LIVE: Connect 2020 Day 2

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COREtec takes the floor with new offerings

By Ken Ryan

Piet Dossche, president of USFloors, briefly wore a mask in addressing Alliance Flooring dealers during Connect 2020.

USFloors and Alliance Flooring have enjoyed a mutually beneficial relationship ever since the COREtec brand was launched in 2013 and soon fueled the explosive growth of WPC/SPC segment. That close partnership was acknowledged during day two of Connect 2020, Alliance Flooring’s first virtual buying and networking event.

“You have been an incredible ally, an incredible customer base,” Piet Dossche, president of USFloors and executive vice president of Shaw Industries, told Alliance Flooring members, representing CarpetsPlus Color Tile and Carpetland. “The growth we have seen in the COREtec product has been enormous over the past couple of years; even in these difficult times the growth has been exceptional.”

Dossche donned a surgical mask at the beginning of his presentation, telling members, “Unfortunately, we cannot connect in person but because we are social distancing enough, I am going to take off my mask and talk to you more on a personal basis.”

Striking a positive tone during an uncertain 2020, Dossche said USFloors/Shaw are “totally committed to the growth and profitability of your retail community. It’s going to be challenging; we’ll see some bumps, some issues. We still have the challenges of COVID-19, the election coming and unemployment. But, at least in our industry, we see the benefit of the consumers wanting to spruce up their home and spend some time and effort in looking at flooring products to improve their homes. We can all benefit from that.”

Product introductions

Alliance Flooring retailers were briefed on new Elite Performance Engineered Stone products from COREtec.

COREtec offered Alliance members a slew of specials designed to “help make up for any lost revenue during the pandemic and to increase profitability,” said Chanel Clifford, vice president of national accounts, COREtec. “This event is a call to action to help you with your business.”

Specials included new iterations of such legacy products as COREtec Plus in 5- and 7-inch widths; as well as Pro Plus—its No. 1 seller—offered in a 7 x 48 format with 20-mil wear layer.

In addition, COREtec touted its Elite Performance Waterproof Flooring display, with 12 unique and striking woods; and its Elite Performance Engineered Stone display, which is exclusive to CarpetsPlus and Carpetland members. The Elite Performance Engineered Stone display houses 39 private able offerings. Clifford said COREtec engineered stone is built on “style, strength and simplicity,” and emulates the actual looks of stone, marble, concrete and wood. will be providing daily coverage of Connect 2020 through Aug. 7.

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