New York—Balta U.S., a subsidiary of the Belgium-based Balta Group, has returned to the United States after a 10-year absence with more products in more categories and with a total commitment to the market. The company launched its re-entry into the American market recently on a luncheon cruise around New York aboard the World Yacht Cruise Ship Princess, hosted by the Norman D. Lifton Co., a major distributor in the Northeast. Balta unveiled products from its Carpet, Laminate and Vinyl divisions before more than 250 Lifton retailers from its trading area—New York, New Jersey and Connecticut. Formal introductions of the products in all three categories will be made at Surfaces 2003.
During the five-hour cruise, the dealers swarmed around the various displays with interest and enthusiasm. Stefaan Debusschere, president of the Carpet, Laminate and Vinyl divisions, discussed the new products, Balta’s philosophy of doing business and stressed the company’s commitment to its relationships with its customers. “Balta is a growing and ambitious company. We realize that success is a partnership between manufacturer and customer, working together to deliver exceptional products to the marketplace. We’re looking for relationships that will be prosperous for both Balta and the flooring professionals who will become our friends and customers.”
Nick Romanelli, Lifton’s vice president of sales, was excited about the Balta products and the dealers’ response to the new lines. “Our retailers liked what they saw and are ‘on board,’ to use a nautical term, with Balta. We sold more than 300 displays, actually, they sold themselves. We are confident Lifton will produce the volume these unique products can generate. The lines are highly styled and technologically advanced. We love ‘em.” “These products are exciting and afford distributors and their dealers a great opportunity to have an edge in their marketplace,” said Howard Licker, sales manager for Balta U.S. “In my more than 40 years in this industry, I have never been more enthused about products than I am about the Balta lines and the success they will create for us and our customers.”
Balta has 26 distributors in the fold, including Lifton, and is approaching total coverage of the country. It has a 250,000-sq.-ft. warehouse and 15,000-sq.-ft. of showroom and office facilities on 47 acres in Dalton, which allows for expansion as needed. Dan Bowen is director of marketing for the Vinyl, Carpet and Laminate divisions and works out of an office in the company’s Dalton facility. “Our products are differentiated in every category,” said Bowen. “We are putting a full effort across the board into establishing Balta as a major player in the North American market. We’re looking forward to Surfaces where we will officially launch our products.”
He said that for the past month “we have been hosting distributors at our facilities here in Dalton, showing product and telling them the Balta story. We had about 20 distributors come through and their response has been overwhelming. We’re not putting our toe in the water, we’re diving in.” Balta U.S. also has a Rug Division, which is headed by Patrick Moyer, president. Moyer formerly was vice president of Mohawk area rugs, a company he served for many years. The Balta rugs are made of wool, nylon and polypropylene. The Balta Group is the largest dollar-volume area rug manufacturer in the world. The company first entered the U.S. market in 1984, selling only rugs, primarily wool products. In 1992, unable to achieve its goals, it withdrew from the American market.
This time, Debusschere is determined to succeed. He feels he has the products “developed for the North American market,” a growing family of dedicated distributors and the resources of a powerful and supportive parent company. The Balta Group, headquartered in Belgium, is a $600 million company which exports 99% of its products—excluding the United States, which, when developed, will contribute significantly to the company’s volume. Balta does all its manufacturing in Europe and is the biggest buyer of crude wool in the world, as well as the second biggest vinyl manufacturer in Europe. The privately-held company, operating in its fourth decade, is owned by Filip Balcaen. Balta is constantly expanding. It is currently investing $100 million in additional manufacturing capacity for coreboard and $25 million in its vinyl manufacturing capabilities.
The company is vertically integrated in all categories of its manufacturing. Balta U.S. has five product lines in its Trinterio Collection of laminates with more than 60 SKUs. The products, all with a click & lock system called Click-X-Press, include Vision and Authentic Vision with Hydro-safe protection against moisture; Reflexions with Hydrosafe; Ambassador and Ambassador Touch with water-resistant HDF. The resilient products are in two groups: Globe, a felt-back, glue-down residential line comprising five new products, and Flexitec, a PVC cushioned vinyl flooring reinforced with fiberglass that can be installed perimeter, full spread or loose-lay in residential and commercial applications. There are eight products in the Flexitec line: Spectrum, Primo, Rocky, Match, Allegro, Record, Avanti and Victory. In the carpet category there is Ultratex, a diverse line with built-in cushion. Balta has also developed various displays for showcasing its products.