VIEW PDF - MosBuild

interview
Rendering Gold collection
Bump collection
Anarchy collection
Russia: an emotional market
Interview with Ekaterina Menendez-Suarez,
from Apavisa
Anarchy collection
What does your company specialise
in?
Apavisa is the only company in
Spain specialising exclusively in the
production of technical ceramic
granite. The company has only been
up and running for the past 12
years, but it has already become an
established market player. We have
developed an extensive catalogue,
with versatile design solutions and a
wide colour range; we also provide
a high standard of service.
A particular feature of these technical
porcelain tiles is that their
manufacture does not involve the
use of a glaze or coating; the manufacturing
process is much more
complex, therefore than that of
ceramics. This explains why porcelain
tile manufacturers only have
one or two collections at most on
show at an event.
How is your product presented
on the Russian market?
For us, Russia is the 4 th largest market
after Italy, Germany, Austria
and Switzerland.
The Russian market is probably the
most interesting and diverse, with
huge scope and potential. Russia
is home to so many nationalities
and cultures that our product can
How do you choose your business
partners?
First and foremost, professionalism
is important. We produce a niche
product: imaginative pieces to create
high architecture and designs.
Our partners are companies who
know how to position this type of
product, distinguish from a host of
market offers and use our product
in suitable architectural projects.
Our partners are companies with a
high level of knowledge and a narrow
activity profile.
cater for any taste and colour. All
tile sizes, colour shades and decorative
designs are currently on
offer on the Russian market with
a considerable variation in price:
from luxury premium through to
economy.
Apavisa is a high-end brand: it is a
high-cost product and is not aimed
at the mass market. We have four
distrubution outlets in Moscow, three
in St.Petersburg, two in Ekaterinburg
and one outlet in other cities.
Is there a difference between
European and Russian clients?
European clients are practical: technical
features are important to
them, such as moisture absorption
and abrasion capacity. Russia is an
emotional market. In Russia the deciding
factors are: ‘I like this’ and ‘I
want that’. Aesthetics are more important
than practicability.
All of Europe is currently
pushing towards sustainable
production methods and ‘green’
products; how is your company
keeping up with this trend?
I can list several impressive examples.
We work with Belarus, the
country which was most affected
by the Chernobyl disaster and
where the highest requirements for
16