Invista expects another hit flooring product with its
Stainmaster PetProtect Luxury Vinyl Flooring (LVF), introduced a year ago at Surfaces and in showrooms since summer 2017.
LVF has become a popular product category with many contenders, but Stainmaster PetProtect is rising above the competition, according to Lisa Connelly, senior director of marketing, at
Invista, who is responsible for the overall Stainmaster brand. The company, she said, is pleased with the positive momentum of PetProtect LVF since its launch this past July.
“Vinyl Flooring is the fastest growing category in the resilient hard surfaces segment with residential replacement eclipsing the growth of other resilient flooring solutions. PetProtect LVF gained national distribution across the specialty channel out of the gate and is expected to see expansion in 2018,” Connelly said.
As with PetProtect carpet, which launched in 2013, Stainmaster has done its homework. “The Pet industry is projected to be $65 billion by 2018, and nearly two thirds of all U.S. households have a pet. Pets no longer spend most of their time outdoors. Pets naturally want to be where their people are, and pet parents don’t want to exclude their pets from their day-to-day lives or, by extension, any room in their home. Because of this, the flooring solutions they chose must rise to the occasion,” Connelly said.
PetProtect Luxury Vinyl Floor offers features designed to address the biggest issues for pet owners, Connelly explained. “From 100 percent waterproof floors to floors that resist pet scratches with our proprietary ClawShield coating, PetProtect LVF will stand up to the day-to-day rough and tumble of a home with active pets,” she stated.
PetProtect LVF also features Pet ActionTraction which helps add slip resistance, resists stains, is easy to install and maintain, resists pet odors and is warm underfoot.
Thumbs up at retail
Consumer reaction to Stainmaster PetProtect LVF has been good so far, said Brett Hemphill, owner at Hemphill’s Rugs and Carpet, Costa Mesa, Calif. “Stainmaster does a great job with the brand and the visuals of the line are so much better, the LVF is doing well. A year ago, shoppers were concerned about the effect of putting down LVF on the resale of the house, but not so much now. We have put PetProtect LVF down in a multi million-dollar home,” Hemphill explained.
While most shoppers are not familiar with PetProtect LVF when they come into Hemphill’s, “We are educating the consumers and have a lot of the product installed in the showroom. Stainmaster provides brochures and good signage. There is quick delivery on orders and somewhat limited distribution for a branded product with recognition for quality—it’s a good thing,” he stressed.
Baker Bros Area Rugs and Flooring recently added Stainmaster Pet Protect Luxury LVF to its seven showrooms in Arizona, according to Phil Koufidakis, president and owner at the retailer. “The Stainmaster LVF extension is logical and has a great story,” Koufidakis said. “Stainmaster still resonates certain things with customers, like quality and durability,” he stressed.
While consumers recognize the Stainmaster name, most are not aware of the PetProtect line when they come into a Baker Bros location. “They are starting to hear about it more from us as we advertise and promote the brand extension.” Consumers are impressed by the Pet ActionTraction and ClawShield features, which are major differentiators for Stainmaster PetProtect LVF, Koufidakis added.
Knowledge of the new Stainmaster LVF will strengthen and grow by word of mouth and through Stainmaster support, Koufidakis predicted. “They have created a great commercial and POP around the Pet Protect brand with a young superhero and a superhero dog. Plus, their tag line of "Life should leave memories not marks" is well done.”
Michael Hersh, owner of Michael’s Carpet in Huntington Beach, Calif., agreed, “Our customers definitely recognize the Stainmaster name and are confident with the different product offerings and warranties, so the Stainmaster brand definitely has power.”
When a shopper comes into Michael’s, “We explain to them that we will find a product that best fits their needs. If they are looking for a waterproof, very durable floor, (they should) look no further than PetProtect LVF. We explain the differences with the different wear layers, and waterproof nature of the product. We explain the pros and cons of all products and allow the customer to make a decision on which product would best fit their needs,” he stated.
Stainmaster PetProtect Luxury Vinyl Flooring is ringing up sales at Hemphill’s Rugs and Carpet.