Press Releases
INVISTA
Global brand realignment
Germany, Domotex/Contractworld, January 2008 – - INVISTA is pursuing a global brand strategy. In the future, "Antron®", "Antron® Legacy™", "Antron® Lumena™" and "Antron® Brilliance™" brands will be managed uniformly as sub-brands under the master brand "Antron® carpet fibre" in all European and MEA countries. These brands are set to be linked via the logo and a tailored brand design.
For over 40 years, the Antron® carpet fibre brand has been synonymous with high quality, excellent performance, durability and aesthetics. The carpet fibres are recognised branded fibres for textile flooring applications in the commercial and residential sectors. Indeed, Antron® branded fibres represent more than mere products. They also offer quality and innovation, continued research and development work coupled with a comprehensive range of services, offerings and consultancy. The strength of the quality and brand shall enable clients to offer carpets with clear distinguishing features.
With regard to the international orientation of clients and the globalisation of markets, INVISTA will be implementing a globally aligned brand-management strategy. The master brand Antron® carpet fibre thereby emphasizes the importance of an internationally recognised name and brand. As from January 2008, the hollow fibres known as "Antron® Excel" carpet fibre and "Antron® Excel SC" carpet fibre will be renamed "Antron® Legacy™ carpet fibre" and "Antron® Lumena™ carpet fibre" respectively, while the name "Antron® carpet fibre" will remain unchanged for the trilobal fibres. The aim of standardising these product brand-names and introducing new logo designs is to improve recognition of the brand and raise its profile worldwide.
INVISTA is expecting the global brand realignment to create synergies regarding business and investments in marketing and communication. Moreover, the internationally standardised brand presence is expected to reinforce the master brand Antron® carpet fibre, thereby enhancing its status as providing quality carpets. With this new brand concept, INVISTA hopes to successfully stimulate the demand for high-quality carpets made from recognised-brand materials.
Under the master brand Antron® carpet fibre, INVISTA provides a range of innovative products and services to its clients to meet their specific market requirements. The Antron® product line is one of the most comprehensive fibre ranges available for textile floor coverings, offering enormous scope for individually designed carpets equipped with specific properties. One of the specifications of all varieties of Antron® carpet fibres is that they are made of type 6.6 polyamide (otherwise known as type 6.6 nylon). In comparison with type 6 nylon, type 6.6 nylon has a tighter, and therefore stronger, molecular structure due to the significantly greater number of hydrogen bonds and optimum alignment between the molecular chains. It makes carpets extremely resilient after static pressure, as well as highly abrasion-resistant, and gives them good appearance retention. Carpets made from type 6.6 polyamide are, for example, very resistant to track marks. What's more, carpets made from these fibres are antistatic and are in the classes of reaction to fire performance Bfl and Cfl according to EN13501-1 (former B1 DIN 4102).
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Jane Harrison INVISTA, Antron® Carpet Fibre, 10 Quarry Court, Pitstone Green Business Park, Pitstone, Buckinghamshire, LU7 9GW Tel: 01296 663567 Fax: 01296 663599 Internet: http://www.antron.eu e-mail: enquiries@antronfibres.co.uk |
Myles Hazebroek Select First Limited 6 Hanover Road Tunbridge Wells Kent TN1 1EY Tel: (0) 1892 516 500 Fax: (0) 1892 615 787 e-mail: myles@selectfirst.com |
INVISTA is an integrated fibres and polymers business with a global presence. It operates four major businesses: Apparel; Intermediates; Performance Surfaces and Materials; and Polymer and Resins. INVISTA delivers exceptional value for its customers through market insights and technology innovations, along with a powerful portfolio of the most recognized global brands and trademarks in their respective industries including: ADI-PURE®, ANSHUIBAO®, ANTRON®, AVORA® FR, INVISTA® C12, COMFOREL®, COOLMAX®, CORDURA®, CORFREE®, DACRON®, INVISTA® DBE™, DYTEK®, ESP®, FRESHFLEX™, INVISTA® NYCO, LYCRA®, PERFORMA®, POLARGUARD®, POLYSHIELD®, POLYCLEAR®, SOLARMAX®, STAINMASTER®, SUPPLEX®, SUPRIVA™, TACTEL®, TACTESSE®, TERATE® POLYOLS, TERATHANE® and THERMOLITE®. More information on INVISTA can be found at www.INVISTA.com.
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