News Feature Autumn sales of LVT set to increase thanks to Karndean Designflooring campaign Karndean Designflooring, the UK’s leading supplier of luxury vinyl flooring (LVT), is set to support increased sales for independent retailers this autumn with a new consumer campaign. Launching on 1st September, the ‘Life Lived On These Floors’ campaign will raise awareness of Karndean flooring as a practical choice for every home. Featuring real life homes and families, activities will see Karndean Designflooring launch its first TV advertising as well as online and social media promotions.
“LVT is increasingly seen as a convenient and hygienic alternative to carpet, wood and stone flooring across the home and this has been reflected in a year on year increase in sales.” As home decorators turn their attention away from life lived outdoors during the summer to creating cosy indoor spaces, the campaign will highlight the benefits of LVT and encourage them to consider how Karndean flooring can bring their home all the beauty of wood and stone flooring but without any of the practical downsides. LVT is increasingly seen as a convenient and hygienic alternative to carpet, wood and stone flooring across the home and this has been reflected in a year on year increase in sales in this category. In particular, the rigid core format is acknowledged as a more durable and waterproof alternative to laminate or engineered hardwood over uneven floors or new floors that are still drying out. Responding to the trend for interesting laying patterns and a coherent room to room look, Karndean Designflooring continues to innovate and has recently introduced a multi-format Van Gogh collection, including designs in a rigid core herringbone option, which offers maximum flexibility to match flooring across different subfloor conditions. Sophisticated style, and hard wearing Karndean’s rigid core Van Gogh and Korlok designs offer the sophisticated style and hard wearing surface that customers expect from the market leader as well as its registered K-Core technology, a preattached acoustic layer and a familiar 5G clicklocking mechanism for quicker installation with less subfloor preparation. Showcasing brand advocates who have used Karndean flooring to create a home that reflects their unique family life and the memories that connect them, the campaign features their stories of life’s ups and downs. Each social media influencer will explain how their Karndean floor enables their family to live life their own way and why they can count on Karndean to be with them every step of the way. Scott Cochrane, retail sales director at Karndean Designflooring, said: “Practicality and hygiene are currently top of everyone’s agenda and this has resulted in an increased demand for LVT. Our latest campaign promotes the desirability of Karndean flooring as a product that is not only designed to look beautiful but is also resilient to everything that life can throw at it. “At Karndean we have always been proud to say we design floors that people will love for a lifetime. Home decorators are just as proud to show off their Karndean floors and have been enthusiastic about sharing their experiences of living life on a Karndean floor. Taking their stories as our inspiration, this campaign will highlight why Karndean flooring is not only designed for life but designed for every single moment of every single day for every different life.” Visit karndean.com or follow @karndean_uk on Instagram 40
THE STOCKLISTS September 2021