Brazil will expand dialogues with architects and designers at KBIS 2026

Activation for the sector will strengthen the presence of Brazilian natural stone in the main environment for influencing of U.S. kitchen and bath design.

Vitória, January 29, 2026 – For the third year in a row, the Brazilian natural stone industry will participate in the Kitchen & Bath Industry Show (KBIS) with a strategic initiative to promote the industry, aimed at connections with architects and designers from the U.S. market. The trade show will take place from February 17 to 19, at the Orange County Convention Center in Orlando, Florida. The initiative is part of It’s Natural – Brazilian Natural Stone, a project developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with ApexBrasil (Brazilian Trade and Investment Promotion Agency).

Renowned as the leading environment for networking and influencing for the U.S. kitchen and bath industry, the event, organized by the National Kitchen & Bath Association (NKBA), brings together architects, designers, distributors, retailers, builders, and other strategic professionals in the sector.

Consistently present in the U.S. market, Brazil is currently the leading supplier of natural stones to the United States, with a market share of 21.7%. The prominent role of Brazilian materials in kitchen and bathroom countertops in the country demonstrates this leadership. Brazilian stones are renowned for their durability, unique aesthetics, and diversity of colors and patterns, features that lead to a growing demand in residential and high-end projects.

Brazil’s presence in the U.S. market complements the U.S. domestic industry rather than competing with it. While domestic production is mainly geared toward flooring, facades, and public works, Brazil supplies semi-processed stones, widely used in kitchen and bathroom countertops and high-end wall coverings.

It is a productive integration model that benefits the entire industry while expanding the creative repertoire of architects and designers. “These materials are transformed, finished, and installed within the United States itself, strengthening the local supply chain and providing the USA with jobs, income, and value added,” says the vice president of Centrorochas, Fábio Cruz.

Lounge Brazil: professional development and relationships

The Brazilian initiative is embodied in Lounge Brazil, conceived as a space for professional development and relationships. It is becoming a must-visit spot for architects and designers seeking updates, knowledge, and new references in the world of kitchens and bathrooms. During the event, the space will host workshops and technical talks. They will be led by industry experts and provide CEU credits.

“We are developing a special program that combines inspiration, applied knowledge, and direct exchanges with the public, featuring content that is relevant to the daily lives of professionals,” says Thiago Fukuda, the manager of the project It’s Natural – Brazilian Natural Stone.

Points of reference in the supply of Brazilian natural stone to the global market, Brothers Surfaces, Decolores, MGA, and Mineral Stone join the initiative to collectively strengthen the presence and image of the Brazilian industry in the U.S. market.

Schedule

The program at Lounge Brazil combines institutional moments and a qualified schedule with technical content focusing on the use of natural stones in kitchens, bathrooms, and outdoor areas, with presentations that provide CEU credits for architects and designers.

On February 17, at 1:30 p.m., the Official Opening Ceremony of Lounge Brazil will take place. The Consul General and Ambassador of Brazil in Orlando, João Lucas Quental, is scheduled to attend. Subsequently, at 2 p.m., there will be a talk titled “Brazilian Natural Stone – Inspirational Versatility,” with Fábio Cruz, the vice president of Centrorochas (the presentation will offer CEU credits).

Still on the first day, from 3:30 p.m. to 4:30 p.m., Decolores will host the lecture “Textures of the Earth: Brazil’s Geodiversity as a Designer Map,” led by Thais, who will address Brazil’s strategic advantage regarding natural stones, the uniqueness of its geological evolution, and the conversion of the so-called applied geology into confidence in specification, as well as exploring the use of natural stones as an element of biophilic design and well-being.

On February 18, the program begins at 11 a.m., with another edition of the talk “Brazilian Natural Stone – Inspirational Versatility,” again with Fábio Cruz (this talk will also provide CEU credits). Immediately after, from 11:20 a.m. to 12:20 p.m., Decolores will present the lecture “The Ultimate Specification Playbook – What to Expect from the Use of Natural Stone in Kitchens, Bathrooms, and Outdoor Areas,” led by Abiliane. It will focus on expectation management, technical performance, and appropriate material choices for each environment.

In the afternoon, from 2 p.m. to 3 p.m., the technical program ends with another CEU presentation, “Discover the Power of Quartzite.” It will deepen knowledge about the geological formation, the production process in Brazil, and the technical properties of quartzite, besides drawing comparisons with marble and granite, expanding the professionals’ technical repertoire.

About It’s Natural – Brazilian Natural Stone

It’s Natural – Brazilian Natural Stone is an export promotion program developed by the Brazilian Natural Stone Association (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The program aims to stimulate and increase Brazilian exports of ornamental stones through a set of strategic internationalization actions, including image promotion, market development, and sectoral strengthening.
Companies interested in joining the project can register for free at: https://podio.com/webforms/26378838/1995038

About Centrorochas

The Brazilian Natural Stone Association (Centrorochas) is actively involved in all national efforts to increase the competitiveness of the ornamental stone sector. The organization provides direct support for Brazilian companies’ international presence, combining commercial and operational actions to foster the development and growth of the industry.

About ApexBrasil

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its goals, ApexBrasil carries out a variety of commercial promotion initiatives aimed at boosting exports and enhancing Brazil’s global image, such as trade missions, business matchmaking, support for Brazilian companies at major international trade shows, and inbound buyer and influencer visits. The agency also coordinates with public and private stakeholders to attract foreign direct investment (FDI) to Brazil, focusing on sectors that are strategic to enhancing the country’s business competitiveness.