Value story is Cryntel’s calling card in LVT

HomeNewsValue story is Cryntel’s calling card in LVT

As Cryntel draws closer to its 50th anniversary, distributors say the maker and importer of luxury vinyl tile (LVT) is maintaining its tradition of producing high-fashion, quality and competitively priced products for clients worldwide.

“They have the ability to react to, and before, new market trends,” said Earle Franke, owner of flooring distributor Heart of America Sales. “(They) gear their products and programs to each customer, whether it’s a big box store, dealer or distributor, keeping in mind selection, quality, price point and delivery.”

Cryntel is a Hollywood, Fla.-based flooring producer that maintains manufacturing partnerships in both China and Indonesia. “Everything produced in our facilities ships directly to our customers,” explained Barron Frith, vice president and general manager. “Our sales and support staff are in the U.S., which gives us the ability to truly support our customers.”

Products are sold to commercial and residential markets primarily from flooring dealers, although certain dryback and self-stick products are supplied to the home center and do-it- yourself retail channels. The firm also produces wall tile, polyvinyl and hardwood flooring. “What is great about Cryntel products is the diversification of its product line, which gives it expanse into all markets,” Franke observed.

But it is LVT which Cryntel has built a reputation for developing products that offer excellent value to commercial and residential customers alike. “When you combine price and style, it offers such value to the consumer and dealer, and that is what is helping to sell this product,” said Dave Flaum, vice president of commercial support at CDC Distributors (Cincinnati).

Significant advances in performance and styling have enabled Cryntel to produce high quality, fashionable floors which closely resemble natural materials for a moderate installed cost.

“We’re able to bring dealers a luxury vinyl tile that is about $1 to $1.50 per square foot less than similar domestic products,” noted Jim Johnson, president, Wanke Cascade, a Portland, Ore.-based distributor. “We want to offer products that offer value and high margins, which is part of our job.”

According to John Hunter, Cryntel’s national sales manager, there are three distinguishing factors which separate the company in the competitive LVT market. “We deliver products with styles and designs that sell with direct support by our U.S. marketing office. This gives distributors the opportunity to control their future—high turns and high-margin products—by buying from the source, Cryntel. We pride ourselves in listening to customers and being able to attend to all their needs, as no middle man is involved.”

One of the latest developments from Cryntel is the launch of two major product groups: the Millennium Flooring Collection and a new line of floating tile and plank. One of the ongoing issues in the industry is consumers using products not designed for their intended use. Cryntel is introducing a retail display that will showcase this one-stop shop to style and value. The Millennium Flooring Collection includes several tile and plank lines targeted to satisfy a wider range of customer needs.

“Our new Advantx tile and plank line includes an aluminum oxide finish to give it added durability and easier maintenance with tremendous value,” Hunter said. “Advantx is designed for both residential and medium commercial use. Advantx was developed because of the success of our VillaStone and VillaPlank lines, which was intended for residential and light commercial application and has wide U.S. distribution.”

Each line is offered in eight collections, allowing distributors to choose from a variety of pat- terns and colors, and create the product mix that works for their business and markets. VillaStone is offered in 12 x 12-inch and 18 x 18-inch formats and can be grouted up to a 1⁄4 inch, or installed edge to edge. “We also have the ability to offer other sizes such as 6 x 6 inch, 12 x 24 inch, and even 24 x 24 inch if the market demands it,” Hunter said.

“VillaStone made with Poly- Stone technology is simply superior to ceramic tile,” Frith explained, adding that PolyStone combines real marble and polymers to dramatically increase versatility, durability and flexibility. “The Comfort Rolled Edge process creates a natural stone edge tile that delivers a rich, luxurious installed stone tile appearance. Our PolyStone grout is a premixed sanded acrylic grout which will repel most stains.”

VillaStone features the AcuTech Embossed Finish which recreates the surface texture and appearance of natural stone. The floor can be installed over wood, concrete, or vinyl. “Where we have had the most success with Cryntel is its VillaStone product in an 18 x 18-inch format,” observed Wanke Cascade’s Johnson. “The grouted visual really makes the product look realistic, and Cryntel uses a very nice finish that is low luster.”

Acu-Tech is also applied to VillaPlank, a sister LVT with three natural wood embossed finishes: wood grain, hewn, and handscraped. The new Comfort Rolled Edge process creates a natural wood edge that delivers a rich, luxurious installed wood plank appearance, Cryntel said. A cross-laminated multi-layer construction ensures superior stability while the polyurethane coated floor allows for easy maintenance and long wear. It has lifetime residential and six-year light commercial wear-through guarantees.

“LVT continues its strong growth because consumers are looking for products that cost less and offer superior styles and colors,” Hunter observed.

In addition to LVT, Cryntel‘s Designer Plank series is one “value” brand that is gaining momentum, Hunter said. It is targeted toward property management and multi-family housing sectors. It is available in a 6 x 36-inch format.

The line features a square edge, low-luster UV coating which is available in wood grain, hewn, and hand-scraped embossing. The product is cross-laminated for dimensional stability, and backed by a 15-year limited residential wear-through warranty.

The second value type line is Solutions Tile and Plank. “It’s designed for the extreme value conscious consumer,” Hunter said. “Eight 12-inch tile selections and five plank selections in 4 x 36 inch are available.

“Cryntel has the capability to make any product to any spec that the market demands,” he added. “We just have to listen to our customers.”

Rounding out Cryntel’s offerings are two Luxury Real Wood Flooring lines: Seringa Solid Wood and Seringa Engineered Prefinished Hardwood Wood. “Both are plantation grown, and meet all import standards and certifications, as well as guidelines for planned and managed forestry set forth by the WWF and GFTN,” Cryntel’s Frith said.

Regardless of the offering, distributors contacted by FCNews concur Cryntel has established a solid track record for providing affordable quality and fashion that is desirable across the board. “I’ve always found it very innovative to market needs and making new products available,” Heart of America’s Franke said. “It has always been ready to listen and share their suggestions (about) new product lines.”

For more on Cryntel, visit cryntel.com, or call Hunter at 954.920-8877.

-K.J. Quinn

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