Nafco’s new Mirabello is available in three colors— Elegant (shown here), Mod and Posh.

By Sarah Zimmerman
Florence, Ala.— Nafco by Tarkett is celebrating its golden anniversary with a new logo featuring the tag line “50 years of flooring innovations.”

Founded in 1957 by Stanley Robbins, the company reflects on its past as it progresses into the future with several additions and modifications this year. “Nafco is grateful to its customers who have supported the brand throughout the years,” said Pierre Lefort, vice president and general manager, residential division. “We’re paving the way for 50 more [years].” The mill has completely revamped its design studio display, published a new brochure and product guide, launched a retailer rewards program and introduced two new patterns to its Perma-Stone tile collection.

“On the heels of last year’s major expansion, which included 31 SKUs in our tile and plank series, we’re focusing this year on marketing initiatives such as the Tarkett Cash Card program, Design Studio Display introduction, increased advertising as well as updated brochures and product reference guides,” said David Cassady, marketing director, residential division.

In terms of product, Nafco recently added two patterns—Mirabello and Washed Travertine—to its PermaStone collection. Both are part of the company’s Better Living Series, which is coated with a urethane finish with ceramic micro spheres for product protection and ease of maintenance. They also are covered with a 20-year warranty for residential use and five years for light commercial.

Mirabello resembles sandstone and was designed based on today’s fashion trend, “brown is the new black,” according to Erica Hubbard, product manager, residential division. To enhance its realism, Mirabello comes in 16 x 16 tiles and includes a 1/8-inch groutfit as opposed to the standard 1/4-inch. Three colors are available.

Washed Travertine—also available in three colors and 16 x 16 tiles—was inspired by classic limestone architecture, such as the Coliseum’s arcades in Rome. Hubbard claims no two tiles are exactly alike because of the way in which they are cut. “This gives value to the floor, achieving a more natural look.”

Nafco has also redesigned its Design Studio Display, which now contains 100% more samples than its predecessor, the Design Center Display. With room to hold 22 patterns in 18 textures and 120 colors, the unit also accommodates 22 sample boards featuring Nafco’s Classic Series and carry board storage, neatly concealed behind a lifestyle photo. “Convenient carry boards let home decorators know that our retail partners are serious about encouraging them to view samples at home—in their entrance, kitchen, bath and family rooms—before making a final decision,” Cassady said.

Some of the new display benefits include larger samples, larger room scenes on each board and maximum use of space. Product updates are available to all registered retailers.

In order to boost sales in 2007, Nafco has launched a new ad campaign, brochure and product reference guides, and is offering a rewards program for registered dealers. Its ad campaign features black and white family pictures circa 1950 with Nafco’s flooring popping in color. The new brochure offers eight color pages of room displays that help consumers visualize Nafco’s products in every room of their home. Its product reference guide follows suit, taking on a brochure-style format and featuring color thumbnails of Nafco products along with a product information chart.

Nafco has also launched an incentive program for dealers in conjunction with American Express—the Tarkett Cash Card—where retailers can earn reward points and money with every sale they make.