| New Look Laminates
Winning New-Found Loyalty
Manchester, NH NH (May 30, 2006) — Hardwood or laminate? It’s not such an easy answer any more.
At Flooring America and Flooring Canada stores, customers are mulling the decision more than ever as new laminate technology continues to bridge the once clearly drawn divide.
“New look technology has given laminates an exceptionally realistic appearance, and combined with their long-standing advantages in maintenance and durability, it’s become a much more versatile floor,” said Bill Snowdon, Flooring America’s director of hard surfaces. “No flooring has changed more in the last five years than laminate. It’s been a truly remarkable transformation.”
While hardwood remains the unrivaled champ for beauty, lasting value, and its ability to be repaired and refinished, laminate has steadily broadened its appeal. Laminate is one of the fastest growing segments of the $6.3 billion hard surface industry in the U.S., which is expected to grow by 5.5 percent annually over the next few years.
New upscale offerings from Mohawk/Unilin and Faus have recently joined the Flooring America and Flooring Canada’s laminate line to enthusiastic praise from members. In keeping with the cooperative’s new branding strategy to increase name recognition, customer loyalty, and maximize profits, both products have been placed in the Downs Decade and Floorcraft brands.
Snowdon expects the category to keep growing: “It used to be that if you had five kids, three dogs, and two cats, you got laminate because it was indestructible – even though it looked plastic,” said Snowdon. “Now, the faux wood looks have become so realistic, you have to get down on your hands and knees to determine if it is hardwood or laminate. It’s really grown beyond its previous niche category, and I don’t see it slowing down.”
Flooring America and Flooring Canada, with a sales volume of $1.55 billion, consist of more than 575 member-owned floor covering stores throughout the United States and Canada. Flooring America and Flooring Canada provide members with exclusive brands and warranty programs, comprehensive multi-media advertising programs, complete Showroom merchandising packages, plus training in management and sales. They operate as a division of CCA Global Partners, the world’s largest flooring group. For information on becoming a member, call Chris Ramey at 800-450-7595 ext. 2131. Flooring America and Flooring Canada logos can be downloaded at www.weintraubadv.com/fame.
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