TORLYS is a market-leading, privately-owned flooring company differentiated by its design orientation and environmentally progressive product portfolio. Founded in 1988, TORLYS specializes in beautiful, easy-to-maintain, eco-friendly flooring including recycled Cork, recycled Leather and recycled Laminate flooring as well as FSC certified Hardwood Flooring. TORLYS is available nationally in Canada, the United States, Europe and New Zealand through a worldwide network of specialized dealers.

TORLYS competes in a highly fragmented and competitive consumer marketplace. Differentiating products and establishing brand value is a tough challenge, even for well-known multi-nationals who dominate the home flooring business. To gain brand advantage and awareness with its target consumer, TORLYS turned to COPP for assistance.

• develop a differentiated brand strategy
• identity a promise that would resonate with the primary consumer
• excite the trade
• create a brand that would rise above the competition in the highly competitive flooring market

The brand strategy started with a simple platform that supported its primary brand values. "EDGE" - Ease, Design, Great value, Environment - became the acronymic term that perfectly fit these criteria and became an easy-to-remember rallying point for the entire company.

The brand promise was built on this platform. The promise of 'Peace of Mind' made it easy for TORLYS sales teams and dealer networks to understand and endorse. In addition, a new tagline was created. "Starts Beautiful, Stays Beautiful" which addressed key consumer needs and communicated the core of the brand promise.

A completely new look and feel for all brand communications was produced:

• Retail displays that created value and reinforced the brand's premium image
• Partnering with Art Guild USA , we designed trade show booths that told the TORLYS Difference
• National magazine print advertising (House and Home, Style at Home), generated front of book placement
• Easy-to-use co-op advertising programs
• Multiple 30+-page print collateral books referenced by designers
• Sub-brands developed for all new products to create personality and convey differences
• Environmental brand leadership –"Rethink" logo, LEED Brochure and support pages
• Re-design of previous marketing material with new brand strategy

On two key measures, the strategy succeeded.

First, consumer recognition, awareness increased. Dealers noticed and appreciated ‘pre-disposed’ consumer traffic.

Second, TORLYS increased its in-store footprint to 500 square feet at targeted dealers, and enhanced dealer loyalty and commitment. Remarkably even during the current slowdown in the flooring market, retail sales outpaced the market. TORLYS has risen in stature to a premium flooring brand specified by designers, sought after by targeted consumers and respected by the competition.

Retail Consumer Collateral - Difference Brochure

TORLYS Laminate - Package Design

TORLYS Leather - Launch Package