VitrA’s Global Leadership in Smart, Sustainable Solutions
Saudi Projects caught up with Simon Shaya, Chief Commercial Officer at VitrA
With a rich history rooted in the bathroom culture, VitrA offers a complete range of products, from tiles to faucets, while staying at the forefront of digital transformation. Saudi Projects caught up with Simon Shaya, Chief Commercial Officer at VitrA whom provides insights into how VitrA continues to lead in the competitive global market.
Saudi Projects: How does VitrA differentiate itself from competitors in the market?
Simon Shaya: VitrA stands out by blending the traditions of bathroom experience with modern innovation. VitrA is one of the brands in global markets offering every component of the bathroom, including tiles, under one roof. Our state-of-the-art production techniques, housed in one of the world’s largest ceramic production facilities in Türkiye, set us apart in terms of scale and quality.
We are also deeply invested in digital transformation and intelligent technologies, ensuring we lead the way in modern bathroom design. Our collaborations with renowned designers like Tom Dixon, Arik Levy, Matteo Thun and Ross Lovegrove, as well as partnerships with top design offices, allow us to merge our production and design competencies with global expertise.
VitrA QuantumFlush reduces noise levels sevenfold
Saudi Projects: What innovative technologies or materials is VitrA utilizing to improve bathroom products?
Simon Shaya: One of our most innovative products is VitrA QuantumFlush, which introduces a new standard in flushing technology. It’s designed on the principle of laminar flow, allowing water to clean the entire inner surface of the toilet bowl more efficiently and quietly, without splashing. This not only ensures thorough cleanliness but also reduces water consumption, noise, and the spread of germs. It represents our commitment to pushing the boundaries of what’s possible in bathroom technology.
Saudi Projects: How does VitrA ensure sustainability and eco-friendliness in its manufacturing processes?
Simon Shaya: At VitrA, sustainability is at the heart of everything we do. Our goal is to foster a sustainable future while preserving the delicate balance between the environment, resources, and society. We actively work to maximize circularity by recycling materials, investing in renewable energy, and reducing emissions.
We have also developed a 100% recycled washbasin, an innovation that showcases our commitment to sustainable production. Additionally, our green hydrogen pilot project is helping us explore new ways to reduce our environmental impact. Sustainability extends beyond our internal operations—we engage with stakeholders across our value chain to amplify our efforts.
VitrA’s 100% recycled washbasins lead in sustainability
Saudi Projects: Can you discuss any recent trends or shifts in consumer preferences that VitrA is responding to?
Simon Shaya: We have seen a consistent demand for products that address convenience, hygiene, performance, and sustainability. Contactless technology, such as touchless faucets and toilets, has grown in importance as consumers prioritize hygiene and wellness, especially after the pandemic. QuantumFlush is a perfect example of how we’re meeting these demands, as it combines performance with health-focused design. Consumers are also more conscious of environmental impacts, so products like our recycled washbasins are particularly appealing.
Saudi Projects: How do you envision the future of bathroom design and functionality, and how is your company adapting to these changes?
Simon Shaya: The future of bathroom design will be shaped by four key trends:
- Smart technology integration
- Sustainability
- Universal design
- Hygiene-focused solutions
At VitrA, we’re leading the change in these areas by investing in R&D to create smarter, more sustainable products. Touchless products, automated systems, and health monitoring features are increasingly important to consumers, and we are adapting by integrating these technologies into our products.
Sustainability is another critical focus. We are committed to water conservation, energy efficiency, and using sustainable materials. In terms of accessibility, universal design principles are guiding our product development to ensure our solutions are inclusive and user-friendly.
Saudi Projects: Can you highlight any recent product launches or upcoming developments that customers can look forward to?
Simon Shaya: Our 100% recycled washbasin is one of our latest innovations, setting a new standard for eco-friendly bathroom products. Additionally, QuantumFlush is a groundbreaking technology that reduces the spread of germs by preventing bioaerosols and significantly reducing noise—an independent test by Quiet Mark showed that it lowers noise levels by 8.45 dBA, which is about seven times quieter than standard toilets.
Customer-driven innovation is central to VitrA’s strategy
Saudi Projects: How does VitrA approach customer feedback and incorporate it into product improvements?
Simon Shaya: Customer feedback is central to our innovation process. We collect feedback through multiple channels—surveys, direct customer service interactions, and social media—and use it to improve our products. We also have a UX Laboratory at our VitrA Innovation Center, where we study user experiences to understand how our products interact with customers from assembly to cleaning. This insight helps us make customer-driven innovations that truly meet their needs.
Saudi Projects: What strategies does your company employ to stay competitive in a rapidly evolving market?
Simon Shaya: Our strategy is built on constant innovation. Last year, we opened a new facility in Türkiye, which reflects our commitment to investing in cutting-edge production capabilities. We also focus heavily on research and development to stay ahead of emerging trends and technologies. Our collaboration with world-class designers ensures that we remain at the forefront of both aesthetic and functional innovations in the bathroom industry.
Saudi Projects: Can you discuss any challenges or obstacles VitrA has faced in recent years and how it has overcome them?
Simon Shaya: The ceramic industry is highly energy-intensive and managing our carbon footprint is one of our biggest challenges. To address this, we have invested in renewable energy, including solar power plants, and are exploring green hydrogen as a cleaner fuel option. By turning waste heat into power and improving energy efficiency in our production processes, we’re able to reduce emissions significantly. These efforts are crucial to aligning our operations with global sustainability goals.