01 May 2005

Leading paints and coatings manufacturer Jotun Paints, which is celebrating its 30th anniversary in the Middle East this year, is planning to continue with its programme of investments and expansion in the region.

“Times have really changed for Jotun since we first arrived in the Middle East,” says Erik Aaberg, executive group vice president. “The Middle East in general and the UAE market in particular has advanced at a tremendous pace and this change has been reflected in the paints industry as well. Our Dubai-based operation has become an integral component in Jotun’s success globally,” he adds.
In terms of size – with over 1,100 employees in the Middle East alone – Jotun is one of the most dominant manufacturers in the region. The company reinforced its commitment to Dubai last year by opening up its largest factory yet in Al Quoz. Covering an area of 50,000 sq m, the facility has an installed capacity to produce a minimum of 60 million litres of liquid paints and coatings a year.
Aaberg continues: “Dubai’s becoming a lifestyle destination for tourists and residents has had a huge and positive impact on paint consumption. Jotun Paints is the market leader and we are determined to maintain this ranking. We need to be able to adapt quickly to the rapid shifts in demand we have been experiencing – the Dubai facility has given us an increased flexibility in paint supply.”
From its nine plants and offices that span across Bahrain, UAE, Qatar, Kuwait, Oman, Yemen, Saudi Arabia and Egypt, the company has been catering to the market demands. The current construction boom in the region, coupled with the recent freehold market, has led to a surge in demand for both Jotun’s decorative and industrial products.
Positioning itself as a single-source solution provider, Jotun manufactures products that cater to almost every need – from protective coatings for steel to flooring, concrete protection and decorative paint – both interior and exterior. In addition, Jotun’s ability to constantly develop new, innovative products has meant that it is an effective market leader, striving for better industry standards which others can follow, says a spokesman.
“This has clearly been the case with the launch of Jotashield Thermo, a pure acrylic exterior coating for concrete, cement plaster which reduces the heat absorption by deflecting sunlight, and SteelMaster intumescent coatings, a high-performance passive fire protection for structural steelwork in modern buildings,” he says.
“The influx of international architects in the region and the types of products they specify has resulted in superior standards for everyone,” points out Aaberg. “Overseas architects and project planners feel comfortable working with global paint companies who have an established, multinational track record with product quality, technical onsite support and guaranteed after-sales service.”
Whilst the market size in the UAE continues to expand, with mega projects being launched on a daily basis, Jotun has initiated several structural changes including the establishment of a special task force. This new business development unit has been specifically formed to ensure that Jotun is involved in mega projects right from the outset, he says.
Aaberg continues: “Indicative of the changing dynamics of the construction industry, mega projects such as the Palm Island, Dubailand and Burj Dubai have seen substantial international and local investment flow into the region. International competitors have flooded the market in a bid to secure a slice of the business, leaving local suppliers in uncharted territory. At Jotun, we have had the foresight to introduce measures which have ensured that our market share is preserved in the region.”
Renowned for its protective, marine and decorative paints, Jotun is a name synonymous with quality and professionalism and the company has grown from strength to strength in the recent past. Claimed to be the first paint company to open a manufacturing unit in the UAE in 1975, Jotun’s continued success has been inextricably linked to its consistent investment and ongoing programme of expansion in the region.
To date, Jotun has partnered on several key developments in the Middle East region including , Emirates Palace Hotel in Abu Dhabi, Jumeirah Beach Residences (external), Jumeirah Islands, The Greens, Ibn Battuta Mall, Mall of the Emirates, Palm Gateway Bridge, villas in Palm Jumeirah (all in Dubai) apart from several road bridges/interchanges in Dubai, Kingdom Centre in Riyadh, AlMoayyed Towers in Bahrain, and the Khalifa Stadium redevelopment and Ritz Carlton Hotel in Qatar.
The company is also at an advanced stage of securing many new partnerships for the future, he concludes.

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