After exiting the North America laminate flooring business two years ago, Formica is back. This time it's teaming with Kronotex USA to create the new upscale laminate brand Formica Flooring. With the help of extensive distribution agreements and an ambitious marketing program, the line also marks Kronotex's entry into the specialty retail channel.
Flooring retailers are finding that opportunities in the residential market do not end where the backyard begins. Consumers who are sprucing up areas in and around their homes are discovering a wealth of outdoor carpet options that are as highly stylized as anything found indoors. And naturally, the new entries are engineered to withstand severe weather.
Manufacturers are fine-tuning their laminate flooring products for 2006, rather than reinventing the wheel. Unlike last year, when hand-scraped and exotic looks were first introduced seemingly en masse into the marketplace, this year presented nothing as sweeping. Companies are building on the innovations of last year, adding bells and whistles to their products through advances in printing and manufacturing technologies.
Carpet backing, though left largely unsung, is an important piece of the carpet puzzle. A high-quality backing can help block moisture vapors that could ruin a luxurious carpet. The product can also be engineered to extend the overall durability of the floor. Additionally, certain types of backing are designed to create a softness underfoot that most any homeowner would prize.
Most of the top flooring manufacturers in the world say they wouldn't think of missing Surfaces-which is the prime reason they establish their presence with hulking, impossible-to-miss exhibits.
The theme of Mohawk Industries' Sixth Annual Floorscapes convention was "Beyond Expectations," though perhaps a more appropriate name would be "Changing Expectations."
The exhibits are usually compelling, many of the new products are a "must-see" and the setting-Las Vegas-can be a lot more fun than adults should have. Still, these drawing cards are not the chief reason most of the industry will make the trek to Surfaces 2006 early next year. Veterans of the shows say the main reason they never miss a Surfaces can be summed up in one word: interaction.
Moving to become the first fully integrated laminate floor maker in the U.S., Quick-Step unveiled what it describes as a breakthrough-an impregnation line run entirely in-house by a U.S. laminate maker. Impregnation, a process in which raw paper is converted into backing, décor and overlay layers for laminate flooring, was previously handled by Quick-Step's parent company, Unilin Flooring in Belgium. The new production line was unveiled at the grand opening of Quick-Step's new 600,000 sq. ft. plant in Thomasville, N.C.
