The current population of Peru is 33 million inhabitants. Ceramic and porcelain tile consumption is 55 million sqm (per capita consumption: 1.7 sqm).
Porcelain tile reached a 30% market share. It was fully imported from China, Brazil, Spain, India, etc. until 2019, when Celima Trebol opened its porcelanato plant.
Peru imports exceeds 240 million dollars in ceramics, mainly porcelain tile. China was the great protagonist until the COVID pandemic. Increases in energy and freight costs provide new opportunities in the segment. Exports reach about 120 million dollars.
Celima Trebol (celima-trebol.com)
With an estimated production of 40 million sqm, it is the leader in Peru in domestic sales and exports. It has an excellent physical and weighted distribution throughout the territory. The company acquired one of the main distributors in Peru, Cassinelli, which has 13 stores and markets the Celima Trebol and other imported brands. They also own Hipermercado Cerámico that sells only their brands.
San Lorenzo (sanlorenzo.com.pe)
Is a company of the Lamosa group (mx) and has a production capacity of 22 million sqm of ceramics, distributed in three manufacturing plants, as well as another plant for decorative pieces. It exports 35% of its production mainly to another group company in Chile (Cordillera); also to Ecuador, Costa Rica, Nicaragua, Bolivia.
Ceramics Gala (ceramicosgala.com.pe)
Established in 2013, the company belongs to the Peruvian group Aris Industrial and has a capacity of 4 million m2 per year of glazed ceramics.
Ceramics Kantu (ceramicaskantu.com) is a Peruvian company dedicated to the manufacture of listelos (border lines) and decorative accessories in ceramics, porcelain, marble and glass.
Top ceramic and porcelain tiles stores in Peru
Sodimac + Maestro (sodimac.com.pe)
In 2014, the Chilean group Sodimac acquired one of its competitors: Maestro, a home center of peruvian origin. Sodimac has 32 stores (16 in Lima and 16 in the provinces). Maestro has 27 stores (15 in Lima and 12 in the provinces).
Promart (promart.pe)
It is part of the peruvian group Intercorp, which has interests in other businesses. Promart has a total of 33 home center stores (11 in Lima and 22 in the provinces)
Cassinelli (cassinelli.com)
It belongs to Celima-Trebol. It is a chain of top specialized stores with Celima Trebol products and is one of the main importers of porcelain tiles from various origins (Brazil, Europe, Asia). It has 7 stores in Lima and 6 stores in the provinces. With high quality showrooms and premium products.
Other ceramic and porcelain stores
Ceramicas León (ceramicasleon.com)
Sanicenter 17 stores (facebook.com/SanicenterAcabados)
Casa Roselló (rosello.com.pe) 3 stores en Lima.
D´Casa (dcasa.com.pe)
Acabados Universal (consorciouniversal.com)
Casa y Colores (casaycolores.pe)
Cerámicos Caceres (ceramicoscaceres.com.pe) 5 stores in Lima
Romasa (romasa.com.pe) 5 stores in Lima
Mega Cerámica – San Martín de Porres
Mundo de la Cerámica – Lima
Remasa – San Juan de Lurigancho
Eleonor Quiroga Ramos – Av. Augusto B. Leguía 1560, Chiclayo 14009
Arena Jaén – Av América Sur 1344 Urb. el Palermo – La Libertad – Trujillo
Torres Tapi Yudith indira. av. Tacna 140 Wanchaq – Cusco
Centro el Olivo sac. av. Via Expresa Mza. A lote 12 Urb. Parque industrial San Sebastián – Cusco.
Marketing on SKUs
In Peru there are 19.9 million internet users, equivalent to 60% of the total population. Compared to 2020, there was an increase of 13.4%, which is equal to 2.4 million new users.
In this population of Internet users, there are the largest consumers of ceramics and porcelain tiles, looking for product, price and availability.
In the Internet age it is easy, inexpensive and very effective for factories to start practicing SKU marketing.
The focus of the factories is on the brand and the collections, while the consumer is looking for a particular product, which is likely not to be found, due to the excess of SKUs (the great weakness of the industry).
Top selling stores are those that have available stock, SKU by SKU, in the right mix (ABC).
Advertising on billboards, magazines, fairs, radio, etc. in general, reinforce the brand image or promote a new collection.
To increase turnover, you can put a link to each SKU that stores have in stock.
The physical and weighted distribution is the forgotten variable of the industry and its greatest weakness is the excess of SKUs, two conditions that directly impact its profitability.
SKU marketing results in higher turnover; and turnover is a factor of profitability.
To increase turnover, the focus of the brands should be on store SKUs.