After the brand’s professionalisation in 2018 and the continued development of its marketing strategy, 2019 becomes a year defined by growth. It’s the year Floer evolves into a truly distinctive brand: one that, thanks to a key launch, becomes recognised across the whole of the Netherlands. With the introduction of a single collection and a successful trade fair, everything shifts into a higher gear. 2019 marks the breakthrough, the momentum, and the confirmation: Floer matters.
Making room for growth: moving to Stavangerweg
With the arrival of new dealers, an expanding product range, and a brand that’s attracting more and more attention by day, one thing becomes incredibly clear in 2019: Floer is outgrowing its building on Koldingweg. The warehouse is overflowing, racks are packed, and every single square metre of office space is in use.
The solution arrives in the form of a major turning point: the move to Stavangerweg in Groningen. In this more spacious building, with a 600 m² warehouse, Floer finally gains the physical space needed to keep up with its growth. More stock, more logistical possibilities, and for the first time, the setup of a full-scale wholesale operation.
Pallet spaces, shelving, larger shipments, and a team with room to grow, both literally and figuratively. The expansion of the staff highlights that shift: in 2019, the Floer team doubles in size. The move marks not just a new address, but a new chapter. A foundation for the breakthrough ahead.
Whalebone Vinyl: the launch that changed everything
While speaking with dealers and by closely following interior trends, Lennart noticed that the demand for patterned floors was increasing. Herringbone was already popular, but consumers were looking for something bigger, more spacious, a floor that really stands out. During product development with Matthijs and Stefan, a bold idea took shape: a narrow, straight plank in an XL herringbone pattern, larger than anything on the market at the time. The collection is then launched with six colours and is given the name Whalebone Vinyl, a playful nod to its size and its smaller sibling, Herringbone Vinyl. Just after the summer of 2019, the collection went live. The response was exactly what they had hoped for: pure enthusiasm. The colour Orca Untreated became an instant hit, quickly growing into one of the most recognisable vinyl floors in the Netherlands. “We immediately saw that this collection sparked something,” Lennart says. “It was different from anything else out there, and that was exactly what people were looking for.”
Whalebone Vinyl was embraced with both the consumers and the dealers. The product set Floer apart from other brands instantly.
The trade fair that accelerated everything
Following its 2019 launch, Floer takes part in its very first trade fair, not as a visitor, but as an exhibitor. At a major event in Gorinchem, Lennart, Stefan and Matthijs showcased the brand-new Whalebone Vinyl collection. The stand drew a crowd, the brand stood out with its distinctive style and atmosphere, and the impact was immediate: the dealer network doubled shortly after. Stores join because they see and believe that Floer offers more than just floors.
The executive dealer policy also proves its value: consumers know where to go and dealers know their region is protected. The combination of a unique product and a clear brand strategy built trust and recognition, helping Floer gain nationwide presence at a remarkable speed.
In acceleration: 900% growth
The launch of the Whalebone Vinyl collection and Floer’s first trade fair appearance triggered an unprecedented surge. What started as a bold new collection developed into a nationwide trend that firmly puts Floer on the map. Dealers noticed it in an instant: customers are walking in specifically for Floer, drawn not only to the floors themselves, but to the feeling, the experience, the style. In 2019, the brand grew by no less than 900% compared to the early years as a wholesaler. It is a level of growth that is almost impossible to comprehend, and it proves that the decisions made in the years before paid off. Brand awareness soared, demand increased month after month, and the dealer network achieved full national coverage.
Although the official FD Gazellen Award isn’t awarded until 2020, the foundation for this recognition was laid in 2019. It is the year Floer not only grows, but breaks through. The year in which the brand stoped merely “standing out” and started genuinely counting. And the year it becomes unmistakably clear: Floer has earned its place in the Dutch flooring industry.
Floer celebrates 10 years
Every week, you can follow how Floer gradually developed into the brand you know today. Next week: 2020 – The First FD Gazellen Year. Can’t wait? Explore Floer’s 10-year story.
