Durability + Design
Follow us on Twitter Follow us on LinkedIn Like us on Facebook Follow us on Instagram Visit the TPC Store
Search the site

 

Advertisement

Paint BidTracker


D+D News

Main News Page


A Floor You Can Sink Your Teeth Into

Friday, April 4, 2014

More items for Decorative Finishes

Comment | More

It's the rare flooring product that can satisfy both your design goals and your sweet tooth.

However, BuildDirect, an online supplier of home-improvement products, teased customers Tuesday (April 1) with new chocolate flooring that reportedly does both.

"We know consumers will be sweet on our new chocolate flooring," Jeff Booth, the company’s CEO, said in a creative new product video.

BuildDirect, based in Vancouver, BC, said its “Chocolate Sensation Handscraped Classic Collection” was available in dark, milk chocolate and white, for a variety of design projects.

Satisfying a Market Gap

The company said it intended to fill a "huge" market gap with its sugary flooring formulation.

BuildDirect

Customers will need 30 to 40 percent more material, due to the product’s tendency to “disappear during installation.”

“One of the most consistently popular search terms in home renovations is cocoa,” said Brian Shirlaw, the company’s "Chocolate Strategist."

“It’s a color, yes. But it could be so much more.”

Shirlaw also told customers that they would need to purchase 30 to 40 percent more materials than the project called for, due to the floor’s tendency to “disappear during installation.”

Too Good to Be True?

Some BuildDirect visitors apparently let their taste buds run away with their common sense and fell for the product. By Thursday, BuildDirect’s homepage announced, “SADLY, THERE’S NO SUCH THING AS REAL CHOCOLATE FLOORING….”

For now, customers must settle for the company's real flooring products in rich, chocolaty colors.

   

Tagged categories: Floors; Marketing; Trends

Comment Join the Conversation:

Sign in to our community to add your comments.

Advertisements
 
PPG Paints
 
PPG PAINTS™ SPEEDHIDE® INTERIOR LATEX
 
This high-hiding, low-VOC, low-odor paint enables a space to be painted while occupied and delivers the durable product performance professionals require.
 

 
Digital Facilities Corporation
 
Manage Wall Systems with
FM-Pro
 
FM-Pro™ is designed with a comprehensive wall asset area module to inventory and manage Wall systems, including fenestration details, and is suited for building owners, façade area consultants, and product suppliers.
 

 
 
 

Technology Publishing Co., 1501 Reedsdale Street, Suite 2008, Pittsburgh, PA 15233

TEL 1-412-431-8300  • FAX  1-412-431-5428  •  EMAIL webmaster@durabilityanddesign.com


The Technology Publishing Network

Durability + Design PaintSquare the Journal of Protective Coatings & Linings Paint BidTracker

 

© Copyright 2012-2018, Technology Publishing Co., All rights reserved