Inside Edge feels Russia is an ideal market for its new product offering. The average temperature throughout the year in Russia is 39 degrees Fahrenheit (Climatetemps.com, 2012). The warmest it gets on average is 75 degrees Fahrenheit, proving to be one of the colder countries on the planet (Climatetemps.com, 2012). These temperatures alone justify Inside Edge’s entry into the Russian Flooring market similar to Can-A-Floor’s home market of Canada (hence the name). According to "Global Research & Data Services" (2013), “Russian demand for flooring has been growing strongly with an average growth of 10.6% per year between 2002 and 2008. The situation in the market seems to be rather attractive for foreign flooring companies as the growth is predicted to continue in the following years (Global Research & Data Services, 2013). Because Russians see flooring as a way of establishing a comfortable living, the demand for these products is expected to continue to increase through 2015 (Marketresearch.com, 2013). This encouraging trend and high demand justifies the entry into the flooring market for any flooring manufacturer.
Can-A-Floor is an engineered floating floor, similar in concept and design to a laminate, but with a heating element built in. Currently the most popular types of flooring in Russia are laminate and hardwood (Marketresearch.com, 2013). With Laminate being one of the top two popular flooring materials in the Russian market, Inside Edge can easily justify entering the market with its Can-A-Floor. Russia also is experiencing a declining unemployment rate along with a rising demand for new housing with its expanding middle-class (Marketresearch.com, 2013). The flooring market in Russia is on the rise with a trending increase in demand for all flooring products, home ownership on the rise, and unemployment slowing. These facts show the sustainability of the market while justifying Inside Edge’s entry into the market.