Since 2013 Roots Group UK invested capital for a stake in IS Middle East and North African (IS MENA) operations of IS International. IS Gulf is based in Dubai with core production carried out in 6 factories in Egypt employing over 2,000 people. In November 2016, Ideal Standard MENA open its first Design Bathroom Centre in Dubai. Ideal Standard Gulf is today one of the most recognized brands for mid to high-end ceramics, fittings and acrylics across North Africa and MENA.
