Joining us today is Mr. Amer Hawasheen, the General Manager of Abu Dhabi National Carpet (ADNC), the first carpet factory established in the UAE in 2001. With a diverse product range spanning tufted, woven, and handmade carpets, ADNC caters to commercial, hospitality, and furnishing sectors globally, exporting to over 27 countries. In this insightful interview, Mr. Hawasheen shares his perspectives on ADNC’s commitment to sustainability, the flooring industry’s resurgence, and the significance of Domotex Middle East‘s return to the region.
Could you please provide a brief overview of ADNC company and its products?
My name is Amir Hawashin, and I serve as the General Manager of Abu Dhabi National Carpet Factory, commonly referred to as ADNC. Established in 2001 in the Emirates of Abu Dhabi, ADNC stands as the first carpet factory in the UAE. We specialize in a diverse range of products, with a primary focus on wall-to-wall carpets.
Our product portfolio encompasses various sectors, including commercial, hospitality, and furnishing. We offer an extensive array of products, ranging from tufted carpets to woven carpets, artificial grass, axminster, and handmade carpets. These products cater to the needs of our clientele across different industries.
ADNC proudly exports its products to over 27 countries spanning three continents, underscoring our global reach and presence. We have established a significant market share and a strong reputation worldwide.
Renowned for our commitment to quality, service excellence, and customer relationships, ADNC has successfully executed numerous prestigious projects in the hospitality sector. Our clientele includes esteemed hotel operators in the GCC and the Middle East, reflecting our dedication to delivering exceptional products and services.
What are your thoughts on Domotex Middle East and its future?
To be candid, the return of Domotex to the Middle East and Dubai after 13 years has been quite significant. While we have previously participated in exhibitions worldwide, this marks our first return to the Middle East in over a decade. Overall, the fair has exceeded our expectations, both in terms of its quality and the number of visitors it has attracted.
We were particularly pleased to see a high volume of visitors, including many new potential customers from Asia and Africa, converging once again in Dubai. The strategic location of Dubai, and the UAE in general, serves as a nexus between three continents—Africa, Asia, and Europe—making it an attractive destination for business and tourism alike, especially during favorable weather conditions such as in April.
In essence, bringing Domotex back to Dubai has proven to be a wise decision. However, we hope that in the coming years, the exhibition will continue to expand and scale up. We eagerly anticipate its growth, and we are fully committed to participating again next year.
What is ADNC’s sustainability policy and roadmap?
First and foremost, our products hold Green Label certification and are LEED certified by the Carpet and Rug Institute. We prioritize environmental consciousness and sustainability throughout our supply chain, starting from raw material sourcing to production and waste reduction, all the way to the end use of our products. Our clientele primarily includes the hospitality and government sectors, which adhere to sustainability programs and scoring—a key focus area for us.
Additionally, we actively participate in various sustainability initiatives both locally and internationally. Sustainability and environmental protection are central to our operational policies.
How do you assess the flooring and carpet market in recent years?
Undoubtedly, the flooring market faced a downturn during the pandemic, taking approximately three years to rebound from its impact. However, I am optimistic about the current trajectory—it’s evident that the flooring market is experiencing a resurgence. We are expanding into new markets that were previously unexplored before the pandemic.
Moreover, ADNC is gearing up to introduce new products, such as carpet tiles, in response to the significant demand we anticipate. In summary, the carpet flooring sector is witnessing a remarkable recovery and growth. It’s an essential industry for both business and hospitality sectors, with increasing demand and stability in the Middle East market.
Overall, I believe the flooring industry holds a promising future, with sustained growth anticipated in the coming years.
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