[Orange, Calif.] MS International’s (MSI) vice president of product Sam Kim and his team travel the world with one goal in mind — to identify on-trend, high-demand products and bring them to market in a way that appeals to the masses, and is affordable.
“The product has to have mass appeal and have a large demand for the look. And then, can we create a market disruption by making them affordable and accessible via our sourcing and supply chain efficiencies,” he said.
MSI utilizes a network of hundreds of factories in 36 different countries. “We don’t have ownership in factories by design and strategy. We source all of our products — natural stone, ceramic, porcelain, engineered quartz/marble, and mosaics,” explained Kim. “We maximize our network of factories so we can take advantage of the latest technology developments that enable innovation of new products and make those products once high-end and niche, affordable and accessible to people.”
Stile™ porcelain slab product Calacatta Lucca is a perfect example. It replicates the Calacatta Gold marble look that is very high-end and very expensive and also hard to get in first choice quality. “There is a tremendous demand for that look. What we’ve done is replicate this look in porcelain slab in a price that is affordable and accessible,” he said, adding the real thing is more than $100 per square foot, hard to get and fragile.
“You can’t tell it’s porcelain. It’s made in Italy, it’s highly affordable and has the durability of porcelain. There isn’t the maintenance of marble. The design is perfect at a price that is a fraction of the cost. It’s a game-changer,” he said.
The company looks across all surfacing needs when bringing in products, often taking a trend in one area and implementing it in another surface category.
“If a trend exists in one aspect of surfaces, chances are the same trend exists in another,” said Kim. “A great example is Calacatta Cressa. We began with that as a flooring tile and then realized that it’s such a beautiful material, we decided to bring it to the outdoors as a wall veneer stacked stone.” The same look was then brought back inside in mosaics and pre-fabricated countertops.
Kim said that a great moment was getting an email from a sales rep in New York claiming that there was an error in the system and Calacatta Cressa Stacked Stone was not priced correctly. “He couldn’t believe the pricing. These types of responses are very exciting.”
Tools of the trade
As large and far-reaching as MSI’s sourcing is, it doesn’t bring just any product to market but rather offers products it knows will fill a need across the country.
“I spend a lot of time making sure the products we are bringing to market will work across North America,” said Emily Holle, director of trend & design, MSI.
She said, for example, that because the company sells natural stone, it saw a spike in the white marble trend and was able to translate that into white porcelain tile. “When we start seeing things — white popping up in hospitality design, tradeshows, shelter magazines — once we see repetition and something that has legs to it, it’s something we should work on and go after,” Holle explained.
But MSI also puts muscle behind making sure that those trends and the stories that go with them make it to the customer in a meaningful and engaging way.
“We make sure we have great visuals to tell that story. Having a piece of tile is just having a piece of tile. When the dealer and retailer work with the customer, you need to have something to tell that story and sell the dream,” she offered.
MSI has created what Holle said is a great digital experience. The company’s Trends & Inspiration web page features a gallery of inspiring room scenes as well as other trend and designer resources. And the company’s Digital Tool Box houses a digital magazine, Top Trends for 2017, as well.
Another useful tool is the company’s kitchen, bath and outdoor visualizers. “We are having a lot of success embedding our visualizers on customers’ websites,” said Holle.
MSI also produces print pieces focused on new trends to be used with customers.
Designed to sell
As MSI’s senior merchant for porcelain — a category started eight years ago — Paulo Pereira’s key objective is to build a product portfolio poised to sell nationwide. He said there are really four aspects of his business, “First, we participate in domestic and international trade shows. I go to interact with existing trends. Second, we interact with vendor partners so we are aware of what they are working on and we can select before they disclose (these products) to the market. We also interact with prospective partners. Our third source is our customers — what trends are available that are selling that we don’t have yet,” he explained. “And, last but not least, we connect with our sales team that is out visiting with customers.”
Not every trend is for MSI. “We wait until it is a guaranteed trend,” he noted.
Pereira just returned from a trip to Spain and he said there are three clear trends he expects to take hold here in the States. One such look is textile designs. “At Coverings, most companies will probably be offering a textile look. That will be strong,” he said adding that large size panels for the wall and floor as well as pavers for outdoors will trend in 2018 and 2019. “Technology is helping to drive the trends,” he added.
5 Trends for 2017: Must-have looks for retail spaces
1. Seriously Standout
Walls have never looked more ravishing thanks to stone, porcelain and subway tiles.
2. Marvelously Mod
Shimmering metallics, large subway tiles and white marble looks are perfectly present.
3. Black & White
The classic and sophisticated look of black & white spaces is always in vogue.
4. Fine Lines
Linear looks make the hotlist for creating natural drama and movement.
5. Alfresco Living
Creating luxe outdoor living spaces with kitchens and fireplaces are at an all-time high.