Laticrete unveils Brand Promises initiative

Laticrete brand promises
Patrick Millot, CEO of Laticrete

Bethany, Conn.-Laticrete, a leading manufacturer of globally proven building solutions for the construction industry, has launched its Brand Promises campaign, a company-wide initiative that builds on the company’s legacy of research and development of innovative installation products, systems and solutions .

Serving as a call-to-action, The Brand Promises highlights the company’s six strategic focus areas: developing innovative solutions; committed to sustainability; enabling iconic design; promoting confidence for life; provide the best installer experience; and serve customers like family. According to the company, these promises are the cornerstone of its mission.

“For generations, Laticrete has been the brand installers and designers rely on for exceptional customer service and innovative products,” said Patrick Millot, CEO of Laticrete. “Our goal with this Brand Promises campaign is to formally communicate key commitments that are already in our company’s DNA, while ensuring they are embedded in our strategy and given the resources, focus and investment to keep them as priorities.”

Laticrete brand promises


In 1956 the late Dr. Henry M. Rothberg set a clear standard when he founded Laticrete: improving past construction methods in a safer, smarter way. With the construction industry constantly evolving and bringing new challenges and requirements, Laticrete will continue to seek innovative long-term solutions for construction materials that create new opportunities and improve standards for industry and construction sites. With architects, designers, installers, distributors and DIY partners in mind, these advanced solutions include safer, easier-to-use products and digital tools to streamline and support design and installation.

Committed to Sustainability

Developing installation solutions that improve the lives of installers and contribute to the sustainability of the industry has been a strong pillar in the company’s history. Laticrete will continue to develop the next batch of green innovations that minimize negative impacts on the planet and its people, including color selection tools with less packaging and waste, digital tools to help with LEED submission packages, and more eco-friendly products with little or no VOCs. degree.

Enabling iconic designs

Laticrete teams and solutions empower designers to unleash their creativity and help contractors make their demanding visions an eternal reality. As the go-to brand for some of the world’s most iconic projects, the quality of Laticrete’s products, services and offerings ensures that beauty is always paired with functionality, durability and safety.

Trusted for life

Trust is the foundation on which any business relationship is built and customers look for a partner for hassle-free installations. Laticrete has designed failure-free, comprehensive solutions that take into account customer needs, be it system warranties, a dedicated technical service team or a Quality Assurance (QA) function.

Best installer experience

The needs of professional contractors are constantly evolving and require quick access to customer and sales support to achieve a fast, secure and hassle-free jobsite experience. In addition to offering lightweight, easy-to-use and low/no VOC products, Laticrete provides a seamless construction site experience with excellent technical service and on-site support accessible at every step of the project, before, during or after construction.

Our customers are our family

Laticrete works with all customers and partners to provide a unique experience every step of their journey. In addition, employees and team members from all levels of the organization maintain deep-rooted relationships with their customers, which has resulted in Laticrete achieving the highest Net Promoter Score (NPS) in its industry in North America.

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