el Periódico del

Azulejo
el Periódico del
DIRECTOR: JOSÉ LUIS VALENCIA LARRAÑETA. NUMBER 174. NOVEMBER 2014
www.elperiodicodelazulejo.es
PIECES: ‘MODELI’, OF NATUCER
Cersaie, at
the height
The
international
exhibition
holds
remarkable
results for
Spanish
ceramic
brands
Sumario
November 2014
Special Fairs
Pages 4 to 21
After Cersaie and Tecnargilla,
this issue of El Periódico del
Azulejo collects new products, the
protagonists and the valuations of
the most prominent businessmen
from the sector.
distribution
Pages 22 to 26
Valencia hosted for the first
time the European Congress of
Materials Distribution
tile installation
Page 27
Anfapa, Ascer and Proalso create
a new work group to boost a
UNE norm for laying.
industry
Pages 28 to 31
Miguel Ángel Michavila relieves
Pablo Baigorri as visible head of
Anffecc glaze association.
EDITORIAL
AN ‘OASIS’ INSIDE THE UNCERTAINTY?
Staff
Cersaie has lived up to the highest
among employers facing slow sales
expectations of the tile industry
overseas. The end of the course will
with a great turnover ‘at the foot of
determine if the current fears are
stand’. However, the industry fears
unfounded or if the ‘Tile of Spain’
that the fair was only an ‘oasis’
loses steam despite the great future
within the uncertainty that looms
of Cersaie.
Director: José Luis Valencia. Journalist: Javier Cabrerizo. Design: José Martos. Edit: Comunicación y Medios de Levante,
SL (GRUPO ZETA). Comercial area: Director: Jesús Dualde. Sales executive: José López. www.elperiodicodelazulejo.es.
[email protected]. Ctra. de Almassora s/n. 12005 Castellón. Phone: 964 349 500. Legal deposit: CS-016-2000
4
fairs el Periódico del Azulejo
November 2014
CERSAIE RESPONDS TO
THE BEST FORECASTS
Customers from countries such as, Germany, the UK, France or USA, – the
most attractive from the contest – increase the marks of a very productive fair
The more than 160 Spanish companies represented at Bologna found that international markets are still betting on the finished products ‘made in Spain’.
C
ersaie has announced outstanding results for
the majority of
the Spanish firms that have
appeared as official exhibitors. The sales’ tepidness
from the beginning of the
year in some of the most prolific markets of our products
(Russia, France or Saudi Arabia) was not the best prediction for the contest. However, one more edition, it did
live up to their expectations
of the Tile of Spain.
The fair’s first day was suitable for walking away the
doubts that could exist on
the Spanish delegation. For
the satisfaction of the businessmen, the axiom that the
international customers do
not fail to their annual appointment in Bologna is still in
effect.
‘Although the sector innate tendency is that of
being quite cautious, or
even pessimistic, the truth
is that before each Cersaie
edition the fair tends to be
generous for our interests
year by year. Besides, this
The contest will
be delayed one
week in 2015
Cersaie will be held
one week later than
normal in 2015: it will
begin September 28th
and end October 2nd.
This fact has been
really well welcomed
by the tile and glaze
stands, due to it is
beneficial to move the
contest far away from
August.
time was not different;
the buyers’ non-stop influx
from all over the continents
barely allowed us to rest
for five days.’ – The manager of a manufacturer from
L’Alcora highlighted.
The firms responsible
consulted by El Periódico
del Azulejo expressed themselves on the same line:
‘The perspectives have been
beaten and although a transition contest could be foreseen, it wasn’t and there
has been a very high overall
amount of business.
Regardless of the size of
firms and their commercial
spaces, the Italian international call – except rare
anomaly – always guarantees something other than
approved. This time the
Central European buyers,
natural consumers of Spanish tile, have been those
that have generated more
joy for our companies, be-
cause of their number and,
above all, to the great receptiveness to the type of contract at the fair.
In this regard, it has
been significant the recovery of VIP clients - international visitors with a
high purchasing potential
- and that they fixed their
acquisitions giving priority to the design, the guaranties of the product and,
the added benefits, leaving
the price factor in the second term.
Inside this exclusive Champions League clients’ group
the presence of Russians,
Americans, Canadians, Germans and British people
spread. Australians and
Asians were also generous
when ordering important
made in Spain well-finished
products.
This led the businessmen,
at least for five days, to regain their optimism. H
Fears of reduced sales in France and Russia were
mitigated, at least during the five days of the event
November 2014
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fairs 5
The influx and vigour buyer of the international audience to Cersaie have been an ‘oxygen ball’ to
relieve the uncertainties looming over the sector in exports.
‘Counterbalance’
the deceleration
in sales
IT SURPASSES AGAIN THE
NUMBER OF 100.000 VISITANTS
Cersaie went beyond the
figure of 100.000 visitants one
more year, flowing a total of
100.985 of professionals, which
represents an increase of 0, 2%
over 2013. However, the big news
is that the international
participation represents
almost half of the
public attending the fair
(46, 14%) after being
counted 49.599 foreign
tickets. Quantity, quality
and internationality
have been the three
characteristic features
of attendance to
the Bologna Fiere
showground this year.
Meanwhile,
Tecnargilla closed with
a ‘record’ of 32,120
access records: a 5, 5%
On the right a delegation from
Eastern clients in Tecnargilla, an
appointment that has shattered
their best historical record of visits.
more than in 2012 (the ceramics
technology contest of Rimini is
biennial). Half of the visits were
foreigners (15,770), coming from
101 countries, representing an
increase of 6, 4%.
The influx and vigour buyer
of the international audience
to Cersaie have been an
‘oxygen ball’ to relieve the
uncertainties looming over
the sector in exports.
The outstanding results in
Cersaie markets contrast
with the official tile results
during the first eight months
of 2014, which only rose 3,
1% over the same period a
course before. This shows
a slowdown in exportations,
given that in the past three
years the annual increase
levels stood at 10%. The
most concerning fact is that
business declined in August
by 13, 2%.
Geographically, the EU
remains the top destination
for sales, with 34,2% of the
total, and where exportations
grew 7,4% through August.
Nevertheless, France is the
main market from the ‘Tile of
Spain’. The transactions to
Russia descended a 3% and
Ukraine a 35%. The Arabian
Saudi sales have also
been badly affected, 20%;
Israel -18% or Libya -9%.
The positive notes are the
smooth progress of Algeria
(+42%), UK (+23%) and USA
(+6%). With this background
and despite the boost that
Cersaie always means, the
end of the year seems full of
uncertainties according to
Ascer’s management.
6
el periódico del Azulejo
fairs
November 2014
CERSAIE AND TECNARGILLA MAYOR FIGURES
Beniamino Pettenon, Fila’s president and Paolo Gasparin, Fila’s
manager in Spain with Juan Miguel, Azulejos J. Ramos’ manager.
Azteca’s general manager, Vicente Nomdedeu, leading the working group of Alcorina’s firm.
Prissmacer’s manager, Vicente Tauste, with his collaborators.
Ana Gil, Jacobo Olmos, N. Broch, R. Rodríguez, D. Redondo or H. Beltrán, at the Intermatex area.
The designer Ágatha Ruiz de la Prada, with Fernando Roig and
Jorge Bauset in their visit to know the last Pamesa novelties.
Kerafrit’s general manager, Alfredo González, has been the leader of the company’s delegation in Italy.
Carlos Bázquez, with the Cerámica Gómez / Oneker’s team.
Ceracasa’s manager, Carlos Cabrera, working away in the latest edition of the event.
The Generalitat Valenciana minister Máximo Buch and Javier
Guardiola, director of Negocio de Techlam by Levantina.
November 2014
Emi Boix, Emac’s comercial general manager, together with the profile manufacturer.
The Fanal’s manager, Carlos Fabregat, satisfied for the good future of Cersaie 2014 for the tile business.
Maincer’s manager, Francisco Vigil, along with Jesús Valero and Javier Montins, in Tecnargilla.
The Cer-sea Beach Italian Style Concept sample, with proposals of ceramics for the tourist sector.
el Periódico del Azulejo
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fairs
November 2014
CERSAIE AND TECNARGILLA MAYOR FIGURES
Enrique García, from Expositores Alcora, along with Víctor Zeyani,
manager of the firm Nexo and of Jorge Zayani.
The Unicer representation that attended the clients at the international Bologna Fiere contest.
The architect Toyo Ito imparted the contest main conference.
Part of the tile working group Grespania displaced until the international call.
José Gallén, José Cifre y Juan Sánchez, from Argenta Cerámica,
with Nigerian clients at the tile stand with headquarters in Vila-Real.
Group photography professionals of Esmalglass-Itaca Grupo at the lastest edition of Cersaie.
The Ascer president, Isidro Zarzoso and M. Buch, at Porcelanosa.
November 2014
Azuliber completed a satisfactory fair, with its sales manager Fernando Palomo at the head.
One of the most representative firms from the Tile of Spain, El Molino, was outstanding in Cersaie.
A good number of partners from the company were attended at the stand by Miguel Ángel Scholz,
Fidel Millan, Vicente Nebit, Víctor Montesinos, Juan Cabello and Javier Górriz, from Vidres, in Bologna.
The fair was inaugurated by the minister Maria Boschi and the president of Confindustria Ceramica,
el Periódico del Azulejo
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10 fairs el Periódico del Azulejo
November 2014
PERONDA
‘SQUEEZES’ ITS
CREATIVITY
Geometric shapes in relief and ‘hypnotics’ games with colored
joints, among the most shocking designs of Peronda.
The manufacturer renovates his catalogue and explores
new bonds between industrial ceramics and arts
A
The synergy with
the design studio
among Mut, Dsignio
and Francisco
Segarra affords
very diverse
collections
As with the
previous edition,
it has increased
its visibility with
the installation of
two stands in the
Cersaie space
s it happened in
2013,
Peronda
has shown again
its potential as
benchmark in the global
industry. And it did it with
two contiguous stands with
common denominators of
his sophisticated production and house breaking
products on the borderline
among industry, art, fashion and handcrafted methods.
Two of his most shocking
designs among his latest
incorporations have been
added to the Harmony catalogue.
The first one is Mut Collection, created with Mut
Dsign design study, which
was ordered to design this
special piece for covering
that tries to reproduce the
vibrant movement fish scales transmit.
Handmade
decorated,
they show up with reflecting edges in diverse tonalities that are capable to
generate an almost hypno-
‘Citizen’, the argumentative axis of the Peronda area in Bolonia,
exposed a zone that emulated a museum.
tic game of lights and color
shadows.
The other great creative
proposal inside Harmony
is Dsignio Collection; it
was given the same name
of this integral design that
now has launched two
new covering models. First,
D.Kin, the new project collaboration of Peronda Fashion Lab, which takes its
inspiration from the nature implicit mathematics,
a perfect geometry game,
which thanks to its ceramics relief and reflection
creates sinuous forms.
And second, D.Core, inspired by the individual represented by a heart. The
set of geometric volume
and combination of several
pieces gives it truly attractive.
The vintage aesthetics of ‘FS Bowery’ result of the collaboration
between the ceramics manufacturer with Francisco Segarra.
‘Orient’ inspired by natural fibers with which Oriental mats are
produced and composed of fine and elegant reeds.
OF ‘NATURAL FIBERS’
Another Peronda innovation in Cersaie is Orient,
the white paste covering
collection, inspired by the
natural fibers with which
oriental mats are fabricated and made up of very
fine reeds.
From a Zen and delicate
aesthetic, this collection is
presented in 32x90 centimeters format and in its rectified version too. It counts
with four different tonalities divided into warm and
cold ranges.
Meanwhile, the white
paste covering Papirus
Collection; plays with the
black and white graphite
tonalities as the collection
base. In 32x90 cm and
33x91cm format, its Fiber
sets are highlighted, inspired in folds of crumpled
paper where different inclinations are boosted; and
Peronda displayed more than 500m2 of divided surface with two
commercial stands from pavilion 15 at Cersaie.
Maze, which generates an
interesting aesthetic result
from hexagonal shapes in
diverse heights.
BURGUNDY LIMESTONE
The tile house from Onda
has also shown Tomette
in Cersaie 2014. A white
paste covering collection
in 32x90cm format and
its rectified version evokes
a burgundy limestone of a
soft aspect.
Because of its matt aspect
without reflection and its
graphic depth, it is perfect
for peaceful and harmonio-
us atmospheres. The series
are complemented by a
broad collection of sets together with geometrics and
volumes like the hexagon.
Similarly, Peronda explored seven new models
of its collaboration with
interior and vintage furniture designer Francisco
Segarra, going from the
classic black and white
draught board to the spikes
or rhombus geometric set,
through wooden painted
slats or timeworn cements
with retro style as the principal axis. H
November 2014
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fairs 11
FANAL WINS GROUND IN
THE EUROPEAN MARKET
After its latest investment in technology and the department restructuring
of Exportation, the brand received the Old Europe clients’ applause
F
anal satisfied its
objectives in the
last Cersaie edition after restructuring its Exports department and the impulse
that more than 3 million
Euros investment has led
in improving its facilities
and the acquisition of
new technology in order
to duplicate the polishing
and rectified lines.
The result of this effort
was a catalogue of products that has captured
the international markets
so far, with a more oriented to European preferences, with large formats
product.
Particularly satisfactory
has been the reception of
75x75 centimeters pieces,
like Velvet, Armony and
Cotto washed for paving
or Enjoy and Victoria as
covering models.
From Fanal’s direction,
Carlos Fabregat, told us
that ‘Central European
countries came to the Bologna fair deliberately on
purpose to close orders
from our new products’
. ‘The economic recovery
in the European Union
The development of large formats and aesthetic finishes according to European preferences, two of the keys of Fanal’s success.
The career, professionalism and reliability of Onda’s company when meeting deadlines, is one of
the guarantees that allow its growth year after year.
The tile company opted for proposals oriented to the aesthetic
tastes from the traditional consumers of ‘Tile of Spain’
has been noticeable, something that we already
foresaw. Moreover, the
interest of Italian distributors has to be added, due
to its increasing bet for
the made in Spain talent,
something inconceivable
a years ago and a reality
today’, Fabregat stated.
In any case, since the
Onda firm also reports
that ‘the UK, Germany,
or even France, whose
appearance and punch
in Bologna was in doubt
because of its negative tendency in the first
semester of 2014, have
shown a great purchase
vocation’. H
12 fairs el Periódico del Azulejo
November 2014
The commercial area of Azulev Group in Cersaie 2014. On the right, Salvador Huerta, the firm’s general manager, with Gustavo del Villar, Nicolas Boisset and Pedro Teruel.
AZULEV GROUP, SPANISH
DESIGN WITH CHARACTER
The five firms of the corporation (Azulev, Sanchis, Máxima, Kerfloat and Bath)
raise the level of their decorative proposals in the latest edition of Cersaie
A
zulev Group, being one of the
most representative
companies
and having one of the most
complete catalogue of products in the Tile of Spain,
appeared in Cersaie with the
tendency designs Azulev,
Sanchis, Maxime, Kerfloat
and, last, Bath, that constitute an integral range of proposals for home’s decorative
equipment.
Each one of these firms,
with their own philosophy
and style, contributes in having aesthetic responses for
the Azulev Group and, in
this way, being able to satisfy the most demanding markets in the world, as it was
confirmed in Bologna.
As for the news of Azulev,
the brand has wagered for
such versatile models like Forever; a 20x60 covering with
vintage reminiscent style,
that is ideal either for generating contemporary and
cozy atmospheres.
Another example of polyvalence is Earth; in a 20x60 format as a covering and 30x30
as paving and which reproduces the essence of natural
woods. Meanwhile, Fossil
Stone, in 30x60 and 60x60 in
porcelain - emulates the Jura
stone- inlaid with fossils.
Sanchis excelled in Cersaie with collections such
as Look; which is included
with 25x75 for covering
and 30x30 in paving formats, a vitalistic design combined with smooth pieces
and very stylized reliefs.
The reception of Brique
was also more than appreciable; an exposed brick
in 20x50 for contemporary atmospheres with an
industrial aesthetic. And
Hydraulic; in 45x45, which recovers the essence
of hydraulic paving, combined with geometries
The company
catalogues offer
vanguard aesthetic
responses to the
preferences of all
markets in which it
operates
and ornaments of great
beauty.
The other three brands
from the group shone at
the fair too: Máxime, with
its vanguard coverings;
Bath, with its bathroom
equipment line; and Kerfloat with its range of floating and self-installing ceramic tile. H
The finishes ‘made in Azulev’ are appreciated for decades now by customers on the five continents.
‘Forever’ and ‘Extreme’ two of the collections with its own prominence in the Bolognese event.
November 2014
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fairs 13
A RISING VALUE,
UNICER
Original textures and a meticulous design
mark its recent collections in a 23,5x58 format
U
nicerattended
Cersaie
with
bouquet of four
new ceramic collections, perfectly adapted
to the currently aesthetic
tendencies in the markets.
These proposals combine a
meticulous design and original textures, which offer
infinites possibilities to the
prescribers.
The first of them is Soft,
for the nature lovers. With
very smooth beige and grey
shades, as well as geometric
forms, its pieces are perfect
to mark zones in every single
atmosphere and to play with
the lights.
Meanwhile, Globe, which
emulates the natural stone,
is expressed in grey shades
to be in line with neutral
spaces; and in beige shades
to compose warm and cozy
atmospheres. It is complemented with various decorations; classic and avantgarde.
Another Unicer’s novelty
in Cersaie was Fresh; a natural and romantic symbiosis
which provides an unusual
warmth to the spaces that
it decorates. The finish of
this collection furnishes a
colorful geological texture
with pearly finishes that
gives an exquisite touch to
it. Fresh goes together with
smooth and rugged decorations.
The fourth proposal from
the Alcoras’ tile firm at the
fair in Bologna was Tropic,
full of delicacy and a marriage of art and passion for
ceramic support. The light,
in contact with the surface
of this collection, generates
an interesting visual effect
that emphasizes the singularity of these stays.
With a 23,5x58 cm format, Tropic admits a vertical and horizontal laying,
so that interior designers
can experiment to realize
their own style. H
Unicer launched in Cersaie 2014 four brand new ceramic series.
14 fairs el Periódico del Azulejo
November 2014
EMAC, LEADS
THE WORLD
OF PROFILES
‘NOVOLISTEL ALUMINIO CROMADO’. The chromed finish on
aluminum brings new advantages over chrome classics.
The company verified its capacity of
reinvention with four important novelties
E
More versatility, an
aesthetic trend and
advanced features,
the hallmarks of the
innovations
More commercial
space and a better
location at the fair,
two keys to
their success at
Cersaie 2014
mac has shown
again at Cersaie
its capacity to develop
advanced
profiles not only in functionality but also in aesthetic
finishes. With a brand new
stand, with more commercial area, and a better
location inside the show
ground, the firm obtained
remarkable results in the
global competition.
Novolistel Aluminio Cromado was one of its prominent advances in Bologna.
With a spectacular finish
for the classic ribbon, this
chrome on aluminum
brings more advantages
over traditional chrome on
brass: a lighter solution, it
reduces the transportation
costs and facilitates its manipulation.
Moreover, chrome primer on aluminum offers
maximum adherence, which gives the product more
resistance to mechanical
stress and excellent corrosion properties, equivalent
to those of stainless steel.
This chrome profile of 30
microns thick, with high
quality, it is presented in
Views from the Área 44 manufacturer stand at Bologna Fiere,
where he was able to exhibit with more detail his product range.
10 and 12 millimeters, packed in a single bag, and, of
course, it has the corresponding complementary
pieces for corners.
STRAIGHT FINISH OF CORNERS
In the profiles’ world
straight lines are currently in charge. For that,
Emac created Novobisel,
an aluminum-shaped chamfer that allows finishing
off the corners in an elegant and modern manner.
It is also ideal for the finishing of bedplates, skirting
boards and tiling of half
height.
The profile’s design, 45º
face bricks located and
with soften edges, allows
avoiding open edges on
the walls and integrates
seamlessly with the existing tiles.
Novobisel is already available in the market in 10
and 12 mm, and in highquality anodized finishes:
matt silver, mirror polished and brushed mirror.
It also has additional corner pieces.
‘NOVOPELDAÑO SAFETY’. The black finish adds color grey
band and two ribbon colors for emergency signaling.
‘SAFETY’ IN MORE COLORS
In Cersaie, Emac expanded the Novopeldaño Safety
range with new band colors. On the one hand, the
original black finish adds
a new grey, discreet and
elegant that blends perfectly with the aluminum
color.
On the other hand, the
firm added to the family of two colors ribbon
an emergency signaling,
which are yellow and yellow/black.
The different models
of Novopeldaño Safety are
made of matt silver anodi-
‘NOVOBISEL’. This aluminum chamfer-shaped allows finishing off
the corners with an elegant and modern manner.
zed aluminum, and offer
maximum slip resistance, allowing compliance
DIN51130 (R11 Clasification).
For all, this solution is
ideal for its installation
in steps of high-traffic
public places, like hotels,
resorts, offices, shops.
Available in lengths of 1
and 2.5 meters, it is positioned very easily on the
finished floor tiles. H
November 2014
el Periódico del Azulejo
Mosavit has been remarkable in Cersaie with its latest mosaic generation created with inkjet technology.
MOSAVIT
CREATES PRINT
Lucena’s firm leading the first mosaic
collection with digital injection
M
osaic’s lovers
will
find,
thanks to Mosavit, the answer
to the questions that are
often asked about whether
this type of product could
go a step further and reinvent itself.
Lucena’s company launched to the market in Cer-
saie Print, which supposes
the mosaic’s arrival to the
digital print. Now, Mosavit
is capable of expressing suggestive graphic decorative
with hydraulic cement finishes, such as the Baltimore
and Tuscany collections.
The latest designs such
as Moma and Tate are also
fitted, original and fresh pa-
The firm transferred its warehouses to Alcora (Castellón).
tchwork proposals, so fashionable nowadays.
Another alternative, developed under the brand Print,
is the wooden series Forest;
with an outstanding aesthetic result that allows incorporate in the bathroom wooden transformed-mosaics,
but without the disadvantages of this material existing
in humid zones.
Mosavit designed for the
classical tastes attractive
marbles like Calacatta, Galata or Travertino; or the Savona and Jaipur decorations.
The company goes further
and communicates that ‘we
are open-minded to offer
new horizons’ and invites
its clients to propose special
finishes to make them a reality and personalize their
projects thanks to Print,
which has already surprised
visitors at Cersaie. Together
with Print’s launching, Mosavit has recently transferred its warehouses to the
locality of Alcora to offer a
bigger proximity and a better service. H
fairs 15
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November 2014
THE BEST FAIR FOR
AZTECA’S INTERESTS
The Alcora’s manufacturer of ceramic beats its high expectations for the
Italian fair thanks to the numerous and productive international visits
For Azteca, Cersaie is ‘an incomparable international showcase where we get to reach our priority target public, which are the European markets’.
From the emblem it is confirmed that the contest fulfilled their qualitative and quantitative objectives.
A
t the end of Cersaie 2014, responsible people
for
spanish
brand Azteca Cerámica
balanced their promotional activity and observed
with ‘satisfaction that
the investment effort
and work to go to the Italian event has been monetized’.
‘Objectives have been
covered, both qualitative
and quantitative those
have allowed us return
home with the feeling of
having fulfilled the need
to strengthen our sales
and have done the job
well’, the firm’s marketing director, Felix Gascón assured.
Attending to this fair in
a moment when the crisis
haven’t been 100% overcome, is an important
support for Azteca. The
reward of it has been ‘the
best trade fair for the Azteca product making the
sacrifice worth it’.
‘Cersaie become our
best international showcase since in this fair we
reached mainly our target
public, which are the European markets’. Gascón
expresses.
Purchasers from
Germany, the UK,
Belgium, Austria
or France, the
tile’s company
most actives
doing business with us are
mainly professionals coming from Germany, the
UK, Belgium, Austria or
France.’
FROM ‘SOFT’ TO SOFISTICATION
EASTERN COUNTRIES
The tile’s marketing director also asserts that ‘although there is a need to
highlight the visit of Eastern countries and emerging markets, who really
use Cersaie platform for
Regarding the impact of
new products concretized by Azteca Cerámica in
Cersaie 2014, Gascón has
confirmed that ‘the most
successful lines in the competition respond, precisely
to the tastes of the countries
Azteca ‘stand in Pavilion 26, one of the most ‘centrals’
with most affluence. Natural Elements’ tendencies,
with soft tonalities, natural
finishes and a harmonious
aesthetic, won supporters
to the fair. In fact, 30x90
rectified formats- which
are the most valuable pieces of the collection- were
also the most successful’.
In this sense, ‘the series with Simphony and
Armony finishes are the
ones that have stood out
for its versatile placement
and design’, commented
the marketing director.
NATURALISM
Facing naturalism, the
other aesthetic line that is
rolled into the tastes of European consumers, is also
Metallic and Decorative, ‘a
cutting-edge tendency, with
metallic shines and luxurious surfaces but from the
point of view of being tremendously modern pieces.
In this tendency, the 30x60
floor tile from the Talisman
Inox series, it has been,
without doubt, the winner
of this fair, along with the
Armony 60x60 series.
Finally, the Azteca’s
management wanted to
express thanks ‘to all the
professionals from the
firm that have gone to the
fair and to the ones that
worked from the company to make reality this
expedition, the implication and effort to achieve
the firms’ good results
that will be expressed in
the next months. H
November 2014
el Periódico del Azulejo
SCHLÜTER IS
VERSATILITY
Profiles, waterproofing and ‘warm’ floor
tiles, among its advanced proposals
The German brand continues innovating with its constructive solutions with the latest technology.
S
chlüter Systems, with
a delegation consisting of a large sales
and technical team,
has interacted with clients
from all over the world at
Cersaie, those who have
submitted last generation
building systems with additional features, that open
new horizons to the reforms and rehabilitation projects.
The German company
added to its family Liprotec,
integrated by its built-in
lighting profiles, complete sets for installation in
ladders, mirrors and other
decorative surfaces. It is a
very popular range for interior designers who have,
through Liprotec, a visual
tool capable of enhancing
private or commercial spaces and environments.
SEALING ADHESIVE
The brand is already marketing the sealing adhesive
Schlüter-Kerdi-Coll-L, a new
variant of the waterproof
adhesive bicomponent of
the brand that is in disposal of an open and widespread time, and, therefo-
re, eases its application to
high temperatures.
It was also well received
the new waterproof plate
design Schlüter-Kerdi, which was presented internationally in Bologna. This
classic portfolio solution
of Schlüter Systems now
offers a practical grid that
facilitates its exact cut and
helps the flaps and waterproofing bands. Moreover,
the continuous indication
of the remaining meters
informs the applicator
with the amount of material still available.
INNOVATION
A stage image with which Schlüter appeared in Bologna.
Furthermore, in the profile area, Schlüter showed
in Cersaie new designs
such as the elegant TrepEFK that is installed with
an assembly adhesive on
the edges of the stair. The
profile ‘structure – especially nonslip- ensures a
secure hold of the foot on
the step.
The warm floor tiles systems Ditra-Heat-E and Bekotec- Therm completed the
payroll constructive systems with nonconventional
properties. H
fairs 17
18 fairs el Periódico del Azulejo
November 2014
EFI Cretapint adds his own ceramic ink
solutions catalogue for the manufactures
EFI Cretapint was present in
Tecnargilla 2014, where it had
an excellent reception for its
‘ecosystem’ to the ceramic sector,
integrated by the digital inkjet
printers, the Fiery proServer
software color management and,
for the first time, its own ceramic
inks. Regarding the printers,
the multinational has launched
the fourth generation of printers
Cretaprint: the C4 that stands
out by its new own electronics,
faster and more flexible, which
allows doing the settings with
the machine in operation. Its
fresh interface and the advanced
cleaning system complete the
optimization of the equipment.
Regarding Fiery ProServer,
EFI Cretaprint has added an
automatic channel to create
special effects. Finally, in terms
of ceramic inks, the company is
launching for the first time the
inks of its brand.
Maincer expands its portfolio of clients
and contacts in international markets
Maincer finished in Tecnargilla
its intense promotional calendar
after having attended in 2014
to Cevisama (Valencia), Unicera
(Estambul) and Mosbuild
(Russia).
As the principal novelty at
the biennial contest of Rimini,
the Onda’s company presented
a new compact skirting board
machine of a reduced size,
from the ECO range, focused to
storekeepers and distributors.
Similarly, it released a defect
detection system on the
underdone ceramic pieces when
leaving the injection machine,
called IntellyTile, in collaboration
with transalpine i-Tech brand.
Maincer’s participation in
Tecnargilla 2014 served to
increase its clients’ portfolio
and contacts at the international
markets.
Fiability and
technology, the
hallmarks of
EFI Cretapint’s
systems.
Onda’s firm
moves forward
in the external
promotion of
their designs.
November 2014
el Periódico del Azulejo
fairs 19
‘SOLD OUT’ OF DURST
WITH ‘GAMMA 98XD’
D
Closed at Tecnargilla 2014 the sales of every single units of its new printer
urst took advantage of its
presence at Tecnargilla
2014
and closed the sale of every
available unit for this year
of its new Gamma 98XD printer two days before the
fair, celebrated in Rimini,
closes its doors.
The firm’s bet in offering
a revolutionary change
in the concept of solutions addressed to ceramics
sector had an excellent
welcome: the new Gamma
98XD facilitates the automaintenance, offers a better modularity and in situ
update, without resigning
to high quality – it provides a resolution of up to
300x1000 dpi’s – and the
productivity that Durst’s
Durst finished a very successful edition of Tecnargilla.
The machine provides a resolution of
up to 300x1000 dpi’s, better modularity
and maximum productivity
equipment always offers.
During the course of
Tecnargilla, the company
completed the sale of all
the units that will be in
production during the
next months at the factory
located in Brixen (Italy)
and that will be handed
this year.
The Gamma 98XD represents the new printer generation inkjet of 8 colors for
the sector and offers a modular design with the possibility of being configured
from 3 to 8 colour bars and
print widths between 319
mm. up to 956 mm.
Moreover, it is fully
upgradeable and is equipped with the latest High
Definition technology heads
with dual ink circulation
and the new Adaptive Dot
Placement Technology that
guaranties a free banding
print for a very high image
quality and consistent colour throughout the print
width.
The guided procedure
of self-maintenance and
head cleaning and the
Intelligent Print Head Replacement & Alignment
system maximise print
heads life and provides a
self-organised quick and
easy change.
Together with the new
Gamma 75 HD-R/HD-RS, 75
HD-NR/NRS and 120HDS
introduced in Cevisama, Gamma 98XD is now
added to the novelties
proposal 2014-15 for the
tile industry. H
20 fairs el Periódico del Azulejo
November 2014
TECHLAM STAMPS ITS
I+D+i IN BOLOGNA
Levantina presented its novelties through a Google Glass trajectory
T
echlam, the commercial star brand
of Levantina, has
enjoyed a remarkable ‘visibility’, and never
better, in the latest edition
of Cersaie, thanks to the collections of its porcelain plate and to the original staging
of its stand.
The firm employed the
Google Glass latest technology to show its product
proposals and afforded a
unique sensorial experience to the clients, the specialized press and authorities,
such as the Economy and
Industry Generalitat Valenciana minister Maximo
Buch.
Among the most recent
designs of Techlam successfully launched in Bologna,
it is worth to mention the
Wood Collection, specially
thought for its use in external atmospheres with
the visual wooden warmth
together with the strength
and flexibility of porcelain
Techlam exhibited for the fifth time with a remarkable repercussion at Bologna Fiere thanks to its original staging.
tiles.
Meanwhile, Steel Collection, with two colourful
models (Corten and Dark)
has been specially conceived to give a distinction
touch to the external façades of the buildings and large architectonic proyects.
Visitants had the
option of knowing
its latest designs
through the most
advanced goggles
These new collections keep
the characteristics that
made Techlam a referent:
minimum thickness (5mm
in the case of Wood Collection and 3 mm in the Steel
Collection); and a variety of
formats, ranging from 1x3
feet to 30x50 inches pieces.
These proposals are the
result of the intense labour
in I+D+i developed by Levantina and Techlam to count
with the most advanced
digital technology from the
ceramic sector and achieve
a digital printing resolution of 400dpi’s. H
FILA’S MOBILE APPLICATION
NOW AVAILABLE IN SPANISH
Fila has recently successfully participated consecutively in Cersaie
and Marmomacc, in the city of Verona.
FilaSolutions, the application for
mobile devices of Fila designed for the
sector professionals and for those who
want to take care of household surfaces,
is now available in Spanish, as well as
English, Italian, German and French.
Thanks to this app for smart phones
and tablets, more users have at their
disposal the best information to meet
the needs of ceramic and stone finishes:
from maintenance to the final wash, the
protective treatment or stain removal.
Compatible with Apple and Android
devices, and free, the app offers several
functionalities:
1. Treatment systems: identifies the
ideal treatment for each surface (stone,
sandstone, clay, wood, etc), with the option of establishing a list of favourites
and consult it at any time.
2. Treatment phases: determines
appropriate solutions for each phase of
treatment (pre-treatment, final wash of
work, protection, finishing and maintenance).
3. What to do if...: displays the most frequently asked questions about common
problems (stains, mildew, leaks ...).
4. Products catalogue: provides detailed
information with certifications and videos
of treatments, plus data sheets.
5. Finding the nearest point of sale: Provides the ability to configure the GPS navigation to the selected store.
6. Support: Users can directly contact
with the technical assistance that is available to customers to respond to any request.
7. Dispenser: allows the amount of Fila
product required for each treatment. This
option is useful for distributors to advise
its customers properly.
November 2014
el Periódico del Azulejo
fairs 21
RUBI, IN A
CONSTANT
EVOLUTION
The ‘Slim’ family for ‘XL’ formats or the ‘TwinFlex’
crossheads guaranty its market knowledge
R
ubi’s
presence
at Cersaie ended
in a great public
success.
Placement professionals around
the world who visited the
Bolognese event were able
to see firsthand the innovations presented by the
brand.
Among the various products displayed in the
stand of the company at
Area 44, users were particu-
Products for
cleaning and
maintenance of
ceramic represent
a step forward
in their business
strategy
The effort of the
brand by further
optimizing its
portfolio of tools
has been praised
at the last edition
of Cersaie
larly interested in the Rubi
Slim range, which offers a
cutting solution and the
large ceramics format ma-
nipulation. This family includes a specific cutter for
sizes XL parts, besides a set
of tools specially designed
Users who visited to the Rubi area in BolognaFiere could
test in situ properties of the main families of useful Spanish
professional manufacturer.
for the proper handling of
these pieces.
In addition, users could
try the properties of the
new range of the electric
Rubi cutters, spreaders
and the TwinFlex as well,
with more benefits than
traditional tools in this
activity.
Besides being recoverable spreaders, the TwinFlex are multifunctional,
thanks to its flexibility,
allowing its use as a spreader, such as T and online
separator.
HIGH EFFICIENCY
It also surprised at the
stand the Rubi products
for cleaning and maintenance of ceramic, offering
professionals a complete
solution for high performance and high efficiency
to perform all phases of
processing tiles (cleaning,
protection and finishing).
As it is known, the firm
has all necessary tools for
successful
implementation: floats, sponges, cleaning buckets, cleaning
and polishing. H
22 distribution el Periódico del Azulejo
November 2014
HOW TO ASSURE THE
FUTURE OF THE CHANNEL
The traditional European distribution held its annual congress in Valencia, where
Antonio Ballester, President of Andimac, outlined the roadmap for the sector
150 congressmen arrived from across the EU, with a dozen Spanish representatives; they participated in the conference sessions organized by Ufemat and Andimac.
O
ctober 17th, it
was held the
annual
congress of the
European Federation of
Industry and Building Materials Distribution (Ufemat), where had special
prominence his counterpart association in Spain,
Andimac.
The event was attended
by entrepreneurs of the
sales channel community setting, who attended
throughout the day to a
group of presentations by
industry experts.
The congress was inaugurated by Giuseppe
Freri, Ufemat’s president;
Marnix Van Hoe, general
secretary of the European
collective, along with Antonio Ballester, president
of Andimac.
The visible head of the
national association of
distributors reviewed in
his opening address the situation the channel is facing: ‘we are facing many
challenges if we have in
mind the 2020, if we are
Discussion forum
and visit to the
‘heart’ of tiles
The event, with most
European Congress,
analyzed trends in
Europe’s construction
market, projections for
2015 in Spain, as well
as the implications
of policies linked to
the horizon for the
sector involving 20/20.
Attendees visited Pamesa
and Rocersa factories in
Castellón.
able to see the opportunities and threats the we
will find so far. One of
our biggest goals is to be
able to get the full benefit
of European policies related to energy efficiency in
buildings’.
Likewise, he also said
that ‘other challenges
for 2020 that will affect
our business model of
distribution are growing
tensions between large
multinational operators
and independent firms;
omni-channel retailing
challenge and what response for the market value, both in terms of customers and suppliers. In
essence, the global versus local’.
Ballester
explained
that ‘our world has been
polarized between large
distribution multinationals operators and independent companies. The
first represent a clear model over the market, they
are standard models. The
rest should be aware of
what it means to live in a
global era and get down
to work to strengthen
our strengths, deep local
knowledge, define a social discourse that identifies us in the market with
highly and socially accepted values’.
UNION STRATEGY
Andimac’s
responsible
asserted that ‘it is more
than ever necessary to
structure a strategic link
between industrial operators at European level
with the independent distribution to strengthen
our market position, strategy that from Ufemat we
will support with all our
strength, following the
great work done by Giuseppe Freri’.
‘We need to pass from construction materials sellers to reform
and construction advisors from a welfare orientation’
‘The big operators (King
Fisher, Adeo Group, Lowes, etc.) have pressure
type of operators such
as Amazon, Rakutten or
Ebay, which are deteriorating their sales in store,
especially with easy to sell
products online. Multinational chains that we saw
much larger and that have
been implemented at all
sites see a serious threat in
others that are becoming
bigger than them.
Distribution is seeing
the same rules that govern
the abyssal depths: the largest fish opens its mouth
and moving it swallows
the ones smaller than
him’, Ballester said.
‘The response of large
operators versus these ravenous fish is moving to
our field, customer service. For this transition
they presented at their
Congress a macro-European study analyzing the
consumer’s reform, and
what motivates them.
The consumer who reforms wants to live better
November 2014
el Periódico del Azulejo
distribution 23
On the left; Leonardo Pleguezuelos and Jesús Cao (Puma Group), with José L. Torregrosa (Gibeller) and Miguel
Butrón (Materiales Cano). Above, Mapei’s Delegation; and Enric Batlle (Brancós), A. Ballester and S. Molinero
(Andimac) and D. Gobert. On the right, Emi Boix (Emac), Javier Montalbo (Halcon) and J. C. Sobrino (Bricomart).
BdB group was represented by Gustavo García (Sales), Stefanie
Peridont (Marketing), Jose y Juan Durá (Management).
The professor, consultant and specialist ‘retailer’ David Gobert, at a time of his speech
at the Hotel Las Arenas in Valencia, venue of the event.
and improve his quality
of life, comfort and welfare. And to this emotional
space and service they are
turning their value proposal to serve the customer.
From product to service’,
summarized.
He added that ‘we cannot lose this battle; we
cannot let them take over
our speech. It is about helping people to live better,
and be the ones who we
are going to do it, because
we know how to.
We are selling welfare, quality of life and
comfort, instead of just
materials. We are prescribers of Spanish and European homes, the diagnosis will help people to live
better in their homes. And
we should build a product
that meets this premise in
terms of service’.
CHANGE OF MIND
Andimac’s president continued his argument and
recognized that ‘we need
to pass from construction materials sellers to
‘We have to
build a suitable
space for
distribution, not
commercial but
made of values’
‘Large operators
are shifting
their strategy
to meet the
client: moving
from product to
service’
reform and construction
advisors from a welfare orientation. Because,
this is what the customer
wants, reform your home
to feel better. If we build
this model, if we focus
on building its own space
for distribution, we will
strengthen ourselves.
It is not a commercial space, it is a space of values,
after which they can develop strategies with consumers. Because the values
of accessibility, energy
comfort, health, safety,
etc ... are universal’.
Ballester
closed
by
stressing that ‘a business
model without discourse and reinforced values
is doomed to failure. In
the reform and building
area we must construct a
friendly discourse, close
to the consumer, aligned
with their needs and rigorous and honest in its
application. If we take
this challenge as businesses and industry, we
will have taken a big step
forward’. H
ANDIMAC, LEADING
THE UE ASSOCIATION
At the congress, Antonio
Ballester, president of Andimac was
elected president of Ufemat. It is
the first time in over half a century
of European collective history that
Andimac, through its visible head,
takes charge of the Community
Federation, headquartered in
Brussels.
Ufemat represents national trade
federations of materials from 18
countries of the European Union,
as well as major international
materials industries.
The rules that affect
the activity of the
distribution companies
are penalized by
member states of the
EU, but all of them
are already defined
from Brussels. ‘Hence
the importance of
promoting at the
epicentre of decisions
the specific actions
that serve to reinforce
the work of national
associations statewide‘; notes Antonio
Ballester. Among the challenges
of his tenure, the team of Ballester
defends a rationalization of
regulatory excesses of the
internal market; achieve strategic
consensus among European
operators of the channel
construction to put on the table
the economic and social value of
the occupational distribution of
construction; and promote a model
to improve competitiveness among
Europe-wide distribution SMEs.
24 distribution el Periódico del Azulejo
Jesus Garcia (Gamma Group), with Rafael García, Isabel García and
Lorenzo García of Ferretería Hermanos Montes, in San Fernando.
November 2014
NEW TRIO OF
ACCESSION
TO GAMMA
It expansion is achieving further incorporations
in towns of Palencia, Cádiz and Asturias
Gamma’s director of Expansion and Alberto Cuesta, of Blancosil.
Jesus García, with José Luis Montes, Hermanos Montes manager.
D
uring last month three distribution
companies
have
become part of the list of
companies participating
in the global project of
Gamma Group: Blancosil
(from Guardo, in Palencia),
Ferretería Hermanos Montes (San Martín del Rey Aurelio, Asturias) and finally,
Azulejos Hermanos García,
in the town of San Fernando (Cádiz).
With Blancosil’s incorporation, construction chain
adds its third partner in
the province of Palencia.
This channel operator
accredits a consolidated
career in the sector since
the early 80’s. To adapt to
the new situation, the firm
has partnered with Gamma to ‘expand our product
portfolio with design and
quality at the best price’,
in words of Alberto Cuesta,
Blancosil manager, with
12,000 m2 of warehouse
and 500 of additional shop
and exhibition.
Meanwhile,
Ferretería
Hermanos Montes, located
in Sotrondio, town of San
Blancosil, Ferretería
Hermanos Montes
and Azulejos
Hermanos García
have chosen to join
the chains’ project
Martín del Rey Aurelio (Asturias), has followed the
same path to strengthen
its commercial position
and his career in the channel, begun in 1988. Jose
Luis Montes leading the
business.
Finally, Azulejos Hermanos García also accumulates a significant background as a supplier of
materials, with more than
three decades of existence.
The third partner of Gamma Group in Cádiz has
decided to invest in the
plant to ‘adapt to the new
shopping times, advice
and offer the best services’,
summarises the Andalusian emblem. H
CAMPAIGNS FOR THE PROFESSIONAL
AND THE FINAL CUSTOMER
Gamma Group, inside its planning
of regular promotions, just activated
two new marketing campaigns that
will be active during the month of November in more than its 350 outlets
nationwide. Each of these positioning
actions is oriented to a specific customer profile.
The first one, called ‘construction
bargain’ has been designed to retain
the professionals, especially reformers,
and includes a selection of products at
a reduced prices. Taps, chemical anchors, silicones, sealants, halogen light bulbs, clothing and work footwear,
mixers, screwdrivers, cutting wheels,
glass block, stain-resistant, cement,
shower screens or light concrete are
among the proposals of Gamma to encourage its inclusion in the housing
rehabilitation projects.
The second campaign of the central
shopping and services for the month of
November is especially oriented and has
been dubbed ‘Superbombazos’ and consists of personalized offers on premium
also an outstanding values.
Among the items that customers have
available until November 30th, include
collections of bathroom furniture of
Tattom own brand, ceramic flooring,
laminate flooring, plumbing elements,
towel holder, shower equipment,
screens of last generation, stools, and
even, pellet’s stoves.
For both actions, Gamma published
brochures, which were distributed
through mailing and are available to
buyers at chain stores, with the intention of boosting the commercial activity
in showrooms attached to the group of
dealers. H
With both promotional activities, which
are active during this month, the plant
aims to boost commercial activity in
associated points of sale
November 2014
el Periódico del Azulejo
distribution 25
‘THE LARGE AREA DOES
NOT HAVE EVERYTHING’
Ibricks helps to boost differential advantages between their members
of traditional store to compete with and beating the big surfaces
It is important that staffs from traditional stores are constantly forming novelty products and service techniques, customer service and management.
T
hey are large,
have many economic and human
resources
and they have come here
to stay. Multinationals are
considered the most threatening competition for
the storage of traditional
construction, noting with
awe impressive offers and
marketing campaigns, as
well as extraordinary sales
areas which these companies display.
The question the distributor does is how can I
compete? Ibricks Group
provides some clues to
answer this question:
1. Differentiate for quality and service. We cannot
offer the same as superstores because only by size
and financial strength they
will win the game.
This point is usually the
most important and the easiest to get, as the associate Ibricks store is already
positioned for quality and
service.
However, it is important
to be aware that we have
this differential advantage in the market, so you
need to promote it and
communicate it constantly with marketing actions
simple but very effective.
always provide the large
area where the customer
experience is often unsatisfactory, so it is a great source of differentiation.
It is important to do so
that warehouse staffs are
constantly forming both
novelty products and service techniques and customer management at the
point of sale.
3. Optimization of the
business through synergies with other stores. Now
more than ever, union
means strength.
Collaboration between
traditional stores at all levels is essential to achieve
competitive
advantages
comparable to superstores:
not only in shopping, also
in sales.
Clustering shopping for
better prices, sales and joint projects between warehouses, conducting marketing actions at low cost or
exchange of information
to find creative solutions
or decisions are the most
important benefits of these
synergies.
Ibricks works with partners in all these key factors
to increase competitiveness opposing to superstores factors.
A multinational, rather
than as a threat capable of
destroying us, we see them
as an opportunity to force
us to be more efficient and
competitive, so that we can
evolve as business.
There are many pressures, but if the warehouse
is focused on its strengthen and differentiation, it
could always find ways to
compete and win.
The message we launched from Ibricks is ‘out of
complex, we have the weapons to compete and to
win in this market’. H
The first impression is crucial for the customer: the attractiveness of the establishment, corporate image,
the willingness or the presentation of the products, convey a message of modernity and professionalism.
* Marketing Department of
Ibricks Group
Moreover, the image of the
point of sale is another key
factor.
The first impression is
crucial: the local attractiveness, corporate image,
good layout and presentation of the products or
attending staff’s clothing
convey a message of modernity and professionalism at the top that can be
found in the large area.
2. Customer Loyalty.
The customer service is
the main source of loyalty. Providing personalized
professional service and
to strengthen the trust is
a critical factor, because it
is something that does not
Clients’ loyalty or
marketing actions,
between the keys
to strengthen sales
The point of
sale image and
personal attention
are a double
differentiation factor
26 distribution el Periódico del Azulejo
November 2014
BDB & PROPAMSA RAISE
THE TRAINING WAGGER
The spanish distributor group and the mortars’ maker jointly organize
a series of workshops about excellence in customer service
Above these lines, assistants to the event hold in Sant Vicenç del Horts. On the right, the group of associates who attended the event in Guadassuar (Valencia).
The meeting in Mallorca; diplomas’ delivering in Barcelona, with Jaime Mestres (Propamsa), J. Mª Verdura (BdB Sagristà) and coach César Piqueras; and visit to Cementos Molins.
T
he
customer’s
shopping experience is now
one of the most
important
parameters
when assessing a store or
brand depending on satisfaction gained during the
shopping process at the
point of sale. BdB group,
aware that customer service is a differentiator for
its members, designed
the training workshop Excellencia in customer service and sales boosting,
working with Propamsa.
According to the schedule, the day has already taken place in three
areas: Mallorca, Guadassuar (Valencia) and Sant
Vicenç dels Horts (Barcelona), and the last session,
pending in Guadalajara,
to be held on November
5th, the culmination of
this first round of workshops that are sponsored
by Propamsa. The firm,
a leader in solutions and
building materials, has
participated in the workshops’ development and
provided facilities to host
all events.
Various training sessions are being taught by an
executive coach, expert in
marketing and collaborating with BdB.
The focus of the course is based on a strategic
approach, with techniques and formulas to
overcome situations and
sales processes in which
products, price and / or
quality of these are not
the only elements that favor boosting purchases.
Thus, another way of
understanding the sale,
focusing on customer su-
pport and all the related
factors to the shopping
experience arises.
Attendees had the opportunity to perform a
role play, in which was
impacted the importance
of interaction and communication with the customer in the “unique”
moments such as the reception, the counseling
process and the completion of the sale.
During the conference
After Sant Vicenç
del Horts, Mallorca
and Guadassuar;
Guadalajara will be
the cycle next stop
on the day 5th
various moments of reflection groups were also
organized for practical
exercises, share shopping
experiences and put on
the table the best commercial standards of communication.
COMMERCIAL SKILLS
Thanks to this methodology, BdB Group partners
can hone their customer
service in all the processes in the course of sale,
acquiring technical and
commercial skills.
Also from the direction
of the Group they summarized that, ‘fostering a culture of business excellence
and sharing an attention
philosophy and customer
relations among BdB partners is fundamental in a
market where differentiation is needed and where
customers need to feel
identified with a brand
and trust the most in it’.
After the delivery of diplomas, Propamsa provided attendees with a product novelty that has just
recently launched: Propam Repar Techno, included in its range of repair
mortars.
The
program
continued with a visit to the
manufacturer’s premises,
during which BdB attendees had the opportunity
to see firsthand the manufacturing processes and
bagging.
The conference was closed with a brunch, courtesy of Propamsa, in which
distributors shared their
impressions of the received workshop and reflected on the importance of
customer satisfaction. H
November 2014
el Periódico del Azulejo
tile installation 27
The basis of the text to be displayed in Ascer, Anfapa and Proalso is based on UNE-CEN / TR 13548 IN report, which is already a European consensus.
A UNE NORM IS LAUNCHED
IN THE COLOCATION
Ascer, Anfapa and Proalso are working on the elaboration of a new regulatory
framework to ensure the correct installation process of the tile’s covering
T
he world of ceramics placement
has been undergoing a significant
evolution in recent years.
Thus, its complexity has increased in parallel with the
increasing supply of products, systems, installation
materials and construction
solutions.
This progress has motivated the interest of three
major Spanish trade associations: Ascer (ceramic
manufacturers), ANFAPA
(industrial mortars) and
Proalso (professional tilers
and welders), who have
reviewed the need to create and disseminate a new
UNE norm on ceramic placement.
The rule will bolster,
among other aspects, for
establishing a regulatory
framework to ensure the
installation of ceramic
tile, adapted to the peculiarities and needs of the
current environment and
in accordance with current
product norms.
ENSURING THE QUALITY
Its aim will be to establish
general rules and associated
processes for the design, material selection, preparation,
installation, delivery and
maintenance of using of ceramic systems that must be
addressed in order to ensure
their quality and durability,
as well as its technical and
aesthetic performances.
The scope of this standard shall be established
generally for all types of
covering made of ceramic
tiles in all its forms by direct adhesion of bonding
materials.
And it will include installation both on vertical
and horizontal supports,
indoor and outdoor applications and residential
constructions and on public assembly buildings.
The basis of the work
will be based on the Report
UNE-CEN / TR 13548 IN,
since this is already a European consensus.
But in turn, all the technical content of the
standard must take into
account the different product regulations in force
and keep the consistent
documentation with collocation on previously developed, responding to the
It will set the ‘rules’ for materials
selection, preparation, placing and
delivery of ceramic systems
Three of the main Spanish trade associations have been involved in this pioneering project.
peculiarities and needs of
our environment.
To promote this initiative, and under the guidance of AENOR, the three
associations have created
a specific working group
will develop the standard
within the NEA / TC-138
Ceramic Tiles and will be
coordinated by Matías Martinez, general secretary of
Proalso.
With the launching of
this pioneering project in
Spain industry, that now
faces its first steps, the
three involved associations
in its development trust
the achievement in the medium term of a significant
increase in quality inside
the process of ceramic laying finishes. H
AENOR will advise the entire process of creating the norm.
28 industry el Periódico del Azulejo
November 2014
MIGUEL Á. MICHAVILA,
PRESIDENT OF ANFFECC
The adviser of Al-farben is
already leading the glaze group
T
he General Assembly of the National Association of
Manufacturers of
Fritas, Esmaltes y Colores
Cerámicos (ANFFECC), held
last Friday, chose Miguel
Ángel Michavila, chief executive of Al-Farben, as the
new president for the next
four years.
The Assembly accepted
the proposal formalized
by Paul Baigorri president
during the last period, representing ANFFECC board.
The presidency of the entity is periodically renewed
every four years and, as
a rule, the post is rotated
among the various member
companies.
Miguel Ángel Michavila
studied technical engineering of ceramics at the Ceramics School of Manises
(Valencia) and has an experience of over 25 years in
the industry. He started in
the company Torrecid and,
later assumed the creation
and management of the Alfarben company, also belonging to Torrecid Group, one
of the most important multinationals in the sector.
Next to the presidency,
three positions were also
renewed in the Board of
Governors, which went to
Francisco Nácher, of Ithaca, as vice president; to
Angel Navarro, Coloronda,
as treasurer; and José and
Pedro León, from Elcom, as
member.
During the general assembly held annually ANFFECC the important work
of fritas, esmaltes y colores
cerámicos industry and the
trajectory of the association since its foundation,
highlighted over 35 years
ago, in defense of the sector
interests.
Paul Baigorri work over
the past four years and
Group photo of the participants in the general assembly of ANFFECC, association of the leading
glazed firms in Spain, which took place on October 17th in Castellón.
Relieves Paul
Baigorri as head of
the association for
the next four years
also thanked and vowed to
continue the work done by
the association in such important issues as emissions
trading, REACH, product
studies, classification and
labeling,
environmental
issues, as well as any other
aspect of general interest
to consider appropriate for
partners to develop.
Paul Baigorri officially
closed his presidency thanking ‘the confidence of the
board in the management
of the association and the
leading work of the secretariat’. H
AZULEV, PIONEER FIRM IN
REDUCING CO2 EMISSIONS
The Onda’s tile minimized consumption of natural gas to 1 megawatt
per year and CO2 emissions by 1,100 annual tons. ‘Percere avem
omnihicaedem iam with vivid consulin inemnique’.
Azulev and the Institute of Ceramic
Technology (ITC) have achieved from
the European Commission the necessary funds for the development of the
Reducer project, which has as main objective the reduction of CO2 emissions
to the atmosphere when making ceramics pottery.
Reducer activities have focused on
optimizing the energy consumption
of computers that are part of the manufacturing process, through energy
saving actions on computers with higher consumption of natural gas. The
tile manufacturing process registers a
large consumption of thermal energy,
which is mostly obtained by combustion of natural gas. This process results
in the emission into the atmosphere of
carbon dioxide.
Azulev is one of the companies affected
by the 2003/87/EC Directive, establishing
a scheme for trading emission of gases of
greenhouse, and therefore must comply
with all legal obligations arising from this
legislation. In Reducer developing pioneering techniques were combined, if case of
an automatic control of flue gas flowing
in the vertical driers, depending on the
humidity of the drying gases. It was also
enabled the reduction of combustion air
flow into the burners of a furnace.
Furthermore, it has also been installed
a heat recovery system based on thermal
oil, increasing the amount of recovered
heat from the chimneys of furnaces. The
implementation of these three measures
has estimated a saving of natural gas at
more than 1 megawatt, representing an
annual cost savings exceeding 150,000
Euros and preventing the emission of
1,100 tons of CO2 per year. H
November 2014
el Periódico del Azulejo
industry 29
CST, MORE FLEXIBILITY
BY LAND AND SEA
C
The Castellón company moved its logistics offices closer to PortCastelló
STransitarios
has successfully
completed the
move to its new
offices in Castellón city, a
site that will provide the
services of the company
greater flexibility to access
by land and sea.
The headquarters of the
firm is now located on
Avenida Hermanos Bou,
205 at Exit 8 of the CV-22
which, offers direct Ciudad del Transporte to port
facilities in the Capital de
la Plana.
At only 4 Km from Port
Castelló and 8 from City of
Transport, infrastructure
has a covered area of 3,000
square meters warehouse,
to which must be added
an office, more modern
and spacious, allowing
CSTransitarios to include
new systems to improve
customer service and portafolio offers.
From the company argue that ‘since we began
offering shipping service
it became more apparent
that we needed a change
of location to be better
connected to the port’.
‘Now we can provide a faster traction service and a
storage system that is attractive to customers working with the port, since
the price is lower’. More
information in portal web
http://cstransitarios.com. H
PRESTIGIOUS EXPORT AWARD
During this 2014,
CSTransitarios has been
recognized with the
Export Award presented
by the Chamber of
Commerce of Castellón,
a distinction for being
the carrier of Castellón
province with best result
obtained in the last year.
30 industry el Periódico del Azulejo
November 2014
SECTOR NEWS,
FREE IN YOUR
E-MAIL
‘El Periódico del Azulejo’ has activated its new
weekly newsletter with ceramic current info
Professionals interested in subscribing to the newsletter ‘El
Periódico del Azulejo’ must simply register on the website of the
publication: ‘www.elperiodicodelazulejo.es.’
E
velty products, machinery
manufacturing, company
information, news of distribution of materials and
purchasing groups, positioning systems and technologies, artistic contests
or cultural events related
to ceramics, and many
other specific content.
l Periódico del
Azulejo has activated a new service
through its website in the last month. In
its line of gradually providing online tools to get
closer to its customers,
the magazine has started
a weekly newsletter of the
sector, which numerous
professionals that make
up the vast world of ceramics have already been
signed.
Collect the latest
information
published on the
website of Grupo
Zeta ceramics’
specialized
magazine
Net surfers
who want it can
now receive it
periodically in their
e-mails for free
subscribing in the
official page
Through this regular
communication, all internet users who wish will
receive for free in their
emails the latest informa-
tion on the usual contents
of the specialized journal
Grupo Zeta, i.e., articles on
major trade fairs in Spain,
aesthetic tile trendse, no-
FREE REGISTRATION
To receive easily El Periódico
del Azulejo newsletter regularly, interested net surfers
should register in the link
below: http://www.elperiodico-
delazulejo.es/usuarios/usuarioalta.php.
Completed this simply procedure, just a few
seconds long, they will
receive an email at the
address you have provided and, after confirming
the subscription, they
will already have regular
access to this new weekly
service with ceramic tile
as a plot axis with the
contents published daily
in all sections of the interactive portal web www.
elperiodicodelazulejo.es. H
November 2014
el Periódico del Azulejo
industry 31
NEW SOFTWARE FOR
THE TILE INDUSTRY
O
Ahora Freeware teaches in Ascer a new work day about solutions for the cluster
n
October
23,
Ahora
Freeware offered a day of
presenting its latest solutions for informatics
management through a
monograph developed in
Ascer’s facilities in Castellón. This is the second
presentation featured by
the Valencian company,
which is strengthening its
role in the tile.
During the meeting, the
advanced features of the
software were released that
the company is setting up
in businesses in the ceramic sector. The event, which was attended by some
of the most representative
companies in the industry,
was aimed at SMEs and large organizations seeking
to improve their information systems.
The presentation involved Ignacio Herrero, general manager of the company, which dealt with the
marketing model of the
company and its product
differentiators.
Thereafter, Miguel Sanchis, spoke
about the most technical
part of it.
Both showed the advantageous results derived
from the application of its
products in the processes
of ceramics, from the areas
of management, marketing
and finance to the areas
of production, planning,
warehouse management
systems and CRM solutions, tablet catalogs, busi-
Image of the monograph developed in Ascer facilities.
Ignacio Herrero and Miguel Sanchís exercised as speakers.
Companies in the
ceramic district
of Castellón have
already chosen to
incorporate the
computer system
The spanish
company offers
zero-cost licenses,
with closed budgets
and a lifetime
warranty
The presentation, attended by companies responsible in the sector.
ness intelligence, mobility, etc. The product Ahora
Freeware is betting for is a
‘robust, advanced and global solution designed for
the tile industry, which has
invested more than 10,000
hours and with several pottery companies are already
working’.
The functional scope
that Ahora Freeware and
Ahora.net Framework deliver ‘provides complete
solutions under a single
data model, without third
party products and integrations’. On the other
hand, they allow you to
enhance your IT department, giving it maximum
independence from the
manufacturer and/or partner, without seeing increased ownership costs
or upgrade costs.
The company markets its
solutions under a business
model designed to provi-
de greater assurance to its
customers, which they called Modelo Freeware. This
strategy results in ‘zero licensing cost and optional
maintenance and varying
according to the specific
needs of each company. It
also offers the lowest cost
of acquisition, ownership
and market update. All
this is enclosed and lifetime warranty budget’.
The Ahora model is based on the idea of collaborative economy. The
company has a network
of partners that enables
freeware strategy.
Ahora Freeware model is
based on ‘not to pass any
licensing fees to the client,
as it is funded by fixed
quotas for partners. Thus,
they can go to the market
with the aim of selling services of value, dragging an
undoubted competitiveness’. H