Following its successful debut at The Big 5 last year, Ideal Standard returns to the show this month with its innovative bathroom solutions that are targeted at various segments of the market.

“We exhibited for the first time in 2014, where we had the privilege of meeting influential business professionals from different areas of the construction sector,” says Dimitra Dotsia, marketing manager, Ideal Standard Mena (Middle East and North Africa). “The Big 5 offers a great platform to tap into the burgeoning growth opportunities in the region for our innovative bathroom solutions. The show has also facilitated our access to key players in the industry.”

The company has expertise across the entire spectrum of bathroom solutions – from wash areas to bathing and shower, furniture and mirrors, taps and mixers. Ideal Standard is its flagship brand for bathroom solutions across all regions. It owns other leading European brands such as Jado, Armitage Shanks, Ceramica Dolomite, Porcher and Vidima.

Through its participation, Ideal Standard aims to tap the growth opportunities for its bathroom solutions. “The trends are extremely robust and we look forward to reinforce our market position. Our participation in the past was very encouraging and we see good growth potentials in our future engagements with The Big 5,” she says.

The company will be exhibiting products across all categories – ceramics, brassware fittings, shower kits, bathtubs and shower enclosures from its flagship brand, as also from Jado, Armitage Shanks and American Standard.

“Our star attractions will be Ideal Standard’s revolutionary new AquaBlade flush technology and Tonic II total bathroom solutions range. AquaBlade is a newly engineered system of channels to create a cascading wall of water from the top of the toilet bowl opening, which gives optimum water flow from the top of the bowl on every flush and covers every inch of the ceramic, keeping the toilet bowl immaculately clean,” Dotsia explains.

The Tonic II collection was created by German design studio Artefakt. With a refined soft geometric design, Tonic II’s clean, beautiful lines offer a broad choice of solutions and combinations of harmonious, contemporary ceramics, fittings, furniture and bathtubs.

Ideal Standard will also showcase a selection of its popular products, like the luxury total bathroom solution range DEA combined with mélange fittings; Connect and Strada range; shower systems and kits, vessels and a wide collection of bathroom fittings.

AquaBlade flush ... revolutionary.

Jado will display a selection of luxurious mixer ranges like Joy, Jes, Perlrand Cristal – the Swarovski range – and others, as well as the potential finishes that they can be produced in.

Armitage Shanks will showcase the Contour 21 Splash Schools range, an ergonomic, hygienic and colourful school range. The Doc M healthcare pack of products for hospitals and clinics will also be on show, as well as a selection of residential and non-residential mixers, like Markwick which offers protection against bacteria due to its ease of sterilising, cleaning and disinfection.

“From American Standard, we will have a selective range of elongated toilets, for greater comfort,” she adds.

Ideal Standard designs, manufactures and supplies ceramic products, sanitary brassware, furniture and accessories, and bathing and shower solutions for residential, commercial and institutional buildings. By using the best materials and skilled craftsmanship, Ideal Standard ensures every product is made to the highest quality standards, according to Dotsia.

For more than 40 years, Ideal Standard has been at the forefront of environment-friendly innovation and sustainability, and has also been awarded for its contribution and world-class expertise on water efficiency and energy consumption to Baytna – Qatar’s Passive House – the first energy-efficient house in the Gulf region.

Commenting on the market, she says: “Ideal Standard has achieved phenomenal growth this year, continuing its aggressive expansion strategy from last year. With its unique product offering and innovative bathroom solutions, coupled with its optimal mix of design and functional excellence, the company has won a number of prestigious projects across the Gulf countries.

“The market offers a huge growth opportunity, both in view of the buoyant construction sector as well as the preference for high-quality products. Naturally, we have engaged skilled craftsmanship for the market, ensuring that every product is made to the highest quality standards in line with the needs of our customers.”

The company, according to Dotsia, is committed to reinforcing its market leadership in the Gulf countries, with its adherence to product quality, innovation, design and sustainability to offer durable, functional bathroom solutions, where aesthetics are as important as performance.

Ideal Standard International, the leading provider of innovative bathroom solutions, is a privately-owned company headquartered in Brussels, Belgium, operating in more than 30 countries across Europe, Middle East and Africa. Ideal Standard Mena focuses on the growth and business opportunities of the Middle East, Egypt and Africa. Its regional head office was established in 2014 in Jebel Ali Free Zone, Dubai, and has over 2,500 employees.

Ideal Standard can be visited in Rashid Hall, Stand C191 at The Big 5.