Introducing Ultra Matte
Announcement from the Head Office of CRAFT Artisan Wood Floors. FEB. 19, 2019.
INTRODUCING CHANGE OF FINISHING PROCESS TO OUR NEW DURA FINISH™ ULTRA MATTE.
We developed our original DuRa Finish floor coating nearly 15 years ago. At the time, it was one of the defining features of our floors and considered to be one of the best finishes on the market. Since then, the world of finishing technology has advanced significantly, and we now find ourselves at a point where, as a manufacturer, we have many more options available to us than before.
Our goal has always been to provide a finish that best combines superb performance with outstanding beauty. Recent advances in wood finishing technology have made it possible for us to better achieve this goal by introducing DuRa Finish™ Ultra Matte, a new and superior finishing system that we developed with the cooperation and technical support of Treffert Coatings GmbH, one of the world’s leading wood coating manufacturers. Our proprietary finishing system uses water-based coatings in conjunction with technically advanced UV cured polyurethanes that employ macro-molecule crosslinking technology with silicon dioxide and acylated PU resin. DuRa Finish™ Ultra Matte offers performance, consistency and vibrancy that surpasses our original finish and harmonizes perfectly with the natural feeling of wood. It is a low gloss, matte finish (6-8% gloss level, similar to a natural oil finish), yet still has a certain amount of sheen, which we feel is necessary to bring out the full lustre and depth of real wood. Our new DuRa Finish™ Ultra Matte utilizes advanced UV cured polyurethane technology that is environmentally friendly, low VOC, and carries a 30-year residential warranty.
THINGS YOU SHOULD KNOW ABOUT DuRa Finish™ Ultra Matte
Held at arms length, the two finishes are essentially indistinguishable. The only difference is that our Ultra Matte finish has a slightly lower gloss (by 2%-3%). The colours, texturing, etc., will remain exactly the same. Because floors with the Ultra Matte finish are indistinguishable from floors with the existing PU finish, we have elected to keep the product names the same to avoid confusion.
The transition to Ultra Matte will happen over the next few months. Once inventory with the existing finish is sold, new inventory with the Ultra Matte finish will come in to replace it. For the foreseeable future, and until all of our inventory has completely been switched to the Ultra Matte finish, we will indicate on all Order Confirmations and Invoices which finish the material will be in.
We will gradually begin the process of replacing samples with new ones that have the Ultra Matte finish, but given the fact that it is difficult to tell the two finishes apart, we feel there is no need to do an immediate replacement everything, and so samples will get eventually replaced over time. In the event that a customer needs to see sample material with the Ultra Matte finish in order to confirm an order, we will gladly provide you with some sample pieces with the new finish. We remain confident that, other than comments like “wow, the finish looks great!”, people will have a difficult time telling the two finishes apart.
We will maintain the ability to do PU finishing, so in the event that a customer requests add-on material with our PU finish, we can accommodate such requests. It will be considered a custom order.
CRAFT’s DuRa Finish™ Ultra Matt is a proprietary 8 coat finishing process that offers superior protection, while at the same time harmonizing with the wood’s natural appearance and texture, resulting in a look and feel similar to that of a natural oil finish.