By Steven Feldman
TEMPLE, TEX.—When Wilsonart Flooring announced it would not be attending Surfaces ’08, the company noted it would be redirecting those resources toward product launches.

To that end, the country’s fifth largest laminate manufacturer (according to FCNews research) is making good on its promise with the first of at least three rounds of 2008 introductions set to ship this week.

The first phase of new products expands the enormously popular Styles collection. Styles, a line of 3- and 5-inch beveled planks, debuted in April 2007 with 12 SKUs and immediately became Wilsonart’s fastest-growing category.

In fact, Curt Thompson, president, told FCNews a few months back that he wouldn’t be surprised if Styles became Wilsonart’s highest-volume collection by year’s end. Why? “At a retail price point of $4.59 to $5.99 to the consumer, Styles represents the convergence of value with style, design and performance,” said Russ Rogg, national sales manager.

He added that the launch reflects the company’s game plan to feed Styles’ strength. But this is about much more than product. The focus with these new introductions is on speed to market. For the first time, Wilsonart will be shipping samples directly to Synergy retailers.

“In the past, we would sell these new launches through distribution,” he said. “There were time and cost issues. Now we decided it’s money better spent to forego the challenges of going through the channel and get them on retail floors immediately. This strategy should save us six to eight weeks and allows us to be on the retailers’ show floors in time for the spring selling season.”

Rogg was quick to point out this is not a harbinger of Wilsonart going direct to retailers. “We are not bypassing distribution for sales. We are simply shipping updates directly to the Synergy dealer to expedite the launch of new designs.” The initiative does not impact non-Synergy retailers since Synergy dealers get a 90-day exclusive on all new products.

Silky smooth

The four new designs are dubbed Silken, which refers to the finish or sheen on the products, Rogg said. “It’s a filled-finish look.” He noted that when Wilsonart started the process about 18 months ago, it ultimately wanted o have the closest finish to high-end hardwood as possible.

“When we looked at different species and brands, we targeted a 35 to 45 gloss level, and we hit right in the middle of that. It’s all about the realistic appearance of wood. We are trying to match the most natural finish to the particular species of hardwood. For example, you will not see walnut in anything but a filled finish.”

Aside from walnut, species emulated are an Asian-inspired cherry, a Brazilian cherry and an elm with exotic figuring. All are 5 inches wide with a four-sided bevel. According to Rob Tarver, manager of national accounts and new business development, the patterns and species were chosen through focused consumer studies coupled with Wilsonart’s own internal analysis of color and design trends across multiple industries. In fact, Tarver and Rogg believe these four designs will become Styles’ top sellers before the end of the year.

The next round of introductions are slated for mid-summer. Wilsonart promises an innovative, revolutionary tile product with an alternative installation methodology utilizing real grout to give the product an advanced realism unlike any other on the market.