Turnhout – September 7, 2026 -- STANLEY® is entering the global flooring market through a strategic partnership with Istanbul-based manufacturer Area Floors, launching its first branded flooring line built entirely on i4F® drop-lock installation technology.
STANLEY SPC flooring range enters production for 2026 EMEA rollout
The STANLEY® SPC flooring collection is currently in production and will be introduced across the EMEA region in 2026. Area Floors, which operates automated manufacturing facilities and holds international export experience, will develop and produce the range, marking the first STANLEY®-branded flooring products to reach the EMEA market.
All new SPC products adopt i4F drop-lock locking systems
Every product in the new STANLEY® SPC line uses i4F's drop-lock flooring technologies, designed to speed installation and eliminate the need for an additional short-edge locking piece. i4F CEO John Rietveldt said the partnership with Area Floors made the choice of drop-lock technology a natural fit given Area Floors' position as a major player in the global flooring market.
Dual branding to appear across packaging and marketing materials
Both the STANLEY® and i4F® names will appear on Area Floors' packaging, flooring-focused content and supporting sales materials, a move intended to let retailers and consumers readily identify products combining STANLEY®'s brand reliability with i4F's installation technology.
Caroline McInerney, EMEA Licensing Manager at STANLEY®, said the brand's move into flooring follows its commitment to the residential construction and renovation markets, noting that the new range was built with i4F drop-lock technology to deliver an easy installation experience for today's consumers.
Area Floors CEO Ferhat Çalınaltı said the company is proud to bring STANLEY® Flooring to the EMEA market, calling the partnership a reflection of Area Floors' expertise in developing and manufacturing flooring solutions for leading global brands. Derviş Anıl, Project Lead for the STANLEY® Flooring Program at Area Floors, said the team worked from concept through marketing stages to build a flooring range worthy of the STANLEY® name, combining product innovation, manufacturing quality and reliable installation for EMEA customers.
STANLEY® was founded in 1843 and has built a 175-year reputation for quality, durability and innovation, primarily serving small business owners and DIY consumers.