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Bolyu Contract, Aqua Hospitality undergo rebranding

Dalton, Ga.—Engineered Floors has restructured and rebranded the commercial flooring businesses of Bolyu Commercial and Aqua Hospitality, following Engineered Floors’ purchase of the operating assets of the Beaulieu Group. Bolyu and Aqua will now be known as EF Contract and EF Hospitality.

Both companies will utilize Engineered Floors’ state-of-the-art manufacturing processes as well as the company’s new modular flooring facility that produces the Nexus carpet tile and Kinetex textile composite flooring. With EF Contract’s full integration into Engineered Floors, the Nexterra carpet tile manufactured and sold by Bolyu has been discontinued.

EF Contract will offer modular carpet, broadloom carpet, LVT and Kinetex, an advanced textile composite flooring that combines key attributes of carpet with the long-wearing performance characteristics of hard-surface flooring. EF Contract will focus on the low-to­mid range of the market, while J+J will focus on the mid-to-upper end of the market.

“We will benefit from the significant investments made by Engineered Floors and look to be an industry leader with product, service and value for commercial flooring contractors and A&D,” said Brad Root, senior vice president of sales and marketing, EF Contract.

Root was formerly an area vice president of sales for Interface and a regional vice president of sales for Shaw Commercial. He is joined by Susan Curtis, the vice president of design and marketing, who has held similar design/creative roles with Mohawk, Invista, Atlas, Bentley Mills, and most recently, Phenix Flooring. Leading the EF Hospitality team is David Daughtrey, an industry veteran with prior sales, development and marketing roles with Mohawk, J+J and Bolyu/Aqua.

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Atlas unveils new collection, rebranding

Atlas_Logo_A_RGBLos Angeles—Atlas has launched the Epic collection, featuring four patterns constructed on the company’s unique Ultraweave true cut and loop tufting platform. The four patterns will be available in carpet tile, broadloom and area rugs. In addition, the Epic collection is Atlas’ initial release revealing the company’s new brand identity. The new look reflects a fresh and modern appearance for this well-established style leader, that is known for noteworthy design and quality in the commercial arena.

The Epic collection features “out of this world” patterns, colors and textures that were inspired by the unique and natural splendor of meteorite rocks. The four distinctive designs—Arenite, Frontier, Meteorite and Sandstone—offer style and dimension to the floor, while creating flexibility in design. Available in 16 colorways, the sophisticated color palette offers a rich selection of complex neutrals along with vibrant accent tones. The dense cut and loop construction produced on Ultraweave technology allows for a wide range of applications and is suitable for corporate, hospitality, multi-family and beyond.

Atlas’ new identity was recently showcased last month at Boutique Design Fair in New York City and NeoCon East in Philadelphia. The new marketing components include contemporary, white architect folders with a soft-touch finish and a classic blue and warm gray logo, new collection brochures featuring enhanced carpet tile, broadloom and area rug photography, an updated website, new business collateral, promotional items as well as a new advertising campaign that will launch in 2018.

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Installation: M-D PRO clients applaud rebranding focus

June 5/12, 2017: Volume 31, Issue 26

By Lindsay Baillie


Screen Shot 2017-06-09 at 11.23.56 AMLoxcreen Flooring Group and M-D Building Products recently consolidated its Professional Distribution Channel operations under the new name, M-D PRO. Encompassing all of its professional accessory product lines except PROVA, M-D PRO has developed a new logo to replace Loxcreen Flooring Group for all future product labels, social media and marketing materials.

Since the start of its rebranding, M-D PRO has received positive feedback from customers and end users. “They are glad that we simplified things for them,” said Julia Vozza, marketing manager professional distribution. “We had several customers who were buying under multiple brand names, which caused confusion in the marketplace as to who we were as a supplier and where the products were coming from.”

The company hopes the rebranding helps customers see M-D PRO as one supplier that can provide an array of flooring and building accessory products. “We want our customers and end users to know that they are in possession of an M-D product no matter what the product category,” Vozza explained.

As part of the merger and rebranding, M-D PRO has strengthened its marketing efforts. It’s now promoting M-D PRO as a whole instead of individual product lines to specific customers or channels. “This has not only simplified our marketing messages and collateral but has also brought synergies to everything we produce and communicate,” Vozza said.

The company is also working with distributors, such as Durox Flooring Accessories, to ensure cohesive branding and eliminate potential marketplace confusion. Michael VanVugt, Ontario sales manager, explained marketplace confusion was initially a concern; however, “Loxcreen did a good job of incorporating the M-D logo on all of [its] materials from the beginning so our customers got used to seeing it there. Since the re-brand announcement, we at Durox/Prosol are working closely with M-D PRO to ensure our catalogs and the samples we distribute are consistent with their branding.”

Al Ross, product manager for commercial products, Carpet Cushions and Supplies, also sees the M-D PRO’s rebranding as a positive move. “We continue to have brand differentiation between what we are selling to the professional installer and what is being sold via the big box stores, but at the same time [we’re] raising brand awareness to the homeowner and end user when they see the product on their job site.”

Establishing brand awareness was one of the factors involved in the decision to keep PROVA—the company’s water proofing system—on its own. Others factors include PROVA’s established brand equity, its potential for growth in the marketplace and its proven success for M-D. While PROVA is maintaining its name, M-D will be used as a sub-brand on all packaging and marketing collateral, “so that synergies are maintained that PROVA is still indeed an M-D brand,” Vozza said. “It is ‘PROVA by M-D.’”

In addition to a new logo and marketing strategy, M-D PRO is in the process of developing new, dedicated websites for PROVA and M-D PRO. According to Vozza, the company hopes to launch the PROVA site in fall of this year and have the second site (M-D PRO) follow shortly after. “We are working diligently to ensure we provide our users with a great experience in functionality, tools and search [capability] for products and where to buy them.”

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Anderson Floors heads into 2012 with new image

by Matthew Spieler

Fountain Inn, S.C.—Anderson Hardwood Floors is going back to its roots, so to say. The wood flooring mill announced a comprehensive rebranding initiative that not only focuses on the company’s flagship namesake and its American heritage, it is designed to give distributors and retailers easier, more profitable opportunities.

In a nutshell, the total brand restructure consists of condensing the mill’s product line from four brands to two flagship brands—Anderson and Virginia Vintage—lower pricing, a “Made in America” marketing theme and the launch of the Anderson Preferred Partner retail program. Continue reading Anderson Floors heads into 2012 with new image