Change of commercial footprint for “effeff” and “IKON” in the Middle East


effeff is a global leading brand for electromechanical locking and unlocking devices founded in 1936. Electric strikes, electric bolts, security locks, access control systems and escape route technology are among the effeff brand products which today provide security and convenience over the world. IKON is ASSA ABLOY’s most successful brand for locking and security technology in Germany and was founded in 1926. The IKON brand offers state-of-the-art products and solutions at the cutting edge of technology. The brand product range includes high-quality mechanical and mechatronic locking cylinders, auxiliary locks and security devices and door fittings. Both effeff and IKON are part of ASSA ABLOY group since year 2000 and 1994 respectively and in the Middle East was served by ASSA ABLOY Sicherheitstechnik GmbH export team.

In recent years, the presence of ASSA ABLOY in the Middle East Region increased significantly. In 2018 a new Region, part of the ASSA ABLOY Opening Solutions EMEA Division, has been established with the aim to serve at the best the local customer base and accelerate growth and market penetration.

As part of this strategy we are pleased to announce that, starting from the 1st of July 2020, the effeff brand will become part of the brand portfolio commercially managed by the new established Region. This means that the customer relationship, order management, business development and technical support will be moved from the Export team in Germany to the local Team in Middle East based in Dubai.

Common Questions Asked

What organizational changes will I experience as a customer?

In order to serve you better instead of corresponding to ASSA ABLOY Sicherheitstechnik GmbH, you will be contacting ASSA ABLOY Opening Solutions Middle East head office in Dubai or our local offices as per the contacts provided below.

Will my usual contact points remain the same?

NO, you will be served by a new team as per the contacts provided below.

What’s the purpose of this change?

This is a pure operational exercise to serve you closely in a better way with enhanced support from ASSA ABLOY Opening Solutions Middle East dedicated team.

Does this also change ‘effeff’ product offering?

NO, this doesn’t affect the breadth of solutions we provide in effeff brand. We however aim to further increase our focus on innovation and product development as per local requirement.

When this change will come into effect?

This change will come in effect from 1st July 2020. Starting this day all commercial dealings and logistics supports will be managed by our Dubai based office.

Will this affect the orders already placed to Germany?

NO, the orders already placed to Germany will be fulfilled directly by Germany. Only new orders have to be placed to the Middle East office.

Who should I contact to know more?


Middle East Head Office:


ASSA ABLOY Opening Solutions Middle East

Jebel Ali Industrial Area

P.O.Box 37765

Dubai - United Arab Emirates

Phone: +971 4 8804888

Fax: +971 4 8804884




Key Contacts:


Nassim Abu Yousef – Vice President, ASSA ABLOY Opening Solutions Middle East

Mobile: +971 555546522



Yousef Al Jarishi – Head of Hardware Solutions, ASSA ABLOY Opening Solutions Middle East

Mobile: +971 557014974