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[October 2004]
Sanitec Strengthens Position in Middle East
Sanitec Group says it has been strengthening its sales significantly in the Middle East in 2004 and will continue to do so throughout 2005. "We believe the Middle East to be the dominant export region in 2007," said Marek Kukuryka, Senior Vice President, CA&E Exports. "Sanitec wants to offer reliable, innovative, and high-quality partnerships for projects and the retail industry in the area. We have achieved a very strong position in the United Arab Emirates (UAE) already, and our regional sales will increase by one-fifth in 2004."
Sanitec's export sales in the Middle East are expected to grow to approximately €9 million (2003: €7.6 million) which will result in almost 20% growth in 2004. The most successful markets in the first nine months were Saudi Arabia (+84.5%), Cyprus (+48.6), Lebanon (+41.3%) and Jordan (+17.9%).
Twyford, Keramag, Albatros and Revita are Sanitec's top brands in the Middle East, accounting for over 60% of total sales in the region in 2003. In the first nine months of 2004, Twyford has further strengthened its market position while Keramag succeeded in doubling its net sales.
"We are dedicated to providing unique product offering in the Middle East, customised for the local requirements," explained Theo Fischer, Area Manager, Middle East and Asia. One example of this is the one-piece toilet, which Sanitec developed as a completely new product for the Middle Eastern market. The one-piece toilet, made of a single ceramic piece, is often required for hotels and master bathrooms, as it is regarded as a high-end luxury product. Sales volume for the one-piece toilet is expected to reach 15,000 pieces per year.
ENDS