Sheboygan, Wis. (January 28, 2004) --- The company that invented static control flooring and has been a catalyst of innovation and a leader within the flooring industry for over 55 years, is reinventing itself.

The new focus has VPI Floor Products Division Surfacing Everywhere. Surfacing with new products, establishing the Wisconsin-based manufacturer with a full-line product offering. Surfacing in new markets such as health care, education and green building. And surfacing with new branding that focuses on the inspiration with which VPI delivers state-of-the-art technologies and products, as well as unprecedented customer service. "We're Surfacing Everywhere," says James Breitenfeld, VPI's Marketing Manager, "which means we've emerged as a key player in the resilient flooring market, but we're also in a competitive position with our new product and service offerings."

Jeremy Williams, General Manager of VPI, points out, "We have a huge number of customers around the world who have been pushing us to take care of more of their needs beyond static control flooring. Our new full-line product range is our response to these requests." New products include Rubber Flooring; Vinyl Flooring - Premium Resilient Tile (PRT) and 2 mm Commercial Resilient Tile (CRT); updated Static Control Flooring and Wall Base; Accessories including Stair Treads, Risers, and Stringers; and soon, Green Flooring.

The new market segments VPI is covering include health care, education, sports and green. These complement its existing electronics and general construction markets. "We realize one size does not fit all," says Breitenfeld. "Different customers serving different markets need different solutions, products and services. This is our guiding light in developing all our new initiatives."

Spearheading the initiative is VPI's new branding, which involves providing architects, specifiers, dealers and installers with the products and services they need to realize their vision. "The ability to take an idea and bring it to life" is the principle guiding VPI's culture. Their re-launch theme; "When inspiration strikes, we'll be there." VPI's repositioning takes shape via a new trade booth, literature including architectural folders and catalog and, to be launched in coming months, a new Web site which includes a secure distributor area so partner distributors can more easily conduct business with VPI. Breitenfeld notes, "Our aim is to provide more value for our distributor partners and a transactional Web site is one way to do this."

What specifically sets VPI apart? The answer - a unique combination of quality products coupled with great technical and customer service. Williams explains, "In our opinion there are no other companies in the flooring marketplace that can offer this dual combination. Our motto is Full Line. Full Spectrum. Full Service. Full line product offering. Full spectrum in the markets we serve. Full service with our technical and customer attention."

Floor covering customers often look at their choices as "either or," but that's not the case with VPI. Breitenfeld states, "Customers often feel they have to choose between huge conglomerates that are unable to offer 'tender loving care' or small niche players that have an incomplete offering. With the advice of our customers, VPI feels that we have developed a model that fills this void." Breitenfeld sums up VPI's new initiative by saying, "VPI is now more committed than ever to innovation and new product development. We're moving forward into the next 50 years."

For more information regarding VPI Corporation's full range of flooring products and services visit www.vpiflooring.com or call 800-874-4240.

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