June 2013 - BOWE Client.com

Transcription

25 stories. 45,000 sq.ft.
of hardwood flooring.
The same outstanding
quality in every box.
That’s Mirage.
Handcrafted Red Oak, Carousel
“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.
floor
trends
June 2013
www.floortrendsmag.com
Resilient Market Study: LVT, Resilient Replacement at the Top
Hardwood Flooring Adhesives: Know What’s Right for the Job
Running Your Commercial Business During Natural Disasters
Modernize
without Compromise
Florida Tile has been consistently setting the standard for some of the most advanced technologies in tile production for many years now. Our belief is: What
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floor
trends
ON THE COVER: Aspire from
Metroflor is a 16” by 16” floating,
groutable LVT flooring featuring
the company’s patented gripstrip technology. Aspire is
available in 14 ceramic and stone
visuals in three collections. Photo
courtesy of Metroflor.
June 2013 + Vol. 15, No. 6
14
features & columns
10
Resilient Market Study: LVT, Resilient Replacement at the Top
by Michael Chmielecki
14
Boosting the Life of the Product with Residential Carpet Treatments
by Michael Chmielecki
22
Hardwood Flooring Adhesives: Know What’s Right for the Job
by Rick Brian
32
Do You Play the Shame/Blame Game?
by Sam Allman
FLOOR TRENDS (formerly National Floor Trends)
Volume 15, Issue 6 ISSN 2168-0051 is published 12
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4
34
Running Your Commercial Business During Natural Disasters
by Dave Stafford
floor
trends
esign
commercial
DC2
DC6
DC9
DC12
LVT a Growing Force in Commercial - by Lauren Forshee
Healthcare Design Update - by Annette Callari
Resilient Flooring in Senior Living - by Christopher Capobianco
Commercial Products
departments
6
7
8
June 2013 + www.floortrendsmag.com
Editorial Comment
Let’s Talk Floor
NeoCon Preview
17
28
50
Coverings 2013 Wrap-Up
NWFA Show Wrap-Up
Ad Index/Products on Display
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• Pre-waterproofed niches, seats and curbs
• Complete waterproofing with RedGard® Liquid
Waterproofing and Crack Prevention Membrane
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With
Saves time and labor over traditional preparation methods.
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WE KNOW SHOWER SYSTEMS. COUNT ON CUSTOM®.
custombuildingproducts.com
800-272-8786
floor
editorial comment
by Michael Chmielecki,
associate editor
trends
www.floortrendsmag.com
For subscription information or service,
please contact Customer Service at:
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Phone : (248) 362-3700, Fax: (248) 362-0317
A Welcome Trend
at Recent Flooring Shows
Group Publisher: Alex Bachrach
BachrachA@bnpmedia.com
Associate Editor: Michael Chmielecki
ChmieleckiM@bnpmedia.com
Digital Content Consultant: Dave Foster
davefoster@talkfloor.com
THERE’S A SAYING IN JOURNALISM: IF IT HAPPENS THREE
TIMES, IT’S A TREND. IT MEANS THAT IF AN EVENT HAPPENS
ONCE, IT’S CONSIDERED AN ACCIDENT; IF IT HAPPENS
TWICE, IT’S MERELY COINCIDENCE. IF IT HAPPENS THREE
TIMES, HOWEVER, THEN SUDDENLY YOU HAVE A TREND
ON YOUR HANDS, SO YOU’D BETTER UNCAP THAT PEN AND
FURIOUSLY START TAKING NOTES.
It’s an unscientific approach at best –
why would something happening three
times qualify a trend? It’s an arbitrary
number, but occasionally, an event
occurring three times really is a trend
at its earliest stages of formation. I feel
this is the case with the flooring industry
right now. At Surfaces, attendance
and enthusiasm were up. At NWFA,
attendance and enthusiasm were up. And
while final numbers weren’t available
at press time, all indications point to
Coverings boosting its attendance this
year as well. In any case, enthusiasm was
definitely high among exhibitors and
attendees.
Every trend needs a name so its key
components can be identified. So what do
we call this trend? How about something
everyone in the industry is thinking? How
about: Let’s Get Back to Work.
The time of wringing our hands and
wondering if the economy is ever going
to recover should be over. The time of
holding back on making improvements to
our business should also be past. Seriously,
if you’re still sitting on your hands instead
of taking whatever steps you need to make
your business healthy again, you’re missing
out. Take advantage of the low interest rates
6
and the reduced pool of competitors, and
invest. Make bold moves. You can afford
them now. Do you know when you can’t
afford them? When the next recession hits.
At Coverings, I saw manufacturers
expanding into new segments, launching
new technologies and engaging in
rebranding campaigns. In other words, I
saw a trade show acting like a trade show
for the third time this year, instead of the
past few years where it seemed each event
was less about new developments in the
industry and more an excuse to hold a
wake and memorial service for the prerecession days.
If I’ve learned anything at this year’s crop
of trade shows in the past few months,
it’s that it’s time to stop holding back.
Look forward, and celebrate every hardwon victory that gets you on the path to
profitability. Go on. Get back out there. ft
Michael Chmielecki has been
writing about the floor covering
industry for BNP Media since
2002. As editor of FCI, he
is always seeking ways to
better connect and inform the
installation community.
Associate Editor: Lauren Forshee
forsheel@bnpmedia.com
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Production Manager: Jennifer Allen-Wise
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Marketing Manager: Kortney Lane
LaneK@bnpmedia.com
Columnists: Sam Allman, Rick Brian,
Annette Callari, Christopher Capobianco,
Dave Gobis, Dave Stafford
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Phone: (248) 244-8264 • wilsonc@bnpmedia.com
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Events: Scott Wolters
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BNP Media Helps People Succeed in Business with
Superior Information
let’s
s
by Dave Foster
Miss Coverings? Not to Worry,
There’s TalkFloor.com
IF YOU DIDN’T HAVE A CHANCE TO GET TO COVERINGS
THIS YEAR, DON’T STRESS. YOU CAN CAPTURE THE
EXCITEMENT OF THE BEAUTIFUL DISPLAYS AND HAVE A
CHANCE TO EXPERIENCE SOME OF THE NEW PRODUCTS
THAT WERE ROLLED OUT AT THE SHOW THROUGH THE
VIDEOS ON WWW.TALKFLOOR.COM.
I would guess the turnout at the show,
which was at the World Congress Center in
Atlanta for the first time (and a perfect venue
for the show, I might add), was up over
last year. According to the many interviews
we captured, the level of excitement and
optimism at the show was up as well.
But don’t take my word for it; watch
some of the interviews we recorded at the
show like the one with Scott Levy, the
exec. VP at Arley Wholesale. Levy shares
his take on the venue, the attendance and
level of excitement, as well as his view of
the marketplace and his expectations for
growth for the remainder of this year. He
outlines how he works with his retailer
customers at the show to involve them in
the purchasing process, and also discusses
some of the new products that captured
his attention – including what he calls the
“new realism,” and what he feels it will
likely mean for ceramic’s market share.
The buzz at the show and the biggest
news to hit the ceramic industry since
Mohawk’s acquisition of Daltile was
Mohawk’s recent acquisition of Marazzi.
In the Talkfloor.com archives you
will be able to watch a video we shot
at Coverings with Gianni Mattioli,
president & CEO of American Marazzi,
where he not only discusses this show, its
traffic, its mood and its venue changes,
but also the acquisition and what that
will mean for both the company and the
marketplace. He also discusses business
in the first quarter at the company
and for the industry, and the level of
optimism he has been seeing lately.
From the contractors’ point of view
we talked with Nyle Wadford, president
of Neuse Tile Services of Youngsville,
NC, who is also the chairman of that
National Tile Contractors Association
(NTCA). He not only provided an
excellent overview of the show but also
filled us in on the various projects the
NTCA is involved in, including how-to
demonstrations that were taking place on
the show floor.
In the archives there’s also a most
interesting as well as entertaining
interview with Florida Tile exec. VP of
sales and marketing Massimo Barbari, a
piano player extraordinaire and a mustwatch interview. You’ll see Barbari in his
high energy and engaging style offer his
take on the show, the marketplace, and
what he’s hearing from the field. He also
reviews some of the products Florida
Tile rolled out at the show.
Finally, a conversation you absolutely
have to watch in the TalkFloor.
com archives is the one with Donato
Grosser, who heads D. Grosser &
Associates. Grosser is an extremely
knowledgeable player in the ceramic
industry and in this conversation he
offers his distinctive take on the show,
the venue and what the market will look
like for the rest of the year.
You will find many more interviews on
Coverings and a wide variety of topics
in both video and audio formats in the
Talkfloor.com archives, including those
that we just don’t have the space to talk
about here. We invite you to check them
out. Do get back to us with your feedback
once you visit, and we also welcome your
input on topics you would like us to look
at in the future. ft
From a PR post at the CRI
to communications director
of the Atlanta Mart, Dave
Foster launched two of
the top industry websites
and currently hosts his
own Dalton, Ga.-based
radio program, FloorRadio.
davefoster@talkfloor.com.
www.floortrendsmag.com + June 2013
7
Events &
Conventions
by Lauren Forshee, associate editor
NeoCon returns to Chicago’s Merchandise Mart
this year, June 10-12.
NeoCon 2013 to Showcase
New Products and Ideas
NEOCON 2013, THE ANNUAL COMMERCIAL MARKET SHOWCASE
HELD AT THE MERCHANDISE MART IN CHICAGO, WILL FEATURE
OVER 700 SHOWROOMS AND EXHIBITORS DEDICATED TO
THE COMMERCIAL INDUSTRY, JUNE 10-12. NEOCON WILL
BE HOME TO THE LAUNCH OF INNOVATIVE NEW PRODUCTS
IN THE AREAS OF HOSPITALITY, HEALTHCARE, RETAIL AND
MORE. IT IS ALSO A CHANCE FOR HIGH-LEVEL EDUCATION
AND NETWORKING ACROSS THE COMMERCIAL SIDE OF THE
INDUSTRY. THIS YEAR THERE ARE SEVERAL NEW PERMANENT
SHOWROOMS AS WELL AS EXPANDED SPACES.
New commercial floorcoverings will also be a highlight.
“A dozen or so floor covering
manufacturers have concentrated on the 8th floor, showing
a broad range of products from
8
carpet tiles to broadloom and
resilient flooring, giving attendees the convenience of seeing a
number of great flooring products in a relatively concentrated
area,” said Byron Morton, vp
of leasing at Merchandise Mart
Properties.
Along with the concentration
on the 8th floor there are
special focuses on exhibits
showcasing modern design
and ideas. Mohawk for
example, will be showing off
some of their newest ideas
in the Kinzie Wells lobby
of the Merchandise Mart,
and Herman Miller will be
transforming the South Lobby
with ideas aimed at meeting
the requirements of modern
living.
The theme for this year’s
show is “Ideas Revealed,”
with an eye toward inspiring
attendees to be leaders, to
inspire others, to connect with
one another and to discover
new ideas throughout the
commercial industry. “NeoCon
is more than just a trade show;
it’s an outlet for the industry’s
Below: Herman Miller will be among the companies offering
lounges for attendees to network and unwind.
biggest names, biggest ideas and
best products. It has a 45-year
history and is one of the most
recognizable and well-respected
contract furnishings [events] in
the world,” said Morton.
Education and awards. Each
year there are interesting and
educating keynote speakers,
with this year being no
exception. “We have lined up
four incredible and informative
keynote speakers including
Bjarke Ingels, founder of BIG;
Michael Vanderbyl, principal
of Vanderbyl Design; Holly
Hunt, president & CEO of
Holly Hunt; and Lauren
Rottet, FAIA, FIIDA, interior
architect and founder of
Rottet,” said Morton.
Along with the impressive
lineup of keynote speakers, the
event will also offer continuing
education, seminars, student
programs and professional
development, as these types
of events have always been a
major part of NeoCon. The
schedule will include nearly
100 CEU-accredited seminars
and industry association
forums, keeping industry trade
professionals in the know on
the latest trends and updated
techniques. Education at the
show ranges from learning
about sustainability to interior
design and technology, offering
a variety of topics for everyone
to learn something at the show.
Among the special events,
awards in an array of categories
will be revealed, including the
Product Innovations Awards,
which honors product that
“pushes the limits of design
and technology to create a
fresh way of getting the job
done.” Additionally, the
IIDA/Contract Magazine
Showroom & Booth Design
Competition will award those
who create a unique space
with color, texture and use of
lighting. Editors of Metropolis
will also be on-hand to award
their Metropolis Likes Awards
to their favorite products,
exhibits and ideas at the show.
Special exhibits. Look
out for many special exhibits
throughout the floors of
the Merchandise Mart.
BreakPoint Books located
on the seventh floor in Suite
7-2041 will be hosting an
onsite bookstore. There you
can locate books written by
the conference speakers that
cover many different topics
throughout the show.
The BuzziSpace Lounge is
the opposite of what it sounds
like – it is actually designed
as an area for peace and quiet
– to escape the commotion
of the show, make a phone
call, network or just relax.
There are additional spaces
for relaxation in the Mart
including the Herman Miller
Lounge on the first floor,
the GSA Internet Lounge
on the eighth floor and the
SIXINCH Recharge Zone
and Outdoor Alfresco Lounge
on the first and eighth floors.
Don’t forget to check out the
Student Project Display on
the seventh floor, featuring the
future of interior design from
the up-and-coming generation
of young designers.
NeoCon has time on its
side. Being the longest running
commercial furnishings show in
North America, organizers have
learned what works and what
doesn’t. “I firmly believe we’ve
achieved where we are because
we have a pulse on the industry
and have forged important
relationships with industry
leaders who are passionate
about the success of the show
and its invaluable impact on
our exhibitors and attendees
alike,” stated Morton.
The goal of the show is to
leave a lasting impression on
attendees, Morton added.
“We want NeoCon to leave
an indelible mark on our
attendee’s perspective so
when they are working on a
project in the coming years,
they will remember all of the
groundbreaking products and
ideas they saw here, and in the
end, specify them.”
Check out the full list of
events and exhibitors at www.
neocon.com. ft
9
Market
Trends
by Michael Chmielecki, associate editor
2013 Resilient Market Study Findings:
LVT, Residential Replacement at the Top
Pictured is Halo Free, a new PVC-free resilient product
under the Halo brand. Photo courtesy of CBC Flooring.
THE RESILIENT FLOORING SEGMENT CONTINUES TO
GROW, BUT WHAT DOES THAT MEAN IN HARD NUMBERS?
BNP MEDIA’S MARKET RESEARCH DIVISION CONDUCTED
A STUDY ON OUR BEHALF TO FIND OUT. POLLING ACTIVE,
QUALIFIED SUBSCRIBERS FROM FLOOR TRENDS, FLOOR
COVERING INSTALLER AND TILE MAGAZINE. A TOTAL OF 123
RESPONDENTS ANSWERED THE SURVEY, PROVIDING BOTH
A BIG-PICTURE AND GRANULAR LOOK AT THE RESILIENT
FLOORING BUSINESS AND WHERE IT IS HEADED.
As a share of total flooring
sales, resilient flooring
was voted number 2 by
respondents, at 21%. This
was followed by wood (16%),
ceramic tile (13%), laminate
(9%), and bringing up the
rear, stone (4%) and area
rugs (2%). The only product
category that enjoyed a wider
share of total sales was carpet,
at 35%. (See Chart 1).
However, part of this sales
picture may be accounted
10
for by the total retail flooring
space given to each category.
Carpet enjoyed the lead at
39%, followed by resilient and
wood tied at 17%, ceramic
at 13%, laminate at 9%, and
stone and area rugs at a mere
3% and 2% respectively.
Respondents noted that the
two fastest-growing categories
of flooring sold last year were
neck and neck, with hardwood
at 27% and resilient at 26%.
Carpet was close behind at
20%, followed by 9% or lower
for ceramic tile, laminate, stone,
area rugs and what respondents
identified as “other.”
When asked what they felt
would be the fastest-growing
business segment this year, the
clear winner was residential
replacement at 36%, followed
by residential new construction
at 20% and contract/
commercial at 15%, before
petering off to 9% or less for
commercial new construction
and Main Street commercial
projects. Eight percent thought
all segments would be about
the same, and 7% predicted no
growth in any areas.
While residential replacement
was also the fastest-growing
segment last year at 46%,
perception of its growth
for 2013 actually fell 10%.
Meanwhile, residential new
construction posted a much
higher percentage of people
expecting an upturn: 8%
considered it the fastestgrowing part of their business
last year, while 20% expect it to
be the fastest-growing segment
this year. (See Chart 2.)
Residential replacement
accounted for the lion’s share
of 2012 total flooring sales,
at 52%, followed distantly
by contract/commercial and
residential new construction
at 15% each. Bringing up
the rear were commercial
new construction (11%)
(7%). The dominance of
residential replacement was
also mirrored in 2012 total
resilient flooring sales, with
residential replacement at
50%, contract/commercial
at 17%, residential new
construction at 13%, and
commercial new construction
at 12% and 8% respectively.
The retail picture. Among
88 respondents, the mean
average of resilient monthly
sales was 12. The breakdown
was 39% at five to 10 sales a
month, 30% at one to four sales
a month, and 24% at 11 to 20
sales a month. Eight percent
claimed more than 20 sales a
month. For the average resilient
sales per ticket, 72% of 74
respondents saw from $1,000 to
$2,000 or more. The mean was
$1,497. (See Chart 3).
The mean for annual resilient
sales volume was $218,789,
with 35% of 66 respondents
saying it made up $200,000
or more in sales volume, 26%
saying it made up $50,000
to $99,999, 20% saying it
accounted for $100,000 to
$199,999, and 14% claiming it
made less than $25,000. Only
6% said resilient accounted for
$25,000 to $49,999 of sales
volume.
Most of the 123 respondents
saw resilient sales remaining
steady this year. The two
highest responses were
that sales would slightly
increase (41%) or remain
the same (34%). Reasons
for an increase included a
pick-up in the economy and
consumer confidence, ease
of maintenance and the style
of the flooring, increased
awareness/word of mouth for
vinyl and LVT, and overall sales
Chart 1: Overall, what percentage of your total sales does each of the
following products account for?
35%
Carpet
21%
Resilient
16%
Wood
13%
Ceramic tile
9%
Laminate
4%
Stone
2%
Area rugs
0%
20%
40%
Chart 2: What was the fastest growing part of your business last
year? And what do you anticipate will be the fastest growing part of
your business for 2013?
36%
Residential
replacement
46%
20%
New construction
residential
8%
15%
Contract/
Commercial
14%
9%
New construction
commercial
7%
6%
Main street
commercial
2013
3%
Last Year
8%
All the same
11%
7%
No growth in any
of the areas
11%
0%
20%
40%
60%
11
increase for all types of flooring.
In terms of profitability, the two
highest responses for resilient
flooring compared to other
flooring types were “about the
same” at 48% and “slightly
more profitable” at 24%.
LVT was the clear winner
for type of resilient flooring
products sold, at 31%. This
was followed by resilient sheet
(23%), fiberglass-reinforced
vinyl (18%) and tile (16%).
Other types drew 6% or less of
responses. (See Chart 4.)
Internet sales of resilient
flooring barely registered among
respondents. A vast majority
(73%) do not sell or promote
flooring via the Internet. In fact,
only 23% identified using the
Internet for selling or promoting
flooring at all, and a mere 4%
said they directly sold products
via the Internet. Of those that
do sell over the Internet, when
asked to compare Internet
versus in-store sales, the two
highest responses were “about
the same” (39%) and “slightly
lower” (33%).
Installation and sourcing.
With LVT at the lead of
resilient flooring types sold,
it’s no surprise that it also
has the most installation/
labor time devoted to it at
32%. This was followed by
resilient sheet (21%), fiberglassreinforced vinyl (17%) and tile
(16%). Six percent and below
responses included linoleum,
homogenous sheet and “other.”
Painting a broader picture of
the installation industry, 48%
of respondents said they used
independent contractors only,
followed by 31% who employ
or use in-house installers and
21% who use both.
Respondents overwhelmingly
favored sourcing resilient flooring from a distributor, at 67%.
The second most-common
response was domestic manufac-
12
Chart 3: What is your average ticket amount per resilient sale?
15%
Less than $500
14%
$500-$999
45%
$1,000-$1,999
27%
$2,000 or more
0%
20%
40%
60%
Chart 4: Overall, what percentage of your total sales does each of the
following products account for?
31%
Luxury vinyl tile
23%
Resilient sheet
Fiberglass
reinforced vinyl
18%
16%
Tile
6%
Linoleum
Homogeneous
sheet
5%
1%
Other
0%
20%
40%
Chart 5: Over the next two years, what do you see as the biggest
challenges facing resilient floor manufacturers?
Economy
47%
Pricing
47%
Alternative
hard-surface flooring
45%
24%
Product innovation
14%
Installation services
Ability to meet
consumer demand
6%
Other
3%
0%
20%
40%
60%
turer, at 23%. Trailing far behind were import manufacturer
(7%) and sales agent (3%). The
mean average of the number of
suppliers that respondents purchased resilient from was four.
Retailer and consumer
perceptions. Aside from
price, the top deciding factors
when choosing to sell or
promote resilient were product
reliability/quality (54%),
durability (40%) and product
design and styling (37%).
This was followed by brand or
company reputation (24%),
sales rep support (23%),
product availability (21%) and
distributor service/support
(20%).
The top three challenges
facing the resilient segment,
according to respondents,
are big box channels (32%),
demand for alternative floor
covering (26%) and increasing
competition from other
flooring channels (18%).
Perceived future challenges
include the economy and
pricing, both tied at 47%,
followed by alternative hardsurface flooring (45%),
product innovation (24%),
installation services (14%),
ability to meet consumer
demand (6%) and other (3%).
(See Chart 5.)
Within the “other” category
were some interesting comments
from respondents pointing to the
need for more industry training.
These included “the laidback
attitude of sales reps,” “if we do
not provide the proper skills and
show our industry as a successful
trade, there will be no more,”
and “we need more structure and
education in this industry.”
According to respondents,
their customers consistently
rate resilient flooring highly for
maintenance, quality, durability
and selection/styling. The only
slight drop-off in favorable
Chart 6: In general, how do your customers rate resilient flooring on
the following characteristics?
33%
47%
18%
Maintenance
2%
0%
22%
58%
19%
Quality
2%
0%
28%
50%
18%
Durability
3%
0%
18%
57%
21%
Selection/Styling
4%
0%
15%
49%
29%
Price
7%
1%
0%
20%
Excellent
Very good
Fair
impressions was price, which
had a higher percentage of
“very good” impressions than
the maintenance category, but
the least amount of “excellent”
impressions, as well as the most
“fair” and the only “poor.” (See
Chart 6.)
Respondents did not see
much in the way of resilient
40%
60%
Good
Poor
flooring complaints from
consumers compared to other
types of flooring – 46% said
the number of complaints
was about the same and 42%
said there were actually fewer
complaints. The number-one
concern from consumers was
cleaning and maintenance,
cited by 31 of the 123
respondents. The next most
common concern was “none,”
at 27. ft
For more information or to order
a full copy of the 2013 Floor
Trends Resilient Market Study,
contact Ulka Bhide, senior
market research analyst, at
bhideu@bnpmedia.com
(248) 786-1678.
13
carpet
treatment
Stainmaster SolarMax carpet (pictured) features built-in
protection against fading. Photo courtesy of Invista Surfaces.
Boosting the Life of the Product
with Residential Carpet Treatments
HOMEOWNERS LOVE SOFT SURFACES LIKE CARPET, BUT
THEY DON’T ALWAYS LOVE MAINTAINING THEM. VACUUMING
EVERY WEEK OR SO IS ONE THING; SCHEDULING A
HOT-WATER EXTRACTION IS QUITE ANOTHER. HOW DO
MANUFACTURERS KEEP CLAIMS DOWN WHEN THEY KNOW
THAT CONSUMERS ARE NOT ALWAYS GOING TO FOLLOW
MAINTENANCE PROCEDURES? BY OFFERING A FULL RANGE OF
TREATMENTS BUILT-IN TO THE PRODUCT. THESE TREATMENTS
AREN’T DESIGNED TO REPLACE REGULAR CLEANING AND
MAINTENANCE, BUT THEY DO MAKE MISSING AN APPOINTMENT
HERE AND THERE A LITTLE MORE FORGIVING.
Invista Surfaces, which
owns the Stainmaster brand,
offers four treatments for
carpet, to protect against
stains, soil, fading and static.
Steve Griffith, chief marketing
officer, said first it is important
to understand the difference
between stains and soiling.
14
“When consumers spill
something and react quickly,
that’s a stain. Soil builds up
over time. Over half of all
carpet claims are for soil.”
He sees carpet treatments
largely driven by the residential
market. “On the commercial
side of the business, you see
lots of dark colors and complex
patterns. That’s no accident;
it’s to hide stains and soil. You
could use many of the same
technologies in commercial
products, but they are cleaned
more frequently, and so they
don’t often need the same level
of treatments.”
Treatments come in
many options – they can be
engineered directly into the
polymer of the fiber (such
as the company’s anti-fade
SolarMax carpet), applied
during manufacture, or even
purchased as a spray-on
product. According to Griffith,
the most durable option is
engineered into the structure
of the fiber, followed by ones
that are applied during the
manufacturing process.
He said it is important to
understand that pre-applied
products have a shelf life. Some
will stand up for the life of the
carpet; others will not. “At the
point of sale, it’s very easy to
show a carpet standing up to
soil and stains. However, once
you clean the carpet, some
Below: Bliss HealthyTouch, shown here in Artful, features Magic Fresh odor protection
and Silver Release antimicrobial technology. Photo courtesy of Beaulieu America.
of that pre-applied treatment
may be removed. Protection
is always great the first time,
but consumers need to ask
themselves if they’ll have that
same amount of protection
cleaning after cleaning.”
Also complicating the issue is
lifetime warranties, according
to Griffith. “There is a real
warranties misconception
out there. Consumers think
all warranties are the same,
because they all say lifetime.
However, many warranties
are pro-rated. Some start prorating early in the carpet’s life,
and other warranties differ
depending on what channel
you’re in.”
For its part, Milliken offers
a range of technologies in
its Legato modular carpet
tile products for residential
use. These include Alphasan
antimicrobial treatment,
Milliguard stain resistance, and
moisture resistance through the
cushioned backing systems.
According to Stacy Walker,
director of marketing for
Milliken’s global floor covering
division, modular carpet tile
can in itself provide ease of
maintenance. “If a spill or
stain occurs, homeowners can
simply replace one or a few
carpet tiles instead of ripping
up the entire carpet.”
Stephen Lewis, technical
director for Millicare, added
that no matter how many
treatments are offered, regular
maintenance is still essential.
Also, some spills are going to
be harder to clean than others.
“The hotter and more acidic the
liquid, the more likely the carpet
will stain even with an added
barrier. Customers shouldn’t be
surprised if scalding hot coffee
stains their protected carpet.”
He also recommends checking
the carpet’s appearance regularly
for signs of additional soil
and staining. Over time, stain
protection may wear away.
“A soil barrier will wear down
over time, and a customer
may consider adding a new
layer of fiber protection three
to four years after installation,
depending on foot traffic.”
Beaulieu America offers a
range of treatments for their
carpet, including Magic Fresh,
which attacks odors by breaking
them down and returning
them to the air as carbon
dioxide, and Silver Release, an
antimicrobial technology that
uses silver and either zinc or
15
Below: Shaw Floors’ spray cleaner for carpets,
featuring R2X stain and soil resistance.
copper ions to neutralize the
growth of bacteria, mold and
mildew. Both treatments are
exclusive to Beaulieu’s products.
The company also offers
PermaShield advanced stain
protection and 3M’s Scotchgard
Protector.
According to Mike
McAllister, Beaulieu director
of marketing, these types of
treatments are driven mostly
by the needs of consumers.
“Most of the treatments
added to our carpets were
designed and intended for the
residential market, although
Magic Fresh has been used
in some products slated for
16
the hospitality market,” he
noted. “The vast majority
of commercial products
are solution-dyed, which
inherently resist stains, so stain
treatments are generally not
used on commercial styles.”
McAllister added that
polyester and polypropylene
fibers are naturally stain
resistant, and don’t require
any extra boost from an
applied treatment. For any
carpet purchase, it comes
down to educating consumers
on what built-in treatments
can and cannot do. “Beaulieu
has a comprehensive carpet
maintenance guide that is
provided free of charge to
all dealers and consumers,”
he said. “This publication
outlines what can be expected
from carpets with different
protection treatments. It can
be downloaded from the
BlissFlooring.com website.”
One common misconception
is that carpet featuring soil and
stain protector will require little
to no cleaning. McAllister said,
however, that this mindset
is slowly fading. “Over the
past 30-plus years, consumers
have become familiar with the
treatments on carpets, just as
they have with the treatments
on products made by the
garment industry. Just because
your new shirt is treated with
Scotchgard doesn’t mean you
don’t need to wash it. The same
can be said of cleaning your
carpet even though it has a stain
treatment on it.”
Dow Microbial Control,
a unit of Dow Chemical
Co., recently launched Dow
Silvadur, a silver-based
antimicrobial technology.
According to Karel Williams,
global strategic marketing
manager, the treatment can
be used both during the
manufacturing process and by
end-users in home, office and
other indoor environments.
“We are currently partnering
with carpet and rug
manufacturers and other
suppliers who specialize in
blending our antimicrobials
with other leading carpetfinishing treatments –
including most common stain
and soil resist treatments.
Dow Silvadur antimicrobial
is completely compatible
with these commonly used
technologies.”
Williams added that both
residential and commercial
customers are responding to
the need for antimicrobial
treatments in carpets and rugs.
He stressed the importance
of educating the end-user.
“Consumers are one of the
target audiences for our Silvadur
antimicrobial website, with
messaging specific to the science
of antimicrobials in carpet and
rug applications. We ask our
manufacturing customers and
partners to do the same.”
He noted that no matter
what protection is built-in,
it is still important to clean
the carpet regularly. “The
analogy we often use is with
dish care and dish soap. Just
because dish soap contains an
antimicrobial doesn’t mean
consumers using it should wash
their dishes less. The same
is true with carpets and rugs
treated with antimicrobials.”
According to Chris
Yarbrough, Shaw Floors’
director of carpet technology
and performance, his
company’s patented R2X stain
and soil resistance treatment
covers the fiber from top to
bottom. As a result, “spills
which reach the base of the
yarn tufts do not penetrate
and wick back to the top.”
The system is used in most
of Shaw’s residential carpets,
including nylon, polypropylene
and polyester styles, and is also
available as a spray cleaner.
Additionally, R2X is
designed to reduce airborne
household odors, and alters
the surface of the fiber so spills
don’t soak in. “Since most
household spills repel and bead
up, it allows ample time for the
consumer to blot the spill with
a dry cloth within seconds.”
Shaw recommends routine
cleaning and maintenance by a
qualified professional for hotwater extraction every one to
two years. ft
Events &
Conventions
Fiandre’s booth prominently displayed new 5’ by 10’
porcelain slabs that measure only 6mm thick.
New Tiles and Technologies
at Coverings 2013 in Atlanta
COVERINGS 2013, WHICH RAN APRIL 29-MAY 2, TOUCHED DOWN
FOR THE FIRST TIME IN ATLANTA THIS YEAR. THE CHANGE
OF VENUE WAS HARDLY THE BIGGEST NEWS AT THE SHOW;
INSTEAD IT WAS THE MORE THAN 900 EXHIBITORS SHOWING
OFF NEW PRODUCTS, NEW TECHNOLOGIES AND FOR SOME
EVEN NEW BRANDING. WHILE FINAL NUMBERS WERE NOT
AVAILABLE AT PRESS TIME, THE CONSENSUS AMONG SHOWGOERS WAS THAT ATTENDANCE WAS UP AS WELL.
New tiles for walls and
floors. Beautiful ceramic and
stone tiles were on display
from more than 50 countries,
including the United States,
Italy, Spain, China, Mexico,
Brazil and Turkey. Florida
Tile showcased several
collections including Mingle
– featuring limestone, marble
and travertine looks with
mix-and-match options – and
updates to its Streamline range
of wall tile. “We wanted to
fill the gap and offer products
that can be used for both
residential and commercial,”
noted Sean Cilona, Florida
Tile director of marketing.
Cooperativa Ceramica
d’Imola (CCImola) rolled
out six collections across three
brands: Imola Ceramica,
LaFaenza and Leonardo,
including parquet and
wood visuals. According
to company spokeswoman
Catherine Minervini, “It
shows Imola’s capability, just
that they can create that little
nuance between two visuals.”
CCImola was also recognized
as the first Italian company to
be third-party certified to the
Green Squared standard. (See
more about Green Squared
later in this article.)
Crossville unveiled
Hydrotect, a nanotechnology
17
Below: Sean Cilona, Florida Tile, at his company’s booth.
developed by Toto that
is engineered to offer
antimicrobial, self-cleaning
and air-purifying properties.
The treatment is available
for most of the company’s
porcelain tile collections at
an additional cost. “With
Hydrotect, you do not need
harsh chemicals or a degreaser
to clean it,” said Bhavik Patel,
Toto’s director of business
strategy, demonstrating the
new technology at Coverings.
“It decomposes stains, attracts
water and neutralizes smells
while offering an antimicrobial
effect.”
Nicole Kelly, Vitromex
director of marketing, showed
18
her company’s latest red-body
tile lines, including Miramar
and Captiva. “Our redbody tile uses Mexican clay
and features digital printing
technology,” she explained,
adding, “Red-body products
offer a lower price point for
builder markets.”
Fiandre and StonePeak
Ceramics unveiled new 5’
by 10’, 6mm thick porcelain
slabs. According to StonePeak
Ceramics CEO Rodolfo Panisi,
this technology represents
a breakthrough in the tile
industry. “You can offer one
continuous surface, or have
fabricators cut it to size,” he
said.
Interceramic launched
its Moods concept, which
groups wall tiles based on
colors to create different design
concepts. Humberto Maese,
exec. vp of U.S. operations,
stated, “We wanted to match a
design concept with a modular
concept, so designers and
specifiers have an easier time.”
Also at the show, Verve
Ceramics, a new company
from Grupo Lamosa, debuted.
Based in Addison, Texas, Verve
“sells to traditional distributors
while offering streamlined
production,” according to
Brent Schick, marketing
manager. Verve offers a range
of ceramic and porcelain tile
collections including Zone,
featuring an organic stone look.
New installation products.
If there was one common
theme among manufacturers
in the installation products
segment at the show, it was
expanding into new categories.
Among the new products
LATICRETE showcased was
the Floor Heat Wire radiant
heating system and the Hydro
Ban linear drain, one of several
manufacturers capitalizing
on the growing popularity of
linear drain products.
Sean Boyle, LATICRETE
marketing and product
management director, said
offering these types of products
Below: Real Bourdage from MAPEI stands
next to the new UltraCare line.
creates more reasons for
customers to shop under
one brand. “Not offering a
radiant heating system when
selling the tile installation is
like selling carpet without the
pad,” he said, adding, “Shower
installation products are a very
important part of our business.
Without these products, all
the potential for extra business
would just go to a plumbing
showroom.”
Farrell Gerber, Tile Redi
exec. vp of sales, echoed those
sentiments. His company
also displayed linear tile drain
systems, including the Redi
Trench and WonderFall
Trench. “It’s a crossover
product, and so can be used
both in the tile and plumbing
industries.”
Larry Horton, Schluter
Systems national sales mgr.,
also spoke about new shower
products, including the new
KERDI-BOARD prefabricated
shower niche system. He
said his company exhibits at
Coverings for one reason: “This
show represents the pinnacle of
our trade and really supports
our industry. It gives us a
chance to tell contractors and
distributors about everything
we do.”
H.B. Fuller Construction
Products’ TEC brand used the
show to debut a new logo and
tagline: “Imagine. Achieve.”
According to Mike Kroll,
associate brand mgr., the new
branding is designed to get
contractors thinking about
what they can accomplish with
the right products. TEC also
rolled out its new TecniColor
commercial-grade grout.
Several companies celebrated
milestones, including Bonsal
American’s ProSpec brand
with 50 years in business,
and National Applied
Construction (NAC)
Products with 30 years. Eric
Peterson, Bonsal American
director of marketing and
technical services, said the
primary focus for Coverings
was to launch new products,
including rapid-setting
ProColor Plus grout. ProSpec
was also offering giveaways
tied to the company’s 50th
anniversary, but most of the
celebration will be done later
in the year. “We are planning
different events throughout the
year,” he said.
NAC Products celebrated
its anniversary with cake and
champagne on the show floor,
while displaying products
including ECB membrane
and the Extreme Deck
Waterproofing System. Tom
Duvé, NAC Products CEO,
considers 30 years in business
“a great accomplishment.”
19
Below: Eric Astrachan, TCNA, with Interceramic’s Humberto
Maese discussing the company’s new Moods concept.
19a
Bottom: Toto’s Bhavik Patel (looking at camera) and Crossville’s
Noah Chitty demonstrate the new Hydrotect nanotechnology.
Below: LATICRETE’s Sean Boyle discusses his company’s
line of Hydro Ban shower installation products.
Bottom: The Advanced Certifications for Tile Installers (ACT)
program kicked off at Coverings.
19b
Below: Two women pause and refresh
at the Ceramics of Italy booth.
19c
Bottom: Lamosa’s Rogelio Elizondo Garcia
at his company’s booth.
Below: Vitromex’s Nicole Kelly
at her company’s exhibit.
Bottom: Rodolfo Panisi of StonePeak Ceramics discusses
his company’s latest introductions.
19d
Below: The Installation Design Showcase featured NTCA Five Star Contractors, tile and installation
products manufacturers and Atlanta-area design firms partnering to create a bar/lounge, hotel lobby,
inpatient room and master bathroom live on the show floor.
19e
Bottom: Rubi Tools’ booth was
busy throughout the show.
Below: Coverings 2013 welcomed more than 900 exhibitors, and
attendance was expected to be up over last year.
Bottom: A sponsored tram took show-goers
all over the show floor.
19f
Left: Larry Horton of Schluter
Systems explains the preformed
KERDI-BOARD shower niches.
Below: Tom Duvé pours champagne for David Webster,
president of Webster Tile and Bath in St. Simons, Ga.
19g
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THE SEARCH STOPS HERE.
Below: From left, NAC’s Dave Hanna, marketing manager; Tom Duvé, CEO;
and Brian Petit, vp of sales get ready to celebrate 30 years.
“We can hold our own with
the big boys,” he said. “We
are absolutely very honored
that a small smart-up company
can compete against huge
corporations. It took a lot of
pioneering, and we are grateful
to have so many customers
stick with us through the
years.”
USG showcased its
DUROCK EcoCap selfleveling underlayment and
Fast Finish floor patch.
EcoCap features 75 percent
recycled material in the
cement binder. “We take
fly ash, break it down to its
fundamental components,
then use that in the cement,”
20
explained Phil Ciesiulka,
business development director.
“It’s fast-setting, but with a
sustainable feature.”
MAPEI displayed several
products, including Kerabond
T thin-set tile mortar,
Mapesonic 2 sound-reduction
and crack-isolation sheet
membrane, and the UltraCare
tile and stone care line. Steven
Day, MAPEI’s director of
marketing, said the show is
important for his company
for its global reach. “It’s a
big international show for us.
We’re also here to support our
Italian heritage.”
Bostik’s booth featured
eye-catching displays of its
Dimension reflective, premixed urethane grout, paired
with glass tile. “We’re showing
the beauty of grout with
glass, which creates a lot of
excitement and interest with
designers,” noted Brian Day,
Bostik’s market manager
for ceramic installation
systems. “We want to show
our products to everyone in
the trade, whether they’re
contractors, installers or
dealers. This show gives you
that opportunity to make
connections, and meet so
much talent from across the
industry.”
New standards and
certifications. Eric Astrachan,
exec. director of the Tile
Council of North America,
discussed several updates to
the 50th anniversary TCNA
handbook and also recognized
the first birthday of the
Green Squared standard, a
sustainability certification
established by TCNA under
ANSI 138.1. “What the Green
Squared standard brought to
the industry is being able to talk
about green in regards to tile
and installation materials from
more than one attribute. This is
a multi-attribute standard.”
Changes to the handbook
include a new method for
installing tile over concrete
when using a bonded sound
Bottom: TEC’s Mike Kroll holds up the new TecniColor
commercial-grade grout.
reduction membrane, new
requirements for using
waterproofing membranes in
continuous-use steam rooms
and showers, new information
to meet concrete flatness
requirements, and an updated
installation guide for glass tile
based on ANSI 137.2.
Other additions include
a new ventilated rainscreen/
exterior wall systems section,
which Astrachan called “an
exciting area of development,
representing a potentially
massive increase of surfaces
for tile on the outside of
buildings.” There are also
strict new requirements for
coefficient of friction tests,
which are moving to a much
more aggressive standard. “All
parties in the supply chain can
be held responsible for meeting
these new requirements,”
Astrachan warned.
Finally, the handbook offers
new information on thin
tiles. Astrachan stressed that
this is an area that still needs
more research. “There are no
standards out there for thin tile
– none for ISO, none for ANSI.
There are many different types,
thicknesses and assemblies
being used, and all of the
products are being identified
by manufacturers as thin tile.
Many of these products do
not meet breaking strength
requirements, and unfortunately
we are seeing failures.”
The Advanced Certifications
for Tile Installers (ACT)
program made its official launch
at Coverings. The program tests
professional installers on up to
four modules: Large-Format
Tile Installation and Substrate
Preparation, Mudwork, Shower
Pans, and Membranes. It
was developed by both union
and nonunion organizations
including the Ceramic Tile
Education Foundation
(CTEF), the Tile Contractors
Association of America
(TCAA), the International
Union of Bricklayers and
Allied Craftworkers (IUBAC),
the International Masonry
Institute (IMI) and the National
Tile Contractors Association
(NTCA). TCNA member
companies have also contributed
to the program.
At Coverings, eight installers
were certified in the four
modules. “We have four
union guys and four nonunion
guys working side by side to
complete this new industrywide certification,” noted Scott
Carothers, CTEF director of
certification and training, who
was overseeing the event. “The
idea is to have people on both
sides offset the unfortunate
infusion of mediocre labor
in our industry. Unqualified
installers take work away from
qualified people and give the
industry a black eye.”
“It’s become lowest price
wins all, but the ones seeking
the lowest price are also the
ones who scream the loudest
when something goes wrong,”
he added. “We want to
promote quality labor and put
them in demand for quality
installations.” ft
21
savvy
hardwood business
Hardwood Flooring Adhesives:
So Many Variables and Options…
Know What’s Right!
ENGINEERED HARDWOOD FLOORING IS THE FASTEST-GROWING
SEGMENT IN THE HARDWOOD INDUSTRY. IT CAN BE INSTALLED
ON ALL TYPES OF SUBFLOORS (WHERE IT CAN BE FLOATED,
STAPLED OR GLUED) AND HAS BECOME ESPECIALLY POPULAR
DUE TO ITS INHERENT STRUCTURAL STABILITY, ESPECIALLY
FOR WIDER WIDTHS. IN ORDER TO HAVE A SUCCESSFUL
GLUE-DOWN WOOD FLOORING INSTALLATION, IT REALLY
HELPS TO UNDERSTAND THE TYPES OF WOOD FLOORING
ADHESIVES AND HOW THEY WORK. WHILE YOU DON’T NEED
TO BE A PROFESSIONAL CHEMIST TO UNDERSTAND THEM, A
LITTLE KNOWLEDGE OF BOTH CHEMISTRY AND BONDING WILL
GO A LONG WAY. HERE’S A CONDENSED OVERVIEW OF THE
ESSENTIALS.
22
There are basically three
types of adhesive chemistries:
Modified Silicone Polymers
(or MS+), Polyurethanes, and
Acrylics.
MS+. Modified silicone
polymers are considered
hybrids. They create a
mechanical bond with wood,
penetrating into the cell
structure. However, should the
adhesive end up on top of the
finished wood, the outcome is
quite different. The MS+ will
not bond well to this coated
By Rick Brian
An installer works with Stauf’s CBR-970 Renovator
adhesive. Photo courtesy of Stauf.
surface and will clean off easily,
giving MS+ adhesives excellent
long-term cleanability.
With concrete, MS+
products form a chemical
bond. MS+ polymers are
unaffected by water when
cured. They are also typically
zero-VOC and therefore very
ecologically friendly.
Polyurethanes. Polyurethanes
combine with the wood’s lignin,
made of complex chemical
compounds that form parts of
the cell structure, to create a
chemical bond. Polyurethanes
also create a mechanical
bond with concrete. They are
enormously strong and form an
elastic bond. These adhesives are
unaffected by water when cured.
The biggest drawback is
that a polyurethane adhesive
can also form an incredibly
strong chemical bond with the
polyurethane finish on top of
the wood flooring. This makes
trying to clean that spot on
top of the floor you didn’t
notice during installation an
absolute nightmare. They
must be cleaned when wet.
Polyurethanes generally
contain diisocyanates and
solvents, and are considered
low-VOC.
Acrylics. Acrylic adhesives
usually consist of polyvinyl
acetate emulsions. (They
are also sometimes called
“latex,” but the correct term
is “acrylic.”) Acrylic adhesives
are highly filled polymer
dispersions in water. The
typical curing occurs when
the water leaves the dispersion
with the help of solvents.
The polymers coalesce, or
fuse, thus creating a particle
entanglement or matrix.
Acrylic adhesives are highly
susceptible to moisture and
usually require a flashing
off period prior to floor
installation. They clean off
easily with water because of
this, but will fail easily in a wet
environment. When installed
properly, they are an effective,
proven option for engineered
floors.
Unlike the other two
adhesives, which are
waterproof at full cure, acrylic
adhesives are always susceptible
to dilution from water or
water vapor. On the plus side,
acrylics do have a re-bonding
capacity. Lastly, acrylic
adhesives generally are lowVOC, and contain solvents.
What to Use? Here’s a
quick guide to determine
which adhesives are usually
recommended for the various
types of wood flooring
products:
• Engineered plank and
strip: Polyurethanes, MS+
Polymers, Acrylics.
• Parquet: Polyurethanes,
MS+ Polymers, Acrylics.
• 3/4” solids: Polyurethanes
(NOTE: Solids are typically
nailed down, so make sure
flooring manufacturer
approves a glue-down
installation).
• 3/4” shorts: Polyurethanes,
MS+ Polymers.
• 5/16” solids: Polyurethanes,
MS+ Polymers.
Other considerations.
Working with adhesives
and wood floors isn’t rocket
science. Keep in mind,
however, there are always
new products and new
technologies being introduced.
So regardless of the type of
adhesives with which you
are working, or whether they
are a new product or an old
standby, here are some things
to consider regarding your
specific adhesive.
#1: Read the directions
- Never assume that one
particular adhesive will work
just like another adhesive.
There are such a great
variety of adhesives on the
market, even from the same
manufacturer. Be sure to
understand there are specific
directions for making each one
work correctly.
#2: Use the proper trowel!
- Whether you are supposed
to use a V-notch, U-notch or
square-notch, there is a certain
amount of adhesive that is
supposed to be exposed to the
air for a certain amount of
time for it to work correctly.
The trowel must have the right
depth and spacing, and you
need to hold it at the correct
angle to get the proper spread
rate. And here’s another good
tip – if you grind a 3/16”
trowel on concrete for 90 days
or so, it’ll probably get down
23
Below: An installation using TEC’s Multi-Powered Wood Flooring
Adhesives. Photo courtesy of H.B. Fuller Construction Products.
to an 1/8” trowel; so you’ll
need to replace it.
#3: Don’t scrimp - Don’t
try to cheat on the coverage
rate and make your adhesive
go a little further than it’s
supposed to. If you don’t have
enough adhesive, you’re just
going to end up with hollow
#4: Compare square
footage - When you’re
choosing an adhesive, do the
math. Adhesives come in
different size containers and
they all have different spread
rates. To accurately compare
the price you have to do the
simple math of figuring out the
Below: DriTac 6200 Premium Wood Flooring Adhesive.
Photo courtesy of DriTac.
the product being good for a
slab with up to 10 pounds (or
whatever number) of moisture.
Many contractors interpret that
as meaning it’s okay to install
the floor with that adhesive at
that moisture level; but that
isn’t necessarily true. What
the adhesive manufacturer is
ACRYLIC ADHESIVES ARE HIGHLY SUSCEPTIBLE TO MOISTURE
AND USUALLY REQUIRE A FLASHING OFF PERIOD PRIOR
TO FLOOR INSTALLATION. THEY CLEAN OFF EASILY WITH
WATER BECAUSE OF THIS, BUT WILL FAIL EASILY IN A WET
ENVIRONMENT. WHEN INSTALLED PROPERLY, THEY ARE AN
EFFECTIVE, PROVEN OPTION FOR ENGINEERED FLOORS.
spots in your installation. If
you’re using a combination
adhesive/moisture mitigation
product, you won’t have the
moisture protection if you
don’t have enough material on
the floor. Also, use a quality
adhesive for a quality floor.
Your adhesive is the heart and
soul of your installation. If it
fails… you fail!
24
adhesive’s cost per square foot,
not just the cost of the pail.
#5: Understand the
meaning of the moisture
wording on the adhesive
label - There can be some
confusion regarding the
wording and warranties offered
by adhesive manufacturers
about moisture. Oftentimes
you’ll read something about
saying is that their adhesive
will work under those moisture
conditions—not that their
product will protect the wood
floor from that moisture.
#6: “Check ‘n prep” the
subfloor - Many failed gluedown floors are caused by
contractors not taking the time
to properly check and prepare
the subfloor. A concrete slab
should be clean, dry and flat. If
a slab isn’t clean, the adhesive
will form a bond with the
debris, not the slab.
Now that you’ve increased
your hardwood flooring
adhesive knowledge and
vocabulary, you should be well
prepared to tackle your next
glue-down installation with
confidence. Once you become
proficient in your adhesive
know-how, you can also work
on the math of adding dollars
to your bottom line. ft
Rick Brian is President of R. B.
Brian and Associates, Inc.
(www.RBBAinc.com), a management and marketing consulting
company he founded in 1997.
His clients are primarily manufacturers and distributors in the
hardwood flooring and building
products industries. Rick is a
former president of Robbins
Hardwood Flooring and past
board member of the NWFA,
MFMA, and NOFMA. He is currently a member of the NAFCD
and NWFA. RBBA is headquartered in Southern Pines, NC..
513/310-6938
rbrian@RBBAinc.com.
25 stories. 45,000 sq.ft.
of hardwood flooring.
The same outstanding
quality in every box.
That’s Mirage.
Handcrafted Red Oak, Carousel
“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.
Events &
Conventions
HGTV’s Cousins on Call, John Colaneri and Anthony Carrino (front),
meet with DuraSeal staff at their booth. Photo courtesy of NWFA.
Bigger and Better:
NWFA Show Grows by 20 Percent in Dallas
MAKING GOOD ON THE THEME OF “THINK BIG,” THE 2013
NATIONAL WOOD FLOORING ASSOCIATION WOOD FLOORING
EXPO, HELD LAST MONTH IN DALLAS, BOASTED 20 PERCENT
GROWTH IN FLOOR SPACE AS WELL AS INCREASED
ATTENDANCE. AS MICHAEL MARTIN, NWFA PRESIDENT AND CEO
PUT IT DURING HIS OPENING REMARKS, “WELCOME TO OUR
LARGEST TRADE SHOW IN FIVE YEARS.”
If the main theme was size,
the secondary theme was a
focus on collaboration. This
was borne out in several ways,
not least of which was a special
presentation on hardwood
flooring industry trends and
forecasts presented by a panel
28
comprising several competing
trade publications, including
Floor Covering Installer.
According to Martin, collaboration is vital. “There’s a
lot of crossover with manufacturers who do more than
just wood and installers who
do more than just wood. If
we work together, we can
certainly raise the bar on all
offerings.” (for an exclusive
podcast interview with
Martin, visit www.floortrendsmag.com or the Floor
Trends digital edition)
The success of this year’s
show was also the result of
careful planning, Martin
added. “Last year, when we
relaunched the show, we did
some extensive marketing to
show people we had changed
and there was a reason to
come, especially in a down
economy. We did a lot of
outreach with manufacturers
to get their support to come
and exhibit. As a result, last
year the exhibit space was up
30 percent. This year it’s up
an additional 20 percent.”
Speaking during the opening session, Rick Holden,
Below: Dennis Mohn discussed Shamrock Plank Flooring’s
new prefinished program.
NWFA immediate past chairman, noted, “We knew we
were going to have the biggest
show in years.”
Busy show floor. The
show floor featured 45 new
exhibitors, which according to
Martin means both new companies and those who haven’t
been at the show “for several
years.” One brand-new company on the show floor was
Infinity Wood Floors. The
company operates a 25,000
sq. ft. plant and at the time
of the show had been open
for business for less than three
months, according to Pat
Tallier, president. His company was showing off a line of
Northern hardwood floors in
quartersawn and herringbone
looks, as well as a reclaimed
hard maple line.
“This is a great show to get
new leads and new customers,”
Tallier said. “We have a com-
bined 50 years of experience
[at Infinity], and we want to
get out in front of everybody.
It’s great seeing old friends and
making some new ones.”
Dennis Mohn, vp flooring
distribution sales for Shamrock
Plank Flooring, was showcasing
his company’s new prefinished
hardwood flooring program
in both solid and engineered
formats. “We’ve been in the
unfinished business for 10
years. We’ve invested considerably to bring in prefinished,”
he said.
Barbara Titus, Sheoga
Hardwood Flooring &
Paneling vp, shared news on
her company’s expansion plans.
“We’re doubling production
at our existing facility and
expanding into engineered.”
For Powernail, the show
was a chance to display the
company’s new Model 2000
20-gauge Powercleat nailer, as
Below: Barbara Titus of Sheoga Hardwood Flooring & Paneling
discussed her company’s expansion plans.
well as its refreshed packaging
and branding. “We’re here for
the industry, and are changing
to meet its needs,” explained
Joe Allyn, Powernail’s vp
sales and marketing. “We’ve
standardized the look, and are
simplifying rather than trying
to recreate everything.” He
added that many companies are
adapting to the changing needs
of the marketplace. “In the last
12 months, we’ve really seen a
lot of changes in the industry.
The companies that are still
here today are here because of
their financial strength.”
Bruce Whisenhunt, president of distributor Palo Duro
Hardwoods, said he was
encouraged by the turnout at
the show. His company was
exhibiting the latest Lagler
floor sanders and the new
Just Easy Speed Spreader for
dispensing adhesive. “From
our standpoint, this event is a
great opportunity to see what’s
new: the different technologies,
products, maintenance solutions
and finishes,” Whisenhunt said.
“This show is back where it
needs to be; we’ve been busy all
day and there are plenty of fresh
new faces.”
According to Enos
Farnsworth, president of HPS
Schonox, the show represented
the perfect opportunity to
expand into new markets.
Among the products his company was showing was Schonox
APF self-leveling underlayment,
which Farnsworth said could be
nailed into without damaging
the product’s integrity.
“People forget about the
importance of the subfloor,”
he said. “But that is the foundation and the most critical
part. It’s mainly confined to
commercial, but we see a tremendous opportunity in the
residential consumer.”
29
Below: Michael Martin, NWFA president and CEO.
29a
Bottom: Parabond’s Jerry Squier and Sonny Callaham explain the benefits of the company’s
EMC (Easy Moisture Control) product, which comes with its own specialized trowel blade.
Below: Howard Putnam, former CEO of Southwest Airlines, gave a keynote on finding
business success during turbulent times. Photo courtesy of NWFA.
Bottom: Rick Holden, NWFA immediate past chairman.
Photo courtesy of NWFA.
29b
Below: Brett Miller, NWFA technical director of certification and
education, was one of many seminar speakers during the show.
Photo courtesy of NWFA.
29c
Bottom: Charles Peterson, author of Wood Flooring: A Complete Guide
to Layout, Installation & Finishing, spoke about the basic anatomy of
wood and how that impacts hardwood flooring.
Below: Fortane’s exhibit was one of many that enjoyed a
steady stream of customers during the show.
Bottom: FCI’s Jon Namba and Mike Chmielecki give a presentation
on hardwood flooring installation trends during the NWFA show.
29d
Below: Enos Farnsworth, president of HPS Schonox,
talked about his company’s latest installation products.
Beno J. Gundlach Co.’s newest products included Bessey
floating floor spacers that can
be adjusted from 3/16” to
13/16”, and Grizzly Grip Stix
double-faced tape designed for
use with wall base, moldings,
treads and trim. According
to Jeff Gundlach, Beno J.
Gundlach vp, the show gives
his company excellent exposure. “It’s much more effective
than just having our sales reps
knocking on doors.”
Doug Taylor, owner/manager of Taylor Flooring in Waco,
Texas, said he was attending
the show on the lookout for
new equipment. “I want to
find tools that will help us be
more efficient,” he said, adding, “I’m also here to network
30
and meet new people.”
Education. This year’s
event offered a wide range of
educational seminars covering marketing, technical and
management issues. Among the
presentations was one by Frank
Kroupa, NWFA’s director of
technical education, talking
about the five most basic problems for hardwood installation
and maintenance: Cupping,
Buckling, Crowning, Gapping
and Concrete Testing Issues.
For many of these problems
“you have to do forensic work
and find any sources of moisture imbalance,” he said. “If
we could get all the people in
the flooring industry to just use
moisture meters, this would be
a different industry.”
Brett Miller, NWFA technical
director of certification and education, spoke about the importance of accurately pricing a
job. “I didn’t job-cost every job
to make money,” he explained.
“Part of that is about defining a
customer’s expectations. Their
wants and needs are critical in
identifying the cost of the job.”
He added that it is essential
to understand the break-even
point on a job so you will
know whether it is even worth
taking the job on. Also, calculate everything into your final
job cost, including drive time,
insurance and bonding, and
equipment and vehicle wear
and tear. Then add a 30 percent margin. “We all love this
trade,” he said. “We just need
to charge enough to stay in it.”
Business enrichment. This
year’s keynote was delivered
by Howard Putnam, former
CEO of Southwest Airlines. He
offered common-sense lessons
on how to operate a business
during turbulent times. “Things
will get bad, and things will
get better,” he said. “It always
returns to your honesty and
integrity, and those things you
should never change.”
Also at the show, HGTV’s
“Cousins on Call” Anthony
Carrino and John Colaneri
spoke about hardwood flooring trends, and how they went
from contractors to cable television stars. One major aspect
of becoming widely noticed is
having an active social media
Below: Powernail’s Tom Anstett and Joe Allyn show off the new
Model 2000 Powercleat nailer and the company’s refreshed packaging.
presence, according to Carrino.
“We were always active, sharing
our projects with people and even
our competitors, because there
is room for everybody in this
industry,” he said. “Unbeknownst
to us, one of our followers was
connected to HGTV. Being
online allows you to have those
conversations.”
“Also, always show up when
there’s an invite, no matter how
tired you are,” he added. “You
never know who you’ll meet.
It could even be a multimillion
dollar contract waiting for you.”
Next year’s show will be
held April 22-25 in Nashville.
Martin expects more growth.
“One year of growth could be
considered an anomaly. Two
years is the beginning of a
trend. We expect the growth to
continue,” he said. ft
31
art of
retail management
by Sam Allman
What type of manager are you? Do you blame your problems on others, or do
you seek to find the solution? Do you create a hostile work environment, or one
that makes people want to do their best work?
Flooring Managers and Employees,
Do You Play the Blame/Shame Game?
RECENTLY I WAS TALKING TO A CLIENT WHO WORKS FOR
A VERY DIFFICULT BOSS. WHEN THE BOSS WALKS INTO A
ROOM OR COMES TO THE STORE, THE AMBIENCE CHANGES.
DEFENSIVES GO UP AND EVERYONE WALKS AROUND
GINGERLY AND TENTATIVELY AS TO NOT GENERATE THE
IRE OR ATTENTION OF THE BOSS. IT DOESN’T SOUND LIKE A
VERY FUN OR EMPOWERING PLACE TO WORK.
I wonder if the boss is
aware of the kind of work
environment he is creating?
He is constantly creating
fear by looking to criticize
and blame someone for the
32
company’s woes. He loves to
play the blame game and he is
the only one who is playing.
I wonder if he understands
who’s really to blame.
Strange as it may seem, in
my experience, I find a surprising number of companies and
retail operations that are being
run by owners, managers or
bosses that believe generating
fear or using coercion is the
effective means to manage
productivity or sales results.
Studies have proven that these
methods are the least effective
at generating a highly productive workplace. I, personally,
remember a time when I
worked in distribution that
my boss threatened that all
our jobs were on the line if
we didn’t sell out the inventory of a certain product. As if
it were our fault the product
was not selling.
However, instead of
motivation, all the threats and
blame did was to generate
anger and disgust. I certainly
wasn’t motivated to give my
best effort. My motivation
was to solely protect my back.
Maybe that’s why W. Edwards
Deming, the father of the
quality movement, said that we
must eliminate fear from the
workplace in order to maximize
employee productivity.
Many bosses are clueless
about how their behavior negatively affects the motivation
and the performance of their
employees. That’s why awareness is a key characteristic of
street-smart managers. They
observe what works and what
doesn’t work, what’s effective
and what’s ineffective. When
plans and strategies don’t
produce the results that are
expected, they don’t look for
employees to blame or to verbally abuse. Street-smart managers have learned that blaming
employees creates a fearful
workplace and de-motivated
employees. That’s why good
sales managers have teeth marks
on their tongues.
In addition, blame is selfdefeating. Blame takes the
pressure off us temporarily,
but long-term it actually
sabotages our ability to
take action and get results.
Blame alleviates our guilt or
responsibility, but at the same
time it makes us feel powerless
and out of control. And that’s
where it becomes self-defeating.
Whenever we blame someone
or something for our problems,
we give away our feeling of
control. That lack of control
generates within us a feeling
of helplessness. It’s the same
feeling that is generated when
we fail at something.
Failure momentarily makes us
feel helpless. It reminds me of
the times I tried to learn to wind
of depression is helplessness.
What do helpless and depressed
people do? Nothing! They just sit
there hoping that their problems
will go away or that someone
will come to their rescue. How
many people do you know who
were looking for jobs in this
economy and have given up
simply because they tried and
failed a few times? And that is
why blame is so self-defeating.
We defeat ourselves by handing
control to others. Playing that
game causes us to give up more
easily, and get depressed more
often.
the cartoon character, “I is what
I is and that’s all that I is!”
But Mahatma Gandhi
taught, “You must be the change
you want to see in the world.”
We will not change or take
action if we believe we can’t or
feel helpless to do so. Gandhi
also wrote, “As human beings,
our greatness lies not so much
in being able to remake the
world – that is the myth of the
atomic age – as in being able to
remake ourselves.” Our ability
to be aware of our weaknesses
and remake ourselves with
our independent will is what
HOW MANY PEOPLE DO YOU KNOW WHO WERE LOOKING
FOR JOBS IN THIS ECONOMY AND HAVE GIVEN UP SIMPLY
BECAUSE THEY TRIED AND FAILED A FEW TIMES? AND
THAT IS WHY BLAME IS SO SELF-DEFEATING. WE DEFEAT
OURSELVES BY HANDING CONTROL TO OTHERS. PLAYING
THAT GAME CAUSES US TO GIVE UP MORE EASILY, AND GET
DEPRESSED MORE OFTEN.
surf or snow ski. I fell so many
times that I actually came to
believe that I never could learn to
do either. Once I came to those
conclusions, I simply gave up
and never tried to master either
again. The fact is, success in any
endeavor requires persistence.
Mastering any skill takes time
and practice. What have you
tried once or twice to learn or do
and then given up? As Thomas
Fuller said, “All things are
difficult before they are easy.”
Implementing change in
organizations or creating new
habits takes work. Helplessness
sabotages motivation and the
work effort. Mental health
experts say that the primary cause
A corollary of the blame game
is the shame game; same result,
different recipient of the blame.
You make your inadequacies
and your faults the problem. A
person playing the shame game
will say, “It’s just the way I am,”
or “You know how I am,” or “I
am just that way.”
All imply that you are stuck
where you are because you
cannot change. Since you know
you are unable change, it makes
you helpless to even try. I’m
reminded of a lady in one of
my customer service seminars
who justified her loss of patience
and temper with a customer by
saying, “I’m just a hot-headed
person.” Paraphrasing Popeye,
separates us from all other
living creatures. It’s selfdefeating to say we can’t!
So, when we think the
problem is outside of our
control or in others, that very
thought is the problem. It’s
the blaming that self-betrayers
do as they shift responsibility
for what’s going wrong to
someone or something else or
to their genetics.
Street-smart managers do not
play the game. When things are
not going well, they affirm, “I
am the problem.” By becoming
the problem, they can become
the solution. They know they
cannot force or coerce others
to change; they must change
themselves. If they are not
getting the results in their
people or their business they
want, they do not blame or
shame. They ask, “What can
I do differently?” Instead of
using their creativity to worry
like most adults; they use their
creativity and imagination to
discover new solutions and new
actions.
When your life or business
is not working, don’t look
for someone or something to
blame. Don’t play the game.
(By the way, if others are
listening, it takes only minutes
to tell if you are.) Playing
will only create frustration,
disappointment, and anger. It
will make you feel helpless and
hopeless. Blame alleviates your
responsibility, but at the same
time makes you feel powerless
and out of control. It will
dampen your motivation and
productivity and do the same
to those around you. Decide
to be the solution, not the
problem! It’s easier and more
effective. ft
Sam Allman is president
of Allman Consulting
and Training. He is an
internationally recognized
motivational speaker,
consultant, trainer and
author who delivers inspiring
programs in areas such as
leadership, customer service,
management development,
team building, retail sales and
personal quality management.
He has developed many audio
and video programs and has
created hundreds of training
and educational learning
systems.
(770) 425-2142
sam@allmanconsulting.com.
33
commercial possibilities
by Dave Stafford
When gearing up your business to help with disaster relief, remember to
be patient and to show empathy for your clients. They will most likely be
very demanding as they just want to get back on their feet as quickly as
possible. Photo credit: FEMA News Photo.
In the Eye of the Storm:
Conduct Your Commercial Business
With Empathy During Natural Disasters
IMAGINE, IF YOU WILL, YOUR WORST NIGHTMARE, WHEN
EVERYTHING THAT COULD GO WRONG ACTUALLY HAPPENS.
THERE’S NOTHING YOU CAN DO, AND YOU FEEL A TREMENDOUS
SENSE OF FRUSTRATION, ANGER AND EVEN DEPRESSION. THAT
WILL GIVE YOU SOME IDEA OF HOW VICTIMS OF HURRICANE
KATRINA AND SANDY MUST HAVE FELT, AND AS A FLOORING
DEALER, YOU CAN HELP HOMEOWNERS GET BACK ON THEIR
FEET IF YOU’RE PREPARED.
Working in this area will
take an emotional toll on
you and your associates, so
you might as well prepare
for that up front. Potential
clients may be distraught,
upset, have a short fuse,
and be very impatient with
34
any delay in response or
performance. You’ll be dealing
with significant challenges and
nothing will be simple. For
those attuned to this business,
you’ll likely be working
with insurance companies
or other loss mitigation
experts. Expect to have several
sets of eyes looking over your
shoulder. So you need to get it
right the first time.
In my own personal experience,
I suffered damage at a house
due to a freakish weather event
described as a microburst.
High winds and quartersized hail severely damaged
the roof, accessory trim and
painted surfaces. When I
contacted my insurance carrier,
I was impressed that the first
question I was asked was
whether “there needs to be
any immediate protection to
the house.” If so, they were
willing to dispatch someone
immediately.
However, that was not the
case, so their claims handler
walked me through the process
and scheduled a specific time
for an on-site inspection
to review the damage with
me. I now felt a lot better
Below: Running a successful commercial business requires meticulous planning and an eye for detail; running a business to help out
with a disaster will be even more time-consuming and emotionally involving. Photo credit: FEMA News Photo.
about paying those insurance
premiums over the years.
On the appointed day a
thorough inspection was done
by the senior claims adjuster,
notes were made and pictures
were taken. He explained,
“After a cursory review there
is certainly damage to the
point that a complete [roof]
replacement is warranted. I’ll
have the detailed estimate out
to you tomorrow. Are there
any questions?” He went on
to review my policy coverage,
deductibles and probable
depreciation. He was a real pro
and gave me his cell number
in case I thought of any other
questions.
You need this same
professional attitude when
working with distraught and
displaced people who just
want to get their lives back on
track. Sales and project team
members must be impressive.
Select several individuals with
the right temperament and
attitude to handle the sales
effort for your company.
They’ll need a caring attitude,
patience, be willing to listen
and be extremely detailed in
their approach.
They’ll be pulled between
what their clients want and
what an insurance company
will approve for payment.
There will always be some gulf
between the two. One must
walk that fine line of what is
included in policy coverage, or
result in an extra item.
It is prudent to be able to
provide some estimate of out-ofpocket costs. “Ms. Clark, this
particular flooring is certainly
available, but will likely result
in extra cost to you, perhaps
several hundred dollars.” Any
time you can package several
related services, you increase
your chance to closing the deal.
However, watch your markups.
Unless you are doing a LOT
of extra scheduling, a “10 &
10” might be seen as excessive.
If you are too aggressive, then
you’ll be seen to be “gouging.”
After receiving the insurance
company estimate, I contacted
an insurance companyapproved provider to handle
all the details of replacement.
“Jack” showed up on time, was
very efficient, looked over the
estimate of damage and said,
“This shouldn’t be a problem
so I’ll have you a written
estimate out by tomorrow.” I
thought, “Wow, this wasn’t so
bad after all.”
After three days and no
estimate, I called Jack. “Our
computer server has been down
and I couldn’t get anything
out to you. I should be able
to send this out by Monday
afternoon.” I still had high
hopes for an easy solution
to my claim, at least until I
received his estimate.
Jack’s estimate was 22%
over the insurance company’s,
not including depreciation!
When reading the fine print, I
noticed that Jack had figured
an additional markup for
overhead and profit on all
components and labor for
the job. He justified this
since there were accessory
items. I pointed out to him
that any qualified installer
should be able to install the
accessory items. To put this
in perspective, it would be
like a flooring retailer selling
and installing a floor and then
bringing in another installer
to furnish and install wall base
and reducer strips.
I was not happy. So, I ended
up finding a contractor willing
to work with me to minimize
my out-of-pocket costs, be
realistic about what the job was
35
worth and eager to make things
easy for me. I was candid about
what I expected and “Albert”
was specific about the time
needed to get the job done. For
instance, he said he planned to
use a smaller crew over two days
rather than try to complete the
project in one day.
During the process, when
I had questions, they were
promptly answered. Crew
members educated me on
what they were doing and
why. Happily, everything
was completed, I paid the
contractor and have since
recommended him to others.
I also complained about Jack to
something else has to wait,
then so be it. Sell the idea that
you provide a priority service.
Marketing your disaster
relief niche can take various
avenues. Prominent signage
in your company location is
simple to do and might include
a handout or flyers that explain
your service. This is especially
effective when you have a
strong retail business segment.
Television commercials that
are timely can be used in some
markets.
One company took the time
to develop a superb television
commercial with the theme
that “We’ve been in business
and casualty coverage can be a
million dollar source of business;
however, it may take quite a
while to break into this business
and most already have a cadre
of service providers. If you are a
co-op member, they may already
have a program that will allow
you quicker entry. If you are
interested in this business, be
patient and take the long view.
Tips in making this niche
a success: Distribute an
internal plan of action when
a disaster is imminent or has
just occurred. This can include
written procedures for priority
handling of customer calls,
appointments, proposals or
YOU’LL BE PULLED BETWEEN WHAT YOUR CLIENTS WANT AND
WHAT AN INSURANCE COMPANY WILL APPROVE FOR PAYMENT.
THERE WILL ALWAYS BE SOME GULF BETWEEN THE TWO. ONE
MUST WALK THAT FINE LINE OF WHAT IS INCLUDED IN POLICY
COVERAGE, OR RESULT IN AN EXTRA ITEM.
important. Your working
relationship with them is
crucial to avoid any delays.
In the final analysis, your
mindset and tolerance for
dealing quickly with the
problems of others will
determine your success and
profitability. Don’t be greedy,
provide prompt, high-value
service with a smile, and you’ll
have a great niche and be wellrewarded. IF you are going to
dabble in this area, though,
keep it small until you gear up
to handle the volume. You may
decide it’s not for you, either
because of available personnel or
impact on your other business.
A plan always looks great on
paper but may fall apart during
execution; the last situation
you want is to over-promise
and under-deliver in this
critical disaster relief segment.
It will destroy your reputation.
If you need a sobering
reminder, think back to FEMA
after Hurricane Katrina. ft
the insurance company for two
reasons: Slow response with
inaccurate information, and his
attempt to gouge me on price.
Spend time and money to
develop this niche because
you won’t be successful
overnight. A spur-of-themoment approach will almost
certainly guarantee failure.
Plan for it. Sales, project and
supervisory personnel should
all have some training about
what to expect and how
to deliver satisfaction. You
need to have a consistent
approach. Appointments,
proposals, orders, delivery,
and installation should all
be handled as a priority. If
Dave Stafford is a flooring
industry veteran who retired
as executive vice president
of Commercial Carpets of
America (“CCA”), a major
independent flooring dealer
in northern Virginia. Dave
has served as vice chairman
of Floor Covering Installation
Contractor’s Association
(FCICA), and is currently
a member of their Industry
Relations Committee. He
was honored in 2007 with
Honorary Lifetime Membership
for his contributions to the
flooring industry. Dave
provides consulting services
in government contracts and
business operations.
(703) 926-1288
dave@dsainfo.com
36
over 40 years, work with the
largest insurance companies;
we understand, we care,
and we’re here to help you.”
Of course they wanted to
promote their business, but
the underlying effect was to
show empathy. Other print
media or website pages that
focus on your priority services
can be effective. Referrals and
recommendations by previous
clients can be a wonderful
source.
Property management
companies, homeowner
associations and certain
remodeling contractors may be a
great source of leads. Insurance
companies that feature property
quotes, orders, purchasing,
warehousing, delivery and
installation. You might feature
special hours of operation
to handle phone calls and
mobilization of personnel to
support this niche. Sometimes,
in-stock carpet, padding,
laminate, LVT or hardwood
that is available cash-and-carry
can be especially attractive to
someone that “needs something
by tomorrow.” Be flexible and
look for quick-ship items.
Have an arrangement
with other service providers/
subcontractors that are willing
to provide ancillary services
for you. Water restoration and
debris cleanup is particularly
DC2 .....With Style, Durable Construction,
LVT a Growing Force in Commercial
DC6 .....Healthcare Design Update: Hospital Settings Inspired by the Home
DC9 .....Comfort, Style and Durability: Resilient Flooring In Senior Living
DC12 ...Commercial Products
floor
trends
esign
commercial
With Takiron Products, CBC Launches Sixth Brand
CBC Flooring has taken the wraps off of Takiron, the company’s sixth brand of flooring. Pictured is MT Sheet, a slip-resistant product specifically engineered for barefoot
and soft-soled shoe environments like pools and water parks. MT Sheet is offered in a palette of both whimsical primary colors and subtle earth tones, in 10 SKUs.
www.cbcflooring.com
A supplement of Floor Trends magazine
floor
trends
esign
commercial flooring
commercial
by Lauren Forshee, associate editor
Stratum, shown here in Weathered Oak, is an LVT/laminate
floor hybrid from USFloors’ USFContract division.
With Style, Durable Construction,
LVT a Growing Force in Commercial
HOSPITALS, SCHOOLS, CORPORATE OFFICES, RETAIL SHOPS –
WHAT DO THEY ALL HAVE IN COMMON? THEY ALL ENDURE THE
STRAIN OF HIGH TRAFFIC. BUSINESSES IN THE COMMERCIAL
SECTOR NEED A FLOOR THAT CAN WITHSTAND THE TOLL OF
THE PUBLIC’S FEET. LVT CAN OFFER UP A SOLUTION IN AN
AFFORDABLE PRICE RANGE AND A WIDE ARRAY OF COLORS,
PATTERNS AND TEXTURES. WITH THESE FEATURES, LVT
HAS BECOME AN APPEALING OPTION FOR THE COMMERCIAL
SECTOR.
Using LVT in a commercial
location allows for many
options according to Bud
Katzmann, commercial
flooring product manager for
Armstrong World Industries,
“The manufacturing process
DC2
enables designs that replicate
other materials like stones,
metals, woods and specialty
graphics. The combinations of
colors, patterns and sizes means
facility managers and designers
have endless combinations for
just the right impression.”
According to Angelina
Cebrian, IVC US’s marketing
communications manager,
“With LVT, you’re able to
achieve a natural hardwood or
tile look without the expense
or worry. Another way to think
of it is LVT is the hard-surface
version of carpet tile. It’s
modular, and you can easily
repair or replace a luxury vinyl
plank or tile without replacing
the entire floor.”
Natalie Jones, Mannington’s
vp of commercial brand
development and creative
product, considers LVT highly
versatile. “LVT comes in a
range of aesthetics – often
inspired by abstract patterns
and textiles – as well as in
a range of formats.” David
Sheehan, Mannington’s vp of
commercial LVT, agreed. “If a
designer can imagine it, then
Below: Intact luxury vinyl plank in Mesquite Oak,
new from Metroflor.
FLOOR FINDER
365
.com
FINDING
ONE OF THESE
ISN’T EASY...
BUT FINDING A COMPLETE CARE
AND MAINTENANCE LINE FROM MAPEI... IS!
Go to HTTP://FLOORFINDER365.COM
THE SEARCH STOPS HERE.
Flooring
Visit our NeoCon Suite #8-6054 and see our newest Halo, TOLI and Takiron introductions.
Explore our universe of color and design.
Transform any space beautifully with TOLI
International Flooring. It’s resilient, eco-friendly,
simple to install and easy to maintain. Best of all,
it comes in an array of colors and patterns that
are – in a word – stellar.
www.cbcflooring.com
A world of surprising choices.
A world of surprising color choices and beauty are
yours when you choose Indelval Rubber Flooring.
With high-quality raw materials and eco-friendly color
pigments, our green construction will exceed your
www.cbcflooring.com
environmental expectations, which leaves you with
a choice that can only be Indelval.
Beauty that endures.
Enduring beauty,
inspired by nature.
CERES WELS Sheet is now FloorScore
WELS Sheet
certified. This PVC-free flooring provides
a long-wearing, low-emission, lowmaintenance alternative to traditional
www.cbcflooring.com
wear surfaces. Best of all, it’s available in
a wide spectrum of colors – from soothing pastels
to dynamic contemporary tones – so designers
CBC-0077A
love
it as much as Mother Nature does.
P V C- F r e e
©2013 CBC Flooring
by
F L o o r i n g
The HALO Stones & More collection replicates the splendor of ageless stones,
the beauty of windswept sands, ancient walkways and more. And over time,
they reveal an even greater beauty: they retain their elegant colors and rich
detail, even in challenging environments. We turned
to nature for inspiration. You can turn to
Flooring
Halo for yours.
www.cbcflooring.com
Below: LSI offers an LVT floor that
resembles a well-worn hockey rink.
Mannington can create it, in a
wide range of styles.”
The latest product from LSI
mimics the look of a hockey
rink – created for a store that
focused predominantly on
hockey equipment. “The white
ice was colored with blue and
red to create the lines on the
rink. LSI loved the pattern so
much that we have added it
to our standard imagination
collection,” said Rick Moffatt,
creative director and president
of LSI.
Aspire by Metroflor mimics
the look of ceramic and stone
in three different collections:
Novara, Siracusa and Naples.
The groutable tile gives the
LVT a realistic look by adding
real grout in between each tile.
Aspire floats over most existing
subfloors, making installations
DC4
quick and easy. The installers
are able to lay the floor, grout
and cleanup all within the
same day, according to the
company.
LVT can be used in almost
any location, retail, healthcare,
classrooms … you name it, and
it can probably go there, too.
“The success of any resilient
flooring is selecting the right
floor for a particular space by
understanding the customer’s
durability requirements and
preferences,” said Katzman.
Most LVT products feature
a wear-resistant top layer
that helps prevent any heavy
wearing on the floor and also
prevents the floor from being
high maintenance. After a few
years of use the floor typically
needs to be polished in order
to keep the floor in good
working condition. “The LSI
LVT is made durable through
a multi-layer manufacturing
process, quality components
and a glass re-enforced
UV-cured wear layer of
0.7mm thickness. This
technology allows for a
‘mop and go’ maintenance
solution,” said Moffatt.
USFloors has recently taken
the concept of luxury vinyl
tile in a different direction
with the launch of their new
Stratum Engineered Luxury
Vinyl Planks and Tiles.
Stratum is a hybrid floor
that offers features of both
LVT and laminate. Stratum
does not swell when it is
exposed to water and works
well in wet areas; it also
doesn’t swell with changes
in temperature or humidity,
the company said. IVC US is
also experimenting with the
construction of LVT. The
company recently launched
Moduleo, which Cebrian
says is the only LVT product
currently on the market
featuring a double-fiberglass
core. “This double fiberglass
core provides Moduleo
with maximum dimensional
stability, strength and
flexibility while ensuring
an easy and trouble-free
installation process; offering
both click and glue down
installation methods.”
LVT also offers a green story.
Armstrong’s Striations and
Migrations Biobased Tile, for
example, both contain rapidly
renewable, U.S.-grown plant
materials as well as 10% preconsumer recycled content. ft
Hospitality
Educational
Multi-Family
Assisted Living
Healthcare
Retail
Corporate
Unforgettable style. Enduring performance.
Delivering commercial flooring solutions that make great first and lasting impressions
is what Metroflor® is all about. And with so many beautiful and stylish options, there’s
a look that’s just right for any application. Metroflor LVT is durable, easy to install and
easy to maintain – the perfect solution for your next project.
888-235-6672 | metroflorcorp.com
VISIT US AT BOOTH 8-8110
All Metroflor products meet the latest international standards and quality assurance requirements based on ISO 1400, ISO 9001 and ISO 9002.
floor
trends
esign
designs in style
commercial
by Annette M. Callari, Allied ASID; CMG
Healthcare Design Update:
Hospital Settings Inspired by the Home
Striations BBT (BioBased Tile), from Armstrong.
HEALTHCARE DESIGN IS IN A STATE OF
EVOLUTION. ACCORDING TO HEALTHCARE
DESIGN MAGAZINE, “EVIDENCE-BASED DESIGN
SUPPORTS A STRONG CONNECTION BETWEEN
PATIENTS’ COMFORT IN THE HEALTHCARE
SETTING AND HOW IT POSITIVELY AFFECTS
(THEIR RECOVERY TIME) AND THERAPEUTIC
ADVANCES.” THAT’S A POWERFUL STATEMENT—
ONE THAT HEALTHCARE DESIGNERS ARE
TAKING VERY SERIOUSLY. THE CHALLENGE FOR
DESIGNERS IS TO STRIKE A BALANCE BETWEEN
FUNCTION AND AESTHETICS.
First and foremost, the
new direction for healthcare
settings is embracing
residential warmth. The
hospitality industry
originated this “home away
from home” idea and it has
been a successful direction.
DC6
Borrowing from that trend,
healthcare is moving away
from the traditional clinical
designs in favor of more
homey, familiar environments
for patients. The balance that
needs to be struck is making
the patient as comfortable as
possible while still providing
an efficient (and as sterile
as possible) care model.
So how, exactly, is that to
be accomplished? Several
important micro-trends are
moving to the forefront of
healthcare design to attain
that goal:
Personalizing Patients’
Rooms. Special touches
added to a patient’s room
(even before they arrive)
can accomplish this trend
of personalization. Cork
boards with family pictures,
inspirational quotes, and
customized messages from
the nursing staff are just a
few examples. In addition to
necessary overhead emergency
lighting, tableside lamps add
a cozy, home-like feeling.
Natural light and nature
views are becoming more
important. Favorite magazines
and flowers on the bedside
table add a welcoming touch
and help reduce the anxiety
and stress patients are prone
to experience.
Floor Covering Industry’s
Contributions: Products
approved for commercial
use that have a residential
aesthetic are hitting their
stride. LVT in rich wood
tones is a worthy look-alike
to real hardwood floors,
yet can take heavy traffic
and frequent cleanings.
Senior Care facilities have
Below: BioSpec MD from Mannington.
also discovered these solution
products and are successfully
creating attractive personal
spaces for their patients.
Use of Healing Colors.
Color is important. Soothing
but cheerful colors are
the right prescription for
healthcare settings. Blues have
to be used sparingly, as that
color can surpress an already
compromised immune system.
Pastel greens, peachy tints,
buttery yellows and soft pinks
are all good choices, as they
promote an aura of health,
well-being and optimism.
Contributions: Both hard and
soft surface manufacturers are
tuned into commercial color
palettes that are conducive to
healing. Tile, carpet, LVT,
VCT and sheet vinyl all have
refreshed color lines that offer
the design community updated
choices to harmonize with
healing colors.
Sterile Environment
Surface Design. The Center
for Disease Control predicts
that approximately one out
of every 20 hospitalized
patients will contract a
Hospital Acquired Infection
(HAI). Highly trafficked and
touched areas are implicated
in harboring dangerous
pathogens. Because of this,
AIA and ASHE guidelines
recommend nonporous and
seamless surfaces to provide
ideal infection prevention. Use
of copper in drawer pulls,
faucets and even sinks is highly
recommended as copper retards
bacterial growth. Antimicrobial
copper surfaces are quickly
becoming a designer’s new
weapon in the fight against
hospital-acquired infections.
Contributions: Rubber floors
are a solution product for
healthcare, especially for use in
physical therapy environments,
walking surfaces, stairs and
ramps. They provide a safe, slipresistant surface and are offered
in creative color options.
Public areas (corridors,
cafeterias, office areas) can use
a variety of floor coverings as
long as they are durable and
easily cleaned. Innovative
LVT products and high-style
commercial carpets have
answered that call. Patterns for
LVT include wood-like and
natural stone-like aesthetics that
can withstand heavy traffic and
frequent cleanings. Regarding
soft surface choices, carpets
made with solution-dyed nylon
are noted for colorfast properties
and high durability. These types
of nylon carpets retain color
even if they come in contact
with bleach.
Surgical rooms require
seamless floor coverings, and
homogeneous sheet vinyl is an
important solution product.
This flooring used to scream
“clinical”, but if you haven’t
looked lately, patterns and
colors are updated and relevant.
As an example, Mannington
Mills has an interesting
solution-driven product
specifically for healthcare
applications. BioSpec MD
DC7
Below: Mohawk’s Silk Road.
homogeneous sheet flooring
features Quantum Guard
HP, a patented urethane wear
layer with a rating of 9 out of
10 on the MOH (measure of
hardness scale).
Specialty “seamless”
transitions are another huge
benefit in a medical setting,
for patient safety as well
as promoting an antiseptic
environment. BioSpec MD
can be chemically welded
to seal seams, but also can
be chemically welded for
a permanent bond with
designated Mannington
commercial carpets. Of
course, eliminating the
need for transition pieces
is especially meaningful for
areas with wheelchair or
gurney traffic.
DC8
Finally, “beneath the surface”
bacterial retardants are another
important solution the floor
covering industry has tackled.
Specialized backings for
broadloom and carpet tiles
have built-in benefits that are
designed to suit healthcare
installations.
Among the important
features inherent in backings:
impermeable moisture barriers;
no wick-back staining;
superior tuft bind, wet or
dry; dimensional stability;
certifications to meet state
and federal standards; and
guarantees against edge ravel,
wear, and in some instances,
static charge. Specialized
carpet backings represent a
huge investment in R & D on
the part of commercial carpet
manufacturers. Problemsolving design products are the
hot commodity for today and
into the future.
Lean Design. According
to Jeffrey Stouffer, Principal
at HKS Architects, (not to
be confused with FT’s former
editor) “the goal of Lean
Design is to eliminate waste.
This isn’t a one-time effort,
but a never-ending journey
of continuous improvement.
To determine how the built
environment can foster this
type of performance and
process improvement, you
need to identify what waste is
and where it occurs.”
This concept is fascinating
on many levels and brings a
whole new mindset to how we
approach healthcare design.
While Lean Design may
not accomplish the lowest
first cost, initial outlays are
recouped through ongoing
operational savings. Certainly
floor coverings will be a huge
contributor to Lean Design
both now and in the future.
Quality flooring products
that are multi-functional
(offer comfort, good aesthetic,
durability, stain resistance,
anti-microbial, etc.) can save
significant dollars when they
do their job well. The lifecycle
of floor coverings is also a
prime consideration and can be
a major cost saving line-item
for health care facilities.
While manufacturers have
reason to be proud of the
products already serving
the healthcare industry, the
challenge continues. We have
to develop multi-functional,
futuristic ‘smart’ products
that will astound healthcare
designers from both a styling
and functional point of view.
The ultimate goal is to never
sacrifice style and design
while creating a healthy
environment. ft
Annette Callari is a highly
regarded interior design
expert with over 20 years of
residential and commercial
design experience. She is district
manager for Mannington/Amtico
in Southern California. She is an
Allied Member of the American
Society of Interior Designers, a
contributing member of Color
Marketing Group International, and
has authored numerous articles
on color and design trends. She
holds a degree in interior design
from Fullerton College in Fullerton,
California, and a professional
writer’s Certificate from California
State University at Fullerton.
You can reach her at
Annette_callari@
mannington.com.
floor
trends
esign
let’s talk resilient
commercial
by Christopher Capobianco
Comfort, Style and Durability:
Resilient Flooring In Senior Living
Ourdoor resilient is also worth considering, as these products can be “loose laid” and don’t
interfere with drainage or the integrity of the roof itself. Photo courtesy of ECORE International.
WITH MANY OF US GETTING OLDER, IT’S NO SECRET THAT A
GROWING INDUSTRY IN SO MANY AREAS OF BUSINESS TODAY
IS ANYTHING HAVING TO DO WITH OUR AGING POPULATION.
RESILIENT FLOOR COVERING IS NO EXCEPTION, SO HERE
ARE SEVERAL DIFFERENT CATEGORIES OF “SENIOR LIVING”
FACILITIES AND SOME IDEAS ON THE TYPES OF FLOORING
BEING USED.
Independent living (IL),
assisted living (AL), and
nursing home are terms you
may hear with regard to
different types of facilities
geared to seniors, depending on
an individual’s health situation.
Continuing Care Retirement
Communities may have all
three categories in one location.
Independent Living facilities
are often a type of apartment
complex or condominium
geared towards seniors. I
have a friend living in one of
these facilities, and it’s very
much like a luxury apartment
building, with some public
areas and recreational facilities,
and living space that’s no
different from an apartment,
including a full kitchen. These
facilities have flooring needs
not unlike a typical residential
property. Carpet would be
typical in most of the unit,
but resilient is used in kitchens
and sometimes bathrooms for
underfoot comfort and ease
of maintenance. It would not
DC9
Below: Rubber flooring has been a longtime choice for many health care facilities due to its under
foot comfort, “no wax” maintenance and visuals. Photo courtesy of Mondo Contract Flooring.
be unusual to see residential
resilient floors used in these types
of areas, although commercial
products are often preferred for
the added durability. Vinyl tile
or sheet flooring is typically used.
Assisted Living facilities
provide a higher level of care
than IL facilities. Some resident
rooms may have scaled-down
kitchens, but most often
residents live in individual
rooms, and the facility has a
group dining area and common
areas for social and recreational
activities. The décor tends to
be as residential or hotel-like as
possible, with carpet typically
being used in the majority
of the space including the
resident rooms and corridors.
DC10
However, resilient is used in
many of the public spaces for
added durability and ease of
maintenance.
For example, I met with a
designer with a major senior
living chain recently who
was working on an assisted
living project. They use Vinyl
Composition Tile (VCT) for
“back of house” areas such as
employee lounges, sheet vinyl
for the bathrooms, and woodlook vinyl plank for the dining
rooms. Other than the VCT,
their flooring selections lean to
a more residential look and feel,
with wood looks a common
choice in tile or sheet. The
designer said she used a lot of
“LVT,” or “Luxury Vinyl Tile.”
The term LVT is usually
applied to “printed film with
clear wearlayer” stone and
wood-look products, but
not all LVT is suitable for
commercial use, so be aware
of the differences between
materials in this very broad
category. The industry
standard to follow is ASTM F
1700, Standard Specification
for Solid Vinyl Floor Tile. F
1700, section 5.5.1 states, “For
commercial applications, the
wear layer shall be a minimum
of 0.020” (.5mm) thick.” This
is commonly called a 20-mil
wear layer, so if a product
meets this standard it is suitable
for these types of areas.
Many AL facilities have
“Memory Care” units for
Alzheimer’s and dementia
patients. Flooring and carpet in
these areas are generally simple
designs, with very little pattern.
Borders and busy patterns are
not used so as to not confuse
the residents with too much
activity on the floor.
By the same token, hard
surfaces in these areas are
specified to be low gloss. High
gloss floors are used so often in
health care facilities because of
the misconception that “shiny
is clean.” However, studies have
shown that a high gloss floor
can create the perception of
being wet, which in the case of
these patients may change the
way they walk and actually lead
Below: Commercial solid vinyl tile in a wood look as seen in this dining
room in an assisted living facility. Photo courtesy of CBC Flooring/Toli.
to falls. Resilient manufacturers
are producing products geared
to health care that are very low
gloss. Some are “no wax,” but
for floors that need a coating,
floor finish manufacturers have
“matte” finishes as well.
Another resilient flooring
option that is being promoted
for senior living are cushioned
products, for added comfort
underfoot and reduced noise.
Products being used include
vinyl floors with cushioned
backing, or rubber underlayment
installed beneath resilient floors.
Other public areas where
resilient floors may be used
in Independent Living and
Assisted Living facilities can
be fitness centers and outdoor
areas. Fitness flooring could
be an article in and of itself,
as rubber flooring dominates
this category and various
cushioned back vinyl products
are also available. Both provide
underfoot comfort, cushioning
and noise reduction for fitness
activities such as aerobics.
For outdoor areas, there are
some beautiful sheet vinyl and
rubber products, and many
designers don’t know these are
available. Budgets being what
they are, concrete and stone is
predominant outdoors, but from
an aesthetic and comfort point of
view, outdoor resilient is worth
considering. Whenever I work
with someone on a project in an
inner city, I point out “footed”
rubber flooring for outdoor use.
These products can be used on
rooftops because they are “loose
laid” and don’t interfere with
drainage or the integrity of the
roof itself. They can allow an
area that is otherwise not usable
to be converted to a usable
outdoor space.
A Nursing Home is
normally the highest level of
care for older adults outside
of a hospital, and the floor
coverings in these facilities
tend to be more like what
you’d see in hospitals. There
is far less carpet used, so you’d
expect to see resilient such
as vinyl, linoleum or rubber.
There is more rolling traffic on
these floors, so the selection
of product needs to be made
accordingly. Because of more
frequent mopping, many areas
may require sheet goods with
heat-welded seams.
Finally, in addition to
specifying the right floor
for the right usage – such as
commercial grade Solid Vinyl
in high traffic areas, there are
several technical considerations
that need to be considered
in any resilient flooring
specification. Concrete floor
moisture problems continue to
plague our industry so follow
the ASTM F 710 standard
that says “All concrete floors
shall be tested for moisture
regardless of age or grade level.”
Adhesive choices are
many for resilient flooring.
In addition to the common
sense of using the specific
adhesive for the floor being
installed, there are other things
to consider. High-use or very
wet areas may require reactive
adhesives such as epoxy. Spray
adhesives for resilient can
tolerate higher moisture levels
and higher point loads than
most standard adhesives, and
allow for immediate seam
welding and immediate traffic
after installation. There are
“loose lay” resilient products
that don’t use adhesive at
all. These can be handy for
quick turnaround projects
or installation over less than
perfect substrates.
Initial maintenance is
often a confusing part of
resilient flooring projects.
It’s not so much what gets
done as who does it. Not all
flooring contractors are in
the maintenance business, so
if the floor has some type of
specialized initial maintenance
requirement, it’s best to clarify
who will be responsible early
on so there is no confusion
after the floor goes down.
I’m glad to be writing for
Floor Trends again, and I hope
in this short article that I’ve
shed some light on the topic.
There is a lot more to learn,
and there are many experienced
sales reps in our industry
that can help a designer or a
flooring contractor navigate
the wide variety of choices for
senior living and healthcare
flooring. ft
Christopher Capobianco’s
multifaceted career path has
included time as a retailer,
architectural sales rep, technical
support manager, consultant,
instructor, columnist and more.
Reach him at Christopher@
spartansurfaces.com.
DC11
commercial products
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1 Three Distinct Themes
for Chilewich Collections
Chilewich’s latest collections offer
three themes: a “Black + White”
palette across a variety of weaves
and applications; TerraStrand,
signifying that all yarns are moving
from petroleum-based plasticizers
to phthalate-free, renewable
vegetable compounds; and the
company’s BioFelt tile backing
system.
www.chilewich.com
DC12
2 The Collection Line New to
Crossville’s Laminam
Crossville Inc.’s Laminam by
Crossville has unveiled the
Collection line, a porcelain
panel featuring 18 color options.
Collection’s colors range from
bright tones and earthern colors to
versatile neutrals. The line is suited
for residential and commercial
installations.
www.crossvilleinc.com
3 Johnsonite Presents the
Ruby Collection
Ruby by Johnsonite, a
heterogeneous vinyl sheet flooring
is available in 20 colors including
10 rich wood and 10 all-over
patterns. Ruby’s high wearresistance and low-maintenance
properties make this flooring ideal
for use in heavy traffic commercial
areas such as hospitals, schools,
offices and retail applications.
www.johnsonite.com
4 norament satura Provides
Flexible Palette
nora systems, inc. announces
the latest for high-performance
environments like hospitals and
universities. norament satura
combines the performance of
norament grano with an extended
palette that connects with product
lines such as noraplan environcare
and noraplan sentica, offering a
combination of neutrals and on-trend
colors, according to the company.
www.nora.com/us/satura-launch
CONTENT THAT…
positions you as a thought leader
helps solve problems
helps generate leads
IF YOU NEED A VARIETY OF CONSISTENT AND ENGAGING CONTENT, WE CAN PROVIDE IT.
LET’S TALK IT THROUGH. orangetap@bnpmedia.com | www.bnporangetap.com | @orangetap
product and
literature on display
ad index
Company Name
pg. no.
Company Name
pg. no.
CBC Flooring ....................................... DC3
(800) 446-5476
www.cbcflooring.com
Royal Adhesives & Sealants ...................31
(800) 763-7272
www.parabond.com
Chemque`...................................................3
(800) 268-6111
www.chemque.com
Ram Trucks........................................ 26-27
(866) 726-4636
www.ramtrucks.com/commercial
Custom Building Products........................5
(800) 272-8786
www.custombuildingproducts.com
Tuftex Carpet Mills ..................................52
(562) 483-8200
www.shawfloors.com/tuftex
Florida Tile .................................................2
(800) 352-8453
www.floridatile.com
WFCA .......................................................51
(800) 624-6880
www.wfca.org
Metroflor .............................................. DC5
(888) 235-6672
www.metroflorcorp.com
Mirage/Boa Franc....................................25
(800) 463-1303
www.miragefloors.com
Editor’s Note. The Advertiser’s Index is provided
as a service to our readers. No liability is created by
nor accepted for any inadvertent errors or omissions.
Owens Flooring adds
new designer colors
Plankfloor, solidly engineered flooring,
leads the way with a comprehensive new
array of prefinished designer colors in
multiple species targeted to suit all your
project needs. Installation of Plankfloor
can be at any level of the home or in light
commercial applications. Warranties have
recently been extended on time tested
Prefinished Plankfloor to 35 years for
residential and 5 years for commercial
applications. www.owens-flooring.com
www.owens-flooring.com
FIND MORE
OF WHAT
YOU’RE LOOKING
FOR...
FLOOR FINDER
50
365
.com
IndependenT
Contractor primer:
Understanding the Rules
The Government is cracking down on the
classification of independent contractors.
The WFCA has prepared a guide for its members
that gives them a clear and defensible distinction
between contractors and employees, complete
with a sample independent contractor agreement.
“I worked in the IRS Office of Chief Counsel for
more than ten years where I specialized in Worker
Classification and was on the task force that
wrote the IRS training manual on the subject.
This document addresses this complex area of
law extremely well. I have encountered very few
people who truly get it. Mr. King clearly knows
what he is talking about.”
- Kathy Sibbald, Compliance Officer,
CB Flooring, LLC
Minimize your risk.
If you are a member and want to receive a free
copy or if you want to become a member, contact
info@wfca.org or 1-800-624-6880.
VENECIA...a luxurious multi-dye textured carpet
from Tuftex Carpets of California. Inspired by nature
and designed to emulate the look of natural stone.
www.tuftexcarpet.com

June 2013 - BOWE Client.com

Transcription

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