Zinox El Zenouki and Master El Zenouki, manufacturers of household cookware, are expanding their domestic customer base while preparing to begin production at a new factory in mid-October, according to Mahmoud El Zenouki, CEO of the two companies.
El Zenouki said the companies began revising their sales policies at the start of the year, with a greater focus on direct dealings with medium-sized and smaller traders.
The companies had previously relied more heavily on major customers and traders to reach other segments of the market.
The revised approach aims to increase the number of direct customers and expand their presence in governorates where they already operate.
He said the number of new customers has become one of the indicators used to assess the expansion plan, adding that the companies have exceeded their target for acquiring new customers this year.
The companies have also revised their discount policies and sales tiers, introducing commercial terms and offers based on customer size.
As part of the changes at points of sale, Zinox El Zenouki and Master El Zenouki are developing dedicated display units and stands for their products in stores.
The initiative is intended to improve product organisation and visibility at retail outlets.
El Zenouki said the new factory, which will focus on producing sets and spoons, is expected to begin operations in mid-October.
The facility is part of the companies’ plans to increase production capacity and expand their product range.
Production at the new factory is expected to support the introduction of additional models and collections and help meet demand from the expanding customer base.
The companies are also working on new product designs, some of which are expected to be introduced through their participation in specialised trade fairs.
El Zenouki said the company is preparing to participate in a specialised trade fair in Turkey in September, where it will review developments in household cookware designs and products and assess potential additions to its portfolio.
He added that participation in local and international trade fairs will remain part of the companies’ plans to introduce products and monitor developments in the industry.
The companies’ expansion plans for the coming period will focus on increasing direct dealings with traders, developing sales and display policies, expanding production capacity and introducing new products to the domestic market.
