PRODUCT FEATURE | Surface special


open to the public and generally the average visitor does not have a lot of knowledge on the suitability of products. “For example,” he adds, “the maintenance of


sealing and resealing


natural stone to prevent it from becoming porous over time, is not common knowledge.” Meanwhile, Frazer Goodwillie, a director at Billingham Kitchens, notes that customers tend to have a general awareness of different materials but varying degrees of understanding of them, “sometimes caused by misinformation by some companies”.


Russell Buckley at Stuart Henry Kitchens in


the Wirral goes even further, asserting that clients are not aware of the pros and cons of the different options nor are they aware of the usability and upkeep of the products. “It doesn’t help when they come from the multiples because they have been given incorrect


information and even lied to.


Everybody thinks they can put hot pans straight on to the surfaces and or they think they can cut on them. (Ceramic (Dekton) is the exception to this) but that has a higher price tag and they are mostly still unaware of this product.” This demonstrates that there is a danger that


even those who are insistent – who think they are educated and know what they want, might not properly understand all of the properties and mechanics. A so-called ‘clued-up’ customer isn’t necessarily that and will likely still need a lot of guidance. So, what are the key considerations and the


main differences when it comes to all the various materials and how can retailers better guide their customers to make the right choice? Given that engineered stone is the most popular choice for consumers and retailers nowadays, that is where we will start.


Engineered and sintered stone


Engineered stone refers to any surface that includes a high percentage of natural stone, which is then combined with a resin, giving it those properties that make it so popular – tensile strength and a completely non-porous, hard-wearing finish.


Quartz is the main material included under the umbrella of ‘engineered stone’, as well as cast stone, such as cast marble.


Sintered stone is also engineered but under a


different process, so doesn’t fall under the same umbrella term as quartz. Instead, sintered stone mimics the earth’s natural processes that produce granite – mixing minerals and applying intense heat and pressure to create a super-hard, super-durable material. Cosentino’s Dekton is an example, as is Caesarstone’s Porcelain line, as well as Neolith and some modern ceramics.


Applications


On the benefits of quartz, John Stanley, vice- president of marketing at Caesarstone, elaborates: “These surfaces require virtually no maintenance. As a result, quartz has overtaken natural stone as the number one, most desirable countertop material on the market. This is due to the vast array of designs available, along with its inherent durability and non-porousness, making it heat-resistant, stain- resistant, and much easier to keep bacteria-free.” Another plus on the side of quartz and sintered stone is that they can be made to imitate almost any natural material and, as Cosentino UK’s retail manager Charlotte Hughes notes, “a desire to feel closer to the natural world has prompted architects and designers to introduce elements of nature into building construction and interior design”. She comments that Cosentino’s Kraftizen collection fits in


Königstone’s quartz Athena Collection uses the latest print technology to replicate the veining of natural stone


Roca’s Horizon range is made from cast marble and available in Calacatta White or Marquina


Black cast marble


with this, imitating the look of marble, for example. She also says that all Cosentino Dekton surfaces can be used as exterior cladding for buildings, which is something that is also true of other proprietary materials – Corian and Porcelanosa’s Krion spring to mind. Sintered stone can also be used for flooring, both outdoor and in.


Key considerations


Neolith’s Arabesque is a grey veined design that


mimics the look of real marble


Many quartz and sintered stone surfaces will come with a 20-year to lifetime guarantee depending on the particular brand. So, it’s clear to see why these materials are so popular with retailers and consumers, but both of these materials have their limitations. Quartz can be more expensive than its natural stone counterparts, such as granite, and it is of course, significantly more expensive than some natural stone, other solid surfaces and budget-friendly laminate. Both sintered stone and quartz have to be professionally fabricated and brought to site for installation, so any mistakes in cutting will be more costly than worktops that can be fabricated on-site. Finally, quartz is not completely impervious to high heat as, in some cases, the resins can melt, leaving stains that may not be able to be repaired.


The Worktop Fabricators Federation works with engineered stone and natural stone fabricators all over the country. Chris Pateman, general secretary for the organisation, explains how retailers should best educate their customers…


We encourage showrooms to refer customers to the WFF


Guide to Engineered and Natural Stone Worktops. Too many people think stone equals bullet-proof, heat-


42


proof, shock-proof and stain-proof. All of these things can be true (well, except maybe for the bullets), but you have to know what you are selecting, what your customer’s budget is and what the likelihood is of them wanting, say, to take red hot pans off the hob


and rest them straight on the work- surface. It’s not all negative, of course: understanding what is possible and what materials are available is a great opportunity to up-sell customers into added-value ideas they may never have thought of. Think, for example


about the different textures that master chocolatiers or pastry chefs require of their working surfaces – all available to the UK consumer if they are ready to make an informed choice and, of course, pay the appropriate premium for the product.


• August 2023


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