The collaboration leverages Area Floors’ automated production capabilities to manufacture a range of stone polymer core (SPC) flooring, marking the first time the STANLEY name has appeared in the category. By incorporating i4F’s patented drop-lock systems, the companies aim to streamline installation for both professional contractors and residential DIY enthusiasts.
STANLEY Enters Global Flooring Market with Area Floors Partnership
The STANLEY brand is expanding its portfolio into the residential flooring sector through a new strategic alliance with Istanbul-based manufacturer Area Floors. Set for an EMEA-wide rollout in 2026, the upcoming SPC collections will integrate i4F drop-lock installation technology to emphasize the brand’s reputation for durability and ease of use.
Beyond technical integration, the launch includes a unified branding strategy across packaging and marketing materials. Caroline McInerney, EMEA Licensing Manager at STANLEY, described the move as a natural extension for a company with 175 years of history in home improvement. Ferhat Çalınaltı, CEO of Area Floors, noted that the partnership reflects the company’s focus on high-end manufacturing for global brands. The initial production phase is currently underway, with the products expected to reach retail markets across Europe, the Middle East, and Africa throughout the coming year.
Comments (0)
No comments yet. Be the first!