Following a year-long search to identify the ideal distribution partner for its signature strand-woven bamboo (SWB) line, Dasso USA went west to sign an exclusive deal with Galleher to cover California, Arizona and Nevada.
“We choose our distributors wisely and carefully,” said Mickey Davis, vice president of sales at Dasso USA. “This is not bamboo; this is strand-woven. It’s like a Yugo and a Mercedes. It’s that big a difference.”
The distribution agreement took effect in August. Galleher is distributing 10 SKUs—nine strand-woven bamboo and one Eco Solid Bamboo. The products come in both handscraped and wire brushed formats and feature the Välinge 5G click system. The color range includes Coffee Bean, Roasted Chestnut and Espresso.
“The SWB is a unique product, said Jeff Hamar, president and CEO of Galleher, Santa Fe Springs, Calif. “It’s really the solution people are looking for.”
DassoSWB features an aluminum oxide coating that adds to the Janka rating for hardness. During the finishing process, some boards are handscraped, others are wire brushed and some have a dark border around the edge, known as a French bleed, to enhance the visual effect.
“We wanted to start out where this product would be the strongest, which is on the West Coast,” Davis said. “And because of its reputation, its history and its desire to be green, Galleher was the right partner.”
Hamar noted that while green is great, “ultimately it comes down to look and style; what does the consumer want in her home? Is the product going to last? Is it durable; does it look good; will it perform? These are all things consumers ask. This product has great appeal.”
Hamar said DassoSWB provides the characteristics of a high-end product at a mid- range price, a combination that gives independent dealers a truly differentiated product to sell to their customers. “We live in a world with alternative channels of distribution, including Lumber Liquidators and the big boxes, so it’s important for us as distributors to give specialty retailers a product that will allow them to compete against these alternative channels at a price point where they can make money.”
Genny Rivas, marketing manager at Galleher, said the most common feedback she is getting from retailers is “that the visuals really stand out.”
Davis said he has visited about 50 dealer reps, and what resonates with them is that the product is engineered and gives them a multitude of installation options. The SWB line can be installed via the click system, or it can be glued, nailed or left floating. The weight of the plank allows for the product to click together easily and lay flat. The density also reduces the hollow sound experienced by most floating floors.
Dasso’s next distribution target market will be the Northeast, then the South and Midwest, Davis said.