Al Habtoor Interiors, the newest company in the Al Habtoor Group, was only formed last August, but already has more than 25 years' experience in providing quality craftsmanship to clients throughout the region.
Established as the Carpentry and Joinery Division of Al Habtoor Engineering Enterprises in 1975, it has now evolved to stand on its own two feet as a separate entity - still providing fine carpentry and joinery work, but now a turnkey interior fitout service to a diverse and growing range of clients as well.
At the helm of the new company is director Keith Parker, who was formerly Director of Projects and Development at the Al Habtoor Group.
"Our aim has been to change from being a small carpentry shop supplying the needs of a main contractor to an aggressive, professional and market-orientated contracting company in its own right," he explained.
"We are looking to build a company which has the same kudos and reputation as Al Habtoor Engineering Enterprises enjoy on the construction side."
Very few companies less than a year-old can boast the sort of success which forms the foundation of Al Habtoor Interiors. While still operating under the umbrella of Al Habtoor Engineering Enterprises, the company's carpenters, joiners and craftsmen have worked on such notable projects as the Burj Al Arab, the Jumeirah Beach Hotel, the J.W. Marriott Hotel in Deira, the Abu Dhabi Officers' Club, royal palaces and extensive projects within the new Sheikh Rashid Terminal at Dubai International Airport, to name but a few.
"The Carpentry and Joinery Division started as an adjunct to Al Habtoor Engineering Enterprises for the main contracting work and got involved in all the carpentry and joinery work for pretty much all of the works that HEE did - mainly for work such as doors, architraves, paneling and skirting," Mr. Parker said. "That was very successful for many years and grew accordingly - but always as part of Al Habtoor Engineering."
Branching out represents a coming of age for Al Habtoor Interiors, as well providing the new company with the opportunity to diversify and compete for projects in its own right in an increasingly sophisticated market where clients demand something better than ever before.
"Previously the division was largely limited to shop fitting work but, as Al Habtoor Interiors, we now have a more specialised focus on interior design and complete fitout, which may well include things like false ceilings and laminated paneling - rather than just the timber work.
"Our client is still predominantly Al Habtoor Engineering, or the Joint Venture between Al Habtoor Engineering and Murray & Roberts, but that is starting to change and we have begun picking up independent clients.
"Consequently, we are looking to carve our own identity so that we can move forward and clients can see us as a focused stand alone entity with the same pursuit of excellence which is the hallmark of Al Habtoor Engineering, one of the most successful construction companies in the region."
The new company took a major step in proving it can operate as a separate entity by winning the turnkey contract to fit out the new Microsoft building at Dubai Internet City.
From the light wood and metal wall panels complimenting the hi-tech reception desk to the acoustic fabric panels and metallic column cladding which create a practical and dramatic effect in the auditorium, the project was deemed a major success and an important milestone in the brief history of Al Habtoor Interiors.
"That was the first major contract we won as a single entity," Mr Parker said. "It was a good project for testing our capabilities - the client was very happy and we now have repeat business from them."
The company also successfully introduced itself to the market by exhibiting alongside Al Habtoor Engineering Enterprises at the recently concluded Hotel Show 2002 in Dubai, which is becoming an increasingly important exhibition for suppliers and contractors to the leisure industry.
"Hotels are the main thrust in ensuring Dubai's tourism industry continues to grow, and with dozens of new hotels earmarked for Palm Island, Dubai Marina and Dubai Festival City, Al Habtoor Interiors was keen to participate and show what we are capable of," said Mr. Parker, adding that the company is also keen to follow the lead of Al Habtoor Engineering Enterprises by expanding regionally through projects outside the United Arab Emirates.
Following its early success, Al Habtoor Interiors has now introduced its own logo and corporate identity to help establish itself further in the highly competitive interiors market.
"In order to compete with competitors who are projecting themselves well, we needed to follow suit," Mr. Parker explained. "We put together a plan of advertising and promotion and established our corporate identity by creating a new logo, company profile and mission statement. We aim to project where we have come from, why we are doing what we are doing now, and where we are going to. At the same time, we have undertaken a fundamental revamp of all systems, processes and people in our company to reflect within what we are projecting outwardly to our clients. This is a continuous process.
"It's a case of stepping out of the closet, repackaging ourselves and creating an interest - and the new logo, with its bright colours and innovative shape, has been designed to reflect a dynamic, freethinking company which is moving forward in its industry."
That forward thinking has seen investment in cutting edge technology which will enable Al Habtoor Interiors to remain at the fore of industry developments, including a multi-million dollar, state-of-the-art, robotic paint spraying facility - the first of its kind in the Middle East - and a precision computer-controlled panel cutter which moves materials around on air cushioned tables to eliminate any possible surface damage.
Mr. Parker, who joined the Al Habtoor Group in 1996, also brings a wealth of experience to his new role with an extensive background in civil engineering, manufacturing, interior design, business and project management in the UAE, Europe, the USA and South Africa.
"This is a nice change and an exciting opportunity to develop a great company," he said. "It's really starting from grass roots, but we have a good commitment to growth and the flexibility to deliver what the client wants - on time, on budget and with quality.
"It's also a case of the client having confidence in who they are dealing with and we are fortunate in having the Al Habtoor name, and also a long list of successful projects, behind us."
With around 170 staff at the company's base in the Al Quoz Industrial Area, Al Habtoor Interiors makes 95 per cent of its timber products in-house using the finest products from around the world.
"We have changed our buying since the company was formed which suits the client in the long run because, by buying more efficiently and buying best quality materials, we have less wastage on our side and the client gets a better product," Mr Parker said.
The company is also flexible to meet client needs - from providing a shop fitting service involving high quality carpentry and joinery work, such as paneling, floors and doors, through to complete design and fitout.
"We don't have in-house designers but we do offer design because we will put a team together which is right for each job. We prefer that flexible approach because it enables us to match the client's needs without burdening them with unnecessary overheads."
Other developments made by the new company include building up new supplier lists and computerising all buying and stock control.
"This has largely been a preparatory year - we are putting procedures in place and letting the market know who we are," Mr. Parker said. "We don't expect to be fully competitive until the end of this year, but our mission is to grow the company substantially over the next three years by at least doubling or tripling our turnover. Beyond that, the sky's the limit."