TCL, Chinese electronics company, has partnered with Jashanmal, retailer of appliances, home and travel essentials, to access a wider customer pool.
The partnership also complements TCL’s expansion strategy in the Middle East and Africa.
“We are excited to have partnered with Jashanmal, which will help us in our expansion plans in the Middle East,” said Sunny Yang, general manager of TCL’s Middle East and Africa division.
Although its consumer electronics are already available in the region, TCL will bring home appliance items and its newest range of air conditioners, FreshIN ACs, to the UAE, Oman and Bahrain for the first time.
“This partnership enables us to launch our home appliance products and ACs for the first time in the UAE, as Jashanmal is known for distribution of a wide range of brands across the [Gulf Cooperation Council].
Jashanmal will handle the company’s end-to-end operations across the distributions, logistics, warranty and services stages.
Ms. Yang added: “Jashanmal is more than a fulfilment partner for TCL. This will be a strategic relationship, where both parties work together at every stage of the process.
“Our growth story helps us continue to expand our regional footprint and product offering to our expanding customer base.
“Jashanmal’s market knowledge will help us optimise our product range to suit the local consumer needs and give us a major competitive edge in the region.”
Across its UAE, Oman and Bahrain retail outlets, Jashanmal will stock TCL’s products, including top- and front-loading washing machines, refrigerators, chest freezers, water dispensers, washers and dryers, floor standing air conditioners and FreshIN Interver Split AC models.
“We have a close eye on consumer buying trends and develop a wide range of products to serve the consumers’ needs,” said Khalid Soliman, group CEO of Jashanmal.
“We will utilise our strengths for new customer acquisition. We pride ourselves for our unique offerings to our customers with a seamless omnichannel experience and convenience.
“TCL’s portfolio of home appliance products including ACs, refrigerators with the brand’s proprietary, cutting-edge technology will allow us to strengthen our catalogue of home products and reach new customers.
In the coming years, TCL’s products will be stocked across more Jashanmal stores, said the companies.
“It will enable us to expand our market penetration, develop fresh marketing and sales strategies and increase revenues in both short and long terms,” Mr Soliman added.
Founded in 1981, TCL operates in over 160 countries.
