São Paulo – Brazilian company Circuit, one of the best-known in accessories for on-road and off-road motorcycles and bicycles, is starting to export to the Arab market in partnership with trading company International Business Group (IBG Trade), which operates in sales of products from Brazil to the United Arab Emirates and is headquartered in Dubai. The best-selling products of the company, which is about to celebrate 37 years in the market, are dozens of models of gloves and a family of grips.
ANBA spoke with Davi Sierra, managing partner of IBG Trade, and Peter Kermanar, director of Circuit. Circuit’s administrative financial manager, Maria Breda, watched the video call. Pictured above, Breda and Kermanar with Circuit products.
Circuit’s primary market is Brazil, and its products are distributed in over 40 countries. In Europe, Italy, France, and Poland are the main destinations, and in South America, Argentina and Bolivia are also prominent clients. Now, Kermanar is optimistic about the launch on the Arab market. “We are convinced in the next two years the Middle East and North Africa (MENA) will be our third-largest market,” he said.
The brand values modern design and product quality, in addition to safety and drivability. Other products sold by Circuit are motorcycle clothing, trunks with USB ports and combination locks, among others.
For Dubai, the initial plan for the next two months is to receive products from the stock of the company’s subsidiary in Italy and, until the beginning of next year, to have stock in the emirate to supply the entire MENA region. IBG Trade partner and commercial director Christiane Williams contacts distributors in Dubai, where she lives. In addition to local representatives, Circuit is also setting up e-commerce for the UAE. Another country of great interest to the company is Saudi Arabia.
Before entering the region, Circuit and IBG Trade conducted a market analysis, researched the industry’s competition and online stores, and verified whether the products were compatible with motorcycles used in the UAE.
Now, IBG Trade becomes a “general trading,” that is, it has a license to export any product. Until March of this year, the company could only sell food. IBG is in the Dubai South free trade zone. According to Sierra, the partnership with Circuit evolved over the last year.
Kermanar stated Circuit is always looking for partners to internationalize the brand, and he knew the Arab region had potential. Still, he had no local knowledge, and Sierra was very confident about how the operation could be carried there. “We have the same line of thinking to minimize risk, sell small and be down to earth,” said Sierra and Kermanar. Sierra also stated Circuit provides full support in marketing, product advertising, and commercial strategy to reach the desired audience.
The businessmen informed they have already found a large distributor in Dubai, and meetings are expected to occur this week. For Kermanar, the differential of Circuit’s products is the quality, far above Chinese products sold in the region, in addition to its competitive prices. “In the UAE, people really care about quality and want to buy the best, and that helps us a lot,” said Sierra. They expect Dubai to become a sales hub for the region.
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Translated by Elúsio Brasileiro
