2tec2 comes with a history steeped in world class flooring products. Founders Katia Dewitte, her husband Philippe Hanet, and brother James Dewitte began their journey with a small Belgian atelier of stylish floor coverings, and quickly flourished into a thriving enterprise comprising of 2tec2 and their sister company, Limited Edition (read more about that brand here).
Within the region, 2tec2 is represented by David Lambrecht, International Sales Director, and Khalid Hariz, Business Development Manager, Middle East as well as Michael D’Cruz from Finishes & Beyond, their partner in the region. David mentions that besides providing highly innovative and beautifully designed flooring solutions, what personally appeals to him is the longevity of 2tec2’s products. “The long lasting design has big advantages, in terms of sustainability and timeless appeal, and our clients truly appreciate that,” he says. “Furthermore, 2tec2 floors offer great acoustical benefits and are produced in a very sustainable way, and are easy to clean and maintain. Just a quick vacuum or clean, and they are as good as new. That to me is the most important aspect.”
Amongst the many advantages that 2tec2 holds over other similar brands is the acoustic functionality of their products, coupled with a high threshold for wear. “Also the ability to play with the aesthetics of a space, using our diverse range of colours and space, which allows designers to really unleash their creativity.”
Experience of conducting business within the Middle East region
“Direct communication with the local A&D market is extremely important to us,” says David. “We always collaborate with designers right from the start, and ensure quick proposals. Our Middle East based team has years of experience in this region and within the company, and they know exactly what to do, how to help and how to support designers in realising their vision and contractors further down the line.”
The main objective of the team is always to provide good service and support and to ensure that the clients are satisfied with the end result.
Top successes and challenges from last year
The brand launched a new collection last summer, which turned out to be an ideal fit for the Middle East culture and climate. “The Marble and Desert collection takes its inspiration as the name suggests from these natural occurances, featuring sandy colours and enhanced patterns, and is perfect for our customers in this region.”
EXPO 2020 provided a wonderful opportunity for 2tec2 to showcase their range. “The entire Belgian Pavilion has been kitted with 2tec2 walls and flooring, and this project is a great example of how our products come together,” explains David. “We collaborated with leading world architects and designers who had high expectations and demands in terms of durability, sustainability and, of course, design.”
2tec2 also won the main Exhibition Centre project at EXPO, with all meeting rooms showcasing the brand’s premium flooring. “Our products were selected primarily because of ease of cleaning and durability, as these spaces would see a high volume of traffic, not only in the duration of the EXPO, but also in the years to come.” adds Michael. “In fact, 2tec2 flooring was also fitted into an aviation centre and several gyms for the very same reason.
“Direct communication with the local A&D market is extremely important to us. We always collaborate with designers right from the start, and ensure quick proposals. Our Middle East based team has years of experience in this region and within the company, and they know exactly what to do, how to help and how to support designers in realising their vision.”
– David Lambrecht, International Sales Director, 2tec2
Khaled talks about the brand’s expansion plans in the region. “Besides forming an excellent and fruitful relationship with Finishes & Beyond, we are also in the process of building a network of partners in Saudi Arabia, Bahrain, Kuwait, Qatar, Egypt and Jordan, as these are all burgeoning markets.”
The brand is looking forward to launching a mega showroom at the start of next year.
Future plans for the company
“We are very pleased to announce that this year we will be launching our first line of wallcoverings, which we will share shortly,” says David. “At the same time, we are upgrading all our product ingredients to contain an even greater percentage of recycled content. As a family company, we strongly believe that the onus of a healthy planet lies squarely on all our shoulders, and we hope to play a bigger role in the sustainability arena.”
The Regional Team
David Lambrecht, International Sales Director
Favourite holiday destination: Spain and Japan
Top ‘green’ habit – buying locally manufactured products
Favourite hobby/sport – Playing golf with friends with a nice fresh beer afterwards!
Your hero/heroine – My wife & kids
Michael D’cruz, Finishes & Beyond, Regional Partner
Favourite holiday destination: Peru
Top ‘green’ habit – Reusing plastic containers as plant pots at home, and minimising waste in the office
Favourite hobby/sport – Aquascaping
Your hero/heroine – My Dad & Mum
Khalid Hariz, Business Development Manager, Middle East
Favourite holiday destination: Lebanon, my home country
Top ‘green’ habit – reduced use of plastic at home, using glass and more sustainable products instead of plastic
Favourite hobby/sport – Playing basketball
Your hero/heroine – Elon Musk
