LATICRETE Celebrates 70 Years with 
Family Additions to Board of Directors

New Family Board Members and Vision & Values Statement Reinforce the LATICRETE Legacy of Innovation, Responsible Growth

LATICRETE, a leader in globally proven construction solutions, marks its 70^th anniversary with the appointment of Daniel B. Rothberg and Henry B. Rothberg to its Board of Directors, comprised primarily of highly experienced independent, non-family directors, alongside the formal publishing of the Rothberg Family Vision & Values Statement. Together, these updates underscore the company’s long-standing commitment to remaining family-owned while continuing to innovate and grow responsibly.

Founded in 1956 by Dr. Henry M. Rothberg and Lillian Rosenstock Rothberg, LATICRETE began with a breakthrough innovation that transformed tile and stone installation materials and methods. Over seven decades, the company has introduced various other industry-first innovations while also growing into a global leader. LATICRETE operates in more than 100 countries and remains firmly rooted in family ownership and entrepreneurial vision.

Henry B. Rothberg, a second-generation family leader and retired executive, has been a part of LATICRETE for more than six decades. During his tenure with the company, he served as an advocate for technical excellence as well as development of and adherence to industry standards for ceramic tile and stone installation, all while advancing innovations across the U.S. and internationally. After spending years as one of the primary shareholders and a Board Observer, he continues to support the company’s global mission and governance.

“Henry’s decades of hands-on leadership in building our global footprint, training teams worldwide, and championing tile and stone installation standards and solutions make him an invaluable addition to the Board,” said David Rothberg, LATICRETE chairman. “As a family member who has lived and breathed this company, his perspective will help ensure we remain true to our roots while scaling to meet evolving industry demands.”

Daniel Rothberg, a third-generation family member, also joins the Board in a fiduciary capacity representing the founding family. His contributions include developing the LATICRETE resinous flooring business in Mexico and Latin America, integrating technology from the company’s Brazilian acquisition, Solepoxy, and serving in the North America Division as product manager for Masonry Veneer Installation Systems (MVIS™).

“Daniel brings operational experience and a deep understanding of our history, purpose, and technologies,” said David Rothberg. “As a family representative on the board, he supports our commitment to independent governance, long-term thinking, and customer-centered innovation.”

The Rothberg family’s dedication to LATICRETE spans multiple generations. In addition to board leadership, Samantha Rothberg serves as senior director of marketing and communications, overseeing the company’s marketing communications function, while Alex Rothberg works within the operations team as director of integrated business planning, aligning commercial strategy with operational execution across demand planning, inventory strategy, capacity planning and distribution. Together, their roles reinforce the family’s long-standing commitment to its vision, values, and future growth.

The newly introduced Rothberg Family Vision & Values Statement formalizes core principles that have guided the company for 70 years: collaboration, integrity, innovation, and social responsibility. It will serve as a foundation for long-term decision-making, reinforcing the LATICRETE commitment to customer success, employee growth, and sustainable global impact.

“Reaching our 70th anniversary is a celebration of the passion, innovation, and integrity that has defined our company since day one,” said Patrick Millot, CEO. “As we look to the future, our vision remains focused on empowering customers with the highest-quality solutions while advancing construction through sustainable, performance-driven technologies. Our values and brand promises aren’t just words on a page, but the foundation for how we operate, inspire our teams, and deliver success with our partners around the world. We live by our commitment, 'For the Builders of a Better World.'”

For more information, visit laticrete.com.

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About LATICRETE

LATICRETE is a leading manufacturer of globally proven construction solutions for the building industry. LATICRETE offers a broad range of products and systems covering tile & stone installation systems; tile, stone & surface care; adhered facade & wall finish systems; and concrete & substrate preparation, including the high volume self-leveling SUPERCAP® System. 

For nearly 70 years, LATICRETE has been committed to research and development of innovative installation products, building a reputation for superior quality, industry-leading technology, performance, and customer service. LATICRETE methods, materials, and technology have been laboratory-tested and field-proven by R&D, design, and construction teams including architects, engineers, contractors, owners, and independent labs. Offering an array of low VOC and green features, LATICRETE® products contribute to LEED certification, exceed commercial/residential VOC building requirements, and are backed by the most comprehensive warranties in the industry