It's only been a few months since US Floors International - founded in the United States by a Belgian entrepreneur - wowed DOMOTEX visitors in Hannover. While exhibiting at the world's leading trade fair for carpets and floor coverings, the company claimed its innovative COREtec collection would usher in the next revolution in hard flooring. And its success seems to back it up. Due to major interest from across Europe, drummed up not least by the company's appearance at the fair, US Floors has since set up camp in Waregem, Belgium, to serve the European market even better.

Yet such strategic decisions alone are not enough for US Floors - now the company is enhancing its products, too. The American business, which has since revisited its Belgian roots, will soon expand its portfolio, launching a multilayer flooring with a PVC-free, mineral-based magnesium oxide carrier. Measuring seven to eight millimeters in thickness, this click-together product features a decorative PVC layer and a cork layer laminated on the back. As "Ceratouch" promises to offer an alternative to ceramic tiles, the European preview will be held at a ceramics fair in Bologna, Italy, at the end of September 2019. The marketing campaign, however, will be officially launched at DOMOTEX 2020. After all, it was this high-profile event that helped COREtec designer flooring get off to such a good start.

US Floors International llc (8790 Waregem, Belgium)