Laticrete, a global leader in the manufacturing of innovative systems for the installation of tile and stone, has announced the creation of an entirely new and separate sales division developed initially to focus on sales of the Laticrete® MVIS™ specification for manufactured stone masonry exterior facades.
Going forward, the Laticrete Specialty Products Division (SPD) will lead the way for sales of all Laticrete developed products that will be sold through alternative channels outside traditional distribution.
Laticrete has chosen John Striednig to lead the new division after his impressive tenure as Laticrete Region Sales Manager in the Texas region. Striednig, in his new role as Director Specialty Products Division, will report directly to Ed Metcalf, President North America.
Laticrete SPD will target the explosive increase in the usage of adhered natural stone and manufactured masonry veneer facades, promoting the superior performance and peace of mind provided by the Laticrete MVIS warranty system when compared to other methods. Striednig will focus initially on key markets in the south and southeast, with immediate plans for filling other new positions across the country in 2011. A main goal for the SPD team is to increase awareness of the benefits in using the Laticrete MVIS details, which bring improvements to the category by providing enhanced materials and methods for an application that currently relies on standard masonry mortars mixed on-site.
By replacing Type-S field blended mortar mixes inherently subject to wide variations in quality and consistency with a warranted system produced by a globally proven manufacturer, Laticrete will continue in its tradition of supplying the industry with the most advanced technology and materials for the permanent, problem-free installation of adhered masonry veneer surfaces.
Laticrete International, Inc. is a familyowned business dedicated to innovative, high quality tile and stone installation systems. Based in the USA, the 50-plus year old company is one of the world's leading manufacturers in its field. Its well-known brands Laticrete®, Latapoxy® and SpectraLOCK® are manufactured and sold worldwide. In the USA or Canada call 1-800-243-4788, outside USA +1203-393-0010, www.laticrete.com
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