RAK Ceramics to launch brand-new bathware collection at leading European trade show

Alongside Crescent the company will also showcase its innovative and eco-friendly range of products, which are increasingly sought after by environmentally conscious customers in Europe.

Abdallah Massaad, CEO, RAK Ceramics, highlights the fact that participation in ISH represents one of the company's marketing strategies to promote sanitary ware, bathroom and kitchen fitting products in European markets.

"We are currently celebrating our latest milestone of achieving 50 million pieces of bathware sold worldwide and ISH Fair would be an ideal platform to share the success story with our clients in Europe by showcasing out latest range of bathroom and kitchen fitting," he said.

"Europe contributes to over 40% of our total bathware business each and we use our participation in an important exhibition such ISH Fair to reinforce how we have achieved that mantle by showcasing our bathware line-up that is well suited to tap the end market segment, and accordingly, we have launched our new bathware collection catering to the European taste at this venue," he added.

Taking place from the 12th -16th of March 2013, in Frankfurt, Germany; RAK Ceramics is well known for having participated at the biannual event for over a decade. ISH draws in over 2,300 exhibitors from the world and more importantly a throng of visitors and potential customers looking for the latest products, technologies and solutions.

RAK Ceramics' status as one of the top global players in the bathware industry is reinforced by the statistic achieved in 2013 of '50 Million Pieces of Bathware' sold since bathware production started in 1993.

The new bathware model Crescent is the perfect combination of contemporary design with superior technical functionality. Crescent has been exclusively designed by top British designer Phil Allen, who has 20 years experience in ceramics field. The new bathware model owes its sinuous shape to the art of sculpture according to Allen who has focussed on softer curves in his designs. This model was conceived of to cater to those with elitist taste.

With features like in-trap glazing, powerful dual flush mechanism and self-cleaning surface; Crescent P trap bathroom suite caters to urban lifestyle demands. Lining up alongside Crescent are a number of other leading bathware brands in the RAK Ceramics portfolio including Opulence, Elena, Infinity, Metropolitan, Summit and Series 600.

Besides bathware Kludi RAK range of faucets and bathroom fittings will also be showcased on the stands. The Kludi RAK products complement bathware range that allows client to opt for compatible bathroom fitting solutions.

RAK Ceramics has evolved from a simple manufacturer into a company which today delivers a complete solution in terms of ceramics and bathware to be better able to cater to the discerning tastes of its growing client base in an ever-increasing number of international markets.

Moreover with every new launch and innovation, RAK Ceramics endeavours to instil 'green technology' wherever possible in order to minimise its impact on the environment. The latest bathware range saves 33% in water consumption by using the full flush system, and the complete manufacturing process involves the usage of recycled natural raw materials and the reduction of carbon emissions. Additionally Kludi RAK has the latest water-saving system that reduces water consumption by over 50% using the special aerators in its faucets.

"We conform to the most stringent European standards of water savings in our products, and in parallel we are a company that is committed to protecting the environment wherever we can," said Massaad.