TORLYS announces launch of Smart Floors
Performance, décor and environmental benefits provide compelling consumer offering
Toronto, Canada – Jan. 30, 2008 – TORLYS today unveiled Smart Floors as the brand descriptor for its complete line of progressive, environmentally responsible flooring products.
‘TORLYS Smart Floors’ will better represent the full extent of benefits associated with TORLYS flooring.
“Over the years we’ve developed this amazing array of beautiful, long-lasting floors with extraordinary environmental benefits,” said John Kocemba, Vice President, Marketing, TORLYS. “We simply needed a clear way to convey our unique difference to the trade and ultimately to consumers.”
Working with its brand marketing partner and advertising agency, Copp Communications, TORLYS decided on the name after using it in specific product applications. The company discovered the name had properties it was looking for: key environmental associations, a connection with technology and innovation, and best of all, it’s easy to remember.
“This is what powerful branding is all about,” said Kocemba. “Great brands have important ‘sticky’ qualities, meaningful associations that are relevant to the consumer and stay with her. TORLYS Smart Floors are beautiful and intelligent. They look smart and outperform conventional alternatives. Lifestyle, environmental and value issues are forcing consumers to rethink the way they look at flooring”.
TORLYS Smart Floors will be positioned at retail as flooring that uses technology to give consumers everything they want in a floor. Smart floors offer superior performance, “wow factor” décor appeal, environmental benefits and value across a wide range of products and styles.
Performance
TORLYS Smart Floors are 100% Uniclic, dent-and gap-resistant to ensure long-lasting quality.
Décor
TORLYS Smart Floors come in an extensive array of highly styled product lines, formats and colors. Smart Floors look beautiful and stay beautiful for decades.
Environment
TORLYS Smart Floors are made with fewer natural resources and designed for re-use. Planks are easily replaced, so floors are easily renewed and repaired. Smart Floors can be re-used up to three times under warranty and every Smart Floor exceeds stringent California Indoor Air quality standards. TORLYS has a specially sponsored program with Habitat for Humanity in which any TORLYS re-usable floor will be accepted as a donation.
ABOUT TORLYS Smart Floors
Started in 1988, TORLYS is a fast-growing global flooring company, specializing in beautiful, easy-to-install, easy-to-maintain flooring solutions. 100% of TORLYS branded products are environmentally responsible and are engineered using the patented Uniclic joint. TORLYS has an extensive product selection in re-useable hardwood, laminate and cork floors. -- just unclick and reinstall in another room. In 2008, three new TORLYS products are being introduced in its inaugural “Naturals” line – Leather, TerraWood and Organix. For more information on TORLYS products, visit www.torlys.com.
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For further information, contact:
Karen Deel
Brand Manager, TORLYS Smart Floors
(905)696-2392 Email: karend@torlys.com