The acquisition primarily aims to deliver advantages in sales and the market position of both companies. Alape will become part of a strong global player. This will enable greater access to the international project business, as well as to Roca's distribution network in 170 countries and to materials and technologies. The Group benefits from Alape's expertise in steel enamel and expands its multi-brand portfolio with a premium brand with special material competence that only very few manufacturers have mastered. Alape’s high-end design is renowned among architects, interior designers and design-conscious customers around the world.
The restructuring will place the company on a stable footing, allowing it to continue as an independent brand with its own strategy and corporate culture. Alape’s main markets are in Germany, Switzerland, Austria and the Benelux region, where enamelled steel is a popular material for showers, bathtubs and washbasins.
Enamelled steel is valued above all for its excellent robustness, durability and recyclability. It is hygienic and easy to care for, and can be crafted into highly precise designs. These qualities make it the perfect addition to the Roca Group’s washbasin portfolio, which has been dominated by ceramic, mineral cast and Saphirkeramik material. Both companies see the material diversity and design coherence as key factors for their long-term success in the highly competitive bathroom market.
Michael Gatzke: “The integration into the Roca Group is an outstanding opportunity for Alape to expand its sales structures in the long term. It is a decisive step, with which we aim to offer our premium products to more markets.”
Andrea Jürgens: “We will reinforce the brand’s premium market position and develop it carefully to best respond to the needs of our customers. We will remain committed to our high quality standards and will be the perfect addition to the Roca Group’s brand portfolio.”
