Leading global work wear brand Williamson-Dickie Mfg. Co. plans to open its regional office in Jebel Ali Free Zone by January next year.
The formation of WD Middle East FZE will allow the company to more effectively serve its existing customer base in the region while also offering prospective customers a comprehensive and efficient business solution for all possible uniform and work wear needs, said a statement.
Williamson-Dickie's current presence in the region has been established for many years through exclusive distribution arrangements.
Business transition plans are currently underway to augment these existing arrangements with the establishment of offices in Jebel Ali. Distribution center support will be contracted and managed by CEVA Logistics, one of the world's leading supply chain management companies. Products and services available to customers in the region will include the full host of Williamson-Dickie's brand offerings, including: Dickies(R), Workrite(R) (flame resistant protective clothing), plus Kodiak(R) and Terra(R) footwear. The company expects this move will allow for a concentrated focus on business growth in the region, and provide enhanced support for its distribution network.
"The economy in the Middle East is growing exponentially across any number of industries," said Chairman and CEO Philip Williamson, Williamson-Dickie Mfg. Co. "This is the ideal time for Williamson-Dickie to move from multiple operations in the region - each trying to reach similar audiences - to one platform, offering a full suite of work wear solutions for all customers."
The Dickies brand itself has been present in the Middle East since the 1950s, when oilfield workers from Texas first started operating in the region and brought the legendary work wear apparel with them. From that time on, the Dickies brand has long been known for its durability, quality and value; in the Middle East as well as globally.
"We believe these investments will strengthen our competitiveness in the Middle East marketplace," stated Williamson. "We're excited to add another dimension to Williamson-Dickie's capabilities in the region."