Coverings: Booming Business for Brazil

VITÓRIA, Brazil – It’s been a good year for It’s Natural – Brazilian Natural Stone. The export promotion program outdid itself in Xiamen, China, back in March, and now reports impressive results that exceeded expectations at Coverings 2025.

Following the four-day event in Orlando, program officials report the country projects more than $90 million dollars in business deals over the next 12 months, with more than $27 million of that coming in immediate business.

That’s more than 50% greater than initially estimated.

It’s Natural – Brazilian Natural Stone is a joint project of the Brazilian Natural Stone Association (Centrorochas) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The program is seen as being essential in establishing Brazil’s image as a global point of reference in geological diversity, quality and innovation.

For Coverings, the program’s Brazilian Pavilion covered almost 11,000 ft², and featured 57 exhibiting companies from six Brazilian states. Four of the exhibiting companies were making their debut at the fair.

At the opening ceremony for the pavilion, the president of Centrorochas, Tales Machado, highlighted Brazing’s strong presence at Coverings 2025 and stressed the importance of the partnership with ApexBrasil, which has enabled the participation of dozens of companies at international events and promotes the image of the stone industry abroad.

More than half of Brazil’s stone exports come to the United States.