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Schattdecor to showcase Decor Selection at IWF Atlanta

7/9/2014

Schattdecor reduces the large number of new decors to target more specific customer needs globally New team to specialize in Finish Foil sales in North America

Thansau/Maryland Heights, 10.06.2014 - With its Decor Selection 2014 the German company set out in a new direction and set an entirely new global plan in motion.

A concern for Schattdecor was having too many new decors for customers to choose from. So after assessing trend predictions, the company decided to reduce to a smaller Decor Selection.

As the pace of developing new decors and introducing new trends became a bit frantic, there was a fear of overwhelming the market. Schattdecor looked to being responsible for quality decors as opposed to just quantity - getting down to the "bottom line."

Current industry trends serve as a basis for reducing to this smaller number of quality decors: Naturalness and Nature, Upcycling, Individuality, and Reducing, the latter as a direct counterpoint to the sensory overload

In Russia, as well as in Turkey and the United States, the initial feedback has shown that this theme will work globally. At IWF, Schattdecor will show its "Raw Essentials" color story and give information about what the "trend drivers" are for the future of the laminate industry. These drivers will be determined when considering new surface finishes, designs and colors.

All eleven of the Decor Selection 2014 decors, in both melamine and Finish Foil, will be available to see. Finish Foil has had very positive product development and has put Schattdecor in the forefront as the leading Finish Foil producer in the industry. It has also prompted the company to implement a dedicated team, specializing in this product alone, for the North American market. Claire Williams and Bastian Kastner look forward to the future, where they will present the advantages of Finish Foil in conjunction with the Decor Selection and inform visitors of the benefits of this relatively new Schattdecor product.

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