Article Number : 845 |
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| Date | 2/1/2006 1:26:36 PM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=845 |
| Abstract | Farnham, Quebec, Canada—Tarkett’s Residential division will be out in full force at Surfaces ’06 as its wood, resilient and laminate business units are each rolling out new and expanded collections to kick off the year... |
| Article | Farnham, Quebec, Canada—Tarkett’s Residential division will be out in full force at Surfaces ’06 as its wood, resilient and laminate business units are each rolling out new and expanded collections to kick off the year. For its largest segment, resilient, the company will also be showcasing its latest merchandising piece—the i-grat Selling System for FiberFloor. Short for instant gratification, the new display organizes Tarkett’s FiberFloor line into style categories related to style and fashion to help shoppers more easily find the floor that will work in the area of the home they are redecorating. “Since consumers typically shop for flooring with a vision of what they want,” said Vince Wilkens, director of marketing communications, “this new grouping will enable them to quickly find what they are looking for and help simplify the selection process.” Products are grouped into four decorating styles—Country Rustic, Timeless Classics, Spa and Play, which is also being launched at Surfaces. “Each is clearly identified by a label that is unique in color,” he explained, “and features room scenes illustrating how the product may look once installed.” The new Play Collection of FiberFloor, said Mark Brown, director of marketing, features “a wide array of vibrant and bright coloring in bold, geometric patterning that is suitable for both masculine and feminine sensibilities.” Though the line is targeted specifically toward kids and teens, he noted it also includes ‘retro’ styles reminiscent of the ’50s and ’60s. Play will be initially launched in five patterns—Victoria’s Garden, Flower Power, Bubble Fun, Square Dance and Gee-I Camouflage—and 24 colorways. On the wood side, the company will unveil the Crossroads Sedona Collection. The antiqued engineered line is reminiscent of floors found in century-old ranches of the American Southwest, noted Analie Roth, who was just promoted from vice president of the wood division to the newly created position of vice president of brand marketing. Available in a selection of maple and hickory species, Roth said Sedona combines hand-scraping and hand-distressing techniques to create “a unique rustic surface texture.” The edges of each plank are hand-beveled and hand-blackened to better replicate heirloom flooring. Similar to Tarkett’s popular Crossroads Distressed Collection, Sedona is a 3/8-in.-thick, five-ply construction with the exclusive Tark-Lock installation system, which allows for an easier installation and dimensional stability, Roth said. Finally, the company continues to expand its laminate offerings with the launch of the Cinque Terre Collection. It is part of Tarkett’s Vintage Universe —one of three specific design groups in which products are categorized to facilitate the shopping process, a similar approach to the i-grat system and part of the manufacturer’s overall approach to make the selection process less stressful. Catherine D’Aragon, marketing manager, said Cinque is “an invitation to the rustically modern, where the antique look of yesterday’s floors are celebrated with a progressive look and feel.” It features a stone-scraped finish that “recalls the Old World charm of Italy,” she explained, which is where the name of the collection comes from—the Italian word for five. With that, D’Aragon said Cinque is available in a 5-in.-wide mini plank and five popular colors. Each plank is slightly beveled on all four sides. In related news, the promotion of Roth is part of a number of changes in Tarkett’s sales and marketing organization to support its growth initiatives. Bob Russell has joined the company as vice president of national accounts. He will be responsible for the growing national buying group and home center customer base and will report to Perry Coker, senior vice president of sales. Finally, Darrell Tweed, formerly responsible for wood sales and marketing in Canada, has been given added duties under the new position of senior director of product development for the wood division. Along with overseeing the Canadian wood program, he will shape Tarkett’s position in North America by managing product development and product sourcing for the entire wood division. Tweed reports to Jan Lembregts, president of wood and resilient. For more information about Tarkett’s products, visit its booth at Surfaces 4714 or call 450/293-3173. |