Valencia, Spain—With fewer Americans in their booths due to travel concerns regarding the looming war in the Mideast, Spanish tile producers, while expressing concern over the lack of an overwhelming U.S. presence, once again showed why Cevisama is regarded as one of the largest showcases of ceramic and stone product in the world. Traffic at the show’s 21st edition was brisk, vendors noted, and those who attended had plenty to see. With a total of 1,193 exhibitors showing their wares and under 85,000 visitors in attendance, approximately 12% of which were from outside the country, Cevisama once again became a focal point for the flooring industry. And with the growing U.S. ceramic tile market so crucial to Spanish manufacturers, much of the product at the show was designed specifically for American tastes.

Establishing itself in the U.S 15 years ago, Italgres is one of a growing number Spain-based companies which continues to expand its reach in America. “We have produced glazed porcelain products especially for the U.S. market,” said Carlos Melchor Blasco, commercial manager. “We have warehouses in Miami and Dallas, and we are selling in California, Texas, New Mexico and Arizona. We are now starting to sell in the Northeast, as well. “The last five years business in the U.S. has been increasing, but it has slowed in the last six weeks,” he explained. “Like many others, we are waiting to see what happens with the Mideast situation.

Another challenge for us in the U.S. market has been the Italians who are very strong in America, they arrived there earlier. Product is the key, however and we have the product to compete in this important market.” Magnus Ballion of Porcelanatto Cerfogres, which was bought by Bank of America in 1999, said since that time the company’s new management has focused more on the U.S. market. “Our strategy includes get ting more involved with cutting edge technology, and a more dedicated focus to certain key markets, one of being the U.S. market. We had been limited, but since 1999 we have put a greater effort into increasing our presence in this market.” The manufacturer has accomplished this by opening warehouses in Anaheim, Calif., and New Jersey. “We are gaining a respectable amount of presence in these areas,” he said. “Right now, there is a lot of uncertainty in the market. People are optimistic, however, our customers are keeping themselves aware of what is happening in the world.”

“We are doing very well in the U.S. market,” said Josep Giner, export manager for Valls. “But since January, it’s been a little quiet. Because of the global situation, people do not know what to do. People are waiting for something.” “We’ve enjoyed better times,” said manager, Juan Manual Garcia Izquierdo of Porcelanosa. “It’s the general situation right now with the pre-war period. People are getting a little reluctant to buy everything, I would say. While it’s going a little down at the moment, I wouldn’t say it is something specific to ceramic. It’s the general trend.” One of the ways Spanish producers have been affected is the value of the U.S. dollar. “We are receiving about 25% less than we were last year,” said Cassandra Rosenblum, export area manager U.S.A. for Keraben. While admitting business has been up this year, it has not been as good as last year, which was “unreal” she noted. “We have had to raise prices during the last month,” said Ballion. “But it is not affecting us too much at this moment.” “That has been a problem,” said Giner. “Prices have gone up.” “We design products specifically for the U.S. market,” said Rosenblum. “Like its use of bullnose, the U.S. has a taste that no other market has.”

Most vendors however, seemed to enjoy a fine show, notwithstanding the global concerns or show conflicts. Cevisama was a showplace for the latest in styles, technology and trends as many companies reiterated the importance of the U.S. market and how each could gain additional market share there. One of the companies which has been very successful at planting roots in America is Porcelan osa, which has 15 company-owned showrooms throughout the U.S. “We are focused on showing people what the Porcelanosa lifestyle concept is,” said Izquierdo. “Whether it be at our headquarters in Villarreal or in our showrooms in the U.S., we want to let people know what we are doing and what our idea of ceramic tiles are. “We want to create a whole new environment for people,” he added. “We want to be able to offer you everything in the house, products for all the rooms. We want to offer a complete range for the home, a lifestyle. “When people leave our showrooms, we want them to do so with the whole package,” he explained.

Each of the company’s U.S.-based showrooms has its own warehouse, and Porcelanosa also works with wholesaler, East Coast Tile. Izquierdo was happy with the way the company’s Stonker line, a porcelain tile with a colored body, has been received. “It’s not exactly a thru body product, but we are selling the same characteristics of a thru body while offering the decorating possibilities of glazed tile,” he said. “It’s a kind of glazed porcelain.” Trends Whether it be more floor and wall tile combinations, darker colors and smoother, more refined textures, many different styles and trends were prevalent at Cevisama 2003. “There were many blacks and whites at the show this year,” said Inma Roca of Tile of Spain. “And there was a much smoother look to the tiles, a more refined appearance. A more contemporary, minimalistic look was evident in many of the products at the show. There were cleaner lines, a much more urban design theme.” “What I saw this year was color saturation,” said consultant, Patti Fasan.

“For the last couple years actually, we have seen saturated browns com ing into all the color schemes. It was the new neutral at the show. I think America may have come out of its ‘vanilla mode’ and is ready to envelop some color into the scene. I see that as a trend we are moving toward.” “The second major trend I saw was a very strong architectural element, that being the rectangular shape,” she continued. “I think the subway type tile has brought into the scene a more rectangular shape as opposed to just square. It’s larger now and makes a very strong vertical or horizontal statement. This lent itself to much more interesting layouts and applications.” Fasan agreed with Roca concerning the smoother look of the tiles this year. “It’s not that rustic is dead,” she concluded. “I think they’ve taken it to a new level. I believe this has something to do with an understanding and appreciation of the U.S. market of ceramic tile. I think, after so many terra cotta looks, the American market is ready for a more refined look. The rustic look has been redefined.”