SAO PAULO, BRAZIL – ARAUCO, a global leader in the manufacture of sustainable forest products and UNILIN Flooring, a market leader in the laminate flooring industry in Europe and North America, have signed an agreement to form a joint venture that will manufacture and market laminate wood flooring in Brazil. Upon completion of this transaction, the JV will be one of Brazil’s market leaders in laminate floors.
The joint venture, which includes ARAUCO’s laminate manufacturing plant in Pien as well as its local sales organization, will market laminate flooring products under the Quick-Step and Floorest brands. Also, the terms of the agreement specify that ARAUCO and Unilin will each hold a 50% stake in the venture.
Under the terms of the agreement, ARAUCO will supply HDF boards to the JV, and Unilin will provide all technological, product-development and marketing expertise in order to create a new flooring brand leader in Brazil.
The JV expects to invest heavily in production-line enhancements and in marketing and advertising throughout the flooring value chain.
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