If you are not #1,

create a category

where you can be #1

“SELL THE COMPANY”

Nick Crofts, Bonar Floors

With 5 factories in Europe was #7 in the global flooring market. Underperforming. The board wanted to sell it to refocus the mother company. We were asked to polish it up for sale! This is how we did it.

If you are not #1,

create a category

where you can be #1

“SELL THE COMPANY”

Nick Crofts, Bonar Floors

With 5 factories in Europe was #7 in the global flooring market. Underperforming. The board wanted to sell it to refocus the mother company. We were asked to polish it up for sale! This is how we did it.

Rethink

CREATE A NEW CATEGORY AND LEAD IT

This is what we did for the international flooring company Bonar Floors. We repositioned them across the globe as ‘The Hi-Performance Flooring Company’. By creating and owning the high performance category, we regained focus and added value. Marketing is not a battle of products; it’s a battle of perceptions.

Bonar Floors. The Hi-Performance Flooring Company

The Hi-Performance flooring company
#1 in their category

The Hi-Performance flooring company
#1 in their category

Rethink

CREATE A NEW CATEGORY AND LEAD IT

This is what we did for the international flooring company Bonar Floors. We repositioned them across the globe as ‘The Hi-Performance Flooring Company’. By creating and owning the high performance category, we regained focus and added value. Marketing is not a battle of products; it’s a battle of perceptions.

Bonar Floors. The Hi-Performance Flooring Company

Refocus

“SELL THE COMPANY”

As part of the Hi-Performance strategy Bonar Floors commissed Ettore Sottsass and Christopher Redfern of Sottsass Associati (Milan) to design an exclusive new range for their successful Flotex brand. Ettore Sottsass is widely recognised as the most celebrated designer of the last century.

Refocus

“SELL THE COMPANY”

As part of the Hi-Performance strategy Bonar Floors commissed Ettore Sottsass and Christopher Redfern of Sottsass Associati (Milan) to design an exclusive new range for their successful Flotex brand. Ettore Sottsass is widely recognised as the most celebrated designer of the last century.

Re-energize

THE SOTTSASS COLLECTION BY BONAR FLOORS

The Sottsass Collection by Bonar Floors featured in an exhibition celebrating the life and work of Ettore Sottsass at the Design Museum in London. This contributed to the sale of Bonar for €140 million.

Client Bonar Floors

Sector Project flooring, carpetin

Result €140 million sale achieved after 3 years working with Rethinker.co / Rethinking Group

Location Europe

Re-energize

THE SOTTSASS COLLECTION BY BONAR FLOORS

The Sottsass Collection by Bonar Floors featured in an exhibition celebrating the life and work of Ettore Sottsass at the Design Museum in London. This contributed to the sale of Bonar for €140 million.

Client Bonar Floors

Sector Project flooring, carpetin

Result €140 million sale achieved after 3 years working with Rethinking Group

Location Europe