Join in awakening the trend of environmental conservation in the design-construction industry. Let’s take up position on the principle of ‘sustainability’ from telling stories of innovations that improve the quality of life of consumers.
How do you define the word ‘sustainability’? For the author, after having sat and interviewed with various brands which have been in the design-construction industry for years, the scope of the term’s definition is endless. The only overlapping point in the stories from various entrepreneurs is to reduce environmental impact in any way.
Such is the same for this interview, even in the big picture, we are venturing into the world of building materials, telling stories of properties, highlights, and features of innovations. At the same time, we have drawn out the brands’ identity and sentiments to attract manufacturers and consumers in every industry to shine a spotlight on ‘sustainability’.
We have the pleasure of meeting with Thai-German Decor, an importer of high-quality prefabricated flooring materials from Europe and premium laminate flooring, KRONOTEX brand from Germany, where we had a simple and friendly conversation with Khun Eurng – Sirinya Suttapong, Business Development and Marketing Manager, Thai-German Decor Company Limited, who will answer the question: What does sustainability look like with a long life cycle?
Warming up at Architect’24 with ‘COREPEL’
Before drawing the reader into the main idea just introduced in this interview, we would like to open the conversation by asking about feedback from customers from Architect’23. For those who are into floor decoration materials with several styles in the market, sometimes they may have stopped by the Thai-German Decor booth.
“At Architect’23 where we launched a new product called COREPEL, which is a waterproof wood resin composite floor, the feedback from customers was quite good, from project owners and general retail customers, especially the latter was considered very good.
The team also received feedback on the product to bring the opinions of the Asian market to discuss with the factory in further developing the product.”
Outstanding innovation, reliable production source
When it comes to flooring, it is evident that several brands in the market are competing. This is to offer consumers a wide range of selection to ensure endless possibilities of choice. Therefore, to transform into an eye-catching innovation, creating distinctive features to meet the needs of consumers is a great challenge for Thai-German Decor.
“First of all, our products, both COREPEL and others, whether it’s KRONOTEX laminate flooring or SAFETY FLOOR, everything is imported from factories with a world-class standard and is manufactured in Europe.”
Khun Eurng then went on to talk about the discussions with customers who came to visit the exhibition booth at Architect’23. We listened attentively to tell the readers the reason why Thai-German Décor managed to carry on its business to this day. We have two short answers:
- Innovation: Khun Eurng talks about the importance of innovation to designers because using innovation to directly help solve the pain point can make designers’ work smoother.
- Source of production: We think this point will have quite an effect on the choice to consume each type of product. In the case of Thai-German Décor’s customers, it is an important point.
Khun Eurng gave us an example: “COREPEL is a flagship product which was launched at the Architect Expo and is manufactured in Switzerland. The innovation is licensed from a factory in Switzerland. A great number of customers, especially retail ones, place great importance on the source of production because they choose to buy products for their own home and along with that, comes the innovation that must meet their needs.”
Homeowners and Designers: Differences as Consumers
Now that we have seen the highlights of Thai-German Decor’s innovation, let’s move a little deeper from the previous matter. We would like to ask about the differences between end-user customers and designers when looking for a product and what their requirements are.
“End-user customers will look at beauty, style, colors and patterns first. But selecting innovations that cover their needs and most importantly, easy maintenance is another thing that this group of customers values. Our products can answer this issue in terms of having scratch-resistant surface, and being strong and durable, waterproof and termite resistant.”
However, from a designer’s point of view, they tend to look at many factors, whether it be colors, patterns, style, all of which depend on the design trends of each time period.
The next issue is innovation. When designers take on the role of being the ones to find the best products for customers, choosing modern innovations that can answer design questions and customer needs is something that designers keep in mind.
Lastly, there is the matter of price. It may not sound exciting when compared to appearance and technology. However, when a project is limited by budget, choosing the best and most cost-effective product becomes an important task for designers.
A ‘long’ life cycle in a world of ‘sustainability’
We will start with the issue of ‘sustainability’ on a serious note after speaking and answering the topic of the products of Thai-German Decor in basically every nook and cranny.
It is understood that some readers may already guess the answer to flooring materials and sustainability. But we still confirm the original statement. We would like to delve into this perspective from the lens of an entrepreneur in what direction he considers such issues.
“Since the day the company was founded, we have been importing alternative materials. From the first day, we imported laminate flooring. It is a replacement for genuine wood, because originally laminate flooring came from Europe. The region has been interested in the issue of sustainability since almost 30 years ago. If they process the trees by adding other materials to improve its properties in terms of durability, or ease of installation. It might be able to do more.”
In what way does Thai-German Decor define the term sustainability?
“For the term sustainability, some may define it as a raw material used in the production process. We think that is partly right. But another point that many may overlook is the life cycle of long-lasting materials which can be sustainable for the world.
For instance, recently there was a customer who installed flooring with KRONOTEX, which is a product of our company. It was laid about 20 years ago. Now, he will renovate the second floor because he believes that this product has a long service life.
Therefore, sustainability covers both aspects of the materials used and the life cycle of the product. If the life cycle is long, it means we create less waste.”
Changes according to consumer needs
“Presently, trends are changing very quickly. In our view from the past couple of years, several customers came to talk to us with various issues. Now, however, one noticeable change is that more people are investing in houses and want to select something that can be used for a long time.
Therefore, we believe that home decoration materials, whether interior or exterior ones, the quality must come first and it is something that is sustainable for both the customers and the company.”
Another future is we are moving toward an aging society. It may become another factor in selecting products suitable for the elderly and future generations. As a flooring material, it is even more essential.
“For Thai-German Decor, there are two groups of customers who give importance to elderly people: the elderly who buy products for themselves; and those who build houses for their children and grandchildren. We have products that cover the needs of the elderly, such as SAFETY FLOOR, which is an anti-slip floor which reduces impact, and products that we have selected, such as COREPEL, whose surface has an R10 anti-slip value like that of some tiles. The tiles can help prevent slipping and falling or an accident inside the house.”
In addition to the surface of COREPEL, another feature that is good for the well-being is the use of more than 50% natural wood components, which are wood that comes from forests that are grown using a sustainable management system. Therefore, it does not affect the environment. COREPEL has also passed world-class tests for releasing volatile substances into the indoor atmosphere, namely FloorScore, Greenguard Gold, VOC A+ and CARB2, reducing the risk of harmful volatile substances. All of these ensure that consumers can be confident in COREPEL’s products, which are friendly to the health in every aspect, whether physical or respiratory.
New innovations that invite you to experience the Architect’24
Thai-German Decor Company Limited is ready to launch the new COREPEL model with an innovative genh wood surface. Experience more nature than ever at booth No. F205 at Architect’24, the 36th ASEAN’s Largest Building Technology Exposition during 30 April – 5 May, 2024 from 10:00 a.m. – 8:00 p.m. at IMPACT Muang Thong Thani.
