Mid East tipped as one of the world's fastest-growing flooring markets

From Germany to Saudi Arabia, manufacturers are saying the same - that the Middle East is high on marketing agendas as economic and population growth, a freeing up of the real estate scene and ongoing construction boom fuel demand.

"With the growing affluence of consumers in the Middle East, we believe this region will remain one of the fastest-growing for flooring and furnishing components for the next 15-20 years at least," said Anil Tyagi, General Manager, Modecor, from Saudi Arabia.

With the show heading for a sell out, and set to take up four halls at the Dubai International Exhibition and Conference Centre (DIECC), Helal Saeed Al Marri, the DIECC Director General has dubbed the show "the largest ever DIECC launch."

And as suppliers vie for a slice of what is perceived as a highly lucrative market, the show is set to become a virtual shop window to all that's new in the industry.

"The show will hold out enormous new business opportunities for regional players with new-to-market products and market entrants looking for Middle East representation, joint ventures and direct sales,"

said Angela Schaschen, Managing Director of Messe Middle East, the regional cooperation partner of DOMOTEX Middle East.

Among a catalogue of exhibitors looking for a market breakthrough is Thailand's S.H.L. Parawood.

"We want to open up a new market for our products and will be actively looking to appoint a representative or for a joint venture proposition," said Surapong Pethpothong, the company's Managing Director.

"We have lately recognised the Middle East as one of high potential for flooring products, especially wooden products, because of the high per capita spending power of consumers, and increasingly sophisticated design taste for a customer base which is more willing to pay for quality."

Industry heavyweights feature prominently in the DOMOTEX Middle East line-up. These include Austria's Kaindl Flooring - the world's biggest manufacturer of laminate flooring. With huge sales throughout Europe and the USA, Kaindl is now actively pursuing direct links with the Middle East.

"At DOMOTEX Middle East we will position ourselves as an industry pioneer and will introduce a whole new collection of products. We will be looking for direct contacts with developers of the region's mega projects," said Kaindl's Ingrid Kronbichler.

A regional industry leader, Egypt's Oriental Weavers is also eyeing Middle East expansion and hopes for more retail breakthroughs at DOMOTEX.

"We would like to expand in Middle East countries in which we do not yet have a strong presence like Oman, Yemen and Iran," explained Hany Amin, Oriental Weavers' Marketing Manager. "The Middle East is important because there are some barriers in other markets that do not exist in this region, such as customs duties, language barriers and ethnic origins. This is where we can really succeed because we understand the market.

"It is obvious that the region's real estate sector, accompanied by the interior design segment, is developing and booming throughout the Middle East. A lot of investment is pouring into the region now, especially with the increasing growth of GDP in countries like the UAE, Egypt, Saudi Arabia and Qatar. The development of new residential, commercial and government projects means that more homes, offices and hospitality outlets will need more accessories to decorate them - and one of these is floor coverings.

"Moreover, the advance in floor covering technology means that higher quality floor covering products, like rugs, are more available now at more affordable prices. The consumer will benefit from this, which will result in higher demand for rugs."

DOMOTEX Middle East will burst onto the regional trade exhibition calendar for a three-day run from May 28th with the full backing of the UAE Contractors' Association and the patronage of HH Sheikh Ahmed bin Saeed Al Maktoum, President, Department of Civil Aviation, Government of Dubai and Chairman of the Emirates Group.

The show also marks the entry into the Middle East of DOMOTEX organisers Deutsche Messe AG - one of the world's top three trade show organisers - who identified the region as the next growth area for the show following its highly successful runs in Europe and China.