Product category:
Floor Coverings
News Release from: Boa-Franc S.E.N.C.
Edited by the Buildingtalk Editorial
Team on 13 February 2007
Mirage new merchandising approach at
Surfaces 2007
The Mirage Look, designed to simplify consumer buying decisions, will be unveiled at Surfaces 2007.
Mirage, North America's leader in prefinished hardwood flooring, today announced the launch of a new merchandising approach at Surfaces 2007, the flooring industry's largest trade show The Mirage Look, designed to simplify consumer buying decisions, will be unveiled at Surfaces 2007
This article was originally published on Buildingtalk on 13 Feb 2007 at 8.00am (UK)
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Mirage enlarges its collections at Surfaces 2007
Mirage, North America's leader in prefinished hardwood flooring, will unveil new products and flooring widths at Surfaces 2007.
Mirage will highlight the new approach and showcase the dealer display at the Sands Expo and Convention Center (booth #3464) in Las Vegas from Feb 7 - 9, 2007.
"There are many points for consumers to consider when selecting the hardwood flooring that best complements their home decor and individual design tastes," said Luc Robitaille, vice president of marketing for Boa-Franc G.P., the parent company for Mirage.
"We realized that our customers typically know the color they have in mind for their floors right away".
"By changing our sales approach to focus on that element first, it's much easier to guide the customer through more specific decisions such as which collection, luster or the type of installation to consider - the goal is to simplify the process for our customers".
New marketing materials will accompany the revised sales process, and will highlight stain color selection.
As part of this new merchandising approach, the Mirage collections and series have also been reorganized and will be grouped by color and design appeal.
These include the Natural, Elegant and Stylish collections, and the Sweet Memories, Exotic, Herringbone and Design series.
Once the color palette has been determined, customers will then select the species and widths necessary to achieve the desired ambience and look.
Mirage hardwood floors are available in a wide range of wood species and stains, and board widths ranging from 2-1/4-inch to five inches.
The company offers several lusters including Cashmere and semi-gloss, all featuring Mirage's exclusive Nanolinx finishing technology, which leverages state-of-the-art nanotechnology to deliver prefinished hardwood floors that offer greater durability and wear resistance without sacrificing the beauty of the wood's natural grain.
Selecting an installation technology completes the process, with Classic and Engineered options, as well as the company's newest glueless flooring, the Mirage Lock.
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