InterfaceItalian style merchants love the natural look!

Why Stile chooses Bona Naturale Page 5

The trend for artificially aged productsWhat do ‘distressed’ products say about you? Page 8

Weathering the storm togetherSpain’s Hervàs takes parquet to the European level Page 11

Rapid growth of Latin American businessBona’s new base in Panama Page 4

The magazine for wooden floor manufacturers worldwide February 2009

Interface

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Dear Readers,Welcome to a new edition of Interface. In these turbulent times, making forecasts and predictions is no easy task. Since the US is such an im-portant market for many of our customers, the dollar exchange rate has had a big impact on our industry.

We are all waiting to see how things will pan out, and hoping for the best. It seems highly likely that the price in-creases I mentioned in the last issue of Interface will be hard to maintain if cur-rent conditions prevail. And with a gen-eral shrinkage of the global market for wooden floor products, manufacturers who depend on high volume sales may become more price sensitive. Survival is, of course, priority number one, but I still think that charging for the true value of wood parquet products should be the industry’s overall ambition.

While facing up to the economic reality is essential, I firmly believe there is a silver lining to every cloud. I’ve thought long and hard about what the upside might be in this case. Firstly, I can say that it prom-ises to be a somewhat less bleak period for suppliers of specialist products, since their customers are less price sensitive and their products still hold the same high quality, specialist appeal.

Secondly, in uncertain economic times, people tend to become risk averse, so those of you who are selling established brands can benefit from this. For the same reason, if you use Bona finishes and have access to Bona Lifetime Sup-port, you can offer additional risk-reduc-ing benefits to your customers. Reliable products and a full maintenance and care programme that help secure their invest-ment are more important than they have ever been.

Take a look at page 11, where we in-clude an interview with Javier Hervàs, the Iberian peninsularepresentative for FEP (the European industry body for promot-ing wooden floors). He has some interest-ing comments on the value of being po-litically active, putting personal interests aside and trying to promote the industry as a whole. I agree wholeheartedly.

As usual, we welcome your feedback and comments on the Interface articles, or any other current concerns.

Paul Spångberg Vice President and Director Division

Industrial Coating

Interface

Bona’s mission:

”To bring out the best in wooden floors”

www.bona.com

Bona is a global company. We’re active in more than 50 countries all over the world and have

subsidiaries in 18 countries in Europe, North America, Latin America and Asia Pacific. We have

production facilities in Sweden, Germany, USA and China.

We are specialists in supplying all the products necessary for the installation, maintenance

and renovation of wooden floors. In fact, we supply just about everything except the wood itself.

Our complete system of products includes coatings, UV finishes, sanding machines, abrasives,

adhesives and maintenance products. They meet the needs of contractors, producers of pre-

finished wooden floors, architects, specifiers and homeowners. We create all our products to

work perfectly with each other to bring out the best in wooden floors. From production and

installation to maintenance and renovation – we’ve got it covered.

Inside

3 EU focus on health and the environment

4 New Bona base in Panama

5 Italians choose Bona Naturale

8 Consumers who love old-looking things

9 Distressed, hand-scraped parquet floors, Forest Mountain, China

10 Perfect for pre-finished floors Glue 850 and matching primer 580

11 Interview with Javier Hervàs

12 Fresh polished floors, matt version

PublisherPaul Spångberg

EditorCamilla Bark

Contributors listMarcus Björck, Björn Saalbach – Bona. Javier Hervás – Hervás. Jose Antonio Iglesias – XPZ Madeiras. Fei Li Juan – Hunchun Forest Mountain.Joanna Le Pluart – freelance writer. Lorenzo Onofri – Stile.

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Environmental and safety standards

Product safety

Far from being a recent marketing fad, Bona’s com-mitment to environmentally sustainable development is as old as the company itself. Respect for the environment, the craftsperson and the end user have always been an integral part of the com-pany’s policy, while long-term ownership has enabled a constant commitment to in-novation in a sustainable per-spective. Since the 1970s, and way ahead of legislation, Bona has been improving products and processes, re-ducing environmental impact and leading to breakthrough innovations, from waterborne finishes to dust-free sanding.

Our “On track for sustainability” initiative aims to communicate Bona’s commit-ment to environmental, economic and ethical sustainability to customers, end users and the general public. It is also an opportunity to clarify some of the more complex terminology and product specifications, as well as to inform peo-ple of Bona’s plans and objectives for the future.

Always a step ahead, Bona first intro-duced waterborne finishes for wooden floors in the 70s. Now, in a very concrete step towards ever more environmentally sustainable products, we are phasing out solvent-based finishes in the EU area. The transition to waterborne fin-ishes will be completed by February 1st 2009. With the increase in global con-cern about water and air pollution, the EU introduced new restrictions on VOCs (volatile organic compounds present in solvent-based products) to be enforced in two phases; the first in 2007 and the second in 2010.

Why stop there? All Bona’s waterborne floor finishing products already satisfy the EU’s crite-ria for 2010. We also hope to convince non-European customers to follow Eu-rope’s lead, as solvent-based finishes still dominate the markets in the US and Asia. “This is surprising considering the evident health risks related to strong solvents”, says Kerstin Lindell, Bona’s CEO. “We don’t see any good reason why flooring contractors should con-tinue to use unhealthy solvent-based finishes when high-performing water-borne alternatives exist”.

Sustainability – it’s all in a day’s work at Bona

Bona contributes actively Bona’s policy is to act in a value chain perspective, with comprehensive envi-ronmental management at every stage, from sourcing raw materials to main-tenance of the finished floor. We pay close attention to our choice of suppli-ers, monitoring them to ensure that they fulfil environmental requirements. Safety, health and the environment are key – from manufacturing, installation and maintenance all the way to waste man-agement – leading to flooring solutions that actively contribute to a sustainable global environment.

Bona steps up its efforts towards a more sustainable future

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International expansion

Although at the moment Latin America only accounts for a fraction of Bona’s worldwide sales, the Latin American business is growing rapidly – second only to Asia. The region’s economy currently enjoys an annual growth of 10% and this, combined with its proximity to North America and its rich natural resources, indicates excellent growth potential for Bona.

Bona in South America As of January 1st 2009, Marcus Björck will assume responsibility for the newly started sales area Latin America/Mexi-co. Having spent the last 17 years in Spain working as Area Sales Manager for Bona in Southern Europe and Latin America, Marcus is well prepared for the job. He started the Bona subsidiary in Spain in 1991 and, over the last 17 years, has developed the business to a point where Bona is now Spanish market leader. Over the last 3-4 years,

Marcus has also success-fully built up a platform in Latin America, from which he will now continue to grow the business.

Marcus says, “This new position will be a chal-lenge for me both on a professional and personal level. We have set high targets and intend to grow the business aggressively. We plan to focus on Brazil, Argentina, Chile, Colum-bia, Venezuela initially, with Mexico and Peru as secondary target mar-kets. Mexico, previously included in the Division North America, will be the responsibility of Sales Area Latin America/Mexi-co in future. Products will still be delivered from the Monroe factory in North Carolina, US.”

Marcus will be heading up operations from Panama, an ideal location thanks to its strategic position between Mexico and Latin America.

The Industrial Coatings business in South AmericaBona IC has had an office in Curitiba, Brazil run by Tony Borek, since 2004. The purpose of estab-lishing this Latin American base four years ago was to serve the UV finishes market for pre-finished wooden floors in Latin America. In future, Tony and Marcus will work closely together in the region.

Marcus comments, “About 80% of the wooden floors produced in Brazil, Argentina and Chile are exported to the USA. Bona Lifetime Support is providing a door-opener for Latin American wooden floor producers wish-ing to enter the US market using their own brand name.”

Cooperation with Bona gives Latin American producers sev-eral other benefits too. The Bona brand is well known among floor

installers on the US market. Using Bona Lifetime Support not only gives access to the products needed for pre-finished floors on their export market (for exam-ple: glue for installation, and cleaning & maintenance products for regular floor care) but also the local Bona expertise on any market, in case a problem should occur.

Strengthened operations in South America

Panama City – the capital and largest city of the Republic of Panama

Stylish sun protection – Panama’s best known product

Interface

Corporate news

Marcus Björck

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European customers

Italian floor manufacturer Stile, maker of exclusive wooden flooring, has earned the respect of builders, archi-tects, and interior designers far beyond their Italian home turf. From their cutting-edge factory, they export floors to a global market. The range includes Stilnovo, an engi-neered wood parquet line, for which the company has cho-sen to use Bona Naturale.

Why Bona and why Naturale? There are both corporate and product-level reasons. For a start, Bona’s Life-time Support programme ensures local support world-wide. At the level of the product itself, Bona Naturale gives Stil-novo the natural, untreated look that design-conscious consumers value on both the home and export markets. In addition, with Bona Naturale, spot repairs are simple – after recoating a scratched piece of parquet, it is impos-sible to distinguish the scratched piece from the rest of the floor.

Stile’s longstanding partnership with Bona As Stile’s Sales and Marketing Manager Lorenzo Onofri notes, “We started to buy care and maintenance products from Bona about 30 years ago, so we go back a long way! Recently, we decided to work with Bona’s Marcus Björck and

Alberto Massimo to develop the Stil-novo range using Bona Naturale. Since we use numerous exotic wood species – which have a lot of colour variation – we needed to do this development to-gether. As you can imagine, it involved extensive testing.”

Like many customers, Stile cites Bona Naturale for two reasons. First, the treatment system gives a unique aes-thetic – one which is offered by no other pre-finished floor manufacturer in Italy. The ‘natural’ look is growing rapidly in popularity in Spain, France, Germany, Switzerland, South Korea, the USA, and Canada. Secondly, a Bona Naturale-treated floor looks almost as if it has not

been treated at all, and doesn’t need the degree of maintenance required for other natural looking floors, e.g. oiled or waxed.

New business

Italy’s Stile – a cut above

Stile’s modern storage production facility

Stiles’ quality assurance team at work.

Wherever you want to bewe’ll help you get there

Where would you like to see your wooden floors? Maybe this famous Parisian landmark isn’t on your new business list just yet, but why not exercise a little imagination? You might be surprised by how easily dreams translate into reality.

Bona has UV coatings that have been specially de- veloped for damage resistance, making your wooden floors suitable even for heavy traffic areas. Start by figuring out where you want to be… then contact Bona to find out how we can help you get there.

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Consumer trend

Have you noticed that there are lots of brand-new prod-ucts on the market that look worn out? These days, manufacturers from Düssel-dorf to Dhaka engage in the odd practice of making fresh products look worn, bat-tered, and poorly cared-for. In this issue’s consumer trend article, we take a look at the world of ‘distressed’ goods and consider what their ap-peal is based upon.

You can buy all manner of clothes with rips, patches, and stains. There’s a whole world of denim that’s been subjected to stone-washing, acid fading, burns, bleach, and other forms of assault and battery. New cut-off jeans can be bought that look as if your little brother just attacked them with a pair of scissors, and then ran them

through a peroxide-filled sausage-grinder. And it doesn’t stop there. There are all kinds of brand new ‘rustic’ furniture with half worn paint, splits in the wood, and faux-rusty hinges. There are yellowed, striated picture frames. There are ‘an-tiqued’ boxes and chests, and mirrors with artificial age-spots.

It’s pretty odd, if you think about it. But these products all communicate one re-markable quality that sells well, at least to some of us: that’s built-in ‘life experi-ence.’ The impression they are intended to convey is one of having savoir faire.

What’s it all about? One theory goes that the love of old-new things is rooted in a deep kind of human behavior (more broadly, animal behaviour). It’s about risk taking, and it’s evolutionary. Behavioral scientists have wondered why many animals, including birds and mam-mals, engage in risky behavior so publicly, and so unnecessarily. Why, for example, do various African antelope species toy with hunting lions as they run away from them? Why do cats walk near a large dog and then plop themselves down, pretend-ing not to have a care in the world? And

why do we humans sometimes indulge in dangerous pursuits like base-jumping, motorcy-cle racing and surfing?

The theory is that it conveys the deliber-ately casual and most seductive message of, “Hey, this is noth-ing. I do this all the time.” The sub-text is, of course: “I’m a good candidate to mate with because my genes are very fit.” The English language has numer-ous expressions to de-scribe this and they’re generally regarded as positive. For exam-ple: rakish, devil-may-care, attractively de- cadent, edgy, reck-less or hell-bent. Think James Dean, James Bond, Indiana Jones.

And what does a daring rascal like that wear, someone who isn’t afraid of looking a little risqué? You guessed it! Probably a beaten-up (but very stylish) leather bomber jacket, or some faded (but sexy) jeans. Or maybe a worn-looking (but brand-new) baseball cap, the edge of its rim casually frayed? This is symbolic risk-taking. The wearers are not going with the ‘correct’ or ‘proper’ norms. They’re broadcasting that they’re a little deviant, confident enough in their own skin to challenge the norms.

Old money is better than newAnother theory is that people want to look solid and ‘established’ in life. To convey this impression, they include old style toys, old-looking farm implements and some subtly faked antique chairs among their new, unsullied furniture and fittings.

A heavy wooden kitchen table can look as though it came from a farm where, during the last century, farm hands spilled oil on it and accidentally left it out in the barn where insects bored holes in it. (All well before a nice furniture restorer sanded and waxed it back to its current glory, of course.)

Many homes contain such things, and these days large furniture stores contain huge varieties of neo-rustic furniture. What is that saying about us?

Social establishment is one message. People who own farms, or furniture that has been handed down for several gen-erations, have status in developed so-cieties. They “come from somewhere.” They’re “people of substance.” There’s some risk-taking in this too: if you’re so secure in your social status that you don’t mind having some fashionably shabby furniture in your otherwise pris-tine home, then you’ve got that special something that less socially secure peo-ple lack. Or, perhaps you are trying to create a friendly, informal atmosphere in your home; a feeling of being lived in; a place where guests can relax.

Where new is always newInterestingly, the ‘distressed’ look doesn’t work for all product categories. For ex-ample, how many new cars look like

Industry benchmarking

Battered and beautiful – a taste for old things

Jeans with ready made holes

Interface

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they’ve just been hoisted out of a lake, after an unfortunate late-night accident? How many consumer electronic items come pre-scratched? How many luxury hotel rooms come equipped with some-one else’s dirty laundry and last-night’s drinks quietly evaporating in crystal tum-blers jauntily placed here and there?

Faded, battered jeans are one thing, but it would just feel wrong to take a nice, new sports car from the end of an assembly line and sandblast, dent, and dirty it prior to delivery to its first owner? Clearly, there are limits!

Dining chairs in the antique style

Looking old, but not old-fashionedChinese manufacturer Jilin Yanbian Forestry Group Hun-chun Forest-Mountain Wood Industry Co.,Ltd is now ex-porting its artificially aged wood parquet floors to a US and European public that’s hungry for the antique look.

How do they make brand new parquet look like it’s been around for years? Representing Bona in China, Jon Loi explains: “The woodworking specialists are each equipped with a set of tradi-tional tools including smoothing planes and abrasive papers. They manually create holes, dents and chips as well as random vertical indentations with the plane. They then ensure all the inden-tations and the surfaces are smooth. Each floor turns out differently since in-dividual specialists obviously make dif-ferent markings and patterns on each floor. The quality control department checks each piece of wood flooring, before it is sanded and sent off to be stained and varnished.”

Forest-Mountain chose Bona as its supp-lier of UV finishes. They are currently using

the following products to achieve the de-sired antique look and give their prod-ucts durability:

• Several kinds of stains are combined to get the desired ‘aged’ tones. A UV Primer is used to provide good adhesion to the wood • UV Normal Base Coat, UV Ceramic Base Coat (Aluminium Oxide base coat for high wear resistance against US testing norms) and UV Matt Base Coat are used to reduce the gloss level of the whole floor • UV Top Coat Anti-Scratch with low gloss is applied to prevent scratches and give an even more aged, matt appearance.

Key markets for handscraped floorsThe biggest market for ‘antiqued’ floors is currently the USA. However, Forest Mountain is also starting to gain mar-ket share in Europe, and even selling some of its antiqued floors locally. As Jon comments, “The popularity of this style was proven beyond any doubt when copies in laminated finishes be-came available!”

Hand-scraped floors by Forest Mountain

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New products

Since June 2007, Bona has been supplying XPZ Made-iras SA with Bona R850 glue in user-friendly sausage-sha- ped packages to be used for installing their wood parquet floors. Besides the conveni-ent, low waste packaging format, what’s special about Bona R850 adhesive?

Perfect for pre-finished floorsUsing other kinds of glue in the past, even with extreme care, XPZ Madeiras has found that traces of adhesives from the fingers of flooring contractors were transferred onto the pre-finished surface of the wood. If not removed immediately, stains or fingerprints from PUR-based or epoxy adhesives were almost impos-sible to remove later, meaning the whole floor may have to be sanded and refin-ished after installation – a costly extra operation.

Using silane based Bona R850 adhe-sive, contractors do not have this prob-lem. Spots of glue on the floor’s surface can be easily removed with a cloth even

after the glue has dried completely. Ac-cording to XPZ Madeiras and to other manufacturers of pre-finished wooden floors, this is a major benefit. Bona R850 is considered so much cleaner and safer to use, that XPZ Madeiras has started to insist that all contractors installing their floors sold in Spain and in Portugal, should use this adhesive and no other kind.

Contractors have also observed that the application method make it easier to perform installation work cleanly. The sausage-shaped packages of glue are loaded into a special gun which enables a correct ‘dosing’ of an even amount of product.

Now a primer, based on the same principleLately, Bona has come up with a primer that’s perfectly compatible with Bona R850, and it’s called Bona R580 – the Moisture Control line. Based on the Bona Silane technology, it’s available in 1 Component or 2 Component formats. The new primer is low odour, requires no hazardous labeling and can be used directly on fresh concrete or screed.

Silane based products – clean and easy to use

Interface

New silane-based adhesives in tubs and sausages

Corporate news

About XPZ Madeiras

Based in the north of Portugal, XPZ Madeiras SA specialises in the manu-facture of exclusive pre-finished wooden floors made from exotic woods or American red oak. Though active on the Spanish and Portuguese markets, the company’s floors are mainly for export.

Madeiras has long been a Bona customer, using UV finishes supplied by Bona’s Industrial Coating division. They are highly experienced and committed to meeting international industry standards and regulations.

Madeiras supervise all the manufacturing processes of their own raw materials and regulate the wood’s humidity level so it is compatible with the climate in which it will be used.

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Customer profile

Silane based products – clean and easy to use

EU Lobbying

The Spanish company Mari-ano Hervàs, S.A. has been manufacturing wooden floo- ring since 1968, when it started crafting mosaic par-quet. An Iberian Bona cus-tomer for over twelve years, today Hervàs is one of the region’s main manufactur-ers of parquet floors. Javier Hervàs, the Commercial Director and Manager of this prestigious firm, is also the region’s representative for the European Federation of the Parquet Industry, FEP.

FEP is the main organisation to represent and defend the interests of the European parquet industries to the European Un-ion. Its primary goal is to strengthen and improve the position of wood flooring in relation to other floor covering products.

Increasing market share for genuine wood floors As a member of FEP’s Board of Directors and Steering Committee, Javier Hervàs is responsible for ensuring that the ideas and proposals brought forward in Brussels are understood, accepted and implemented in the member states he represents. The role entails a permanent interaction be-tween visions at European and national levels. According to Javier, in the present economic uncertainty, it is more important than ever for the industry to stick togeth-er. He explains, “FEP is a pro-active and creative entity with just one essential goal in mind: finding the best and most suit-able tools to propel our industry in the de-sired direction, i.e. increasing the market share of genuine wood floorings, thereby contributing to an effective application of the basic principles of sustainability. I am pleased to be able to make a contribution to this effort.”

Meanwhile, Hervàs’ Spanish company continues to invest in technological in-novation to increase productivity and product quality, while maintaining its

market share and reputation. Hervàs is committed to working with suppliers who are continuously introducing new, cut-ting-edge technologies, while preserving the environment. Hence their choice of ecological finishes: Hervàs, SA uses Bo-na’s range of industrial coatings because the company is dedicated to developing environmentally sound solutions.

Javier says: “Our company’s respect for the environment is well known. We use wood as the main raw material, al-ways questioning its origin. We strive to respect biodiversity and its associated values, thus maintaining the integrity of the forest. We use the by-products of wood (wood-cuts, sawdust etc) for en-ergy production. The other solid wastes are recycled for the manufacture of wood products. We were actually the first com-pany to obtain certification of PEFC Chain of Custody, which proves that the wood used in the manufacture of our floors comes from environmentally responsible forest owners. Most of the raw materials used come from certified suppliers with PEFC (an international organisation that promotes the responsible management of our forests)”.

Working with Bona Hervàs chooses to work with Bona as a supplier of finishes, since they also offer Bona Lifetime Support complete after sales care in the whole of Spain. Hervàs even uses the Bona brand in its own

marketing materials. All Hervàs’ cata-logues include a step by step guide to proper floor care. Javier concludes, “Bona has a wide range of products for the maintenance of wooden flooring, which we recommend. In addition, our customers benefit from a 10% discount when they purchase any Bona cleaning and maintenance product on-line.”

Hervàs spreads a positive environmental message

Javier Hervàs

Hervàs takes flooring to the European level

Logo, created by FEP, to promote genuine wood floors

Bona’s promise: everything you need to care for your wooden floor

Maintenance and cleaning

Wooden floors can enjoy a long lifetime when they’re treated properly, but of course, their surfaces do be-come worn over time. That’s where Bona’s new polish comes in.

How to revitalize worn matt floorsA good polish usually helps to give worn surfaces back that clean and fresh fee-ling. Traditionally, the most common kind of polish used on wooden floors was high gloss, and in many countries that is still the case. But what do you use if you have deliberately chosen a floor with a matt surface treatment like Bona Naturale? In that case, you need a product that will not change the floor’s tasteful, understated appearance.

Thanks to a recent product development by Bona, this task isn’t the challenge it used to be. Our new polyurethane-en-hanced Bona Polish Matt leaves floors looking and feeling fresh, without de-stroying the chic designer appearance of the matt finish.

Bona Polish Matt is quick and easy to app-ly. When used regularly, it makes a wooden floor durable enough to withstand years of

wear and tear. Best of all, it delivers the kind of professional results you’ve come to expect from Bona – perfect every time!

How to apply Bona Polish Matt in two or three easy steps:1. If there is a build-up of polish already on the floor, this must first be removedusing Bona Remover

2. The polish is then applied evenly, following the instructions on the package.

3. Normally one layer is sufficient; a second layer can be added if necessary

Maintaining wooden floors with Bona’s floor care range gives you a time-saving,

easy to use system that you know you can count on. The range is engineered from the start to form one complete sys-tem to enhance wooden floors over their entire lifetime. And when you choose Bona, you get Lifetime Support – our commitment to using our expertise to help you get the most out of wooden floors for their entire lifetime.

For more information about our complete range of professional floor care products go to bona.com/procare

Introducing the new Bona Polish Matt

Get that fresh polished feel, without the gloss

Contact us today

Asia PacificBonaKemi Asia Pacific Pte Ltd390 Havelock Road#07–03 King’s CentreSingapore 169662Tel +65 6738 55 80Fax +65 6738 11 58Eugene Goh +65 9786 8005

North AmericaBona US4275 Corporate Center DriveMonroe, NC 28110Tel +1 704-220-6947Matt Timmons +1 303-847-6427

Central EuropeBona ABMayrwiesstrasse 21A-5300 Hallwang bei SalzburgAustriaTel +43 662 66 19 43-0Fax +43 662 66 02 05Jürgen Reissner +43 664 82 49 710

South EuropeBona IbéricaPol. ind. San Marcos C/Pitagoras 7 28906 Getafe, MadridSpainTel +34 91 682 55 22Fax +34 91 682 21 95Marcus Björck +34 670 91 79 40

North EuropeBona ABMurmansgatan 130SE-200 21 MalmöSwedenTel +46 40 38 55 00Fax +46 40 38 73 53Lars Högwall +46 73 6557515

Latin AmericaBona BrazilRua Sete de Setembro– numero 4214 – Conj 704Bairro: Centro CEP 80060-070Curitiba–ParanáTel +55 41 32335983Tony Borek +55 41-9931 9525

Bona ABAve. Balboa Entre Calle 42 Y 43,Torre BBVA, Piso 13.Ciudad de Panamá, PANAMÁMarcus Björck

ChinaBona Coatings (Dalian) Co., Ltd.Huai He Middle Road, No.99 #3ADalian Development AreaLiaoning ProvinceP.C. 116620, ChinaTel +86-411-875 85 500Jon Loi +86-159-04245500

Head OfficeBona ABP.O. Box 210 74SE-200 21 Malmö, SwedenTel +46 40 38 55 00

Bona and their products are trademarks owned by Bona and their legal entities. All other trademarks belong to their respective owners. Copyright © 2008 Bona. All rights reserved.

Product news

For other markets, please contact our head office.

Visit us at our website bona.com/interface