EMSTEEL Unveils New Identity To Spearhead Global Expansion And Sustainability

Emirates Steel Arkan, the UAE’s largest publicly listed steel and building materials company, has rebranded as EMSTEEL. This change is part of a broader strategy to enhance its operational transformation and expand its global footprint. The new brand identity and operating model were unveiled at an event in Abu Dhabi, attended by high-ranking dignitaries and over 400 customers, partners, and employees.

The rebranding follows the successful merger of Emirates Steel and Arkan Building Materials in the fourth quarter of 2021. This merger created the UAE’s largest steel and building materials company, valued at AED13 billion. The combined entity now has a strong strategic foundation with significant growth potential both locally and internationally.

Saeed Ghumran Al Remeithi, Group Chief Executive Officer of EMSTEEL, stated, "Today’s unveiling of our new brand identity marks a milestone in our evolution, as the Group forges ahead to support its customers and add value to its shareholders with a unified vision. Our EMSTEEL brand carries us forward into a future full of opportunities for expansion, business growth and digital transformation. It represents our commitment to creating products, services and solutions to build a better world, in addition to driving global sustainability efforts in our sector through promoting a low-carbon supply chain in collaboration with our partners."

Al Remeithi also highlighted the company's dedication to reducing carbon emissions in line with the UAE's Net Zero by 2050 Strategic Initiative. He noted that 80 percent of their operations use clean energy. "EMSTEEL is a global leader in low-carbon steel production and the first steelmaker in the world to capture its CO2 emissions, enabling us to operate with 45 percent less carbon than our peers," he added.

Operational Capacity and Global Reach

Headquartered in Abu Dhabi, EMSTEEL boasts a heritage spanning over 25 years. The Group operates 16 state-of-the-art plants with an annual production capacity of 3.5 million tonnes of steel and 4.6 million tonnes of cement. The company exports to over 70 markets worldwide, which account for 30 percent of its sales.

Under the new EMSTEEL brand, the company will initially operate through two main divisions: Emirates Steel and Emirates Cement. The Emirates Cement portfolio includes Al Ain Cement Factory, Emirates Blocks Factories, ANABEEB, and Arkan Bags. These divisions form the core of EMSTEEL’s operations, each focused on delivering high-quality products to meet the growing demands of both local and international construction industries.

The structure of EMSTEEL is designed to facilitate seamless integration of new divisions. This supports growth into new markets and product lines while maintaining focus on high-quality production standards.

The launch event for EMSTEEL's new identity was not just about rebranding but also about setting a clear path for future growth. With a strong emphasis on sustainability and innovation, EMSTEEL aims to lead in both local and global markets.

The company's commitment to sustainability is evident through its significant use of clean energy sources. This aligns with broader environmental goals set by the UAE government.

EMSTEEL's extensive export network highlights its capability to meet international demand while maintaining robust local operations. This dual focus ensures that it remains competitive on multiple fronts.

The rebranding as EMSTEEL signifies more than just a name change; it represents a strategic shift towards greater efficiency and market presence. By leveraging its extensive experience and resources, EMSTEEL is well-positioned for future success.

This comprehensive approach ensures that EMSTEEL can adapt quickly to market changes while continuing to deliver top-tier products across various sectors.

With inputs from WAM