We will rock you

17 Nov, 17

How are natural stones influencing quartz worktop design and ultimately sales? Philippa Turrell finds out

The popularity of quartz seems rock solid (pun intended), with industry experts claiming sales at least equal, with some saying it has actually overtaken, quartz in the last two years. Vice president of marketing at Caesarstone UK Jon Stanley says it follows a worldwide trend: “Certainly global figures suggest that quartz has overtaken granite as the preferred choice, particularly in markets like America. There are signs of a similar switch in the UK.” Senior designer at PWS Graeme Smith agrees, offering some statistics: “In our experience, quartz has become the most popular choice for bespoke solid worktops and we have seen it surpass granite with a split 65/35% in favour of quartz.” And the consensus is that is it only likely to grow further, as the material is not so well established as the likes of laminate or natural stone. “Quartz is still quite a young market in the UK compared to Caesarstone territories such as North America and Australia”, remarks Jon Stanley. He adds: “So we are confident that there is still plenty of room for further growth.”

Better than natural

But why has there been such a proliferation in quartz use, industry experts suggest it is continuing consumer awareness of the ability for the surfacing to match natural stone. Whether marble or concrete, there is quartz that can resemble these coveted ores and minerals. And the engineering of the man-made quartz ensures that is offers additional benefits to the natural materials, as they are impermeable to water, stain resistant and don’t require on-going maintenance in the form of sealing. “Practical requirements go hand in hand with aesthetic qualities and quartz worktops that have the look of natural stone offer retailers and designers the chance to combine the two”, explains managing director of CRL Stone Simon Boocock.

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Marble and concrete

And as we reported last year, it is the continuing trend for marble effect surfacing which is central to the demand for natural-looking, man-made quartz. Marketing co-ordinator at Cosentino Laura Davie continues: “The demand for marble imitation surfaces and neutral tones has remained constant this year.” And Jon Stanley of Caesarstone agrees: “We have seen sales in growth driven by a continual desire for marble inspired products pushing the premium and luxury ends of the market.” And this has been joined by the modernist requirement for concrete effects. Graeme Smith of PWS explains: “The breadth of natural materials and colours has started to increase, pulling in other species of stone other than marble and right through to concrete-effect and there continues to be a strong trend to replicate those with hard-wearing granite. The colour palette is predominately lighter shades and grey tones, however I feel the variety of texture and visual interest has broadened their appeal.” In fact, Caesarstone recently launched four decors which fall into the lighter shades and grey tones trend including: Rugged Concrete, Turbine Grey, Moorland Fog and Montblanc.

Choice versus confusion

Yet with a plethora of tones in a similar palette, isn’t there a danger in offering too much choice for designers and their clients? Managing director of Maxtop Quartz Stephen Moss believes so: “Both retailers and manufacturers providing excessive amounts of colours and designs run the risk of overfacing customers giving them too much choice. A choice between too many similar designs can also be off-putting as consumers simply don’t understand the difference and why there’s a need for so many options.” It is an issue, he says his company is keen to avoid as he highlights: “We recently took the decision to replace two of our old designs with two new ones. The launch of our Pure White and Pewter Grey designs ensure we’re offering a modern, on-trend selection of both finishes and by removing two of our older designs, we can make sure customers will still have a wide choice but won’t be overloaded with options.” But Jon Stanley counters this argument: “Not all marble quartz products are equal and few match the natural subtlety of Caesarstone products such as London Grey, the Ultra Natural collection or recently launched Mont Blanc.”

Texture takes it

And along with the décor, natural stones have inspired the feel of worktops too with textures becoming more important in their design. Silestone, for example, offers three textures polished, suede and volcano for its worktops. Graeme Smith comments: “Texture is an important part of the mix when looking at kitchen design and with the increase in popularity of matt frontal finishes we have seen this spread across to the worksurface with finishes such as Leather, Honed, Caress and Flamed. Texture also imbues a tactile element to the scheme that helps to enforce the sense of it being a natural stone.” In fact, texture is an area of worktop design and styling that manufacturers are keen to work on and enhance. Jon Stanley comments: “Caesarstone has seen lots of development in the area of textures, one example being the launch of Rugged Concrete which includes base colour, pattern and texture combined. Caesarstone is excited to have much more textured products in the pipeline.”

Steady design focus

And the focus on worktop design is not likely to waver, as the material can be used for more than just covering a run of cabinetry. In fact, at the upper end of the market, it has even been used to face furniture. But Jon Stanley points out as a rule: “Prominence of kitchen islands, waterfall ends and larger splashbacks puts quartz surfaces at the heart of any scheme – hence much greater attention on this choice.” And he adds: “In recent times we are seeing a lot more confidence and exploration among consumers in the use of quartz.” Laura Davie of Cosentino agrees: “The design possibilities offered by enhanced quartz surfaces such as Silestone ensure that more and more kitchen worksurfaces are taking centre stage. From ‘wow factor’ islands to cohesive schemes, the plethora of colours and textures of quartz available are being used to create depth, mood and personality within kitchens.”

In fact, as we reported last year, designers have continued to explore the use of quartz with splashbacks now far more commonly specified. “The splashback has become an easy add-on sale when having the conversation with the consumer, as they want the practicality that it brings and the harmonies in terms of aesthetics”, reports Graeme Smith of PWS.

Broadening sales

And along with the wider use of quartz, the surfacing is now more accessible than ever, at differing price points, further widening the application potential across budgets too. Off-the-shelf solutions have democratised granite sales, as Stephen Moss of Maxtop explains: “Most installers we speak to find that the majority of their customers want that high end finish but often the budget of the project won’t stretch to premium granite. This is where quartz products such as Maxtop quartz with engineered enhancements can offer a high-end finish at a fraction of the cost.” However, that does not mean there is a race to the lowest possible price as Jon Stanley comments you get what you pay for: “The quartz category caters for all market segments and not all quartz products are equal, it is relevant to both budget brands and premium brands but know the difference between them.” And, in fact, Stephen Moss says it is both the high end and the lower end of the market which is driving quartz sales.

Continued education

Although quartz sales are increasing with more consumers interested in the surfacing, ultimately Jon Stanley states it is the kitchen designer or retailer who should be leading them in their worktop choice. He concludes: “Primarily the drive forward of quartz sales comes down to the consumer’s understanding and appreciation of the material. Kitchen designers and retailers need to help educate homeowners into understanding the benefits and characteristics of quartz over other products.” So ensure your product knowledge is etched in stone, and make the most of the continuing lucrative market for quartz sales.