EGGER Retail Products is part of the EGGER Group responsible for dealing with laminate flooring and the DIY sector. EGGER Retail Products is one of the few European suppliers that bundles together innovative wood-based products for the interior construction into a single package, which it then markets through the various sales channels. The ranges and product lines are clearly demarcated for each channel – wholesalers, fabricators and architects on the one hand, the DIY sector on the other.
Laminate flooring is a particular focus of attention. EGGER is one of the leading producers of laminate flooring in Europe, with a market share of approximately 12%. Seven production lines turn out more than 60 million m² of laminate flooring each year. The flooring is sold all around the world through independent sales outlets.
In Brilon, Germany, a completely new laminate flooring factory based on direct print (DPR) has been built in recent months. The production capacity of the Wismar site has also been increased by 10 million m². When this final extension phase is complete, the capacity of the two plants will have increased by 30 million m². In future, the production of laminate flooring within the EGGER Group will be concentrated at these two sites. EGGER will then increase its production capacity in stages to 80 million m² per year, explained Director Sales and Marketing Stefan Pletzer.
The FLOORLINE, FLOORLINE COMPACT and Vivo nature collections, plus emotion and Feelwood, are sold by wholesalers, and are therefore favoured by floor installers and interior designers. EGGER, as a producer of laminate flooring, is therefore a system partner for distributors, fabricators and architects.
A dedicated product programme has been developed for the DIY sector: since May 2006, the Megafloor collection has been sold through retail outlets directly to the end user. This is a clearly defined range of selected decors that is aimed primarily at the end user. The range differentiates itself from collection for wholesalers in its product characteristics, choice of decors and market presence.
FLOORLINE COMPACT - The narrow board range
EGGER is starting the New Year with a completely new range: under the by-line "Beautiful, natural appearance of narrow boards", the FLOORLINE COMPACT collection features ten selected decors in the narrow 1,292 x 134 mm COMPACT format. Ranging from exotic woods such as African Zebrano and Brazilian Walnut through to classic Royal Beech, the new FLOORLINE COMPACT collection represents the exclusive highlights in the FLOORLINE collection. The small, subtle distinction lies in the format: the narrow COMPACT format (1,292 x 134 mm) underlines the natural vitality and intensely expressive nature of the floor.
FLOORLINE COMPACT MIX makes the design even more distinctive. In addition to the ten narrow 1,292 x 134 mm COMPACT decors, EGGER also has five 1,292 x 192 mm decors. The by-line for these is "cleverly combined". This wider version is available in the decors Seda Walnut, Pearl Cherry, Yorkshire Oak, Vintage Oak and Scottish Oak. Mixing the different board formats generates a series of fascinating contrasts that create a perfectly coordinated result.
FLOORLINE - Collection designed for the diversity of life
Floorline was launched in the autumn of 2005 and was enthusiastically received by specialist distributors and fabricators. The collection sets completely new trends regarding appearance, structures and finished combinations. With this relaunch of the EGGER collection, a complete package of solutions was put together to satisfy the various demands of customers. Today’s consumers refuse to be pigeon-holed into any one particular lifestyle - they define their own to suit their individual situations.
The three new categories Floorline Opal 31, Floorline Crystal 32 and Floorline Diamond 33 serve as markers for different floor qualities and represent various living situations. The entire collection utilises the new Pro clic! profile for quick and easy installation as well as the silenzio system for reducing impact and room noise. One other absolute novelty is the “installometer” developed by EGGER: It makes installation even easier; during production, a ruler is imprinted on the longitudinal profile of each individual panel.
Vivo nature - A laminate as beautiful as real wood parquet
Vivo nature is perfection in detail: this "reinvention of the laminate floor" is available from specialist distributors and feels like wood, but is in fact a laminate. This effect is achieved by its special surface, which has particularly warm properties and a natural appearance. Walking on this floor invokes the sensation of real wood, with the unmistakeable soft sound of a wooden floor and a natural feel. The ten refined and modern decors in the Vivo nature range invite customers to give their rooms that individual touch.
Vivo nature captivates with its small board size of 855 x 90 mm and the Micro bevel (slightly bevelled edge). This creates completely new room accents. A floor as beautiful as real wood parquet and as robust and resistant as laminate. This narrow board was developed by EGGER and has now become the standard for the industry.
emotion and Feelwood – two additional premium collections for multi-level sales
The new emotion collection has something for every taste. The division into different “Decor colour worlds” makes it easy for the consumer to choose the appropriate floor. With its wide range of 50 fashionable decors, this out of the ordinary collection goes out of its way to satisfy the personal taste of the purchaser. The standard Just clic! installation system means convenience when working with emotion. Moreover, the silenzio sound-proofing underlay makes for a pleasant-sounding laminate floor.
With the Feelwood collection, EGGER presents the premium product among laminate floors: the single plank size (855 x 90 mm) gives an elegant appearance, just like high quality solid wood parquet. Feelwood creates modern living situations with a timeless character.
Megafloor
The Megafloor range includes 34 selected decors of three different qualities as well as seven surface finishes individually designed to match the pattern of the laminate floor. The collection is available from DIY outlets, for which a special product information system has been developed that makes selling simple. Megafloor is a complete package which fulfils the most diverse needs of the DIY handyman. To make things easier for the consumer, three categories have been developed with an attractive colour system: M1, M2 and M3 define the different qualities of the laminate floors. The consumer makes his decision not based on the category of classification or quality, but what he finds pleasing.
