Welcome to the Enhance website.
We hope that you find it informative and that it enables you to conduct or establish business more efficiently with us.

Dominic C.R. Myers
Chief Executive Officer
Enhance Operating Companies

(00) 968 245 264 02

(00) 968 245 264 00


Corporate Profile

Enhance is the leading provider of Brand Distribution and Retail Management Solutions in Oman with expanding management responsibilities in other GCC Markets. Enhance is the trading name for Matrah Cold Stores LLC(MCS) which remains the name of the legal entity.

Mr. Imad. K. Sultan, Deputy Managing Director, W.J. Towell, is the Chairman for Enhance Oman, UAE and Fairtrade with Mr. Dominic C.R. Myers, Chief Executive Officer, Enhance Operating Companies.

Enhance was established as a partnership between W. J. Towell and Spinneys in November 1967 and commenced activities in 1969. Spinneys had been operating since 1962 in Oman providing catering services for the oil companies. In 1992, Spinneys was acquired by Inchcape and then in 1999 W. J. Towell purchased Inchcape’s shares in MCS resulting in the Company being wholly owned by W.J.Towell & Co. L.L.C.

In November 2010, Enhance completed the acquisition of the major shareholding in Fairtrade LLC making Enhance the largest FMCG distributor in Oman.

Matrah Cold Stores LLC (Enhance) is a 51% partner in a joint venture with Nestlé S.A.- Nestlé Oman Trading (NOT) which commenced operations in January, 2003.

The company manages 50+ Omanoil and Hala conveniece shops in Oman on behalf of Omanoil which will continue to increase through 2012. Enhance also owns the O-Mart brands of non-forecourt convenience shops brand operating from a number of locations.

The Company manages its Logistics operations through their extensive network of temperature controlled warehousing and fleet management. Enhance products are distributed from its 12600m2 central facility at Rumais and from depots in Wadikabir, Salalah, Sohar, Nizwa, Muladha and Al Kamel serving over 2,500 outlets nationwide. In 2012, Enhance opened new purpose built Warehouses in Sohar and Nizwa. In November 2003, our Tobacco Division acquired ISO 9001:2000. In December 2006, Reckitt Benckiser Division secured ISO 9001:2000 accreditation and in December 2009 our Retail Division achieved the ISO 9001:2008 accreditation for its management of convenience stores becoming the first retailer in the GCC to achieve this recognition. Our Nestle Vending machine Business Unit expects to complete its ISO accreditation in 2013.

The Company benefits from the service of over 900 employees including over 550 Omani nationals. The company is proud of its success and promotes its four key Values to all employees – Be Accountable, Excellence, Service and Teamwork. The Company encourages every employee to “Make A Difference”. The Company operates through General Managers for Brand Solutions, Retail Solutions and Direct Distribution. All Divisions are P/L responsible and operate rigorously to KPI parameters that are regularly assessed.

Enhance provides Management resources and support, managing the Enhance UAE distribution business, Al Bustan Al Khaleeji in Kuwait and for Athaibah Foods Company which has the Franchise rights to manage the Dunkin' Donuts brand in Oman. The Company as the major shareholder will also be providing extensive support to Fairtrade LLC and works with the management of Al Marsa Fisheries.

Brought To You By Enhance

The Company is seeking to assist customer and consumers to appreciate the value we bring to their lives by utilizing the “Brought to You” strapline and is being utilized on assets (vehicles/ coolers) and marketing collateral.