One step ahead Lano

ONE STEP AHEAD

Lano is a global leader in the design and production of carpets, carpet tiles and artificial grass. Philip Yorke looks at its latest innovative ranges recently showcased at the ‘Domotex’ trade fair in Hanover and the company’s strategy for further growth in niche markets.

Lano was founded in Belgium in 1970 as the result of a merger between three leading European carpet manufacturers, which together represented more than one hundred years of manufacturing expertise. The company is also exceptionally versatile; it has the ability to produce a truly diverse range of flooring products from broadloom woven and tufted carpets, to carpet tiles, rugs and artificial grass. Its product range also extends to the complete spectrum of Axminster woven carpets and tufted coverings, as well as a unique range of bamboo fibre carpets that offer exceptional thermal and antibacterial properties.

Lano is one of Europe’s largest manufacturers of carpets, carpet tiles and artificial grass and is headed by Pierre Lano who is also a distinguished member of the Belgian Parliament. Headquartered at Harelbeke in Belgium, the company produces around 20 million square metres of floor covering every year. Lano Carpet’s largest manufacturing site is located at Stasegem in Belgium and covers around 20 hectares. Installed at this vast site are 38, state-of-the-art tufting machines, supported by the latest continuous dyeing and printing lines as well as a coating unit and a modern warehouse with storage facilities for more than 20,000 rolls of carpet. Today Lano exports its products to over 70 countries worldwide and in 2010 recorded sales of more than €100 million.

Setting new standards

Lano has always been at the forefront of manufacturing and design technology and its commitment to continuous investment in new equipment, designs and composites has

guaranteed its position as Europe’s premier producer. Leading the way at the recent Hanover trade fair ‘Domotex’ is Lano’s latest innovative creation, the Bamboo Collection. This unique and highly innovative range features a new series of designs that incorporate a high percentage of bamboo fibre, which brings distinct advantages to the carpet’s composition and consumer appeal. Lano’s bamboo fibre carpets offer natural anti-bacterial and humidity regulating properties and when turned into yarn, they become exceptionally soft to the touch. In addition, the Lano Bamboo Collection utilises the perfect, sustainable raw material, bamboo, which can grow up to 60cm a day and offers the consumer the environmentally friendly product of choice.

Thanks to its high percentage of bamboo fibre content, the carpet is easy to maintain, as well as being very resilient and extremely comfortable underfoot. Furthermore, it offers a uniquely luxurious and silky look throughout its range of 28 colours. “The UK is the biggest market for Lano and for most other European carpet manufacturers and a country where demand for textile floor coverings has remained constant. In other countries it has fluctuated considerably, affected by fashion and the inroads made by wood and laminate flooring as well as worries over hygiene. Some years ago carpet sales were hit by concerns that textile floor coverings harboured dust, mites and other allergens. In fact, it has since been proved that carpets are healthier than laminate flooring,” said Lano’s chief executive Pierre Lano.

Interestingly, the launch of the company’s unique bamboo collection will go still further to enhance the growing confidence in textile

floor coverings as the bamboo pile prevents allergic material from being released into the atmosphere. However, with a good vacuum cleaner, dust and allergen particles can be quickly and easily removed.

Fulfilling demand in niche markets

At the high value-added end of the floorcoverings market, Lano is leading the field with its landscaping of artificial grass in public areas such as roundabouts and central reservation areas on motorways, as well as for applications in private gardens. The artificial grass produced by the Lano Sports division is delivered direct to contractors of tennis courts, football and rugby pitches and to the growing number of multi-sport field contractors. Mr Lano said, “The technology is now so good that you can hardly tell the difference between grass and carpet. The leisure and utility market is increasing along with continuous demand for its use along highways, runways, schools and hospitals. This synthetic grass product definitely gives local authorities a welcome, low-maintenance option.”

Lano’s success in this sector is illustrated by the fact that it continues to see annual growth in sales of around 100 per cent for synthetic turf and although the company does not expect this high level of demand to be maintained, there is still plenty of room for growth in this particular niche market. In a separate market sector, Lano is producing hard-wearing carpet tiles for the office contract market. In addition to its standard collections Lano is also able to create individual, personalised qualities and designs for its diverse range of contract carpet customers. Lano innovation does not stop there. In keeping with its reputation for style and creativity, the company has developed a range of carpets designed exclusively for the automotive market. As one would expect, carpets for cars must fulfil a very specific range of technical requirements and these high-quality coverings are delivered directly by Lano to the first and second tier suppliers of the automotive industry. n