The North American arm of the Portuguese Cork Association (APCOR) is gearing up for the “Décor(k) Tour,” with events designed to promote cork flooring to consumers and offer training to retailers. Stops are set to include Surfaces 2011 in Las Vegas, NeoCon 2011 in Chicago and Dwell on Design 2011 in Los Angeles. Additional stops are planned for this and next year in major cities across the country.
The North American APCOR group includes nine manufacturers: APC Cork, Expanko, Qu-Cork, USFloors, WE Cork and Wicanders/Amorim in the U.S.; and Jelinek Cork, Shnier and Torlys in Canada. Marketing firm DDB Canada, along with Porter Novelli in the United States, will be responsible for increasing awareness, desire and knowledge of cork flooring among North American consumers, retail staff and key purchase influencers.