Saudi Review

Sigmulto Nujoum ... high-end decorative range.

Sigmulto Nujoum ... high-end decorative range.

Portfolio boost

May 2014

SIGMA Paints Middle East has seen steady and sustainable growth in 2013 compared to 2012, a trend that it says has continued into this year thanks to its portfolio of new products, its reputation in the market and the success of its marketing strategy.

Over the past year, the Dammam-based paints specialist has unveiled a choice of high-end finishes that have been designed to suit both the local environment and local tastes.

Among them were the Sigmulto Nujoum and Sigmulto Effino, which were launched in line with Sigma’s strategy aimed at continuously boosting its high-end decorative product range to offer its clients the most extensive trendy range in the market place.

Commenting on the feedback from the Saudi market to these products, marketing manager Middle East Antoine Lejuez says: “The market response has been great. Consumers love the products in terms of their looks and feel as well as quality. These high-end finishes are used all around the kingdom in apartments and villas.”

Sigmulto Nujoum, described as “Stars of the Desert”, aims to bring the unique desert environment with its flora and fauna into the home. The transparent glitter finish can be applied on the top of any colour within the Sigma Colours and Lifestyle palette. Clients can choose a soft colour for a more tranquil effect or a strong bright colour to enhance the glitter-effect of Sigmulto Nujoum.

The new line of decorative paints comprises special colour categories such as Natural Green, Yellow Ochre, Sienna Brown, Orange Terra, Warm Red, Mystic Purple, Cool Blue and Mineral Grey.

“Sigmulto Nujoum products are an added value to the existing versatile product platform of Sigma Paints. It reflects our continuous strive to create unique colours that add design, magic and power to home interiors, and enrich our existing collection. “The Sigmulto Nujoum products come at a time when the demand for modern, trendy and inspiring home interior colours is growing in the Saudi market,” he adds.

Meanwhile, Sigmulto Effino is a high-quality, water-based decorative matte finish characterised by a special touch of Italian elegance, developed for interiors. “Its collection of velvety colours spread over eight groups resonates the wonderful Italian atmosphere, enhancing the ambiance of a home with soft shades reminiscent of Rome’s splendid plazas, fountains and artistic treasures,” says Lejuez. “The captivating colour groups within the Sigmulto Effino range vary between the elegant and dynamic orange, the stimulating and proud yellow, the serene and warm brown, the passionate and calm red, the scented and energetic green, the balanced and splendid purple, the exciting and inspiring blue, and the secret and luxurious grey.

Stars of the Desert ... Sigmulto Nujoum.

Stars of the Desert ... Sigmulto Nujoum.

“Each group of colours consists of two patterns that help the client choose one that best suits his personality and artistic preferences, in addition to being consistent with the Sigma ‘Lifestyle’ concept,” he elaborates.

A third application is also possible, through mixing two existing colours or different colour shades from the same group to obtain special creative effects. “Tests have revealed that blending one light colour with another dark one from the rich Sigmulto Effino colour group produces amazing results that have impressed lots of clients and won their satisfaction,” Lejuez points out.

Apart from these high-end finishes, Sigma Paints also launched Ultra-Cool, an energy-saving solution. With this new technology, Sigma Paints provides a solution to the increasing demands and regulations on energy-efficient housing with an unlimited colour choice, he says. “The benefits of Ultra-Cool includes energy savings – reduced energy costs in providing cool interiors; durability – the lower paint film temperature reduces the risk of thermal shock on the coating and an unlimited choice of colours – even the darkest colours can be used on the façade,” he explains.

Sigma Paints has seen its products used on a range of high-profile projects in Saudi Arabia over the past year including the Jabal Omar Development and Altayseer and Alhedayah Towers in Makkah; a mega housing project for Saudi Basic Industries Corporation (Sabic) in Jubail; and Al Jawhara (Pearl Tower) in Jeddah.

In line with its three-tier marketing channels strategy, the company is continuously developing its retail network with new shops to cover the kingdom. Meanwhile, plans for opening additional Design Shops in the kingdom in the coming years are also under development.

In order to increase top of mind awareness (Toma) of the Sigma brand, product range and services, the company has an aggressive advertising and promotional strategy in place. Among such initiatives, Sigma Paints recently participated in The Big 5 Saudi, which was held in Jeddah in March. According to the Lejuez, the response was great. “The event has helped consolidate our positioning as a leading paints manufacturer amongst the professional segment. Great interest was shown in the displayed products and services.”

The company is also keeping in step with the current trends in the paints and coatings market in Saudi Arabia, where social housing is a buzzword and where the market demands environment-friendly products, and solutions that are tailored for specific sectors such as healthcare.

Sigma Paints manufactures and sells architectural, protective, marine and packaging paints and coatings. Its production facilities are based in Dammam as well as in Egypt.

Established in the First Industrial City of Dammam in 1980, the paints and coatings major has a number of offices in the Middle East with a total staff strength of 400, located in Jeddah and Riyadh, in addition to the Dammam facility, in Saudi Arabia; Qatar; Dubai and Abu Dhabi in the UAE; Bahrain; Yemen; Kuwait and Egypt.

“Sigma Paints is a forward-looking company. We focus on enriching people’s lives and creating value,” concludes Lejuez.

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