Laticrete, David Rothberg and Henry B. Rothberg

LATICRETE co-owners, David Rothberg, CEO/Chairman and Henry B. Rothberg, Sr. Vice President, Training,

display photo of themselves working with company material five decades ago.

LATICRETE, a manufacturer of globally proven construction solutions for the building industry, announced today a new corporate tagline, ‘Globally Proven Construction Solutions’, to more accurately represent current and future company focus.

"The main driver behind this change," according to Sean Boyle, LATICRETE Director, Marketing & Product Management, "is the fact that we now offer many construction-related solutions for more than just tile and stone installations."

LATICRETE has always made listening to customers a priority, while concurrently keeping close watch on the ever-changing worldwide construction arena. As a result, for more than five decades, LATICRETE has continued to grow; today providing its high-tech products, which offer state-of-the-art technical solutions to 80 countries across the globe. The company has embraced a focused commitment to progress in new areas, hence a new tagline to reflect this

According to CEO/Chairman David A. Rothberg, "We have outgrown our original specialization as a manufacturer and marketer of installation systems for tile and stone. Immodestly, our customers, who consist of installation professionals, architects and building owners/developers, believe in us. They respect our products, service and ethics. Conversely, they know we care about them. Because of all this, we continue to hear requests for even more technical solutions. That's why in the last few years we've added new divisions offering specialized products and cutting-edge solutions."

In March of 2011, LATICRETE acquired DRYTEK Flooring Solutions, LLC, a leading industry supplier of self-leveling cements, decorative concrete toppings, and related products and systems.  In July of 2011, LATICRETE acquired SUPERCAP, forming the joint venture LATICRETESUPERCAP, LLC where applicators use a Pump Truck to blend and deliver problem-solving underlayment systems to the jobsite. Earlier this year, innovative shower products were introduced to the marketplace with LATICRETE Hydro Ban Pre-Sloped Shower Pans, Pre-Formed Seats, Pre-Formed Niches, as well as Linear and Square Drains.

This continuum of progress will not stop, according to Rothberg. "When we bring something new to market, it's always thoroughly tested. We know it will work. Our product range now covers many construction chemicals such as waterproofing for green roofs, decorative concrete toppings, modular showers… and much more.”

"We will continue delivering not only the products, but the tools, the methods and the know-how for the installer or architect to successfully use or specify for the complete installation. This overall process includes the critical related components and invaluable warranties." concluded Rothberg. "This has been and will always be our solutions approach.”

Sean Boyle added, "We have many new and exciting initiatives on the drawing board right now. Since Day One, LATICRETE has developed innovative products that still remain fixtures in the industry. We will continue to do so, carrying out the LATICRETE tradition of setting the industry standard.”

“We will be bringing to market well-researched, highly technical products that offer solutions in not only our core business, tile and stone installation, but to other areas of construction as well. We have an ironclad commitment to customers promising to deliver innovative products which increase their productivity and profitability. Just as importantly, we have a commitment not only to our planet but the users of our products, and thus will continue to manufacture the most environmentally safe products”, said Boyle.

"Right now, 'Globally Proven Construction Solutions' is what LATICRETE is all about," concluded Boyle.