São Paulo – Company Oxford, from Santa Catarina, a maker of table ceramics, should open an office in Beirut, the capital of Lebanon, to increase sales in the Middle East and win new markets. This should be the fist company base abroad. "It is a pilot project," said the company manager for the Middle East, Sami Oumairi.
According to him, the choice for Beirut was due to its strategic location, its connection with several Middle Eastern countries and due to the fact that there are many Lebanese businessmen in other Arab countries. "This simplifies business," said Oumairi, who should move to the Lebanese capital in late July.
Before choosing Lebanon as a base, Oumairi studied other Arab cities. The first choice had been Dubai, but cost-benefit relations would not make it worth it. "We may return to analysing this possibility in future," he said, adding that he saw no great opportunities in the emirate and decided in favour of Lebanon.
The Arab countries are currently the main market for Oxford, which is present in 90 countries, but with the lower sales to the European and North American markets, the company is turning to the Middle East. "It is an option to escape the competition in Europe and the United States," said Oumairi.
Among the Arab nations, the company already exports to Lebanon, Egypt, Kuwait, Palestine, Saudi Arabia, Sudan and Algeria. The products most shipped to the Arab world are the company’s sophisticated lines, Premium and Collection, of dining sets. "They like decorated products and always want products with greater added value," said Oumairi. In the Arab market, the main buyers are Kuwait and Egypt.
To escape the competition and win markets, Oxford has invested in items with different formats, like oval and square plates, and fancier products, drawn and worked in silver and gold. With production of 4 million items a month, Oxford is one of the main companies in the sector in the Americas. Of company products, between 30% and 35% are turned to the foreign market. Headquartered in São Bento do Sul, Santa Catarina, the company employs 1,300 people and has been in the market for 50 years.
Contact
Site: www.oxford.ind.br
*Translated by Mark Ament
