Borouge will oversee the distribution and marketing of Borealistire range of polyolefins, including wire and cable, engineering applications and polypropylene, from 1 January 2002.
Borouge and Borealis will combine their sales and marketing activities for the Middle East and Asia with effect from January 1, 2002, following an agreement signed recently by Borouge’s owners, Abu Dhabi National Oil Company and Borealis.
As part of this agreement, Borouge will be the exclusive agent for the distribution and marketing of Borealis’ entire range of polyolefins, including wire and cable, engineering applications and polypropylene. Borouge will also continue to distribute and market Borealis’ polyethylene for film, moulding and pipe products, in addition to its own Borstar® bimodal polyethylene produced at its petrochemical complex in Ruwais, United Arab Emirates.
The integration of sales and marketing operations will trigger mutual benefits for Borouge and Borealis. Global and local customers will also benefit from a simplified and stronger single-sales entity. Furthermore they will obtain even more advantages from the broad platform of Borealis’ know-how, competence and experience in speciality applications combined with the existing local presence of Borouge.
Hubert Puchner, Borouge’s new CEO, says “The agreement is in line with Borouge’s vision to be a leading polyolefins supplier in the Middle East and Asia-Pacific regions.”
“Borouge will continue to lead the sales and marketing activities on behalf of the two companies,” he says. “Being the exclusive distributor for Borealis’ products in the region will enable Borouge to expand our foothold and market share in all our key markets. At the same time, through this collaboration, Borouge will enjoy greater marketing exposure as it will be associated with the reputable standing of the Borealis Group of companies world-wide. An integrated channel will also allow Borouge to realise the optimal potential from our new petrochemical complex in Ruwais when it comes on stream later this year.”
With this integration, Borealis’ sales and marketing personnel will join the Borouge team in these two regions, spread over Singapore, Abu Dhabi, Beijing, Shanghai, Hong Kong and Mumbai, India.