Founded in 1970, the brick producer known as Joostenberg Brick founded by Garnet de la Hunt and later amalgamated as Claytile is rebranding to reflect growth and development into new areas of creative design. One of the largest brick suppliers in the country, Claytile, will officially unveil the new brand, Klay, at Decorex Johannesburg on 1 August 2024.  

Julian de la Hunt, chief executive officer of the rebranded company, explains that the rebrand allows the business to explore new products and opportunities.  

Rebranding for new divisions  

When the business decided to launch a new family of products, it sparked a rethink about the future of the brand. Moving into specialised products in a new category and with a third generation of de la Hunt’s making their mark in the business, it was time for change.  

De la Hunt explains: “We decided to move from Claytile to Klay as our mother brand. Our traditional core business of clay bricks will be known as Klay Brick, while our new special products will fall under the brand Klay Concept.” 

The rebrand reflects growth and development into new areas of creative design.

Expanding into specialised products 

With Justin de la Hunt heading up operations as General Manager, the existing brick business will continue to deliver the excellent products and services for which it is known.  

Aidan de la Hunt is focusing in the new, specialised plant developing the Klay Concept range, which includes products for walls, cladding, floors, and an exciting range of screen blocks. Many of these products are not available in clay in South Africa. 

“It’s been a long journey, but the company is now ready with its new ranges. We believe that natural clay is beautiful. If someone is using bricks to build a home, why not use the same materiality for the finishes?” says de la Hunt. 

New opportunities 

With the new business and new branding, the company will also need to reposition for a new audience. The Klay Concept products are targeted at architects, interior designers and individual customers looking for fresh ideas and options whether renovating or building from scratch. 

Speaking to this new group of consumers, the brand will be embarking on enhancing its online presence, with inspirational content for end-users who are looking for innovative ideas. 

He concludes: “We are taking traditional solutions and adding an edge – staying up to date with the global clay market and bringing the latest trends to South Africa.”  

An established clay brick brand is taking on a new name, new products, and a new audience for a specialised range of clay products. 

For more information, contact Klay: 

Tel: +27 21 884 4589 

Email: sales@klay.co.za  

Website: www.klay.co.za