Tarkett North America Rebrands Residential Business

Tarkett has repositioned its residential business in North America to better align with its customer base.

Now known as Tarkett Home, the rebrand coincides with the release of a new website.

“Our growing desire to better relate with the customer and to increase brand awareness in the residential space called for a change in image,” says Elizabeth Hurley, senior vice-president of sales and marketing for Tarkett’s residential division. “And while our brand positioning is changing, the level of quality and care we put into our products is not. Our goal is to continue to help consumers create beautiful spaces in the places they call home.”

The website provides consumers with inspiration and product knowledge to assist with the buying process, says Tarkett. It also features an extended resource catalogue, including a new visualizer, which digitally imposes the company’s flooring into a room photo, and a ‘flooring wizard’ to help consumers find the appropriate product for their space. A new retailer locator interface is expected to arrive in 2022.

Tarkett Home has already officially launched in both Canada and the U.S. The company will continue to build awareness of the new branding through social media, display/hand tool updates, collateral, business communications and participation in trade shows through the remainder of 2021 and into next year.

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