UAE Focus

RAK Ceramics unveils bathware collection

April 2015

UAE-based RAK Ceramics, a global manufacturer of lifestyle ceramics solutions, launched a luxury bathware collection last month in Germany in partnership with Italy’s Pininfarina, a luxury designer whose clients include brands such as Ferrari, BMW, Alfa Romeo and Maserati.

The Quadro collection was launched at ISH Exhibition, the world’s leading showcase for innovative bathroom design, efficient energy use and high technology, which took place in Frankfurt, Germany from March 10 to 14.

This exciting co-branding venture will allow market entry into the highly competitive luxury bathware segment, in line with RAK Ceramics’ commitment to its new growth strategy, said the company.

Commenting on the company’s performance last year Abdallah Massad, CEO, RAK Ceramics, said: “The focus on key business segments and markets, underpinned 2014 performance. Reported revenues after considering the company’s decision to scale down on non-core activities were Dh3.1 billion ($844 million). EBITDA (earnings before interest, taxes, depreciation and amortization) witnessed an increase by 2.9 per cent in 2014 to Dh584.4 million ($159.1 million).”

RAK Ceramics is a pioneer in introducing hi-tech innovations that are a breakthrough in the industry.

From digital technology, slabs, anti-microbial, glow in the dark, double charge, roll feed and water jet designs, to robotic glazing techniques, wide-body products and high-pressure casting with bathware, RAK Ceramics constantly invests in the latest technologies to ensure it continues to be an industry leader.

The latest in its series of innovations is Maximus Mega Slab, which was launched in Cevisama – an expo for ceramics – in Spain last month.

Future plans include sustaining growth in the value markets of Europe and the Levant countries in the Middle East and North Africa  (Mena), with a vision of developing frontier markets where opportunities arise. “In 2015, strategic alignment is expected to continue in line with the value creation plan adopted by RAK Ceramics. Production capacity for tiles and bathware is expected to significantly increase making a positive impact on core business assets,” said Massad. 

This year, the company is focusing on strengthening its global network of distributers and sales channels, pioneering hi-tech innovations that will amplify its business activities, offering the best in customer experience and meeting client’s needs through utilising innovative machinery and fashionable designs.

“RAK Ceramics continues to set benchmarks and new challenges for itself year on year. The focus in 2015 will be on continued implementation of the value creation strategies already adopted.

“As the company continues to invest in its ‘core-business’ activities across core markets, this will strengthen its ability to expand its customer base, significantly improve profitability. The company has already started seeing the benefits of the ‘non-core business’ divestments and has set a proactive strategy to strengthen distribution networks and energise its B2B sales,” he said.

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