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    <lastmod>2020-06-06</lastmod>
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      <image:title>Home - “Kia Ora Hisham! Thank you so much for your work with Harvey Nichols, we Love what you are doing!”</image:title>
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  <url>
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    <lastmod>2020-04-14</lastmod>
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  <url>
    <loc>https://www.zeradsolutions.com/what-we-do</loc>
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    <lastmod>2020-04-13</lastmod>
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      <image:title>What We Do</image:title>
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      <image:title>What We Do</image:title>
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      <image:title>What We Do</image:title>
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  <url>
    <loc>https://www.zeradsolutions.com/team</loc>
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    <lastmod>2024-05-06</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1590429664629-VRTFAEX7S0AD5DGI59W9/Osian+Blog+%285+of+9%29.jpg</image:loc>
      <image:title>Team - Zerad - Osian Batyka-Berry</image:title>
      <image:caption>Retail Design &amp; Fabrication Consultant Osian is an industrial designer, with a 1st class honours degree in product and furniture design from Kingston University, England. He has a highly aesthetic eye, and has executed a number of high quality retail and fashion executions. He now owns and runs his own design consultancy based in London. Osian has also been an Ambassador for New Balance for many years, and in that time produced a number of retail executions around the world, from the UK to as far as China. Osian is a versatile designer, who’s focus is to produce rich design work through careful thought and intuitive research. His specialties include spacial, furniture and retail installation design, as well as overseeing production and fabrication himself through his studio. His clients have included New Balance, Nicholas Kirkwood, Bombay Sapphire to name a few.</image:caption>
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      <image:title>Team - Zerad - Yasmeen Khaja</image:title>
      <image:caption>Creative &amp; Design Leadership Yasmeen Khaja is a Kuwait-based multidisciplinary designer and writer. She works with creative studios like Sharaf Studio and Amna Alsalem, and has previously learned from organizations such as Aerial Futures, AIA NY, SYPartners, and more. Yasmeen has an Honors BFA in Graphic Design with a Minor in Writing + Literature from the California College of the Arts located in San Francisco and Oakland. She also holds an MA in Design Research, Writing, and Criticism from the School of Visual Arts in New York. She has attended the School for Poetic Computation. She is the recipient of multiple awards for her culturally-driven design work and research. Her diverse background—crossing research, graphic design, code, and writing—makes context the foundation of her work.</image:caption>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1589664115181-9ECHQSVS4FVH1UKYJL4Q/feirand.jpg</image:loc>
      <image:title>Team - Zerad - Feirand Kurdi</image:title>
      <image:caption>Senior Director, Europe and North America Feirand is a commercial real estate investment professional with over 17 years’ experience covering a multitude of asset classes including retail, hospitality, offices, leisure, industrial and mixed-use. He has held senior roles with leading property developers and investors in the MENA region, franchise retailers and a management consultancy specialised in advising UHNW individuals and private equity, and has been involved in mega projects the likes of the Conrad Hotel Dubai, 360 Mall/Al Kout Kuwait and others, in the UAE, Kuwait and Jordan. His specialisms include strategy, acquisitions and divestments, valuations, portfolio management, leasing, financial feasibility studies and analysis, development consultancy and project management. Feirand has an MBA from Warwick Business School and a Bachelor’s degree with honours in Logistics &amp; Supply Chain Management.</image:caption>
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      <image:title>Team - Zerad - Betool Al Zeraie</image:title>
      <image:caption>Managing Partner Betool majored in marketing at University, and has pursued a career in marketing ever since. She has overseen marketing and communications teams at companies operating fashion brands the likes of Maxmara, DKNY, Jimmy Choo, Kenzo, Margiela, DSquared, Ted Baker, Patek Philippe, Chopard, Harry Winston, Bvlgari and many more, with direct responsibility for all marketing and communications. Betool’s speciality lies in her creative nature and ability to spot and leverage cultural trends. She leads the zerad marketing and creative consultancy. Read full bio…</image:caption>
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      <image:title>Team - Zerad - Sophy Bae</image:title>
      <image:caption>Senior Director, Asia-Pacific Sophy, based in Seoul, Korea, brings a wealth of experience to the team, having spent eleven years with the Adidas Group for Asia Pacific across roles as varied as Head of Product Development for Reebok, Head of Group Retail Marketing and Merchandising, Reebok Brand Director China, and Senior Director of Visual Merchandising for all Adidas Group brands, overseeing 2,500 retail stores and a team of 180 visual staff across all regional offices; in the latter role her team were awarded “Best Global VM Team in Adidas Group” in 2014. Most recently and spanning five years, Sophy was Cole Haan’s Senior Director of International Marketing for every territory outside of the US domestic market, where she oversaw go-to-market strategy, all DCI and marketing activity, visual merchandising, and retail store development across the brands’ more than 80 countries of operation. Sophy has an MA from Parsons School of Design, New York, and an MA in Visual Merchandising from Seoul, Korea, and has also held Guest Professor appointments at Beijing University, China, and Hosue University, Korea.</image:caption>
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  </url>
  <url>
    <loc>https://www.zeradsolutions.com/hisham-read-more</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-05-20</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1589970674942-F6X6BUEJGSOIQLCH2KKR/fullsizeoutput_8346.jpg</image:loc>
      <image:title>Hisham El-Murad read more - Managing Partner</image:title>
      <image:caption>Hisham’s interest in brands was piqued at a young age, stumbling across his father’s many books on branding, marketing strategy and consumer behaviour that were always lying around the family home in London. As soon as he was old enough, he got a job at one of the biggest clothing brands at that time – The Gap. He learned the ins-and-outs of a very successful fashion brand, product management, seasonality, visual and product merchandising, fabrication of garments, and of course branding, through exposure to key branding messages, in visual form and written, for multiple purposes and formats. He then joined Zara, as part of the retail team behind the launch of 3 of the stores in Central London (Regents Street, Oxford Street and High Street Kensington), just as the young Spanish brand was beginning its aggressive launch in the UK. This early exposure to retail and mega brands drove Hisham to Westminster Business School, where he undertook the first BA Hons Fashion Management program of its kind in Europe. During his bachelors, Hisham was one of two candidates to earn a paid placement year at Arcadia Group, as a Merchandiser on the Topman brand overseeing over 180 UK stores. He also later secured a role at Harvey Nichols Head Office as a Merchandiser on International Brands, held an internship at Debenhams on the E-commerce team, conducted management case studies on Zegna, Zara and others, before completing a major project on retail space planning, with a critical review of Ikea. With this experience and education under his belt, Hisham was able to secure a senior role at a prestigious British heritage brand, Aquascutum, prior to graduating in 2006; his last day of University was on a Friday, and he started that Monday, overseeing Menswear from a merchandise planning and product assortment perspective. Two years later he would move on to the niche luxury maison Bamford &amp; Sons, where he oversaw merchandise planning across mens and womens ready-to-wear and accessories. Here he was also a systems “super-user” and represented the commercial teams on a committee that led the transition to a whole new Oracle-based enterprise management system. In 2009, Hisham accepted a role in the Middle East and relocated to Kuwait, to shape and build a buying and merchandising function for a local franchise operator and establish best practice processes. The brands under his remit included Maxmara Group brands, Kenzo, Jimmy Choo, Donna Karan, DKNY and many more. Here he spent the next seven years, growing responsibility across the group, finally reaching Director of Regional Fashion and Business Development and overseeing brand activities in 8 Middle East territories. In his time Hisham structured teams and established best practice across buying, merchandising and marketing, signed multiple new brands to the group, and opened many stores in different countries. In 2016 Hisham accepted a role directing the leasing strategy and client relationships of a landmark commercial mixed-use development in Kuwait, where retail partner relationships included Hermes, Kering Group (Gucci, Saint Laurent, Bottega Veneta), and commercial clients included HSBC, KPMG, and many more of this caliber. And in 2018, zerad was born…</image:caption>
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  </url>
  <url>
    <loc>https://www.zeradsolutions.com/betool-read-more</loc>
    <changefreq>daily</changefreq>
    <priority>0.75</priority>
    <lastmod>2020-10-08</lastmod>
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      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1602146974814-7VQ0B9ECKP8Q1KQ36BXA/IMG_1828%252525282%25252529.jpg</image:loc>
      <image:title>Betool read more - Managing Partner</image:title>
      <image:caption>After majoring in marketing at University, Betool pursued the specialism her entire career. She started in luxury ready-to-wear and accessories, handling strategic marketing for brands the likes of Maxmara, DKNY, Jimmy Choo, and many more. In 2009, she spent a few weeks at the Jimmy Choo Head Office in London being taken through the business, and the “little hidden secrets” behind the brands success. When she returned to Kuwait, Jimmy Choo (among others) was one of the first brands she took digital, launching on local social media platforms as one of the first franchise companies to do so in the region, at a time when brands were still uncomfortable with the idea of engaging with luxury consumers on social media. Betool was then involved in the launching of a number of important brands, one of which being Maison Martin Margiela. Along with developing the strategic marketing plan, she also executed an incredibly successful event - taking a 600sqm hall and converting it thoroughly into a Margiela Maison. After some years in fashion, Betool then moved into luxury jewelry and haute horlogerie, and directed the creative, PR, and marketing department for brands including Patek Philippe, Chopard, Dior, Gucci, Chaumet, Bvlgari, and many more. Here she oversaw all marketing and communications, and in particular led their efforts in clientelling/relationship management and their growth on social media. Betool lives and breathes marketing, and has developed her creative eye through repeating the intricate process of studying, planning and building marketing campaigns over and over again, and being entrusted with the responsibility to generate strategic long term plans as well as short-term tactical and creative solutions to problems on a daily basis. In her time, she has had to repeatedly develop creative strategies and campaigns that were approved by global brands of the highest standards, while still appealing to the unique requirements of our local markets. In 2019, she decided to further her education, and was accepted to participate in an Executive MBA with HEC Paris. Now, she plans to share her creativity and experience with the world, through zerad...</image:caption>
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  <url>
    <loc>https://www.zeradsolutions.com/clients</loc>
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    <lastmod>2020-06-02</lastmod>
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  <url>
    <loc>https://www.zeradsolutions.com/clients/project-three-l6jnx</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2021-03-10</lastmod>
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      <image:title>Clients - Aethic</image:title>
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      <image:title>Clients - Aethic</image:title>
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      <image:title>Clients - Aethic</image:title>
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      <image:title>Clients - Aethic</image:title>
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  <url>
    <loc>https://www.zeradsolutions.com/clients/project-four-lw5hm</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2020-05-29</lastmod>
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      <image:title>Clients - Melenzane</image:title>
      <image:caption>zerad were hired for a one time event conceptualization and activation, for the opening of their newest and fifth branch in Kuwait City. The brief was to cater to the mixed local and expat residential clientele of Salmiya. We pitched a broad strategic approach, that among other elements included: collaboration with other top chefs of Kuwait to develop a collaborative dish, available only at the new branch during the opening, invitation of specific influencers that are beloved by the target audience, entertainment (which included a pizza acrobat, giant floor piano activation, and others), co-branding partner with a trending soft-serve ice cream brand which was a hyped category at that time, giveaways of their signature sauce in little jars, loyalty program with students from the neighboring university, and many, many more ideas. We agreed on a condensed selection of the key themes, and executed a very successful event!</image:caption>
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  <url>
    <loc>https://www.zeradsolutions.com/clients/unreafur</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2020-05-29</lastmod>
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      <image:title>Clients - Unreal Fur</image:title>
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      <image:title>Clients - Unreal Fur</image:title>
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      <image:title>Clients - Unreal Fur</image:title>
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      <image:title>Clients - Unreal Fur</image:title>
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  <url>
    <loc>https://www.zeradsolutions.com/clients/comoculture</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2020-05-29</lastmod>
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      <image:title>Clients - Como Culture</image:title>
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      <image:title>Clients - Como Culture</image:title>
      <image:caption>Samples of a creative theme developed by zerad for comoculture, for a strategic digital crowdfunding campaign that contained 3 separate campaign themes over six weeks in 2018. Como’s brief was to gain traction for their crowd-funding initiative which had been slow in the first three weeks.</image:caption>
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      <image:title>Clients - Como Culture</image:title>
      <image:caption>This particular theme was a Part 1 of a three-pronged digital campaign; Part one - Tease Part 2 - Inform Part 3 - Close</image:caption>
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      <image:title>Clients - Como Culture</image:title>
      <image:caption>The idea here, was to leverage famous examples of when individuals had missed investment opportunities, only for the start-up to now be a well known household name. We played on ego, fear of missing out, and the innate desire to make more of oneself, in order to target our specific investor base.</image:caption>
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      <image:title>Clients - Como Culture</image:title>
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    <image:image>
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      <image:title>Clients - Como Culture</image:title>
      <image:caption>3D renderings of retail layout improvements proposed to client</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1590708168079-DQ6WRLXM6B64OBPSFFQE/como+store+2.jpg</image:loc>
      <image:title>Clients - Como Culture</image:title>
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  <url>
    <loc>https://www.zeradsolutions.com/clients/pia-naera</loc>
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    <priority>0.5</priority>
    <lastmod>2020-05-29</lastmod>
    <image:image>
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      <image:title>Clients - Pia Naera</image:title>
      <image:caption>L’Officiel coverage announcing the launch of Pia Naera in the Middle East, 2015. As part of our representation of the eponymous brand Pia Naera from New Zealand, zerad also drove media engagement and press seeding, with one of our pinnacle achievements being this spring-issue free of cost feature in L’Officiel Middle East, announcing the launch of the brand in Harvey Nichols.</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1590711773800-UFBF8O0QWQHF7F6QR9B6/Pia+Naera+L%27Officiel+1.jpg</image:loc>
      <image:title>Clients - Pia Naera</image:title>
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      <image:title>Clients - Pia Naera</image:title>
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  <url>
    <loc>https://www.zeradsolutions.com/clients/liu-jo</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2020-06-01</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591028333517-HKRJ870XPL2VU04N2A17/WTFSG-kate-moss-liu-jo-ss-2014-1.jpg</image:loc>
      <image:title>Clients - LIU•JO</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591028729563-BS6A31FIU98DTDFVLF6O/shopthelook104.jpg</image:loc>
      <image:title>Clients - LIU•JO</image:title>
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    <loc>https://www.zeradsolutions.com/clients/nine-korea</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2020-06-02</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591114450568-DXRCS5MYCGTNU55EK5YR/Screen+Shot+2020-06-02+at+7.11.36+PM.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116137607-ZBPOHOVSKKS152248793/DNA+and+RNA.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>DNA/RNA Extractor</image:caption>
    </image:image>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116144694-XWCQMFC1TSJSO9VRQN20/kn95.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>KN95 masks</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116166893-O94S5K0OG2LO7E9LPP2R/rapid+test+kit.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Covid Rapid Testing Kit - 10 minute result</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116195845-SIHD9D2KI57HIQ0Y1ROA/Dental+Mask+Korea.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Filtered Surgical Masks</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116221908-MPLQUPZEZSICI10F8967/covid+test+kit.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Covid Testing Kit</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116307610-15LCGR5A4S0T1PKUTATC/airsonic.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Airsonic Hair and Scalp</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116317389-7TW1PZCYP65HFXABCFTL/auto+sanitizer.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Auto Hand Sanitizer Machines</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116334145-STLVAI2C280UGYXJRNB4/face+sheild.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Face Shields</image:caption>
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    <image:image>
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      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Sanitizer in various sizes</image:caption>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5e8a27601e8c3436e9e6dece/1591116390119-MMKJST3VETAW5UO21SQ1/ethanol+wipes.png</image:loc>
      <image:title>Clients - Nine Korea</image:title>
      <image:caption>Ethanol Wipes</image:caption>
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  </url>
  <url>
    <loc>https://www.zeradsolutions.com/clients/trafalgar</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-03-27</lastmod>
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      <image:title>Clients - Trafalgar</image:title>
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      <image:title>Clients - Trafalgar</image:title>
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      <image:title>Clients - Trafalgar</image:title>
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      <image:title>Clients - Trafalgar</image:title>
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      <image:title>Clients - Trafalgar</image:title>
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    <image:image>
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      <image:title>Clients - Trafalgar</image:title>
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  </url>
  <url>
    <loc>https://www.zeradsolutions.com/clients/tamanna</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-03-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847346453-9Q5OWQYQKLUYSEI8HTQ9/20140301_Trade-151_0124-copy.jpg</image:loc>
      <image:title>Clients - Tamanna</image:title>
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    <image:image>
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      <image:title>Clients - Tamanna</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847345694-G1GWR6PECV9YV30U4V72/20140301_Trade-151_0124-copy.jpg</image:loc>
      <image:title>Clients - Tamanna</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847344987-MHQ4KNDFGIGPTF2COZ6C/20140301_Trade-151_0124-copy.jpg</image:loc>
      <image:title>Clients - Tamanna</image:title>
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    <image:image>
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      <image:title>Clients - Tamanna</image:title>
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    <image:image>
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      <image:title>Clients - Tamanna</image:title>
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    <image:image>
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      <image:title>Clients - Tamanna</image:title>
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  </url>
  <url>
    <loc>https://www.zeradsolutions.com/clients/ounass</loc>
    <changefreq>monthly</changefreq>
    <priority>0.5</priority>
    <lastmod>2022-03-27</lastmod>
    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847341420-H8BGVV7QHLUZ41NQKDDO/20140301_Trade-151_0124-copy.jpg</image:loc>
      <image:title>Clients - Ounass</image:title>
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    <image:image>
      <image:loc>https://images.squarespace-cdn.com/content/v1/5ec321c2af33de48734cc929/1589847340763-INL9ICD0DK2G1M8D7C0L/20140301_Trade-151_0124-copy.jpg</image:loc>
      <image:title>Clients - Ounass</image:title>
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    <image:image>
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      <image:title>Clients - Ounass</image:title>
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    <image:image>
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      <image:title>Clients - Ounass</image:title>
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      <image:title>Clients - Ounass</image:title>
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      <image:title>Clients - Ounass</image:title>
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