Breville UAE implements exciting name change to ‘Sage Appliances’

Sage Appliances

Premium Australian kitchen appliance brand Breville is transitioning its brand name to Sage Appliances across the UAE. 

Since 2013, Breville Group has marketed and distributed its premium global kitchen products under the company owned brand, Sage Appliances, in the United Kingdom and Europe, while expanding its distribution network across the Nordic regions and the Middle East. 

Mr. Najeeb Mohib of Emporium Star General Trading LLC (Director), the distribution partner of Breville and Sage Appliances, UAE, said, “We are looking forward to the transition to Sage Appliances in order to drive our business agility through shortened supply chains, which helps optimize distribution processes. It also ensures enhanced product availability, enabling us to gain momentum within the GCC market and explore new customer targets.” 

The transition has been implemented without any changes being made to the brand’s product portfolio and services. 

Sage Appliances distribution strategy mirrors that of Breville, primarily attracting premium retailers as well as its own direct-to-consumer e-commerce platforms. Breville Group intends to continue to invest in marketing activity for the Sage Appliance brand to drive targeted expansion and accelerate the brand’s presence in the premium channel.

Over the past 80 years, the Australian kitchen appliance company has been a global industry leader and is committed to enhancing its global presence by enhancing the delivery of its products and services in the GCC region. From innovative espresso machines to top of the line juicers, toaster ovens and food processors, Sage Appliances has  940 active patents globally and over 40 international design awards by creating sleek and intuitive products using the company’s “Food Thinking” approach that is defined by equipping the consumer with technological capabilities combined with innovative products. 

Breville Group has also been increasingly focusing on driving consumer understanding and engagement with its products and overall proposition, as well as its commitment to believing that consumers should be able to experience amazing results every time without having to settle or compromise just because they are creating their end products at home.

Through “Food Thinking”, Breville Group provides consumers with a “Mastery in a Box” service – innovative products which simplify and make the process of creation pleasurable, and the end result perfect, each and every time. Breville Groupalso focuses on a “Master Every Moment” empowerment strategy, designed to assist customers and provide them with the best experience possible while using any of their products.

Sage Appliances continues to expand and enhance its presence in the GCC. The Sage Appliances website offers further details about their products and enables online placement of orders. Find them here.

Additional information and updates on all products can also be found on the company’s Instagram page – @sageappliancesme, or by visiting Dubai showroom located on Sheikh Zayed Road, Asmawi building, Ground Floor (near FAB metro station).

Lara Geadah


Lara is an entrepreneur, marketing agency owner, content creator and the founder of Woman’s Guide Middle East. During her downtime, Lara likes to watch horror movies or shoot content. Keep up with her on the gram at "Lara's Happy Work"

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