Interview: Rebecca Nottingham // Words: George Dean

You say that Neolith now operates in over 100 countries, so how is the brand doing globally?

Our company is quite young. It started in 2010, but we’re already all around the world. We were growing nicely up until Covid, then there was a slowdown in 2020, but 2021 and 2022 were very good years for us. After Covid people were more interested in renovating their houses. The situation has changed a bit because all of our competitors have seen the opportunity in big format tiles, plus, the market isn’t growing much right now. But, we are growing nicely because the market is moving from quartz products to sintered stone.

The surface market is notoriously crowded, so what do you think helps to set Neolith apart?

We are focused on the right way to make stone. Our sintered stone is engineered using a precise formulation that ensures superior performance and aesthetics. So, compared to our competitors, we are using different manufacturing techniques. Unlike competitors who may use a variety of materials, we can fully certify the composition and quality of everything we produce. There are inferior products coming onto the market, and I think that’s one of the key areas we need education on in our industry.

We are growing nicely because the
market is moving from quartz
products to sintered stone

Jesús Ayarza, CEO of Neolith

You’re about to launch silica-free surfaces, but why is this your next move considering sintered stone already has a low silica content?

Neolith is not interested in the short-term, which is why we have entered into silica-free. Because of the process behind sintered stone, we already have the lowest silica content. In Australia, silicosis has become a significant issue, but our factories are fully compliant with safety standards and have not experienced those challenges. However, silica-free surfaces are still something that customers want, and it’s somewhere that we have an opportunity to demonstrate our commitment to innovation and safety. There’s a lot of concern in the UK, but the customer is not asking for those kinds of products yet.

Do you think we’ll see a ban on engineered stone in the UK?

In terms of a ban, I think it is really a matter of time, but I don’t know if it’s going to come along in one, five or ten years. This is putting it in very basic terms, but a ban could also eventually weed out the very bad products from the market, and regulation will help with that. Because I think that’s the real problem at the moment – there is not enough regulation.

You’ve been in the role of CEO for a year now, but what are your next plans and objectives?

Basically, it’s continuing to build the brand. That means investing in it, and that includes the fabricators, distributors, showrooms, but also the end consumer. We’re also focused on innovation. When you look at our colour offerings, we’re often ahead of the curve, introducing designs that set new trends. Innovation is the way to keep our position in the landscape, and we’re also continuing our focus on quality and customer service. 

How key is the UK market for
that growth?

It’s a very important market, but a very difficult one. It’s still more a quartz market today, but the conversion from quartz to ceramic is starting. It’s complex. By ‘difficult’, I mean people are asking for quality, which is good for us, but people are very price sensitive in the UK. It’s strange – it was not like that before. But we are confident with the UK, and I know we are going to grow nicely there.