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Interfloor drives growth through underlay applications

Interfloor’s continued focus on six key underlay applications is helping drive their growth. Steve Woodhead, Interfloor’s marketing director explains, “There is growing demand in six key applications. The primary ones have always been Comfort and Durability, but we have also defined Underfloor Heating, Heat Insulation, Sound Insulation and Hard Flooring as being of significant interest. These applications are shaping both consumer and contract demand. Indeed the domestic market has become more sophisticated in the last two years as some consumers become much more aware of the attributes of underlay and of their own needs. ”

Consumers increasingly want outstanding levels of comfort, well above the standard levels of “luxury” as defined by British Standard BS5808. A growing number of Tredaire underlays are up to 65% higher than the conventional standard for Luxury. These products include Sensation, Colours Red and their new 160kg PU Titanium. Together they offer unparalleled levels of underfoot comfort. Interfloor have seen a surge in demand for their premium PU underlays since they were re-launched in 2014 with brighter colours, stronger backing and packaging, and bolder branding – all at no extra cost.

Premium durability applies to those underlays that offer 100% recovery from pressure indentations. Only crumb rubber underlays (with densities over 400 kg/m3) provide this and are ideal for dining rooms and staircases. Duralay System 10, Treadmore and Durafit are tried and tested solutions and are consistently popular in both residential and contract settings.

Underfloor heating underlays enable heat to pass through the flooring efficiently from below so tog values of less than 1.0 are required. Duralay pioneered this niche with its Heatflow range of low tog underlays from 0.3 to 0.8. Their Heatflow Carpet and Heatflow Wood and Laminate underlays continue to tap into this growing market.

Heat insulation underlays reflect the growing interest in products that help to keep living rooms insulated and minimise heating bills. Some of the latest Tredaire PU underlays have tog values between 2.4 and 3.1; up to 50% better than the traditional products. The highest tog underlays include Dreamwalk, Sensation and Softwalk.

Sound insulation underlays for carpets are useful in addressing noise reduction underlays to combat noisy neighbours! Some Tredaire PU foam and sponge rubber products have decibel ratings of over 40. These include Colours Red, Dreamwalk and Sensation.

Duralay was the first manufacturer to develop special noise reduction underlays for wood and laminate floors. Offering up to 30% noise reduction these high density (700 kg/m3) sponge rubber underlays include Silentfloor Gold and Timbermate Excel.

Steve Woodhead adds, “These applications enable the retailer to build a range of underlays that will meet all the needs of their customers. Our territory managers can advise on which products to stock and the most advantageous price points. We know that retailers cannot stock every possible product, so we’ve been investing in our own stockholding to ensure better service through the peak period of the year. We’ve invested over £3m in improving our manufacturing and logistics capabilities across both sites in Haslingden and Dumfries. The investment has been designed to address both the seasonal demand surge in September to December and our planned growth in the UK and international markets.”

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