Calhoun, Ga.—On the path to becoming a complete luxury flooring brand, Karastan is enhancing the BelleLuxe collection to make it “better than nature intended” for a new generation of consumers. With 16 SKUs, BelleLuxe Waterproof Wood is designed to provide high fashion at an accessible price point to help retail partners expand their market reach.
“The emerging generation of shoppers has a completely different concept of luxury,” said Seth Arnold, vice president of marketing, hard surface. “They are highly driven by creating luxurious aesthetics with beautiful environments. BelleLuxe Waterproof Wood is the ideal choice for them. It was designed to help reposition Karastan as a luxury brand for today and for the future.”
Featuring Signature Technology, each plank aims to capture the beauty of natural hardwood with artistic precision, featuring 64 layers of textured detail with 4x the resolution and over 1,000 color variations.
“BelleLuxe Waterproof Wood is differentiated from other Signature Technology products with wider, longer planks as well as less pattern repeats,” explained Jason Randolph, senior regional vice president of sales, Karastan and Godfrey Hirst. “These planks are a unique, stunning addition to our Karastan portfolio.”
In addition to beauty and realism, BelleLuxe Waterproof Wood provides a feature and benefit set that combats competitive LVT and laminate in the market. And, with WetProtect, BelleLuxe Waterproof Wood includes water-tight joints, a proprietary waterproof finish and a lifetime surface and subfloor warranty.
The line will be added to the existing BelleLuxe merchandising system, maximizing real estate in showrooms, with new graphics to drive conversations and efficiently showcase the difference between natural hardwood and laminated wood. Karastan will also provide first-class marketing support for BelleLuxe Waterproof Wood in 2023 through new advertising options and national promotional events.
It will also coordinate with Performance Accessories products that offer innovative, multifunctional transitions that are color-coordinated to help retailers sell a complete flooring package in one purchase.