Stone-Bathroom(ORANGE, CA, APRIL 2016) Concrete Craft™, the world’s only decorative concrete franchise and a Home Franchise Concepts® (HFC) brand, announced a new vertical concrete application, adding to its current offering of decorative, stamped and stained concrete services for both residential and commercial properties.

Known for transforming ordinary, existing indoor floors, outdoor patios, driveways, poolside areas and walkways into long-lasting, estate-quality, finished results for a fraction of the cost of traditional methods, Concrete Craft employs innovative, hand-crafted techniques and stamped concrete designs that preserve and transform the existing hardscape.  They are now applying the same beautiful, decorative concrete designs towards converting ordinary, exterior privacy walls, indoor and outdoor fireplaces, and even bathroom shower stalls into the rich look of natural stone, building upon their state-of-the-art concrete crafting technology.

John Kostro, President of Concrete Craft, said, “What we do and what differentiates us is that we can provide the result with a long lasting, beautiful renovation, at a fraction of the cost and a fraction of the time it takes with other traditional methods.  And, we don’t jack hammer or bring in cement trucks.”

Concrete Craft’s new vertical concrete overlay can be applied over wood, drywall, brick and concrete to create a beautiful faux stone siding.  Kostro added, “We have installed millions of square feet of horizontal coatings across the country, and now it’s only fitting to take that beautiful stone look to vertical surfaces.”

Unlike other types of materials and stone applications, Concrete Craft applies an innovative, high-strength and flexible polymer overlay product to make 100% contact on vertical surfaces, thereby eliminating voids and gaps that can form over time behind real stone applications and cause water and insect intrusion and deterioration.

Kostro said, “Our vertical mixes create a continuous, manufactured stone system with no allowance for insect or water intrusion because the bonding agents allow for extreme crystalized adhesion to the surface area.  The result is a vertical surface that can be stamped, hand-carved and colored to our customers’ specifications, including limitless stone configurations such as vertical stacked stone, a very popular pattern with homeowners.”

With home improvement spending expected to reach as much as $154.5 billion in the second quarter of 2016 according to the Joint Center for Housing Studies of Harvard University, Concrete Craft believes the new vertical concrete application will further their market reach and their positioning as experts in decorative concrete services.

“We are consistently bringing new products, innovative techniques and proprietary tools into our arsenal of offerings,” said Shirin Behzadi, Chief Executive Officer of HFC and Concrete Craft.  “We are committed to providing consumers across North America with simple and sophisticated design solutions in a convenient, shop-at-home environment while also separating and elevating our franchise owners above the competition.”

To see images of popular vertical application designs and to learn more about Concrete Craft, visit the Concrete Craft website and the company blog.

About Concrete Craft™

In late 2014, Home Franchise Concepts, based in Orange, CA, acquired Atlanta-based franchise system All American Decorative Concrete (AADC) and has since re-branded the company as Concrete Craft.  HFC works closely with Concrete Craft President, John Kostro and Vice President, Dan Lightner who remain in the company’s Atlanta headquarters.  Currently, seven franchise territories are owned as part of the Concrete Craft system.  Locations include Charlotte, NC, Chicago, IL, Dallas, TX, Lexington, KY, Naples, FL, Valparaiso, IN, and Atlanta, GA.   Read more about the story behind Concrete Craft.  For information on owning a Concrete Craft franchise, visit