LX Hausys America transformed Mercedes-Benz Stadium in Atlanta, Georgia, into a showcase of American manufacturing resilience and design innovation, bringing together over 250 industry professionals to experience the company's strategic vision for integrated surface solutions. 

"We want to be known as a company that not only you could rely on for great products, but we're also going to have a real good time and enjoy it," said Mike Morici, senior director of channel management at LX Hausys America, setting the tone for an event that balanced business strategy with relationship building.

American Manufacturing: A Strategic Advantage

From its roots as part of South Korea's LG Chem, established in 1947, to its current position as a leading American manufacturer, LX Hausys has undergone a remarkable evolution. At the event, President SK Lee highlighted the company's strategic foresight in establishing U.S. manufacturing operations over two decades ago—a decision that now provides significant advantages in today's uncertain economic landscape. This American manufacturing commitment accelerated in 2009 when the company, then operating as LG Hausys after transitioning from LG Chem, invested in expanding its North American presence with production facilities in Georgia.

"With everything going on with tariffs, nobody's certain about what's going to happen. But the fact that we've been manufacturing in the U.S. for the past 20 years gives a lot of customers comfort," Lee said. "Of course, we're not utilizing 100% U.S. material, but the impact for us is minimal, and we're proud of creating jobs in the United States…I think the new government's policy on tariffs is actually giving U.S. businesses more opportunities to become more price competitive within the United States."

Morici reinforced this message, assuring attendees: "In lieu of what's going on with the tariffs in the world economy right now, we want to let you know that you could rely on our company for domestically made products, for sourcing raw materials domestically, to make sure that we can deliver high-quality products to you in a timely manner without price increases."

The "Whole Home Solution" Strategy

A central theme of the event was LX Hausys' evolution toward integrated product offerings. This approach represents the culmination of the company's portfolio development, which has expanded to include Viatera quartz surfaces, HIMACS acrylic solid surfaces, and HFlor resilient flooring since focusing on interior solutions in 2009.

"When you design a countertop or flooring, you actually have to consider other interior products," Lee said. "Understanding multiple product lines and how consumers select is helping us to design products that can create a better solution or harmony in their home."

The event's setting at Mercedes-Benz Stadium provided a fitting backdrop for this message of integration and teamwork. Derek Rackley, the event's keynote speaker, broadcaster, and former Atlanta Falcons player, drew a compelling parallel between the synchronized effort required in both sports and business. "I feel like football is the best sport ever because you have 11 players on the field at one time that all have to work in unison," Rackley explained. His sports analogy illustrated LX Hausys' philosophy—just as a football team coordinates specialized players toward a common goal, the company's diverse product lines are designed to function together as a unified system.

This "whole home solution" positions LX Hausys as a comprehensive resource for both residential and commercial projects—a vision made possible by the company's strategic expansion of its U.S. presence with the Viatera quartz surface facility and large distribution center in Georgia.

Martha Wakelin, creative director at LX Hausys, emphasized sustainability's essential role in product development—a focus that has intensified since the company's 2021 rebranding and restructuring. "At LX Hausys, we bring spaces together by offering sustainable and durable solutions that align with today's design trends, proving that beautiful style and environmental responsibility can go hand in hand," she noted.

Wakelin said the company’s research shows that 53% of designers report increasing demand for sustainable products, with 30% noting a significant rise in that need, and she outlined five key trends reshaping interiors and guiding LX Hausys's product development:

• Sustainability: Elevated aesthetics merging with eco-conscious choices
• Wellness: The growing importance of physical and mental wellness in design
• Authenticity: Interiors that reflect regional character and local history
• Flexibility: Creating environments that support productivity, relaxation, and connection
• Cleanliness: Hygiene is directly tied to health and safety, especially post-pandemic

The event spotlighted several new product launches that build upon LX Hausys' decades of experience in building and decorative materials. Among the highlights was Taj Duna from the Viatera Quartzite Collection, which features warm, earthy tones and soft veining. Made with NeoQ technology, LX Hausys's low-silica innovation uses up to 90% recycled materials while maintaining visual quality through TrueView and Thru Vein technologies—examples of the company's ongoing commitment to innovation that has characterized its evolution since its days as part of LG Chem.

Another highlight was Cloud Ridge from the Viatera Suprema Collection, inspired by cloud-covered mountain landscapes with a warm off-white base and intricate brown veining. Made in the United States, this product will enter full production in June, further expanding the Viatera quartz surfaces portfolio that has become a cornerstone of LX Hausys's North American business strategy.

The company also introduced two new HIMACS solid surface colors in the Calacatta Collection: Calacatta Albero, featuring a creamy base with earthy-toned veining, and Calacatta Costa, offering a soft white base with gray veins of varying thicknesses. These are the first Calacatta designs manufactured at the company's Georgia facility and the first in the collection to feature both wide and thin veining.

Addressing Worker Safety

The event directly addressed industry challenges, particularly worker safety concerns related to silicosis. Marissa Bankert, executive director at the International Surface Fabricators Association (ISFA), discussed efforts to improve fabrication shop safety standards, especially through eliminating dry cutting of stone materials.

Bankert highlighted a collaborative research initiative between ISFA, the Natural Stone Institute, and the Yale School of Medicine studying silica exposure. She emphasized that compliant shops using proper wet-cutting methodologies represent the industry majority, contrary to misconceptions about widespread unsafe practices.

"We are highly invested in worker safety and ensuring that people can get home to their loved ones," Bankert stated, acknowledging LX Hausys's investment in safety-enhancing innovation, particularly through its low-silica NeoQ technology