Frankfurt/Ratingen. Keramag AG, Germany’s leading manufacturer of sanitary ceramic products, once again impressed its customers with an extensive range of attractive and unique new products at the ISH 2005 in Frankfurt. The central point of Keramag’s exhibition at this year’s trade fair was the new exclusive ‘Flow’ programme designed by Hadi Teherani, the rectangular ceramic objects ‘Renova No. 1 Plan’, the luxury-series ‘F1’ design by F.A. Porsche Design, the new countertop washbasins ‘Emani by Antonio Citterio’ and, last but not least, innovative flushing systems for urinals with ‘Flushcontrol 500’.

 

Against the background of the economic crisis in the construction industry, which has lasted for more than nine years now, the market leader stressed the importance of the ongoing pursuit of product innovation to ensure the future of the sanitary industry within a 3-tier marketing system. Dr. Georg Wagner, chairman of the board of directors at Keramag, explains: “In all relevant sanitary market segments in Germany there is now a drastic need for renovation as a result of under-spending and neglect. This is also the case for the commercial and public sector sanitary business as it is for private/rented accommodation. More than 8 million private bathrooms are considered to be old-fashioned and outdated by their owners. Through innovative product development and new design concepts the sanitary industry aims to reverse home owners’ and property developers’ reluctance to invest. The cause for this uncertainty is predominantly homemade, which is evident in the long-running political debate about cuts of the home building subsidies.”

 

With the product innovations introduced at this ISH, Dr. Wagner sees Keramag making a tangible contribution in creating additional demand for sanitary trade and installers. However, architects, planners, investors, operators and end-users, too, would all benefit from the added value with regard to functionality, technology and design, offered in the ‘2005 product range’. The combination of a consistent pursuit of innovation in the areas of breadth of product range, brand quality, economic viability, ease of maintenance, reduction of water usage, have long been a recipe for success with these target groups.

 

With a view to the current economic year, Keramag was cautiously optimistic in Frankfurt. Despite an ongoing economic recession during 2005, the sanitary industry has been able to proove its performance, even during the difficult times of the past few years. The far-reaching market-shake-out is helpful for the sales partners in sanitary trade to withstand the weak national demand. A sustainable change of the economic trend within the building and construction industry, however, is not expected until 2006 at the earliest.