The Market

Floor Depot’s main business is its S.H.E flooring concept products such as laminate flooring, engineered hardwood flooring, 5R interlocking hardwood flooring and Chamwood flooring. The company targets clients who are searching for ‘guilt-free’ wooden flooring solutions and at the same time can enjoy saving benefits and a healthy lifestyle.

One of the company’s objectives is to place emphasis on value-for-money and eco-friendly flooring. For instance, the introduction of 5R has successfully addressed the need of ‘guilt-free’ natural hardwood flooring. This means Floor Depot’s customers are assured that the flooring can be recycled with a buy-back guarantee.

Floor Depot’s laminate flooring and engineered hardwood flooring are aimed at the mid-end market, and 5R interlocking hardwood flooring and Chamwood flooring are targeted at the high-end market.

In terms of market share, laminate flooring is estimated to enjoy more than 60% of retail market and 30% in the wholesale market. Engineered hardwood flooring is estimated at around 30% in both retail and wholesale market. Meanwhile, the 5R interlocking hardwood flooring is a unique creation, so the company enjoys the entire market share.

Floor Depot is striving to promote the excellent S.H.E flooring experience to its target market now and this will continue to be the focus in the medium term. The management is confident to complete year 2010 with a minimum of 20% growth and targeting to achieve RM100 million in sales revenue in year 2011.