Carel Middle East will be responsible for sales development on the Arabian peninsula and in the Middle East, extending to Egypt, Lebanon, Syria and Jordan.
Heading the new subsidiary is Yasser N Shaaban, an Egyptian who has been living in Dubai for many years and has over two decades’ experience in HVAC. Previously regional sales manager with Johnson Controls, he was also country manager with Honeywell Controls from 1997 to 2003.
“The opening of our Dubai subsidiary is part of the strategic development plan we have been implementing for many years now,” stated Francesco Nalini, Carel managing director. “It is the approach we have chosen to establish an extensive local presence. Considering that Carel sells 77% of its systems directly to those who install them. We are consultants rather than suppliers. Yet this role means we need to understand what the real problems are, and be physically present.”
Carel’s Dubai office will be a commercial subsidiary, with Yasser N Shaaban currently supported by two other professionals. The development plan envisages a team that will grow to include eight people by 2017. Its reference markets are those in which CAREL has extensive experience: control systems for air conditioning and refrigeration in a variety of applications. From supermarkets to cleanrooms, museums, data centres, catering and steam baths, just to name a few.