BTicino, part of the Legrand group, recently entered the Middle East market with its flagship brand, Axolute, the innovative concept of personalised home installations.

Offering a wide choice of fine materials and finishes, Axolute is said to be the ultimate product for luxurious environments, creating sophisticated lifestyles. With its advanced technical functions for security, communication and entertainment, this new range goes beyond traditional notions of switches and control panels, according to Stefano Bianchi, BTicino Middle East business developer.
“Axolute allows consumers to select the most suitable technological and aesthetic solutions to suit their lifestyle, through a wide range of functions and finishes. The range makes it possible to fuse form, function, material and finishes to create a new, exclusive lifestyle,” he says.
With over 60 year’s experience, BTicino is the leader in the Italian energy and home automation sectors. As it is part of the Legrand group, it will gain from the commercial teams, support activities and distributors’ networks that already exist in the region.
“Today more than 100 people are dedicated to wiring devices and home automation in the GCC. BTicino will use these resources to ensure a resounding success on this market from the launch date,” says Mohamed Ahmed Yahia, general manager of Legrand Middle East.
Legrand is the world specialist in products and systems for electrical installations and information networks, offering solutions for use in residential, commercial and industrial buildings. Operating in over 60 countries with sales of 3.7 billion euros, it employs about 33,000 people and its catalogues list more than 130,000 products.
The company established its Dubai office in Jebel Ali Free Zone in 1996. Today, the office oversees the company’s operations in the UAE, Qatar, Kuwait and Oman. In addition to this, Legrand has a number of country managers covering Saudi Arabia, Bahrain, Egypt, Iraq, Yemen, Jordan, Lebanon and Syria.