How Spain’s Decocer is taking quality ceramic fashion global

Headquartered in Onda Castellón, Spain, Decocer is a leading manufacturer of high quality small size tiles for ceramic companies and retailers, as well as large ceramic distribution chains across the globe.

The company was born with the aim of creating quality ceramic fashion with style at competitive prices. Decocer also prides itself on using top quality raw materials in order to guarantee the useful life of our products.

Moreover, the company has also gone truly global, with it not having any boundaries in terms of supplying its products.

In this Q&A, Decocer’s International Sales Manager, Verónica Obrero, highlights this approach as well as the value it can bring to clients and customers in the Middle East market.

How do you perceive the cultural and aesthetic differences between Spanish and Middle Eastern tiling/ceramic preferences, and how would you adapt your designs and techniques to resonate with Middle Eastern clients?

In the ceramic universe, we encounter various trends. There are large formats and more impersonal aesthetics, and then there’s us, like Decocer, designing and manufacturing small-format ceramic tiles, delicate pieces with traditional flavour and craftsmanship, incorporating textures, vibrancy, and colour. It’s no longer just a matter of countries or culture, but also of preferences. Global trends are becoming more uniform across countries, and I understand that in the Middle East, we find both worlds as well. Our ceramics share with you the values I mentioned earlier: tradition, small format, and handmade craftsmanship.

What strategies would you employ to understand and navigate the regulatory, legal, and business landscape in the Middle East regarding tiling projects, considering potential differences from Spain?

Entering a different commercial area always has its complexities. However, we are a company with a 100 per cent export profile, and we are accustomed to supplying ceramics worldwide. We have extensive experience in the necessary procedures, processes, certifications, international transportation, etc. At the moment, there are no commercial barriers that could hinder the export of our products to your markets.

Can you share examples of successful projects or collaborations you’ve had that involved cross-cultural tiling designs or installations, particularly in contexts similar to the Middle East?

The example is us. Decocer is a manufacturer specialised in creating custom designs for other manufacturers and large distributors who market our products under their own brand. We also design for architectural and interior design projects. Our specialty is capturing the concerns of our clients and creating tailored suits, but in ceramics. There are no cultural barriers. Our clients can choose from an endless array of formats, colours, textures, shines, finishes, sizes, graphics, volumes. And if it’s not on our menu, we’ll develop it to measure.

How do you plan to leverage your existing network and expertise in Spain to establish partnerships or collaborations with local stakeholders in the Middle East tiling industry?

Just as we do with the rest of our clients worldwide. By showcasing our possibilities and capabilities, our range of products. We are open to any collaboration as we have a flexible production process that allows us to create custom and exclusive collections.

In what ways do you foresee challenges such as language barriers, logistical issues, or sourcing materials, and how would you mitigate these challenges to ensure seamless operations in expanding your tiling business into the Middle East?

Export procedures are not a barrier for us. We have experience, we know the paths, and we are prepared to conduct commercial operations worldwide.