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Duravit Tunisia

Early May last year, bathroom manufacturer Duravit acquired a majority interest in MTC. In the same month, the new partners presented themselves for the first time with a joint stand at
"Salon International du Bâtiment Carthage’". The partnership is now showing the first signs of success: Duravit Tunisia has opened its own showroom in Bizerte. The new showroom displays a representative cross-section of the broad range of this manufacturer who has made a name for itself at an international level with high-grade design solutions for the bathroom. Managing Director Lassaad Kilani at the official opening on 30 September: "For over 20 years, the Duravit brand has been closely connected with a consistent innovation policy and bold design". Over 40 projects have been realized through cooperation with high-profile designers such as Philippe Starck, Sieger Design, Norman Foster, Phoenix Design or EOOS. Numerous national and international design awards are testimony to Duravit’s performance in terms of product design and designer cooperation. Kilani: "Visitors will therefore experience their visit to the showroom as an excursion through the world of international design".

Modern design classics

The creations of the French star designer Philippe Starck, which are prominently represented in the exhibition, serve as an excellent example in this respect. One piece plays a particularly significant role: the "barrel" from the Starck 1 range. Philippe Starck designed the conical vanity unit for Duravit some 15 years ago. Today, it is viewed as a design classic of the modern era and has already been integrated into projects of the highest calibre. According to Kilani, over 1000 barrels were, for example, delivered within the framework Burj Dubai project. The tower, which is being built by Emaar Properties, is currently the tallest building in the world. The barrels are also a real eye-catcher in the Formula 1 areas in Abu Dhabi – finished in shimmering white, just as in the showroom in Bizerte.

The bathroom – a modern living space

All in all, the concept illustrates the latest trends from the international bathroom and design world. According to Kilani the bathroom is evolving into a modern living space "where modern people can take refuge from the complex demands of day-to-day life". For this reason, the bathroom manufacturer no longer regards itself simply as a supplier of high-quality design products, but increasingly as a supplier of unique bathroom experiences and wellness bathrooms which create a pleasant and harmonious atmosphere: "the right mix of elegant designer products, select materials, light, colour and diverse functions". Exemplary in this respect are the four completely furnished bathrooms which include a bathtub with whirl functions and light program. Kilani believes that this area offers great growth potential for the future.

Professional target group approach

When designing the new showroom, Duravit did not only focus on the requirements of the end customers, however, but also provides professional training on site for specialist dealers, wholesalers and fitters. Accordingly, a lifting bathtub, sectional models and material overviews have been integrated into the exhibition. Model overviews and specifications are also available to support architects and planners in a "complex subject such as the bathroom". With the production of sanitary ceramics, bathroom furniture and the Bathtubs & Wellness division, Duravit covers the whole range of bathroom fittings with the result that planning and selection is also a lot easier as the ability to combine the individual items from a design perspective is already guaranteed. Kilani: "In this context, we also profit from the international project management of Duravit. Many international architects are already familiar with the Duravit brand. And this proves to be an advantage, particularly where foreign investors are involved."

Living bathrooms

Franz Kook, Chairman of the Managing Board of the Duravit Group, attended the inauguration ceremony in Tunisia and opened his speech with the following words: "We have a passion for first-class bathrooms." This is also clearly expressed in the slogan "Les salles de bains à vivre" which can be seen in the entrance area of the showroom as well as beside the logo on all advertising media. The logo itself is an artificial name that comprises two parts , namely "Dura" = durable and "vit" = vitreous china = porcelain. For Duravit "Living bathrooms" is not just an advertising slogan but also the "firm belief" that a beautiful bathroom is a real element of our quality of life, and this applies the world over."

Tunisia – a lucky break

With this conviction, the company now operates in over 90 countries throughout the world and consequently adheres to the strategy of being an exporter as well as a local supplier via local manufacturers. According to Duravit, this strategy has already been implemented successfully on several occasions, above all, in Egypt. Kook: "Duravit's position in North Africa and the Middle East has developed significantly following the establishment of our own production plants in Egypt. Duravit is now one of the preferred brands in this region." Prior to this, Duravit had no representation in Tunisia. For this reason, Kook believes that it was a "real stroke of luck" that the company was able to set up a partnership with the Kilani family in Tunisia. For Kook, partnership-related decisions of this kind hinge to a great extent on the loyalty of the partners for "even the best contracts are of little use if there is no real loyalty." In Tunisia, however, it was already clear at the end of the first meeting that both sides are very amiable towards each other. This mutual liking was underscored by the fact that an examination of the facts revealed a clear win-win situation.

Bathroom design “from jeans to dinner jacket”

This is how Duravit aims to develop the Tunisian market and the markets in the neighbouring Maghreb countries through the new partnership. Lassaad and Rafik Kilani, the Tunisian owners, found this to be the safest way of further developing their company at a national and international level. Moreover, they can benefit from the experience and technical know-how that Duravit has accumulated over 190 years of working with ceramics. They also stand to benefit from the Duravit range. With the introduction of one or two new ranges per year, Duravit differentiates itself from most of the other manufacturers in the sanitaryware area through the diversity of its product range and also covers all price and taste preferences. As Kook put it, Duravit offers bathroom design "from jeans to dinner jacket."

The Tunisian-German cooperation was greatly assisted by the fact that a French communication channel is already well established at Duravit: the manufacturer has had its own production location in the French town of Bischwiller since 1984.
Given that the management methods of Duravit are based on conviction, the bathroom manufacturer attached great importance to the role that the local partner plays in the management of an affiliated company. In this sense, Lassaad Kilani now manages Duravit Tunisia in his function as Managing Director. He and his team will play a decisive role in ensuring that "Living bathrooms" is more than just a slogan in Tunisia.

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