For the second consecutive year, the Wall and Floor Tiles Business operated in a complex environment. The Mexican market was characterized by a surplus of products and a high level of uncertainty that slowed construction projects in some of the country’s main cities. In South America, the business’s operations were affected by political events and reduced economic expansion, which adversely affected product demand.

During the year, the flexibility of this segment to adapt quickly to the changes and different dynamics of the markets where it participates enabled it to overcome the market contraction favorably. As a result, its accumulated sales reached $13,575 million pesos at yearend 2019, slightly below the 2018 sales of $13,688 million pesos.

During 2019, the business implemented initiatives to remain at the forefront of technology. Novel and innovative digital technology products, manufactured for the first time in Mexico, were launched and a virtual showroom for the Firenze brand inaugurated. The showroom boasts the latest advances in virtual reality, giving the user an immersive experience that enables the visualization of products in different environments, facilitating and encouraging the sale of high value added products.

One of the business’s outstanding events of 2019 was undoubtedly the “Firenze Entremuros Award,” recognizing Mexican architectural talent for the third time. This event has become an important benchmark for the nation’s architects and interior designers, as well as an opportunity to promote and publicize high-end products.

With the purpose of promoting the tile market in Mexico, during the year the first edition of “Expo Obra Blanca 2019” was organized, with Grupo Lamosa participating successfully and obtaining extraordinary results. The event was held in conjunction with a group of manufacturers from the sector, including the Mexican Association of Ceramics Producers. In addition, it was used as an opportunity to launch the campaign “Woods that Contribute to the Extreme Reforestation Program,” to create awareness of the importance of conserving trees.

An exceptional achievement of the year was Grupo Lamosa obtaining, for the eighth time, “Best in Show” recognition at the Coverings Fair, in the city of Orlando, Florida, in the United States. The fair attracted approximately 1,200 participants from more than 40 different countries. Grupo Lamosa’s award there underscores its ability to offer high value-added products with world-class properties and designs.

The scale achieved by the Wall and Floor Tiles Business in recent years has enabled it to diversify and maintain its position at the forefront of technology, maximize its operational efficiency and capitalize on synergies. As a result, the business has been able to satisfactorily face the challenges that arise in difficult environments such as those of the past two years.