[Rome, Ga.] Foss Manufacturing Company, LLC (Foss) today announced that it has sold its Northern Division, which manufactures non-woven products for automotive, craft and industrial applications, to AstenJohnson Holdings, Ltd. The terms of the sale were not disclosed. Simultaneously with the sale, Foss Manufacturing Company has rebranded and has announced that it will begin operating under its new name, Foss Floors, effectively immediately.
Foss CEO, A.J. Nassar, commented, “Our corporate rebranding and the sale of our non-flooring division will allow us to concentrate all our resources in our core competencies of high-performance floor coverings and flooring related products. This will be key as we continue to broaden our footprint in the floor covering industry and expand our products, innovations and capabilities during our next phase of growth and development.”
Foss has reported that part of the Company’s rebranding strategy is to build upon existing momentum. Nassar commented, “As we look to our future, it’s the perfect time for us to rebrand to better represent our evolution and focus as an innovative flooring company and ensure the success of every customer we serve. We are experiencing ever-increasing demand for our flooring products as consumers seek more affordable and versatile solutions without sacrificing style and durability.”
One notable solution is the company’s newest product release, Cashmere Collection, which is a new category of affordable wall-to-wall carpet that has the look and feel of wool and “Foss tough” durability, the company said. According to the company, the secrets behind the carpet’s superior style and performance include Foss's exclusive NaturalTouch fiber that enables us to create a wool-like softness using PET, and its patented DuraKnit technology that prevents fraying, unraveling or zippering.
The company also announced that Foss Floors will soon unveil a redesigned logo and website, and will launch new marketing campaigns aimed at better educating consumers as well as current and potential customers about the value proposition of its nonwoven flooring solutions versus traditional flooring options.
Nassar remarked, “Our unique perspective and unrivaled technologies coupled with our reputation for operational excellence will help drive our vision to be the industry leader in the flooring channels we serve and gain market share in other categories.”