Ideal Standard reinforces commitment to the region; sets up Ideal Standard MENA

DUBAI, UAE - July 10, 2014 - PRLog -- Ideal Standard reinforces commitment to the region; sets up Ideal Standard MENA

Ideal Standard, one of the leading providers of innovative bathroom solutions operating across Europe, Middle East and Africa, has reinforced its commitment to the MENA region by establishing Ideal Standard MENA (Middle East & Africa).

With regional headquarters in Dubai, Ideal Standard will tap into the burgeoning growth opportunities for its innovative bathroom solutions famed worldwide for over 100 years, amidst the booming construction activities in the region.

The company has been operating in the Middle East region for over 50 years, and felt the time was right to set up regional subsidiaries to cater for the huge demands and requirements of the market.

Ideal Standard, the leader in total bathroom solutions and number one in sanitary ware in MENA region, has been associated with some of the most prestigious projects in Middle East, including Burj Al Arab and Burj Khalifa in Dubai, Financial Centre and Emirates Palace Hotel in Abu Dhabi, Barwa City and Barwa Commercial Avenue, La Cigale and Grand Hyatt Hotel, Sidra Hospital Staff Housing in Qatar, Roco Forte, Rosewood Corniche Hotels and Gosi Park Granada in KSA, among others.

“Economic growth in the Middle East is currently stronger than anywhere in the world and the unprecedented scale of construction in the region is providing the right kind of growth opportunities for us. The trends are extremely robust and we look forward to reinforce our market leadership within a long term growth strategy of investments, resource commitments and focus on local market requirements,” said Mr Ahmed Hafez, CEO of Ideal Standard MENA.

He added: “The need of the hour is to localize the solutions, both in terms of production and product development tuned to the region. With our regional presence, we will be able to offer our high-quality and customized total bathroom solutions with a faster turnaround time.”

Improved sustainability is another aspect that Ideal Standard MENA expects to offer within a vast range of water and energy products. As steps towards sustainability, the company has been awarded for its contribution and world-class expertise on water efficiency and energy consumption to Baytna – Qatar’s Passive House - first energy-efficient house in MENA region. For over 40 years, the company has been at the forefront of environmentally-friendly innovation and proud to bring the excellence to Qatar with the Baytna project.

All these factors required a new approach to operations for a company such as Ideal Standard and its entire supply chain in the region. To support this expanded geographic focus, Ideal Standard MENA has a an experienced team of professionals tasked with identifying and reporting local business requirements, strengthening the growth trajectory and expanding its market position in the region.

About Ideal Standard:

Ideal Standard International, leading provider of innovative bathroom solutions, is a privately-owned company headquartered in Brussels, Belgium, operating in over 30 countries across Europe, Middle East and Africa. Ideal Standard MENA, sister company of Ideal Standard International, is focusing on the growth and massive business opportunities of Middle East, Egypt and Africa, with Head Offices in Dubai, UAE and approximately 3,000 employees.

Ideal Standard heritage is in understanding how bathroom works in totality. With total bathroom solutions as its core business for over 100 years, the company designs, manufactures and supplies ceramic products, bathroom mixers, furniture and accessories, bathing & showering solutions for residential, commercial and institutional buildings. Ideal Standard is the company’s international flagship brand for bathroom solutions across all regions. Moreover, the company owns leading European brands: Jado, Armitage Shanks, Ceramica Dolomite, Porcher and Vidima.

Ideal Standard Gulf, the business entity encapsulating the Middle East region, operates from its Head Offices in Dubai, UAE. The Ideal Standard, Jado, Armitage Shanks, Ceramica Dolomite, Porcher, Vidima and American Standard branded products are supplied in the Middle East sanitary ware market by esteemed business partners across the different countries.

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