i4F, a group of companies providing patents and technologies to the global flooring industry, today announced that STANLEY, the world-wide leader in tools and outdoor, has entered the global flooring market through a strategic partnership with Area Floors, resulting in the first-ever STANLEY-branded flooring ranges, all featuring i4F drop-lock technologies. The STANLEY SPC flooring collections are now in production and will roll out across the EMEA region in 2026.
STANLEY’s entrance into the SPC floating flooring category reflects its commitment to delivering innovative, high-quality products for today’s growing residential construction and renovation markets. The new collections combine STANLEY’s globally recognized brand with Area Floors’ flooring innovation, engineering and manufacturing expertise, using i4F’s proven drop-lock technologies for a fast, reliable and easy installation experience.
The all-work mentality has been part of STANLEY’s DNA from the start. When the brand was founded in 1843, Founder Frederick Stanley saw the need for a brand that made tools shaped by the work, and workers themselves. He developed tools built to stand up to pressure, solve practical problems and help one person do more on their own. From the No. 99 Utility Knife to the first steel tape measure to innovations like the TradeLift™, STANLEY has stayed focused on what real jobs demand. More than 180 years later, that belief still holds. Professionals build their reputations the same way STANLEY built its own: through good work, hard-won skill and problems solved.
Area Floors, an Istanbul-based company with automated production capabilities and international export experience, brings development and manufacturing expertise to the collaboration. i4F’s industry-leading drop-lock technologies align installation performance with the STANLEY brand’s reputation for durability.
Beyond product development and technology integration, the collaboration includes coordinated branding, packaging and marketing initiatives. STANLEY and i4F branding will feature prominently on Area Floors’ packaging, installation-focused content and supporting sales materials. This branding approach will help retailers and consumers identify products that combine the trust of the STANLEY brand as well as the proven ease of use of i4F’s installation technology.
This latest launch highlights the growing importance of combining globally recognized brands with proven flooring technologies to create differentiated consumer products.
Caroline McInerney, EMEA Licensing Manager at STANLEY, said, “For more than 175 years, STANLEY has stood for trusted quality, durability, and purposeful innovation—values that have made the brand a symbol of reliability for professionals. Expanding into flooring is a natural extension of STANLEY’s long-standing commitment to the residential construction and home improvement markets. In partnership with Area Floors, we have created a flooring collection designed for today’s consumers, combining STANLEY’s commitment to solving practical problems and dependability with i4F drop-lock technologies for an easy installation experience.”
Ferhat Çalınaltı, CEO of Area Floors, adds, “We are proud to bring STANLEY Flooring to the EMEA market. This partnership reflects Area Floors’ expertise in developing and manufacturing flooring solutions for leading global brands, combining innovative design, advanced production and international market experience.”
Dervis Anil, Project Lead – STANLEY Flooring Program, Area Floors, “From concept to commercialization, our focus has been to build a flooring collection worthy of the STANLEY name. Working closely with our partners, we have combined product innovation, manufacturing excellence and reliable installation to create a premium flooring solution for customers across the EMEA region.”
John Rietveldt, CEO, i4F, comments, “Area Floors is a strong player in the global flooring market, and its prestigious partnership with STANLEY makes its selection of i4F’s drop-lock technology a meaningful endorsement. Together, we are helping deliver an easy, reliable flooring experience for retailers, installers and consumers.”
