March 1st, 2007

March-April 2007

°FahrenHEAT™ Floor Warming

LATICRETE International, Inc. has launched the most comprehensive floor warming program available: LATICRETE® °FahrenHEAT™. LATICRETE °FahrenHEAT offers an exclusive self adhesive mesh and wire backing allowing for faster and easier installation. Unlike traditional mats that require extensive stapling and are hard to install tile over, FahrenHEAT allows for much easier thin-set installation as there are no waves. In addition, LATICRETE °FahrenHEAT is part of the LATICRETE Lifetime Residential Warranty which covers not only the floor warming system and components, it also covers the thin-set mortar and grout. “This has been something distributors and contractors have wanted for a long time,” said Sean Boyle, director, business development at LATICRETE, “by offering the radiant heating system along with our complete system, we simplify the selection and the installation, plus provide the customer with a single warranty.” In addition to several innovations of the mat itself, LATICRETE offers 24-hour turnaround on floor layouts and offers an easy to use software program that allows customers to design their floor and identify product needs quickly and easily. Combined with renowned technical service, LATICRETE offers unparalleled nationwide support to distributors, contractors and dealers. “It is our goal to aggressively promote the awareness of, and more importantly, the benefit of radiant floor heating to consumers, thus driving the demand of tile and stone,” says Boyle. “By investing heavily in marketing activities, dealers and distributors can realize incremental sales by providing better value to the end customer.”


Eliane, a world leader in producing porcelain and ceramic tile, introduces “Versatile,” a multifaceted fully-rectified porcelain series combining style and functionality with a range of finishings to complement internal spaces and endure external environments. Versatile’s multifunctional porcelain tile is specially treated with satiny, polished or no slip surface finishings to offer a functional use in multiple environments. The slightly rough surface of a no-slip finish provides greater friction for indoor and outdoor spaces that require greater safety, such as areas prone to humidity. Polished surfaces are extremely pleasing to the touch, and offer a combination of shine and silk. Versatile’s satiny finish is a silky matte finish, typically coated on interior floors and walls. Base colors of the Versatile series are Bianco, Beige, Grigio and Noce, all of which come in three fully-rectified standard sizes (11″ x 23″, 11″ x 11″, 17″ x 17″) and are coated with a no-slip, shiny or polished finish. Tiles can be purchased one square inch larger, and can be coated with either a no-slip or shiny finish. Complementing each base color are Oslo tiles (6″x6″), to add to the ambience of the environment. Each base color has special composed items of varying sizes that are influenced by elements in fashion, like flowers, baroque traces and metallic effects. The Bianco and Beige series include eight tile listellos (3″ x 11″, 3″ x 12″ and 2″ x 11″) and four decorative tiles (11″ x 23″, 6″ x 23″ and 4″ x 23″). Special accessory items of the Versatile series’ Grigio and Noce tiles include decorative pieces with matching listellos, bullnoses and mosaic blends of Versatile’s base colors. Multifunctional by nature, Versatile’s revolutionary wall and floor coverings contribute to the desired ambience of interior and exterior spaces.


Q.E.P. Co., Inc. is pleased to introduce the BRUTUS brand of high-end professional tools featuring enhanced handle designs, as well as new concepts not found in the market today. Brutus tools were designed by listening to the professional tile contractor. We listened to the input of the professional contractors on how these everyday tools could be enhanced, changed or just plain recreated to make their everyday tasks easier and more efficient. Professional-tough, quality-tough and designed for everyday tough use—BRUTUS, the new name in professional tiling tools. The distinction on the shelves for these products is not only the new design of the tools themselves, but the packaging as well. We have chosen red and gold packaging for these high-end products, which easily identifies them at the point of retail.


LATICRETE® Hydro Ban™ is a thin, load bearing, waterproofing and anti-fracture membrane that combines optimum performance and unmatched productivity. LATICRETE Hydro Ban does not require the use of fabric in the field, coves or corners, plus it bonds directly to drains and pipe penetrations allowing for increased productivity and faster installation time! In addition, LATICRETE Hydro Ban allows for flood testing in only 24 hours and is backed by a 10 Year System Warranty. In addition, Hydro Ban™ is paint brush, roller or trowel applied, lighter color for easier inspection, allows foot traffic in 4-6 hours, and prevents the growth of stain causing mold and mildew growth with Microban® antimicrobial protection. LATICRETE Hydro Ban can be used for interior and exterior residential and commercial installations as well as continuously submersed applications such as swimming pools, fountains and spas. It can be applied over all common building substrates with unmatched adhesion when compared to the competition.


Imagine Tile, the ceramic industry leader pioneering the use of high-resolution imagery in custom tile, introduces, Coffee Beans, a tile-infused image so resplendent, you can imagine scooping the beans right off the floor or wall and into the grinder! Coffee Beans has a commercial wear rating and can be used indoors or out, so in addition to the warmth, comfort and stimulating effects that a fresh cup of coffee offers, you can further enhance that experience by surrounding your customers with Imagine Tile’s Coffee Bean tile. Primarily used for floors, these tiles can also be used for walls and countertops and are ideal for coffee shops, corporate offices and more—just Imagine! “Our Coffee Beans tiles are so fresh and true to life, you can almost smell them!” said Imagine Tile President Christian McAuley. Coffee Beans is available in 12″ x 12″, 8″ x 8″, 6″ x 6″ (wall only) and 4¼” x 4¼” (wall only). Coordinating bull nose is available in 2″ x 6″, 3″ x 8″ and 3″ x 12″. Custom designs including logos are also available.


Crossville® introduces Buenos Aires Mood, a sophisticated new Porcelain Stone® tile series that outperforms Mother Nature’s best—while paying homage to Argentina’s famous city and its people. Using Multistrato, a proprietary technology that was three years in development, this tile was created to allow for subtle shading (V3) and flow from tile to tile within each colorway. “There is a fluidity and movement within this tile—think tango!—that has been virtually impossible to capture using more traditional manufacturing methods,” explains Barbara Schirmeister, Crossville’s color and design consultant. Buenos Aires Mood is available in three surface textures for both commercial and residential use: one has the texture and slip-resistance of slate, and may be used for interior as well as exterior horizontal surfaces and paving; the other two have the visual elegance of polished and unpolished marble. Because a key feature of this product is the consistency of its color, there is little discernable difference among the polished, unpolished and textured finishes, allowing them to be blended in an installation without changing the visual image of the tile. Now you can carry the same look from the exterior straight into the family room or kitchen, corporate cafeteria or lobby. Each of the five colorways within the Buenos Aires Series differs from tile to tile, just like the random coloring found in nature’s paint box, and each represents a location or cultural activity intertwined with the Buenos Aires mystique: Polo, a creamy white on white; La Boca, a warm, true camel; Pampa, a blend of grey and beige; Recoleta, chocolate accented with taupe and ivory; and Tango, a dramatic presentation of gold and red against a field of midnight black. For maximum design versatility, each texture and color has rectified edges and is available in multiple sizes—from large format to mosaics—and trims: 2″ x 4″ mosaics (mounted on 12″ x 24″ sheets), 6″ x 6″, 12″ x 12″, 4″ x 24″ (the new plank look), 12″ x 24″ and 24″ x 24″. Comprehensive trim offerings, including listellos, complete the series.


Forest Impressions by Marazzi creates a modern sanctuary in this fast-paced world with coordinating glazed porcelain floor (18″ x 18″ and 12″ x 12″) and glazed ceramic wall (8″ x 12″) in colors reminiscent of delicate ferns, fallen leaves, lichen-strewn tree trunks. Dappled shading and natural speckling on a slightly structured surface replicate worn stones found in quiet woodsy glades. Indoors and out, or somewhere in between, modern consumers create their own “breakrooms” where family, entertaining, business and relaxation mix and mingle. Like sunlight glinting through leaves onto a water-beaded web, the accompanying glass and metal-look listelli and decos add incandescent beauty. The ADA-compliant COF of the porcelain floor tile pairs a recognized measure of safety with strength and frost resistance. In Forest Beige, Forest Green, and Forest Noce.


IWT-Tesoro will introduce the Pietra Antica Natural Stone program at Surfaces. Pietra Antica offers only Premium Quality stone suitable for both residential and commercial installations. All stone tiles are inspected for shade. The Pietra Antica shade variation standard is V3 (medium) when most of the competition is V4 (high). Careful selection and quality controls are implemented throughout the manufacturing process of this material to ensure the quality expected only from the Tesoro Collection. The tolerance levels for sizing and shading are 1.5 to 2 times tighter than those found on standard travertine tiles.The “hole areas” or “filling areas” on Pietra Antica are 1.5 to 2 times smaller than those on standard tiles, giving a more natural and denser look to the stone.

All stones are inspected for excessive black or red veining and all defective tiles are removed. Sizes include 12 x 12 and 18 x 18 Honed and Filled; 3 x 6, 4 x 4, and 6 x 6 Tumbled; and 1 x 1 and 2 x 2 Tumbled Mosaics. Eolor comes with a coordinating natural stone/glass mix listello.

ACID-PROOF™: A World First

Developed by Dry-Treat’s engineers in conjunction with the University of New South Wales in Australia, ACID-PROOF is the world’s first acid-resistant sealer which won’t substantially change the appearance of stone surfaces it is applied to. ACID-PROOF buys time to clean up acidic substances before unsightly etching occurs, while also protecting the treated surface from staining by everyday household oil/water-based substances. With ACID PROOF sealers from Dry Treat, lemons, limes and cola get along just fine with marble, limestone, travertine and other calcium-based stone. Such stone is rarely used for kitchen bench tops, table tops and floors in entertaining areas, as it is immediately damaged (etched) on contact with everyday acidic substances. This semi-topical, semi-penetrating sealer is breathable, allowing water vapor to escape and the stone to remain dry. ACID-PROOF stands up to weather and traffic, makes surfaces easier to clean, and is highly alkaline resistant—so it won’t break down on contact with cement-based materials. Suitable for both indoor and outdoor surfaces, ACID-PROOF will generally retain or improve the anti-slip characteristics of the stone it is applied to. The standard ACID-PROOF is specifically designed for stone with a honed finish is available now and ACID-PROOF for Polished Surfaces designed to retain the gloss of highly polished stone will be available later this year.

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