Citron, the Dubai based family business that supplies innovative mealtime products to families, has entered into an exciting agreement with master distribution company MAPYR to drive growth, further innovation and continued success.
MAPYR, a fellow family-owned business of over 10 years, distributes more than 20 premium family focused brands, predominantly from key European markets, across the Middle East region. This new agreement with Citron marks the first time that MAPYR has taken a homegrown brand on board as part of their impressive portfolio.
Citron was founded in 2017 by Sara Chemmaa after she identified a clear need in the market for stylish and leakproof lunchboxes. Since launch, the brand has grown to include over 90 products including a sustainable range, a bamboo range and a range specifically designed for teenagers.
Citron’s incredible local success and expertise in the UAE region coupled with MAPYR’s category knowledge and impressive distribution footprint across the region, combines to create a powerhouse partnership and a shared dynamism, professionalism and desire to bring the best products to family consumers across the region.
As a local brand with big ambitions, Citron can now look forward to a strong growth trajectory, thanks to MAPYR’s impressive reach across the region and in return MAPYR can leverage the strong market knowledge and customer loyalty that Citron has developed, in order to deliver even greater efficiencies and further strengthen their quality product offering in the region.
Working together Citron and MAPYR will be in a position to respond quickly to the high demand for localization and by handing over the distribution side of the business to MAPYR, Citron’s focus will be firmly on product innovation and new launches to further strengthen their expansion plans and bring the best products to new and already loyal customers.
Sara Chemmaa, CEO and Founder of Citron says; “I am truly passionate about creating new products that are solving a real issue for kids and mommies and by partnering with MAPYR we are thrilled to know that we have a distributor who shares our passion and ethos. As a business, Citron will now be able to reach many more households who can benefit from the innovative mealtime solutions that we provide. MAPYR is the ideal partnership for us as we continue to grow with their industry expertise and experience behind us”.
Vanessa Kaye, VP Business Development at MAPYR said; “We are delighted to partner with Citron going forward and expand the brand that Sara has created. Citron shares the same values and vision of MAPYR, which is to make family life easier, and we will share this ethos across further territories and expand the brand from local to global. This is also the first time that MAPYR has worked with a home grown brand and we look forward to sharing products that match the end user’s values as we move forward together”.
About Citron:
Citron is a family business based in Dubai that offers an innovative range of products ranging from beautiful printed lunchboxes, food jars, snack boxes, lunch bags,bamboo plates within the baby feeding category, water bottles and food cutters that make mums and kids lives easier. Founded by a mother that had a fussy eater, who came up with a product to deal with the situation, since its launch in 2017 with 1 product, Citron has gone on to dominate the lunchbox and back to school market of the GCC, selling over 60,000 products, winning a number of awards and proving quite the force to be reckoned with as it looks set to launch and go on to international success. All products are BPA free, leak proof and dishwasher safe. Citron products are available across the GCC including major chains such as Spinneys, Waitrose, Borders, HomeSmiths, BumbleBee, Magrudys, babyshop, Lifestyle and ToysRus, as well as online at all major e-commerce sites such as Amazon, Noon, Mumzworld, BabyStore and Firstcry. For more information visit http://www.citron.ae or follow them at @CitronDubai.
About MAPYR:
With 25 years’ experience in the market, MAPYR are the Master Distributor of several world-leading baby and children’s gear brands across the Middle East. They currently cover around 11 countries and are present in more than 300 outlets in the entire GCC region. MAPYR cover several categories like nursery, gear, home and toy and lead travel and back-to-school. MAPYR are proud to provide babies and children of the Middle East with the safest, high quality and unique products on the market.
