The World Floor Covering Association has aligned itself with another organization whose mission is to help retailers expand and enhance their business presence with desired audiences.
Floor Trends recently connected with Mark Chichak, general manager of specialty flooring for GCP Applied Technologies, to discuss the rebranding strategy.
When it comes to brands, there have been a plethora of studies and multiple opinions on the subject. But one thing is abundantly clear: Brands do matter—whether they are internationally known or only to people in your hometown.
Standing out among the crowd isn’t always easy, but with the help of recognized personalities and household names, retailers have the opportunity of putting their products in the spotlight and separating themselves from the pack—especially if they sell rugs, which is where the majority of these licensed brands are going.
Starting a flooring retail business and sustaining it can be difficult enough, but doing so while also building a well-known and respected brand is even more challenging.
