Today's Edition
SARA ALZAABI (ABU DHABI)
Emirates Steel Arkan, the UAE’s largest publicly listed steel and building materials company, on Thursday unveiled its new brand identity: as EMSTEEL (ADX: EMSTEEL). The move comes as part of the company’s efforts to accelerate its operational transformation and extend its global presence.
The announcement came during an event in Abu Dhabi that witnessed the participation of over 400 customers, partners, and employees.
Under the new brand, the company will operate through two core divisions: Emirates Steel and Emirates Cement, that incorporates Al Ain Cement Factory, Emirates Blocks Factories, ANABEEB, as well as Arkan Bags.
The company’s structure is crafted to serve the needs of UAE and global industries, with room for growth into new markets and product lines.
With a focus on innovation and sustainability, the Group is investing in advanced technologies and clean energy to produce safe, high-quality, low-carbon products.
Holding 11% of Abu Dhabi’s manufacturing activity output and 60% in the UAE’s steel market, EMSTEEL is a key contributor to the UAE’s “Operation 300bn” industrial strategy, the company said in a statement.
The company is also driving digital transformation initiatives and is recognised with five “UAE Industry 4.0 Digital Leader” titles from the Ministry of Industry and Advanced Technology (MoIAT).
Speaking during the launch, Eng. Saeed Ghumran Al Remeithi, Group Chief Executive Officer of EMSTEEL said: “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 added: “The company is committed to reducing carbon emissions in alignment with the UAE’s Net Zero by 2050 Strategic Initiative, where the use of clean energy in our operations is at 80%. 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% less carbon than our peers.”
Speaking to Aletihad on the sidelines of the event, Saeed Khalfan Al Ghafri, CEO of Emirates Steel, said the rebranding comes as part of the group’s broader strategy focused on global expansion, innovation, and sustainability.
“EMSTEEL is the largest steel and building materials manufacturer in the UAE today, and it is a very exciting day for us. The new logo reflects our future direction. Our new strategy is centered around two main components: sustainability and innovation. One of our major projects is the carbon capture facility, making us the first steel mill in the world to use such technology, directly linked to sustainability.”
He pointed out the collaboration with Masdar for green hydrogen steel production, the introduction of ES600 steel for reducing building carbon footprints, and the shift from a blue to a green identity, all consistent with the UAE’s 300 billion initiative.
He also said that emerging tech, including AI, will contribute to transparency by endorsing customers to use software for tracking carbon footprints.
Also speaking to Aletihad, Hugo Losada, CEO of Building Materials, said: “We are proud of what we have achieved at Emirates Steel regarding decarbonisation, innovation, and leading the industry as a key part of the country’s industrial fabric. Likewise, for Emirates Cement we want to follow in these footsteps, continuing its decarbonisation journey, which began with the 2021 merger of the two companies. As the world’s first steel producer with a carbon capture facility, we are proud of our ESG progress and are fully committed to the UAE’s 2030 and 2050 decarbonisation aspirations. Emirates Cement will also contribute significantly to this effort.”
The company is integrating AI systems in order to improve productivity and operational efficiency, and is actively seeking technological innovations to drive growth, he added.
