STEGU is a family-owned business from Poland, founded in 1993. The business activity of the company started with a large order for brick concrete tiles. A big part of this order was never collected, and the founders of STEGU, Jan Skucik and his two sons Rafał and Maciej, were forced to find new clients. Throughout the years, the range portfolio was expanded to include new product categories. STEGU was the first company in the world to have an automated production system for concrete tiles. Currently, they are one of the largest wall-cladding manufacturers in the world.
Interview with Robert Szybiak, Sales and Marketing Director at STEGU.
Easy Engineering: A brief description of the company and its activities.
Robert Szybiak: Over the years, we have introduced brands such as Stones, Stoneco, Stone Academy and Deco Academy to the market. This is the result of a well-thought-out business strategy that allows us to remain in the demanding segment of DIY stores. Brand differentiation allowed us to enter the DIY retailer market while avoiding internal competition. The newest addition to our brand portfolio is Ecopiedra, which offers premium collections of concrete tiles.
E.E: What are the main areas of activity of the company?
R.S: We are manufacturers of different types of wall coverings. Our whole production plant with the Research & Development Department, Design Department and offices is located in southern Poland. Then, our products are distributed around Europe and the United States through major DIY retailers, who sell our products to their customers. Our European business partners include Castorama, OBI, Leroy Merlin, Hornbach and Bauhaus, among others. Our business activity is mainly focused on manufacturing, logistics and business-to-business sales.
E.E: What’s the news about new products?
R.S: We debuted Ecopiedra products in September 2023 in Bologna, during the prestigious Cersaie exhibition. The product range of Ecopiedra includes concrete individual stones, stones in panels and bricks. In recent months, we have focused on introducing those products to the main European markets, such as Spain, Italy and France.
As for the products we will implement in the coming months, we are looking forward to introducing several new Ecopiedra collections, including an absolutely unique Moderno brick. We pitched this product to a group of noted Polish architects, and it was appreciated as a solution whose design stands out on the market.
We are also implementing new decor collections with completely new shapes, fabrics and patterns – for now in Poland, but very likely also around Europe within 2024.
E.E: What are the ranges of products?
R.S: STEGU offers a vast range of wall products to its clients. Our portfolio includes collections made of concrete and gypsum: decorative stones, brick slips, and architectural tiles. The offer contains a variety of formats, textures and colors due to the number of markets we are available in. Since 2021, we have been introducing new collections of upholstered panels and decorative wall slats in various colors and shapes. Our company is also selling tiles made of natural stone and EasyFLEX flexible acrylic resin panels.
E.E: What is the state of the market where you are currently active?
R.S: Our company is present in many markets around Europe. One of our main goals is to keep the perfect balance between current trends, timeless solutions and shopping preferences, depending on the country. Clients from Spain and Italy are much more interested in warm-colored collections resembling natural stone, whereas German and Dutch customers have a preference for bricks. We are constantly expanding our portfolio with new product groups and diversifying our range to meet the needs of different customers with different economic statuses.
When it comes to the general state of the real estate market, the crisis in housing construction can be seen in different European countries. Construction costs are rising, and legal requirements and subsequent European Union regulations make the market situation more difficult. The demand for new apartments and houses exceeds the supply. Every company in real estate has to deal with such issues, which is why you have to detect risks early and work on new implementations.
E.E: What can you tell us about market trends?
R.S: The real estate market is susceptible to trends, just like any other market. The COVID-19 pandemic made us pay even more attention to home decor. In 2024, we’re expecting a comeback of statement tiles – not only on the floors but also on walls. We will be seeing more eye-catching surfaces, which will become the center of the space.
This is also related to another trend: combining indoors with outdoors. More architectural projects will show those two zones merging with each other, which can be achieved for example by using the same wall cladding on the inside and outside, separated by big windows. It is possible with every concrete tile in STEGU’s portfolio.
We will also be noticing the continued popularity of fluted details on furniture and walls. Our Linea wall slats allow for creating a harmonious, linear pattern in numerous color options. Other trends will include quiet luxury with spa-like bathrooms, bold yet muted tones, reducing waste through investing in great-quality, lasting pieces and choosing environmentally friendly brands.
E.E: What are the most innovative products marketed?
R.S: Products with built-in joints that do not require grouting, such as STEGU Monsanto, can certainly be considered innovations. Even though we introduced the solution several years ago, these collections are still very popular among our partners.
When introducing products from the decor sector to the market, we have implemented the perfect match concept, i.e. the possibility of combining our wall slats with upholstered panels. Based on the sales results, we can also see that customers most often choose wall slats, consisting of single slats connected with a background of HDF or felt. These are easy-to-install products that can be easily arranged in space.
Another innovation that is entering the market are definitely our Ecopiedra collections, which allow combining both different individual stone with each other, or individual stones with Macizo Profundo and Antiguo Largo bricks.
We also constantly implement pro-ecological solutions, such as 100% recycling of concrete waste, environmentally friendly packaging and activities aimed at reducing CO2 emissions.
E.E: What estimations do you have for the beginning of 2024?
R.S: The situation on the market is not propitious, as there are fewer buildings in construction. The decline is especially visible in wealthier European countries such as Germany or France. However, we still see a niche, or, should I say, opportunities, for our company. There is still plenty of space for us to grow and build our position across Europe. We estimate 20% growth of STEGU in 2024 and will work very hard to achieve that goal.