From left: Robert Langstaff, Metroflor; Jonathan Bornstein, L. Bornstein & Sons; Craig Folven, Herregan Distributors; Kevin Parker, Metroflor; Russ Rogg, Metroflor.
Norwalk, Conn.–Metroflor’s Green Globes-certified Design & Innovation Center set the stage for the company’s biannual meeting with its distributor partners at the Calhoun, Ga., corporate campus. The two-day meetings gave Metroflor’s distributors the opportunity to preview and give feedback on Metroflor’s ongoing product and merchandising development.
“These meetings represent the partnership-driven relationship that Metroflor has with our distributors, who share ideas in a transparent way,” said Gary Keeble, director of marketing. “When they speak their minds about upcoming products and programs, we listen, respond and fine-tune to meet their needs.”
Expansion of Engage Genesis
The new Engage Genesis structural LVT will be expanded to include a new 6 mil product, Engage Genesis 600. Engage Genesis 600 will be offered with or without the attached underlayment and the first Genesis flooring to hold Droplock100 technology. Also previewed: Genesis 2000XP 6-foot-long, IRE-embossed planks.
New Category: Verçade Wall Fashions
Metroflor updated ongoing development in the decorative wall panel category, previewing products and merchandising of Verçade Wall Fashions: vinyl covered decorative wall panels featuring Isocore Technology with its waterproof and anti-microbial qualities. The flexible, versatile program will present a multitude of design options incorporating 39 SKUs in 12 x 24 and 18 x 36 tile and 4 x 36 and 6 x 48 plank formats.
Multi-Family Marketplace Targeted
Distributor feedback from previous meetings about the need for a focused multifamily offering led to the development of the Metroflor American Plank program. This Metroflor LVT collection of 6 skus will feature a 6 mil wear layer with ceramic bead finish in a dryback construction.
The program will be available nationwide across all of Metroflor’s distributors. “Metroflor American Plank is a one-voice program with continuity nationwide enabling our distributors to sell in tandem to big multi-family corporations with properties across the country,” Keeble said.