Florida Tile, manufacturer and distributor of porcelain, ceramic and glass tile, will unveil the first in a series of new and exciting, design-driven tile lines for 2010 during the annual Coverings 2010 decorative tile and stone show and convention April 27-30.
Being introduced are the latest in HDP (High Definition Porcelain) utilizing leading-edge digital printing, tile collections for floors and walls, new-format 9x18 porcelain and updated glass tile which includes versions with up to 80% recycled content. Coverings 2010 also will introduce the industry to Florida Tile’s new CEO, Michael Franceschelli, whose appointment was announced two weeks ago.
To respond to the needs of today’s markets hungry for fresh designs and textures, six new Florida Tile lines will be introduced in contemporary and innovative formats, departing from traditional sizes (such as 8x10 and 10x12). Look for new colorways and matching, coordinating or complementary pieces such as metallics, decos, mosaics and inserts.
The Coverings event also will feature Florida Tile’s new brand image. It is designed to reflect the company’s move into new and emerging designs and product offerings, vital to the long-term future of Florida Tile’s customers, thus repositioning the company well as economic conditions begin to ease. The new look is intended to support this breadth of product as well as to underscore a strengthened commitment to the retailers, distributors, contractors, designers, architects and, of course, the consumer, in all segments of the business.
The new branding will be featured in Florida Tile’s display booth #3223, merchandising materials, product branding, promotion materials and show signage.
According to Sean Cilona, director of marketing for Florida Tile, “These new tile looks are so new that they are being flown in directly from our R&D labs in Italy to our show display. Subsequently, all will be produced in Florida Tile’s new state-of-the-art manufacturing facility here in the US.
“One can see how Florida Tile is leveraging its reputation for producing some of the best quality tile in the world, our US manufacturing at a new facility in Kentucky and the design and manufacturing know-how of our parent company, Panariagroup in Italy, home of some of the world’s greatest art and tile designs.” (Panariagroup purchased Florida Tile in 2006.)
“None of that could truly be possible in the highest qualities were it not for the facts, for example, that Florida Tile utilizes the only continuous ball mills in the US and that Panariagroup was among the first to adopt digital tile printing. This collective technology and experience create crisp, high-definition printing and textured applications yielding amazing looks and feels able to precisely replicate natural stone and other decorative looks,” Cilona said. “These capabilities, combining advanced technology and intriguing aesthetic qualities are illustrative of the new Florida Tile,” he added.
“Currently, about 80% of the new lines, comprised mostly of porcelain tile, will be produced in the US at our new Lawrenceburg, Kentucky, plant,” Cilona said, adding, “with more to come!”
Regarding the new brand image, Cilona said, “Florida Tile has long been known for very high quality but with more traditional stylings. The new Florida Tile model builds on that with even better quality and truly inspired designer tile. Plus, we’ve taken steps to build deep inventory for fast and reliable delivery and a corporate culture that puts the customer and customer service where they belong, at the top of the list of things to do. You can see from the colors and designs that there is a new style, energy and commitment plus a long tradition of quality behind Florida Tile.
“The industry will come to see in the months ahead that when we say something will happen, it will. We will support this with an expanded network of retailers and distributors region by region,” Cilona added. “Florida Tile, its new structure and its products will speak for themselves.”
“We are moving to all-US domestically manufactured products with an emphasis on contemporary design and styling, improved service levels, increased production and a commitment to our core customers,” Cilona concluded.