Quebec City – After reviewing its brand positioning and simplifying the marketing of its high-end products, flooring manufacturer Preverco is expanding its commercial territory and in doing so enhancing its competitive edge in the hardwood flooring market.
With more than 500 points of sale in Canada and the United States and exports to Russia, Mexico, the Ukraine and other countries, Preverco constantly ensures its practices and the presentation of its products remain state-of-the-art by, for example, simplifying industry jargon and doing away with wood grade terms that are too complex—new trends introduced by Preverco that have been a resounding success among customers and specialized flooring merchants alike. “Whether launching new textures, a new engineered flooring platform, or new products such as pre-oiled floors, we stay ahead of the trends by developing our own ground-breaking products,” explained Étienne Chabot, Vice President of Marketing at Preverco. “This year, we renewed our image and defined ourselves as creating ambiance, with no compromise made to the quality, innovation and R&D that remain at the very heart of our priorities.”
The company’s initiatives and business strategy are having a direct impact on the level of appreciation being shown for the Preverco brand, particularly when the time comes for consumers to choose a product. “Our sales team is witnessing great enthusiasm in the field when it presents our new approach. Moreover, our association with renowned designer Daniel Corbin in Québec is bolstering our already profitable market position among interior decorators and designers,” Chabot added. “We believe we have adopted a growth strategy that offers long-term stability, security and benefits.”
2013 marks the 25th anniversary of Preverco. Founded in 1988 by Fernand Dufresne, Preverco is now 300 employees strong. Its main plant and head office are in Saint-Augustin-de- Desmaures, and it operates plants in Boisbriand and Neuville as well as a sawmill in Daveluyville.