Interfloor is upgrading its top selling range of Tredaire Seventh Heaven PU underlays, free of charge. The Seventh Heaven range is Tredaire’s flagship collection of six PU products: Sensation, Dreamwalk, Softwalk, Cosywalk, Ambience and Revive.
So what does the upgrade mean? There are four elements which have been improved. These are:
1. Stronger and more vibrant colours
The facing film colours have been strengthened with more pigmentation so that the finish is more striking and vibrant than before. Tredaire’s PU underlays can be differentiated by their colour and improved colouring will aid the selling process to the customer.
2. Stronger backing with bolder branding
The high performance TextronR paper backing has been strengthened significantly which will both improve its stability and the overall comfort level of the products. The traditional brown paper has been replaced by a brilliant white with the Tredaire branding in red. This will also support the premium positioning of Tredaire and provide a strong reminder of the brand when the carpet is uplifted in the future.
3. Improved Point of Sale
Interfloor is well known for the quality of its POS, particularly the A3 hanging samples. Interfloor has re-designed the Seventh Heaven covers so that they contain key underlay benefits statements for the store salesperson to use. There is also useful technical information including product density and tog and decibel ratings. QR codes have also been introduced for retailers and consumers to access more information via their smart phones.
4. Brighter and stronger packaging
The Seventh Heaven range has new packaging with thicker, stronger films that will make the product easier to move. The packaging design has also changed with a new two colour print on a white background which supports the premium positioning and enables the products to be differentiated easily.
Steve Woodhead, Interfloor marketing director, says, “The Seventh Heaven range is our biggest selling Tredaire collection. Although it has been very successful we felt now was a good time to move the range forward. This upgrade has been designed to produce a better performing product that looks better and is easier for retailers to sell. We’ve invested significantly in the range without changing our prices. The initial feedback from customers at the Flooring Show in Harrogate was extremely positive and we hope that retailers like what we’ve done and are successful with it.”