Daltile is rolling out new initiatives to strengthen its Statements Elite dealer program, aiming to boost sales through enhanced support and expanded offerings. Launched in 2010, the Statements program features a showroom-within-a-showroom model that streamlines tile shopping for consumers while increasing dealer profitability. The latest updates focus on tighter collaboration between Daltile’s own showrooms and Statements dealers, a new U.S.-made quartz countertop program, the addition of the Marazzi brand, and digital marketing tools.
The program’s core strategy centers on simplifying the customer journey. Instead of browsing display racks, Statements creates a 600-square-foot curated environment where shoppers can explore styles and finishes without frustration. Daltile emphasizes this approach as a way to connect online and in-store experiences, moving projects from inspiration to purchase efficiently.
Showroom Alliance Drives Direct Sales
It unveiled a new initiative linking its 100-plus showrooms with the 250 Statements dealer locations. “Our showrooms see roughly 170,000 visitors a year,” explained Jarrod Smyth, director of dealer sales West. “A portion of those visitors come in unattached—they’re looking for help with design, product selection, and putting their project together.”
Daltile will now route qualified, ready-to-buy customers from its showrooms to Statements dealers. Sales associates will guide shoppers through product selection, develop opportunities, and transfer quotes directly to dealer teams. “Then we’re going to say, ‘You can get preferred pricing only through our preferred dealers,’” Smyth said. This bridge ensures dealers close sales while capturing additional business through complementary products and services.
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Countertop Program Expands Dealer Offerings
Another key addition is a turnkey countertop program focused on U.S.-made quartz. Patrick Warren, vice president of residential sales at Daltile, noted that many flooring showroom visitors are undertaking full kitchen remodels. “We’re looking to help tie that package together so you can sell that customer a countertop, wall tile, floor tile, the whole package,” he said.
The program leverages Daltile’s national infrastructure, including 42 countertop facilities and the recently expanded Dickson quartz plant. Warren emphasized that pre-negotiated pricing, a fabricator network, and bundled product availability simplify the sales process for dealers. “We put all of that together in a way that helps [Statements dealers] easily close that sale,” he added.
Statements dealers like Grigsby’s Carpet, Tile and Hardwood in Tulsa, Okla., are already seeing benefits. General manager Penny Carnino praised the program’s merchandising tools, noting that “my people love the giant tables that came with the program because they get to lay out everything with their customers.”
The initiative aligns with Daltile’s broader goal of creating a one-stop solution for consumers. By integrating countertops, backsplashes, and flooring into a single transaction, dealers can capture more revenue while reducing customer friction. Carnino highlighted how this could streamline sales: “People like to do the majority of shopping in one place, and now we have the opportunity to do that.”
Similarly, Great Lakes Carpet and Tile in Orlando, Fla., has piloted the countertop program. COO Tom Urban noted that the Statements display system transforms their showroom into a “boutique tile area,” drawing customers naturally. “Customers almost have to gravitate toward it,” he said. The company is exploring bundle strategies, such as pairing countertops with discounted backsplashes, to maximize appeal.
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The addition of the Marazzi brand—positioned as Daltile’s premium offering with Italian design flair—further strengthens the program’s product range. Warren described it as a “distinct, more fashion-forward offering” that complements Daltile’s portfolio without duplicating it. This creates a compelling one-stop solution for dealers and customers alike.
Digital Marketing Tools Expand Reach
Bobbi Alonzo, senior director of digital marketing at Daltile, explained that the tool directs users to a product locator upon selecting materials. This feature streamlines the path from inspiration to purchase by connecting buyers with nearby Statements dealers. The platform enables targeted exposure based on home value. Higher-priced products appear in affluent markets, while more affordable options are showcased in lower-value properties. Dealers can leverage this precision to align inventory with customer budgets.
Additionally, Daltile provides Statements dealers with access to Postable, a tool that curates content from Daltile’s social media and website for their own marketing channels. Co-op advertising and biannual promotional campaigns further amplify dealer visibility, creating a holistic digital ecosystem that drives foot traffic to showrooms.
Marazzi Brand Expands Premium Offerings
Richard Akel of Akel’s Carpet One in Little Rock, Ark., highlighted how Statements has increased his ceramic sales share. He noted that the program’s professional presentation, akin to a “Karastan gallery,” raises the shopping experience. Akel observed that Daltile now commands a larger portion of his ceramic business, with Statements driving both higher volumes and increased average transaction values. The Marazzi integration further strengthens this approach, offering dealers a premium product line that aligns with Daltile’s goal of becoming a one-stop solution for complete home design projects.
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