At the Axolute launch (from left) Ombra, Yahia and Bianchi.
BTicino launches its Axolute collection
01 December 2007
BTicino, an Italian leader in energy and home automation, has launched in the Middle East its flagship brand Axolute, which is described as an innovative concept in personalised home installations.
Offering an unprecedented choice of fine materials and finishes, Axolute is the ultimate product for exclusive residential and commercial addresses with its advanced technical functions for security, communication and entertainment that goes beyond traditional notions of switches and control panels, says Stefano Bianchi, Middle East business developer of BTicino.
“We are very excited to introduce the BTicino brand through the exclusive Axolute range to the Gulf countries, which will open up a whole new level of luxury for consumers in the region. Due to its flexible nature and the ability to customise the functions, forms and material, we are confident that Axolute will take the region by storm,’’ says Bianchi.
The full range of Axolute products were launched in the UAE market last month.
“The response to the product has been amazing as Axolute allows consumers to select the most suitable technological and aesthetic solutions to suit their lifestyle, through a wide range of functions and finishes. The consumer can control the entire home with one sleek display or enjoy the finest Carrara marble finishing on their wall with Axolute,” he says. “Property developers, contractors and interior designers have realised the potential of such a product and we have already signed up with a couple of projects in the UAE.”
“We also have expansion plans for the region based on our successful launch in the UAE. Our second wave of launches will be in Saudi Arabia, Kuwait, Qatar, Bahrain, Lebanon, Jordan and Syria in early 2008 and in Oman by the middle of next year,” he adds.
“With Axolute, switches and controls are no longer simple functional devices but an object of aesthetic designing, that improves the quality of life making luxury an acceptable part of everyday living,” points out Giuseppe Ombra, communication manager of Bticino.
With more than 60 years’ experience behind it, BTicino is the leader in Italian energy and home automation sectors and has a number of plants and production facilities in Italy and abroad. Since 1989, BTicino has been part of the Legrand group, worldwide leader in electrical systems and information networks. Today, BTicino is present in more than 60 countries worldwide and has developed an expertise in luxury wiring devices and high-end home automation systems.
As part of the Legrand group, commercial teams, support activities and distributors’ networks already exist including more than 100 people dedicated to wiring devices and home automation in the Gulf countries. “BTicino will use these resources to ensure a resounding success in this market from the launch date,” says Mohamed Yahya, general manager of Legrand in the Middle East
BTicino products have already had previous successes in the region with projects in the Palm Jumeirah and Dubai Marina in the UAE.
- Italians set sights on the finer things
- Machinery firm bends to conquer new clients
- BTicino launches its Axolute collection
- New Holland makes strong Oman foray
