Article Number : 906 |
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| Date | 3/1/2006 2:16:54 PM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=906 |
| Abstract | Farnham, Quebec, Canada—In recent years, resilient manufacturers have used technology to branch into different areas within the category. For some companies, such as Domco, “the results have been very positive,” said Stephan Guindon, vice president of sales and marketing... |
| Article | Farnham, Quebec, Canada—In recent years, resilient manufacturers have used technology to branch into different areas within the category. For some companies, such as Domco, “the results have been very positive,” said Stephan Guindon, vice president of sales and marketing. “It was a little scary in 2004 when Domco became an independent company and we started a new way of doing business,” he explained. “But we have been able to accomplish what we set out to do—establish a personality and position within the category that allows us to bring more value to our distributors and dealers.” Mario Allard, director of product and marketing, said the focus for 2006 is on two product plans: to strengthen Domco’s felt offerings and the launching of a new brand—VersaFloor. Based on the success of Influence, Domco’s flagship fiberglass-reinforced product, the company has created two more collections and grouped the three under the VersaFloor banner. “These types of products have reinvigorated resilient,” explain Guindon. “Our goal is to make VersaFloor synonymous with the design and installation versatility the unique fiberglass construction and technology represent.” In addition to Influence, which has been given a sixth design, Stardust, and eight new colors, VersaFloor includes a mid-ranged product in Urbana, and Habitat, an entry-level offering. Urbana includes five styles and 20 colors, including four top-selling patterns and a modern block design. It carries a 15-year warranty, and is constructed with Domco’s Tritonite Plus urethane finish. Habitat “includes a little bit of everything,” Allard said, “with each pattern and color selected to appeal to a broad consumer audience that is both style- and price-conscious.” Available in nine designs and 16 colors, it has a 10-year warranty and an aluminum oxide urethane finish. They come in both 6- and 12-ft. widths and can be installed over any smooth, dry substrate, on-, above- or below-grade. Guindon noted that while Domco wants to display VersaFloor differently than its other resilient products, it doesn’t want to push a new display on dealers. “We’ll have a new 9-ft. wall unit that can hold 300 SKUs but we also have a retro-fit available.” Along with launching VersaFloor, Domco has beefed up its felt-backed products. “We put a lot of extra into this part of the category to make it work, “ Allard explained, such as using a color-coded system so consumers and dealers can more easily compare the features and benefits of each product. Guindon feels the felt and fiberglass products make a good combination. “Versa-Floor is for people who would not normally go with a sheet vinyl floor, yet, if she doesn’t find what she wants, our felt products may offer the answer. “Domco’s overriding goal,” he added, “is to continue to offer its customers a versatile range of both felt- and glass-backed products which meet all of their styling and installation needs at profitable price points.” Finally, the company has renewed its Domco Rewards program. Launched last year, the incentive, which is a partnership with American Express, allows participants to earn extra dollars on a qualifying purchases. Guindon noted both Urbana and Habitat will be part of the Re-wards Program. For more information, contact your local distributor or call 450-293-3173. |