US embassy cable - 04YEREVAN2685

UNCLAS SECTION 01 OF 04 YEREVAN 002685 
 
SIPDIS 
 
COMMERCE FOR 3150/PBRADLEY/BSMITH 
COMMERCE FOR 4201/ITA/IEP/OEERIS/BISNIS/EHOUSE 
EMBASSIES - PLEASE PASS FCS 
DEPT FOR EUR/CACEN, EB/CBA 
ANKARA ALSO FOR CFC/ SNYDER/BALLINGER 
PASS TDA-STEIN, OPIC, EXIM-TUMMINIA/PANARO 
 
E.O. 12958: N/A 
TAGS: KTDB, BBSR, BEXP, BTIO, AM 
SUBJECT: (IMI) ARMENIA: THE IMPORTED BUILDING 
MATERIALS MARKET 
 
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SUMMARY 
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1.  This cable reviews the market for imported 
building materials in Armenia as of December 2004. 
The report describes the market size and U.S. market 
share in Armenia, and lists major market suppliers 
and best sales prospects for U.S. companies.  It 
also includes a list of major importers and key 
contacts in the building products sector.  End 
Summary. 
 
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MARKET SIZE AND U.S. MARKET SHARE 
--------------------------------- 
 
2.  The Armenian market for building materials has 
developed significantly since 2000, driven by 
consistent expansion of the construction sector. 
The construction sector grew by some 50 percent in 
2003, in part supported by humanitarian financing of 
USD 115 million in improvements by the Diaspora U.S.- 
based Lincy Foundation.  According to the National 
Statistical Service of Armenia in January - October 
2004 the volume of construction in Armenia totaled 
approximately USD 363 million, which shows a growth 
of roughly 14 percent compared to the same period in 
2003 which included the Lincy Foundation's 
contributions. 
 
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STATISTICAL INFORMATION: VOLUME OF CONSTRUCTION 
--------------------------------------------- -- 
 
YEAR                USD (MILLION) 
 
2000                187 
 
2001                198 
 
2002                286 
 
2003                412 
 
2004 (Jan-Oct)      363 
 
Source: National Statistical Service of Armenia 
 
3.  Strong demand for new and modern refurbished 
apartments in Yerevan has caused a localized 
expansion in the housing and construction market. 
The city center is undergoing overall renovation and 
reconstruction.  The ambitious Northern Avenue 
project provides for a string of new residential and 
commercial buildings on a street through downtown 
Yerevan.  Two new indoor markets were constructed 
recently in Yerevan.  The Russian-Armenian company, 
International Business Center, is implementing a 
major renovation of Armenia's state-owned buildings, 
including the Yerevan Mayor's office, now one of the 
largest Government buildings. 
 
4.  Although no published statistics are available 
on the market size for imported building materials, 
the country's largest importers estimate that the 
size of the domestic market is more than USD 120 
million annually.  According to their assessments, 
imported finishing materials (i.e., paints, filling, 
varnishes, fixtures, etc.) account for half of the 
market.  Basic materials such as wood, glass, and 
metals account for the other half and come mostly 
from Russia and Ukraine. 
 
5.  According to the industry leaders, the market 
for building materials is dominated by medium-price, 
medium-quality products imported from Turkey, Iran, 
and the United Arab Emirates.  The mid-range goods 
are used primarily in government buildings, 
hospitals, and low-to-medium end commercial shopping 
centers. 
 
6.  The demand for higher quality German, Italian, 
Spanish and other European products is driven by new 
construction and renovation of private hotels, 
restaurants, banks, offices of large companies, 
embassies and other foreign representations, local 
private households as well as newly constructed 
elite residential buildings. 
 
7.  The share of American products in the market is 
small.  It includes the following brands:  Duron, 
Pro, Zar (paints), Laticrete (insulation materials, 
including construction glue).  Despite high 
transport costs (U.S. to Armenia costs USD 4,500 - 
5,000 per 40 ft container) and a long shipping 
duration (45-50 days) American products have a small 
but steady position in the market for higher quality 
finishing products.  Local interest in purchasing 
American construction materials is likely to grow as 
the recent depreciation of the U.S. dollar against 
the Euro and the Armenian Dram have made American 
products more competitive. 
 
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MAJOR MARKET SUPPLIERS 
---------------------- 
 
8.  Armenia has 5-7 large building materials 
importers that make up the majority of domestic 
wholesale suppliers.  According to major importers 
and wholesalers, the country's distribution network 
consists of 20-30 large stores and warehouses, 60-70 
medium-sized retail stores, and approximately 200- 
300 small-sized retail stores. 
 
9.  Imex Group (Keramika brand), with annual sales 
of about USD 20 million, is one of Armenia's largest 
importers of ceramic fixtures.  Its products include 
bathroom fixtures, sinks, water heaters, 
accessories, and wall decoration.  Imex Group has 
distributorship agreements with a number of leading 
European companies, including Ideal Standard 
(European version of American Standard), Villeroy 
and Boch, Jacuzzi, Duravit, Grohe, Inda, and others. 
In 2004 Imex Group opened a new chain of stores in 
Yerevan under the name of "Ideal." 
 
10.  R and V Comfort is one of Armenia's largest 
wholesalers of building and finishing materials. 
The company specializes in inexpensive imported 
ceramic products and other building and finishing 
materials from Turkey, Iran, and the United Arab 
Emirates.  The company also sells high quality 
ceramic tiles and sanitary fixtures from Italy and 
Spain as well as metals from Ukraine.  R and V is an 
official distributor of the American company 
Laticrete, a maker of high quality insulation 
materials and construction glue.  The company 
operates 6 stores and a large warehouse in Yerevan. 
The company's annual sales in 2003 were USD 12 
million. 
 
11.  Yerevan-based Metex LLC owns and operates a 
large wholesale trade center.  It specializes in the 
import and distribution of construction metals in 
Armenia.  The company has dealership agreements with 
several major Ukrainian steel manufacturers.  The 
company's annual sales in 2003 were USD 10 million. 
 
12.  EGA LLC and Berger LLC specialize in the import 
and distribution of paints from Turkey and UAE. 
Several other local importers represent the 
following brands:  Tikkurilla (Finland), Sadolin 
(Sweden), Berger, National, and Marshall (UAE), Dufa 
(Germany), Leyland, and Ronsel (UK). 
 
13.  Yerevan-based Yerang imports American paint and 
building fixtures directly from the United States. 
 
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BEST PROSPECTS 
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14.  According to the importers themselves, the best 
prospects for export to the above distributors are 
for insulated windows, doors, false ceilings, 
flooring (parquet, linoleum, and flooring ceramics), 
wallpaper, ceramic wall tiles, and other interior- 
decorating materials, paint, heating and insulation 
systems, bathroom fixtures, roofing materials, 
landscape accessories and lighting systems. 
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CONTACT INFORMATION 
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15.  MAJOR DISTRIBUTORS/RESELLERS: 
 
Imex Group (Keramika) 
Mr. Norair Khachatryan, President 
4 Avan 19 
Yerevan - 375063 
Tel: (374-1) 616-300 
Fax: (374-1) 626-537 
E-mail: imex@arminco.com 
 
R and V Comfort 
Mr. Ruben Shahmuradyan, President 
65 Orbely St. 
Yerevan - 375028 
Tel: (374-1) 226-498 
Fax: (374-1) 274-862 
E-mail: areg@arminco.com 
 
Yerang LLC 
Mr. Levon Kocharyan, President 
31-114 Moskovyan St. 
Yerevan - 375002 
Tel: (374-1) 534-052 
Fax: (374-1) 535-691 
E-mail: octa@arminco.com 
 
Metex CJSC 
Mr. Amatuni Tonoyan, General Director 
42 Arshakunyats St. 
Yerevan - 375026 
Tel: (374-1) 440-772 
Fax: (374-1) 448-910 
E-mail: metex@arminco.com 
 
Gapex LLC (glass importer) 
Mr. Robert Gabriyelyan, General Manager 
40 Pushkin St. 
Yerevan-375010 
Tel: (374-1) 533-163 
Fax: (374-1) 537-891 
E-mail: gapex@cornet.am 
www.gapex.am 
 
Ideal 
4 Kasyan St. 
Yerevan 375033 
Tel: (374-1) 271-914 
 
Ojakh 
201 Movses Khorenatsu St. 
Yerevan 375008 
Tel: (374-1) 574-233 
 
16.  OTHER KEY CONTACTS AND USEFUL WEB RESOURCES 
 
Ministry of Urban Development of Armenia 
Mr. Aram Harutyunyan, Minister 
3rd Government building, Republic Square 
Yerevan 375010 
Tel: (374-1) 589-080 
www.gov.am 
 
National Statistical Service 
www.armstat.am 
 
American Embassy, Yerevan 
Pol/Econ Section 
18 Baghramian Ave. 
Yerevan-375019 
Tel: (374-1) 524-840 
Fax: (374-1) 520-800 
E-mail: isayangx@state.gov 
www.bisnis.doc.gov 
Contact: George Isayan, BISNIS Representative in 
Armenia 
EVANS