INSTALLUX Gulf, the regional office of a leading French aluminium systems provider, is optimistic about prospects for this year and is gearing up to position itself in the market in the face of changing trends and demands.

After a slowdown over the past couple of years, during which Installux used its resources to develop new products and strengthen its human resources, the company is set to launch a number of innovative products.  These include Univers 54, a new curtain-walling system, and the Espace 70TH, Comete 70TH and Galaxie 32TH, the next-generation of windows and doors systems. 
All these high-performance systems comply with and surpass the European RT2010 standards and incorporate advanced features in terms of options, aesthetics and performance, says Basim Al Saie, managing director of Installux Gulf.

The Univers 54 mm series is suitable for all types of architectural projects from the most classic to the most avant-garde and offers the possibility to design either cross-grid or horizontal-grid façade patterns, says Al Saie.  It has been designed as an “all-in-one” system that can be used as a conventional curtain-wall, a four-sided structural glazing, two-sided glazing or skylights.
“Univers 54 is one of the most-energy efficient curtain-wall on the market, offering U-values of 0.9 W/mK,” he claims.
The innovations, which are expected to be the backbone of its mainstream portfolio, were released in the French market during the first half of last year (2009).  Al Saie describes the market response to these products as “surpassing our expectations in terms of volume and the demand for them has been growing at an impressive rate”.
Installux is now preparing to launch the new systems on the regional market, expecting to make them commercially available by the second half of this year.

Commenting on the company’s performance over the past couple of years, Al Saie says: “2009, in fact, was a better year for us than 2008 and we are hopeful of brighter prospects as the global markets recover and oil prices firm up. If things continue at the same pace and if we do not have any negative surprises, we should see a return of an equilibrium in the market during the end of the first half of the year, with stronger performance during the latter half of 2010.”
Al Saie points out that the company’s decision at the end of 2005 to slow down its activities in the Dubai market has shielded Installux from any adverse effects of the current slowdown in the construction activity.
He explains that the move was made as the risks in that market were high, margins were thin and competition fierce, with most of the major international aluminium systems suppliers vying for a share in the work.
He continues: “Over the past few years, most of the major aluminium system providers have entered the regional market, which has become saturated, particularly in the UAE.  In the current situation, some of these companies will exit the market as it will no longer be commercially viable for them to continue. This will ease the constraints of the market for the more established suppliers with deeper roots and a long-term commitment to the region.”
Al Saie sees Abu Dhabi, Qatar and Saudi Arabia, followed by Lebanon and Jordan as the most promising territories in the region. As such, Installux is now seeking to develop suitable partners across Saudi Arabia to fabricate its top-quality systems.
In Jordan, Installux has recently developed ties with a local partner – Red Sea Metal Industries – and has secured an order for all the aluminium works, including internal office partitions, for the prestigious Aqaba Special Economic Zone Authority (Aseza) headquarters buildings.
“We have also expanded in Iran where Installux is recognised as one of the top aluminium systems providers,” he says.  Furthermore, Installux has also broken into the Indian market, which offers immense potential for growth, according to Al Saie.
 “This year we are looking at supplying our first few projects in the Indian market with our local partners,” he says. “I am confident that this will lead to a long-term investment and be the initial step in setting up Installux India.”
Last year, Installux Gulf also began supplying the French overseas territories in East Africa and the Indian Ocean directly from the Gulf, providing users with the advantages of competitive prices for quality Installux products.  Al Saie expects to see a further growth in this business over the next few years. Among its most prestigious projects in the region is the College of Basic Education in Kuwait, which is scheduled for completion by the year-end; and three towers at the Viva Bahriya, a precinct within Pearl-Qatar, an ambitious residential island development project in Doha.
“For the Kuwait project, our mock-up samples were recently tested in Dubai by Thomas Bell-Wright and passed at the first attempt.”
Meanwhile, Installux is moving away from exclusive distribution agreements and opting for a broader spread of qualified aluminium fabricators.  “We are reserving exclusive arrangements for new markets with fabricators who demonstrate their commitment and strive towards set targets,” he says.
On the human resources front, Al Saie says that unlike many companies which have cutback on their staffing levels, Installux Gulf has expanded its team and is looking at strengthening its sales force to enable the company to cover more markets efficiently.