Dubai-based trading firm Ixsa will be launching a major marketing campaign at the Big 5 show, promoting the products of its Japanese principal Toso to buyers throughout the Middle East and North African region (MENA).

“Despite being the market leader in Japan and South East Asia since 1949, Toso blinds and curtain rails have not been widely marketed in the Middle East,” says a spokesman for Ixsa. “In 2003, Toso entered into an agreement appointing Ixsa as its general distributor for the MENA region. Now, Ixsa will be using the Big 5 as a launch-pad for a major promotional campaign to bring Toso’s high-quality curtain rails and blinds to the attention of contractors, interior designers and specifiers in the region.”
“We are looking forward to develop Toso’s brand identity at the show and are planning to take the product mix to several other shows in the future,” the spokesman adds.
Toso’s comprehensive range of drapery hardware and blinds systems, which are based on state-of-the-art technology, offers a wide variety of solutions to specifiers, contractors and end-users. Having pioneered the blinds and curtain rail manufacturing business for more than half a century, Toso has been continuously engaged in technological innovation and active product development in the field to keep abreast with the constantly evolving lifestyles worldwide.
In 1985, Toso announced its corporate philosophy based on its name – ‘Total Operation for Space Oasis (Toso), which has driven the firm towards enhancing and expanding its product mix year on year. Today, its comprehensive range includes:
• Hand- and cord-operated curtain rails;
• Motor-operated curtain rails (several models available to handle curtain weights up to 200 kg);
• Hospital cubicles (partitions) and healthcare tracks;
• Roman, roller, and Venetian blinds (manual and motorised);
• Decorative products and stylish accessories;
• Skylight /winter-garden tracks (manual and motorised); and
• TIOS system for window treatment control and automation.
“Quality, reliability, and outstanding value have earned Toso products a place in major buildings around the world. The company, which has gained enormous respect for innovation in window blinds and curtain rail systems, is looking forward to be a part of phenomenal growth that is taking place in the region, and specially in the UAE,” the spokesman says. “Our quality gives us an edge over the competition and with the right marketing and promotional strategies, we are sure to be a part of many of the upcoming major projects in the region.”
To create greater awareness of Toso’s contract products among designers and clients, Ixsa has set up a special showroom in Dubai. In addition, Ixsa maintains a sizable inventory of standard Toso products for prompt delivery to projects in the region.
The market response to Toso products is very encouraging, the spokesman comments, and Ixsa has already worked on several prestigious projects in the region including the Movenpick Hotel, Madinah (1,300 guestrooms), Elaf Ajyad /Mercure Hotel, Makkah, both in Saudi Arabia; Hyatt Regency renovation and Grosvenor House Hotel (Buddha Bar), both in Dubai; and several theatres and private residences in the UAE, Oman, Qatar, and Iran.