Daltile’s New Commercial VP Sets Sights on Design Innovation and Sustainability for 2025

Dal-Tile LLC has appointed Hilary Frank as vice president of commercial sales and business development, overseeing its commercial sales organization, national accounts, and installation products business across its three sister brands: Daltile, Marrazi, and American Olean.

Frank has been with Dal-Tile for 18 years, most recently working as vice president of sales for the Midwest. In her new role, she aims to strengthen the company’s position as a comprehensive solutions provider in the commercial sector, focusing on durable and aesthetically pleasing installations.

“It is an expansion of my responsibilities, certainly, but more importantly, it gets me back involved more directly with our commercial business,” Frank said. “It’s very dynamic. We have a lot of wonderful contributors in the group.”

Frank takes on the role during an era of market headwinds. Despite a 20-month decline in the Architectural Billings Index, she remains optimistic about growth opportunities in specific market segments for 2025, noting that design inquiries recently reached a six-month high. “Design contracts still softened, but I do feel confident there’s some bright spots within the commercial flooring market in certain segments that may continue to show growth into ’25,” she said.  

With a pulse on the latest trends in tile, Frank said she continues to see formats from large to small, with mosaics playing an essential role in specifications. “We’re continuing to see color take a spotlight, stone looks, and hyper-realistic stone textures, very important for walls, she noted.

Sustainability remains a key focus for Dal-Tile, with the company recently achieving Green Squared Certification for its manufacturing plants. Frank emphasized tile’s advantage as the flooring product with the longest lifecycle in the market, positioning it as an environmentally conscious choice for specifiers.

The company plans to differentiate itself in 2025 by highlighting its extensive color coordination capabilities across materials, offering designers more flexibility in creating cohesive commercial spaces. This strategy, combined with new product launches and sustainable manufacturing practices, forms the cornerstone of Daltile’s commercial market approach for the coming year. The company is particularly excited about new products like Indoterra, which won awards at both BDNY and HD trade shows, and its Sovran collection, which features large-format patterns and realistic stone aesthetics.