FARNHAM, QUEBEC, CANADA— Domco has developed Estilista, an innovative wall unit designed to showcase two product categories: fiberglassbacked FiberFloor and felt-backed resilient flooring.

“We selected this unusual concept, accommodating two categories in one compact unit, to provide retailers a seamless display that acts as an interactive partner for sales associates,” said Stephen Guindon, Domco’s vice president of sales and marketing. “It fits Domco’s 2006 strategy to simplify the retailer’s assimilation of our product introductions.”

Estilista has the capacity for 188 SKUs, shown in plastic page frames, and 120 FiberFloor patterns in up to four product lines. The fiberglass-backed samples are displayed in two rows that are easy to flip, allowing consumers to touch the flooring and feel its realistic textures as part of the viewing process. The easy-to-assemble display is 102-in. wide, 27-in. deep and 90-in. high.

Domco’s five-tier, color-coded warranty system is carried through all of its marketing vehicles, including graphics and samples on the display, to help consumers match warranty levels to the featured products. Warranties range from red, indicating 20 years, through green, respresenting six. In addition, the merchandiser contains decorative room scenes as well as explanations of product categories.