- Stefan Schmied, President, Tiles and Sanitaryware Division, RAK Ceramics
Since its establishment in 1989,
RAK Ceramics has grown to become one of the worlds largest ceramic manufacturers and has been a pioneer in the areas of innovation and technology. It now has a global annual production capacity of 110 million sq m of tiles, 5 million pieces of sanitaryware, 24 million pieces of porcelain tableware and 600,000 pieces of faucets produced in its factories in the UAE, Iran, India and Bangladesh. Stefan Schmied, President, Tiles and Sanitaryware Division, RAK Ceramics talks about the company´s plans for The Big 5 event.
What are your expectations from The Big 5 Dubai Event this year?
RAK Ceramics is a regular participant at the Big 5 exhibition. The show is an important exhibition for us here in the UAE, which reaffirms our brand status and gives us the chance to showcase new product ranges and take advantage of networking opportunities. The exhibition provides a fantastic opportunity to tap into new markets, build rapport with distributors and keep up with new developments and insights that enable us to grow as a company.
Which are the products that you will showcase at the event this year? Any new product launches at the event that you would like to introduce us to?
Our main focus will be showcasing our latest Maximus Mega Slab range. Launched earlier this year at Cevisama, Spain, it is the largest slab manufactured in the GCC region. Standing at a majestic 135 x 305 cm, the slab can be used to cover any surface. Available in a range of sizes and thicknesses, Maximus Mega Slab is our most versatile product yet. RAK Ceramics will also be showcasing new models in Gres Porcelain including its wood, marble, stone and cement collections. And, in ceramic tiles, the company is excited to be launching the largest sizes now available in the region. In sanitaryware the stand will focus on bathware from its Resort, Harmony and Moon ranges as well as launching a collection of complementary accessories including cabinets, cisterns, seat covers with integrated bidets and urinal accessories.
Also, elaborate on the company´s strategies to generate sales from an event of this nature.
The exhibition provides us with the opportunity to speak to customers and develop quality contacts that we hope to leverage as business opportunities, particularly as we expand our tiles, sanitaryware, and tableware production capacities. As our innovative product collections are increasingly profiled and marketed at international exhibitions, we hope to demonstrate our strong understanding of the needs and preferences of our customer base and solidify RAK Ceramics as the leading household name for high-tech lifestyle ceramics solutions.
Who will your target audience be at the event? Any special plans to attract them to your exhibition stall?
Our target audience includes designers, architects and specifiers as well as distributors. We have designed a stand with this in mind, which showcases a wide range of RAK Ceramics´ products and plenty of staff on hand to answer questions and talk in detail about what we have to offer.
What are the factors that compelled you to participate in the event this year?
Big 5 is an important exhibition in the UAE. Exhibitions like Big 5 contribute to the market and spur development in the region. This will be our 14th year exhibiting at the Big 5. The exhibition brings together architects, civil engineers, interior designers, contractors and developers in what is the Arabian gulf´s largest construction trade show. The four days of networking provide ample opportunity to identify and source the latest products and services in the industry, with buyers teaming up with key suppliers.
Every year we receive an even better response from our clients and visitors than the previous years, and we are confident that this year will be no exception.
How do you view the current market for the building and construction sectors in the GCC?
There have been mixed opinions about the direction of growth in the construction sector; however, we anticipate that the GCC has been and will continue to experience a significant increase in construction activity, encouraged by factors such as an increase in tourism, positive macroeconomics, and high-budget allocations towards mega-projects. Saudi Arabia, the UAE, and Qatar are the leading consumers of ceramic tiles in the region, which will continue to increase as these countries win the rights to host international events, such as the FIFA World Cup 2022, Qatar and the Dubai Expo 2020.