The Genemuiden-based company Hamat, which has been active for more than 35 years as a total supplier of, among other things, clean and dry walking mats, artificial grass, carpets and PVC floors, has not been idle in recent months. The recent acquisitions of BTB Mouldings and Feelds not only greatly expand the product range, but also further strengthen the company's international position.
'Through the acquisitions of BTB Mouldings and Feelds, we are significantly strengthening our position in the market,' says sales manager Jan Doornwaard. 'Our range has expanded to include sustainable PVC floor tiles and high-quality artificial grass solutions for landscaping and sports. This gives customers access to a wider and more complete range, with the familiar quality they have come to expect from us. In addition, we are creating new growth opportunities, especially internationally, thanks to enhanced export opportunities.'
© Leo Elenbaas | InteriorDaily.com
Sales manager Jan Doornwaard at the Hamat stand during Flanders Flooring Days.
A key benefit of the acquisition of BTB Mouldings is the strengthening of Hamat's sustainability strategy. 'Thanks to this acquisition, we are integrating circular production methods into our processes,' Doornwaard explains. 'We use residual streams more efficiently and develop new sustainable applications. BTB's expertise in recycling fits perfectly with our ambition to put innovation and environmental friendliness at the heart of Hamat.'
Ergonomic solutions
During the Flanders Flooring Days, Hamat presented a new anti-fatigue mat, specially developed for sectors in which prolonged standing is the norm, such as industry, retail and hospitality. Reactions were positive, says Doornwaard: 'Especially the ergonomic comfort, durability and wide applicability stood out. To meet the market requirements, we have all the necessary tests carried out through an external party. This way, we can guarantee the quality our customers expect from us. From autumn 2025, we will start a targeted campaign at selected customers.'
Processes
Digitalisation and logistics optimisation are also important pillars of the business strategy. 'This process is going according to plan and is now bearing fruit,' Doornwaard says. 'Customers notice this in faster delivery times, higher delivery reliability and improved stock availability. Smart systems and optimised internal logistics allow us to respond better to customer needs while continuing to improve our service.'
LVT market
Hamat sees further growth in demand for PVC flooring, also known as LVT (Luxury Vinyl Tiles), in the Netherlands. The Identity collection responds to this purposefully. 'This collection combines a natural look and feel with strong technical properties,' Doornwaard explains. 'Think phthalate-free material, a wear-resistant top layer and realistic EIR structures that mimic the look of real wood. Thanks to the click variant, the floor is also easy to lay yourself. With inspiring laying patterns and matching stair renovations, we offer a complete solution. Through continuous innovation and logistical optimisation, we continue to distinguish ourselves in service, quality and speed.'
German market
Although Hamat is achieving international growth, the German market remains challenging. There are concrete plans to expand further in this area, but Doornwaard says it is still too early to share details.
European laws and regulations on sustainability are increasingly demanding transparency, recyclability and environmental performance. Hamat is actively anticipating this. 'We develop products that are produced in an environmentally friendly way and are deployable within a circular model,' Doornwaard says. 'In addition, we commission tests so that we can demonstrate that our products meet current requirements and are ready for future regulations.'
Busy autumn
Finally, Hamat is looking ahead to the second half of 2025. 'The last six months of the year are the busiest period for us,' Doornwaard says. 'The important thing now is to further complete the integration of BTB Mouldings and Feelds and get ready for the busy months ahead. At InCoDa, we will present a new collection of PVC flooring in both dry back and click and two new clean-lay qualities,' he announces in advance.
More information:
Hamat
Spoelstraat 16
8281 JT Genemuiden
038 385 55 28
verkoop@hamat.com
www.hamat.com