Kiwi firm cleans up in Dubai

By LIBBY MIDDLEBROOK

One of New Zealand's largest manufacturers has made a deal to export millions of dollars worth of bathroom equipment to Asia.

Auckland-based company Englefield is shipping its first container of bathroom ware to Dubai this month after promoting itself at a construction trade fair there last month..

Chief executive Alister Lawrence said Englefield, which makes baths, showers and other bathroom equipment, had signed up industrial construction company al-Futtaim to act as its Dubai-based agent. The deal is expected to generate revenues of at least $2 million over the next two years.

"The level of interest in our products was just astounding," he said. "They're paying far more for our luxury products than we would get in New Zealand - we will get up to double over there."

Established in 1980, Englefield is a family-owned company and employs 50 people in Australia and 180 in New Zealand, where its manufacturing site is based.

Mr Lawrence said the company, which exported about half of its products, expected to grow its export business from $20 million to $30 million within two years.

While Australia was the company's most important market, it foresaw strong growth in Argentina and was also negotiating to supply shower products to Ireland.

"At the trade fair all the big global bathroom ware brands were present. We didn't think we had the global identity for people to focus on, but once people saw our stand they just kept coming back."

Meanwhile, Mr Lawrence said Englefield had not ruled out shifting its Glenfield manufacturing site to Australia.

"We would have go give serious consideration to having part of our manufacturing somewhere else. We would be very reluctant to move offshore but if someone doesn't start listening to the manufacturing sector in New Zealand there won't be one."

He said legislation like the Resource Management Act and occupational health and safety regulations were too costly and forced manufacturers to consider heading overseas.