Villeroy & Boch moves into Egypt

Villeroy & Boch moves into Egypt

Villeroy & Boch have successfully established its manufacturing presence in Egypt through a strategic partnership with Keramika Magenta, a prominent player in the local ceramics industry.

Villeroy & Boch is an international ceramics manufacturer producing high quality products since 1748. They are one of Europe’s largest manufacturers of bathroom products.

Both Keramika Magenta and Villeroy & Boch will benefit from this partnership as they can expand within Egypt and further.

Amr & Partners Law Firm represented Keramika Magenta led by Habiba Amr and Essam Magdy as they navigated the negotiation process.


“A transaction that will forever remain engraved in my heart; on a professional level a transaction that taught me extensively and shaped me differently and on a personnel level one that accompanied me from the beginning to the very last days of my second pregnancy. Could not be more special!”



Q&A with Habiba Amr


Habiba, can you explain the role you and Essam Magdy played during this? What were the specialised skills that were part of your team and can you expand on how these were utilised for this particular transaction?

Throughout this exciting journey my colleague, Essam Magdy (Senior Associate) and myself; directed by Dr Mohamed Sameh Amr (Founding and Managing Partner), enthusiastically managed to lead a team of lawyers to successfully close this significant transaction.


Primarily, we started by negotiating the head of terms which contained the cornerstones of this prosperous partnership then moved to the legal due diligence phase where we assisted our client in delivering all requested documents and in providing further information and clarification to any raised enquiries by Villeroy & Boch’s team. We were eager to later delve into the details of the transaction studying and negotiating the terms of the different agreements forming the transaction documents package including but not limited to the Joint Venture Agreement, License Agreement, Supply Agreement, Management Agreement and Distribution Agreement. After nearly a year of negotiations we were efficaciously able to reach common ground with Villeroy & Boch’s team and the set of agreements was successfully executed. Then, came our role in the post-execution phase where we happily assisted our client in fulfilling the condition precedents and subsequent obligations as per the agreed upon terms.


In our team, we assemble a dynamic array of specialists, each finely specialised in their respective fields which we believe is crucial to negotiation and transactional success. Among them are adept minds in contract law, diligently crafting ironclad terms to safeguard our client’s interests. Our corporate structuring virtuosos orchestrate partnership agreements not just for legality but for optimal tax efficiency and governance, adding layers of strategic advantage.


Meanwhile, our financial experts navigated the labyrinth of numbers, forecasting risks and returns with precision. Together, this symphony of expertise converges to dissect every facet of the partnership, uncovering opportunities, and devising pre-emptive strategies to navigate potential obstacles.


Moreover, in crafting the agreement, meticulous attention was dedicated to aligning its provisions with the regulations governing the Egyptian Suez Canal Economic Zone (“SCZone”). Leveraging the unique advantages offered by this strategic zone, the agreement was tailored to optimize operational efficiencies, capitalize on incentives, and harness the conducive business environment fostered within the SCZone. By strategically embedding provisions that harness the regulatory framework of the SCZone, our aim was to position our client to seamlessly navigate and capitalise on the opportunities presented within this vital economic corridor.


This collaboration isn’t just about individual prowess; it’s about synergising diverse skills to deliver comprehensive solutions, minimising risks, and maximising outcomes for our valued client.



When navigating any negotiations what is your process and what issues had to be especially prioritised for this partnership?

Navigating negotiations requires a strategic approach that balances assertiveness with flexibility. I always begin by meticulously understanding my client’s objectives and concerns while empathetically considering the other party’s perspective. Prioritising issues is pivotal; I assess their importance based on various criteria, such as legal ramifications, financial impact, and alignment with long-term goals.


For this particular partnership, several critical areas demanded meticulous attention. Firstly, clarifying the terms of collaboration ensured that both parties were aligned on their roles, responsibilities, and expectations. Intellectual property rights were another focal point, safeguarding each party’s innovations and creations while fostering an environment of trust.


Furthermore, allocating liability fairly and effectively was paramount, mitigating risks and ensuring accountability in case of unforeseen circumstances. Establishing robust dispute resolution mechanisms provided a safety net, offering a structured approach to resolving conflicts should they arise.


Throughout the negotiation process, maintaining transparent and open communication was vital. It fostered trust, promoted collaboration, and facilitated the exploration of creative solutions that could benefit both parties. Flexibility was also key; being willing to adapt strategies and compromise where necessary helped navigate potential roadblocks and fostered a spirit of cooperation. Ultimately, the goal of any negotiation is to secure a mutually beneficial agreement that lays a solid foundation for the partnership’s success while minimising risks and maximizing opportunities for both parties involved.



Are you able to tell us how this partnership will benefit your client in the long term and any changes which were made to the company to allow growth in this transition period?

Through this transformative partnership, the client stands to achieve a myriad of advantages that can propel their business to new heights. Firstly, aligning its products with the esteemed Villeroy & Boch brand not only elevates its perceived value but also enables it to command premium prices per unit compared to their local brand. This association instantly communicates quality, craftsmanship, and status to consumers, enhancing the client’s profitability and competitiveness. Secondly, the collaboration promises to infuse the client’s operations with invaluable technical expertise and know-how accumulated over Villeroy & Boch’s impressive 276-year history in ceramics and sanitary ware production. This knowledge reservoir spans advanced manufacturing techniques, quality control processes, design innovation, and market insights, positioning the client as a leader in the industry. Thirdly, the partnership opens doors to lucrative export opportunities, particularly in European and other international markets where the Villeroy & Boch brand enjoys widespread recognition and acceptance. This expansion into new markets diversifies the client’s customer base and revenue streams while mitigating business risks. Lastly, the increase in capital resulting from the partnership fuelled the expansion of the client’s manufacturing capacity, ensuring it can meet the heightened demand generated by this synergistic collaboration and seize new growth opportunities with confidence. This strategic investment lays the foundation for sustainable growth and long-term success, positioning the client as a remarkable player in the global sanitary ware market.



Were there any main challenges which arose during this partnership and how did you and your team address these to ensure the success?

Like any partnership, there were likely challenges that arose during the negotiation and implementation phases. Some common challenges could include differences in organisational culture, a large number of stakeholders having conflicting views, priorities or objectives, regulatory hurdles and unexpected changes in market conditions including but not limited to currency devaluation.


To address these challenges, our team likely employed several strategies. Firstly, we prioritised open and transparent communication between all parties involved to ensure mutual understanding and alignment of goals. We also engaged in active listening to identify and address any concerns or issues early on. Additionally, we remained flexible and adaptable, ready to modify our approach or negotiate alternative solutions as needed to overcome obstacles. Our team may have also leveraged our network and resources to seek expert advice or guidance on specific challenges, such as regulatory issues.


Overall, our proactive and collaborative approach, coupled with our expertise and experience, enabled us to navigate challenges effectively and ensure the success of this fruitful partnership.



About Amr & Partners Law Firm


We are a Cairo-based firm, established in the heart of Cairo in 2016 serving selected group of clients operating in Egypt and the region. We offer our clients a fully-integrated legal service, combining expertise and personal attention. Our firm continuously strives to accommodate changes in the market and to support the enhancement of investment in today’s challenging environment. At Amr & partners, we provide fully integrated advice that is specific to each client’s industry in order to help him achieve his strategic ambitions. For that end, our team composes of member with both common law and civil law educational background, which help creating a unique combination in order to accommodate every client’s need.

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