Unilin’s resilience: thriving in a challenging landscape

At PwC, we stay ahead of the curve in understanding the numerous challenges that organisations face. Our commitment to excellence is built on our in-depth knowledge of economic, political, industry and customer trends, and how these factors affect businesses. We continuously monitor and analyse these trends to provide clients with the most relevant and up-to-date insights.

To further empower commercial leaders, we organise roundtables that bring key industry players together to share insights and ideas. Each event is designed to foster inspiration and innovation related to the main challenges and opportunities that commercial leaders face, as well as providing a platform for them to discuss best practices, challenges and experiences in the commercial sector.

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In preparation for our upcoming roundtable on 4 June 2025, we interviewed Bert Vandenkendelaere, Sales and Marketing Director at Unilin, an international reference in interior design and construction industry solutions. He shared valuable insights into the company’s experience and strategy, offering a unique perspective on navigating the complexities of the ever-evolving commercial landscape.

In an increasingly volatile economic and political landscape, Unilin isn’t just surviving, but thriving. Its unwavering commitment to innovation and sustainability has enabled its successful expansion from commodity products to unique, value-added offerings that can’t be easily replicated by competitors, which helps shield the company from downturns and maintain pricing stability. During our conversation, Bert Vandenkendelaere emphasised how Unilin's strategic pivot has transformed its business model in an industry with tight margins and economic volatility. By continuously monitoring market trends and fostering a collaborative leadership style, Unilin adapts swiftly to challenges, implementing tactical adjustments when needed. We’re excited to dive deeper into these insights and share best practices for achieving commercial excellence at our next roundtable.

Amid the current market challenges, Unilin's strong commitment to innovation and sustainability remains at the heart of both its operations and product offerings. This proactive approach, which is rooted across the entire organisation, not only reinforces its competitive edge, but also enables it to meet the changing expectations of consumers.

Given the current political climate and the uncertainties surrounding the tariff policies of the new Trump administration, Unilin is navigating a complex business environment. Fortunately, having Mohawk as a parent company provides valuable "boots on the ground" insights and resources. The company also actively collaborates with partners and distributors to assess how changes in import/export rules may impact its global supply chain. By engaging in strategic discussions around cost management,

Unilin demonstrates its flexibility in responding to political influences while staying focused on delivering exceptional value.

As the company looks to the future, it’s embracing geographic expansion and continued innovation in its panels division. This strategic focus shows that growth is not only possible, but achievable in today’s ever-changing landscape. In this context, Unilin serves as a strong example of what can be accomplished when a company prioritises agility and vision in its quest for excellence.

At PwC, we partner with companies to reshape their business models, making sure they’re well prepared to navigate uncertainties and challenges. Together with our clients, we go on a transformative journey, helping them achieve commercial excellence while future proofing their businesses.