Technical Sales Representative

LATICRETE launches digital loyalty platform. LATICRETE, a manufacturer of globally proven construction solutions for the building industry, has launched its Blue Premier Rewards, a new digital loyalty platform designed to strengthen relationships with contractors, installers and dealers. Designed to recognize both loyalty and long-term engagement with the brand, the program reflects the LATICRETE commitment to supporting the professionals who use its products every day. The program gives customers a clear way to track progress, move through tiered status levels, and redeem rewards tied to their ongoing partnership with LATICRETE. Rather than focusing solely on transactional purchases, Blue Premier Rewards emphasizes sustained partnership. Members earn Notches, the points system, for purchasing eligible LATICRETE products but also for participating in training, events, and program activities, sharing product feedback, completing surveys, and referring others to join. By uploading receipts and actively engaging with the program, members can advance through membership tiers and increase their earnings rate - up to three times more. "This program reflects our belief that trust and loyalty are built through partnership, not just purchases," said Yoni Feldman, sales channel director- tile & stone installation systems at LATICRETE. "It rewards the relationship and gives members a simple way to track their progress, earn more for the work they're already doing, and achieve higher status to unlock enhanced benefits, faster earn rates, and priority access." Members can redeem rewards for a range of items, including electronics, tools, apparel, sports and fitness items, home goods and more. Additional experiences and enhanced benefits are available at higher status tiers.

Sound and Crack Isolation Mat is now offered in precision-cut sheets to streamline installation. LATICRETE has introduced the new and improved 170 Sound & Crack Isolation Mat, now available in precision-cut sheet formats to improve usability and streamline installation, along with optimized rolls. The mat reduces sound transmission between floors for quieter spaces and helps prevent tile and stone finishes from cracking by minimizing substrate movement. The updated offering consolidates multiple thicknesses under the 170 Sound & Crack Isolation Mat, with roll and sheet formats now in 3mm, 5mm, 10mm, and 12mm options to provide flexibility for a wide range of acoustic requirements. The new sheet format features beveled edges for cleaner, tighter seams. Lightweight sheets lay flat with no curling and require zero acclimation time for faster installation and single-person handling. Designed to significantly reduce noise transfer while protecting finished surfaces from substrate movement, the system is widely specified for residential, multifamily, commercial, hospitality, and education projects. The 170 Sound & Crack Isolation Mat is available in multiple thicknesses to accommodate a wide range of acoustic requirements and is made from up to 94% post-consumer recycled content. For improved performance, installers can use the LATICRETE(R) Perimeter Isolation Strip to help reduce flanking noise and break the vibration transmission path between the floor and adjacent walls. 170 Sound & Crack Isolation Mat is independently tested for performance and backed by the LATICRETE 25-year system warranty, providing installers, specifiers, and owners with lasting peace of mind. The mat meets ANSI A118.12 and A118.13 (interior only), and has been evaluated in accordance with ASTM standards, including ASTM 2179, E492, E989, and C627.

LATICRETE opens expanded research lab in Texas. LATICRETE, a manufacturer of globally proven construction solutions for the building industry, announces the expansion of its Research & Development capabilities in Grand Prairie, Texas. The 4000-square-foot expansion is in addition to the existing 2500-square-foot lab, now with capacity of up to 25 team members. This investment reinforces the company's commitment to advancing high-performance construction materials, complementing the R&D laboratory at the LATICRETE headquarters in Bethany, CT. The now expanded facility features state-of-the-art office and laboratory space and is strategically located near the second-largest LATICRETE manufacturing plant - a key hub for its U.S. operations. This proximity enables closer collaboration between research and production teams, accelerating product development to a real-world application pipeline. "From the beginning, LATICRETE has been built on innovation," said Sean Boyle, senior vice president, marketing and channel management at LATICRETE. "For 70 years, we've anticipated contractor needs, turning challenges into solutions that increase productivity, bridge skill gaps, and keep pace with the evolving building and flooring trends and needs. Our new research lab will help us further accelerate the development of novel solutions, enabling LATICRETE to continue to push the industry forward." The expanded laboratory will support material science research, advanced testing, and real-world product performance evaluation. Additional analytical equipment and dedicated space for a larger research team will enhance the company's ability to address ever changing customer needs. LATICRETE is also deepening its collaboration with industry organizations and research partners as part of its greater emphasis on research and development. Through involvement with organizations such as the Materials Methods Standards Association (MMSA), Tile Council of North America (TCNA), and the International Organization for Standardization (ISO), as well as partnerships with suppliers, research institutes, and universities, the company aims to strengthen the connection between academic research, global construction standards and real-world construction applications. "At the center of this investment are our customers and partners," said Rajeswari Kompalli, vice president of research and development at LATICRETE. "We want to empower our scientists and chemists to explore new ideas, push boundaries, and broaden their research capabilities even further. LATICRETE has been pioneers and innovators for 70 years, and this expanded space helps us stay on the forefront of innovation and development - not just in North America, but globally." The expanded Grand Prairie lab commenced operations in March 2026. About LATICRETE LATICRETE is a leading manufacturer of globally proven construction solutions for the building industry. LATICRETE offers a broad range of products and systems covering tile & stone installation systems; tile, stone & surface care; adhered facade & wall finish systems; and concrete & substrate preparation, including the high volume self-leveling SUPERCAP(R) System. For nearly 70 years, LATICRETE has been committed to research and development of innovative installation products, building a reputation for superior quality, industry-leading technology, performance, and customer service. LATICRETE methods, materials, and technology have been laboratory-tested and field-proven by R&D, design, and construction teams including architects, engineers, contractors, owners, and independent labs. Offering an array of low VOC and green features, LATICRETE(R) products contribute to LEED certification, exceed commercial/residential VOC building requirements, and are backed by the most comprehensive warranties in the industry.