USGBoraL Building Products (USGBoral), a joint venture between Boral of Australia and USG Corporation of the US, is looking at boosting its presence in the Dubai market not only in terms of personnel in sales, logistics and technical support, but also by setting up a production unit in the emirate.
“The Dubai market is very strategic for USGBoral because of what it presents, in terms of steady growth, challenging projects, and a hub for the export market. We have serious plans to manufacture locally a range of products that are critical for the local market specifically and the export market in general,” Fares Saghbini, general manager of USGBoral ME tells Gulf Construction.
He further says: “We intend to lead the building product development in Dubai by being a close partner to our customers, offering them superior products and systems backed by world-class service.”
USGBoral offers Middle East customers products that are made in the region using a multinational expertise in quality, services and technical support.
USG Middle East and Boral Middle East have supplied a range of products to numerous projects in Dubai. Some of these projects include the Dragon Mall Phase Two (suspension systems for glass-reinforced gypsum tiles); the Dhow Wharfage (mineral fibre tiles and suspensions); City Walk (liner walls with bonding compound, wet area boards and cornice compound); and the Mall of the Emirates cinema and BurJuman mall extension and cinema (firestop boards and cinema system accessories).
Other Dubai projects where their systems have been installed include the Palazzo Versace hotel and resort (two-hour fire-rated acoustic ceiling systems, and firestop and standard boards); and the Centre for Musical Arts (partitions including acoustic systems, ceilings including specialised systems, and standard and wet area boards).
USGBoral was formed last year when Boral and USG entered into an agreement to form a strategic partnership to create a world-leading building business. The 50-50 joint venture leverages the two companies’ iconic brands, complementary geographic footprints and technological expertise to deliver a unique portfolio of building products comprising plasterboard-based wall, ceiling lining systems and accessories across Asia, Australasia and the Middle East.
Through this partnership, USGBoral has been able to better serve the market, says Saghbini.
“Indeed, with the combination of the teams’ expertise and local availability of the products, we are more capable than before to support our partners, contractors and distributors,” he says.
USG has been active in the region for more than 35 years, operating through the Saudi-based USGME, now known as USGBoral ME. Headquartered in Dammam, and with a sales and distribution network across the region, the company has established a proven track record in Saudi Arabia and the rest of the GCC for its suspended ceiling systems, installed in commercial and residential projects across the region.
Manufacturing operations for mineral fibre, laminated gypsum ceilings, drywall partition system (stud and track), Donn DX brand suspension systems and Sheetrock brand joint treatment products are based at Dammam.
USGBoral ME offers the regional market locally-made systems, be it for ceilings or walls, inside or outside, with international warrantees, backed up by a team of professionals available around the clock to provide support to customers, from the early stages of the design up to the handover of the project, he adds.
The company has ongoing plans to expand and diversify its product portfolio and services to the region. It set up a steel coil slitting centre in 2012 at its base in Dammam Second Industrial City to provide high-specification slitting services to a growing customer base across the Eastern Province.
“Our slitting line in Saudi Arabia has opened a new dimension for us in the steel industry, allowing us to be more competitive and versatile in our approach and offering more advantages to our customers,” says Saghbini.
As part of its expansion plans in the region, USGBoral has also set up a joint venture with Zawawi Minerals in the Salalah Free Zone. The joint venture known as USG-Zawawi Drywall has already started to manufacture USG Sheetrock brand gypsum boards early this year.