Farnham, Quebec, June 30--Domco is beefing up the middle of its product range with a new line called Eloquence.
The line addition offers sophisticated styling and a new construction with an overall thickness of 85 mils with a 15-mil urethane wearlayer. Eloquence will retail for approximately $1.88 to $2.19 per square foot, a price point at the top of Domco’s mid-priced Blue category, and offer excellent value when compared to competitive lines, noted Allard.
"Our strategy is give our retailers a versatile product line that represents the best price/quality ratio in the industry as well as giving them a line-up that is very easy to understand and easy to sell," said Allard. "One way we are doing this is with our constructions--that is, the overall thickness, as well as the thickness of the wearlayer." Additionally, surface finishes will vary, depending upon the line, he added.
Domco initiated this approach with the introduction in October 2004 of Elite. At 110 mils thick with a 20-mil urethane wearlayer, Elite is the brand’s thickest felt-backed product and its flagship felt-backed line.
"When consumers shop flooring, they often equate thickness with quality," said Allard. "When they shop Domco, they will be able to clearly see and feel the differences between our various products and better understand why one product costs more than another."
The 24 Eloquence patterns and colors, like all lines in the Blue category, offer a mix of popular, classic designs, distinguished by the use of surface texturing, three-
dimensional effects and varying gloss levels that lend exceptional realism to each pattern.
