|
In 1996 EGGER Floor Products, a subsidiary of the wood-based material producer EGGER, started two production lines at St. Johann in Tirol (Austria) and Brilon (Germany), producing a relatively modest three million m² in its first year. At that time the market in Europe was very fragmented, the company’s main market outlet being overseas.
Today, EGGER Floor Products is one of the leading producers of laminate flooring in Europe, with a market share of approx. 12%. On seven production lines (four of which have been commissioned at Wismar in Germany since 1999), around 55 million m2 of laminate flooring were produced in financial year 2005/2006 (up to 30th April). The flooring is sold all round the world through independent sales organisations. In addition, synergies with the sales organisations of the EGGER Group are utilised; the Group has around 5,000 employees in 15 plants and an annual turnover of around 1.7 billion Euro.
In Brilon (also in Germany), a completely new laminate flooring factory is being built; this will start production later this year. The production capacity of the Wismar site has also been increased by 10 million m2. When this final extension phase is complete, the capacity of the two plants will increase by another 30 million m². In future, the production of laminate flooring within the EGGER Group will be concentrated at the Brilon and Wismar sites. EGGER is gradually increasing its production capacity to 80 million m2 per annum.
Focus on Europe with differentiated sales strategies
Our sales focus is fixed very squarely on Europe. The most important market is Germany, where our market share is almost 15%.
Products are sold partly via wholesalers and partly via retail outlets such as builders' merchants. Ranges and product lines are clearly differentiated. This company is one of the few suppliers anywhere in Europe that bundles innovative wood-based product systems from flooring to roofing in a single package.
The Floorline and Vivo nature collections, like emotion and Feelwood, are sold by wholesalers, and are therefore favoured by floor installers and interior decorators. The Megafloor collection has been on sale since May 2006 directly to end customers via retail outlets. There are differences in the depth of the ranges, the product fittings, and in market presence.
Floorline and Vivo nature collections for specialist distributors
Floorline was launched in the autumn of 2005 and was enthusiastically received by specialist distributors and fabricators. The collection sets completely new trends regarding appearance, structures and finished combinations. With this relaunch of the main EGGER Floor Products collection, a complete package of solutions was put together to satisfy the various demands of customers. Today’s consumers refuse to be pigeon-holed into any one particular lifestyle - they define their own to suit their individual situations.
The three new categories Floorline Opal 31, Floorline Crystal 32 and Floorline Diamond 33 serve as markers for different floor qualities and represent various living situations. The entire collection utilises the new Pro clic! profile for quick and easy installation as well as the silenzio system for reducing impact and room noise. One other absolute novelty is the “installometer” developed by EGGER Floor Products: It makes installation even easier; during production, a ruler is imprinted on the longitudinal profile of each individual panel.
Vivo nature captivates with its small board size of 855 x 90 mm and the Micro bevel (slightly bevelled edge). This creates completely new room accents. A floor as beautiful as real wood parquet and as robust and resistant as laminate. This narrow board was developed by EGGER Floor Products and has now become the standard for the industry.
emotion and Feelwood – two additional premium collections for multi-level sales
The emotion collection has something for every taste. The division into different “Decor colour worlds” makes it easy for the consumer to choose the appropriate floor. The standard Just clic! installation system means convenience when working with emotion. Moreover, the silenzio sound-proofing underlay makes for a pleasant-sounding laminate floor.
With the Feelwood collection, EGGER Floor Products presents the premium product among laminate floors: the single plank size (855 x 90 mm) gives an elegant appearance, just like high quality solid wood parquet. Feelwood creates modern living situations with a timeless character.
Megafloor for retail outlets
Since May 2006, the Megafloor range has been available exclusively to retail outlets. This is a clearly defined range with selected decors, and is aimed primarily at the end customer. The range differentiates itself from Floorline and emotion in its product characteristics, decors and market presence. |
EGGER production plants for laminate flooring in Wismar and Brilon (below)
|
