Breville UAE Implements Exciting Name Change to ‘Sage Appliances’

Dubai, UAE, 6 December 2020 Since 2013, Breville Group has marketed and distributed its premium global kitchen products under the company-owned brand, Sage Appliances, in the United Kingdom and Europe, while expanding its distribution network across the Nordic regions and the Middle East.

Mr. Najeeb Mohib of Emporium Star General TradingLLC (Director),the distribution partner of Breville and Sage Appliances, UAE, said,"We are looking forward to the transition to Sage Appliances in order to drive our business agility through shortened supply chains, which helps optimize distribution processes. It also ensures enhanced product availability, enabling us to gain momentum within the GCC market and explore new customer targets."

The transition has been implementedwithout any changes being made to the brand's product portfolio and services.

Sage Appliances distribution strategy mirrors that of Breville, primarily attracting premium retailers as well as its own direct-to-consumer e-commerce platforms. Breville Group intends to continue to invest in marketing activity for the Sage Appliance brand to drive targeted expansion and accelerate the brands presence in the premium channel.

Over the past 80 years, the Australian kitchen appliance company has been a global industry leader and is committed to enhancing its global presence by enhancing the delivery of its products and services in the GCC region. From innovative espresso machines to top of the line juicers, toaster ovens and food processors, Sage Appliances has 940 active patents globally and over 40 international design awards by creating sleek and intuitive products using the company's"Food Thinking"approach that is defined by equipping the consumer with technological capabilities combined with innovative products.

Breville Group has also been increasingly focusing on driving consumer understanding and engagement with its products and overall proposition, as well as its commitment to believing that consumers should be able to experience amazing results every time without having to settle or compromise just because they are creating their end products at home.

Through"Food Thinking", Breville Group provides consumers with a"Mastery in a Box"service - innovative products that simplify and make the process of creation pleasurable, and the end result perfect, each and every time.Breville Group also focuses on a"Master Every Moment"empowerment strategy, designed to assist customers and provide them with the best experience possible while using any of their products.

Sage Appliances continues to expand and enhance its presence in the GCC. The Sage Appliances website offers further details about their products and enables online placement of orders.

https://www.sageappliances.com/content/sage/choose-location.html

Additional information and updates on all products can also be found on the company's Instagram page - @sageappliancesme, or by visiting Dubai showroom located onSheikh Zayed Road, Asmawi building, Ground Floor (near FAB metro station).

-

About Sage Appliances:

Over the past 80+ years Sage Appliances has grown to become an iconic global brand, delivering kitchen products to over 70 countries around the globe. The company sells under the Sage brand in Europe, and under the Breville brand in the rest of the world. Breville has enhanced people's lives through the delivery of brilliant innovation and thoughtful design based on deep consumer insights, empowering people to do things more impressively or easily than theyd thought possible in their own home and ultimately allowing them to Master Every Moment.

https://www.sageappliances.com

List of retailers:

UAE

• ICoffee
• Better life
• Lakeland
• com
• ae
• Crate Barrel
• com
• com
• Jumbo Electronics
• Williams-Sonoma"coming soon"

KSA

• Caffine Lab
• 12 Cups
• Baselat
• The Roasting House
• Coffee Lounge 85
• Specialty Hub
• Abdul Wahed
• Sprii
• Qava Shop
• Ekuep
• Mothhelah

Oman

• Al Roofoof Hotel supplies and trading

Bahrain

• Lakeland

Qatar

• Lakeland