Farnham, Quebec, Canada—Every now and then, a company taps into something that is so successful it forces the firm to rethink its original strategy, a most enviable position by most standards. That is the case with Tarkett and its FiberFloor line of resilient floor coverings. Due to its initial success, company officials gathered with local politicians outside its 600,000-sq-ft. manufacturing facility here last month to participate in ground-breaking ceremonies for a $20 million expansion. When complete next summer, the 30,000-sq. -ft. addition it will allow the mill to produce Fiber- Floor in North America instead of having to import it from its other facilities around the world.

Along with the investment of a new production line, Tarkett has launched two additional FiberFloor collections three months ahead of their scheduled release. To accommodate the original launch date of these products—Surfaces 2005—the mill is designing newer products to be unveilled during the trade show, set for Jan. 26 to 28 in Las Vegas. Mark Brown, director of marketing for Tarkett’s Residential division, said sales have been “so overwhelming” since the manufacturer introduced the technology to North American distributors, dealers and consumers in January. In fact, Jan Lembgrets, president of Tarkett’s Residential division, noted in the first 10 months of the year, sales were more than twice what officials expected. “Response from all our target audience has been absolutely remarkable. “As a result of the excitement and demand,” he continued, “we have accelerated the launch of two new collections. These positive initial reactions as well as the excitement that we still see in the segment, are the main catalysts for building this plant.”

Lembgrets said the manufacturing expansion should show customers and the industry how serious Tarkett is in terms of expanding the use and market share of its FiberFloor products. “This is not an easy product to make and is a big investment compared to traditional resilient.” Still, the risk involved is minimal he added, because of Tarkett’s early success, not to mention this is a flooring technology the company is very well versed in so it can see the long-term potential. 30 Years Old Jacques Bourdeau, Tarkett Residential’s senior director of product development, noted the Fiber-Floor concept has not only been in Europe for 30 years, it is a staple there “and Tarkett has the lion’s share with four of our five plants making it.” Compared to traditional resilient, Lembregts said “it is not an easy floor to make and does require a bigger investment. But, we’re confident the success we’ve experienced will continue.”

So far, more than 3,000 FiberFloor display units have been placed, which is 60% of the maximum the company planned over the long-term. “We have been getting great placement,” he added. “We’ve positioned it as a new category within the resilient segment and believe that is one of the reasons for its success. Instead of having it get lost in a sheet vinyl display, we created its own stand-along unit to emphasize this is not your traditional resilient floor covering. “And,” Lembregts continued, “it has worked. Even with dealers who do not carry vinyl have taken on FiberFloor as they realize both its potential and opportunity to make a profit as margins range from 45% to 50%.” Once Tarkett begins producing it in North America, Lembregts said it will be a total capacity add-on for the company’s worldwide operations. “We’re not relocating a current production line here. This will be all-new, state-of-the-art equipment from Germany, so it’s a true capacity increase.”

It will also make Tarkett the only manufacturer to make this type of floor in North America, “which we feel is a tremendous advantage as the segment gains more momentum,” said Brown, who added, it will also allow the company to produce each FiberFloor style for North America. Opportunities Abound For the dealer, he said, “this is a great opportunity as it gives him a new way to make money—it’s a new story to tell the consumer and it can’t be shopped. “It is also a great chance for the installer,” Brown added. “FiberFloor is flexible; requires less prep work, and it lays flat with no glue needed—it’s a true resilient floating floor. Overall, it is very efficient and time-friendly compared to traditional sheet floors. In fact, it can be installed two to three times quicker.”

Officials believe that even though this is technically a four-decade-old concept in Europe, the timing is now right on this side of the Atlantic. One of the big reasons is the growing acceptance of installing a floor covering without the use of an adhesive. “Thanks to the success of transitioning laminates from a glue-together product to one that requires no glue,” Brown said, “there is an immediate acceptance level with the installer.” Executives feel the timing is so good that Fiber-Floor presents a great many opportunities for the entire selling chain beyond just retail. “We’re researching and exploring other selling channels,” Lembgrets said, “such as the commercial market. In Europe it is used in a variety of commercial settings because of its benefits and features, most notably, the ability to save time which is so important in the contract area. “But, we don’t want to place FiberFloor anyplace before we are fully confident it will work in that setting,” he added, “so we are not rushing into things.”

While Tarkett is exploring other markets for Fiber-Floor, the company still has to focus on meeting the current demand. To that end, it has expanded the offering with two collections—Fresh Start and Easy Living. Both lines, which compliment the first FiberFloor collection, Personal Expressions, were originally scheduled to be launched at Surfaces ’05, but Tarkett is making them available now. In terms of FiberFloor’s initial offering, these two new collections round out the portfolio in terms of price points. The original line, Personal Expressions, is the high-end grouping as it features a 125mil construction with a 20mil wearlayer.

Fresh Start, with an 80mil thickness and a 10mil wearlayer, is the entry level product, retailing between $1 and $1.25 per foot, while Easy Living, at 100mils thick and a 14mil protection layer, comes in at the mid-price range of $2 to $2.25 per foot. Unlike Personal Expressions, the first set of designs for the two new collections are based on traditional natural looks of stone, wood, ceramic, etc. Brown said Tarkett plans to expand both lines with some non-traditional patterns as the original collection has. “We are committing to this is a big way,” he concluded, “because we are very ecstatic about its success and even more so on the potential it has to offer everyone who gets involved with it.” Lembregts said, “This marks two major achievements for Tarkett. We are increasing the manufacture of a new product category that is in high demand by consumers, as we are expanding our capabilities and presence here in Farnham, a community we have been proud to be a part of for 74 years.”