s - Floor Covering Weekly

Transcription

Vol. 62
No. 16
A Hearst Business Publication
August 26, 2013
FLOOR COVERING WEEKLY
$4
15
Stainmaster Flooring Centers
Defined at retail
The Industry’s Business News & Information Resource
Gainesville CarpetsPlus
diversifies for success
By Janet Herlihy
Business is great this summer at Gainesville CarpetsPlus Colortile, Gainesville,
Fla., according to Steve Elder, owner and
founder of the area’s largest floor covering
store. “We did close to a half a million
in sales last month,” Elder said in early
August. “It’s a crazy time. Mostly for apartments and rental properties that managers
have been sitting on and haven’t updated
and now, with an unexpected increase in
students (at the University of Florida),
need to update quickly. There is much
more flooring work here, mostly carpet.”
Elder works with 14 property management companies as well as other market
segments to be as diversified as possible. “I’ve
been through seven recessions and every one
was related to construction and over building. I have learned to see them coming and I
know how to survive. I make sure I know how
much building is going on and it has started
again here. But this time, banking is smarter.
They’re not loaning on ‘dirt.’ Now, you can’t
borrow if you don’t own the property.”
Elder was working his way through college as a carpet installer, when he started his
own business. Getting around on motorcycle
had its challenges. “I didn’t have a car, but I
Continued on page 16
FCW presents 5th annual
GreenStep Awards
[Dalton] Floor Covering Weekly (FCW) hosted its 5th annual
GreenStep Awards program, here in the heart of the flooring
industry, July 23. Launched in 2009, the GreenStep Awards Program recognizes, honors and promotes environmental stewardship within the flooring industry.
“We saw this industry making serious investments in environmental issues even in the downturn. The industry was doing a lot of
things it should be proud of but all of these investments are happen-
FCW publisher and editor in chief Santiago Montero flanked by company presidents Brian Carson of Mohawk and Randy Merritt of Shaw.
Metrocon draws regional
designers & national suppliers
By Janet Herlihy
[Dallas] Metrocon 2013, a southwest
regional commercial interiors show held here,
not only managed to attract more than 1,500
architects, designers and design students, but
also more than 20 flooring suppliers.
“Metrocon is for regional designers,
mainly Texas and Oklahoma,” noted Dottie
Greaney, western sales manager for Lonseal.
As a lower-cost alternative to NeoCon,
P e r i o d i c a l
Josh Elder, left, and Steve Elder accept
CarpetsPlus Colortile Retailer of the Year
award in 2013.
For breaking news updated each business day, visit us online at www.fcw1.com
82613pages.indd 1
ing behind the scenes at the plant or product development level so
the consumer and retailer doesn’t often see it. We created GreenStep
to do something about that,” said Santiago Montero, publisher and
editor in chief, FCW, a division of Hearst Business Media.
Mohawk Industries, which ranks among Newsweek’s top 500
greenest companies, was awarded the 2013 GreenStep Pinnacle
Award for the totality of its far-reaching environmental achievements, which includes reducing its water use by 30 percent since
2008 and recycling 3 billion plastic bottles and 680 million pounds
of wood to create new products such as its EverStrand carpet fiber as
well as laminate flooring.
Continued on page 4
“Metrocon is a good market for us,” noted
Melissa Quick, Flexco’s marketing coordinator. “Overall, we are starting to see more attention at local shows. Here, we can take time to
get to the heart of what specifiers need.”
Shaw Contract views Metrocon as a mini
NeoCon and exhibits with a focus on “what
the local market needs,” said Jim Carew,
regional vice president, Shaw Contract
Group. “About half of the people we see are
current clients and we take the opportunity
to nurture the relationship. The rest are new
to us. Good business is created here.”
Held first in 2003, Metrocon is an alliance
of the Texas /Oklahoma Chapter of the International Interior Design Association (IIDA)
and the Texas Chapter of American Society
of Interior Designers (ASID). It is also a nonprofit entity where any income from the event
goes back to the IIDA and ASID chapters to
fund special educational and recognition programs, as well as scholarships and charities.
Flooring exhibitors were upbeat, saying
Alli Vaughan, left, Humanscale, and Stephanie
McPeak, Texas Christian University, right, discuss color trends with David Grant, Mohawk.
business is better this summer. Here’s what
some were spotlighting at Metrocon.
▶ BOLYU reported lots of interest in its
Svelte, a needle punch polyester surface
backed with its Nexterra modular backing for
a product that is 70 percent recycled materials, according to Bruce Campos, BOLYU vice
8/21/13 3:02 PM
STAINMASTER® carpet
has earned
the Women's Choice Award
as the most preferred
carpet brand among women.
C
M
Y
CM
MY
CY
MY
K
Sell the brand women prefer
The WOMEN’S CHOICE AWARD® is a registered trademark of WomenCertified, Inc.
USA TODAY is a division of Gannett Satellite Information Network, Inc.
STAINMASTER® is a registered trademark of INVISTA. C04756
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Featured in
8/1/13 3:01 PM
News
Wood prices rise again
By Amy Joyce Rush
Armstrong announced that it will initiate a 3
percent to 10 percent increase in the U.S. and
Canada on select solid hardwood products —
mostly wider width and non-oak species — and
on select engineered hardwood products effective with shipments on September 13, 2013.
This comes after nearly 9 months of
multiple increases being posted by all major
suppliers. In some cases, product prices have
been increased by more than 20 percent at
this point. In May, FCW reported that companies then posted an approximate 6 percent
increase on engineered products and 10 percent on solid products.
Mohawk, Columbia, Mannington, Shaw and
Anderson have not made announcements at
this time, though all have posted increases since
last November and continue to look closely at
the continuing pressure on lumber costs.
“We continue to see increases on both
veneer and lumber costs, especially on certain
species of lumber. We continue to do everything we can to compensate. We truly understand how difficult it is to pass along price,”
said Kevin Biedermann, senior vice president,
Armstrong Residential Floor Products.
But Biedermann also said that while the
increases will have an impact on business,
it won’t be significant. “There is a value to
solid hardwood for most folks; the value of
real, solid wood and even with the increase
in costs, hardwood still provides value to the
3
homeowner. Putting it in perspective, on a
$5,000 project a homeowner may be taking
an increase of $600. Significant yes; but probably not enough to stop a homeowner from
putting beautiful wood into her home.”
But engineered suppliers said that while
retailers are facing challenges as these price
increases take effect on their showroom floors,
they are finding relief with engineered product, even in traditional solid markets. Indeed,
while increases are being posted on both solid
and engineered wood, the latter remains price
competitive and reaping the benefits of a
Mohawk rolls out NFA’s SmartSolutions expansion
By Janet Herlihy
Mohawk is rolling out its National Flooring
Alliance (NFA) exclusive SmartSolutions
hard surface program in time for the fall
selling season.
The SmartSolutions program began in 2012
with a selection of private label carpet and is
now adding ceramic and porcelain tile as well
as hardwood and engineered wood products,
according to Jamie Byrne, Mohawk’s senior
vice president of hard surfaces.
NFA is made up of 42 of the best floorcovering specialty retailers from across the U.S.
and Canada, most with multiple locations.
The agreement to expand SmartSolutions
was reached at NFA’s recent biannual con-
IVC US partners with
T&L Distributing
[Dalton, Ga.] IVC US has entered into an
agreement with T&L Distributing for distribution of its newly launched luxury vinyl
tile (LVT) program Moduleo.
According to Paul Murfin, co-CEO at IVC US,
the LVT category has continued to grow tremendously which has increased many distributors’
interest in expanding category selection.
“We have been successful in establishing relationships with large distribution
companies in most parts of the country with
Moduleo LVT, but the Texas, Oklahoma and
Louisiana area was an open market for us,”
Murfin said. “T&L is a very large and wellknown distributor in that territory, so adding
them into the mix allows us to better penetrate that market.”
T&L Distributing’s draw to Moduleo LVT
in particular, Murfin said, was due to Moduleo’s stability, superior locking system, exclusive patents and larger pattern repeats.
Produced in the IVC’s state-of-the-art LVT
manufacturing facility in Belgium, Moduleo
LVT is comprised of 70 SKUs of glued down
and click LVT products that are available in
both plank and tile form, according to the
company. Moduleo is IVC’s new North
American LVT program that was successfully launched in January at Surfaces. FCW FCW
Correction
Corrections
FCW
August 26, 2013
82613pages.indd 3
ference in Beaver Creek, Colo.
“The NFA represents a significant customer
base for us and we are incredibly excited about
the opportunities this partnership has created
for both parties,” said Byrne. “It was a logical
transition to include hardwood and ceramic
options in the SmartSolutions program this
year and we look forward to making further
enhancements in the future.”
Along with products and merchandising
materials, Mohawk is providing SmartSolutions display systems. Byrne added, “We
envision SmartSolutions Flooring Centers
as stores within stores. So far, we have
placed the program in more than 160 store
locations. The NFA member has complete
exclusivity for all merchandising and lead
generation that is tied to the dealer locator
on the SmartSolutions Flooring Center
page on the mohawkflooring.com website.”
Phil Koufidakis, NFA president and owner of Baker Bros.
in Arizona, is pleased with
the program. “Last summer,
we worked with Mohawk to
launch the SmartSolutions
carpet program and we have
been astounded with its success,” Koufidakis said. “We are
enthusiastic about expanding
the program this summer and
continuing to grow our relationship with Mohawk.”
Ed Keller is happy to make space at Bob’s Carpet Mart for the
Bob’s Carpet Mart, a NFA new SmartSolutions wood products.
member with 15 stores in
Florida, recently completed the training of Mohawk’s best hard surface products,”
for the new SmartSolutions hard surface Keller said. “It’s a unique private label proprogram and is setting up the new products, gram that Mohawk has tied together with
according to Ed Keller, general manager of great visuals. When I saw how the first phase
Bob’s. “The new lineup is a great, all star cast
IVC US hiring fourth shift for Dalton plant
[Dalton] IVC US announced it is interview- process with a job fair on Friday, Aug. 23 in
ing and hiring employees for a fourth shift at conjunction with the Georgia Department
its corporate and manufacturing headquar- of Labor’s Dalton Career Center. Prospecters, based here. Selected candidates will begin tive applicants can also view opportunities
working in mid- to late September, according online at www.ivcgroup.us.
to Xavier Steyaert, co-CEO, IVC US.
“We are looking for individuals with
“With the addition of a fourth shift, IVC experience in specific areas, such as print
US is exceeding its job creation commitment press experience, compounding experience
to the local community made back in 2010 and ink/dye experience, but also in more
when the manufacturing investment decision general capacities related to manufacturing
was made,” he said. “The success
we experience with our sheet vinyl
product in the North American
market is a testimony to the superior quality our North Georgia
employees consistently produce in
our state-of-the-art Dalton plant.”
Currently, IVC US is running
three shifts, 24 hours a day, five days
a week, according Andrew Kearton,
vice president of manufacturing, IVC
US. Increased market demand and
adding a fourth shift will allow IVC
US’s facility to operate 24 hours a day,
six days a week.
IVC US is expanding its Dalton operations to four shifts.
IVC US began the application
and industrial operations,” said Kearton.
“We also offer an excellent work environment, including a climate controlled manufacturing facility in a safe and automated
work setting.”
Since opening its manufacturing doors in
2011, IVC US has created nearly 200 jobs.
“Ideal candidates for our expansion are
those who can demonstrate that they are
dependable, committed, pay attention to
detail and are ready to contribute to our successes as a team,” said Micah Riggle, director
of human resource, IVC US. FCW FCW
Correction
Corrections
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FCW GreenStep
Continued from page 1
“We at Mohawk are thrilled to be recognized as the recipient of FCW’s GreenStep
Pinnacle Award for 2013. Not only are our
green initiatives smart for the environment
and the planet, but they are also smart for
business and the right thing to do,” said Brian
Carson, president, Mohawk Flooring.
FCW’s Montero said, “To win a Pinnacle
Award, a company goes beyond a single
product or production initiative, they have
sustainability in their DNA. They set hard
targets and go after them and knock them
down in a very orderly fashion.”
Shaw was awarded two 2013 GreenStep
Awards for the Product and Promotion cate-
carpet since 2006 and reclaimed vinyl
composition tile (VCT) into new
product since 2008. Mannington also
incorporates recycled VCT into its
popular BioSpec MD homogenous
commercial sheet flooring.
“We’re thrilled to win this award
and have our efforts recognized,”
said Jack Ganley, president, Mannington Commercial. “It’s also reas- FCW’s Brittany Walsh, Sherry Basdeo, Charlton Calhoun,
suring to see the industry striving to Ray Pina and Tom Young prep for the GreenStep Awards.
make the planet a better place.”
The 2013 GreenStep Award judge panel rapidly renewable resources, closed-loop recyconsisted of Michael Martin, president and cling efforts and low levels of volatile organic
CEO, National Wood Flooring Association compounds (VOC).
Mohawk received an Honorable Mention
(NWFA); Dr. Robert Peoples, director,
Carpet America Recovery Effort (CARE); Award in the Product category. Nearly its
Bill Dearing, president, North American entire ceramic tile offering, 97 percent of its
Laminate Flooring Association (NALFA); SKUs, contain recycled waste material.
Beaulieu of America was presented a Process
Bill Griese, standards development and green
initiatives manager, Tile Council of North Honorable Mention Award for its Nexterra
America (TCNA); Scott Humphrey, CEO, Carpet Tile backing — a PET-based hot melt
and Cammie Weitzel, general manager, backing process that utilizes a minimum of 40
World Floor Covering Association (WFCA); percent postconsumer recycled content and a
Dean Thompson, president, Resilient Floor natural gas mixing reactor that is 50 percent
Covering Institute (RFCI); and Sara Gutter- more energy efficient than the industry average.
Teragren received a Promotion Honorable
man, CEO, Green Builder Media.
Mention for earning and marketing the USDA
2013 GreenStep Award Honorable Mentions Certified Bio Based Product Label for its entire
Tarkett received a Pinnacle GreenStep Hon- line of bamboo building products. Its PureFCW
FCW
orable Mention Award for its vast environmen- Form Traditional bamboo products tested for
FCW
FCW
Industry executives gather for the awards ceremony. tal initiatives that include the widespread use of 99 percent bio-based content.
gories. Shaw was recognized for the advanced
extrusion technology that allows it to utilize its
recyclable N6 fiber for the creation of Caress
soft, luxury carpet as well as its St. Jude Dream
Home Giveaway, the largest single-event
fundraiser that generated roughly $25 million
for the St. Jude Children’s Research Hospital.
“I’ve been to every GreenStep Award since
its inception; I’ve never missed a year,” said
Randy Merritt, president, Shaw. “Our industry
has been proactive in pursuing sustainability
and helping the environment as much as we
can, more than most. I appreciate FCW recognizing the progress our industry has made.”
Mannington Commercial was honored
with a 2013 GreenStep Award in the Process
category for its LOOP reclamation and recycling program which has been transforming
reclaimed postconsumer carpet tile into new
Correction
Corrections
Mohawk’s Jenny Cross with Kimberley Gavin
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PRODUCT
CHOICES
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B U S I N E S S D AY
SHIPPING
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POINT OF
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C H O I C E S T H AT I N S P I R E . C H O I C E S T H AT WO R K .
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6
Pinnacle - Winner
Mohawk
Sustainability permeates all aspects of Mohawk’s
operations and organization. Mohawk views
sustainability as a strategic business imperative
dedicated to providing customers and consumers with safe and environmentally-friendly
flooring products. At Mohawk, we strongly
seek to implement sustainable business initiatives that have a quantifiable return. Our
sustainability strategy focuses on our processes,
our products and our people.
Mohawk’s process strategy continues
to shrink our manufacturing footprint by
significantly reducing the amount of natural
resources we use, while also increasing our
recycling efforts and reuse of waste. We’ve
achieved substantial progress towards our
2020 goals of 25 percent intensity reductions in energy, greenhouse gases, water
use and landfill waste. To date, our biggest
improvements have been in water and
waste-to-landfill intensities. We’ve achieved
impressive decreases of almost 8 percent
and 20 percent, respectively.
We believe that sustainability should be built
into every product Mohawk manufactures,
and our product strategy reflects this principle.
Mohawk continues to maximize the amount
of recycled or renewable content in all of our
products, and we address environmental issues
at every stage of the product lifecycle. We always
look for opportunities to incorporate postconsumer content and identify ways to make our
products more easily recyclable. We are also
committed to developing processes that will
make it easier for customers to recycle products
at the end of their useful lives. We hold our suppliers increasingly to the highest business and
ethical standards in an effort to ensure that all
imported and domestically sourced products are
manufactured using fair labor standards, as well
as packaged with reuse and recycling in mind.
Mohawk’s people strategy promises to
employ fair labor practices and encourages
involvement between our employees and the
communities in which they live and work.
Mohawk actively supports and participates
in the organizations that positively impact its
employees, customers and consumers.
Mohawk’s recent achievements in sustainability include:
Ranks No. 3 among Georgia-based companies for sustainable practices in the Southeast. Newsweek ranked Mohawk among the
top 500 greenest companies.
Mohawk has achieved energy reduction
through conservation, utilizing alternative
energy sources (i.e. biofuels) and adjusting
plant operating hours to use off-peak power.
Since 2008, our Mohawk Flooring and
Mohawk Home divisions have reduced their
overall water use by nearly 30 percent, or
more than 1.13 billion gallons.
Five of the company’s eight tile manufacturing plants recover and reuse 100 percent
of their process wastewater.
Five Mohawk manufacturing facilities are
certified ISO-14001.
Mohawk’s SmartStrand is made with
DuPont Sorona carpet fiber, which contains
37 percent rapidly renewable plant-based
material. It takes considerably less energy to
manufacture SmartStrand.
Mohawk recycles up to three billion plastic
Certified Silver from McDonough Braungart
Design Chemistry.
Cradle to Cradle assures customers that
these products are designed with ingredients
that are safe and responsible for human
health and the environment and are manufactured using energy and water efficiently.
Nylon 6 is a closed-loop fiber that can be
recycled into new nylon fiber repeatedly.
Postconsumer carpets of Type 6 nylon can be
collected and sent to Evergreen Nylon Recycling, Shaw’s nylon recycling operation in
Augusta, Georgia. Evergreen employs patented technology that converts postconFCW
FCW
sumer Type 6 nylon into caprolactam, the
building block of thisFCW
fiber. FCW
Mohawk’s Brian Carson,
Bill Kilbride and Jenny Cross
beverage bottles each year into EverStrand
carpet fiber.
Mohawk recycles more than 680 million
pounds of wood annually in the U.S. alone
to make core boards for laminate flooring.
Mohawk laminate floors contain an average
of 74 percent pre-consumer recycled content.
Mohawk created a process that utilizes carpet
backing filler from recycled carpet waste.
By using PureBond Technology for engineered hardwood floors, Mohawk was among
the first to achieve FloorScore certification.
Mohawk Laminate and Strand Bamboo have
also received the prestigious certification.
FCW
FCW
Mohawk successfully reclaims wood from
FCW
FCW
old buildings to make new flooring.
Correction
Corrections
Product - Winner
Shaw Industries Group
Caress
Advanced extrusion technology has led to
the development of an innovative, recyclable
N6 fiber Shaw is using to create a collection
of extraordinarily soft and luxurious carpets.
Although the fiber is ultra-soft, Shaw’s team
of fiber engineers and product development
personnel designed this new generation of
soft nylon with performance in mind.
Another goal was to fashion a color palette
that was as soft visually as is the touch of Caress
by Shaw Floors. Our designers and colorists
turned to the natural habitats of the animals
they had studied to find the organic shades.
Utilizing a unique fiber cross-section and
modification ratio (fiber shape) and advanced
tufting technology, Caress by Shaw Floors
nylon achieves an ideal balance of softness,
resiliency and durability.
Caress carpets made from the company’s
Nylon 6 fiber are designated Cradle to Cradle
Process - Winner
Mannington LOOP
Cross-Platform Innovation in
Reclamation and Recycling
Mannington Commercial’s portfolio includes
nine product categories, available from a
single point of contact. Mannington products
are designed with coordination in mind, but
there are also inherent sustainability synergies
that come with manufacturing multiple product types at domestic locations. For example,
Mannington continues to develop its LOOP
program, finding opportunities to incorporate reclaimed and recycled content into new
products, and across product platforms.
Correction
Corrections
Promotion - Winner
In 2012, Shaw Floors became a national
sponsor and exclusive flooring provider of
the St. Jude Dream Home Giveaway. As the
largest single-event fundraiser for St. Jude
Children’s Research Hospital, the home-giveaway campaign provided Shaw an opportunity to share its green story and product with
customers while generating roughly $25 million for the hospital’s sustainable lifesaving
treatment and research. Shaw outfitted each
dream home in the nearly 30 markets using
its most eco-friendly products, including the
premier Anso nylon carpet and Epic hardwood. Both are Cradle to Cradle Certified
and were publicized at Floor Signing events
at each home location and within marketing
materials, such as an “About Shaw” brochure
which helped to educate consumers regarding the 100 percent recyclability of Anso
nylon and Epic hardwood, which contains
50 percent less newly harvested wood than
conventional engineered floors.
Carpet into carpet: Since 2006 and as an
active member of CARE, Mannington has
been reclaiming postconsumer carpet tile
and recycling it into new carpet.
VCT into sheet: Mannington again broke
new ground by incorporating the VCT waste
stream into BioSpec MD, highly durable
commercial homogeneous sheet flooring.
Shaw Floors
St. Jude became a core component of who
Shaw is as a company. No child or family ever
pays St. Jude for treatment or care. St. Jude
has been part of increasing the childhood
cancer survival rate from 20 percent to 80
percent today. Shaw Floors quickly decided
to extend its support by introducing a 100
percent-recycled carpet cushion collection,
Shaw Carpet Cushion for St. Jude, with 2.5
FCW
FCW
percent to 3 percent of the retail price directly
benefiting the hospital’s FCW
work. FCW
Correction
Corrections
Pre-consumer plant synergies: Mannington
takes advantage of waste generated during its
own manufacturing — resulting in wiser use
of valued raw materials and increasing the
amount of total recycled content in finished
products. Mannington recycles post-industrial
VCT into VCT: In 2008, through smart prod- homogeneous sheet into cove base and also
uct design and investment in technologies, post-industrial heterogeneous sheet into VCT.
Mannington enabled postconsumer VCT to be
More to come: With the acquisition of Amtico
recycled into new VCT.
Carpet into hard surface: In 2006, Mannington
became the first company to recycle postconsumer carpet into commercial resilient sheet
products with Relay RE — beautiful 6-foot wide
sheet that is 35 percent recycled content.
Alex Jauregui, Natalie Jones and Jack Ganley
Correction
of Mannington Commercial
and domestically produced LVT, Mannington
is again developing methods to share plant
Corrections
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82613pages.indd 6
Shaw’s Randy Merritt, Susan Rich
and David Wilkerson
·
FCW
FCW
waste streams and to put together viable takeFCW
FCW
back options in other categories.
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8
Pinnacle - Honorable Mention
Tarkett
For Tarkett, sustainability is more than
just an environmentally friendly product.
We believe it’s not about doing things
better but doing the right things from the
very beginning. We look for ways to re-use
materials indefinitely without compromising on quality or value.
Our first step was the Balanced Choice
approach, with the introduction of the four
major elements of the product life cycle:
Good materials: The choice of good
materials in the design of our products.
Resource stewardship: Responsible use of
resources in our operations.
People friendly spaces: The well-being
and health of people during product use,
manufacture and maintenance.
Reuse and recycle: Recycling at end of life
to eliminate waste.
Then we went one step further. In
2011, we embraced the Cradle to Cradle
(C2C) challenge in a partnership with the
German Scientific Institute EPEA. Its role
is to support us in becoming a “Circular
Company” by assessing the quality of the
materials we use and helping us identify
the best reuse options. Our aim is to close
the loop by designing products with good
materials only, allowing us to either reuse
our products at the end of use into new
products of similar or higher quality (technical cycle) or to return it to the biosphere
as safe nutrients (biological cycle). End of
life becomes end of use.
We have obtained C2C certification for
our Linoleum Harmonium xf products
(C2C Silver), rubber (C2C Basic) and our
wood products (C2C Silver). We continue
to work to certify additional products.
Also in 2011, Tarkett received the BFM
Green Business Award by ADEME (French
Agency for environment and energy management, Ernst & Young and BFM — a
French television business news channel)
recognizing Tarkett’s major achievement
in its environmental strategic development.
Most recently, Tarkett became one of the
first companies to join the Circular Economy 100 program launched on February 8,
2013, by the Ellen MacArthur Foundation.
This program aims at creating a network of
one hundred companies whose ambition is
to promote the development of the circular
economy, a model for economic growth
based on circular re-use of materials and
preservation of the world’s resources. On
becoming one of the founders of this organization, Michel Giannuzzi, chief executive
officer of the Tarkett Group, said, “Our
objective is to develop products that can be
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(561) 988-0853 fax: (240) 358-4757
www.catalinareports.com
catalina.indd 1
82613pages.indd 8
5/23/13 12:20 PM
re-used at the end of their usage life, in our
own production cycle, or by other industries. Our involvement in this program will
allow us to exchange best practices and
continue our development towards a sustainable and responsible economic model.”
Lastly, in an effort to openly communicate our sustainable initiatives, Tarkett
offers EcoScorecard, an online tool that
allows specifiers to review products and
evaluate how they can contribute to a
LEED project. The tool instantly calculates
products’ LEED contributions and environmental attributes.
Yes, at Tarkett, sustainability is more
than just an environmentally friendly
product. We have defined sustainability by
Correction
FCW’s Amy Rush and Tarkett’s Cynthia Mansfield
putting people and the environment at the
heart of our strategy and our daily life.
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That’s how we will create the future
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together.
Corrections
Product - Honorable Mention
Mohawk
Ceramic & Porcelain Tile
Mohawk’s ceramic and porcelain tile collections have processes that utilize the 5 R’s —
Reduce, Recycle, Recover, Reuse and Renew.
Almost all (97 percent) of Mohawk’s tile
SKUs contain some sort of recycled waste
materials. Non-recycled tile materials are
extracted from abundant and naturally
occurring clay, shale and other rock-like
minerals. Mohawk’s recycled material
makeup for tile is: 38 percent to 63 percent
in floor tile; 34 percent to 37 percent in wall
tile; and, 7 percent to 24 percent in mosaics.
Mohawk’s tile manufacturing process
diverts 200 million pounds of solid waste
every year. All Mohawk tile manufacturing plants recover and recycle wastewater
to the maximum extent possible. Three
facilities do not discharge even one drop
of process wastewater. Over the last five
years, we have recovered and reused more
Mohawk’s Tammy Perez and Nancy Ruppert
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than 266 million gallons of wastewater.
We save local utility providers an average
of more than 90 million gallons of fresh
water each year.
Mohawk conserves energy and raw materials during the tile manufacturing process.
Over the last two years, our efforts have
netted energy savings that equal enough natural gas to fuel more than 6,000 homes and
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enough electricity to service more than 1,700
homes for an entireFCW
year. FCW
Promotion - Honorable Mention
Teragren
Bamboo: USDA BioPreferred
In October 2012, Teragren earned the USDA
Certified Bio Based Product Label for its
complete line of bamboo building products.
The label verifies that the products’ amount
of renewable bio based ingredients meets or
exceeds prescribed levels.
Teragren’s
PureForm
Traditional
bamboo products tested 99 percent biobased content and our Xcora strand bamboo
products tested 94 percent bio-based content. The increased purchase of bio-based
products is expected to reduce petroleum
consumption; increase the use of renewable
resources; better manage the carbon cycle;
and, may contribute to reducing adverse
environmental and health impacts. Teragren has been working for years to educate
homeowners, the design community, retailers and their distribution partners about the
environmental benefits of bamboo. Rapidly
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·
·
renewable Optimum 5.5 moso bamboo as
used by Teragren pulls carbon out of circulation and contributes significantly to global
oxygen replenishment. This message was
highlighted in Teragren’s new Bamboo
Essentials online training for retailers. Now,
having the bio-based content of Teragren
products verified by independent labs and
monitored by the USDA allows Teragren to
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communicate this message more effectively
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and to a wider audience.
WWW.FCW1.COM
August 26, 2013
8/21/13 1:20 PM
9
Process- Honorable Mention
Nexterra is the only carpet tile backing where lems fiberglass stabilizers can create.
filler performs a crucial step in the backing
chemistry by locking in properties that make 30 percent lighter: Nexterra is precision cut
Nexterra Carpet Tile Backing Process
into 24 inch squares and boxed for shipping.
40 percent postconsumer recycled content: it stable and flexible at the same time.
Because it is 30 percent lighter in weight than
Nexterra is the only PET-based hot melt backing process in the carpet industry. It provides Excellent stability without fiberglass: After traditional PVC backings, it’s less expensive
a first-generation finished carpet tile with a a controlled weight and thickness of Nexterra to ship. Nexterra carpet tiles are easy to install
minimum of 40 percent postconsumer recycled is applied, another PET nonwoven layer is with releasable adhesives; will lay flat without
content and uses a natural gas mixing reactor mated to the backing compound before it curling at the edges or doming in the middle;
that delivers 50 percent more energy efficiency cools. This PET layer provides dimensional and, cannot be shifted laterally by foot traffic,
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than the industry-average PVC carpet tile stability, equal to the most stable carpet tiles, but can be easily uplifted and reinstalled by FCW’s Santiago Montero and
staff. FCW
process. Natural gas used in Nexterra gives a without the installation and recycling prob- cleaning or maintenanceFCW
Beaulieu’s David Vida
cleaner air emissions profile than electricity.
Beaulieu of America
Correction
Corrections
Nontoxic postconsumer polyester: The Nexterra reactor is where postconsumer PET (polyester) is injected, along with a tested (nontoxic)
modifying agent, then heated to melt-point to
allow the modifying agent to create molecular
changes that give it the correct characteristics
for excellent carpet tile performance.
Not just filler: Other carpet tile manufacturers
refer to fine-grind inorganic materials as “fillers” because their sole function is to help lower
cost and create a smooth backing appearance.
@Floor TekEx po
Will you win this year?
Time to start reving it up.
Things are on track to get very
competitive this coming year.
If you’re in product design,
R&D, operations, manufacturing,
logistics, human resources or
management, your starting line
is at FloorTek Expo.
Don’t miss our daily drawings
for a 2014 Daytona 500
Race Package for two,
including hotel accommodations,
track transportation, frontstretch seats and more.
Win big at FloorTek Expo.
Kronotex joins NALFA
ection
ctions
[WASHINGTON, D.C.] Kronotex USA has joined
the North American Laminate Flooring
Association (NALFA) as a Regular Member.
NALFA Regular Members are manufacturers, importers or marketers that offer laminate flooring for sale within North America.
“It’s with great excitement that we announce Kronotex USA as our newest Regular Member,” says Bill Dearing, president of
NALFA. “Kronotex USA is one of the largest
domestic laminate flooring manufacturers and their membership along with our
other regular members is validation of the
impact NALFA continues to have with our
flooring industry in North America as well
as abroad.” NALFA is dedicated to a synergistic, industry-wide approach to maintaining voluntary product performance standards for
laminate flooring throughout the United
States and Canada. Membership in NALFA
provides companies with an opportunity to
actively advance the causes of our industry.
“Kronotex USA has been a leading manufacturer of laminate flooring in North America since 2005. As we navigate through the
many commercial and technical issues
that the laminate category faces in the
years ahead, we believe that NALFA is the
best vehicle to help protect and promote
the category as a whole,” says George Kelley, president and CEO, Kronotex USA. “On
behalf of Kronotex USA, we look forward to
being an active and positive contributor to
the NALFA organization.”
Headquartered in Barnwell, S.C., Kronotex manufactures laminate wood and tile
flooring under the Kronotex and Formica
Flooring brands, as well as a variety of private label brands sold in many of America's
leading retailers. FCW FCW
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August 26, 2013
82613pages.indd 9
TO E XH IB IT O R ATTE N D , V ISIT U S TODAY AT F LOOR-TE K.COM
SE PTE M B E R 10 – 12, 2013
N O R TH W E ST G E O R G IA TR ADE & CON VE N TION CE N TE R
DALTON , GE ORGIA
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WWW.FCW1.COM
·
·
8/21/13 1:20 PM
10 Installation
Low VOC levels: The key to green installations
By Brittany Walsh
For flooring installations, it is increasingly
important to meet stringent environmental
standards. Nobody, said insiders, feels the
pressure of confronting this task more than
adhesive companies. But adhesive manufacturers said that making products that are safe
for the environment is simply the responsible
thing to do.
David Clarkson, director of marketing,
Dritac, said the responsibility lies in minimizing the overall carbon footprint of the
adhesive without forfeiting the value of a
premium product.
“Environmentally friendly, green flooring
adhesives that do not sacrifice quality have
become the predominant option for many
flooring installers,” he said. “The most ecofriendly options available in the flooring
industry are zero VOC, zero solvent adhesives that offer third party certification for
indoor air quality.”
Keeping extremely low levels of volatile
organic compounds (VOCs) is critical for most
environmental certifications. This standard
must be met by all forms of installation, from
adhesive installations to loose-lay installations.
According to Gary Liddington, business manager, WF Taylor, although glueless installation
techniques can be seen as a more environmental option, this is not always the case.
“Glueless installations are not necessarily
greener. A floor covering installation can
consist of several components, each of which
must be scrutinized for their contribution
to the overall greenness of the installation,”
Liddington said. “A glueless installation of
flooring that is not itself low VOC will not
result in a green installation.”
Loose lay installations require a very smooth
subfloor, so for the installation to be environmentally friendly, leveling techniques and
products must also adhere to green standards.
“Schönox provides a full range of environmentally responsible products from our leveling compounds made from the by-product
power plant emissions to a series of products
that dramatically cut subfloor demolition
material going to landfills,” said Karen Bellinger, business development, Schönox.
According to Bellinger, for any green installation, the whole picture from subfloor to the
finished flooring product being used must be
measured. “Some factors to consider are: Can
I renovate instead of demolish to create less
landfill waste? Can I eliminate the need for
bead blasting which creates dust? And, do the
products that you use to prepare the floor create
a negative effect on the environment,” she said.
Using recycled content in producing
adhesives, according to industry insiders, is
another technique used to make the process
greener. Sean Boyle, director of marketing
and product management, Laticrete, reports
using a high percentage of both post and
pre-consumer recycled content.
“We use such a high percentage of recycled
content in our products and we also have formulated our materials to meet the stringent
GreenGuard criteria,” Boyle said. “GreenGuard
Environmental Institute’s indoor air quality
certification is based upon criteria used by the
U.S. EPA, OSHA, and the U.S. Green Building
Council’s LEED rating system.”
Third party testings are more rigorous
and stringent than ever before, according to
Clarkson at Dritac. “Various agencies now
offer compliance-testing programs to certify
adhesives as meeting strict requirements for
VOC emissions,” he said. “Several examples
include, but are not limited to, the CRI’s
GreenLabel Plus, the GreenGuard Environmental Institute, Scientific Certification Sys-
Correction
Corrections
tems’ Indoor Advantage Gold, and the Resilient Floor Covering Institute’s FloorScore.”
Mapei, Bostik and Schönox all reported
adhering to U.S. Green Building Council’s
LEED criteria and working towards gaining
LEED points with more environmentally
sustainable processes and products.
Erik Kurtz, marketing manager of hardwood installation systems, Bostik, said he
believes that the environmental advantages
of an adhesive installation over a floating
installation also lie in the uncertainty of the
customer’s satisfaction with such a product.
“Some advantages of glues are superior
noise reduction and a much more durable,
long-lasting installation that will reduce the
environmental impact of changing floors
because of either flooring failure or dislike of
the noise of glueless installations,” Kurtz said.
Duane Reimer, technical director at MP
Global, noted that adhesives formulated to
be free of VOCs, free of solvents and impart
very little odor are not just greener for the
environment, but safer and healthier.
“These characteristics contribute to helping maintain good indoor air quality during
and after installation of new flooring,”
Reimer said. FCW FCW
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MP Global’s VersaStick
VersaStick by MP Global Products is a VOCfree, solvent free fast drying adhesive for
use on subfloors and against the floor being
laid, the company announced.
Duane Reimer, technical director, MP
Global Products touted VersaStick as a premium “green” pressure sensitive flooring adhesive that can be used with luxury vinyl tile/
plank and multi-ply engineered plank hardwood flooring over approved substrates. It is
formulated to be fast drying and engineered
to be an extremely versatile adhesive. FCW
Demolition vs Renovation
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FCW
Spotlight: WF Taylor’s MS
Plus Resilient Acous-Tec
WF Taylor announced a new adhesive, MS
Plus Resilient Acous-Tec. According to the
company, the multifunctional adhesive for
resilient flooring offers third party certified
sound deadening ratings and is GreenGuard
certified for low VOC emissions.
“These 100 percent solids single component adhesives not only offer superior bonding, but also moisture barrier, sound deadening barrier, crack isolation and thermal
enhancement properties,” said Gary Liddington, business manager, WF Taylor.
According to WF Taylor, this product can be
used for installations of all types of vinyl, VCT,
rubber, fiberglass, polyolefin and felt backed
resilient flooring. MS Plus Resilient Acous-Tec
replaces urethanes and epoxies, contains no
isocyanates, solvents, water or hazardous ingredients and is bisphenol A (BPA) free. FCW
Flooring renovation projects that turn into subfloor demolition
projects are costly and time consuming. Schönox has the
products that can take your subfloors from rough and uneven to
smooth, sound, and ready for flooring installation. Let’s talk soon
about the Schönox solutions that can get you from here to there.
HPS North America,Inc.
The Schönox Provider
Corrections
Schönox, a division of AkzoNobel, develops high performing, environmentally friendly products.
82613pages.indd 10
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Toll Free: 855.391.2649
www.hpsubfloors.com
·
FCW
·
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WWW.FCW1.COM
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August 26, 2013
8/21/13 12:39 PM
®
Advanced Solutions for Precision Performance.™
MS-PLUS
™
®
WITH
oducing a New Standard of Floor Installation Excellence...
®
utions for Precision Performance.™
MBA® MOI STURE B ARRIE R S OUND R E D U CT I O N
™
MUL TI- FUN C TION AL AD HE S I V E
PLUS
®
Maximum Moisture Levels: CaCl2Max. 10 lbs
RH Max.
90%
S T U RE B A R RIER S OUND REDUC T IO N
U LTI - F U NCT IO NAL ADHE S IVE
oisture Levels: CaCl2Max. 10 lbs
High Performance Benefits:
RH Max.
90%
+ 100% Solids, Self-Leveling
+ One Component Product, No Mixing
No Discarding of Unused Mixed Two Component Adhesives
+ wftaylor.com
+ Replaces Urethanes & Epoxies
Contains no isocyanates, solvents or water
+D I ST
RIBUTED BY
+ Features lowest permeability ratings of any resilient flooring adhesive
+ Withstands maximum moisture levels of 10 lbs & 90%RH
+ Provides sound deadening ratings performance up to IIC 59 & STC 61
+ Imparts crack isolation protection up to 1/8 ”
+ Enhances thermal insulating properties
Sq. Ft.
+ Very Low Odor, Easy Surface300
Cleanup
MADE IN USA
MSPR6B.0513
Meta-Tec® and Meta-Sept® are registered trademarks. © Copyright. W.F. Taylor Co., Inc.
All rights reserved. All TAYLOR Adhesives are Made in USA
NET CONTENTS: 2 U.S. GALLONS
Spread Rate up to
Per Gallon (7.36 m2/gal)
Sound Deadening Flooring Adhesive
LOW
VOC
+
+
+
+
+
+
+
+
+
+
Wet Lay for Time Saving Installation
Rapid Cure to High Strength Water Proof Bond
Use Over Broad Variety of Non-Porous & Porous Substrates
Non Hazardous per OSHA Reg. 29CFR 1910.1200
Bis-Phenol A (BPA) Free
Plasticizer Migration Resistant
GREENGUARD certified for low VOC Emissions
Qualifies for LEED credits, meeting California CHPS 01350 & SCAQMD
Rule 1168 Requirements
Anti-Microbial Protected
Saves Money, Time, and Material Waste
+ Saves You Time & Money
+ Is Safe For You & The Environment
+ Exceeds Major Building Code Sound Requirements
WFTaylor.com | 1-800-397-GLUE
12 Wood
Construction, visuals spark engineered sales
Solid hardwood floors have traditionally been
viewed as the aspirational cornerstone of the
flooring industry. But today, advancements
in production and design techniques are fueling rapid growth of engineered woods — at
a pace of 5 percent to 7 percent increase this
year over last year, industry executives said.
Engineered floors, with its dense core
board, is ideal for popular character and textured design visuals.
Driving engineered sales
While solid hardwood sales are growing,
engineered sales are growing faster, according to Harry Bogner, senior vice president of
hardwood at Unilin. “The reason is because of
the diversity of the product provided by engineered. Combine diversity with cost position
as it compares to solid hardwood and lumber
pricing pressures and engineered is growing.
Also, the texture, scraped, character floor
market is a strong market and you tend to find
those visuals more on an engineered platform
than a solid platform,” he said.
At Mullican, Brian Greenwell, vice president
of sales and marketing, said it is a combination
of diversity and cost efficiency. “Engineered
products offer great, unique stylings such as
wire brushing and different staining techniques.
Hardwood cost has gone up tremendously
recently and that has opened up the market to
American
ENGINEERED HARDWOOD
HILLSHIRE
LINCOLNSHIRE
PONTE VEDRA
SAN MARCO
Since 1985, Mullican Flooring has taken great pride in
offering the highest quality Hardwood Flooring in the
world. As a privately held American company, we are
big enough to handle all your Hardwood Flooring needs,
with no committees, no focus groups, and no corporate
red tape to hinder our decision making process; we are
quick and nimble enough to provide Real-Time Service
in your Real-Time World. And now we are proud to offer
this New Collection of four American-made 3/8-inch
Engineered Hardwood Floors.
look at more engineered products,” he said.
Lukasz Piatek, regional vice president of sales
at Elegance, said engineered woods are gaining
popularity in a younger demographic because
the technology used to create engineered woods
produces the same as solids at a lower cost. “A
younger crowd prefers engineered for stability
and flexibility with different applications,” he
said, adding, “That being said, I believe the
biggest reason is the price.”
Jeanette Lam, president of Struxtur, agreed.
“In solid you have much more limitation when
it comes to making a visual statement. We can
play with a lot more in engineered wood, from
hand scraping to staining techniques. We can
create beautiful long boards with much wider
planks than with solids,” she said.
The rise in demand for handscrapes is
also affecting imports, acording to Milton
Goodwin, vice president of product management, wood, at Armstrong. “A lot of those
engineered handscraped floors are coming in
from China, which is why we saw growth in
imports in 2012,” he said.
At Anderson, the company’s history of
leading in design and quality has set the stage
for its growth, according to Rick Knowles, vice
president of sales and marketing for Anderson
Hardwood Floors. “Dealers, builders, and
consumers are looking more than ever for
value, meaning the best combination of styling, quality, price and service. Anderson has
undergone a major transformation as we have
consolidated brands, completed a facelift to
our in-store merchandising, initiated capacity
upgrades, added value-oriented introductions,
and implemented a re-pricing of the line in
order to prepare for the upturn,” he said.
Geographic preferences at play
Regional preferences also come into play.
Goodwin said that the Midwest is one region
in particular where the volume of engineered
wood flooring sales is growing rapidly.
“Typically, California sets trends and handscrapes offer rustic visuals that were quickly
adopted in the southwest. The mid-Atlantic
and northeast are traditionally smooth, solid
markets,” he said.
Veronica Ventimiglia, marketing manager
at Johnson Hardwood, added, “Those that
live in the east and upper mid-west are still
insistent that solid is the only option for hardwood flooring. Our dealer customers in those
regions are trying to educate consumers that
Hillshire provides a versatile array of colors to suit
any taste, while Lincolnshire offers a beautiful selection
of Hand Sculpted colors. Ponte Vedra is America’s first
domestically-produced Engineered Hardwood Floor to
feature 6-inch widths, and San Marco offers 6-foot
lengths in a wide variety of Hand-Sculpted selections.
With four state-of-the-art U.S. Manufacturing Facilities,
Mullican Flooring is committed to the production of the
finest American-made Hardwood Floors that are perfect
for any setting, any climate and any dream.
®
MADE IN
THE USA
www.mullicanflooring.com 1-800-844-6356
·
82613pages.indd 12
Engineered construction provides a suitable
platform for textured, character floors such as
this from Columbia’s Ashlynn collection.
·
WWW.FCW1.COM
August 26, 2013
8/21/13 12:41 PM
Wood
product sourcing, Mercier, also said that the
company distributes more products in areas
with a higher volume of multi-unit housing.
“The expectation for Mercier is seeing a
larger volume opportunity, geographically,
in different regions,” he said.
Still, Dan Natkin, director of wood and laminate business at Mannington, said the market
share for engineered and solid wood remains
close to 50/50. But, he added, “Depending on
the region of the country, those percentages
can swing widely. Engineered is once again
experiencing growth as the traditional concrete
slab markets recover and as the gap in pricing
engineered flooring is a viable option due to
the stability, affordability, and less chance for
problems over time. We would estimate that
it's an overall 30 percent solid and 70 percent
engineered demand overall.”
The southern half of the U.S. is also experiencing strong engineered growth, according to
Unilin’s Bogner. “Many homes in the southern
region of the U.S. are built on a slab foundation
which means you have to have an engineered
product because the floor is going on top of
concrete. We’ve had good business going into
the multi-family segment,” he said.
Mike McReavy, director of training and
13
between solid and engineered grows.”
Defining factors
Bogner said that signs of recovery in 2012
helped to boost engineered wood flooring
sales. “Textured, engineered products, and
even textured surfaces on solid products, are
becoming such a big part of the industry.
Multi-width, solid scraped, wire-brushed and
engineered are big trends,” said Bogner.
The dimensional stability of engineered
woods, in conjunction with the rising cost of
premium hardwoods, is increasing the success
of engineered products, according to Ron
Shaw’s Epic collection is durable and
environmentally friendly.
Oliver, vice president of sales and marketing,
Hallmark Hardwoods. “What helps us is
the trend toward a wider width plank. The
advancements of 7 inch oak and dimensional
Armstrong’s wood:
Engineered to perform
[LANCASTER, PA.] Drawing on molecular
technology and more than a decade of experience with laminate-related high density
fiberboard (HDF), Armstrong’s Performance
Plus and Midtown engineered wood planks
have gained a reputation for durable beauty.
“When you look at wood under a microscope, it looks porous. With Performance
Plus we fill those pores in with an acrylic-infused veneer for better indent resistance. We
also add a nano-coating to make it more
scratch resistant,” said Milton Goodwin, vice
president of wood and laminate, Armstrong.
The technology allows Armstrong to deliver
cherry and walnut, typically softer species, to
heavy traffic locations, according to Goodwin.
“It’s a great value when you consider cherry
and walnut are soft and expensive. Now there is
a very durable version of both of those species.”
The product’s performance has been well
documented online, predisposing and educating consumers before they reach the store, said
Joe Addalia, sales associate at Edison, N.J.based Worldwide Wholesale Floor Covering.
“Customers are coming in and they’re asking about acrylic impregnation,” said Addalia.
“They now also expect a lifetime, or at least a
real long residential warranty. They like to see a
commercial warranty, too.”
Meanwhile, Armstrong’s engineered Midtown collection utilizes half-inch HDF coreboard
and micro veneer technology to achieve similar
indent and scratch resistance while delivering
random-length product in affordable locking,
glue down or staple down format.
“We’re using HDF to get the specific attributes we’re looking for on high indentation
resistance while proving multiple installation
options,” said Goodwin. “HDF combined with
our micro-veneer technology allows you to
drop something and not get an indent.” FCW
Amalfi Coast, San Pietro Walnut 4/6/8 inch variable width.
Sold to the Trade.
The Amalfi Coast/Reserve Collections.
Correction
You simply can’t find this degree of artisan hand-craftsmanship at such an affordable price anywhere else.
Corrections
Offering the best craft, for less cash, is never a bad business strategy. And it’s never been easier to craft your advantage now that you
can add the Amalfi Coast/Reserve Dual Hand-Stain Collection* to your store. Here is hardwood perfected with fine furniture making
craft—featuring two-stage hand staining that heightens natural grain and sets undertones aglow. Floors are also scraped by hand and
are further customized with a 4”/6”/8” random-width composition. The beauty will catch your customer’s eye. The affordability will
close the sale. So carry your customer’s next must-have! Call toll free 866-599-7999 or visit the websites below now.
FCW
FCW
FCW
Armstrong’s Performance Plus hardwood
flooring is a durable, stylish hardwood floor.
*Bella Cera, California Classics, or Palmetto Road depending on region.
bellacerafloors.com
californiaclassicsfloors.com
Struxtur_Amalfi_FCW Ad_June 2013_Rev2.indd 1
August 26, 2013
82613pages.indd 13
WWW.FCW1.COM
·
·
palmettoroadfloors.com
6/12/13 5:15 PM
8/21/13 12:42 PM
14 Wood
Philosophy, product build Mannington’s strength
[Salem, N.J.] Mannington Mills is known as a
design leader in each of the product categories it
produces and hardwood is no exception. With
deeply rooted relationships and its creative
acumen, Mannington keeps ahead of the curve
with its domestically produced wood products.
Dan Natkin, director of wood and laminate business at Mannington, noted, “We
tend to lead with style and design.”
The company, he added, is driven by three
things: “We stay true to our focus on engineered hardwood floors; take risks from a style
and design perspective that help us stay at the
forefront of style; stay ahead of the trends in
species, color and format to give our customers products that are ‘uniquely Mannington’. ”
From early on, the company has been a
steward of the environment. Natkin said, for
example, that the company uses responsibly
harvested wood and, in fact, was one of the
earliest members of NWFA’s RPP program.
“On the environmental side, we’ve been very
cognizant of producing products in a better
way, so that they’re better for the environment and better for the consumer’s family
and home,” he said. Mannington hardwood
is also FloorScore certified.
The company has been successful with
products like Earthly Elements, a wood modular tile format, that Natkin said, “is starting
25 stories. 45,000 sq.ft.
of hardwood flooring.
The same outstanding
quality in every box.
That’s Mirage.
to bring in some dividends. We’ve been
heading down the path of being much more
regionalized. We’ve gone to a much more
customized product offering regionally, and
we’re starting to see the benefits of that.”
Mannington is now wrapping up product
development for the year ahead. “We’ve
continued in the last couple of years to make
investments in our plant and to make more
product domestically. Today, over 80 percent of our hardwood is made in the U.S.A.,
and we’re looking to increase that. We have
recently invested in new equipment to make
new products that will be some of the most
stunning visuals in the industry.”
Julie Crook of East Coast Flooring noted that
she has confidence in Mannington’s quality,
one characteristic that draws her to its product.
“Their selection is diverse, a good selection.”
Natkin said that being unique is indeed
the cornerstone of the company’s wood program. “Mannington has a broader hardwood
offering that gives the customer a wide range
of choices to suit whatever her tastes are; and
we provide distinctive visuals that don’t have
a cookie-cutter look.”
Natkin noted that the category does face
challenges. “People choose real wood because
it’s a product they aspire to have in their
homes and will continue to be that ‘aspirational’ product choice. Imports continue to
be a challenge. The first annual review of the
ITC case will be completed this fall and we
anticipate the rates will rise,” he offered.
And the rising wood prices will also have an
impact on the flooring segment. “[That’s] probably the single biggest challenge facing our
industry right now. The only counterpoint to
the rising raw material costs is continued efforts
to reduce our own internal costs, combined
with product price increases,” he said. FCW FCW
Correction
Handcrafted Red Oak, Carousel
Corrections
FCW
FCW
Construction
“With over 45,000 sq. ft. of flooring to install, we needed a flawless product
and a partner we could count on — from the lobby to the 25th floor.
With Mirage we went straight to the top.”
Made in North America
Chad Durbin, LEED GA, Total Flooring LLC - Northern Virginia.
stability are driving the sales of our [engineered woods] in the more traditionally ‘solid
markets’ in the northern markets,” he added.
Tony Em Mergreh, vice president of marketing at Urban Floors, added, “Engineered
flooring has stronger tolerance to temperature and moisture changes. The structural
stability makes the engineered flooring a
versatile item. You can install this kind of
flooring in almost in area of the home.”
Kevin Thompson, product category manager at Shaw, also noted that engineered
wood flooring is not being challenged by
rising raw material pricing to the same degree
that solid wood is. “Rising raw materials are
having a greater impact on solid than on
engineered which makes engineered a more
economical option. Also, engineered hardwood floors offer increased performance and
structural stability,” he said. FCW FCW
Correction
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82613pages.indd 14
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August 26, 2013
8/21/13 12:43 PM
Carpet & Area Rugs
15
Invista bullish on Stainmaster Flooring Centers
new styles are being added carefully. There is
a perception, especially following the closure
The Stainmaster Flooring Centers (SFCs) of Gulistan (a mill that manufactured a lot
network, launched in 1996, is evolving to of Stainmaster product) that there are fewer
new Stainmaster styles being
meet changes in the post-recesintroduced. Rice commented,
sion market.
“Gulistan announcing it would
There are now approximately
leave the business in December
300 Stainmaster Flooring Centers
did not leave a lot of time to
(SFCs) nationwide. Considered
address product gaps. But, we
by Invista to be its premiere
are continuing to work with each
aligned retail format, the SFC
SFC individually to find replacenetwork grew steadily until the
ment products.”
recession, when there was some
There are 1,500 individual
attrition, but has started expandStainmaster styles currently active
ing again with several new loca- Gary Johnston
in the market, according to Johntions already this year and more
in the process, according to Michelle Rice, ston. “Almost all major carpet mills are making
Stainmaster carpet,” stressed Johnston.
vice president of retail, Invista Surfaces.
Added Rice, “Stainmaster expects a solid
The Stainmaster Platinum Carpet Collection is being added to the SFC selling system introduction year in 2014.”
that was introduced last fall. The Platinum
Collection will be the “best of the best” carpet UltraLife lives on
The UltraLife brand, once an exclusive SFC
styles only available through SFCs. Each dealer
will choose the best of Stainmaster styles from line of carpet styles, has become the Ultra Life
the Premiere Collection to spotlight within Advantage Program, a package of benefits
the brand architecture that presents carpet only available at SFCs, according to Johnston.
according to consumer needs, explained Rice. “That includes the best warranties and the
“The Platinum Carpet Collection name, 90-day ‘Love It or Replace It’ guarantee. If the
logo and products are only available through consumer decides she doesn’t like her new
SFCs,” added Gary Johnston, marketing Stainmaster carpet within 90 days of installacommunications manager, Invista Surfaces. tion, she can replace it with another Stainmaster carpet of comparable value,” Johnston said.
“It also includes the Stainmaster concierge
Availability of Stainmaster products
When demand dropped during the reces- service, a customer care line number we give
sion, virtually all carpet manufacturers edited SFC consumers to call for any questions or
their lines. Now, as recovery takes off slowly, concerns they might have after the sale.”
By Janet Herlihy
the dealer maximize marketing,” Rice said.
What hasn’t changed at SFCs
Each SFC has exclusive use of the brand
“The (original) concept was to take the
Stainmaster brand and organize the products in a certain area. “We work out with each
and make it easy for the consumer to find retailer what territory/market they will have,”
Rice explained. Some areas are
Stainmaster carpet in the marbig enough to support more than
ketplace,” recalled Johnston.
one, but dealers are consulted
Invista has always been careful
before SFCs are added, Rice said.
about choosing retailers to be
SFCs. “We start by analyzing
Variety of benefits
the market and looking for areas
Along with Stainmaster prodthat are growing,” explained
ucts and programs, a significant
Rice. “Then we look at individual
advantage is being added to the
retailers and find the market leadStainmaster store locator found
ers, which usually tend to be the
Michelle Rice
in the top right corner of the
larger retailers,” she said.
Invista looks for retailers that
Stainmaster.com home page.
are familiar with branded products and will Consumers enter their zip code and click. They
be able to well represent the Stainmaster are then linked to list of Stainmaster retailers in
brand. It is key that the Stainmaster brand that area. The consumer can click on a retailer
complements the retailer’s brand. If the name to be linked to their individual site.
pieces all fit, the dealer is invited to join the
SFCs can offer more than Stainmaster
SFC network.
carpet. “We can provide a variety of hard and
Once accepted, the retailer installs the soft surface products that are branded StainStainmaster displays and will add Stainmas- master,” Rice said. Stainmaster is licensed to
ter carpet styles to their showroom for a offer resilient and luxury vinyl tile (LVT)
total of about 85 products. The styles can be from Mannington as well as Stainmaster
shown as cut samples or on wing card racks. carpet cushion through Carpenter and Leg“We work with each retailer to get the right gett and Platt. It is also starting a program
representation of Stainmaster products for for ceramic tile and grout from the Tile
their stores,” Rice added.
Doctor and is working on a wood program,
The retailer invests in the floor space, according to Rice.
displays and samples. “Once it is in place, we
Invista’s goal is to grow with its SFC deallook to see how best to help the dealer jump ers, so if there are issues, the first objective is
start the SFC. We will help with sales train- to help get it right. “We want to understand
ing, the Grand Opening and both public and the issue and then try to do whatever it takes
private sales. We will also invest by helping to get it right,” Rice stated. FCW FCW
Correction
Corrections
FCW
SFC dealers say brand still has power
Despite some concerns, Stainmaster Flooring Center (SFC) dealers still value their
partnerships as a way to differentiate their
stores with a well-known quality brand they
can sell with confidence.
Robert’s Carpet & Fine Floors, with nine
locations in the Houston area, became part
of the SFC network in the late 1990s. “The
initial fixture system from Stainmaster was
a significant step up relative to other fixtures
at the time, so a dealer that was interested
in aesthetics and making an impression on
consumers wanted to be a SFC store,” recalled
Sam Roberts, owner of Robert’s Carpet.
“Stainmaster was also the finest brand name
in the business and gave you a name in your
market that was open to only elite dealers.
And, the Stainmaster warranty was and still is
the best. They do a better job of honoring their
warranties than anyone else,” Roberts said
Some things have changed. “Some of the
benefits have declined because other brands
have improved,” Roberts noted. “Shaw has
developed its Anso Caress as an opportunity
to promote its own brand. Mohawk has done
August 26, 2013
82613pages.indd 15
that too with its SmartStrand Sorona products
and its (Wear-Dated) Embrace line. It has complicated Stainmaster’s position and now, the
biggest problem is bringing new Stainmaster
product to market,” he said.
But, it is still an advantage to be a SFC dealer,
according to Roberts. “Stainmaster is a wonderful yarn and can be made into wonderful
products. The new TruSoft and SolarMax are
both great systems,” Roberts stated. “The bad
news is that it’s not nearly the value that it once
was because competition has caught up with it.”
Macco’s Floor Covering Center was
one of the first dealers to become a SFC
member, according to Jeffrey Macco,
company CEO. Macco’s operates six locations in Wisconsin and acquired Hadinger
Flooring in Ft. Meyers, Fla. in 2012.
He agreed that the advantages of SFC membership have changed. “Originally we had an
exclusive brand — UltraLife. Now we do not.
Now the benefit is marketing and promotional
programs. The brand itself has slipped dramatically in its exclusivity and available product,”
Macco said. “What we have been able to buy
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Wendy Werner, president of Carpet Town,
West Allis, Wisc., said, “Stainmaster has the
best warranty in the business and the buying
system, which focuses on large samples,
makes a lot of sense and gives the consumer
confidence.”
Werner thinks the improving economy
favors Stainmaster. “Most consumers are still
aware of the Stainmaster brand and, once a
shopper gets into the store, the selling system
is a great way to talk about quality, performance and style.”
in new Stainmaster is a fraction of what was
available 15 years ago,” he said. “We have been
forced to bring on polyesters and Mohawk’s
Smart Solutions to fill voids in our lines with
the departure of Gulistan and the lack of new
Stainmaster introductions.”
But it is Ms. Shopper who decides,
according to Macco. “The consumer, as
always, gets the last and most important
vote. She will tell us and all the mills, if
— Janet Herlihy
the Stainmaster brand still
resonates. Right now, she is
saying she likes and trusts the
brand and we are scrambling
to find any and all new intros
of Stainmaster,” he said.
“Newer products such as
SolarMax have been received
very well,” Macco added. “As
long as pricing of the brand
can stay competitive and new
products are introduced, we
feel the consumer will like it
and buy it.”
A SFC dealer since 2004, Stainmaster products are spotlighted at Carpet Town, Wisc.
·
8/21/13 12:20 PM
16
I take the floor
BY
JONATHAN
TRIVERS
ou have heard of the Oracle of
Omaha — that’s Warren Buffet’s
moniker. Now our industry has the
Wizards of Wichita — that’s the father-son
Pirner team of Wichita, Kansas.
La Vone is the father and grandfather who
started a flooring store 46 years ago and has
pretty much turned over the reins of their
flooring empire (they now have, according
to their website, 15 retail locations, a small
wool carpet mill and an aircraft division)
to his son Aaron. Grandpa, at 82 years
old, is taciturn, great gravelly voice, some
nice grey hair still on top and a remarkably
sharp business mind. Aaron is bald, effusive,
always smiling and always selling; whether
it’s an idea or the newest LVT. He says he is
the proud product of nepotism and a happier warrior would be hard to find.
So what are the wizards up to? Don’t they
have enough to say grace over? I mean they
own two Carpet One stores, some Big Bob
stores, a group of Pro Sources and a carpet
mill. Isn’t that enough? Apparently not.
They set out to see if they could build a
retail store that was built around what the
customer wanted. Period. They would not
accept, “that’s the way we do it,” or any other
such defensive and unenlightened industry
talk. They set up three focus groups of a total
of about 60 folks and conducted discussions
about what they liked and didn’t like. And
based on that, they put together what they
consider a “smart store;” one that starts from
the customer and works back to the displays,
samples, name and salespeople policies, etc.
Everything. The Floor Project was born.
Certainly from what we have seen and
read, they have made some great changes
to the retail environment but there is a
problem with focus groups as a standalone research tool. They are not statistically relevant; just because 60 people say
that pink is a marvelous color for carpet,
does not mean that the population at large
believes that. Talking to people, even if
you try to make it sound real serious and
call it a focus group, is great for generating
ideas and reasons for feelings but it doesn’t
mean that the world will like it. (Perhaps
they did quantitative research but we saw
no indication of it. If they want to roll out
this new store concept on a national basis,
they should take the extra step.)
Even with this aforementioned issue, they
created some great ideas. And they acted
upon it. The carpet industry uses little samples glued to cardboard; the customer didn’t
like it for various reasons and so The Floor
Project has larger samples. She said she
Metrocon
Tile. “Business in Dallas is very busy,” she said.
▶ Earthwerks reported that its LVT in loose
lay/floating floors in wood looks are especially
hot this summer, according to Lori Starzynski,
architectural & design specification rep.
▶ FLOR, the retail division of Interface that now
has stores in 12 states, the District of Columbia
and Ontario, Canada, is now building a commercial business through designers, according
to Mike McKay, FLOR store manager in Dallas.
“Designers are coming to FLOR for residential
and commercial projects,” he said.
▶ Karndean featured its loose lay vinyl planks.
“They are adhesive-free in wood looks and are
very hot right now,” said Renee Mays, Karndean commercial sales representative. Art
Select Parquet is available in 3 X 9 inch strips
that can be installed in a variety of ways.
▶ Marazzi was showing Harmony, a new barn
wood look in a 36 inch porcelain planks in three
shades of brown plus white, according to
Andrea Durbin, industry partner with Marazzi.
▶ The Mohawk Group featured its modular
systems introduced at NeoCon including its
Street Thread Collection.
▶ Shaw Contract was showing hard and soft
surface flooring. Jim Carew, Shaw’s regional
vice president, said the company is offering
six-foot vinyl rolls as well as LVT (luxury
vinyl tile) and LVP (luxury vinyl plank). The
Chordinates collection, including ChromaTones and BassTones is a vinyl sheet assortment that features 20 percent postconsumer
content and is FloorScore certified. It also
contains FlorSept antimicrobial and has
ExoGuard finish for durability.
Shaw was also getting positive feedback on
its Hexagon Collection, which won NeoCon
Silver for modular carpet.
▶ Tarkett shared a large space with its divisions
offices, a showroom and a warehouse, which is
Elder’s personal pride and joy. He manages the
inventory and schedules installation by 12 fulltime subcontractor crews himself because, “It
is the place where the most mistakes and losses
can happen that affect our customers.”
In addition to specialty flooring retail,
property management, commercial projects
and home construction, the dealer works
with fire and water damage restoration companies. “Josh (Elder’s son) picked up his first
restoration company client when he was 18
years-old in 1998,” said Elder. “Josh also began
a cabinet business about four years ago that is
picking up volume. You can’t just be focused
on one market,” Elder stressed.
The company’s staff of seven is diversified
too. Josh Elder, who grew up in the store
working after school and on vacations, is a
dedicated salesman and handles the cabinet
business. J.D. Finch, Steve Elder’s son-in-law,
is his assistant, covering administrative duties
including banking and inventory management. Four retail sales associates are dedicated
to the showroom and handle the phones.
“Each of us takes care of certain, individual
management companies and contractors. We
have a rule that at least two of us, preferably
three, are on the property at all times,” he noted.
A staunch independent since 1978, it
took George Garmon, representing Alliance Flooring, the parent company of the
CarpetsPlus Colortile program, to convince
Elder to join in 2005. “George invited me to
Green Bay to see how the program would
work and I was so impressed, I joined,” said
Elder. “CarpetsPlus gives tools and help to
members. When we built the bigger store,
CarpetsPlus helped bring in displays and set
up the showroom. The members share ideas.”
A unique feature of the Gainesville showroom is that each sales person has a private
Y
The wizards of Witchita
president sales, central mountain division
▶ Crossville was spotlighting its Argent series
of porcelain stone, which has a 40-shade palette in polished and unpolished finishes.
▶ Dal-Tile was showcasing porcelain products in stone and wood looks that were
launched in May, according to Whitney
Welch, architectural representative for Dal-
I.D. Inspiration and I.D. Freedom
are spotlighted on the floor and in
signage at the Johnsonite space.
CarpetPlus
had gotten to know some of the mill reps and
I would have them drop ship the carpet to the
locations where I installed it,” Elder said. “In
1978, when I graduated with a business degree,
I didn’t like any of the job offers I got. I wanted
to be independent so I went to the bank and
opened my first business account with $40. I
was friends with property managers and as the
company grew, I just kept putting money back
into the business. I still do the same today and
we are very healthy.”
Originally named Gainesville Carpet and
Flooring, Elder rented his first space in a
warehouse park in 1978. Three moves later, he
purchased his first building in 1985, which was
home until he built his current store in 2007.
The new 7,000 square foot building houses
Shaw’s Jim Carew talks flooring with
Hanna Kim and Lauren Crill, from Huckabee
Architecture/Engineering/Management.
Johnsonite, Tandus and Centiva. Millicent
McLane, solution development consultant for
Johnsonite, said the company was featuring its
I.D. Freedom LVT that is manufactured in the
U.S. “There are more than 100 SKUs, which
allows the designer the freedom to mix and
match tiles and planks,” McLane noted. FCW FCW
Correction
Corrections
FCW
area with a desk and chairs for customers,
similar to a car dealership. “All of our RSA’s
have great people skills,” Elder stressed. Two
have been with the company more than 20
years each, another was a competitor until
his store closed and the fourth had been a tile
installer and is already doing well as a RSA.
While Elder is not ready to retire, Josh
Elder is acquiring all the experience he will
need to take the business forward some day.
“Josh has a degree in business management
and economics and brings another piece to
the operation,” Elder said.
Elder and his wife Jennifer also partner in
a number of community services. “We
believe in paying it forward,” he explained.
The couple founded Arbor House, a shelter
for homeless pregnant women and later
started Mom’s Place to help single mothers
and their children. The store also helps Habitat for Humanity with materials. FCW FCW
FCW
Correction
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82613pages.indd 16
couldn’t visualize what the floor would look
like, The Floor Project has a software program that will put the floor in a room and
if need be in the customer’s room. (Lumber
Liquidators just announced they will be
doing to same thing for their customers)
Confused by price points? They reduced the
number. And on and on and on.
Aaron has been coy about what they want
to do now that they have two The Floor Project
Stores. However, in the Wichita Eagle, Aaron
is quoted as saying they want 200 such stores.
Get ready, the wizards of Wichita are
about to start spreading cheer and smartness around the country.
____________________________________
Jonathan Trivers, a regular contributor to
Floor Covering Weekly, is also the author of
the marketWise section of FCW’s Statistical
Report. When he’s not writing, he’s talking to
flooring groups throughout the country and
Canada. jonathantrivers@gmail.com
·
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August 26, 2013
8/21/13 2:39 PM
Tile & Stone
Trending tile formats
By Tanja Kern
It’s an exciting time to be in the tile business,
with new formats like planks and large panels
providing innovative design solutions and
great sales potential.
“Large-panel porcelains offer folks in the
porcelain business the single greatest growth
opportunity in the 17 years that I've been in
this business,” said Dennis Hopkins, national
sales manager, Crossville Tile & Stone.
Crossville’s 2012 U.S. introduction of
Laminam, the 3’ x 10’, 3 mm, Italian-born
porcelain panels, provide a solution for the
architecture and design community. While
many porcelain manufacturers have introduced large, thin panels over the past several
Marazzi’s wood-look porcelain, American Estates
years, it has taken the design community
considerable time to adopt it wholeheartedly.
“Hospitality is embracing it for showers
because it has many more aesthetic options
than some of the typical shower panel systems
and will out perform poured panels from a
scratch resistance standpoint,” Hopkins said.
The healthcare community likes large-format, thin panels because they can surface the
walls of a surgical suite from floor to ceiling
with a single sheet of impervious material that
will not sustain bacterial growth.
Hopkins said the material is also being used
now for countertops on the East Coast. “Laminam can take us into places in the mind of the
architect we've rarely been,” Hopkins said.
One of the biggest opportunities for these
thin porcelain panels is exterior cladding.
“This is hugely exciting for me as a seller
because some basic math will tell you that
the opportunity in terms of square feet on the
exterior facade of a building is often many
hundred times more than the interior bathroom floors and walls,” Hopkins added.
Daltile’s SlimLite Panels go as large as 39”
x 118” and can be used on countertops and
walls inside and out in non-freezing climates.
“The handling is easier on this product, and
you can install it over existing
surfaces if some conditions are
met, but this product category
is still in its infancy,” said Lori
Kirk-Rolley, senior marketing
director for Dal-Tile. “The
common theme is that tiles are
getting larger, and this presents
a lot of challenges from a merchandising perspective of how
to effectively merchandise and Thin panels like Crossville’s Laminam offer big sales potential.
transport it,” said Kirk-Rolley.
Hopkins added, “Our challenge is to part- popular right now,” said Dave Pantaleo, marner with [design professionals] to overcome keting associate for MS International.
The trend to hardwood flooring looks
technical questions, find applicable codes and
help write specifications that make clear to continues to develop. “Hardwoods have an
construction professionals how to handle, cut aesthetic design appeal, but are limited in application,” said Kirk-Rolley, senior marketing
and install Laminam successfully.”
Hopkins said manufacturers and distribu- director for Daltile. “Porcelain tile that realistitors must partner with contractors for in-depth cally mimics the look of hardwoods allows for
training, encouragement and conversation. beauty coupled with the long-lasting durability
Pre-construction, or even pre-bid, is the time and ease of maintenance of porcelain tile.”
Marazzi USA’s wood plank series Amerfor architectural and commercial reps to begin
the dialog with the installers on a given project. ican Estates emulates the artisanal feel
Beyond large-format architectural panels, of hand-scraped, hand-oiled hardwood.
plank shapes continue to take market share, Authentically reproduced on durable porwith designers specifically leaning toward celain, the tiles withstand water, stains,
scratches and freezing conditions.
long, linear sizes on floors and walls.
Florida Tile has also seen success with
“The latest trends are definitely going to
the modern or contemporary looks, and the Natura HDP and Berkshire HDP, two
wood-look
porcelains
rectangular sizes with the newest looks such as high-definition,
fabric, textile and linear patterns are extremely intended for commercial spaces. FCW FCW
Correction
Corrections
FCW
Mohawk partners with nonprofit
[Dalton] Mohawk partners with Sunshine has a following of over 800,000 users.
Earlier this year, the Halsteads purchased
on a Ranney Day, a nonprofit organization
a foreclosed home in
dedicated to creating
Jefferson, Ga. to be closer
safe, fun and uplifting
to family for support. At
dream-room
makethe time, the house was
overs for children with
not accommodating to
long-term illnesses. This
Halstead’s special needs so
month, the philanthropic
Sunshine on a Ranney Day
organization revealed its
stepped in and — with the
largest and most impressupport of companies like
sive project yet: a total
Mohawk — provided a total
home makeover for Tripp
home makeover. More than
Halstead, a young boy
1.6 million loyal viewers
recovering from a brain
Scan the QR code to view a video
injury incurred last Octo- recap of Mohawk’s involvement with tuned in from around the
ber. Mohawk provided the Sunshine on a Ranney Day project. world to experience the
life-changing and emoflooring throughout the
tional makeover reveal with the Halsteads. In
Halstead’s newly remodeled home.
“It is an incredible honor to partner with addition, Mohawk’s video recap of the reveal
Sunshine on a Ranney Day and supply flooring has been viewed more than 35,000 times on its
for this deserving family,” said David Duncan, YouTube channel.
Several Georgia-based retailers were
senior vice president of marketing at Mohawk.
“Oftentimes, sponsorship opportunities associ- involved in the project as well. Ideal Interiors
ated with smaller organizations are overlooked. in Suwanee spearheaded the project and served
We are enthusiastic that we were able to support as the general contractor for the remodel,
Sunshine on a Ranney Day, a young and ener- while flooring retailer Purdy Flooring and
getic non-profit that has a clear vision: support- Design also donated material and labor.
Mohawk provided thousands of square feet
ing families of children with long-term illness.”
Halstead was critically injured when a large of flooring product, including SmartStrand
tree branch fell on his head while playing Silk with DuPont Sorona Cascade Forest and
outside at daycare. Against all odds, Tripp sur- Etchware carpet and Mohawk Simplesse
vived several high-risk surgeries and continues luxury vinyl tile, throughout the home. Dalto fight innumerable obstacles. The family’s Tile, Mohawk’s sister company, also donated
journey is well-documented on Facebook and material for the master bathroom. FCW FCW
Correction
Corrections
August 26, 2013
82613pages.indd 17
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17
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Harmony™
Take a design passion and
make it a lifestyle expression,
with HARMONY by Marazzi
USA. Bold linear slashes of
colored grains immediately draw
your attention. A color-body
porcelain tile, HARMONY brings
you a unique modern, exotic
wood look for every room.
www.marazzitile.com
·
8/21/13 2:39 PM
18 Laminate
Private label laminate: A market necessity?
uct, according to Fred Giuggio, vice president
of sales and marketing, Kronotex USA.
“We certainly don’t want to replace or
Leading distributors and retailers told FCW
that private labeling laminate flooring allows interfere with our Kronotex and Formica
them to compete aggressively on pricing while brand programs, but we do want to comblocking consumers from shopping their pete with importers with product made in
the U.S.A. and, though private labeled, still
products at competing stores and online.
“Internet shoppers have had the biggest backed by a huge brand,” he said.
While North Carolina-based CMH Space
impact on my business; and I’m already
competing with all the Asian product coming Flooring has partnered with recognized
into the West Coast,” said Stephen Kellogg, brands Quick-Step and Formica, it turns to
owner of Modesto, Calif.-based Flooring its private-labeled Carolina Lifestyles lamiLiquidators. “The only way I can compete is nate program to provide dealers seamless and
having product in my own boxes. I even sell consistent offerings despite regional territory
Mannington’s Restoration in my own box. conflicts that can exist with major brands,
It’s not that I don’t trust these companies’ according to Art Layton, vice president of
marketing efforts, it’s that I don’t trust dis- marketing at North Carolina-based CMH
tributors selling online. The goal was never to Space Flooring Products.
“We needed to be able to offer a consistent
be limited to Chinese imports; it was out of
necessity. You can only lose so many jobs to laminate line throughout our entire foota product line available online. With private print and that couldn’t be offered by the two
label, I keep my customers and make profit.” major brands we carry. Private labeling isn’t
Kronotex USA, which supplies Kellogg shopping for price alone. More effort is given
private label laminate from its Barnwell, to looking for the best valued product from
S.C. facility, is in the process of launching a manufacturers that understand our needs
no-frills “white box” program of 12mm prod- and can provide high quality product and
consistent supply,” said Layton.
CMH’s Carolina Lifestyles laminate provides dealers with both traditional and long planks but in a smaller
profile custom display to optimize
showroom space, added Layton.
“Carolina Lifestyles is nowhere
nearly as known as Quick-Step or
Formica, but it offers some of the
Faus, now a recognized brand of its own, started out
private labeling for industry leaders such as Pergo and
exact same features and benefits
Mannington. Shown is Faus Cottage Slate.
and a great deal of marketing and
By Raymond Pina
sampling costs have been avoided
and the savings gets passed on to
the retailer. And you won’t find
Carolina Lifestyles in big box stores
or on the Internet,” he said.
While Quick-Step, Mohawk and
Columbia are poweful laminate
brands, according to Roger Farabee,
senior vice president of marketing,
Unilin Flooring, the company also
Armstrong exclusively markets the Armstrong brand.
offers private labeling.
“Despite the strengths of our Shown here is Weathered Way.
brands, we know that we capture a
finite percentage of the market with ‘leading offer it admit that they still can’t match pricbrand name product.’ There is a segment of ing from Germany and China.
“Private labeling drives and supports poor
consumers who will never end up buying any
of the industry’s leading brand name prod- quality and lessens the value of the category,”
ucts when they make their final purchases. noted Milton Goodwin, vice president of
To help our distributors and retailers capture wood and laminate, Armstrong.
Kellogg said that by the time his private-lathis additional pocket of sales, both Mohawk
and Quick-Step laminate offer private label beled Kronotex product reaches him on the
West Coast, it’s no longer price competitive
programs,” he said.
According to Mary McKinney, marketing with Chinese product but he makes it up by
manager at Clarion Industries, which sup- advertising that its American made.
“I can make 25 percent more because it’s
plies a number of leading laminate brands,
distributors and retailers with private label made in America,” he said. “Part of it is merlaminate from its Shippenville, Pa. facility, chandising; because everyone around me is
consumers are less brand conscious and selling Chinese product.”
Distributors focusing solely on branded
more focused on what features and benefits
a product has to offer. “With a plethora of product said brands generate more sales
web and mobile technologies, consumers are volume but lesser margin. “Our laminate lineup
better equipped than ever to make educated includes Mannington, Faus and Kronotex. We
think this is a fairly strong lineup though our
buying decisions,” she said.
Despite the recent domestic push into margins leave much to be desired. But there is
private labeling, a number of leading brands, no denying that we get considerably more
such as Armstrong, told FCW they are against volume with Mannington,” said David Burke,
it. And the large domestic suppliers that do president of Radio Distributing. FCW FCW
Correction
Corrections
FCW
FCW
Mega mill Classen moves nimbly across the country
[Vancouver, B.C.] Classen’s Berlin, Germany-based mega mill is now capable of
annually producing 1 billion square feet of
digitally-printed laminate flooring — more
than enough to fill U.S. demand by itself —
and landing it at the door of American distributors at 59 cents per square foot through its
North American division, inhaus, based here.
Classen, which has four warehouses scattered
across the U.S., is also preparing to celebrate
its 50th anniversary next year.
“All of the big laminate manufacturers
suffer from the same disease — if you’re going
to be competitive you need to be a monster
facility and always working on your production costs. The production guys always want
to run one color once a year. But we’ve taken
great efforts to be flexible without losing efficiency. Everyday we’re doing handscraped,
highly automated embossed-in-registration
(EIR) and it doesn’t cost us anymore,” said
Derek Welbourn, CEO, inhaus.
Though it is one of the originators of
laminate flooring and has facilities in France,
Poland and Russia, Classen’s worldwide activities remained low key until it publicly settled
an ongoing intellectual property dispute with
Sweden-based Välinge at Domotex Hannover
2012. In the settlement, both parties recognized Classen’s early development of the “fold
down” drop locking system and agreed to
joint license the technology.
“Classen was the first to have an ‘angle drop’
locking system,” said Welbourn. “Our opinion
was that our intellectual property superseded
everyone else. We can say that with confidence
because we won all the court cases. At the end
of the day, we joint licensed and we classify the
technology MegaLoc and Välinge used 5G.
We’re sharing the intellectual property.”
While historically Classen has served as a
low-cost OEM manufacturer serving the likes
of Pergo and other name brands, it is steering
away from that model and is interested in
developing the inhaus brand with North American distributors, according to Welbourn.
“inhaus is our exclusive brand to distributors and we’re playing it up. We’re doing less
and less OEM because it’s not a long term
strategy. It comes and goes and we really want
to work on our branding,” he said.
To its advantage, not only does inhaus come
in under price, it has unique product such as
its seven-foot Long Plank and a revolutionary
waterproof collection due out in 2014.
“One of the keys to our success is getting
the most out of technology. Digital printing is
huge. We can do small production runs without losing efficiency. And we’re now investing
millions of dollars in waterproofing. We’re
figuring it out,” he said.
With a billion square feet of sharply
priced capacity, it’s no surprise — or secret
— that Classen has found its way to America’s home centers. But Welbourn said that
by managing it properly, it has not been an
issue for distributors.
“There are no secrets. I tell our distributors
Classen product is in the home centers,” said
Welbourn. “We’re super big on distributor
partnerships. We work well with our distributors. Our philosophy has always been a profit-
Correction
Corrections
·
82613pages.indd 18
able customer is a happy customer.”
Cal Hughes, president of Salt Lake City,
Utah-based Hughes Western, said, “Classen
is a tremendous European manufacturer.
They’re the reason we got away from Chinese
supply. They have stock and we can draw
product from Calhoun, Ga. or Phoenix, Ariz.
It is an exciting program.” FCW FCW
·
FCW
FCW
Derek Welbourn, inhaus’ CEO, with the 7 foot
Long Plank.
WWW.FCW1.COM
August 26, 2013
8/21/13 12:21 PM
Resilient
19
FiberFloor SPECIFI makes upgrading easy
By Raymond Pina
[Chagrin Falls, Ohio] Tarkett, based
here, has launched 17 of its best selling fiberglass-backed FiberFloor decors in four different levels of product construction and warranties, according to Bruce Ziegler, director
of residential product management, Tarkett.
Dubbed SPECIFI, the intention behind the
program is to provide consumers and retail
salespeople an easy way to upgrade or downgrade features and benefits while maintaining
a desired visual and budget, added Ziegler.
“This is not rocket science in other portions
of the home improvement industry. When
you buy paint, you can get the color in a $15 or
$50 gallon depending on its sheen, quality and
ingredients. Consumers expect that choice in
all other areas of their lives,” he said.
The 17 top-selling FiberFloor SPECIFI
visuals add up to 68 SKUs but feature a wide
range of wearlayers (10mm to 20mm) and
warranties — 10 year limited to lifetime —
added Ziegler. Like all FiberFloor products,
the SPECIFI assortment is also FloorScore certified and now features an Asthma & Allergy
Friendly certification from the Asthma and
Allergy Foundation of America (AAFA) for
both loose-lay and glue-down applications.
“The concept allows people to buy the
floor that is right for them, their current stage
in life and budget without having to sacrifice
the design they want,” said Gary Finseth,
director of residential marketing, Tarkett.
Narrowing the SPECIFI offering down to
the best selling 17 designs simplifies the buying
process for the consumer and frees up precious
show floor and inventory space, added Ziegler.
“We want to hit the majority of our volume
from this collection,” he said. “The consumer
will fall in love with one of these designs. Maybe
she can only afford the opening or middle price
point. But she’ll clearly see what she’s getting at
each price point. Maybe she’ll determine she’ll
have to step up further if she has dogs or kids
running around and wants a lifetime warranty.”
David Zimmer, Tarkett’s Midwest territory sales manager, said whether retailers
start at opening price points or initiate conversation at the high-end, the bulk of sales are
closing in the mid-price range as expected.
“Showing a homeowner that they can
have the visual they want in a commercial
warranty is a strategy that is working to step
consumers up,” he said.
Correction
Corrections
This fall, Tarkett will expand the SPECIFI
platform with eight luxury vinyl tiles (LVT)
and planks in three different constructions
and warranty levels, said Finseth.
“The big picture is not just about quality
and price but color coordination across multiple categories,” he said. “Whether it’s FiberFloor, LVT or laminate, we want to offer a
particular color family across all the floors of
Popular FiberFloor designs, like French Marble, are now available in four construction and
your house.” FCW FCW
warranty levels ranging from 10 years to lifetime.
FCW
FCW
I solved for x with walnut shells.
That’s right, walnut shells. They’re one of the rapidly renewable
materials used in our Ecolibrium™ Bio-Based Wall Base. And a
prime example of our approach to sustainability.
We strive to create products that are not only good for the
environment, but also good for people and good for our customers’
bottom lines. Because creating products that benefit everybody is
the best way to keep sustainability, well, sustainable.
See more innovations and our sustainability story at
tarkettna.com.
With SPECIFI, consumers can choose a
design and adjust wearlayers and warranties
to suit their needs.
Johnsonite_FCW_Aug 26_2013.indd 1
August 26, 2013
82613pages.indd 19
WWW.FCW1.COM
·
·
8/14/13 4:16 PM
8/21/13 12:22 PM
20
Wood Prices
greater price spread. Costs on engineered, said
suppliers, can be controlled a bit better.
Wood flooring saw a nice 7.2 percent
increase in sales dollars in 2012, according
to Catalina Research, with sales posting at
$1.96 billion. While not at 2008 levels, it’s
the best the market has seen since. And wood
continues to be in a growth position in 2013,
Catalina has reported.
There are a multitude of challenges plaguing
the wood market: A number of sawmills shut
down or decreased production during the
downturn. Bad weather impacted procurement
as well. Meanwhile, post-recession, demand has
picked up. And, the flooring industry is competing with other industries for lumber such as
furniture, pallets, etc. Many industry insiders
have called it “the perfect storm.”
But Harry Bogner, senior vice president
of hardwood, Unilin Flooring, said that the
situation is not permanent. “Lumber supplies
continue to be impacted by an improving
economy and less than the ideal logging
conditions, caused by an extended rainy
season. Eventually, the forests will dry out
and supplies will improve. The demand for
hardwood flooring is up this year. New housing starts are up; builder business is on the
rise; there is pent up demand for new housing; and, most importantly, hardwood still
continues to be flooring that people aspire to
have in their homes. Despite the supply and
pricing challenges, hardwood has continued
to retain customer appeal and its place in the
market as a desired flooring option.”
Added Armstrong’s Biedermann, “The
increases do not change our strategy — we
will continue to drive value to the consumer
and give retailers differentiated product that
they can make money on. We will still focus
on providing high quality floors that consumers love, which increase the value of the
home; that retailers can sell; and, that allow
us to be responsible to our shareholders.” FCW
Marketplace
FF_MARKETPL_AD_JULY:Layout 1 7/10/13 2:56 PM Page 1
FLOORFORCE
REACHES OVER
1MILLION VISITORS
A YEAR.
®
*
Your Website Has Become The Most Important
Marketing Tool For Your Flooring Business.
For A FREE Presentation Call
OUR WEBSITES ARE NOW REACHING
OVER ONE MILLION VISITORS!*
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*Number represents total unique visitors driven to flooring retailers using FloorForce
Correction
Corrections
FCW
Mohawk
of carpet in SmartSolutions looked and performed, I thought it would be perfect for hard
surface too. I have dedicated a place in all 15
stores for the SmartSolutions program. Being
private label with better warranties also helps
diversify, pull the program together and give
it identity.”
With 15 stores, training can be difficult to
coordinate, so Mohawk trained all the Bob’s
Carpet Mart RSAs over a two-day period.
“Patrick Warren, senior director of business
development for Mohawk hard surfaces, did
a great job,” Keller said. “It was a strong presentation with lots to talk about. The visuals
are great and the samples are a nice large size.
The RSAs are all excited to have such a good
looking program to sell.”
With the wood products coming in
mid-August, and the tile arriving later, Keller
expects to have the SmartSolutions program
set up by mid-September.
The wood portion includes 16 engineered
wood finishes and 16 solid wood finishes
in widths from 2 ¼ inches to 5 inches for a
total of 45 SKUs. “The wood products will
have unique SmartSolutions technology for
cleanability and performance — Armormax
Performance Protection with Scotchgard
Advanced Repel technology, carrying a 50
year warranty. It is a process that is built into
the finish. It is not a coating and won’t wear
off,” Byrne explained.
The tile menu includes 45 ceramic and
porcelain SKUs that are an assortment of
designer friendly colors and styles for floors
and walls with all the trim pieces. The products use Mohawk’s Reveal Imaging digital
technology. “We replicate the look of stone
and wood,” Byrne said. “These products
also feature Tru-Edge for tight installation
and Microban antimicrobial protection. A
majority of these tile products are made in
the U.S.”
The new SmartSolutions program is on
trend and all the products carry a 60-day
customer assurance guarantee, according to
Byrne. “We want the consumer to have peace
of mind about her purchase. If she changes
her mind within 60 days of installation,
Mohawk will change the flooring out with
another Mohawk product of equal or greater
value,” he explained. FCW FCW
Correction
Corrections
FCW
FCW
561.394.7876 or Visit Us At FloorForce.com
82613pages.indd 20
website technologies.
The New Leader
in Flooring
Software
FCW
FCW
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only management software that
runs native and optimized on
iPad® and iPhone®.
Call to learn WHY
others attempt
to imitate us.
We Sell Freedom
pacific-solutions.com 800.400.4927
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your target
audience with...
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Covering
Weekly’s
Classifieds
Working together on SmartSolutions’ training: Jeff Wilson and Jaimie Smith,
Mohawk; Ed Keller, Bob’s; Patrick Warren and Jamie Byrne, Mohawk.
®
Visit us at:
www.FCW1.com
Call FCW
today!
516•227•1407
8/21/13 1:17 PM
Stacey Iaccino
fcwservices@hearst.com
Call: (516) 227-1407
Fax: (516) 227-1342
Classifieds
Business Opportunities
WE HELP DEALERS
Private labels, specialty mills & etc.
Call us now at 800-228-4632
www.carpetbroker.com
TIRED OF PAYING TOO MUCH
FOR SLOW FREIGHT?
AFFORDABLE and FAST transport of your
rolls and/or carpet tiles from ALL DALTON
area mills to Northern Virginia, Washington
DC, Maryland and Philadelphia areas. MAX 3
day transit times. Broadloom rates, LOW as 50
CENTS SY FUEL INCLUDED for orders over
1000 yards. Pay the driver and take a discount
for C.O.D. Call or email for quotes.
NEXT DAY EXPEDITES AVAILABLE.
Visit our web site at
www.carpetlogistics.com
Contact ed@carpetlogistics.com
or Call 410-604-3330 and ask for Ed.
1 CENT/SF FLOORING
ESTIMATING
Fast & Accurate - Callidus Takeoffs
www.commercialflooringestimating.com
WANTED: CUTTING TABLE
Need cutting table for 15’6” or 16’ carpet
and vinyl. Must be in good condition, heavy
duty, auto-adjust. Examples: Accu-Cut Q-9,
Accu-Cut X-33 or comparable.
Call Stephanie 800-922-5582 or email
Stephanie@carpetexpress.com
Career Opportunities
Cavalier Carpet Industries
is seeking a company
Territory Manager
With responsibility of selling rolls to stocking
retailers. Overnight travel is required. Key
territories open are in the Northwest New York/Pennsylvania and Southeast.
Compensation
includes
base
pay,
commission and expense reimbursement
All inquiries are kept confidential.
Send resumes to: email dolliehiggins@windstream.net
or by fax to
706-517-1044 or contact Harold Hair
at 706-264-3882
Direct Sales Agent
Opportunities
• Resilient Locking Systems
• Carpet - How to Compete with Big Boxes
• Laminate - New Visuals and Formats • Bamboo - Strand for Performance
LATICRETE® SUPERCAP®, LLC, manufacturer of the revolutionary LATICRETE SUPERCAP
System, is expanding across North America and seeking exceptional sales candidates in support
of the company’s growth. For more details, visit
www.laticretesupercap.com
and click on the Careers link.
For multiple flooring manufacturer lines.
Territories in Nashville, and Knoxville, TN.
Please email resume
siaccino@hearst.com
Outside Sales for LEEZA
Surfaces - NJ/NY area
Exclusive distributor of HanStone Quartz
premium surfacing solutions is seeking an
experienced Territory Sales Manager.
Establish and maintain relationships
with key Stone Fabricators, K&B, GCs
Developers,
and
National
Brands
throughout NYC/ New Jersey.
Please send resume to:
careers@leezasurfaces.com
HPS North America,Inc.
The Schönox Provider
HPS Schönox is Growing!
Seeking Experienced Sales Professionals with 5-10 years experience in the flooring industry.
Candidates should be technically versed, self-motivated and entrepreneurial. Position
is to develop and support distributors, contractors and end-users with our full line of
subfloor products.
Sales territories are available throughout the U.S.
Potential is significant. Our organization backed by German technology
And foresees many years of incredible growth.
Please send resumes to efarnsworth@hpsubfloors.com
Sales Personnel & Installation
Manager Wanted
America’s Floor Source, one of the nation’s
largest flooring retailers, is seeking
experienced sales personnel and an
Installation Manager for our Columbus Ohio
Corporate headquarters.
Our Company
Redi Carpet is a Texas-based floor covering provider servicing the national apartment
housing industry. We provide our customers with a full range of products, industry-leading
initiatives, and value added services. Rapid growth has propelled us into a national leader in
the multifamily housing industry. Fueled by acquisitions and new markets, we now operate
locations throughout the southern half of the United States.
Outside Sales Professionals for Houston, Dallas, Austin, and San Antonio
Redi Carpet employs the best sales professionals in the industry. Our Account Managers
call on apartment owners and management companies to secure their replacement floor
covering business. Our model is built on repeat sales and successful candidates who grow
their account base can have long careers and generate sizable incomes for themselves.
Candidates should have a proven track record in account development and outside sales
of goods and services. These individuals must be skilled at building and maintaining
relationships. Floor covering experience is helpful, but not required. Self-discipline,
strong work ethic, and professionalism are expected.
We offer extensive training, group health benefits, and 401k program.
For consideration, please email your resume to:
bburgett@redicarpet.com
www.redicarpet.com
General Manager – Las Vegas, NV
Redi Carpet is the largest flooring contractor in the U.S. dedicated solely to providing floor
covering products and installation services to the apartment industry. Our company has
been in business for over 30 years and presently operates in 9 states and 18 cities.
Candidates for this position should possess:
• Minimum 5 years experience in flooring or related industry preferred
• Minimum 5 years management experience
• Ability to assume complete P&L responsibility for the business
• Outgoing personality
• High energy level
• Superior social skills
• Redi Carpet has a benefits package available to its employees including 401(k) Savings
Plan, Health Insurance, Paid Holidays, and Vacation.
Submit resume in confidence to jhagan@redicarpet.com
82613Class/market.indd 21
Ads Close Sept 18, 2013
Next up in FCW, Sept 30 Issue
Sales positions are for our Builder, Property
Management, Wholesale and Retail divisions.
Applicant should have a minimum of 2 years
of flooring experience and a desire to work for
a company that will allow you to grow.
The Installation Manager will be responsible
for managing installers and field techs and
should have a minimum of 3 years of flooring
operational experience.
Salaries commensurate with experience.
401K and health benefits are included in the
compensation package.
Interested applicants should email their
resume to:
Jason@AmericasFloorSource.com.
Randy's Carpets & Interiors
Seeks qualified, experienced flooring
covering installers for immediate sub-contract
work at our Coralville/Iowa City location.
Email john.hofmeyer@randyscarpet.com
for installation rates or additional questions.
SEEKING SALES
PROFESSIONAL
NYC based company is seeking a sales
professional for its NYC showroom. Minimum
of 3 years experience in floor covering
sales. Must be knowledgeable in all facets
of flooring-wood, laminate, carpet, ceramic,
stone. Looking for ambitious and outgoing
personality, professional appearance, with
excellent communication and computer skills.
Full time position. Salary plus commission
with excellent benefits.
Please forward resume to
tsghrrecruit@aol.com
Subscribe Now
The Industry’s Business News & Information Resource
Go to
FloorCoveringWeekly.com/
subscribe
or scan QR code with your
smart phone.
8/21/13 11:59 AM
22 The Last Word
Let the replacement begin
F
selection 44 percent are the three most important attributes
for purchasing, according to respondents; half of new floors
will be installed DIY; and, homeowners continue to see
their home values increasing, which can have a very strong
correlation to their willingness to spend on home improvements with 60 percent saying that increased home values
will increase the likelihood of a remodel project.
Among other findings was the growing awareness among
consumers of well-established retail organizations such as
Lumber Liquidators (72 percent), Empire Carpet (49 percent), The Tile Shop (20 percent) and Floor & Décor (16
percent), as well as Lowe’s and The Home Depot.
When it comes to home centers, respondents said they
still favored the Home Depot over Lowe’s but only by a small
margin. This is in spite of higher scores at Lowe’s for customer service, product assortment and store cleanliness and
organization. Home Depot was favored for its lower prices
and product availability/in-stock levels.
Product availability should be particularly noted by specialty flooring retailers as being a critical factor for consumers. I don’t think the importance of having product available
when and where the consumer needs it can be overstated in
today’s highly competitive market. It also allows retailers to
discuss the value of professional installation.
These results appeared in the April 2013 Piper Jaffray
Home Improvement Survey.
looring replacement appears
to be in the sweet spot of a
strengthening remodel cycle as
it is not an overly expensive project
but can have a high impact on the
look and feel of a room. That’s from
a recent study of consumers by Piper
Jaffray, an investment bank and asset
management firm, that points to continued growth in flooring for the remainder of the year and into next.
In fact, 57 percent of respondents plan to increase remodel
spending over the next 12 months and flooring is tied with
painting for the No. 1 spot in project priority for jobs costing
more than $500. Moreover, long-term demand for flooring
appears healthy with 73 percent of respondents planning to
purchase flooring over the next three years.
Some of the survey’s other key takeaways include: 93
percent plan to complete one or more projects costing more
than $500 over the next 12 months out of necessity, choice
or both; 77 percent say they will engage in a discretionary
home improvement project with painting, flooring, deck/
fence/patio and bathrooms among the highest priority
projects; Hardwood saw the largest increase in homeowner
interest and is now No. 1 taking the top spot from carpet.
Ceramic tile is No. 3 (compared to previous Piper Jaffray
studies); quality 86 percent, low prices 75 percent and broad
— Santiago Montero
Focusing on the future
group, that we come up with new ways
to serve you be it our weekly website
updates and news alerts that deliver
the week’s news right to your screen,
whether it is on your desktop or smartphone. We make sure you don’t miss a
bit of news no matter where you are.
Or it may be to more intensely cover
aligned conventions so that we do more than provide a snapshot of that day but rather insight into strategies and initiatives,
all coming from the top executives who are setting the course
for that group’s growth.
And last year, for example, Janet Herlihy, who covers carpets and rugs for us but who has been a part of this industry for
decades, targeted our retailer coverage as an area she wanted to
help improve. Since then, she has ramped up our retail profiles
spotlighting both the struggles and successes that you all share
as a community of flooring dealers.
We challenge ourselves to do better at this meeting no
matter what it takes. This vision guides us in the coming year.
Part of this vision is the meetings we have with all of you. We
listen intently to what is happening in your business and what
we can do to help, to get your message out in a meaningful
way. Those of you who we don't get the opportunity to sit with;
I invite you in on our think tank. My door is open to you for
sharing your ideas, challenges and struggles even. Come on in.
Y
WEEKL
COVERING
A Hearst
at booths
Visit FCW
#B3370
#S5761 &
SURFACES
2013
Stage
Setting the very
for Reco
rkets
Winter ma
Busines
Commercial
Vol. 62
Supplem
ent to Floor
a l
o d i c
P e r i
news updated
each business
day, visit
us online
om
tion
April 8,
2013
$4
Consolid
ated
installs
St. Mar
y’s
4:42 PM
SchÖnox
sets
flooring
stage
news updated
each business
Fashion
forward
commer
cial carp
et
ges.indd
day, visit
us online
at www.fcw1
.com
17
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3/20/13
s.indd 1
1-28-13page
82613pages.indd 22
Ron Nash of Laticrete
Columnists
Jon Trivers I take the floor (530) 876-8454 jonathantrivers@sbcglobal.net
Chris Ramey Strategic insights (561) 876-8077 cpr@affluentinsights.com
Kermit Baker Beyond the numbers kermit_baker@harvard.edu
Ed Korczak As I see it ed.korczak@gmail.com
Marge Redmond Heard on Main Street marge@oldtownflooring.com
Christine Whittemore Flooring the customer cbwhittemore@simplemarketingnow.com
Tom Jennings First things first (785) 843-1678 thomasjennings@hotmail.com
Advertising
Southeast, Midwest, West Coast U.S. & Canada
Charlton Calhoun (770) 919-7747 Fax (770) 919-1348 ccalhoun4@aol.com
Northeast U.S.
Cal Calhoun (770) 919-7747 Fax (770) 919-1348 chcalhoun3@hotmail.com
Classified Ads
Stacey Iaccino (516) 227-1407 Fax (516) 227-1342 siaccino@hearst.com
Administration
Sherridan Basdeo Advertising Administrator (516) 227-1307 sbasdeo@hearst.com
Carolyn Giroux Audience Development Director (516) 227-1376 cgiroux@hearst.com
Adriana Marzovilla Financial Manager (516) 227-1364 amarzovilla@hearst.com
Steven R. Swartz President & Chief Executive Officer
William R. Hearst III Chairman
Frank A. Bennack Jr. Executive Vice Chairman
Richard P. Malloch Group Head & President
Steven A. Hobbs Executive VP & Deputy Group Head
Robert D. Wilbanks Group Controller
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Floor Covering Weekly (ISSN-0015-3761) is published bi-monthly by Hearst
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S
SURFACE2013
Entries
Ray Pina
Santiago Montero Publisher & Editor in Chief (516) 229-3617 smontero@hearst.com
Amy Joyce Rush Managing Editor (516) 227-1421 arush@hearst.com
Kimberly Gavin Editor at Large (706) 278-3690 kimgavin@aol.com
Raymond Pina Senior Editor (787) 467-1181 raypinafcw@yahoo.com
Janet Herlihy (361) 906-1117 herlihyjanet@gmail.com
Tanja Kern (417) 522-9722 kern.tanja@gmail.com
Brittany Walsh (516) 227-1358 blwalsh@hearst.com
POST
CARE Co
to tackle nference
challenge
s
Cruise and
Business
Mohawk’s Mike Zoellner and
Elise Demboski with a retro Marilyn Monroe
10
By Mallory
1
A Hearst
No. 3
$4
11, 2013
on
Publicati
CEO, president Karel Vercruyssen
2013
Low VOCs
For breaking
fcw4813-pa
Vol. 62
Ralph Boe (right) with newly named
acquisition
Bōlyü Drift
and Brights
installed
at
carpet
tile
of Zoosk, the San Francisc
the social
o offices
dating
service.
3
Beaulieu preps for Boe’s
retirement with co-CEO
CEO
19
al tile pos
ition
$4
Inter view
Scott Hum with
WFC A phrey
Cruise
ing glob
May 6, 2013
A Hearst Business Publication
February
[Orlan
scaled back
do, Fla.]
petsPlus
the last
Alliance
endure
built upon
Flooring
the tough three years in
strategy
/Car- the
order
financial
as it welcom its “Pillars for
industry
Success”
times plaguinto
convent
turn around, . But things are
ion here ed members to this
g
March
beginni
convent
he added.
By Janet
23-26. Underyear’s
ng to
ion theme
“We’re
Herlihy
“Drive 2”,
getting more
to its member
its
help from
s the skills, Alliance brought we had a great
Carpet
necessar
supplier
meeting
tools and
board.
y for a
s; (CARE) America Recover
with our
by the end
“Welcom successful recovery products year,” I think it’s going
y
advisory
will meet
of May.
e to the
to be a great
year.
Ron Dunn
in Wesley Effort
Fla., for
In order
Logue,
recovery,”
Chapel,
growth
its
co-CEO
said John back. Commercial said. “Retail is
head carpet to continue to
ence, April 11th Annual
of
greeting
Confercoming
spearbuilding
is
24-26. Th
members Alliance/Carpet
tively, CARErecycling efforts
has much
is up which strong. Housin
e
sPlus,
the first
at
g and
eff
to be proud organization
He added
day of conventgeneral session
is spurring
have benefi will need help. ecrecogniz
that the
reported
on
ion. The
ing its accompof. And while
“We
, is already
group hopesbusiness.” also
group, he 30-40 stores in
our board ted greatly by
evidenc
lishmen
up
acknow
upcomi
10 percent
getting
goal is more
e of better
members
ts, it
ledges
ng months to open do
this year,
it’s a constan
involved
financial
and challeng there is much
network
Accordi
, but
times ahead.
ing among . Another
The Pillars
ng
to Dr. Bob
t challeng
es to address.
CARE
ance Floorin to Ron Dunn,
Establish
members.
e to keep
Peoples
for Success
moving
vided the
ed
co-CEO
g/Carpe
carpet industryin 2002, CARE
many moving forward with
of Allistrategy
convent
tsPlus,
ing on
ion foundat
prorepresen
the compan
and is
parts demand so
people,
marketattentio
ts the
ion, focusdedicate
y
based
perception,
n,” Peoples
CARE now
ing
out of landfi solutions for keepingd to finding
noted.
plannin
number
g, and
lls. In Septemb
Continu
s 80 certifi
used carpet and another 20
returned
ed on page
ed
processo
er,
national
as
Dr. Bob
executiv
rs of PCC, recyclers
21
network
Peoples
e director
CARE’s
making
“We’re looking to facilitate
of CARE.
carpet recyclinup
CARE was agenda is full.
at big shift
recycling,”
In
preparin
g.
s and trends
ter review
Peoples
g the 2012 mid-March,
in
are
said.
carpet
for Cal
Fourth
influenced
“Some of
Recycle,
Survey,
by the macro
the factors
the CARE Quar- and how
the 2012
CARE
it affects
econom
Annual
ning for
ic climate
small business
the Annual Annual Report,
Peoples
working
es everywh
pointed
plan- market
Meeting
on the fi
out that
ere.”
in April
rebound
nal plan
as the
and sold
s,
due to Cal
which will more new carpet housing
Recycle
eventua
is being
lly be available
Continu
for
Mohawk fina
Gains lead lizes Marazzi
No. 9
Vol. 62
Networki
optimismng, new products
,
drives All
iance
By Mallory
hot prodvery, very
LVT is a
to grow
continue
uct and we
ial and residenare
our commerc
Rush
lines. We
By Amy Joyce
tial LVT product ns at this
Rusprojectio
A year ago, of
ahead of
[Salem, N.J.]
helm
said.
took the
point,” he
he has invested
sell Grizzle Mills, a familySince then,
g the
ton
old
Manning
in overseein
easier
his time
nearly 100-yeardeeply
owned
n, a job made dilithat was
integratio
due
and
company
of careful
and
in tradition
because
the purchase
grounded
industry,
Mangence before
Russell Grizzle
rest of the
the
slow
like
aligned with a big
in a painfully and
values that
at’s been
was mired
then
that company from the start. “Th
His job
for the future
recovery.
d
while nington’s
plot a path
said.
to
announce
he
is
markets
now
new
com- help,” October, the company Commercial
growth in
true to the
In
ton
includes
time to stay
the Manning will carry both
at the same
that both
forces
values.
, includthe Amtico and the Amtico sales
pany’s core
ial products
points to
the
allows
s’ commerc
tile, using
Today, Grizzle
move that
companie
and carpet
n as a strategic its global reach
cial “Choices
LVT, sheet
acquisitio
ton Commer
coming
ton to expand
Manning
on page 47
its LVT
d
Manning
current
bring
Continue
it to3-25-13Co
while enabling n onshore.mmercial.indd 18 n.
mercial productio with the acquisitio
pleased
“We are
at www.fcw1.c
s Publica
March 2013
PINNACLE
4
PRACTICE
& PROCESS
5
PRODUC
T 10
PROMOT
ION &
COMMUN
ICATION
1/18/13
For breaking
— Amy Joyce Rush
Busines
Coverin
g Weekly
Grizz
Mannington’s
Great Floo
wide and rs goes
deep
A Hearst
tion
, product
Acquisition t advantage
heat up
bring markele sets course for future
OklaRoger Voge,
a,” said
Floorin Oklahom president for Star
homa division ng.
& Marble,
ing & Decoratiowner of Paris Tile
up.
casual,
By Janet Herlihy
is picking
re was
Jinx Yoder,
said, “Business after the first
] The atmosphein hotels located
[Dallas
Paris, Texas,
to wait ‘til
s scattered
and the
who wanted buy now.”
the showroom Grapevine, Texas,
the People
in
and
are back to
Fine Floors
in Irvine
small, attending were of the year
t
of Adair’s
large and
is importan
markets
Susan Adair,
retailers,
flooring
c.
“Winter market Surfaces in
Dallas regional products and optimistiwith Dallas, said,
better than
it’s
the
.”
along
us. I think
pleased with
Beaulieu
are not distracted Valley
T&L to
Shaw, Mohawk,
Swiff-Train,
that the suppliers owner of Brazos
in
rs including see a wide range of
Chuck Moreau,with three locations
distributo
.
dealers to
been
programs
has
Design,
drew
area,
the latest
and BPI
Floor &
hear about
Station, Texas d on page 12
g in the
product and
recoverin
the College
Continue
tion is
better retail
Construc
reported
strong
retailers
is
and
market
region
“The builder
sales as well.
No. 7
s Publica
19
Great Floors, No. 9 on FCW’s Top 50
list, boasts an expansive showroom
in Coeur d’Alene, Idaho.
e
” them h
Max boot
sor
ic of
Mag
Wind
Max
variety.
Haleys Flooring & Interiors offers
ABC Carpet & Home’s 6th floor rug
department
Sergenian’s grows in
Wisconsin and Florida
Separate retail brands, expanded commercial
ces and distribution
sales, administrative offi
three
in Madison. In Florida, there are now
— Tampa,
of G. Fried Flooring America stores
The merger of Sergenian’s Floor Coverings
told, sales tallied
G. Fried Sarasota and Jupiter. All
Madison, Wisc. with Florida-based
to Jim
has $25.8 million in 2012, according
Flooring America in November of 2011,
Sergethat Garner, CEO of the parent company
resulted in a vital, diversified business
and the majority
50 U.S. nian’s Floor Coverings, Inc.
is ranked No. 40 in FCW’s 2013 Top
shareholder of the business.
Specialty Retailers report.
In 2008, when the recession hit in Wisconsin,
SergeA member of Flooring America,
onethe builder business accounted for about
nian’s operates a retail store and maintains
a second facility that houses commercial
By Janet Herlihy
For breaking news updated each business
19
11:25 AM
day, visit us online at www.fcw1.com
location
My Flooring America’s Denton, Texas
Sergenian’s showroom features stylish
Hard surface carries
retail out of slump
The
12:15 PM
gates
open
at Surfa
.
2013
about Stainmaster
brand.
coverage
*Surfaces page 4
begins on
Flooring
Newton,
said Ian
put the program
101, who
group.
for the
together
this as a
r, we see
Gavin
“Howeve
”
ent opporBy Kimberly
and
year run,” said Bruce Zwicker, president
in your business.Merritt
margin enhancemadded, not
The National
to invest
when
By Raymond Pina
CEO, Haines. “Housing is rising and
right for you and president Randy a better [L V]
Alliance
. He
tunity,” Newton
disrupter
ering
be
be like throwing
Rush
Both Bell
Floorcov
of more
signifi- interest rates go up it will
definitively
as a market the program
Amy Joyce
offered
Specialty flooring dealers are reporting
collective
2013 will
people trying
that if
Cruise and
for all of us,”
(NFA), a
said that
traf- rocket fuel on a fire with more
nation’s
also said
group
By Mallory
right here
convencant and sustained increases in both store
our number than 40 of the
still relatively low.
support, the
“It starts
Network
success is
Growth, to buy in while rates are
.
gets good
met prior
Flooring
on the year.
fic and store sales across all categories.
growth and
additions
into a
] Shaw
a spotlight
largest retailers, for a midBell. “Your
[O
new We’re coming out of a depression
would pursue
2013 — put
2013
they said, is being fueled by rejuvenated
in January,
dakis, incomlaser sharp
Surfaces
and
one priority.”
Phil Koufi
“Every year
tion — Insight to create targeted,
busi- pretty strong recovery.”
year to
con, said that
meeting
Merritt,
better
home construction, residential remodel
deep
on
comability
a
president
be
g its
Explained
Construction and renovation of
company’s
was
ing NFA
going to
that conventireview. The positive
while expressin and the causes
ness and Main Street commercial.
g program
y says it’s
facilities,
to support
vendor
at last
everybod
business plans
said mercial spaces such as healthcare
the Armstron cant because
their families
have the statistics
informam reported
“I haven’t been this busy in years,”
signifi
ces continue to cern for its dealers,
s.
but we didn’t year we have concrete
especially
owner schools and government offi
group
continue
vely momentu
30-year industry veteran Jeff Kaspin,
more than
. This
ed the first
space on Main it believes in.
to be progressi
fall’s meeting group disintention
crowd of
it represent
Carpet. rise but the return of retail
it. It’s going
told the
), “Shaw
of Monroe Township, N.J.-based A.B.
of carpet.
while the
opportunity.
a new
attendees
proVance Bell
to four years.”
tion to support
his
my Street is proving to be the latest
of And
examine
buy outside
.
potential
(some 3,800 to insure future
officiated
“The amount of traffic coming through
the next three
retail
and CEO
from Armstrong
cussed some closed doors, NFA members
better for
“With new housing comes new
Koufidakis
1,000 dealers
the
together
program
et, chairman
. “My job
Hathafocused
Buff
pieces
wood
door is reminiscent of the good days before
behind
principal
been
the
g
president
Borders,
Berkshire
Warren
have
has put
amazing construction,” said Diana
12 grams publicly embracin
as the new
company
service
best opporsuccess. We
economy went bad. And what’s really
d on page
flooring, Armbuy
first meeting p is to bring the
one it is
quality and
Shaw’s parent
growth and
Continue
January, designer for commercial
during
wood group
to me is how strong business was in
leadershi
Our product made major capital
g.
retail environment
he told FCW
is a new
to with
on you.
that kind strong. “We’re seeing the
and we’ve
e time is
to the group,” en they can choose
ity from Armstron d, introduced
February and March. Usually we get
Th
But
business.
improved
tunities
“Th
opportun
have
$1 billion.
already driving a lot of commercial
So far, we
Scrape Hardwoon, is a collection
of push in April through June. I’m
nts — over
vendor meeting.
American
best for them. participainvestme
conventio
we’re also seeing a lot of hospitals renovating.
in 3/8 the
lly what is
at the fall
ahead of last year. That’s very encouraging.”
available
individua
the NFA
getting mass
dip, America is building again.”
scraped products
adding that
success in
in 10 colors
With the exception of an occasional
had
said,
charge
the
led
high-end
have
have
Available
dakis
of
categories
es.
Hard surface
Koufi
and
with four:
thickness
that success
monthly increases in new home sales
8 percent the first
is starting
tion in carpet,” group can spread
and ½-inch
property of increased sales, up some
the
Grain and
goal as presiNFA program
a trend among homeowners and
to the first quartotal, the
Blaze, Amber
p he believed d and beyond. His on page 7
quality quarter of 2013 in comparison
d
Nest, Autumn
is a direct-shi
managers to remodel with better
hardwoo
Research.
into
Catalina
Continue
to
Eagles
according
program
ter of 2012,
use. The
ve pricing.
goods is driving sales growth residentially. Smokeho
competiti
ble,”
three
members
“We think we’re set up to have a good
is considera
that offers
advantage
1:14 PM
2/8/13
“The price
5/1/13 3:47 PM
4/4/13
Drumline makes noise
first
ong: NFA’s
: Armstrgroup buy option
ight 2013
Shaw’s Ins better future wood
a
ing
Build
ces
“The
the
displays.at
a l
o d i c
P e r i
✓
P e r i o d i c a l
$4
28, 2013
on
Publicati
P e r
i o d i
c a l
FLOOR
Business
FCW
January
A Hearst
Editorial
Thomas Young Group Production Manager (516) 227-1369 tdyoung@hearst.com
Matthew Lippl Production Artist (516) 227-1354 mlippl@hearst.com
T
No. 2
Editorial (516) 229-3600 Fax (516) 227-1342
Advertising (770) 919-7747 Fax (770) 919-1348
Classified Advertising (516) 227-1407 Fax (516) 227-1342
Production
he FCW crew heads to Dalton for a week each year for
our Annual Edit Meeting. We accomplish a lot in the
five days there.
First, we host our annual GreenStep Awards program. It is
always a pleasure to congratulate the winners — their ability
to reach their sustainability goals and set a new standard for
the rest of the industry. This year was no different and we were
proud to welcome Mohawk, Shaw, Tarkett, Beaulieu, Mannington Commercial and Teragren as this year’s winners.
Firmly planted in the back half of this year, the executives
here — company presidents, sustainability executives included
— shared their optimism for the industry's growth.
While here in Dalton, we also have the opportunity to see
our friends and partners in the industry and spend time with
various manufacturers each year and learn more about their
plans and targets for the coming year. It is time well spent and
a commitment we have made and kept for many years now.
The balance of the week is spent with our team sitting
around the table, sharing ideas, perspectives, challenges — we
come together to strategize about how we can better serve this
industry that we are all here to support and help grow. As part
of the Hearst Corporation, FCW holds itself to the highest
standards. You can count on us to continue to be transparent
and steadfast in everything we do.
It is a time commitment that is well worth the days away
from our office and our personal lives because it is here, as a
Vol. 62
FCW Editorial and Sales Headquarters
50 Charles Lindbergh Blvd., Suite 100, Uniondale, NY 11553
(516) 229-3600 • FAX (516) 227-1342
For breaking
5613-pages.indd 1
s.indd 1
2-11-13page
news updated
each business
day, visit
us online
To subscribe: call (866) 813-3752 or go to fcw1.com/subscribe
For reprints of articles: Wright’s Media (877) 652-5295
om
at www.fcw1.c
8/21/13 12:22 PM
Mary Bishop* worked
in her family’s
flooring business and
devoted herself to
her family. When a
Christmas Eve seizure
led to the discovery
of a grade III brain
tumor, Mary suddenly
had to focus on an
intense treatment plan which included
radiation, chemotherapy and
fighting
the tumor.
Good thing someone told
her about the Floor
Covering Industry
Foundation
g
in
lp
he
u,
o
y
c
am lp
i
f
nd
or
d
he
e.
a
h
n
e
s
p
s
a
er
op
s
eu
u
t
g
s
n
a
yo
nd
e
a
o
e
y
r
t
r
i
l
pl
t
u,
e
r
s
t
u
o
f
g
o
y
tr
n
n
r
pe
an
a
e
e
s
ry
w
’
k
t
r
h
v
t
t
a
u
n
e
I
w
s
u
M
“
n
t
t
bo
ha
yo
s
u
a
T
he
r
b
s
w
fi
,
e
ll
u
a
k
e
a
’s
yo
th
m
it
g
t
e.”
,
i
l
u
e
p
h
m
eo
r
p
Fo
ng
i
lp
e
h
l
e
fe
y
il
s
ines
Bus
ng
p*
i
o
r
h
e
s
v
rco
y Bi
lo o
Mar
F
ily
Fam
Do you know someone who could use our assistance? Let them know there’s hope.
For information or to make a donation, please call 714.634.0302 or visit FCIF.org.
*The FCIF treats all of its grant recipients confidentially. Mary wanted to share her story with the public but asked that we keep their identity veiled. Her name has been changed
FCIF_ad_2011_FCW_2.indd 3
9/26/11 2:41 PM
WE HAVE A
GROWING
CAPACITY FOR
YOUR BUSINESS.
April 2009
February 2011
ENGINEERED FLOORS CALHOUN PLANT
April 2012
ENGINEERED FLOORS DALTON PLANT
July 2013
To learn more, visit EngineeredFloorsLLC.com or call us at 866-706-9745
82613pages.indd 24
8/14/13 1:31 PM

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