Floorinsite gets an Exclusive Interview with Jan Dossche

President, Coretec Floors | President MMFA | Founder of Flanders Flooring Days

Few individuals have had a greater impact on the modern flooring industry than Jan Dossche. As President of COREtec Floors, President of the MMFA and the founder and driving force behind Flanders Flooring Days, he has helped shape the direction of the European flooring market for more than a decade. From pioneering the growth of rigid core flooring to creating one of the industry’s most successful international events, Jan continues to influence how manufacturers, retailers and contractors connect and do business across Europe

Floorinsite has managed to sit down for an exclusive interview 

Coretec transformed the hard flooring market with the introduction of waterproof rigid core flooring. Looking back, what do you believe has been the biggest factor behind Coretec’s success?

Coretec is the architect of waterproof multilayered rigid core flooring. It was introduced for the very first time at the Surfaces Show in Las Vegas in 2013, offering a unique solution for the many shortcomings LVT flooring encountered prior to that, making it a low value product that had a rather negative connotation with the public. Coretec floors brought not only beautiful floors, it revolutionized the whole flooring world by offering a flooring solution that was finally embraced by a very large public!

You have always been recognised as someone who challenges conventional thinking within the flooring industry. What do you believe is the biggest mistake the industry is making today?

It is obvious that the same mistake pops up again and again, every time a new category of products becomes successful and value is created for all stakeholders in the industry, some operators choose the short term easy way to take advantage of the success and downgrade the category by offering lower grade products at ridiculous prices, destroying the value carefully built.

Coretec continues to invest heavily across Europe. What role does the UK play in your future growth strategy?

The UK has been and will always be an important flooring market, with UK citizens being extremely fond of creating cozy, timeless residential environments using better quality finishing products to obtain the famous British charming interiors everybody loves. Coretec floors are a perfect fit for these interiors.

Many retailers are facing increased competition from online suppliers and changing customer buying habits. What advice would you give to independent flooring retailers looking to remain competitive and profitable?

My advice is: choose a limited number of products. Choose wisely with which supplier partner you work with. Make sure that you can make a decent living by selling products with high margins. Profit is not a dirty word!

Sustainability is becoming increasingly important for specifiers, architects and end users. How is Coretec responding to these demands, and what innovations can we expect in the coming years?

Coretec floors have always been at the forefront of innovations and nothing less when it comes to environmental and sustainable development.

The UK flooring market has faced a number of challenges over the past few years, from inflation and rising costs to reduced consumer confidence. How do you see the UK market today, and where do you see the biggest opportunities for growth?

The British citizen will choose value for money Coretec floors.

Coretec has built a reputation for innovation. How do you ensure the company continues to stay ahead in such a competitive market?

Always rely on your own strength, supported by a big organisation that operates on a global scale. Stay flexible in your approach and keep your eyes and ears open.

What trends are you currently seeing from architects, designers and commercial specifiers that will influence flooring products over the next five years?

We at Coretec Floors are offering timeless wood and tile solutions that fit every residential or commercial interior. We are not seeking the extravagantly coloured look or short-lived fashionable hypes. 

As President of the MMFA, how do you see the role of modular flooring evolving across Europe, particularly as sustainability legislation and performance requirements continue to increase?

As President of the MMFA it is my duty and my intention to safeguard and improve the reputation of this product category by helping to implement specific standards and quality regulations. This is a request of all the members.

Flanders Flooring Days has quickly become one of the industry’s most important events. Did you ever imagine it would achieve this level of success when you first launched the concept?

The Flanders Flooring Days offer a unique concept that represents a simple recipe: building a strong customer culture by inviting them into your home turf. This concept, combined with famous Belgian hospitality and gastronomy, is a guaranteed formula for success.

Looking specifically at Coretec, what new products, technologies or developments should UK retailers, contractors and specifiers be excited about over the next 12 to 24 months?

Coretec Floors has developed a revolutionary retail concept that literally serves the retailer as a Coretec ‘vending machine’. It is a beautiful, premium display solution that disrupts and outperforms anything similar on the market.

Throughout your career you have built successful businesses, led international organisations and influenced the direction of the flooring industry. What leadership lessons have been most important to your success?

Always trust your own intuition, surround yourself with a great team, don’t sweat the small stuff but set out a strategy and stick to it! Everybody is the architect of his own life!

Finally, when you look ahead to the next decade, what does the future of the flooring industry look like and what role do you see Coretec playing within it?

Coretec floors is now almost 15 years on the market and has turned the whole flooring industry upside down. The public acceptance continues to grow year on year, thus making it an essential element in premium interiors. 

Visit Coretec Floors now: www.coretecfloors.com/en-gb