Classen Expanding Its Own Brand

Kaisersesch, Germany, November 5, 2026—Classen is expanding its own brand. 

For many years, Classen, a family-owned company, has primarily been known as a manufacturer and white-label partner for the retail sector. This business will continue to remain an important part of the company’s strategy. 

At the same time, Classen is consistently expanding its own brand. To support this effort, the company has revamped its brand positioning, product range, corporate identity and communications. The first implementations are already visible at retail partners’ points of sale.

With this strategic realignment, Classen aims to more strongly connect its heritage and technological expertise with its brand. At the same time, the company wants to make product selection easier and more straightforward for consumers. A clearly structured product portfolio, easy-to-understand product benefits, and a consistent brand identity are intended not only to make product selection easier but also to support retailers in advising customers and marketing the products.

A key element of the brand strategy is the restructuring of the product portfolio. Under the Classen brand, the flooring range is now focused on two product categories: laminate and Ceramin. Product lines such as Pura in the laminate category and Tera, based on Ceramin, fit into this overarching structure.