Philips partners with El-Araby Group

Philips Egypt and the Elaraby Group inaugurated their first joint production line of steam irons for the Egyptian market in Benha today. This collaboration marks the next big step in Philips’ strategy to expand its business and commercial footprint in Egypt. The production facility situated in Benha will manufacture the Philips EasySpeed Steam iron (GC1022); a 2000-watt steam iron with non-stick soleplate designed specifically to release wrinkles and remove creases from all kinds of fabrics. Eng.

Ibrahim El Araby, Vice President of El Araby Group stated that . "In 2013, we signed a partnership agreement to market Philips products. Today, we witness another milestone in this partnership, with the start of a new production line dedicated to Philips steam irons, enabling us to bring European design, quality and technology to Egyptian consumers at affordable costs.” He added that the El Araby Group was always open to new partnerships with global players who offer solid brands and hi-tech innovations to provide their customers with a wide range of options.

Egypt is a strategic growth market for Philips in Africa and our investment in our first production facility for steam irons is a reflection of our commitment to boost our presence and investment in the local market,” stated Olaf Koning, General Manager, Philips Personal Health, North East Africa. “We are delighted to partner with El-Araby, who shares our commitment to providing innovative solutions of high quality for our consumers.

Globally Philips is a leading player in the Garment Care category; we see tremendous potential for growing this category here in Egypt too.” H.E. Mr. Gerard Steeghs, Dutch ambassador in Egypt was the chief guest at the inauguration event; he talked about the Dutch-Egyptian economic ties and the importance of the Egyptian market as one of the promising markets for Dutch investors. Steam irons work quicker to release wrinkles and are more effective on stubborn fabrics.

The Philips EasySpeed Steam iron (GC1022) offers a 2000-watt steam jet for stubborn garments, a sleek design with a pointed tip for tough corners and with a fine steam spray that evenly moistens the fabric allowing creases to be removed effortlessly.

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