Dow Modifies Its Approach to the Commercial Carpet Industry

Aug. 31, 2004

DALTON, Ga.—August 31, 2004— For more than 40 years, Dow has developed patented  technologies used in producing polyurethane carpet backings. In keeping with its reputation as a  leader in science and technology, Dow is now focusing on its polyurethane technology, rather than promoting branded products. This new approach enables the company to further develop and market the benefits of the technology, while encouraging carpet manufacturers to promote those properties best associated with the finished product sold under their own trademark.

While the company is shifting its marketing philosophy, it will maintain an emphasis on its core polyurethane-based solutions – THE ENHANCER* Technology and THE ENFORCER* Technology. THE ENHANCER Technology, which is also available for modular carpet, provides  lasting design, durability and comfort for cushioned backings. When a non-cushioned backing is  preferred, Dow’s ENFORCER Technology ensures it can withstand aggressive wear and tear and even rolling traffic.

The company’s new approach provides for greater flexibility, allowing each mill to move forward with the technology in the manner that best suits their needs and those of their customers.Ultimately, Dow is dedicated to evolving with an ever-changing industry and world market and offering its customers the best in polyurethane backing solutions.

In addition, Dow continues to offer LIFESPAN* Polyurethane Carpet Backings as a solution to carpet performance problems. LIFESPAN is produced by using SYNTEGRA* Polyurethane Dispersion. No matter what the application, architects, designers and end-users can improve the look and life of their carpet by asking the manufacturer for polyurethane backings made with Dow technology.

“More than ever, specifiers are recognizing the value of polyurethane performance backings,” said  Scott Lowrie, business manager with Dow. “With this comes a trend toward differentiation, especially  as carpet mills consolidate and launch new brands of their own. This desire to differentiate, combined  with Dow’s emphasis on scientific development, led us to the decision to support the industry by  focusing on Dow’s polyurethane technologies.”

Dow is a leader in science and technology, providing innovative chemical, plastic and agricultural  products and services to many essential consumer markets. With annual sales of $33 billion, Dow  serves customers in more than 180 countries and a wide range of markets that are vital to human  progress, including food, transportation, health and medicine, personal and home care, and building and construction, among others. Committed to the principles of sustainable development, Dow and its approximately 46,000 employees seek to balance economic, environmental and social responsibilities. References to “Dow” or the “Company” mean The Dow Chemical Company and its consolidated subsidiaries unless otherwise expressly noted. 

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