Established as Matrah Cold Stores (now known as Enhance) in November 1967 as a partnership
between W J Towell and Spinneys. Spinneys had been operating since 1962 in Oman providing
catering services for the oil companies. In 1992, Spinneys was acquired by Inchcape and then in 1999
W J Towell purchased Inchcape's shares in Matrah Cold Stores LLC resulting in the company being
wholly owned by W J Towell & Co. LLC. The Company now occupies excellent office facilities within
the W J Towell Group offices in Athaiba. Enhance is the leading provider of brand distribution and
retail management solutions in Oman. Enhance is the trading name for Matrah Cold Stores (MCS)
which remains the name of the legal entity.
In Oman, Enhance Brand Solutions provides distribution and sales management solutions for global, international and regional business partners such as Reckitt Benckiser, Colgate Palmolive, California Garden, British American Tobacco, Weetabix, Masafi, Power Horse, Ooredoo and many others. Retail Solutions manages the majority of Oman oil forecourt convenience stores (Ahlain) with over 60 shops and a growing number of Noor neighbourhood supermarkets opening on average an additional 3 shops per years. In addition, the Retail Solutions serve hotels, ships, catering companies and leading restaurants with a wide portfolio of products through the Food Services Division. The Company manages its logistics operations and those of MDC through their extensive network of temperature controlled warehousing and fleet management. Enhance products are distributed from its 12600 m2 central facility at Rumais and from regional facilities in Sohar, Nizwa, Salalah and Al Kamel serving over 2,500 outlets nationwide.
Brand solutions offers the full range of options to multinationals for brand development partnership through separate divisions and mutually independent sales teams. Brand Solutions is the distributor for the full range of Colgate Palmolive, and California Garden Weetabix, S.I.Lesaffre brands, Storck and Al Rifai and a variety of other products. We seek to achieve a highly interactive, challenging but constructive relationship with each of our business partners led by the Enhance Business Head who reports to the General Manager, Brand Solutions.
Enhance is proud of its long association with British American Tobacco (BAT) and is the distributor for
the entire portfolio including Benson & Hedges, Rothmans, Dunhill, Silk Cut, John Player Gold Leaf,
Rothmans Royals and London brands in Oman.
The BAT brands are delivered by a dedicated sales force carrying only BAT products. The salesmen seek to maximize distribution, minimize out of stocks and ensure optimum merchandising in all outlets. These market distribution deliverables are consistently assessed and reviewed by Enhance together with BAT. All salesmen are equipped with hand held terminals to process all sales and other market information inclusive of competitor activity.
Enhance has been the distributor of Pif Paf for many years. It acquired the Airwick portfolio in the 1990's, Veet in 2004 and then from 1st January 2005 the entire Reckitt Benckiser portfolio was consolidated with Enhance with Enhance winning the Best Distributor Award for 2007, 2008 and 2009. The division is dedicated to the distribution of the Reckitt Benckiser brands. The agreed Key Performance Indicators and Reckitt Benckiser measures of success are regularly reviewed. The division works in close co- operation with other departments and we are well supported by a Reckitt Benckiser representative who works in tandem with the Enhance Business Head.
Direct distribution solutions specializes in delivering, merchandising and managing customers across
the Sultanate where products are delivered to the customers through an order booking process as
well as direct from trucks. Headed by a Business Head, this pillar of Enhance is responsible for the
Beverages (Masafi, Ocean Spray, Perrier and Power Horse), & Vending machine (Nestle) distribution,
asset management and trade marketing across these business activities.
The vending machine business distributes Nestle coffee and tea premix solutions to over 500 customers across wide spectrum of retail, business and educational channels.
Our Retail Division comprises of four key elements: - Forecourt Convenience Shops - Noor
supermarkets - Food Services - Sweet Factory Kiosks
i. Forecourt Shop Enhance manages and operates the majority of Ahlain forecourt convenience stores in the Oman oil filling stations across the Sultanate of Oman. We currently manage over 60 shops providing around the clock service stores are employing over 400 Omani nationals providing the highest standards of quality and service.
ii. Noor is a new and exciting brand of neighborhood supermarkets created by Enhance. Expanding rapidly there are now 10 shops and forecast to open 2-3 additional shops per year. Under the Noor brand we have created "Fresh Express" for the provision of fresh sandwiches, salads, packed fruits and other bakery products for delivery to convenience and other smaller stores, direct to customers at business locations and for special events.
iii. Food Services For many years Enhance has been a successful provider of products to hotels, ships, caterers and other institutions. We source products locally and internationally and through our experienced and highly responsive sales team provide excellent customer service. We are seeking to expand the division by adding niche agency products to the portfolio.
iv. Sweet Factory the company has the Sweet Factory franchise for the Sultanate. In addition to selling products at the Oman Oil convenience stores, the company manages a kiosk unit in Muscat City Centre, Qurum City Centre, Al Araimi Complex, Capital Commercial Centre, Sabco, Safeer Mall and Zakher Mall. We are seeking to place additional units in selective outlets.
Enhance was chosen as the preferred partner by Nawras as its inception in 2005 (later rebranded as Ooredoo) and confirmed as a premium distributor to market its products in the Sultanate. The Telecom Division been involved exclusively in the rapid expansion of distribution, reaching a coverage of over 7000 points of sale, forming a standard dealer network of over 350 outlets for the Mousbak starter packs and manages a number of franchised retails shops for Ooredoo.