Creation of new integrated 'Surfaces' business, INVISTA

01 Mar '11

3 min read

In continued pursuit of innovation, growth, and leveraging the combined power of its brands, INVISTA's Performance Surfaces & Materials business will integrate its residential STAINMASTER brand and commercial ANTRON brand business segments into an innovative new “Surfaces” organization within its Performance Surfaces & Materials business to further enhance value to its customers, effective immediately.

Organizing INVISTA's residential and commercial surfaces segments within a newly combined business structure is designed to facilitate additional innovation and investment in marketing, product development, planning, and operating strategies, all of which will strengthen the value of INVISTA's STAINMASTER and ANTRON brands and INVISTA's overall investment in the Surfaces business.

Dan Haycook, who has served as INVISTA Apparel's executive vice president for Asia Pacific for the last four years, has accepted the role of executive vice president, Surfaces, within INVISTA's Performance Surfaces & Materials organization. Haycook and his family will relocate from Shanghai to Kennesaw. He will report to INVISTA Performance Surfaces & Materials President David Duncan.

“These commitments are indicative of our belief in the growth potential of our strong brands and of INVISTA's commitment to investing in innovation, brand support and additional talent as we strive to create exceptional value for our commercial and residential customers,” according to Duncan.

Concurrent with Haycook's appointment as head of INVISTA's new Surfaces organization, INVISTA also announced that Steve Griffith, who is currently responsible for INVISTA's residential business segments, will become chief marketing officer for the Surfaces business.

By creating the new chief marketing role with an integrated marketing organization, INVISTA hopes to derive greater value in its messaging and marketing communications with consumers, while also capturing cross-market synergies for its brands and distribution channels. The new structure will guide the creation of additional awareness and demand for INVISTA's commercial and residential brands and products, and will also facilitate the development of even stronger capabilities in interactive media, messaging, distribution channel strategy, and marketing initiatives which can be employed across commercial and residential market segments.

As a demonstration of its interest in growing INVISTA's European export business model with both new and existing customers, INVISTA also announced the dedication of a key resource to lead its European business. With more than 20 years of experience in the global flooring industry, Russell Pike will lead INVISTA Performance Surfaces & Materials' European surfaces and global automotive flooring teams. Pike will relocate from Kennesaw, Ga. to Europe.

“Our continuing focus is on finding better and faster ways to deliver customized solutions for all market segments we serve,” according to David Duncan. “With sustainable technologies and products with long life-cycles becoming more relevant to all market segments, it is our hope that our new Surfaces organization will leverage the combined power of INVISTA's ANTRON and STAINMASTER brands as we continue to provide our commercial and residential customers with exceptional service and support.”

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