Passion, values and ethics at the heart of our business activities | by Brittney Harmond

(July 2024) | Founded in 1984 by six Italian immigrants from the construction industry, Italbec has grown into a prosperous and indispensable distributor of ceramic and porcelain tiles in the Greater Montreal area. For four decades – and this year, celebrating its 40th anniversary – the family-owned business has striven to keep its passion, values, and ethics at the heart of everything they do. The company prides itself on constantly innovating in its selection of high-end materials, colors, sizes, and finishes for clients, and consistently sources from Italian producers for the latest styles and cutting-edge products. To learn more about the company’s values, the state of the Canadian market and its relationship with the Italian tile industry, we spoke with the President of Italbec, Olimpia Testa.

 

What are your company’s fundamental principles? 

Passion drives us in every aspect of our business. It’s the fuel that motivates us to continuously innovate, provide excellent services, and exceed customer expectations. We believe that our passion for what we do sets us apart and powers our commitment to excellence. 

Tradition is a cornerstone of our identity. Over the years, we’ve built a rich legacy based on the values that have guided us since our inception. We honor our roots while embracing modernity, ensuring that our tradition remains a source of strength and inspiration for our team and a sense of reliability for our customers. 

Expertise is at the core of our success. We have cultivated a team of skilled professionals who bring a wealth of knowledge and experience to every project. Our commitment to expertise means that our customers can trust us to deliver high-quality products and services backed by a deep understanding of our industry. 

As we celebrate our 40th anniversary, we remain dedicated to these principles, which have been instrumental in shaping our company’s journey and will continue to guide us in the years to come. 

 

Who are your main clients and what types of projects do they work on? 

We are dedicated to delivering high-quality products and exceptional service to designers and architects. We understand that each project is unique and we approach each one with the same level of care and attention to detail. Whether designing a new residential or commercial space, renovating an existing one, or simply looking for inspiration, our team of experts is available to help with any project. 

 

What type of tile products does your company carry and how are they utilized in projects? 

Our extensive product line includes porcelain, ceramic, and natural stone, each carefully selected for its quality and aesthetic appeal. Whether it’s the timeless elegance of natural stone, the durability of porcelain, or the versatility of ceramic, we have a comprehensive selection to suit different tastes and project requirements. 

We also have a workshop covering 30,000 square feet, where everything is cut to size in-house. This means that we can provide our clients with fully customized solutions to meet their specific needs.

 

 

What specific qualities do you look for when sourcing new Italian tile products and how do you think Italian producers differ from their competitors? 

When sourcing new Italian tile products, we prioritize several specific qualities that align with our company’s values and standards. These qualities include quality craftsmanship, innovative design, high-quality materials, and versatility. 

Italian tiles are renowned for their impeccable craftsmanship. We seek products that exhibit superior attention to detail, precision in manufacturing, and durability to ensure long-lasting beauty and performance. Moreover, Italian tile producers often lead the way in terms of innovative design concepts, pushing the boundaries of creativity and aesthetics. We look for tiles that offer unique designs, patterns, and textures to inspire our customers and elevate their spaces. In addition, Italian producers prioritize the use of premium materials, ensuring that their tiles not only look stunning but also maintain their integrity over time. Whether it’s porcelain or ceramic, we seek tiles made from top-quality materials that offer both beauty and functionality. Finally, Italian tiles often offer a wide range of options in terms of sizes, colors, and finishes, allowing us to cater to diverse design preferences and project requirements. We value products that offer versatility in application, whether it’s for residential, commercial, or outdoor use. 

Italian producers stand out from their competitors due to their dedication to excellence in craftsmanship, design innovation, and exquisite quality. Their emphasis on quality materials and attention to detail ensures that Italian tiles not only meet but exceed the expectations of customers worldwide. By partnering with Italian producers, we can offer our clients access to some of the finest tile products available, enhancing the beauty and functionality of their spaces. 

 

 

What is the state of the ceramic distribution system in Canada and what are the main problems you face? 

The ceramic distribution system in Canada is characterized by a mix of large distributors, specialized retailers, and direct manufacturer sales. Overall, it’s a well-established system that caters to the diverse needs of consumers, architects, designers, and contractors across the country. However, there are several challenges and issues that companies in the ceramic industry face. 

The market for ceramic tiles in Canada is competitive, with numerous domestic and international manufacturers vying for market share. This competition can lead to pricing pressures and the need for companies to differentiate themselves through product quality, design innovation, and customer service. 

Like any industry, the ceramic sector in Canada must adhere to various regulations and standards related to product safety, environmental protection, and labor practices. Staying compliant with these regulations requires ongoing monitoring and investment in processes and resources. 

Consumer preferences and trends in interior design and architecture are constantly evolving. Keeping up with these changes and offering products that appeal to shifting tastes and lifestyles is essential for staying competitive in the market. 

Events such as natural disasters, trade disputes, or global pandemics (like COVID-19) can disrupt supply chains and lead to shortages or delays in obtaining raw materials or finished products. Managing these disruptions and maintaining a reliable supply of ceramic tiles can be a significant challenge for distributors. 

Despite these challenges, the ceramic distribution system in Canada remains robust, with opportunities for growth and innovation. By addressing these issues proactively and leveraging their strengths in product quality, design innovation, and customer service, companies in the ceramic industry can continue to thrive in the Canadian market. 

 

How does Italian tile perform in the Canadian market? 

Although the importation of Italian tiles in Canada has dropped between the year 2023 and year 2022, Italian tiles have built a strong reputation for excellence and reliability over many years in the Canadian market. Architects, designers, contractors, and homeowners trust Italian tile brands for their consistent quality, performance, and aesthetic appeal. 

Italian tiles continue to be a preferred choice for Canadian consumers seeking high-quality, aesthetically pleasing, and versatile tile solutions for their homes and businesses. As the demand for premium products and design innovation continues to grow in Canada, Italian tile producers are well-positioned to maintain and strengthen their presence in the market. 

 

 

How can Italian companies raise their approval level within the Canadian distribution system? 

Italian companies can raise their approval level within the Canadian distribution system by building strong partnerships with Canadian distributors and retailers by offering support, reliable communication, and excellent customer service. In addition, they can conduct thorough market research to understand the preferences, trends, and requirements of Canadian consumers, architects, designers, and contractors. They can showcase unique features, such as advanced manufacturing techniques, sustainable materials, and cutting-edge designs, that appeal to Canadian customers. Moreover, recognizing the threat of other markets that have gained market share because of aggressive pricing in these challenging economic times, by choosing to remain competitive in pricing and terms, they can ensure that Italian tiles are accessible and attractive to Canadian distributors and consumers. 

 

What was your favorite aspect of Cersaie 2023? Would you recommend the show to others? 

One of the highlights of Cersaie 2023 was the showcase of innovative design trends and cutting-edge technologies in the ceramic tile industry. From vibrant new color palettes to advanced manufacturing techniques, Cersaie provides a platform for industry professionals to explore the latest developments and gain inspiration for their projects. 

I’d definitely recommend the show to others in the ceramic tile industry or anyone involved in interior design, architecture, or construction. It’s a fantastic opportunity to network with industry leaders, discover new products and suppliers, and stay updated on emerging trends. Plus, the vibrant atmosphere and creative energy of Cersaie make it a must-attend event for anyone passionate about design and innovation.