Dow Chemical launches new Dow Flooring business

Dow Flooring will be a dedicated business with an integrated market approach to create a single source for the flooring industry, by offering a broad range of technologies for soft surfaces and artificial turf markets, fulfilling today's need for innovative, sustainable solutions on a global scale.

With the establishment of a cross-business approach to flooring, Dow is combining its industry expertise, technologies and application know-how while leveraging the customer intimacy that already exists in its three businesses currently serving the flooring industry - Dow Emulsion Polymers, Dow Polyurethane Systems and Dow Elastomers.

Commenting on the launch of the new business division, Zuhair Allawi, Commercial Director, Dow Chemical India, Middle East & Africa (IMEA), said:

"We are delighted to launch the new Dow Flooring business unit in the Middle East. Our aim is to be the preferred supplier for the flooring industry regionally."

He added, "Aligning our existing businesses serving the flooring industry provides our customers access to Dow technologies and offerings through an integrated and united front that offers a single entry point to the market, making it easier and more efficient to do business with us."

The floorings industry in the Middle East is being shaped by a number of key global trends. Slow growth and intense competition have led to commoditization of the broadloom segment of the soft surfaces market.

Soft surfaces in general are losing share to hard surfaces, which is however driving growth in the rugs and mats segments as supplemental floor coverings. Artificial turf has evolved significantly and is a rapidly changing and growing market, with evolving development of the technology in the system and increasing adoption by sports authorities and end users.

Sustainability is a driving factor in all key segments of flooring, as customers seek to find products and technologies with a lower environmental impact and carbon footprint.

"Dow's commitment to sustainability has stimulated us to improve the environmental profile of our carpet backing and artificial turf products; as a result, we have taken a number of initiatives far upstream in the value chain. In our polyurethanes manufacturing operations, increased production line speed and lower oven temperatures have yielded energy savings per square meter of turf of roughly 50%," comments Allawi.

"Our HYPOD Polyolefin Dispersions for carpet backings use 20% less material than thermoset backings, helping preserve resources and energy. Our LOMAX Technology uses methane gas collected from landfills to manufacture advanced latex backing using renewable energy and reducing emissions. Sustainability will be the primary focus of our new product development, whether the sustainable aspects are in the production or the reuse of the flooring product, we will give customers the option to make a positive environmental impact of the planet," Allawi added.

Dow Flooring was officially launched at DOMOTEX 2009, one of the prominent flooring industry trade shows, which was held at Hannover, Germany earlier this year. At the event, Dow showcased a range of sustainable solutions that address the growing needs of the floor covering industry, including the latest 'green' technologies from Dow for polyurethane, latex and polyolefin carpet backing systems.