Formica Corp. has named David Hartman as president of the company’s newly created flooring division. The company describes the move as marking a renewed focus by Formica on the flooring category.

Hartman joined Formica in 1996 to start up the flooring business. His published strategies include dialed-up pressure behind Formica’s “first-to-market” approach with differentiated products; aggressive marketing; and focusing on the ability to satisfy the customer.