of the craftSaudi Arabia's Al Joaib Furniture Factory, which manufactures a range of wood products, says its offerings are the fruit of many years of surveying the tastes and needs of customers.

The company's long experience in the furniture field and the use of advanced technology are proving useful as the combination of the two adds up to customer satisfaction, said Al Joaib.

Between 1982 and 1986, the company imported kitchen cabinets from large and famous factories in Germany. That meant that Al Joaib became acquainted with some of the best examples of furniture know-how, German expertise in that area being well known for its technical and aesthetic standards.

The company had established its own factory in 1979 for the production of folding doors and blinds. An expansion was undertaken and in 1986 the company opened a new production line to produce wood products, taking care to adapt to international standards.

New units were added to the factory from time to time which enabled it not only to produce kitchen cabinets but several other products as well such as vanity equipment and closet cabinets.

"Our name started to get famous on the market due to the good quality and services we were offering our customers," said the company. It is proud it has executed a number of housing projects including ones for the following establishments: Saudi Construction, Nesma Al Fadl Cont., Saudi Petrochemical Co, Saudi Aramco, Arabian Petrochemical Company, Rakan Trading and Construction, Kuk Dong Co, Saudi Bin Ladin, Al Khonani International, CCC, Al Rushid, the Al Zakry Group and the Al Mojil Group.

Al Joaib has been recommending kitchen solutions in the form of fully co-ordinated kitchens that it says exploits space with intelligence and creativity. Buyers are offered Star and Hawa varnish coatings and colours. "The elegant doors show off the attractive finishing of Sadaf white melamine," it tells customers.

Customer attention is drawn to kitchen interior colours, which the company insists are applied to reflect a distinctive aura of quality. "Striking colours and functionality blend together perfectly to make the set up eye-catching and exclusive. Hawa red will bring joy into any home," runs a promotional message.

Another message: "Behind the subtle shades of Hawa whitewash lies the most durable kitchen. A style that radiates freshness and friendliness while the choice of Hawa whitewash accessories is a distinctive feature."

The company claims its designs are the height of sophistication. "Star Natural Varnish is distinctive. The silent side of the drawers on their precision runners is a testimony to superior quality. The delicately sculptured shelf and door handles reflect the attention to detail," says Al Joaib.

The Al Joaib Furniture Factory is located in Dammam. The company has showrooms in that city and in Al Khobar, Riyadh and Qatif.