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PRODUCT PROFILE


in the flooring industry, according to Sleeper’s panel of experts. As production techniques continue to advance, clients are increasingly demanding ethically sound products that will stand the test of time without compromising on design. “The key trends over the last year or


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so have continued to be natural designs and effects,” explains Craig Moorhouse, Marketing Manager at Polyflor. “2013 will see the continuation of the current trend for muted colourways, especially incorporating greys, as these tones can offset the more bold colours from fabrics and furniture.” Design Director at OW Hospitality


Damian Roscoe believes pattern remains a key driving force in the carpet industry. “I think in 2013 we can expect to see more sophisticated looks including motifs such as simple geometrics, large oversized florals and revitalised ikat inspirations,” he says. It is a prediction Louise Serjeant,


Corporate Key Account Manager at Forbo Flooring Systems, agrees with. “Luxurious patterns, intense colours and opulent designs will always be popular with the industry,” she says. “However,


esire for beautifully crafted sustainable products in naturalistic materials is driving developments


what I think we will witness more of in the coming months is chic interpretations of natural materials that incorporate individual surface textures – providing an authentic yet wholly distinctive look.” The trend for replicating natural materials


remains popular across the board, whether in vinyl flooring, carpets or tiling. Trevor Horsley, Director at Strata Tiles, believes technological advances in the industry mean consumers are increasingly appreciative of realistic design interpretations, and says he has witnessed a shift away from natural stone towards ceramics and porcelain. A further advantage of using non-


natural materials is durability. As Horsley explains: “The perfection of advanced inkjet technology applied to porcelain prior to being fired into the body of the product has allowed perfect non-repeating replication of natural stone and wood. The resultant product is more durable and easier to maintain than the natural equivalent.” In addition to being longer-lasting, the


current products on the market are also safer than ever, according to the panel. “Clarity of detail is an area where flooring will improve as technologies develop, as well as added benefits such as hidden and enhanced slip resistance along with improved maintenance properties,” believes Moorhouse. “Safety is of huge concern and flooring which not only leads with design but also offers added slip resistance and comfort will become the clear choice.” As expected, sustainability continues to be


one of the key factors influencing flooring trends, with our experts agreeing that they have seen a huge increase in eco-friendly specifications. From OW Hospitality’s use of salvage yarn in felt carpet padding to Forbo’s


“What I think we will witness more of in


the coming months is


chic interpretations of natural materials that


incorporate individual surface textures –


providing an authentic yet wholly distinctive look.”


Louise Serjeant, Forbo Flooring Systems


success in sourcing of 96% of its total energy consumption from renewable sources, high- profile companies are leading the way when it comes to green product development. It is no longer sufficient for the product itself to be ethical – company procedures need to be environmentally sound from start to finish. As Horsley explains: “It is expected by a hotel guest through the client, specifier, contractor, supplier and manufacturer.” Serjeant believes that clients are now


looking for entirely sustainable companies and methods. “We are seeing a big increase in specifications having a strong element of environmental obligation,” she says. “And so the manufacturers that are leading the way in sustainable practices – not just when it comes to product manufacture, but in every element of the company’s activities – will fare well.”


Turn the page for the latest product launches and case studies from flooring suppliers.


WWW.SLEEPERMAGAZINE.COM JANUARY / FEBRUARY 2013 125


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