Creativity Leads to Success in Economic Recession

The construction industry may arguably be the worst hit industry affected by the economic recession. Now small and mid-sized companies in the construction and remodeling business are looking to use innovative new ideas to survive and also strengthen their position for the upcoming years.

Being a strong competitor among a struggling market, innovation is an upside of any economic, according to Ed Rogers Director of Business Development for CaesarStone in Van Nuys, one of the largest producers of quartz countertops and surfacing the world.

The company, which has been rooted in innovation since its, is responding to the economic downturn by preparing to launch two new lines of products early next year that anticipate changes in the industry as a result of the recession.

“Houses will be smaller, people will be staying in them longer, the days of the “McMansion” are over;” he said. “Products will be used longer, hotels are not going to be remodeling their rooms every few months, they’re going to be looking for durable materials that can withstand the test of time,” he added. “And ‘recycled’ is a huge deal, it’s something consumers can really connect with.”

The company will be introducing new colors of quartz countertops and surfacing material made out of recycled glass, mirrors and scraps of quartz, that still maintains the overall integrity of quartz countertops surfacing.

CaesarStone will also be launching a limited option of colors at a lower price point, to help builders and consumers looking to lower costs in the short term as well as the long term through durable products. Along with a continued focus on greening their products and sustainability, these strategic efforts will hopefully allow the company to continue having a strong foothold in the countertops market as it recovers.