Going Global:1990s

Crossing the Atlantic: A Chance Encounter

The North American expansion of SCHIENE began not with a grand corporate initiative, but with a quiet introduction. In 1985, a German tile setter living in Montreal shared the SCHIENE profile with a local distributor named Reinhard Plank. 

At first, Plank was unsure. Was there truly a market for this unfamiliar metal profile in North America? But curiosity led him to import a small number of SCHIENE profiles—and the response was promising. Installers quickly recognized the value of the product’s clean finish and edge protection. 

That modest beginning planted the seed for something much bigger. 

Establishing a Foothold: Plattsburgh, NY

Encouraged by the growing interest, Schluter made a strategic decision. In 1989, the company opened Schluter Systems LP in Plattsburgh, New York—a move that signaled its commitment to long-term growth in North America. 

The Plattsburgh facility served a dual purpose. It allowed Schluter to manufacture and distribute profiles more efficiently within the region, while also providing a physical presence that built trust among U.S. and Canadian customers. 

This milestone wasn’t just about logistics—it marked a turning point in how SCHIENE would be adopted, applied, and appreciated across a brand-new market. 

Local Production, Wider Reach 

With production underway in Plattsburgh, Schluter was able to meet increasing demand from both the United States and Canada. SCHIENE was no longer an import—it was a locally available solution. 

This shift enabled quicker lead times, better availability, and a stronger presence in distributor networks. More importantly, it meant that installers had easier access to the profile that was rapidly becoming an essential part of their toolkit. 

Embracing Innovation: Meeting North American Needs

As interest grew, so did the SCHIENE product line. Profiles began to appear in a wider range of finishes and materials, including stainless steel, which offered enhanced durability and broader aesthetic possibilities. 

North American architects and designers welcomed these options, finding ways to integrate SCHIENE into both traditional and contemporary installations. From residential bathrooms to high-traffic commercial spaces, SCHIENE proved its versatility and value. 

Educating the Industry: Training and Trust

Growth wasn’t just about product availability—it was also about knowledge. Recognizing that success in a new market required more than supply, Schluter began offering product education and hands-on training in the 1990s.

Workshops and seminars were designed to help tile professionals understand the benefits of profiles like SCHIENE and how to install them effectively. This investment in education helped ensure that installers felt confident specifying and using the product—often leading to better results and fewer callbacks.

Building a Community of Professionals

Through consistent training and support, Schluter cultivated a growing network of loyal professionals who trusted the brand. SCHIENE wasn’t just seen as a product—it became a symbol of craftsmanship, precision, and long-term performance. 

By the end of the decade, the SCHIENE profile had established itself as a staple in high-end tile installations across North America. And the company behind it had become known for more than just orange boxes—it had earned a reputation for raising the bar in tile installation standards. 

Aunque América del Norte era un mercado clave, Schluter no se quedó ahí. La década de 1990 también estuvo marcada por la expansión internacional en toda Europa. 

Tras la inauguración de la filial canadiense en 1991, se inauguró una filial española en Onda, Castellón. Dos años más tarde, se inauguraron filiales en Coalville (Reino Unido) y Villeneuve-sur-Verberie (Francia).

En 1995, la empresa ya había ampliado su presencia a Italia, con una filial en Fiorano Modenese. 

Esta red de oficinas de apoyo local y plantas de producción ayudó a Schluter a pasar de ser un innovador regional a convertirse en un referente mundial en sistemas de instalación de baldosas.