TILING & PANELLING Grazzie Wilson


Storytelling, craft and confidence shaping Ca’ Pietra’s 2026


Matt Broughton speaks with Grazzie Wilson, Group Brand Director at Ca’ Pietra, about a strong start to 2026, the growing importance of storytelling in tile retail, and the design trends influencing the company’s latest collections.


Ca’ Pietra, particularly across its relationships with retailers, designers and project partners. ForGrazzie, the year has already been defined bymeaningful trade engagement and a continued appetite for characterful surfaces. “Q1 has had a lovely sense of pace for


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Ca’ Pietra, especially across the trade side of the business,” Grazzie says. “We have seen strong momentum with retailers, designers and project partners, particularly around our latest collections, which speak to the growing appetite for surfaces with warmth, character and a real sense of craft.” Strengthening ties with the retail community


has remained a central priority. Alongside a series of HQ experience days designed to immerse visitors in the Ca’ Pietra brand, the company also hosted a trends-panel talk attended by more than 100 retailers. “For us, it is about helping stockists feel confident telling richer stories around tile and stone, not simply selling by sample alone,” Grazzie explains. That same philosophy shaped Ca’ Pietra’s approach to KBB Birmingham this year. Rather than focusing solely on products, the stand was designed to communicate the atmosphere and personality behind the brand itself. “The tile and stone market is busy, so we


wanted to reconnect people with whatmakes Ca’ Pietra distinct: the craft, the creativity and the stories behind the collections,” Grazzie says. The stand moved away from a traditional exhibition feel, instead creating an environment that felt warm, curated and residential. “We wanted visitors to feel the Ca’ Pietra character straight away, with warmth, charm and a sense of discovery running through the experience,” she says. For Grazzie, those conversations reinforced


howmuch showroom retailing has evolved. “Customers are not only asking which tile to choose; they are asking how they want a space to feel,” she explains. “Our role is to give retailers the tools, language and inspiration to answer that with confidence.” Among the collections taking centre stage this


year are Enso and Buscot Pietra Pazza, both designed to reflect changing tastes around


36 BKU JUNE 2026


he opening months of 2026 have brought strongmomentum for


texture, individuality and softer, more natural interiors. “Enso has a calm, crafted quality, with a


softness that feels very right for the moment,” Grazzie says. “It is a strong choice for retailers and designers who want something with subtle character rather than anything too polished or predictable.” Buscot Pietra Pazza offers a different aesthetic direction, balancing heritage influences with contemporary appeal. “It feels warm and lived-in, but still fresh enough for contemporary projects,” she explains. “For our trade partners, that balance is key, because the best collections need to work hard on the showroom floor while still feeling easy for customers to imagine at home.” Grazzie also hints at amajor collaboration launching later this year. “We have one of our biggest collaborations to date launching this summer, which we cannot wait to share,” she reveals. Alongside new launches, Ca’ Pietra has seen


notable shifts in customer behaviour and confidence levels. “One of the most interesting changes has been howmuch more confident


customers have become,” Grazzie says. “There is less fear around making a bolder choice, and much more appetite for colour, pattern and materials that bring personality into a space.” That growing confidence is reshaping showroom conversations, with customers increasingly seeking interiors that feel layered and expressive rather than minimal and uniform. “We are seeing strong interest in handmade-look tiles and tumbled stone, because people want interiors that feel warm, expressive and full of character rather than overly perfect,” she explains. Looking ahead, Grazzie expects these themes


to continue shaping both product development and retail support strategies. “We expect to see even more interest in natural variation, warmer tones and surfaces that make spaces feel personal rather than overly designed,” she says. For Ca’ Pietra, however, the focus goes


beyond simply launching products. “Retailers need more than samples; they need stories, styling ideas and education that help customers fall in love with the possibilities,” Grazzie concludes. “Our role is to keep bringing that Ca’ Pietra spark to the category.”


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