Domco is in the process of reinventing itself as an independent brand. With planning well underway and branding initiatives set to be unveiled at its own booth at Surfaces 2004, the company has announced its new positioning and is previewing what customers have in store when they attend the major industry show in Las Vegas in January.

Building on its reputation for design and value, the new Domco is positioning itself as the company known for "valued styling." There will be a refocused and energized product line with more styling punch, redesigned, user-friendly display systems and a regional market flexibility, all reflecting a renewed commitment to its customers and to the brand, according to Domco.

The company also will introduce a new logo and graphics package, featuring a bold signature red that will visually separate the new Domco from the old and from the various Tarkett brands.

Domco's brand and marketing initiatives are a result of Domco Tarkett's recent announcement of its intention to change its corporate name to Tarkett and to incorporate its various residential and commercial hard surface brands under the Tarkett brand name. As part of the transition, Domco is to operate as a separate company with its own management, marketing and design teams.