Banks on innovation, Apo Floors maker keeps up with real estate boom

CEBU, Philippines - A leading homegrown player in the flooring industry keeps up with the upbeat real estate and construction industry in the country by working out on continuous product development, constant innovation and strategies of reaching out to its growing market.

Puyat Flooring Products, Inc. (PFPI), a leader in the resilient floor covering market, is popularly known to carry and manufacture the only locally-produced brand of quality floors, the Apo Floors.

PFPI Assistant Marketing Manager Jing Mandac said that the company remains optimistic with the vibrant growth of both the real estate and construction sectors in the country which is also likewise felt in the flooring industry.

Evident to such is the growing clientele of more than 100 real estate and property developers nationwide that include large-scale and top industry players in Cebu and Metro Manila such as the Robinsons Land Corporation, Filinvest Land, Inc. and Ayala Land particularly in its Avida project.

She also cited that the PFPI’s distribution network grew from 26 to 500 various types of outlets, major depots, do-it-yourself centers, finishing and hardware stores all over the country. 

Out of the 500 dealers, 30 of which are in Cebu. 

Moreover, the company caters to government agencies, non-government organizations, and even exports to Brunei and Palau.

Mandac said that Apo Floors is capable of supplying huge quantities of floor covering products to address the high market demand at present.

In a year, PFPI produces six million square meters of tiles and planks.

PFPI is believed to dominate 69 percent share of the resilient flooring market in the country.

The flooring industry is divided into four specializations such as the soft covering like carpets, hard covering such as marble, ceramics and porcelain tiles, wood design and resilient flooring.

Mandac noted that apart from the hard covering products, the resilient flooring is the most preferred in the market since it is “warm on foot” and is best in indoor applications.

Although there is a stiff competition in the flooring market, she said that Apo Floors continue to stay competitive with its quality products, ten-year warranty, ISO 9001:2008 certified, and no health hazards since the brand is formaldehyde-free.

Unlike the international brands, she said that Apo Floors customers are assured of a shorter waiting time for the shipment of their orders since it is locally-based.

PFPI has state-of-the-art European manufacturing facility in Mariveles, Bataan that produces all floor covering, floor adhesive, and floor care products while its head office is based in Makati.

Mandac also said that the company continues to guarantee global quality standards and ensure continuous development and innovation for its wide product line that encompasses homogenous resilient, luxury resilient, engineered wood flooring, and acrylic flooring adhesive.

She further encouraged the market to patronize the Philippine-made flooring products and take pride of the locally-manufactured brand.

In line with its thrust to revitalize the knowledge of the market on the local brand, PFPI conducts its first Apo Blitz Activity in the Visayas region particularly in Cebu.

Mandac said that the activity involves a five-minute product presentation that aims to inform the distributors, specifiers, end-users and walk-in customers about the Apo Floors brand.

It was officially launched yesterday in Cebu Home Builders at A.S. Fortuna Street, Banilad, Mandaue City.

She added that this also serves as a pre-activity for the Cebu Construction Show to be held on June 7.

The Apo Blitz Day had its kick-off event in Manila last March. Mandac revealed that the Visayas leg will be also organized in Iloilo this July. — (FREEMAN)