Protec to grow distribution business

Event production and rental house looks to diversify business.
Linda Turcerova and John Shanlian on the Protec stand at PALME 2010.
Linda Turcerova and John Shanlian on the Protec stand at PALME 2010.


Dubai-based events production and rental house Protec will look to grow its product distribution business following the successful launch of a new product group at this year’s PALME exhibition.

The firm currently derives the majority of its business from event production and equipment rental with a smaller contribution from its sales division.

“We have started to become much more proactive with clients and this has been reflected in the past year with an increase in orders,” said Linda Turcerova, sales manager, Protec. “We are now restocking the warehouse four times faster than we were two years ago. And the rate of our sales growth is steadily increasing,” she added.

“We have seen a pick-up in sales but this has more to do with changes we have made than the overall market conditions. We keep a lot of stock in Dubai, servicing the region, so clients don’t have to wait for it to be shipped, which is a big advantage. We have also educated the market about the products that we are able to offer. We have reinforced our marketing in the past year and we are reaping the rewards of this with some solid growth.”

In addition to the firm's product portfolio of CM Motors, Lee Filters, Le Mark products including Duracell Procell batteries, flooring and various tapes for stages and other applications, the company added Rubber Box power distribution products at this year’s PALME exhibition.

With the events business in the Middle East notoriously seasonal, product sales can provide a degree of stability.

“If we can grow the sales business to the same size as the rental business that would be great,” said John Shanlian, director of sales and marketing, Protec.

“The consumables market is something you can bank on. On the dry hire side, if there are no events – in the summer for example – then there is no business. It’s an ambitious goal but we want these different revenue streams to match each other.”

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