International Stones, the stone wholesalers established in Sheffield in 2009, has introduced an own-brand engineered quartz called ‘IQ’ made for it by Spanish company Cosentino, one of the world’s leading producers of quartz surfaces.

Valentin Tijeras, Product Director at Cosentino, says: “Cosentino is very pleased to work with International Stones in developing its own quartz range. We believe there is a market for a more affordable quartz product. Our factory has the capacity to produce such a range and it will perform well in a competitive market place.”

International Stones was set up by Alex Stevens, James Bentley, Mathew Milner and Mathew Bacon. And last year they were joined by former Pisani man Rob Willsher, who has further strengthened the team.

Mat Bacon told NSS: “Working with a World leading producer of quartz surfaces that will produce IQ Engineered Stones on production lines utilising Breton technology adds great brand value and integrity to the quality and service we strive to achieve.

“Our aim is to strengthen our position in the UK wholesale market and our collaboration with Cosentino will undoubtedly do this. It will also, importantly, allow us to offer a wider choice of materials.”

There are 12 products in the IQ range. Although they are being produced by Cosentino they do not have the proprietary antibacterial protection or official warranties of Cosentino’s brands. Two of the colours, Bluestone and Nougat, are available in 3250 x 1540mm large size only, while the others are 3040 x 1380mm.

International Stones has sold quartz since its inception – a core range of Black, White, Beige Mirror and Pure White sourced from the Far East. It wanted a more diverse range and was looking for branded product quality at a more competitive price. It decided to start its search with the market leader and found it did not need to look any further.

For a decade the major quartz manufacturers have been keen to promote their brands in order to distinguish their products and create brand loyalty. When customers demand a particular brand they are prepared to pay a premium to get it. That has maintained the value of the product at a higher price point than might otherwise be the case, but it has also left a gap further down the market for others to exploit. In economically hard times more people are inclined to seek out bargain priced products, expanding the lower end of the market. When International Stones approached Cosentino with an opportunity to achieve sales at the more price sensitive end of the market, the manufacturer was happy to accept it.

International Stones says it has doubled its customer base in the past two years and increased its stock holding by 40% to accommodate the extra customers and continue to meet the demands of existing customers.

The IQ Engineered Stones are expected to increase the customer base further and encourage more sales from existing clients. The IQ colours occupy a price point between quartz from the Far East and the leading European branded products.

International Stones can arrange delivery and collections can be made from its easily accessible site in South Yorkshire. The end user is welcome to view and select material at the company warehouse, and processors and clients alike can view the range on the website (www.internationalstones.co.uk/IQ). “A key for us is that we have experience handling the product and in conjunction with our trusted hauliers we will ensure the same high standards of quality control are to ensure the product reaches the customer in the desired state,” says Mat Bacon.

He adds that with the economic squeeze, fewer processors want to hold stocks of material at their premises but are always looking for a competitive price. “As demand grows for IQ we are committed to keeping healthy stock levels and responding to customer needs accordingly. Product samples are available on request.”

He says International Stone’s key to maintaining a healthy market position is to continually source all its materials at the right price, enabling it to be competitive on all product lines. 

“Our focus is always on the quality, which we rely on to keep our customers coming back for more. While we believe we don’t have to carve up the market place to win orders – primarily because we want to continue trading! – we acknowledge price is paramount.”