Midland, Michigan - Dow introduced its new flooring business for soft surfaces and the artificial turf market at the recent Domotex 2009 event in Hannover, Germany.
Dow's new Flooring Technology Center showed a range of sustainable solutions that addressed the growing needs of the floor covering industry, Dow said, adding, "from recycled content to renewable energy, Dow Flooring has offerings that help customers reduce the environmental footprint of their production processes and products."
By setting up a cross-business approach to flooring, Dow explained that it is combining its industry expertise, technologies and application know-how while maintaining the customer intimacy that already exists in the three businesses currently serving the flooring industry -- Dow Polyurethane Systems, Dow Emulsion Polymers and Dow Elastomers.
Looking at key trends shaping the industry, Dow said slow growth and intense competition have led to the broadloom carpet segment being commoditised. "Soft surfaces in general are losing share to hard surfaces," but this is also driving growth in rugs and mats as extra floor coverings, said Dow.
Describing artificial turf as a "rapidly changing and growing market," with evolving technology and increasing use, Dow pointed out that sustainability is a driving factor in all flooring, as customers look for lower environmental impact and carbon footprint.
"Dow's commitment to sustainability has stimulated us to improve the environmental profile of our carpet backing and artificial turf products; as a result, we have taken a number of initiatives far upstream in the value chain. In our polyurethanes manufacturing operations, increased production line speed and lower oven temperatures have yielded energy savings per square meter of turf of roughly 50 percent," commented Noel Irizarry, Dow Flooring's global director.
"Our ambition is to be the preferred supplier and source of choice for the global flooring industry," added Irizarry.
PIC: Artificial turf is increasingly used on golf courses, as well as in the gardens of hotels, offices and educational establishments