April 2015

RAK Ceramics extends global presence with first time participation in American COVERINGS EXHIBITION 2015

Dubai, 14 April, 2015

‘Maximus Mega Slab’ was yet another hit during the exhibition, opening doors to the most influential global buyers within the industry

RAK Ceramics, a global hi-tech manufacturer of lifestyle ceramics solutions today announced its participation at Coverings Exhibition in Orlando, USA, confirming its global reach and initiatives to position itself as a highly visible brand that delivers a credible stakeholder experience worldwide.

The exhibition, which is the largest tile and stone exhibition in North America, takes place from 14 – 17 April and presents new horizons for RAK Ceramics amongst international leaders in the industry. More than 1,000 exhibitors from more than 40 countries around the world showcased cutting-edge products and trends and presented their latest innovations

Not surprisingly, the innovation that attracted the most attention during the exhibition was Maximus Mega Slab, which took up significant space in the 185 square metre RAK Ceramics stand.

Maximus Mega Slab has garnered significant attention in a number of high profile global trade shows since its launch at Cevisama, Spain in February and at Revestir, in Brazil. Its uniqueness stems not only from its position as the largest tile manufactured in the region in Gres Porcellanato, measuring a gigantic 1.5 x 3 metres, but also from its ability to easily replace any type of surface, particularly kitchen worktops and bathroom vanity counters, allowing RAK Ceramics to enter new markets and giving the company a unique competitive advantage.

RAK Ceramics’ total revenue from global tiles exports since its establishment in 1991 reached AED 16.1 billion as at 31 December 2014.

Abdallah Massaad, RAK Ceramics CEO, commented on this alliance, by saying: “RAK Ceramics is at the forefront of innovation, presenting to clients the most convenient, yet luxury-led lifestyle solutions. These global exhibitions are very important to RAK Ceramics as it confirms our commitment to our global stakeholders and facilitate our strategy implementation, including growing our B2B business. We are first and foremost focused on hi-tech innovations and consider this a major underpinning to our expansion into the global arena. The USA is currently the largest importer of ceramic tiles and has seen an increase in consumption, especially for floor tiles. In 2013 they imported 160 million square metres. This equates to 69.9% of domestic consumption, which has risen to 230 million square metres, an increase of 12.3% on the previous year (source: “World Production and Consumption of Ceramic Tiles”, 2nd edition 2014). Where traditionally carpet or natural wood flooring was used, ceramics is now taking the lead. With the recent high-tech developments in HD digital printing, we are able to produce tiles which look and feel like natural wood, enabling us to offer a greener, more cost effective alternative. Therefore this is an exciting opportunity for RAK Ceramics and we are delighted to be attending such a high profile and well respected exhibition.”

RAK Ceramics’ participation in these exhibitions shows commitment to the new strategy which is, at its core, deriving revenue growth from expanding and modernising core businesses, entering into new markets and being among the top 3 global industry players.

Other RAK Ceramics products that are being showcased during Coverings Exhibition include; Surface, Evolution, Indus, Yukon and Lounge as well as the Basic, Made and Hermosa Series’.

About Maximum Megaslab:

A gigantic 1.5 x 3 metres Gres Porcellanato tile produced using Continua+ Technology – Maximus Mega Slab is the largest porcelain tile in the region. This striking product can be used on walls, floors or to create surfaces and the large size of Maximus Mega Slab reduces the need for multiple joints and grouting. RAK Ceramics is the only manufacturer in the region to have installed SACMI Continua+ Technology and is charting new territory – Maximus Mega Slab is much more than just a tile; it expands the reach of RAK Ceramics, enabling the company to compete in new markets.

About Coverings Exhibition:

Coverings is the premier international trade fair and expo dedicated exclusively to showcasing the newest in ceramic tile and natural stone. It has grown to be the largest and most important show of its kind in the U.S., featuring exhibitors from more than 35 countries and attracting thousands of distributors, retailers, fabricators, contractors and specifiers, architectural and design professionals, builders and real estate developers, plus the press and journalists who cover this vital and dynamic industry. Coverings is the stage for introducing some of the most innovative tile and stone products in the world.