Content area
Full text
Editors Note: About two years ago Formica Corp. discontinued its laminate flooring line, Formica Floors. Although the company had enjoyed strong brand identity, the realities of the flooring business and the intense competition in the category put the squeeze on profits. Now, the line is being resurrected by Kronotex USA with five new collections. The Alpharetta, Ga.-based company, is embracing the type of vertical integration that has positioned Kronotex as a dominant presence in the laminate category. Kronotex believes is has the manufacturing capacity and the marketing savvy to bring the Formica Flooring line back to prominence.
After leaving the laminate flooring business a few years ago, Formica Flooring is returning to the category. Why is Kronotex bringing it back?
The real question is: why did this powerful brand ever leave the laminate flooring business? In 2004, Formica Corporation exited the laminate flooring business. Its inability to make enough money on laminate flooring was due to not having an efficient, vertically integrated process for manufacturing the product. Formica had the design expertise. Formica had the industry experience and respected brand name. But, since it didn't make its own flooring product, it could not compete.
On the other hand, Kronotex USA has the vertical integration to make flooring from scratch. We've got a new state-of-the-art manufacturing plant in the U.S. By being chosen as the shepherd of the Formica brand, we obtained a first class, recognizable brand name and a fashion and design partner who has helped us introduce five beautiful, innovative flooring lines.
There was a great deal of interest in the Formica Flooring name when it exited the market, which is why we're so thrilled that we're the company to bring it back.
What type of products does Formica Flooring offer?
Formica Flooring currently includes five collections of laminate flooring. Though all five collections are positioned for the luxury category, each sells at a different price point and each offers different design aesthetics.
Our top-of-the- line is Quintessa. At 12mm it's super thick. But what really sets Quintessa apart is the dramatic six-foot length of its planks. Nobody makes a longer laminate plank. And if...