Keramag: stays on the path of innovation

Keramag: attractive range of new products at the SHK Essen / German market share expansion continued in 2007 / Export growth reached two digit figures in some areas / Michael Hellmund: "Creating compelling bathrooms with new product ranges"

Ratingen. With a whole range of attractive new products Keramag AG has consolidated its position as a trend-setting and cutting-edge leader in product innovation that addresses the needs of the market at the SHK Essen. “Silk”, a versatile ceramics range for a timelessly elegant domestic bathroom had its opening at the SHK, drawing its particular appeal primarily from the tension between massive and filigree design elements, while being rounded off by an extensive furniture programme. “Flow300” – developed in cooperation with the famous architect and product designer Hadi Teherani - complements the “Flow” range with a wash stand and a hand wash basin as well as sophisticated bathroom furniture and accessories. The “Era” range, successfully launched last year, was also extended by a double wash basin. Furthermore, new surface finishes in “High Gloss White” or “Olive” in the furniture ranges of “4U” and “JOOP” have also been newly added to these ranges. For the public/commercial sector two new sub-structured wash stands were added to the “Renova Nr. 1 Plan” series, in which the angular shape of the range was rigorously transposed onto the inside shape of the basin as well.

The German market leader for sanitary ceramics for both domestic bathrooms and public and commercial sanitary facilities was relatively content “despite a rather disappointing business year 2007 for the sector in general”. Market shares within Germany had increased, while the company had also been able to achieve a healthy export growth rate – in some areas even reaching double digits. Such successes were attributed mainly to Keramag’s strive over the last few years to extend its ranges, its efforts in terms of quality assurance and its excellent service policy.

Michael Hellmund, chief executive at Keramag AG, was also in good spirits with regard to the current business year: “In a recently published Allensbach survey the bathroom came second place in terms of intended future renovations. Currently the sanitary sector is not quite able to translate this high potential in demand into a corresponding business volume. Manufacturers must try harder to provide new products that prove through form and function that bathroom comfort equals pure quality of life. Plus we have to insure that the professional distribution channels devolps creative marketing concepts and promotional activities that are able to convey and create bathroom fascination. Our new bathroom ranges offer plenty of impetus for this. And more than that, we continue to pursue an ongoing dialogue with retailers, fitters, architects and planners, so as to ensure that we’ll be able to provide the right tools for successful market development in the future, too.”