Associated Weavers starts conquering Benelux market with Invictus LVT

A beautiful herringbone floor: Highland Oak Roasted (All images Associated Weavers)

Based in Belgian Ronse, Associated Weavers (AW) has for years been known as one of Europe’s leading producers of tufted broadloom carpet. One market in which it was not yet active in its own region was luxury vinyl flooring (LVT). This changed in 2021 with the launch on the Benelux market of the Invictus brand, with which AW also wants to cover the entire European continent.

Launching in the UK in 2018

Associated Weavers was already gaining experience with Invictus in the UK since 2018. There it launched its Invictus Luxury Vinyl flooring three years ago, taking the flooring market by storm.

“We were picked up very quickly in the UK as a brand. We were recognised as the best flooring brand in the UK by both the trade and the trade press, our marketing was voted ‘primus’ and we were awarded the most compelling shop display at the Flooring Innovations Awards. In addition, we also reached the end consumer ‘en masse’, our website alone attracted no less than 580,000 visitors in 2020,” says marketing manager Emmanuel Lioen. “After careful consideration, we decided as AW to take up the challenge to become the preferred supplier for both residential and commercial flooring in the Benelux, and this with luxury vinyl flooring, carpet tiles and broadloom carpet.”

In the coming months, the launch of Invictus in the Benelux will hardly escape anyone’s attention. AW wants to demonstrate how it differentiates itself from the competition, both in terms of product range, branding and in-store solutions.

Attractive concept and display

“The Invictus luxury vinyl flooring concept and its display will catch the customer’s eye in any shop, which is bound to happen with such attractive branding and accompanying visuals. I dare say that we as Associated Weavers reinvented the in-store display. It coincides with a tool with an intuitive digital module that guarantees a great customer experience and leads customers through an efficient and fun purchase process. The symbiosis between traditional samples and a simultaneous digital journey is something the flooring industry has never seen before.”

Invictus also offers a well-balanced collection in the Benelux. It offers a mix of Dryback & Rigid Click, designs in wood, stone and herringbone and much more. In terms of finish, there are two possibilities: the Primus with 0.3 mm Scratchmaster top layer and the Maximus, with 0.55 mm Scratchmaster top layer. Through an ultra-strong coating and highly efficient top layer, Invictus ensures that its LVT floors guarantee excellent wear protection. The top layer ensures that the vinyl floor can withstand a busy family life with children and/or pets.

Invictus = Invincible + Community

“We obviously didn’t choose the name of the line by accident,” Lioen concludes. “Invictus’ means ‘invincible’ in Latin and these floors are 100% guaranteed to be just that.”

“I would also like to point out that we are launching a specific Invictus Community. This is a platform for all Invictus fans, where we keep everyone informed of new developments. We are also providing our ‘believers’ with official Invictus accounts on all social media channels. This way, new fans of Invictus can be connected to existing customers and expand their community of already more than 12,500 followers. Through these channels they can share the latest product launches, as well as tips and tricks for maintaining luxury vinyl floors, inspiring room photos and so much more.”

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