HMTX Global
“The first thing to explain, is how our company functions”, says Marcel Kies. “Aspecta is part of HMTX Industries, a family owned flooring company headquartered in Norwalk, USA, and is a leader in LVT manufacturing. Within HMTX Industries, HMTX Global (headquartered in Oud Gastel, the Netherlands) focuses on architects and designers as a high-end contract brand.”

“Important to explain is how the former company Aspecta BV got a completely new identity. It merged with Vertex Floors and is from now on part of the new sales division HMTX Global. HMTX Global offers high-quality, sustainable LVT flooring solutions with excellent surface textures, superior design and authentic colours. The company serves the market outside North America in more than 40 countries in Europe, the Middle East and Asea Pacific with LVT flooring solutions that enable residential customers, architects and builders to work comfortably and efficiently.”

“HMTX Global is one of the four towers of HMTX Industries”, adds Claudia Kunath. “HMTX Industries consists of Halstead (a leading supplier of luxury vinyl tile to the home center market in the US), Metroflor corporation (representing residential and commercial segment in North America), HMTX Commercial (focussing on healthcare and institutional) with the two brands Teknoflor and Aspecta.”

Discover the New Aspecta range
At Domotex, we saw how the slogan ‘Aspecta paves the way for you every day’ explained a new approach of the market. Aspecta is now a ‘One-stop -solution’ for the customer, covering different segments with different range concepts and selective specification and designs.

“There comes an end to the previous separate brands, sales strategies and market activities”, says Claudia Kunath. “What this means for HMTX Global is that a much clearer image for the consumer will come about. Since the inception of HMTX Global in 2014, yearly new ranges were created and this grew enormously, up to 400 SKU’s. This is way too much for the customer to understand and that is why we downsized to 225 SKU’s. At the same time, we refreshed the range and brought it up to trend.”

Embrace the Ease
Aspecta now presents everything in three overarching collections, under the header Embrace the Ease.

“These are three brand new collections, ranging from good basic LVT products, to even better qualities and the absolute top of the range. These three are, respectively, Essentials, Excellence and Contours”, Claudia Kunath summarizes.

“The Essentials collection consists of durable and sophisticated LVT flooring that is perfect for residential or light commercial use. However, the biggest group of designs you will find under Excellence, with no less than 107 designs. This core collection makes design and technology become one and new standards are set for LVT flooring for residential, commercial and industrial use It is available in different product thicknesses as Glue Down, ISOCORE Click and Loose-Lay flooring”, Marcel Kies explains. “The Excellence collection comprises various plank and tile formats, ranging from a standard size to extra large planks that can be used in exceptionally vast spaces.”

“Contours is the collection for the highest end of the market and offers special patterns”, concludes Claudia Kunath. “This collection comprises LVT-flooring in iconic layout patterns such as chevron, herringbone and basket weave in different plank sizes. It does this as a robust Glue Down 55 or state-of-the-art ISOCORE Click 55 flooring, that is suitable for heavy commercial use.”

Central objectives
Still to mention in conclusion: in her effort towards a greener future, HMTX Industries focuses on two central objectives. One is to reduce carbon emissions by 50% by 2030 and the other is to aim to be carbon neutral by 2035.

Both HMTX Industries and HMTX Global are also investing heavily. HMTX Industries will open two new LVT factories in the US, in Pittston and Texas. In the Netherlands, HMTX Global has just moved to a totally new warehouse in Roosendaal.