In the European flooring market, a significant segment often remains "under the radar" during sales consultations: the staircase. While LVT Dryback and SPC Rigid flooring continue to see double-digit growth, the staircase is frequently left out of the equation. VICstairs, a specialist in stair transformation, is changing that narrative by offering wholesalers and retailers a seamless way to turn a standard flooring job into a complete interior concept.
© Vicstairs
Despite a cooling housing market in certain European regions, the demand for LVT Dryback and SPC Rigid products is surging. Market data suggests a growth of nearly 9% across Europe, with the DACH region (Germany, Austria, Switzerland) seeing increases of over 10%. However, while the floor is being modernized, the stairs often remain an aging element of carpet or painted wood.
The "Underestimated Child" of Retail
For many retailers, the staircase is the "underestimated child" of the interior. It is often perceived as a complex, specialist task, leading sales staff to stick strictly to flooring. This results in a missed opportunity. With approximately 200 million stair treads across Europe—and less than 1% currently being renovated with modern LVT/SPC solutions—the market potential is staggering.
"Stairs and flooring belong together," says Robbert Verhagen, Commercial Director at VICstairs. "The staircase is a fixed element in the interior. By offering a matching stair solution with the floor, retailers can provide a complete concept, increasing both their revenue and their margin per project."
© Vicstairs
Strategic Advantages for Wholesalers
Wholesalers are increasingly recognizing this gap. By adding stair transformation to their portfolio, they meet the rising demand from retailers for "all-in-one" solutions.
- Additional Revenue: A stair project adds significant value to a standard flooring order.
- Relationship Building: Providing the tools and products for stair renovation strengthens the bond between wholesaler and retailer.
- Market Differentiation: Offering a patented, high-quality system sets a wholesaler apart from competitors who only sell square meters of flooring.
The VICstairs Solution: Innovation Meets Ease
The barrier to entry for stair renovation has historically been the complexity of the install. VICstairs removes this hurdle with their patented system. Their solution allows for a seamless transition from the floor to the stairs, using the exact same decors.
Key USPs of the VICstairs system include:
- Triple Folding Technology: A patented method that ensures unmatched strength and a seamless finish without the need for unsightly profiles.
- Versatility: Solutions available for LVT Dryback, SPC Rigid Slab, and SPC Rigid Click.
- Durability & Safety: All products are sound-absorbing, easy to maintain, and feature integrated anti-slip properties.
- Sustainability: Options like the LVT Dryback with an MDF core offer a sustainable, high-quality alternative to traditional renovations.
© Vicstairs
Unlock the Value
The transition in the European flooring market is clear: the demand for easy-to-install, durable, and aesthetically pleasing products is higher than ever. For the flooring professional, the staircase shouldn't be an afterthought—it should be the next step in business growth.
Are you ready to grow your sales with staircase makeovers? VICstairs has developed comprehensive sales presentations and technical guides to help your organization capitalize on this booming market.
All Dryback & Click brands can be produced. Various collections are also available as Private Label.
Download the full Sales Presentation (PDF) here to discover the latest trends and technical possibilities for your organization.
More information:
VICstairs - Stair Nosing
Robbert Verhagen
+31 650231291
[email protected]
www.vicstairs.com
Netherlands
