Successful kick-off to the 2007 trade fair marathon

Witex:
Successful kick-off to the 2007 trade fair marathon

With Domotex in Hanover and Bau in Munich, the start of Witex's 2007 trade fair marathon was marked with great success. A pleasantly high number of traders, architects and technicians visited the Wiex stands and the number of first-time enrolments at Bau in Munich greatly exceeded expectations. Opening up to the architect and technician target groups was a necessary and wise decision by the admission of those in charge of Witex. This is clearly shown in the high demand for Witex floor coverings and the large number of new people registering for the Witex “propoints” handicraft worker's bonus programme.

Good stamina and energy are required for the marathon. This was signalled by Witex Managing Director, Dr. Börge Schümann, particularly in relation to the expansion of the brand. “We have received top reviews on brand awareness and assurance in the floor covering trade and among technicians, and this is the basis for us to further strengthen Witex's position as “The Floor Brand” over the next short period of time in the business market, as well as among consumers over a further period of time,” states the Chairperson, who has been head of the Board of Management of the Augustdorf-based company since December 2006.

A 22 % turnover gain in 2006 in a European laminate market which has only seen a modest 3.5 to 4 % growth also reinforces this year's Witex trade fair motto, “be good. be better. be a part of a winning Team” and provides security for traders and technicians to have Witex as the right partner for a qualitatively high-quality and innovative range of products. Quality, innovation and expertise are the three pillars on which the future expansion of the brand shall be based. This applies to the professional laminate floors available in a wide range of décors and formats as well as to the parquet products on offer, and in particular to the innovative products, ceraclic original and elastoclic pur, which give Witex as a manufacturer and Witex sales partners in the floor covering trade a unique selling point and which allows them to move in an environment that is almost entirely deregulated. The reaction to the ceraclic “stone” and “color” studies shown was very positive, showing the hidden potential of the floor covering that was voted as Innovative Product of the Year 2006 by readers of the trade journal eurodecor. A decision over which of the two studies will be brought onto the market and when, using genuine natural stone and epoxy resin surfaces will not be made until they have been evaluated at all of the 5 trade fairs which make up the 2007 trade fair marathon. However it has already been decided to market elastoclic pur in a different way. In order to reduce advisory payments for traders and to simplify the sale of the durable floor covering in a clickable panel format, elastoclic pur will be marketed for the first time this year as a functional floor. Both traders and the editors of trade journals and consumer journals found the idea of using the floor outside of its ranges of application equally as innovative as the floor covering itself. Certain features are associated with concepts such as “The Children's Room Floor” or “The Fitness Floor” that the product must live up to and that require no further specific explanation. Elastoclic pur is already being used in kindergartens, schools and fitness studios. With the new form of marketing being used in advertisements and at the POS, the Augustdorf-based manufacturer also views this product sector as creating a great boost in turnover for the company and its sales partners during the current year.

As an innovative approach, customers and visitors were involved in rating the “vision” laminate collection décor selection, a process which was started in the middle of the year. The trendiest and most innovative décor suggestions can be evaluated from a total of 11 décor ideas. Being able to fall back on the traders' marketing expertise means that all those involved in the marketing chain can feel far more reassured when accepting the new collection.

Witex is confident due to the positive response received at both kick-off trade fairs in Hanover and Munich. An equally positive feedback is expected from the upcoming trade fairs in Basel, Cologne, Moscow and Barcelona.

Augustdorf, 22nd January 2007

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Contact:
Witex International Flooring GmbH
Marketing and PR Department
Nord-West-Ring 21
32832 Augustdorf
Tel: +49 5237 609 -343
Fax:+49 5237 609 -309
E-mail: pr@witex.com
Internet: www.witex.com