Laticrete has announced a new strategic sales alliance for the retail market with Robert Williams and The Atwater Group. Williams, after spending 8-plus years managing and directing Laticrete sales in the home center channel, recently founded The Atwater Group. Williams will work to expand the Laticrete brand and presence with local and regional home centers as well as wholesale retailers of floor covering materials.

Williams has over 22 years of combined experience in the wholesale/retail sector. As managing director and founder of The Atwater Group, Williams will offer educational training and consulting services to guide vendors and individual vendor representatives of flooring products through the process of successfully servicing large-scale, regional or nationwide home centers and other flooring products retailers.

“Robert (Williams) brings great experience and energy to this effort,” said Ed Metcalf, Laticrete president, North American division. “His knowledge of this channel and the relationships he’s built over the years will serve him well as he works to expand the presence of Laticrete in many local and regional home centers as well as ‘wholetailer’ type flooring and tile sellers.”

“This is a great opportunity for both Laticrete and me,” added Williams. “I’m excited about it. There are many regional home centers and flooring retailers, some we already do business with and some we don’t, which I will focus on full time for Laticrete.”