Sanipex, a Dubai-based specialist supplier of sanitary ware, tiles, plumbing accessories, sinks and bath tubs, is registering phenomenal growth, thanks to its service quality and product portfolio which boasts world-renowned manufacturers and top-of-the-line products.

“We have been in operation since 1994 and have grown in stature by offering complete solutions and services. Today, Sanipex enjoys an annual turnover of $32 million and the future looks even brighter,” says Daryl Barker, group managing director.
 “Our figures speak for themselves as achieving a 40 per cent growth per year is not a small achievement for any establishment,” he adds.
“Quality of service has always been a focal point for the company, besides introducing new and innovative products in the market. The latest addition is the steel bath tubs manufactured by Kaldewei Germany which have been well received in the market,” he points out.
Presently, the company boasts an impressive list of principals that includes; Bertocci – luxury bathroom accessories; Antonio Lupi – luxury bathroom furniture; Fantini – luxury contemporary mixers; Eurobath – contract and design mixers; Kaldewei – Steel baths and shower trays; GSI– contemporary bathrooms; Galassia – contemporary and contract bathrooms; Shires – acrylic baths and whirlpools; Appiani – mosaic tiles; Wagner – stainless steel washbasin accessories; Alape – luxury washroom equipment; Art Ceram – luxury ceramic washbasins and vessels; Yorkshire – copper pipes and fittings; Sanit – concealed plumbing systems; and Reginox – steel sinks.
Over the years, Sanipex has been associated with a number of prestigious projects and has supplied total sanitary ware solutions to many large-scale developments, the most recent being the new Kempinski Hotel – which involved the supply of sanitary ware and mixers for 400 rooms with a contract value of $1.5 million; mixers for 400 BurJurman apartments, worth $1 million; sanitary ware and mixers for 320 rooms for the Hyatt renovation project, valued at $1 million; and sanitary ware and mixers for 2,300 bathrooms at the Dubai Marina (Emaar), worth $1 million.
Sanipex was initially established as an indenting agent, representing quality European manufacturers of plumbing and sanitary goods in the Middle East. Its function was to build a network of well-placed, professional distributors throughout the area to import directly from the European factories. Sanipex also trained the dealers’ sales staff as well as visiting specifiers and contractors to help develop business for both the producer and distributor.
Success came the company’s way and within three years of launching operations, the company was representing leading manufacturers in Europe,
“To make our presence felt throughout the region, we have been participating in major regional exhibitions such as the Big 5 show for the past eight years. This has helped us in establishing our reach throughout the region. However, the company is primarily catering to its core market of Dubai,” Barker explains.
The company is led by experienced professionals, who have wide experience of the local market. Barker, himself has 18 years of experience in the field, 12 of which were in Dubai.
Sanipex has fully capitalised on the growing UAE market and to tap further potential, it has recently established a separate retail division supported by its Bagno Design showroom in Al Quoz.
Bagno Design has established itself as one of Dubai’s premier luxury bathroom showrooms and although unique to the Middle East, it could easily be at home in London, Milan or Munich.
“Bagno Design is highly appreciated by the upper middle class and acts as a support to the company’s project division for visits and presentations to architects and designers,” he explains.
The success of the showroom led to the demand of opening similar outlets in the region and in Indian cities as full or semi franchises. Since 2002, when the first showroom was established, a number of Bagno Design-approved display centres have opened in the region, which consequently obliged Sanipex to develop a wholesale division.
Sanipex now has four separate divisions that operate as individual profit centres with their own sales managers and support teams. Besides the retail and wholesale, these include the agency and project supply divisions.
“Sanipex has, in the last four years, taken the retail and project supply business to new heights matching the levels of service and products currently offered in European cities,” he claims.
The agency division currently operates in Lebanon, Jordan, Saudi Arabia, Kuwait, Qatar, Bahrain, UAE, Oman and Sri Lanka and is pushing products such as copper pipes, fittings, plumbing valves, waste traps, sanitary ware, baths, whirlpools, glass basins and sinks, steel sinks, bathroom accessories, shower accessories and enclosures, representing the brands including Yorkshire, Pex, RBM, Eurobath, Sanit, Galassia, Shires, Shires, Arvex, Reginox, Bertocci, Bossini and Kaldewei.
The project supply division caters to the needs of the UAE, Bahrain, Qatar, Oman, Maldives, Sri Lanka, Saudi Arabia and Pakistan.
“Fast-growing business coupled with a strong working association with some of the UAE’s major architects and contractors have made the company a favourite and it has supplied to projects such as Bank Melli Iran Tower, Dubai Economic Department, Dubai Bank headquarters, Shangri-La Hotel, Dusit Hotel, Mercure Bahrain, Hilton Maldives, Chedi Muscat, Emirates Hills, Hyatt Galleria refurbishment, Sofitel Abu Dhabi, Hyatt Dubai (refurbishment), Dubai Marina (seven towers), Montgomerie Golf Hotel and the Radisson SAS (Jeddah).
Currently, the company is supplying to the Palm Island villas.
“The hard work put in by this division over the last four years has finally paid off as specifiers and contractors have grown to trust Sanipex to handle major projects, having experienced first-hand the excellent quality of our products, technical knowledge and service,” Barker maintains.
The retail division operates in Dubai and also handles walk-in clients from India, East Africa and Iran.
“The majority of our retail business comes through designers for the villas with contracts ranging from Dh30,000 to Dh900,000.
The wholesale division caters to the UAE, Qatar, Oman, India, Pakistan, Sri Lanka, Azerbaijan and Uzbekistan dealing in brands like Fantini, Bossini, Alape, Bertocci, Eurobath, Shires, Karol, Galassia, Kaldewei, GSI, Reginox and Art Ceram.
“Unlike the majority of traders in the area, we do not try to take advantage of our agencies by keeping products exclusively for our own retail. We offer our products openly through our wholesale division. This division has a full franchise in Baku, Colombo, Bombay, Lahore and Dammam,” he adds.
Maintaining an extensive inventory is a mjaor advantage the company has over its competition. It keeps bulk stocks in its warehouse to support sales to any of its outlets. This edge has translated in further expansion and now the company is planning to open showrooms in Islamabad, Karachi, Cochin, Calcutta, Tashkent, Manama, Doha and Al Ain.
Sanipex is also a partner in AquaZone, which caters to the needs of the UAE market and customers from India, CIS states, East Africa and Iran. This venture markets established brands such as Fantini, Bossini, Alape, Bertocci, Eurobath, Galassia, GSI, Art Ceram, Shires, Haceka, Kaldewei, Zucchetti, IB Torbre, Bugnatese, Hidra, Arvex and Reginox.
Situated on Salahuddin Street, Dubai, the 5,000 sq ft AquaZone showroom opened in January this year to cater to the needs of mid-level market and service traders who buy in bulk for re-export. Already AquaZone is planning to open two more showrooms in the area within the next two years, he concludes.