Euro-Mat Event: Split Forum, Shared Future

From 19 to 21 May 2025, the Euro-Mat Innovation Forum took place in Split, Croatia – a historic city on the beautiful Dalmatian coast, which symbolised the central theme of the event: connection. For three days, Euro-Mat shareholders, suppliers and partners gathered at Hotel Le Méridien Lav Split to network, share knowledge and jointly set the direction for the future of the European construction sector. But also to enjoy the Mediterranean climate and pleasant surroundings.

The programme began on Monday 19 May with a joint lunch and reception in the restaurant. During the subsequent general meeting for shareholders, the network’s current performance was reviewed, but above all, strategies for long-term growth were discussed. The importance of cooperation and shared insights was central to this.

For members of the Euro-Mat shareholders, British retail strategist Steve Collinge gave an exclusive workshop on “The Builders Merchants of the Future and How to Adapt to the Customer of Tomorrow” at the same time as the general meeting. The main objective was to give members insight into how their organisation can prepare for future changes in the market, customer needs and technological developments within the building materials sector.

In the evening, participants enjoyed a speedboat trip and guided tour of historic Split, followed by a walking buffet by the sea. The city not only served as a picturesque backdrop, but was also used as a metaphor in the programme content: as an example of circular construction avant la lettre. The Roman foundations, Egyptian columns and Venetian influences show how building materials have been reused for centuries – a relevant theme in light of sustainability and raw material scarcity.

Tuesday 20 May was all about innovation. In a rapidly changing world, it is essential to think today about the building materials trade of tomorrow. ‘Circularity, legislation, CO₂ reduction, climate change – there is a lot coming our way,’ said Eldert Jan van Herk, General Manager of Euro-Mat. ‘How do we keep our supply chain future-proof?’

Today’s issues require a keen eye on today’s customers and a clear vision of tomorrow’s sector. Two keynote speakers explored these themes in depth: Steve Collinge (Insight Retail Group) and Jan-Paul Schop (USP Marketing Consultancy). They took the audience through trends in the retail world and consumer behaviour, and translated these into concrete opportunities for the building materials trade. We will explore this in more detail in this issue.

The day ended with a gala dinner at the hotel’s infinity pool. The highlight was the announcement of the most interesting innovation, chosen by Euro-Mat shareholders (see the inset). The Innovation Showcase demonstrated the creativity and drive for innovation that exists within the sector.

The final day began with an excursion to the Technology Park Split (TPS), a former military site covering 100,000 m² that has been redeveloped with European support. It serves as infrastructure to support entrepreneurship and innovation and focuses on small and medium-sized enterprises (SMEs) and start-ups in the technology and IT sectors.

Here, Duje Dipalo introduced the Flavia Group as Euro-Mat’s newest shareholder. Dipalo is co-owner and CEO of Flavia, a cooperative founded in 2005 by seven Croatian building materials traders in Dalmatia. Flavia now has 31 members and more than 45 sales outlets. Flavia’s vision of efficiency, reliability and future-oriented entrepreneurship is bearing fruit. Joining the Euro-Mat network sends a clear signal of growth and expansion towards South-Eastern Europe. Read the article about Flavia in this issue.

In addition to all the success stories, Professor Milos Milosevic of the University of Ljubljana also added a critical note. Croatia is currently one of the top three EU countries with the highest share of the construction sector in the economy, alongside Slovakia and Romania. However, it is also one of the European countries with the lowest labour productivity in construction. The added value per employee is well below the EU average and wages in this sector are 20% below the national average. In addition to the approximately 150,000 Croatians working in construction (almost 9% of the total working population), there are also around 75,000 foreign workers, mainly from outside the EU.

Croatia will need to invest in good governance, education and higher labour productivity in order to maintain the sector as an engine of growth. Milosevic warned: ‘Without improvements in governance and human capital, the sector risks remaining trapped in inefficiency and low added value.’

Looking back on the event, Eldert Jan van Herk once again emphasised Euro-Mat’s mission: ‘We came to Split not to divide, but to come together.’ In a sector under pressure from raw material scarcity, ageing and a shortage of skilled workers, cooperation is more important than ever.

Euro-Mat is therefore working on four strategic pillars: connecting, sharing data, business development and learning. The recently launched online magazine plays an important role in this and will soon be distributed in local languages to around 10,000 building materials traders in Europe. In addition, work is underway on a data platform that provides insights into construction trends, subsidies and economic developments, with benchmarking opportunities for the affiliated countries.

Talent development is also a priority. Through masterclasses, international exchanges and collaborations with, among others, Delft University of Technology, Euro-Mat aims to attract and train young talent. ‘Generation Z is not looking for a job, but for meaning,’ says Van Herk. Innovation – from olivine-based cement substitutes to 3D printing technology – is not an end in itself, but a necessary route to a sustainable and future-proof construction chain.

The next Euro-Mat meeting will take place on 11 and 12 September in Milan. There, the discussion will continue on how the European construction sector can not only adapt to changing circumstances, but also proactively shape the future. Of course, BigMat Italia, Italian manufacturers and market analyses will also be covered. The theme of cooperation will once again play an important role here. During this meeting, Euro-Mat will join forces for the first time with UFEMAT, the European umbrella organisation of national federations for the building materials trade. Marnix Van Hoe, Secretary General of UFEMAT, already explained his organisation and the prospects for cooperation in Split.

The Euro-Mat Innovation Forum 2025 in Split proved that an open attitude, shared knowledge and strong international connections can strengthen the construction sector. Not only as an economic driver, but also as a vehicle for a sustainable and innovative future for Europe. The next event in Milan will be a logical continuation of this.