São Paulo – Company Cláudio Vogel, from the state of Rio Grande do Sul, in southern Brazil, the largest exporter of ceramic tiles in the country, is expanding its business in the Middle East. In February, the company shipped four containers of enamelled tiles to its distributor in Saudi Arabia. According to Cláudio Vogel Filho, the commercial director at the company, this is already the second order sent to the representative, with whom a contract was signed in October last year, after participation in building sector fair Saudi Build.
The Saudi distributor has four shops in Riyadh and two in Jeddah, and plans to open another four new units in the cities of Mecca, Medina, Jeddah and Damman. With this greater number of shops, Vogel said expectations are to end the year with a volume of at least 40 containers shipped to the buyer.
Business with the Saudis is progressing to such an extent that the company has already confirmed presence in the Saudi Build in 2010, and with a differential. “This year, we are going to participate outside the Brazilian pavilion. It will be together with the Saudi companies, with our distributor,” said Vogel.
The company produces some 24 million items a year, of which between 20% and 25% are turned to export. In 2009, sales to the Arabs represented approximately 9% of Cláudio Vogel exports and, according to the director, expectations are for this figure to rise to 20% in 2010.
In March, Vogel travelled to Saudi Arabia, the United Arab Emirates, Qatar and Bahrain. The three former are already company clients. In the case of Bahrain, the company is negotiating to start sales. "I am negotiating with Bahrain. I have not yet closed any deal, but there are good perspectives,” said the executive.
Currently, Qatar is the fourth main buyer of the Arab company, but the director believes that, with the closing of new deals, Saudi Arabia may rise to this position.
Vogel adds that there are plans to grow more in the region. “In the market of the Middle East, we are going to focus on the countries in which we are not yet present, like Iraq, Kuwait and Oman,” he pointed out.
To the businessman, the Arab countries mainly seek quality. "They seek products with greater added value, like the enamelled line and also that with an aged appearance, much used in the market in the Middle East,” he said. Vogel also adds that the Arabs prefer darker shades and also use the colours of the flags of their countries as references for their tiles.
Established in 1989, Cláudio Vogel currently employs 220 people and has revenues of around 14 million reals a year.
Contact
Cláudio Vogel
Monia Engel – Export manager
E-mail: monia@claudiovogel.com.br
Telephone: (+55 51) 3634-8000
Site: www.claudiovogel.com.br
*Translated by Mark Ament
