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Wicanders presents a completely renewed portfolio at Domotex

Germany 9/1/2018

Wicanders - Amorim Revestimentos’ premium brand - will be present at Domotex, the sector’s marquee fair held annually in Germany, showcasing many innovations and with special emphasis on the complete renewal of the brand portfolio.


On its 150th anniversary, Wicanders, which features the most complete range of cork flooring, is renewing its focus on Hydrocork and launching the Wood Essence collection.

The reorganisation of Amorim Revestimentos’ different product ranges arose from a strategic reflection based on extensive market research. This research identified the need to bring the brand closer to its target customers, whether in the retail or final consumer markets.

As a result, Wicanders brand communication is being developed around three pillars: well-being, cork and history.

“Well-being” is the purpose of the brand, a benefit that is independent of spatial characteristics. The brand value proposition is designed for any type of area, private or commercial, and puts an emphasis on healthy and “carefree living” while enjoying the benefits of a Wicanders floor. 

“Cork” is the core of the brand and its products, both for its sustainable character and for the added value the material brings.

The third pillar, “History”, reinforces the emotional connection with the target. It’s related to the fact that the brand is owned by a family company that has gained know-how through a century-long market presence, setting itself apart amongst anonymous competitors.

The brand’s refocussing on the client led to a new portfolio organisation, based on the normal flooring selection process that usually has the visual as a starting point. As a result, Cork, Wood and Stone are the first level of choice followed by Level of Resistance and other characteristics (such as use, durability, price or others).

Along with this reorganisation, Wicanders continues to set itself apart in innovation and in continuously presenting new products to the market. In this context, Amorim Revestimentos is investing €12 million to significantly reinforce the production capacity of its waterproof and low thickness solutions.

As a result of this investment, Wicanders presents Hydocork Wide at this year’s Domotex fair. While maintaining the well-known product features like reduced thickness, easy installation and waterproofing, this collection introduces new dimensions - 1225x195x6 mm - aligned with the market trends and demand for wider planks.

The brand’s presence at Domotex is also marked by the launch of the new Wicanders Wood Essence collection, following a €2 million investment in state-of-the-art digital printing technologies that significantly upgrade the print resolution to 1000dpi.

The result of this commitment to new digital printing technology is a collection of 14 new looks that faithfully reproduce wood visuals with a level of realism never before achieved. The new collection is presented in long board format (1830x185x11,5mm), with colours ranging from natural to washed tones. This collection is also developed with a focus on sustainability, as the visual is printed directly into cork and does not require the use of PVCs or similars.