Explore the world of carpets and rugs with Mr. Hany Amin, the Export Sales Director of Oriental Weavers, as he shares exclusive insights into the global carpet and flooring market and the significance of the Domotex Middle East 2024 Exhibition in Dubai. From the company’s unparalleled position as the world’s largest producer of machine-made carpets to its commitment to sustainability and market-driven innovation, Mr. Amin offers valuable perspectives on Oriental Weavers’ journey and vision for the future.
Could you provide us with an overview of Oriental Weavers?
We are delighted to have you join us at Oriental Weavers and engage in this interview amidst the bustling atmosphere of Domotex.
Oriental Weavers proudly stands as the world’s largest producer of machine-made carpets and rugs, with our headquarters based in Egypt. Annually, we manufacture approximately 75 million square meters of carpeting, with a primary focus on export business. Our products reach over 130 countries worldwide through various distribution channels, including retailers, e-commerce platforms, distributors, and wholesalers.
One of our key strengths lies in vertical integration within Egypt, enabling us to produce our own raw materials. This integration enhances our competitiveness within the industry. Our product range encompasses a wide array of machine-made woven area rugs, carpets, mats, and more, predominantly crafted from polypropylene. We place a special emphasis on developing soft polypropylene variants that emulate the texture and appearance of materials like polyester and viscose.
In addition to polypropylene, we also manufacture rugs using natural materials such as Egyptian cotton and wool. Furthermore, we have expanded our production to include polyester yarn, broadening our offerings. Our extensive collection caters to diverse customer preferences, spanning various price points, colors, and design trends. This comprehensive range enables us to serve a global clientele across diverse markets, making Oriental Weavers a leader in the industry.
What are your thoughts on Domotex Middle East returning to Dubai after an extended absence?
Dubai has always been renowned as a global hub for conventions and exhibitions, not only within the flooring industry but across various sectors. It serves as a melting pot where traders and customers from around the world converge to explore potential collaborations and business opportunities.
Our engagement with Dubai dates back to around 13 or 14 years ago when we were among the first companies to participate in exhibitions here. Subsequently, the fair relocated to Gaziantep for a period before making its return to Dubai. Naturally, we are eager to seize this opportunity to reconnect with our trade partners in the region.
The Gulf region, particularly Saudi Arabia, exhibits promising signs of growth and vitality in business. Numerous projects are underway, and new products are entering the market, creating a vibrant atmosphere ripe with opportunities. We are keen to be part of this dynamic landscape, showcasing our products to our existing partners in Saudi Arabia and the broader GCC region. Moreover, the United Arab Emirates boasts significant purchasing power, a trend we anticipate to further escalate over the next 5 to 10 years.
Our objectives for participating in Domotex Middle East are manifold. Firstly, we aim to present our products and bolster our cooperation with current partners, solidifying Oriental Weavers’ position as an industry leader. Additionally, we seek to expand our footprint in the region, engaging with new partners and customers to explore potential collaborations. By doing so, we anticipate enhancing our visibility and market share in this thriving market.
What does sustainability mean for Oriental Weavers?
Oriental Weavers places a strong emphasis on sustainability, viewing it as a fundamental principle guiding our operations. We are deeply committed to making positive contributions to the environment and society by adopting environmentally conscious practices.
In 2023, we formally integrated sustainability into the core values of Oriental Weavers Group. This strategic decision underscores our dedication to setting internal key performance indicators (KPIs) and targets aimed at achieving sustainable objectives. By prioritizing sustainability, we strive to deliver products and initiatives that benefit our customers, the community, and the environment alike.
Our approach to sustainability involves a continuous effort to expand our range of eco-friendly products. This includes offerings made from natural yarns, recycled materials, and recyclable components. Presently, we feature products crafted from recycled cotton and polyester, with ongoing plans to introduce additional environmentally friendly alternatives.
Furthermore, we are actively engaged in initiatives aimed at reducing energy consumption and minimizing our carbon footprint. Through initiatives such as tree planting projects in various locations worldwide, including the UK and Egypt, we contribute to offsetting CO2 emissions and promoting environmental conservation. Additionally, we are implementing energy-saving measures across our production processes in Egypt to further enhance our sustainability efforts.
How do you anticipate and respond to market trends in terms of design and quality?
Within our company, we foster a collaborative approach that integrates input from our clients and partners worldwide, as well as insights from our sales team, who regularly engage with markets and clients. This collaboration extends to our Research and Development (R&D) team, comprising individuals tasked with market analysis, trend research, and design development.
Through the concerted efforts of this multidisciplinary team, we continuously monitor market dynamics to identify emerging trends, whether driven by sustainability objectives or commercial demands. Our objective is to align our product offerings with the evolving needs and preferences of our customers and the market. Central to our approach is a commitment to being market-driven, meaning we proactively tailor our products to meet identified market needs.
Furthermore, we endeavor to anticipate market trends by observing related industries and products, integrating innovative ideas into our rug designs. By doing so, we aim to stay ahead of trends, ensuring that we have a diverse range of finished products ready to meet customer and market demands when trends emerge.
