Healthier Choice’s Flexitions line of flexible, stainable transition mouldings was chosen by industry experts, designers, and the editors and columnists of National Floor Trends, Floor Covering Installer and TILE Magazine as the Best New Product at Surfaces 2011 earlier this year. Craig Poteet, Healthier Choice president, said he was both honored and “at a loss for words” when the company won the award, which was presented by show organizer Hanley Wood.
He said these types of installations are helping Healthier Choice expand the reach of Flexitions in the A&D community. The company plans to launch new marketing materials aimed at that side of the business.
Healthier Choice currently offers a prefinished program of 15 stains for Flexitions, along with an unfinished version with a flexible clear coat. Poteet said that people love that the product “looks like real wood when it’s stained; that’s the strongest sales feature that we have.”
“Clearly, this was a product developed with care by Gary Hernandez, Sr. [Healthier Choice’s chief business officer and evp sales and marketing],” Poteet added.