A Legacy of Excellence for the Future

(March 2026) – Genrose Stone + Tile, formerly known as Ferazzoli Imports, is a family-owned company with a legacy of craftsmanship and more than three decades of experience serving the architectural and design community. Renowned for its curated collections and deep-rooted relationships with Italian manufacturers, the company has built a reputation as a trusted partner for architects, designers, and developers across commercial and residential markets. This commitment to excellence will be recognized on a global stage at Coverings 2026 in Las Vegas, NV, where Genrose Stone + Tile will be honored with the prestigious 2026 Confindustria Ceramica North American Distributor Award during a special award ceremony. With a strong heritage and a forward-thinking growth mindset, the company continues to align its sourcing strategy with evolving design trends and rigorous technical performance expectations. We spoke with Roseann Alwang, President of Genrose, about the value of Italian partnerships, the company’s founding principles, and the shifts shaping the tile market in 2026.

Ferazzoli Imports (now Genrose) has been honored with the 2026 Confindustria Ceramica North American Distributor Award. Given your family’s deep roots in Italy, what does this recognition mean to you, and what has been the key to maintaining such productive, long-term relationships with Italian manufacturers?

This recognition is incredibly meaningful to us, as both of our parents were born in Italy. Our family’s roots are there, and our core values reflect the way we were raised. Our father was trained in Italy as a master furniture craftsman, and he instilled in us a passion for high-quality, handmade products. He and our mother shared a powerful work ethic and took immense pride in everything they did.

Being honored by Confindustria Ceramica feels like a full-circle moment—an affirmation of the hard work required to reach this point. Our relationships with suppliers and agents have flourished because of a mutual appreciation for culture, trust, and quality that we have cultivated over decades. These partnerships go beyond business; we have worked with many of the same factories for over 30 years, and those colleagues have become more than just business associates—they have become our friends. These connections are built on mutual respect, effective communication, and a shared passion for the industry.

The transition from Ferrazzoli Imports to the Genrose brand was a significant chapter in your company’s history. How do the founding principles established since the company’s inception in 1988 continue to influence your operations today under the unified GENROSE banner?

When we first opened, our partner was Tony Ferazzoli, who was born in Italy and taught us the fundamentals of fabrication and importing. We quickly realized we wanted to grow and take the company in a new direction. During that initial growth phase, we hired Mike Bencivengo to spearhead our tile distribution division, and he remains with the company today. Many of our employees have been with us for over 20 years and are truly like a part of our family. They understand our belief in long-term commitments that build trust and a shared purpose.

As we grew, these employees encouraged us to rebrand as Genrose Stone + Tile—a name derived from my brother Gennaro and myself, Roseann. The name is significant in defining the company today. We remain family-owned, and my son Jamie has joined us to lead our architectural division. We still maintain a passion for design and innovation, and the growth mindset that drove us to move forward on our own at the beginning is still our mindset today.

When selecting new Italian collections, which quality or technical factors – such as sustainability benchmarks or certifications – matter most to your clients? How do you balance high-end aesthetics with these performance requirements?

With the growth of our architectural division, we have seen a clear shift toward higher sustainability and technical performance requirements, especially for commercial projects. Our clients are looking for materials that meet strict standards, such as EPDs, HPDs, recycled content minimums, and low-VOC criteria, along with technical factors like slip resistance, durability, and ease of maintenance.

Italian manufacturers excel at delivering both advanced sustainability credentials and exceptional design. Their commitment to responsible production and cutting-edge technology allows us to offer collections that meet the performance benchmarks architects need without compromising on the high-end aesthetics inherent in Italian tile. Our role is to help clients identify products that balance these priorities by reviewing technical data, confirming sustainability documentation, and ensuring the design intent is fully supported by the product’s performance characteristics. Italy consistently enables us to deliver that balance.

How do the needs of your architecture and design clients differ from those of large-scale developers? What role do you play in educating these professionals on the value of Italian-made porcelain?

Architecture and design clients place a stronger emphasis on sustainability and technical performance, which heavily influences specifications for commercial projects. They often require documentation like EPDs or HPDs and look to us for guidance on selecting products that meet both design intent and performance criteria. Large-scale developers typically prioritize durability, value, and aesthetic versatility. While both groups care about design and longevity, their decision-making criteria can differ significantly.

Education is a major part of our role. Through CEU programs and targeted learning sessions, we provide details on product suitability, technical characteristics, and application-specific recommendations. We also educate customers on the differences between tiles from different countries. For example, many Italian manufacturers offer a significantly higher number of graphic faces, which translates to more natural, non-repetitive installations. By showing side-by-side comparisons, clients gain a clear understanding of why Italian tile delivers a more desirable aesthetic. The newest advancements in vein-through porcelain slabs are another example of the superior level of manufacturing technology over other countries.

What tile trends are you seeing dominate the North American market in 2026? Are you noticing a shift in preferences between commercial and residential projects?

We are seeing a major shift in color preferences. After nearly a decade dominated by grey and white palettes, warmer tones are taking hold. Natural, earthy hues and richer, more saturated colors are becoming popular for feature areas, and we are seeing full accent walls used much more in both residential and commercial design. Genrose has the benefit of seeing trends in natural stone before they show up in tile.

Texture is also coming into fashion in a strong way. Designers are mixing materials and finishes to create varied environments. In residential settings, homeowners are embracing color and texture to personalize their spaces. Commercial clients still prioritize durability but are increasingly open to warmer palettes and blending surfaces to create more inviting environments. Large-format slabs are being used more in larger commercial spaces to give an expansive feel with less grout. Biophilic design also remains popular in commercial spaces in 2026.

How does Italian tile currently compete against other global markets in North America? What can Italian manufacturers do to strengthen their position further?

Italian tile continues to lead the way in both technical capability and design sophistication. Italy remains at the forefront of specifications that require advanced technologies, such as through-body and vein-through porcelain slabs. These Italian products consistently outperform global competitors in realism and long-term durability.

To strengthen their position further, I believe Italian companies should focus on deeper partnerships with U.S. distributors. By collaborating on education, sharing technical resources, and supporting training for architects and designers, manufacturers can ensure their products are specified correctly and appreciated for the value they bring. Digital assets will also be extremely important in providing visualization to the end client in a user-friendly way. Ultimately, service—both before and after the sale—will be the key differentiator.

What do you see as the next major shift in the tile industry over the coming year? How is your team preparing for these changes?

The next major shift will be the integration of AI and advanced digital tools into every stage of the design and selection process. Clients increasingly expect room visualization, technical data, and design support to be available instantly and digitally. We need access to high-quality digital assets so we can provide accurate visualizations, application-specific technical advice, and installation guidance.

At the same time, personal relationships are becoming more important than ever. In a world where digital content can be manipulated, our customers value firsthand experiences, like seeing products in person and touring factories. Trips to Italy with key clients continue to be one of the most effective ways to drive future sales. We are also rethinking how we allocate our time; large trade shows are becoming less valuable compared to the direct collaboration achieved when spending time in factories and working together on design decisions. Our focus moving forward is on building strong, unified partnerships with our suppliers so we can bring innovative, well-supported products to market.