Behind the Brand with Philip Eeles

November 7, 2023

Big things are coming soon for Laminam in North America. What are your key objectives as President over the next year?

We are building the foundations for our long-term future in North America. My key objectives are centred around increasing brand awareness to grow the business, having a skilled sales team to provide the best customer service to our clients, and opening strategically located distribution centers and showrooms across Canada and the USA to provide easy access to our products. I am responsible for steering the strategy and creating the conditions for this to happen.

What experience do you bring to your leadership role at Laminam that makes you a great fit??

During my 20+ years of experience in the B2B sector, I was able to build strong business relationships with the trade and develop in-depth knowledge of the K&B and Fabrication industries, both in North America and Europe.

I am a high achiever who won't stop until I make things happen, and I have a track record of successfully building high-performing teams. Having the right team working alongside me, and believing in our vision, is the key to success.

What does an average day look like for you??

I am an early riser and start working at around 05:30 am, catching up on emails and having early meetings with our Laminam HQ in Italy. Since my team in North America is spread across three different time zones, I end my workday at around 08:30 pm, when my attention shifts 100% to my family. During the day, I like to engage with our sales force and, whenever possible, do ride-a-longs with our sales team in the field, to be in direct connection with our customers and get their valuable feedback.

As an industry veteran, what developments have you noticed in the past one to two years in North America or abroad that you think will fundamentally change the industry? Are there any new product trends worth noting?

Sustainability is a huge factor in the selection process for products. Clients are more aware than ever, and demanding products that fit in the category (which Laminam is perfect for).

A big push for change is happening within the Fabrication industry regarding the engineered Quartz category, due to the Health and Safety issues related to Crystalline Silica during the Fabrication process, which can lead to a serious health disease called Silicosis. Our type of surface, which falls in the category of Porcelain, Sintered Stone, Ultra-Compact surface (you name it), is becoming a preferred surface of choice. Not only it is the best alternative to Quartz when it comes to health and sustainability considerations, but also is much more aesthetically pleasing, as we can reproduce the most beautiful stones without the maintenance they require, and modern design options with thinner edge profiles.

What do you think really sets Laminam apart from the competition??

There are many aspects that make Laminam stand out from other products in the market. One of the most recognized characteristics is the ease of fabrication, as we produce a stress-free slab that requires no relief cuts prior to processing it. It allows Laminam to cut at the same fast speeds as Quartz. We invest a lot in our manufacturing processes and product quality, all made in Italy. For example, our slab core color is always a direct representation of the dominant surface color, and the solid color edges are not noticeable when not mitering it (most companies make only a few options of core colors, and the top color doesn’t match the body, looking like a fake material). Our slabs can be installed without substrate directly on top of cabinetry, only requiring reinforcement around cut areas, like sinks and cooktops. Despite our slabs being thin, it is possible to do longer unsupported overhangs compared to most competitors. Most companies in the market are people buying slabs under private labels from unreliable manufacturers, and they cannot provide the same level of customer support and inventory availability as we do. We are building a network of distribution centers managed by our people, to ensure the best customer experience.

If you could help people understand one thing better about Laminam, what would it be?

We were the first! We are the pioneers who invented the best technology to make large format porcelain slabs, and we are constantly investing to stay ahead with the latest technologies, setting the trends in the design industry.

?What do you love about your job? What kind of personal growth have you experienced working at Laminam?

I enjoy seeing how busy we are creating our direct sales route to market. It is always refreshing to hear the compliments we receive on the ease of fabrication and quality of our product. Although I answer to a private equity company, I am able to create my own strategy and structure for our North American organization.

What Laminam color do you wish you had in your home? Or, if you have Laminam in your home, show us!

I'm planning on doing a kitchen renovation in the near future and adding our new Calacatta Black Polished Starlit as a countertop surface. Laminam is the only company to have a polished surface that sparkles, and it really stands out from the traditional marble in a very elegant way.