As the European flooring market shifts from traditional solutions such as laminate, carpet, and profiles toward high-performance hard surfaces like SPC (Stone Polymer Composite) and LVT (Luxury Vinyl Tiles), Dutch innovator VICstairs is opening its doors to international wholesalers. By combining the VICstairs patent with i4F global licensing and recognized Stair Tread technology, VICstairs offers a turn-key private label solution that allows distributors to provide a seamless floor-to-stair concept under their own brand.
© Vicstairs
Structural evolution
Historically, stair renovation was a complex niche dominated by laminate and other traditional solutions. Today, a structural shift is occurring across Europe, driven by the rapid growth of SPC and Rigid flooring in the flooring industry. In markets like the UK, for example, there is a clear trend moving away from older solutions toward resilient, durable flooring. VICstairs, based in the Netherlands, is at the forefront of this evolution, offering solutions that naturally connect multiple floors within a home.
© Vicstairs
Increasing order value
The core opportunity for retailers and wholesalers lies in the "natural upsell." When a consumer invests in a premium LVT or SPC floor for one floor, the staircase and the adjoining floor are automatically considered to ensure visual continuity.
© Vicstairs'When you actively include the staircase in your consultation, up to two-thirds of flooring buyers consider renovating the stairs simultaneously,' says Commercial Director Robbert Verhagen. 'It's a natural decision point. By asking one simple question—'Would you like the stairs to match your new floor?'—dealers can significantly increase project value and margins.'
Conversion statistics show the potential:
- Integrated Projects: In hallways or open-plan areas, 50% to 70% of customers opt for a matching staircase.
- General Interest: Even for less visible stairs, interest remains high at 15% to 30%.
The Funnel: Out of every 10 flooring customers, 4 are eager to discuss stair solutions, leading to higher revenue per order.
Global technology alliance
A pivotal moment in VICstairs' international expansion is the strategic partnership with i4F®, a leading technology group in the flooring industry. i4F's Stair Tread technology, recognized globally, is now fully available for VICstairs partners across Europe.
'Our technology eliminates the need for unsightly aluminum profiles or strips,' Verhagen explains. 'i4F is the ideal partner for European flooring professionals, providing access to world-class stair tread technology and allowing distributors to offer their own private label stair collections.'
© Vicstairs
Private label
VICstairs is currently seeking European wholesalers and large-scale retailers who want to differentiate themselves by offering a private label stair collection. The system is compatible with both SPC, known for its rigid core and stability, and LVT, prized for realistic aesthetics and acoustic benefits. Wholesalers can send their own LVT/SPC planks to the factory to be transformed into matching stair treads.
- Seamless Design: Treads are crafted from a single piece of material, ensuring a 100% decor match with the floor.
- Efficiency: Treads can be pre-cut in the factory, allowing a professional to install up to two staircases in a single day.
- Versatility: Compatible with Rigid SPC click-flooring from all major brands, in both wood and stone aesthetics.
© Vicstairs
Empowering the stair renovation specialist 
© Vicstairs While VICstairs finds its roots in supporting the stair renovation specialist - specialized craftsmen with 20+ years of experience - the company has evolved into a strategic partner for wholesalers, retailers, and OEM customers across Europe. Today, VICstairs operates in close partnership with suppliers and manufacturers, representing the industry's shift from DIY-grade solutions to high-end, professional systems.
'Sharing is multiplying,' says Verhagen. 'VICstairs shares technical knowledge and provides professional training across the continent. By positioning ourselves as both a service partner and a manufacturer for our European B2B network, we ensure that every staircase becomes a high-end design element rather than a functional afterthought.'
More information:
VICstairs - Stair Nosing
Robbert Verhagen
+31 650231291
[email protected]
www.vicstairs.com
Netherlands
