DPR – The environmentally friendly laminate flooring

Different sales strategies for wholesale and DIY

Improved product properties and outstanding environmental compatibility.

These are the unique advantages of the new DPR laminate floor collections from EGGER, manufactured using the direct printing process. Two separate ranges are available for two different sales channels: The "DPR laminate floor collection" for wholesalers and the "Spirit" collection for the DIY sector. Both ranges are made to a thickness of 7 mm, fall into application class 31, offer a 12-year guarantee and employ the innovative JUST clic! installation system. Nine selected, authentic wood decors, from stylish Oak to exotic Merbau, comprise the range, which is aimed at both the private and the commercial sectors. All the decors are provided with the classic Woodline surface. The laminate flooring with the environmental advantage The main argument in favour of floors made using the DPR process is their especially good environmental compatibility, which is based on several factors. For one, the new process optimises production and saves valuable resources, decorative paper and energy thanks to the direct printing. EGGER only uses ecologically harmless dye systems and water-soluble varnish. Furthermore, only PEFC certified wood sourced from sustainable forests is used. The new process not only satisfies the ecological needs of consumers, it also improves product quality. DPR floors have a naturally warm surface that makes them seem even more authentic. They are also up to 20% quieter than "conventional" laminate floors and are more stress resistant thanks to their uniform product structure. This means they can better withstand changes in climate, such as when the heating is turned up in winter.

Different sales channels The new DPR flooring is available in two distinct ranges - one for wholesalers and one for the DIY sector. For both ranges, specially defined marketing concepts and positions in the market under the EGGER umbrella brand have been developed. For the DIY sector there is the "Spirit" range, which is promoted very emotionally with an image that is geared towards the language and needs of the end consumer. The "DPR laminate floor collection" for specialist distributors is more technically oriented, but for all that it keeps the end consumer in sight. In both product lines the concept of "environmental compatibility" plays a key role. "With the production of DPR laminate floors we're not just following up on our promise to drive progress in laminate flooring constantly, we're also fulfilling the general wish of the consumer to optimise our products in terms of their sustainability and eco-friendliness", explains Uwe Bublies, International Head of Sales for DIY.

"Spirit" – the DPR laminate floor for the DIY sector speaks a particularly emotive language.

Factbox - Subjects • DPR product characteristics: sparing use of resources, reduced energy consumption, environmentally friendly dye and varnish system, use of PEFC certified woods, gentle to the touch, natural and warm surface, stress resistant • "DPR collection": wholesale range • "Spirit": range for the do-it-yourself sector • 9 decors in class 31, 7 mm thickness • 12-year guarantee • JUST clic! installation system