Caesarstone UK & Ireland: Putting Partner Feedback at the Heart of Its Strategy

Caesarstone UK and Ireland has placed listening to its customers at the core of its growth strategy, ensuring that its service evolves in line with the needs of its channel partners. Through structured quarterly surveys of kitchen and bathroom retailers and worktop fabricators, the company is continuously capturing feedback and implementing tangible changes to make doing business with Caesarstone simpler, more cost effective, and ultimately, more rewarding and profitable.

Listening and Acting on Feedback

Caesarstone’s Jon Stanley, VP of Marketing and Customer Service,
hosts partners at a recent event

Every quarter, Caesarstone reaches out to its retail and fabricator partners to gather detailed insights into their experiences of working with the brand. The most recent wave of results revealed record levels of satisfaction, with kitchen and bathroom retailers rating their experience at the highest levels ever. For worktop fabricators, there was a particularly striking 10% swing towards being “very satisfied,” demonstrating the positive impact of Caesarstone’s recent service initiatives.

“Feedback is invaluable to us,” explains Edward Smith, Managing Director of Caesarstone UK and Ireland. “It ensures we stay close to the needs of our partners and continually refine how we work with them. Our mission is to make Caesarstone the easiest and most rewarding brand to deal with in the sector, so I would really encourage all our partners, both designers and fabricators, to have their say”.

A Radical Price Re-Structure

5143 White Attica from Caesarstone’s Essentials line

One of the most significant changes introduced in direct response to customer feedback was a complete re-think of pricing. Earlier this year, Caesarstone unveiled a radical price re-structure designed to simplify and clarify its offer. This move has been widely welcomed by retailers, who are now able to more easily position Caesarstone’s premium surfaces within their ranges.

As Smith previously explained, the re-structure was about making sure Caesarstone’s products are both aspirational and accessible: “We wanted to make it as straightforward as possible for retailers to understand and communicate the value of Caesarstone surfaces to their customers. By simplifying our pricing, we have not only created clarity but also provided our partners with a real commercial advantage.”

4004 Raw Concrete from Caesarstone’s Essentials line

The restructuring including introducing the most accessible pricing for the brand’s Essentials line of trend-leading best-sellers, extending the brand’s 30+ slab bulk buy rate on these models, previously reserved for the commercial fabrication market, to all sectors, including retail and direct-to-consumer. This adjustment provides substantial savings against single slab rates and presents an ideal opportunity for fabricators looking to hold inventory stock of Caesarstone’s fastest-moving designs.

Smarter, More Reliable Deliveries
Alongside pricing, logistics have been a key area of improvement. Caesarstone recently introduced a named-day delivery service for fabricators across the country, giving partners greater certainty and control in planning their projects, whilst investing with new vehicles for the brand’s fleet and onboarding a dedicated Transport Manager.

Smith believes this change is fundamental to improving customer experience: “Fabricators told us that predictability and reliability in supply were critical to their businesses. Our new named-day delivery service directly addresses this need, giving them the confidence to plan ahead and meet their own clients’ expectations.”

Product Innovation Driving Market Support

8151 Moonflow from Caesarstone’s ICON series of crystalline silica-free surfaces*

Alongside service and pricing improvements, Caesarstone continues to invest heavily in product innovation, ensuring its surfaces meet evolving design and performance demands in the UK and Ireland. The introduction of Caesarstone ICON, with its pioneering crystalline silica-free formula and increased recycled material content, directly addresses both the safety needs of fabricators and the environmental concerns of today’s kitchen buyers.

Smith explains: “ICON is a milestone for our industry. It offers fabricators safer materials to work with, while giving consumers sustainable, beautiful choices – without compromise.”

Driving Satisfaction and Brand Preference
These initiatives, shaped by ongoing customer feedback loops, have already borne fruit in customer satisfaction levels. The most recent feedback highlighted not just incremental improvement but a decisive shift in how Caesarstone is perceived by its partners. For both retailers and fabricators, Caesarstone is increasingly seen as the surfaces brand that listens, adapts, and invests in making partnerships easier.

Smith summarises: “Our goal is to be more than just a supplier; we want to be a partner who adds real value. By simplifying pricing, improving logistics, and listening to what our clients tell us every quarter, we’re making it easier for studios and fabricators to choose, and to succeed with, Caesarstone.”

Looking Ahead

As Caesarstone UK and Ireland continues to build on this customer-first approach, the focus remains firmly on reinforcing trust and preference in the brand. The company’s quarterly survey process ensures that improvements will not stop here; instead, the cycle of listening, responding, and evolving will continue to shape the way Caesarstone works with its partners.

For kitchen and bathroom studios and fabricators alike, these changes mean a brand that is easier to work with, more transparent on pricing, and more dependable on delivery—all key drivers of commercial success.

In Smith’s words: “We are proud of the progress we have made, but we see this as just the beginning. Our highest-ever customer satisfaction results show we are on the right path, and we will continue to listen and act so that Caesarstone remains the surface brand of choice for our partners.”

*May contain traces of up to 1% crystalline silica.