Scandinavia & the Mideast

Abdelaziz ... meeting demand.

Abdelaziz ... meeting demand.

Strata reinforces Hempel’s strength

September 2015

Leading global coatings and paints manufacturer Hempel has received positive response to its unique-concept concrete floor coating solution branded as Strata, which was recently introduced on the regional market.

The long-lasting paint system is said to provide ultimate protection while being decorative, thus meeting the most demanding specifications, reducing lifecycle costing through minimised cyclical maintenance and repainting and enhancing the sustainability of projects.

The high-quality range of multi-layer flooring systems and coatings relies on low-VOC (volatile organic compound) water-based products.

The Denmark-headquartered paints giant is fully geared to penetrate the Saudi market with this new system which is being produced at its Dammam factory. The production facility has enough capacity to produce Strata paints to cover the requirements of the entire Saudi market, according to Ahmed Abdelaziz, regional sales and marketing director – decorative paints – Middle East West.

Abdelaziz expects this new range of flooring systems and coatings will further strengthen Hempel’s position in its field in which the company has held sway for 100 years.

Strata is Hempel’s stand-alone brand that aims to fulfil and serve the market requirements for top-quality floor coating systems supported by tests results that meet and exceed the standards of the market, he says.

 “We have received a very positive feedback from our customers and are receiving inquiries as well as approvals for our specifications. In fact, we have already supplied a few major projects in the kingdom including factories,” he continues.

Abdelaziz is keenly eyeing the new industrial cities in the kingdom, which according to him provide the highest potential for business.

He says approvals have also been obtained for Strata for forthcoming projects in both Kuwait and Saudi Arabia. “We will start supplying to them very soon,” he adds.

With the Strata system, Hempel aims to deliver best-in-class abrasion resistance and mechanical strength for long-lasting protection in demanding applications.

“Floors are exposed to different levels of wear and tear, and there is a product match in the Strata range for almost any situation, from light and medium to heavy-duty traffic,” says Mohamad Awny, Hempel Saudi Arabia’s business development and technical service manager.

The comprehensive line covers the needs of various flooring conditions and specifications, ranging from the most traditional floor protection coating consisting of epoxy sealer, solvent-free epoxy primers, epoxy coatings for light, medium and heavy traffic, anti-microbial solvent-free epoxy coating, epoxy self-levelling system, coloured epoxy screed, and epoxy putty to polyurethane coating (ultraviolet rays resistant), and road and sports ground marking systems. The choice of Strata products for hard surfaces exposed to harsh environmental conditions is of valuable interest to civil engineers, civil consultants, flooring applicators, retailers, among others, he adds.

He says the systems is ideal for demanding applications, such as car parks, race-tracks, factories, hotels, villas and aircraft hangars. The range also includes odour-free coatings for areas where strict standards have been set for indoor air quality, and anti-microbial products for food production and laboratories.

Awny further says Strata is a perfect solution for concrete floor coating because of its exceptional durability and can be easily applied in parking, race-tracks, warehouses, road and asphalt marking, garages, power stations, stairs and even aircraft hangars.

Strata’s best-in-class abrasion resistance and mechanical strength has been proven in extensive tests at accredited independent laboratories, as well as through onsite application tests, he says. The products are available in a wide range of standard colours, and can be supplied in any requested colour.

As with other Hempel products, the Strata range is manufactured to ISO 9001:2008 standards in production facilities that meet the ISO 14001:2004 environmental management system and Ohsas 18001:2007 occupational health and safety system standards.

“Strata as a solution system, and not just a paint, is an ideal choice for industrial projects and hygiene-focused projects like hospitals, food industries, malls, hotel kitchens, airports, hypermarkets and showrooms,” says Awny.

He says Hempel’s specialised flooring technical department gives proper advice to customers to choose the most appropriate system for their projects, and has even prepared a brochure on correct surface preparation.

Commenting on the competitive edge Hempel has over other paint manufacturers that also offer floor coating solutions, Abdelaziz says: “We have started where others ended. We are backed by 100 years of experience in protecting our customers’ assets, and we make sure our products surpass all current products available in the market.”

Hempel has a history of contributing to Saudi Arabia’s economic growth since it manufactures its products in the country, relies on locally produced material and employs Saudis.

Abelaziz says Hempel supports Saudisation. “It is one of our main objectives in Saudi Arabia, a market in which we’ve been present for over 40 years and we are here to stay. Our latest state-of-the-art factory in Jeddah and the largest in the Mena (Middle East and North Africa) region provides opportunities to young Saudis to join Hempel. And we are very proud of our Saudi staff who have been recruited to fulfil positions across all departments – from sales and supply chain, to finance and technical.”

He says the company offers complete training to sales and technical services staff on all new products that involve practical training on application and problem-solving and surface preparation.

Hempel is a world-leading coatings supplier for the decorative, protective, marine, container and yacht markets. It officially unveiled the new Hempel Group brand identity in July, as part of its 100-year anniversary celebrations in Copenhagen, Denmark.

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