Alloc and Berry Floor have streamlined their North American operations in a “unique, dual-brand, two-channel selling strategy” aimed at selling residential and commercial products for both brands. Plans call for the sister laminate flooring brands, which already share a facility in Racine, Wis., to continue to produce and promote their products independently. However, sales and customer service representatives will be “cross-trained” to support both brands.

Bengt Rasin, CEO of Alloc Group which includes both brands, said the move is designed to “deepen market penetration residentially and commercially.” The brands, part of parent company Beaulieu International Group, are widely known for a range of high-performance laminate floors.

“Under the new structure, residential and commercial market segments will be specially targeted through delineated channel sales strategems,” Rasin said. “By aligning sales teams to specific channels, resources and marketing efforts will be innately augmented, resulting in better attention and service for customers.”

In a related announcement, the company has promoted two of its executives to handle the newly aligned businesses. Craig Stromer has been appointed vp residential sales and Kevin Murphy has been named vp commercial sales. The company said it will continue to fine-tune its sales force, including plans to increase the number of field representatives in the residential market.

Stromer made it clear that he believes Alloc and Berry Floor are on the same page. “We are dedicated to two brands and two channels through one organization,” he noted.

Murphy agreed. “With the support of Bealieu, we have immense resources. It’s a win-win for everyone.”

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