Brazil’s participation in KBIS 2024 registers resounding success

With over 117,000 registered visitors during the Design & Construction Week (DCW), co-located with the Kitchen & Bath Industry Show (KBIS), the Brazilian participation was marked by extraordinary achievements and emerged as a true success of the national natural stone sector. Held in Las Vegas from February 27 to 29, the event, which also includes the International Builders’ Show (IBS), saw a significant increase in the number of exhibitors, and Brazil’s presence stood out among the others.

Promoted by the Brazilian Center of Natural Stone Exporters (Centrorochas) and the Brazilian Trade and Investments Promotion Agency (ApexBrasil), the It’s Natural – Brazilian Natural Stone booth was the epicenter of activities and networking, opening up new partnership opportunities with architects and designers on a global scale and resulting in the collection of approximately 1,000 qualified leads over the three days of the event.

“We are extremely proud of the success achieved at KBIS 2024. These numbers are a testament to the excellence and commitment of the companies that believed in the idea and embraced the project from the beginning,” celebrated Centrorochas President Tales Machado.

Twenty-one companies, leaders in the sector in Brazil, participated in the action: Adria Brasil, A.M.Group, Apollo, Cajugram, Decolores, Gramazini, Granos, Imetame Natural Stones, Magban, Margramar, Milanezi, Mineral Stone, Monte Negro, Nova Aurora, Pemagran, Qualitá Group, Rocha Bahia Mineração, Santo Antonio Stones, Vermont Mineração, Vitoria Stone Group, and Zucchi Luxury Stones.

Brazil’s participation in KBIS is part of a larger strategy being carried out by the natural stone sector, as stated by Centrorochas Vice President Fabio Cruz. “The adoption of the brand ‘It’s Natural – Brazilian Natural Stone’ to represent the Brazilian presence at the event was a pioneering decision, aiming to take advantage of the strategic format to boost sectoral demand. We are looking forward to continuing this work in the next editions, especially because we see that the sector’s relationship with specifiers, although still in the early stages, is strengthening with each action taken. We remain committed to this relationship with architects and designers, which is the foundation of this process,” he emphasized.

In addition to maintaining its position as a global leader in the natural stone sector, the differentiated approach contributed to conveying the authenticity, quality, and uniqueness of Brazil’s natural products.

Just at KBIS, over the three days of the event, more than 41,500 visitors were received, with a significant increase in the number of exhibitors compared to the previous year. There were more than 670 exhibitors, representing a 30% increase, and over 260 new exhibitors, a 40% increase. The increase in international participation is also noteworthy, with over 200 international exhibitors, representing a 35% increase from the previous year. These numbers reflect the growing relevance of KBIS as a global event and the wise decision of the Brazilian stone sector to be present at the event.

Suzie Willifor, Chief Global Relations Officer of the NKBA (National Kitchen & Bath Association), owner of the Kitchen & Bath Industry Show (KBIS), said she was very excited to see Brazil at the fair. “It was one of the most beautiful booths that left visitors, like me, excited to see so much natural beauty coming from Brazil. I loved the speed of this advancement and the decision-making to be part of this show,” she said.

Furthermore, Centrorochas has opened a consultation to learn about companies interested in participating in the “It’s Natural” space at KBIS 2025. Interested parties can send an email to centro@centrorochas.org.br or a message to Fabíola Gonçalves via WhatsApp at +55 27 99983-5125.

About It’s Natural – It’s Natural – Brazilian Natural Stone is an export promotion program developed by the Brazilian Center for Ornamental Stone Exporters (Centrorochas) in partnership with the Brazilian Trade and Investment Promotion agency (ApexBrasil). The program, which currently supports 199 companies, aims to stimulate and increase the exports of Brazilian ornamental stones through a set of strategic internationalization actions, including promotion, image strengthening, and sectoral development in the global market. Over the past two years, the project has impacted more than 600 architects and designers across three continents: North America, Asia, and Europe. Companies interested in joining the project can access https://podio.com/webforms/26378838/1995038 and register for free.

About Centrorochas – The Brazilian Center of Ornamental Stone Exporters is actively involved in all national efforts to enhance the competitiveness of the ornamental stone sector. The organization directly supports Brazilian entrepreneurs in their presence abroad, in conjunction with commercial and operational activities related to the development and advancement of Brazilian companies.

About ApexBrasil – Brazilian Trade and Investment Promotion Agency works towards promoting Brazilian products and services abroad and attracting foreign investments to strategic sectors of the Brazilian economy. To achieve these goals, the Agency executes a diverse range of commercial promotion initiatives aimed at promoting exports and showcasing Brazilian products and services abroad. This includes prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international trade shows, visits by foreign buyers and opinion leaders to explore the Brazilian production structure, among other business platforms with the objective of strengthening the Brazil brand.