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Laticrete realigns sales team to enhance customer experience

Ron Nash

Sean Boyle

Bethany, Conn.—Laticrete, a leading manufacturer of construction solutions for the building industry, has promoted Ron Nash to the newly formed position of senior vice president of sales and marketing and Sean Boyle to the newly formed position of vice president of market intelligence and channel management. The promotions are an integral part of the company’s multi-year restructuring to realign the sales teams to focus on specialized business segments that enrich the customer experience.

"The markets and clients we serve evolve rapidly,” said Edward Metcalf, Laticrete North America president and chief operating officer. “We must continually assess our approach to ensure all human and material assets are optimally allocated to anticipate and satisfy our customers' increasingly complex needs. Ron and Sean are proven, effective and energetic leaders. Both have made major contributions in keeping Laticrete and our clients relevant and competitive. These important organizational enhancements reflect ongoing improvements across many functions including product innovation, technology and marketing strategy. We are excited about the future and look forward to the immediate positive impact these leadership changes will bring to our innovation efforts."

Nash’s responsibilities will directly encompass the sales, marketing and technical services departments. His new role will optimize and align all outwardly directed activities and increase the focus on anticipating and meeting current and future customer needs.

Boyle will lead all corporate activities regarding the collection, interpretation and dissemination of market intelligence. He will work with Laticrete teams to identify the most effective approach for each sales channel, provide mentorship and guidance to the innovation team and offer insights into future marketing and sales planning.

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Laticrete celebrates Spectralock anniversary with prize promotion

Bethany, Conn.—To celebrate the 15-year anniversary of the Spectralock Grout product line, Laticrete is launching a six-month prize promotion for its U.S. and Canadian customers (excluding Quebec).

Beginning this month, verified tile and stone installation contractors may enter to win monthly prize drawings, including an enclosed trailer filled with Laticrete products and an Apple prize pack. The grand prize, a 2019 Chevrolet Silverado 1500, will be given to one lucky winner at The International Surface Event in January 2019.

“For 15 Years, Spectralock Grout has been the top contractor preferred epoxy grout in the world,” said Maria Oliveira, senior manager of marketing communications, Laticrete. “This promotion is a chance to thank our customers for their support and celebrate a truly exceptional product line.”

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Laticrete launches Ready-To-Use Grout for construction professionals

Bethany, Conn.—Laticrete has introduced Ready-To-Use Grout, an advanced professional-grade, ready-to-use grout that delivers superior color consistency and excellent stain resistance. To save time and money on the jobsite, Ready-To-Use Grout does not require mixing or sealing and can be spread continuously for up to 20 minutes before cleaning is required, which is a significant improvement compared to other products on the market that require cleaning after only five minutes.

“Since its inception, the experts at Laticrete have developed revolutionary grout technology to solve age-old grout problems such as discoloration and cracking,” said Ryan Blair, senior product manager—grouts and sealants, Laticrete. “Ready-To-Use Grout is a tremendous addition to our full product portfolio as we continue to develop products that ease the work of the installer and meet the needs of even the most demanding timelines.”

Ready-To-Use Grout is ideal for both commercial and residential interior installations and re-grouting applications involving ceramic tile, glass tile and stone. In addition to its non-sag formula for walls and floors, Ready-To-Use Grout is crack resistant and inhibits the growth of stain-causing mold and mildew in grout joints that are 1/16 inch to 1⁄2 inch (1.5 to 12 millimeters) wide.

For color customization to enhance grout lines and complement the chosen tile, Ready-To-Use Grout is available in 40 colors, including a unique Translucent option that contains glass beads which allow for light to pass through and reflect the colors of the surrounding tiles.

Available in a gallon (3.8 liter) pail, Ready-To-Use Grout is a component of the Laticrete 25-year system warranty.

 

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Laticrete expands Canadian reach with in-country business operations

Bethany, Conn.—Laticrete is expanding its footprint in Canada with a dedicated in-country business operation, including a new office in the town of Tecumseh in the Windsor-Essex region of Ontario. The new business effort strengthens the company’s Canadian presence and provides a base to immediately grow the sales force in the region.

“Canada consistently ranks in the world’s top 10 largest construction markets, making it a prime area for growth,” said Stephen Butkovich, who will lead the business effort as the director of Laticrete Canada. “Over the years, we have seen carryover between the U.S. and Canada with many skilled workers attending American trade shows. This new presence is a prime opportunity to combine the knowledge of those workers and be able to better assist our Canadian customers with easier access to our team and our products.”

Prior to his new role, Stephen Butkovich served as a regional sales manager overseeing business channels of Laticrete in the Mid-Atlantic and Canada-East regions.

“We are excited to welcome Laticrete to Tecumseh,” said Gary McNamara, Tecumseh mayor. “I have always said Tecumseh is a great location with excellent proximity to North American markets. We are pleased Laticrete has chosen our town to open their business and look forward to supporting their future growth in the region.”

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Installation: Latest adhesives promote eco-friendly attributes

May 28/June 4, 2018: Volume 33, Issue 25

By Lindsay Baillie

Adhesive manufacturers are continuing to develop premium environmentally friendly products as a means to stay in lockstep with the flooring industry’s continuous push toward greener floors. Many of today’s green adhesives are FloorScore certified, solvent free and contain zero VOCs—all of which help contribute points to LEED. These qualities are all beneficial to the end user and environment as well as the installers who handle the products on a daily basis.

What’s more, many of these eco-friendly products provide installers with easy-to-install, quick-drying solutions to help shorten installation time while also addressing specific subfloor issues found on the job site.

Following is an overview of some of the latest green products hitting the market.

DriTac

DriTac offers a full line of wood and resilient flooring adhesives that have been certified by CRI’s Green Label Plus Program and also tout zero VOCs/zero solvents. This includes DriTac 7800 Supreme Green, a hybrid polymer adhesive that provides unlimited subfloor moisture control with no testing required and a lifetime warranty.

Supreme Green is a premium, single-component, environmentally friendly sound- and moisture-control wood flooring adhesive designed to suppress concrete subfloor cracks. The problem-solving solutions contain zero VOCs, zero solvents and has been independently tested and certified by CRI for indoor air quality. Manufactured in the USA, Supreme Green can be used for the successful installations of multi-ply engineered plank, solid wood plank, bamboo flooring and more.

Utilization of DriTac 7800 Supreme Green allows end users to turn what has traditionally been a two-to-three-day process into a time-efficient, one-day installation that saves the consumer money. DriTac 7800 Supreme Green is also easy to clean off the surface of hardwood flooring wet or dry and contains zero isocyanates. With its ability to isolate old cutback adhesive, Supreme Green offers five installation solutions in one pail.

Henry

Henry, an Ardex Americas brand, has launched its new fast-track, roll-applied vinyl adhesive, Henry 647 Plum Pro, which is formulated with GreenLine technology.

“Since the early 2000s, the Henry GreenLine adhesives have been designed to provide high performance with extremely low odor and VOC emissions,” said Steven Newbrough, environmental programs specialist, Ardex Americas. “Henry 647 can endure RH levels up to 95% and a pH of 11, making it suitable for use in extreme environments.”

The vinyl adhesive has a long lifespan and is backed by a 20-year SystemOne warranty. As a result, Henry 647 spreads the environmental impact over a longer period of time, causing it to be lower per year than some products on the market, the company said. This impact is further reduced by its coverage of up to 400 square feet, as fewer packages and pails are needed to complete a job. Henry 647 also joins a number of Henry adhesives with FloorScore certification. It has been tested in accordance with CDPH v1.2-2017 and meets the indoor air quality emissions criteria of LEED, CHPS, The Green Guide for Health Care and a number of other healthy building programs.

Laticrete

Latapoxy BioGreen 300, a high-strength, chemical-resistant epoxy adhesive made with biobased material, is designed to provide an alternative to conventional, nonrenewable, petroleum-derived products.

Equipped for the most demanding installations of tile and stone, Latapoxy BioGreen 300 exceeds both ANSI A118.3 and ISO 13007 R2 requirements for epoxy adhesives and can be used in interior and exterior areas such as walls and floors, as well as wet and dry areas. Additionally, the bio-based epoxy adhesive can be used to install a variety of ceramic tile, marble and natural stone flooring products, and it will bond to most sound, clean surfaces, the company stated. It also spreads easily and can be cleaned with water while fresh.

Latapoxy BioGreen 300 is a component of the Laticrete Lifetime System Warranty, thereby providing one source, one warranty from the substrate to the grout.

Uzin

Uzin, a UFloor brand, now offers Uzin KE 2000 S, a premium, universal adhesive designed for the installation of various floor coverings on both porous and non-porous substrates. Thanks to its high-solids formulation, Uzin KE 2000 S has an extremely high coverage rate—up to 630 square feet per three-gallon pail, depending on the flooring, trowel size and substrate condition. It has high shear strength, high moisture vapor resistance, excellent resistance to plasticizers and is quick drying, thereby allowing for fast installations.

This installer-friendly adhesive is low odor (less than 20 g/l VOC), easy to trowel and is ideal for use in occupied buildings such as healthcare and educational facilities. Uzin KE 2000 S is compliant with both the strict California Specification 01350 (VOC emissions) and SCAQMD Rule 1168, and it is a LEED v4 contributing product. Furthermore, Uzin KE 2000 S conforms to the requirements of the International Maritime Organization’s Ship Safety Division 0736 and meets the extremely stringent GEV-Emicode EU standard for very low emissions. Uzin KE 2000 S can be used in both commercial and residential applications and is suitable for use with all radiant heat systems.

Schönox

One of Schönox’s most popular green adhesives, Schönox Roll and Go, is a rollable acrylic adhesive for luxury vinyl tile floors. It is suitable for bonding LVT on smooth, sound, clean, dry substrates in interior areas. This rollable, acrylic adhesive will contribute up to five points in a LEED v4 project. Schönox Roll and Go contributes to low-emitting materials, Environmental Product Declaration and Material Ingredients, and it has been recognized as an EC 1Plus-regulated product yielding very low emissions. Schönox Roll and Go can be easily applied to substrates and features an open time of approximately 24 hours. Schönox Roll and Go offers an immediately loadable surface for LVT installation.

For more than 125 years, Schönox products have been manufactured in Germany under the strictest quality standards. The company is certified under the ISO 9001 and 14001 quality and environmental management standards. In addition, the company’s research and development division works daily to develop solutions that are innovative with regard to performance as well as environmental stewardship.

 

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Installation: Self-levelers solve subfloor prep issues

April 30/May 7, 2018: Volume 33, Issue 23

By Lindsay Baillie

Retailers, installers and contractors know that what’s underneath a floor is just as critical to a consumer’s long-term happiness as the floor’s overall look and feel. For the consumer to get the most out of her floor over the life of the product, installers need to properly prep the substrate.

To assist installers with this crucial step, manufacturers are developing new self-levelers to help shorten prep time and create a better working environment for workers on the job site. Following are some of the recent entries to the market.

Ardex

Ardex K 22 F and Ardex K 60 are designed to accelerate even the tightest construction schedule. Ardex K 22 F is a high-flow, self-leveling underlayment that is reinforced with microfibers to increase product flexibility. This installation can be done as thin as 1⁄8 inch without the need for a liquid admixture or any sort of mesh fastened to a wooden subfloor. The product eliminates the need for putting down lathe. It is also fiber reinforced and low tension allowing it to go over challenging substrates with less floor preparation than the most common self-levelers.

Ardex K 60 Arditex—a rapid-setting, self-leveling latex underlayment—is mixed only with a latex additive and can be installed over a wide variety of substrates without the use of a primer. Ardex K 60 is a versatile product that eliminates the need for sourcing water. It also saves significant time by reducing the need for floor preparation.

Laticrete

The Laticrete SuperCap ready-mix delivery service is a new turnkey service that delivers blended self-leveling underlayment (SLU) through the company’s patented pump truck technology directly to the job site. According to the manufacturer, this service significantly saves both time and cost while providing a safer, cleaner work environment.

With the ability to blend and pump up to 30,000 pounds per hour—the equivalent of 600 small bags per hour—the SuperCap ready-mix delivery service benefits the entire project from design to completion by providing predictable results, according to Clint Schramm, director of marketing, Laticrete SuperCap. “Thanks to its computer-control system, a consistent, quality blend is ensured every time, shaving weeks off a project schedule while delivering a flat floor for subsequent trades to build out on within 24 hours.”

Schönox

Schönox will soon take the wraps off its latest cement-based, self-leveling compounds, S1500 and XM. Schönox S1500 is a cement self-leveling compound designed for a multitude of projects with a depth of ¼ inch to 1½ inches. Schönox S1500 is noted for its very low shrinkage and PSI of 4900.

Schönox XM offers a self-leveling, cementitious smoothing as a leveling compound with very low VOC, good working properties, standard preparation and cost-effective applications. This high-flow self-leveler is designed for layers from 1⁄6 inch up to ½ inch with a PSI of 4300.

Both of these new compounds feature high hardness and strength, underfloor heating and a Schönox quality smooth subfloor.

Sika

Sika recently launched two innovative self-leveler systems: Sika Level-425 and Sika Level-525. Sika Level-425, a low-dust solution, offers innovative dust reduction technology preventing excess dust from spreading around the job site during the mixing of the product. Sika Level-525, which is designed to work quickly, rapid cures in 90 minutes, offering installers the opportunity to cover the underlayment with a floor in the same day.

The new products round out Sika’s total system of moisture-mitigation products. “The Sika Secure System helps installers to find what they are looking for,” said Marlene Morin, marketing manager, interior finishing. “We offer solutions that can provide great flow, high compressive strength, fast drying time and varying thicknesses.”

Taylor

Sahara is one of Taylor’s most aggressive moisture vapor barrier (MVB) products on the market. The product, which is engineered to withstand the most extreme moisture installations, is designed to control concrete substrate vapor emissions. For glue-down applications, it is designed to be paired with the company’s all new Enhance bond promoter. Sahara can be applied directly to a clean and porous concrete substrate, meaning installers can eliminate expensive and time-consuming bead blasting or scarifying, also making it easier for the flooring contractor to comply with the new OSHA regulations on crystalline silica dust.

As a self-leveling, one-part trowel applied product, Sahara is ready to use straight out of the pail. It creates a smooth, solid surface for excellent flooring installations and is ready for next steps in approximately eight hours. Floating floors can be installed directly over Sahara and hardwood can be glued directly to it using the Taylor Signature Series line of wood flooring adhesives.

Uzin

Uzin Fast System features three products: Uzin PE 414, a turbo surface strengthener/ primer; Uzin PE 280, a fast primer; and Uzin NC 172, a bi-turbo self-leveling compound. This system allows flooring to be installed in as little as four to six hours from initial application, which makes it ideal for time-sensitive projects. The Fast System also reduces mixing time from three minutes to one minute and meets strict Emicode EC1 Plus environmental criteria.

Uzin PE 414 dries in 60-90 minutes, saving time and labor costs. As a single component, it requires no mixing and is ready to use. Both water and solvent free, Uzin PE 414 meets strict criteria for healthy indoor air quality. Uzin PE 280 dries in approximately 45 minutes and has superior bonding strength. Uzin NC 172 is ready for covering in as little as one hour and provides a flat, level surface.

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Underlayment: Proper education is the key to closing sales

April 2/9, 2018: Volume 33, Issue 21

By Lindsay Baillie

 

Arming retail salespeople with the knowledge to prescribe and sell the right underlayment for the job is the key to success, suppliers say. Once a retail sales associate is properly trained on the latest products, he or she must make it a point to educate the consumer.

Following are a few key points to remember when selling underlayments.

Look for trade-up opportunities. Underlayments offered on a good/better/best platform provide retailers with twice the opportunity to upsell—once, when the consumer decides whether to purchase underlayment along with her floor, and again when she has the option to choose between underlayments of different qualities.

As Jeff Bonkiewicz, channel manager, Laticrete, explained, “Underlayment products are valuable accessories that help increase margins and generate higher ticket sales for retailers. Upselling from an entry-level product to a specialty underlayment is achievable through comprehensive product education. This focus on education starts with the dealer outlining the   benefits of using an underlayment before installing materials.”

Focus on the benefits, not features. Once a consumer learns about the characteristics of underlayment, the product will no longer seem like an accessory but rather a necessity. As most underlayment suppliers point out, qualities such as sound absorption and comfort sound great to a consumer who is looking to install new flooring.

“Sound absorption is extremely important in multi-story, single-family homes, condos, apartments and multi-story office and hotel buildings,” explained Jim Wink, vice president of sales and marketing, Foam Products. “In terms of comfort for hard surface flooring, a high-quality foam underlayment can soften the feel of walking on the floor, especially with thinner laminates and vinyl plank flooring.”

Underlayments complete the installation. When a consumer enters a store looking for flooring, she is typically only interested in the style and color of her new floors. Suppliers believe it is crucial for the retailer to slow her down and force her to think through the function of her entire application, including hidden problems that can occur within the life of the flooring materials.

“For example, when it comes to floating floors, most consumers and contractors know they need an underlayment,” said Deanna Summers, marketing coordinator, MP Global. “Problem solved, right? The trick is to understand the full installation and match the right performing underlayment that will be best suited for the entire makeup of the floor, not just the floor covering materials.”

In addition to its other characteristics, underlayments also  reduce the amount of floor preparation required for a successful installation. As Wade Verble, vice president of underlayment, DriTac, noted, “The associated labor savings will typically offset the cost of the underlayment and labor needed to install the pad.”

Padding extends the life of the floor. Since underlayment can protect installations in various ways—such as limiting water intrusion, damages and cracking as well as aiding in sound reduction—this accessory helps to present a better overall surface to adhere finished flooring. “Adding an appropriate underlayment could mean the difference between a three- to five-year installation and a durable lifetime installation,” Laticrete’s Bonkiewicz said.

Providing consumers with the proper underlayment can also create consumer trust. As DriTac’s Verble explains, “Peak performance for any flooring system is always optimal and underlayment is critical to achieving the highest level of results and customer satisfaction.”

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Proper education is the key to closing sales

April 2/9, 2018: Volume 33, Issue 21

By Lindsay Baillie

Arming retail salespeople with the knowledge to prescribe and sell the right underlayment for the job is the key to success, suppliers say. Once a retail sales associate is properly trained on the latest products, he or she must make it a point to educate the consumer.

Following are a few key points to remember when selling underlayments.

Look for trade-up opportunities. Underlayments offered on a good/better/best platform provide retailers with twice the opportunity to upsell—once, when the consumer decides whether to purchase underlayment along with her floor, and again when she has the option to choose between underlayments of different qualities.

As Jeff Bonkiewicz, channel manager, Laticrete, explained, “Underlayment products are valuable accessories that help increase margins and generate higher ticket sales for retailers. Upselling from an entry-level product to a specialty underlayment is achievable through comprehensive product education. This focus on education starts with the dealer outlining the   benefits of using an underlayment before installing materials.”

Focus on the benefits, not features. Once a consumer learns about the characteristics of underlayment, the product will no longer seem like an accessory but rather a necessity. As most underlayment suppliers point out, qualities such as sound absorption and comfort sound great to a consumer who is looking to install new flooring.

“Sound absorption is extremely important in multi-story, single-family homes, condos, apartments and multi-story office and hotel buildings,” explained Jim Wink, vice president of sales and marketing, Foam Products. “In terms of comfort for hard surface flooring, a high-quality foam underlayment can soften the feel of walking on the floor, especially with thinner laminates and vinyl plank flooring.”

Underlayments complete the installation. When a consumer enters a store looking for flooring, she is typically only interested in the style and color of her new floors. Suppliers believe it is crucial for the retailer to slow her down and force her to think through the function of her entire application, including hidden problems that can occur within the life of the flooring materials.

“For example, when it comes to floating floors, most consumers and contractors know they need an underlayment,” said Deanna Summers, marketing coordinator, MP Global. “Problem solved, right? The trick is to understand the full installation and match the right performing underlayment that will be best suited for the entire makeup of the floor, not just the floor covering materials.”

In addition to its other characteristics, underlayments also  reduce the amount of floor preparation required for a successful installation. As Wade Verble, vice president of underlayment, DriTac, noted, “The associated labor savings will typically offset the cost of the underlayment and labor needed to install the pad.”

Padding extends the life of the floor. Since underlayment can protect installations in various ways—such as limiting water intrusion, damages and cracking as well as aiding in sound reduction—this accessory helps to present a better overall surface to adhere finished flooring. “Adding an appropriate underlayment could mean the difference between a three- to five-year installation and a durable lifetime installation,” Laticrete’s Bonkiewicz said.

Providing consumers with the proper underlayment can also create consumer trust. As DriTac’s Verble explains, “Peak performance for any flooring system is always optimal and underlayment is critical to achieving the highest level of results and customer satisfaction.”

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Latest cushion products promote performance enhancements

March 19/26, 2018: Volume 33, Issue 20

By Nicole Murray

As consumer flooring trends continue to lean toward hard surfaces—specifically LVT, WPC and SPC—underlayment manufacturers are innovating to stay ahead as well as provide dealers with upsell opportunities. During Surfaces earlier this year, a host of underlayment manufacturers exhibited their latest products made for all types of flooring.

Amorim showcased its underlayment for LVT and WPC applications. “We have tweaked what we are offering to now include other products for WPC constructions,” said Larry Lyons, director of sales and marketing. “For our hard surface underlayment program, we have a lightweight product that’s very specified and everyone is using it because it is easier for laying down WPC.”

Lyons explained the benefits to using the product. “On the LVT side, if you have a connection with a property management client, there is an education opportunity for a retailer. A lot of the property management clients want LVT but don’t know about the potential sound issues. We have tools for retailers to help educate the end user about why they need the underlayment.”

Floor Muffler is also riding the wave of LVT/WPC growth with its new Floor Muffler LVT underlayment. The product is 1mm thick and features acoustical and moisture barrier properties.

“Once we started seeing LVT grow popular in apartment buildings, there grew a need for sound reduction,” said Collen Gormley, national marketing coordinator, Floor Muffler. “LVT is growing in the industry; therefore, it is growing for us. The underlayments that are already attached to LVT products may be more convenient, but then you are not using the best quality product with the best ratings available.”

Pak-Lite showed its one-of-a-kind fan fold underlayment applications made specifically for the vinyl and laminate industry. One of its key selling points is its ease of installation. “It is one of the easiest products to install and we have heard that from flooring experts themselves,” said Kimberly Liemkeo, marketing manager. “It is a doable installation process for those who are not very experienced, and the process itself takes out imperfections that exist within the flooring.”

WE Cork highlighted underlayment made for various floors. New to Surfaces was the company’s Warm and Quiet Plus, a 6mm cork underlayment that offers sound control under carpeting, wood and laminates.

Being that it is made from cork, this underlayment is lighter than other products with similar thicknesses. It also has no off gassing and offers a new level of comfort, especially when applied underneath hardwood flooring.

“Cork consists of 200 million closed air cells per cubic inch,” said Ann Wicander, president. “When you walk on cork, it will take a bit more concussion and will be that much more comfortable. While rubber is being used for a lot of multifamily situations, cork overall has a better performance and is more affordable.”

MP Global’s new addition, Quiet Walk Plus, was promoted throughout the show as a “one-stop-shop” underlayment billed as an upgraded version of its original Quiet Walk. Quiet Walk Plus has greater acoustic performance, compression resistance, moisture protection and longevity due to its fiber composition. It can also be paired with more flooring categories and types of installation.

“Quiet Walk Plus becomes your Swiss army knife that can handle being nailed, floated or glued down,” said Deanna Summers, marketing manager, MP Global. “The material is dense enough to support vinyl planking or WPC products and will not crush over time like we have seen with foam underlayments.”

Among the higher-end releases was Laticrete’s new Strata heat floor warming line, designed to be used under tile flooring. It’s controlled by a thermostat that can be adjusted through a smart phone app.

“A wire is placed throughout a mat that goes underneath the tiles, so the material will heat much faster,” said Maria Oliviera, corporate marketing manager, Laticrete. “This technology is best designed for bathrooms or kitchens and offers yet another level to upsell because of its ease for installation during an already existing project.”

To provide dealers with upsell opportunities is DriTac’s new “all-in-one” Total Sound Reduction System, which includes the 8301 Impact underlayment made for resilient and 8302 Double Impact underlayment for wood and laminates. The package comes with a lifetime warranty, enhanced moisture control of up to 10 pounds calcium chloride and 95% relative humidity. All the products come from one supplier. 

“We are marrying our underlayments with our adhesives to offer an enhanced system package that we can get fully behind,” said John Lio, vice president of marketing, DriTac. “It avoids any finger pointing because we know this package inside and out. It gives us all the more reason to stand behind these products because we make it a point to only release premium-level options.”

Similar to a few manufacturers, Centaur Floor Systems not only manufactures a variety of finished products mainly for commercial interiors, but it also provides the underlayment that goes underneath the flooring. Case in point is its Sound Reducer line, which is engineered to provide exceptional impact sound insulation results, even under hard surface flooring for concrete or wood-framed construction.

Also available with a waterproof membrane, Sound Reducer can be installed under most types of grouted, glued and floating floors—including hard tile, hardwood, engineered wood, laminate, LVT and carpet. It’s available in 48-inch-wide rolls in a variety of both standard and custom thicknesses (vapor barrier option available upon request).

Some of Centaur Floor Systems’ products already include the underlayment as a pre-attached backing. This includes the company’s Triple Threat line, which consists of a vinyl wear layer with a 7mm-thick recycled rubber underlayment. According to the company, the product saves time and money because installers only need to put down one material. “We fusion bond the vinyl to the recycled rubber backing so only one material is getting installed as opposed to two different products being laid on top of one another,” said Garnet Sofillas, public relations and communications manager. “Underlayment is always suggested for vinyl, so you can glue down our Triple Threat product directly over the subfloor, saving an installation step.”

Triple Threat’s maximum potential, according to Centaur, is utilized when applying the product to areas designed for exercise and physical activity—gyms or basketball courts, for example. “The material is very forgiving on the hips and joints,” Sofillas added.

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Laticrete acquires Solepoxy

Bethany, Conn.—Laticrete has acquired Solepoxy, a Brazilian producer of high-quality resinous floor coatings, including epoxy, urethane, polyaspartic and epoxy terrazzo. The company will now operate under the name Laticrete Solepoxy.

“This acquisition is an important part of our strategic plan to become a full-line supplier in the flooring industry worldwide,” said Erno de Bruijn, president and COO, Laticrete international division. “The technology, experience and reputation Solepoxy brings us in the area of resinous floor coatings will be leveraged in all our other international business units outside Brazil. It also brings us back into the Brazilian market itself, where the Laticrete brand had been present for more than 20 years.”

The general management of the company will continue under the direction of Alexis Fonteyne, founder of Solepoxy. “The union with Laticrete is strategic for both companies,” Fonteyne said. “We share the same values and culture, which is very important to me. The synergy between the two organizations will generate significant gains of competence and competitiveness in the coming years.”