The flooring industry is experiencing a significant shift, and Keene, Inc. is leading the charge with an ambitious rebrand and expansion strategy. I recently sat down with Alex Keene, Vice President of Operations for Keene, Inc. and General Manager of Platform Performance Flooring Systems, to discuss the company’s evolution from a single-product manufacturer to a comprehensive floor preparation solutions provider.
A 70-year legacy reimagined
Keene, Inc., founded in 2002 by Jim Keene, operates as a building products conglomerate encompassing multiple specialized organizations. While Keene Building Products serves as the company’s primary division, Platform Performance Flooring Systems represents a particularly exciting evolution within the portfolio.
The story of Platform begins with Dependable, a company acquired by Keene, Inc. in 2012. Founded in 1956, Dependable had spent decades as a single-product company, manufacturing White Skim Coat—a patching product that remains one of Platform’s flagship offerings today. However, recognizing that the company had evolved far beyond its original scope, Keene, Inc. made the strategic decision in 2025 to rebrand from Dependable to Platform Performance Flooring Systems.
“The company that we acquired in 2012 is not the company that we have today,” Alex Keene explained. “We’re now beyond just being a white patch company—we’re now a floor preparation company.”
Expanding beyond floors: the Compotite acquisition
A pivotal moment in Platform’s growth came with its recent acquisition of Compotite, a leading shower pan liner and membrane manufacturer. This strategic move positioned Platform as a comprehensive solutions provider for both floor and shower applications.
“When we bought Compotite last year, it was to increase our ability to enter the marketplace not just on floors, but also in showers,” Keene noted. While Compotite maintains its own brand identity—a decision Keene, Inc. has no intention of changing—it now operates under the Platform Performance Flooring Systems umbrella. Compotite provides several avenues to help Platform Performance grow in the marketplace.
Compotite’s shower systems pair well with Platform’s new KeedeRoll WT uncoupling mat, allowing the company to offer a full package installation for bathrooms—the most common place tile is installed. And Compotite’s strategic distribution points through Floor & Décor offer Keene, Inc. a potential avenue to expand its reach in the marketplace.
A comprehensive product portfolio
Platform’s product range reflects its commitment to solving virtually any flooring challenge. The company manufactures a full line of thinsets, grouts and mortars, including the KeedeSet line produced at the company’s own facility in Rocky River, Ohio. Additionally, Platform offers uncoupling mats under the KeedeRoll brand, with two distinct versions addressing different market needs.
KeedeRoll MT represents a particularly innovative offering, leveraging proprietary technology from sister companies within the Keene, Inc. organization. This uncoupling mat not only protects tile from cracking and decouples floors, but also provides acoustic protection that can meet or exceed building codes in high-rise and multi-family applications.
The recently-launched KeedeRoll WT (Watertight) provides a more traditional waterproof uncoupling solution.
Strategic distribution and market reach
Platform has built a robust distribution network spanning major flooring distributors across the country. The company works with industry leaders including UCX and William Bird on the East Coast, DeSoto Sales on the West Coast, plus Hank’s Specialties and E.J. Welch in the Midwest.
A recent partnership with Contractors Direct represents Platform’s push toward more direct contractor access. “That’s about as close as you can get to a direct line to Compotite,” Keene explained, with expectations that the full Platform line will be available through this channel by summer’s end. Compotite is also available at Floor & Décor locations throughout the country.
For the most current product availability and distributor information, contractors can visit platformperformance.com, where a dedicated product library section highlights all tile-setting materials, crack isolation, and waterproofing products.
Building a world-class sales and technical team
Platform’s growth ambitions are backed by significant investments in personnel. The company hired long-time tile industry professional Robert Williams last August to lead and expand the sales organization. Williams has established a two-tiered sales structure comprising regional managers and independent representatives. Regional managers include Joe Principe (Northeast), Henry Havre (Midwest and Great Lakes), Dan Davis (Southeast), and Jim Bradshaw (West), supported by independent reps covering the entire country.
On the technical side, Platform strengthened its expertise with strategic hires from industry competitors. Craig Hacker brings extensive floor preparation and self-leveling experience, while John Trent, a former contractor member of NTCA and respected manufacturer representative, was hired in December. They have been instrumental in integrating the Platform and Compotite product systems.
Commitment to contractor training
Recognizing that product excellence requires proper installation, Platform opened a training center in Cleveland, Ohio—headquarters of both Platform and Keene, Inc.—to train contractors on the complete product ecosystem. The training program offers modular instruction across four main areas: commercial leveling, multi-family repair and remodel, tile installation systems, and Compotite shower systems. The company covers all travel, accommodation, and meal expenses for visiting contractors, whether they attend for a single day or a full week.
“We believe that we need to work with the contractor and give them the technical support they need on a daily basis to properly install our products,” Keene emphasized.
Platform aims to train 3,000 installers nationwide and plans to expand its training center network across the country.
Product simplification: the L3 flagship
Despite offering comprehensive product lines, Platform believes in simplicity. The company’s philosophy centers on solving most flooring problems with three products or fewer.
The L3 self-leveling underlayment exemplifies this approach. A decade-old cement blend technology, L3 is designed for accelerated drying without substrate tension. Used with the P360 Universal Primer, this combination addresses approximately 90% of leveling applications across virtually any substrate without mechanical preparation.
Innovation and future growth
Platform’s commitment to innovation is evidenced by Keene, Inc.’s extensive patent portfolio, which currently includes more than 20 patents. The company’s research and development efforts, led by Kevin Brininger, Director of R&D and Product Management, continue to generate new solutions.
Upcoming launches include Platform ALG (Advanced Liquid Gypsum), a fast-drying, fiber-reinforced product for rapid chip repairs; and a new adhesive line developed through partnerships with sister companies.
Conclusion
Platform Performance Flooring Systems represents Keene, Inc.’s confidence in the flooring and tile markets, even during challenging economic times. Through strategic acquisitions, talent recruitment, infrastructure investment, and unwavering commitment to contractor education, Platform is positioning itself as a comprehensive, innovative partner for flooring professionals nationwide.
As the company continues its expansion and prepares for future product launches, contractors can expect Platform’s presence at major industry events, including Coverings, alongside growing availability through expanded distribution channels.
Bart Bettiga is the Executive Director of the National Tile Contractors Association. Bettiga is a member of the Board of Governors of Coverings, one the largest tradeshows in North America. He has over 30 years of experience in the tile and stone industry and has served as the NTCA Executive Director since 2002. He is a well known speaker and author on ceramic tile and natural stone distribution and installation. He oversees the financial operations of the NTCA, TileLetter and the Ceramic Tile Education Foundation.
