Meet Chad Raats: A Fresh Vision for Interslab’s Future

Beautiful materials have a way of inspiring beautiful spaces. From the natural veining of stone to the rich textures and finishes of contemporary surfaces, the possibilities are endless when the right materials meet a designer’s imagination.

For Interslab’s newly appointed Marketing Manager, Chad Raats, this relationship between materials, creativity, and the people who bring projects to life makes his new role particularly exciting.

With a background in sales and years of experience working alongside architects, interior designers, fabricators and homeowners, Chad brings a practical understanding of the industry and a fresh perspective on how Interslab connects with South Africa’s design community.

His vision goes beyond showcasing beautiful surfaces. He wants to share the stories behind the materials, celebrate the creativity of the professionals who work with them and help designers discover new possibilities across Interslab’s extensive portfolio.

We caught up with Chad to talk about his plans for the brand, the material trends catching his attention, and why building meaningful relationships is central to Interslab’s next chapter.

Q: Stepping into your new role as Marketing Manager at Interslab, what excites you most about the opportunity, and what fresh perspective do you hope to bring to the brand?

A: “What excites me most is the opportunity to build on brands that already have such a strong foundation, while looking at how we can tell the Interslab story in a fresh and more engaging way.

We want to take people behind the scenes and show them the journey of each material, from how it’s sourced to how it’s developed.

Coming into marketing from a sales background gives me a slightly different perspective. I’ve spent a lot of time with fabricators, kitchen companies, designers, architects and end users, so I’ve seen firsthand how people interact with our products and what our sales team needs to engage more effectively with customers.”

Q: Interslab believes that extraordinary materials are the starting point for extraordinary spaces. How do you plan to bring this philosophy to life through the brand’s marketing and storytelling?

A: “I think the key is to move beyond simply showing a slab and start showing what our materials can become.

The slabs in our warehouses are beautiful, but their real story begins when an architect, designer or homeowner sees the possibilities in them. Once a slab becomes a kitchen, a bathroom, a fireplace or a piece of furniture, it takes on a completely different meaning.

We want to show people the journey from material selection and design through to fabrication and the finished space, while also celebrating the architects, designers and stone fabricators who bring these projects to life.”

Q: With a portfolio that includes Caesarstone, Infinity, EQ, Rudi’s Choice and Lutum, how do you approach communicating the unique character of each brand while maintaining a strong, cohesive identity for Interslab?

A: “For me, the strength of the portfolio is that the brands shouldn’t all sound the same. Each has its own personality, target market and applications. We’ll bring the Interslab brand more into the spotlight, since it’s what connects them all.

I’d almost describe Interslab as a stone curator. We bring together different materials and brands from a variety of countries so that designers and architects aren’t restricted to one solution. Instead, they have a portfolio of possibilities to explore within a single warehouse.

Rather than trying to make every product fit one message, I want us to be very clear about what makes each brand special and where it belongs.”

Q: Architects and interior designers are constantly exploring new materials, finishes and creative possibilities. What emerging trends are you most excited about, and how do you see Interslab supporting the evolving needs of the design community?

A: “Architects and interior designers are increasingly looking for more than just a supplier; they need a technical partner who understands their vision. Through our global sourcing travels, we’re particularly excited by the growing interest in tactile, sensory surfaces, such as honed, leathered and highly textured finishes that invite touch and bring organic depth into modern spaces.

At Interslab, we’re supporting this evolution by bridging the gap between material innovation and practical application. We’re introducing new ways for designers to interact with materials and opening the door to custom requests.

More importantly, we want to engage earlier in the creative process through CPDs, education and specification support. Our goal isn’t just to supply a slab, but to give architects the technical knowledge and material possibilities they need to push their designs further with confidence.”

Q: Looking ahead, what is your vision for Interslab’s next chapter, and how would you like the brand to be perceived within South Africa’s architecture, interiors and design landscape?

A: “My vision is for Interslab to become more than the company people think of when they need a surface.

Ultimately, I’d like Interslab to be recognised as South Africa’s most trusted surface partner for the design and architectural community, not only because of the products we supply, but because of the value, years of knowledge and custom material sourcing we can bring to the creative process.

We already have an incredible portfolio of materials, global brands and experience. The next chapter, in my view, is about making all of that more accessible and building stronger relationships around it.”

Contact: Interslab