Since its establishment in 2012, East Lines has emerged as one of the UAE’s most progressive producers of premium tissue products and corrugated packaging solutions.
Our journey reflects a decade of innovation, investment, and commitment to excellence, transforming from a small converting unit into a multi-divisional ISO-certified industrial group with operations across Umm Al Quwain, Dubai, and the wider GCC region.
The East Lines story began in one of the UAE’s rising industrial hubs. Recognizing the nation’s fast-growing demand for hygienic paper products, a group of professionals with decades of manufacturing experience founded East Lines Manufacturing LLC to deliver premium yet affordable tissue solutions to local and regional markets.
Armed with one converting line, a handful of dedicated employees, and an unwavering belief in quality, the company launched its first range of facial tissues and maxi rolls made from 100 per cent virgin pulp. Even in its infancy, East Lines set a new benchmark for softness, purity, and consistency, qualities that would soon define its reputation throughout the UAE.
Within a year, East Lines had successfully positioned itself among emerging tissue manufacturers in the UAE, building distribution partnerships in Dubai, Sharjah, and Ajman. The company’s commitment to timely delivery, quality assurance, and personalised service earned the confidence of retailers, hotels, and trading companies seeking locally manufactured alternatives to imported tissue brands.
This period also marked East Lines’ first steps toward sustainability. The team began sourcing responsibly produced pulp and implemented basic recycling practices, laying the groundwork for today’s environmental initiatives.
A major turning point came in 2014 with the introduction of Silque, East Lines’ flagship brand. Designed to embody luxury, softness, and hygiene, Silque quickly became a household and hospitality favorite. Its distinctive blue-and-white packaging and premium quality differentiated it from competitors and established East Lines as a brand-driven tissue manufacturer rather than a generic supplier.
Silque’s success encouraged the launch of additional product lines to include toilet rolls, napkins, and couch rolls, each produced with the same precision and quality control.
To keep pace with growing demand, East Lines invested in new converting machinery and automation systems capable of higher output and greater product variation. During this period, the company diversified into interfold and auto-cut, targeting hospitals, schools, and corporate facilities.
Parallel to the tissue division’s expansion, feasibility studies began for a corrugated packaging operation, anticipating a market need for locally made boxes, cartons, and pallets for the UAE’s booming logistics and food sectors.
The leadership’s vision was clear: build a vertically integrated paper-and-packaging ecosystem that delivers end-to-end value.
2017 - Certification and Quality Milestones
As production volumes increased, so did the company’s focus on international compliance. Between 2019 and 2020, East Lines successfully achieved:
•ISO 9001:2015 for Quality Management,
•ISO 14001:2015 for Environmental Management,
•ISO 45001:2018 for Occupational Health and Safety.
Later, HACCP and GMP certifications were added, reinforcing East Lines’ reputation as a hygienic, safe, and environmentally responsible tissue and packaging producer.
These milestones not only strengthened brand credibility but also opened export opportunities across the GCC, where compliance and traceability are essential.
East Lines commissioned a new state-of-the-art manufacturing facility in Umm Al Quwain, complete with production halls, warehouses, administrative offices, and staff accommodations.
Parallel to the tissue division’s expansion, feasibility studies began for a corrugated packaging operation, anticipating a market need for locally made boxes, cartons, and pallets for the UAE’s booming logistics and food sectors.
The leadership’s vision was clear: build a vertically integrated paper-and-packaging ecosystem that delivers end-to-end value.
Building on the company’s success, East Lines launched new brands to include Premio and Occasions, each crafted for specific market segments.
•Silque targeted the premium retail and hospitality sectors.
•Marvels catered to households and corporate offices.
•Premio and Occasions addressed industrial and facility-management needs.
During this period, the COVID-19 pandemic further validated East Lines’ resilience. As demand for hygienic products surged, the company maintained uninterrupted supply through strategic raw-material sourcing and robust logistics.
To ensure long-term sustainability and governance, East Lines implemented a comprehensive ESG framework—integrating environmental metrics, social welfare, and transparent corporate governance into every business function.
The company also digitalized several workflows, adopting real-time production monitoring, predictive maintenance systems, and CRM-driven client support. These upgrades enhanced agility and decision-making while keeping energy usage under strict control.
Marketing strategies evolved too: the company strengthened its online presence through an optimized website, digital catalogues, and regional partnerships, further establishing East Lines as a leading tissue and packaging manufacturer in the UAE.
East Lines Carton & Packaging Industry was established to support and implement vertical integration initiatives within the business.
Equipped with advanced corrugators, die-cutters, and flexographic printing machines, this division enabled the company to manufacture:
•Regular Slotted Containers (RSC boxes)
•Custom Printed and Die-Cut Boxes
•Shelf-Ready Packaging (SRP)
•Pizza and Meal Boxes
•Pallet Boxes, Corrugated Sheets, and Rolls
This expansion positioned East Lines as a dual-strength manufacturer, capable of supplying both tissue and packaging products under one roof, a competitive advantage unmatched in the region.
Today, East Lines stands as a symbol of reliability and innovation in the Middle East’s industrial landscape.
With more than ten years of consistent growth, the company continues to push boundaries, expanding product lines, improving sustainability, and deepening its relationships with clients and distributors.
Every facial tissue box, maxi roll, toilet roll, napkin, and corrugated carton leaving our facility reflects our heritage of craftsmanship and care. The company’s products now reach thousands of homes, hotels, and industries across the UAE and GCC, carrying with them a legacy of trust, hygiene, and quality.
As East Lines looks to the future, its commitment remains unwavering—to produce world-class tissue and packaging solutions that embody the values of innovation, sustainability, and customer satisfaction that defined its very beginning.
East Lines Manufacturing LLC
Umm Al Thoub Industrial Area, P.O. Box 2251,
Umm Al Quwain, United Arab Emirates
📞 +971 6 525 2307 | +971 54 583 2391
📧 Info@EastLinesManufacturing.com
🌐 www.EastLinesManufacturing.com