Article Number : 4304 |
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| Date | 3/19/2009 10:31:48 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4304 |
| Abstract | HANNOVER, GERMANY—At Domotex 2009, Dow unveiled its new flooring business. At the Dow Flooring Technology Centre, the company showcased a range of sustainable solutions that address the growing needs of the flooring industry... |
| Article | HANNOVER, GERMANY—At Domotex 2009, Dow unveiled its new flooring business. At the Dow Flooring Technology Centre, the company showcased a range of sustainable solutions that address the growing needs of the flooring industry. From recycled content to renewable energy, Dow has offerings to help customers reduce the environmental footprint of their production processes and products, noted Noel Irizarry, Dow Flooring global director. “With the establishment of a cross-business approach to flooring,” he said, “Dow is combining its industry expertise and technologies while leveraging the customer intimacy that already exists in the three businesses currently serving the flooring industry— Emulsion Polymers, Polyurethane Systems and Elastomers—to deliver customized solutions worldwide. “Our ambition is to be the preferred supplier for the global flooring industry. Bringing together these businesses provides our customers access to Dow’s offerings through an integrated and united front that makes it easier and more efficient to do business with us. “In terms of strategy,” he stated, “we plan to expand in Europe, IMEA (India, Middle East and Africa) and the Pacific.” North America is also included. While Dow will not add production or assets, it will expand its product offerings, Irizarry said, as it looks to integrate new polyolefin technologies. A number of key trends are currently shaping the industry, he added. “Slow growth and intense competition have led to commoditisation of the broadloom segment. Soft surfaces in general are losing share to hard surfaces, which is driving growth in rugs and mats as supplemental floor coverings.” Irizarry noted artificial turf has evolved significantly and is a rapidly changing and growing market, with evolving development of the technology in the system and increasing adoption by sports authorities and end users. “Sustainability is a driving factor in all key segments of flooring, as customers seek to find products and technologies with a lower environmental impact and carbon footprint.” He added that Dow’s commitment to sustainability has stimulated the company to improve the environmental profile of its products and, as a result, it has taken a number of initiatives far upstream in the value chain. “In our polyurethanes manufacturing operations, we have yielded energy savings of roughly 50%,” he said. “Our Hypod Polyolefin Dispersions for carpet backings uses 20% less material than thermoset backings, helping preserve resources and energy. And our Lomax technology uses methane gas collected from landfills to manufacture advanced latex backing using renewable energy and reducing emissions.” He concluded by noting sustainability will be the primary focus of Dow’s product development. “Whether they are in the production or the reuse of the product, we will give customers the ability to make a positive environmental impact.” |