RAK Ceramics will be making its debut at Saudi Build exhibition this month (November) in Saudi Arabia, which now ranks as its largest overseas market, accounting for around 20 per cent of all its export sales.

At the exhibition, the world-leading ceramic tiles manufacturer will be looking to reaffirm its brand status, showcase a new range of products and take advantage of the networking opportunity offered by the event while keeping a watchful eye on new market trends.

“This is the first time we are participating in Saudi Build. It is the largest business-to-business construction fair in Saudi Arabia and provides a professional and unique platform to tap into Saudi Arabia’s lucrative construction market and generate new leads, both local and regional,” comments Abdulla Mahmood, general manager, marketing and corporate communications.

“Moreover,” he says, “RAK Ceramics always look to participate in industry events that allow us to interact with our customers, business partners and other stakeholders of the tile industry. This enables us to anticipate emerging market demands and better understand new market trends.”

At Saudi Build, RAK Ceramics will be promoting tiles (Gres Porcellanato and ceramics), bathware and faucets offered by its joint venture firm Kludi RAK.

It will also be introducing new products to the local market, including its newly launched Junior Tiles, Wood Art and Stone Art collections.

“We have introduced the Junior Tiles Collection, tapping into a niche market segment by offering tiles for children, as well as the Stone Art and Wood Art collections as alternatives to natural wood and stone,” says Mahmood.

Established in June 1991, RAK Ceramics is a $1-billion global conglomerate that supplies to more than 160 countries and has been recognised as the world’s largest ceramic tile manufacturer with a global production output of 117 million sq m in 2011.

“The company achieved an unprecedented milestone in the region this year by having supplied one billion sq m of tiles worldwide since its inception,” Mahmood points out.

The ceramics giant’s head office is in Ras Al Khaimah, UAE, with other offices located in Oman, Qatar, Kuwait, Saudi Arabia, and Bahrain. The company employs some 8,000 employees in the UAE and 15,000 worldwide.

Verona ... distinct rustic feel.

RAK Ceramics offers a comprehensive product portfolio comprising more than 8,000 designs in ceramic tiles, Gres Porcellanato, and several models in bathware. It also provides a complete solution with its diversification into tile adhesives and grouts in a joint venture with Laticrete International of the US under the Laticrete RAK banner and into taps, faucets and other accessories for sanitary ware products in partnership with Germany-based Kludi under the brand name Kludi RAK. In addition, it manufactures the RAK Porcelain tableware range of products targeted at the high-end hospitality industry. All these subsidiaries contribute to RAK Ceramics brand by offering a complete value-added service to clients.

In terms of business, Mahmood says the current year has certainly been exceptional as RAK Ceramics achieved the milestone of having supplied one billion sq m of tiles worldwide since its establishment. And while the domestic market has slowed down, business in the overseas export arena has increased in comparison to last year.

Mahmood says Saud Arabia is the largest international market for RAK Ceramics, accounting for around 20 per cent of all the its export sales and the company holds to its credit some large-scale and high-profile projects in the kingdom, all of which made a significant contribution to the billion sq m figure. “These include the Princess Nora bint Abdul Rahman University, the world’s largest women’s university located in Riyadh, where RAK Ceramics supplied 90 per cent of all tiles. Then there was the Ministry of Education building in Dammam and King Abdul Aziz University in Jeddah,” he says.

Currently, RAK is supplying to the King Abdullah Financial District in Riyadh, a major landmark project in Saudi Arabia.

Mahmood continues: “While our domestic market has slowed down, RAK Ceramics has consistently performed well by tapping into new segments. We are trying to expand in retail and consolidate our position as a market leader in the domestic market. As such, we will continue to pursue exciting business opportunities as a part of our aggressive growth strategy.”

To further penetrate the UAE market, the company has opened a new showroom in Sharjah and has plans to set up two showrooms in Dubai – one on Sheikh Zayed Road by the year-end and another planned in Jebel Ali.

RAK Ceramics is also looking to tap into new market segments by introducing new products that meet the changing requirements, Mahmood says.

The company has supplied to numerous big-ticket and prominent projects throughout the region, including Dubai Civil Aviation’s $1.17-billion Dubai International Airport Concourse Three project under a subcontract from Al Jaber LEGT Engineering; The Marina Torch worth Dh665 million ($181 million) to Dubai Civil Engineering; Dubai Municipality’s Sheikh Hamdan Bin Mohammed bin Rashid Sports Complex worth $300 million, where Saudi Binladin Group was the contractor; and Meydan Grandstand, for contractor SD Concept/Leader – all in Dubai.

Elsewhere in the region, RAK Ceramics has supplied its products to Barwa Real Estate’s $1.8-billion Barwa City project in Doha, Qatar, under a subcontract with Bilfinger Berger Construction; and Oman Waterfront Investments’ $4-billion The Wave-Muscat, Oman to contractors Al Turki Enterprises and Carillion Alawi.

RAK Ceramics has earned distinctions such as the ‘Best Brand of 2010’ and ‘CSR Company of 2011’ at Middle East Business Leaders Summit and Awards, and the CMO Asia’s ‘Best Brand 2011’. The company has also been honoured by the Emirates Securities and Commodities Authority (SCA) for complying with good governance and transparency according to best international practices.

Sweet Apple ... from the Junior Tiles Collection.

Outlining the company’s CSR activities, Mahmood says: “We participated in waste collection for recycling on Can Collection Day and World Environment Day; our employees participated in the RAK Half Marathon and RAK Terry Fox Run in order to raise funds for cancer research conducted by the UAE University Hospital, Al Ain; switched off lights in production facilities and employee accommodation on Earth Hour to spread awareness for environmental sustainability and participated in tree plantation on Earth Day, amongst a host of activities. We also practice energy-saving techniques daily; and have pledged to plant 7,000 trees by the end of this year within our manufacturing vicinity.”

RAK Ceramics has maintained its super-brand status for the fourth consecutive year and continues to be a global pioneer in the world of ceramics through innovative eco-friendly products, which include RAK Slim, a revolutionary 4.5-mm-thick eco-friendly tile, RAK Antimicrobial tile, which reduces microbial contamination; RAK Luminous tile, which glows in the dark and saves energy; and RAK Bathware, which has the 33 per cent water-saving feature.

It has also introduced a wide range of products that resemble wood, natural stone, marble, metal, like the Wood Art, Stone Art and Orion collections, created using the latest Nanopix digital printing technology – which serve as suitable alternatives for natural resources and conserve the environment.

In addition, the company is also the founding member of Emirates Green Building Council, which supports the development of sustainable buildings in the UAE.

RAK Ceramics will be exhibiting at Stand 204-3 at Saudi Build.