The market shares of the three brands of our Wall and Floor Tiles Business in Mexico, Firenze, Lamosa and Porcelanite, grew significantly during the year, driven by efforts to renew brand images and position them clearly and distinctively.
San Lorenzo and Cordillera, Lamosa tile brands in South America, have been widely recognized for many years and command solid market positions. The company will leverage their renown to continue increasing their penetration in Argentina, Chile, Colombia and Peru, where they already have a significant market presence.
In Mexico, Firenze has made an extraordinary effort to come closer to an important segment of its key clients: architects and builders who have been amazed to find products that they didn’t know about and that compete with the world’s most outstanding offerings.
The Adhesives Business continues to enhance its strategic position in Mexico by developing differentiated products with specific properties for each particular application. As well as a diversified portfolio of adhesives, it offers waterproofing materials and specialized mortars, complementing its high value solutions for building professionals.
