MEXICO – Novopan, a leading wood panel manufacturer in Latin America, has announced the launch of its brand Pelíkano in Mexico, as part of its strategy to expand and strengthen its presence in key regional markets.

Pelíkano enters the growing decorative panel segment with a value proposition focused on innovation, quality, and sustainability, aiming to meet rising demand in a market where consumption reaches 1.8 million m³ annually, while local production covers only 1.3 to 1.6 million m³.

Key pillars of Pelíkano’s positioning strategy include:

• Premium design and quality: Hyper-realistic Synchro finishes, wide variety of textures, colors, and thicknesses.
• Larger format panels: 7×8 ft panels (2.15 x 2.44 m), offering better material use and less waste compared to the local 4×8 ft standard.
• Sustainable practices: FSC, TSCA, and ISO certifications support responsible production.
• Local support and logistics: Based in Querétaro, the brand offers competitive 45-day delivery and expert service for architects, designers, and furniture makers.

Novopan currently holds 1% of the Mexican market, but expects to reach 5% within five years through Pelíkano. Wood panel consumption in Mexico is projected to grow to 2.2 million m³ in the next decade, driven by construction and furniture industries.

“Mexico’s booming furniture and construction sectors represent a key opportunity for us. With Pelíkano, we aim to become a reference in decorative panels by offering superior quality, design, and innovation,” said Jaime Tamayo, Novopan’s Head of International Sales.

Pelíkano will initially operate in Querétaro, Mexico City, San Luis Potosí, Tijuana, Mérida, and Puebla, with plans to open Experience Centers in more regions, following successful models in Ecuador, Colombia, and Peru.

With this launch, Mexico becomes Novopan’s fourth-largest market after Ecuador, Peru, and Colombia, projected to represent 5% of exports in 2025 and potentially up to 12% in the next five years.