Turnhout – – September 07, 2026 -- STANLEY® has entered the global flooring market for the first time, launching SPC flooring collections across the EMEA region through a strategic partnership with Istanbul-based manufacturer Area Floors and Belgian technology group i4F®.
STANLEY licenses its 175-year-old brand into flooring for the first time
Founded in 1843, STANLEY is extending its brand beyond tools into residential construction and renovation flooring. The new SPC (stone polymer composite) collections are currently in production and will be commercialized across EMEA in 2026, marking STANLEY's debut in the global floating floor category.
All new STANLEY SPC lines adopt i4F's Drop-Lock installation technology
Every STANLEY-branded flooring range will use i4F's Drop-Lock click systems, a technology the Turnhout-based patent and technology group positions as industry-leading for fast, tool-minimal installation. i4F holds patents and applications for its flooring-locking technologies in more than 100 countries and counts Tarkett, Kronospan, Classen and HMTX among its existing licensing partners.
Area Floors handles development, manufacturing and market rollout
Area Floors, headquartered in Istanbul with automated production capacity, is responsible for product development and manufacturing under the deal. CEO Ferhat Çalınaltı said the partnership reflects the company's expertise in building flooring solutions for major global brands, combining product design with international manufacturing experience. Project lead Dervis Anil said the goal was building a collection worthy of the STANLEY name for customers across EMEA.
Branding push places STANLEY and i4F logos on packaging and sales materials
Beyond product engineering, the collaboration extends to coordinated branding, packaging and marketing. STANLEY and i4F branding will appear on Area Floors' packaging, installation content and point-of-sale materials, intended to help retailers and consumers identify products combining STANLEY's brand trust with i4F's proven installation technology.
Caroline McInerney, EMEA licensing lead at STANLEY, said the flooring expansion is a natural extension of the company's commitment to residential construction and renovation markets, built through the Area Floors partnership and i4F's Drop-Lock systems. i4F CEO John Rietveldt said Area Floors' partnership with STANLEY lends significant credibility to its choice of Drop-Lock technology, positioning the deal as a step toward a simplified flooring experience for retailers, installers and consumers.