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Floorco Distribution kicks off first phase of market expansion

floorcoBaltimore – Floorco Distribution has initiated the first phase of its geographical expansion by aligning with Superior Flooring Products to cover the Northeast Ohio market. With this new partnership, Superior Flooring Products will distribute exclusive floor covering lines in Floorco Distribution’s private-label brand, Meridian Elevated Essentials.

“As Floorco Distribution continues to establish our growing network, our next strategic step to strengthen our Meridian brand is expanding into new markets,” said Ron Conley, president of Floorco Distribution. “Partnering with Superior Flooring Products makes sense for both parties. We will cultivate our unique and innovative assortment of Meridian brand products into focused markets through this new partnership. With this new alignment, Superior Flooring Products will provide target retailers access to new-to-the-market, premium-quality Meridian floor covering products at a value with the benefit of local service.”

Superior Flooring Products will initially distribute Meridian hardwood and luxury vinyl flooring out of its centrally located facility in Akron. “We are very excited about this strategic partnership with Floorco Distribution,” said Craig Phillips, president. “Having single distribution of a new brand program in our region gives us the opportunity to bring stylish, high-quality, competitively priced products to the area.”

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Floorco Distribution introduces new Meridian brand

Meridian_Elevated_Essentials_Floorco_DistributionBaltimore—Floorco Distribution, a division of Floorco LLC, celebrates the launch of its private label brand, Meridian Elevated Essentials. Meridian is a new floor covering brand developed in house to provide quality, differentiated offerings at a value today’s consumers desire.

The initial Meridian line includes an assortment of carpet, hardwood and luxury vinyl flooring and will soon tap into the laminate and ceramic categories.  “As a distributor, creating a unique private label brand allows us to hand-select the best products for our market from each supplier and promote them in a new, unique way all under one brand,” said Danielle Fields, Floorco marketing director. “This sets us apart in a heavily seeded distribution market and ensures us single distribution. For our customers, this provides them a new, go-to program of floor covering products all available next-day. And for consumers, more influenced today by color, style and performance of a product, our Meridian brand collection meets their needs.”

Supporting this launch are creative selling tools with innovative displays and merchandise, including it’s consumer-friendly website. The site is entirely dedicated to the private label brand and includes a Retailer Locator for consumers to easily find a Meridian displaying dealer. “The Meridian brand is influenced by minimalist modern aesthetics to minimize distractions and make the selling and shopping experience easier to navigate. We are excited to bring a fresh, new brand to the market place,” said Jody Lee Oliver, Floorco brand manager.

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Floorco Distribution enters the WPC category, partners with Johnson Hardwood

distribution_logo_high_resBaltimore, Md.—Floorco Distribution, a division of Floorco LLC, has strengthened its product portfolio and partnered with Johnson Hardwood to distribute premium, waterproof engineered vinyl flooring featured in the Waterfront collection.

“WPC is the fastest growing floor covering category,” said Ron Conley, president of Floorco Distribution. “As we continue to grow and gain market share in the Mid-Atlantic, securing an innovative WPC flooring product assortment was our next strategic move to strengthen our position. Partnering with Johnson Hardwood, a trusted brand name in the industry, to exclusively distribute their high-quality Waterfront WPC with waterproof core broadens our next-day delivery product offering.”

2y_1067JH_Waterfront_headerFor their growing network, Floorco Distribution’s retail partners will now have access to Johnson Hardwood Waterfront WPC with next-day delivery service available. “The demand in our market for a competitively priced upgrade from traditional LVT flooring is huge,” Conley said. “Our customers have been eager for more options and are excited to now have Johnson Hardwood branded Waterfront WPC available at the right price with quick-turn service.”

Floorco Distribution is a subsidiary of a larger global company, Floorco LLC. They provide innovative merchandising, quality customer service and next-day delivery of premium floor covering products.



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Stoehr Flooring partners with Floorco Distribution

stoehr-flooring-logo-final_032011_blackCincinnati, Ohio—Stoehr Flooring, a division of Robbins and U.S. manufacturer of premium solid hardwood flooring, has partnered with Floorco Distribution to expand its solid hardwood flooring line to the Mid-Atlantic region.

“The partnership with Floorco Distribution will not only increase awareness of the Stoehr Flooring brand, but will also provide residents in that market access to a unique hardwood floor product known as Monogram XL, which has superior milling and proprietary construction for greater stability,” said Randy Hambright, national sales manager, Stoehr Flooring. “The new Floorco Distribution program will offer a special mix of solid Maple, Walnut and Hickory Monogram XL floor products to their retail partners.”

In addition to a unique mix of products, Floorco Distribution will also offer next-day delivery service of all Stoehr products in their program.

Floorco Distribution officially began the launch of the new product line on Oct. 12. Placement of sample displays in retail stores is currently in progress.

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Floorco Distribution partners with Beauflor

DISTRIBUTION_LOGO_HIGH_RESBaltimore–Floorco Distribution, a division of Floorco LLC now offering next-day delivery services, has expanded its product portfolio by partnering with Beauflor to distribute premium cushion vinyl and luxury vinyl flooring.

“Beauflor, like Floorco Distribution, focuses on providing excellent service of unique and innovative floor covering products,” said Ron Conley, president of Floorco Distribution. ”They possess strong brand recognition and a superior reputation in our market. Their manufacturing capabilities match our high volume needs to continue establishing ourselves as the next-day delivery provider in our market.  It was a natural fit for our growing product offering.”

Steve Roan, Beauflor’s sales and marketing director for North America, said, “Floorco Distribution is a dynamic new player in the U.S. and we believe they are the ideal partner to carry our product in the Mid-Atlantic region.”

Floorco Distribution is a subsidiary of a larger global company, Floorco LLC.

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Floorco Distribution targets Mid-Atlantic market

By Ken Ryan

floorcoNew York—Flooring distribution has seen major consolidation in recent years with mergers and acquisitions far outstripping the number of new entrants into the market. However, Floorco sees a path to market that it believes can work effectively—next-day delivery and a merchandising mix entailing 75% private label, which generally allows for higher profit margins.

Under industry veteran Ron Conley, who will serve as president, Floorco Distribution recently began selling to a five-state territory—all of Maryland; Virginia down to Richmond; all of Delaware; New Jersey north through Monmouth Country; and Pennsylvania through State College. Down the road, the company expects to expand its distribution presence to other states.

At launch, Conley said Floorco would service 1,980 flooring dealers encompassing those five states. The distributor guarantees next-day delivery if an order is placed by 4 p.m. the previous day. The products are stocked in two warehouses in Baltimore County totaling 85,000 square feet. The company currently owns five trucks but has enough drivers to operate 15 vehicles. “If someone said, ‘I have to get to 100 places tomorrow,’ I could do it,” Conley noted.

Floorco Distribution is currently in the soft launch phase of its operation but expects to ramp up quickly in the coming months. The wholesaler does business with several major manufacturers who sell the products under the Meridian private label brand. In addition, Floorco carries Beauflor, Bostik and Sika, and it sources from select manufacturers in Asia. Its overall mix is approximately 75% hard surface, 25% soft.

The Meridian brand will feature all flooring categories from a variety of carpet and hardwood suppliers as well as laminate and luxury vinyl tile/plank. The company will also distribute carpet pad and has plans to offer ceramic. “We’ll have every product there is,” Conley said.

He is well aware that Floorco Distribution operates in the same market as Haines, by far the industry’s largest distributor; and Elias Wilf, a top 20 wholesaler with a 100-year legacy. Rather than try to compete head to head with the goliaths, Floorco Distribution is looking to capitalize on being nimble and and offering fast service. Conley pointed out that former wholesale stalwarts Bayard Sales and Superior Products are no longer serving the Mid-Atlantic region, adding: “So maybe there is room for us.”

Floorco Distribution plans to inventory every product it samples and merchandises. “Our goal is to provide reliable, next-day delivery on all products we carry,” Conley stated. “We are extremely excited to be one of the very few companies to offer this advantage.”

Floorco is a privately owned global sourcing products and services provider headquartered in Baltimore with manufacturing operations in Asia. In addition to Floorco Distribution, the company operates two other separate divisions—Flagship Sourcing and Floorco Commercial.