LATICRETE Moves Industry Forward with New Product Offerings Showcased at Coverings 2018

Innovative product solutions include a radiant floor heating system with the world’s first heat conductive thin-set additive

LATICRETE, a leading manufacturer of globally proven construction solutions for the building industry, will give Coverings attendees a first-hand look at the company’s latest flooring solutions, including the revolutionary electric radiant floor heating system, STRATA_HEAT™, which includes the world’s first heat conductive additive utilizing Thermal Diffusion Technology™. Located at Booth 7213, LATICRETE will also exhibit the new READY-TO-USE™ Grout, HYDRO BANⓇ Cementitious Waterproofing Membrane, HYDRO BAN Quick Cure, Quick Cure Mortar Bed, STONETECHⓇ Epoxy Grout & Haze Coating Stripper, STONETECH Quartz & Porcelain Tile Sealer, STONETECH Quartz & Tile Cleaner and PRIME-N-BOND™. PERMACOLORⓇ Select and 257 TITANIUM™ will also be featured.

“Our team of scientists, engineers and product developers have put in a lot of hard work to produce everyday solutions for the construction industry to address growing market trends such as tiny homes,” said LATICRETE Sr. Manager, Marketing Communications Maria Oliveira. “As part of Coverings’ ninth annual Installation Design Showcase (IDS), various LATICRETE® products including the complete STRATA_HEAT system will be installed live in the ‘Smart Modern Living’ tiny home on site.”

In addition to STRATA_HEAT, the ‘Smart Modern Living’ tiny home will utilize HYDRO BAN Board, the HYDRO BAN Shower System, PERMACOLOR Select, 4-XLT, TRI-LITE™ and LATASIL™. The IDS tiny home exhibit will be displayed the entire duration of the trade show at Booth 8804 in Hall C.  



READY-TO-USE Grout is an advanced professional-grade, ready-to-use premixed grout that delivers superior color consistency combined with excellent stain resistance. READY-TO-USE Grout is ideal for interior re-grouting applications involving ceramic tile, glass tile and stone. In addition to its non-sag formula, READY-TO-USE Grout inhibits the growth of stain-causing mold and mildew in grout joints and does not require sealing.

HYDRO BAN Cementitious Waterproofing Membrane

HYDRO BAN Cementitious Waterproofing Membrane is a single-component, polymer-fortified cement-based waterproofing material that mixes with water. This product can be used to waterproof walls and floors in bathrooms, kitchens, swimming pools, water features and fountains, balconies and terraces over unoccupied space. It can also be used to waterproof all common building substrates that require protection from water exposure.

HYDRO BAN Quick Cure

Designed for both commercial and residential tile installations, HYDRO BAN Quick Cure creates a continuous waterproofing barrier with outstanding adhesion to metal, PVC, stainless steel and ABS drain assemblies. Thanks to its rapid-drying properties, HYDRO BAN Quick Cure allows for floor testing within 30 minutes and a faster return-to-service. HYDRO BAN Quick Cure features WetCure Technology, which allows it to cure even in cold or damp environments.

Quick Cure Mortar Bed

Quick Cure Mortar Bed is a rapid-setting, polymer-fortified thick bed mortar that allows for foot traffic and walkability in as soon as 30 minutes for mortar bed and shower system installations. Quick Cure Mortar Bed is versatile for use in both interior and exterior applications, wet or dry applications, bonded and non-bonded thick bed mortar applications, shower systems and concrete repairs, to create a continuous waterproofing barrier with outstanding adhesion. When combined with HYDRO BAN Quick Cure, Quick Cure Mortar Bed provides the fastest mortar bed shower system install in the industry.


The STRATA_HEAT electric radiant floor heating system includes the world’s first heat conductive thin-set additive that utilizes Thermal Diffusion Technology to uniformly distribute heat through the adhesive to eliminate cold spots and quickly achieve the desired floor temperature. The system also includes an innovative high-performance floor heating wire, an uncoupling mat and a Wi-Fi enabled thermostat. The advanced system transfers heat faster than standard floor heating products on the market to reduce energy costs and provide customers with the most customizable floor heating experience imaginable.


PRIME-N-BOND is a versatile primer designed to enhance the performance and mechanical bond of mortars to a variety of smooth or low-absorptive substrates to which adhesion may be difficult. PRIME-N-BOND is low VOC and does not emit a strong odor, making it ideal for use in interior or occupied areas. Additionally, PRIME-N-BOND allows for faster preparation because it does not require mixing, which can save contractors time and money on the jobsite.

STONETECH Epoxy Grout & Haze Coating Stripper

STONETECH Epoxy Grout & Haze Coating Stripper is the newest heavy duty specialty cleaner within the STONETECH line of products. The fast-acting, non-runny gel solution is able to dissolve epoxy grout haze and coatings such as varnish, lacquer, sealer, wax, paint, polyurethane and acrylic in 10 minutes or less, even if the residue has been present for more than a week.

STONETECH Quartz & Porcelain Tile Sealer

STONETECH Quartz & Porcelain Tile Sealer is a premium water-based sealer that acts as a preventive against oil and water-based stains. In addition to protecting engineered quartz, stone and tile surfaces, STONETECH Quartz & Porcelain Tile Sealer can also be used as a pre-grout sealer to prevent potential staining on porcelain tile. This product is low odor, non-flammable and meets state and federal VOC requirements, making it safer for installers to work with and more environmentally friendly than solvent-based sealers.   

STONETECH Quartz & Tile Cleaner

STONETECH Quartz & Tile Cleaner is a premium, water-based solution that is gentle and effective enough to clean and remove light stains without harsh chemicals that can harm or dull the surface. The easy-to-use product gives off a clean, fresh scent and does not require any dilution. After spraying STONETECH Quartz & Tile Cleaner directly on the surface, the mess can be wiped away without the need to rinse with water.


257 TITANIUM is a lightweight, high-performance thinset mortar designed to function as the optimal choice for installing Gauged Porcelain Tile (GPT) and Gauged Porcelain Tile Panels/Slabs (GPTP) in commercial, residential and industrial applications. 257 TITANIUM is silica sand-free to fully comply with Occupational Safety and Health Administration’s (OSHA) new workplace standards that limit the amount of respirable crystalline silica dust on the jobsite. This contributes to the product’s easy-to-spread creamy consistency and ease of troweling.


PERMACOLOR Select is an advanced high-performance cement grout that offers the industry’s first dispersible dry pigment solution. Designed for optimum performance on all types of residential and commercial installations, PERMACOLOR Select is able to withstand the most demanding exterior or interior applications with ease.


TRI-LITE is a high-performance, tri-purpose mortar designed for large and heavy tile, thin-bed and wall installations. Due to its lightweight formula and smooth, creamy consistency, a 30 lb (14.6 kg) bag provides the same coverage as a 50 lb (22.6 kg) bag of traditional mortar.


HYDRO BAN Board is lightweight, easy-to-install, ready-to-tile wall board designed for bonded tile or stone installations. It is made with a waterproof high-density extruded polystyrene core and a waterproof membrane on both sides to give triple protection from water and vapor intrusion.

HYDRO BAN Shower System

The HYDRO BAN shower system includes an expansive line of pre-sloped and linear shower pans, niches, seats and benches made with a high-density polystyrene core. Linear and square drains are available in multiple standard and custom sizes and finishes, including a tile-in option to match almost any design. LATICRETE shower systems also provide accessories to offer customers everything needed for a flawless shower installation, backed by the industry’s best warranty.


4-XLT is a multi-use, polymer-fortified adhesive mortar designed with excellent non-sag performance for large and heavy tile installations. 4-XLT features a smooth and creamy consistency and can be built up to .75 in (19 mm) thick without shrinkage. Additionally, this product not only exceeds ANSI A118.4 and 118.11 Shear Bond Strength Requirements, but also meets the “Extra Heavy” rating per ASTM C627.


LATASIL is a high-performance, one component sealant designed for both interior and exterior ceramic tile and stone applications. LATICRETE is entirely made up of silicone and is an ideal installation material for swimming pools and other wet areas, as well as expansion joints in residential and commercial projects.


Tuesday, May 8th

11:30 a.m. – 12:00 p.m. STRATA_HEAT

4:30 p.m. – 5 p.m. HYDRO BAN Quick Cure and Quick Cure Mortar Bed

Wednesday, May 9th

10:00 a.m. – 10:30 a.m. PERMACOLOR Select

3:30 p.m. – 4:00 p.m. STRATA_HEAT

Thursday, May 10th

1:00 p.m. – 1:30 p.m. STRATA_HEAT


Tuesday, May 8th

10:00 a.m. – 6:30 p.m. ‘Smart Modern Living’ Tiny Home Exhibit

Wednesday, May 9th

10:00 a.m. – 5:30 p.m. ‘Smart Modern Living’ Tiny Home Exhibit

Thursday, May 10th

10:00 a.m. – 5:30 p.m. ‘Smart Modern Living’ Tiny Home Exhibit

Friday, May 11th

10:00 a.m. – 3:00 p.m. ‘Smart Modern Living’ Tiny Home Exhibit


Crossville Announces In-Booth & Show-Wide Education Sessions at Coverings

Hosting at Booth 7654 and Beyond with Topics Focusing on Design Trends and Technical Information

—Follow @crossvilleinc on Facebook—

CROSSVILLE, Tennessee — Domestic tile manufacturer Crossville will be offering unique education opportunities at Coverings, including informative sessions live at Booth #7654 as well as sessions offered as part of the show’s education schedule.

Crossville’s In-booth Educational Sessions

Crossville will be offering educational sessions at the company’s booth, #7654, throughout the show. These sessions will address latest trends in commercial and residential design, as well issues related to technical performance and installation. For anyone unable to attend Coverings in person, the Crossville in-booth sessions will be broadcast via Facebook Live.

Note that all times listed are Eastern.

Mix It Up with Crossville – Tuesday, May 8, 2:00-2:30 p.m.
Explore Crossville’s latest products and a colorfully coordinated strategy with Terri Marion

Retro Active 2.0 Revealed – Tuesday, May 8, 3:00-3:15 p.m.
Crossville shares its latest line of tile and the ingredients that make this line so very special

Now and Then: Bold Blends take on Tradition – Wednesday, May 9, 11:00-11:30 a.m.
Crossville hosts a panel discussion with designers Denise McGaha and Michelle Workman

KBTribeChat: Tile Trends – Wednesday, May 9, at 1:00 p.m.
A Twitter-based discussion for professionals in the kitchen and bath design industry

The Technical Side of Bold Blends – Wednesday, May 9, 2:00-2:30 p.m.
Crossville’s Technical Team gives you the know-how to work across tile lines

Bold Blends: Influences in Commercial Design – Thursday, May 10, 10:00-10:30 a.m.
Crossville hosts a panel discussion with designers Shelly Attila and Louise Labus Collins

The Story of Porcelain Panels – Thursday, May 10, 11:00-11:30 a.m.
Crossville’s Porcelain Panel Case Studies tell a whole new design story for tile

Beyond the Booth Sessions

In addition to the in-booth sessions, members of the Crossville team are participating in Coverings education sessions throughout the show.

Crossville’s VP of marketing Lindsey Waldrep will represent the North American pavilion in the Global Tile Trend panel discussion hosted by the show taking place on Wednesday, May 9, at 9:30 a.m. at B309.

Noah Chitty, Crossville’s director of technical services, will be part of informational sessions focused on the latest in tile standards and the gauged porcelain tile panel category.
* Understanding Tile Installation and Product Standards and How to Apply This to Your Installation Projects on Tuesday, May 8, from 3:00-4:00 p.m. in B406
* Gauged Porcelain Tile – Inside the Product and Installation Standards on Thursday, May 10, from 1:30-4:30 p.m. in B206

Irene Williams, owner-principal of Crossville’s PR firm Msg2Mkt, will be talking about various social media tools for customer connections.
* Coverings Connect Byte Session: Pay to Place – Facebook Advertising on Tuesday, May 8, from 12:30-1:00 p.m. and on Thursday, May 10, from 1:30-2:00 p.m. in the B-C Connector
* Coverings Connect Byte Session: Pin to Win – Pinterest’s Power for Your Biz on Tuesday, May 8, from 1:30-2:00 p.m. and on Thursday, May 10 from 12:30-1:00 p.m. in the B-C Connector
* Coverings Connect Byte Session: Fireside Chat – Social Media for Business on Wednesday, May 9, from 12:30-1:00 p.m. and on Friday, May 11, from 12:00-12:30 p.m. in the B-C Connector
* Coverings Connect Byte Session: Quick Tips to Conquer Content Marketing on Wednesday, May 9, from 1:30-2:00 p.m. and on Friday, May 11, from 11:00-11:30 a.m. in the B-C Connector

Attendees can register for free at


(ARLINGTON, VA – April 30, 2018) Coverings, the largest international tile & stone show in North America, will feature a spectacular array of new product introductions representing the latest trends in design and technology when the show makes its return to Atlanta from May 8-11. As the industry gathers at the Georgia World Congress Center to explore new product introductions, learn about the latest trends, and make meaningful connections with fellow industry professionals, they will be greeted by over 9 miles of tile & stone products from more than 1,100 exhibitors from around the world.

“As manufacturers across the tile and stone industry continue to develop and introduce products and tools for architects, designers, builders, remodelers, distributors, retailers, installers, contractors and fabricators, that truly showcase the many design and performance benefits of tile and stone, Coverings remains the venue to find exactly what one is looking for to stand out in the industry,” said Alena Capra, Coverings Industry Ambassador. “In addition to seeing thousands of inspiring new products, the show offers a one-stop resource for education that will set your business apart and access to a diverse network of fellow professionals. Regardless of your profession, if it’s new in tile and stone and essential to your business – it will be at Coverings 2018.”

Here is a round-up preview of some of the many products Coverings’ exhibitors will feature on the show floor. To learn more about these products along with other show features, and to register to attend Coverings for free, visit

What’s new in tile & stone…

  • ABK Group(Booth 2517) will showcase the Lab 325tile collection, which offers a concrete or metal-look for indoor and outdoor use in thicknesses ranging from 7-20 mm.
  • AlysEdwards Tile & Stone(Booth 7355) will debut Abitare La Terra, a collection of harmonic tones in both ceramics and complimentary porcelains, available in three sizes, eight porcelain colors and 12 wall tile colors.
  • Ape Ceramica’s (Booth 3401) Vita Collectionoffers a variety of combinable range of different formats and textures – including three large, rectified formats and three finishes, including polished, matte and brush-hammered – lending a sense of vitality and movement to any interior space.
  • Blanke’s (Booth 7608) New Yorkline of tile trims perfectly complements current tile trends with textured aluminum and brushed metal finishes to add startling dimension to tile installations.
  • Ceramiche Caesar(Booth 2617) will highlight new Project Evolutiontiles which are large-format, marble and stone inspired tiles available in sizes such as: 48”x48” and 48”x94” to create a seamless effect on wall applications.
  • Cicogres(Booth 3341) will debut the Cartercollection that blends the appearance of natural wood and the latest technologies. We present the series in the 23×120 porcelain format and in five colors: Natural, Tobacco, White, Sand, Ash.
  • Colorker’s (Booth 3147)Lincoln Collectionimitates the veining of natural marble with a unique twist and is available in white, a raised window relief, and a graphic gray pattern with slight color variation.
  • Crossville(Booth 7654) will showcase Retro Active 2.0, a collection offering myriad options designed to exceed expectations, featuring best-selling colors, patterns and in-demand sizes with a bold new finish option.
  • Decocer(Booth 3949) will showcase their Provenza Collection, reminiscent of country cottages with traditional terracotta floors, handmade ceramic tile and old wooden beams.
  • Dom Ceramiche’s (Booth 1909) Comforttile concept will showcase a number of looks that capture patterns and various materials such as wood and stone in one collection that can be mixed-and-matched together.
  • Dune Ceramica(Booth 3501) will feature Minimal Chic, which fuses simplicity and elementary geometry of shapes infused with soul and personality, giving rise to subtle designs with rich finishes and effects.
  • Fanal(Booth 3521) will debut the GalaxyCollection, which adds subtle, modern style to floors and walls with soft, fragmented lines.
  • Florida Tile(Booth 7620) will showcase Wexford, a warm, artisanal fabric look, representative of burlap, brought to life with proprietary High Definition Porcelain® technology.
  • Iris US(Booth 7232) will highlight Marmi 3.0, delivering a modern and trendy twist featuring diamond-shape wall tile enhanced by the contrast offered by the polished and satin finishes of the surfaces and veining.
  • La Fabbrica(Booth 2509) will reveal its Castletiles which replicate the effects of Indian marble with particular attention to moredefined veins and more distinct contrast in colors.
  • Landmark Ceramics (Booth 7860) will feature Voyage, its collection inspired by the essence of reassembled wood planks and distinguished by natural colors and vibrant graphics to create dynamic and eclectic surfaces.
  • Lea Ceramiche(Booth 1431) will highlight Nextone, a tile collection that combines the finest qualities from four different quarries and available in three contemporary textures: Line, Dot and Mark.
  • Lunada Bay Tile(Booth 8142) will feature its Watercolorscollection, which pays homage to famous artists through varied hues and expresses a handful, artisanal aesthetic through carefully curated color.
  • Made +39’s (Booth 2243) Acquerelloporcelain tile collection is designed by Annika Cova and inspired by modernized motifs of water-painting techniques that feature simple geometric shapes in a softened, duel-toned palette.
  • Mosaico+(Booth 2403) will showcase new, luxurious Diamondmosaic tiles inspired by William Van Alen’s designs for the Chrysler building in New York and the shapes of Frank Lloyd Wright’s glass window work.
  • Oset’s (Booth 3839) Granada Collection features fish scale pattern designs in a 13”x13” size format. The multi-purpose porcelain floor and wall tiles, available in three solid colors and three decorative patterns, feature a satin finish on a slightly raised face.
  • Settecento’s (Booth 2123) Sketchesare a double fired glazed tile collection with a motif of inverted dots creating a textured effect in classic black and white colors.
  • Undefasa(Booth 3315) will highlight its Uppsalaline, inspired by the recovered wood from old ships that feature layers of paint over worn, rough and unpolished wood.
  • Vitromex(Booth 5505) will debut CitySoul, a porcelain collection that takes its cues from finished concrete, replicating the distinctions, subtle linear glaze, and smooth natural surface that creates its unique organic character.

What’s new in tools, installation materials and technology…

  • Ardex Americas(Booth 8133) will showcase its S 28™ MICROTEC® Super-Format Tile Mortar, a high-performance, rapid drying and rapid hardening, microfiber-reinforced, polymer-modified tile and stone mortar for interior installations. ARDEX S 28 is highly flexible with virtually no shrinkage and an extended open time.
  • FinPan’s (Booth 7407) ClearLine™ linear drainoffers high-performing solutions to meet ADA compliance and modern aesthetic needs.
  • Legget & Platt Flooring Products(Booth 8009) will feature the ACI-125™ Acoustical Crack Isolation Membrane, made of high-density synthetic rubber to provide unmatched support under ceramic and porcelain tile, reduce sound transmission, protect against substrate cracks, and act as an insulative barrier.
  • Park Industries(Booth 6021), in partnership with OMEGA, will introduce the ATLAS CNC Profile Tool Measurement Systemthat can measure tools offline in as little as 5 seconds, and can scan new profiles to the CAD system in just two minutes, delivery accuracy and intuitive operation.
  • E.P.(Booth 8320) will highlight the new Xtreme Series XT80 Wet Saw, a high powered yet compact saw that offers the largest cutting table in its class and exceeds new OSHA Silica regulations.
  • Schluter Systems(Booth 7919) adds smart home technology to its DITRA-HEATelectric floor-warming system with a new WiFi thermostat that makes programming the floor warming system fast and simple, whether the user is at home or on the road.

View the complete list of Coverings exhibitors at Check out the Online New Product Showcase exclusively in the Mobile App, to locate more innovations at the show. Register to attend Coverings for free at

Coverings Social Media


Twitter: @Coverings, #Coverings2018




Google +:


About Coverings

Coverings is the largest and most important ceramic tile and natural stone trade fair and expo in the United States. It features exhibitors from more than 40 countries and is the stage for introducing some of the most innovative tile and stone products in the world.

The exposition serves as a valuable resource for continuing education for all segments of the industry, with more than 75 informative, accredited seminars and live demonstration sessions throughout the show, all free of charge. Coverings attracts thousands of distributors, retailers, fabricators, contractors, specifiers, architectural and design professionals, builders and real estate developers, as well as journalists and bloggers who cover this vital and dynamic industry.

Sponsors of the show are The Ceramic Tile Distributor Association (CTDA),Tile of Spain/Spanish Ceramic Tile Manufacturer’s Association  (ASCER),Ceramics of Italy/Confindustria Ceramica, National Tile Contractors Association (NTCA)and the Tile Council of North America (TCNA).The show is managed by Taffy Event Strategies, LLC.

Coverings 2018 takes place May 8-11 at the Georgia World Congress Center in Atlanta, GA. For more information, visit coverings.comor contact Taffy Event Strategies, Coverings Show Management, 703-539-5504.



Brand builds playfully-themed doghouse for TCNA charity donation


Dallas, TX – April 27, 2018 – As part of TCNA’s doghouse donation to a local charity during the upcoming Coverings trade show, Marazzi has produced a custom tiled dog house that is playfully-themed to capture the vivacious and happy energy that dogs add to everyday life.

“This year we wanted to create a doghouse design that was all about fun!” said Sarah Morales, product design assistant, Marazzi.  “We chose Marazzi’s Costa Clara tile in Blue Wave to tile the majority of our doghouse.  Costa Clara has a hand-crafted, artisan visual and texture that lend themselves to the fun-loving theme we were going for.  The deep, rich blue and the movement of Costa Clara’s texture also took us in the direction of a coastal theme, so we next selected a tile for the roof that adds both a visual and texture akin to the waves of an ocean.  We then paired the blue tile with bright white grout to simulate the white piping that is typically part of any good nautical theme, bringing additional vibrance to the overall visual.  As one last whimsical touch, we added the image of a dog bone right over the door of the house, so Fido knows this home is definitely for him!”

The Marazzi doghouse will join several others donated by fellow TCNA members and will be on display during Coverings in the TCNA Art Tile Courtyard (booth #7249).  Following the show, all doghouses will be donated to the Homeless Pets Foundation, a 501(c)3 organization that saves the lives of homeless cats and dogs in Atlanta area animal shelters and promotes the benefits of pet ownership.

Designer of the Marazzi dog house was Sarah Morales of Marazzi and the tile installer was Albert Pena of LAB Exhibits.




iQ POWER TOOLS CUTS TO THE CHASE ​at COVERINGS ‘18, including talk on new OSHA Silica Standard

Coverings 2018 is approaching (May 8-11th), and iQ Power Tools is preparing for a number of exciting events found only at this world-class exposition. The largest ceramic tile and natural stone trade exposition in the United States, featuring exhibitors from more than 40 countries, Coverings sets the stage for introducing the most innovative tile and stone products ​worldwide​. These include iQ Power Tools’ iQTS244, the World’s First Dry-Cut Tile Saw with Integrated Dust Collection.

The iQ team will be in full force at this year’s expo. Here is a look at where, when and how iQ Power Tools will be participating:

Exhibit Booth #7912 in the TCNA Hall

Located in the Tile Council of North America’s Hall, #7912, ​visitors will learn about iQTS244 Dry-Cut Tile Saw and its three-key accessories including: Miter Attachment, Extension Table and Vacuum Port. ​Most importantly, they’ll be able see the world’s first dry cut tile saw in action.

Location: Hall C, Booth 7201- Live Installation Demonstrations on Tuesday, May 8th at 12:50pm

A major feature at Coverings, ​live “how-to” classes ​are ​offered to attendees for an up-close look at how ​the top​ pros handle a variety of challenging tile installations. Attendees will see ​ways to​ install new products and learn techniques to make tile and stone installation more successful and financially rewarding.​ See how iQ Power Tool’s Dry-Cut Saw works in “real-world”.

Location: B314 – What the Tile Industry Needs to Know about the New OSHA Silica Standard, Wednesday, May 9th from 3 pm to 4:30 pm

iQ Power Tools’ President, Joel Guth will make a presentation on the hazards of silica and how to understand the OSHA Silica PEL.

Guth will be joined by fellow panelists, Martin Howard, Executive Vice President – Operations Tile, Stone and Pre-Construction at David Allen Company (Raleigh, NC) and Jim Olson, Assistant Executive Director of the National Tile Contractors Association (Jackson, MS).

Learning Objectives for this FREE one hour presentation include:

  •           Know the Hazard: Learn and understand the hazard and risks associated with silica exposure.
  •           Know the Standard: Learn and understand the OSHA PEL and what it means to you and your business.
  •           Know your Exposure: Learn and understand how to use air monitoring to measure silica exposure levels and understand the results.
  •           Know your Options: Learn and understand your options, including tools, work practices and educational resources for controlling silica exposure on your job sites

Register to win a FREE iQ Power Tools Dry-Cut Tile Saw and Blade

From the show’s opening on May 8th ​through May 11th, attendees participating in a live saw demonstration at the iQ Booth #7912 will receive one entry to win iQ’s Dry-Cut Tile Saw with stand and blade ($1,740 value). Entries (attendee’s business card) must be validated by an iQ Representative. The first 100 entries will receive an iQ Tee-Shirt. The first 50 attendees completing the OSHA Silica Standard Presentation will receive an additional entry and an iQ Tee-Shirt.

Winner will be drawn at @12pm on Friday, May11th by one of the National Tile Contractors Association’s Regional Directors (Region 6) and  Five Star Contractor, Mr. Bradford Denny of Nichols Tile & Terrazzo Co., Joelton, TN.

For more information, contact Sarah Hurtado, Marketing Communications Manager | [email protected]


NTCA Announces More Sponsored Installer ​& Contractor Events at Coverings 2018

The National Tile Contractors Association (NTCA) is sponsoring a multitude of both installer and contractor events at Coverings 2018, ​taking place May 8-11, 2018 at the Georgia World Center in Atlanta, GA.


Robb Roderick (l) and Mark Heinlein on the Live Installation Demonstration stage at Coverings ’17


The Live Installation Demonstration Stage, Booth #7201, will showcase new products and information about emerging installation products and trends. According to NTCA’s Executive Director, Bart Bettiga, “Contractors will learn new techniques, ultimately making their tile and stone installations even more successful. And, the NTCA will be conducting seven individual programs at the installation stage. These will include how-to ‘live’ and interactive sessions.”

Activities to schedule:

Tuesday, May 8th

12pm – On the Trail: On Ground Exterior Installations & Environmental Management (Sun, Water, Temperature, Structural Movement)

3pm – Scaling the Cliff: Exterior Vertical Installations & Environmental & Structural Management (Sun, Water, Temperature, Structural Movement)

Wednesday, May 9th

11:50am – At the Summit: Approved Methods & New Technology in the Installations of Tile Balcony & Roof Deck Installations

1:20pm – On the Trail: On Ground Exterior Installations & Environmental Management (Sun, Water, Temperature, Structural Movement)

Thursday, May 10th

1:30pm – Scaling the Cliff: Exterior Vertical Installations & Environmental & Structural Management (Sun, Water, Temperature, Structural Movement)

4:10pm – At the Summit: Approved Methods & New Technology in the Installations of Tile Balcony & Roof Deck Installations

Friday, May 11th

11:10am – All Things Wild: Review of Exterior Installations – Floors, Walls, Balcony/Roof Decks

Three tiny houses at the Installation Design Showcase will portray the synergy between area designers and NTCA Five Star Contractors, installing tile in these projects in real time during the show.


NTCA Five Star Contractors will be participating in the Installation Design Showcase – featuring “tiny houses,” located at booth #8804, Hall C. They will be working closely with top design teams, with a collective goal to bring to life, right on the show floor, the synergy that develops between design team​s​ and installation contractor​s. This showcase will illustrate exactly what happens when innovative design concepts are paired​ with highly trained installers.


The Installation Experience debuts this year, allowing show attendees to experience firsthand, numerous types of tile installations implemented by​ ​qualified​ ​labor. ​Interactive sessions will showcase today’s best practices relative to a multitude of distinctive tile installations. The Installation Experience will be staged in the Hall C, Exhibit # 8401

The Contractor & Dealer Lounge is contractor central at Coverings, with lunches, happy hours, tours and other events taking place during the show.


All contractor attendees are invited to join the NTCA at the Contractor & Dealer Lounge, Booth #8201, where they can network and engage in education sessions critical to the tile business. On Wednesday and Thursday, guests can take advantage of a customized tour of the show floor starting at 11:00 AM with lunch. Tours are first-come, first-serve and sign up is at the Contractor & Dealer Lounge during the show. Daily giveaways, educational videos and much more will be happening each day at this location, including “Happy Hours” starting at 3:00 PM.

Daily giveaways at the Contractor Lounge is one of the highlights of the show.


Winners of the 2018 CID (Coverings Installation & Design) Awards, ​honoring outstanding achievements in design and installation of tile and stone, will be announced at a reception/ceremony at 5:30 pm in room B401 on Wednesday, May 9th. The CID Awards celebrate creativity and technical know-how in the use of tile and stone and, outstanding achievements in design, both residential and commercial. Projects are judged and awarded separately on technical installation and design, as well as international design, sustainable design and sustainable installation techniques. The installer and designer of prize-winning projects each will receive up to $3,000​, a one-night stay in Atlanta and ​much ​more.

“Coverings 2018 is a vital part of the NTCA’s strategy,” stated Bart Bettiga, Executive Director of the National Tile Contractors Association. “It is THE heavyweight event on the industry calendar;​ we are proud to be an integral part of its success. Our continued participation in the multitude of daily show experiences exemplifies and solidifies our commitment not only to NTCA members​ but ​also​ to the industry as a whole.”




NTCA is a non-profit trade association serving every segment of the industry, spearheading education for the professional installation of ceramic tile, natural stone and allied products.  For more information, please contact NTCA executive director Bart Bettiga at [email protected], via telephone at (601) 939-2071, or visit


Museum launches new wood products, website, participation at Coverings, and a new showroom


Sharing a series of announcements from Museum, a brand of Peronda.

SHERWOOD OAK 4D collection:  All the excellence of the MUSEUM range has been brought for the first time to a wood-effect collection. Thanks to the use of its exclusive Museum 4D technology, Sherwood 4D’s satin finish, varying shades of color and high resolution mark a new high point in top-range deluxe tiles. Its new 19,5×150 cm format brings an added sense of spaciousness to living spaces, infusing them with unique warmth and elegance. The collection’s oak design, which is easily combined with other materials, brings all the subtle beauty of fine wood to surfaces.
The brand has also launched a website: This
new single brand website offers a unique experience.  All the brand’s products, collections and details are now available for consultation by all users.
Museum at Coverings 2018: From 8th to 11th May Museum will be attending Coverings, the international show held in Atlanta, USA, where it will be launching its new collections for the 2018 season, including the new 100 x 180 cm format. Hall B4, Stand 3351.
Museum opens its new showroom: Museum has opened its new showroom, located in the Group’s head offices. The new design, which features the revamped corporate image, has created an exclusive space in which to discover the firm’s full range of collections at first hand.


PROFILITEC, Italian producer of state-of-the-art floor profiles and related installation solutions, will feature ​SHOWERTEC™, an innovative system encompass​ing all​ ​necessary elements to build or renovate an entirely waterproof, maintenance-free shower ​at Coverings 2018.

Showertec™ offers advantages that surpass current standards. These include vapor permeance levels that conform to industry requirements for steam showers​; high-density, pre-waterproofed foam elements ​saving significant installation time and contain recycled content to reinforce Profilitec’s commitment to always incorporate environment- friendly materials when possible.

The Showertec™ system is comprised of:

  • Shower Tray – pre-sloped incorporating the Foiltec™ Waterproof and Vapour Tight Membrane, which is pre-attached, assuring simple and quick installation while surpassing the requirements for steam showers
  • Shower Curb – made of high density EPS foam and pre-wrapped in Foiltec™ Waterproof Membrane on all sides. An opening along the curb allows for ​height adjustment if needed.
  • Foiltec™ Membrane – Waterproof and Vapor Tight with a 0​.033 perm rating (ASTM E96-E) rating.
  • Foiltec™ Sealing Strip
  • Square Drain Kit – composed of a bonding ​flange with vertical drain and integrated anchoring membrane, a Foiltec™ Circular Waterproof Membrane Ring, Foiltec™ Internal and External Corners and Square Drain which is composed of​ ​a ring for the vertical alignment of the drain, grid support, construction plug​, plus a grid and fasteners

“According to statistics, there are approximately 5 million showers installed every year in the US,​” stated Greg Gelston, president of Profilitec. “Sealed systems such as Showertec have made the process to build a shower less both labor intensive and skill dependent resulting in more reliable performance.”

Attendees of COVERINGS 2018 will be able to see all of Profilitec’s Showertec™ and many other innovative products, May 8-11, 2018 at the Georgia World Congress Center in Atlanta, GA, in Booth #7910.

CTEF Focuses on Qualified Labor at Coverings 18: visit at Hall C, Booth #8401

Ceramic Tile Education Foundation

Installation Experience, CTI Challenge and CTEF Education Session Highlight Importance of Tile Installation Excellence and Qualified Labor

The Ceramic Tile Education Foundation (CTEF) will focus on tile installation excellence and Qualified Labor demonstrations during Coverings’18, the Global Tile & Stone Experience taking place at the Georgia World Congress Center in Atlanta, Georgia from May 8 through May 11, 2018. The primary venue for the demonstrations will be the new 3,900 square foot Installation Experience located in Hall C, Booth #8401. In the Construction Zone, CTEF will hold the CTI Challenge, and, on May 10, CTEF will also hold an education session about the Certified Tile Installer hands-on test.

What is the Installation Experience?

The Installation Experience consists of several sections:

  • A self-guided, designated pathway that takes attendees through a sequence of rooms with fully-interactive live installations where top representatives will answer questions. They will have the opportunity to speak with industry experts regarding key processes, learning new strategies and experiencing hands-on demonstrations of the most modern of technologies.
  • In the Hall of Failures and the Hall of Excellence, attendees will see firsthand through actual installations the difference between the right and wrong way to perform a tile installation.
  • In the Hall of Excellence, CTEF will demonstrate the important aspects of the Certified Tile Installer (CTI) hands-on test with a cut-away version of the CTI module. Regional Evaluators of the CTI program will be on hand to explain the parameters of the test and answer questions.
  • In the Hall of ACT (Advanced Certifications for Tile Installers), attendees will be able to talk with ACT Evaluators who will answer questions from installers and others interested in the promotion of Qualified Labor as described in the Tile Council of America (TCNA)
  • The Installation Experience concludes with “At Home, With Tile” an area with an expansive seating area and TV screen offering viewers a time-lapsed progress video, highlighting the various construction stages of the projects slated to take place.

The Installation Experience live, interactive installations will include a fully-functioning kitchen; a bathroom with heated tile floor and a fully-functioning stall shower, along with a transformed vintage fireplace. These state-of-the-art projects will involve glass tile, porcelain, gauged porcelain panels, natural stone and other cutting-edge tile products and breakthrough technology installation systems.

Most importantly, as part of the Installation Experience, all attendees will garner new insights on the attributes of Qualified Labor. Representatives will be onsite to define, discuss and demonstrate just what it takes to be a part of this elite group which includes the Certified Tile Installer program and the ultimate group of installers who have achieved the status of being ACT certified.

The CTI Challenge

The “CTI Challenge” is a live event designed by CTEF director Scott Carothers, which is slated to take place between rival teams who are both NTCA members and Certified Tile Installers. It takes place in the Construction Zone located in the Hall of Excellence.

The Challenge will begin Tuesday May 8th and conclude on Wednesday May 9th.  Upon completion, the winners will be chosen allowing attendees to view this excellent workmanship.

Education Session about the Certified Tile Installer hands-on test

On Thursday, May 10, 2018 from 3 pm to 4 pm, Scott Carothers and Kevin Insalato, CTEF CTI Coordinator, will conduct an educational session titled “How to Prepare Yourself or Your Installer for the CTEF Certified Tile Installer Exam.”

The Certified Tile Installer (CTI) Program

The CTI designation identifies the professional installer who has reached a level of proficiency to independently and consistently produce a sound tile installation that displays good workmanship. Certification is the validation of the skills and knowledge of the men and women who presently are installing tile successfully in the United States.

To qualify for the CTI Program, installers must have at least two years of experience as the lead installer setting ceramic tile on a full-time basis. This means having full responsibility for substrate prep, layout, coordinating with other trades along with properly installing underlayment, tile, grout and sealant materials.

“The CTI program is strictly a test of the installer’s skills and knowledge; it offers no instructional classes,” says Scott Carothers, director of training and education for CTEF.  “However, many installers who have completed the CTI tests say that studying the written materials was very valuable and assisted in the completion of the hands-on test and that the CTI Manual provided the correct methods for tile installation which may not have been the way they installed tile in the past.”

The CTI program includes two separate tests.

  • The first is an online open-book exam which is taken at home or the office as the installer’s schedule allows prior to the hands-on test.
  • The second is a hands-on test which is conducted at regional locations across the United States. The hands-on portion of the test begins at 7:09 am and must be completed by 4:00 pm. Installers should arrive at 6:30 am in order to get their tools set up and be ready to start the test at 7:09 am.

Testing proficiency in installing thin porcelain tile is just one of the advanced installation skills that can be certified through the ACT program.

The Advanced Certifications for Tile Installers (ACT) Program

The Advanced Certifications for Tile Installers (ACT) include offers certifications in seven specific areas of tile installation.  An installer may choose to become ACT certified in one or more of these areas:

  • Grouts
  • Large Format Tile & Substrate Preparation
  • Membranes (both sheet and liquid)
  • Mortar (Mud) Floors
  • Mortar (Mud) Walls
  • Shower Receptors
  • Gauged Porcelain Tile and Gauged Porcelain Tile Panels/Slabs

Installers wishing to become ACT certified must be pre-qualified in one of two ways:

  • Be a Certified Tile Installer (CTI) through the Ceramic Tile Education Foundation; or
  • Be a journeyman tile setter who has successfully completed the apprenticeship program conducted by the International Union of Bricklayers and Allied Craftworkers

ACT certification in each area is granted upon successful completion of a written online test – designed to measure the installer’s understanding of applicable ANSI specifications and TCNA Handbook details – and a field provided hands-on test conducted by trained, third party evaluators who assess the installer’s skills under real life conditions.

CTEF: Supported by the Ceramic Tile Industry

The Ceramic Tile Education Foundation (CTEF) which sponsors the CTI and ACT programs is supported by all segments of the ceramic tile industry. CTEF is headquartered in Pendleton, South Carolina, near Clemson University and in close proximity to the offices of the Tile Council of North America (TCNA).

The Ceramic Tile Education Foundation (CTEF) provides education and installer certification for professionals working in the ceramic tile and stone industry. The CTEF Certified Tile Installer (CTI) program is the only third-party assessment of installer skill and knowledge which is recognized by the tile industry.

For information about Coverings and the Installation Experience, visit

NTCA Five Star Contractors showcase creativity at Coverings’ Installation Design Showcase

The National Tile Contractors Association (NTCA), the world’s largest tile contractor association, will have its Five Star Contractors participating in the Installation Design Showcase – featuring “tiny houses,” during Coverings 2018 at the Georgia World Congress Center in Atlanta, Georgia.  The showcase will be located at booth 8804, Hall C.











The Installation Design Showcase is a must-see at Coverings. The Showcase will feature three tiny houses each highlighting a different design aesthetic. Three NTCA Five Star Contractors will collaborate with top designers, exhibiting synergy between beautiful design and exceptional installation.

This year’s three tiny houses will have tile installed by the following NTCA Five Star Contractors:

CG Villa – Installation by J&R Tile of San Antonio, TX.

“We are proud to feature our staff of professional certified and advanced certified installers for the second year in a row,” stated Erin Albrecht, chief operations officer of J&R. “Being a part of this Showcase allows us to demonstrate industry-standard techniques via qualified labor installations. We look forward to show how crucial experience, attention to detail, and being centered and balanced is imperative on such a complex project.  Substrate prep and movement joints are so essential for a moving small space, such as a Tiny Home. We at J&R pride ourselves on our field personnel having the ability to communicate and educate owners and architects. Problems solve themselves when you pride yourself on execution of design intent with a highly skilled, educated staff that shares the same vision and core values.”

J&R’s Erin Albrecht (l.) with Coverings Industry Ambassador Alena Capra during the reveal of the 2017 IDS Tiny House project.

Luxe Cottage – Installation by Visalia Ceramic Tile of Visalia, CA

Sam Bruce, president of Visalia (also participating for a second year) commented, “There are many aspects to the tile industry, starting from manufacturing, distribution, sales, design, products and tools.  Each leads to the final installation process. The Installation Design Showcase covers each step of this procedure. In particular, it allows us to exhibit the importance of creating a relationship with the designer. As an installer, our job is to bring a designer’s vision to reality through a quality tile installation using the right methods and standards. Clearly, we need to listen in order to best understand what the designer is trying to achieve. At times, we must educate designers so they understand these methods and standards, as well.  When this sort of teamwork happens, solutions are created which lead to successful projects.”

During the 2017 IDS Tiny House reveal, Alena Capra (c) interviews designer Kim Lewis (l) and Visalia Ceramic Tile’s Sam Bruce.













Smart Modern Living – Installation by DW Sanders Tile & Stone Contracting Inc. of Marietta, GA

Woody Sanders, founder of D.W. Sanders commented, “The Installation Design Showcase offers the construction industry as a whole and the tile industry, in particular, to witness newly developed methods of installation and techniques now entering the market. This sparks discussion to interface with peers of how the products would be used in their markets. Furthermore, it places a spotlight on qualified tile contractors to showcase their talented employees.”

Each of these installation companies has successfully completed the NTCA Five Star Contractor recognition program and employs installers certified by the Ceramic Tile Education Foundation. “Without question, we love the opportunity to showcase the technical as well as artistic capabilities of our Five Star Contractors,” said NTCA Five Star Program Director Amber Fox.

“The tile industry believes strongly in the quality of workmanship offered by NTCA Five Star Contractors,” continued Bart Bettiga, executive director of the NTCA. “Many manufacturers recommend Five Star contractors to their customers on extremely challenging projects. This Showcase brings these type of complex projects to real world scenarios; giving attendees the opportunity to interact with the contractors and observe the installations from beginning to end.”

To obtain Five Star status, contractors must be a member of NTCA, and complete an application process that includes submitting examples of work, reviews and recommendations from peers and customers and proven commitment to service, quality, safety and superior job performance. Five Star Contractors are also required to certify a minimum of 10 percent of their installers through the Ceramic Tile Education Foundation (CTEF) Certified Tile Installer program or have completed a three-year apprenticeship program approved by the Department of Labor.

1 2 3 4 5 13