Cranford, N.J.—Kaindl USA may not be a name dealers and distributors recognize as the industry gears up for Surfaces ’06, but if Steve Moan, president, has his way, the laminate floor mill will be on everyone’s mind within the next two years.

“We have done an extensive amount of research to develop products, merchandising systems and marketing programs specifically for the American market in terms of styling and performance attributes,” he said, “and are now ready to find quality partners who want to have a long-term partnership with the world’s largest laminate producer.”

The Austrian-based company announced it will debut the Kaindl One brand at Surfaces 2006, booth 7358, with the intent on becoming a top five player among better specialty retailers. The company, which celebrates its 100th birthday next year, has been selling laminate floors around the world since the beginning, Moan noted. It has 39 plants worldwide, employs 14,000 people and has annual sales approaching $2.7 billion. Technically, it is no stranger to the U.S., as it has spent many years servicing the American market through private-label accounts.

“We feel the opportunity is right to bring out a line of high-quality products with our name on it,” Moan said. The current selling system is no longer valid based on changing consumer tastes, he added. “The American consumer is saying, ‘good isn’t good enough any more.’ That is why we are focusing only on better, best and luxury—which is the ultimate in laminate style and performance, featuring wood, tile and stone looks.”

Not only has the top-selling looks such as maple, beech, cherry, larch, walnut, oak, pine, ceramic and even concrete been incorporated, consumers can select products that reflect different life-styles. These include casual, which is wider, two-plank wood styles and more formal, higher-end and tailored three-plank looks. A country look is also offered as is Kaindl’s exclusive “long strip.”

“It’s the first floor that creates a feeling of endless space in-doors,” Moan said. Specially developed fitting pieces at the narrow ends allow each panel to match precisely with the next providing for continuous graining. “It opens up entirely new possibilities for interior design thanks to its expansive look.”

Numerous value-added features have been developed for the products with the level of benefits increasing to help dealers sell up. At the top end, Kaindl One Luxury is 1/3-in. thick and offers both optical or real V-grooves as well as antibacterial, anti-mold and anti-static technologies. In addition, it has a green, moisture resistant core—Aqua Stop 6—and sound reduction properties. For tile and stone, the product is offered is larger ‘“supersized” formats to better accommodate these looks.

As for the actual surface, in addition to the popular looks being embossed-in-register, Kaindl’s products feature different types of finishes: There is an original, smooth, natural treatment; matte-oiled for the handcrafted feel and an antique texture.

All Kaindl products utilize some form of mechanical locking system, including the world’s two most popular ones— Unilin and Välinge Aluminium—as well as its own patented glueless system. “We have multiple patent protection,” Moan explained, “through license agreements with holders of the world’s two most widely used patents for mechanical locking systems plus our own. So distributors and dealers need not worry about getting caught in the middle of a patent infringement case because they are protected. That is just one of the advantages of our size and resources.”

Two merchandising units will be offered initially, with its full-sized display being highlighted at Surfaces. “Like our products, we did our homework prior to building them,” he added. “It not only shows all the features and benefits in the Luxury product but it is modern looking and designed with the consumer in mind as well.”

Because he wants to be a long-term player and among the top contenders, Moan said the company does plan to have a marketing presence direct with consumers, but not before he has a national distribution network. In the meantime, Kaindl is doing some consumer marketing to generate interest by utilizing the magazine Fabulous Floors. “Before we can go all out to the consumer, we need to have our distributors in place. We don’t need to be driving traffic to retailers who do not yet carry our products.”

That could happen within two years, as Moan feels it will take about one year to set up the distribution network. “That’s the main purpose of Surfaces this year. We’re making appointments to meet distributors that are looking for a partner to provide them with quality products over the long term.

“We’ve been in business nearly 100 years,” he continued, “and in the U.S. since the early days of laminate so it’s not like we are going anywhere. This is a real commitment to an important marketplace and we only want serious, quality-minded wholesalers.”

And retailers, for that matter, as Moan wants to be selective in terms of who gets to carry the line. He plans on having no more than 5,000 select dealers. “We want them to have a competitive advantage by being able to offer something completely different. That will help them be successful, which in turn helps our distributors and eventually Kaindl.”

Despite having major aspirations, Moan said the company currently has no plans to build a production facility in the U.S. “We already have the capacity, technology and support at our two Austrian facilities so there is no reason to duplicate it. We will have a backup supply warehoused in Miami but the inventory will be shipped from Austria.

“We can always get another warehouse in the U.S., if needed,” he concluded, “but we’d rather spend the money on products and services.”
To learn more about Kaindl and its products, stop by its Surfaces booth or call 908/709-4310.
—Matthew Spieler