Product and brand strategy 2018

Creating products that turn every home into the most beautiful home in the world – that's the claim that characterises Parador's activities. The brand identity defines clear values: real, innovative, and ambitious. Parador stands for high-quality materials, perfect workmanship, and unique design.

Parador's product portfolio is created based on this motto: from the perfect flooring for the individual structural situation, a broad range of matching accessories, to care products that maintain the value. It is our goal to offer a product range that meets the demands of the end customers for complete service, while keeping sales simple for our retail partners.

In 2018, Parador supplements its offer with approximately 200 new products in the product ranges engineered wood flooring, laminate flooring, resilient floor coverings, mouldings, and accessories. "We are counting on a performance promise with system," says Dirk Nowak, Product and Brands Director. "The design options are increasing – and hence also the opportunity to make extra sales. The system approach allows us to generate additional cross and up-selling opportunities for the retail sector and support our retail partners."

To guarantee this, Parador will continue to cross-link its assortment in the future: for example, even during the product development stage, the colours and decors of vinyl flooring, laminate flooring and engineered wood flooring are being coordinated in order to be able to present the end customer with their favourite design, regardless of the structural conditions.

With Modular ONE, Parador is adding a completely new development to the range of resilient floor coverings. The modular composition combines the best properties of various materials in one product: Modular ONE contains no PVC or plasticisers and satisfies the highest standards regarding health in the home and indoor atmosphere. Modular ONE sets new standards with its highly authentic wood look and the feel of (almost) real wood. At the same time the resilient floor covering is waterproof, easy to clean and robust.

The existing offer of resilient floor coverings also continues to be further developed: the new vinyl flooring for full-surface gluing is particularly suitable for areas that do not allow a floating installation due to damp or specifications in the commercial environment, and which are impressive due to an attractive price-performance ratio. Thus it rounds off the products made of full vinyl and with HDF core board. In the high-volume Basic assortment, Parador also focuses on decor similarity between the three vinyl options. This means that the customer can install all flooring types in the same look – even if the flooring requirements vary from room to room.

The 2018 engineered wood flooring range awaits with many expressive innovations: from white shades through to mud-coloured tones, from the deep "Soft texture" through to the new "Handcrafted" surface finish, from the architectural "strip format" to the generous "chateau plank".

The 2018 laminate flooring assortment impresses with a unique diversity of independent decors, various formats, and matching surface textures. 30 new products inspire with modern decors and up-to-date format and surface trends.

Parador rounds off its systematic product portfolio expansion with a greatly expanded assortment of mouldings and accessories: the decor similarity between our mouldings and flooring products has been improved, and a waterproof moulding for vinyl was added to the range. New underlays specifically for engineered wood flooring, solid vinyl flooring, and the new dryback vinyl flooring are a part of the product range expansion, as are universal moulding caps that can be adapted to the various types. The end customer can therefore buy everything that it needs to install its flooring and have it perfectly matched.