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Al-Futtaim refreshes Aftron brand

by Stuart Wilson, Tuesday 14 March 2017

UAE-based Al-Futtaim’s consumer electronics brand Aftron has been relaunched after a complete rebrand and supply chain restructure. The company hopes it can double Aftron sales across several categories during the next 12 months. Aftron, which has been in the UAE market for more than 23 years, now has more than 150 SKUs spanning air-conditioning, white goods and other household electronics, along with a completely new look.

In line with its new positioning ‘expect more’, the refreshed Aftron portfolio claims to deliver superior products with high specifications and design features designed to appeal to customers looking for value. Aftron products now come with distinctive uniform blue packaging closer to the Al-Futtaim branding, with both English and Arabic labelling.

Anil Pillai, GM of Aftron and international business, said: “We see a huge opportunity in the value market and believe that we have a brand with great promise that is primed to capitalise on the growth potential.”

Aftron products are available in Plug-Ins, Emax and Sharaf DG, plus hypermarkets such as Lulu and Panda as well as online platforms including By April 2017 Aftron products will be available in Al-Futtaim ACE stores, with a fast expansion planned across many other retail outlets by June 2017.

Pillai added: “Not only is Aftron a home-grown brand that has been here for 23 years, but we have extensive knowledge of the market and we understand what customers here in the UAE are looking for. Part of the rebrand and restructuring process has been in response to our end-users and we now have a streamlined range of high spec and reliable products at incredible value.”

All small domestic appliances carry a two-year warranty, attached to an immediate exchange policy. Within its air-conditioning products all compressors hold a five-year warranty as standard plus an additional two-year warranty from Al-Futtaim for the 2017 launch year.

Aftron’s cookers and part of the small domestic appliances portfolio are now made in Turkey. The European influence on design and quality adds value to the brand, and benefits production by taking advantage of a closer geographical product sourcing network, according to the company.

Christina Oliver, head of marketing at Al-Futtaim Electronics, said: “We are proud to be re-launching Aftron with this exciting new direction. From a branding perspective we purposely wanted to bring this Aftron label close to its parent brand Al-Futtaim. We are looking forward to building on that customer recognition and loyalty.”

As part of the rebrand, Aftron is also set to launch a new digital catalogue and website hosted online at to support UAE and regional sales.

DISTREE Middle East 2017

We are pleased to confirm that Channel EMEA is an official Media Partner for all DISTREE events in 2017, including DISTREE Middle East. DISTREE Middle East 2017, which takes place from May 8th to 10th in Dubai, gathers together hundreds of senior executives from e-tailers, retailers, online marketplaces, distributors and vendors of consumer tech products. Thousands of pre-scheduled meetings take place between delegates during the event, accelerating consumer tech channel growth and development throughout the Middle East. This year’s event will also include a delegation of leading consumer tech retailers from Africa.

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