Article Number : 5306 |
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| Date | 2/22/2010 8:51:52 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=5306 |
| Abstract | By Steven Feldman DARIEN, CONN.—It was about this time three years ago that Metroflor unleashed Konecto, the floating LVT that revolutionized the resilient category given the many solutions it provides for retailers, installers and end users... |
| Article | By Steven Feldman DARIEN, CONN.—It was about this time three years ago that Metroflor unleashed Konecto, the floating LVT that revolutionized the resilient category given the many solutions it provides for retailers, installers and end users. While the product has undergone a few evolutions since its launch, the company is pushing the innovation envelope once again with the introduction of Tek-Stone, the industry’s first groutable floating LVT. According to Michael Raskin, Metroflor’s president, Tek-Stone blends two of the most popular trends in LVT: the ability to grout and a glueless installation. “This combines the best of both worlds. It’s a groutable resilient tile that floats. There is a lot of product out there that is groutable, but we feel we have a competitive advantage because we the only product you don’t have to glue to the floor.” Raskin has watched as companies like Mannington and Armstrong have entered the floating LVT arena over the past 18 months. In response, he felt the answer was to take the category to the next level. “To really do damage in the residential tile business you need a groutable tile. And for the first time ever it is available in a floating floor.” Tek-Stone’s initial 14 SKUs will be housed in their own merchandising unit with large samples. There’s a reason, Raskin explained. “The key to the product is to feature the grout, and the way to feature the grout is to have boards large enough that can accommodate multiple tiles. Each board holds an individual SKU with multiple tiles.” Raskin noted that Tek-Stone can be installed with or without grout. The product is applicable for commercial and residential installations and retails for under $4 a foot. Merchandising muscle Tek-Stone isn’t all that Metroflor is focusing on this year. Another initiative is increasing market penetration of its Signature display, which was rolled out in mid 2009. “The truth is we outgrew our original display,” Raskin said. “We had requests from our customers for a better display. So after many prototypes and discussions with our distributor panels, this display offers the best bang for the buck.” The Signature display measures about 8 feet wide and 6 feet high. It can hold up to 90 16 x 16 Konecto samples along with a feature panel that can hold 16 16 x 32 samples. Raskin hopes to have 3,000 displays placed by the end of 2010. “We’ve placed about 2,000 so far.” M9 Last year around this time Metroflor was quietly taking the wraps off what it termed a boutique collection of 20 SKUs called M9. Now it is marketing the design-oriented, floating LVT line in earnest. “M9 is more about movement from traditional to modern,” Raskin said. “The designs are cleaner, fresher, with an edge. It’s targeted toward the consumer or architect who really understands and appreciates design and is willing to pay for it. The slogan says it all: Design Your Own Space.” The M9 visuals trend toward urban and include polished metals, exotic zebra woods, concretes, and a solid black and solid white plank. A satin finish gives a clean, quality visual. Sizes are large: 12 x 24 tiles and 48-inch planks. So what took so long? “Any new brand is like giving birth; it takes nine months to get it to market,” Raskin said, adding he currently has commitments from about 70% of his existing distributors. “I’m mostly focused on putting the products where they should be, not on who takes them.” While M9 employs the same installation system as Konecto, it is not being marketed under the Konecto moniker, nor is it competing with Konecto. “If the consumer has a budget, she should be steered toward Konecto,” Raskin said. “M9 is for the consumer who would have spent $15 or $20 a foot for a floor but now only wants to spend $10 a foot. That customer is buying design. This is the highest quality floating resilient floor out there, complete with a 20mil wearlayer.” |