Business View Magazine | April 2021

84 BUSINESS VIEW MAGAZINE APRIL 2021 As the flooring industry moves away from a feature-centric perspective to a more experiential approach, BSL is also adapting its brand and product line to align with this new reality. Customers are shopping for appearance, what they see, so the brand revamp is focused on communicating a sensory experience. Part of offering a more experiential product has BSL gearing to enter the engineered products market, which will help it tap into its core residential markets with a more competitive product while opening commercial opportunities. However, delivering such innovative products requires strategic partnerships upstream too, and two companies stand out in that regard: Axalta Coating Systems and Mekanika. “Axalta is our finish supplier and provides us a rich palette of colors that also offer exceptional weather protection,” says Emery. “Their products have helped us nail down the perfect colors for the H I G H P E R F O R M A N C E E Q U I P M E N T 2 5 1 0 , 9 8 e R u e S a i n t - G e o r g e s ( Q u é b e c ) G 6 A 1 E 4 C A N A D A 4 1 8 . 2 2 8 . 6 8 6 8 osimachinerie.com Innovation In Woodworking