ATFA comes to DOMOTEX asia/CHINAFLOOR 2016 to expand their activities in the Asian region

Interview with Mr.Randy Flierman, CEO of Australian Timber Flooring Association (ATFA)


1.    What is ATFA’s mission and what are your current plans in Asia Pacific market          and China in particular? 

ATFA (Australian Timber Flooring Association Ltd) is an association providing member services to industry manufacturers, retailers, suppliers and contractors (installation, sand and finish). ATFA has been operating for over 10 years and recently expanded its operations into New Zealand. By doing so, ATFA set up a New Zealand committee and commenced member services, including running events and training within country.






Mr.Randy Flierman,CEO

Australian Timber Flooring Association (ATFA)

ATFA has now begun to work towards expansion into Asia, in doing so ATFA is changing its name to Australasian Timber Flooring Association and has established website domains to cater for this move. 

Part of ATFA’s planned expansion is a move into Singapore, Malaysia, Indonesia and China over the next three years. As with New Zealand, ATFA will establish an Asian committee, provide full member services and gradually introduce training and events to the Asian region.


2.    What do you think are the main challenges for the timber flooring industry?

Over the past 10 years, the market has changed considerably, affected most by the GFC which impacted the decision making of consumers worldwide. Likewise this witnessed the industry becoming truly global. While imported laminate and engineered flooring were already entering Australia, the growth of bamboo and the influx of imported oaks (both solid and engineered) considerably changed the Australian market.

This effect seems to be replicated worldwide, with Europe, the US and New Zealand likewise experiencing similar trends. The challenge for industry is ensuring the trend to find new, cheaper products is not compromised at the cost of quality. Likewise, the influx of imported oaks maintains global ethical standards of production. The challenge for Australia is how to maintain a healthy solid timber flooring sector and grow that internationally.


3.    What is the current export – import relationship between China and Australia regarding the flooring industry? What are the        main trends?

Trade relations between China and Australia are good, particularly now with the China-Australia Free Trade Agreement pending implementation.

The trend at the moment is growth in imported oaks and laminate. Engineered flooring is also seeing some resurgence, however, bamboo has somewhat gone off the boil.

Australia too has an opportunity to export solid timber flooring to China and the Asian region, with mosaic parquetry from Australia already featuring at Domotex asia/CHINAFLOOR the past two years.


                                                                   One of the training groups organized by ATFA


4.    What is the purpose of your visit to DOMOTEX asia in 2016? What are your expectations from such visit? 

On this visit, we will be looking to build relationships and partnerships for our future expansion into the Asian region, as well as strengthen our ties with existing members who have international parent companies.

We also intend meeting with our US NWFA counterparts with whom we enjoy a strong relationship, and we will assess from this visit our expanded participation in Domotex asia in the years ahead.

As always, an event such as this provides the opportunity to assess market trends and new fashions, subsequently reporting this back to the Australian market.


5.    What is your general impression on DOMOTEX asia/CHINAFLOOR?

In previous years my staff or Board members have represented ATFA at Domotex, likewise Paul Kiely (former ATFA President) continues his involvement acting as a judge for the Greenstep asia program.

This will be my first visit to Domotex asia and I’m looking forward to it immensely. My considerable thanks to the DOMOTEX asia team who have worked tirelessly to facilitate our participation.


                                 ATFA’s 10th anniversary celebration at the ATFA Awards Night Dinner


If you are interested in a cooperation with Australian Timber Flooring Association or meet Mr. Randy Flierman during his stay at DOMOTEX asia/CHINAFLOOR 2016, please contact DOMOTEX asia/CHINAFLOOR organizer at: