Frankfurt/Ratingen. The Keramag AG presented itself to international professionals at the sanitary fair "ISH 2003" with new product tendencies for private bathrooms and sanitary facilities in public and commercial buildings. The centre of attention was the new "Joop!" bath, the designer line "500 by Antonio Citterio", the unique wellness-dome "Atrium", the additions to the classic design "Preciosa" creating a complete product line and space-economic extensions of the successful "Renova No. 1 Comprimo" product line.

 

With this "innovation-offensive" the company, now in its 100th year of business, wants to set new impulses to stimulate demand in difficult economic times, explains the CEO Dr. Georg Wagner in Frankfurt. It is important to convert the generally existing interest that prevails among home owners and modernizers in improving bath comfort, function and design into real purchase decisions. In this connection Dr. Wagner appealed to the government to create more "clarity, approximation and predictability" through tax political decisions thus averting investment hostile uncertainty. The latest initiative of the Federal Chancellor to lower interest rates for home refurbishments would be a first constructive approach to solve the problem.

 

The time has come to strengthen the German construction industry, which is in its 8th year of recession, by improving the prevailing conditions. The forecasts show a further decrease in the housing construction sector in 2003 down to the lowest level since the creation of the Federal Republic of Germany.

 

The objective demand would justify the hope for a reversal of the trend. The strong decline in the construction industry is leading to a lack of housing in some regions. In addition to this there is a considerable stagnation regarding refurbishment and modernisation. Dr. Wagner emphasizes that 29% of the 38.3 million German flats were built before 1948 and a further 49% between 1949 and 1978. Bathroom design as an element of the personal quality of life has become increasingly important for the German population. On this basis Keramag wants to offer new market opportunities for sanitary wholesalers and -professionals with the product innovations presented at the "ISH 2003".

 

Dr. Wagner concluded: "Distribution partners, architects and planners as well as private, public and commercial investors are linking our position as market leader to high demands and expectations. This area of tension puts a certain pressure on all Keramag staff, creating a positive effect on flexibility, proximity to the customer and attitude to service. All our employees know: Who stops improving today, has finished being good tomorrow."