Since the building materials industry typically moves at a more cautious pace, it’s no surprise that so much of what we saw consisted of tried-and-true product and marketing solutions. However, there were hints throughout the show that reflected coming shifts. We asked the Interrupt team in attendance what stuck out among the developments, things they believe will make waves in the industry. Here are their thoughts and takeaways.
The Collab Trend Expands
Collaborations continue their momentum, particularly with product brand and fashion house pairings becoming a go-to strategy. But at IBS, we saw the collab trend expand in scope, with large companies joining forces to integrate their products. The approach: bring together two brand’s best features in one hype-producing product or service model, and leverage the different audiences each individual brand can bring. Kohler is one of the best at it, touting 304 partnerships at the show. But others are also getting into the collab space. Take the example of the wireless charger built into the bathroom vanity, a collab between James Martin Vanities, surfaces maker Cosentino and wireless charging experts FreePower. A previous generation’s OEM strategy might have aimed to create the product independently to edge out competitors; in this scenario we saw an embrace of different strengths by leveraging the three companies together.
Takeaway: Brands that can find a strong and meaningful brand partnership can become more relevant and valuable to their end users.
Colors Go Warm and Mute(d)
We are seeing a sea change—from the very bold colors of the last two years to much quieter shades. At this year’s trade shows it was a “warm earth tone” moment, with lots of muted greens, reds, blues and browns. One success of the color schemes we saw was their approachability—they’re an easier sell to consumers who may feel commitment phobia around bright shades. Part of this warmth approach included more wood tones. Wood was ubiquitous across the show, in paneling, slats, floors, furniture and accessories, and different booths incorporated mid-tone wood wall and floor ideas into their mood boards. The idea was high-end design, rather than retro nostalgia.
Takeaway: Brands are shifting to meet consumers’ desire for accessible, easy-to-make color choices (rather than hard-to-adopt-and-adapt-to statement picks).
More Choices—and Hopefully Less Confusion
We also noticed many manufacturers added lots of SKUs and options this year, while not taking away from their current offerings. Manufacturers won’t abandon where they’ve been, so you’ll see the black and gold fixtures of previous years alongside new finishes, meaning consumers have such an abundance of choice they can make decisions inspired by their individual tastes. The challenge is not to confuse them.
Takeaway: With all these choices, it may seem like a Cheesecake Factory menu, so those brands that can help customers navigate and curate the offering for their individual needs will win.
AI: Much Discussed, Not Much Applied
The rise of artificial intelligence was more present in discussions within the booths, but there were still very few meaningful applications in reality. One that stood out was from Hover, the construction software company. Their new visualizer aims to offer homeowners an instant preview of what their house could look like with different products or aesthetics, a potentially powerful selling tool for contractors.
Takeaway: Those companies that can truly leverage AI across their businesses will be more efficient, relevant and ultimately more successful.
Acquisitions Are (Still) In
Company acquisitions continue, with a few announced at the show, leading to larger, “house of brands” manufacturers. We saw many booths trying to figure out how to display their family of brands. Some booths successfully brought them together for a strong, holistic story while highlighting each brand’s uniqueness. Others created a confusing and overwhelming experience due to a lack of hierarchy and connected story. Another challenge in acquisitions is not only navigating multiple brands coming together but also different company cultures.
Takeaway: Companies need to quickly decide what to do with the new brands and products they have acquired and how they are positioned, otherwise the competition will tell your story for you. (Read: 7 Tips for Successfully Navigating a Merger or Acquisition)
Luxury Grab
We saw more brands trying to play in the luxury category, but very few had a relevant story that positioned those products uniquely versus their standard products. House of Rohl did a great job promoting its portfolio of luxury brands and positioning them each for a certain home style or end user.
Takeaway: You cannot just call something luxury; you have to have a higher-end product relevant to the end user, with an elevated CX experience to match it.
Tariffs and Made in America – Hot Topics
Throughout the three days, the discussion on the impact of tariffs to a company’s business was mentioned in nearly 75% of the conversations we had. This is making many companies a little conservative on their first two quarters of 2025, along with labor issues and potential inflation. We also saw more booths this year touting the Made in America moniker. This will continue to get more attention along with the tariff discussions and the current political environment we are in. Consumers are more likely than ever to look for American made goods. (Read: Made(ish) in America)
Takeaway: Be prepared to source domestically, and if you do, find your position in leveraging the value of Made in America.
The final word
The trade shows are an annual reminder of the business challenge of developing true innovation in the building materials industry. Those who can incorporate new ideas and technologies in an agile way, clearly define their value proposition and create clarity around their product offerings will have a better chance of rising above the fray. While we saw brands on the trade show floor doing just that, there was still a ton of opportunity for the industry’s players to step up.
