Dubai gateway to Africa and the Middle East for Italian companies

A market that is therefore already interesting in itself, especially in a historical phase in which Russia has disappeared from the radar of Italian companies, China and the United States are slowing down, and Europe is stagnating. But all the more interesting is the role of 'hinge' that the Emirates, and Dubai in particular, can play for companies interested in investing in the Gulf area, Africa and Asia, thanks to dozens of bilateral trade agreements to encourage exports.

It is above all this that drives an increasing number of Italian companies (large groups but also SMEs) to invest in order to be present in Dubai not only through the export of products, but also with a direct commercial or production presence.

Among these is the Fontana Group, a Brianza-based company specialising in the production and marketing of high quality hardware, which at last year's edition of Investopia signed an agreement with the Emirates-based Sigma Enterprise, a company specialising in the distribution of industrial products: "We are in the process of defining the legal form of the new company, but we are in fact already operating with our own resource in the area, which has already collected some interesting orders," says president Giuseppe Fontana. The interest in the Emirates stems from the desire to consolidate its presence in the Middle Eastern and African markets. "The market itself has interesting potential, but for us it represents above all a gateway to other countries, including India, Saudi Arabia and Africa," adds the entrepreneur. However, the Brianza-based group (over €900 million in turnover generated abroad for 90%, 16 production plants worldwide and 4 thousand employees) has even broader plans: "In the future we would also like to open a production plant, according to our strategy of not delocalising, but localising production, in order to be closer to our customers and provide services with greater added value," concludes the entrepreneur.

Among the brands that can boast a long-standing presence in the Emirates is undoubtedly Technogym, a group specialising in equipment for gyms, sports and medical centres, and for home training, with a turnover of 808 million euro in 2023, 94% of which will be generated abroad. "We have been in Dubai for 20 years with a direct branch," confirms president Nerio Alessandri, "in which we have a boutique for our customers, a showroom with a training centre dedicated to professionals, and offices. The group covers all market sectors in the Emirates, from fitness clubs to the hospitality world - the most important sector at present - and, for some years now, also the medical sector, which is growing strongly, as well as the 'home' world of 'home gyms'.

Interest in the Emirates is still high: shortly the group will also open a shop in Abu Dhabi: 'The Middle East is definitely one of the strategic markets for us and we will continue to invest with this model of an entrenched presence. The next stop will be Saudi Arabia,' Alessandri adds.