Article Number : 996 |
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| Date | 4/16/2006 12:51:15 PM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=996 |
| Abstract | Shanghai, China—For those who say China cannot make a high-end laminate product while still maintaining its competitive pricing structure, Faus is set to prove them wrong... |
| Article | Shanghai, China—For those who say China cannot make a high-end laminate product while still maintaining its competitive pricing structure, Faus is set to prove them wrong. During the eighth annual Domotex asia/Chinafloor (DACF) at the Shanghai New International Expo Centre, the laminate manufacturer unveiled the luxury Classic Americana, the first collection produced at the new Faus manufacturing plant here. Faus Shanghai is a joint venture between the Faus Group and the owners of Chinafloors Timber Co. Chinafloors is a producer of both wood and laminate flooring using European quality standards in its production process as all its products are for exporting to Europe and the U.S. At an invitation-only showing of the collection, the main principals of the joint venture spoke exclusively with FCNews to share their thoughts on the various impacts this partnership will have on the laminate industry. “The most important thing will be proof that you can make a quality, high-end laminate floor with all the bells and whistles in China and still benefit from the overall lower production costs,” said Thomas Baert, president of Chinafloors. Baert, who comes from Belgium and also spent time in Dalton at Beaulieu of America prior to heading off to China, said from the beginning his company has manufactured product on German-built machines using standards currently in place across Europe. “But now, having the manufacturing technology that Faus brings and combining it with our lower production costs, means we can offer a superior laminate floor at a fraction of what it would cost to produce in either Europe or the U.S.” Juan Flores, president of Faus Group, couldn’t have agreed more. “This is not just a fantastic day for Faus which now has manufacturing operations around the world, but for our customers and the industry at large. “As we roll out the Faus brand to specialty dealers through a first-class distribution network we are forming,” he continued, “we will be able to offer them the quality products they come to expect bearing the Faus name. Yet, they will be less expensive to purchase, meaning there is more of a profit opportunity to be made for everyone in the selling chain.” One of those wholesalers is Dealers Supply Co., who will begin distributing the entire Faus specialty retailer offering in May, serving the Carolinas, eastern Tennessee and southeastern Kentucky. “Like most good manufacturers,” said Russ and Stephen Barringer, owners, “Faus is committed to the laminate category with a quality product and excellent styling. This is a wow line.” The story of quality combined with value, caught the attention of CCA Global Partners, the parent company of some of the industry’s major buying groups including Carpet One, Flooring America and International Design Guild, as it has done something it rarely does: It signed Faus on as a master supplier to serve its various flooring divisions. This will be a big boost for Faus which up to this year has been mainly a manufacturer of private label goods and licensing of its patented surfacing technology. In fact, at the special unveiling, CCA’s Jim Gould, Randy Gum and Jim Treweek, each gave their approval of the new collection. “It will certainly be a winner,” Gould said. “Faus has done a great job in putting together a luxury collection that the American consumer will love using the low-cost capabilities of China.” Natural Fit Baert and Flores said Faus Shanghai was formed after the two met at last year’s DACF show and it was an instant friendship and understanding that both brought enough to the table—Chinafloors in its low-cost Chinese production operation that still values European standards and Faus with its focus on technological advancements and making products which offer built-in value. “It was an obvious fit,” Flores explained. “[Baert] run his facilities like a European and he also understands the kind of quality that is expected by American consumers.” “And Faus,” Baert cut in, “has been on the leading edge of innovation from the beginning and its leadership has a true desire in wanting everyone to experience it, yet still be able to grow and make money.” It took approximately six months to get the facility up and running to its present annual capacity of 20 million square feet. Phase two, which is already scheduled to take place last this year, will double the current capabilities. With the new Shanghai facility, Faus now operates manufacturing plants in its hometown of Gandia, Spain, as well as Calhoun, Ga. “We are truly a global manufacturers,” Flores said. “We are operating plants on three continents and literally around the world. We are rapidly recognizing our dream of being a major player on the global laminate market and this first collection is proof of how are dreams are being transformed into reality.” First Off The Line The first collection for U.S. specialty retailers produced by the JV is Classic Americana. It is a nine SKU line consisting of three wood grain decors—oak, cherry and walnut—and three color tones—light, medium and dark. Katie McGrady-Allman, Faus’ national sales director, noted, all products feature Faus’ patented embossed-in-register technology and four-sided bevels. Classic Americana will be showcased in the Faus-floor display alongside the company’s two other specialty retail collections—Masterpieces and Essentials. Flores said what makes the new products different, besides being they are made in China, is the color tones are not currently found on the other collections. Also, because of where it is produced, Faus can offer it to customers for the same price as a lower-grade product, who can then sell it at a price more suitable to the high-end line it is. “We are not going to be the only one benefitting from the lower production costs in China,” he said. “We intend to pass along some of the savings we gained to our customers so they can enjoy higher profit margins. This joint venture will work out to be a winning situation for everyone, including our distributor and retailer customers.” For more information on Faus, Faus Shanghai and the new Classic Americana collection, call 888/231-3287. —Matthew Spieler |