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Flooring Nov 2, 2020


If you have ever asked Stevie Joubert, CEO of Stiles, how he is doing, you’d be familiar with his most common answer, “I’m living the dream!” So, what is this dream?




When Etienne Joubert, Founder of Stiles, first shared his dream of opening a tile shop in George with his then 21-year-old son, Steve, it fell on pessimistic ears. “As the eldest child, I felt a certain responsibility for my family,” says Steve, “My dad had just been retrenched, he had a family to feed and he was about to use all his savings to buy a store to sell tiles!”

Steve, along with his concerns, joined Etienne in what started as a struggling tile shop in George in March 2000. “Back then, only two wholesalers took a chance on us. It was thanks to them that we were able to push through the stormy beginnings,” says Steve.

 The relationship between Etienne the visionary and Steve the go-getter created a father-son dynamic that made Stiles a force to be reckoned with. They started with a strong focus in promoting products from local artists. By 2007, Stiles had two branches, and a sanitary ware and plumbing division.





 At that time, Etienne began handing over more responsibility to Steve. Steve’s first move was to build a strong team to help him take Stiles to the next level. He employed Adele Swart to build the Sanware division of Stiles, Johan (Drom) van Tonder to head up operations, CA, Lili Grobler, to look after the company finances and Nina Appiah-Baiden to grow the marketing.

 “I have the best team in the Tile and Sanitaryware industry in South Africa! Stiles would be nowhere without them.” says Steve.



 Fast forward to today and Stiles currently has eight showrooms nationwide along with a wholesale division. Stiles has also absorbed a number of other businesses like Kenzan tiles and most recently Cape Town retailer and wholesaler, Italcotto.

 “It started as my dad’s dream, but he gave me the opportunity to build that dream,” says Steve, “Now I’m living it! Every day new opportunities are presenting themselves,” he adds.

 In the spirit of living the dream, Stiles has launched a promo to help you live your dream with up to 60% off!* Visit us in store or on our website to find out more. *Ts&Cs apply.








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