Since J2 Flooring was founded in 2010, the company has had ambitions of being a brand leader in the market, says Managing Director Stephen Latham. At this year’s Harrogate, the company showcased a range of LVT options with a design focus that set it apart from the competition.
Unveiled for the first time at the show was Iconic, the company’s newest wood-effect range launching in January. The product has an extremely natural finish, with highly textured embossing based on real wood. However, where other companies might have simply scanned real wood and recreated it one-to-one, Stephen tells The Stocklists, J2 actually went one step further, digitally enhancing the natural product in subtle ways for an even more impressive end product.
This design work has paid off with an especially beautiful version of wood-effect LVT, with a varied design that boasts more daring graphics and fewer repeats than many products on the market. “We worked on it to perfect the product,” Stephen says. “That’s always our goal, to bring to market the most authentic, natural designs possible.
Coming from a retail background himself, Stephen knew he wanted J2 to tailor his business to independent retailers, rather than selling online direct to consumers. “I knew from my experience in retail what we needed to do,” he explains. “So that’s where it started, from a passion for LVT. Just trying to improve the product and improve the market, and always focus on the retailer.”
www.j2flooring.com
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