While it may be one of Europe’s less prominent tile producers, Germany boasts several manufacturers with traditions, designs and products all distinct from their Spanish and Italian counterparts. Yet at the same time, the nation is suffering from many of the same challenges as other European producers, including rapidly inflating costs and outside competition.
As such, 2024 has been a particularly difficult year for tile manufacturers, and has proved an important moment for the German industry to work together, focusing on survival over competition. Fortunately – according to BKF (the German federal association of ceramic tile manufacturers) – this is a goal manufacturers have remained committed to throughout the year, and one they are likely to keep in mind throughout the rocky years ahead.
Last year, BKF’s assessment of the industry was rather pessimistic, stating that the construction and tile industries were in a severe crisis. In the aftermath of the pandemic, climbing gas and electricity prices hit energy-intensive industries particularly hard. Making matters worse, the organisation claimed, while competitors abroad were in some cases been reimbursed up to 45% of their total energy costs without bureaucracy, the German tile industry was not able to benefit from generous relief.
Additionally, the entire construction industry was in “free fall” (with natural knock-on effects for the tile industry) seeing declines in sales and orders of up to 30%, owing to higher interest rates and legislative changes.
Given these harsh trading conditions, it comes as little surprise that even stalwart German manufacturers like Steuler Fliesengruppe were forced to file for insolvency during the course of last year, with this brand in particular being latterly acquired by the Italian Panaria Group.
BKF managing director Jens Fellhauer has been keen to emphasise the continuing role that domestic tile production will have in Germany’s construction industry however, particularly given the housing shortage in the nation combined with the necessity for more sustainable, long-lasting building materials.
This past March, the association reported on various in-house retailer exhibitions where German tile manufacturers boasted a strong presence. Companies such as Agrob Buchtal, Gepadi, Interbau-Blink, Jasba, Ströher and Villeroy & Boch Fliesen showcased their ranges, supporting the domestic market as well as their long-standing trading partners in doing so.
Encouragingly, testimony from the participants of these events suggested they exceeded previous editions and dispelled any pessimistic industry atmosphere. Chairman of the BKF, Patrick Schneider, was particularly pleased with the in-house events, stating that visitors recognised the unique positive attributes of German manufacturers, such as their reliability, logistics expertise and willingness to address the concerns of individual trading partners.
While they’re by no means out of the woods yet, Germany’s tile manufacturers have demonstrated an admirable collective resilience, promoting the nation’s domestic production in 2024 and beyond.
www.fliesenverband.de