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SARA puts European Top Design on Sheikh Zayed Road.

Summary: Leading company for lifestyle products opens second showroom in Dubai.

SARA General Trading Establishment has opened a new showroom for European top brands in the interior design field on Sheikh Zayed Road which will feature the products of brands such as Villeroy & Boch and Grohe.

The showroom was inaugurated with a reception on 07 November, 2010 in the presence of the brands leading managers.

The new 6,000 Sq.


showroom is located on Sheikh Zayed Road, near the third interchange, next to the new ACE Hardware.

The second showroom in Dubai is a part of the company's regional expansion plans, and will feature a wide selection of Villeroy & Boch and Grohe's latest range of products, including bathroom fittings, accessories and tiles.

The two German based companies have each been partnering with Sara for many years and both of their managements hailed SARA's move.

"We decided to open the second SARA showroom on Sheikh Zayed road to provide an easier shopping destination to our customers located at that area of Dubai and to offer a pioneer interpretation of future concepts in bathrooms solutions.

" said Ammar Khatib, Retail & Wholesale Manager from SARA.

"The new showroom reflects the neat image of high end brands that SARA represents, like Villeroy & Boch, Grohe, Gardenia-Orchidea & Versace, and grants a unique selection of contemporary designs yet classical styles integrated in perfect harmony.

""Furthermore, the showroom opening was scheduled in the same week as the INDEX tradeshow, therefore we attracted most of the international industry professionals visiting Dubai during this time," he added.

To celebrate the showroom opening, many local and international industry professionals and management teams from SARA, Grohe and Villeroy & Boch visited Dubai to attend the opening event.

Selim Semaan, Regional Marketing Director, Grohe Middle East and Africa Ltd, said of the new showroom opening, "The Grohe section within the new SARA showroom was designed to enhance the visitor's journey in selecting a fitting design that interprets their individual taste.

Grohe products are segmented in categories throughout the showroom featuring fresh designs balanced between aesthetics and function, therefore resulting in perfection.

""Our aim is to deliver end-users and professionals with an unforgettable shopping experience, thereby outlining Grohe's product portfolio that has attracted numerous international awards for our signature in Design, Technology and Quality," he added.

"We are extremely excited about the new showroom on Sheikh Zayed Road as it gives both customers and industry professionals an alternative option to the existing SARA showroom in Deira, to view our latest collections.

Within its 'single-source' bathroom strategy, Villeroy & Boch will be showcasing a broad range of ceramic sanitary-ware, bathroom furniture, tap fittings, and accessories.

We will also be displaying our wellness products which feature our range of modern bathtubs, the latest shower-tray designs, as well as superior whirlpool systems and our new indoor and outdoor spas.

Of course we will also have a huge range of high-class Villeroy & Boch tiles available too," said Thorsten Bies, Regional Sales Manager NME from Villeroy & Boch.

"SARA has been an excellent partner in the past, and we look forward to working with them for many more years to come!"The SARA Group was founded in 1967 with the purpose of presenting major European producers of tableware, bathroom equipment and lifestyle products in the region.

They focus exclusively on showcasing on leading world-known producers such as Villeroy & Boch and Grohe in their showrooms.

2010 Al Bawaba (www.



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Geographic Code:7UNIT
Date:Nov 8, 2010
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