Stiles – 25 Years, Countless Tiles, Infinite Style

Stevie Joubert, CEO

25 Years, Countless Tiles, Infinite Style

In the world of home design, few brands have managed to carve out a legacy of relevance as enduring as Stiles. The South African tile and sanitaryware retailer turns 25 this year marking a quarter-century of cutting-edge design, international influence, and an unwavering commitment to quality.

Silver Anniversary

What started as a small, stylish idea in George in 2000 has now become a dominant player in the industry, influencing homes, hotels and commercial spaces across South Africa. But how did this company navigate the ever-changing design landscape to reach such a milestone? And what does its future hold? As part of our deep dive into Stiles’ legacy, we explore some of the lessons learned in 25 years of selling style….

Start Small

The Stiles story began in George, a quiet town along South Africa’s scenic Garden Route. With an eye for contemporary design and an appetite for quality, the company set out to introduce a new standard in tiling and home finishing. Unlike traditional retailers, Stiles took a curatorial approach, sourcing globally inspired designs that balanced aesthetics with functionality.

Stevie Joubert, CEO of Stiles, says the company started with just 175m² of showroom space, and has now grown to over 8000m² of showroom space and 18 000m² of warehouse and 11 stores across South Africa.

“I still remember our first store sign,” recalls Stevie, “my dad, Etienne, and I cut it out of MDF with a jigsaw. We spent hours sanding and painting it.” That first store was the beginning of a dream to revolutionise the tile market and as Stevie says, “if you can see, and you believe, and you have the energy, anything is possible.”

⁠Strive for Originality

One of the key insights gained at Stiles is the value of authentic and fresh tile design. “Original design always creates energy,” affirms Stevie. “That energy consistently outshines the impact of a copied tile. Original design doesn’t just inspire, it drives momentum. Even though it may be more expensive, it sparks desire, fuels demand, and leads to the creation of even more beautiful tiles.”

Stevie explains that the moment a design is copied, the entire system is devalued. “True designers shine”, he insists, “because the real creators are two steps ahead, unveiling new designs, raising the bar and capturing hearts.” From its inception Stiles set out on a mission to support authentic designers, local industry, artisans and artists from South Africa.

⁠Thrive Together

From the start, Stiles was more than just a tile shop. The company quickly developed a strong reputation as a lifestyle brand, creating dedicated destination stores to help people realize their vision and create spaces that fulfil them.

Stevie explains that one of Stiles’ key strengths has been a team of loyal and longstanding staff. “We built an engine from the ground up and sought out talented people to help us drive that engine,” he reveals. “Our staff add value, through strong connections with customers and superior understanding of our products.”

This year, Stiles celebrates two team members who have been part of the journey for 20 years, Calli Scott and Elizna De Beer. “Their dedication speaks to the heart of who we are,” says Stevie, “a company that values people. We don’t just build beautiful spaces; we build careers, relationships, and a legacy.”

Search for Style

From its earliest days Stiles understood that homeowners were no longer satisfied with generic tiles; they want personality, colour, and texture. This understanding led the team to pay close attention to international trends, travelling to trade shows across Asia, Europe and South America.

“Over the years our team has travelled the world in search of tiles,” shares Stevie, “but I’ve come to realize that South Africa is a trendsetter in architectural, interior and product design. I believe that we have world-leading designs and pioneering trends that are completely unique to our market. This remains one of the most rewarding lessons from my years in the industry.”

Timelessness and Change

One of the key factors behind Stiles’ longevity has been its ability to anticipate and respond to lifestyle trends. The company doesn’t just sell tiles; it sells a vision of how people can live.

From large-format slabs that emulate the look of natural stone, to wood-look vinyl, travertine, terrazzo, terracotta and little Kit Kat tiles, Stiles has continually adapted to what homeowners and designers crave.

“I’ve noticed something interesting about trends,” explains Stevie, “they can be everywhere one day, and gone the next. You wake up, and suddenly, it’s a new trend. A new design moves in like a tide, and the whole industry shifts.” The key to remaining relevant in this industry is a deep understanding that in a world of changing styles, quality is the one constant that never fades. Stevie summarises “Trends are cyclical, but quality and craftsmanship is timeless.”