Gulf Construction Online - Jotun taps market with strong range

Protective Coatings

Al Raha Gardens ... a Jotun project.

Jotun taps market with strong range

Jotun says its Jotashield and Fenomastic range of paints, which incorporate weather and safety features, meet the demand for specialised coatings.

01 January 2008

Norway-based Jotun Paints promoted its entire range of industry-leading Jotashield and Fenomastic brands at the recent Big 5 show in Dubai in a bid to further tap into the Middle East market and strengthen its position in the region.

As one of the world’s leading producers and suppliers of paints, coatings and powder coatings, Jotun has been at the forefront of developing paint products that are specifically formulated to suit local weather conditions including a variety of conventional and specialised coatings that can withstand the extreme heat of the Middle East countries. Utilising the latest technological innovations in paint production, the company has offered a diverse range of solutions including decorative, protective, marine, floor and concrete protection and intumescent coatings, for high-profile projects in the Middle East.
The Jotashield and Fenomastic brands – which catering to the various demands of commercial, residential and industrial markets for cost-effective and innovative paint solutions – aim to address the growing market for specialised paints solutions that incorporate weather and safety features.
Jotashield Thermo is described a superior exterior paint with thermal insulation properties, which deflects heat and reduces interior temperature and cooling costs. Offering professional interior paint solutions, Fenomastic Enamel is claimed to be the first lead-free and non-yellowing enamel paint in the region, while Fenomastic Gold is an acrylic paint that boasts antibacterial and antifungal properties, anti-flame spread and crack tolerance of up to 1 mm.
The Jotashield and Fenomastic brands have been utilised extensively across key developments in the region, which has driven Jotun’s growth and success in the Middle East. The company’s aggressive growth strategy aims to leverage the booming real estate and construction sector and further boost its current success by continuously focusing on quality and service.
“The Middle East market for paints and coatings has presented Jotun Paints with a unique challenge as its requirements vary from the rest of the regions across the world,” says Eirik Kristensen, regional marketing manager (Middle East), Jotun Paints in Dubai. “To be able to better understand the very specific needs of discerning customers, we have invested $25 million towards research and development to acquire insights that will inspire us to improve our product offering and create more breakthrough manufacturing technologies. As one of the founding member of the Emirates Green Building Council, Jotun only supplies paint products, which are compliant with the highest environmental standards and the guidelines of the corporate social responsibility model. The Jotashield and Fenomastic ranges underline our goal of exceeding our customers’ expectation.”
Among the latest successes for Jotun Paints is a deal to supply paint for the Al Raha Gardens, currently being developed in Abu Dhabi by Aldar Properties. The development is being constructed by Al Jaber Building and has been designed by GHD Global. The deal will see Jotun supplying high-quality coatings solutions – including the Fenomastic Gold for the interiors and the Jotashield for the exteriors – for 1,400 villas of the project, until the conclusion of the contract in February 2009.
“The magnitude of this project reflects the quality of all aspects of the Al Raha Gardens development and we are delighted to leverage our expertise to add to the project’s prestige. In addition, we have utilised our stringent environmental standards, which we developed to through our dedicated investments in green technologies,” says Arve Hermansen, general manager, Jotun Abu Dhabi. “This important project will consolidate our position as one of the world’s leading suppliers of paint and powder products.”
Founded in 1926 in Norway, Jotun established its presence in the Middle East market in 1974, with Jotun UAE, and since then has expanded dramatically throughout the region and claims to be the first paint manufacturer to be awarded the ISO 9001 certification. The company has consistently invested in state-of-the-art factories including the recently-opened plant in the Al Quoz area of Dubai, the biggest worldwide for Jotun and the Middle East.
The global paint company currently comprises 67 companies and 39 production facilities dispersed over five continents, which develops, produces and sells products to residential, marine and industrial markets worldwide. Jotun’s products are used in some of the world’s premier landmark developments, including the Eiffel Tower in Paris France, the Burj Al Arab and the Madinat Jumeirah Resort in Dubai, Khalifa Sports Stadium redevelopment in Qatar, China’s Opera House, Jakarta’s Ritz Carlton Hotel and the KLIA Sepang F1 racing circuit in Malaysia.