The stain resistant heather collection, originally launched in 2012, has extended its colour bank to 15 shades and been infused with nine new contemporary hues, including Zinc and Light Azore, as well as retaining six of the original best-selling shades.
Made from 100% Excellon polypropylene fibre and available in two qualities, "Elite" and "Super", Primo Choice has all the easy clean, stain resistant and bleach cleanable qualities of Cormar’s other Primo ranges. It is a two-ply yarn, tufted on 10th gauge for a finer look and improved pile density and performance. And from 2019, Primo Choice also comes with Cormar’s increasingly popular 10 Year Stain and Wear Warranty.
“We had such a great reaction to the relaunch of our Apollo Plus and Primo Ultra collections – both 10th gauge twist piles, so it made sense to reinvigorate this range,” said David Cormack, marketing director at Cormar.
“After six years, colour trends have moved on and now there is a demand for a more urban palette of greys and stony neutrals among consumers. And with two weights and price points available, it gives both the retailer and consumer, more choice.”
Cormar Carpet Company produces all its carpet ranges from two sites near Bury, Lancashire and through its new regional distribution centre is in Hemel Hempstead, with a network of out-bases throughout the UK.