Easy to install - Edge Flooring

Dalton— Edge Flooring has announced the completion of a transaction with an affiliate of Hunt SSG, a middle-market private equity group. Additionally, a new marketing campaign touts the company’s revolutionary Genuine Tile Laminate (GTL) flooring system.

Edge, based in Dalton, is a manufacturer of engineered tile flooring systems for the home center, specialty retail and distribution markets in the U.S., Canada and Europe. Its management team is led by Bill Cralley, president and CEO.

“Edge is expanding its product styles and designs to meet the dynamic needs of the market,” he said. “Edge is already investing in product development and expects new SKUs to hit the market soon. Additional investments are being put into a major new product positioning campaign and support programs. It is very clear to us that Hunt will allow us to continue to invest for success in one of the most innovative flooring systems to come to market in the last decade.”

“As an important new investor in the Edge business, Hunt brings both financial and non-financial resources to the realtionship,” said Phil Arra, the company’s senior vice president. “Hunt is committed to supporting the initiatives required to continue to grow the business and bring our expanding product offering to the broader retail flooring market.

“This transaction respresents an investment in an exciting company,” he added, “with a unique and differentiated product offering within an attractive and ever growing market.”

“This transaction is a positive event for us here at Edge,” said Cralley, “and we believe it will ultimately translate to an improved ability to provide a unique, quality product offering.”

Edge’s new campaign touts the company’s Genuine Tile Laminate (GTL) flooring system, which Cralley said combines the beauty, resilience and quality of genuine porcelain tile with all the benefits and advantages of laminate.

“Lending elegance and warmth to any space, Edge GTL is available in an array of rich, sophisticated porcelain designs in slate, travertine, and terracotta looks as well as natural granite, making it easier than ever to bring porcelain and granite tile into the home.”

Each piece of genuine porcelain or granite tile is permanently bonded to a moisture resistant backerboard which features the patented Uniclic tongue-and-groove locking technology for a fast and simple installation.

“Our product installs easily over most existing floors,” Cralley concluded, “including vinyl, hardwood, tile and concrete—there’s no need for the consumer to tear out her old floor or prepare a special subfloor. Edge Diamond Tipped saw blades make cutting simple. No wet saw and no special equipment necessary. The tile locks in place securely and easily, and pressurized cans or cartridges of premixed stain-resistant grout make filling grout joints fast and mess-free.”

For more information on Edge, call 706/226-3343.
—Louis Iannaco