Dubai-based Kreol Travel Retail has taken on the travel retail distribution rights for consumer lighting brand Mr. Light in the Indian subcontinent, GCC and African markets. The two companies plan to create bespoke travel retail SKUs.
Mr. Light is a major player in the consumer lighting industry in the Arabian Gulf region. It started by selling flashlights, then LED bulbs, emergency lights and now some household appliances, entertainment and personal care ranges.
The brand aims to build a reputation based on innovation, strengthened by the launch of products like its Discovery underwater flashlight.
In a statement announcing the distribution partnership, Kreol noted that Mr. Light’s products appeal to a mass market, and particularly Asian expatriate workers that make up a significant percentage of the Gulf population.
Kreol Group Executive Director Kreol Arakulath said: “In cases of power shortages, an emergency light essentially becomes the room light. [It is] the sole light source for all activities both indoors and out.”
Already the brand is available through duty free in the major Gulf states as well as Cochin Duty Free.
Another recent product launch from Mr. Light was the G6 LED series – also known as the Gangster series. Watch the TV commercial promoting the range, below.