Porcelain Concepts focuses on large formats and logistics

(October 2024) | Porcelain Concepts is one of the few, if not the only, independent distributors in North America that focuses 100% on the wholesale distribution of Gauged Porcelain Tile Panels, otherwise known as GPTP. The Florida-based company prides itself on sourcing and distributing high-quality products from the top reputable manufacturers in Europe, especially Italy. With a robust product selection, the company’s overall goal is to make large-format porcelains more accessible for designers, builders, contractors, and dealers nationwide who offer their services to middle and high-end residential and mainstream commercial projects. We spoke with Carlos Avila, Vice President of Commercial Sales and General Manager, who attended Cersaie 2024 with the Ceramics of Italy North American delegation this September.

Tell us about your company. When was it founded? What are its fundamental principles?

Porcelain Concepts was founded in 2023 in Fort Myers, Florida. It is a new subsidiary of TOA Holdings, which has operated retail tile flooring superstores for over 22 years. Porcelain Concepts specializes in the wholesale distribution of high-quality gauged porcelain tile panels and slabs (GPTP/S). With our deep in-stock selection and logistic capabilities, we can serve dealers, designers, flooring contractors, and general contractors in the Southeast and across the United States.

What type of tile products does your company carry and how are they utilized in projects (i.e. flooring, wallcoverings, countertops, custom furnishings, etc.)?

Porcelain Concepts’ specializes in Gauged Porcelain Tile Panels, especially thin panels between 1/8″ up to 1/4″ thickness (3.5 mm up to 6.5 mm) and sizes between 39″x118 to 48x”110. Our products are primarily used on indoor and outdoor wall applications: facades, bathrooms, showers, accent walls, fireplaces, kitchen backsplash, outdoor kitchens, bars, and indoor floor coverings. Our products are also used to custom fabricate furniture, vanities, countertops, sinks, benches, pool copings, spas, and anything imaginable to complement residential and commercial projects.

With over 10 years of expertise in the tile industry, what have been some pivotal moments in your career?

The most significant impact of my career in the tile industry has been the introduction of Gauged Porcelain Tile Panels. I have been part of this fantastic industry for over 20 years, always focused on sales and developing markets. The introduction of GPTP is, in my opinion, the most revolutionary technological advancement in the tile industry; it gave me the opportunity for the first time to approach my customers and the market not only with a new product, but with a new solution and new opportunities to continue growing their operation. Our industry is correlated with design. Design is a vision that someone has about their project. A problem in our design industry is usually the gap between the inspiration and how to transform that idea into reality. GPTP products are the perfect solution to fill that gap and make ideas into reality.

What specific qualities do you look for when sourcing new Italian tile products? Is sustainability a contributing factor? 

Since gauged porcelain tiles are the new trend in our market, we are always looking for the next big thing when sourcing new Italian products, from new thicknesses, sizes, textures, and other technical characteristics, as well as technological advances in terms of packing, logistics, and performance that will represent a real competitive advantage for our operation. GPTP products are one of the most sustainable products in the tile industry; we appreciate their benefits in our logistics operation, and we are working hard to educate our customers on how they can experience the benefits in their projects when selecting more sustainable products.

What do you think makes Italian producers different from those in other competitor countries?

I believe it is Italian culture. On so many lists of top brands across any industry, Italian products always feature prominently, especially when it comes to design, fashion, and luxury. It is no different in the tile industry; Italy has always been a leader in quality and innovation for porcelain tile.

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

It is an interesting question. On the one hand, the general public and the A&D community have already approved Italian porcelain products positively. On the other hand, the American distribution system still has significant room for improvement in order to grow the business with Italian manufacturers. Sales representatives and agents from Italy could do much better if they explained to their manufacturers that logistics drives our market in the United States. If I have the best product and prices but can’t deliver to my customers, then I have nothing. This is why, in our company, we take pride in our logistics capabilities.

What is the current state of the U.S. construction industry? How does Italian tile perform in this market?

The U.S. construction industry remains very strong, however, higher interest rates and inflation have slowed growth in some markets and sectors, especially residential construction. Italian tile has always performed well, however in price-competitive situations alternatively-sourced products are considered for their value proposition.

Coverings, the largest and most significant ceramic tile and natural stone conference and exhibition in the U.S. and North America takes place in Orlando, Florida every other year. As an Orlando-based distributor, what is your company’s relationship with the show?

Coverings is a very important trade show to us. Our parent company has attended every year since it was founded in 2002, wherever it happens to take place.  We especially like when it is held in Orlando as it is closest to our base of operations.

Speaking of important trade fairs, please tell us about your experience at the 41st edition of CERSAIE last month. What was your favorite part of the show?

CERSAIE is always a fantastic experience. My favorite part of the 2024 trade show was the introduction to the 2 mm Gauged Porcelain Tile Panel by Laminam during the North American delegation tour at their factory in Sassuolo. Their new panels offer an excellent design with incredible textures, but I appreciate that our industry keeps evolving and discovering new technologies to achieve superior porcelain tile performance.