By Sarah Zimmerman
Whether it’s a stained porcelain tile, a metallic finish or a natural earth-toned travertine look, the ceramic category’s best-of-the- best this year are definitely fashion forward. Category leaders say with the driving force behind sales still being in the high-end and commercial arenas, end users are looking for versatile products with a punch.

Here are some leading looks from 2008:

Ceramic Tiles of Italy

Officials with Ceramic Tiles of Italy said porcelains remain popular in the U.S. market for both indoor and outdoor settings, noting specifiers seem to really be responding to the new range of sizes, textures and decorative finishes available.

Even distributors agreed the new textures and finishes available from the Italian factories are what keep this an exciting business. “From the earthy stone finishes to the textures that emulate fabrics and leathers, there is something for everyone,” said Deborah Webb of Maline Tile, who noted Ergon’s Mikado and Serenissima’s Onyx as some of its lead sellers in 2008.

Dal-Tile

Contemporary looks with modern graphics and rectilinear sizes are selling very well both commercially and residentially, said Lori Kirk-Rolley, senior director of marketing. “Popular looks range from clean, monochromatic styles that emulate stained concrete to highly-textured visuals inspired by woven fabrics.” She noted, however, classic stone looks have remained top sellers for years and continue to stay in the selling spotlight.

Kirk-Rolley named some of the mill’s newer collections as its most popular—recent additions include porcelain tiles with a sleek stained concrete look, metallic finishes and visual textures.

“Most of our top-selling porcelain collections feature not only the latest looks and versatile color palettes, but also wider ranges of sizes, decorative accents and trim options that help homeowners and designers add beautiful, high-end finishing touches to their projects.” She also explained Dal-Tile’s product success comes from sophisticated graphics, depth of color and realism, which “really set them apart from other tiles on the market.”

For more on Dal-Tile and its products, call 800.933.8453.

Mannington

In tile, consumers are looking for a product that is unique but still versatile in its adaptation to different design styles, explained Jim Dougherty, director of ceramic business. “Porcelain offers that, and consumers know it’s a top-notch product— more durable than regular ceramic—and they are willing to pay for it.”

Mannington’s two top sellers fall into this category— Serengeti Slate and Tempest. Serengeti Slate is a new introduction already climbing the ranks, he said. “It features Natural Variation Technology, a unique combination of production techniques that allow the product to capture incredible realism and deliver superior performance.”

Tempest, on the other hand, offers bold colors that capture the movement of natural sandstone.

For more on Mannington’s products, call 856.935.3000.

Shaw

Value and service are still driving sales in the difficult economy according to Jason Kyzer, tile and stone product category manager, who also said style, design and color are what differentiate winning products. “Being able to leverage our design team and all flooring categories to create a ‘single source’ supplier has separated our products from the competition,” he said.

Products touted as top sellers were La Paz and Brushstone, and Lunar and Saturnia— which are “on pace to be best sellers and have an immediate impact this year and next.” La Paz coordinates with two of Shaw’s newest high-selling wood lines— Jubilee Hickory and Heartland Oak.

For more information on Shaw and its products, call 706.275.2983.

Vitromex

Massimo Ballucchi, director of marketing and product development, said the product sold most today is still the much-loved stone look. “Due to new technologies and a better glaze application, we now have a vast array of products from a soft neutral color to a high shade variation look.”

However, he noted the high-end market is shifting to a more European minimalistic look— colored porcelain tile and larger rectangular shapes. And, with that shift, he said the mill’s two newest porcelain lines—Mercury and Linfa—have quickly also become its best sellers. Mercury is an earth-toned travertine graphic tile—very classic— and Linfa is a more vibrant sandstone look.

“These products stand out,” Ballucchi declared, “because they appeal to both types of consumers— the conservative and the more trendy. They are, generally speaking, conservative looks but posses a certain fashion power. There is enough movement and color to make this series well liked.”

For more on Vitromex and its products, call 800.848.4146.