Optex Europe, manufacturer of high performance security sensor technology, is enjoying high growth in the Middle East thanks to a new local approach to engagement in the region and new technology partnerships. According to Ian Henderson, Export Director, about the recent changes and the company’s growth strategy. He said that the parent company Optex Co. Ltd, based in Japan, now has a more regional approach to business and sales operations.

A new EMEA headquarters in Maidenhead, Berkshire in the UK has been established to support growth in Europe, the Middle East and Africa.

The move to Europe is part of Optex’s five-year plan which calls for aggressive growth, either through organic increases in sales or acquisitions such as the purchase of Raytec in 2012.

Key to the Middle East strategy was the establishment of a new office in Dubai’s Silicon Oasis three years ago. Henderson said that the new Middle East office has had a significant impact on sales in the region. In the first year, sales increased five times beyond what had been achieved in the previous year.

This was followed by a doubling in sales in the second year and also in the third year. So, just by establishing an office in the region, sales increased by approximately 20 times.

“You are much more effective in the Middle East market if you are actually there,” he said. “You can sell from outside the region but they take you more seriously, they recognise your commitment more“ […]