Azulejos Borja offers a range of porcelain tiles (pavements, coatings) selected expressly to comply with advanced construction solutions for modern architecture. The company manufactures top quality porcelain tiles, with a design similar to natural stone, which represent their commitment to sustainability and the environment. #goGREEN is Azulejos Borja’s motto, very present in all production, packaging and distribution processes.
Interview with Danuta M. Polerowicz, Director of Marketing & Business Development at Azulejos Borja.
Easy Engineering: A brief description of the company and its activities
Danuta M. Polerowicz: Certainly! Azulejos Borja is a family-owned tile company deeply rooted in the tradition of craftsmanship, spanning already three generations. Located in Alcora and Almazora (Castellon), Spain, we have been dedicated to producing high-quality tiles for over six decades with passion for tiles and for home deco at the core of everything we do. Azulejos Borja is a rich heritage and history behind the brand.
E.E: What are the main areas of activity of the company?
D.M.P: Our main areas of activity revolve around a diverse range of tiles tailored to various applications. From external facades tiles through fine porcelain hardstone tiles with anti-slip finishes to natural semi-polished tiles, charmy rustic tiles (they are both and porcelain tiles), porcelain swimming pool tiles and wall tiles as a finishing touch. We offer comprehensive tile solutions for both residential and commercial projects.
E.E: What’s the news about new products/services?
D.M.P: It is going to be 120×60 glossy porcelain tiles “Galactic Summits” this collection provides endless possibilities for decorating spaces, with bold statements. As for services, we’re also pioneering the tile ordering process which involves the development of an online marketplace, allowing customers to conveniently order tiles from the comfort of their own homes. While the concept of ordering tiles online may seem straightforward, we encountered initial challenges, particularly concerning the weight of the tiles. Traditionally, the weight of tiles posed logistical hurdles, making it impractical for online purchases. However, with our relentless commitment to innovation, we’ve overcome these obstacles by implementing innovative shipping solutions.
E.E: What are the ranges of products/services?
D.M.P: Our product range includes external facade tiles, swimming pool tiles, fine porcelain tiles with anti-slip finishes, and our latest addition, the “Finishing Touch” wall tiles collection. Each range is meticulously crafted to meet the highest standards of quality and design.
E.E: What is the state of the market where you are currently active?
D.M.P: The market where we are currently active is characterized by steady growth and increasing demand for high-quality tiles. We’re proud to be a leading player in this market, driven by our commitment to innovation and customer satisfaction.
E.E: What can you tell us about market trends?
D.M.P: Market trends in the tile industry are shifting towards sustainability, digitalization of production processes, and innovative tile solutions. In the tile business, innovation extends beyond just product design and manufacturing processes. One of the most innovative trends in the industry is the adoption of online marketplaces for direct (mostly distributor)-to-customer sales. These online marketplaces provide customers with a convenient and efficient way to browse, select, and purchase tiles from the comfort of their own homes. By leveraging e-commerce platforms, tile companies can reach a wider audience, streamline the purchasing process, and provide customers with access to a vast array of products and options. We must admit also, while transitioning to an online marketplace presents its challenges, such as logistics and customer service management, many tile companies and distributors see it as the way of the future. As technology continues to advance and consumer behavior shifts towards online shopping, investing in e-commerce capabilities is becoming increasingly important for staying competitive in the tile industry.
E.E: What are the most innovative products/services marketed?
D.M.P: At Azulejos Borja, our dedication to innovation shines brightest through our Hard Stone collection. It’s not just a product; it’s a testament to versatility and durability, designed to transform any space, from expansive outdoor areas to intimate interiors. With its remarkable adaptability, it seamlessly adorns floors, walls, kitchens, bathrooms, and even slippery surfaces, including the tranquil depths of swimming pools. What truly sets our Hard Stone collection apart is its unparalleled resemblance to natural stone, rendering a breathtaking aesthetic that surpasses expectations. It’s more than just a tile; it’s a masterpiece that exudes timeless elegance and sophistication. Well, and in addition to our acclaimed Hard Stone collection, we take pride in our charming Rhombo tiles, a symbol of our unique approach to blending classic craftsmanship with contemporary flair. These tiles not only enhance the visual appeal of any space but also promise longevity, destined to remain captivating for decades, if not centuries, to come.
E.E: What estimations do you have for 2024?
D.M.P: That´s a very good question. The global economy has been on a rollercoaster ride since the outbreak of the pandemic. Just when victory against COVID seemed imminent, Putin launched the war in Ukraine, and now the new focus of instability is in the Middle East. All of this affects a globalized planet, and particularly a sector like the ceramics industry in Castellón, which exports three-quarters of its production. The years 2022 and 2023 were bleak for the ceramic industry in Castellón, a period during which production fell by a cumulative 35%. Last year, 400 million square meters were manufactured, marking the lowest figure in the last decade. However, the beginning of 2024 already shows signs of improvement, and the indicators are no longer negative, although the improvement is happening at a slow pace. So in 2024, Spanish tile producers are facing both opportunities and challenges. Us and other Spanish producers in the Spanish tile cluster are cautiously optimistic about growth prospects, particularly in domestic and European markets, but remain vigilant in response to geopolitical tensions and trade disruptions. Being a small company, like ours, offers certain advantages when it comes to adapting to changes in the market.
Unlike larger manufactures, small companies have the flexibility to pivot quickly in response to shifting consumer preferences, market trends, and economic conditions. This agility allows us to innovate rapidly, tailor our products and services to meet evolving customer needs, and explore new opportunities without being burdened by bureaucratic processes or battles with trade unions. Furthermore, as a small company, we can maintain a strong focus on quality and customer satisfaction without compromising on our core values. This dedication to excellence enables us to differentiate ourselves from larger competitors and build lasting relationships with our customers based on trust and reliability. We have people working with us more than 20 years. Additionally, our size allows us to be more cost-efficient and nimbler in our operations, enabling us to offer competitive prices while maintaining profitability. We prioritize efficiency in our production processes and supply chain management, allowing us to deliver value to our customers without sacrificing quality. In 2024, we anticipate continued growth and expansion in both domestic and international markets. We’ll continue to focus on innovation, forefront of the niche in the tile industry.