Cryntel looks to make some noise with PureCore SPC

Home Featured Company Cryntel looks to make some noise with PureCore SPC

CryntelAmong the legions of SPC suppliers, the name Cryntel Enterprises doesn’t spring to mind the way some other suppliers do. That’s partly by design as Cryntel has carved out a 35-year history delivering luxury vinyl floor and wall products to the contractor/multi-family market without a great deal of fanfare.

The primary reason why Cryntel is not yet a household brand is the fact that the company private labels for the B2B market, including some distributors. However, the company considers itself to be a bona fide flooring manufacturer. “We know what sells and we strive to be the first to market,” said Paul Cullom, director of sales at Cryntel. “In fact, we were one of the first SPC suppliers.”

A closer look at Cryntel reveals a supplier that prides itself on offering new and unique designs at its company-owned manufacturing facility that churns out an extensive assortment of LVT and LVP groutable and self-stick products with a PressureBond super adhesive to its new PureCore composite click. More importantly, the company routinely alters its production standards in order to improve sustainability efforts as evidenced by its complete transition to 100% pure virgin PVC—allowing it to achieve FloorScore and GreenGuard Gold certification.

PureCore’s story

PureCore is the brand name for Cryntel’s SPC. The newest offering is a glue-down product featuring a 2.5mm SPC core plus 1mm sound-reduction pad. PureCore is installed with traditional pressure-sensitive adhesive (not click). “We have been testing this product since 2019, but COVID-19 delayed the launch,” Cullom explained. “Being thinner than click SPC, there is a substantial freight savings, so it hits the pricing needed for the multi-family segment.”

Cullom explained that PureCore has all the benefits of SPC vs. LVT—better indentation, better temperature stability and better sound quality. The product installs like a dry-back LVT without the inherent limitations, he noted. In addition, pressure-sensitive installation allows for easier plank replacement for managed properties vs. click. “We offer PureCore glue down without the sound-reduction pad, but because sound quality is one of the primary requests from today’s multi-family developers, most of the interest has been with the attached pad,” Cullom explained.

Another key attribute of the line is the CrystalOne finish, which is designed to deliver exceptional scratch resistance—a key requirement for multi-family applications.

Cryntel said PureCore works effectively in new construction job sites where fluctuating temperatures can create sometimes harsh conditions. “We’re solving that problem and providing a better sound experience and environment with PureCore,” Cullom explained. “It is temperature stable so there is less gapping.”

Customer feedback

Some of Cryntel’s longtime customers are singing its praises. Take Charlotte Flooring, for example. For more than 30 years, the firm has been one of the premier hard surface sub- contractors to residential home builders and real estate developers in North Carolina. For almost half its existence, Charlotte Flooring has been a trusted Cryntel customer for a variety of reasons.

“We’ve been buying LVP from Cryntel for 13-14 years, and we have had no issues with it,” said Eric Mathews, director, commercial applications for Charlotte Flooring. “We use a lot of their LVP in apartments. We order it, we get it on time. It installs very easily and my installers love it. It’s a very durable product as well. If I need a good value-engineered product, or a step-up product, Cryntel can supply that to me.”

Mathews said his biggest issue these days is contending with rising prices due to freight cost increases. Here again, Cryntel is willing to work in lockstep with his company to make it work. “Everybody has been bitten by the freight bug, so whoever gets the best freight rate gets the best price,” Mathews explained. “If I need to go really low with the pricing, Cryntel will work with me to try and land the job.

“If I need something, a product, a particular color, I can call up Paul and generally within two to three days I have the product. In today’s market, that’s a big deal.”

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