Hit hard in recent years, the British stone industry is beginning to see the seedlings of growth. Nick Williams, Commercial Director of Burlington Stone, explores the British natural stone market and looks at how legislation, changes in production methods and new sales approaches are contributing to this recovery.

At Burlington Stone, our roots are in the Lake District and we are very proud of our heritage. However, it is important to strike the right balance between history and future. We have an increasing desire to combine new technology with our historical experience. Our team of around 150 people has a deep geological understanding of the rock that we extract and manufacture and some team members are third or fourth generations of a family to have worked at Burlington Stone, with their knowledge being passed down through the generations.

This knowledge cannot be replaced by technology, only further enhanced. And this is important for many British natural stone producers to keep front-of-mind. Older traditions – such as riving the slate – still have their place in the industry and have benefits to the product that cannot be ignored.

The UK natural stone market saw a decline of nearly 20% from 2008 to 2013, with the upturn only noted in the past 12 months or so.

During these challenging times, there have been many changes in the UK natural stone market, from the rise in competition from imported stone to the availability of more advanced methods of bespoke stone manufacture and quarry extraction. There has also been new legislation. These changes have shifted the complexities in the industry and businesses are having to adapt to these changes in order to survive.

We have seen the recovery begin on a geographical basis, the stimulus of which we believe is located in the South of England – almost a micro-economy in itself – with renovations of both interiors and exteriors of high value properties.

With this demographic, we have seen high quality British natural stone being specified for its exclusivity coupled with its long-lasting properties.

In addition to this upturn, the introduction of the CE marking legislation in July last year has had a significant impact on the market, actually working in the favour of high-quality British stone producers.

It is now a legal requirement that any products falling within the harmonised standards for natural stone need to carry the CE Mark and specify technical information such as water absorption, density, porosity, frost resistance and flexural strength. And the installer must ensure the stone has a certificate of origin. This means end users are able to make more informed comparisons between the ranges of natural stone available so they can ensure the material can be assessed to ascertain its application suitability.

Burlington Stone, like many British natural stone producers, has always made this information available to all users with the confidence that the products speak volumes. Lower quality imported stone products are now more exposed through this legislation, enabling consumers to make a choice based on more than just price. They can now also compare quality and the product’s likelihood of delamination.

This evolving fashion for natural stone means that many discerning consumers look for alternative and more niche options. Sales of British natural stone have grown in response to the increased desire for such alternatives and a broader range of choice where they can understand the material and its origins.

We can alleviate the pressure on contractors, whose responsibility it is to ensure the correct marking, with the assurance that all our products are – and actually always have been – clearly certified and that all the information an installer might need is available.

It is the value added and focus on building partnerships with specialist distributors and installers that differentiates businesses in this industry. A high quality product coupled with a good distributor means a collaborative partnership to deliver the best service.

When it comes to the extraction and processing of materials, there are continuous advancements in the industry. We recognise that it is important for small companies to stay abreast of developments and to understand whether new techniques will enhance their organisation by improving its performance or be detrimental to it.

This is good practice for any business, not only in terms of understanding new technology and ideas, but also of measuring them. It is important to benchmark the technology against what is trying to be achieved in an organisation.

Best practice for businesses is to work out the return on investment they would like to see when using new methods – for example, if using a new way of applying a finish to stone it is important that quantitative measurements are carried out post-implementation.

Just over 18 months ago Burlington Stone introduced waterjet finishing to its stone. This was based on demand identified in the market for a honed appearance throughout a property and the need for improved slip resistance in wet rooms to comply with changing EU standards.

Burlington Stone identified waterjet finishing as a method to put a finish on the stone that opens the texture and delivers slip resistance without compromising the appearance of the product.

We have been extracting and manufacturing our products for nearly 200 years and our methods have served us well, but it is vital for us to understand the changes in the sales side of the business in order to remain at the forefront of the industry, rather than become victims to it. An area of development and opportunity that needs to be considered in our industry, and indeed across all industries, is web and social media presence. For older, more established companies with a strong heritage I would say this advancement is as important as any machinery developments.

Burlington Stone has been particularly aware of this, creating an app in the early days of phone applications that allows users to view products in situ and assist with the design stages, the specifications, and the finishes that are available.

We have a strong focus on our website, which we see as the face of our business. As a relatively small British business (but one that exports to more than 20 countries globally) it is important that a potential customer in Hong Kong or Sweden who is looking for Burlington Stone can find us easily online and get a true impression of what we can offer to clients.

It is this propensity to evolve with the industry and the wider market that has ensured Burlington Stone’s protracted success over the years – particularly during the recent recession.

Businesses need to consider not only their products but also how they bring the products to market. They must always look at new ways of working, both in terms of manufacturing and sales strategy. This is something Burlington Stone has always done and, as a niche business with a global audience, that is why we are still here and still growing.

Burlington quarries

Slate:

• Broughton Moor
• Elterwater
• Kirkby
• Brandy Crag – supplying Brandy Crag and Brandy Crag Silver
• Petts – supplying Kirkstone Sea Green and Kirkstone Silver Green
• Brathay
• Bursting Stone

Limestone:

• Baycliff – supplying Baycliff Lord and Baycliff Caulfield