The collaboration leverages STANLEY’s 183-year reputation for durability to capture interest from both professional contractors and DIY enthusiasts. By partnering with Area Floors, which provides automated manufacturing and export infrastructure, the brand aims to deliver a product that balances industrial-grade construction with user-friendly installation. Every unit will feature i4F’s drop-lock system, designed to simplify the assembly process for installers and consumers alike.
STANLEY Enters Flooring Market Through Area Floors Partnership
The STANLEY brand is pivoting into the global flooring sector, launching a new line of SPC collections across the EMEA region in 2026. This move marks the company’s first foray into residential flooring, utilizing Istanbul-based Area Floors for production and integrating i4F’s specialized drop-lock installation technology.
Beyond technical specifications, the initiative includes a unified branding strategy. Packaging and marketing materials will display both STANLEY and i4F logos, positioning the product as a fusion of established tool-making credibility and modern flooring engineering. According to Caroline McInerney, EMEA Licensing Manager at STANLEY, the expansion is a logical step for a company rooted in home improvement and construction. CEO of Area Floors, Ferhat Çalınaltı, noted that the project underscores the firm’s capability to manufacture for global brands, while i4F CEO John Rietveldt described the partnership as a significant endorsement of his company’s patented installation systems.
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