Ideal Standard Expands its Portfolio of Single-lever Taps

Ideal Standard, one of the world’s leading manufacturers of bathroom solutions, has unveiled a new collection of single-lever taps featuring Firmaflow®, the manufacturer’s pioneering ceramic disc cartridge for brassware, first invented in 1969.

The technology behind Ideal Standard’s groundbreaking German-engineered ceramic disc cartridge, invented over 50 years ago, has since become a standard in the bathroom industry. Owing to years of research and development, the cartridge has been refined and perfected by Ideal Standard to produce the best performing version to date, Firmaflow®, offering superior durability and water and energy savings.

The new collection includes five ranges, known as The Cera Family, which together offer the perfect solution for a variety of bathroom projects and have been designed with modern living in mind.

Frederick Trzcinski, Marketing and Innovation Director – MENA at Ideal Standard Gulf, said “In 1969, while millions of eyes were focused on the moon landing, our German engineers were delivering a revolutionary piece of technology with the invention of the ceramic disc cartridge. Unlike the more well-known events of 1969, this unique development – which led to the invention of the first single-lever tap – was, and remains, completely hidden. To this day, no one has come close to rivaling its hidden brilliance.”

The FirmaFlow® ceramic disc cartridge undergoes 45 separate performance tests to ensure it remains the most durable, reliable, high-performance product on the market, offering comfort and control for almost twice as long as the industry standard. Due to Ideal Standard producing its own ceramic disc cartridges in-house, it is also able to control the entire manufacturing process from start to finish, further ensuring the quality is second to none.

The collection features a variety of designs to suit all projects and tastes and includes two brand new models, the Cerafine D and the Cerafine O. These join the Ceraflex, Ceraline and updated Ceraplan III, bringing the total number of models in The Cera Family to five.

The new Cerafine D offers timeless elegance with a slimline handle, while the new Cerafine O has been specifically crafted to provide a sophisticated look and make a statement. The contemporary Ceraplan III has also been redesigned in a slimmer version in line with the latest design trends, while offering enhanced water and energy savings.

Mr. Trzcinski added: “The Cera Family has been crafted to offer the most advanced selection of taps on the market for optimum comfort and experience. For us, it’s all about designing from the inside out to ensure products stand the test of time and remain at the forefront of bathroom technology and design. Here’s to the next 50 years of innovation.”

About Ideal Standard

Ideal Standard International, leading provider of innovative bathroom solutions, is a privately-owned company headquartered in Brussels, Belgium, operating in over 60 countries across Europe, Middle East and Africa. Ideal Standard MENA, part of Ideal Standard International, is focusing on the growth and massive business opportunities of Middle East, Egypt and Africa, with Head Offices in Dubai, UAE.

Ideal Standard heritage is in understanding how bathroom works in totality. With total bathroom solutions as its core business for over 100 years, the company designs, manufactures and supplies ceramic sanitary ware products, bathroom mixers, furniture and accessories, bathing & showering solutions for residential, commercial and institutional buildings. Ideal Standard is the company’s international flagship brand for bathroom solutions across all regions. Moreover, the company owns leading European brands: Armitage Shanks, Porcher, Jado and Vidima.

Ideal Standard Gulf, the business entity encapsulating the Middle East region, operates from its Head Offices in Dubai, UAE. In November 2016, the Design Bathroom Centre opened, first-of-its-kind in the region, located on Sheikh Zayed Road in Dubai. The Ideal Standard, Armitage Shanks, Porcher, Jado, Vidima and American Standard branded products are supplied in the Middle East sanitary ware market by esteemed business partners across the different countries.