Responding to member needs at Carpet One

Transcription

Vol. 62
No. 15
A Hearst Business Publication
August 12, 2013
$4
9
FLOOR COVERING WEEKLY
The Industry’s Business News & Information Resource
Innovative vinyl flooring
Congoleum
the
Social media wins friends, influences dealers
By Janet Herlihy
More specialty flooring retailers are using a
variety of social media services to connect with
consumers and increase awareness as well as
manage their reputations online. Each of the
major buying groups provide information
and services to help members get started and
maintain current information. And dealers are
appreciating and benefiting from the efforts
being made.
FCW Exclusive
Q2 sales surpass
industry expectations
P e r i o d i c a l
The second quarter’s growth in sales —
approximately 6.7 percent — surpassed the
expectations of industry executives heading
into the quarter. According to industry
executive-level readers of FCWPrime who
recently took part in FCW’s Executive
Quarterly Index survey, this continues the
acceleration of growth that began in the
fourth quarter 2012.
All categories within the flooring industry
81213-pages.indd 1
showed improvement, according to FCW
survey respondents, with April and May
having the strongest growth year to date for
the flooring category. Hardwood had the
best growth, followed by carpet and vinyl.
Laminate was reported the weakest category
in terms of growth, with 39 percent of these
executives seeing the category losing share.
FCW respondents also now forecast a 2013
Making friends on Facebook
“I asked all my personal Facebook friends to be
friends of the business page too,” said Alicia Self,
store manager at Colortile & Carpet in Salem,
Ore. Self oversees the store’s social media activities, including Facebook, Twitter, Pinterest and
LinkedIn as well as a network of members of the
Salem Chamber of Commerce, but Facebook gets
the most attention.
Self, daughter of storeowner David Lee, has been
Continued on page 6
Responding to member
needs at Carpet One
business; to help them take back
market share by supporting core
suppliers; to help them execute
With more than 900 members, it’s
Carpet One’s proprietary merfitting that the theme of this year’s
chandising programs; and, to
Carpet One convention was The
continue to invest in and apply
Power of Partnership.
traditional and digital marketing
The most powerful of those
strategies that drive much of
partnerships, said Eric Demaree,
today’s flooring business.
president of Carpet One, a subAt the core of this is being
Continued on page 19 sidiary of CCA Global Partners, Eric Demaree
responsive to members’ needs
are those between the members
themselves. That’s why it was not Demaree and it is why, in an era where competition
who kicked off this year’s convention, but is fierce and growing, Carpet One members
have been able to grow and take back some
rather a Carpet One member.
Symbolism aside, Demaree states loud and of the market share specialty retailers lost
clear his singular goal: “I have one objective. during the recession, said Demaree.
One question that he keeps hearing from
Everything we do — whether product, training, merchandising, training, systems — is members nowadays is: Now that consumers
to help members sustain profitable growth. are more price-conscious and it is harder to
make money, how to I maintain and improve
That’s it. That’s the whole game.”
The goals of this year’s convention are margins without compromising top line sales?
Continued on page 12
simple: To help members build a profitable
For breaking news updated each business day, visit us online at www.fcw1.com
By Santiago Montero
8/7/13 4:23 PM
PATTERN S of
SUCCESS
MohawkFlooring.com/GetSilk
Patterned carpets sell. Silky-soft patterned carpets sell better. Take advantage
of these stunning SmartStrand Silk carpets to put the best in beauty, style and
softness in the hands of your customers. Silk carpets also make beautiful area rugs.
Contact your local Mohawk representative for details.
CARPET
|
HARDWOOD
|
LAMINATE
|
TILE
|
AREA RUGS
The DuPont Oval Logo, DuPont™, and Sorona® are trademarks or registered trademarks of DuPont used under license by Mohawk.
61713-pages.indd 24
6/7/13 9:18 AM
News
3
Carpet One’s modern market
[Denver, Colo.] Carpet One Floor & Home
presented cutting edge product and the opportunity to expand into cabinets/countertops to
its membership during summer convention,
held here July 30-Aug. 1. The group also
announced additional sales-assisting cyber
applications and backroom website support.
Product wise, the attention was focused
on VeroStone, a new multi-sized collection
of groutable luxury vinyl tile (LVT) and a
new soft-fiber Relax its Lees carpet line. On
the technology side, conference-related apps
provided attendees with maps, directions,
schedules and vendor information.
“Being a part of this group, we get access to
products that are full of value added features.
And we’re making sure we all keep on top
of what technology is available to us. That’s
actually Carpet One’s job; and they’re doing
it well,” said Robert Hautala, owner of J.C.
Jacobs Carpet One in Rock Spring, Wyo.
Carpet One also provided its members with
a Stain First Aid app, which in addition to collecting customer’s email addresses, identifies
and instructs on how to remove more than 50
various types of carpet stains. The app is just
one in an ever increasing library of sales
assisting and information gathering tools at
member’s disposal.
In addition to apps, Carpet One Floor
& Home has enhanced its website portal
and is now available to members in seven
interchangeable, customizable formats.
Carpet One’s optimistic members gather in Mile
“We know how important it is for our High City for their summer convention.
members to have up-to-date websites
and collect email addresses. We’re working technologies will evolve but those fundawith the latest technologies and getting mentals will remain the same,” said Jessica
useful apps into their hands so they can Correa, vice president of marketing for
focus on what they’re good at: selling. The Carpet One Floor & Home. FCW FCW
Correction
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Välinge Wood Powder targeted for North America
[Viken, Sweden] Välinge Innovation, based
here, announced it would begin licensing its
patented Wood Powder technology to North
American laminate floor suppliers in the 4th
quarter, according to CEO Niclas Håkansson.
Wood Powder technology, currently available in Europe on products from MeisterWerke
and Tarkett, allows laminate floor manufacturers to utilize recycled sawdust in combination
with binders, hard particles and pigments in
place of more costly décor papers, wearlayers,
backers and, most recently, digital printing inks,
according to Håkansson.
“We are capable of supplying Wood Powder
products to licensees that cannot convert an
existing line for the time being,” said Håkansson. “The technology is now industrially developed and we are opening up for more licensees.
Volumes are being sold by companies in
Europe and we aim to spread supplies to North
America during the fall of 2013.”
Classen — which invested $655 million in
one of the world’s largest vertically-integrated
laminate flooring facilities located outside of
Berlin, Germany — is considering the technology for North America.
“We like the powder technology and think
we can sell it,” said Derek Welbourn, CEO of
Inhaus, Classen’s North American division.
“The powder provides the equivalent durability of high pressure laminate (HPL); it’s a
much thicker and stronger wearlayer. It’s also
less likely to scratch. And if it does scratch, you
don’t see it because the powder is stacked deep
all the way to the core.”
Initially launched as a means of creating
deep embossed in registration (EIR) while
removing the cost of buying, inventorying and
saturating décor papers and wearlayers, Wood
Powder is now also being used in conjunction
with water to digitally print high-definition
visuals in place of expensive inks that tend to
jam printer heads, said Håkansson.
The ability to incorporate Wood Powder
with digital printing, a key advantage that allows
Classen to maintain efficiencies even while fulfilling short custom order runs, is another benefit of the emerging technology, said Welbourn.
“Välinge touts Wood Powder as a low
cost advantage but saw dust is no longer a
free material, it now has a value as energy in
production plants and is used in landscaping.
But being able to incorporate the durability
of Wood Powder with the flexibility of digital
printing is attractive,” he said.
Tarkett is currently monitoring the success
of its Wood Powder collection in Europe before
introducing it to the U.S., according to Cindy
Mansfield, Tarkett’s communications manager.
“Tarkett continues to invest in product
innovation and the powder coating technology is a great example of that,” she said. “What
we’re currently offering in Wood Powder is
designed for the European market and we will
monitor its success before implementing a
North American initiative.” FCW FCW
Correction
Corrections
Corrections
Stainmaster wins Women’s Choice Award
[Kennesaw, Ga.] Stainmaster carpet has
received the 2013 Women’s Choice Award
for “Best for Home” awarded by WomenCertified, Inc. Female consumers were surveyed
nationwide about their favorite carpet brands
along with other home-related products and
services. Stainmaster carpet came out on top,
voted as today’s most highly recommended
brand of home carpet by women, according
to the company.
The Awards began in 2011 and the Home
category was added in 2012. The Women’s
Choice Award honors brands that demonstrate exceptional service in meeting the needs
of women and that receive an extraordinary
recommendation rating by women, according
to Delia Passi, WomenCertified founder and
author of “Winning the Toughest Customer:
The Essential Guide to Selling to Women.”
Wanting to be certain that the award was
meaningful, “We had our consumer insights
team look into the WomenCertified research
and survey results to be certain that the survey
was statistically significant,” Minihan added.
“We are honored to earn the 2013 Women’s
Choice Award as the carpet women recommend most,” she said.
The Stainmaster brand will carry the
Women’s Choice Award seal, which confirms
and distinguishes a woman’s propensity to
recommend the Stainmaster brand to others.
Consumers will begin to see the Women’s
Choice Award seal at Stainmaster flooring
retailers by the end of August.
By August 2, Stainmaster had sent out
2,000 kits to its aligned dealers to promote
the Women’s Choice Award, including POP
materials and digital ads for dealers to use on
their websites. “We will be merchandising in
store with window seals and banners as well
as ads for print and adding information at
Stainmaster.com,” Minihan noted. FCW FCW
Correction
Corrections
August 12, 2013
81213-pages.indd 3
WWW.FCW1.COM
·
Aaron John has been
promoted to director of
Shaw Flooring Network
and retail programs.
John will be responsible
for strategically leading
all aspects of the Shaw
Flooring Network and
driving sales on other
Aaron John
key retail programs.
The director role, previously held by
Scott Humphrey (now CEO of WFCA), has
been expanded to include “activation and
utilization of all retail programs, not just
the aligned dealer programs,” according to
Shaw. There are 2,400 dealers in Shaw’s
aligned program.
John has 13 years of leadership and
sales experience at Shaw including territory
manager, Tuftex TM and regional manager in
Houston. Trey Thames, vice president of residential marketing and product management, noted, “His diverse sales background,
knowledge of our retail business, and exceptional leadership skills will serve him
well in his new role.” FCW FCW
Correction
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Shaw names SFN head
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Mohawk gives Highlands, NJ
a License to Spill
[Highlands, N.J.] FCW joined Mohawk here at Huddy Park on its License to Spill tour. This stop
marked the last location on the East Coast leg of the event. Later this month the crew will
head to the West Coast with a first stop in Denver August 30.
Held during the town’s Clam Fest event, Mohawk put SmartStrand to the test with a “seafood
hotdog”. JD Roberto, co-host of the Better Show, and Taniya Nayak, celebrity interior designer,
were on hand as well as a handful of bloggers giving the local event a national presence.
FCW
·
8/7/13 4:06 PM
4
News
Flooring America goes paperless
By Raymond Pina
[Denver, Colo.] Nearly 500 Flooring America dealers arrived here armed with nothing
more than iPads to attend their organization’s
first “paperless” convention last month.
“We like to change and mix things up and
we can because our members trust us; they
know we exist to serve them,” said Keith
Spano, president, Flooring America. “One
of the ways we differentiate ourselves is our
embracing of technology. We need to keep
ahead of the pack. We’re converting our
old-school members to use technology and
attracting a new generation with it.”
While summer convention features new
products and programs — such as a group
expansion into cabinets/countertops and a
partnership with Stanley Steamer — the focus
is on educating members on how to integrate
technology with their existing service and
areas of expertise, according to Frank Chiera,
vice president of marketing, Flooring America.
“When you buy our soft Resista Carpet,
you’re going to get an email in nine months
reminding you that your first cleaning is due
and it’s free; it’s on us,” said Chiera. “If you
don’t have that carpet professionally cleaned
within the first year, you lose your warranty.
We’ll send another email in 11 months
reminding you that you need another cleaning.
And our dealers will get that sale and improve
the relationship for future sales.”
As for cabinets and countertops, Chiera said, “We’re diversifying the business so it’s not just
selling floors.”
Hand-held technology was
infused throughout the convention and included mapping and
direction functions; the agenda
and scheduling; and, a “poke”
feature to let members know iPads reduced paper usage at Flooring America’s convention.
when they were next to sit down
with a sales representative.
There are monitors throughout the conven“In the past, members had to wait in line tion and your iPad lets you know when you
to place or adjust orders. We had 500 store are next,” said Andrew Valeriani, director of
Continued on page 8
fronts waiting. Now, we have virtual waiting.
Domotex Russia: Dates, venue change
[Moscow] Domotex Russia has been
moved to a new time slot. The second season
of Russia’s leading tradeshow for carpets
and floor coverings will now be held from
April 1-3, 2014 instead of September 25-27,
2013. The venue has also changed, with
Deutsche Messe AG’s Russian subsidiary
Deutsche Messe RUS now staging the fair
at the ARTPLAY Design Center in Moscow
instead of Moscow’s Crocus Expo International Exhibition Center.
“Many participating companies had
requested that the fair be moved to the later
slot to reflect Russia’s unique market situation,” explained Andreas Gruchow, a member
of Deutsche Messe’s managing board. “The
Russian sales and order cycles and the country’s summertime building and construction
season favor running the fair in spring.”
Domotex, the world’s leading trade fair
for floor coverings, is held in Hannover, Germany, in January of each year. The new timing
of Domotex Russia, a spin-off of the main
Domotex fair in Germany, means that manufacturers of carpets and floor coverings can
now complement their showcase at the main
event with a second presentation in April that
is targeted specifically at buyers and trade
visitors from Russia and its neighboring states.
“We are confident that this move will fur-
ther strengthen Domotex Russia and boost
the business development prospects of our
international exhibitors in the booming
Russian market,” added Gruchow.
Domotex Russia showcases the full range
of hand- and machine-made carpets, textile floor coverings, parquet and laminate
flooring and resilient floor coverings as well
as application, laying, cleaning and maintenance technologies. Next year’s show will
also be complemented by a supporting program of conferences and events featuring a
solid line-up of renowned industry experts.
Russia’s leading fair for the carpet and
floor coverings industry is aimed at distrib-
utors and purchasing executives from the
wholesale and retail sectors in Russia and the
CIS region. Other important target groups
include architects and planners and decision
makers from the building and construction
industry. The new venue at the ARTPLAY
Design Center in Moscow will further boost
the fair’s attractiveness to these target groups
because it is also home to numerous interior
design and architects’ offices as well as showrooms for interior furnishings, art, fashion
and other parts of the creative economy.
To help its exhibitors forge valuable in-market contacts throughout the territory of the
Russian Federation, Deutsche Messe has joined
forces with Russian web portal flooring-expert.
ru to stage regional industry conferences in
Siberia and the Ural region. FCW FCW
Correction
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Domotex Middle East benefits from Turkish economy
[Istanbul] Domotex Middle East doesn’t
open its gates for another four months, but the
fair’s organizers are already recording solid
bookings for exhibition space from Turkish
and international companies. Turkey’s buoyant economy has a part to play in prompting
registrations from key players in the global
floor coverings market, including Peli Parquet,
Tuğra Halı, Neuhofer Holz and M. A. Trading.
From November 7-10 2013, Domotex Middle
East will be showcasing a vast range of carpets
and floor coverings from around the world at
the Istanbul Expo Center.
“The Turkish economy is expected to grow
by 3.7 percent this year and by a similar rate
once again in 2014,” explained Martin Folkerts, director global fairs at Deutsche Messe.
“With its population of 70 million and its
central geographic location, Turkey is the perfect host country for Domotex Middle East,”
Folkerts added. “The show’s strategic location
makes it the ideal springboard for companies
wanting to reach new customers in Turkey
and the Middle East.”
The period of consolidation which followed
the 2010 and 2011 boom years in Turkey’s
construction sector has ended, with the local
industry now bracing for a new growth spurt.
The Turkish government’s plans to foster
environmentally-friendly and energy efficient
building solutions have sparked fresh interest
from construction companies and finance providers, including from Germany. According to
the “European Real Estate Assets Investment
Trend 2013” report by consulting firm Ernst
& Young, Turkey ranks among Europe’s most
attractive markets for real estate investment.
The Turkish Association of Real Estate Investment Companies (GYODER) is expecting
Correction
Corrections
Turkey’s construction sector to grow by around
five percent in 2013. Underpinning this growth
is the country’s strong demand for apartments,
which is outstripping the rest of Europe by a
significant margin and which will benefit both
local companies and international suppliers.
The Turkish government’s plans for an
“Urban Transformation Program” will provide
an added boost to the local construction industry. The program calls for $400 billion worth of
investment into private apartments and
numerous large housing complexes over the
next 20 years. FCW FCW
FCW
Florida Tile added to ‘We Build American’ manufacturers
[Lexington, Ky.] Florida Tile has been
added to the growing list of building supply
manufacturers supporting the “We Build
American” national initiative aimed at
encouraging builders, remodelers and homebuyers to use American-made materials
when building or remodeling a home.
Since its introduction in January 2013,
“We Build American” has grown with the
support of more than 180 American companies which sell American-made building
products, according to Florida Tile.
“Statistics are showing that builders have
found that U.S.-sourced materials provide
better quality resulting in faster installations
with lower-costing labor, in fact, within
1 to 2 percent of the cost of building with
foreign materials and goods,” said Sean
Cilona, Florida Tile’s director of marketing.
“Another payoff will come over time as the
quality of materials and workmanship is
Correction
Corrections
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81213-pages.indd 4
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FCW
proven by their longevity.”
Cilona said that starting in April, the
new program was being supported with
promotional and marketing assistance for
builders who pledge to use American
building materials and products wherever
possible in new home construction. Marketing materials include supporting companies’ logos and a direct link to their
products. FCW FCW
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WWW.FCW1.COM
August 12, 2013
8/7/13 4:24 PM
JOHN_W_ADVETORIAL:Layout 1 8/1/13 8:49 AM Page 1
Advertising
The Independent Retailer Revolution That Could Change Everything!
By John Weller
Having been in this business for 20 years, I
have seen the rise and fall of many Flooring
Empires firsthand. The consolidation of the
carpet manufactures created many benefits
and challenges for today’s independent
retailers.
The rise of Google and the Great Recession
have had a profound impact on the retail
landscape. Most Independent Retailers have
Groups and Mega Retailers private label
their products. Another major problem for
the manufacturer is that the vast majority of
Independent Dealers who support them do
not have the resources needed to promote
their brands or products online effectively.
From my view, this chain of events and
current trends could result in the Box Stores
and the Mega Retailers moving into a
permanent and even more dominant role in
the sale of retail floor coverings. It may
take another few years to
see the full effects, but the
numbers are increasingly
suggesting that this is
where we are heading.
It's NOW or NEVER
reported a 40 to 50% drop in walk-in traffic.
Statistics show online shopping has
increased 3000%. While the Independent
Retailers struggled in this changing and
uncertain economic environment, it opened
the door for the Box Stores and Mega
Retailers seized the opportunity to use their
deep pockets to develop sophisticated
websites and internet marketing strategies
to take massive marketshare.
It is now estimated that over 90% of
consumers make most of their purchasing
decisions online by visiting retail
websites. Only after a retailers website has
won out over the competitors websites to
give the consumer the most confidence in
their ability to supply the service and
product desired will they visit the actual
store.
The result is a much smaller number of
thriving Independent Flooring Retailers.
Empire Today and Lumber Liquidators are
now the two largest flooring retailers in the
US, and the Box Stores now control huge
market share.
The consumer has become trained to expect
less personal service, to look for 60% off
sales, and to believe that you can buy one
room and receive two for free. The
manufacturers’ brands are becoming less
visible as many of the Box stores, Buying
LOCAL
81213-pages.indd 24
The Independent Retailer
would not be the only
casualty if this takeover
continues. The majority of
manufacturers could see a
drop in profits as they
compete for marketshare
with fewer distribution
points and diminishing
brand appreciation. Many
distributors will be forced to reinvent
themselves to continue to be viable in the
new marketplace. Moreover, tomorrow’s
consumer who is shopping for flooring will
be limited to buying from mass merchants
who simply look at flooring as a commodity
and each consumer as a number.
WHERE DOES IT END? …
With an Independent Dealer Revolution
supported by our industry's most recognized
brands and manufacturers. It is time that the
manufacturers and the Independent Flooring
Retailers, large and small, join arms and
take back what they have worked so hard to
create. It will take cooperation and
coordination to send a loud enough message
to offset the message being sent by the
Mega Retailers. The flooring manufacturers
in the industry need to support this battle
and supply the Independent Retailer with
the ammunition needed to fight it. The
Independent Retailers must deliver the
products and the branding of the
manufacturers to the consumer using the
latest technologies and techniques available
to be recognized as a viable option to
today’s consumer.
The Independent Dealer has many
qualities that the Box Store cannot
compete with. The manufacturers can rest
assured that their products and their brands
will be presented with more conviction,
passion, and expertise by a small business
owner in a truly aligned store rather than an
employee of a large corporation in a
showroom full of private labeled samples.
The battle cry for the Independent Retailer
is simple and profound when delivered in
contrast to the impersonal message of the
Mega Retailers and Box Stores. One key
advantage that the Box Stores and Mega
Retailers have today is having a unified
message that is delivered nationally using
massive media advertising. Their approach
is simple but widespread: “We are larger
and cheaper.” It is up to Independent
Retailers to combat this message with one
that truly speaks to the consumer: “We are
your neighborhood flooring company. We
offer more value, more service, and we are
aligned with the best flooring brands
available.”
This is where you really need to pay
attention. The door to
take back marketshare is
still wide open! If you
leave this article for two
minutes and simply go to
Google to search for
flooring stores in your city,
you will see what I am
talking about.
Today only a small section
of the first page of Google
search results are being
occupied by the Box Stores
and the Mega Retailers.
The rest of the first page of
the Google search results
are the websites of many Independent Floor
Covering Dealers. Independent Dealers'
websites like these are receiving a high level
of traffic. However, when I talk to these
dealers, the majority of them say that they
are not getting a proportionate number of
phone calls or store visits. Unless these
Independent Dealers can provide a much
better website experience to give the
consumer the trust and confidence that
they are just as professional, capable, and
committed to their business as the Box
Stores and Mega Retailers, nothing will
change.
THE GOOD NEWS IS THAT HELP IS
ON THE WAY!
In the last few weeks, I have been talking
with several of the largest manufacturers in
our industry. They are ready to take action.
I am currently aware of three of the
industry's largest manufacturers that are in
MORE VALUE, MORE SERVICE
the process of launching new initiatives to
aid Independent Dealers with financial and
digital marketing support. They are
committed to helping them acquire cuttingedge websites and providing the online
advertising support they need, to truly
compete in today’s retail landscape.
I don’t usually promote FloorForce so
blatantly in my articles, but in this case I
can't help it. Our website solution provides
the Independent Flooring Dealer a website
that not only matches the attributes of
today’s Box Stores and Mega Retailers, but
surpasses them.
If the Independent Flooring Dealer is
ready to fully embrace this newly
available technology and leverage the
value and support of the brands that they
carry, this could truly mark the
beginning of a Revolution in our industry
that could change everything... again!
3 KEYS TO JOINING THE REVOLUTION
1. Make the commitment to personally
learn about and understand online
marketing.
2. Communicate your online strategy
with your key brands. Let them know
you will need and expect their ongoing
assistance in promoting their products
and brand online. Online exposure has
far more value than showroom
exposure; negotiate accordingly.
3. Launch a website that is equal to or
better than the Box Stores and Mega
Retailers. (An online product catalog
with pricing is the most important
feature.)
To learn more, go to floorforce.com or call
561.394.7876
It’s NOW or NEVER!
INDEPENDENT
8/1/13 4:03 PM
6
Tarkett gives dealers website support
Company partners with FloorForce for enhanced presence
kett dealer get started with the program. The
company will cover an additional 50 percent
for its Elite Dealers, according to Gary Finseth,
director of residential marketing, Tarkett.
“We’ve been looking at ways to help our
dealers create awareness for them and drive
business into their store and after looking at a
number of ways, we decided FloorForce was
the best way to help,” said Finseth. “We’ve
offered co-ops in the past but if you’re in a big
market like New York or Los Angeles, it costs a
lot of money to advertise in print or on TV. But
websites don’t cost any more or less regardless
if the dealer is in a big city or a small town.”
While participating retailers must pay a
$199 monthly fee, FloorForce membership
is free to distributors and retailers, accord-
By Raymond Pina
[Chagrin Falls, OH.] Tarkett, based here,
is subsidizing up to 60 percent of the cost for
its retail partners to adopt FloorForce’s website
portal, which is designed to provide independent dealers a web presence that rivals that of
Home Depot, Lowe’s and Lumber Liquidators.
While it would cost an individual dealer
more than $100,000 to develop a similar
interactive website hosting an all-inclusive
product catalog of every brand — including
images, pricing, specification data, related
design videos as well as online appointment
and financing capabilities — dealers can buy
into FloorForce for $2,499. As of last month,
Tarkett is contributing $500 to help any Tar-
ing to John Weller, vice president of
marketing, FloorForce.
Retailers can close sales for products
bought locally online and service them
from a nearby participating distributor
freeing them of inventory burdens.
“The day after we got our FloorForce
website, we had a consumer call up about Tarkett covers more than half the cost for its dealer
a product she saw online. Our sales person partners to adopt FloorForce websites.
went out, measured the home and got the
in-stock carpet. “We went online and she
sale. That never happened with our old
website,” said Lou Morano, owner of Palm jokingly accused me of holding out on her,”
she said. “She went with a Stainmaster carpet
Beach, Fla.-based Capital Carpet and Tile.
Debbie Marotta, owner of Poughkeepsie, on the FloorForce website and a $2,000 sale
N.Y.-based Personal Touch Flooring, said turned into a $6,000 job. We’re both happy.”
Tarkett retail partners are not required to
she tripled a sale by turning to FloorForce
when a customer couldn’t settle on her highlight its brand or any other. FCW FCW
Correction
Corrections
FCW
Social
Facebook also suits Gary Dulmes, CEO of
Dulmes Décor Carpet One Floor & Home, Sheboygan, Wisc. “I started out making and posting videos on the local newspaper’s website to
get attention. One time we talked about getting
pet stains out of carpet and I rode a horse on the
carpet. We tried to use some imagination and
humor to generate some top of mind awareness
(TOMA). Then I starting putting the videos on
YouTube and our own website,” Dulmes noted.
Twenty-five posts go up every month,
including promotions and comments that
people respond to and share, Dulmes said.
A photo of a dog on a bed (in a room with
beautiful wood flooring) asks, “Are your pets
allowed on your bed?” Within six hours,
there were three comments and 14 likes.
“We post pictures of finished jobs and have
had contests. If someone leaves a comment, one
of the designers gets an email so the person gets
a quick response,” Dulmes said.
Facebook can also be a vehicle to gather
potential customer information, he noted.
“We want to be seen as experts on flooring
and our videos on how to get stains out of
carpet help do that. We’ve posted ‘Meet our
Continued from page 1
involved in social media for about three years.
“I invested in an iPhone 5 that has an app for
social media administration. I try to post every
three days minimum, every day if we’re in
the middle of a sales event. I ask questions on
Facebook as well as post events. Our website,
colortilesalem.com, has links to our Facebook
page and Twitter. Our Facebook page has 279
‘likes’ and Facebook has an app that provides
great analysis that includes how many times a
post is shared,” she explained.
Carpet One Facebook page
FCW
designers’ on Facebook and that helps
build trust as well,” he said.
Shawn Dorr, owner of 2 Guy’s Deco
Flooring America, in Gillette, Wyoming,
said keeping current through Facebook
is definitely worth the effort. “We do pay
a fee to Flooring America to get their
daily content but it’s less expensive than
a newspaper ad. We have posted video
testimonials, events and pictures of completed projects. There’s a picture of an Abbey Carpet & Floor Facebook page
exercise room in a basement with a new
area, has become popular among consumers
LVT wood-look floor, which has been
looking for all sorts of products and services.
clicked on 226 times,” Dorr said.
Certified Abbey Carpet & Floor, Lancaster, People who join Angie’s List are encouraged
Pa., uses Facebook and email blasts, according to write reviews — good and bad. Colortile’s
to Mark Legenstein, co-owner and vice presi- Self said, “Angie’s List is great. Every time we
dent of flooring. “We hope to achieve a regular get a review, we are notified and we check it
awareness of our services and occasionally start out and follow up.”
Dulmes Décor Carpet One Floor & Home
a conversation with our customer,” Legenstein
said. “This is often achieved by not even men- is also active on Angie’s List, which has a mintioning our services but (by) posting commu- imal cost, according to Dulmes. “We tell the
installers to ask the customer to post reviews
nity events and other soft information.”
of our work on Angie’s List. We keep track of
Angie’s List for the good, the bad and the ugly what’s on Angie’s List and Yelp. If somebody’s
Angie’s List, organized by geographic unhappy, we contact them right away and try
to fix it and get the review updated. I will call
and talk to the consumer myself,” he stressed.
@Floor TekEx po
Will you win this year?
Time to start reving it up.
Things are on track to get very
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R&D, operations, manufacturing,
logistics, human resources or
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Self acknowledged that “Measuring effectiveness is hard, but we ask every customer
who walks in to store “How did you find us?”
and a significant number of them say through
Facebook or Twitter. We also use LinkedIn to
keep the store name out there.”
Dulmes explained, “The effect on sales isn’t
what you’d get from a sale ad in the paper, but
we ask everyone who comes in, what brought
them in and we are getting responses like, “We
saw a picture or a post on Facebook.” I’d like
to see it drive business, but its TOMA. It may
not drive immediate sales but when they are
ready to buy floors, we hope they will remember Dulmes Décor Carpet One. FCW FCW
Correction
TO EXHI BI T O R ATTE N D , V ISIT U S TO D AY AT FL O O R - TE K . C O M
S EP TEMBER 1 0 – 1 2 , 2 0 1 3
NOR TH W E ST G E O R G IA TR A D E & C O N V E N TIO N C E N TE R
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Corrections
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August 12, 2013
8/7/13 4:26 PM
7
Shaw: Making website creation simple, meaningful
By Amy Joyce Rush
[Dalton] Armed with the knowledge that
some 97 percent of consumers shop online
before going into the store, Shaw’s Web
Studio program offers dealers a soup-to-nuts
service of building and maintaining an effective site that will ultimately drive store traffic.
But, according to Misty Hodge, director of
digital platforms, the emphasis is on conveying to the dealer how easy and how important
a website
is. Hodge told FCW that with
Stylish
Art (CCS27)
Color: Windermere Lake
the
many responsibilities facing retailers,
Shaw hopes to help when it comes to their
virtual storefront. “Dealers may never know
Style Type: PATTERN
Width: 12' 0"
(00402)
Application: RESIDENTIAL
Fiber: 100% ANSO CARESS BCF NYLON
Selected Color
53
Stain Treatment: R2X
Brand: SHAW
MORE
Additional Views:
Product Photography
for color 00402
how many consumers they lost by not having
a website or one that inspires. But their competition will know.”
More than 60 percent of Shaw Web
Studio’s dealers see an increase in net sales
— almost half see more than a 25 percent
increase, according to the manufacturer.
Hodge added, “We cannot correlate increase
in sales directly to their website, but the main
point is that it is certainly indicative of good
business practices. If they find and qualify
you from your virtual storefront enough to
visit your ‘brick and mortar’, you have made
the ultimate impression you had hoped —
inspired them to buy and to buy from you.”
The most necessary information
on an effective website, according
to Hodge, centers around three
questions that the consumer wants
answered: What do you sell? How
can you help get that into my home?
And, how can you help me afford it?
“Answer those three questions real
quick,” advised Hodge. “Then, what
keeps them there? That is inspiration
— to actually see and be inspired to
want that in my home.”
Shaw also looks at how a particu-
Selected Color
In a Room
Shaw provides a full and updated product
catalog for dealer sites.
Interested in this Style?
Find your nearest location or contact us.
Sold by: Signtature Flooring
Located at: Dalton, GA
lar dealer will want to speak to its market —
Things locally that speak to what you would
want to say about yourself. “The goal is to get
them in your store and help them with that
final purchase,” noted Hodge.
While there are numerous companies that
can help dealers build their site, the difference
that Shaw brings to site creation, according to
Hodge, is deep knowledge of flooring and the
flooring consumer. And that does make all the
difference in the success of the site, she said.
By charging a small fee for the service, Shaw
can sustain the model and continue to keep
their digital presence on top of technology.
Some of the technology upgrades made in the
past year include launch free mobile, guaranteed SEO service, integrated social media and
redesigned interactive product detailed pages.
“The product detail pages have interactive
rooms that allow you to carousel to see each
style in many types of room settings to inspire
the consumer,” noted Hodge.
In fact, Shaw will work with any dealer
that is a partner with the company, not just
those in the Shaw Flooring Network. Hodge
said that the site is the dealer’s site and meant
to be reflective of their business, including
content from manufacturing competitors.
“Once it’s launched, they have full control of
the site. They can easily change content, add
their own stuff. Our support is free — they
can call anytime and we can make changes
for you, add content.”
Shaw does provide, though, a content library
from which the dealer can utilize on their site
— things like trends wearability of products,
cleaning. “The kinds of things consumers walk
into the store and ask,” explained Hodge. FCW
Correction
Corrections
FCW
FCW
FCW
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August 12, 2013
81213-pages.indd 7
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Wo
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8
Bringing dealers, consumers closer
By Hayley Shapiro
Software companies are using new technology,
have revolutionized the way dealers run their
stores and interact with customers.
Retailers said the software they use has
increased productivity and coordinated
smoother business operations.
Pacific Solutions customer, Darren Sherland
of Sherland Farrington, said, “The software
streamlined our entire project management
process from proposals through invoicing, and
organizes everything that we do in a very efficient
way. It saves a lot of time and eliminates errors.”
In addition to making tremendous improvements to business, dealers said the software is
easy to use. Janka White of Floor Dimensions,
Inc., who has been using CDMS software for 25
years, said, “[CDMS employees] are very easy
to reach and always available to help. We are
not computer experts by any means....but their
patience with us is wonderful.”
FloorForce customer, Kirk Fagan of
Wayne Wiles Flooring, noted, “The software
made it easy for us to manage our promotions. It’s very simple to use and everything
is very user friendly.”
Regardless of size, area of expertise or price,
all software companies share one goal: to help
retailers run their business’ better. With the
ability to track everything from who is buying
to what they are buying, software companies
equip retailers with the necessary tools they
need to streamline their operations, know
their customers better and bolster sales.
CDMS
CDMS has software tools that store up to
25 years of client history reports in the dealer’s
database. The sales notes record details about the
customers and the products they were interested
in or purchased, specifying the type of flooring,
the room they bought it for, the color and price.
According to the company, the sales notes are
comprehensive, easily accessible and helpful in
keeping all of the salespeople informed on customers’ interests and product history.
FloorForce
FloorForce said its software enables all
promotions, trends and marketing results to
be tracked. According to the company, one
dealer used FloorForce’s software to change
his traditional print advertisements into a
website banner that was linked to a catalog of
that product. The consumer could click on a
sample and request it for their home.
“278 people in 14 days click on in-stock
product… that’s a game changer,” John Weller,
vice president of marketing for FloorForce said.
Dancik International
Dancik International utilizes proactive
technology, such as surveying its customers Pacific Solutions
Pacific Solutions said a business needs
on a semi-annual basis to deliver software
Haines offers efficiency
As part of a blind customer survey conducted by an independent research firm,
Haines found that one of the biggest obstacles dealers face is running their business
efficiently. As a result, Haines developed
a Customer Efficiency project in 2011,
a three-phased plan that would enhance
a customer’s ability to do business with
Haines, using state-of-the art information
technology solutions.
According to Haines CEO and president
Bruce Zwicker, technology is the best method
for increasing efficiency and effectiveness,
for both Haines and retailers. “It improves
speed, access and accuracy,” he said.
The first phase was website overhaul, in
enhancements, updates, support and services.
Moreover, Dancik deploys a professional
account management software department
that is responsible for keeping in contact with
retailers on a weekly basis to ensure their
needs and wants are being met.
The company’s Radar tool compiles everyday data of customers, sales and key performance indicators, and produces a success
picture in a dashboard format.
which the company redesigned its website to
offer a new brand identity, a better navigation
structure and an easier way to obtain service.
For phase 2, it launched a Haines CONNECT customer service portal, which provides customers with 24/7 online service,
as well as the capability to manage their
account, check inventory in real time and
perform transactions at any time.
The last phase, Haines CONNECT sales
team portal, offers its sales team instant access
to tools and information to improve their
customer service. Additionally, the company
equipped its sales team with tablets, giving
them access to the portals and keeping them
up to speed with customer information
around the clock.
Zwicker said the company has made a lot
of investments with this project including
tablets, new telecom software, a COI advisor,
a beefed up IT team and more. The company
used Dancik software as the “data backbone”
of the project. Zwicker said Haines has already
seen an increase of both customer sign-ups for
Haines Connect and online usage.
“The state of technology in the floor covering industry is behind other industries,”
Zwicker said. “I think the industry will realize
that it’s behind, and an investment in technology is important,” he said, adding, “At Haines,
we believe it’s a people industry and we have
no intent to reduce our actual customer service team. We just want to make our people
more productive,” Zwicker added.
to keep track of two things: showroom
traffic and how well the company is making
advancements in interest. Tools to be used
include a module called UpNext, which creates a profile of prospective customers, and
works in conjunction with CRM capabilities
to schedule appointments, create and track
tasks, and integrate calendar events and
pop-up alerts with Microsoft Outlook.
The software keeps score of each sales
person; starting with the prospects they’ve been
assigned, to the number of formal prices they
have quoted, and lastly, to how many prospects
or leads were successfully converted to revenue
generating customers upon placing an order.
QFloors
QFloors software compiles statistics on
“touching points,” such as a customer’s
hometown, buying history and spending tendencies, so a dealer can adjust his marketing
strategy depending on those demographics.
Furthermore, the company uses a custom
CRM product that is specifically designed to
track promotions, sales, close rates, advertising and products. With its recent acquisition
of WinSched Software Corp, QFloors was
able to integrate software programs previously not owned by them.
RFMS
Over the past year, RFMS has enhanced its
Sales Pro Mobile app, which allows retailers to
access inventory, products and samples from
their smart phone or tablet while out on the
floor. Furthermore, RFMS’ analytics pinpoint
the lucrativeness of every product, salesperson
and vendors, so the retailer can utilize this
information to bolster his strengths and circumvent his weaknesses. FCW FCW
Correction
Corrections

Hayley Shapiro
FCW
FCW
Flooring America
online marketing, CC Global Partners, Flooring America’s parent company.
Flooring America and its members committed to utilizing hand-held devices; a series
of sales, information and referral generating
apps; and, social media sites such as Facebook, Twitter and Pinterest during last year’s
summer convention.
Last month, Sandra and Ralph Fiore,
owners of Boston Carpet Flooring America, used Facebook to promote its annual
customer appreciation day. “We asked if
customers would stop by and give video testimonials that we could use on our website,”
said Sandra Firoe. “The response we got was
amazing and there’s been an immediate surge
in referral business right after.”
Though Flooring America is embracing the
latest in cyberspace technology, the camaraderie and exchange of best business practices
remains as important as ever, said members.
“For most of us, Flooring America is about
being a part of something big; having access
to the advisory council and the accumulated
knowledge of the group.” FCW FCW
Correction
Corrections
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81213-pages.indd 8
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August 12, 2013
8/7/13 4:33 PM
Resilient
New vinyl formats designed to perform
By Raymond Pina
Consumer demand for vinyl flooring’s
affordability, durability and ease of maintenance continues to attract suppliers while
fueling innovations in raw material formulation, body construction and installation technology. Here, FCW highlights some unique
additions to the category.
Johnsonite IQ Natural
Substituting polyvinyl chloride (PVC)
with bio-based castor oil, Johnsonite’s IQ
Natural is the industry’s only non-wax restorative heavy commercial homogenous sheet
product composed of naturally renewable
resources and free of phthalates, according to
Laurey Banker, director of product management, commercial, Johnsonite Group.
“IQ Natural is the only non-wax floor that
can be buffed and returned to its original
condition in high-traffic areas,” she said.
Composed of 75 percent natural content and
16 percent renewable content, IQ Natural is 100
percent recyclable and holds to Tarkett’s standard of having non-quantifiable levels of volatile organic compounds (VOC), said Banker.
IQ Natural has also been certified as
a healthy choice for those suffering with
asthma and allergies by the Asthma and
Allergy Foundation of America (AAFA).
“We did the right thing from a sustainability standpoint first, then saw that we could
get this certification because IQ Natural’s
VOC level is undetectable,” said Banker.
HP aluminum oxide infused urethane wearlayer and a 10-year “No Gap Guarantee” on
its mechanical-locking system.
“Aluminum oxide has been used for
decades to add slip resistance to coating
systems and to protect the surface of hardwood flooring. The suspension of this very
hard mineral protects the appearance of the
product, allows for a no-polish maintenance
option and provides superior scratch, scuff
and stain resistance,” said Al Boulogne,
senior director of Mannington’s commercial
sheet and Main Street business.
According to David Sheehan, vice president of commercial hard surface, Mannington, “LockSolid is our patented locking
system for LVT and provides fast and easy
installation. It installs over surfaces where
moisture is a challenge, as well as where
asbestos removal might be a problem.”
9
Congoleum’s AirStep Advantage
Congoleum promotes that its AirStep collection of vinyl sheet can be installed loose laid
while fiberglass-backed suppliers now recommend that their products be at least perimeter
fastened with tape, glue or staples.
It’s the combination of AirStep’s composite backer and inner foam/felt layer that
allows it to expand and contract with changes
in the environment, making it an ideal choice
over wooden subfloors in the northern half of
the country, said Kurt Denman, senior vice
president of marketing, Congoleum.
FloorFolio EnviroQuiet
FloorFolio’s patented EnviroQuiet luxury
vinyl tile (LVT) features multiple sound-dampening inner layers and an attached rubber
backer that allows it to exceed impact insulation
class (IIC) ratings, making it a new favorite in
the multi-family housing market.
Available in 3mm, 4mm and 5mm formats,
EnviroQuiet can be custom crafted to address
the acoustical needs of individual indoor spaces.
It is available in 200 visuals, according to Michael
Freedman, president and CEO, FloorFolio.
“We can create multi-layered versions
designed specifically for an end-user,” he said.
“The beauty of this product is that it is customizable acoustically as well as by pattern and color.”
Mannington Nature’s Paths LockSolid
While a flood of commercial-grade click
LVT has been unleashed upon the market,
Mannington’s Nature’s Path LockSolid is the
only one offering a patented Quantum Guard
August 12, 2013
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10 Resilient
New vinyl
ing the Georgia Aquarium and New York
City’s Empire State Building.
“Reef and Magics were chosen for these
installations because of their extreme durability
and unique appearance,” said Leigh Przyborski,
creative director, brand and product, Centiva.
Manufactured of pre-consumer recycled
content in Florence, Ala., Reef and Magics
are free of phthalates; NSF-ANSI 332 Silver
Certified; warranted commercially for 20
years; and the recipient of two 2012 Platinum
Awards for Design Excellence (ADEX).
“AirStep products feel wonderful underfoot and deliver exceptional lay-flat properties that allow a wide variety of installation
options. The floor can be installed loose-lay,
perimeter sealed or fully adhered,” he said.
AirStep products are FloorScore certified
and feature Scotchgard Protector to resist
scratches and scuffs along with infused
silver antibacterial protection. The new
110mil AirStep Advantage carries a limited FreeFit floating LVT
lifetime warranty.
Centiva’s Coral Reef and Magics
A line of one-of-a-kind, hand-crafted
homogenous commercial luxury vinyl tiles
(LVT) featuring vivid colors, textural effects
and metallic pigments, Centiva’s Coral
Reef and Magics collection are featured in a
number of high-profile installations includ-
Launched at Surfaces 2010, FreeFit introduced the fast growth LVT market to the
concept of loose-laid installations. Looselaid LVTs install without glue, grip strips or
mechanical locking systems; the combination
of their molecular composition and various
stay-put backers keep them in place.
FreeFit is Greenguard Children & Schools
to do the work that glues and locking systems
Correction
certified for contributing to healthy indoor
air, features antibacterial properties and is
composed of 100 percent virgin vinyl.
“Being composed of pure vinyl is very
important. When you’re asking the product
traditionally do, you need consistency. That’s
not the time to introduce scrap and stray
materials to save pennies,” said Dave Reichwein, president and CEO, FreeFit. FCW FCW
Corrections
Rubber: Long lasting, low maintenance floors
FCW
FCW
“The number and variety of facilities incorporating rubber flooring are growing where durability, slip resistance and resiliency are important
to occupant comfort and safety,” she said.
Free of polyvinyl chloride (PVC) and
phthalates, rubber floors are also growing in popularity among architects and
designers for contributing to GreenGuard
certified healthy indoor air quality; Leadership in Energy & Environmental Design
(LEED) points; and, Occupational Safety
and Health Administration (OSHA) requirements, added Bostock.
“The absence of volatile plasticizers and the
dimensional stability of rubber floor coverings
mean these floors will not shrink. As a result,
rubber flooring can be installed without welding, contributing to a more hygienic and aesthetically pleasing environment,” said Bostock.
Though often priced above other resilient
floor options, the long lifecycle and water-only maintenance requirements of rubber flooring create a long-term value proposition, according to Berger.
Whether its gyms and locker rooms, computer
labs, science labs or Navy submarines, and a
host of other demanding environments, there
are certain applications that only rubber flooring can address, according to Carrie Berger,
national specifications manager for San Jose,
Calif.-based Burke Flooring.
“Not only can rubber floors handle applications like weight rooms where there’s
heavy equipment being dropped on them,
our floors will last longer in an environment
like that with less maintenance than other
resilient floors will last in much less strenuous conditions while requiring heavy maintenance,” she said.
Composed of natural, synthetic or recycled rubber — and increasingly a combination of all three — rubber floors typically
last for 30 years, providing unique nonporous, anti-static and acoustical dampening
properties that are a must for some healthcare and educational facilities, according
to Amy Bostock, global brand manager for
Germany-based nora.
When you’re the expert in rubber flooring
more people walk all over you.
As the premier experts in rubber floor tile, stair systems, wall base or moulding,
more and more people take advantage of Burke Flooring’s benefits.
• Resilient, easy-to-install, easy-to-maintain solutions
• Eco-friendly solutions that are beautiful
• 75 years of R&D in rubber at your feet
• Burke’s Uni-color System offering a wide array colors accross all products
• Perfect for stadiums, airports, schools, healthcare facilities, and auto services
• Made in the USA–delivering product when you need it
R U B B E R
F L O O R I N G
I
As the single supplier for a full range of rubber flooring Burke’s expertise has
made specifying and choosing quality flooring easy and straightforward. With
75 years of delivering performance in rubber R&D people start talking.
Then they start walking–all over you.
To take advantage of our expertise today
contact us at 800-669-7010 ext. 503
or visit us at www.burkeflooring.com
S T A I R W E L L
S Y S T E M S
I
W A L L
B A S E
© 2013 Burke Industries. Burke Flooring is registered trademarks of Burke Industries.
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81213-pages.indd 10
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August 12, 2013
8/7/13 4:26 PM
Metroflor_IntactAd_FCW_hr
Flooring Fashion in the Fast Lane
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iNTACT, there’s no waiting for glue or adhesives to set up. The patent-pending
WAVETRAC backing keeps iNTACT securely in place with a tread-like design
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while allowing air circulation under the floor for superior comfort, sound
deadening and moisture dispersion characteristics.
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All Metroflor products meet the latest international standards and quality assurance requirements based on ISO 1400, ISO 9001 and ISO 9002.
81213-pages.indd 24
Visit metroflorusa.com
for full details and
ordering information
or scan the code.
8/7/13 8:47 AM
12 Resilient
Armstrong rolls out Alterna Shapes and Sizes
By Raymond Pina
[Lancaster, Pa.] Originally showcased at
Surfaces 2013 as an extension to the popular
Alterna collection of groutable luxury vinyl tile
(LVT), Armstrong’s Shapes and Sizes is currently being rolled out to specialty retail.
Shapes and Sizes adds three new tile sizes
— 8 X 8, 8 X 16 and 12 X 24 — to Alterna’s
preexisting 12 X 12 and 16 X 16 formats,
which increases the collection’s offering from
54 SKUs to 118 SKUs. What’s more, the
entire collection is now being recommended
for use on walls, according to Yon Hinkle,
Armstrong’s resilient tile product manager.
“Alterna now has five different size options
and represents the broadest offering in terms
of premium groutable vinyl tile,” said Hinkle.
“There are 32 patterns before a visual repeats
so nothing is going to look more natural.”
Des i gn ed for R e t a il.
New design Allegheny Slate is offered in three
colors and five sizes while Athenian Travertine
is available in two colors and three formats.
Armstrong has created a tile selection guide
both online and in hardcopy that allows dealers
to calculate how many of each tile they will need
for any given job, explained Hinkle. “If you’re
installing 100 square feet, this guide helps you
determine what percent of each size you’ll need.
It also provides inspiration for the phenomenal
number of potential layout patterns,” he said.
Scott Rozmus, president of Ill.-based Florstar
is among the first distributors to receive Alterna
Shapes and Sizes and has already begun filling
pallet orders. “Alterna has always had great
designs but having all these additional color and
size combinations gives a lot of flexibility to consumers,” he said. “More consumers are selecting
rectangular shapes. And grout is a big deal;
certain patterns need grout to fulfill the format.”
Floors to wall
Alterna’s ability to mimic high-end
ceramic and stone at a fraction of the cost and
weight has led it to now be recommended for
use on walls, except for in showers or around
fireplaces, according to Hinkle.
“Often products are pushed out in the market,
but the idea of Alterna on walls was a definite
pull from the field,” he said. “Our dealers wanted
to know if they could use Alterna this way.
Because of its extreme functionality and that it
passes all fire and smoke ratings, they can.” FCW
Carpet One
floor; touch every product; understand
good, better, best; make it logical to the consumer. It’s not just about price; they want
better goods at the best possible value.”
That’s where Carpet One’s proprietary systems and offers come in: lifetime installation
warranty, the Healthier Living installation
system to improve performance and durability for the life of the product, well-trained
certified professionals, branded products, not
just private labeled, and more.
While he is reluctant to share details of
the several programs outlined at convention,
Demaree does understand that it can be a
complicated message for members who are
bombarded with ideas and new systems,
never mind the day-to-day minutiae of running a business. But Demaree emphasized
that Carpet One also has the resources,
through training programs, and the talent to
help members execute those initiatives.
“Once something is put in play, we reach out
to members through surveys, regional groups,
our advisory council and convention. We are
constantly reaching out, asking how we’re
doing, what should we change, what do they
like and don’t like. So whether its electronic
pricing, pricing and tagging systems, web
development and design, the product catalog,
the way we merchandise the floor — everything
we do we look at in detail.”
Which brings it all back full circle — members talking to other members. Informally, you
see it on the convention floor. More formally,
there is a website called Connect where members can share ideas within the co-op.
But in the end, said Demaree, excellent
marketing is what distinguishes successful
retailers — without the marketing muscle to
build store and brand awareness day in and
day out, the only way for traditional standalone businesses to grow is one customer at a
time. CarpetOne members, he said, want more
— and they get it. FCW FCW
Correction
Corrections
FCW
Correction
1 • 888 • CENTIVA
centiva.com
Flooring created for every step you take.
Corrections
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FCW
Armstrong’s groutable Alterna LVT is now
available in five sizes and for use on walls.
The Internet
Carpet One offers a fully integrated digital
marketing plan that even includes recommended levels of investment depending on
market size and potential for flooring sales.
“A lot of them do it successfully but not a lot
do it in a coordinated fashion,” said Demaree.
“We have experts who have helped us coordinate a digital marketing plan. Every day we
will have a new look to our website, we offer a
tremendously robust product catalog online,
videos, all types of navigation tools, and hanging under that is Facebook, Pinterest, Youtube
videos. You have to be everywhere online.”
Carpet One offers members the tools they
need along with things like localization across
websites, how to build content online and
content management, SEO, customized micro
sites, reputation management and more.
“In some cases, we have to do a lot of oneon-one hand holding to move our members
into the digital world,” he said, “and we do it.”
At the same time, there is also print and
radio for those markets where more traditional advertising remains effective. “Believe
me, we’ve thought out every single zip code
and every single marketplace. The more we
can do for them that adds value, the more
time they get to spend with customers and
employees. The stronger our organization
becomes, the stronger and more successful
they become. That’s our formula, that’s what
we work on,” he said.
Noting that in order to be successful,
you have to market your advantage in such
a way that the consumer gets it, Demaree
added, “You have to have the courage to
intelligently raise margins so you can afford
to invest more in marketing. You have to
have the discipline to do that. Get on the
FCW
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FCW
August 12, 2013
8/7/13 4:25 PM
Resilient
Metroflor’s multiple install approach
By Raymond Pina
[Norwalk, Conn.] While most luxury vinyl
tile (LVT) suppliers focus on a single installation system — be it click, grip-strip or the
newer loose lay glueless — as their primary
method of choice, Metroflor, based here, is the
only supplier that has embraced all three.
Russell Rogg, who took the reigns as Metroflor CEO in March 2011, was immediately The science of Konecto
challenged with addressing mounting concerns
associated with the performance reliability of
Konecto — the industry’s first floating gripstrip LVT, launched in 2008. Konecto, as well as
other similar grip-strip/adhesive-tab products,
were experiencing failures due to excessive
exposure to sunlight as well as other site conditions. This, said Rogg, was impacting the level
of confidence dealers had in the floating format.
Rogg and Metroflor responded by adding
a stabilizing internal layer of fiberglass to
Konecto and widening its grip-strip by 20
percent. Rogg also quickly adopted click technology, launching Metroflor’s mechanically
locking Engage collection in 2012.
This year’s launch of iNTACT also places
Metroflor amongst a select group of suppliers
now offering loose lay LVT.
“It’s an advantage for us to have the wherewithal to promote all three product types,” said
Rogg. “If someone feels Konecto’s grip-strip is
the fastest or easiest way to install LVT, we don’t
have to persuade them otherwise. Conversely, if
someone feels click is the wave of the future —
and our sales indicate that — or perhaps loose
lay is an amazing innovation, it’s nice to have all
three solutions under one umbrella.”
Konecto grip-strip
If speed of installation and value are the driving factors, than grip-strip LVT is the choice.
“Sales of our click Engage are growing real
fast, but if you run a race and see how quick you
can install 500 square feet, Konecto is going to
win every time,” he said. “Grip-strip is just faster
and less complicated. It’s frequently used in
multi-family and dorm room environments.”
However, the releasable adhesives found
on grip-strip systems can become a detriment in high-moisture areas, warns Rogg.
“The contact adhesives which join grip-strip
products together can deteriorate over time
when installed over concrete slabs with high
moisture emissions or in areas where there are
high pH levels,” he said. “In these situations,
we would recommend either a 6 mil poly-film
vapor barrier, our Prevail Sound Solution
Underlayment, which has an integral vapor
barrier. These conditions represent a perfect
example of where click systems can thrive.”
13
But, he warns, clicking LVT together is not as
cut and dry as with significantly thicker 8mm
to 12mm laminate planks.
“The marketplace understands click technology due to its total acceptance with
laminate flooring, but I am reluctant to
offer that technology on anything thinner
than a 5mm LVT — even on our entrylevel product,” he said. “When you mill
a locking profile into a 3mm or 3.5mm
LVT, the scale of the profile becomes
so small, we fear there may be too little
material to actually hold the product
Decorative Pattern
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Engage click
Rogg is keenly aware of the benefits and
wide-spread acceptance of mechanical locking
systems due to his previous, tenure at former
leading laminate floor manufacturer Wilsonart.
August 12, 2013
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4/30/13 9:17 AM
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14 Laminate
Waterproof laminate becomes reality
By Raymond Pina
A number of leading laminate flooring suppliers are finally preparing to launch waterproof
product to address failures related to moisture
exposure — a weakness that has plagued the
category throughout its 20-year history.
The timing of this new technology couldn’t
be better, according to retailers, who said this
particular product flaw has a key factor in its
Licensed by
Välinge is leading the flooring
evolution with innovative locking
and surface technologies.
A new floor category is born ...
Natural, Durable & Versatile
loss of share to luxury vinyl tile (LVT).
Germany-based Classen has developed
a unique “double belt” pressing system that
simultaneously forms laminate coreboard
material while applying heat and pressure
to make it waterproof, according to Derek
Welbourn, CEO of Inhaus, Classen’s North
American division.
“We are not treating regular coreboards,”
he said. “These are cores formed from a completely different manufacturing approach
which makes them waterproof.”
Laminate flooring marketed under the
Inhaus brand featuring these new waterproof
cores will be available for the U.S. next year,
added Welbourn.
“This technology takes the wear resis-
tance, high-definition looks, easy installation and minimum subfloor prep of
laminate flooring and combines it with the
water resistance, sound performance and
improved feel of LVT. Furthermore, the
product can be made without plasticizers
and PVC thus eliminating formaldehyde
and phthalates which we feel is a major
health advantage,” explained Welbourn.
Balterio also launched Integro, a unique
waterproof plastic core laminate composed of
recycled carpet waste at Domotex Hannover
earlier this year. “There is not a single wood
fiber in the product; it’s completely waterproof. Unlike traditional laminate, Integro
is perfect for kitchens and bathrooms. Its
strong point is that it can handle spills and
buckets of water making it ideal for
the contract market. It also has a
wonderful ‘green’ story and doesn’t
have the hollow sound of regular
laminate floors,” said Henk Van
Acker, vice president of Balterio’s
U.S. division.
Both Classen’s and Balterio’s
waterproof laminates feature digital
printing, allowing for high-fidelity,
non-repeating custom prints.
“It’s critical that we continue to
invest in advancing the category’s
technology,” said Welbourn.
Balterio’s Franky Terrijn and Henk Van Acker launched the
For wider use within the indusnew recycled plastic core Integro at Domotex Hannover.
Correction
®
Corrections
try, Mohawk Industries’ Unilin division
began licensing Vitec Technology earlier this
year, which “pulls” a patented formulation
into traditional coreboards rendering them
both waterproof and resistant to flames.
“This technology has the potential to completely transform the laminate floor category
as it is known today,” said Bart Van der
Stockt, managing director of Flooring Industries, Unilin’s intellectual property unit. “It
does add an additional step to the production
process but it will open up avenues previously
unavailable to laminate.”
Failures related to moisture exposure have
kept laminate flooring out of commercial settings and soured many specialty retailers from
recommending them for residential use.
Julian Kroll, vice president of New Jersey-based Design Floors, said his neighborhood experienced wide-spread laminate floor
failures due to the flooding associated with
Hurricane Sandy last year.
“Everyone that had laminate in their
basement before now wants vinyl,” he said.
“There’s a sense of disappointment because
a lot of customers originally chose laminate
because of its reputation for performance.”
The challenge now is educating the market
about the advancements in waterproofing technology and rebuilding trust in the category, said
Van Hacker. “Laminate has always had tremendous advantages but it also had two weaknesses:
water and sound. By reformulating the core, we
have addressed those issues while maintaining
superior visuals, durability and fast installation
times,” he said. FCW FCW
FCW
Wood Powder Laminate
For improved performance & deep embossing
Powder Backing
Cost saving technology for DPL production
Powder Technology
Wood Powder Laminate,
Powder Backing & nadura
www.valinge.se
Faus’ goes up against stone product
[Calhoun, Ga.] Utilizing a combination of
patented technologies, particularly Multi-Direction Design, Faus Floors has positioned
itself as the industry’s leading supplier of laminate floor tile visuals, according to Heather
Walker, director of sales, Faus Floors.
While competing laminate floor suppliers told FCW that tiles represent between 5
percent and 10 percent of their total offering,
Walker at Faus said this sub-segment plays a
crucial role for the company and accounts for
more than half of its business.
“We specialize in slates and tumbled
stone — looks that are expensive to achieve
in real stone. These are floors whose installations alone cost more than our laminate.
And we’ve been very successful doing that
because of Multi-Direction Design, which is
our exclusive patented technology,” she said.
The key to Multi-Direction Design, which
was introduced in 2008, is taking the time to
precisely design, print and ultimately cut laminated décor papers so that when any two planks
are installed, half tiles portrayed on their edges
will join to form a seamless whole, Walker
explained. When used in conjunction with
Faus’ tight-fitting Joint Guard locking system,
the planks give the look of high-end stone patterns from plank-to-plank in all directions.
“We pay attention to a lot of small details ering department manager for Indiana-based
when we’re producing. That’s how we achieve Lensing Building Specialties.
With domestic production and warethis unmatched level of realism. While others
are focused on mass production and reducing housing, here in Calhoun, Faus is a
prices, we’re producing something unique dependable partner, according to David
Burke, president of Michigan-based Radio
for the market,” she said.
Dealers agreed. “Faus tile patterns literally Distributing. “They’re quiet. It’s normally
scatter out in all directions. You’re not aware me reaching out to contact them. But their
of the constant rectangular look, where one laminate line is tremendous, particularly
plank stops and another begins — that’s been their tiles. And they’ve always addressed
the problem with other laminate tiles,” said any issues to our satisfaction.”
Walker said she takes heed to not oversell
Bob Davison, president of Baltimore, Md.Faus’ laminate tiles and instead positions
based Allied Products.
Faus’ Masterpiece tile collection retails them as another value-oriented alternative.
“We don’t want to bash LVT because a lot
for more than $3 per square foot. “Our
product is not the cheapest. It takes a bit of of our partners are very successful selling it
effort to sell. It takes a lot of time in training and and our laminates. We don’t want to take
riding along with reps. We have a product that money out of their pockets,” she said. FCW FCW
justifies the cost. But if our partners can’t
FCW
FCW
convey that story it doesn’t matter. The
consumer can compare our sample with
a competitor’s and not understand the
difference,” Walker said.
Fortunately for Faus, its partners
value the differentiation associated with
this offering. “We have it down in our
own offices. Their product is truly unique
and able to capture the look of real stone Faus’ Multi-Direction Design hides seams and
and slate,” said Rick Johnson, floor cov- blends laminate tile visuals from plank to plank.
Correction
Corrections
·
81213-pages.indd 14
FCW
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August 12, 2013
8/7/13 4:07 PM
NOT J U S T A P R E T T Y FA C E
You know Quick•Step® floors for their distinctive style, but we’re much more.
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E W
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Celebrity Designer
and Style Expert
quickstep.com
16 Wood
Mohawk’s family of wood brands
Focused offerings cover market needs
By Raymond Pina
[Danville, Va.] Mohawk Industries is now
producing the most sought after wood visuals
— including typically labor intensive and often
imported handscraped visuals — at its U.S.
facilities located here as well as in Holden, W.
Va., and Melbourne, Ark., according to Harry
Bogner, senior vice president of hardwood.
Bogner oversees the Mohawk, Columbia and
Century wood collections.
After acquiring the Danville, Holden and
Melbourne facilities from Columbia Forest
Products in 2007, Mohawk invested in new
equipment and procedures to limit overseas
sourcing, increase efficiency and exceed
existing regulatory standards, according to
Bogner. Last month, the International Organization for Standardization (ISO) certified
the Danville facility, insuring its products,
services and operational procedures are of
the highest quality.
“Since having made those investments,
we have been able to grow the textured portion of our offering,” he said. “The demand
for handscraped is huge and accounts for
roughly 30 percent of the market. It’s not a
fad or trend. It’s a shift in preference. And the
positive byproduct of those investments has
been being able to expand our facilities and
employ more people. We brought product
back to the states that was previously being
sourced and increased our workforce.”
While all Mohawk, Columbia and Century wood products are FloorScore certified;
comply with strict CARB and Lacey Act
guidelines; and contribute to LEED points,
each collection contains its own subtle differences, according to Bogner.
Mohawk
Mohawk’s signature line contains the
company’s broadest wood selection and
provides dealers everything from “basic”
entry-level products to “premium” visuals,
according to Bogner, who added it’s also
where you’ll find wider and longer planks —
up to 8 feet wide and 6 feet long — as well as
imported exotic species.
“Mohawk is our full-service line. It is our
largest wood brand and has the most options
as far as species, color and surface treatments.
It’s also where you’ll find our selection of
exotics like acacia, Asian Walnut or Asian
Hickory. You won’t find those in Columbia
or Century which are 100 percent domestic
origin only,” he said.
The Mohawk line also benefits from
the company’s streamlined, direct
distribution model. “The Mohawk
business is a tad bit more on the engineered side. Engineered is growing
at a much more robust rate. With
increases in lumber costs people are
going to gravitate towards the value
of engineered, but with Mohawk
your options relative to visuals and
scrapes remains the same,” he said.
Mohawk-branded wood also features a 50-year wear warranty due
Mohawk’s Oak Charcoal from the Rockford Collection
to its unique ArmorMax coating and
DuraBeauty Acrylic impregnation
system that makes it five times
more wear resistant and 50 times Columbia’s Blanched Almond
harder than regular wood floors. from the Ashlynn Collection
An exclusive Scotchgard Protector
Advanced Repel Technology from 3M also SuperiorShield Surface technology that
repels stains and grime.
resists stains and help keep them clean and
looking new, according to Bogner.
Columbia
The Columbia brand emphasizes Ameri- Century
can craftsmanship, surface texture — particPrimarily driven to satisfy the contractor
ularly handscraping and rustic visuals — and market, the Century line is more streamis offered exclusively in domestic species.
lined with a focus on basic popular Amer“Columbia hardwood is not only a product ican species in a solid-body construction,
line Made in the U.S.A. using only domestic according to Bogner.
species, the brand’s entire identity is about
“We keep the Century offering simple and
the U.S.A. and Americana,” said Bogner. clean; there’s nothing radical about it,” he
“Since Mohawk acquired Columbia, we have said. “Initially, the line was solely focused on
really pushed that and made investments the contractor business through distributors
to broaden this offering with texture and who didn’t cater to Susie Homemaker. We’ve
scrapes that we do ourselves here in America. broadened its market appeal a little recently,
We completely rebranded Columbia as an buts it’s still a smaller, focused selection that
American product line.”
fits in with a smaller group of distributors.”
Due to the vastness of the Mohawk line,
Due to its contractor focus, Century prodwhich also predominantly features domestic ucts are predominantly offered in solid, tonguespecies, Columbia products are differentiated and-groove formats. They feature CenturySeal
by color, texture and body structure as well as Advanced Finish, a coating that repels stains
alternating between mechanical locking and and maintains the floor’s original finish while
tongue-and-groove systems to ensure the making them easier to clean. FCW FCW
offerings do not overlap.
FCW
FCW
“We offer click and tongueand-groove in both Mohawk and
Columbia but not on similar products,” said Bogner.
Columbia wood products go to
market through traditional distribution. “Columbia complements our
position in laminate with QuickStep. In many cases, they go to the
same distributors and allows them to
benefit from bundling,” he said.
Century’s Durham Hickory in Sunglow
Columbia wood products feature
Correction
Corrections
Mullican’s domestic plant develops new looks, trends
[Johnson City, Tenn.] Bringing engineered
hardwood production stateside has been a
clear goal of Mullican Flooring since the opening of its new Johnson City, Tenn. facility in
2012. With the launch of its newest lines, San
Marco and Ponte Vedra, Mullican continues
this push to compete with engineered products typically manufactured in Asia.
According to Brian Greenwell, vice president of sales and marketing at Mullican,
these new collections represent an emerging
trend in engineered hardwood for longer
and wider planks.
“What makes these products unique is that
they are the first domestically manufactured 6
foot planks on the market, and they come in
5- and 7-inch widths,” he said.
Another trend represented in San Marco
and Ponte Vedra is the introduction of products beyond the traditional species of wood.
“We introduced two domestic lines late last
year, Lincolnshire and Hillshire, which are
more traditional products, so these new collections represent a more upscale and unique
look,” Greenwell said. “We introduced San
Marco and Ponte Vedra in American cherry
and walnut. Not many American-made engineered products are available in these species.”
The San Marco Collection is hand-sculpted
flooring that comes in nine color variations of
the species oak, hickory, maple and walnut. All
of these products are available in both five and
seven-inch widths, according to the company.
The Ponte Vedra Collection is smooth
finished flooring available in the species oak, humming along, which will allow us to make
hickory, maple, cherry and walnut. According a lot of good products for our customers,”
to Mullican, of the 10 different colored prod- Greenwell said.
ucts offered in this collection, two are available
 Brittany Walsh
in 5 inch widths and eight are available
in 5 inch and 7 inch widths.
“The new lines have had a great
response so far and we are very optimistic
for the effect they will have in the market
place,” said Greenwell.
Beyond the goal of San Marco and
Ponte Vedra selling and taking up some
market share, Mullican also has its eyes
on what these collections mean for the
company long term.
“The release of these products will Hickory toasted almond from
help to get our Johnson City factory Mullican’s San Marco Collection.
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Tile & Stone
MSI helps design kitchens
Metroflor
[Orange, Calif.] MS International (MSI), a
leading importer of stone and porcelain products, has introduced a new online application
that helps customers visualize MSI products in
different kitchen settings.
“We created our kitchen visualizer to allow
consumers a quick and easy way to visualize
different color combinations between countertops, flooring and backsplashes with a click
of a button,” said Rupesh Shah, co-president
of MSI. “Without this visualizer, consumers really struggled in putting all the pieces
together. While they may love a particular
countertop or backsplash, they have trouble
visualizing how they would work together
from a design perspective.”
Customers first choose from three styles of
kitchens to start with as a base layer and then
select from eight cabinet colors.
There are approximately 90 colors of granite,
marble and quartz for countertop options, 35
backsplash options and 15 flooring options. “If
you do the simple math, there are theoretically
695,000 different color combinations across the
cabinet, backsplash and countertop colors we
have available,” Shah said.
Before developing the visualizer in-house,
the MSI team studied many of the other design
together. The joint strength diminishes as
you start working with thinner material, and
because these thinner-gauge LVTs are more
flexible, engaging the locking mechanism can
be troublesome for the installer.”
That said, thicker click products offer great
stability and the rare capability of being installed
directly over most existing floors or substrates,
he said, adding, “For commercial, retail or
corporate environments I tend to lead clients
towards our click Engage,” he said. “Speed is
not always the most critical factor here, but
click products are still fast, easy to install and
durable. They’re also waterproof, don’t depend
on glue and can be replaced if damaged.”
Correction
Corrections
tools on the market. The common recurring
themes they found among the online tools
available were that they were not user friendly
or intuitive for the average consumer, they were
not mobile-device friendly, noted Shah.
“In developing our visualizer, we tried
to balance simplicity and speed against
functionality and picture resolution,” he
said. “Customers can quickly and easily see
literally hundreds of different color combinations with just a click of the button.”
MSI has begun to roll out the Kitchen
Visualizer to design centers and showrooms
across the country. Shah said that many
managers are rolling out the technology
using touch-screen LED televisions that
make it easy to collaborate on projects with
customers when they come to the store. It’s
also convenient to use on tablets and other
mobile devices.
The Kitchen Visualizer has email and download functionality to allow users to share their
selections with others via email with a click of
the
button.
Because the tool is interactive with the MSI
website, customers can click on a button if they
want more specific information about any specific product. FCW FCW
FCW
iNTACT loose lay
At Surfaces this year, Metroflor unveiled
iNTACT, a new loose lay LVT featuring a raised
wave-pattern backer with releasable adhesive.
The concept of loose laying LVT is relatively
new, but holds great potential, said Rogg
“We received really good feedback on
iNTACT loose lay from the marketplace
at NeoCon, which lends credibility to the
fact that we’re onto something,” he said.
“iNTACT is now part of the full array of
LVT solutions that we’ve put in front of our
FCW
17
customers as they consider which collections
and which installation platforms are appropriate for their clients. We began sending out
full sample-sets of iNTACT last month, and
the product line is now coming to life.”
Because each loose lay tile and plank
holds itself in place, inherent dimensional
stability is a crucial issue, said Rogg, adding
he insists on using only virgin vinyl for
iNTACT’s construction.
“When you’re not adhering the product to
the floor, or planks or tiles to one another via a
Grip-Strip or a click mechanical locking profile,
virgin material gives us the best chance for success,” he said. “Virgin vinyl is more predictable
and stable as far as expansion and contraction.
Performance of products featuring recycled
content can vary from batch to batch. They’re
not as consistent.”
Because iNTACT features pure vinyl and is
free of glues, the product can be easily recycled
at the end of its product cycle, added Rogg.
“Floating floors lend themselves nicely to
being recycled. You can lift them up, grind
them, and use them for other applications,” he
said. “It’s a matter of choosing which advantage
you want to promote: higher recycled content
on the front end, potentially sacrificing dimensional stability; or, reliable dimensional stability
as derived from virgin vinyl, and ease of recyclability at the end of the product’s life. With
iNTACT, we’ve chosen the latter.” FCW FCW
Correction
Corrections
FCW
FCW
CFS is a national distributor of exclusive
high-end affordable hard surfaces.
With facilities on both the East and
West Coasts, CFS can ship anywhere in
the U.S. at a delivered price.
Hardwood | Bamboo | Cork | Laminate
CFS
A company you can believe in
with quality you can jump into summer on.
Shown: Kensington Hand Scraped Montelena, 9/16” thick x 4-3/4” wide x RL up to 47-5/8
August 12, 2013
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·
866-751-4893 | www.cfscorporate.com
·
8/7/13 4:12 PM
18 Carpet & Area Rugs
Fiber technology advances product, performance
By Janet Herlihy
When someone sets out to buy new carpet,
they have usually done some research and are
trying to balance what they know about the
product, with what they want for their home,
with what they are willing or able to pay. It is
up to the retail sales associate (RSA) to help
them choose a carpet that will meet their
expectations as well as budgets.
While carpet price is influenced by many
factors, the greatest variable is face fiber. The
four synthetic fiber types — nylon, polyester
(PET), triexta (PTT) and polypropylene —
make up more than 90 percent of the market.
What makes carpet soft?
The major difference in today’s carpet compared to that tufted 20 years ago is softness,
which is possible through advances in extrusion
equipment. Denier per filament (DPF) refers to
how thick or thin an individual filament is. The
finer the filament, the softer it will be. Up until
the latest generations of carpet fiber, 10 DPF
was considered soft but now filament in the
4 and 5 DPF range is being used to make soft
carpet, according to Mike Goodall, Mohawk’s
vice president of product manufacturing for the
residential carpet business.
Because the filament is so much finer,
construction is more important than ever.
Individual filaments are twisted together and
then heat set to hold the twist. “The twist is
higher (about 30 percent more than traditional yarns) and the weight (face weight of
the fiber used in a square yard of a particular
carpet) is also higher,” Goodall explained.
Most products in Mohawk’s soft lines
— Silk (SmartStrand) and (Wear-Dated)
Embrace — are 40 ounces or higher. “We
extrude the filaments at a certain denier and
then twist them together to form yarn and
then pack them together tightly to give good
performance even though the filaments are
so fine,” Goodall added.
Nylon: The industry standard
Nylon is considered by most in the industry to be the best overall fiber for carpet.
There are two types of nylon used in carpet
production — nylon 6 and nylon 6,6.
Of the branded nylons, Stainmaster is
nylon 6,6, Anso is nylon 6, and today’s
Wear-Dated nylon can be either. Because of
a different molecular structure, nylon 6,6 is
somewhat more difficult to make and dye but
makes a slightly higher performing product
than nylon 6, according to industry sources.
“Historically, nylon has the best durability
for carpet, but has issues with staining,” said
Goodall. “For residential use, the differences
between nylon 6 and nylon 6,6 are minimal.
In Mohawk’s Wear-Dated brand, there are
both nylon 6 and nylon 6,6 styles. There is no
difference in the warranties,” Goodall said.
Shaw also uses both nylon 6 and nylon 6,6
in its residential line. It makes its own 6 and
brands it Anso, which is Cradle-to-Cradle
certified as a product that can be recycled over
and over again into carpet fiber, according to
Chris Yarbrough, Shaw’s director of carpet
technology and performance. “Most Shaw
nylon products are type 6 and feature our proprietary R2X stain and soil resist treatment,
which will not wear off,” Yarbrough said.
Branded Anso nylon products carry a lifetime stain warranty and a 20-year texture retention warranty. Mike Sanderson, Shaw’s nylon
residential carpet product marketing manager,
added that the new soft Caress Anso collection
carries the traditional Anso warranty.
dealers,” Yarbrough added.
When it comes to selling PET
carpet, an industry source stressed,
“It’s about matching customer needs
and expectations with the right
carpet. In a multi-family project,
the expectation usually is that it will
be down for about two years, then
replaced. PET is inherently stain
resistant and if you give the yarn the
proper twist and construction, you
may get another turn out of it and
the customer will be happy.”
PET is growing in the below $10 Stainmaster uses a Vetterman Drum to test the durability
per square yard wholesale range of carpet.
of carpet, while nylon and triexta
Stainmaster: more than just a name
make up products in the above $10 per square and is a shorter term investment,” he said.
Stainmaster nylon 6,6 has unique attributes, yard wholesale range, according to Goodall.
ClearTouch is third party certified to contain
according to Rusty Carter, residential products “There are some PET styles that are above the a minimum of 25 percent recycled bottle chip.
manager for Invista Stainmaster. As a fiber sup- $10 price point, but it has to be special to be “Even Shaw’s non-branded PET products have
plier, Invista has proprietary spinnerette and that expensive,” he added.
some recycled content,” Christensen said.
bulking technologies to make Stainmaster fiber.
Most of today’s PET products also have a
“We supply flat singles yarn that a mill buys and “green” story as the fiber contains a percent- Triexta promises best of nylon and PET
twists into carpet yarn,” Carter said.
In March 2009, the Federal Trade Commisage of recycled plastic bottles. “Mohawk’s
Stainmaster’s stain and soil resistance comes EverStrand BCF Revive has a recycle triangle sion (FTC) ruled that fiber made from polyfrom a proprietary treatment that is extremely as part of the logo,” Goodall pointed out. trimethylene terephthalate (PTT) has attributes
durable and promises to last the life of the “Virtually all Mohawk’s PET carpets contain that merited a new generic name, triexta.
carpet. Stainmaster has a lifetime warranty that some recycled fiber content,” he said.
Until then, PTT was classified as a type of
polyester. Being granted a new name enabled
triexta to take off as a carpet fiber, based on
its own characteristics and features. “It has
changed the carpet industry,” said Goodall.
“SmartStrand with DuPont Sorona (a triexta
polymer that contains a bio-based element
from corn) really has the best of nylon and PET.
It is resilient, bleach resistant, has inherent stain
Mohawk is launching EverStrand Soft Appeal, a new soft PET BCF collection.
and soil protection and, with the bio-based element, it has a great environmental story.”
gives 100 percent coverage for the first seven
When Mohawk introduced the first
Mohawk has started shipping samples of
years and is then pro-rated over additional its latest PET line, EverStrand Soft Appeal, an SmartStrand generation of styles in 2009, the
years the carpet remains on the floor.
ultra soft collection of three solids and three feature that caught the consumer’s attention
The resiliency of Stainmaster begins at the tonal flecks in three weights — 40-, 50- and was its softness. SmartStrand Silk followed
molecular level of nylon 6,6 that causes the 60-ounce styles. “We took what we learned in 2012 and has helped fuel increased carpet
fiber to move back to its original form, Carter in developing the BCF for Silk and Embrace sales as well as a stampede of competitive soft
explained. “Nylon 6,6 has the highest degree of and used it in PET to make EverStrand Soft carpet collections in PET and nylon.
that resilience, nylon 6 has some of that benefit, Appeal,” said Goodall.
DuPont supplies Mohawk with the polyPET doesn’t recover as well and polypropylene
Invista launched its Essentials line mer chip for Sorona, its branded triexta that
has the least resilience,” he added.
including some PET carpet styles in 2012. contains 37 percent bio-based polymer. It
“We developed a quality standard for PET, licenses the fiber manufacturer/carpet mill
Better products, lower prices fuel PET growth although we recognize it will not perform to make the fiber, according to John Lyons,
The cost of polyester makes it attractive as well as Stainmaster nylon,” said Carter. global business development manager for
as a carpet fiber. “Sometimes the difference “We’ve applied our standards so that if PET DuPont Sorona. “You get environmental
(between nylon and PET) is as much as 50 is what the consumer’s budget allows, they benefits without tradeoffs. You don’t have to
cents to 60 cents a pound,” reported Ralph can buy a Stainmaster Essentials PET and compromise performance,” Lyons said.
Boe, co-CEO of Beaulieu America. “Usually, know it’s as good or better than any other
it’s about 35 cents a pound less.”
Polypropylene limited use
PET carpet on the market,” he stated.
Due to its continuing lower cost and
While polypropylene (aka olefin) is still used
Shaw’s warranty structure is centered on
advances in extrusion, polyester bulked brands, according to Brad Christensen, Shaw’s in certain carpet styles — value-priced loop
continuous filament (PET BCF) is the fastest PET residential carpet marketing manager. products — its low resiliency and low melt rate
growing category of carpet fiber today.
The strongest warranty is for nylon. Chris- limit it to narrow applications. “Polypropylene
Today’s PET is better constructed than that tensen explained, “We are more realistic about doesn’t work well in a cut pile construction, but
of 20 years ago, noted Shaw’s Yarbrough. “The applying warranties to PET products. Shaw’s does do the job in a tight loop,” Goodall said.
extrusion equipment has improved. The heat ClearTouch BCF PET has a lifetime stain
Shaw’s Yarbrough agreed that polypropylsetting has better quality control as well. But warranty and a ten-year texture retention war- ene has its place in carpet. “There are certain
very low weight PET carpet comes with low ranty. ClearTouch is for the more value-ori- visuals — traditional multi-color loop — that
expectations that should be shared with the ented consumer. It is for more moderate usage are made in polypropylene.” FCW FCW
Correction
Corrections
·
81213-pages.indd 18
·
FCW
WWW.FCW1.COM
FCW
August 12, 2013
8/7/13 4:07 PM
19
Making What Matters Most Happen
BY
T
RHONDA
ROBINSON
Do you have a Branded Edge?
here are a number of purported
business moguls who consider themselves branding experts. They tout
themselves as top dogs in the advertising and
marketing fields, vis-à-vis a contention that
branding is all about logos, signs, displays,
websites, advertising creative and marketing
collateral. But it’s shortsighted to believe
that’s the extent of it.
All these items play a significant and
important role in branding; however, they
represent only the tip of the branding iceberg. What lies beneath the surface are the
critically important items such as positioning, culture, people, services and products
which serve in determining the essence
of your brand and whether you are operationally sound enough to actually achieve a
“Branded Edge.”
Ask yourself this question: If you were
given 15-seconds free airtime on Super Bowl
Sunday to state what your business is about,
what would you say?
It’s a high dollar, onetime shot at convincing someone to make you their company of
choice. An annual study published by Business
Week ranked 100 of the most valuable brands.
The study ranked brands on the basis of future
earnings potential and concluded, on average,
brands account for more than one-third share
value (intangible assets). Coca Cola’s brand,
for example, equated to 51 percent of shareholder value ($60 billion plus).
When you market your brand, you are not
selling a stick of flooring — you are selling
who you are and what you’re about. You are
branding your culture and marketing your
brand culture. You cannot possibly sell what
you do not own.
Branding is what differentiates you in
your market. It provides an outward view of
how you are positioned and perceived, and
it influences emotions and attitudes about
your organization. Achieving a Branded
Edge is the pinnacle. In order to achieve that
goal and realize real brand, you must take
specific action providing what your customers actually want and receive on a day-today basis that serves in distinguishing you
from your competitors.
The objective of branding is to invoke
a lasting perception in the mind and an
emotion in the heart. Effective branding
takes a commodity and infuses value and
status, which in turn creates a preference and
commands a premium. It serves in building
recognition and longevity, and facilitates
long-term vision and focus.
Achieving a Branded Edge takes authoring
and executing upon a finely tuned strategy
founded upon your vision, which is supported
and surrounded by a “performance culture”
that consistently delivers on your mission and
values — having what it takes operationally to
really make the rubber hit the road by consistently delivering on meeting customer needs
at a profit day in and day out.
In 1900, John Stuart, Chairman of Quaker
wrote, “If this business were split up, I would
give you the land and bricks and mortar, and
I would take the brands and trademarks, and
I would fare better than you.”
Everything you do and everything your
employees do; every action, every spoken
word, every piece of advertising creative that’s
released and every piece of marketing collateral
you put out there will reflect directly on your
brand. Every expression must connect consistently with your brand position and values.
Following are timely examples that provide
real life relevance as to how branding your
culture and marketing your brand culture
differentiates you from your competitors.
For the past two consecutive years, two of my
clients received the WFCA Gold Standard
Award at Surfaces — Mount Vernon Carpet
One in January 2012, and Dalton Carpet One
January 2013; and I anticipate and expect
two more of my clients will be achieving that
prestigious award over the course of the next
two consecutive years. Why? These folks all
recognize the importance of writing a strategic plan; designing a performance culture;
and, getting systems, processes and tools into
place that ensure an operational infrastructure
appropriate for growth and profitability.
If you can’t state your strategy in a sentence, you don’t have one. Nonetheless, your
brand runs for election every day and people
vote with their feet. Are you winning your
brand elections?
To receive a complimentary copy of my
Branding Edge Module and Performance
Culture Flowchart at no cost or obligation,
simply email your request to: [email protected]. Cheers!
Rhonda Robinson, principal, corporate
strategist, business coach & author at Robinson Enterprises, LLC, is a transition expert
with 36 years experience helping companies
throughout the USA & Canada navigate
the challenges of business. www.RobinsonROI.com. To reach Rhonda, call her Office:
541-383.8044 / Cell: 541-410.4258 or email
[email protected].
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sales growth of about 8 percent, which is up
from a 7.5 percent forecast only 30 days ago
and a 5 percent forecast coming into the year.
All three major end markets of residential
new construction, residential replacement,
and commercial are expected to show stronger growth in 2013 versus 2012 as well.
Executives also pointed to similar
improved profit dollar growth for retailers,
distributors and manufacturers, with profits
expected to increase nearly 6 percent in 2013.
FCW respondents anticipated input costs
to be up 3 percent in 2013 versus a prior forecast of 4.5 percent about 90 days ago. Average
selling prices accelerated up in the 2 percent
range for manufacturers and 4 percent range
for retailers, which is up from 1 percent and 2
percent respectively from 2012.
In addition, respondents in all categories
reported net hiring in the last 90 days, most
notably at the retailer and distributor levels.
FCW’s Executive Quarterly Index serves
to highlight and compare expectations and
performance in the market. Respondents
were represented in all categories and sectors
of the industry: 47 percent were retailers, 33
percent were manufacturers and 20 percent
were distributors. Of these respondents,
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81213-pages.indd 19
FCW
WWW.FCW1.COM
·
·
8/7/13 4:24 PM
Marketplace & Classifieds
Stacey Iaccino
Next up in FCW [email protected]
Dec 20
• Outlook 2012 and beyond: What does the future hold
FF_MARKETPL_AD_JULY:Layout 1 7/10/13 2:56 PM Page 1
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Candidates should have a proven track record in account development and outside sales
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Redi Carpet is the largest flooring contractor in the U.S. dedicated solely to providing floor
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Candidates for this position should possess:
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• Ability to assume complete P&L responsibility for the business
• Outgoing personality
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• Redi Carpet has a benefits package available to its employees including 401(k) Savings
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Sales Personnel & Installation
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America’s Floor Source, one of the nation’s
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Please send resume,
with cover letter and references to
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Exclusive distributor of HanStone Quartz
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Please send resume
& salary requirements to:
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8/2/13 3:41 PM
22 The Last Word
19 and 25
T
Janet Morgan Daley, who was the editor and publisher
before me, left me with this advice: Floor Covering Weekly is
a lady; make sure you always treat her that way. I vowed that
I would always do exactly that. I devoted myself to always
maintaining the ethical standards worthy of this industry, of
this great brand and trusted resource that is Floor Covering
Weekly, and to live up to the standards of the Hearst Corporation, our corporate parent.
With the help of a very talented staff, we lifted FCW up
and we made it better. We continually challenged ourselves.
We raised the bar over and over again. We knew that industry
service was the foundation upon which our success had been
built, a legacy that was passed from Irv Gennett, FCW’s irascible founder, to every successive generation of leadership. And
we followed that path to a new era and a new level of success.
After nearly 25 years in this industry, after surviving the
Great Recession, after seeing how media has literally been
transformed by computers and the Internet, I look back with
pride at what we’ve accomplished here. And I look forward
with as much enthusiasm for what lies ahead. I am proud
to say that Floor Covering Weekly’s legacy of leadership, of
industry commitment, of service and of honor remains intact.
It hasn’t always been easy, but it has always been worth it.
To the many industry friends I’ve picked up along the
years, it’s been a helluva ride. In fact, it’s been the ride of a
lifetime. And I ain’t getting off just yet.
his year, September actually,
will mark my 25th year in the
floor covering industry. In my
late 20s, I was fortunate enough to find
a job at what is now a competitor and
it landed me in this wonderful industry
for which I am extremely grateful.
My first days and years in flooring
were under the tutelage of Al Wahnon, Floor Covering Weekly’s long time and respected editor, publisher and all around
industry ambassador. Al showed me the ropes and gave me
an opportunity to grow and succeed, and he literally changed
the course of my life and my future. I learned a lot from Al,
and not just about flooring.
Even when I left the flooring trades for a very short stint,
I did maintain ties to the industry as editor of HFD, which
had formerly been known as Home Furnishings Daily. Then,
a few years later, in July of 1994, I was recruited by a head
hunter to take over Floor Covering Weekly, A Hearst-owned
property that had, frankly, seen better times.
Things were a mess. The staff was demoralized and without a leader. They lacked direction. They lacked motivation.
Worse, times were tough in the flooring industry back then
and no one knew how long it would take for things to get
better. But one thing had stayed true: Floor Covering Weekly
was still the market leader, even if it was a bit battered.
— Santiago Montero
Jon Trivers I take the floor (530) 876-8454 [email protected]
Chris Ramey Strategic insights (561) 876-8077 [email protected]
Kermit Baker Beyond the numbers [email protected]
Ed Korczak As I see it [email protected]
Marge Redmond Heard on Main Street [email protected]
Christine Whittemore Flooring the customer [email protected]
Tom Jennings First things first (785) 843-1678 [email protected]
Advertising
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Y
WEEKL
COVERING
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Setting th very
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Vol. 62
She acknowledges that, “We’re not
the first generation to grow up amid
rapid technological change (but no one
has seen this pace before). Or financial
destruction (though coming in second
after the Great Depression isn't bad).
Or scandal (although we monetize it
like nobody's business). Or war (we
know; you protested, we followed like sheep).”
But she pointed to September 11th as a pivotal time in this
generation’s history. “September 11 is what makes Millennials unique. We matured in the wake of terrorism on a new
American scale. We grew up taking our shoes off in airport
security, looking nervously at a bag left on the train and
knowing that while technology allows us to communicate
with unprecedented speed and volume, it can just as swiftly
obliterate us. Living in fear of terror, we’ve become terrified
of fear. If we appear lazier, more entitled or more confident
than those who came before us, it's because those are the
skins we wear to hide our ultimate vulnerability.”
What all of this tells me is that this generation is more than
narcissistic or entitled. They are wounded, confused and long
for simpler times — as long as they can bring their iPhones,
iPads and Xbox with them. This generation’s personality is
supremely suited for specialty retail — a place where they can
be nurtured, find trust, support their community. And those
are the things you should be touting every day.
Supplem
ent to Floor
a l
o d i c
P e r i
each business
day, visit
us online
om
4
April 8,
2013
$4
81213-pages.indd 22
$4
3
February
Vol. 62
Ralph Boe (right) with newly named
5
A Hearst
No. 3
Mohawk’s Mike Zoellner and
Elise Demboski with a retro Marilyn Monroe
Ron Nash of Laticrete
By Mallory
Entries
CARE Co
to tackle nference
challenge
s
[Orlan
scaled back
do, Fla.]
petsPlus
the last
Alliance
endure
built upon
Flooring
the tough three years in
strategy
/Car- the
order
financial
as it welcom its “Pillars for
industry
Success”
times plaguinto
convent
turn around, . But things are
ion here ed members to this
g
March
beginni
convent
he added.
By Janet
23-26. Underyear’s
ng to
ion theme
“We’re
Herlihy
“Drive 2”,
getting more
to its member
its
help from
s the skills, Alliance brought we had a great
Carpet
necessar
supplier
meeting
tools and
board.
y for a
s; (CARE) America Recover
with our
by the end
“Welcom successful recovery products year,” I think it’s going
y
advisory
will meet
of May.
e to the
to be a great
year.
Ron Dunn
in Wesley Effort
Fla., for
In order
Logue,
recovery,”
Chapel,
growth
its
co-CEO
said John back. Commercial said. “Retail is
head carpet to continue to
ence, April 11th Annual
of
greeting
Confercoming
spearbuilding
is
24-26. Th
members Alliance/Carpet
tively, CARErecycling efforts
has much
is up which strong. Housin
e
sPlus,
the first
at
g and
eff
to be proud organization
He added
day of conventgeneral session
is spurring
have benefi will need help. ecrecogniz
that the
reported
on
ion. The
ing its accompof. And while
“We
, is already
group hopesbusiness.” also
group, he 30-40 stores in
our board ted greatly by
evidenc
lishmen
up
acknow
upcomi
10 percent
getting
goal is more
e of better
members
ts, it
ledges
ng months to open do
this year,
it’s a constan
involved
financial
and challeng there is much
network
Accordi
, but
times ahead.
ing among . Another
The Pillars
ng
to Dr. Bob
t challeng
es to address.
CARE
ance Floorin to Ron Dunn,
Establish
members.
e to keep
Peoples
for Success
moving
vided the
ed
co-CEO
g/Carpe
carpet industryin 2002, CARE
many moving forward with
of Allistrategy
convent
tsPlus,
ing on
ion foundat
prorepresen
the compan
and is
parts demand so
people,
marketattentio
ts the
ion, focusdedicate
y
based
perception,
n,” Peoples
CARE now
ing
out of landfi solutions for keepingd to finding
noted.
plannin
number
g, and
lls. In Septemb
Continu
s 80 certifi
used carpet and another 20
returned
ed on page
ed
processo
er,
national
as
Dr. Bob
executiv
rs of PCC, recyclers
21
network
Peoples
e director
CARE’s
making
“We’re looking to facilitate
of CARE.
carpet recyclinup
CARE was agenda is full.
at big shift
recycling,”
In
preparin
g.
s and trends
ter review
Peoples
g the 2012 mid-March,
in
are
said.
carpet
for Cal
Fourth
influenced
“Some of
Recycle,
Survey,
by the macro
the factors
the CARE Quar- and how
the 2012
CARE
it affects
econom
Annual
ning for
ic climate
small business
the Annual Annual Report,
Peoples
working
es everywh
pointed
plan- market
Meeting
on the fi
out that
ere.”
in April
rebound
nal plan
as the
and sold
s,
due to Cal
which will more new carpet housing
Recycle
eventua
is being
lly be available
Continu
for
Mohawk fina
Gains lead lizes Marazzi
ing glob
acquisition
al tile pos
Consolid
ated
installs
St. Mar
y’s
4:42 PM
SchÖnox
sets
flooring
stage
By Mallory
Bōlyü Drift
and Brights
installed
at
carpet
tile
of Zoosk, the San Francisc
the social
o offices
dating
service.
news updated
each business
Fashion
forward
commer
cial carp
et
ges.indd
17
Low VOCs
For breaking
fcw4813-pa
ition
day, visit
1
us online
at www.fcw1
.com
Cruise and
crucial for
Ray Pina
Steven R. Swartz President & Chief Executive Officer
William R. Hearst III Chairman
Frank A. Bennack Jr. Executive Vice Chairman
Richard P. Malloch Group Head & President
Steven A. Hobbs Executive VP & Deputy Group Head
Robert D. Wilbanks Group Controller
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POST
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$4
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on
Publicati
CEO, president Karel Vercruyssen
2013
10
Business
Beaulieu preps for Boe’s
retirement with co-CEO
19
Networki
optimismng, new products
,
drives All
iance
3/20/13
s.indd 1
May 6, 2013
A Hearst Business Publication
CEO
ed on page
flooring mar
ket
Hard surface
and secure
ing FloorSc flooring supplier
lucrativ
e governm
“All of our
ent contrac
& Schools ore and Greengu s are adoptproduct
fied and
ts.
certifications
ard Childre
s are FloorSc
this has
product
n
ore certito verify
had a great
s emit
that their specifications,”
negligib
organic
impact
le levels
said
compou
of volatile specification manage Carrie Berger, on our
nds (VOCs)
to healthy
plier Burke
and contribu
indoor air
r for rubber national
now required
quality
Industr
te asked
floor sup—
if our product ies. “We are
and Environ to achieve Leaders designations
s meet indoor constantly
hip in Energy standards. Being
mental
Design
air quality
able to say
helps us
(LEED)
get and
‘yes’ and
credits
maintai
prove it
n specifi
cations.
Continu
This
ed
on page
1-28-13page
No. 9
Vol. 62
Inter view
Scott Hum with
WFC A phrey
March 2013
PRACTICE
& PROCESS
PRODUC
T
— Amy Joyce Rush
tion
PROMOT
hot prodvery, very
LVT is a
to grow
continue
uct and we
ial and residenare
our commerc
Rush
lines. We
By Amy Joyce
tial LVT product ns at this
Rusprojectio
A year ago, of
ahead of
[Salem, N.J.]
helm
said.
took the
point,” he
he has invested
sell Grizzle Mills, a familySince then,
g the
ton
old
Manning
in overseein
easier
his time
nearly 100-yeardeeply
owned
n, a job made dilithat was
integratio
due
and
company
of careful
and
in tradition
because
the purchase
grounded
industry,
Mangence before
Russell Grizzle
rest of the
the
slow
like
aligned with a big
in a painfully and
values that
at’s been
was mired
then
that company from the start. “Th
His job
for the future
recovery.
d
while nington’s
plot a path
said.
to
announce
he
is
markets
now
new
com- help,” October, the company Commercial
growth in
true to the
In
ton
includes
time to stay
the Manning will carry both
at the same
that both
forces
values.
, includthe Amtico and the Amtico sales
pany’s core
ial products
points to
the
allows
s’ commerc
tile, using
Today, Grizzle
move that
companie
and carpet
n as a strategic its global reach
cial “Choices
LVT, sheet
acquisitio
ton Commer
coming
ton to expand
Manning
on page 47
its LVT
d
Manning
current
bring
Continue
it to3-25-13Co
while enabling n onshore.mmercial.indd 18 n.
mercial productio with the acquisitio
pleased
“We are
at www.fcw1.c
s Publica
Coverin
g Weekly
PINNACLE
1/18/13
news updated
Busines
tion
Grizz
Mannington’s
Great Floo
wide and rs goes
deep
A Hearst
s Publica
, product
Acquisition t advantage
heat up
bring markele sets course for future
OklaRoger Voge,
a,” said
Floorin Oklahom president for Star
homa division ng.
& Marble,
ing & Decoratiowner of Paris Tile
up.
casual,
By Janet Herlihy
is picking
re was
Jinx Yoder,
said, “Business after the first
] The atmosphein hotels located
[Dallas
Paris, Texas,
to wait ‘til
s scattered
and the
who wanted buy now.”
the showroom Grapevine, Texas,
the People
in
and
are back to
Fine Floors
in Irvine
small, attending were of the year
t
of Adair’s
large and
is importan
markets
Susan Adair,
retailers,
flooring
c.
“Winter market Surfaces in
Dallas regional products and optimistiwith Dallas, said,
better than
it’s
the
.”
along
us. I think
pleased with
Beaulieu
are not distracted Valley
T&L to
Shaw, Mohawk,
Swiff-Train,
that the suppliers owner of Brazos
in
rs including see a wide range of
Chuck Moreau,with three locations
distributo
.
dealers to
been
programs
has
Design,
drew
area,
the latest
and BPI
Floor &
hear about
Station, Texas d on page 12
g in the
product and
recoverin
the College
Continue
tion is
better retail
Construc
reported
strong
retailers
is
and
market
region
“The builder
sales as well.
No. 7
Thomas Young Group Production Manager (516) 227-1369 [email protected]
Matthew Lippl Production Artist (516) 227-1354 [email protected]
19
Great Floors, No. 9 on FCW’s Top 50
list, boasts an expansive showroom
in Coeur d’Alene, Idaho.
e
” them h
Max boot
sor
ic of
Mag
Wind
Max
variety.
Haleys Flooring & Interiors offers
ABC Carpet & Home’s 6th floor rug
department
Sergenian’s grows in
Wisconsin and Florida
Separate retail brands, expanded commercial
ces and distribution
sales, administrative offi
three
in Madison. In Florida, there are now
— Tampa,
of G. Fried Flooring America stores
The merger of Sergenian’s Floor Coverings
told, sales tallied
G. Fried Sarasota and Jupiter. All
Madison, Wisc. with Florida-based
to Jim
has $25.8 million in 2012, according
Flooring America in November of 2011,
Sergethat Garner, CEO of the parent company
resulted in a vital, diversified business
and the majority
50 U.S. nian’s Floor Coverings, Inc.
is ranked No. 40 in FCW’s 2013 Top
shareholder of the business.
Specialty Retailers report.
In 2008, when the recession hit in Wisconsin,
SergeA member of Flooring America,
onethe builder business accounted for about
nian’s operates a retail store and maintains
a second facility that houses commercial
By Janet Herlihy
For breaking news updated each business
19
11:25 AM
day, visit us online at www.fcw1.com
location
My Flooring America’s Denton, Texas
Sergenian’s showroom features stylish
Hard surface carries
retail out of slump
The
12:15 PM
gates
open
at Surfa
.
2013
about Stainmaster
brand.
coverage
*Surfaces page 4
begins on
Flooring
Newton,
said Ian
put the program
101, who
group.
for the
together
this as a
r, we see
Gavin
“Howeve
”
ent opporBy Kimberly
and
year run,” said Bruce Zwicker, president
in your business.Merritt
margin enhancemadded, not
The National
to invest
when
By Raymond Pina
CEO, Haines. “Housing is rising and
right for you and president Randy a better [L V]
Alliance
. He
tunity,” Newton
disrupter
ering
be
be like throwing
Rush
Both Bell
Floorcov
of more
signifi- interest rates go up it will
definitively
as a market the program
Amy Joyce
offered
Specialty flooring dealers are reporting
collective
2013 will
people trying
that if
Cruise and
for all of us,”
(NFA), a
said that
traf- rocket fuel on a fire with more
nation’s
also said
group
By Mallory
right here
convencant and sustained increases in both store
our number than 40 of the
still relatively low.
support, the
“It starts
Network
success is
Growth, to buy in while rates are
.
gets good
met prior
Flooring
on the year.
fic and store sales across all categories.
growth and
additions
into a
] Shaw
a spotlight
largest retailers, for a midBell. “Your
[O
new We’re coming out of a depression
would pursue
2013 — put
2013
they said, is being fueled by rejuvenated
in January,
dakis, incomlaser sharp
Surfaces
and
one priority.”
Phil Koufi
“Every year
tion — Insight to create targeted,
busi- pretty strong recovery.”
year to
con, said that
meeting
Merritt,
better
home construction, residential remodel
deep
on
comability
a
president
be
g its
Explained
Construction and renovation of
company’s
was
ing NFA
going to
that conventireview. The positive
while expressin and the causes
ness and Main Street commercial.
g program
y says it’s
facilities,
to support
vendor
at last
everybod
business plans
said mercial spaces such as healthcare
the Armstron cant because
their families
have the statistics
informam reported
“I haven’t been this busy in years,”
signifi
ces continue to cern for its dealers,
s.
but we didn’t year we have concrete
especially
owner schools and government offi
group
continue
vely momentu
30-year industry veteran Jeff Kaspin,
more than
. This
ed the first
space on Main it believes in.
to be progressi
fall’s meeting group disintention
crowd of
it represent
Carpet. rise but the return of retail
it. It’s going
told the
), “Shaw
of Monroe Township, N.J.-based A.B.
of carpet.
while the
opportunity.
a new
attendees
proVance Bell
to four years.”
tion to support
his
my Street is proving to be the latest
of And
examine
buy outside
.
potential
(some 3,800 to insure future
officiated
“The amount of traffic coming through
the next three
retail
and CEO
from Armstrong
cussed some closed doors, NFA members
better for
“With new housing comes new
Koufidakis
1,000 dealers
the
together
program
et, chairman
. “My job
Hathafocused
Buff
pieces
wood
door is reminiscent of the good days before
behind
principal
been
the
g
president
Borders,
Berkshire
Warren
have
has put
amazing construction,” said Diana
12 grams publicly embracin
as the new
company
service
best opporsuccess. We
economy went bad. And what’s really
d on page
flooring, Armbuy
first meeting p is to bring the
one it is
quality and
Shaw’s parent
growth and
Continue
January, designer for commercial
during
wood group
to me is how strong business was in
leadershi
Our product made major capital
g.
retail environment
he told FCW
is a new
to with
on you.
that kind strong. “We’re seeing the
and we’ve
e time is
to the group,” en they can choose
ity from Armstron d, introduced
February and March. Usually we get
Th
But
business.
improved
tunities
“Th
opportun
have
$1 billion.
already driving a lot of commercial
So far, we
Scrape Hardwoon, is a collection
of push in April through June. I’m
nts — over
vendor meeting.
American
best for them. participainvestme
conventio
we’re also seeing a lot of hospitals renovating.
in 3/8 the
lly what is
at the fall
ahead of last year. That’s very encouraging.”
available
individua
the NFA
getting mass
dip, America is building again.”
scraped products
adding that
success in
in 10 colors
With the exception of an occasional
had
said,
charge
the
led
high-end
have
have
Available
dakis
of
categories
es.
Hard surface
Koufi
and
with four:
thickness
that success
monthly increases in new home sales
8 percent the first
is starting
tion in carpet,” group can spread
and ½-inch
property of increased sales, up some
the
Grain and
goal as presiNFA program
a trend among homeowners and
to the first quartotal, the
Blaze, Amber
p he believed d and beyond. His on page 7
quality quarter of 2013 in comparison
d
Nest, Autumn
is a direct-shi
managers to remodel with better
hardwoo
Research.
into
Catalina
Continue
to
Eagles
according
program
ter of 2012,
use. The
ve pricing.
goods is driving sales growth residentially. Smokeho
competiti
ble,”
three
members
“We think we’re set up to have a good
is considera
that offers
advantage
1:14 PM
2/8/13
“The price
5/1/13 3:47 PM
4/4/13
Drumline makes noise
first
ong: NFA’s
: Armstrgroup buy option
ight 2013
Shaw’s Ins better future wood
a
ing
Build
ces
“The
the
displays.at
a l
o d i c
P e r i
✓
P e r i o d i c a l
$4
28, 2013
on
Publicati
For breaking
Columnists
W
P e r
i o d i
c a l
Business
Santiago Montero Publisher & Editor in Chief (516) 229-3617 [email protected]
Amy Joyce Rush Managing Editor (516) 227-1421 [email protected]
Kimberly Gavin Editor at Large (706) 278-3690 [email protected]
Raymond Pina Senior Editor (787) 467-1181 [email protected]
Janet Herlihy (361) 906-1117 [email protected]
Tanja Kern (417) 522-9722 [email protected]
Brittany Walsh (516) 227-1358 [email protected]
Administration
FCW
A Hearst
Editorial
Shaping the next generation
January
No. 2
Editorial (516) 229-3600 Fax (516) 227-1342
Advertising (770) 919-7747 Fax (770) 919-1348
Classified Advertising (516) 227-1407 Fax (516) 227-1342
Production
e’ve talked before about the next generation of
consumers — the Millennials or Gen Y. I’m
intrigued as I’m raising two children in that
macro group and I’m surrounded by a dozen others in
family and here at work.
I’m not the only one that spends time trying to understand
their behavior, identifying their motivations and figuring out
just what the heck they are all about. Time magazine devoted
its cover and a good bit of the May 20 issue to this group in
an article titled “The Me Me Me Generation, Millennials are
lazy, entitled narcissists who still live with their parents, why
they’ll save us all.” More important than the article itself was
the storm of editorials and online conversations it launched.
While some of the backlash was pure defense mechanism
by wounded Millennials, a couple of points came up that are
worth considering.
The Atlantic Wire’s Elspeth Reeve countered the article
by saying all generations of young people are narcissistic and
selfish. In other words, is this generation’s behavior really any
different than any other group of under 30 year olds?
Bloomberg’s Zara Kesser offered that this generation has
been shaped by events that weren’t part of the equation for
many of us bemoaning the attitude of this group. She said,
“Our environment isn’t all about technological progress,
either. It’s also been shaped by economic ruin. Are we entitled? Maybe. Or maybe we just want the same financial and
professional stability that previous generations secured.”
Vol. 62
FCW Editorial and Sales Headquarters
50 Charles Lindbergh Blvd., Suite 100, Uniondale, NY 11553
(516) 229-3600 • FAX (516) 227-1342
For breaking
5613-pages.indd 1
s.indd 1
2-11-13page
news updated
each business
day, visit
us online
To subscribe: call (866) 813-3752 or go to fcw1.com/subscribe
For reprints of articles: Wright’s Media (877) 652-5295
om
at www.fcw1.c
8/7/13 4:09 PM
81213-pages.indd 24
8/6/13 9:13 AM
STAINMASTER® carpet
has earned
the Women's Choice Award
as the most preferred
carpet brand among women.
C
M
Y
CM
MY
CY
MY
K
Sell the brand women prefer
The WOMEN’S CHOICE AWARD® is a registered trademark of WomenCertified, Inc.
USA TODAY is a division of Gannett Satellite Information Network, Inc.
STAINMASTER® is a registered trademark of INVISTA. C04756
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