Ceramic tile is considered one of solely two actually aspirational product classes accessible in flooring right this moment—hardwood being the opposite. It presents technologically superior options comparable to slip resistance and waterproofing, myriad end-use functions, and unequaled visuals and designs.
So, what provides? Regardless of tile’s ongoing progress for a number of years, the class hit a snag in 2019 and 2020 as gross sales dropped and progress stagnated. Trade consultants have pointed to challenges like labor shortages, provide points and rising prices because the culprits, however 2021 presents distinctive alternatives.
First, the market is poised and prepared for high-end flooring merchandise to take again share from the likes of “value-based” product classes like LVT, SPC and WPC. In truth, purchases of high-end properties within the U.S. jumped 26% yr over yr through the three months ending April 30, in line with a brand new report from Redfin, a technology-powered actual property brokerage agency. That’s in comparison with the 17.8% achieve in purchases of inexpensive properties and the 14.8% improve in purchases of mid-priced properties. The information factors to aspirational—and infrequently costlier—merchandise taking middle stage.
Numerous knowledge additionally counsel that customers are way more prepared to spend their hard-earned money on areas of the house the place tile is indispensable, comparable to kitchens and baths. These areas additionally provide essentially the most resale worth, particularly if clad in high quality tile. And let’s not overlook the sudden—and even unprecedented—growth in demand that had some sellers citing as a lot as 70% progress in 2020 with much more anticipated by This autumn 2021.
So how ought to sellers place themselves to reap the advantages of a booming market in search of high-end, aspiration merchandise like tile? Step one, in line with suppliers, is easy. Discuss it.
“Communicating clearly goes a great distance,” stated Mara Villanueva-Heras, vice chairman advertising and marketing, Emser Tile. “It’s all the time necessary to know the look clients are looking for and what design tendencies they establish as a match for his or her tastes. Subsequent, probing to know the applying space, use and way of life will assist establish their wants round waterproof or water resistance, in addition to sturdiness, scratch-resistance, and so forth. These scope questions together with venture finances will assist an RSA help the shopper in transitioning an idea into a modern and inventive actuality—along with promoting the advantages of tile.”
Paulo Pereira, senior service provider, MSI, echoed these sentiments, including that correct communication even permits tile to compete efficiently in opposition to the dominating LVT class. “Tout the advantages that make tile nice: very good slip resistance, indoor/outside coordination, longevity and wall-to-floor utility, simply to call just a few,” he stated. “Perceive the professionals and cons of tile, with the factors talked about, and clearly perceive the place tile stands in relation to LVT. We all know LVT is the most well liked class proper now, however the reality is tile continues to have equally as robust curiosity amongst shoppers if its attributes and advantages are conveyed correctly to the patron.”
Know your tile merchandise and promote them. It’s a easy idea. One which Dal-Tile’s Paij Thorn-Brooks, vice chairman of promoting, additionally agrees is the important thing to unlocking success with the class. “Know your merchandise after which promote the inherent advantages of tile in addition to the extraordinary enhanced added worth that’s now current because of trendy know-how,” she defined. “As we speak’s savvy tile manufacturers should not solely offering you with stunning merchandise, however options to your buyer’s design, renovation and constructing wants. Except somebody is demanding the very most cost-effective, short-term overlaying of a floor attainable, you’ll all the time have the ability to make the argument for the way in which by which right this moment’s tile merchandise higher serve their wants.”
On the industrial aspect of the enterprise, it’s about tackling an entire new method to design. “Begin fascinated about ceramics as greater than a cladding product,” stated Ryan Fasan, ceramic tile specialist and Tile of Spain advisor. “The extra you will get your purchasers fascinated about ceramics as an integral system within the constructing’s operation, the higher off you’re going to be.”
So, what are the main factors sellers ought to hit when upgrading shoppers to tile from plastic-based merchandise? Too many to rely, however let’s take a swing at it:
Options
Tile’s inherent options are huge and broad, however one specific function has solely simply began taking form lately and presents unmatched alternatives for sellers—utility. In contrast to some flooring merchandise, ceramic and porcelain tile might be put in nearly wherever within the house—flooring, partitions, counter tops, backsplashes, hearth/pool surrounds, indoors/outside, and so forth. Not solely is it a promoting level, however it offers sellers with an alternative choice to different classes which may not carry out as nicely throughout a broader spectrum of functions and finish makes use of.
“Ceramic tile has the performance to be put in on your entire surfaces in an unlimited array of colours, shapes, sizes, textures and distinctive designs that can be blended—in contrast to LVT [and other plastic-based material] merchandise,” stated Eric Astrachan, govt director, Tile Council of North America (TCNA).
It’s not simply availability, however demand that makes this a key speaking level. “Customers and designers have elevated their demand for distinctive design on partitions, function partitions, backsplashes and fireplaces, which tile offers,” Dal-Tile’s Thorn-Brooks stated. “Main manufacturers are regularly evolving their manufacturing capabilities to remain on the forefront of know-how to supply much more stunning shapes, sizes and finishes for [applications like] partitions and in mosaics.”
One other function that has risen in significance of late is tile’s inherent authenticity—actual, pure supplies, safe-for-the-environment manufacturing processes, wholesome cleansing choices—vs. different product choices. Not solely does it converse to the millennial and gen z shopper, but additionally to the older purchaser who has a newfound appreciation for these options amid a brand new post-COVID-19 regular. “With extra time at house, individuals are curating their private areas extra deliberately,” TCNA’s Astrachan stated. “They respect high quality and authenticity on the subject of supplies vs. low cost, run-of-the-mill plastic. As a substitute of wanting extra, individuals are wanting higher—a considerably minimalistic desire for high quality over amount, like ceramic tile. Positive, ceramic tile takes a bit extra work to put in, however it’s undeniably price it. It’s like a home-cooked meal on porcelain plates vs. a TV dinner on a plastic tray—you select.”
In fact, considered one of tile’s largest performs is its centuries-old waterproof traits. Suppliers agree, tile is the unique and the last word waterproof ground no matter latest claims from proponents of resilient flooring. “You will need to be aware that whereas new competing merchandise could declare to be waterproof, these opponents have a lot of disclaimers of their effective print as a result of their laborious floor flooring shouldn’t be really waterproof, as they declare,” Thorn-Brooks stated. “Tile is 100% waterproof. Whereas spills can wreck different flooring varieties, the floor of tile is unchanged by liquids, water or moisture. No different materials can beat the mixture of tile’s advantages for moist areas.”
Emser’s Villanueva-Heras agreed, including, “We now have seen vinyl and LVP/T touting waterproof or water-resistance as a key function, however they’re nonetheless not an aspirational product like tile. Tile stays a centuries-old resolution for waterproof set up for a lot of surfaces.”
With the discuss of water coming to the forefront, improvements in floor know-how are additionally a key promoting level. Slip resistance, for instance, shouldn’t be saved out of the dialog. “Slip resistance units tiles aside,” MSI’s Pereira stated. “Its distinctive capacity to supply an exceptionally slip-resistant floor makes tile inimitable.”
Trying even additional into the longer term, Tile of Spain’s Fasan stated tile’s inherent antistatic options will play a key function in its desirability transferring ahead. “As built-in smart-home applied sciences proceed to rise, the truth that ceramics are non-conductive is one other main function. Static cost and different points could cause interference for electrical infrastructure of a sensible setting and ceramics’ act as a ‘sterile area’ within the enviornment of know-how in addition to the organic.”
Design
Whereas tile’s options and advantages are quite a few, much more so are its design possibilities. Specialists argue tile is one class that actually innovates and constantly presents up new kinds, textures and designs which are unmatched within the business. “In years previous, tile was considered extra as a utilitarian product, however with right this moment’s know-how tile presents nearly limitless designs,” Thorn-Brooks stated. “These merchandise are in a position to primarily deliver any aesthetic to life. This empowers tile to be a pacesetter within the house and shelter class in constantly offering the freshest new fashion-driven merchandise that embody the newest kinds and colours.”
Even abroad suppliers contribute enormously to tile’s design aesthetics. “Italian producers [offer] ground-breaking technological improvements for producing hyper-realistic materials results, like stone, wooden, marble, concrete, terrazzo and extra,” stated Brittney Harmond, a consultant of Ceramics of Italy. “The ceramic tile business has seen unbelievable developments in texture as nicely; right this moment’s ceramic tiles not solely appear to be actual marble, stone and wooden, however they really feel prefer it, too, because of revolutionary ending methods that produce bodily depressions and grooves that match the graphics.”