SL TRADING COMPANY PROFILE JANUARY 2015

COMPANY PROFILE

RHONDA HEADON OWNER/MANAGING DIRECTOR

Phone : +971 4 3985433 Fax : +971 4 3985422 Mobile: +971 506259932 Email : [email protected]

History and Structure COMPANY HISTORY SL TRADING was founded in 2007 to address a major need facing amateur golf players and enthusiasts to achieve a sophisticated look that balanced style, fashion and comfort while containing costs. Rhonda, the owner, being a sports enthusiast, wanted to ensure enjoying your favourite sport and at the same time, being in the most comfortable clothing that is versatile for every weather condition. Very early, we secured the sole distribution rights throughout MENA region from SPORTE LEISURE. Since then, we have secured further distribution rights for VISITEC and FRILLNECK. Two of the most well respected construction, industrial, and safety clothing manufacturers. We had GIRLS GOLF to our portfolio, a fantastic range of golf clothing for women. Very recently, we have added HEADWEAR 24 to our product line, a global manufacturer of quality headwear with over 6,000 styles of caps and apparel to choose from. Subsequently, RUGGEDWEAR clothing range from South Africa was also added to our collection. And now we are an agent for FENIX Apparel, an extremely functional, durable and comfortable apparel readily available to every individual.

Company History

SL TRADING LLC now manufacture their own exclusive brand

of work wear and sports wear to suit the growing market and cost affecting economy. SL WORKWEAR has a complete range of workwear apparel including hi-visibility clothing and accessories specially manufactured for the UAE's climate. SL SPORTSWEAR are specifically designed for active wear, having fast dry and moisture wicking qualities plus comfort and style.

History and Structure


Select Clients:

. ETIHAD AIRPORT SERVICES

. AL FUTTAIM CARRILLION

. AL HABTOOR

. GOLF IN DUBAI

. MUBADALA

. PLATINUM YACHT MANAGEMENT / MY DUBAI/ MY DUBAWI

. EMRIL

. NABORS DRILLING

. NBD EMIRATES BANK

. QATAR GAS

. JRAY MCDERMOTT

. FAST TRACK MIDDLE EAST

. MEDICLINIC

. AL NABOODAH



SELECTED CLIENTS

COMPANY YEARS OF SUPPLY

QATARGAS 6 YEARS

MUBADALA 5 YEARS

AL FUTTAIM CARRILLION 6 YEARS

DP WORLD 3 YEARS

ECOCOAST 3 YEARS

MARINETECH 7 YEARS

IMB GROUP OF COMPANIES 3 YEARS

ABU DHADI AIRPORT SERVICES / ETIHAD AIRPORT SERVICES 4 YEARS

DNATA 4 YEARS

RAK AIRPORT 3 YEARS

ROSETTI 1 YEAR

MELVILLE 7 YEARS

EC HARRIS 2 YEARS

AL HABTOOR LEIGHTON GROUP 3 YEARS

AL HABTOOR LEIGHTON PLANT 3 YEARS

REED EXHIBITIONS 2 YEARS

PETRASCO 7 YEARS

PORT OF SALALAH 3 YEARS

ROYAL YACHTS 2 YEARS

PLATINUM YACHT MANAGEMENT 3 YEARS

GORICA 1 YEAR

WEATHERFORD 4 YEARS

JRAY MCDERMOTT 7 YEARS

MARITIME INDUSTRIES SERVICES 4 YEARS

Managing Director Rhonda Headon [email protected]

General Manager Richard Mylrea [email protected]

Sales and Marketing Division Sonny Gonzales [email protected]

Operations and Logistics Minesza Arayata [email protected]

Administration and Sales Eden Dasas [email protected]

Accounting Division Sandra Boongaling [email protected]

Reception Jackie Cabucay [email protected]


mailto:[email protected]





MANAGING DIRECTOR

RHONDA HEADON

OPERATION / LOGISTICS

MINESZA ARAYATA

RECEPTIONIST

JACKIE ANN CABUCAY

ACCOUNTING

SANDRA BOONGALING

GENERAL MANAGER

RICHARD MYLREA

SALES EXECUTIVE

SONNY GONZALES

ADMINISTRATION / SALES

EDEN DASAS

Products

Our Brands give a wide variety through various markets in sports, leisure, corporate, medical, marina, aviations and construction. We are one of the few UAE companies that trades in high visibility work wear.

Sporte Leisure is Australia’s leading golf apparel brand which specializes in the design, manufacture and distribution of golf, corporate, sporting and promotional apparel, headwear and luggage.

FENIX are extremely enthusiastic about the world of sport with a particular bias to the historic game of golf. Continually striving to develop sophisticated, innovative sportswear, that will enable you to perform at your highest level, ensuring maximum comfort and style whilst doing so. Take a look at the FX Custom range, be it a golfing, sporting or a corporate event, we ensure your event will stand out from the crowd.

Products and Marketing Resources

Products Headwear24 is a global manufacturer of quality headwear & has been a leader in the market for over 12 years. Over the years they have continuously built on quality & service to become one of the most respected suppliers in the industry.

Headwear24’s mission is to provide customers with the finest products while providing competitive pricing & excellent customer service.

To achieve this mission, they use only the finest materials, the most skilled craftsmanship, state-of-the-art equipment, and the highest quality control and safety standards.

Bespoke headwear, hats that are customized according to the client’s requirement is one of the special services that we can offer. “Name it, we can do it. Quality you can trust, at the price that you can afford.”


Products are clothing that can take the pace either in Work or play. It’s tough but still looks good. Made from fabric that is tough, quick drying and easy to care for.... Rugged for the guys, but cool for the gals! Good looking but tough and versatile range of clothing.

products are made in South Africa and distributed throughout Africa and the rest of the world.


Products is a leading supplier of safety footwear in South Africa, producing a wide range of safety shoes and boots under the popular Bova and Sisi brand names. From incoming raw material to outgoing finished footwear,

employs the strictest quality control measures – to ensure that all components in footwear meet prescribed local and international safety standards. continually conduct tests in their modern on-site laboratory, striving for zero defect, while the research and development leam ensures that Beier Safety Footwear stays at the forefront of manufacturing technology.


Products SL WORKWEAR A clothing range basically manufactured to meet the growing demands on quality, durable and comfortable apparel at affordable costs.

SL WORKWEAR range meets the rigid testing and safety standards and offers a reliable safety and protection for all workers.

The work wear and high visibility apparel are not only lightweight, breathable and colour retentive but meet all appropriate working standards. Our unique headwear is designed with UV protection against the sun and the wind. • Airports • Construction • Maintenance


Products SL SPORTSWEAR

We can provide bespoke sports kit for individual teams or for complete events. Available for Adults and Children: Some Examples: • Golf • Rugby • Football • Tennis • Cricket • Health and Fitness • Netball • Basketball


Other Products

UNIFORMS

We provide a variety of quality staff uniforms, all perfectly branded to your requirements. Types of industries we have supplied: • Oil and Gas • Logistics Companies • Aviation Industry • Yachts Clubs and Marinas • Landscape • Construction • Retail Staff • Golf Clubs • Sports Clubs • Gyms • Medical


Advertising and Promotion

SL TRADING has extensive approach in launching product into trade, corporate or retail markets via a range of mediums. For the past five years, we have successfully delivered: Catalogue campaigns Direct mail campaigns

Regular print media campaign Key presence at major golf events

Co-operative advertising with key retail partners.


SL TRADING has used only in-house sales personnel with impeccable credentials and extensive product training. Emphasis is continuously focused on the needs of the customers. Both Managing Director and Executive Officer for Sales and Marketing play key roles in establishing contact with target customers.

DISTRIBUTION SL TRADING supplies all through out the Middle East though we have concentrated in the UAE region as a start and have now expanded its operation in Qatar, Oman, Bahrain and other parts of the Middle East. Our core distribution channels are: Golf Courses, Clubs and – Corporate Apparel - Sporte Leisure, Girl’s Golf, Headwear24 Construction and Engineering – SL Workwear, Ruggedwear, Headwear24 Marinas, Airports, Golf Club Maintenance, Corporate Offices – Staff Uniforms, Corporate Uniforms

Sales and Distribution Channels

DISTRIBUTION

Corporate and Construction market – the market prefers our product for its superior quality and style and most importantly because of value for money apparel.

DISTRIBUTION CHANNELS

Specialty Store - SL Trading has a good relationship with Golf Pro-shops – Emirates Golf Club, Dubai Creek Golf and Yacht Club, Al Hamra Golf Club and Abu Dhabi City Golf Club, Yas Links Golf Club, Al Ain Golf and Equestrian Club - Marina Yacht Club Dubai and Yas Marina yacht club Abu Dhabi Corporate Direct - SL Trading has established number of current direct corporate accounts such as GASCO, Al Futtaim Carillion, Aldar Properties, Wilhelmsen, DP World, Global Industries Offshore, J. Ray McDermott, Dubai Supply Authority, Mubadala, Nabors Drilling, Emirates NBD, Qatargas, TDIC and Abu Dhabi Airport Services – Etihad. Golf Events - Golf in Dubai, Dubai Desert Classic, Dubai Ladies Masters. Marinas, Airports - DNATA, Etihad Airport Services, Al Bandar Marina, Dubai Marina, etc

Sales and Distribution Channels

Market Size

SL TRADING has established two major kind of market. One is the Golf Market and the other one is the Construction

Market. Since SL Trading is the distributor of apparel and workwear which will suit these two market consumers.

a. THE GOLF MARKET

It was not long ago when Dubai was frequently referred to as one of the world’s best-kept golfing secrets by golf travel publications and tourism brochures. Now, of course, the cat’s out of the bag, thanks to the one of the biggest and best golf tournaments in the world, The Dubai Desert Classic.

There are twelve (12) golf courses in the UAE and we supply to the majority of these courses. Total market for golf apparel selling is estimated to be approximately 3 million dirhams p.a. at wholesale including corporate and golf-day apparel.

Market Size and Competitive Environment

Market Size

b. THE CONSTRUCTION MARKET

There is barely a brick in Dubai that does not belong to a multimillion dollar construction project for Dubai’s desert dream. Should you take a peak at Dubai’s government future plans, you will find it stacked with development projects dotted up and down the UAE. Obviously the number of projects that this creates for the Dubai construction industry is huge.

SL TRADING has started its penetration to this market via Frillneck and Visitec. Now we have our very own SL WORKWEAR.

In 2011, we supplied Abu Dhabi Airport Services, currently the Etihad Airport Services, with Full Uniform from VISITEC Workwear and ever since have continuously catered their uniform requirements.

Presently, we supplied Etihad Airport Services with SL WORKWEAR full range of uniform, from SL WORKWEAR Sun protection hats to SL WORKWEAR Microfibre Long and Short Sleeves Polos and SL WORKWEAR Cargo Pants.


Market Size

c. OTHER INDUSTRIES

We are also expanding our business opportunities with other industries like the Oil and Gas Industry, small to medium range of Executive offices, schools, corporate promotional activities, airports, medical institutions, marinas and yacht clubs.


Digitising and Embroidery A true element of our competitive strength is our interest in digitising and embroidery. 90% of all product dispatched will be value added with embroidery tailored to specific golf club, corporate branding and special event. The processes of digitising and embroidery are quality controlled.

Sourcing and Logistics Our mission is to give a sustained aggressive advantage to the delight of our customer thru commitment to product chain management. This guarantees speedy delivery and quality service.

OPERATIONAL CAPABILITIES

Documents

SL TRADING COMPANY PROFILE JANUARY 2015