PRESS FOLDER
DOMOTEX
JANUARY 2014Table of Contents
Natural cork with an authentic look
Flooring made with silent, warm and ecological cork can feature woodgrain decors that are modelled according to nature down to the smallest details. With its new cork flooring collection for specialist distributors, EGGER is bringing authenticity and naturalness to the market in a new dimension. On the outside, it appears in twelve new decors and the new Large floor board format. On the inside, the flooring meets the highest ecological standards.
“Second Use!” as the first choice
With the annual update of the successful Megafloor collection for do-it-yourselfers, EGGER is counting on innovativeness and unusual decor developments. The twelve new decors in 18 versions under the motto “Second Use!” are aligned with three current living trends. At the home improvement market, the revised POS presentation ensures a powerful presence for the trendy laminate flooring.
For queries:
EGGER Retail Products GmbHUlrike Sattler
Weiberndorf 20
6380 St. Johann in Tirol
Austria
T+43 5 0600-10315
F+43 5 0600-90315
PHOTOS: PHOTOS EGGER Retail Products, reprints naming the copyright owner are free of charge / FRITZ EGGER GmbH & Co.
Manuela Leitner
Weiberndorf 20
6380 St. Johann in Tirol
Austria
Phone+43 5 0600-10638
Fax+43 5 0600-90638
Natural cork with an authentic look
The revised EGGER cork+ flooring collection scores highly with new decors, a new format and convincing characteristics.
Flooring made with silent, warm and ecological cork can feature woodgrain decors that are modelled according to nature down to the smallest details. With its new cork flooring collection for specialist distributors, EGGER is bringing authenticity and naturalness to the market in a new dimension. On the outside, it appears in twelve new decors and the new Large floor board format. On the inside, the flooring meets the highest ecological standards.
The EGGER cork+ flooring collection combines the advantages of cork as a natural product with the functionality of laminate flooring. With cork+ technology, the decor and surface are applied to the special cork material using a direct printing process. This results in floor boards with trendy wood effects and a perfectly fitting designer surface, visually appearing like laminate flooring. As Michael Gerbl, Head of Marketing & PM EGGER Retail Products explains, the guiding principle in the development of the twelve new decors “quite clearly was authenticity”: “In setting the new direction for the cork+ distributor collection, it was very important for us to work with authentic materials and present them to their best advantage. In the past, customers had to choose between the favourable characteristics of cork flooring and appealing wood effects. Now we are demonstrating that cork can look like wood too, while offering the same functionality as laminate flooring.”
Going wider
In regards to naturalness in the design, the EGGER cork+ flooring collection presents twelve newly developed decors and a special highlight: the Large floor board format (1,292 x 245 mm (50.87” x 9.65”)). Because the floor boards are wider, rooms appear visually larger with a free, open atmosphere. As Design Manager Janina Keller explains, the decors themselves unfold a much more powerful effect on the wider floor board: “The decors in the collection are reproductions based as closely as possible on nature, with the most authentic design. With the Large floor board format, we are able to suggest to the viewer that the floor is actually made of genuine wood.”
She says the Classic format is too restrictive for some woodgrain decors. “It is not as well suited for more lively, spirited grain patterns, for example like those we see with the powerful wild oak. On a width of 245 mm (9.65”) with the Large format, such a decor simply appears calmer and more natural than it does on a narrower floor board,” Keller says in conclusion.
For a cosy living ambiance
Circumferential bevels on all 4 sides ensure that the original floor board character is retained. They bring calmness and serenity to the room in the Large format. A pleasant room ambiance is also in demand because of changes in residential construction. Residential units in major metropolitan centres today no longer offer anywhere close to the same floor space as they did in the past since rooms are getting smaller. Open space is another aspect to consider. The functions of different living areas are being combined so that the living room, kitchen and dining room for example are converging into a kitchen diner. There is also a lot more going on between people's own four walls compared to the past: working in the home office for instance while someone else is cooking and a child is doing homework. This means the flooring has to have a decor that harmoniously connects the rooms to each other.
Oak in all its facets
With EGGER cork+ flooring, the currently very popular oak decors take centre stage. Janina Keller is convinced that the in-vogue wood of the last few years is going to set the tone over the coming years as well: “Oak just has an incredible variety of different facets. It can be elegant or robust, striking, lively or very powerful with large cracks. It also features a broad range of colours. Oak truly has a lot to offer in terms of colour. It works in light, dark or natural. This is also why it is such a popular trendsetter. The decor highlight of the new EGGER cork+ flooring collection is wild oak which has been implemented in three different colour variations.”
Based on the successful Arlington Oak decor from the Floorline collection, it is found in the EGGER cork+ collection in the following colour variations: natural, chalk and cognac.
The collection also features two additional oak designs in the Classic floor board format (1,292 x 193 mm (50.87” x 7.60”)). Odenwald Oak can be viewed as one of the basics in the collection. Thanks to the narrower format and its familiar, natural appearance with a somewhat lively image, it work well in smaller rooms too. While the rough cut, somewhat darker Madalena Oak has the same features, it also creates a striking accent.
Beyond oak
In addition to the trendy decors with the look of oak, the EGGER cork+ flooring collection features other authentic types of wood. Ettal Larch in the Large format exhibits a soft, natural hue. The fiery Weinsberg Ash has a warm, appealing look in the thermo hue.
In the Classic format, Mondsee Beech is a true classic that is particularly well suited for children's rooms or living rooms. Monti Pine on the other hand is a trendy decor that works well as a eye-catcher in rooms for youths or for shared living areas. Lipsi, a greyish fantasy decor that consciously does not resemble a particular wood type, rounds out the collection.
Therefore the twelve new decors exhibit a great diversity in terms of colours and floor boards. Underlying all of them is a trend which Janina Keller believes will continue to be valid into the future: “No matter whether we create the appearance of stone, concrete or wood – the trend is in favour of ever better reproductions that come closer and closer to the original. Reflecting and transforming materials is the objective. Cork or laminate flooring has to look like a genuine wooden floor at first glance.”
This claim of authenticity also applies to the surface. In the EGGER cork+ flooring collection, it is carried out in Rustic with brushed wood effects. Touch has generally become more important and today’s flooring has to feel good as well. As Michael Gerbl explains, this is of crucial importance for the product group: “A user who make a conscious decision in favour of cork flooring does not just want to walk on it in sneakers. Perhaps the flooring will be installed in the bedroom where you walk barefoot in the morning, perhaps in the nursery where you play with your children. Therefore the topic of touch is even more important with cork flooring.”
EGGER cork+ flooring collectionRevised collection with twelve new decors
Seven decors in the new Large floor board format (1,292 x 245 mm (50.87” x 9.65”)) with a bevel on all 4 sides
Focus: Oak decors
Authenticity as the leading principle for decor development / Free of PVC and softeners
Tested and certified sustainability and healthy living
Classified in usage class 31 according to the prEN 16511 standard
EGGER is a member of the MMFA
“Second Use!” as the first choice
The Megafloor update 2014 comes with twelve trendy new decors
With the annual update of the successful Megafloor collection for do-it-yourselfers, EGGER is counting on innovativeness and unusual decor developments. The twelve new decors in 18 versions under the motto “Second Use!” are aligned with three current living trends. At the home improvement market, the revised POS presentation ensures a powerful presence for the trendy laminate flooring.
With its motto “Second Use!” to inspire action, the Megafloor update is an appeal for more imagination in the design of living spaces. “We invite customers of do-it-yourself outlets to explore surprising new living possibilities with this trend update. With a bit of imagination, old chests for example can be transformed into tables and laminate flooring into wall design elements,” explains Michael Gerbl, Head of Marketing & PM EGGER Retail Products. For individual interior design, the Megafloor update includes various floor board formats (Classic, Medium and Kingsize) as well as different forms in the decor images.
Western Country
The new Megafloor laminate flooring in the “Western Country” living style meets the trend in favour of authentic and natural materials. They ensure groundedness, warmth and cosiness within your own four walls and are ideal for combinations with modern elements. The unusual trend decor Almelo Oak (in the sand or natural versions) brings suspense to any room with its seemingly irregular course. With the appearance of natural planks of wood, the Heritage Wood decor creates a second use flair in the Western Country style and is also very well suited for combinations with modern furnishings.
Business meets Fashion
The new decors in the “Business meets Fashion” living trend prove that unusual, elegant living does not necessarily have to be expensive. The dark Trapezium decor with its striking wood grain and the trapezoidal shapes of the individual elements in the decor image creates a unique aura in any room. Either natural or in the cream and anthracite versions, the Mosaic Stone decor has the look of a stylish stone floor. Here the floor boards exhibit a pronounced tactile character that makes the mosaic stones appear three-dimensional.
Loft in the City
The new decors in the “Loft in the City” living trend are convincing thanks to creativity, openness and individuality. All of the highly imaginative decors in different colour variations stand for urban living with a highly individual touch. Thanks to its colouring and pattern, the highly unusual Century Wood decor in all three colour variations is ideal in combinations with accent colours on walls or furniture. The Robin Wood decor scores points with its open, lofty character – also in the brighter light version.
Trend Booklet as a source of inspiration
The Megafloor Update 2014 is coming to DIY markets on 1st February. In the proven Megafloor presentation concept at the POS and in the “Lookbook” as the integrated consulting tool, the new features are identified by a “Trend Decor” sticker. Orientation is also offered by the 24-page Trend Booklet which picks up the three living trends and provides plenty of inspiration for end customers.
Recommended colours (NCS colour coding) are shown for each decor, both in the “Lookbook” and in the Trend Booklet. This makes it easier for the customer to choose a wall colour or matching accessories, getting them directly from the home improvement market in keeping with the cross-selling concept.
3D design studio
Customers will also find detailed colour advice and recommendations for each decor under This site also features animated installation videos as work instructions for the do-it-yourselfer and a laminate calculator that can be used to determine the optimum material quantity for individual installation projects.
With the virtual Megafloor 3D studio, customers are also provided with an innovative tool for individual room planning. All Megafloor laminate flooring – from the existing collection and the 2014 update – can be applied to images from the room library in order to experience the effect in the room. This online room visualisation simplifies the decision to choose the right decor.
Megafloor Update 2014Motto “Second Use!”
12 new decors in 18 versions
Three living trends: Western Country, Business meets Fashion, Loft in the City / Floor board sizes: Classic, Medium and Kingsize
Trend Booklet as a source of inspiration for the end customer
Room planning in the virtual Megafloor 3D studio