PORCELLAN Company, a manufacturer of porcelain tiles, has recently introduced 23 new collections in a wide range of designs, colours, finishes and sizes for residential and commercial applications.

The move comes in line with the Abu Dhabi-based company’s strategy to expand through innovation. “Porcellan, promoted by Jamal Al Ghurair Group – one of the most successful and trusted business conglomerates in the UAE – started the New Year with a strategy to expand its presence into several global markets by offering customised product ranges in the best quality and innovative designs,” says a spokesman for the company.

Its latest collections like the marble designs of Almas, Sahel, Rukham, Mahar, Miraj, and wood-design Saru, Sedar and Parquet series are produced using digital technology, and have received an overwhelming response from the various markets, according to the spokesman.

With these new collections, Porcellan hopes to further penetrate the Dubai market where it has contributed to landmark developments such as the Dubai Tram project; Dubai International Airport extension Phase Three – Concourse 4; 2,200 villas at Meydan Heights; 134 villas at Jumeirah Village; Emirates Aviation College and Dubai English School at Academic City; the Sky Cargo building at Al Maktoum International Airport; and West Avenue Apartments at Dubai Marina.

Designs from the Juman and Almas (below) collections.

The company started commercial production of digital printing collections, with the installation of two new-generation printing machines: one which can produce tiles of up to 600 mm wide and a larger machine to produce tiles of up to a width of 1,000 mm.

It manufactures a wide range of technical and glazed porcelain tiles in different finishes and sizes, suitable for all applications.

“With an admirable production capacity of 18 million sq m of porcelain tiles per annum, Porcellan is now one of the single largest and most technologically advanced porcelain tile plants in the industry,” the spokesman says.

The quality standards of Porcellan are comparable with those stipulated by all international norms – ISO, EN, Emirates Quality Mark, Saudi Standards, Metrology and Quality Organisation (Saso) and Soncap – and this focus has helped the company establish itself as one of the most popular premium tile brands in more than 50 countries, he adds.

In addition, Porcellan received the prestigious FloorScore Certification for indoor air quality, conforming to California Specs 01350 for school classroom and private offices, from SCS Global Service, California (US).

“This achievement will help Porcellan products to be specified for all government and private projects where there are volatile organic compounds (VOC) emission requirements, and those that need to meet Leadership in Energy and Environmental Design (Leed) requirements for walls and floors,” says the spokesperson.

Porcellan has made substantial investments to increase its production capacities and embrace new technologies. “Right from its inception, this strategy has been driving Porcellan under the direction of its chairman Jamal Al Ghurair as it strives to achieve his vision to provide the customers with the most modern products at the highest quality,” the spokesman says.

In order to increase its market penetration, the company has also earmarked a sizeable portion of its budget towards participation at various international exhibitions and trade shows, to network with various trade professionals, architects and developers, and at the same time to showcase and launch its latest and exclusive product lines and collections.

Apart from the UAE, the company has been associated with several prestigious projects in the GCC, the Middle East, Africa, Europe and Asia Pacific which underlines the quality of Porcellan’s products and their acceptance on a global platform.

Porcellan continues to be aggressive in its approach, to utilise its production capabilities and new technologies to further expand its reach to become one of the most reliable providers of porcelain tiles to its customers worldwide.