Laminate flooring giant Alloc says it expects to make further inroads into the UK market and challenge the carpet sector’s dominant position.
The company, part of the Berry Group, has signed up a new UK distributor, Responsive Design, and is launching three products into the market, including an underfloor heating system.
Camberley-based Responsive Design supplies 60% of the UK laminate wood flooring market, with customers including B&Q, Travis Perkins and Homebase.
Alan Springford, of Responsive Design, said laminates and wood made up 14% of the UK floorcoverings market last year.
He said: “This is set to grow and erode the traditional carpet market even more over the coming years.”
Alloc says it has improved its glue-free interlocking system for the new Alloc Domestic product, which features a “wood pore” surface with a high gloss level to give it a “warm and living face” similar to real wood.
Improvements in printing technologies have also enabled Alloc to increase the variety and complexity of wood patterns available, highlighting grain and wood structure.
The company claims its new underfloor heating technology is the first combined flooring and heating solution, with electrical elements integrated into its silent system underlay. It was developed to answer critics who viewed laminates as cold underfoot.
