Beauflor

A Belgian manufacturer of durable and resilient flooring, including laminates, luxury vinyl plank and tile, and luxury vinyl roll, Beauflor engaged Phase 3 to develop a brand strategy and visual expression for the U.S. market that would enable them to compete with more established big-name brands and their enormous product lines, all of which claimed to be the most beautiful.

We conducted a competitive audit, where we evaluated the marketing claims and product lines of top competitors, followed by in-depth interviews with distributors, retailers, and internal stakeholders. Our research showed that despite the pronounced marketing efforts of competitor brands, when it comes to resilient flooring, consumers care less about brand name and more about style and performance. Distributors and retailers, moreover, were motivated to work with flooring brands that gave them the easiest story to tell.

With distributors and retailers looking for brands that are easy to sell—and consumers looking for floors that are beautiful and easy to live with, the idea “Easy is Beautiful” was born. Offering a curated collection of beautiful, high-quality flooring made for performance, Beauflor built their U.S. brand around ease, offering the durable and resilient flooring portfolio that’s easy to sell, easy to buy, and easy to love.

With “Easy is beautiful” as our throughline, we developed a unique brand expression for Beauflor US, applied across a new website, brand anthem video, product lookbook, social media and collateral suite. We created a Marketing Toolkit for retailers, with an entire year’s worth of marketing content for social media channels, including Facebook, Instagram, and Pinterest—so they could easily tell the Beauflor story to consumers in their markets. We also retooled their pitch deck outline to be easier to digest and better focused on Beauflor’s unique value proposition.

Since the launch of their U.S. strategy, Beauflor has been able to compete with big-name consumer brands, using a B2B distributor-based business model. By arming their small and mighty sales force with a high-end toolset and resonant value proposition, the boutique brand continues to punch well above its weight in the U.S. market.