LATICRETE Signs Alliance for Regional Home Centers/Retailers

Words: Dan Kamys

LATICRETE has announced a strategic sales alliance for the retail market with Robert Williams and The Atwater Group. Williams, after spending eight-plus years managing and directing LATICRETE sales in the home center channel, has taken an entrepreneurial leap with the creation of The Atwater Group. Williams will work to expand the LATICRETE brand and presence with local and regional home centers as well as wholesale retailers of floor covering materials.

Williams has more than 22 years of combined experience in the wholesale/retail sector and will use his experience, knowledge and industry connections to enhance the presence of LATICRETE tile and stone installation systems in the quickly growing retail channel. As managing director and founder of The Atwater Group, Williams is committed to being more than just an independent sales rep agency. He will offer educational training and consulting services to guide vendors and individual vendor representatives of flooring products through the process of successfully servicing large-scale, regional or nationwide home centers and other flooring products retailers. For more information visit, or get involved with Williams’ online forum at

“This is a great opportunity for both LATICRETE and me,” says Williams. “The goal is to take my 22 years of combined experience in the wholesale distribution and retail channels and use it to help expand the LATICRETE brand name to what I call ‘hybrid accounts.’ There are many regional home centers and flooring retailers, some we already do business with and some we don’t, which I will focus on full time for LATICRETE.”

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