We met with the founding partners of Al Paintura in Dubai. Al Paintura is an emerging brand in the competitive business eco-system of Dubai, where it has begun to offer bespoke products and high-quality services to its clients. Al Paintura is the exclusive distributor of the premium German construction paint brand Profitec. This means they are the sole authorized dealer of Profitec products in the UAE, Saudi Arabia, Qatar, and Bahrain, ensuring direct access to high-quality paints without intermediaries. Dubai’s high-end architectural projects are now catered through premium-grade paint by Al Paintura, offering luxury finishing to premium properties. Here is a deep and insightful conversation about the regional brand development strategy with CEO Marina Stroganova, and Andrey Rogachev, Investor and Partner of Al Paintura.
Competing in the UAE’s Industrial Landscape:
Dubai’s business landscape is flourishing, driven by its strategic location, investor-friendly policies, and a rapidly growing economy. As a global hub for trade, innovation, and entrepreneurship, the city offers unparalleled opportunities for businesses across various industries—from technology and finance to real estate and luxury retail. With high level of interest in large-scale infrastructure projects, there is plenty of room for growth for Al Paintura. Speaking about market penetration, Andrey Rogachev states, “According to a recent S&P Global assessment, more than 180,000 new units – apartments and villas – will be built in Dubai by 2025–2026. This means we have entered the market at the right time and in the right location, as our product and service are in high demand during the implementation and renovation stages of many projects in the Emirates.”
In a market where rising higher means you are well-connected with the major industry performers in your field, Al Paintura is using the strategy of building stronger business ties, promising its clients consistently superior quality of products, a more comfortable price and reliable supply chain. Both partners agree a relentlessly growing presence in the UAE ensures greater brand success, therefore, they are focused and are progressively planning for a showroom. Speaking about it, Andrey Rogachev said, “Any kind of presence is only possible if the brand is physically present in the country. Therefore, we are not just developing distribution here but are also opening a showroom where customers can choose products based on samples rather than just catalogues.”
Marina understands the GCC market and in her views, “I can say that the Middle Eastern market was not only ready for high-quality products of this level but was also eagerly anticipating them.
The region’s active construction growth stimulates the demand for high-quality, eco-friendly, and durable construction materials. The brand’s products, with their impeccable reputation and wide range of interior and exterior solutions, perfectly meet these requirements. There is significant interest from both private clients and large developers aiming to create high-quality projects.”
Importance of Brand Originality & Authenticity:
The best brands are innovative and authentic. Unlike, replica sellers, they tailor make products and consistently innovate to meet growing customer tastes and demands. Andrey believes strongly in this trait of Al Paintura and asserts that the brand will beat many players in the market as it has a wide range of innovative products that distinguish it from other brands. Andrey states, “Competition exists in every market. However, in Dubai, it is essential to distinguish between local and international players, as well as “replicas” – those who do not have their own product, technology, or laboratories but copy other players’ developments and sell at dumping prices. These representatives exist in every segment. Do they harm manufacturers and official distributors? Not really – rather, they push leaders to strengthen the protection of their intellectual property, products, and knowledge base. These players often focus on local customers who value low prices over quality or brand reputation. Therefore, in the premium segment, we are leading.”
Reasons to become Distributors of a Well-established Brand:
Rather than creating a new brand from scratch, Andrey chose to distribute a globally recognized and trusted brand in the UAE. This move has allowed him to cover the mileage of building brand trust and authority seamlessly. It has also helped him overcome the challenge of gathering the right resources to build a new brand, then invest in establishing its identity in the market. Choosing distribution of a market ready brand is a step towards accelerated business growth. Andrey states, “It is not always necessary to invent something new, especially in a region where traditions, continuity, and recommendations play a crucial role in decision-making. With extensive international experience as a strategic management expert, I saw potential specifically in the official distribution of a global brand.”
Industry Exhibitions in Their Local Marketing Strategy:
Participation in industry exhibitions has been an essential part of their marketing strategy. These events allow them an opportunity to educate the potential clients about the brand by creating a creative space to convey the concept, innovation, and versatility of the products, demonstrate innovative solutions and advantages, and showcase the quality and variety of paint colors and textures in action. Reflecting in this strategy, Marina states, “For us, as the official distributor, it’s also an opportunity to strengthen Al Paintura’s reputation as a reliable and reputable partner. We participated in INDEX Dubai (June 2024), INDEX Saudi (September 2024), and BIG 5 Construct Saudi (February 2025) – investments that undoubtedly pay off, not only in direct sales but also in brand recognition, establishing long-term partnerships, and building a loyal customer base.”
Success in Mena Region:
Marina believes that understanding the region’s cultural, adaptability, flexibility to understand and mould according to local business specifics is at the root of success in the Mena Region. Long-term partnerships and lasting business relationships are built on mutual trust, which requires consistent effort and attention to detail.
Moreover, Al Paintura has prioritized quality and reliability to meet their clients’ needs on long-term projects. “PROFITEC paints are distinguished by their durability, eco-friendliness, and compliance with international standards,” asserts Marina.
Al Paintura’s further development in the Middle East:
Marina states, “Our main goal is to consolidate our position as a leading distributor of premium paint products in the region. To achieve this, we will expand the product range, increase the number of showrooms, and build a solid network of partners.
We are also focused on strengthening brand recognition and educating the local audience about the advantages of premium paints. We are actively participating in exhibitions and planning to launch several educational initiatives for architects and designers, focusing on new solutions and eco-friendly products. Moreover, we are constantly looking for new partners who share our values and strive to offer the best solutions for their clients.”
Advice to Entrepreneurs entering The MENA Market:
Andrey shares this advice in new entrepreneurs: “First, study the market thoroughly. Know your competitors and potential clients. Be prepared for challenges and obstacles – they are inevitable.
Second, build strong partnerships. Establishing and maintaining good relations with local companies and authorities is crucial.
Third, maintain consistency and patience. Success will not come immediately, but if your product meets market expectations, your efforts will be rewarded.”
Marina advises: “I would add that adaptability is key. The region is highly dynamic, and being flexible allows you to respond quickly to changes and new opportunities.
And finally, never underestimate the importance of a local presence. To be successful, you must live the market, communicate with people, understand their needs, and become part of the community. Only then can you build a reliable and lasting business.”
Connect with Dr Andrey on Instagram @ dr.a.rogachev and connect with Profitech on
Instagram @ profitec.middle_east
