Anderson Hardwood Floors (Clinton, S.C.) announced Monday its plans to drop the Appalachian and Biltmore brands in order to focus on its Anderson and Virginia Vintage brands.
The company is currently in the midst of a "total brand restructure" in an effort to, as Anderson Brand Manager Lee Safrit called it, become the "lowest-cost domestic wood" flooring manufacturer. Anderson also intends to revitalize displays, reduce its SKU count from about 300 to about 200 and lower prices. Top styles and colors from the discontinued brands will be rolled into the continuing brands.
These moves are expected to be completed at the end of January, and Safrit said the consolidation will not result in the closing of any domestic wood flooring plants. Anderson manufactures its flooring at plants in North Carolina, South Carolina and Tennessee.
As part of the brand restructure, the company is also rolling out the Anderson Preferred Partner program to assist with dealer marketing. The program will involve:
- Increased display floor credit from 200 square feet to 400 square feet at 50 percent off
- Updated POP displays, and free POP kits for fall and spring promotions
- Preferred listing in the Dealer Locator at www.andersonfloors.com
- Ability to self-inspect claims up to $500, limited to five per year
- Free fall and spring promotion registration
- Access to lower prices on products
- Marketing materials for use in local media from www.andersonconnect.com
- Program membership certificate and window decal for showroom.
"This transition to a more streamlined offering will improve our competitiveness while adhering to the ideals of our company," said Anderson CEO Don Finkell.
For more information, e-mail [email protected].
