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Friday, 15 April 2022 09:21



Associated Weavers (AW) is one of Europe’s leading manufacturers of tufted wall-to-wall carpet and a promising challenger on the luxury vinyl flooring market (under the Invictus brand).

Now AW is taking up the challenge of also becoming the preferred supplier of residential & commercial floorcoverings, with its luxury vinyl flooring, carpet tiles and wall-to-wall carpet.

AW’s product range, branding and in-store solutions set it apart from the competition. The Invictus luxury vinyl flooring concept and display are no exception to this rule. With its attractive branding and visuals it is the highlight in any store and immediately catches the customer’s eye. Associated Weavers has reinvented the in-store display and is offering a tool with an intuitive digital module that will undoubtedly deliver an outstanding customer experience and guide customers through an efficient and enjoyable purchasing process. This symbiosis between traditional samples and a digital journey is unprecedented in the flooring sector.

In 2018 Associated Weavers launched Invictus Luxury Vinyl Flooring in the United Kingdom. The brand was quickly picked up and soon became a ‘trade favourite’. For three years in a row professionals and the trade press honoured Invictus with the best flooring brand, best marketing and best shop display prizes at the Flooring Innovations Awards. Consumers started to find their way to Invictus too. In 2020 there were no fewer than 580,000 visitors to the brand’s popular website.

Since 2021 Invictus has also been available in the Benelux countries. It was launched onto this market with imposing branding, an impressive display and a well-balanced collection. The mix available includes Dryback & Rigid Click products, designs with a wood, stone or herringbone look and much more besides. When it comes to the finish there are two possible options: the Primus with 0.3 mm Scratchmaster top layer and the Maximus with 0.55 mm Scratchmaster top layer. With its ultra-strong coating and highly efficient top layer Invictus offers luxury vinyl floors with outperforming wear protection. Thanks to this top layer, the vinyl floor can cope with the demands of busy family life, including children and pets.

This quality is also expressed in the name of the line, which, of course, was not chosen by chance. ‘Invictus’ is Latin for ‘invincible’. You can therefore be confident that these floors will live up to expectations.

Besides the brand, Associated Weavers has also developed the Invictus Community, a platform for Invictus fans. This platform is used to keep all customers up to date. There are also official Invictus accounts on all social media channels. This allows the company to bring new Invictus fans together with existing ones and further expand its community of more than 12,500 followers.

Through these channels it shares the latest product launches, tips and tricks for maintaining luxury vinyl floors, inspiring room-design photos and much more.

The company’s 630 dedicated employees make and sell 26 million square metres of carpet every year, generating turnover of around 172 million euros. Associated Weavers exports to more than 55 countries and has built up strong, lasting relationships with customers and partners all around the globe. A passion for floors, sound product knowledge and an eye for exceptional design: these are the strengths of Associated Weavers’ teams. The company keeps its finger on the pulse of the latest interior design trends and innovations in the areas of colour, texture and technology to ensure it stands out with creative, contemporary floor coverings on the residential market.