History and Heritage

Through three generations, the family-owned company has been a leader in tile and stone installation materials. Since day one, LATICRETE’s founder, Dr. Henry M. Rothberg, dedicated himself to creating awareness on the revolutionary installation methods and products that he had invented.



During the late 1940’s while working in his family’s floor covering installation business in South Carolina, Dr. Henry M. Rothberg, realized there must be a better way to install ceramic tile and stone than the traditional “full mortar bed” method. As a young chemical engineer, he dedicated himself to researching alternate installation methods and improving the chemistry of conventional Portland cement-based installation materials for tile and stone.

Dr. Rothberg began development work with Uniroyal Chemical at their Naugatuck, CT research facility, where he investigated synthetic latex technologies that had been applied to the concrete industry. After much effort and time, LATICRETE® 4237 Latex Thin-Set Additive was developed. This was the first time that a durable, weather and shock-resistant “thin-bed” mortar could be mixed on-site with only sand, cement, and LATICRETE 4237.

In 1956, Dr. Rothberg bought the LATICRETE brand from Uniroyal, and thus LATICRETE International, Inc. was born. Dr. Rothberg then took his invention to overseas’ markets, where tile and stone finishes were more commonly used. This led to early international success with large installation projects and long-term relationships in Europe, the Middle East, and Asia. 

In North America the tile installers and the architectural community began to realize the labor and cost savings over traditional mortar beds that Dr. Rothberg’s innovative installation systems provided – a quicker and lighter installation system meant less steel, less concrete, and no more depressed slabs.

With Dr. Rothberg’s invention, the thin-bed installation method quickly became the standard. 



In part due to the support and involvement of the family, LATICRETE became one of the most prominent product lines available as tile distribution developed around the world in the 1960s and 1970s. 

Henry B. Rothberg
served his apprenticeship at LATICRETE in England and Europe, and soon after in 1976 returned to the USA to take responsibility for technical services to architects, distributors and contractors. In 1986 after four years heading LATICRETE's North American Sales & Marketing efforts, he became Director of LATICRETE's international expansion efforts. In 1991, Henry became responsible for company-wide technical training and served in this capacity until his transfer to Australia as Managing Director in 1994. He worked covering the Australia and New Zealand territories through 1997. Henry returned to the USA in 1997 and now resides with his wife, Sheila in Hobe Sound, FL.

After completing his education, David A. Rothberg joined LATICRETE in 1978, when he started in the LATICRETE laboratories. He has been involved with R&D, Engineering, Technical Service, and Finance and Administration. Most recently, David is Chairmain and CEO of LATICRETE International, Inc. Read more about David and the leadership team here.


Various third generation family members have been involved with the company throughout the years.

Daniel RothbergDaniel B. Rothberg, son of David, currently works with LATICRETE's International Division with a focus on flooring products in Latin America. More specifically, Daniel is involved with our recent acquisition in Brazil, LATICRETE Solepoxy, helping develop a comprehensive line of resinous flooring solutions, export and transfer new technologies throughout Latin America, and grow sales in existing business units and new markets. He also has worked at LATICRETE locations in China, Costa Rica, Brazil and Bethany, CT.


Samantha T Rothberg

Samantha T. Rothberg, daughter of Henry, is currently working with the International Division as well, focusing on the integration of our recent acquisition of BENFER. Prior to joining the International Division, she was involved with LATICRETE's Innovation and Sales teams, focusing on construction innovation and offsite construction. Samantha’s passion for design and construction drove her to New York University and her prior project management roles. She has the LEED Green Associate and CSI CDT accreditations, and is an active member of the Construction Specification Institute (CSI) and Modular Building Institute (MBI).

In 2017, the Hartford Business Journal name LATICRETE one of Connecticut’s top family owned businesses. Watch the interview with 2nd generation LATICRETE, Henry Rothberg and 3rd generation, Samantha Rothberg, discuss how our founder, Dr. Henry M. Rothberg's vision has inspired us for over 60 years.