By Steven Feldman
Hicksville, N.Y.—One year removed from the launch of Konecto, the industry’s first floating luxury vinyl tile, Metroflor is pushing the innovation envelope one more time with Tru Tymber, the first 6-foot resilient plank to hit the market.
Konecto, the most successful product launch in company history, gained immediate acceptance, and Michael Raskin, president, is expecting similar results with Tru Tymber.
Tru Tymber’s hallmark is a high-end aesthetic at an affordable price. Specifically, the line offers 17 unique, rustic, barn board designs in 6- and 9-inch widths. “We tried to come out with looks that emulate re-claimed wood taken from old buildings,” Raskin said. “The key here is that reclaimed wood in this size is very expensive. This is an affordable alternative.”
Tru Tymber addresses another trend: large sizes. “Distributors are telling us about the demand for longer lengths in real wood,” he said. “That’s because rooms are bigger. You see the same in ceramic: The larger formats are popular. Whether it be the real thing or mimics, consumers are seeking bigger and longer.”
Raskin said the longest plank currently on the market is 4-foot. “No one has ever offered 6-foot resilient planks because manufacturers’ equipment is only capable of cutting up to 4-foot planks. Our factory in Taiwan may be the only facility in the world with the technology to make 6-foot lengths.”
Tru Tymber is made with special printing equipment so no two planks are ever the same. “The result is a much more realistic natural floor,” Raskin said. Tru Tymber is more than aesthetics. For example: a 6-foot plank offers quicker installation and fewer seams. And when compared to wood:
• Tru Tymber is waterproof and more durable.
• For commercial applications “you don’t need to refinish it. There’s no wax, no buff.”
• It is more environmentally friendly since no trees are ever used in its making.
Tru Tymber, which will be priced toward the high end of the resilient category, is 20mm with a new ceramic finish. Raskin believes the lion’s share of sales will be in commercial, particularly the retail segment. He also expects it to gain acceptance with high-end residential.
Merchandising
Metroflor created a new display for Tru Tymber. The unit shows the 16 SKUs in 36-inch lengths in a waterfall format, which is flanked by two 6-foot planks in feature colors. “We think the way to sell it is to show it in 6-foot lengths,” Raskin said.
He believes the introduction will further cement Metroflor’s position as a significant LVT player. “We think Tru Tymber reemphasizes our position as a leader in the category,” Raskin said.
He also believes Tru Tymber will drive sales of other Metroflor products. “We see architects and designers having a very positive reaction to this product. “They will look to specify this but also look to us as a resource for resilient flooring in general. Products like Konecto and Tru Tymber open up more doors for us as people look for other products we sell.”
