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29 November 2023

WJ Towell Dubai expands operations in the UAE

Mohammed Ali Sultan (SUPPLIED)

By Staff Writer

WJ Towell Dubai, part of one of the leading business conglomerates in Oman, is expanding its operations in the UAE.

The group also unveiled a new corporate identity 'Enhance UAE' as part of a strategic rebranding exercise to consolidate its presence in the market.

The FMCG player, which an array of regional and global brands under its portfolio, said in a statement that the new identity will position 'Enhance UAE' as a modern and contemporary company, while it seeks to explore further growth in the local market.

The rebranded entity is managed by Enhance Oman, (earlier Matrah Cold Stores), the leading provider of brand distribution and retail management solutions in Oman with significant presence in the UAE and Kuwait.

"Enhance UAE will aggressively look for new brand partnerships and alignment opportunities with UAE-based companies as part of expanding our footprints across the Emirates to nurture growth," said Mohammed Ali Sultan, Chairman of Enhance UAE and Director of WJ Towell.

Dominic Myers, CEO of Enhance Operating Companies, said the rebranding is part of "integrating the successes of our Enhance business in Oman into Enhance UAE and our sister company Al Bustan Al Khaleeji in Kuwait, which is also part of the WJ Towell Group."

"Enhance UAE has put in place several initiatives as part of the growth outlook."


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