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How Spain’s Decocer is taking quality ceramic fashion global
Decocer, a Spanish manufacturer based in Onda Castellón, specializes in high-quality, small-sized ceramic tiles, aiming to globalize its unique approach to ceramic design. Verónica Obrero, Decocer's International Sales Manager, outlines the company's strategy for engaging with clients and customers in the Middle East market, emphasizing their commitment to style, competitive pricing, and the use of premium raw materials to ensure product longevity. The company's global reach means it operates without geographical boundaries for product supply.
Obrero highlights Decocer's distinct position within the ceramic industry, distinguishing themselves from manufacturers of large-format, impersonal aesthetics. Decocer focuses on small-format ceramic tiles that embody traditional craftsmanship, rich textures, vibrancy, and color. She notes that global trends are increasingly uniform, and while large formats are present in the Middle East, there is also an appreciation for traditional, small-format, and handmade ceramics, aligning with Decocer's offerings. The company sees its products resonating with Middle Eastern preferences due to shared values of tradition and artisan quality.
Addressing the complexities of entering new commercial areas, especially the Middle East, Obrero explains that Decocer operates with a 100% export-oriented profile. This extensive international experience has equipped them with the necessary expertise to navigate diverse regulatory, legal, and business landscapes. They are well-versed in handling procedures, certifications, and international transportation, asserting that no commercial barriers currently impede their exports to Middle Eastern markets.
Decocer’s business model often involves custom designs for other manufacturers and large distributors who then market these products under their own brands. They also cater to architectural and interior design projects, emphasizing their ability to create bespoke ceramic solutions. Obrero states that the company offers an extensive array of formats, colors, textures, finishes, and sizes. If a specific requirement is not part of their existing range, they are prepared to develop it to specification, effectively overcoming cultural design barriers through customization.
For establishing partnerships and collaborations in the Middle East, Decocer plans to leverage its existing network and expertise by showcasing its capabilities and product range. The company is open to various collaborations, facilitated by its flexible production process, which allows for the creation of custom and exclusive collections. This adaptability is key to integrating with local stakeholders in the Middle East's tiling industry.
Regarding potential challenges such as language barriers, logistical issues, or material sourcing, Obrero indicates that Decocer's extensive experience in export procedures mitigates these concerns. The company views these aspects not as barriers but as manageable components of international commerce, having established robust processes to ensure seamless global operations.
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