CONSUMER DEMAND FOR CORK FLOORING INCREASES 2008 SALES OPPORTUNITY FOR CONTRACTORS

31 March 2008

Growing awareness of the benefits of cork flooring amongst homeowners is leading to increased sales opportunities in 2008 for those flooring contractors who are up to speed with the options and choices available, according to Gradus, the contract interiors specialist, which distributes the Wicanders cork range.

Wicanders has implemented an intensive promotional campaign targeting the home interest media in the past six months, which has led to several million homeowners reading about cork flooring or seeing it on TV “home makeover” programmes.

Highlights include features in House Beautiful, Good Housekeeping and The Observer magazine, as well as TV’s DIY SOS programme and other media, all of which generated large numbers of consumer requests for more information and ‘hits’ on the Wicanders website.

The potential for flooring contractors to convert this opportunity and increase their sales is clear, according to Pamela Cairns, Gradus Floorcoverings Marketing Manager:

“Wicanders is working hard to dispel the 1970s image of cork tiles. Today’s homeowners see cork as an environmentally friendly wood flooring product, which has good acoustic and thermal insulation properties, making it comfortable and warm to walk on in the home.

“The Wicanders range is high quality and easy to fit. In addition, we have invested in stock for the most popular colours so that we can offer rapid deliveries. With a little time taken to understand the distinctive features of cork flooring, contractors can grow their business. If they are confident in talking to developers and homeowners about the material, this interest will easily convert into sales.

“It is tempting to try and switch sell to laminate or engineered wood flooring if you are not confident about cork but this is going against consumer demand and contractors could risk losing the order to a competitor who is more aware of the cork flooring options available.”

Gradus stocks Wicanders cork flooring in both domestic and contract qualities and in a choice of stick down or floating floor formats. The flooring is available in a range of textured cork finishes or with a natural wood veneer finish that offers the appearance of a hard wood or laminate floor, but with the added acoustic benefits of the cork core.

For full details of the Wicanders’ range, contact Gradus on 01625 428922.