PRESS FOLDER
DOMOTEX
JANUARY 2014
DOMOTEX 2014 PRESS FOLDER
HANOVER, JANUARY 2014
TABLE OF CONTENTS
NATURAL CORK WITH AN AUTHENTIC LOOK
Flooring made with silent, warm and ecological cork can feature woodgrain decors
that are modelled according to nature down to the smallest details. With its new cork
flooring collection for specialist distributors, EGGER is bringing authenticity and
naturalness to the market in a new dimension. On the outside, it appears in twelve
new decors and the new Large floor board format. On the inside, the flooring meets
the highest ecological standards.
“SECOND USE!” AS THE FIRST CHOICE
With the annual update of the successful Megafloor collection for do-it-yourselfers,
EGGER is counting on innovativeness and unusual decor developments. The
twelve new decors in 18 versions under the motto “Second Use!” are aligned with
three current living trends. At the home improvement market, the revised POS
presentation ensures a powerful presence for the trendy laminate flooring.
For queries:
EGGER Retail Products GmbH
Ulrike Sattler
Weiberndorf 20
6380 St. Johann in Tirol
Austria
T +43 5 0600-10315
F +43 5 0600-90315
ulrike.sattler@egger.com
FRITZ EGGER GmbH & Co.
Manuela Leitner
Weiberndorf 20
6380 St. Johann in Tirol
Austria
Phone
+43 5 0600-10638
Fax
+43 5 0600-90638
manuela.leitner@egger.com
www.egger.com
PHOTOS: PHOTOS EGGER Retail Products,
reprints naming the copyright owner are free of
charge
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NATURAL CORK WITH AN AUTHENTIC LOOK
The revised EGGER cork+ flooring collection scores highly with new
decors, a new format and convincing characteristics.
Flooring made with silent, warm and ecological cork can feature woodgrain
decors that are modelled according to nature down to the smallest details.
With its new cork flooring collection for specialist distributors, EGGER is
bringing authenticity and naturalness to the market in a new dimension. On
the outside, it appears in twelve new decors and the new Large floor board
format. On the inside, the flooring meets the highest ecological standards.
The EGGER cork+ flooring collection combines the advantages of cork as a natural
product with the functionality of laminate flooring. With cork+ technology, the decor
and surface are applied to the special cork material using a direct printing process.
This results in floor boards with trendy wood effects and a perfectly fitting designer
surface, visually appearing like laminate flooring. As Michael Gerbl, Head of
Marketing & PM EGGER Retail Products explains, the guiding principle in the
development of the twelve new decors “quite clearly was authenticity”: “In setting the
new direction for the cork+ distributor collection, it was very important for us to work
with authentic materials and present them to their best advantage. In the past,
customers had to choose between the favourable characteristics of cork flooring and
appealing wood effects. Now we are demonstrating that cork can look like wood too,
while offering the same functionality as laminate flooring.”
GOING WIDER
In regards to naturalness in the design, the EGGER cork+ flooring collection
presents twelve newly developed decors and a special highlight: the Large floor
board format (1,292 x 245 mm (50.87” x 9.65”)). Because the floor boards are wider,
rooms appear visually larger with a free, open atmosphere. As Design Manager
Janina Keller explains, the decors themselves unfold a much more powerful effect
on the wider floor board: “The decors in the collection are reproductions based as
closely as possible on nature, with the most authentic design. With the Large floor
board format, we are able to suggest to the viewer that the floor is actually made of
genuine wood.”
She says the Classic format is too restrictive for some woodgrain decors. “It is not
as well suited for more lively, spirited grain patterns, for example like those we see
with the powerful wild oak. On a width of 245 mm (9.65”) with the Large format, such
a decor simply appears calmer and more natural than it does on a narrower floor
board,” Keller says in conclusion.
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FOR A COSY LIVING AMBIANCE
Circumferential bevels on all 4 sides ensure that the original floor board character is
retained. They bring calmness and serenity to the room in the Large format. A
pleasant room ambiance is also in demand because of changes in residential
construction. Residential units in major metropolitan centres today no longer offer
anywhere close to the same floor space as they did in the past since rooms are
getting smaller. Open space is another aspect to consider. The functions of different
living areas are being combined so that the living room, kitchen and dining room for
example are converging into a kitchen diner. There is also a lot more going on
between people's own four walls compared to the past: working in the home office
for instance while someone else is cooking and a child is doing homework. This
means the flooring has to have a decor that harmoniously connects the rooms to
each other.
OAK IN ALL ITS FACETS
With EGGER cork+ flooring, the currently very popular oak decors take centre
stage. Janina Keller is convinced that the in-vogue wood of the last few years is
going to set the tone over the coming years as well: “Oak just has an incredible
variety of different facets. It can be elegant or robust, striking, lively or very powerful
with large cracks. It also features a broad range of colours. Oak truly has a lot to
offer in terms of colour. It works in light, dark or natural. This is also why it is such a
popular trendsetter. The decor highlight of the new EGGER cork+ flooring collection
is wild oak which has been implemented in three different colour variations.”
Based on the successful Arlington Oak decor from the Floorline collection, it is found
in the EGGER cork+ collection in the following colour variations: natural, chalk and
cognac.
The collection also features two additional oak designs in the Classic floor board
format (1,292 x 193 mm (50.87” x 7.60”)). Odenwald Oak can be viewed as one of
the basics in the collection. Thanks to the narrower format and its familiar, natural
appearance with a somewhat lively image, it work well in smaller rooms too. While
the rough cut, somewhat darker Madalena Oak has the same features, it also
creates a striking accent.
BEYOND OAK
In addition to the trendy decors with the look of oak, the EGGER cork+ flooring
collection features other authentic types of wood. Ettal Larch in the Large format
exhibits a soft, natural hue. The fiery Weinsberg Ash has a warm, appealing look in
the thermo hue.
In the Classic format, Mondsee Beech is a true classic that is particularly well suited
for children's rooms or living rooms. Monti Pine on the other hand is a trendy decor
that works well as a eye-catcher in rooms for youths or for shared living areas. Lipsi,
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a greyish fantasy decor that consciously does not resemble a particular wood type,
rounds out the collection.
Therefore the twelve new decors exhibit a great diversity in terms of colours and
floor boards. Underlying all of them is a trend which Janina Keller believes will
continue to be valid into the future: “No matter whether we create the appearance of
stone, concrete or wood – the trend is in favour of ever better reproductions that
come closer and closer to the original. Reflecting and transforming materials is the
objective. Cork or laminate flooring has to look like a genuine wooden floor at first
glance.”
This claim of authenticity also applies to the surface. In the EGGER cork+ flooring
collection, it is carried out in Rustic with brushed wood effects. Touch has generally
become more important and today’s flooring has to feel good as well. As Michael
Gerbl explains, this is of crucial importance for the product group: “A user who make
a conscious decision in favour of cork flooring does not just want to walk on it in
sneakers. Perhaps the flooring will be installed in the bedroom where you walk
barefoot in the morning, perhaps in the nursery where you play with your children.
Therefore the topic of touch is even more important with cork flooring.”
EGGER CORK+ FLOORING COLLECTION
 Revised collection with twelve new
decors
 Seven decors in the new Large floor
board format (1,292 x 245 mm (50.87”
x 9.65”)) with a bevel on all 4 sides
 Focus: Oak decors
 Authenticity as the leading principle for
decor development
 Free of PVC and softeners
 Tested and certified sustainability and
healthy living
 Classified in usage class 31 according
to the prEN 16511 standard
 EGGER is a member of the MMFA
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“SECOND USE!” AS THE FIRST CHOICE
The Megafloor update 2014 comes with twelve trendy new decors
With the annual update of the successful Megafloor collection for do-ityourselfers, EGGER is counting on innovativeness and unusual decor
developments. The twelve new decors in 18 versions under the motto
“Second Use!” are aligned with three current living trends. At the home
improvement market, the revised POS presentation ensures a powerful
presence for the trendy laminate flooring.
With its motto “Second Use!” to inspire action, the Megafloor update is an appeal for
more imagination in the design of living spaces. “We invite customers of do-ityourself outlets to explore surprising new living possibilities with this trend update.
With a bit of imagination, old chests for example can be transformed into tables and
laminate flooring into wall design elements,” explains Michael Gerbl, Head of
Marketing & PM EGGER Retail Products. For individual interior design, the
Megafloor update includes various floor board formats (Classic, Medium and
Kingsize) as well as different forms in the decor images.
WESTERN COUNTRY
The new Megafloor laminate flooring in the “Western Country” living style meets the
trend in favour of authentic and natural materials. They ensure groundedness,
warmth and cosiness within your own four walls and are ideal for combinations with
modern elements. The unusual trend decor Almelo Oak (in the sand or natural
versions) brings suspense to any room with its seemingly irregular course. With the
appearance of natural planks of wood, the Heritage Wood decor creates a second
use flair in the Western Country style and is also very well suited for combinations
with modern furnishings.
BUSINESS MEETS FASHION
The new decors in the “Business meets Fashion” living trend prove that unusual,
elegant living does not necessarily have to be expensive. The dark Trapezium decor
with its striking wood grain and the trapezoidal shapes of the individual elements in
the decor image creates a unique aura in any room. Either natural or in the cream
and anthracite versions, the Mosaic Stone decor has the look of a stylish stone floor.
Here the floor boards exhibit a pronounced tactile character that makes the mosaic
stones appear three-dimensional.
LOFT IN THE CITY
The new decors in the “Loft in the City” living trend are convincing thanks to
creativity, openness and individuality. All of the highly imaginative decors in different
colour variations stand for urban living with a highly individual touch. Thanks to its
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colouring and pattern, the highly unusual Century Wood decor in all three colour
variations is ideal in combinations with accent colours on walls or furniture. The
Robin Wood decor scores points with its open, lofty character – also in the brighter
light version.
TREND BOOKLET AS A SOURCE OF INSPIRATION
The Megafloor Update 2014 is coming to DIY markets on 1st February. In the
proven Megafloor presentation concept at the POS and in the “Lookbook” as the
integrated consulting tool, the new features are identified by a “Trend Decor” sticker.
Orientation is also offered by the 24-page Trend Booklet which picks up the three
living trends and provides plenty of inspiration for end customers.
Recommended colours (NCS colour coding) are shown for each decor, both in the
“Lookbook” and in the Trend Booklet. This makes it easier for the customer to
choose a wall colour or matching accessories, getting them directly from the home
improvement market in keeping with the cross-selling concept.
3D DESIGN STUDIO
Customers will also find detailed colour advice and recommendations for each decor
under www.mega-floor.com. This site also features animated installation videos as
work instructions for the do-it-yourselfer and a laminate calculator that can be used
to determine the optimum material quantity for individual installation projects.
With the virtual Megafloor 3D studio, customers are also provided with an innovative
tool for individual room planning. All Megafloor laminate flooring – from the existing
collection and the 2014 update – can be applied to images from the room library in
order to experience the effect in the room. This online room visualisation simplifies
the decision to choose the right decor.
MEGAFLOOR UPDATE 2014
 Motto “Second Use!”

 12 new decors in 18 versions
 Three living trends: Western Country, 
Business meets Fashion, Loft in the
City

Floor board sizes: Classic, Medium
and Kingsize
Trend Booklet as a source of
inspiration for the end customer
Room planning in the virtual
Megafloor 3D studio
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