Jon Johnston is sales director of kbb Birmingham, Europe’s trade show for kitchens, bedrooms and bathrooms, which is returning to the NEC from 1-4 March this year and celebrating its 40th anniversary. Here, Jon shares his thoughts on the trends and issues facing the industry.
The UK tile and stone industry stands at a fascinating crossroads as we move through 2026. While economic headwinds continue to test resilience across the sector, design innovation and evolving consumer preferences are driving exciting shifts in how we think about surfaces and spatial design. From the resurgence of natural materials to bold colour palettes that challenge decades of neutral dominance, this year promises to be one of creative reinvention.
The return to authenticity
Natural stone is experiencing a surge of popularity across the interior design industry. After years of seeing engineered perfection and uniformity dominate design, there is now a welcome shift towards materials that tell a story. Homeowners and designers alike are embracing the variations in texture and finish that natural stone offers, celebrating rather than concealing its imperfections. This trend demonstrates an appreciation for materials that develop character over time. Each vein, colour shift or unique texture carries a note of geological history. In an age of mass production, natural stone offers something increasingly valuable, genuine uniqueness.
Texture takes centre stage
Tactile surfaces are transforming subtle background elements into headline features. Fluting has emerged as the texture of choice for 2026, appearing on bathroom feature walls, kitchen islands and fireplace surrounds. These linear grooves catch light and shadow, creating dynamic surfaces that shift throughout the day.
Beyond fluting, we’re seeing checkerboards and stripes gain traction as homeowners seek personalisation and creative freedom. The message is clear; surfaces should do more than simply cover walls and floors. They should engage the senses, invite touch and express individual personality. This thinking represents a shift from the minimalist uniformity that we saw over the last decade, to something that is warmer, more personal and feels lived-in.
Marble’s versatile qualities
Marble continues its reign, but rather than being seen as a status symbol, it’s increasingly deployed to invoke a spa-like calm, particularly in bathrooms. The cool, smooth surface and veining patterns create an atmosphere of tranquillity that busy homeowners crave. As wellness becomes central to residential design, marble’s ability to create serene, meditative spaces positions it as not only a luxury material but as a contributor to domestic wellbeing.
Tile drenching
The trend for colour drenching in design is not new, but in 2026 this concept will gain significant momentum for use with tile and stone. Rather than using tiles as accents, this technique transforms them into a design statement; creating a cocooning, enveloping environment by immersing an entire floor to ceiling with a single pattern or colour. The effect is dramatic, but also versatile depending on colour choice and lighting.
The colour revolution
Perhaps the most striking shift for 2026 is the embracing of rich, indulgent colours. After years dominated by greys, whites and pale neutrals, the industry is moving decisively towards chocolate browns, cherry reds, plum hues and burgundies. The Staffordshire Tile & Stone Company is leading the way in this area, with a choice of stunning, deep red shades including Helsinki Garnet, Damasco Roddo Cardinale, Camden Garnet and Chic Bourders, exemplifying this shift towards warm sophistication and contemporary chic. ‘These are complex, layered tones that create depth and atmosphere. They signal a design maturity in the UK market, where consumers feel confident embracing colours that create mood and character rather than playing it safe with neutrals,’ says Andy Dawson, UK sales manager at Staffordshire Tile and Stone.
Large-format luxury
Large-format tiles continue their upward trajectory, particularly for open-plan living spaces and contemporary kitchens and bathrooms. These expansive tiles reduce grout lines, creating more seamless surfaces that enhance space and flow and deliver visual impact. The preference for porcelain tiles in these applications, due to its ability to maintain shape and not warp, has contributed to its dominance as the fastest growing segment in the industry.
Making a statement
‘Think arched mosaics that transform walls into sculptural art, dramatic stand-out marbles with sweeping veining that feels almost hand-painted and iconic tile shapes or finishes that become the centrepiece of a room’ says Grazzie Wilson, head of creative at Ca’Pietra. This philosophy captures the emerging appetite for singular elements that command attention and showcase individuality.
Rather than coordinating multiple materials in careful balance, there’s growing confidence in letting one exceptional element dominate. This approach simplifies decision-making while creating memorable spaces with clear focal points.
The Spanish connection
The Spanish tiling industry remains integral to the UK market, supplying significant volumes of ceramic and porcelain tiles. Spain’s manufacturing base offers advanced production technology, diverse design capabilities and competitive pricing that UK suppliers and retailers depend on. Spanish manufacturers have particularly excelled in developing realistic stone-effect porcelains and innovative surface textures that respond quickly to emerging design trends. A Spanish Design Pavilion will be an exciting new addition to kbb Birmingham 2026, showcasing some of the region’s leading manufacturers of authentic Spanish tiles.
Industry challenges
One of the biggest challenges in the industry has been adapting to the pressures that the ongoing cost-of-living crisis has created. Reduced demand from homeowners/clients for new and refurbishment projects has impacted costs throughout the supply chain, pushing up material and labour costs despite lower volumes. This economic squeeze has forced businesses to become leaner and more strategic.
Compounding these economic pressures is the persistent skills shortage. The industry continues to struggle to attract and retain skilled tradespeople, particularly tilers and stone masons. An ageing workforce combined with insufficient apprenticeship uptake creates bottlenecks that delay projects and increase costs. Addressing this skills-gap requires industry-wide commitment to training, improved working conditions and better promotion of tiling as a viable and rewarding career path.
Looking to the future
Despite its challenges, the UK tile and stone industry demonstrate remarkable creativity and resilience. The trends emerging in 2026 suggest a market that is maturing, becoming more confident and willing to embrace colour, texture and bold design choices. As economic conditions stabilise, the foundation being laid now through innovation and adaptation will position the industry for sustained growth and continued evolution.
kbb Birmingham will showcase many of these trends through its diverse selection of Europe’s most established and prestigious kitchen, bedroom and bathroom brands. Whether you’re a retailer, installer, buyer, or designer, this is your opportunity to discover fresh ideas and uncover design trends, connect with industry professionals, and shape the future of kitchens, bedrooms, and bathrooms.
www.kbb.co.uk
