More than 70 business representatives gathered for the unveiling of the new participation format for the Brazilian natural stone sector at KBIS 2024. The model received a warm reception from participants, who promptly committed to embracing the innovative configuration presented during the hybrid event on September 13.
The gathering was orchestrated by It’s Natural – Brazilian Natural Stone and received support from the Brazilian Center of Ornamental Stone Exporters (Centrorochas) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil). KBIS stands as the premier North American event dedicated to kitchen and bathroom design. In collaboration with the National Kitchen & Bath Association (NKBA), the upcoming edition will take place from February 27 to 29, 2024, in Las Vegas, United States. This event brings together specifiers, architects, and designers from around the world to showcase trends, new technologies, and products.
“The implementation of demand generation initiatives has been a long-standing request from the Brazilian sector. Through the sectoral project, Centrorochas has been actively addressing this need. KBIS has emerged as a unique opportunity and will facilitate direct connections with those specifying materials. It’s a unique moment to present the Brazilian potential with the aim of cultivating a desire for our products,” explained Tales Machado, president of Centrorochas, during the event’s opening.
According to Rogério Ribeiro, manager of It’s Natural, the Brazilian area at KBIS will span at least 139 square meters and will feature Brazilian natural stones displayed in an impressive innovative manner. “The space project is still in the planning stages, but what we can already reveal is that it will be something groundbreaking and highly attractive,” he disclosed.
Elgar Geels from Cava Rochas expressed, “All the work done by It’s Natural, along with sectoral participation and synergy among companies, demonstrates that this is indeed a new era.” Paula Oliveira, marketing director of Grupo Qualitá, added, “KBIS is one of the primary demand generation fairs, and it’s crucial for us to come together as a sector, bolstering natural stone not only in the USA but worldwide, as visitors from across the globe converge there.”
About It’s Natural – Brazilian Natural Stone It’s Natural – Brazilian Natural Stone is an export incentive program developed by the Brazilian Center of Ornamental Stone Exporters (Centrorochas) in collaboration with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The program aims to stimulate and increase exports of Brazilian ornamental stones through a strategic set of internationalization initiatives encompassing promotion, image enhancement, and sectoral development in the global market.
About Centrorochas – The Brazilian Center of Ornamental Stone Exporters is actively involved in all national efforts to enhance the competitiveness of the ornamental stone sector. The organization directly supports Brazilian entrepreneurs in their presence abroad, in conjunction with commercial and operational activities related to the development and advancement of Brazilian companies.
About ApexBrasil – ApexBrasil works towards promoting Brazilian products and services abroad and attracting foreign investments to strategic sectors of the Brazilian economy. To achieve these goals, the Agency executes a diverse range of commercial promotion initiatives aimed at promoting exports and showcasing Brazilian products and services abroad. This includes prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international trade shows, visits by foreign buyers and opinion leaders to explore the Brazilian production structure, among other business platforms with the objective of strengthening the Brazil brand.
