Dear Distributor,
As part of the Florida Tile family of customers, we would like to keep you as informed as possible.
First, we would like to wish you a Happy New Year and all of our best for 2010. As you may know,
over the last few years, Florida Tile has been going through a drastic transformation. Since the opening
of the porcelain tile plant in 2007, we have been actively improving every aspect of our business. We
are all very excited to see these changes coming to fruition and paying dividends.
Staying true to the commitment we made last year, we have seen the introduction of 10 new series, all
with extraordinarily positive responses. We made the technical investments we promised as well,
producing Florida Tile’s first Through-Body and Digitally Printed HDP Porcelains, all produced here
in the USA. In 2010 Florida Tile will push even harder to produce high quality products that continue
to set the market trends that will drive sales and profitability for our customers.
Currently we are in the R&D stage of no less than 9 series. In all we are planning to introduce between
9-11 new series in 2010, ranging from upscale wall tile and HDP floor/ wall combinations, to Through-
Body products and glass mosaics. Continuing with the success of such lines as Renaissance and Legend
HDP, we will push the envelope even further with digital stone looks and glossy wall tiles.
With the strides that we have made in product innovation in 2009, we want to keep the spark alive by
introducing a new format of wall tile. Planned to be released in early 2010 in both a ceramic and
porcelain body, the new size will be a valued design option to the traditional sizes the market is flooded
with. We will also be moving forward with several new lines incorporating the popular 12x24 floor tile.
The most visible change will come in the form of a new logo and corporate image; as you can see on
this new letterhead. Gone is the traditional Black and Gold, in its place is Cyan and Grey. This new
color pallete and design represent everything we have been working so hard for, the new Florida Tile;
bold, modern and fresh.
Continuing the refreshment is a total re-design of our website www.floridatile.com. The site is in the
construction process and scheduled to launch by the end of 2Q. Aside from a total aesthetic re-design,
the site will feature customized access and visualizations based on customer needs. This will allow for
a unique technical and visual experience like nothing else in the industry. We will also be expanding
our locator with a fully integrated google map navigation system and enhanced location features with
links to dealer and distributor website.
Lastly is our move to Kentucky. In a strategic investment that demonstrates our dedication to
revitalizing Florida Tile, we will move our corporate offices to Lexington, closer to our production
facilities in Lawrenceburg. The synergies created by the move will undoubtedly prove to be an integral
step toward achieving our goals in 2010.
We wish you all the best for the upcoming year.
Sincerely,
Massimo Barbari
Executive V.P. Sales & Marketing
