BinSulaiman Group – OBS announces Landmark Official Licensee Agreement with Michelin Lifestyle Limited for the GCC, Egypt and Algeria.

 In a significant move for the automotive aftermarket and lifestyle sector, BinSulaiman Group – OBS, has announced a landmark official licensee agreement with Michelin Lifestyle Limited, a division of the renowned Michelin Group. This agreement covers the Gulf Cooperation Council (GCC), Egypt and Algeria markets.

BinSulaiman Group – OBS, UAE-headquartered business group with business interests across the Middle East, Africa, Europe, North America markets, was recently awarded the Fastest Growing Company of the year 2023. BinSulaiman Group – OBS, has the largest distribution network in the region. Over the past two decades, this group has consistently led the way in pioneering and introducing a multitude of innovative and sustainable products and services in the regional automotive aftermarket including being the world’s #1 in the automotive engine flushing business. Their efforts have not only set industry benchmarks but have also been instrumental in nurturing and expanding the automotive aftermarket ecosystem across all their operational markets.

“Created in 2000, Michelin Lifestyle Limited, part of the Michelin Group, adds the power of the Michelin brand to rigorously-selected products under licence. From vehicle accessories to all the necessary equipment to clean, maintain and repair any vehicle, up to footwear soles ; Michelin Lifestyle Limited (MLL) is the daily partner of any mobility.”

This agreement marks a pivotal step in BinSulaiman Group – OBS’s automotive aftermarket and lifestyle’s expansion and brand enhancement strategy.

Dr. Omar BinSulaiman, Founder and Chairman of BinSulaiman Group – OBS, expressed his enthusiasm about the partnership: “This collaboration with Michelin Lifestyle Limited is not just a business agreement; it’s a synergy and convergence of shared visions. Both BinSulaiman Group – OBS and Michelin Lifestyle Limited are built on strong foundations, and our goal is to leverage these to transform functional products into ones that are more emotionally focused. We are excited about the value this partnership brings to our group. Together, we aim to develop our brand propositions, enhancing the positive emotional experiences associated with our brands. This partnership symbolizes a new chapter in our journey to deliver excellence and emotional resonance through our innovative products”.

Additionally, the Group CEO of BinSulaiman Group – OBS, Mr. Abdulla Bin Darwish, highlighted the strategic importance of this agreement: “Our team’s deep market knowledge and close understanding of our customers in the GCC, Middle East, Africa and South Asian markets are pivotal in this partnership. With access to Michelin Lifestyle Limited’s esteemed portfolio and our market insights, we are poised to deliver products that resonate deeply with our customers’ needs and aspirations. This agreement also enables our Research & Development (R&D) department, to develop and manufacture innovative products under the Michelin License in response to market demands. It stands as a testament to our commitment to bringing the best of the automotive aftermarket and lifestyle world to our discerning clients.”.

The partnership will see BinSulaiman Group – OBS, working closely with Michelin Lifestyle Limited to introduce a range of new innovative products tailored to the tastes and preferences of the GCC, Egypt and Algeria markets. This collaboration is set to redefine automotive aftermarket and lifestyle offerings in the region, blending Michelin’s heritage of excellence with BinSulaiman Group – OBS’s market expertise and customer-centric approach.