Sister companies Alloc and Berry Floor have streamlined their North American operations in a “unique, dual-brand, two-channel selling strategy” aimed at selling products by residential and commercial specifications instead of by brand. Plans call for the 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, 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. “By aligning sales teams to specific channels, resources and marketing efforts will be innately augmented, resulting in better attention and service for customers,” Rasin added.

The company has promoted two of its executives to handle the newly aligned businesses. Craig Stromer becomes vp residential sales and Kevin Murphy has been named vp commercial sales. The company said it plans to increase the number of field representatives in the residential market. For more information, visit or