New York–Michael Raskin, who in 2007 pioneered the floating LVT category with the launch of Konecto, has taken the category to the next level via the launch of Elevations. The true loose lay product requires no adhesive strip or locking system. Rather, stability is achieved by virtue of a fiberglass sheet layer and non-skid attached PVC backing. The result is a faster, easier installation.Elevations is the first product introduced by Raskin Industries, the company he founded earlier this year.
Three key attributes make Elevations superior to competing floating LVT products:
1. Weight. At 5mm, Elevations is as much as 25% thicker than competing products. A heavier product results in a product that will stay secure to the floor and not move.
2. Fiberglass. Fiberglass improves the stability of LVT, regardless of the format–dryback, click or floating. Only with a high-grade fiberglass sheet can you get the needed performance without adhesive. Some competing products contain chopped or fiberglass mesh, which is considered inferior to a fiberglass sheet.
3. The non-skid Gravity Grip backing. Elevations’ special backing keeps the floor tiles or planks from moving once the perimeter of the room is locked into place. A double-face tape can be used for residential while a pressure-sensitive adhesive is recommended for commercial.
Elevations offers a 5mm construction with 20mil (commercial) and 12 mil (residential) wearlayers. Its G88 nano ceramic barrier coating is immersed with microscopic ceramic particles, creating a surface that is consistently durable from top to bottom. The products are also also anti-bacterial and anti-fungal.
Elevations launches with 20 SKUs. The 13 planks are divided between better and best collections. Prima, the better, is comprised of eight patterns that mimic the best-selling wood species, while Provence Woods, the best line, offers five elegant designs one might find in a French country home. The grouping’s beveled edges and a medium texture offer a more refined look.
The seven 12 x 24 tile designs constitute the Modern Ceramic and Studio collections. Modern Ceramic is a clean, sophisticated design while Studio offers more of a clean, concrete visual in dark and light gray.
Raskin, who handled much of the styling at Metroflor, is excited about the launch. “Since this is the first collection from Raskin Industries, I wanted to present a package that offers mass appeal,” he said. “My goal was to put together a well balanced line. The idea was to not step out too far yet offer a collection that makes a strong impact.”
Elevations will be positioned as a mid-range product compared to other floating LVTs at a price point slightly less than most click products. Retailers can easily make a 40% to 50% margin.
Another edge for Elevations is that it is manufactured in Korea. “For a product basically made of chemical components, you need the technology, equipment and understanding of how it all works together,” Raskin said. “Korea is far more advanced than most other countrys when it comes to technology. Our factory constantly reinvests in machinery and technology.”
Raskin is currently lining up national distribution for Elevations. He will be backing up his distributors’ inventory with a warehouse facility in Dalton.
Raskin Industries will also be exhibiting at Surfaces 2012, January 24 to 26 in booth S7808z. To schedule an appointment, send an email to bill@raskinind.com.
For more information, visit elevationfloors.com