History & Heritage
For 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 was CEO and is now currently Chairmain of LATICRETE International, Inc. Read more about David and the leadership team here.
3rd GENERATION & MOVING FORWARD...
As CEO, David successfully navigated the transition from the first to second generation while retaining the core values that enabled LATICRETE to grow from its roots as a garage operation to a global player in construction materials. Building on the work of founders Dr. Henry M Rothberg and Lillian Rosenstock Rothberg, David was actively engaged in paving the way for the third generation of this prototypical American success story.
After 42 years serving as CEO, David retired and moved into his new role as Chairman of LATICRETE with responsibility for guiding the company’s Board of Directors in 2020. He is now heavily engaged with the exciting and important work of developing the LATICRETE Family Council, where the future shareholder and owners of LATICRETE will learn their roles and responsibilities as stewards of the global enterprise that their grandparents founded.
In August 2020, Patrick Millot succeeded David A. Rothberg as LATICRETE CEO after a multi-faceted and accomplished career with the Fortune Global 500 company Saint-Gobain, where he spearheaded manufacturing and omni channel distribution for the industrial and construction industries.
“I see the same focused enthusiasm in Patrick that I have and I am delighted that together, we will ensure continuity of our culture and values, while he takes our innovation, customer centricity and globalization to the next level. I am confident that Patrick will effectively take up the mantle begun with my parents, and transition seamlessly into his new role propelling LATICRETE forward." – David A. Rothberg, Chairman of the Board.
With no changes in LATICRETE ownership, Patrick and David are working together to develop the third generation of Rothberg family members as they "earn their stripes" to become the new stewards of their grandparents’ legacy and carry on the following principles the company was founded on:
- Full P&L and market development responsibilities within our two divisions: North America and International, led by their Presidents;
- Corporate function to support the divisions’ development and to globally leverage our resources as one company;
- Strong engagement of the Rothberg family, with David Rothberg as our Chairman, four members of the family as our employees and the commitment of our shareholders for the long run;
- LATICRETE board guidance and support with experienced directors, passionate about our industry and our company’s values.
DANIEL ROTHBERG, PRODUCT MANAGER
Daniel, son of David A. Rothberg, currently works in Bethany, Connecticut Headquarters as a Product Manager for the Masonry Veneer Installation Systems (MVIS™) and 3D Printing product lines. This role encompasses the global development of both the technology and the market for these novel and promising product categories.
Prior to this, Daniel worked with the International Division helping to develop the flooring products market in Latin America. He worked with the acquisition in Brazil, LATICRETE Solepoxy, to develop a comprehensive line of resinous flooring solutions, transfer these new products around the world, and grow sales in existing business units and new markets in South America.
Daniel is passionate about LATICRETE and family business; being a firm believer that family ownership and the legacy of his grandfather, Dr. Henry M. Rothberg, provide a competitive advantage, which will allow LATICRETE to maintain and build on its status as a visionary leader in the constructions material space for generations to come.
SAMANTHA T. ROTHBERG, DIRECTOR OF MARKETING & PRODUCT MANAGEMENT, EUROPE
Samantha T. Rothberg currently works as the Director of Marketing & Product Management for Europe. Prior to this she worked as the Integration Project Manager, helping lead our Benfer acquisition and integration in Italy. She has also previously worked with the Innovation Team and the Strategic Account Group.
Prior to joining LATICRETE, Samantha held the position of Project Manager at Lehrer, LLC, providing project advisory services to owners, while managing development and construction projects within the New York City area.
Samantha’s passion for design and construction drove her to New York University where she graduated magna cum laude in 2012 with a degree in Urban Design and Architecture and Spanish. She has both LEED Green Associate and CSI CDT accreditations, and is an active member of the Construction Specification Institute (CSI) and Modular Building Institute (MBI).
Rebecca Rothberg, Architectural Sales Representative
How many people walk into a room and immediately notice the grout joints? Rebecca has never been able to ignore the tile work in a room. Her grandfather, Dr. Henry M. Rothberg instilled proper installation in her from birth. She was grouting before she could read. It was inevitable for her to find her way into the industry.
For many years she spent time working in different departments and in different countries; like her experience in the Brisbane, Australia office, working in Marketing, exposing herself to the entire company. She recently found herself back with more long-term ambitions. Her most recent role is as an Architectural Sales Representative, carrying on the third-generation LATICRETE legacy.
Simone R. Meadow, International Flooring Division CoordinatorSimone R. Meadow, currently works on the flooring side of the business, as the International Flooring Division Coordinator, helping to launch new product lines and digital tools.
Simone graduated from The New School in New York City, with a degree in Interdisciplinary Science, with a focus on environmental science and public health. The transition to work in the Global Construction Chemical industry seemed like the perfect opportunity to try to do some good.
“Working so closely with our LATICRETE family across all ends of the globe, I have so much love and gratitude for the incredible people I have met and get to work with on this journey.“
Before becoming the International Flooring Coordinator, Simone spent three years with LATICRETE South East Asia, stationed in Singapore and one year at the company headquarters in Bethany, Connecticut. She is now based in Melbourne, Australia, with her fiancé she met while interning for LATICRETE.
There is only one company that has been continuously involved for over 65 years in the development and production of adhesive mortar materials and technology and has earned the reputation as the industry leader.
LATICRETE has chosen to produce material of the highest quality and to maintain that quality.