DUBAI - Rentokil has announced the launch of its operations in United Arab Emirates (UAE), mainly focusing on residential and commercial pest control services.
A division of global pest control provider Rentokil Initial Group, the company has enjoyed dominant positions across Europe, Asia, North America and Austrailia, but has had a limited presence across the Mena region. The potential for the pest control industry to outpace general market growth in the UAE has attracted the company to enter the Emirati market, the company said. Based on its current size and growth rate, the company estimates the UAE pest control market is worth Dh500 million ($136 million), and is investing a significant portion of its global strategy to meet this demand, it added.
Rentokil UAE general manager James Nicholson said the company had been studying the market closely for over six years while the government has made enormous strides in regulating the pest control industry, which significantly increased growth potential.
"There is still apprehension among consumers regarding the safety of chemicals used in residential and commercial properties and the qualifications of individuals carrying out the work," Nicholson added. "Our goal is to change this perception of pest control and gain trust within the market about the way we do business and the capability of our technicians."
Rentokil, which operates in Turkey and Libya in addition to UAE, is soon set to launch its operations in Saudi Arabia, Nicholson said. The company's initial step into the region was Libya, via a $40 million government contract, followed up with a Greenfield commercial business. The firm entered Turkey with an initial acquisition and then a further bolt-on, and is now entering UAE via a mix of Greenfield set-up and acquisition.
"Over the past two years we have been pursuing entry options in this part of the world and we see the UAE as the key to success," Nicholson said. "We are expecting strong and organic growth in each of these markets in the coming year and continue to explore acquisitive and Greenfield entry options in the other markets, such as Qatar, Oman, Lebanon and Bahrain, as well as high quality bolt-on opportunities in existing markets."