.

''Besides the short delivery time and the benefit of not having to pay additional custom duties, Alaa DC provides another advantage: AFI's customers can see the goods prior to shipping, eliminating the need for an expensive trip to Europe, or third-party inspection services,'' he adds.

AFI trusts that export from Bahrain, with its strategic location in the Middle East, to the surrounding countries in the gulf will grow tremendously with the help of Alaa DC.

Besides offices in Saudi Arabia (Dammam, Riyadh, Jubail and Jeddah) and Bahrain, the firm also has branches elsewhere in the Gulf in Qatar, and Kuwait,

The firm is committed to offering quality products with a personalised service not only within Saudi Arabia and in the countries where it has branches but also throughout the Middle East, says the spokesman.

The ISO9002-certified company offers a wide range of products and services including hydraulic hoses and fittings, sealing solutions, safe load indicators, and transportation, safety, foundation and industrial equipment. It also provides hydraulic, pneumatic and environmental engineering services,