Silestone colors the World of quartz. Truth is that Silestone colors are a well establish marketing machine. No doubt that in all the solid surface industry Silestone stands out from the rest, it has accomplished several marks that distinguish it from it's direct competitors.
Silestone is the biggest manufacturer when we take into account the quartz agglomerate sector by itself. It's main production facility is located in a small town called Macael, located in the South of Spain. Silestone is one of the most successful trademarks of the Cosentino Group. Cosentino is one of the biggest natural stone manufacturers in Spain, and one of the most important in the World.
Silestone since it's appearance on National Television with a commercial during a Superbowl, has leaped ahead as the most successful company in the agglomerate stone industry. They use several marketing strategies to their advantage and today they are seen as a milestone in the industry, in some countries silestone is more than just a brand, people refer to quartz agglomerate as silestone, that's how important of a reference it is to the industry.
They keep investing millions in advertisement, in the last few years they've used Fernando Alonso the Formula 1 driver as their flag. They even created a product to which Alonso is the public image.
They have about 12 production lines, some of which are designated to specific colours, this as you can imagine increases output and quality tremendously. Normally, when color change is needed, and when the factory has only one or two production lines, they have high set-up costs, so with 12 lines, it's actually pretty efficient, although they really need a lot of volume to keep the whole plant working at full capacity.
Silestone has also created parallel spin-off businesses, namely MURO, which is a mosaic type material, used for backsplashes and other applications, this product is a good use for wastage, it is thin due to the slicing of the common material. They have also created a quartz sink unit, which supplies sinks to the kitchen industry in Silestone colors.
Besides these spin-offs, they have a kitchen countertop manufacturing unit, very sophisticated, mainly uses 2nd choice slabs, which are photographed and stored, the order of the countertops are then optimizes to the slabs useful size ... they have a special automated warehouse to manage the whole system.
It wasn't always this way in the 1990s Silestone and the Cosentino Group went through a tough crisis. The Silestone brand and product was new to the market, the trust in Silestone products was very low ... difficult times, and they took difficult measures ... and survived with great success. Silestone was the first to offer a 10 year warranty on their products, many manufacturers today don't give you this type of warranty. Silestone is also known to solve quality problems ... no questions asked ... they have managed their image in a correct way, and they have their success founded on solid ground.