Metal, glass and ceramic products
Company name: Roca
Company size: Large
Company web site:
Date of Foundation: 1917
Nr. of Employees: 250<

Case summary:
Roca is a family firm that has not only become a household name in Spain, but is currently the world leader in bthroom Products. It has transformed its strategy, structure and Culture to one where Design has a leading role as a driving force and facilitator. Although it has longusedDesign, the need to differentiate the company and its Products in a fiercely competitive marketplace led to a New vision for the future. The transformation defines the Leadership of Rocawants to practice and has put th user, and their experience, at the centre. An Innovation lab brings together different disciplines to create concepts that will identify both NewProducts and create New directions for the company. Roca has defined a personality, embodying and embracing the Roca philosophy and values, which all the company’s Products, Communications, facilities, etc., must exemplify. It achieves it through managementcommitment, the Integrationof all Internal teams and the use of External Design consultants. Designhelps to define and shape the company’s future.

Creating the future to continue as leaders
Roca is present in more than 135 countries on six continents, represented by 22 different brands. The firm’s 23,000 employees produce more than 43 million bathroom furnishings a year in 59 factories in 17 different countries, with a total turnover of more than 1,600 million euros. Ninety per cent of Roca products (including internal parts) are designed and manufactured by the company itself, with only the remaining ten per cent outsourced, and generally only then in order to work with leading designers and architects.

Roca is a family company founded nearly a century ago. The company was established in 1917 by the Roca brothers under the name of Compañía Roca Radiadores, SA, and was at first engaged in manufacturing cast iron radiators. In a natural evolution, new materials and industrial processes were gradually introduced, however, and the firm soon grew, extending its ranges and researching into new products. The first Roca cast iron baths were produced in 1925, whilst the production of sanitary porcelain began in 1936, followed by taps in 1954 and ceramic floor and wall tiles in 1980 until, today, the company manufactures a complete range of bathroom products…

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