01
Water Heaters
Recognised as the UAE's largest water-heater distributor — storage and instant heaters from the world's most trusted names.
AristonItalisaLecstonHeatexAtlanticHaier
Maxima Group of Companies · UAE
The art ofaffordableluxury.
Sanitary ware, water heaters, purifiers, pumps and electrical solutions — sourced from the world's finest manufacturers and delivered to homes across the GCC, Africa and Asia.
Scroll
Who we are
Transforming the ordinary into the extraordinary.
Founded in 2009, Maxima Group of Companies has risen to become a frontrunner in the import and export of building materials — specialising in sanitary ware, water heaters, water purifiers and water pumps, alongside a broad selection of electrical products.
Headquartered in the United Arab Emirates, we sit at the heart of a vibrant trading hub that connects East and West.
0Family roots since
0+Brands distributed
0Countries with Italisa
N°0Water-heater seller in the UAE
Collections
Crafted for the
modern home.
An extensive portfolio built on innovation and quality — designed to foster a more luxurious and comfortable living space.
02
Sanitary Ware
Contemporary designs with robust functionality — basins, mixers and bathroom solutions that elevate every space.
ItamilanoItalisaDominox
03
Water Purifiers
Cutting-edge filtration technology that delivers safe, clean water for families and businesses.
ResidentialCommercial
04
Water Pumps
High-efficiency pumps for industrial, residential and commercial applications — dependable pressure, day after day.
IndustrialResidentialCommercial
05
Electrical Products
Comprehensive solutions for modern building requirements — including the Italisa electrical range launched in 2024.
Italisa ElectricalFansFittings
Heritage
Two decades of
building trust.
2007
Where it began
The first store, Qualive Building Materials, is opened by Mr Salim Sorathia, Founder & CEO.
2009
Maxima is born
Maxima Building Materials opens its doors under Mr Salman Sorathia, Managing Director.
2011
The Maxima brand
Maxima enters the market as a brand in its own right.
2013
Lecston arrives
Launch of the Lecston instant water heater from Malaysia, and our first water-heater exhibition at ACETECH India.
2016
Italisa launches
Launch of Italisa — which grows into a UAE top-five brand.
2019
Made in the UAE
The Italisa water heater, manufactured in the UAE, is launched.
2020
Instant innovation
Italisa instant water heater (made in Malaysia) joins the range.
2021–22
Number one
Maxima becomes the UAE's No.1 water-heater-selling company, with more than 15 brands.
2023
Ten countries
The Italisa brand is now present in 10 countries.
2024
Showroom & electricals
Launch of Italisa electrical products and the Italisa showroom.
2025
Itamilano & Haier
Launch of Itamilano, our luxury premium brand — and official distributorship of Haier water heaters in the UAE and Oman.
Global operations
One hub.
Many horizons.
We import from leading manufacturing nations and our export network reaches every GCC country, Africa, Russia, Eastern Europe and Asia.
We source from
We export to
Our purpose
Luxury lifestyle products, within reach of every home.
I
Vision
To furnish our customers with affordable luxury lifestyle products — transforming the ordinary into the extraordinary, so that every product we offer enhances the living spaces of our end users.
II
Mission
Dedicated to innovation and quality, we design and provide products that foster a luxurious and more comfortable home — committed to excellence in every facet of our operation, from product development to customer service.
III
Values
- IntegrityThe highest standards in all our actions — transparency and fairness in every dealing.
- Customer commitmentRelationships that positively impact lives, and bespoke solutions that exceed expectations.
- HonestyThe cornerstone of our success — building trust and long-term partnerships.
Our portfolio
The brands we bring home.
Our own labels and the world's most respected names — curated, imported and distributed by Maxima.
AristonItalisaLecstonHeatexAtlanticMilanoSuperhotBradford
Water-heater partners
Leadership
Salman Sorathia
Managing Director
“Maxima is more than a building materials company — we are a dedicated team bringing the vision of a luxurious, comfortable home to life for every customer.”
Building on the foundation laid by Founder & CEO Mr Salim Sorathia in 2007, Maxima continues to expand its market presence and product range, with new brands and sustainable growth ahead.
Recognition
- Entrepreneur of the Year — Business Outreach
- Top Partner 2021 — Ariston Thermo Group
- Global Recognition Award 2025
Partner with Maxima
Let's build something beautiful together.
Whether you are a retailer, distributor or project developer, our team is ready to bring Maxima's portfolio to your market.
Dealers & retailers
Stock the UAE's best-selling water heaters and our premium sanitary and electrical ranges.
International distribution
Join our export network across the GCC, Africa, Eastern Europe and Asia.
Projects & contractors
Reliable supply and bespoke solutions for residential and commercial developments.