The European home appliance manufacturer Gorenje has announced a long-term strategic partnership with Better Life, a premium specialist home appliance retailer, to further its reach in the UAE.

As part of a long-term commitment to the region, the brand also announced its association as an official partner of the 2022 FIFA World Cup.

Through the Better Life partnership, Gorenje aims to increase its distribution and service networks as well as create compelling value for its consumers. Products from Gorenje will be available in Better Life e-commerce and retail stores at Mall of the Emirates, City Centre Mirdif, Deira Outlet store, Abu Dhabi Mall and Dalma Mall, among others.

With its ongoing global sporting event partnerships and newly announced official sponsorship announcement with 2022 FIFA World Cup, Gorenje anticipates creating a significant branding impact to further its growth and sales across the region. 

“At Gorenje, we aim to identify partnerships that enable us to stay at the forefront catering to the consumer needs of the industry,” said Jason Ou, Managing Director, Gorenje Gulf. “Today, we are delighted to announce our partnership with Better Life, home to the world’s best brands in kitchen appliances, to further our prospects in UAE – one of the key markets for Gorenje. Partnering with Better Life gives us unrivalled networks and routes to market our products and boost our presence all across UAE.”