Celebrating 65 Years

 

As the year draws to a close, we're celebrating 2021's final Throwback Thursday with one last glimpse at the 65-year history of LATICRETE. This small sign in the middle of the Connecticut grassland marked the location of a future building site for the research, manufacturing, warehousing and distribution of LATICRETE products. 

Within 65 years, that land would develop and become a headquarters for global operations. The LATICRETE brand has become globally known for the permanent, problem-free installation of tile and stone. From this small piece of undeveloped land grew a company that now spans the world in over 100 countries.

From all of us here at LATICRETE Australia, we thank you for 65 years of support, and as we move into our 66th year we look forward to celebrating many more milestones with you!

Celebrating 65 Years

 

It's Throwback Thursday once again, and in celebrating 65 years of LATICRETE we're taking you back to 1967. This photo is of our founder, Dr. Henry M. Rothberg and his wife, Lillian R. Rothberg on a flight to Europe in 1967.

During the 1960s, the Rothberg family would make several such trips across the Atlantic to conduct business with their new international partners. The company's first overseas expansion came through a deal with German ceramics manufacturer Villeroy & Boch.

From there LATICRETE grew and expanded to Australia several years later when an importer of Italian glass mosaic tiles required a solution for installing glass mosaic tiles to high-rise building facades. LATICRETE had the solution.

LATICRETE is the name architects, designers and professional installers know and rely on. 

To find out more about the history of LATICRETE in Australia, visit our website here.

Celebrating 65 Years

Wow, can it get much more old school than this? We're celebrating 65 years of LATICRETE with going back to the beginning. In this photo is a young Dr. Henry M. Rothberg with his sons David and Henry B. Rothberg in 1954!

Two years later, Dr. Rothberg would go on to revolutionise the tile installation industry and become the founder of LATICRETE. Many years later, those two young boys would grow up to follow in their father's footsteps and take on senior positions in what would become a global company.

To find out more about the history of LATICRETE, visit our website here.

Celebrating 65 Years

 

As we continue to celebrate 65 years of LATICRETE, we look back at this interesting little piece of history. This photo shows the view from the break room in the very first LATICRETE factory.

In the beginning it was just this small facility in Bethany, Connecticut. LATICRETE has come so far since our humble beginnings. 

Today, with 3 family generations later, LATICRETE operates in 100 countries, with 1800 team members, and with 65 years of history shaping and setting industry standards, LATICRETE is the name architects, designers, and professional installers know and rely on. We couldn't have done it without 65 years of support of our loyal customers.

To find out more about the history of LATICRETE in Australia, visit our website here

Celebrating 65 Years

 

It's another Throwback Thursday, and this time we're looking at a photo of LATICRETE founders Dr. Henry M. Rothberg and Lillian Rothberg on a job site way back in 1964.

This photo was taken 57 years ago. The tilers in the background are installing roof tiles using LATICRETE 4237 Latex Additive. 4237 is a specially designed latex additive for use with 211 to make a high strength latex bed, and is still being installed widely across Australia to this day! 

To find out more about the history of LATICRETE in Australia, visit our website here

Celebrating 65 Years

 

Wow, here's another blast from the past! Here you can see Henry B. Rothberg educating a group of tradies in a seminar in a Seattle tile shop in the 1980s. 

Seminars such as these are a key element of the LATICRETE business model to this day, and if you follow our social media pages you will see we offer many demonstrations, training sessions, and seminars at local tile shops and other industry locations all across Australia. Keep an eye out for upcoming events!

To continue reading more about the history of LATICRETE in Australia, click here.

Celebrating 65 Years

 

Wow, look at these two youngsters! We're celebrating 65 years of LATICRETE with a look back at Henry B. Rothberg and David A. Rothberg standing in Montreal's Louis-Hippolyte Lafontaine Bridge-Tunnel in 1964. This tunnel is one of the largest pre-stressed concrete structures in the world, and officially finished construction in 1967. 

This tunnel is an important piece of LATICRETE history, as you can see the 1391m long walls of the tunnel are covered entirely in tiles, installed using none other than LATICRETE 4237 Latex Additive, a product which is still in use today!

To continue reading more about the history of LATICRETE in Australia, click here.

Celebrating 65 Years

 

We're continuing to celebrate 65 years of LATICRETE, and this week we're showing off this photo from the 1980s. Here, Henry B. Rothberg is giving a live, on-site demonstration of how to use LATICRETE products.

This demonstration may have happened 40 years ago in far-off Hawaii, but LATICRETE Technical Sales Representatives are still giving these same demonstrations on job sites all over Australia. It was important for our founders that installers weren't just buying our products, but were equipped with the knowledge necessary to use them to their full potential, and this is a lesson from our founders that we still put into practice every day.

To continue reading more about the history of LATICRETE in Australia, click here.

To arrange a product demonstration or customised training experience for you and your team, call us on 1800 331 012 or email us here.

Celebrating 65 Years

Dr. Henry M. Rothberg

With the 65th anniversary of LATICRETE this year, we found an image from the 1950s at our founder, Dr. Henry M. Rothberg, at General Arts in South Carolina, US, doing what he did best!

LATICRETE continues to set exciting goals for the future. We are ready to take the business to the next level. Thank you to our customers and colleagues for your continued support and for being part of our journey - we wouldn't be where we are today without you! 

Celebrating 65 Years

 

In continuing the 65th anniversary of LATICRETE we've got another retro shot to share with you! 

In the mid 1970s, Henry B. Rothberg spent over a year driving across the USA. He spent this time forging connections with prominent figures in the tile industry, and helped grow the LATICRETE brand with distributors across the country. The spirit of Henry's year-long road trip is still reflected in our business today - our Technical Sales Representatives continue to call on distributors and job sites across Australia to forge the connections and manage the relationships that make this company what it is today.

To continue reading more about the history of LATICRETE in Australia, click here. 

Celebrating 65 Years

We continue to celebrate 65 years of LATICRETE with another blast from the past! This cool lookin' dude here is none other than Henry B. Rothberg, overseeing construction of the very first LATICRETE factory in Bethany.

In the early 1970s, Henry B. Rothberg served as main builder and project supervisor for the construction of this factory. LATICRETE has taken a hands-on approach right from the beginning, our founders were never afraid to get their hands dirty on the job site!

To continue reading more about the history of LATICRETE, click here. 

Going Back in Time

David A. Rothberg and Henry B. Rothberg

Flashback - History for a Lifetime!

Gosh, what a photo! The Rothberg brothers circa 1962.

In celebrating the 65th Anniversary of LATICRETE we managed to pull out of the woodworks, a photo of the second generation of LATICRETE. David A. Rothberg and Henry B. Rothberg had an early start in the life of construction. 

The Celebration Continues

Dr. Henry M. Rothberg and Mrs. Lillian Rothberg

Where it all started

We continue to celebrate the 65th Anniversary of LATICRETE.

In 1956 Dr. Henry M. Rothberg, with wisdom and dedication, founded LATICRETE and changed the tile and stone industry forever. The Australian team is focused in continuing to build LATICRETE Australia and carry on the values that have made LATICRETE the company it is today! 

To continue reading more about the history of LATICRETE in Australia, click here. 

Global Presence of LATICRETE

In this video Erno De Brujin, President & COO of LATICRETE International division, discusses how the global presence of LATICRETE has played a role in the success of the company.

The following facts are explained throughout the video:

• The first LATICRETE distributor was located in Germany.
• The first wide commercial acceptance of LATICRETE'S newly invented thinbed adhesive technology was outside of the United States.
• Tile consumption was greater outside the USA.
• LATICRETE product distribution globally allows companies to use the same installation products throughout their locations worldwide.

Contact LATICRETE on 1800 331 012 for technical support, arrange a demo, FREE samples, discuss your next project or contact us here.

What an Editorial!

LATICRETE celebrating 60 years editorial

In the June/July issue of SPLASH!, #106, make sure to read the editorial on the 60th Anniversary of LATICRETE on page 28:

"Laticrete is celebrating its 60th anniversary this year. In 1956, Dr Henry M Rothberg was working in his family’s floor covering installation business in South Carolina when he realised there must be a better way to install ceramic tile. 

With a background in science and a degree in chemical engineering, he began development work with Uniroyal Chemical at their Naugatuck research facility where he investigated synthetic latex technologies that had been applied to the concrete industry. After much effort and time, Laticrete 4237 latex thin-set additive was developed and taken to market. For the first time a strong, weather and shock-resistant “thin-bed” mortar could be mixed in-site using equal parts of sand and cement, gauged to a workable consistency with Laticrete 4237. 

In 1956, not realising the potential of what would soon prove to be a revolutionary product, Uniroyal sold the Laticrete brand to Rothberg, and Laticrete International Inc was born." Click here to continue reading this great editorial.

Contact us about your next project or to arrange free samples. Call 1800 331 012 or email us here.

Throw Back Thursday

LATICRETE National Sales Meeting 1980's

What a Family!

A flash back to the 1980's - Henry B. Rothberg at the LATICRETE National Sales Meeting, presents The Outstanding Award to LATICRETE Sales Rep, Tom McKeon.

"Tom McKeon is still today an important part of the LATICRETE Sales team in the New York city area. He continues to set sales records and win awards." - Henry B, Rothberg.

Recently Tom's son, Connor, joined the LATICRETE team as part of the Technical Services Department at HQ in Bethany.

For 60 years, LATICRETE has been determined and committed to bring improvements and innovation into building materials and products. This tradition lives on today and is evident in the caliber of products LATICRETE continually introduces to the market. 

At LATICRETE, we are all about product innovation. Our dedication to the improvement of building materials is evident in the advancements we’ve been able to achieve in the areas of: tile and stone installation and care systems, concrete restoration and care systems, resinous/decorative finishes, masonry installation and care systems and concrete construction chemicals.  

For information on LATICRETE products, arrange a demo, trade event, technical support or to discuss your next project call 1800 331 012 or contact us here.

Throwback Thursday

David A. Rothberg, Henry B. Rothberg and the late Dr Henry M. Rothberg

Henry B. Rothberg in the 1980's

Henry B. Rothberg on a jobsite in the 1980's

We continue to celebrate the 60th Anniversary of LATICRETE, in another week of Throwback Thursday, taking us back to the late 1970's and 1980's:

• Top photo - David A. Rothberg, Henry B. Rothberg and the late Dr Henry M. Rothberg in the late 1970's.
• Middle photo - Henry B. Rothberg presenting at Tile Contractor Seminar at United Tile in Seattle April 1980. 
• Bottom photo - Henry B. Rothberg demonstrating LATICRETE products on jobsite in Hawaii in the 1980's. 

For information on LATICRETE products, arrange a demo, trade event, technical support or to discuss your next project call 1800 331 012 or contact us here.

Flash Back Friday!

Wow - Talk about a step back in time! This brochure featuring LATICRETE 4237 Latex Thin-Set Mortar Additive was published in February 1977!

60 years ago,  Dr. Henry M. Rothberg, founder of LATICRETE, developed an industry first - 4237 Latex Thin-Set Mortar Additive. This revolutionary product changed the tile and stone industry forever, and our commitment to innovation continues today and will continue into the future as we pursue the vision of our founder.

LATICRETE VIPs Travel to Job Sites

David Rothberg, LATICRETE Int. CEO in Dubai

It can only be 125 Sound & Crack Adhesive

There is some history with LATICRETE and  the Burj Al Arab Tower

LATICRETE Int. President, Erno de Bruijn on a job site in China

LATICRETE VIP's on Job Sites

David Rothberg, LATICRETE International CEO, visited the Jumeirah Naseem hotel project in Dubai earlier this month. The project used 4500m2 of LATICRETE 125 Sound and Crack Adhesive under the marble in 450x luxury guest rooms to control cracks transmitting through the expensive stone and minimise the noise heard from room to room. 

Click here for more info and to view an installation video on 125 Sound & Crack.

David is also seen outside the iconic Burj Al Arab Tower, which Rothberg and LATICRETE were also part of in 1999!

President, International Division, Erno de Bruijn, at Long Hu Wan, China calling on a project on Hainan island; 1000x villas with LATICRETE stucco brick imitation.