RAKO at the EXPO exhibition

Currently from Dubai...

February 2022 - A Czech and foreign delegation of RAKO clients visited the Czech pavilion

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The RAKO brand will be present at the World’s Fair in Dubai, which started with almost a year’s delay this year on 1 October. When saying the name of the brand, almost everyone recalls Czech ceramic tiles for households and public constructions.

RAKO, which belongs to the LASSELSBERGER group, is the only domestic producer of this assortment. It will arrive to the UAE in the position of the Czech national pavilion’s partner.

“We have been on the market for 138 years, which is not standard, and we have been able to develop our brand all this time. We are a part of the most important architecture, for example in the Municipal House, Café Imperial, Villa Tugendhat, and we dare say these masterpieces belong to the national heritage. You can see us inside the interiors of important buildings that have made the Czech Republic famous all around the world,” says Mr. Petr Machoň, the LASSELSBERGER marketing director. 

For the RAKO brand, it is important not only to be a national, but a global player as well. “More than 70% of our products are being exported, so people can see our tiles in about 90 countries world-wide, so almost everywhere,” Mr. Machoň emphasizes.

The company’s strategy is developing its key markets positions, modernizing the technologies and introducing new products to the market on a regular basis. “I do not claim that we are trend makers in ceramic design. Our added value lies in the fact that we present a comprehensive solution. Everyone can find a suitable product in our portfolio, an end-customer as well as an architect or a designer for whom we also have a wide range of products for public constructions and commercial or industrial buildings. We have enriched our product portfolio within recent years with a complete assortment of RAKO SYSTEM building chemistry,” says director Machoň.

As another advantage of the brand, RAKO considers the reliability, long-term reputation of the company with a stable position on the market as well as the quality both of the products and the whole process that the brand is able to offer to the customer.

The connection to the EXPO, the first of its kind in the Arab world, came from two moments. “It has been set by our pro-export policy and the fact that this area is interesting for us. We are working on some very interesting projects there. Our tiles will be a part of e.g. the bus terminal in Qatar or the Olympic swimming pools complex in Egypt. By being invited to the Czech exposition, we have the opportunity to be a part of this exhibition and to show that our ceramic tiles are a proper resistant material in conditions such as sand-heat-salt,” Petr Machoň explains.

At the event itself, not only will RAKO display, but rather “build” directly. “We are a part of the exposition as the architectonic solution of this building. You can find us in the inner spaces in the form of floor tiles in the format of 60 x 60 and wall tiles 30 x 60 cm. Two years ago, we added outdoor floor tiles in the dimensions 60 x 60 with the thickness of 2 cm to our product line. Their thickness and the actual weight predetermine them for the terrain use, e.g. grass, gravel or plastic targets without the use of glue and jointing substances. So we will be inside as well as outside,” director Machoň says.

The manager considers blending the “nation-wide” introduction with the company’s own presentation ideal. “We try to show that we are a part of history, but we do not just have to look back. We see, on the contrary, that we set off on the right path – that our products are able to compete and we can break through on such an important market,” Petr Machoň summarizes.