Union’s systems have been used at the Kempinski, Dubai.
Union embraces segmented approach
01 February 2006
Buoyed by the overwhelming success achieved by Union’s Architectural Hardware team in booking high-value orders from the region, the leading hardware specialist has unveiled an innovative strategy for the current year, which involves segmenting the architectural market and offering products accordingly as a one-brand solution.
Towards this end, Union has divided the market into the segments of healthcare, hospitality, commercial as well as residential.
Says a spokesman for Union: “Within these important segments, Union will offer products that well suit the budgets of the contractors or developers. Without compromising on quality, the company has arranged the offering under three categories – good, better and best specification offering – allowing architects to specify the right product for the right budget.”
“So in a snap shot, for the healthcare segment, a good specification could be a hollow grade 316 stainless steel lever handle, a better spec would be a solid grade 316 stainless steel lever handle and the best spec would be a corrosion-resistant, surgical steel anti-bacterial grade 316L stainless steel lever handle. Still all three categories would be in line with the strict BS EN standards and at the right price.”
“This special offering has allowed Union to become the supplier to the Shaukat Memorial Cancer Hospital in Lahore, Pakistan. The client opted for the best spec, a Union Funxion anti-bacterial lever handle with the top-of-the-line 2D2 range mortice locks,” the spokesman adds.
Such a segmented product offering for the hospitality sector has also enabled Union to supply the Mall of the Emirates Kempinski hotel in Dubai, where the full package specification included not just a hardware solution, but also the Assa Abloy group company Ceco doors from Task. A commercial specific offering was also provided for the Dubai Festival City’s City Core project, which opted for Union’s total solution (door plus product).
Union also offers a similar offering in the residential segment with a newly-introduced lever handle line, the 700 Series. “This line is specifically developed for the housing and apartment projects in the region,” says Robert Vos, regional director Middle East and India.
Already, Union has supplied the first phase of Arabian Ranches, one of the prestigious developments in Dubai, and has also made a strong entry in the Marina area where it is partnering with the Marina Mansions as well as several other tower developments.
“Giving a solution package to the developer and at the same time allowing the contractor to meet his budgetary requirements is the main key to success,” says Iain Mackenzie, export director UK. “We like to position ourselves as long-term partners with fast deliveries of quality products tested to BS EN standards delivered from the Jebel Ali warehouse of our key partner Almoajil, which is the driving force behind the incredible growth Union enjoyed in 2005.”
“The newly-opened Union Design Centre at Zabeel Road in Dubai has proven to be a great success, especially since it has hosted seminars and training sessions, in addition to attracting several key clients to discuss about the hardware solutions for their developments,” Vos says. “It’s not just about price anymore these days; end-users wish to see new design, exclusive features as well as products that meet the right standards.”
Apart from the segmented approach to the market, the company has also planned the release of several new developments over the course of the year. “Many new product developments are in play, including the new narrow-style aluminium door locks which are in the launching phase. Again, why stop at wood and metal doors when we can offer a full package to cover all types of doors on the same project. One company, one warranty, one standard, this is what we aim at and the end users fully agree with us, as we are invited to write specifications for all sorts of buildings, partners for life, that’s what we are,” Mackenzie says.
“It is not just Dubai that is going strong. Union is now available at over 16 Design Centres in the Middle East alone – all serviced through the Almoajil warehouse in Jebel Ali and the dedicated Union staff based in Dubai. Key projects are being attended to in all countries like Qatar Foundation (QF) housing in Qatar, Saud Bahwan in Oman, King Hussain Cancer Centre in Jordan, and the Royal Princess cruise lines, Egypt to name a few,” he adds.
Products to be launched this year will also include items that are Middle East-specific and cater to the requirements of the region. For instance, the company has teamed up with Azbe of Spain to provide a full range of high-security systems for the markets of Lebanon and Syria, where there is a demand for multi-point high security solutions.
“There is no stopping us,” says Mackenzie and adds; “with a parent company like Assa Abloy, the sky is the limit. We are leaders in mechanical hardware; now the time has come to step forward and look at access control.
Union is also planning the launch of hospitality solutions that will suit the region in the company’s good, better, best category specifications.
“Union is making dealing with hardware exciting and fun, just what the developers and contractors would like from a key international brand name,” concludes Vos.
