Expand Texas Momentum LATICRETE is expanding its facilities and R&D capabilities in Grand Prairie, Texas, signaling increased regional capacity to serve Northern America. This creates opportunities to accelerate local distributor partnerships, installer training programs, and faster project support for commercial and residential markets in Texas and nearby states.

Sustainable Advantage The company emphasizes low VOC, sustainable products that support LEED certification, presenting a strong selling point to green-build projects. Target architects, specifiers, and building owners with sustainability-focused case studies, warranties, and guidance on VOC compliance in both new builds and renovations.

Innovative Portfolio Recent launches such as the 170 Sound & Crack Isolation Mat and VAPOR BAN Primer W expand the solution set into sound control, vapor barriers, and shower drain components. Cross-sell opportunities exist across tile, stone, and bathroom remodel markets, including integration with the SUPERCAP systems and concrete restoration lines.

Market Engagement Active participation in KBIS and Kitchen & Bath shows, plus a robust tech stack (Salesforce, iCIMS, Oracle JD Edwards) enables targeted, digital-first sales motions. Focus on account-based outreach to contractors, architects, and distributors with demonstrations, CEU programs, and showroom engagements to convert leads into projects.

Channel Partnerships As a long-standing family-owned business with strong warranties and a global reputation, LATICRETE can deepen partnerships with large distributors, construction firms, and design-build contractors. Leverage leadership updates and expanding facilities to negotiate favorable terms, co-marketing, and exclusive SKUs for key regions.