Gulf Construction Online - Installux set to gain larger market share

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Installux set to gain larger market share

INSTALLUX GULF, the regional office of the French Group Installux, concluded 1999 on a highly successful note, having achieved a growth rate three times over the previous year's, according to general manager Basim Al Saie.

01 January 2000

The firm, which offers a diverse range of aluminium products, has clinched a string of projects in the GCC market over the past year, having been particularly active in Qatar and Kuwait.

The company was set up in April 1997 to meet the region's requirements for a wide range of products for the construction and interior finishing industries, and currently supplies customers with quality aluminium extrusions produced in the Gulf and accessories from France.

The company's main task is providing sales and technical back-up and support for its diverse line of products. These include profiles and accessories for the manufacture of doors, windows, facades/curtain walls, conservatories, balustrades, gates and fences.

"Since setting up operations in Bahrain over two years ago, Installux has become increasingly active in the regional market and, as a result, the competition that emerged has benefited many aluminium fabricators, contractors, consultants and end-users," Al Saie says. "What Installux has done to the market is increase the high-end systems share in the market at the expense of low-quality products," he adds.

In the Bahrain market, most of the projects are private residential and commercial ones. Installux systems are starting to be recognised specially for the high-end villas sectors, according to Al Saie. Recently, the company has been successful in securing small to medium-size commercial projects at the expense of medium and low-end commercial products, a proof of the competitiveness of the system. A new fabricator Paris Aluminum has been added to the existing customers.

"With this recent addition, we hope to cover other segments of the market to have a good penetration," says Al Saie.

In Qatar last year, Installux secured orders for its systems for the Al Fardan Plaza, Shaikh Khalid building, a large school, a college and a few other commercial projects. It has just started supplying material for a major project, a 22-storey institutional building in the West Bay area.

"Installux has experienced very good growth in Qatar, thanks to the high quality of our products and the efforts of Alu Nasa, our local agent, which is considered one of the leading aluminium fabricators in that market." says Al Saie.

In Kuwait, the company was involved in supplying Installux systems for a National Bank of Kuwait branch and a Kidney Centre.

"The popularity of our systems is growing steadily in the Kuwait market," Al Saie comments. He cites how Installux systems withstood a recent rainstorm.

"People usually complain about water leakages during storms. However, not a single complaint was received for projects done using our systems during a recent rain storm," he adds, proudly. "This is very gratifying to know and has convinced our client about the superiority of our products."

In the UAE, the company supplied its systems for a large hospital project, in addition to other smaller commercial buildings.

Installux aluminium systems have also managed to make successful inroads into the Saudi market. Recently, two projects have been secured: a rehabilitation centre, which is in the final stages of completion, and a commercial building in Hail. Al Saie is also optimistic about clinching an order for a landmark project in the Eastern Province.

As a part of its marketing and promotional activities to create awareness of its various products, Installux organised a seminar in Bahrain in November, highlighting the features of its product range, application areas, solutions, and a selection of projects where these systems have been used to great advantage. The seminar was attended by over 115 persons, representing Bahrain's leading architects, consultants, contractors and officials of government departments.

"We have great confidence in our products and customers that use our products. We are trying very hard to provide the best service and back-up for them," Al Saie continues. "We now have an increasing number of clients coming to us, wanting to work with our systems. They have heard that we provide good competitive products that are backed by an efficient and prompt service, and delivery."

The range of the products offered keeps expanding with more than 130 dies now available. "We have been adding an average of 10 dies every quarter, and can cover the full spectrum from basic doors and windows to very high-end structural glazing products," he says.

During the new year, the company intends to launch a number of new products, including two new curtain-walling systems. These systems are the four-sided structural glazing with concealed inside opening, tilt and turn or hinged windows and a conventional curtain wall system for similar applications."

Al Saie is pleased with the company's growth rate over the past year but says he will not be satisfied until Installux becomes one of the most recognised high-quality aluminium systems in the area.

The company plans to build on this success during 2000 and reinforce the confidence of its clients, while penetrating more aggressively into its newer markets, particularly the UAE, Egypt and Jordan. The firm also intends to increase its workforce to cope with the growing market and sales volumes.

"We have received good response from Egypt and Jordan. We now have to devise the right formula to ensure success.

"Installux is well poised to capture a larger share of the regional market for aluminium systems with its continued focus on quality and innovation and efforts to meet market requirements."

On a final note, Al Saie says: "We (the high-end system suppliers) have a much better chance to increase the market share for our systems at the expense of low-quality low-margin commercial products, provided we market our products properly. People are willing to pay more if they are better informed about the advantages of the systems over the life of any project."