Sara General Trading Establishment has opened its second showroom in Dubai which will feature top European interior design brands such as Villeroy & Boch and Grohe.

The 6,000 sq. ft. showroom is located on Sheikh Zayed Road, near the third interchange, next to the new ACE Hardware, said a statement from Sara.

The second showroom in Dubai is a part of the company’s regional expansion plans, and will feature a wide selection of Villeroy & Boch and Grohe’s latest range of products, including bathroom fittings, accessories and tiles.

The two German based companies have each been partnering with Sara for many years and both of their managements hailed Sara’s move, the company statement said.

“We decided to open the second Sara showroom on Sheikh Zayed road to provide an easier shopping destination to our customers located at that area of Dubai and to offer a pioneer interpretation of future concepts in bathrooms solutions,” said Ammar Khatib, retail and wholesale manager from Sara.

“The new showroom reflects the neat image of high end brands that Sara represents, like Villeroy & Boch, Grohe, Gardenia-Orchidea & Versace, and grants a unique selection of contemporary designs yet classical styles integrated in perfect harmony,” Khatib noted.

“Furthermore, the showroom opening was scheduled in the same week as the Index tradeshow, therefore we attracted most of the international industry professionals visiting Dubai during this time,” he added.

Selim Semaan, regional marketing director, Grohe Middle East and Africa, said the Grohe section within the new showroom was designed to enhance the visitor’s journey in selecting a fitting design that interprets their individual taste.

'Grohe products are segmented in categories throughout the showroom featuring fresh designs balanced between aesthetics and function, therefore resulting in perfection,' he added.

Semaan said the company's aim was to deliver end-users and professionals with an unforgettable shopping experience, thereby outlining Grohe’s product portfolio that had attracted numerous international awards for its signature in Design, Technology and Quality.

“We are extremely excited about the new showroom on Sheikh Zayed Road as it gives both customers and industry professionals an alternative option to the existing Sara showroom in Deira, to view our latest collections,' said Thorsten Bies, regional sales manager NME from Villeroy & Boch.

'Within its ‘single-source’ bathroom strategy, Villeroy & Boch will be showcasing a broad range of ceramic sanitary-ware, bathroom furniture, tap fittings, and accessories,' he added.-TradeArabia News Service