Rights were secured through Laura Ashley licensee USFloors for Witex to manufacture laminate, wood and ceramic flooring products under the Laura Ashley brand. Although Witex is the exclusive manufacturer of the entire collection, the Laura Ashley lines will be merchandised and promoted independently at the retail level, separate and distinct from the Witex brand.
The new flooring line is manufactured, with styling and color direction from Laura Ashley, according to Witex proprietary specifications. The line will feature Witex technologies including its glueless locking installation system and sound protection.
In addition, Witex will provide technical and consumer support for Laura Ashley flooring products. Warranties on the new lines -- extending for as long as 30 years, depending on the product -- will be comparable to those covering Witex premium products.