Gulf Construction Online - Geberit eyes expansion in region

Manufacturers & Procurement

Bieler ... “looking forward to the challenges this diverse region brings”.

Geberit eyes expansion in region

01 August 2023

Geberit, a Swiss manufacturer of sanitary products, is targeting further growth in the Gulf region with its focus on sustainable solutions.

In line with its goals, the company has newly appointed Richard Bieler as its new Head of Product Management & Technical Sales Support for the Gulf Region.

In an exclusive interview with Gulf Construction, Bieler said Geberit is well-positioned for growth in the Gulf region, with a strong product portfolio and a dedicated team. Its products are well-suited to the needs of the region, he adds.

“The Geberit SuperTube drainage system is particularly suited to the region due to its smaller pipe dimensions and zero additional ventilation requirements,” he said. “This allows the stacks to be installed without the need for any parallel ventilation pipes and in narrow ducts with small pipe dimensions.”

Geberit is committed to providing sustainable solutions, with eco-design, according to Bieler, adding that its innovative sanitary products help to systematically optimise water consumption in buildings.

“I am looking forward to the challenges this diverse region brings and to supporting our stakeholders in the exciting developments we are currently working on!” he adds.

Geberit is currently present in Dubai, Abu Dhabi, Riyadh, Jeddah, Dammam, Kuwait and Doha but the company plans to expand its presence in the region in the coming years.

Excerpts of the interview:

Can you provide an overview of your role as the Head of Product Management & Technical Sales Support at Geberit in the Arabian Gulf region?

As the Head of Product Management & Technical Sales Support, I need to ensure that we can competently launch new innovation and that our products will cover the market needs in the region. Our focus on sanitary products concentrates on three main areas: installation and flushing systems, piping systems, and bathroom systems. In these areas, Geberit has comprehensive know-how and supplies high-quality, integrated and water-saving sanitary technology. In my role and with our product management team, it is important for us to share our know-how in the field through comprehensive technical training both on-site and in our training centre. We are eager to increase our service and support level towards our stakeholders, partnering with them to provide the optimal sanitary systems and solutions for all types of projects. It is equally important to identify market gaps and see from our portfolio of products where we can support with suitable solutions for this region. Lastly, I also head up our technical design service. Here we ensure our design support provides value engineering, innovation and insight to investors, consultants, and contractors.

Can you tell us a little bit about your background and experience in the sanitary industry?

My professional career started in 2001 and was engaged in various consulting and contracting companies based in Switzerland up until joining Geberit nine years ago. I joined Geberit as International Sales Engineer and progressed to Head of International Engineering before taking on my latest challenge of Head of Product Management and Technical Sales support in the Gulf region in July 2023.

Could you share some insights into the process of launching new products in the Gulf region? How do you gather market insights?

Communication with our stakeholders on a regular basis is imperative. We listen and we understand their needs. This can then ensure we have the right products and solutions for the Gulf region. This is key to ensuring alignment of expectations. Our clients today demand well-engineered products that offer sustainable solutions in durability, function, and design, alongside a wide range that will suit all types of projects. Geberit’s aim is to provide this and offer the right solution for any project in hand.

What are your thoughts on the sanitary solutions market in the Gulf region and the growth potential for Geberit in this market?

We aim to offer sustainable solutions, with eco-design. Our innovative sanitary products help to systematically optimise water consumption in buildings. For example, according to a model calculation, water consumption for toilet flushing has decreased since 1952 by around 80 per cent from 70 litres to 14 litres per person per day, thanks to several innovations such as Geberit dual-flush and flush-stop cisterns.

It is important to mention that is not just about selling products, Geberit offers numerous services such as centralised logistics, support material, training, specification and design service and a specifier tool, BIM app, technical support and our after-sales service! With our team of professionals based across the region we are well placed for the current growth opportunities in the region.

Tell us about the strategy Geberit follows in the region.

The focused, tried-and-tested strategy of the Geberit Group is based on the following four pillars:

• Focus on sanitary products;

• Commitment to innovation and design;

• Selective geographic expansion; and

• Continuous optimisation of business.

Primarily we have a very long-term and stable strategy. Our clear focus is on innovative sanitary products. We are committed to bringing innovative solutions with functional design. Our aim is to provide excellence and this goal is the driving force for our actions. When we consider expansion, it is always by a selective geographic process. Our business processes are continuously optimised to achieve excellence. We strive to achieve a harmonious balance between economic, environmental and social goals.

What new products or services is Geberit planning to offer the region in the short to medium term?

Every year new products are introduced to the markets and existing products are also optimised and updated; in fact, 180 new patents were applied for between 2018 to 2022. We offer comprehensive support during all stages of a project from concept right through to completion. Our regional team cover all the GCC countries plus Lebanon and Jordan. We have a fully functional training centre in Dubai and we are expanding in Saudi Arabia this year. Our design team is based in Dubai but also cover all the region. We now guarantee 50 years of spare parts reliability for all replaceable mechanical parts of the concealed cistern (such as the flush or fill valve), including the actuator plate, thereby extending the previous spare parts guarantee of 25 years.

How do you stay updated with the latest industry trends, technologies, and customer preferences?

Within the Geberit Group, we invest a lot in research and development, leading the way to provide perfect solutions with reduced water consumption, energy saving, low-noise and durable products which enable flexible constructions and correspond to sustainable building standards thus reducing our carbon footprint in manufacturing whilst never sacrificing design quality. We apply competence and expertise at every stage from development through to delivery. Geberit’s innovative strength, which is above average for the sector, is founded on its own, wide-ranging research and development (R&D) activities. In the reporting year of 2022, a total of CHF72 million ($83.4 million) which represents 2.1 per cent of net sales, was invested in the development and improvement of products, processes and technologies.

Which of Geberit’s products are performing well in the Gulf region? Highlight what makes them particularly suited for the needs of the region?

The Geberit SuperTube drainage system is particularly suited to the region due to the high demand of high-rise buildings. Geberit has optimised its tried-and-tested Sovent fitting with the new SuperTube technology that allows direction changes to drainage networks in high-rise buildings, thanks to improved hydraulics, thus saving space in both vertical and horizontal directions. This is thanks to SuperTube’s smaller pipe dimensions and zero additional ventilation requirements, not to mention horizontal pipelines that can run up to 6 m without a slope. SuperTube allows the stacks to be installed without the need for any parallel ventilation pipes and in narrow ducts with small pipe dimensions. The horizontal installation with zero slope makes it possible to fasten ceiling suspensions in place just a minimal distance away from the concrete ceiling.

Geberit offers a complete WC system. The Geberit iCon Rimfree wall-hung WC, a concealed cistern and an actuator plate build a complete WC system that works perfectly together. This ensures the perfect flush performance and an optimal installation experience in front of and behind the wall.

Do you have any final thoughts or insights you would like to share with our readers?

Geberit is ideally placed with a product portfolio and a devoted team to meet the demand anticipated in this region. I am looking forward to the challenges this diverse region brings and to supporting our stakeholders in the exciting developments we are currently working on!