Racine, Wis.—Sometimes it pays to have a big, influential parent. In the case of Alloc and Berry Floor, the emphasis is on BIG as in Beaulieu International Group, one of the world’s largest flooring conglomerates with 30 manufacturing facilities spread out among eight countries, including a laminate plant here.

In the U.S., BIG has been making, selling and marketing laminate flooring under the Alloc banner for many years. In recent years, it has added the Berry Floor brand as part of a dual strategy to “deepen market penetration, maximize resources and enhance product development.”

To accomplish this, Bengt Rasin, president and CEO of the Alloc Group, said the Alloc and Berry brands will maintain separate sales and marketing functions. Additionally, the two brands will distribute fully independent product offerings and have individually branded promotional efforts.

“The Beaulieu Group sees great potential here,” he noted, and having the full support of the parent firm means that “operations for both sister companies will only be enhanced by this strategic situation. The dual brand strategy is a means of maximizing that potential.”

For more information, call Alloc at 877.362.5562 or Berry at 888.929.7994.