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Al-Futtaim Relaunches Consumer Electronics Brand Aftron

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Aftron, Al-Futtaim’s flagship private label for electronics and home appliances has announced the launch of a new and improved range, with more than 150 products available at consumer friendly prices. Keeping the UAE customers in mind, the entire range from refrigerators to air-conditioning units, kettles, rice cookers and TVs, has been upgraded in product specs and design, wrapped up with a full packaging makeover.

With this new look and feel, customers can now ‘expect more’ from Aftron and the range delivers on its promise with superior features and high-end product styling, whilst being price conscious to deliver great value. All products are now instantly recognisable from the uniform blue and white packaging, as well as both English and Arabic labelling.

Anil Pillai, GM of Aftron and International Business said, “We looked at the needs of our customers within the UAE and local region, evaluated how we can make their everyday lives and household chores easier. As a home-grown brand that has been here for 23 years, we understand that our customers are looking for great value so we are proud to announce this new fantastic portfolio that delivers on price and quality.”

Aftron demonstrates its confidence in the range and offers consumer peace of mind with its warranty policy. All small domestic appliances carry a two year warranty, attached to an immediate exchange policy. Within its air-conditioning products all compressors hold a five year warranty as standard plus an additional two year warranty from Al-Futtaim for the 2017 launch year. 

The new improved portfolio of products includes air-conditioning, refrigeration and cooling products with an energy efficient range, washing machines, a cooking range and other small domestic appliances.

The air conditioning range in particular features ‘Gold Fin Coating’ that prevents corrosion, extending its product life. A wide percentage of its products have also been certified as Energy Efficient ensuring that the BTU per household is less. The Aftron washing machines are designed to minimise water consumption adhering to all ESMA & G-Mark Quality standards.

Its range of home appliances including freezers, washers, water dispensers to vacuum cleaners offer quality and product confidence with a design to suit modern domestic lifestyle. The Aftron cooking range features stainless steel with full safety aspects and user friendly functions.

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Gadgets

Samsung’s New Bespoke Refrigerator Line-up Now Available for Pre-Order Across the UAE

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Samsung Gulf Electronics today announced that UAE consumers can now pre-order the brand’s latest bespoke refrigerator line-up ahead of nationwide availability. Designed for you, by you, the upcoming arrival of these unique appliances will empower people to express their own style and bring dynamic performance to changing households. With changeable color panels, adjustable functions, and a modular system, the bespoke refrigerator’s imminent arrival represents the next chapter of audience customization and satisfaction. Consumers have up until November 20, 2021, to place their pre-orders and replenish the kitchen interior according to their individual preferences and vision. Furthermore, this opportunity comes with an extra incentive: those making pre-orders can avail the Samsung Jet 75 Cordless Vacuum Cleaner worth AED 2,099 along with a 3-year extended warranty.

“As a consumer-centric brand catering to millions, Samsung understands that modern home appliance customers seek customization, modularity, and performance – a combination which has brought our bespoke refrigerator project to life and will meet widespread expectations,” said Burcin Arabul, Director of Home Appliances at Samsung Gulf Electronics. “Pre-order rollouts have always been well-received by audiences, and this is why we are honoring tradition once again with the new bespoke refrigerator line-up.”

Smart homeowner today desires state-of-the-art living – reflected not only in their interior style but also in their choice of contemporary home appliances. Gone are the days of the conventional white goods machines. Instead, today there is a growing demand for home appliances that blend into the sleek décor and look like fashionable accessories. In the Middle East and North Africa (MENA), the home appliances market is projected to reach USD 8.4 billion in 2023 – USD 1.2 billion higher than in 2020. This year alone, the UAE segment is also expected to reach USD 349 million, with an annual compound annual growth rate (CAGR) of 14.84% amounting to USD 607 million by 2025. Customizable appliances are a key factor behind these projections, with Samsung’s new bespoke refrigerator line-up sure to be well-received by local audiences looking for personal empowerment.

Comprising four different yet equally enticing bespoke refrigerators, the new line-up includes the 4-Door Flex, 1-Door Column, and 2-Door Bottom-Mount Freezer (BMF) models. Consumers can also choose from a variety of attractive color options that resonate with lifestyles, uplift household appeal, and seamlessly integrate with surroundings. The 4-Door Flex and 2-Door BMF are available in Glam Peach, Glam navy, or Glam white. Alternatively, the 1-Door Colum – which includes the full door freezer and full door fridge – can be selected in Satin sky blue or Satin grey.

The latest 4-Door bespoke refrigerator model comes with signature customizable, interchangeable panels in 5 colors, an all-new Beverage Center including a water dispenser and auto-fill water pitcher, a dual ice maker for two types of ice, and FlexZone for temperature-controlled compartments for any and all storage needs. Alternatively, the 1-Door and 2-Door BMF models boast a column-style, fixed-panel module that switches between fridge and freezer according to your needs and can be combined with other Column/BMF Bespoke modules to add on more storage space as you require.

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Air Purifiers

Dyson Launches New Air Purifier in the UAE Market

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Dyson has launched its latest generation of purification machines in the UAE, with new solid-state formaldehyde sensing technology. According to the company, its new Dyson Purifier Formaldehyde range is designed to capture ultra-fine dust and allergens while destroying potentially dangerous volatile organic compounds (VOCs), including formaldehyde. The colourless gas pollutant is released by furniture and wooden products containing formaldehyde-based resins like plywood and fibreboard, as well as insulating materials and do-it-yourself products such as paint, wallpapers, varnishes and household cleaning products.

Being 500 times smaller than particles the size of 0.1 microns, formaldehyde is particularly difficult to capture and, if left undetected, can lead to prolonged exposure due to the continuous release of airborne chemicals, known as off-gassing. While other gel-based formaldehyde sensors can deteriorate over time and are easily confused with other VOC pollution, Dyson’s new, solid-state formaldehyde sensor works alongside Dyson’s unique algorithm to precisely monitor formaldehyde levels- intelligently ignoring other gases which are detected by a dedicated VOC sensor.

Tireless and ever-dissatisfied, Dyson engineers have also re-engineered the machine airflow pathways to achieve fully-sealed HEPA 13 standard filtration – not only ensuring that no air bypasses the filter but blocking any potential leak points through which dirty air might enter the airflow. This means Dyson’s latest purifiers remove 99.95% of particles as small as 0.1 microns. Improvements of the airflow journey have made the Dyson Purifier Cool Formaldehyde 20% quieter, without any compromise on purification performance to reduce unwanted noise at home.

Alex Knox, Vice President of Environmental Care at Dyson, said, “The off-gassing tendency of formaldehyde means that it can go undetected in a home for years. Dyson has engineered a machine that provides accurate and successful sensing, capture and destruction of the pollutant. Our solid-state sensor doesn’t dry out over time, lasting the lifetime of the machine. The COVID-19 pandemic has raised global awareness about the air that we breathe and Dyson’s commitment to providing cleaner air through innovation and technology remains at the forefront of our mission.”

“Dyson Purifier machines are engineered for real spaces. The industry standard for testing air purifiers measures performance using a laboratory test conducted in a compact chamber 12m² in size, with a ceiling fan to circulate the air and one sensor inside the room measuring air quality. For more representative testing, Dyson’s POLAR test is based on a larger room size of 27m² with no added fan and uses eight sensors in the corners of the room and one sensor in the centre to collect air quality data,” the company said.

In addition to the existing particle, NO2, VOCs, temperature and humidity sensors, the integration of an intelligent formaldehyde sensor ensures precise sensing of the pollutant for the lifetime of the machine. Formaldehyde sensors can be gel-based and may deteriorate gradually as they dry out over time. Using an electrochemical cell, the Dyson formaldehyde sensor does not dry out and its unique intelligent algorithm cross-checks data every second, selectively sensing to avoid confusion with other VOCs.

Dyson’s Selective Catalytic Oxidisation (SCO) filter continuously destroys formaldehyde at a molecular level. The catalytic filter has a unique coating, with the same structure as the Cryptomelane mineral. Its billions of atom-sized tunnels are the optimal size and shape to trap and destroy formaldehyde, breaking it down into tiny amounts of water and CO2. It then regenerates from oxygen in the air to keep destroying it continuously without ever requiring replacement.

In Dyson’s new purifiers, it’s not just the filter that meets HEPA H13 standard, but the whole machine. It captures H1N1 virus and 99.95% of particles as small as 0.1 microns such as allergens, bacteria, pollen and mould spores. Dyson engineers took a forensic approach to achieve a fully-sealed machine, creating high-pressure seals at an additional 24 critical points to prevent dirty air from bypassing the filters and carrying pollutants back into the room.

The Dyson Purifier Cool Formaldehyde purifying fan is now available in the UAE, at dyson.ae, in Dyson Demo zones, and in partner retail outlets, starting at AED 2699.

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Home Appliances

LG Offers Tailored Home Appliances Through its Objet Collection

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LG Electronics (LG) has announced the commencement of the international launch of the LG Objet Collection, designed to meet the growing consumer demand for personalized, stylish, and functional home appliances. Debuting as Furniture Concept Appliances at CES 2021, the LG Objet Collection’s Fridge and Freezer pair will debut in China, a market with already robust demand for LG premium appliances. Availability in key markets of Asia and Europe will follow soon thereafter.

Blurring the line between state-of-the-art home appliances and designer furnishings, the LG Objet Collection boasts a modern, minimalist design language that elevates and blends effortlessly in any indoor environment. With a range of luxurious materials and subtle, sophisticated colors that can be mixed and matched according to preference, the collection provides a compelling way for customers to express their unique personalities tailored to suit personal tastes and the existing décor.

The LG Objet Collection Fridge and Freezer offer a chic, understated aesthetic that complements any style of kitchen, as well as the outstanding performance with LG’s industry-leading refrigeration technologies. The pair presents consumers with a selection of timeless, high-quality finishes, including stainless steel and glass.

The stainless steel option offers three color variations (green, silver, and matte black) for a chic, modern look, while the glass finish comes in four elegant tints (mint, pink, beige, and silver) that allow the appliances to fit in seamlessly with any kitchen design. With LG’s proven refrigeration system, LINEARCooling, the Fridge guarantees outstanding cooling performance. LINEARCooling helps maintain a precise, even internal temperature with minimal fluctuations (±0.5 degrees Celsius), helping to keep food items, such as fruit and vegetables, fresh for up to seven days.

LG plans to expand its LG Objet Collection of premium kitchen appliances with more striking products such as InstaView refrigerator and Styler wardrobe management system to achieve a unified, visually-harmonious living environment. “The launch of the LG Objet Collection in international markets marks the beginning of an era of the personalized appliance,” said Lyu Jae-cheol, president of LG Electronics Home Appliance & Air Solution Company. “Offering understated design and different options of materials and colors to choose from, LG’s stylish innovations help make it possible for consumers to create a space that truly reflects their unique sensibilities.”

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