Add order value, add underlay

If economic pressures mean that the order books are thinner than usual, and the importance of adding value to every order becomes even more imperative. 

Underlay provides that opportunity ¬ – maybe not on every sale where budgets are tight, but for those consumers who are buying in the middle market and above, there is often a good story to tell why underlay they will not only add comfort and performance, but to protect their investment – especially under carpets in terms of longevity.

Combining comfort, insulation and noise reduction, industry experts Interfloor say the importance of underlay should never be overlooked.

Underlay is well-known for its ability to minimise the effects of wear and tear, extending carpet lifespan up to 50%. However, the primary reason to use underlay is for the superior underfoot feel. Luxury underlays such as Interfloor’s Tredaire Premier range offer exceptional underfoot cushioning, durability, as well as outstanding sound insulation. 

“Consumers needed to be persuaded that underlay is a
must-have component and Interfloor can provide solutions
for all flooring projects, commercial and domestic.”

Another important factor for consumers when selecting underlay is environmental impact. For the energy-conscious individual, selecting an underlay is essential to making a home more thermally efficient. Products like Interfloor’s renu, which use 98% recycled materials and is 100% recyclable in itself, also help consumers select eco-friendly options that benefit both their home and the planet.

Consumers needed to be persuaded that underlay is a must-have component and Interfloor can provide solutions for all flooring projects, commercial and domestic.

Yorkshire-based Wilson Underlays is a highly regarded manufacturer of bespoke underlay products with a wide portfolio of residential and commercial products with high and comfort credentials and optimal performance.

“Product development is key to Wilson’s success and initiatives include the use of memory foam, eco-options for recycled and recyclable underlays and effective noise reduction technology.”

Most recently, the company is getting attention for its ThermalStream underlay – the recipient this year of a Flooring Innovation Award. Most underlays for underfloor heating are thin and sacrifice on comfort but ThermalStream is a 10mm luxury carpet underlay which incorporates flame retardant foam for improved safety and features punched holes allowing a quicker heat transfer between the underfloor heating pad and the carpet.

Alongside the comfort is a robust performance that makes ThermalStream suitable for high traffic areas and even stairs.

That environmental agenda is building strongly now and even if some retailers are shy of that conversation, they shouldn’t be – consumers are already ahead of them and asking questions of the products they buy for flooring.

This is a key issue. Andrew Gill, group product manager at floorwise, says the current move towards more sustainable carpet underlays presents an opportunity for retailers. 

“As making sustainable choices continues to influence the purchasing of most products, here at floorwise we’re moving towards even more sustainable underlays so that retailers can offer customers a wider range of options,” says Andrew. “These products will also answer some of the challenges presented to the industry when it comes to ‘greener’ products, such as just how to recycle ‘recyclable’ products and how to improve the amount of post-consumer recycled content.”

Post-industrial recycled PU foam has been used in underlay for many years and is a popular choice for its comfort, excellent acoustic and thermal insulation properties but it’s relevance as an environmental choice is only really coming to the fore in recent times,

But floorwise is already developing for the next generation. “There is a dwindling supply of post-industrial recycled PU foam as improved manufacturing techniques have significantly reduced waste,” says Andrew. 

“As making sustainable choices continues to influence the
purchasing of most products, here at floorwise we’re moving
towards even more sustainable underlays so that retailers can
offer customers a wider range of options,” 

“These factors help us drive floorwise product development to ensure that our range is in line with market demands. We’re already in the late stages of development of these new-wave sustainable underlays, with the first products expected before the end of the year.

“It’s also worth noting that our portfolio of high-performance underlays are able to offer consumers similarly environmentally conscious choices outside of PU. For example, our wool and felt underlays typically use recycled content and are made in part with natural and renewable material. Our heavyweight rubber crumb underlays are also made from recycled car tyres, helping to reduce waste going to landfill or incineration,” he said. 

Springbond carpet underlay can certainly offer an opportunity for any retailer as an added-value sale with an impressive story on sustainability. 

Carpet underlay is often an overlooked accessory when it comes to consumers choosing new flooring. Some retailers base their recommendations on how much the underlays cost, rather than considering what consumers are concerned about, when in fact, enhancing comfort and performance, safety and sustainability are benefits they are prepared to pay extra for. SpringBond delivers on all these credentials. 

Springbond is a high-performance carpet underlay providing added comfort, as well as insulation against impact sound, and heat loss. Add in the fact that it is chemical free, hypoallergenic and the only underlay to be approved by allergy UK, and has an impressive array of sustainable credentials, Springbond has become the conscious consumer underlay with a great story. We find that our retailers appreciate having the opportunity to have a positive conversation with their customers about sustainable products which ultimately allows the consumer to make an educated and informed decision.  

Ball & Young has totally embraced sustainability as a primary consideration in their product development for the market leading Cloud 9 range of underlays. 

This British company has been championing sustainability for over
25 years and its many green initiatives have helped its parent company The Vita Group achieve a Silver rating in 2022 from EcoVadis, the world’s most trusted provider of business sustainability ratings, in recognition of its advanced sustainability credentials. The Vita Group is the first foam manufacturer to have received this accolade. This achievement won Ball & Young a Gold Flooring Innovation Award in September.

“Ball & Young has totally embraced sustainability as a primary consideration in their product development for the market
leading Cloud 9 range of underlays.”

Consumers need to know that sustainability is not a premium add-on to underlay says Ball & Young. It’s quality portfolio of underlay options come with those environmental credentials built-in – no charge.

  FOR MORE INFORMATION

Ball & Young • 01536 200502 • www.underlay.com

Floorwise • 01509 673974 • www.floorwise.co.uk

Interfloor • 01706 213131 • www.interfloor.com

Springbond • sales@texfelt.co.uk • www.springbond.co.uk

Wilsons Underlay • 01924 451 138
www.wilsons-underlays.co.uk