Mississauga, ON: In December 2012 when M-D Building Products (Oklahoma City) completed the acquisition of The Loxcreen Company (Columbia, SC), it returned full circle into the Professional FloorCovering Accessory business with the Loxcreen Flooring Group division that operates out of Mississauga,ON, Canada. The Loxcreen acquisition meant that M-D was now the proud owner of some of the most respected brands in the industry. Brands like Bengard, Dura-Trim, KinTrim and Loxcreen Floor Covering Accessories were now part of the M-D family of businesses.
With so many well-known brands under the M-D umbrella, the time was right to consolidate and
simplify their professional market presence under the newly created M-D PRO name. The professional
division launched its new name to their customers this week along with a brand new logo that will
replace Loxcreen Flooring Group on all future product labels, marketing materials, social media, as well
as a new website that is currently in development, www.mdpro.com.
“This new logo was designed to honor the history of the M-D brand but also to clearly distinguish it from
the traditional retail channels that M-D is best known for. The M-D PRO business has a separate and
autonomous management team that works closely with the senior management of M-D to make sure
that corporate ideals are maintained while at the same time taking advantage of the expertise and
specialization that the professional side of the business demands.” Joe Comitale, President M-D PRO.
The re-brand has been an evolutionary one, as initially, the professional floor covering brands remained
stand alone. The first year after the acquisition, the M-D logo started appearing on marketing collateral
as well as in advertisements and customer communications. Soon after, the M-D logo became more
prominent and the trade shows proudly announced the M-D affiliation and ownership. In essence, this is
just the final step in that evolution.
“It is extremely exciting for the Loxcreen Flooring Group brands to continue the evolution into the M-D
family by changing the name to M-D PRO. The Loxcreen Flooring Group being an integral part of such a
large, century old, well respected and recognizable organization such as M-D will certainly help us
achieve our objective of brand consolidation, simplification and recognition”, Steven LaGrou, VP Sales
and Marketing M-D PRO.
M-D PRO will be the brand name for all of the professional accessory product lines (Carpet Metal, Vinyl,
and Wood & MDF) with one exception. M-D is also the owner of the decade old PROVA brand of ceramic
and stone installation accessories. PROVA has quickly established itself as a proven, reliable and high
performing product line in the M-D family. “PROVA was the only other brand that we decided to keep
and promote due to its established brand equity, its great potential for growth in the marketplace and
its overall meaning to the product line”, according to Julia Vozza, Marketing Manager, M-D PRO. The
PROVA name was derived from the Italian word PROTEGGERE which means “Protect” and from the
word “Vapor”, Vozza adds.
What started out as a single product in Canada, is now an entire system of waterproofing products, tile
underlayment, shower systems and other tile and stone accessory products that are sold all over North
America. This stand alone brand will continue but will in fact proudly include the M-D logo as well in
recognition of its family ties.
This re-brand is set for a progressive roll out as of January 2017. The new M-D PRO branding and image
will be on display at The International Surface Event in Las Vegas. Visit booth #5447 to learn more about
M-D PRO and how they can help to benefit your business in 2017.