Genie appoints Bahrah as new Kuwait distributor

Well-known Kuwait machinery house to look after sales and after sales service of Genie boom lifts and scissor lifts in western GCC country

Powered access major Genie has appointed Bahrah Trading Company as the new distributor of its telescopic and articulating boom lifts and scissor lifts in Kuwait.

An announcement from the Terex-owned brand said Bahrah, an affiliate of Kuwait’s Al Sayer Holding, was chosen for its track record over the last six decades, during which it has “evolved into a major equipment supplier serving a broad spectrum of clients in the construction, oil and industrial sectors” in Kuwait.

Bahrah offers a wide range of industrial and transport equipment solutions to the Kuwait market and has built up a reputation on premium brands backed by reliable after sales service. Bringing Genie into its fold of brands supports “increased demand for Genie products and services throughout the Middle East”, according to Genie.

Sharbel Kordahi, MD, Terex Equipment Middle East (TEME), and Genie sales director for Middle East, South Africa, Russia and CIS, Terex AWP, said: “Partnering with Bahrah Trading in Kuwait is part of a strategic and logical move to develop a stronger foothold in the Middle East region. As part of the Al Sayer Holding, Bahrah is a solid business with a strong position in the marketplace. For Genie, having the right partner goes a long way as it reflects on our brand as well. Now that Bahrah is part of our growing regional network, customers can be confident that access to Genie products, backed by the responsive, quality service they rely on, is now much easier.”

Gary Cooke, Genie regional sales manager, Terex AWP, for the Middle East, added: “Bahrah has an excellent reputation in Kuwait. Led by an experienced team of professionals with a highly customer-focused approach, a first-class infrastructure and what is probably the best quality after sales service in the region, Bahrah has everything that Genie customers need to support their business. We are pleased to have them on board as a part of our network.”

Hamza Melakandy, GM, Bahrah Trading Company, commented: “For us, it’s not just the price of the equipment that we represent that matters, but the quality of the product itself. With the addition of a premium brand like Genie to our competitive offering, our customers can be assured of getting great value for their investment. We are happy to have the opportunity of supporting Genie in Kuwait with the best team, both in terms of sales and after-sales service, in our market.”

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