Decor Excel was founded in 2003 by well-known professionals who had worked in the contract sector for many years, principally with carpet tiles and rolls. This background was vital to demonstrate the credibility of the manufacturers and customers to each other, Decor Excel being the bridge between them.
The intention was, and still is, to have a limited range of brands and product types to complete in the market with other established brands and products. The quality of our brands is important, and the selection was made only after careful consideration of that aspect and the manufacturers’ potential, commitment, and longer-term interest in the development of their own investments.
The longest business relationship we have is that with the Belgian carpet tile makers, Modulyss (previously Domo). Since 2004 this partnership has generated 2 million M2 of installations and sales continue to grow.
The most significant development is that of the USA-based Chilewich, makers of woven PVC flooring and wallcovering. The early logistics required customers to make direct imports, with the complications that entailed. After a Decor Excel business development plan convinced Chilewich of the European possibilities they decided to invest in local order servicing, invoicing and banking, warehousing and logistics. Their first container arrived in 2007, and since then many more have followed, enabling a Europe-wide distribution network to be established. Many prestigious installations and notable end-users have been satisfied, and to date more than U$ 50 million has been sold.
Another milestone in Decor Excel’s business strategy was the expansion of the Danish Ege Brand from 2009. This is the ultimate carpeting design tool, permitting infinite variations and the quickest production lead times in Europe.
- the Italian Virag PVC flooring range from 2015 which is showing a steady penetration into the market
- the Belgian Balta Arc Edition lower-priced design roll carpets
- the Italian Resinflex vinyl wallcovering
- the Dutch Estillon underlay for all types of flooring
- the Danish Hammer and German Carpet Concept specialised carpeting, part of the Ege group
Some early relationships have ended, for example the US-based Masland with whom we twice refurbished the Hotels Arts in Barcelona, and we are always looking for new opportunities.
Excellence in decoration