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“ Our international success has been built on the reputation of our brands, the quality of our products, and the technical performance they deliver,” Gary begins.“ Many of our products occupy specialist positions within the market, whether that’ s acoustic performance, thermal efficiency, durability, or specific application requirements. Combined with strong distributor relationships and the ability to manufacture at scale, this has enabled us to build a successful global presence.”
Exporting to over 70 countries worldwide, Interfloor operates a distinct portfolio of four specialist brands designed to serve different sections of the flooring market. The company’ s Duralay brand serves contract, specification, and hard flooring markets, where product performance, durability, and technical credibility are key purchasing considerations for customers. Duralay also incorporates key sub-brands such as Flamecheck with specialist IMO products, Sonixx with specialist acoustic products, and Heatflow with specialist underfloor heating products. Gripperrods is the business’ flooring accessories brand, covering gripper, floor edgings, and related products, while its Stikatak brand enhances the offering with adhesives and installation products. Tredaire, however, remains the company’ s primary retail-facing brand, and has been a significant investment focus for Interfloor in recent years.
“ One of the areas we are particularly proud of is the work we have undertaken to raise awareness of underlay amongst consumers through our Tredaire brand,” Gary elaborates.“ Research highlighted that underlay is often overlooked during the flooring purchase journey, with many consumers unaware of its importance and unable to name a single underlay brand. This led to the development of our Tredaire-nauts campaign, built around a simple message:‘ Your carpet is how your flooring looks. Your underlay is how it feels’. Using a cast of space-themed characters and the strapline‘ Feels Like Nothing On Earth’, we
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