Laticrete Launches Floor Warming System

Bethany, CT, January 9, 2007--Laticrete has launched a comprehensive floor warming program callled Laticrete Fahrenheat. Laticrete Fahrenheat offers an exclusive self adhesive mesh and wire backing allowing for faster and easier installation. Unlike traditional mats that require extensive stapling and are hard to install tile over, Fahrenheat allows for much easier thin-set installation as there are no waves. In addition, Laticrete Fahrenheat is part of the Laticrete Lifetime Residential Warranty which covers not only the floor warming system and components, it also covers the thin-set mortar and grout. “This has been something distributors and contractors have wanted for a long time,” said Sean Boyle, director, business development at Laticrete, “by offering the radiant heating system along with our complete system, we simplify the selection and the installation, plus provide the customer with a single warranty.” In addition to several innovations of the mat itself, Laticrete offers 24-hour turnaround on floor layouts and offers an easy to use software program that allows customers to design their floor and identify product needs quickly and easily. Combined with renowned technical service, Laticrete offers unparalleled nationwide support to distributors, contractors and dealers. “It is our goal to aggressively promote the awareness of, and more importantly, the benefit of radiant floor heating to consumers, thus driving the demand of tile and stone,” says Boyle. “By investing heavily in marketing activities, dealers and distributors can realize incremental sales by providing better value to the end customer.”

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