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We talk to Calum Stewart, Retail Director at Sanipex Group for an overview on the new BAGNODESIGN showroom in Al Ain, United Arab Emirates.
First of all, what can you tell us about the new BAGNODESIGN showroom in Al Ain?
The new BAGNODESIGN showroom is next door to our existing Al Ain Aquazone store, which opened three years ago. The AQUAZONE store remains separate but is connected to the new BAGNODESIGN showroom by a walkway: combined, the two spaces occupy over 3,600 square feet. Both the AQUAZONE and BAGNODESIGN showrooms are located in the Al Ain industrial area, which is easily accessible for our customers as they are already familiar with the location.
What can customers expect to see when they visit the new BAGNODESIGN boutique showroom?
The Al Ain showroom is a new boutique concept that showcases the best of the BAGNODESIGN collections. We have inspirational room sets to demonstrate the latest design-led trends and a comprehensive tile studio. We also have a number of working displays, such as live showers, a whirlpool and a ‘mixer bar’ where customers can turn taps on and off. Not only does this add an element of drama and add to the overall ambience of the showroom, the ‘touch and feel’ aspect is an important part of the customer decision process.
Why is the opening of the Al Ain showroom important to the SANIPEX GROUP?
The new BAGNODESIGN showroom is an extension of our existing offering in Al Ain – and takes it to a whole new level. We opened our AQUAZONE store in Al Ain three years ago as we knew that there was existing demand for our products; our customers in Al Ain were either purchasing from third parties or travelling to our showrooms in other emirates, so we wanted to enhance their access to the brand, deliver the same high standard of service that we are known for and elevate their experience. When it comes to BAGNODESIGN, it is the same story: our customers were travelling to our showrooms in Dubai and Abu Dhabi so it made sense to bring the brand directly to Al Ain.
Having seen very strong growth in the Al Ain market over the past twelve months and with our customers in the emirate increasingly requesting BAGNODESIGN products, now is the right time for BAGNODESIGN to come to Al AIn. Al Ain is certainly ready for BAGNODESIGN; our customers have not only told us that they want more design-led products with a contemporary aesthetic, they have specifically requested our brand.
How important was it to expand the existing premises in Al Ain, rather than open up a standalone showroom in a separate location?
The process of finding the right location is critical for players in the retail section. We looked at numerous options and seriously considered a brand new showroom that was reasonably close the the existing AQUAZONE store. Then, as luck would have it, the showroom next door to the store became available. This had multiple benefits, not least keeping our location consistent but it meant that the fit out process could take place without any disruption to the existing business. It was absolutely the right decision.
Can you talk us through the process of getting the new showroom ready for opening?
We do everything in-house, from the design through to fitting the products in the showroom space; we only bring in contractors to build partitions and deal with the civil works. The benefit of having such an extensive in-house capability means that we can move fast, we are flexible and we are extremely nimble. There is also an inherent and deep understanding of our products across all of our teams, so we know exactly what will work both aesthetically and on the technical level. Once we develop the overall showroom design concept, we build the partitions and physically walk them through the space to help visualise how it will look, where the different product categories should be positioned and to curate the overall experience. It is a huge team effort led by our merchandising and dedicated showroom design teams, and with input from everyone including our Founder and Managing Director, Daryl Barker. We don’t, however, just build a showroom and then sit back. We are constantly updating our showroom spaces to keep them fresh and relevant, and to showcase our constant flow of new products. Having a dedicated internal team means that this is a highly streamlined ongoing effort. We are always striving for the best result, looking at how and where we can improve and how we can further enhance the customer experience.
Do customers in Al Ain have specific requirements that differ from elsewhere in the United Arab Emirates?
I had always thought that the Al Ain market is more traditional and price conscious than that of Dubai, but I am increasingly finding that there is definitely a market there for customers with larger budgets and more modern tastes. We have customers who work in Abu Dhabi and Dubai during the week and retreat to their family homes in Al Ain at the weekends – they come to us when they want to update their bathrooms, purchase tiles for their indoor and outdoor spaces and, increasingly, scale up their outdoor furniture, lighting and decor with our Live Well by SANIPEX collection. In terms of style, I anticipate that products with a contemporary look and feel will be very strong; we expect demand to increase once the market has the opportunity to see innovative products that are on trend and of excellent quality.
What makes BAGNODESIGN stand out in the UAE market?
The SANIPEX GROUP and its brands – which include BAGNODESIGN and AQUAZONE -bring something very different to the UAE market in comparison to the competition. While our competitors are mainly driven by recognised global brands that they import to the UAE, our key drivers are our own products and the very evident brand DNA that runs across everything we do, from our showrooms to our brochures to our online presence. In addition, our primary focus is always going to be the UAE: this is where we’ve grown from a team of three people selling directly to the trade 25 years ago, to today where we have seven standalone showrooms across the UAE, a world-class logistics centre in Jebel Ali and a skilled workforce of over 300 people across the emirates. Of course, our global presence is also strong but the UAE is and will always be at the heart of our company, not only in terms of the location of our head office being in Dubai but because this is where our roots are.
Why do customers come to BAGNODESIGN rather than a competitor brand?
For BAGNODESIGN, customers come to us because we are an aspirational brand. Our showrooms are constantly refreshed and designed to inspire and, as we react quickly to the latest global trends, our customers know that the end result will stand out. Convenience is another factor due to our unrivalled breadth of products, so everything you need is all under one roof, from beautiful brassware, sanitaryware and bathroom furniture to tiles and slabs, showers and accessories- not to mention essential plumbing and building supplies. In addition, the exceptional quality of our products gives our customers reassurance that a bathroom from BAGNODESIGN is an investment that will stand the test of time. Our exceptional level of service is another influential factor for customers to engage with BAGNODESIGN. Our skilled workforce is trained to a high standard via our in-house academy and take a solution-oriented approach to customer service; they work closely with our customers to find bespoke solutions in line with their aesthetic goal, budget constraints and to the required timeline. In retail, a bathroom is not something you purchase often -it’s a long-term investment – so you have to get it right. We want our customers to feel satisfied every time they walk into their bathroom, and the happier they are, the better our reputation and the more referrals we receive. For us, it’s not all about making the sale, it’s about building longterm relationships. We never use the word ‘transaction’ in relation to our customers, it’s all about the relationship we have with our customers.
