History in Europe
Initially, reluctant to look at new products or alternate install methods, the North American market was slow to adopt Dr. Rothberg’s innovation, which combined a latex additive with sand and cement and could be mixed on-site with local materials – the first truly modern thin-set cementitious tile adhesive.
So in the early years of the business, Dr. Rothberg took the idea to Germany, Denmark, Italy, and England, where Villeroy and Boch became the first overseas customer.
As tile installers and architects began to realize the labor and cost savings of these transformative installation systems, Europe would forever embrace this innovation and move away from the traditional mortar applications that had been used for 2000+ years.
In the 2010’s, LATICRETE entered into the flooring market with a number of key acquisitions and has since expanded its expertise within this part of the industry. The company now offers a great range of self-leveling, concrete enhancement, epoxy resin, polyaspartic resin, and decorative coatings; with a focus on sustainability and innovation, LATICRETE launched a green line of self-leveling and topping flooring products in 2018.
More recently in September 2019, LATICRETE acquired BENFER SCHOMBURG S.R.L. BENFER is a leading producer of adhesives and sealants for ceramic and natural stone floor and wall coverings with an impressive track record of growth and customer base. With this acquisition, LATICRETE is able to expand its production and presence in the European market.
LATICRETE Europe is expanding. LATICRETE Hellas, established in March 2023, was born out of the need to serve the growing and important Greek market more extensively and actively. A new local office will allow us to promote LATICRETE's technology and systems with greater momentum and responsiveness. The LATICRETE family is growing!