Klay: Shaping The Future of Design and Sustainability

The story of KLAY is one of innovation, sustainability, and a passion for creating timeless beauty through clay. Today we chat to the owners about how KLAY combines tradition with modern innovation and how it continues to shape the future of design and sustainability in the brick-making world.

What inspired the founding of KLAY, and how has that vision evolved over time?

The de la Hunt family has been making clay bricks in the Western Cape since 1970. Started by Garnet de la Hunt as Joostenberg Brick, the company has been operating near Stellenbosch, supplying the local building industry with quality clay bricks, then made with the traditional clamp kiln method.

He was later joined by his son, Julian, who started Claytile in 1987 with a focus on technological advancements that could optimise production methods to ensure reliable supply of high-quality bricks. This ethos of consistent improvement and a love for the clay itself are what has propelled the company forward. With the launch of our rotary kiln in 2019, we greatly increased our capacity for brick making and, four years later, launched a new plant dedicated to crafting architectural and design terracotta products.

Now rebranded as Klay, we are enthusiastically embracing the new possibilities in design and construction that clay products can deliver. Klay, at its core, is dedicated to building beauty that stands the test of time. Through trends, styles and innovations, it remains the natural choice.

Can you describe the core values that drive KLAY’s design philosophy and product offerings?

Klay and its founders are passionate about supplying superb products to the building industry and are committed to the principles of environmental sustainability.

Much of the research and development at the plant focuses on improving efficiency, optimizing the use of scarce resources, and minimizing environmental impact. The Managing Director, Julian de la Hunt, regularly visits ceramic trade shows and factories worldwide to stay up to date with new technologies and developments in the industry.

How does KLAY incorporate sustainability and eco-friendly practices into its manufacturing process?

At Klay, sustainability is at the core of our operations. Our plaster brick manufacturing process uses 40% less embodied energy compared to the South African industry standard, significantly reducing our carbon footprint. Additionally, Klay is set to implement a cutting-edge 1.37 kWp solar plant, one of the first of its kind in the brick-making industry. This advanced system, comprising 2,400 solar panels, will generate 31% of our electricity needs from renewable solar power. These initiatives are part of our long-term vision to redefine eco-friendly manufacturing while ensuring high-quality, sustainable products.

What sets KLAY apart from other brands in the homeware and lifestyle market?

We offer an extensive range of natural Clay products that are difficult to find in the clay industry. With many designs previously available only in cement, it was challenging to source a local, sustainable product that aligns with international trends and is built to last for years. Klay is proud to be the leading supplier of Screen/Breeze Blocks in South Africa.

Could you share some of the current trends that KLAY is embracing in its product designs?

We’ve begun producing and offering a diverse selection of Screen/Breeze blocks inspired by both international and local designs. These screenblocks are experiencing a resurgence in the design and architectural markets, celebrated for their ability to enhance ventilation and light while adding aesthetic appeal. At Klay.co.za, we emphasize quality craftsmanship and innovative designs, ensuring that our products meet the needs of modern architecture while honouring timeless styles.

How does KLAY gather and respond to customer feedback when developing new products?

Customer feedback is crucial for our R&D process. Our team actively engages with clients during and after installation to gather insights on their experiences. By listening to their needs, we aim to develop products that not only solve problems but also enhance their overall aesthetic.

What role does innovation play in KLAY’s design and production processes?

Innovation is at the heart of our brand. We explore new materials, techniques, and concepts to create high-quality products that stand out. Collaborating with architects, designers, and brand enthusiasts, we gather feedback to shape trend-setting solutions. We love collaborating with like-minded individuals and bringing our shared ideas to life.

Can you discuss any collaborations or partnerships that have significantly impacted KLAY’s growth?

Collaborations have played a key role in KLAY’s growth. Recently, we partnered with Stiles, a company that shares our commitment to quality, innovation, and quick thinking. This partnership has helped showcase our products to a broader audience nationally. Another significant collaboration was with Slee Architects on the Bendehuis project in Pretoria, where our Mirage Series screen/breeze blocks will be prominently featured, demonstrating their versatility and aesthetic appeal. These partnerships embody our shared vision and continue to drive KLAY’s growth.

What challenges has KLAY faced in the market, and how have those experiences shaped the brand?

Klay has navigated significant challenges, including the operational impact of load shedding and a marked downturn in sales during a 3–6 month COVID-related slump. To combat these hurdles, we implemented adaptive processes to maintain production, improve energy efficiency, and manage costs effectively.

The loyalty and support of our clients have been instrumental in helping us overcome these obstacles. These experiences have strengthened Klay’s resilience, fostering a culture of innovation and commitment to delivering excellence even in difficult times. Today, we continue to thrive, building on a solid foundation and deepening our connection with our valued clients.

Looking ahead, what are KLAY’s goals for the next five years, and how do you plan to achieve them?

Our goal for the next five years is to ensure KLAY remains a brand people enjoy working with, creating products that customers can rely on for quality and look forward to discovering. We’re committed to having fun, staying creative, and innovating to keep our designs fresh and exciting. As part of our move towards a more sustainable energy future, we are excited to take delivery of specialized biomass burners this December and aim to increase our use of solar power in the coming years.