GRI 3-3, 2-6
Grupo Lamosa prioritizes a customer-centric approach in all its operations, emphasizing two key aspects. Firstly, continuous portfolio improvement ensures that products meet the highest quality standards while aligning with current design trends in color, size and texture. Secondly, the company maintains close and transparent relationships with customers, fostering long-term partnerships built on trust.
Product development is supported by various departments, including the Marketing, Commercial, Product Development and Industrial areas of each business segment, along with strategic product committees.
Through its different brands, Grupo Lamosa actively participates in leading ceramic-industry trade fairs in its different markets. These events serve as key platforms for showcasing products, innovations and trends, while strengthening commercial relationships with customers and distributors.
| PRODUCT DEVELOPMENT STAGES - TILE BUSINESS >> | |||
|---|---|---|---|
| MARKET ANALYSIS & UNDERSTANDING | PROTOTYPE DEVELOPMENT & CUSTOMER VALIDATION |
INDUSTRIAL PRODUCTION | PRODUCT LAUNCH AT TRADE FAIRS |
| Brand managers across different countries analyze market trends and sales performance by product type and distribution channel. | Prototypes are created based on the identified trends and analysis, then evaluated in collaboration with key distributors. | Validated proposals are sent to production facilities for industrial manufacturing. | New products are introduced at industry trade fairs, highlighting their innovation and design to customers and distributors. |
For more information on Grupo Lamosa’s participation in trade fairs, refer to Appendix 1.4 Associations, Initiatives, Certifications and Awards.
DISTRIBUTOR SATISFACTION AND DEVELOPMENT
GRI 3-3
The relationship with distributors is of vital importance for Grupo Lamosa, as they serve as the primary link to end customers. The distributor network ensures broad product availability across different regions, as well as providing valuable insights into market needs and expectations, enabling the company to respond effectively to market demands.
To strengthen this relationship, Grupo Lamosa conducts a biannual satisfaction survey among distributors of the Porcelanite, Lamosa and Firenze brands. The survey assesses such aspects as product availability, lead times, display quality, commercial support, sales assistance, customer service and training programs, providing insights to drive continuous service improvements.
Similar processes are implemented across the Tile and Adhesives Businesses.
In 2013, Grupo Lamosa launched the Executive Competency Development Program in collaboration with top business schools, to enhance the management skills of its distributors, particularly those with family-owned enterprises. This initiative covers critical topics such as supplier relations, business management, commercial strategies, leadership, decision making, innovation and corporate resilience.
Relationships with distributors are of vital importance for Grupo Lamosa.
Certain products of the Adhesives Business boast UL GREENGUARD certification.
CUSTOMER EXPERIENCE & SAFETY
GRI 3-3, 416-1; SASB CG-BF-250A.1
Grupo Lamosa fosters open communication with customers to ensure that they are well informed about its product offerings. The company utilizes multiple channels and strategies to maintain an ongoing dialogue, facilitating access to key product information.
The websites of Grupo Lamosa’s different brands provide details on available products and the location of authorized distributors. Additionally, the company engages with customers through social media, addressing inquiries, suggestions and feedback to enhance service accessibility and responsiveness.
Most of the Lamosa tile brands have integrated virtual tools into their websites, allowing customers to upload images of their spaces and visualize different product combinations in a realistic manner.
The Tile Business conducts annual brand perception studies through digital and physical surveys targeting consumers who have purchased ceramic products in the last year, or plan to do so. This research identifies key purchasing decision factors such as quality, variety, accessibility and price-to-value ratio, enabling the company to refine its marketing strategies and strengthen its market position.
The Adhesives Business is aware that professionals such as architects, engineers and construction companies play a crucial role in product selection, especially for large projects. Therefore, brands such as Crest, Perdura and Niasa have developed platforms and initiatives—including conferences, expos, seminars and partnerships with architecture and engineering students—to position these professionals as brand ambassadors.
Installers are also key decision makers in this segment, influencing customer choices. To build stronger relationships with them, the company offers loyalty programs, training sessions, competitions, sponsorships and other engagement initiatives.
The Insulation and Lightweight Materials Business focuses on providing direct service to construction companies and developers, offering personalized attention to those managing multiple projects, as well as independent contractors and builders.
Regarding safety, Grupo Lamosa ensures product quality through rigorous material selection and production. Moreover, detailed technical sheets accompany each product, specifying its characteristics and usage instructions to facilitate proper application.
Certain adhesives products, especially those designed for tile applications, boast UL GREENGUARD certification, recognizing materials, additives, and finishes produced with low emissions and optimal levels of volatile organic compounds (VOCs). While not all products are certified, they are all manufactured following GREENGUARD* recommendations, ensuring their safety.*
* SASB RT-CH410b.1 and RT-CH410b.2: 100% of new products are evaluated to ensure that they are produced with non-hazardous raw materials and to minimize the environmental impact. As of year-end 2024, none of Grupo Lamosa’s products contain, or are produced with, hazardous or concerning substances. Moreover, over the past year, the Adhesives Business has focused on optimizing formulations to reduce dust emissions.