Álvaro González and Cosentino
Álvaro González is the VP for APAC at Cosentino, a Spanish and Global family-owned Company that produces and distributes high value innovative surfaces for architecture and design. With the involvement of its customers and partners, this leading company imagines and anticipates design solutions that offer value and inspiration to people’s lives.
Cosentino is also one of the founders of the Spanish-Singaporean Chamber of Commerce.
- Hello Álvaro, could you please introduce yourself?
Hello, I have just arrived to Singapore after 8 years in the company where I have been in 3 different roles (Strategy Director, Regional Director of Middle East and North Africa and Regional Director of South East USA). The last 4 years, I was living in Miami, where we have our headquarters for our main market (North America). I am 40 years old, married, I have one daughter and 2 sons and I love sports (running, swimming, tennis).
- How could our readers know a bit more about Cosentino?
Cosentino is a Spanish, family-owned company that produces and distributes innovative surfaces focused on architecture and design.
We offer different kinds of stone solutions, from our line of natural stone Sensa, to leading quartz brand Silestone and to our highly-engineered ultracompact surface Dekton. Each of them unique in characteristics.
With our stones, we cover a wide spectrum of applications and channels. Applications are almost endless with Cosentino’s fully customisable surfaces – kitchen countertops, flooring, wall cladding, facades, cabinetry, shower trays, and bespoke furnitures. Our market channels include retail, projects, builders and national accounts.
At Cosentino, we are also passionate about innovation, our commitment to the environment, and our people whom we call the “Cosentino Family”. Although 100% of our production is done in Almería, Spain, 95% of our sales are out of Spain, North America being our main market. The total revenue in 2020 was over €1.1 billion.
- Where are your main clients in this part of the world?
We see Asia as a growing market and, we are building up our presence in this region. Some of our great partners include China, Hong Kong, Taiwan, Thailand, Korea, Philippines, Maldives and Indonesia. Apart from that, we have offices in Japan and Indonesia and Hub-Centers in Malaysia and Singapore. In this last country is where our APAC headquarters is based, we have a good number of partners and clients in each market and a strong sales team to support the region.
- You will now have to lead and manage teams and distributors in many different countries, how do you plan to do it amid the travel restrictions?
We need to adapt to this new reality. We all love to have face to face meetings, business lunches, events…but now it is a time to do all of this virtually. We still can give them good support without meeting them in person and we are lucky to have good teams and good partners in this part of the world.
- How do you deal in Cosentino to commit with sustainability and a positive environmental impact?
The health and safety of our employees, sustainability, and the whole value chain are top priorities in our business plan. Our policies and actions are aligned with the United Nation’s 2030 Agenda for Sustainable Development Goals.
In terms of sustainability, Cosentino have invested on initiatives to achieve greater efficiency in its factories in terms of energy, consumption of resources, use of renewable electricity and sustainable mobility policies. We have achieved tremendous milestones in that field – we are recycling all the water used during production, we are using solar energy to run our plants, we are reducing the amount of crystalline silica in our products, and we have optimised the way we package and transport our products to reduce carbon emissions. In Europe and USA, we run programmes to reforest and clean the ocean. We are also pioneers in our sector in digitalisation, reducing the amount of paper documentation by 98% in 5 years.
- Is the future of interior design also in Asia?
The future of interior design is everywhere. In every country, there are plenty of great professionals that can provide you great inspiration for your home and business. Asia is going to be one of the trend makers for the future and that is why Cosentino is investing in new showrooms, warehouses and increasing his team in this part of the world.
- And last, even having being here for only 2 months, do you already have a favourite place in Singapore?
As I mentioned, before, I love running and going from Elgin Bridge to the end of East Coast Park is one of the nicest runs that I have ever had.
Thank you for your time Álvaro!
For more information:
Last October, 2020 Cosentino launched a new series of 5 colours called Silestone® Loft, and inspired by industrial style. The origin of this style dates back to the mid-20th century. In those days, abandoned factories, large workshops and warehouses in several New York neighbourhoods were turned into open-plan housing, or what became known as loft apartments. It was during those period that concrete, cement, beams, pipes and the deliberately unfurnished look became a central and popular look within many homes, turning the industrial appearance into a trend that is still very much evident today.
One of the significant new features of Silestone® Loft is the use, for the first time, of the innovative and exclusive HybriQ+ technology. HybriQ+ is a qualitative leap in the evolution of Silestone® brand. It is a new breakthrough production process that will change the paradigm of the quartz surface category.
HybriQ+ technology significantly reduces the presence of crystalline silica in the production of Silestone® Loft surfaces, creating a new hybrid formula made up of mineral and reused raw materials, such as recycled glass. This new composition provides the material with modern aesthetic and design features, while maintaining the quality and beauty of Silestone®, as well as its 25-year warranty. Reducing the presence of quartz in the composition of Silestone® latest colours creates a safer work environment for professionals handling and working with the surfaces.