Roca, the Spanish manufacturer of bathrooms and tiles, is optimistic about the future. It has had a presence in the Middle East since 2006 and generates more than two billion dollars in annual turnover from operations spanning more than 170 countries. The well-known business makes everything from bathroom furniture to cutting-edge toilets and is returning to the CID Awards as the exclusive platinum sponsor.
Roca’s optimism comes at an important moment. It is activating supplies from nearby factories to guarantee faster supply and competitive prices – both of which are key for the architectural design economy. While there has been a talk of a slowdown in the region – and globally –, Roca sees growth potential as demand rises for an end-to-end bathroom brand. Providing a complete bathroom solution is one of the company’s strengths, notes Victor Schoone, Roca’s country manager for the Middle East. And demand for a single bathroom is something Roca can capitalise on.
“The biggest trend I would say is the push for a single brand for the bathroom…This means more concentrated competition, survival of the fittest, and taking into consideration that all our factories are fully-owned and nearby more cost efficient countries, we hope to capitalise on this trend in the coming years,” he says.
Roca has been in the bathroom business for more than century after it was founded in Barcelona in 1917. Its goods have been exported to the Gulf since 1952 and the business, which employs 24,200 people, has continued to grow. The company established its Dubai office in 2006 and manages 16 countries from this base. It also boasts factories in Egypt and Turkey, although the majority of goods sold in the Middle East are imported from Europe. Further strengthening its presence in the UAE, Roca has two large showrooms in Dubai – one on Salahuddin Road, another in Business Bay. Both are managed and operated by Al Shamsi General Trading. In Abu Dhabi, Roca works with Sanitary Materials Company. It also operates through exclusive dealers across the rest of the region, with one dealer per country.
As a long-time partner of the CID Awards, Roca’s installations are an eagerly-anticipated part of the build-up. Last year, a classic car made from Roca products took centre stage. Roca will be exhibiting its Armani/Roca products in what Schoone says is a “really fashionable and elegant way”. His lips, though, are sealed on how this will look.
Aside from planning something fashionable and elegant for the CID awards, Schoone wants to meet new faces, strengthen the company’s relationship with designers and architects, and have a great time.
“As the CID Awards is recognised as the best in the industry, we are grateful to have been associated with the CID Awards since its start more than a decade ago,” he shares. “We are extremely proud to be platinum sponsor of this glamorous award ceremony and hope to meet new faces and strengthen our good relationships with so many prominent architects and designers,” he adds.
Check out the full shortlist for the CID Awards 2019.
The Commercial Interior Design Awards 2019 takes place at the Johara Ballroom in Madinat Jumeirah, Dubai, on Wednesday, 11 September.