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Enthusiastic response to Rhodia at Middle East Exclusive
Source: BI-ME and Gulf Africa Duty Free , Author: Hibah Noor
Posted: Thu January 10, 2008 12:00 am
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UAE. Rhodia, the French corporate stationary brand, was recently presented in a duty free concept format at the Middle East Exclusive (MEE) in Dubai last month.

A representative from the local distributor, Enthusm’s Pradeep Parmar reported that key buyers from all the duty free operators in the region appreciated the concept and confirmed their interest in testing the range at their operations. Rhodia is known as a cult brand for notepads, pad holders, meeting books and other paper products.

Raphaelle Reisse, Export Brand Manager of Rhodia, also explained the history behind the group's 150-year-old Clairefontaine brand to Middle Eaast buyers. Clairefontaine is famous for its exceptionally white and ultra smooth notebook paper and is said to be the preferred writing paper for authors and celebrities. Canadian rock singer Hawksley Workman even penned a song about Clairefontaine because it is a paper he considers “very sexy”.

It was Reisse’s first duty free related show for the Rhodia brand. She said, “the high quality of the product range was well received by the duty free buyers most of them could see their business travellers as potential customers for the Rhodia range”.

Travellers in the Middle East will soon see the Rhodia range at the duty frees and will be able to buy for their personal use or gift. This range for now will be exclusively available only at the duty frees in the UAE.
 

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