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[October 2003]
V&B Ties Up with GranitiFiandre
One year after the Tile Division merged with that of Bathrooms and Kitchens, Villeroy & Boch is presenting a new marketing mix for the tile sector. It includes extensive reorganisation of the product range and effectively focuses on the Villeroy & Boch brand. Part of this strategic reorientation is the partnership with GranitiFiandre SpA (Castellarano, RE, Italy) which enables V&B to break into an important product segment with high demand levels. GranitiFiandre is seen as a world leader in the production of large format porcelain tiles.
The cooperation between the two companies is taking place in the form of a partnership which is based on V&B's issue of a production licence to GranitiFiandre. The latter has a superior technical know-how for reproducing the exclusive natural stone type products selected by V&B and also the appropriate production facilities.
The tie-up has led to the launch at Cersaie of three innovative fine stoneware series of tiles in a natural stone look with what V&B claims is "an outstandingly genuine character". The three ranges are 'Marmorino Naturale', 'Grando' and 'Cardesio'. These ranges round off V&B's Vilbostone fine stoneware collection which is aimed at consumers with high class demands.
The naturally beautiful look of marble, granite and slate combines with the advantages of a fine stoneware tile - an aspect which is said to be of particular significance for the project-business sector. These tiles are characterised by their easy care qualities, their durability, resistance to chemicals, pressure and also shock. A further advantage for the tiler arises from the way the tiles are packaged, making them easy and comfortable to lay.
V&B and GranitiFiandre are pooling their strengths to compete for market share in the growing market for natural stone and natural stone-like products. GranitiFiandre turned over in excess of €39 million in the second quarter of 2003.
ENDS