Ali Abdulwahab Al Mutawa Commercial Co. (AAW) extended its current agreement with Europe’s leading furniture producer, Nolte Group, by adding two more high quality brands, CS Schmal and Express Furniture, to its multi-brand furniture portfolio.
AAW now represents five of Nolte Group’s subsidiary brands, almost 75% of the group’s offering following the launch of numerous furniture and kitchen lines, including the recent launch of CS Schmal and Express Furniture brands in the Kuwait market.
The newly introduced CS Schmal and Express Furniture brands serve a new market segment and carry with it the same motto as the other subsidiary brands.
Being one of the world’s most reputable furniture manufacturers established in the 1920s, all of the manufacturing process occurs in Germany to ensure integrity, reliability and above all, quality.
CS Schmal and Express Furniture’s soft opening took place in May 2013 and the living room furniture and stand-alone wardrobes are now available at AAW Furniture at medium to low-end price position.
General Manager at AAW Furniture, Mubarak Abdulmohsen Al-Ali, said, “AAW has a 20-year relationship with Nolte Group, selling an extensive variety of units from its product lines. We have been able to provide customers in Kuwait with a wide-range of quality cupboard systems and bedroom solutions since day one, that are either affordable or luxurious. We are ready to work even closer together to tap into a new market segment with lower-end, functional furniture.”
Sales director at Nolte Middle East, Marc Philipp Hoffmann, said, “We supply AAW with various products on a yearly basis with our core brands for kitchens and bedroom furniture. With the two additional brands added to AAW’s portfolio, we aim for a much bigger market share offering the Kuwaiti customer furniture solutions by Nolte in all price segments, whilst underlining the strong partnership between Nolte Group and AAW.”
Headquartered in Dubai, Nolte Middle East FZE is a 100% daughter company to Nolte Group. For now, the two brands will be represented in its flagship store located in Farwaniya. With this new expansion, AAW’s furniture division currently represents a variety of brands from Europe and North America.
AAW Furniture currently represents reputed brands in two branches across Kuwait. This original concept is fully-owned and operated by AAW and currently displays furniture brands like Kingsdown, Bassett, Lazyboy, Legacy, Craftmaster, and Lifestyle.