MAGNOLIA, TEX.—While many continue cutting, BKR Building Products is investing and expanding its forte, recently headed by DiamondLiving. The new brand was launched quarter one of ’09 to differentiate the producer’s latest laminate technologies. Two lines are currently featured: Diamond Waters and Diamond Islands.

Kelli Waits, marketing director, and Penny Nichols, vice president of domestic operations, pointed to a number of “significant features and benefits” which distinguish DiamondLiving high-gloss, high-clarity laminate from others in the marketplace: clear cell technology, increased durability, exclusive cylinders, Valinge 2G lock & fold system, eco-friendly HDF core and water-resistant coated sides.

“While most of the industry refers to ‘high-gloss’ products today, we focus on ‘high-clarity’ with clear cell technology, which allows laminate to look as good if not better than real hardwood,” they said. “And we put a great deal of research and development into the colors, patterns, designs and styles that create something distinctive.”

The brand doesn’t lack in performance, either, utilizing 45 grams of aluminum oxide versus the traditional 28, which has greatly increased its collections’ tabor test ratings. The result is a three-year commercial warranty.

Adding to that, products found under the brand offer water-resistant coated sides. “We impregnate the HDF core as well as the sides of the plank with our own water-proofing agent,” Waits said. “Although this is not a waterproof product, it is the most water-resistant on the market today.”

And on top of it all, Nichols said the training and pricing associated with the brand enables dealers to entice and close end users more often than not. “The DiamondLiving collections are offered at a value price to the customer,” she said. “Because BKR produces an extremely durable product with exclusive styling, dealers can automatically sell that. However, we also like to give the retail salesperson all the information so they can convey that confidence to consumers.”

For more information, call 713.690.3440