Mark Atkins, LTP director, talks about the company’s products, the challenges the industry is facing, and about LTP’s USP.
Tell me a little about the history of your company. When and why did you join the company?
I originally joined Wellington Tile in 1989, which was started by Anthony Robb in 1981. At the time, we imported terracotta from around the world. Basically, I’d finished my education, my family moved from Berkshire to Somerset and I was a young man that needed a job. I’ve been here ever since!
Anthony Robb recognised the need for an ageing liquid to give terracotta an antique finish. He mixed up a secret brew in his cement mixer, bottled it in one litre jerry cans and branded it LTP OLDTONE OIL. Why ‘LTP’? Because the terracotta was sold as Lionheart Terracotta, so the sealer – and subsequent treatments – became known as Lionheart Terracotta Products, or LTP for short. A few weeks later, the cement mixer was in action again, this time concocting a clear finish sealer called LTP CLEARTONE.
Why are your company’s products different than your competitors’ products and what’s the secret to creating a successful flooring product?
I wouldn’t say they’re different. Cleaning and sealing products, on the whole, are pretty similar. They all try to achieve the same result. What sets us apart is that we also have a tile business, so we’re in a stronger position to understand the problems that crop up within the industry. Trends in tiles and natural stone are always on the move and some of these new materials can present challenges from a cleaning, protection and aftercare point of view. Having a tile business, as well, we’re faced with the same issues that all of the other tile and stone suppliers encounter and we’re able to respond and react very quickly. I’d say we’re in the vanguard of product design and development. Our products have to work. We don’t develop a chemical solution and then try and find a market for it. We develop a chemical solution in response to a need or demand for it.
Who, outside your company, do you most admire in the industry?
That’s a tricky one. I’ve worked in the industry for such a long time and many of our customers have become great friends. If I single someone out, it might cause offence!
What’s the secret to a successful flooring installation?
I’d say, quite simply, follow the instructions!
What challenges do you feel the industry is facing and what are you doing to overcome these (sustainability, supply, consumer confidence, etc)?
Confidence is a big one. There’s been a stall in the market because of what’s happening globally. But, despite this, people still want to keep surfaces clean – even if they can’t afford to replace them. Our products are designed for new and existing installations, so the need is pretty constant. Certain solutions, like those used outdoors, are more seasonal, so our manufacturing lead times are extended to accommodate this in the most sustainable way. There’s also a lot of pressure regarding regulations but we’re used to adapting and changing; it comes with the territory.
Can you give an outline of your most popular product ranges and explain a bit about them?
This tends to change seasonally but one of our most popular is LTP Grimex. Last year, it celebrated its 35th birthday and it still features the original formulation; it’s an absolute favourite for many floor renovators. LTP Mattstone has been a constant over the last 36 years too and, of our more recent best-selling introductions, LTP Porcelain Tile Enhancer deserves a special mention.
Is sustainability and ethical manufacturing a key commitment to your business, and if so, why? What innovation can your clients expect from you in the future?
Yes it is! Over the next five years, our goal is for 75% of our production to be of water-based, non-hydrocarbon formulations. The tile and stone industry still need encouragement to support this strategy but the environmental benefits are irrefutable. Alongside the switch to water-based formulations, other environmental initiatives include the development of new PFAS-free sealers that contain no perfluoroalkyl/polyfluoroalkyl substances. Our Porcelain Paving Enhancer was our first PFAS-free product, introduced earlier this year. Moving forward, our aim is to convert all formulations to PFAS-free over the next 12 months.
How robust is your supply chain in the face of global issues such as war?
Our supply chain is very robust. All of our products are manufactured in the UK and very few of our ingredients are sourced from overseas. We’re proud to be a British manufacturer.
What flooring trends are you seeing at the moment, and how do these influence your product development?
Porcelain paving is continuing to grow in popularity and, with it, associated cleaning and aftercare issues. A lot of our growth and product development has been focused in this area in recent years, along with a strong sustainable focus.
What is your major selling point with contractors?
Our technical back up and support. Contractors really like the fact that our team is based locally and that we have such a vast resource, complemented by expertise gained from our tile and stone business.
Where do you see the company in five years?
We’ve already made good progress globally and export our LTP and ECOPROTEC branded products to Bulgaria, China, Czech Republic, Ireland, Romania, Spain and the UAE. Over the next five years, I’m confident that we’ll continue to open up markets in further countries around the world – and I’d like to think that someday soon you’ll be able to buy LTP products in every continent.
Another growth area for us has been white label products for customers who would prefer to have their own label in order to build their own brand. This is made possible by tagging on our customers brands to our standard production, which helps to keep the costs down and volumes low. The formulas are tried and tested, so customers have the piece of mind that they are investing in products that will actually deliver.
01823 666213
info@ltp-online.co.uk
www.ltp-online.co.uk
Mark Atkins is the LTP director