Design-Vinylböden bei ter Hürne
Clear market potential for 2021
Perfect timing
The marketing strategists of ter Hürne, the flooring manufacturer from Münsterland, have made good use of 2020 from the outset to specifically identify new sales potential in the market environment. Their focus is on the luxury vinyl flooring product ranges. The advance planning is expected to pay off. Before the Corona lockdown, ter Hürne product managers travelled throughout Europe to specialist designers, in order to discuss the latest design developments and to create new decors. Once it has been initiated, the entire creative process can be handled on the phone and the Internet.
Update, relaunch or Launch?
“The result of our work goes far beyond updating a range”, is the verdict of product manager Nadine Lensing. 48 decors, including some available exclusively from ter Hürne, form the new LVT branded range, that is being offered throughout as 3 in 1 according to the system philosophy: Each decor is available as Multilayer Rigid, as vinyl on an HDF base and as Dryback. “This allows the end customer to concentrate completely on the visual aspects and clarify the technical questions afterwards. The chosen design is available for each functional application and substrate. It’s a great simplification, which facilitates the sales conversation.”
ter Hürne also stays true to its quality promise. Throughout every product development, the focus is on healthy living. Plasticizers for the vinyl we use are bio-based and are obtained from the soya bean, rendering the use of phthalates superfluous.
Starting in the Stone Age
When it comes to stone tiles, ter Hürne is making great strides towards the beginning of a new era: Together with well-known specialists in stone design, authentic effects are being developed for the new range. 12 exclusive decors have been selected ranging from natural stone to terrazzo and concrete. Another USP are the large formats available in the ter Hürne range: From 2021, the stone decors will be available both as a 910 x 450 mm and a remarkable1200 x 600 mm.
Close to the customer
New on-trend looks in wood design complement the previous top runners. For 11 of the particularly striking decors, we use double cylinders in the production process to significantly reduce the repetition of noticeable decor elements. In addition, there are a large number of decors with a register embossed surface structure on offer. Apart from design, formats will play an important role in the coming year: ‘Longer and wider’ is the latest trend for planks. So for example, from 2021 the multi-rigid segment will be offering a long plank of 1800 x 235 mm. Due to the increasing demand, the herringbone range is being highlighted with a more extensive offer.
base.59 becomes FRIENDS by ter Hürne
The new, significantly more emotional name signals a stronger approach to the ter Hürne brand. Because in the product world, FRIENDS already belong to a brand family, since they meet the quality promises of healthy living, design and smart technology. The new marketing strategy will make advice at the POS easier for the specialist retail trade. The scope for decision-making is broadened for price-conscious ter Hürne fans. A total of 14 decors in three designs will be on offer. The products differ from each other by having a wear layer 0.33 mm thick instead of the 0.55 mm thickness of the branded range. New is the integration of impact sound insulation in Rigid.
Available from the start!
While this year many sectors are suffering from the limitations of the Corona crisis, in 2020 the construction industry did not have to suffer any severe economic downturns. On the contrary: Numerous projects were increasingly brought forward. The forecasts for 2021 are also cautiously optimistic. At the moment, the fear is rather of hold-ups in the production and supply of materials – particularly from abroad – which is posing challenges for the industry and its suppliers. At ter Hürne the subject was taken into account in good time after the complete relaunch of the luxury vinyl flooring
This topic is always top of the agenda for us and our trading partners. For 2021 we have been very generous with the availability right from the start” explains Torsten Nienhaus, Head of Overall Distribution and member of the executive board at ter Hürne. „The sale can begin at full steam."