Khalaf chats with visitors to Reynaers’ stand at a previous WDF event in Dubai.

Leading European aluminium solutions provider Reynaers Aluminium, represented by its regional office Reynaers Middle East (RME), will showcase some of its most advanced and stylish products at the Windows, Doors and Facades (WDF) exhibition, which is being held alongside The Big 5 Saudi this month.

Being staged at the Riyadh Front Exhibition and Conference Centre from February 18 to 21, the show is Riyadh’s first dedicated event for the facades industry and takes place in conjunction with Saudi Glass exhibition, putting the spotlight on more than 1,000 innovative facade products from over 15 countries.

“Events like WDF bring together stakeholders from our industry and this is in line with our motto at Reynaers Aluminium – together for better,” remarks Ali Khalaf, Managing Director, Reynaers Middle East. “It is also a useful platform to show some of our most exciting products to all those interested in international standard quality systems.”

He continues: “It’s been a while since we met in large gatherings. We have been missing the interaction that comes along with these kinds of events. So, we are looking forward to this year’s event and since WDF is being held for the first time in Saudi Arabia, this is one not to miss. I will take this opportunity to invite all our customers and stakeholders to visit our stand 1B41.”

The Master Patio system will be in the spotlight at Reynaers’ stand.

The Master Patio system will be in the spotlight at Reynaers’ stand.

In the limelight at Reynaers’ stand will be its luxury Hi-Finity sliding door, Masterline 8 XL pivot door, Master Patio, and SL 38, which is a slim line system.

Also, sharing the spotlight will be a sliding system called SLP 35 designed and developed by RME’s technical department in Bahrain over the past two years based on the requirements of the market.

“We have been in the region for over 18 years and know what architects are looking for.  Currently, they want extra-large windows and we will be exhibiting our products in the extra-large format. I am confident most of our products will be appreciated by the visiting architects and consultants as our R&D Department ensures a lot of their input is taken into consideration when designing new products or upgrading existing ones. Additionally, we strive very hard to utilise the feedback provided by our customers and end-users during the product development process,” Khalaf adds.

Commenting on the business potential offered by Saudi Arabia, he says: “I see Saudi Arabia as the next UAE in the making. The construction and business activity in the country is proof that a lot of progress will happen in the country in the upcoming years.

“While the UAE has been providing Reynaers with its highest turnover in the region, our turnover from Saudi Arabia last year matched our performance in the UAE market. Like most businesses, we are anticipating a sizeable turnover from this country and have our strategy set for the next few years to maximise the potential of this market.”

Reynaers Middle East has already signed off two important hotel projects for The Red Sea Development Project, where its high-end Hi-Finity sliding products are being installed.

The company, which has been present in the kingdom for the last 18 years, has three area managers responsible for the three main regions of Saudi Arabia, namely the Eastern, Central and Western Provinces. Each area manager ensures the market is well catered to in order to serve the highly sophisticated projects that make up a large segment of its turnover. In addition, Reynaers Middle East intends to place a technical team in Saudi Arabia to assist its customers.

Khalaf points out that post-Covid people have started moving out and about and there is a lot of interest in tourism and high-end travel destinations and luxury living.  “However, interestingly, people are still ensuring their homes are equally comfortable. This is all good news for us! At the end of the day, whether it’s installing world-class facade systems for mega projects or luxury doors and windows for luxury villas, these are all business opportunities that require strategising and understanding the market needs well,” he concludes.

Reynaers Aluminium specialises in the development and marketing of innovative and sustainable aluminium solutions for windows, doors, curtain-walls, sliding systems, sun-screening and conservatories. It is part of the Reynaers Group, which enfolds its several diverse companies in three business units, namely aluminium architectural solutions (Reynaers Aluminium), steel architectural solutions and building products. Founded in 1965, the Reynaers Group is active in more than 70 countries worldwide with 40 subsidiaries and 2,400 employees.