Open to innovation

(July 2025) | Every market has its own characteristics and dynamics, shaped in part by all players along the supply chain. Retailers play a particularly important role, not only in responding to existing demand but also in introducing new solutions, varieties and finishes. This is especially true of Stratford Tile, based in Warwickshire, UK, thanks to its outstanding ability to interpret and anticipate market trends. We spoke to the company’s owner John Brown to find out more.

Could you give us an overview of your company and your business approach?

Stratford Tile has been operating in Stratford-upon-Avon since 1983 as an independent retail and trade specialist in the field of wall and floor coverings and associated materials. We are direct importers and stockists of ceramic and porcelain tiles, natural stone, engineered and solid wood flooring and vinyl flooring sourced from some of the world’s leading manufacturers. Our direct, high-volume purchasing model means we can offer customers top-quality products at competitive prices. With more than forty years of experience and a broad supplier base, we are able to meet all customer needs, from material selection through to installation. Our staff are extremely experienced with 70% of them having worked for the company for more than 20 years. We also have a list of recommended installers who have dealt with us for many years.

What kind of products does your company distribute and who are your main customers?

Stratford Tile is predominantly a retail and trade supplier. We deal with most local tilers and builders and supply a number of local kitchen and bathroom stores and installers. Our extensive product range includes ceramic and porcelain tiles alongside materials such as glass, cement, quarry, marble, limestone, granite, travertine, terracotta, resin and terrazzo, used mainly as wall and floor coverings in domestic and commercial installations. We import primarily from Italy and Spain, which are still our key partners, but also buy from Portugal, Turkey and India.

Who are your main clients, and how are their expectations evolving?

The largest share of our business comes from our retail customers visiting our showroom, where they can browse, touch and feel the products we have on display. We can then deliver to customers anywhere in the UK. We also have a very loyal trade base including local tilers and builders, who not only purchase directly from us but also regularly send their clients to us. All of our customers are becoming increasingly aware of the benefits of tiles. Many use platforms like Pinterest for inspiration and arrive with clear ideas about the look they want. More and more customers are also asking us about our suppliers and the countries of origin of products.

Are these evolving demands affecting product design?

Shifting customer preferences are driving innovation not just in aesthetics but also in materials and production techniques. For example, the growing demand for natural-looking tiles has accelerated the adoption of digitally-printed porcelain tiles, while the desire for sustainable products is prompting manufacturers to use more recycled content and adopt low-carbon processes.

What specific qualities do you look for when sourcing new Italian tiles? Design, sustainability, brand recognition?

We look for several qualities when sourcing new products, but design is naturally our top priority. We aim to offer our customers the widest possible choice and specifically look for designs that add to our range rather than mirror our existing portfolio. We prioritise our existing supply network and give greater prominence and loyalty to the brands we currently offer, which enables us to secure local exclusivity on the ranges we stock.

What is the current state of the British market and what are the best-selling products?

I’d describe the British market as “steady”. While footfall in our showroom is slightly below expectations, those customers who do visit are serious about buying. The small to mid-size builders who purchase from us appear to be particularly busy. Our best-sellers continue to be stone and marble-effect tiles in both matt and polished finishes. We still find 30×60 cm, 60×60 cm and 60×120 cm to be our best-selling sizes but the larger 120×240 cm size is steadily gaining popularity among both domestic and commercial customers.

In your opinion, what sets Italian manufacturers apart from other competitors, and how are they performing in the UK market?

The fact that Italian manufacturers are design-led sets them apart from other countries’ producers, who tend to play catch-up on the designs. Based on our experience with our existing Italian suppliers, we can always rely on exceptional product quality.

Last March you took part in a guided tour of the Italian tile district. What was your impression?

The visit to Sassuolo was an excellent experience. Confindustria Ceramica were outstanding hosts. We visited several factories and showrooms and saw first-hand the scale of investment going into new production facilities and display areas. Some of the more innovative products we were shown certainly gave us food for thought. The quality of the showrooms also gave us ideas about how to organise our own showroom.

Italian ceramic brands distributed by Stratford Tile

ABK
Arpa
Fincibec
Florim
Gambini
Keradom
La Fabbrica
Marazzi
Mariner
Novabell
Sichenia