The Lessons of Silestone's Rebranding Effort

The Lessons of Silestone's Rebranding Effort

Last year, Cosentino undertook a sweeping rebranding and repositioning of its benchmark brand Silestone, targeting a new consumer base and a younger demographic, claims Elizabeth Ramos, Marketing Director for the American market at Cosentino.  Silestone’s target demographic are younger consumers that value more humane companies and focus on experiences and value.  Ramos claimed that this consumer wants to buy from companies that inspire them.

To appeal to this new demographic, Silestone changed its manufacturing process to be more environmentally sustainable.  The revised process uses 99% recycled water and 100% renewable energy.  Surfaces feature a combination of raw and recycled materials such as glass that enable Silestone to produce products with 50 to 90% recycled material content.  Later this year, the company will develop new colors that are carbon-neutral.

Silestone believes that consumers and designers are interested in new disruptive ways of designing a kitchen.  Look for creative and interesting new colors to appeal to younger consumers and tout how the products make consumers feel when they use them.  Instead of using images of pristine kitchens, new marketing material will feature people using their kitchens to highlight how kitchens can be enjoyed.

The lessons of Silestone’s rebranding effort teach to BKBG showrooms

  • The next generation of showroom customers value environmental efficiency and sustainability.  A 2020 study found nearly 60% of consumers will change purchasing habits to help reduce negative impact on the environment.
  • Consumers are not emotionally connected to features and benefits.  What’s most important is how a new kitchen and what’s in it will make people feel when they use or congregate in the space.
  • The next generation will be more prone break tradition in terms of design, color and scheme.


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