Globally-renowned ceramic and sanitary ware giant Roca Group returns to the Big 5 with its versatile product-mix that boast the attributes of adaptability to virtually any required setting.

Spain-based Roca – represented in Dubai by Hamad Rahma Abdulla Al Shamsi General Trading – will also be putting the spotlight on its new vitreous china series ‘Happening’, designed by Benedito Design.
“The ‘Happening’ series is the ultimate combination of aesthetically and technically-advanced pieces that resolve today’s requirements for diaphanous spaces, flexibility in room design and ease in cleaning,” says a Roca spokesman.
Another attraction at this year’s Big 5 will be Roca’s new offering for hydrotherapy and hydromassage – the Jet-Set and the Tube, with elegant, avant-garde designs. “Easy to install even with a shower mixer already existing in the bathroom, these hydromassage columns give a new look to the bathroom, and to your body,” the spokesman adds.
“At the Roca stall, we will lay out our finest selection of complete bathroom solutions for the public including: vitreous china with matching seat and covers, baths, mixers, bathroom furniture, shower enclosures, sinks, whirlpools, including accessories, mirrors and lights. Buyers will have an extensive selection to choose from when they come to the stand,” he continues.
The Roca Group is a pioneer in the development of elements for the new lifestyle known as ‘Wellness’ – where relaxation, invigoration, or simply seeking pleasures are considered to be different needs, each of which is offered a solution. “This allows us to provide a wide range of products that can be adapted to an array of needs,” he points out.
With 41 production centres in 15 countries and a turnover of 1.66 billion euros ($1.98 billion) of which 2 per cent goes towards research and development, Roca is continuously focusing on the development of new products and production processes, while upgrading its existing ones simultaneously.
“In 2004, we made a significant increase in investments in new plants, as well as on expansion and upgrading of existing facilities,” he adds
“Besides innovation, Roca’s corporate policies focus on the environment, design, human resources and commercialisation of the brand.
He elaborates: “Roca’s environmental policy is based on three main areas that define all the group activities in the various countries in which it operates. Production is done with a minimal impact on the environment; energy is optimised and consumption is kept under limits; moreover, we reduce consumption of natural resources and raw materials, atmospheric emissions, effluents, waste and noise.
“This corporate policy forces the group to constantly update production processes in order to adapt them to the demanding standards required for environmental conservation. We apply up-to-date criteria of sustainable development, use clean energy (natural gas) for the production of vitreous china and recycle, wherever possible. Our ISO 14001 certification and many quality certificates prove that our company takes the environment very seriously.
“On the design aspects, Roca continuously researches the market trends and studies how they can be adapted to the bathroom area, which is considered as an area of wellness. Design takes into account the use of best possible products, not only for clients, but also in terms of creating recyclable waste at the end of its service life.
“Over 100 qualified personnel work in the Roca design department, which represents the conceptual stage of all products that are later placed on the market – totalling approximately 50 new products every year. This department makes sure Roca has a broad perspective of the balance of shapes, colours, lines and styles in all its designs.
“The human resources within the Roca Group are considered invaluable and continuously enhanced through special training courses and through incentive schemes which involve sending staff to one of the 15 different countries where Roca has production facilities or to start up new commercial delegations outside Spain.”
“Competition puts pressure on the commercialisation of the brand and improve sales, we constantly try to strengthen our bonds with our distributors, thus ensuring the growth of both the parties,” the spokesman concludes.