Venture Aimed at Promoting Virtues of Decorative Overlays

by WOHe

Venture Aimed at Promoting Virtues of
Decorative Overlays

Hillsdale, NJ A new venture aimed at promoting the value of
decoratives overlays in cabinet and furniture manufacturing has
been launched by a pair of laminate industry proponents.

The venture is being launched by George Carter, executive
director of the Hillsdale, NJ-based Laminating Materials
Association (LMA), and Kenn Busch, former publisher of Laminating
Design & Technology magazine, now known as Surfacing Solutions.
The magazine is published by Kitchen & Bath Design News’ parent
company, Cygnus Business Media.

The effort is being called The Institute for the Kinetic
Alliance of Surfaces and Substrates, or KAOSS, Carter and Busch
said.
“Selling the value of laminates is more challenging than it should
be in North America,” KAOSS said in a statement. “Although these
products are engineered to meet specific design and performance
criteria, many designers and consumers still think of them as poor
second cousins to ‘real” materials. It’s time for this to
change.”

“When laminate was first introduced decades ago, it was a
prestige product, and people bragged about their new ‘Formica’
dining sets,” observed Carter, who is also head of the research
firm George Carter & Affiliates. “Our products have lost that
cache over the years.”

“Designers and consumers think of decorative overlays as a
compromise choice,” Busch added. “Even worse, our industry has
perpetuated this perception by selling on the basis of price rather
than establishing value. We need to ‘rebrand’ our products and our
industry.”

KAOSS said it will be involved in research and a series of
ongoing initiatives “to effectively raise awareness of, and respect
for,
decorative overlays” among

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