Turnhout, Belgium—Stanley has entered the global flooring market through a strategic partnership with Area Floors. The collaboration has produced the first Stanley-branded flooring ranges, all featuring i4F drop-lock technologies.
Area Floors has begun production of the new SPC flooring collections. The company plans to roll them out across the EMEA region (Europe, the Middle East and Africa) later this year.
The Istanbul-based manufacturer brings automated production capabilities, product development expertise and international export experience to the partnership.
i4F’s drop-lock technologies provide the installation system for the new Stanley flooring products. “Area Floors is a strong player in the global flooring market and its prestigious partnership with STANLEY makes its selection of i4F’s drop-lock technology a meaningful endorsement,” noted John Rietveldt, CEO of i4F. “Together, we are helping deliver an easy, reliable flooring experience for retailers, installers and consumers.”
Caroline McInerney, EMEA licensing manager at Stanley, added: “For more than 175 years, STANLEY has stood for quality, durability and innovation. Expanding into flooring is a natural extension of our commitment to the residential construction and home improvement markets. Thanks to Area Floors’ expertise, we have developed a flooring collection for today’s consumers, featuring i4F drop-lock technologies for an easy installation experience.”
Branding supports retail rollout
The companies will also coordinate branding, packaging and marketing initiatives. Stanley and i4F branding will appear prominently on Area Floors’ packaging, installation content and supporting sales materials.
The branding helps retailers and consumers easily identify Stanley flooring featuring i4F installation technology.
“We are proud to bring STANLEY Flooring to the EMEA market,” said Ferhat Çalınaltı, CEO of Area Floors. “This partnership reflects Area Floors’ expertise in developing and manufacturing flooring solutions for leading global brands, combining innovative design, advanced production and international market experience.”
Dervis Anil, project lead for the Stanley Flooring Program at Area Floors, said the partnership combined product development and manufacturing. “From concept to commercialization, our focus has been to build a flooring collection worthy of the STANLEY name. Working closely with our partners, we have combined product innovation, manufacturing excellence and reliable installation to create a premium flooring solution for customers across the EMEA region.”