Barnwell, S.C., July 29, 2014 — KronotexUSA is launching a new brand called American Concepts in response to consumers’ desire for flooring that has American style, quality and value while being green and made by Americans, for Americans. Beginning August 2014, the new brand will be available at specialty retail stores and will offer 57 laminate flooring choices in a wide range of thicknesses, colors and finishes.
KronotexUSA’s Executive Vice President, Travis Bass, said, “American Concepts by KronotexUSA is a combination of our best existing decors and our most fashion-forward new decors. And being made in America is a good start, but it’s not enough. American consumers also value quality, design, products that are healthy for their home, and sustainability. Retailers can now give their customers everything they need in one practically priced floor.”
Barbara June, the Director of Marketing at KronotexUSA, said, “American Concepts is about more than where it is made. It’s also about how a laminate floor is made. Redecorating a room has usually meant compromises between how the flooring looks, how it’s priced, and how well it’s made. And this brand is about no compromises.”
American Concepts will launch with the tagline, “Inspiring style. Uncompromising quality.”
The new brand will feature seven collections ranging from 12-mm to 7-mm thicknesses, some with an underlayment pad attached. All 57 items will be made in Barnwell, S.C., and are GREENGUARD certified for indoor air quality and without such harmful substances as petroleum, halogen, chloride or dioxin.
According to Fred Giuggio, the Vice President of Brands, American Concepts will replace Formica Flooring as KronotexUSA’s primary brand for specialty retail. “For eight years Formica Flooring leveraged a name well known for durability. But American Concepts embodies a new set of trends and consumer demands that will drive sales in the future.”
Formica Flooring displays that are currently in around 4,000 stores are being converted to American Concepts displays.