Windmoeller Inc., the American division of German flooring manufacturer Windmöller GmbH, is rebranding its Purline bio-based polyurethane flooring products under the unified Wineo brand name. The company's April 1 announcement marks the end of a 10-year distributor partnership as Windmoeller transitions to a direct-to-market sales strategy through selected agency partners nationwide.

"We are excited to begin this new chapter for Wineo," said Julie Stegeman Welch, IIDA, NCIDQ, LEED AP, senior healthcare director of Wineo Flooring. "Our focus is on accelerating growth in the bio-based polyurethane flooring category to meet the rising demand for high-performance, sustainable flooring solutions."

The restructuring aims to provide customers with direct manufacturer access, enhancing product transparency and support. According to Welch, this approach will "empower customers to make informed, responsible flooring decisions, ensuring better support and stronger relationships."

Purline products, known for their durability and sustainable composition, will maintain their quality specifications while being marketed under the Wineo brand. The company plans to introduce new colors and patterns in the coming weeks.

Windmoeller Inc., a wholly owned subsidiary of the family-owned Windmöller GmbH founded in 1948, specializes in sustainable flooring solutions. Customers with questions about the transition can contact customer service at info@windmoellerinc.com or 678-381-1001. For more information, customers can visit wineoflooring.com.