SARA General Trading Establishment has opened its second showroom in Dubai, UAE, for top European interior design brands, as part of its regional expansion plans.

The new 6,000-sq-ft showroom on Sheikh Zayed Road will feature products of leading world-known brands such as Villeroy & Boch (V&B) and Grohe – two Germany-based companies that have each been partnering with Sara for many years.

The showroom will feature a wide selection of the latest bathroom fittings, accessories and tiles from these companies.
“We decided to open the second Sara showroom on Sheikh Zayed Road to provide an easier shopping destination to our customers located in that area of Dubai and to offer a pioneer interpretation of future concepts in bathrooms solutions,” says Ammar Khatib, the company’s retail and wholesale manager. “The new showroom reflects the neat image of high-end brands that Sara represents, like Villeroy & Boch, Grohe, Gardenia Orchidea and Versace, and provides a unique selection of contemporary designs yet classical styles integrated in perfect harmony.”

Selim Semaan, regional marketing director, Grohe Middle East and Africa, comments: “The Grohe section within the showroom was designed to enhance the visitors’ journey in selecting a fitting design that interprets their individual taste. Grohe products are segmented in categories throughout the showroom featuring fresh designs balanced between aesthetics and function, therefore resulting in perfection.”

“Our aim is to deliver end-users and professionals with an unforgettable shopping experience, thereby outlining Grohe’s product portfolio that has attracted numerous international awards for our signature in design, technology and quality,” he adds.

V&B regional sales manager near and Middle East (NME) Thorsten Bies says: “Within its ‘single-source’ bathroom strategy, Villeroy & Boch will be showcasing a broad range of ceramic sanitary ware, bathroom furniture, tap fittings, and accessories.

“We will also be displaying our wellness products, which feature our range of modern bathtubs, the latest shower-tray designs, as well as superior whirlpool systems and our new indoor and outdoor spas. Of course, we will also have a huge range of high-class Villeroy & Boch tiles available too.”

The Sara Group was founded in 1967 with the purpose of presenting major European producers of tableware, bathroom equipment and lifestyle products in the region.