BinSulaiman Group – OBS Partners with Michelin Lifestyle for GCC, Egypt, and Algeria

In a strategic move set to bolster the automotive aftermarket and lifestyle sector, BinSulaiman Group – OBS has forged a significant official licensee agreement with Michelin Lifestyle Limited, a division of the esteemed Michelin Group. This groundbreaking agreement, covering the Gulf Cooperation Council (GCC), Egypt, and Algeria markets, marks a pivotal step towards expanding the availability and range of Michelin’s premier products across these regions.

The collaboration entails BinSulaiman Group – OBS closely collaborating with Michelin Lifestyle Limited to introduce a lineup of innovative products tailored to the unique preferences of consumers in the GCC, Egypt, and Algeria. Leveraging BinSulaiman Group – OBS’s extensive distribution network and Michelin’s legacy of excellence, this partnership promises to elevate brand visibility and offer enhanced product choices to discerning customers.

Dr. Omar BinSulaiman, Founder and Chairman of BinSulaiman Group – OBS, expressed enthusiasm about the collaboration, stating, “This partnership signifies more than just a business agreement; it represents a fusion of shared visions. Together, we aim to enrich our brand offerings, elevating the positive emotional experiences associated with our products. This collaboration marks a new chapter in our commitment to delivering excellence and fostering emotional connections through innovative offerings.”

Abdulla Bin Darwish, Group CEO of BinSulaiman Group – OBS, emphasized the strategic significance of the agreement, highlighting the company’s market expertise and customer-centric approach. He noted, “Our deep understanding of local markets in the GCC, Middle East, Africa, and South Asia, coupled with Michelin Lifestyle Limited’s esteemed portfolio, positions us to develop products that resonate deeply with our customers’ preferences. Additionally, this partnership empowers our Research & Development department to craft innovative solutions under the Michelin License, catering to evolving market demands.”

For Michelin, this collaboration extends its reach into new territories, enhancing accessibility and market presence. BinSulaiman Group – OBS’s proficiency in local markets, coupled with its tailored distribution networks and consumer insights, promises to facilitate the introduction of more responsive and customized product offerings.

Established in 2000, Michelin Lifestyle Limited, a part of the Michelin Group, brings the renowned Michelin brand to meticulously curated products under license. From vehicle accessories to maintenance equipment and footwear soles, Michelin Lifestyle Limited is a trusted partner for mobility needs.

With a track record spanning over two decades, including pioneering achievements in the global automotive engine flushing industry, BinSulaiman Group – OBS has played a pivotal role in shaping industry standards and expanding the automotive aftermarket ecosystem. Recognized as the Fastest Growing Company of the Year 2023, the group solidifies its position as a regional leader with diversified interests across multiple sectors.

In conclusion, the partnership between BinSulaiman Group – OBS and Michelin Lifestyle Limited heralds a new era of collaboration, innovation, and enhanced consumer experiences in the automotive aftermarket and lifestyle domain across the GCC, Egypt, and Algeria markets.