AMRA Skincare, a premium skincare brand based in Hertfordshire, has secured a new contract in Kuwait to supply five of its product ranges to one of the world’s most luxurious spa chains, thanks to support from the Department for International Trade (DIT).
Exporting is now second nature to AMRA, who have found Middle Eastern consumers equate British brands with premium quality. DIT originally introduced the business to a local distributor in Qatar in 2016, enabling the brand to further establish itself in the region.
AMRA’s reputation as a high-end supplier of beauty products and its relationship with buyers in the United Arab Emirates (UAE) were key to unlocking this new opportunity in Kuwait.
AMRA’s products will be available to guests at the Jumeirah hotel and spa in Kuwait, part of a luxury spa chain operating across the Middle East and Europe. Their products, which include cleansers, body butters and moisturisers, use active technology and precious ingredients like caviar, gold and diamond designed to purify the skin. The business plans to hire three more members of staff over the next six months to support the increase in demand.
“Teaming up with the advisers at DIT helped us enormously. They introduced us to new contacts including buyers and distributors, which led to significant account wins.”
The company currently exports to five countries including Egypt, Qatar, UAE and Kuwait, and has plans to launch in the Maldives this year.
Sue Jessop, managing director at AMRA Skincare, said: “The indulgence and luxury of Dubai was part of the inspiration behind the AMRA Skincare brand, and so it made sense for us to launch the brand in the Middle East.
“As a small business, it can be difficult to find the resources to navigate new challenges around exporting. Teaming up with the advisers at DIT helped us enormously. They introduced us to new contacts including buyers and distributors, which led to significant account wins.
“We’ve found that there is growing demand for British-branded products as consumers in the Middle East associate ‘Made in the UK’ with premium quality. We originally labelled our products in Arabic, however quickly realised our customers preferred the English wording. If we can find exporting success internationally, so can other local businesses.”
Alan Pain, Regional Director for DIT East of England, said: “AMRA Skincare quickly realised that there was demand in the Middle East for premium quality beauty products made in the UK. To tap into this demand, the business crafted a luxury product, complete with British branding, and has enjoyed great success as a result.
“We’ve found that there is growing demand for British-branded products as consumers in the Middle East associate ‘Made in the UK’ with premium quality
“We’ve worked with the business since it was established and have helped them to secure some prestigious account wins. Jumeirah Spa in Kuwait is the latest success for the brand, and we look forward to working with the business as it branches out to new locations.
“For businesses that are looking to start exporting and take advantage of new and emerging opportunities abroad, we have a team of International Trade Advisers located across the East of England. We can offer a range of support from education to translation, to a better understanding of local, cultural values.”
Exemplas Trade Services Ltd (ETSL) has delivered the contract for the Department for International Trade (formerly UK Trade and Investment) in the East of England for almost a decade.
For more information on how we can support your business in exporting overseas, get in touch.