Racine, Wis.—Sister laminate companies Alloc and Berry Floor USA are merging North American sales operations into a dual-brand, two-channel selling strategy “to better serve their distribution networks,” stated Bengt Rasin, CEO of Alloc Group.

They are part of the Beaulieu International Group (BIG), no relation to Beaulieu of America, and one of the world’s largest flooring conglomerates with 30 manufacturing facilities spread out among eight countries, including a laminate plant here.

“This innovative sales approach reflects Beaulieu International’s corporate commitment to actively support and deepen market penetration residentially and commercially for the Alloc and Berry Floor brands,” he added.

Under the new structure, residential and commercial market segments will be specially targeted through delineated channel sales stratagems. Craig Stromer and Kevin Murphy have been appointed to lead the two channels; Stromer is vice president of the residential sales force, and Murphy is vice president of the commercial sales force.

“By aligning sales teams to specific channels, resources and marketing efforts will be innately augmented, resulting in better attention and service for customers,” Rasin explained.

He noted sales and customer service representatives will be cross-trained to assist customers for Alloc and Berry. “In some instances, new regional sales reps will be assigned. The number of field representatives deployed in the residential market will be increased, assuring heightened service and attention for this channel. Overall, the dual-brand, two-channel system will bolster resources for the sales and customer service staff of the sister brands, offering service efficiencies and maximizing positive results for all customers across the board.”

Murphy added, “By working together, we’re increasing the commercial sales force as well as the opportunities for our distributors, our retailers and our salespeople.”

The sister brands have already benefited from operational efficiencies as a result of sharing facilities in Racine ( FCNews, Sept. 17/24), including improved staffing/workload distribution, production planning and materials acquisition.

“The channel-specific focus enables us to sell more efficiently and service customers more attentively,” Stromer explained. “We are dedicated to two brands and two channels through one organization.”

And that organization, Murphy concluded, is a tremendous asset. “With the support of Beaulieu, we have immense resources.”

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