BRUSSELS, Belgium — ADF/Westgate expects to firmly establish itself in the Middle East with its first warehouse operation in the Beirut, Lebanon Free Trade Zone under the direction of Houssam ‘Sam’ Rayess, the newly appointed director of Middle Eastern sales for the company.

“The customer doesn’t want to hold stock today and now he won’t have to deal with ADF,” said Rayess. “We expect to dominate the market with our lines.”

ADF produces faux leather, silk, 100% spun polyester indoor/outdoor fabric featuring embroideries, chenilles, and jacquards; a total of 500 sku’s were handpicked by Houssam for this unique market. ADF produces 1,500 sku's twice a year with 500 sku’s targeted for export, said Principal David Li.

ADF was established in 1995 by Li, who also started Orient West in 1991, the brand name for ADF in China.  Prior to starting Orient West, Li was with The Robert Allen Group for six years. Westgate/ADF’s first Middle East line was shown at Index in November and will also be shown during Heimtextil in January.

“Aramex Freight will handle all logistics including same and next day freight service from Beirut, or weekly service by truck and warehouse management,” Rayess said.

He will work closely with Stephen Schroeder, who is currently vice president of international business and was Rayess’ colleague ten years ago at Quaker Fabrics Corp. Rayess and Schroeder were both present at their Sheraton Rogier ‘showroom’ during MoOD in September. They expect to show their line four times a year at various trade shows.