The Gulf Time Newspaper One of the finest business newspapers in the UAE brought to you by our professional writers and editors.
Sunaina Rana/ Emirates Business
Established in 1999, Styro is a leading manufacturer and supplier of supreme quality fire retardant Expanded Polystyrene (EPS) products. Headquartered in the UAE, it has served many iconic projects in the MENA region. With highly durable, fire retardant and eco-friendly, Styro EPS products can be used for multitude applications, such as construction, interior and exterior decor and packaging.
Styro has become a product of choice for several iconic developments in the UAE, such as Dubai Resort and Parks, Smurf City, and Dubai Canal amongst others. Walid Wakim, GM Partner of Styro talks to Emirates Business about the construction and infrastructure industry in UAE.
There has been a robust growth in the construction industry over the past few years. What is your
opinion on the UAE’s construction market at present?
The construction industry remains positive in the UAE; however, it will pick momentum by the end of 2016. The UAE was found to be the strongest market in terms of opportunities and with many projects in the pipeline. Also the Expo 2020 has given a boost to a lot of construction developments. We are really excited and expect great business growth in the coming 5 years.
What are the other segments you are involved in apart from
interiors and exterior decor?
Our product is not only used in commercial interior and exterior decoration but also as heat insulators, floor raising, void filling, floatation in marinas, etc.
Our product is so versatile and light that it has been used in a number of applications as it can easily be molded into any desired shape or design. So we cater to regular customers, weddings, events to large commercial projects. Some of these include the Louvre, St Regis Hotel, Nuclear Plant in Abu Dhabi, and Atlantis, City Walk in Dubai.
Can you share details about the
technology you are using?
Many may refer our products as Styrofoam or thermocol but we have re-engineered the process to offer completely durable solution, which is an advanced rigid cellular plastic called Expanded Polystyrene (EPS). We source our raw products from Europe and manufacture them in our Sharjah plant using advanced technology our product is 95 percent air which makes it completely light and 100 percent recyclable. Furthermore after rigorous testing and breakthroughs – our products become completely fire retardant, shock and tremor proof making it suitable product for many interior and exterior applications and especially for the Middle East weather. All our products comply with ASTM E84 Standard and approved by local body – Dubai Central Laboratory and Dubai Municipality.
There has been amendment in the fire safety code in the UAE. Can you highlight the various aspects you need consider before initiating a
project?
Fire incidents are happening all over the world, not only in the UAE. The main reason can be due to some human error or carelessness or a mechanical failure / accident can start a fire; the good thing is that Civil Defense in UAE is considered as one of the best in the region. That’s why all fire incidents are well controlled with zero deaths. The Civil Defense new code will be out soon that will help create a better and safer environment for everybody. Our product is a certified CLASS A fire retardant. Also EPS is one of the lightest of all construction materials allowing ease of handling and faster construction times. Its outstanding thermal insulation properties and durability ensure performance throughout the full life time of the construction application in which it is used. EPS is mostly used in wall insulation, exterior wall insulation and ceiling heat prevention.
Can you tell us about your ongoing projects?
Due to construction boom and the number of projects being developed in the Middle East— we have at least 65 percent of the market share. Some of the current are City Walk Dubai, Dubai Parks and resorts insulation supply, and the Abu Dhabi New
airport terminal amongst others.
How do you plan to capture the growing interiors and fit-out market that is currently valued at
approx US$ 8.8 billion?
Our product is that of a superior quality and incomparable to no other product. Since, it can be easily molded into any shape and size, this flexibility makes Styro products the ideal solution for wide range of interior and exterior decor, construction and art projects. So this way we are already targeting different sectors, to offer a wide range of creative solutions. Innovation is always the key which will further drive us to capture this growing segment.
Can you elaborate on the latest trends in the Industry?
With every business, customers always want more for less. Especially with developers and contractors they mainly look for 3 things — durability, quality that complies with industry standards and cost-effective products. Another important aspect is the turnaround time. Keeping all this in mind — the final project is significantly dependent on the unique
design and interiors. So there is
always a need to innovate
In terms of materials we are
seeing a great demand for our products as they are easily customisable and CLASS A fire proof and
completely eco-friendly.
Also we are seeing a trend for Mosaic patterns. Intricate patterns are becoming more popular — architects are incorporating this as various design elements in an increasingly sophisticated manner. The colour palette makes a considerable impact on the mosaic itself; organic colours, from sky blues to grassy greens to muted browns, are becoming increasingly popular and can be easily used on our Styro products.
We have reflected some of these elements in the designing of our stand which has a blend of European and
Islamic design.
The Styro domes with EIFS (External Insulation Finishing Systems) is one such example as it can be customised as per specifications. EIFS application complies with Leadership in Energy and Environmental Design (LEED). The turnaround time could be within few days.
What is your business strategy for next five years?
We invest a lot in research and
development to offer a supreme quality product which will always remain are core business strategy. In addition, we expanded our team strength and geographical reach to target the booming market.
We also want to focus on our retail division and eventually move to ecommerce as well.
Do you have any expansion plans in the pipeline?
Yes, we will expand our team and branches and in the coming 2 years to cater to the growing demand for our products. We will also expand our
geographical reach as rise in
construction in KSA and Qatar have paved opportunities for the interior fit-out market.
