Article Number : 4633 |
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| Date | 7/8/2009 8:46:33 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4633 |
| Abstract | New York –Pergo about 15 years ago began to create what would become a $1.5 billion category (sans the recession) with a massive advertising blitz. The manufacturer remains an industry leader and surpasses industry averages despite... |
| Article | New York –Pergo about 15 years ago began to create what would become a $1.5 billion category (sans the recession) with a massive advertising blitz. The manufacturer remains an industry leader and surpasses industry averages despite a challenging landscape. At a recent product showcase here, the company told FCNews that business in the first half held firm. “We are gaining market share,” said Nancy Sweeney, marketing manager. “We believe it is the overseas companies that are hurting.” While Pergo’s business continues to increase in the home center channel, adding bays at Home Depot and Lowe’s, it is not ignoring specialty retail. “We are focusing on both channels,” Sweeney said. “There are plenty of DIYers out there, so we need to be in the home centers,” adding that the company differentiates its product assortment to each channel. On the specialty side, Sweeney said Pergo is re-focusing on how it goes to market, opting to concentrate on relationships rather than penetrate as many dealer showrooms as possible. That’s because the company believes some retailers use the well-known brand to entice consumers, then trade them into another laminate brand. “The strategy is focused on those dealers that want to sell Pergo,” Sweeney said. “We want people who want to sell the brand. We are looking to support those dealers who do well with the product.” Speaking of product, Pergo is keeping its core product line—the tried and true oaks—intact and supplement with new trends instead of trying to revamp the line every year. “We know what the workhorse will be,” said Don Cybalski, design director. “We are focusing on turns. We’ve been busy making sure we put the right products on the shelf. Every SKU needs to perform.” Specifically, Cybalski said Pergo is continuing to enhance its rustic, exotic and classic collections. “We’ve introduced new interpretations on the classic handscraped. We also continue to add to existing exotic collections, moving beyond Brazilian cherry. We are seeing unique species gaining ground, those that are more colorful with contrast. And when we look at the classic decors, we continue to strive for realism, color, texture and print quality. What we’ve done every year is push each of those categories for a more realistic texture.” |