Underlay – the unsung hero of tough times
Underlay can be the unsung hero to drive revenues in a tight market – provided you get your story right as a retailer!
Challenging economics may mean less people are buying, but those that
are in the market want to buy better – ensuring they are getting quality
and performance, and not wasting money. That means there’s an add-on
and trade-up opportunity to every floor sale that can quickly enhance the
profitability of the purchase.
Carpenter wants to help encourage conversations about underlay options instore, to ensure that consumers get the right product to fit their needs and that retailers can make the most out of upsell opportunities.
The new Carpenter POS Board is the answer – a stylish
presentation of three underlay options, entirely customised to
each retailer’s preference, which can then be used as a centrepiece
to discuss the topic with consumers.
“The idea is simple really. We are trying to offer a solution to
any retailer that would like to explore upsell opportunities on underlay. Engaging the consumers in a conversation surrounding their underlay requirements can help identify the right underlay
to suit their needs,”
says national sales manager Richard Booth. He wants retailers to ask consumers what are they looking for from their underlay - do they want to upgrade their underlay to enhance the comfort and luxury feel underfoot or do they want to improve the performance and longevity of their carpet?
“These questions help discover a need with the consumer and helps
them select the right solution for them,” says Richard.
“As well as maximising the consumer experience, the retailer
also capitalizes on their upgrade and sales opportunities, which in this current market could be crucial.”
Trading up is so key in a tight market and it’s often a mistake to be too
humble in handling underlay as part of the sale – many consumers want
to know they are getting a better product for their money.
Combining comfort, insulation and noise reduction, industry experts Interfloor say the importance of new underlay should never be overlooked.
A new underlay is well-known for its ability to dramatically prolong the look and feel of a carpet by acting as a ‘shock absorber’, minimising the effects of wear and tear. However, the primary reason to use underlay is for the superior underfoot feel. Luxury underlays such as Interfloor’s Tredaire Premier range offer exceptional underfoot cushioning, durability, as well as outstanding sound insulation.
"Combining comfort, insulation and noise reduction,
industry experts Interfloor say the importance of underlay should never be overlooked."
Another important factor for consumers when selecting underlay is
environmental impact. For the energy-conscious individual, selecting an
underlay is essential to making a home more thermally efficient. Products
like Interfloor’s renu, which use 98% recycled materials and is 100%
recyclable in itself, also helps consumers select sustainable options that
benefit both their home and the planet.
Due to the popularity of the renu concept, Interfloor now has three
options in the collection – the original 9mm thick/160 kg/m3 version plus
two more at 9mm/120 kg/m3 and 11mm/160 kg/m3.
Wilson Underlays’ Plushwalk continues to rise in popularity within the
trade offering improved performance and increased revenues through
up-sell opportunities the product presents.
“By explaining the benefits of Plushwalk against standard
underlays, retailers report how more readily their customers
choose Plushwalk against cheaper standard underlays,
despite the increased costs,”
says Richard Wilson.
“This is a big win all round, huge customer satisfaction
and improved turnover and profits for the retailer.”
Plushwalk’s branding is visibly impressive when shown to customers
and it can demonstrate excellent performance credentials with a DPM
membrane to help protect from spillages and a high TOG and dB rating,
keeping more heat in, and more noise out. The product also incorporates
memory foam for a softer feeling underfoot and better recovery.
All these improvements leading to repeat business through the
customer’s house, generating additional profitable opportunities.
Plushwalk is also appreciated by installers too who enjoy smoother, faster cutting than standard PU underlays and the glided top backing helps move carpets into place quicker for a faster, easier installation.
Anglo Recycling is a pioneer of “giving textiles a second life” and
working alongside Carpet Recycling UK collects waste from fitters and
carpet factories to scavenge back the wool content to convert into usable
fibre for underlay manufacturing.
Now they have announced an exciting new partnership with The Floor
Room which will take Anglo’s latest Circoll recycled underlay into 34 John
Lewis stores from October.
General manager of The Store Room, Jeanette Hopkins comments:
“I was told about the Anglo Recycling offer, but I wanted to see
for myself, so I visited the factory in Lancashire. The team
explained to me that they could take virgin wool rich carpet
offcuts from our UK carpet factories and fitters and make them
into retail underlays that meet all the technical and
performance standards we require.
“Our customers will have a keen focus on sustainability and the product
Anglo Recycling offers provides a sustainable choice within our suite of
underlay options,” says Jeanette. “I am delighted to be partnering with
Ango Recycling , a British business , and look forward to seeing their
product instore and online.”
Anglo chairman Simon Macaulay adds:
“We have developed the Circoll brand to emphasize our
commitment to the circular economy and also our collaborative approach. We are excited to see the reaction of customers when
the first Floor Room store opens in John Lewis."
Underlay’s energy-saving advantage
Looking for another, topical angle to engage customers,
floorwise are conscious of helping hard-pressed families
with their ever-increasing bills.
“With a poorly insulated, ageing housing stock and rising energy
costs finding ways to reduce heating bills is high on the list for
homeowners,” says Andrew Gill, group product manager of
floorwise.
“When replacing carpet, thinking carefully about the underlay can make a discernible difference in energy bills.”
Typically, it’s estimated that up to 15% of a home’s lost energy is
through its floor, so taking a considered approach to its thermal
performance is worth considering. When refurbishing flooring in all
but the newest homes, carpet is often laid directly onto a concrete
slab or suspended timber floor. By recommending a combination of
carpet and underlay with a high combined tog value, retailers can help homeowners to minimise heat loss through these substrates and save on their energy bills.
It will also stop drafts through suspended timber floors and help to make homes feel warmer, also giving homeowners the option to turn
down the temperature on thermostats.
If you’re looking to recommend an underlay with the best insulation to a homeowner worried about their energy bills, then turn to
floorwise Maxi, an EHD+ 11mm recycled PU underlay that’s among the brand’s best thermal performers. With a 3.5 tog value, it maximises the insulation ability of carpet and underlay ‘systems’, as well as providing great underfoot comfort and lasting support.
Right across the range, floorwise provides tog values in its underlay recommendation guide, downloaded from its website at www.floorwise.co.uk/product/recommendation-guide. With the guide at your side, whether you need recycled PU, sponge rubber or felt; you can help your customer make an educated choice.
Eco credentials are moving much higher up the consumer agenda for major purchases but so are performance expectations. “The overall
trend is that consumers are looking for products that are better for the environment but critically must perform to the same or better standard
as previous options,” says Danny Shortall of underlay manufacturers Texfelt.
The company has had a record year of sales with their flagship Springbond underlay, 85% of which is made from recycled PET
plastic bottles and other single use plastics. It’s sustainable,
chemical free and low in VOCs for better air breathability
– but what about its performance?
The company can answer that question following Springbond’s
specification for Atlantis The Royal in Dubai – the most prestigious hotel
launch of recent times. It’s also driving strong eco revenue for Tapi and
John Lewis where underlay sales are growing significantly ahead of other
products, and housebuilders such as Bellway and Taylor Wimpey as
customers trade up to better quality products that will outperform others
while protecting the environment.
Textfelt will be building on this strength as they introduce additional ranges of specialist underlays for laminates, underfloor heating and other options.
Cloud 9, the flagship brand of Ball & Young, is at the forefront of innovation and is presenting the latest FR Range (Flame Retardant) as an ideal solution for installations with underfloor heating.
This UK-manufactured product is available in three options: FR 4 mm with a tog rating 0.9; FR 6 mm, tog 1.4; and FR 8 mm, tog 1.6.
“This is a product we are rightly proud of as our innovation team
has worked together our technical and operations staff to
deliver excellent performance,”
says Ball & Young chairwoman Ann Shaw.
“Its quality is already recognised by our marine customers
and now it has new dynamics, offering additional benefits for underfloor heating.” 2023 has been an outstanding year for Ball and Young, achieving accolade after accolade as the home of Cloud 9 carpet underlays. Highly respected in the flooring trade for its sustainabilty credentials, the company achieved the ultimate endorsement with the globally recognised Ecovardis Gold Accreditation.
FOR MORE INFORMATION
Anglo Recycling • T 01706 853513 • www.anglorecycling.com
Ball & Young • T 01536 200502 • www.underlay.com
Carpenter • T 01457 861141 • www.carpenter.com
Floorwise • 01509 673974 • www.floorwise.co.uk
Interfloor • T 01706 213131 • www.interfloor.com
Springbond • sales@texfelt.co.uk • www.springbond.co.uk
Wilsons Underlay • T 01924 451 138 • www.wilsons-underlays.co.uk
