Strengths & Strategy

Lecico’s strategy is to provide affordable, high-quality products to the low- to mid-price market segments in Europe and the Middle East. While intending to remain focused in these segments, Lecico has steadily improved both its pricing and branding. By offering a wide variety of styles at consistent, European levels of quality, Lecico is able to exploit its natural cost advantages in Europe.

Lecico is the largest sanitary ware producer in Egypt and Lebanon. The Lecico brand, which has existed for over 50 years, is becoming globally recognized as a competitively priced producer of European quality sanitary ware and quality ceramic tiles. Lecico’s ability to offer both sanitary ware and tiles gives the company a strong competitive advantage in the Middle East.

Lecico has a very competitive cost structure, discounted shipping rates and economies of scale. Lecico's competitiveness is particularly strong in sanitary ware, where casting and finishing require significant skilled labour.

Lecico benefits from low investment costs due to a combination of production line design, economies of scale and internal and local manufacturing of equipment. Lecico designs its production lines to manufacture at above international industry productivity norms. Lecico also benefits from economies of scale on many overheads and infrastructure costs, as its plants are more than twice industry capacity norms. Additionally, Lecico produces or locally sources a significant portion of its plant’s machinery at competitive costs.

Lecico’s particular mix of expatriate and local staff combines extensive experience in the sanitary ware and ceramics industry with company-specific experience and commitment. Lecico has been able to attract, motivate and retain some of the best talents in its industry due to its reputation, market position and rapid growth, which offers employees ample opportunities for advancement and development. Lecico's senior management average 17 years with the company and 24 years of industry experience.