By Steven Feldman
ST. GEORGES, QUEBEC, CANADA—While many suppliers are taking a conservative approach to 2009, Boa-Franc, manufacturer of the Mirage Prefinished Hardwood Flooring brand, is not letting the sluggish economy stand in its way. The company is about to uncork its largest-ever product launch and is also re-allocating funds toward its dealer base and distributor network with some new programs.

“We want to make sure our retailers have the products that meet the needs of the day,” said Luc Robitaille, vice president of marketing. “At the same time, we need to support our network with programs to help them through tough times.”

Unlike many manufacturers, Mirage showed growth in 2008, which it is using as a springboard for 2009. It is also part of its overall strategy that focuses on the future. “For us it’s making sure, first of all, that we’re in it for the long term,” Robitaille said. “We know things will come around eventually, and we want to maintain the branding. Second, we want people to know we have up-to-date products and are constantly innovating. That’s another way to support our network— to come out with new things to show the customer.”

Coinciding with the strategy is the decision to take a pass on Surfaces ’09. Why? “We thought it was wiser to use that money to support our dealers and distributors in a better capacity,” Robitaille said. Specifics include increased support for display updates and more mill tour programs. “We have more than 1,000 dealers, salespeople, architects and designers, builders, flooring contractors, etc., coming up every year. They get a plant tour and training on our products.”

Robitaille noted that distributor feedback on the strategy has been positive. Keith Slobodien, president of Apollo Distributing, which handles Mirage in the metro- New York area, is a case in point. “Mirage is going to have the most ambitious new product launch in its history,” he said. “Under normal circumstances it would cost a fortune. So they are redeploying the money they would normally spend on Surfaces and updating all our premier dealers’ systems. The way business is, the last thing dealers need is sample costs. So Mirage is taking away that significant negative and making its new products available to all its premier dealers.”

Robitaille believes Mirage does not lose anything by not going to Las Vegas. “At Surfaces you only see a fraction of your dealer base. This way we can support our entire base. We really think this is a good choice for this year.”

Mirage’s product launch offers more than 40 new SKUs. Highlights include:

• Two new colors (washed gray; dark brown with lighter brown highlights) in Sweet Memories, which provides consumers with a vintage or rustic look without the distressing. Launched three years ago, the line employs Mirage’s variable staining process that yields different colors and nuances.

• Three new colors in the Exotic collection: dark brown, mid brown and lighter reddish brown. All are available in 5- and 3 5/16-inch widths.

• Canadian Breza, the first offering in the new World Aromas Series, a local species that offers an exotic look via a special process Mirage developed that brings out natural pigments. “It is environmentally sound because you don’t have the carbon footprint.”