Dow Chemical Company announced that it is entering the Middle Eastern flooring market. Dow Flooring will be a dedicated business with an integrated market approach to create a single source for the flooring industry, by offering a broad range of technologies for soft surfaces and artificial turf markets, fulfilling todays need for innovative, sustainable solutions on a global scale, the company said. “We are delighted to launch the new Dow Flooring business unit in the Middle East. Our aim is to be the preferred supplier for the flooring industry regionally," said Zuhair Allawi, commercial director, Dow Chemical India, Middle East and Africa. The flooring industry in the Middle East is being shaped by a number of key global trends. Slow growth and intense competition have led to commoditization of the broadloom segment of the soft surfaces market. Soft surfaces in general are losing share to hard surfaces, which is however driving growth in the rugs and mats segments as supplemental floor coverings. Artificial turf has evolved significantly and is a rapidly changing and growing market, with evolving development of the technology in the system and increasing adoption by sports authorities and end users. Sustainability is a driving factor in all key segments of flooring.