Move up market leads European push to build UK market share
The leading European flooring manufacturers featured in the Flanders Flooring Days event have their sights set firmly on the
UK market to expand market share and generate growth while their home markets recover.
MARKET COMMENTARY FROM FLANDERS
A move up market is evident everywhere. Import economics – and suppliers say they are still struggling with Brexit complexities and costs – mean that quality that commands added value is to the fore.
This has seen middle and upper-middle market product development prioritised and this is evident in examples like Betap’s move to tenth gauge, the focus on high performance Gaia polyester at Associated Weavers, Lano’s new push on their premium SmartStrand products and lots of higher-end loops.
In quality smooths, Moduleo’s engineered vinyl Roots collection has expanded to offer extensive choice and it was interesting to see the debut of Lamett at the FFD event with a premium Parquetvinyl range and luxurious Wood & Stone collection – an SPC plank with a real wood veneer surface.
Palette positivity
There seems to be a trend towards cheering up consumers with more colour and it’s selling well says suppliers. In neutral, the 70/30 split of greys vs. beige is moving close to 50/50 with the growing consumer appetite for “naturals”.
But a wider palette is getting more visibility and Flanders saw Lano talking about their accent “catwalk colours”and major ranges across brands like Invictus and Betap extending into stronger colour banks.
Vinyl specialists LeoLine talk about the “positivity” of their colour palette with the sense that the right colour selection is linked to wellbeing and uplifting emotions among consumers.
Lots of effort is going into ever more interesting loop collections which have been strong now for many years and gained further momentum from the return to natural colours and textures among consumers. Herringbone designs, wool-like synthetic yarns and sisal-like man-made fibres have raised the game in carpet loops – along with a push on outdoor large-area and patio rugs.
Smart sustainability
The Europeans typically place environmental issues high on their agenda and it is at the core of the product development for all the major players.
Fine examples include AW’s integration of ReVerse, a 100% recycled PET yarn within its Gaia collection and Condor’s commitment to embedding its #tide concept of scavenging waste plastics that can be used in recyclable mono-polymer carpet manufacture across its full portfolio of brands. The Condor Group also launched an EcoClean brand, a solution-dyed PET yarn which is 100% recycled.
In rugs, Louis De Poortere gave its Ecorugs centre stage, linked to its Take Care Program which makes it easy for homeowners to send back the rug for reuse or recycling while in vinyl, Beauflor caught attention with a new bio-based cushionfloor.
So the European manufacturers are pretty serious about building their business in the UK and have the innovative product ranges to command attention among the more discerning, higher-value UK consumers.
And behind the product buzz, many of these companies have been quietly establishing super-solid logistics with extensive stockholding in the UK mapped on to extensive next-day delivery networks.
When the market recovers, these Europeans are ready!
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