CONGOLEUM'S NEW FELT-BACKED SHEET VINYL

Bravada hits "magic price" point

After a series of price increases wiped the once bestselling Ultima off the radar map, Congoleum has launched a new felt-backed sheet vinyl with a price point sure to entice most price-conscious consumers.

Bravada, the new 12-foot width sheet vinyl, is available in a host of decors, carries a lifetime warranty and retails for $19.99 a square yard.

"Ultima was a great product at a terrific price point so it made a lot of sense; everyone embraced it,” said Erik Anderson, vice president of sales, Congoleum. “The problem was we had so many price increases over the years the price popped out of that magic price point that dealers or consumers were comfortable with. So Bravada is trying to fill that gap again and there's no question from our retailers' reaction that it's a home run."

Dealers who are already excited about Congoleum's new DuraPlank and the prospect of their own fiberglass-backed sheet product (FCW, Oct. 15/22) say Bravada rounds out their vinyl offering and hits a much-needed price point. "DuraPlank is going to be huge, I know that," said Daniel Martinson, president of Fargo, N.D.-based Fargo Glass and Paint. "And we've been waiting a long time for a fiberglass-backed product. But Bravada, it seems basic, but something like that will really help our margins."