The launch of new product lines and the Wicanders 2009-2011 collection marks an important step in the company's new strategic cycle. With an approach clearly based on market trends, this collection seeks to provide the customers with a diverse range of products of distinctive value. This is one of the main components in the strategy of growth of the company, also with the values of distinction and excellence.
New strategy, new collections
In all the initiatives it will convey the company's new market positioning - "A shift from being a cork flooring company to a general flooring company". Thus, the Amorim Revestimentos - WICANDERS brand will, from 2009, comprise 5 product lines: CORKcomfort, WOODcomfort, VINYLcomfort, LINOcomfort and PARQUET. To the first two, which already exist, will be added two further product lines with cork in their makeup but vinyl and linoleum surfaces, and one made of wood.
The previous advertising strategy, focused on technical specifications, will be replaced by one in which Amorim Revestimentos will advertise benefits and suggestions for combination of materials, textures and colours, in the form of atmospheres. "Emotion" and "Lifestyle" were the themes chosen to present the new collections.
"The philosophy of the 2009 Wicanders collection is to make the coordination of trendy decorative interior material in combination with other products as attractive as possible Harmony in design and colour".
Andreas Dotzauer, Designer of the new collections
