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Greg Colando was President of Interface's American modular floorcovering business in 2000, when he noticed emerging consumer behaviors in the marketplace: urban lifestyle resurgence, growing Internet purchases and increased design demand. These trends, compounded with conventional carpeting's limitations, posed an opportunity to deliver a more responsible and design-focused floorcovering directly to consumers. He would call the new entity FLOR.
To help realize the FLOR vision, Colando and his creative partner, noted interior and product designer Chip DeGrace, formed a team of experts from the worlds of design, direct marketing and Internet technology of such brands as Google, Apple and Kodak. Their charge was to communicate FLOR as a smarter floorcovering choice to design-savvy, environmentally-aware consumers.
The FLOR concept went live in the spring of 2003 with the launch of the FLOR catalog and FLOR.com. The team eschewed traditional advertising and instead used targeted events in major cities to generate word-of-mouth buzz among design trendsetters. Every magazine interview resulted in media placement. FLOR's message clearly hit a sweet spot with design-conscious consumers.
FLOR is part of Interface, Inc., a global, publicly-traded company founded in 1973 by entrepreneur Ray Anderson . Back then, most U.S. offices used broadloom, wall-to-wall carpeting. But evolving workplace dynamics like organizational change and technology made it clear to Anderson that broadloom was an inefficient choice for offices, and he took the opportunity to introduce modular floorcovering to Corporate America.
Modular floorcovering (also called "carpet tiles" or "carpet squares"), created less waste since less carpet cutting was required for installation; worn areas could be selectively replaced, and an integrated backing made separate padding obsolete. Today, the majority of offices around the world are covered with modular floorcovering.
In 1994, Ray Anderson became keenly aware of industrialism's destruction of the planet's resources and, consequently, of Interface's role in maintaining the delicate balance of environmental sustainability. As a result, Ray committed his company to the goal of Mission Zero: To eliminate any negative impact the Interface family of companies may have on the planet by the year 2020. For more information, visit Interfaceglobal.com.