RAK Ceramics will open one of the largest showrooms at International Ceramic City (ICC) in Dubai once the development opens for business later this year, as per an agreement signed between the companies.
Under the agreement, RAK Ceramics will open a 5,200-sq-ft showroom at ICC, with an option to add an additional 5,000 sq ft.
ICC is one of the UAE’s latest developments, set to become a strategic business-to-business platform specialising in ceramic building materials and offering a one-stop shop for manufacturers and buyers around the globe. Encompasses an area of around 400,000 sq ft and a total investment of $120 million, ICC will be a year-round showcase for manufacturers to meet project procurement teams and decision makers across the region in the real estate sector to interact on a one-on-one basis.
ICC’s collaboration with well-established manufacturers such as RAK Ceramics is key as it approaches its formal opening in November this year.
Speaking about the agreement, Naseer Ahmed CEO of ICC, said: “Having RAK Ceramics, the world’s largest manufacturer of ceramics, as our valued partner will support the development and growth of ICC. We are confident this association will also prove highly beneficial for RAK Ceramics, given the strategic value and world-class services offered by ICC.”
Deputy CEO of RAK Ceramics, Abdallah Massaad, said: “RAK Ceramics is pleased to be part of International Ceramic City, which will serve as an important venue to bring us closer to our customers and to strengthen our market stronghold. We will be putting up a genuinely unique and attractive showroom that will reinforce RAK Ceramics’ reputation as a global industry leader and premier innovator in ceramic tile designs and concepts.”
RAK Ceramics is a $1 billion global conglomerate with a presence in 150 countries, offering a product portfolio comprising more than 8,000 designs in ceramic tiles, and several models in bath ware. It has been named a UAE SuperBrand in 2011, earning the distinction for the third consecutive year.
In line with its focus on the environment, the company is now looking to introduce a much wider range of environment-friendly bathware products, seeking to satisfy a corresponding surge in global demand for green-certified building materials.
RAK Ceramics has completely converted all water closets from previous nine-litre flushing capacity to six-litre full flush and three-litre half flush, translating into water savings of as much as 33 per cent compared to the older models. The company, which is now in the process of introducing a new product line for a four-litre full flush and 2.5-litre half-flush, plans to achieve further reduction in water consumption through its closets.
Peruma Reddy, COO-Bathware, RAK Ceramics, said: “We continuously invest in research programmes to study market trends and better understand evolving customer preferences. This enables us to develop designs that cater to various client profiles, while allowing us to adopt up-to-date technology innovations and industry-best practices.”
RAK Ceramics, which is a founding member of Emirates Green Building Council, is reputed to have a complete selection of environment-friendly bathware products, featuring the world’s smallest water closets to the most exclusive designer collections.
The company further revealed that it is working with world-renowned European and British designers to develop new designs and effects that match the aesthetic and quality requirements of the company’s international clientele.
