Residential construction is down yet again this year and net sales fell by 8%, although we saw a return to sales growth in the fourth quarter. This progressive improvement is the result of a commitment to higher-turnover products (furniture, faucets, showers, screens) that cater to the needs of stronger refurbishment markets. In 2013, these strategic categories resulted in 30% growth, in contrast with further decline in sanitary ware. Recent forays into supermarkets and other efforts to support traditional retail outlets have helped boost results.

In the ceramic tile market, in 2013 we developed a comprehensive business plan that has covered production concentration at the Vall d’Uxó plant to adaptations to an increasingly polarized market by strengthening the Roca brand design and the launch of Gala and Bellavista ceramic to serve other segments.

Relevant facts:

• Trade fairs: Big Mat Day (Madrid), featuring the Gala brand, and Construmat (Barcelona).
• Presentation of New 2014 Products to clients and distributors
• Meeting with architects at the Roca Barcelona Gallery: “Architecture, trade, industry, reality... reset?”
• Ceramic tile: production concentration at the plant in Vall d’Uxó, and launch of new ceramic tile ranges under the Gala and Bellavista brands