WHO WE ARE

Royal Ceramica is part of El Sallab Group, Egypt’s largest Ceramics and sanitary-ware trading group in terms of product range and turnover. El Sallab Group is a well-established trading company established in 1912 and has been constantly growing since. El Sallab Group expanded its trading operation by forging long lasting relationships and signing agency agreements with some of the most respected names in the industry worldwide.

The group established and leveraged itself as a leader in Egypt since the 80’s in terms of turnover, brand recognition, market reach, market share, top of mind recognition, and overall reputation. In 2004, the building process of the plant began. In 2005, reference to a well-studied strategic move and in response to Egyptian market needs, El Sallab Group established its first manufacturing arm, Royal Ceramica. Benefiting from the group’s expertise, Royal Ceramica successful.

Today, Royal Ceramica has strong presence in 3 continents around the world through our partners and agents. We have been exporting into the EU, Africa, the Middle East, and Asia since 2006.

Our vision is to become one of the top ten most recognized and respected brands in the ceramic tile manufacturing industry through providing our customers with the highest quality tiles.

Our Mission is to improve our customers’ lifestyle and offer them a better living experience within their homes through providing them with top quality products with creative and aesthetically appealing designs that suit every taste delivered in an ethical and environmentally friendly manner.

THE FOUNDER

Mr. Mostafa El Sallab is one of the leading figures in the ceramics industry. He led the development of ceramics trading in Egypt since the mid 80s, turning it from an underdeveloped kiosk system to a mega showroom concept, which was an unprecedented concept. His successful showroom model gained wide recognition in the region, and was soon replicated everywhere. Today, Mostafa El Sallab showrooms are considered as the school of ceramics sales with over 1,000 employees.

Entering global markets, Mostafa ElSallab acknowledged that there is room for development in the ceramics manufacturing industry in terms of quality, innovation and variety, given his foresight of the future for customers’ needs. He decided to commence manufacturing with the objective of enhancing local and regional products, and more importantly to compete in the global market. In Royal he managed to pass on his extensive expertise in the ceramics industry to Royal employees, build a highly dynamic system, and provide the latest machinery, which today gives us the edge of sustainability.

VISION

To become one of the top ten most recognized and respected leaders in the ceramic tile manufacturing industry. To globally expand and maintain strong brand recognition and presence in the ceramics tile market by continuing to provide customers with the highest quality tiles with a variety of innovative designs.

MISSION

Improve our customers’ lifestyle and offer them a better living experience within their homes through providing them with top quality products with creative and aesthetically appealing designs that suit every taste delivered in an ethical and environmentally friendly manner.
Offer our agents a competitive product price with unique designs that differentiates us from competition.

VALUES

Five values reflect the culture of Royal Ceramica and define our corporate identity.

Quality, of products and services.
Respect, for each other, our partners, and our clients is the driver of all teamwork efforts.
Teamwork, Thus gaining from a wide range of expertise
Creativity, in design and service offerings
Adaptability, to diverse customer base and endless market needs and wants in terms of design innovation and product offering..

Word From Our Vice Chairman

Under the lead of Mr. Mohamed Mostafa Elsallab, our Chairman, we are seeking a high growth rate in the market share and position.

2012 was a milestone year for Royal Ceramica. We have been working for nine years in the market, during which, we tripled our daily capacity and built a strong foundation of the best suppliers as well as the most professional agents. Our policy of creating a family atmosphere alongside a highly sophisticated professional manner resulted in establishing a network of loyalty and professionalism in Royal Ceramica, which is reflected to our agents, suppliers and dear clients.

Today, we embark on taking a second leap in ceramic tile manufacturing. We are taking all measures to become the trendsetters in the market. This has been planned to be accomplished by: producing higher standard of quality products that has never been introduced to the market, offering the highest service levels to our agents with developed packaging mechanisms and world class systems (SAP), and finally to provide the customer a shopping experience that has never been witnessed before.

We are investing heavily on several fronts: developing inkjet technologies, developing highly sophisticated catalogues and branding tools, upgrading packing levels, innovating to offer a higher quality product, and adapting latest resource planning system (SAP). Therefore, we are introducing the new leap to the market, while maintaining sustainability and world class service.

Finally, I want to express my gratitude to our customers worldwide who trust our brand and remain loyal to it. You truly are the motivator behind our success and growth. I want to express my gratitude to our agents, distributors, and employees for making Royal Ceramica what it is today. And, I look forward to many more decades of greater success and development for Royal Ceramica.

Yours Sincerely,
Eng. Hossam El Sallab
Vice-Chairman