AWAL Towers Décor Construction (ATDC) is an ambitious Bahraini company that has tackled well the effects of the global financial crisis by employing a strategy of taking on medium and small projects to minimise the impact on its sales.
The company, which hitherto has focused solely on the commercial sector, has recently started taking on residential woodwork projects.
“Sales have gradually decreased in the major projects and big buildings segment. However, we have managed to sustain our business levels and minimise the impact by taking on medium and small projects,” says S Hameed Alawi, sales and marketing manager.
Specialised in manufacturing all types of wooden decor, doors, woodwork and furniture, the company operates its factory on a semi-mass production basis, which gives a higher production rate to meet the needs of the local market in terms of quality, quantity and delivery schedules.
“As we are seeking a long-term relationship with our clients, we focus for quality to build and maintain our reputation in the market. In addition, we work on low profit margins, which helps us to offer competitive pricing to attract customers,” Alawi comments.
ATDC was established in 2007 and is part of the Awal Towers Group. The company has a showroom and offices in Salmabad and a factory at Ras Zoyed next to Alba. It has a staff of 44 experienced persons and an annual turnover of $535,000.
The company procures its materials from local suppliers as well as internationally from countries such as Malaysia, depending on the size of the project to remain cost-competitive.
ATDC’s project portfolio includes Salmaniya Medical Complex and Kenny Rogers Roasters at Sanad and Adhari as well as a number of medium-sized projects including low-rises and luxury villas in the country.
It is currently handling woodwork projects for several three- and five-storey buildings across Bahrain. “The main work we do for them is wooden doors, dressing cabinets, wooden decors and joinery works, with classic and Turkish, Spanish, French and Chinese designs being the preferred style of interiors,” says Alawi.
Its scope of work includes production and installation of all types of woodwork and wooden décor including fire-rated doors, solid and semi-solid doors, furniture and wardrobes, wooden kitchens, partitions and décor, among other general woodwork.
The company is keen to expand its portfolio to supply all types of locally-manufactured furniture in addition to trading in imported furniture items to meet the market needs.
Commenting on the local market, he says: “While Bahrain’s market is not huge, it offers all the latest interior décor styles and materials that meet international standards. The interiors market here has been grown rapidly over the past five years, on account of the growing investment in the real estate sector, which gives local players excellent experience and buyers a wide choice of property.”
Alawi, however, urges that customers should “look for quality at a reasonable price and for durability, backed by accessible after-sales support” when refurbishing their interiors.