Expanding Horizons: Pyroguard’s growing presence in the Middle East

So Lee, can you introduce yourself and tell us a little bit about your team in the Middle East?

Sure, I’m Lee and I’m the Business Development Director for Pyroguard in the Middle East. I’ve been in the fire and security glazing industry for over 25 years now and during that time, I’ve had the chance to work across various international markets, from New Zealand to the USA, building expertise in everything from sales to product specification, supply and testing.

I was thrilled to join the company last year; it’s currently going through a really exciting stage of growth, particularly in emerging export markets like the Middle East, where there’s so much opportunity.

We’re also at a great advantage being part of the svt Group, as we benefit from a strong global infrastructure including having offices located in Dubai. Our regional Technical Sales Manager, Sherif Khalifa, is based there, and he’s got a wealth of experience along with some really valuable connections in the fire glass industry. With him on the ground, we’re perfectly positioned to grow and provide a first-class, locally focused service to our customers.

How has your previous experience in the fire glass industry helped to strengthen Pyroguard’s presence in the Middle East?

I first started working in the Middle East back in the early 2000s, right around the time Dubai was going through its first big construction boom. This gave me a good local knowledge and understanding of the region’s unique needs and business culture. Over the years, I’ve built some great, long-standing relationships which have been invaluable in navigating the market here.

Much of my career has also been spent working with framing systems, which has been incredibly beneficial since many of our customers in the region are framing specialists. By having an in-depth understanding of the market challenges combined with Pyroguard’s range of fire-rated glass products, I’m able to offer solutions that are well tailored to the regional needs here.

What are some of the technical challenges you face when it comes to testing and certification?

Every country has its own unique compliance requirements, and the Middle East is no exception. The UAE, in particular, has some of the strictest Civil Defence certification processes in the industry. One of the biggest hurdles we deal with is the need for fabricator testing, which requires working closely with the frame fabricator, systems company and glass supplier to make sure everything’s installed and audited correctly to successfully pass each proposed system.

Thankfully, we have an amazing technical team that are on hand to provide project specific support at every stage of this process. Our Technical Support Manager, Mohamed Rhammaz has been a key player in this. Mo is not only an expert in global certification requirements, but he also speaks fluent Arabic; the ability to communicate seamlessly has been a real game changer for us and has helped ensure each project runs smoothly from start to finish.

What are the future expansion plans for the Middle East?

We’re still in the early stages of growth in this market, but we’re already thrilled with the progress we’ve made so far. We recently partnered with two major licensed processors in the UAE and Saudi Arabia which means we can now directly supply our Pyroguard Advance and Pyroguard Rapide ranges locally, which is a huge milestone.

On top of that, we’ve got a pretty extensive test program underway to enhance our local certifications and listings which are sure to open up more opportunities across the region. This includes some UL testing, featuring post-burn hose-stream tests, which are always fascinating to see in action. Hopefully we can get some video footage of these to share with you in the future.

So, with work covered, how do you keep busy?

Outside of work, I’m really passionate about travel. I’m fortunate that my work life allows me to combine my love for travel with my career, giving me the chance to meet new people and experience different cultures and places.