In 2018, Floer grows from a wholesaler into a brand that really begins to come to life, thanks to its dealers, clients and online reach. The flooring company shifts its focus toward online growth and building stronger brand recognition. The team continues to grow, and the very first Collection Book is launched.
The first addition to the team
Up until this point, brothers Lennart and Matthijs were still running Floer together, but the company’s growth meant extra support was needed. Stefan joined as the first team member, and for almost a year and a half the three of them formed the perfect trio. Although Stefan had no background in flooring, he brought structure and much-needed support to the day-to-day operations. From logistics and dealer communication to the daily planning. “Stefan arrived exactly at the right moment,” Matthijs explains. “He’s still one of the key links in our daily planning, now that he’s been working as Inside Sales Manager for several years.”
Stefan’s arrival marks the start of building a full team, one of the foundations that enabled the growth that followed. With less time needed for daily operations, Lennart was able to shift his focus toward strengthening the brand.
The first Floer catalogue
Alongside hiring the first team member, 2018 also brought a special milestone: the launch of the very first Floer Collection Book. This first edition featured the core collections Floer offered at the time, laminate flooring and oak parquet. The free inspiration book was easy for consumers to order through a request form on the website.
But the collection book was far more than just a catalogue. Instead of focusing on specifications or prices, it centred on inspiration. With trends, interior ideas, and of course the floors themselves, it became a guide that showed what living with Floer is truly all about.
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Request a free Floer Collection Book now!
Growing online and telling our story
Floer’s marketing strategy continued to expand, with a strong focus on brand experience through the free flooring magazine, online inspiration, and compelling storytelling. The website gained a dedicated inspiration section, allowing visitors to explore real customer homes through stories, photos, and interior inspiration videos. With an emphasis on Instagram, Facebook, and Pinterest, Floer became highly visible on social media. The accounts were actively maintained, helping Floer connect with consumers in a meaningful way. On Pinterest, views quickly reached 1,000,000 per month!
The goal Lennart had envisioned from the start was increasingly coming true: buying a floor doesn’t have to be boring or overly technical. With its distinctive visual style, tone of voice, and photography, Floer clearly set itself apart from other flooring brands.
Floer celebrates 10 years
Every week, you can follow how Floer gradually developed into the brand you know today. Next week: 2019 – The Breakthrough: Herringbone Vinyl. Can’t wait? Explore Floer’s 10-year story.
