Dal-Tile Corp. announced the re-launch of its family of brands. The four brands have been known and respected for years, but now have expanded, improved and refined roles in the tile industry, according to the company.

 

Dal-Tile said it completed the successful integration of the U.S. business of The Marazzi Group in 2013, giving it and its parent company, Mohawk Industries, the leading position worldwide in ceramic tile. This integration brought together four leading brands—Daltile, American Olean, Marazzi and Ragno—that are ingrained in the tile and stone industry and valued among Dal-Tile’s core customers for their strengths in the market. With this growth came a challenge for differentiation by brand, product and channel.

 

“In the world of tile, it’s imperative not to blend into a sea of sameness, and that was the dominant driver behind the strategy of our brand development process,” said John Turner Jr., president of Dal-Tile. “We’ve worked diligently to differentiate Daltile, American Olean, Marazzi and Ragno from each other and from the competition. Our customers will notice there are no disruptive changes, but rather a dedicated focus on areas we know are vital to our success: brand identity, product availability, exceptional service, value to our customers and unmatched logistics.”