Meet Riad in Beirut
It is with great pleasure that again today we can introduce you to another of the many people who are part of our network around the world. We always talk about Business but we also like to put people, relationships and connections in the foreground, because that is what our Company ‘s story is all about!
This time it is the turn of our friend Riad El Kaddoum, head of Parwood in Beirut, Lebanon. We recently visited him in his country and immersed ourselves in long chats, and in between we stole a few sentences to embellish our blog with his talk.
Hi Riad, could you first of all describe the type of your business activity and your partnership with Berti Flooring? What do you think about our Company?
wave in Beirut in 2001, Parwood can draw on an abundant decade of experience in the supply, installation and maintenance of wood flooring, with a range of activities from laminate to solid wood flooring. Parwood offers a wide selection of species, colors, sizes and finishes, meeting all customer needs.
At first it was Mr. Gilles Sayegh who introduced me to Berti Flooring, and I was immediately amazed at the wide selection of products and the high quality that was being offered. My first in-person meeting was with Matteo Berti and Corrado Mulfari, who visited Lebanon to closely evaluate the partnership with Parwood, its market and related projects. Afterwards, I was invited to visit the company’s headquarters in Italy where I was able to meet Mr. Giancarlo Berti and where I discussed our partnership with the pleasure of representing a brand that has been in the luxury parquet market for more than forty years and thus being Berti’s representative in Lebanon
What are the characteristics of the market in your nation and more generally in your continental area?
And what about design markets in general?
The Lebanese real estate market is booming and has shown itself to be one of the most sustainable markets in the entire region despite the political difficulties of the moment. Despite the political confrontation that has been taking place for more than 30 years in the country, construction activity has continued to increase in and around Beirut, positively influencing the design market.
In addition, Lebanese architects have become a reference not only in Lebanon but throughout the region, in which they are supervising and leading several major projects.
Do you think there are differences between the different areas in which you operate? And what are the biggest differences compared to Europe?
Lebanese identity has always been seen as a mix of Western and Eastern cultures. This is also reflected in the design market where people tend to the European style and are always impressed by the new products, colors, and the better quality of Berti’s products that well suit their lifestyle.
Could you tell us more about Lebanon? For example, lifestyle, political situation and your idea about the future of your nation…
In 15 years of horrific violence, Lebanon has withstood all the fighting and all the risks because of their desire to live in their country and their trust in it. Their hope for a better future has been the constant motivation to survive.
The Lebanese diaspora around the world is estimated at 13 million people, significantly more than the country’s actual inhabitants. It is because of this network present abroad that Lebanon has become a crossroads between East and West, a secret that fascinates both visitors and its citizens themselves. In good times and bad, the Lebanese people have tried to maintain their strength, given the faith that residents and nonresidents alike have in their homeland and their lives.
We can only thank Riad, not only for the excellent work he is doing in Beirut, but also for the great passion and helpfulness he has shown!