02.04.2014

Effer adds Middle East partner

Italian loader crane manufacturer Effer has appointed Bahrain based Al Mahroos as a new dealer for the Middle East.

Al Mahroos is now responsible for the sales and service the full Effer range of loader and marine cranes throughout the United Arab Emirates, Kuwait, Oman, Qatar and Saudi Arabia. As part of the launch, the company has purchased 20 cranes for delivery later this year, with lifting capacities ranging from two to 40 tonnes.

Company owner Hassan Al Mahroos said: "In April 2014 we will hold two open days for Effer - one for the loader crane sector and one for the marine crane market. I am sure that together we will succeed and our business will grow very quickly. I like the fact that at Effer they use the word ‘partners’ and not ‘distributors’ to talk about their network: two terms with a completely different values."
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(L-R) Alberto Piovan of Effer with Chandran Lakshminarayanan Rama, Vinu Raj Ravindran Pillai and Sai Ramalingam Pillai Krishnan of Al Mahroos

Effer export manager for the Middle East, Alberto Piovan added: "We are extremely glad of this collaboration. By partnering with Al Mahroos the Effer brand has an extra boost throughout the Middle East. In fact, in just a few months after delivery of the first light cranes we progressed to bigger ones like the 365. Effer customers will also benefit from Al Mahroos’ gives fast and effective customer service."