|Interview with Jesper Henriksen
Initial sales experiences with Lino Form
As Product Manager at Keflico, you coordinate purchasing, marketing and sales for timber and board products. Who are your
customers? Who do you sell to?
Keflico is a Danish trading company specialized in wood-based panels and hardwood timber. Our customers are other trading
companies, we sell to furniture manufacturers, the kitchen industry, manufacturers of houses, boats and offshore houses, carpenters
and even auto body shops – quite a good mixture of customers.
This August you added the new Linoleum Form furniture linoleum from Armstrong to your portfolio. Why?
We contacted Armstrong and sort of asked for the product, I think two years ago, because we knew about a similar product that
some of our customers were using. So we had a key interest in getting this product. This year, just before the launch we ran
a great many tests with a large of number of customers, and the overall feedback was very positive.
How have your customers responded to the new material?
The feedback has been close to overwhelming. It is really being well received in the market due to a number of different factors.
It is always interesting when you break a sort of monopoly, because you get more diversity. And it is not just an alternative
to the other existing product – ‘DLW Linoleum Form’ is really a new furniture linoleum with new properties. In fact, it is a rather different product.
Why? What advantages does it have compared to other materials?
In comparison to plastic, painted surfaces, stone or metal, linoleum has a warm surface; it is really pleasant to sit at,
for instance, and to touch it. It is an organic material and it has a special visual appearance that other materials don’t
have. Compared to other furniture linoleum, Linoleum Form has its own special surface, other colours, a bigger role-width
and a different backing. The backing is made of cotton, which makes the linoleum very flexible.
Have you already seen the first pieces of furniture made with DLW Linoleum Form? Can you describe what exactly has been developed?
It’s already running in tabletop productions. I have seen it in the form of chairs as well as daycare furniture. In the latter
case, they’ve used Linoleum Form on shelves to avoid creating hard surfaces for the children.
Thank you very much for this interview!