s - Floor Covering Weekly

Transcription

Vol. 62
No. 17
A Hearst Business Publication
September 16, 2013
$4
FCW
FLOOR COVERING WEEKLY
The Industry’s Business News & Information Resource
6
Congoleum’s new team
ready for the future
After 44 years, Jarosz stays on as consultant
By Santiago Montero
[Mercerville, N.J.] The first year at the
helm of Congoleum was a transition year for
CEO Bob Moran.
“The first year was about getting the foundation correct: Getting the flow of information
right, the support of our board and the banks,
building the financial foundation. And then you
start the next process, building the organization, the design and the marketing teams. Now
we are bringing product to the marketplace that
represents the Congoleum name — wonderful
design at a value price point.”
“Building the team has been the most
important thing we’ve done over the past year,”
he said, starting with a world class design team
lead by Doty Horn, vice president of style and
design. Sales and marketing have also been
revamped and will be headed up by Mike Sansone, vice president of sales, and Kurt Denman,
senior vice president of marketing. Together,
they will take over for Dennis Jarosz who is
retiring after 44 years in the industry but who
will remain a consultant for Congoleum.
Today, this is a company on the verge of
FCW presents the 2013
Dealers’ Choice winners
Over the past several months, Floor Covering Weekly (FCW) presented the Dealers’
Choice Awards to this year’s winners —
Mannington, Daltile, Armstrong, Mohawk,
Quick-Step, Beaulieu of America and
Mapei. A total of 1,576 retailers came to
FCW’s booth in January to cast their vote
for the industry’s top products at Surfaces
2013 in Las Vegas. Categories for the
awards are: Carpet, LVT, Resilient, Laminate, Hardwood, Ceramic Tile, Rugs, Flooring Related Products and Merchandising.
Here, the 2013 Dealers’ Choice recipients
Mannington took home two awards this year. Here, Dan
are presented with their awards.
Natkin and Joe Amato accept the award for hardwood.
The company also won for LVT.
P e r i o d i c a l
Continued on page 5
For breaking news updated each business day, visit us online at www.fcw1.com
91613-pages.indd 1
making several important product introductions and extensions
while still holding dear to its traditional strengths.
Mike Sansone, VP sales
Kurt Denman, SVP marketing
Consumers at the forefront
According to Denman, the
company is now re-engaged in looking at lateral move across categories rather than a step
the consumer’s needs and seeing where down. “The closer you can be to the consumer,
there are opportunities.
the better off you are going to be at understandThe timing, he said, is good because of ing their needs and figuring out what products
the recent evolution resilient has been going are going to address that for them,” he added.
through where opting for vinyl can be seen as a
Continued on page 20
Customers drive Tandus and
Centiva joint efforts, branding
and Centiva across the country. It depends on the region.
In one region there might be
To be able to serve customers
one sales person handling
across all segments of the comboth and in another, there
mercial market with “true fitmight be two or more sales
for-purpose product solutions,”
reps. The focus is on our cusTandus and Centiva are moving
tomers and how they want to
into a closer relationship.
be served.”
Glen Hussman, president of
While
the
leadership
the newly formed Tandus Centiva
functions have been merged,
entity, explained that the two com- Glen Hussman
each operation continues to be
panies, now Tarkett divisions, have
been melded into one multi-surface company, physically based as it was. Tandus is headbut will continue to operate separately when quartered in Dalton and Centiva is based in
it makes sense. “There is still a strong push to Florence, Ala.
“Formerly, Tandus was focused on soft
build awareness and branding for Tandus as a
stand alone and for Centiva as a stand alone, surface flooring. Now, whenever LVT (luxury
but, where appropriate, the two will be seen vinyl tile) is in play, we can be interested in
those projects too,” Hussman said. There is
together,” Hussman explained.
A new logo representing the two compa- particular opportunity in senior living, large
nies as Tandus Centiva has been designed corporate accounts and education. “We can
that is consistent with other Tarkett compa- earn multi-surface business by taking advannies in style and font. “There is now a single tage of the strengths of both Tandus and
Tandus Centiva sales force and marketing Centiva,” he stressed.
Between the two divisions, Tandus Cen(organization) and product development
and customer service teams are merged,” tiva manufactures a unique line of LVT,
Hussman reported, adding, “But it’s not a hybrid resilient, modular carpet, tufted and
cookie cutter method to represent Tandus
By Janet Herlihy
9/11/13 3:51 PM
NOT SINCE THE
GOLDEN AGE OF
THE JUKEBOX HAVE
SO MANY VINYL
HITS COME FROM
ONE PLACE.
Th an k yo u to all o f t h e re t a i l e r s wh o vo t e d
an d c o n tinu e to su ppo r t o u r br a n d. We
are p ro u d to h ave b e e n n a m e d t h e F C W
Dealer s’ Ch o ic e fo r R e si l i e n t F l o o r i n g .
ON LY ARMS TRONG is t he best selling br and o f vinyl sheet
fl oor i n g. An d, for go od reaso n. Ar mst ro ng offer s a full complement
of vi nyl sh eet pr odu ct s – so met hing for abso lut ely ever y t ast e ,
styl e or decor – wi th unsur passed realism, super io r perfo r mance ,
easy car e an d th e most comprehensive war r ant ies in t he indust r y.
ONLY ARMS TRON G
© 2013 Armstrong World Industries. All rights reserved.
10.5x13_VSHAd_FCW_913.indd 1
91613-pages.indd 20
9/6/13 12:38 PM
9/9/13 9:35 AM
News
Shaw invests $85 million in facility, jobs
[Dalton] Shaw Industries will build a
new facility in Bartow County to manufacture modular carpet tiles. The company is
expected to make an $85 million investment
in Georgia and create 500 new jobs.
“We have expanded our existing Cartersville carpet tile facility to its maximum so
the Adairsville plant will allow for continued
long-term growth in this important product
segment. We will also soon open a new carpet
tile plant in China to service the Asia market,”
said Shaw chairman and CEO Vance Bell.
Shaw plans to build and equip 600,000 to
700,000 square feet of manufacturing and
warehouse space. The plant will be built on
117.6 acres located near the intersection of
Highway 140 and Hall Station Road. Construction will begin in 2014. Governor Nathan Deal of Georgia
reported in a statement, “The steady comeback of the floor covering industry in North
Georgia continues to reflect the resurgence
of the global economy. Companies such as
Shaw Industries are moving aggressively to
meet demand, and Georgia stands ready to
equip them with the trained workforce and
infrastructure network they need.” Shaw currently operates six facilities in
Bartow County, including another carpet tile
manufacturing facility located in Cartersville.
Shaw worked closely with the Cartersville-Bartow County Department of Economic Development, Bartow County, the city of Adairsville, the Development Authority of Bartow
County, the Georgia Department of Economic
Development, and numerous other officials as
it explored potential sites and collaborated on
a Memorandum of Understanding to accommodate its business growth.
“The close collaboration with state and local
government and economic development officials, the availability of suitable land, the readiness of a diverse talent pool and easy access to
transportation hubs were instrumental in our
site selection process,” said Shaw director of
corporate assets Chuck Dobbins. Shaw employs approximately 15,000 associates in its operations throughout Georgia.
A wholly owned subsidiary of Berkshire
Hathaway, Inc. with more than $4 billion in
annual sales and 23,000 associates worldwide,
Shaw is headquartered in Dalton, with salespeople and/or offices located throughout the
United States, as well as Australia, Canada,
China, Hong Kong, Mexico, Singapore and
the United Kingdom. FCW FCW
Correction
Corrections
FCW
Mohawk, Unilin post wood pricing increases
Both Mohawk and Unilin announced
that they will be increasing prices on certain solid and engineered wood flooring
product. While neither disclosed what the
increase will be, Mohawk’s will take effect
on orders and shipments made on or after
October 21, 2013, while Unilin’s takes
effect with orders and shipments made on
or after September 30, 2013.
This comes on the heels of Armstrong’s
announcement late last month that it
would initiate a 3 percent to 10 percent
3
increase on select solid and engineered
wood products beginning with shipments
made September 13, 2013.
As FCW previously reported, the industry
has posted several price increases over the last
nine months. “Since our last price increase
FCW
announcement, raw material costs have continued to rise on select lumber and veneer species.
A combination of an improving economy and
less than ideal logging conditions has resulted
in increased demand coupled with a slower
supply response. Unfortunately, the cost
increases continue to outpace our productivity
initiatives,” said Jamie Byrne, senior vice president of hard surfaces at Mohawk. FCW FCW
Correction
Corrections
FCW
FCW
FreeFit granted patent with wider scope
[Elizabethtown, Pa.] In a move to block
competitors from capitalizing on its four-yearold technology, FreeFit sought and has been
granted a second U.S. patent that broadens
its intellectual property related to loose laid
luxury vinyl tile (LVT), according to Samuel
Apicelli, a patent attorney and partner at Philadelphia-based Duane Morris.
FreeFit was granted its first patent pertaining to loose laid LVT in October last year that
covered the specific shape of the backing.
“This second patent covers FreeFit’s original backing technology but is more general
and widely applicable. It’s not relegated to a
single geometric pattern,” said Apicelli.
FreeFit planks and tiles utilize an octopus-like backer as well as a specially formulated and weighted virgin vinyl core that
allows for loose lay installations without click
systems, peel-and-stick tabs or glue.
This new patent is meant to deter competitive product from entering the marketplace,
according to FreeFit CEO Dave Reichwein.
He told FCW that the original 2012 patent
was leveraged to shut down small infringing
importers at Surfaces, Domotex Hannover
and Domotex Shanghai this year.
“Contingent liability is a phrase everyone
should be familiar with. In today’s world it’s
becoming a bigger issue every day. Whether
it’s a product containing phthalate or a
patent being infringed, the financial implications go from the manufacturer who
This patent covers a wider scope for FreeFit’s
Correction backing technology.
made it, to the distributor that sold it, all the
way down to the homeowner who bought
it,” said Reichwein. FCW FCW
Corrections
FCW
Oriental Weavers USA begins next chapter
By Janet Herlihy
[Dalton, Ga.] Having grown significantly
as a global leader in flooring, Oriental Weavers USA (OW USA) has begun a rebranding
initiative that includes expansion plans,
enhanced distribution and increased production capabilities in the United States.
The new image and marketing strategy
acknowledges that in 2006, Oriental Weavers
of America merged with the Sphinx division
Prismatic is part of OW USA’s
new Pantone Collection of rugs.
September 16, 2013
91613-pages.indd 3
WWW.FCW1.COM
to form Oriental Weavers USA. Then, in
2011, OW USA took on responsibility for
all international hospitality carpet efforts of
parent company, Oriental Weavers Group.
“By merging our various brands, OW USA
is positioned for the continued growth that is
critical for our long term success,” said Mike
Riley, president of OW USA, the U.S. subsidiary of the Egypt-based Oriental Weavers
Group, and also CEO of the OW Hospitality
division. “Our area rug brands have been
managed by our team under one corporate
umbrella for quite some time and now with all
the exciting expansion plans and new marketing and product initiatives, such as the launch
of our new Pantone Universe line of rugs, we
felt like it was the perfect time to make our
cohesive rebranding official,” Riley said.
A new logo was created to reflect the company’s fashion-forward reputation, while
connecting visually to the OW Hospitality
·
·
logo identity. The new mark leads with a
subtle ‘O’ and ‘W’, which also represents a
loop of carpet yarn.
The company’s evolution also includes tangible growth — it is in the process of adding
a new five-meter width high-speed loom and
has begun to change its older loom over to the
new, more advanced high-speed alternative,
according to Riley. “We expect to increase efficiency and capacity by about 30 percent with
these changes,” he reported. The transition to
the new weaving technology is expected to be
complete by the third quarter of 2014.
OW USA is also adding a U.S. print factory
which is also expected to be running production by the third quarter of 2014 as well.
Added capacity and print capabilities will
enable OW USA to enhance its supply and
delivery services as well. Riley noted, “Our
model of low cost production overseas combined with U.S. based production capacity will
continue to allow us to be extremely competitive in the area and scatter rug landscape.”
OW Hospitality has always had a strong
FCW
presence in the Middle East and Africa (MEA)
Region due to the company’s corporate base
there (in Egypt) and the benefits of the Arab
nations treaty, according to Riley. There has
also been significant growth in areas like Saudi
Arabia, Doha in Qatar, and a rejuvenated
expansion in Dubai, United Arab Emirates.
“Also, given the fact that our base of operations
began in London, we do have a strong presence
in the United Kingdom and have expanded the
EU distribution significantly,” Riley reported.
“We have historically been the weakest in the
U.S. market and that is where we are currently
investing a great deal of our efforts.”
Despite political turmoil in Egypt, Riley
explained that disruptions at the Oriental
Weavers Group headquarters, which are
located an hour north of Cairo, have been minimal. “Having production on three continents
(North America, Africa and Asia) helps any
issues we may have and provides a solid contingency plan. That combined with our standard
inventory levels, protects the company from
any potential disruptions.” FCW FCW
Correction
Corrections
FCW
FCW
9/11/13 2:54 PM
4
News
Fall promos tempt consumers, RSAs
Beaulieu debuts sweepstakes, rebate
Beaulieu has been running its first ever consumer sweepstakes and rebate opportunity
since July. “Either online at blissflooring.
com or in store, consumers can fill out the
application to enter the sweepstakes for a
trip to Canyon Ranch and receive a rebate
coupon for $100 toward a purchase of Bliss
Indulgence carpet,” explained Ralph Boe,
co-CEO of Beaulieu. The sweepstakes will
end on September 30, but the coupons can be Mohawk fall sale Collage
used until November 1.
Beaulieu continues its retail incentive, in-store point of sale package to complement
Indulge Yourself American Express Gift national and local advertising.
In addition to the new features, Mohawk
Card promotion through the end of 2013.
supports the program with a strategic national
media campaign. In addition to full page
Mohawk revamps Anniversary Sale
Mohawk’s Anniversary Sale hit stores Sep- consumer advertisements featured in popular
tember 13 and will run through October 28. home shelter magazines, online banner ads
Based on retailer feedback, the revamped event will appear on dozens of high-traffic consumer
is intended to drive store traffic and increase websites, including RachelRayMag.com,
sales. New features include consumer rebates FamilyCircle.com and TraditionalHome.
on select ArmorMax Wood and SmartStrand com, generating more than 40 million online
Silk styles; consumer financing offers; increased impressions during the sales event.
opportunities for retail sales associates to earn
Mohawk Infinite Reward points on selected Shaw’s You Save, We Give
soft and hard surface purchases; and, complete Shaw Floors continues its support of St. Jude
Children’s Research Hospital with its “You
Save, We Give” sale. Beginning October
1 and ending November 17, the 2013 fall
sale offers $100, $300 or $500-off coupons
depending on how many square yards of
flooring are purchased.
“You Save, We Give” is designed to
encourage consumers to purchase a Shaw
floor, as well as support a cause that impacts
millions of lives around the world. Shaw
will donate 10 percent of each flooring
coupon to benefit the St. Jude Children’s
Research Hospital.
“Our partnership with the St. Jude Children’s Research Hospital is an incredible
opportunity to share this lifesaving cause
with consumers all over the world,” said
Kathy Young, director of marketing for
Shaw Floors.
Shaw is reaching out to its customers
through a variety of media outlets, including
advertising on HGTV and DIY networks, as
well as home magazines — House Beautiful,
Southern Living and Country Living.
This promotion is supported with a POP
kit that includes posters, a standee, window
clings and tent cards. FCW FCW
FCW names Walsh
assistant editor
Brittany Walsh has joined
Floor Covering Weekly
(FCW) as assistant editor
after interning on staff
since this June. “Brittany
is a very talented individual and I am so pleased
to have her on our ed- Brittany Walsh
itorial team,” said Amy
Joyce Rush, managing editor, FCW. “She has
shown intelligence and grace in all that she
has done for FCW thus far. She has already
been an integral part of our content and
production. Even better, Brittany was quick
to identify how wonderful the floor covering
industry and its people are.”
Walsh will contribute to editorial content,
production and FCW’s website FCW1.com as well
as our Facebook page. Walsh is a graduate of
Binghamton University with a BA in English. She
acted as captain of the University’s Division 1
Women’s Soccer team for three years. FCW FCW
Correction
Corrections
Correction
Corrections
FCW
FCW
Dealers await Beaulieu’s new vinyl flooring
hardwood, engineered hardwood,
laminate planks and tiles, luxury
Buy Low Flooring Warehouse, in Queens- vinyl planks and tiles, sheet vinyl),”
bury, N.Y. already has half a dozen vinyl tile Bouckaert reported. “We have
and plank brands in its showroom, but owner, some people dedicated to hard
John Carr, said he’s happy to make room for surfaces, but mainly we are using
Beaulieu’s new Bliss luxury vinyl flooring Beaulieu’s sales and distribution
line. “Beaulieu is an excellent company for network that already exists for the
quality and consisteny. We have seen the line that we are sourcing in Asia.”
Karel Vercruyssen, co-CEO of
samples and the quality is better than a lot of
what is out there,” said Carr. “Our customers Beaulieu America, added, “Our
want good value and are willing to pay a little Beaulieu Canada division has been
more to get it. We are hoping to have it on the very successful with LVF. We’ve
built on that experience and fine- Execs show off the new Bliss LVT display: John Geier,
floor within the next month.”
Beaulieu is hoping a lot of dealers feel the tuned our styling and approach for Ralph Boe, Karel Vercruyssen and Stan Bousckaert.
same as Carr and, so far, the future is looking our Beaulieu America dealers and
bright for the new Bliss LVF. Stan Bouck- their customers. The result is a Bliss LVF line anything off the shelf. All have been designed
and manufactured to Beaulieu specifications,”
aert, who served as Beaulieu’s new business that builds on the Bliss carpet reputation.”
A sourcing office in China with a staff of 14 he stressed. All the products will carry Beaudevelopment manager for the past 10 months
and is now director of hard surfaces, said and a testing lab are checking for quality before lieu Lab and FloorScore certifications, and
the vinyl line was his focus since November the luxury vinyl tile and planks are shipped. a space-saving merchandising and sample
2012. “The Beaulieu board gave us the OK While the products are made in China, Bouc- system has been designed.
The line is rolling out with an initial 30
to pursue hard surface and we worked with kaert stressed they have been designed with
Beaulieu Canada (which distributes solid Bliss consumers in mind. “Beaulieu didn’t pull SKUs — 24 under the Bliss brand and six
targeted for the builder market, according to
Bouckaert. “The Bliss collection is in a Good,
Better, Best assortment including wood looks
and groutable tile styles.”
In the “Flooring America goes paperless” story in the August 12 issue of FCW, informaBeaulieu will be warehousing the products.
tion regarding the Stanley Steemer program was incorrect.
“We will have orders out the door within 24 to
The free carpet cleaning is covered by Stanley Steemer, not Flooring America. In addi48 hours and will be stocking all SKUs,” Bouction, the story stated that if the customer does not get the carpet cleaned within a year, they
kaert added. “By the time we get to Surfaces,
lose the warranty on the carpet. In actuality, the warranty states that the customer must
we will have new LVF products and perhaps
get their carpet professionally cleaned within a year to maintain their warranty. FCW FCW
other hard surface products too.” FCW FCW
FCW
FCW
By Janet Herlihy
FCW
Shaw named St. Jude
Partner of the Year
FCW
[Dalton, Ga.] Shaw Industries Group, Inc.
recently accepted the New Partner of the
Year Award for its meaningful commitment
and growing support of St. Jude Children’s
Research Hospital, the company announced.
To date, Shaw has donated more than $1
million in cash and in-kind donations to the
hospital. “We are inspired by the energy and
dedication at St. Jude Children’s Research
Hospital,” said Randy Merritt, president of
Shaw Industries.
In 2012, Shaw became the second national sponsor and exclusive flooring provider for
the St. Jude Dream Home Giveaway, providing
a variety of flooring to nearly 30 homes across
the nation. This giveaway generates more than
$23 million for St. Jude annually.
In January 2013, the company introduced
the Shaw Carpet Cushion collection benefitting
St. Jude. In the six months since the collection
launched, more than $111,000 has been donated on behalf of Shaw and its retailers.
Shaw is also running its “You Save We Give
Sale.” Consumers will receive $100, $300 and
$500 coupons based on the quantity of flooring
purchased, and 10 percent of the face value of
each coupon will be donated to St. Jude from
October 1 through November 18. FCW FCW
Correction
Corrections
FCW
FCW
Correction
Correction
Corrections
Correction
Corrections
·
91613-pages.indd 4
FCW
St. Jude patients Hillary and Luis with
Shaw president Randy Merritt
FCW
·
WWW.FCW1.COM
September 16, 2013
9/11/13 2:57 PM
✓
Area Rugs
LVT
Resilient
Mannington
Mohawk
Armstrong
FCW’s Santiago Montero with Ed Duncan
and Joe Amato of Mannington
Mohawk Home’s Darby Tinch
with the Dealers’ Choice Award
Rachel Lombardo, Kevin Biedermann and
Mara Villanueva-Heras at Armstrong
Laminate
Carpet
Quick-Step
Mohawk
Merchandising
Beaulieu of America
Unilin’s Roger Farabee and Paij Thorn-Brooks
Hardwood
Mannington
Mannington’s Dan Natkin and Joe Amato
✓
Mike McAllister, Danny Wade and Laurie Dillingham
of Beaulieu of America
Ceramic Tile
Flooring Related
Daltile
Mapei
Brian Pistulka, Luigi di Geso and
Real Bourdage of Mapei
Mohawk’s David Duncan
Daltile’s Gregg Link, Lori Kirk-Rolley and
Michael Kephart
Go online today and enter for Floor Covering Weekly’s
2014
Entry Deadline is December 21, 2013
DCSpread.indd 5
9/11/13 2:53 PM
6
O
ngoing education, be it product knowledge or installation training, is paramount to industry growth. To help support this growth, Floor Covering
Weekly will debut The Education Center on its website soon. The Center
will act as a clearing house for the enormous amount of programs offered by associations and companies. Here is a look at what some of the industry associations
have to offer the remainder of the year.
NWFA offers education,
degree and certification programs
CRI provides science-based
education on carpet and rugs
[dalton] The Carpet & Rug Institute
(CRI) offers education to all links in the
carpet industry chain, according to Pat
Jennings, director
of standards and
specifications
for
the organization.
“Our main goal
is to provide science-based information about carpets
and rugs,” Jennings said.
Continuing education units (CEUs) and
learning units (LUs) have been developed with
assistance of CRI member companies that
convey a consistent, non-proprietary message.
Retailers often contact CRI for carpet education for retail sales associates. The CEU 200
Series offers general information about how
carpet is made, its various components and
basic specification information for the construction industry. “We even get requests from
people working in home centers who want to
know more about carpet,” Jennings said.
CRI answers a lot of consumer questions as
well. In addition to presenting information on
its website carpet-rug.org, “We are receiving
Correction
Corrections
about two calls a day about which vacuum
cleaners to use and also about which carpet
cleaner service providers are CRI certified.
They also call to learn
more about carpet
products,” Jennings
noted.
For designers and
architects, the 500
Series covers the use
of soft surface flooring in hospitality, senior living, acute care
and education environments.
CRI has a team of more than 300 instructors among its member companies that
present courses, mainly to architects and
designers who need credits for AIA and
IDCEC. Some present to retailers and education facilities for training purposes only.
CRI trains CEU Administrators from various
member companies and provides them with
CEU Instructor training program. Approximately 400 CEUs are presented per year.
Ten of CRI’s CEUs are also available
through Hanley Wood University, an online
site, where they have been used 380 times so
far in the last year. FCW FCW
FCW
FCW
Advanced Master, Vanguard, Ambassador
and Honorary Vanguard. “Degree credits
are earned (25 per degree) through education, committee involvement, expo involvement or teaching,” she said. “Degrees are
presented at our annual Expo.”
The NWFA also
offers a Certification
Program dedicated
to promoting certified status and acts
as a tangible recognition of a wood
flooring professional’s
competence
and understanding
of wood flooring installation standards,
according to the association.
Brett Miller, director of certification and
education, NWFA, said the NWFA Certified Professional program was developed
to recognize and promote a higher level of
competence with wood flooring professionals throughout the industry. “The education requirements, prerequisites and
testing necessary to become certified have
proven to exploit some of the best-of-thebest within our industry.” (For additional
information on NWFA education offerings, see story on page 8.) FCW FCW
Correction
FCW
Installer Certifications, NALFA is also offering Inspector Certification Courses in Salem,
N.J., on Sept. 27 and Ringgold, Ga., Nov. 8.
Heading the class is
Ron Starsky, a 46-year
industry veteran and
certified
NALFA
installer and inspector.
Also, NALFA’s Getting to Know Laminate
Flooring course will
continue Nov. 1 in
Calhoun, Ga. The course includes NALFA’s
history and a Laminate 101 course, including
installation requirements, inspection tools and
standards as well as a product defect review.
For more information, contact Teiya
Eubanks at (423) 316-1566 or email [email protected]. FCW FCW
Correction
Corrections
FCW
91613-pages.indd 6
[Chesterfield, Mo.] The National Wood
Flooring Association’s (NWFAs) technical
education training programs, in addition
to advancing specific skills and expertise,
all include product knowledge instruction. “Our feeling is that contractors need
to know about the
products they are
installing to best
meet the needs of
their
customers.
Therefore, if they
understand
the
characteristics
of
the materials they’re
working with, and
how those materials will react to their environment, they can steer their customers
toward products that will meet their expectations,” said Michael Martin, president
and chief executive officer, NWFA. “We
have recently begun developing training
programs for retailers as well, and hope to
have those programs available in the very
near future.”
According to Tricia Swindoll, technical education administrator, NWFA, the
association also offers a Degree Program
that recognizes NWFA members in degree
levels of Craftsman, Master Craftsman,
Corrections
NALFA fall education and
certification opportunities
[Washington, D.C.] Industry veteran
Anthony Palandro, who has developed installation standards for both Pergo and The North
American
Laminate
Flooring
Association
(NALFA), will instruct
NALFA’s
remaining
2013 Advanced Installer
Certification classes on
Sept. 26 in Salem, N.J.
and Nov. 7 in Ringgold,
Ga. Those interested in
receiving the Advanced Installer Certification
must have at least two years experience before
attending these one-day training sessions
that culminate with a hands-on exam testing
plank replacement, obstacle negotiation and
subfloor preparedness.
In conjunction with the Advanced
FCW
FCW
FCW
RFCI hosts ISO standards for vinyl
[La Grange, Ga.] The Resilient Floor
Covering Institute (RFCI), based here,
has partnered with the International
Organization for Standardization (ISO)
to develop resilient floor standards
which are now being hosted on its
website, rfci.com, under the Knowledge
Center banner.
Currently, 15 ISO-rated resilient
floor standards and guidelines — covering
a host of key topics such as dimensional
stability, heat exposure and resistance to
indentation, staining and chemical exposure — are available for purchase from
RFCI’s website.
International in scope, RFCI/ISO’s standards provide North American specifiers
guidelines to determine if resilient flooring is
up to par in terms of construction and performance regardless of their nation of origin.
Additional information covering resilient
floor installation, maintenance, removal,
static loads, concrete subfloor preparation
and FloorScore certification are also available for free under the Knowledge Center
banner of RFCI’s website. FCW FCW
Correction
Corrections
·
·
Continued
on
FCW
FCWpage 17
WWW.FCW1.COM
September 16, 2013
9/11/13 3:52 PM
TOMORROW’S
SUCCESS
begins today.
MohawkFlooring.com/retailers
Mohawk understands the demands of your business. We offer all the tools you
need to differentiate your store, increase your traffic, and grow your sales. As the
most recognized flooring brand in the industry, you can count on Mohawk to help
you succeed...today.
CARPET
91613-pages.indd 20
|
HARDWOOD
|
LAMINATE
|
TILE
|
AREA RUGS
9/5/13 12:02 PM
8
Wood
NWFA’s fall focus: Technical workshops
By Brittany Walsh
[Chesterfield, Mo.] As the industry
heads into the fall selling season, the
National Wood Flooring Association
(NWFA) continues to focus its efforts on
technical education offerings. By providing
a series of workshops in a variety of locations throughout the country, the NWFA
aims to assist wood flooring professionals in
further developing their skills and expertise
in several aspects of flooring installations.
According to Michael Martin, president
and CEO of NWFA, the association has
revamped its traditional week-long training
format to personally tailor to the needs of
those who attend.
“The NWFA introduced a series of oneday workshops in an effort to allow contractors to customize their training experience,”
he said. “Contractors can’t make money if
they’re not working, so the time they spend
away from the job has to have real value.”
Martin added that if the hands-on training helps contractors improve their skills,
they will save both time through efficiency
and money — by not wasting materials and
having to deal with call-backs from dissatisfied customers.
Each topic is offered as a one-day work-
shop, and all six topic workshops are held
over a six day period. The workshopsremaining this year will be located in St. Louis, Mo.,
Los Angeles, Marietta, Ga., and Houston
with dates scheduled through the beginning
of November.
The topics offered during the week-long
NWFA workshops are:
▶ Moisture Identification/Mitigation: Reviews
moisture control systems for concrete and
wood subfloors. ▶ Subfloor Preparation: Provides training
for subfloor preparation on both concrete
and wood.
▶ Method of Installation: Sharpens installation skills, including job site evaluation and
preparation, techniques, safety, etc.
▶ Factory Finish Repair and Recoat: Covers
finishing techniques, including board
replacement and hand scraping. ▶ Method of Sand & Finish: Improves sanding and finishing skills with hands-on sanding and finishing of custom floors.
▶ Field Equipment Repair: Covers care and
maintenance. Students learn diagnostics and
on-site repair.
Education looking forward
According to Brett Miller, director of certification and education, the more education
offered to manufacturers, distributors, contractors and consumers, the fewer flooring
failures will be seen in the industry.
In July, NWFA also piloted an education
program with Chattahoochee Technical College based upon NWFA training curriculum.
Through the end of this year and continuing
into 2014, NWFA will continue taking steps
toward making education like this a permanent offering.
According to Miller, the NWFA has
already scheduled a continuation of the program for October.
“We also have on our calendar to offer one
week of training each quarter in 2014 and
have plans to develop this into a 160 hour
course offered along with [Chattahoochee
Technical College’s] current offerings,” said
Miller. “The potential with this program is
limitless and will undoubtedly open doors to
any individual coming out of high school or
looking for a career path to become trained
from the ground-up in our industry.”
Looking back at this year, the NWFA
sees the wood market heading towards a
steady recovery.
“We’re hearing from our manufacturer
members that orders are up, our distributor
members that sales are up, and our contractor
members that they are booked several months
out when there was no work to be had just a
short while ago,” said Martin. “All indications
are that our industry is starting to rebound, and
we anticipate that the trend will continue as the
housing and remodeling markets pick up.” FCW
Correction
Corrections
·
91613-pages.indd 8
·
FCW
WWW.FCW1.COM
FCW
FCW
September 16, 2013
9/11/13 2:56 PM
HARDWOOD
Lexington Hickory in mustang
Our sincere thanks to
Floor Covering Weekly and
to everyone who voted for us.
DEALERS’
CHOICE
AWA R D
2013
A D U R A ® R E C TA N G L E S
Cascade in harbor beige
2013 Mannington FCW Dealers' Choice final.indd 1
91613-pages.indd 20
mannington.com/residential
1-800-FLOOR-US
9/6/13 9:00 AM
9/9/13 9:30 AM
10 Wood
IndusParquet welcomes dealers into its home
Trips to Brazil give first-hand look at production
By Brittany Walsh
IndusParquet is offering a personal tour of
its facilities in Brazil to select dealers four
times a year. Not only do participants get
a behind-the-scenes look into where their
products are coming from and how they are
made, but they are given the opportunity
to absorb the country’s cuisine, culture and
hospitality as well.
According to Flavia Baggio, chief operating officer at IndusParquet, instead of trying
to explain exactly what sets the company
apart, this trip allows the company to bring
their dealers to the mills and actually show
them what IndusParquet is all about.
“In the mills themselves, you see the extra
steps we take with the technical part of our
products and how we work to improve it,” said
Baggio. “They can see that our mills are the
same level of quality as in the United States.”
One of the extra steps that IndusParquet
is able to show attendees is a process the
company refers to as “Breath.” In its lumberyard of approximately 20 million square
feet in Tiete, Brazil, IndusParquet allows
its lumber to naturally air dry for about six
months before it is kiln dried and produced
for market. According to Baggio, this process
improves the wood’s stability and durability
which give it a better level of performance.
The company also takes clients to see its
engineered wood plant in Curitiba, Brazil.
“Unlike many of our competitors who use
multiple layers of pine, which is a very soft
wood, we use hardwood all the way through
our engineered products. This provides extra
conditioning to the flooring,” she said.
The trip then continues to Paraguay to
see IndusParquet’s other solid wood facility,
belonging to a partnering mill that provides
several diverse species of wood to the company’s repertoire. “At this mill, it is easy to
see the hard work that goes into producing
our flooring. The procedures are very labor
intensive,” said Baggio.
Rosana Chaidez, vice president of sales,
marketing and procurement at Haines, was
given the opportunity to attend the most
recent trip to Brazil with several co-workers
and customers. According to Chaidez, the
cultural aspects of this trip provided a differ-
ent experience than other mill trips.
“Even though there was a language barrier
sometimes, there were translators throughout
the mill tours and everyone in Brazil made an
effort to speak English. By the end of the trip,
the language barrier became unimportant
because they treated everyone like family.
Their kindness became a universal language.”
To IndusParquet, this personal bond is an
important aspect of sustaining relationships
with its clients. By nurturing this relationship, Baggio said, the dealers can see and feel
IndusParquet’s competitive advantages. On
top of taking attendees on tours throughout
its plants and facilities, the company also
takes them sightseeing to Iguazu Falls and on
an optional trip to Rio de Janeiro.
“They appreciate seeing the culture of our
company. It helps us show them how Made
in Brazil is a different kind of quality than
Made in China,” said Baggio. “They might
think we are a small mill, but we get to show
them what we can do for them, how we can
work with more species, and how we have the
ability to do big personalized jobs.”
While distributors pay for flights to and
Correction
Corrections
from Brazil, IndusParquet covers the cost of
all domestic expenses from meals and hotels
to internal travel. The company said this is
key to continue strengthening relationships
and creating a broader selling experience for
its customers.
“We can see the growth in sales already
since after the trip,” Baggio said. “It really
gets people committed to us because they
appreciate what we are doing, and by building that personal connection, they are able to
sell our products with more passion.”
Chaidez agreed that the trip is not only
valuable from a product training standpoint,
but in getting to know the culture of the
country and the company. “Relationship
selling enhances the overall experience in
presenting a product. The benefit of the mill
trip to Brazil is that customers will sell the
IndusParquet products with more passion
because they can speak to its culture and
heritage,” she said.
IndusParquet’s next trip to Brazil is in
October with 12 people from Haines, including key dealers and Haines employees on
board. FCW FCW
FCW
·
91613-pages.indd 10
·
FCW
WWW.FCW1.COM
September 16, 2013
9/11/13 2:55 PM
shawfloors.com
you
we
Jude
% St.
children’s
research hospital®
on select Shaw Flooring
Shaw will donate 10% oF every redeemed coupon
value to St. jude children’S reSearch hoSpital.
october 1 thru november 18
St. Jude children’S reSearch hoSpital. finding cureS. Saving children.
mae
delancey
azalee
brooklynn
Jagger
chriStian
iyah
Carpet | Area Rugs | Tile & Stone | Hardwood | Laminate | Resilient
©2013 Shaw. At participating retailers only. Save $100, $300, or $500 (*USD/CAD) off a minimum purchase of 50 sq. yds., 100 sq. yds., or 200 sq. yds. of qualifying styles (including Tuftex
products), respectively. Material only, excluding trim, pad, and underlayment. Limited styles available. Pricing determined by retailer. Ask your salesperson for details. Shaw Floors will
donate 10% of the face value of each coupon redeemed to St. Jude Children’s Research Hospital during Shaw Floors’ You Save, We Give promotion, October 1 - November 18.
91613-pages.indd 20
9/5/13 2:37 PM
Lexmark
12
Beyond the numbers
BY
Will 2013 finally be the year of a
commercial construction recovery?
THE
Collection
A stunning
collection
of distinctive
carpet styles
crafted of
Lexmark’s
PRIMUS
solution dyed
PET fiber.
B E A U T I F U L C A R P E T. B E A U T I F U L LY C R A F T E D .
M A K E A D AT E W I T H L E X M A R K
w w w. l e x m a r k c a r p e t s . c o m
Product Featured: Mojave
O
fficially, our economy is beginning
its fourth year of recovery following the Great Recession. The
housing market is beginning its second year
of growth following the crash that began in
early 2006.
However, we’ve yet to see signs of sustainable growth in the nonresidential building
construction sector. There have been a few
spells of healthy growth over the past few
years that unfortunately have been followed
by further retrenchment.
We’re currently in another one of those
down mini-cycles. From mid-year 2012
to mid-year 2013, spending on education
and religious facilities fell at a double-digit
pace, while spending on offices, retail
space, manufacturing facilities, health care,
public safety and amusement and recreation all recorded single-digit declines.
Outside of multi-family construction,
which often is lumped into the commercial category, lodging was the only sector
to record growth between mid-2012 and
mid-2013. While there are many reasons
for the recent disappointing performance
of the nonresidential building sector, two
stand out: disappointing overall economic
growth and reluctant lenders.
First, the weak economy. Coming out
of the Great Recession, our economy grew
at a barely respectable rate of 2.7 percent
per year between mid-2009 and the end of
2010 after adjusting for inflation. However, much of this growth was the result
of government stimulus. Since the beginning of 2011, government spending has
declined an average of about 2 percent per
year, and economic growth has suffered.
Over the past three quarters, national economic growth has barely averaged 1 percent per year. At such a low rate of growth,
there is not much need for companies to
add new facilities.
Financing problems also have held back
nonresidential construction activity. Every
quarter, the Federal Reserve Board surveys
banks across the country about their lending standards.
The second quarter survey this year found
that more than three-quarters of banks had
not significantly changed their standards
over the past year with respect to approving applications for construction and land
development loans, 18 percent had eased
them somewhat, and 5 percent had tightened them somewhat. However, fully half
of these banks acknowledged that demand
for these loans had increased, with most of
the rest indicating that they had remained
·
91613-pages.indd 12
KERMIT BAKER
·
about the same. Clearly, a lot of would-be
borrowers of construction loans are not
finding willing lenders.
What will it take to get the commercial
construction markets moving? A stronger
economy with more job growth certainly
wouldn’t hurt. And, it appears that momentum is again starting to shift in favor of
this sector. Businesses are beginning to
feel more comfortable with the economic
outlook as evidenced by their confidence
levels.
A survey of CEO business confidence
conducted by the Conference Board reported
a second quarter score of 62, where any score
over 50 is considered positive. In 2012, the
scores from this survey averaged 50, so business confidence levels are on the upswing.
This is not surprising given their profitability;
before tax corporate profits increased almost
20 percent last year according to the U.S.
Commerce Department.
In fact, architecture firms that design
commercial facilities report that an upturn
is already underway. Design billings at these
firms have increased each of the past 10
months. Since design activity historically
leads construction activity by nine to 12
months, this suggests that we should begin
to see an upturn in commercial construction
during the second half of this year.
That is precisely the outlook of the leading construction forecasters. Even though
there has been no increase in nonresidential building activity in the first half of the
year, the American Institute of Architect’s
Consensus Construction Forecast Panel
— which includes the leading construction
forecasters nationally — projects a 2.3
percent increase in building construction
spending for the year as a whole.
Next year, spending growth is projected
to accelerate to 7.6 percent overall. The
commercial/industrial categories (office,
retail, hotel, and manufacturing) are
expected to pace the upturn with spending
gains of 11.5 percent. The institutional
categories (health care, education, religious, public safety, and amusement and
recreation) are forecast to see gains of 5.6
percent. Strongest growth sectors next year
are expected to be: hotel (up 15 percent);
retail (11.7 percent); office (9.5 percent);
health care (7.7 percent); and, amusement
and recreation (6.5 percent).
____________________________________
Kermit Baker is the senior reseach fellow
for the Joint Center of Housing Studies at
Harvard University. He may be reached via
e-mail at [email protected].
WWW.FCW1.COM
September 16, 2013
9/11/13 3:00 PM
Wood
13
HomerWood launches dealer’s workshop series
By Brittany Walsh
[Titusville, Pa.] HomerWood has
launched a series of sales training workshops that it is taking across the country
to its distribution partners. Most recently,
the workshop stopped in St. Louis, Mo. to
meet with distributor Lockwood Flooring,
marking the second of HomerWood’s 18
distributor stops.
The Roseth-Burrell Group developed the
course’s curriculum, in cooperation with
HomerWood. The course focuses on using
consultative selling and presentation skills
to help the sale of product, with HomerWood as the test case.
According to Judy Roseth-Burrell, chief
executive officer of the Roseth-Burrell
Group and presenter of the first two HomerWood workshops, the course was developed
to be a full day of “experiential learning.”
Explained Roseth-Burrell, “We opened
up by having the participants share their
current practices with each other and talk
about their own experiences with HomerWood and how they sell it. What works
and what doesn’t. What we talk about is a
consultative sales approach.”
Along with describing HomerWood’s
product offering, the course encourages role
playing of consultative sales techniques.
According to Paul Walker, general manager
at HomerWood, this helped distributors
build confidence in selling its products.
“The reactions from the Lockwood team
were very positive. They felt that it caused
them to think outside the box and they all
embraced that,” said Walker.
Mark Wheeler, general sales manager at
Lockwood Flooring, noted, “The biggest
takeaway from the workshop was the new
information we learned in order to better
present the HomerWood product to our
customers. We were one of HomerWood’s
very first distributors. Even after being
with them for a long time, we still discovered new information.”
HomerWood’s products are American
made and its premium hardwood collections
offer authentically handscraped planks made
by Pennsylvania Dutch craftsmen, attributes
that the company feels add tremendous value
when selling its products to consumers.
“The workshops act as a great opportunity
to remind our partners about HomerWood’s
made in America backstory and its use of
American raw materials,” Walker said.
He added that ultimately, the aim of the
workshop is to give distributors the confidence and knowledge needed to sell HomerWood products. “[The workshop] is
designed to help develop the overall skill set
of the retailer for them to better sell more
product, and hopefully in doing so that benefits HomerWood as well,” Walker said. FCW
Correction
Corrections
FCW
HomerWood’s
FCW
Smoked Hickory Turmeric
FCW
25 stories. 45,000 sq.ft.
of hardwood flooring.
The same outstanding
quality in every box.
That’s Mirage.
Handcrafted Red Oak, Carousel
Mirage’s 30th
anniversary rebate sale
As Mirage celebrates its 30th anniversary
this month, the company has announced its
Fall 2013 Rebate Sale. This major hardwood
flooring sale will take place across the United
States and most of Canada at all participating
Mirage dealers from Oct. 7 to Nov. 30, 2013.
Consumers will get a 50 cents per square
foot rebate on all Mirage floors. The offer is valid on all Mirage Classic, Mirage
Engineered and Mirage Lock products,
regardless of species, color or width.
Nearly 2,300 Mirage Maestro dealers
throughout North America will participate in
this event. For more information, visit
www.miragefloors.com/rebate beginning October 3, 2013. FCW FCW
“With over 45,000 sq. ft. of flooring to install, we needed a flawless product
and a partner we could count on — from the lobby to the 25th floor.
With Mirage we went straight to the top.”
Made in North America
Chad Durbin, LEED GA, Total Flooring LLC - Northern Virginia.
Correction
Corrections
FCW
September 16, 2013
91613-pages.indd 13
FCW
WWW.FCW1.COM
·
·
9/11/13 3:52 PM
14 Laminate
Formica Flooring brand celebrates 100 year legacy
[Barnwell, S.C.] The Formica brand name,
licensed by Kronotex USA for its line of laminate
flooring, is celebrating its 100-year anniversary.
“Not many organizations can claim the
level of brand recognition that Formica provides. And even fewer companies ever make
it to be 100 years old. It’s a testament to the
strength of the Formica brand,” said Mike
Havas, U.S. sales manager, eastern region,
Kronotex USA/Formica Flooring.
Of 5,000 publicly traded U.S. companies,
only 486 (9.7 percent) are 100 years old or
older, according to a survey conducted by
Standard & Poor’s Capital IQ. Other notable brands reported to have reached the
100-year-old mark include The New York
Times, IBM, Tiffany & Co., Brooks Brothers,
Merriam-Webster, Poland Spring, Remington and Clorox.
The Formica brand generates a 92 percent recognition rate and a 72 percent
intent to buy rate among polled female floor
shoppers, according to Fred Giuggio, vice
president of sales and marketing, Kronotex
USA/Formica Flooring.
“Women say they feel comfortable buying
a product when the Formica brand is attached
to it,” said Giuggio.
Jeff Hamar, president of California-based
Galleher Corporation, a Formica distributor,
said the Formica brand inspires confidence in consumers who might otherwise question the validity and quality of
laminate flooring.
“Formica countertops have been
around for 100 years. It’s the Kleenex
of that industry and the brand power
carries over into flooring. It reinforces
something in the consumer’s mind
about quality and coming from a reputable manufacturer,” said Hamar.
Despite the brand’s power, Formica
Flooring does not charge a premium
for its flooring. In fact, utilizing the
Female shoppers know and trust the Formica brand,
according to Formica Flooring.
efficiencies of its $45 million state-
of-the-art production line, based
here, Formica Flooring can match
pricing with imports from China,
added Giuggio.
“We don’t think just because we
have a great brand we should allow
it to drag up the price. We’re very
good at manufacturing and can
deliver superior product — with all
the features and benefits — but at A new 408 page commemorative book, Formica Forever,
a competitive price; and with one captures the brand’s 100-year history.
of the most recognized and trusted
resin to create durable laminate countertops
brand names in flooring,” he said.
Formica Group partnered with Pentagram, and flooring. The name Formica was chosen
a leading international design firm, to develop because the newly developed product acted as
Formica Forever, a 408 page commemorative a substitute for mica, a widely utilized crystalbook capturing the company’s 100-year history. line mineral at the time, according to Formica.
U.S.-based American Cyanamid acquired
Formica Forever features 100 years of advertisements, logos and product swatches as well as Formica in 1956. Since 2007, Formica has
essays and literary excerpts referencing the For- been a subsidiary of New Zealand-based
mica brand’s influence on pop culture, accord- Fletcher Building Limited.
“For 100 years, Formica brand products have
ing to Abbott Miller, partner, Pentagram.
“We didn’t want a cumbersome coffee touched every aspect of our lives, each and every
table book. We wanted to create something day, by surfacing millions of spaces in which we
celebratory rather than grandiose; authorita- gather, work, learn, heal, shop, eat and play,”
said Mark Adamson, CEO of Fletcher Building,
tive but also lively,” said Abbott.
Launched in New Zealand on May 2, 1913 Formica Group’s parent company. “The world
by Daniel O’Conor and Herbert Faber, For- has grown up with Formica brand laminate, and
mica Group was the first company to impreg- we look forward to topping millions of more
nate kraft paper with melamine thermosetting surfaces for generations to come.” FCW FCW
Correction
Corrections
FCW
Quick-Step’s Educational
Resource focuses on
product knowledge
Kronotex USA’s multi-brands laminate program
[Barnwell, S.C.] Laminate floors emerging
from Kronotex USA’s massive 575,000 square
foot, vertically-integrated manufacturing
facility, based here, are now available in
multi-branded packaging options: Kronotex
USA, Formica Flooring and, most recently,
any private label name a partner desires.
“Regardless of what brand you’re working
with, Kronotex USA is flexible. They’ll sit
down with you and figure out what program
works best for you in your area. They have
their colors and papers together. They have
their press plates. All their ducks are in a
row so you can make a good decision,” said
Stephen Kellogg, owner of Modesto, Calif.based Flooring Liquidators.
Kellogg is taking advantage of Krono-
tex USA’s new private label “white box”
program to compete against both low-cost
imports and branded product available for
sale over the Internet.
“I know a shopper won’t find my laminate
on the Internet no matter how hard she looks.
And I know she won’t find a laminate that
looks as good at my price point. Kronotex USA
has nice looking décor papers and they can get
them to me, even here on the west coast, at a
very competitive price,” said Kellogg.
Others, like Bob Weiss, president of Illinois-based All-Tile, make use of the same production capabilities and domestic proximity
but prefer to also leverage the weight of Kronotex USA’s licensed Formica Flooring brand.
“Consumers still want price but they want
quality, too,” he said.
“And people are usually
surprised by how competitively priced Formica
Flooring is versus brands
they’re not familiar with.
The line has visuals, quality and a name people
know and trust.”
And dealers who want
to offer laminate but not
be overly invested in
the category do well by
Kronotex USA now offers the Formica and Kronotex brands as well
stocking Kronotex USA,
as private label product to specialty retail.
Correction
added Giuggio.
“The Kronotex market is a bit different.
It’s 45 SKUs — a very tight line — for dealers
who only want or need one laminate line. It’s
very price advantageous,” he said.
While there are tremendous advantages tied
to a state-of-the-art domestic production facility and employing a flexible market approach,
it must be managed carefully, warned George
Kelley, president and CEO, Kronotex USA.
“Kronotex USA has been in the private
label business with several home centers. We
have the Formica brand and the Kronotex
brand at specialty retail. And at the end of
the day, a private label program can work as
well. But all the factors have to be weighed in
terms of the cost/price ratio. And it must be
certain that you don’t cannibalize your own
brand programs,” said Kelley.
In July, Kronotex USA joined the North
American Laminate Flooring Association
(NALFA) to help combat the challenges
facing the laminate flooring category, particularly the wide-spread acceptance of luxury
vinyl tile (LVT), according to Kelley.
“As we navigate through the many commercial and technical issues that the laminate category faces in the years ahead, we
believe that NALFA is the best vehicle to
help protect and promote the category as a
whole,” said Kelley. FCW FCW
Correction
Corrections
·
91613-pages.indd 14
Corrections
FCW
FCW
·
FCW
[Dallas] Quick-Step recently launched an
Educational Resource tool to help its retailers master important product knowledge
and guide its customers through the selection process.
“The wise specialty retailer should focus
on providing personalized service before,
during, and after the sale,” said Shane
Calloway, vice president of North American
independent distribution sales for Unilin
(Quick-Step’s parent company). “By providing exceptional product knowledge during
the selection process, a specialty retailer
can ensure the consumer takes home a
product that accurately meets her needs.”
Found in the Quick-Step Educational
Resource is comprehensive product information accompanied by helpful illustrations and photography. The guide also explains how to use the in-store Quick-Step
display as an effective sales tool and how
to identify which products will most likely match up with a consumer’s particular
style and personal design taste, according
to the company.
PDFs of the Educational Resource are
posted on Quick-Step’s Distributor Portal.
In addition, printed copies come with display update kits. FCW FCW
FCW
WWW.FCW1.COM
FCW
September 16, 2013
9/11/13 2:59 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.
Our classic beauty is designed to wear beautifully. So your customers can rest assured
that their Quick•Step® floor will look great today and tomorrow.
Resists
Dents
Withstands
Everyday Wear
Won’t
Stain
Allows Time for
Clean Up
Doesn’t
Change Color
ERINN VALENCICH
Celebrity Designer
and Style Expert
To add Quick•Step® flooring to your product assortment or
update your existing collection, contact your local distributor.
us.quick-step.com
91613-pages.indd 20
A Division of Mohawk Industries
9/5/13 12:06 PM
16 Resilient
Metroflor refines dryback LVT program
[Norwalk, Conn.] Metroflor, based here,
has re-launched its dryback collection of glue
down luxury vinyl tile (LVT) after dramatically cutting its number of SKUs, updating
its visuals and introducing a clear multi-tier
trade-up story based on wearlayer density,
according to Russell Rogg, president and
CEO, Metroflor.
“Originally, there were 250 SKUs in Metroflor’s dryback LVT program but only half
of them were responsible for more than 80
percent of the business. The majority of the
other SKUs weren’t moving at all and were an
anchor around our necks. We couldn’t keep
going on like that,” said Rogg.
To alleviate the inventory burden of carrying non-selling SKUs, Metroflor’s dryback
program has now been reduced to 130 SKUs
of its best selling visuals, according to Rogg.
The collection of 3mm tile and planks has
also been infused with embossed-in-registration (EIR), ceramic bead finishes and
is now available in 6mil-, 12mil- and 20mil
wearlayer formats, added Rogg.
“We removed the products that weren’t
selling and we updated the ones that were
with new textures, including ticking and
embossed-in-registration for the more
upscale designs,” said Rogg. “We also
developed a clear trade-up story so the enduser knows what level of durability they’re
getting at each price point. It’s not rocket
science but it’s something that was missing.
Now we have 6mil and 12mil product for
multi-family and light commercial. But we
also have a 20mil product to go after hospitality, healthcare and retail.”
Spearheading the re-launch are the introductions of the new Commonwealth and
Savanna Collections, according to Rogg.
Commonwealth features square-edged
4 X 36 ticked planks and 18 X 18 antiquated
stone visuals. Meanwhile, the upscale Savanna
Collection offers beveled edges in both 6 X 48
handscraped planks and 12 X 24 tiles replicating slate in monochromatic visuals.
“Commonwealth is more subtle with its
wood ticking texture and tiles presented in a
standard square format. Savanna, however, is
much more sophisticated with a deeper rustic
appearance and modern, rectangular tile pattern. Savanna is more pronounced,” said Rogg.
Both products carry a lifetime residential
and 15-year commercial warranty.
The re-launching of Metroflor’s dryback
glued-down LVT offering is just the latest
in a series of moves Rogg has implemented
to improve and update the vinyl supplier’s
total offering since taking the reigns in
March of 2011.
Rogg’s first order of business was to
reengineer Konecto — the grip-strip floating LVT that raised Metroflor to prominence — to address failures associated with
the product being exposed to long durations
of direct sunlight.
That success was followed by the launching of Engage, Metroflor’s first mechanically
locking click LVT in 2012. Earlier this year,
under the direction of Rogg, Metroflor
launched Aspire, a groutable LVT, as well as
iNTACT, a loose lay LVT featuring a backer
with an attached releasable adhesive.
“Russell has done a great job of getting
Metroflor on track from both a product
and marketing perspective,” said Richard
Harris, senior marketing manager of Haines’
Wheeler Division. “He improved Konecto,
Metroflor’s dryback Savanna Plank features
EIR and a 15-year commercial warranty.
launched a click and groutable LVT and now
has repackaged their dryback program. He’s
had an amazing impact in a relatively short
period of time.”
Harvey Johnson, president of Miami-based
Mastercraft said, “We now have all the right
products with the right features like the ceramic
bead finish. We can compete head-to-head
with the largest suppliers in the world.” FCW FCW
Correction
Corrections
FCW
I take the floor
BY
T
JONATHAN
TRIVERS
The now generation
he oldest baby boomers are 67 years
old; they believe they are the now generation. It’s now or never.
No kidding. They are getting older and
they have delayed spending their money for
five very long years. They have been traumatized; I mean they have had to be in an unnatural state — frugal. But baby, they are ready
to spend and spend big just like the good old
days. They are running out of time.
From 2006 to 2011, many baby boomers
deferred or delayed their flooring purchase;
they are ready now to buy and we are talking
about $3 billion worth of flooring. They
deferred their flooring purchase more out of
uncertainty and fear of what was going on
rather than total economic loss.
Baby boomers lost less of their home equity
compared to the rest of the homeowners. And
in 2009, when unemployment was 9.3 percent,
baby boomers’ unemployment was at 6.6 percent. Even with hits in salary, older baby boomers are at their highest income earning potential.
Ten years ago, homeowners over 55 (highest
income earners) represented 30 percent of home
improvement spending; today they represent 45
percent of spending on their home.
The overwhelming majority of older baby
boomers plan to remain in place, if not in the
same house, at least a house in the same geographic area. And guess what? On average,
they own older homes that will need to be
retrofitted for their changing needs.
We say welcome them back. Show your
devotion to them by offering them new and
very cool and pretty expensive floors. These
are the same folks who bought a Viking range
when there were only two at home; same folks
that bought a Whirlpool Duet washer that
holds in one cleaning more clothes than they
own; they are now buying incredibly expensive vodka infused with raspberry, ridiculous
chocolate beer and equally expensive Tequila
that is all about the strange bottle and how
much Guava is in it. Like who cares? (We
must have been mistaken, but when we drank
we thought the issue was quantity; only question was how strong for how long.)
So what do you have for them? First off,
you are going to have to get rid of as many
products as you bring in. When you add you
must subtract. That means lots of value products. Out they go and in come cool, new and
more expensive stuff.
The average price in all product catego-
FCW
ries declined for the last five years but now
it is time to reinvigorate the higher end.
She really wants retailers to do that now.
Wool carpet? Check. Wool with a little silk
carpet? Double check. Reclaimed wood
from bottom of lake or closed cathedral in
Germany? Of course. Long length luxury
vinyl tile? Yep. Ceramic tile that looks like
wood? Now you’re talking. Slate that looks
like slate? Delicious. Glueless, clickless large
format luxury vinyl tile? Oh yeah, you are
so hip. Large format commercial carpet
squares for the home office? Got it. A little
bit of Fabrica or Masland? Of course.
She’s back to trading up. Let her go as high
as she wants. It’s now or never.
____________________________________
Jonathan Trivers, a regular contributor to
Floor Covering Weekly, is also the author of
the marketWise section of FCW’s Statistical
Report. When he’s not writing he’s talking to
flooring groups throughout the country and
Canada. [email protected]
WFCA accepting Gold Standard Award nominations
Haines welcomes new vice president of operations
[ANAHEIM, CALIF.] Scott Humphrey, CEO of the World Floor Covering Association (WFCA), announced that entries for the annual Gold Standard Award are now being accepted.
The Gold Standard Award is presented each year to one WFCA member retailer who
exemplifies the standards of a WFCA member and has created an outstanding retail experience for customers.
To receive the award, retailers are reviewed and judged based on customer service, store
image, adherence to the WFCA’s code of conduct and the knowledge of its staff. Companies
must also be members of the WFCA, have been in business for at least three years and have
favorable Better Business Bureau reports.
The winner of this year’s award will receive a $5,000 check, a Gold Standard Trophy, press
recognition and a customized WFCA seal for their store entrance.
The award winner will be announced at Surfaces 2014 in Las Vegas. FCW FCW
[GLEN BURNIE, MD.] Haines announced Mark Blakley has joined the company as the leader
of all Haines Flooring warehouse and delivery functions.
“As Haines grows and evolves, we need to increase our management capacity as well
as bring to the company new ideas from other industries,” said Bruce Zwicker, president
and chief executive officer at Haines.
According to the company, Mark joins Haines with 23 years of experience in various
distributor operations supply chain positions. His most recent positions include general
manager for Cintas Corporation and director of operations for Barnes Distribution.
Haines’ former vice president of operations, Fred Reitz, assumed a new position as
vice president of Haines’ supplies division and development.
“Fred has contributed in many ways throughout his 30-year career at Haines. We need him
to take on our growth areas of the company. He has exciting work to do,” said Zwicker. FCW FCW
Correction
Corrections
FCW
91613-pages.indd 16
FCW
Correction
Corrections
·
·
FCW
WWW.FCW1.COM
FCW
September 16, 2013
9/11/13 2:58 PM
Tile & Stone
Continued from page 6
17
within their respective industries or for tile
installers who want to learn the industry
standards and methods for the thin-set
application that includes ceramic tile, por▶ Understanding the Basics of Natural Stone: celain tile (a type of ceramic tile), stone tile
This includes industry standards and sales and glass tile.
techniques to increase sales and give stone
installers and fabricators the knowledge of Marble Institute of America
industry standards and how to assist clients marble-institute.com
▶ The Ultimate Stone Sales Seminar — 6 Elewith selecting natural stone.
▶ Certifications are offered for tile and stone ments of Explosive Growth: Offers insights
professionals who have a minimum of two on how to make your business growth exployears, full time, on-the-job experience sive from a MIA program. FCW FCW
Knowing ceramic tile inside and out
proper installation methods for tile thin-set
applications that apply to ceramic tile, porcelain tile, stone tile and glass tile.
▶ Understanding the Basics of Ceramic Tile:
Includes industry standards and sales techniques that give salespeople the tools they
need in order to increase sales and installers
the knowledge of industry standards and how
to assist clients with selecting ceramic tile.
iHiB
91613-pages.indd 17
WWW.FCW1.COM
100 60
100
70
Toll Free: 855.391.2649
www.hpsubfloors.com
·
·
9/3/13 9:17 AM
9/11/13 3:50 PM
75 66 66 100 100 100 80 70 70 100
50 40 40
3.1 2.2 2.2 10.2 7.4 7.4 25 19 19
0000
70 40 40
70 70 40
20 70 70
10 40 40
40 100
100 40
100 40
30 30
70 70
100 100 60 100 100
30 30
70 70
100 100 60 100 100
70
100
100 60
30
HPS North America,Inc.
The Schönox Provider
30 30
about the Schönox solutions that can get you from here to there.
70 70
30
100 60
100
Flooring renovation projects that turn into subfloor demolition
projects are costly and time consuming. Schönox has the
products that can take your subfloors from rough and uneven to
smooth, sound, and ready for flooring installation. Let’s talk soon
100 100 60 100 100
3%
70
30
100 40
40 100
40 100
40 70 40
70 40 40
40 70 40
40 70 40
70 40 40
3
10
25
50
75
Demolition vs Renovation
B
90
100
İSTANBUL HALI İHRACATÇILARI BİRLİĞİ
HPS_FCW_SEP_16_2013.indd 1
September 16, 2013
FCW
A
University of Ceramic Tile & Stone
uofcts.org
▶ Tile Installer Thin-set Standards (ITS) Verification: Instructs installers, setters and
helpers on industry standards, practices and
Corrections
FCW
National Tile Contractors Association (NTCA)
tile-assn.com
▶ NTCA workshop
offers updates to the
2013 TCNA Handbook, along with one
of the following:
membranes, large
format tile, use of
backer board, installation of glass mosaic tile, or shower installation/water management.
Ceramic Tile Distributor's Association
(CTDA)
ctdahome.org
▶ Tile
Installer
Thin-Set Standards
(ITS) Verification
Course:
Instructs
installers on industry standards and
proper installation methods for tile thin-set
applications. ▶ Understanding the Basics of Natural
Stone: Created for business owners, salespeople, installers and design professionals as well
as business owners. ▶ Understanding the Basics of Ceramic Tile:
A ceramic tile course for new employees and
those who haven’t had the opportunity to
learn about the history and all the aspects of
ceramic tile. The course which is offered
through the University of Ceramic Tile and
Stone (U of CTS) teaches the history, types
and uses of ceramic tile, the manufacturing
process, installation and maintenance.
▶ CTDA Training in a Box: Introduces a newcomer to the ceramic tile industry using a variety of teaching methods complete with a tabbed
binder of resource information, PowerPoint
presentations and labels for your own tile.
Correction
ISO 12647-7 Digital Control Strip 2009
Ceramic Tile Educational Foundation (CTEF)
tilecareer.com
▶ Certified Tile Installer: A hands-on test
that shows the installer has the skills to
deliver an installation that meets industry
performance and workmanship standards.
▶ Understanding & Installing Ceramic Tile:
A 4.5-day course that teaches the TCA Handbook and ANSI specifications.
▶ Mortar Shower Base and Waterproofing:
Proper installation of a shower pan.
▶ Ceramic Tile Inspection: A 40-hour course
that aids inspectors in evaluating and testing
ceramic tile installations.
▶ Custom Training: CTEF provides on-site
training modules for contractors, manufacturers, distributors and other groups.
18 Carpet & Area Rugs
Bringing awareness to carpet cushion purchase
to differentiate their products and help deal- too, because they can sell the system.”
Mohawk SmartCushion is premium
ers step consumers up to better cushions with
cushion made with a combination
Carpet cushion is often treated like an after higher margins.
of ViscoElastic Memory foam
thought in carpet sales — something the
and premium white urethane
dealer tosses into an order for little or no Cause marketing
Shaw and Mohawk have each taken the foam to produce a cushion that
charge. But according to cushion suppliers,
the kind of cushion chosen does make a dif- opportunity to raise money for a good is soft and durable. It also features
ference to the comfort and lifetime of carpet cause by selling proprietary premium Spill Safe moisture guard and antimicrobial additives that inhibit the growth of mildew,
installed in homes or commercial settings carpet cushion.
and can make a significant contribution to a ▶ Mohawk has partnered with Susan G. mold and fungus.
retailer’s bottom line.
Komen Decorate for the Cure to help fund ▶ Shaw has introduced carpet A portion of sales of Shaw’s premium carpet cushions Hope and
Cushion suppliers are all looking for ways ongoing breast cancer research through sales cushion for St. Jude, a collec- Charity benefit St. Jude Children’s Research Hospital.
of its SmartCushion product. tion that provides the con“SmartCushion has enhanced war- sumer an upgrade cushion that adds value to price. Each quarter, Shaw will send St. Jude a
ranties,” noted Jon England, senior Shaw’s branded carpet warranties while also donation on behalf of the dealers and Shaw.
director, Cushion & Pad Division at providing awareness and financial support to Participating dealers will be provided with a
Mohawk Industries. “But we give St. Jude Children’s Research Hospital, accord- statement of their donations each quarter.
the consumer more than a cushion. ing to Brian Hankins, Shaw’s director of busiThe carpet cushion benefitting St. Jude
We give them the opportunity to ness development, residential group. “Shaw, includes two styles — Hope and Charity. Both
work for a cause. A portion of our dealers, and consumers can together help are upgrade cushions of premium density and
SmartCushion sales has helped support the mission of St. Jude to find cures thickness with moisture barriers and antimiMohawk raise more than $4 million and save children,” Hankins said.
crobial treatments, offering life-of-the-home
to date for the Susan G. Komen
With each yard that the dealer purchases, warranties and extending Shaw branded warfoundation,” England reported. Shaw and the dealer each put 9 cents per ranties by seven years. Charity also offers the
“For Mohawk’s aligned dealers, we square yard in a Shaw Cushion for St. Jude added comfort of memory foam.
have incorporated SmartCushion in account for a total donation of 18 cents.
the SmartStrand Silk carpet display. This donation equates to approximately Educational approach
Portions of Mohawk’s SmartCushion sales help support
It’s been very successful for dealers 2.5 percent to 3 percent of suggested retail
Consumers rely on the retail sales assoSusan G. Komen Decorate for the Cure.
By Janet Herlihy
Underlayment: The unsung hero of hard surface flooring
By Janet Herlihy
Sound abatement, moisture and temperature
control, and subfloor improvement can all be
accomplished with the right underlayment
installed under hard surface flooring.
With rise in demand for laminate, wood,
engineered wood, ceramic tile as well as vinyl
tile and plank, manufacturers have developed
underlayments that improve consumer satisfaction with hard surface floors. Here’s what
some are doing.
▶ Leggett & Platt (L&P) works with dealers
and retail sales associates to help them present
underlayment in a Good, Better, Best assortment, according to Randy Dye, product manager for the Carpet Cushion Division of L&P.
L&P recently updated its package design
for its underlayments and added Silent
Guardian, an entry-level product, to its
Acoustical Underlayment line. Silent Guardian is made of synthetic post industrial (PI)
recycled fibers.
All three levels of L&P underlayment are
environmentally friendly, contribute to LEED green building credits,
minimize foot traffic sounds associated with floating floors and are
CRI Green Label certified, according to L&P.
Sound-Off, bonded foam product, is L&P’s mid-level offering. Its
Premium Series includes Quiet Elegance, a bonded foam construction
with a built-in moisture barrier
and Sound Master Plus, a synthetic
rubber product with Duro Gard
moisture barrier, appropriate for
radiant-heated floors.
MP Global Products has developed a range of products to
solve hard surface flooring issues.
▶ MP Global Products offer a
range of acoustic underlayments
made of recycled PI fiber to
improve hard surface flooring
performance in all environ-
ments. “MP Global Products fiber underlayments are made by a patented manufacturing process that features randomly airlaid fiber filaments of various lengths that
lay across one another in layers, effectively
giving the underlayment greater tensile
strength than underlayment made with
fibers laid only in one direction,” said
Duane Reimer, MP Global’s technical
director of MP Global Product. “There are
no needle-punch holes, eliminating the
risk of pockets of moisture that can collect
in needle-punched underlayment.”
MP Global recently introduced VersaWalk, a VOC-free sound reduction and
insulation system engineered to be suitable
for nail- or glue-down wood flooring, floating engineered wood flooring, and laminate
flooring as well as for LVT. Engineered to be odorless and non-allergenic, VersaWalk is composed of at least 94
percent PI textile fibers and can be installed
under nailed, glued or floated floors. It helps
keep floors warm in the winter and cool in
the summer, according to Reimer.
MP’s underlayments include: QuietWalk
recommended for laminate and floating
wood floors; Insulayment, developed for
glue-down and nail-down wood floors, and
consisting of 0.11 inches of underlayment
made of 100 percent PI recycled textiles
for comfort and performance; UltraLayer,
designed for ceramic and porcelain and
·
91613-pages.indd 18
·
Leggett & Platt offers a variety of underlayments
for hard surface flooring.
many stone floors, made of 100 percent PI
recycled fibers, which suppresses lateral
cracking, while its 0.10 inch thickness helps
smooth substrate imperfections; UltraLayer
Peel & Stick installs onto concrete subfloors
without the use of thinset cement and provides insulation and sound abatement.
▶
Healthier Choice makes acoustical under-
WWW.FCW1.COM
September 16, 2013
9/11/13 3:01 PM
Underlayment
ciate (RSA) for help selecting the correct and comfort improve, but consistency of the
cushion, according to Randy Dye, product product improves through this process,” he
manager for the Carpet Cushion Division of said. The Microblend products, Sapphire and
Leggett & Platt (L&P). “The consumer wants Pearl, also have activated carbon for additional
to know how the premium cushion will add odor protection.
L & P also manufactures premium Staincomfort to her home and our selling story
master branded carpet cushions, which
provides that,” Dye said.
L&P has placed hundreds of its Show feature a moisture barrier on top to guard
& Tell displays launched in 2012 to give against pet accidents and odor causing spills
consumers a way to experience the dif- and a second barrier on the underside to
ferences between good, better and best block dust and allergens from penetrating
products. “We are seeing a transition and into the room from underneath.
“Cushion offers a unique opportunity,
those dealers who are using Show & Tell
to demonstrate the differences in cushion, because the consumer came in for carpet,”
are seeing a good increase in step-up sales,” said Ken Thompsen, vice president, sales and
marketing at Carpenter Company. “It’s only
Dye noted.
after they have decided to buy
L&P offers three families of
carpet that they should
cushion in a good, better, best
hear about cushion.
assortment. The “best” family
Then, the RSA can make
is Advanced Comfort System
a recommendation for a
(ACS) cushions, all of which
better quality cushion,”
are hypoallergenic and Green Label
Thompsen stressed.
certified, include Microblend,
Carpenter offers cushRubber XD and DuraPlush. The
ion in a range of qualities:
Microblend products offer
Standard, Better, Best,
innovative micro-sized
and Premium. Its "Better"
particles that result
bonded cushion products
in a much greater
use EnviroStep technology.
homogenous blend of high
All are made from
performing urethanes,
Leggett & Platt’s Show & Tell display
Dye explained. “Not invites shoppers to “Feel it for yourself” its 100 percent recycled
urethane trim and are
only does resiliency good, better and best carpet cushion.
100 percent recyclable. In addition, they are
ozone friendly (no CFC’s), and exceed CRI
Green label air quality standards.
Carpenter’s Premium cushion includes
branded Stainmaster Carpet Cushion and
Odor Eaters Cushion. Stainmaster carpet
cushion features a breathable moisture
barrier made by DuPont and optional Odor
Guard technology that helps reduce or eliminate odors. Odor Eaters features Spillguard,
a moisture barrier that keeps spills and accidents above the cushion.
FXI, a private company based in Pennsylvania, was created in 2009 and acquired
the technology and intellectual property
assets of Foamex International. FXI offers a
variety of carpet cushion products including prime polyurethane, bonded urethane
and post consumer rebond. Introduced
this summer, FXI’s Pet Bloc, uses memory
foam scrap in a rebond format with an
antimicrobial and a barrier layer, according to Drew Poston, sales manager and
national account manager for FXI, carpet
cushion sales. “A percentage of the sales
of Pet Bloc benefit Petsmart for pet adoptions,” Poston added.
Healthier Choice offers frothed polyurethane memory foam carpet cushions that
are durable and resilient for residential,
commercial and hospitality settings,
according to Andy Stafford, marketing
Correction
Corrections
19
Mohawk’s SmartStrand Silk display for aligned
dealers calls out SmartCushion as supporting
Susan G. Komen Decorate for the Cure.
manager for the company. Healthier
Choice is available in five thicknesses and
has a breathable moisture barrier. “Education is key. We are trying to educate the
retailer to understand that hi-density polyurethane foam cushion lasts. Low Density
rebond doesn’t last. And when rebond
crushes out, the carpet wears out faster,” he
explained. FCW FCW
FCW
FCW
layment for laminate, engineered wood, solid
hardwood, ceramic tile, and recently added
product for LVT and LVP, according to Any
Stafford, marketing manager for the company. Omni Choice is an underlayment for
acoustical abatement for all types of hard
surface flooring.
Sound Solution Acoustical Underlayment
is a polyurethane product that was originally
developed for use under laminate floors.
“We have found that it has a great benefit for
multi-family buildings where sound travels
to the floor below.”
Made of visco-elastic memory foam,
Sound Solution underlayment delivers superior shock absorption and is backed with
a lifetime warranty. Sound Solutions also
features a VaporBloc barrier to protect floors
from moisture and vapor damage and Ultra
Fresh antimicrobial to prevent growth of
mold, mildew and bacteria.
▶ Starline Associates has enhanced its Silent
Blue underlayment with a metallic foil layer
to prevent rips and tears during installation,
according to Ray Rodriguez, company CEO.
“Silent Blue is made to work with laminate
and wood floating floors,” said Rodriquez.
“The formula is perfect at keeping the sound
down to a minimum. Subflooring imperfections are also minimized with Silent Blue so
that floating and leveling can sometimes be
avoided,” he added.
Silent Blue is made of biodegradable foam
with a recyclable film attached that can easily
be removed and recycled. FCW FCW
orrection
orrections
FCW
September 16, 2013
91613-pages.indd 19
FCW
WWW.FCW1.COM
·
·
9/11/13 3:01 PM
Congoleum
Design, stressed Sansone, or more specifically U.S.-driven design, is a critical part of
meeting consumer needs and is an important
reason Horn was brought on board.
Said Denman, “It’s not just about design,
it’s about the trends and understanding
where consumers are likely to go. Doty
(Horn) is good at taking all of these disparate
needs and understanding the broader trends.
She is on the leading edge of design but our
consumers are not. The real magic of what
she does is dialing that back and understanding where our consumer is likely to be and
where they are likely to respond.”
Getting consumers to respond
As it works to make it easier for consumers
to shop for Congoleum products, the company has upgraded its website and is actively
engaged in social media.
“You can’t tell people how to shop. You can
only help them shop where and how they want
to shop,” said Denman. “We are wrapping our
heads around ways of engaging our consumers — and it changes every day. How to really
connect the dots and drive the consumer back
to your website is the end game we are after.”
Moran emphasized, “What does the consumer want? That’s what we are going to
support. We’re not going to be hamstrung by
traditional methods or traditional products
as we had been in the past. We are going
to match consumer’s needs; we’re going to
match their wants. And there is a difference
between wants and needs. They need a floor,
they want a design.”
Denman added, “My mandate is to understand consumer’s needs, figure out how to
deliver product we are not delivering and where
we can message those things so people understand the value we are bringing to the market.
The more we can take our message points about
the value of our brand and the distinction of
our products directly to the consumers — particularly an iconic brand like Congoleum that
has had such meaning with consumers in the
past — the better off we will be.”
Marketplace
rely on its distribution network, Sansone said,
“Most distributors are comfortable that we are
sensitive to their needs and that it will continue.”
But, he also realizes he has to work hard to
earn their support.
“When a distributor sales person goes to
make a call, he gets 15 to 20 minutes; at tops,
he can cover two subjects. Why would he sell
Congoleum of all the product he has to sell?
That’s where being easy to do business with,
having a simple message properly delivered,
having differentiated product and being able
to show that differentiation helps make it
easy to sell our products.”
Congoleum currently does business with
eight distributors, including Mohawk. As for the
Mohawk alignment, long-time former senior
vice president of both sales and marketing
Dennis Jarosz said, “Mohawk has made a significant investment in promoting Congoleum for
the past 13 years and we were the cornerstone
of the foundation of hard surfaces distribution
they’ve formed. They want to see us succeed and
have offered their help to ensure that.”
The AirStep alternative
While Congoleum is clearly focused on
breaking new ground — new textures and
shapes for Duraceramic as well as other launches
it has on the horizon — it has not turned its back
on its felt backed residential AirStep line, which
remains the company’s fastest growing.
According to Jarosz, “We believe that Airstep
is a better alternative to fiberglass. It can be
installed in a variety of methods over a variety of
subfloors, options that are not available in fiberglass. We see some of our competitors believe
in this category as well. This represents a solid
category that gives retailers a lot of options. It is
a great looking and great handling product.”
Noting that felt backed goods still represent
more than 50 percent of vinyl sales, he points
out that much of the growth of fiberglass has
been by attacking the lower end whereas Airstep provides a good, better, best offering.
Added Denman, “If you haven’t looked at
sheet goods in a while, consumers owe it to
themselves to take a new look again. Texture,
color, design. Those are all really exciting to
me. Some of the new designs are so convincingly realistic. Nowadays it’s not a trade down,
it’s a trade across. That’s the real big message:
sheet vinyl is worth another look and CongoClose relations with distributors
Noting that Congoleum will continue to leum is worth another look by retailers.” FCW
FF_MARKETPL_AD_JULY:Layout 1 7/10/13 2:56 PM Page 1
FLOORFORCE
REACHES OVER
1MILLION VISITORS
A YEAR.
®
*
Your Website Has Become The Most Important
Marketing Tool For Your Flooring Business.
For A FREE Presentation Call
OUR WEBSITES ARE NOW REACHING
OVER ONE MILLION VISITORS!*
AS OF JULY 2013
1,142,599
*Number represents total unique visitors driven to flooring retailers using FloorForce
FCW
Tarkett’s
woven broadloom.
Last month, Tandus Centiva published
seven Environmental Product Declarations
(EPDs), enhancing transparency, accountability and third party validation for its
modular and hybrid resilient flooring products. The company, which published its first
EPD in August 2012, now offers EPDs for
modular carpet with a variety of backings:
ER3 backing of 100 percent recycled content;
ethos backing made from the film in recy-
cled windshields; and Flex-Aire cushion for
improved ergonomics and acoustics.
Tandus Centiva also developed EPDs for
its Powerbond hybrid resilient sheet flooring
cushions including: standard Powerbond
cushion, ethos cushion, ER3 cushion and
Medfloor cushion.
These EPDs cover 95 percent of the company’s U.S.-made carpet and hybrid resilient
products. The EPDs and accompanying Transparency Briefs cover all styles available in the
product lines and can be downloaded from the
EPD Program Operator, UL Environment, at
www.ulenvironment.com, or from Tandus
Centiva at www.tandus.com. FCW FCW
Correction
Corrections
FCW
91613-pages.indd 20
FCW
®
website technologies.
The New Leader
in Flooring
Software
Pacific Solutions offers flooring’s
only management software that
runs native and optimized on
iPad® and iPhone®.
Call to learn WHY
others attempt
to imitate us.
We Sell Freedom
Correction
Corrections
561.394.7876 or Visit Us At FloorForce.com
FCW
FCW
pacific-solutions.com 800.400.4927
t
i
H
your target
audience with...
Floor
Covering
Weekly’s
Classifieds
Visit us at:
www.FCW1.com
Call FCW
today!
516•227•1407
9/11/13 3:51 PM
Stacey Iaccino
[email protected]
Call: (516) 227-1407
Fax: (516) 227-1342
Classifieds
Business Opportunities
Career Opportunities
WE HELP DEALERS
Private labels, specialty mills & etc.
Call us now at 800-228-4632
www.carpetbroker.com
TIRED OF PAYING TOO MUCH
FOR SLOW FREIGHT?
AFFORDABLE and FAST transport of your
rolls and/or carpet tiles from ALL DALTON
area mills to Northern Virginia, Washington
DC, Maryland and Philadelphia areas. MAX 3
day transit times. Broadloom rates, LOW as 50
CENTS SY FUEL INCLUDED for orders over
1000 yards. Pay the driver and take a discount
for C.O.D. Call or email for quotes.
NEXT DAY EXPEDITES AVAILABLE.
Visit our web site at
www.carpetlogistics.com
Contact [email protected]
or Call 410-604-3330 and ask for Ed.
1 CENT/SF FLOORING
ESTIMATING
Fast & Accurate - Callidus Takeoffs
www.commercialflooringestimating.com
WANTED: CUTTING TABLE
Need cutting table for 15’6” or 16’ carpet
and vinyl. Must be in good condition, heavy
duty, auto-adjust. Examples: Accu-Cut Q-9,
Accu-Cut X-33 or comparable.
Call Stephanie 800-922-5582 or email
[email protected]
EZ-Cut Carpet Cutting Machine
15 ft. paid $16k about 10 years ago, bought
new for $33K. Need to sell fast $3,500. or
best offer.
[email protected]
or 505-263-4309
We get all the flooring others
can't get at the lowest prices.
Call 706-264-8425
SEEKING SALES
PROFESSIONAL
NYC based company is seeking a sales
professional for its NYC showroom. Minimum
of 3 years experience in floor covering
sales. Must be knowledgeable in all facets
of flooring-wood, laminate, carpet, ceramic,
stone. Looking for ambitious and outgoing
personality, professional appearance, with
excellent communication and computer skills.
Full time position. Salary plus commission
with excellent benefits.
Please forward resume to
[email protected]
Sales Personnel & Installation
Manager Wanted
America’s Floor Source, one of the nation’s
largest flooring retailers, is seeking
experienced sales personnel and an
Installation Manager for our Columbus Ohio
Corporate headquarters.
Sales positions are for our Builder, Property
Management, Wholesale and Retail divisions.
Applicant should have a minimum of 2 years
of flooring experience and a desire to work for
a company that will allow you to grow.
The Installation Manager will be responsible
for managing installers and field techs
and should have a minimum of 3 years of
flooring operational experience.
Salaries commensurate with experience.
401K and health benefits are included in the
compensation package.
Interested applicants should email their
resume to:
[email protected].
Randy's Carpets & Interiors
Seeks qualified, experienced flooring
covering installers for immediate sub-contract
work at our Coralville/Iowa City location.
Email [email protected]
for installation rates or additional questions.
• Upgrading with LVT
• Internet Marketing
• Wood - The Finishing Line
• Ceramic Tile’s New Visual Looks
Cavalier Carpet Industries
is seeking a company
Territory Manager
Outside Sales for LEEZA
Surfaces - NJ/NY area
With responsibility of selling rolls to stocking
retailers. Overnight travel is required. Key
territories open are in the Northwest New York/Pennsylvania and Southeast.
Compensation
includes
base
pay,
commission and expense reimbursement
All inquiries are kept confidential.
Send resumes to: email [email protected]
or by fax to
706-517-1044 or contact Harold Hair
at 706-264-3882
Professional Retail
Flooring Salesperson
Southwest
Florida
Retail
Showroom
is seeking professional salesperson.
Established company is growing and part of
a national buying group. Minimum 2 years
experience in flooring sales. Must know all
types of flooring; carpet, wood, laminate, and
area rugs. Looking for ambitious and outgoing
personality, professional appearance, with
excellent communication and computer skills.
Full time position. Salary plus commission.
Forward resume to
swfl[email protected]
SHOWROOM SALES
CONSULTANT
Greater Atlanta Area
Leading flooring business in greater Atlanta
area is looking for a dynamic and energetic
showroom sales consultant.
For consideration please
email resume to
kteague@atlantaflooringdesign.com
or call 678-205-5734
for more information.
Charleston SC flooring store
LATICRETE® SUPERCAP®, LLC, manufacturer of the revolutionary LATICRETE SUPERCAP
System, is expanding across North America and seeking exceptional sales candidates in support
of the company’s growth. For more details, visit
www.laticretesupercap.com
and click on the Careers link.
HPS North America,Inc.
The Schönox Provider
HPS Schönox is Growing!
Seeking Experienced Sales Professionals with 5-10 years experience in the flooring industry.
Candidates should be technically versed, self-motivated and entrepreneurial. Position
is to develop and support distributors, contractors and end-users with our full line of
subfloor products.
Sales territories are available throughout the U.S.
Potential is significant. Our organization backed by German technology
And foresees many years of incredible growth.
Ads Close Oct. 2, 2013
Next up in FCW, Oct. 14 Issue
is hiring sales professionals. Minimum
2 yrs experience in floor covering sales.
Candidate should be ambitious & outgoing,
with professional appearance, with excellent
communication skills. Full time position. Salary
plus commission with excellent benefits.
Please forward resume to
[email protected]
Exclusive distributor of HanStone Quartz
premium surfacing solutions is seeking an
experienced Territory Sales Manager.
Establish and maintain relationships
with key Stone Fabricators, K&B, GCs
Developers,
and
National
Brands
throughout NYC/ New Jersey.
Please send resume to:
[email protected]
Manufacturer Sales Agent
Opportunities
Geographical territory including Nashville,
TN Western TN, Northern AL with Lexmark
Carpets and other Wood/LVP suppliers
Please email
resume [email protected]
Position Wanted
Sales Manager/Territory
Manager
20+ year industry vet seeking position with
Manufacturer or Distributor. Experienced
with Hardwood, Laminate, LVP and has
worked with Top 25 Distributors and Top 50
Retailers. Phila. based and willing to travel.
No relocation.
Interested parties to email
[email protected]
Experienced agent seeking
carpet and hard surface lines
for Arizona and Las Vegas.
Contact 602-810-4081
Sales and Retail Management
Professional
With over fourteen years of experience
managing sales channels, coaching,
training and mentoring sales teams. I am
currently seeking a Territory Management
position with a floor covering manufacturer
or Distributor in the Southern Texas area.
Please email me if you would like to see
my resume. [email protected]
Subscribe Now
The Industry’s Business News & Information Resource
Go to
FloorCoveringWeekly.com/
subscribe
or scan QR code with your
smart phone.
Please send resumes to efarnsworth@hpsubfloors.com
91613Class/market.indd 21
9/10/13 8:11 AM
22 The Last Word
LVT the industry darling
L
worthy entry into the market.” Soon, the performance and
feel of ceramic, gorgeous visuals, ease of installation, recognized brand names, strong margins, and a clearly differentiated product story made it the darling of the flooring industry. Once retailers embraced it, Duraceramic grew to be the
single largest selling product category for Congoleum.
I asked Dennis why was Duraceramic such a hit among
consumers: “Aside from having a beautiful floor with the
look of authentic porcelain or ceramic, products like Duraceramic are very easy to maintain, warm and quiet underfoot,
especially when compared to ceramic tile. Duraceramic also
offers Scotchgard in its wear surface for easy maintenance,
silver as an anti-bacterial and the ability to accomplish a
floating installation. What more could a consumer want?”
Around that same time, traditional LVT suppliers began
engineering their floors with better visuals, better wearlayers, new locking systems, glueless installation systems and
more. Companies like Earthwerks, GTP, Amtico and others
also took vinyl LVT to new heights.
At Domotex Asia, an array of LVT products were out in
force. It seemed to be everywhere at that show causing some
suppliers to question how long it will take to become commoditized much in the same way laminate has been. No one
has that answer. But it’s up to all of us — those who make it,
distribute it, sell it, install it and write about it — to maintain
the value that makes today’s LVT the darlings they are.
VT is the darling of the industry
right now. Some of the best
looking stuff this industry has
to offer is in LVT — everything from
strikingly realistic stone and wood
looks, to new shapes and sizes. Not
only are they beautiful floors, they
perform in settings from residential
to commercial. It is also one of the fastest growing product
categories. From what retailers are telling us, it is one of the
most profitable categories as well.
While LVT has humble roots that go back to the 1950s,
it wasn’t until Congoleum’s Duraceramic made its debut
that LVT was transformed. I recall a phone call with Dennis
Jarosz, then senior vice president of sales and marketing
for Congoleum, as he argued for the creation of a separate
category for Duraceramic in our Dealers’ Choice Awards
program. Literally there was nothing like it in the marketplace, he said. And he was right. That was 2003.
As you probably know by now, Duraceramic and others
like Mannington’s Adura and Armstrong’s Alterna, are
actually hybrids that offer some of the best qualities of both
vinyl and ceramic tile. One factor that has made it a hit is
that it can be installed with or without grout.
Jarosz said that in the beginning, it took some convincing
for retailers to view a groutable vinyl tile as a “reliable and
— Santiago Montero
A
knowledge can transform you and the
business you run. Let us help you.
This issue also wraps up our Dealers’
Choice Awards program for 2013 (see
page 4). This year’s winners were Mannington Mills for Hardwood and LVT,
Daltile for Ceramic Tile, Armstrong
for Resilient, Mohawk for Carpet and
Area Rugs, Quick-Step for Laminate, Beaulieu of America for
Merchandising and Mapei Corp. for Flooring Related.
Nearly 1,600 dealers came to the FCW booth during
Surfaces in Las Vegas to vote on their favorite products and
spin the wheel to win cash. The event creates both excitement for the show but also for your new product.
2014 will mark the 17th year for the Dealers’ Choice Awards
program. Even after nearly two decades of running the program, Dealers’ Choice remains a powerful way for dealers to
have a voice. I encourage you to enter for next year’s contest.
Forms will be available on our website beginning this month.
The Product Source Guide (PSG) has been providing
contact information for all players in the flooring covering
supply and distribution for some 32 years now. The PSG
will be available at FCW1.com beginning in November.
Print editions come out in December.
Continuing education — you can get that each and every
day here at Floor Covering Weekly and FCW1.com.
Y
WEEKL
COVERING
A Hearst
at booths
Visit FCW
#B3370
#S5761 &
SURFACES
2013
Stage
Setting the very
for Reco
rkets
Winter ma
Busines
Commercial
Vol. 62
Supplem
ent to Floor
a l
o d i c
P e r i
news updated
each business
day, visit
us online
om
tion
April 8,
2013
$4
Consolid
ated
installs
St. Mar
y’s
4:42 PM
SchÖnox
sets
flooring
stage
news updated
each business
Fashion
forward
commer
cial carp
et
ges.indd
day, visit
us online
at www.fcw1
.com
17
crucial for
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
3/20/13
s.indd 1
1-28-13page
91613-pages.indd 22
Ron Nash of Laticrete
Columnists
Jon Trivers I take the floor (530) 876-8454 [email protected]
Kermit Baker Beyond the numbers [email protected]
Chris Ramey Strategic insights (561) 876-8077 [email protected]
Marge Redmond Heard on Main Street [email protected]
Tom Jennings First things first (785) 843-1678 [email protected]
Rhonda Robinson Making What Matters Most Happen (541) 383-8044 Rhonda @RobinsonRo1.com
Advertising
Southeast, Midwest, West Coast U.S. & Canada
Charlton Calhoun (770) 919-7747 Fax (770) 919-1348 [email protected]
Northeast U.S.
Cal Calhoun (770) 919-7747 Fax (770) 919-1348 [email protected]
Classified Ads
Stacey Iaccino (516) 227-1407 Fax (516) 227-1342 [email protected]
Administration
Sherridan Basdeo Advertising Administrator (516) 227-1307 [email protected]
Carolyn Giroux Audience Development Director (516) 227-1376 [email protected]
Adriana Marzovilla Financial Manager (516) 227-1364 [email protected]
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
Sales Headquarters 50 Charles Lindbergh Blvd., Suite 100,
Uniondale, NY 11553 (516) 229-3600 • FAX (516) 227-1342
Floor Covering Weekly (ISSN-0015-3761) is published bi-monthly by Hearst
Business Communications, Inc./FCW Division, 50 Charles Lindbergh Blvd
Suite 100, Uniondale, NY 11553. Periodicals postage paid at Uniondale, NY
and additional mailing offices. Subscription rates: Domestic: $25 per year,
$48 two years; Canada: $60 per year, $110 two years. Sales Agreement No.
4001287. Foreign: $174 airmail. Single copy Domestic: $4.00, Canada: $6.00.
Printed in the U.S.A. POSTMASTER: Send address changes to FLOOR
COVERING WEEKLY, PO Box 3012, Northbrook, IL 60065.
with SpectraLock art
S
SURFACE2013
Entries
Ray Pina
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]
Brittany Walsh Assistant Editor (516) 227-1358 [email protected]
Janet Herlihy (361) 906-1117 [email protected]
Tanja Kern (417) 522-9722 [email protected]
POST
CARE Co
to tackle nference
challenge
s
Cruise and
Business
Mohawk’s Mike Zoellner and
Elise Demboski with a retro Marilyn Monroe
10
By Mallory
1
A Hearst
No. 3
$4
11, 2013
on
Publicati
CEO, president Karel Vercruyssen
2013
Low VOCs
For breaking
fcw4813-pa
Vol. 62
Ralph Boe (right) with newly named
acquisition
Bōlyü Drift
and Brights
installed
at
carpet
tile
of Zoosk, the San Francisc
the social
o offices
dating
service.
3
Beaulieu preps for Boe’s
retirement with co-CEO
CEO
19
al tile pos
ition
$4
Inter view
Scott Hum with
WFC A phrey
Cruise
ing glob
May 6, 2013
A Hearst Business Publication
February
[Orlan
scaled back
do, Fla.]
petsPlus
the last
Alliance
endure
built upon
Flooring
the tough three years in
strategy
/Car- the
order
financial
as it welcom its “Pillars for
industry
Success”
times plaguinto
convent
turn around, . But things are
ion here ed members to this
g
March
beginni
convent
he added.
By Janet
23-26. Underyear’s
ng to
ion theme
“We’re
Herlihy
“Drive 2”,
getting more
to its member
its
help from
s the skills, Alliance brought we had a great
Carpet
necessar
supplier
meeting
tools and
board.
y for a
s; (CARE) America Recover
with our
by the end
“Welcom successful recovery products year,” I think it’s going
y
advisory
will meet
of May.
e to the
to be a great
year.
Ron Dunn
in Wesley Effort
Fla., for
In order
Logue,
recovery,”
Chapel,
growth
its
co-CEO
said John back. Commercial said. “Retail is
head carpet to continue to
ence, April 11th Annual
of
greeting
Confercoming
spearbuilding
is
24-26. Th
members Alliance/Carpet
tively, CARErecycling efforts
has much
is up which strong. Housin
e
sPlus,
the first
at
g and
eff
to be proud organization
He added
day of conventgeneral session
is spurring
have benefi will need help. ecrecogniz
that the
reported
on
ion. The
ing its accompof. And while
“We
, is already
group hopesbusiness.” also
group, he 30-40 stores in
our board ted greatly by
evidenc
lishmen
up
acknow
upcomi
10 percent
getting
goal is more
e of better
members
ts, it
ledges
ng months to open do
this year,
it’s a constan
involved
financial
and challeng there is much
network
Accordi
, but
times ahead.
ing among . Another
The Pillars
ng
to Dr. Bob
t challeng
es to address.
CARE
ance Floorin to Ron Dunn,
Establish
members.
e to keep
Peoples
for Success
moving
vided the
ed
co-CEO
g/Carpe
carpet industryin 2002, CARE
many moving forward with
of Allistrategy
convent
tsPlus,
ing on
ion foundat
prorepresen
the compan
and is
parts demand so
people,
marketattentio
ts the
ion, focusdedicate
y
based
perception,
n,” Peoples
CARE now
ing
out of landfi solutions for keepingd to finding
noted.
plannin
number
g, and
lls. In Septemb
Continu
s 80 certifi
used carpet and another 20
returned
ed on page
ed
processo
er,
national
as
Dr. Bob
executiv
rs of PCC, recyclers
21
network
Peoples
e director
CARE’s
making
“We’re looking to facilitate
of CARE.
carpet recyclinup
CARE was agenda is full.
at big shift
recycling,”
In
preparin
g.
s and trends
ter review
Peoples
g the 2012 mid-March,
in
are
said.
carpet
for Cal
Fourth
influenced
“Some of
Recycle,
Survey,
by the macro
the factors
the CARE Quar- and how
the 2012
CARE
it affects
econom
Annual
ning for
ic climate
small business
the Annual Annual Report,
Peoples
working
es everywh
pointed
plan- market
Meeting
on the fi
out that
ere.”
in April
rebound
nal plan
as the
and sold
s,
due to Cal
which will more new carpet housing
Recycle
eventua
is being
lly be available
Continu
for
Mohawk fina
Gains lead lizes Marazzi
No. 9
Vol. 62
Networki
optimismng, new products
,
drives All
iance
By Mallory
hot prodvery, very
LVT is a
to grow
continue
uct and we
ial and residenare
our commerc
Rush
lines. We
By Amy Joyce
tial LVT product ns at this
Rusprojectio
A year ago, of
ahead of
[Salem, N.J.]
helm
said.
took the
point,” he
he has invested
sell Grizzle Mills, a familySince then,
g the
ton
old
Manning
in overseein
easier
his time
nearly 100-yeardeeply
owned
n, a job made dilithat was
integratio
due
and
company
of careful
and
in tradition
because
the purchase
grounded
industry,
Mangence before
Russell Grizzle
rest of the
the
slow
like
aligned with a big
in a painfully and
values that
at’s been
was mired
then
that company from the start. “Th
His job
for the future
recovery.
d
while nington’s
plot a path
said.
to
announce
he
is
markets
now
new
com- help,” October, the company Commercial
growth in
true to the
In
ton
includes
time to stay
the Manning will carry both
at the same
that both
forces
values.
, includthe Amtico and the Amtico sales
pany’s core
ial products
points to
the
allows
s’ commerc
tile, using
Today, Grizzle
move that
companie
and carpet
n as a strategic its global reach
cial “Choices
LVT, sheet
acquisitio
ton Commer
coming
ton to expand
Manning
on page 47
its LVT
d
Manning
current
bring
Continue
it to3-25-13Co
while enabling n onshore.mmercial.indd 18 n.
mercial productio with the acquisitio
pleased
“We are
at www.fcw1.c
s Publica
March 2013
PINNACLE
4
PRACTICE
& PROCESS
5
PRODUC
T 10
PROMOT
ION &
COMMUN
ICATION
1/18/13
For breaking
— Amy Joyce Rush
Busines
Coverin
g Weekly
Grizz
Mannington’s
Great Floo
wide and rs goes
deep
A Hearst
tion
, product
Acquisition t advantage
heat up
bring markele sets course for future
OklaRoger Voge,
a,” said
Floorin Oklahom president for Star
homa division ng.
& Marble,
ing & Decoratiowner of Paris Tile
up.
casual,
By Janet Herlihy
is picking
re was
Jinx Yoder,
said, “Business after the first
] The atmosphein hotels located
[Dallas
Paris, Texas,
to wait ‘til
s scattered
and the
who wanted buy now.”
the showroom Grapevine, Texas,
the People
in
and
are back to
Fine Floors
in Irvine
small, attending were of the year
t
of Adair’s
large and
is importan
markets
Susan Adair,
retailers,
flooring
c.
“Winter market Surfaces in
Dallas regional products and optimistiwith Dallas, said,
better than
it’s
the
.”
along
us. I think
pleased with
Beaulieu
are not distracted Valley
T&L to
Shaw, Mohawk,
Swiff-Train,
that the suppliers owner of Brazos
in
rs including see a wide range of
Chuck Moreau,with three locations
distributo
.
dealers to
been
programs
has
Design,
drew
area,
the latest
and BPI
Floor &
hear about
Station, Texas d on page 12
g in the
product and
recoverin
the College
Continue
tion is
better retail
Construc
reported
strong
retailers
is
and
market
region
“The builder
sales as well.
No. 7
s Publica
19
Great Floors, No. 9 on FCW’s Top 50
list, boasts an expansive showroom
in Coeur d’Alene, Idaho.
e
” them h
Max boot
sor
ic of
Mag
Wind
Max
variety.
Haleys Flooring & Interiors offers
ABC Carpet & Home’s 6th floor rug
department
Sergenian’s grows in
Wisconsin and Florida
Separate retail brands, expanded commercial
ces and distribution
sales, administrative offi
three
in Madison. In Florida, there are now
— Tampa,
of G. Fried Flooring America stores
The merger of Sergenian’s Floor Coverings
told, sales tallied
G. Fried Sarasota and Jupiter. All
Madison, Wisc. with Florida-based
to Jim
has $25.8 million in 2012, according
Flooring America in November of 2011,
Sergethat Garner, CEO of the parent company
resulted in a vital, diversified business
and the majority
50 U.S. nian’s Floor Coverings, Inc.
is ranked No. 40 in FCW’s 2013 Top
shareholder of the business.
Specialty Retailers report.
In 2008, when the recession hit in Wisconsin,
SergeA member of Flooring America,
onethe builder business accounted for about
nian’s operates a retail store and maintains
a second facility that houses commercial
By Janet Herlihy
For breaking news updated each business
19
11:25 AM
day, visit us online at www.fcw1.com
location
My Flooring America’s Denton, Texas
Sergenian’s showroom features stylish
Hard surface carries
retail out of slump
The
12:15 PM
gates
open
at Surfa
.
2013
about Stainmaster
brand.
coverage
*Surfaces page 4
begins on
Flooring
Newton,
said Ian
put the program
101, who
group.
for the
together
this as a
r, we see
Gavin
“Howeve
”
ent opporBy Kimberly
and
year run,” said Bruce Zwicker, president
in your business.Merritt
margin enhancemadded, not
The National
to invest
when
By Raymond Pina
CEO, Haines. “Housing is rising and
right for you and president Randy a better [L V]
Alliance
. He
tunity,” Newton
disrupter
ering
be
be like throwing
Rush
Both Bell
Floorcov
of more
signifi- interest rates go up it will
definitively
as a market the program
Amy Joyce
offered
Specialty flooring dealers are reporting
collective
2013 will
people trying
that if
Cruise and
for all of us,”
(NFA), a
said that
traf- rocket fuel on a fire with more
nation’s
also said
group
By Mallory
right here
convencant and sustained increases in both store
our number than 40 of the
still relatively low.
support, the
“It starts
Network
success is
Growth, to buy in while rates are
.
gets good
met prior
Flooring
on the year.
fic and store sales across all categories.
growth and
additions
into a
] Shaw
a spotlight
largest retailers, for a midBell. “Your
[O
new We’re coming out of a depression
would pursue
2013 — put
2013
they said, is being fueled by rejuvenated
in January,
dakis, incomlaser sharp
Surfaces
and
one priority.”
Phil Koufi
“Every year
tion — Insight to create targeted,
busi- pretty strong recovery.”
year to
con, said that
meeting
Merritt,
better
home construction, residential remodel
deep
on
comability
a
president
be
g its
Explained
Construction and renovation of
company’s
was
ing NFA
going to
that conventireview. The positive
while expressin and the causes
ness and Main Street commercial.
g program
y says it’s
facilities,
to support
vendor
at last
everybod
business plans
said mercial spaces such as healthcare
the Armstron cant because
their families
have the statistics
informam reported
“I haven’t been this busy in years,”
signifi
ces continue to cern for its dealers,
s.
but we didn’t year we have concrete
especially
owner schools and government offi
group
continue
vely momentu
30-year industry veteran Jeff Kaspin,
more than
. This
ed the first
space on Main it believes in.
to be progressi
fall’s meeting group disintention
crowd of
it represent
Carpet. rise but the return of retail
it. It’s going
told the
), “Shaw
of Monroe Township, N.J.-based A.B.
of carpet.
while the
opportunity.
a new
attendees
proVance Bell
to four years.”
tion to support
his
my Street is proving to be the latest
of And
examine
buy outside
.
potential
(some 3,800 to insure future
officiated
“The amount of traffic coming through
the next three
retail
and CEO
from Armstrong
cussed some closed doors, NFA members
better for
“With new housing comes new
Koufidakis
1,000 dealers
the
together
program
et, chairman
. “My job
Hathafocused
Buff
pieces
wood
door is reminiscent of the good days before
behind
principal
been
the
g
president
Borders,
Berkshire
Warren
have
has put
amazing construction,” said Diana
12 grams publicly embracin
as the new
company
service
best opporsuccess. We
economy went bad. And what’s really
d on page
flooring, Armbuy
first meeting p is to bring the
one it is
quality and
Shaw’s parent
growth and
Continue
January, designer for commercial
during
wood group
to me is how strong business was in
leadershi
Our product made major capital
g.
retail environment
he told FCW
is a new
to with
on you.
that kind strong. “We’re seeing the
and we’ve
e time is
to the group,” en they can choose
ity from Armstron d, introduced
February and March. Usually we get
Th
But
business.
improved
tunities
“Th
opportun
have
$1 billion.
already driving a lot of commercial
So far, we
Scrape Hardwoon, is a collection
of push in April through June. I’m
nts — over
vendor meeting.
American
best for them. participainvestme
conventio
we’re also seeing a lot of hospitals renovating.
in 3/8 the
lly what is
at the fall
ahead of last year. That’s very encouraging.”
available
individua
the NFA
getting mass
dip, America is building again.”
scraped products
adding that
success in
in 10 colors
With the exception of an occasional
had
said,
charge
the
led
high-end
have
have
Available
dakis
of
categories
es.
Hard surface
Koufi
and
with four:
thickness
that success
monthly increases in new home sales
8 percent the first
is starting
tion in carpet,” group can spread
and ½-inch
property of increased sales, up some
the
Grain and
goal as presiNFA program
a trend among homeowners and
to the first quartotal, the
Blaze, Amber
p he believed d and beyond. His on page 7
quality quarter of 2013 in comparison
d
Nest, Autumn
is a direct-shi
managers to remodel with better
hardwoo
Research.
into
Catalina
Continue
to
Eagles
according
program
ter of 2012,
use. The
ve pricing.
goods is driving sales growth residentially. Smokeho
competiti
ble,”
three
members
“We think we’re set up to have a good
is considera
that offers
advantage
1:14 PM
2/8/13
“The price
5/1/13 3:47 PM
4/4/13
Drumline makes noise
first
ong: NFA’s
: Armstrgroup buy option
ight 2013
Shaw’s Ins better future wood
a
ing
Build
ces
“The
the
displays.at
a l
o d i c
P e r i
✓
P e r i o d i c a l
$4
28, 2013
on
Publicati
P e r
i o d i
c a l
FLOOR
Business
FCW
January
A Hearst
Editorial
Thomas Young Group Production Manager (516) 227-1369 [email protected]
Matthew Lippl Production Artist (516) 227-1354 [email protected]
s much as I hate to see the end of the summer arrive,
there is something very refreshing about the start of
..a new season, particularly fall with the crisp air that
moves in. It is also, for those here in the Northeast, the start of
the school year. Again, there is something exciting about filling
a child's backpack with newly sharpened pencils, clean notebooks, everything they need to learn and grow their education.
Education, though, is an ongoing process. My son, for
example, came home with packets from each teacher as well
as summer reading at the end of the last school year. So
while this issue of Floor Covering Weekly (FCW) provides a
strong focus on education, training and PKs, we understand
and champion the need for continuing education in the
flooring industry be it new installation methods, product
knowledge or an important back-story for a product.
In fact, because we know these are vital to your success, we
will debut the Education Center on our website FCW1.com
this year. Here, you will find a clearing house of any training
or knowledge available from associations, manufacturers,
and installation experts — all in one place. FCW's Education
Center is a commitment we are making to you.
Just last month, Sandy and I each moved a child into college
— his youngest, my oldest, both freshman this year. At their
respective institutions, these kids will learn, grow and mature
in ways that are life-changing. I look forward to the transformation. At any stage of life or business, continuing to gather
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
Sharpen your pencils
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
9/11/13 2:54 PM
Mary Bishop* worked
in her family’s
flooring business and
devoted herself to
her family. When a
Christmas Eve seizure
led to the discovery
of a grade III brain
tumor, Mary suddenly
had to focus on an
intense treatment plan which included
radiation, chemotherapy and
fighting
the tumor.
Good thing someone told
her about the Floor
Covering Industry
Foundation
g
in
lp
he
u,
o
y
c
am lp
i
f
nd
or
d
he
e.
a
h
n
e
s
p
s
a
er
op
s
eu
u
t
g
s
n
a
yo
nd
e
a
o
e
y
r
t
r
i
l
pl
t
u,
e
r
s
t
u
o
f
g
o
y
tr
n
n
r
pe
an
a
e
e
s
ry
w
’
k
t
r
h
v
t
t
a
u
n
e
I
w
s
u
M
“
n
t
t
bo
ha
yo
s
u
a
T
he
r
b
s
w
fi
,
e
ll
u
a
k
e
a
’s
yo
th
m
it
g
t
e.”
,
i
l
u
e
p
h
m
eo
r
p
Fo
ng
i
lp
e
h
l
e
fe
y
il
s
ines
Bus
ng
p*
i
o
r
h
e
s
v
rco
y Bi
lo o
Mar
F
ily
Fam
Do you know someone who could use our assistance? Let them know there’s hope.
For information or to make a donation, please call 714.634.0302 or visit FCIF.org.
*The FCIF treats all of its grant recipients confidentially. Mary wanted to share her story with the public but asked that we keep their identity veiled. Her name has been changed
FCIF_ad_2011_FCW_2.indd 3
9/26/11 2:41 PM
www.SURFACES.com
www.StonExpo.com
www.TileExpo.com
PRESENTING...
the only event for flooring, stone and tile – The International Surface Event. Uniting
the industry in 2014, TileExpo is being launched in conjunction with SURFACES
and StonExpo/Marmomacc Americas. Together, these three world-class trade
shows create the ultimate, unparalleled event essential to flooring, stone and tile
professionals around the globe. No other event compares to this mega show.
Experience four impressive days of the newest products, hands-on demos,
inspiring trends, key manufacturers, industry suppliers, along with unmatched
education and networking. Elevate your business, your profits, your future. The
International Surface Event – we’ve got you covered!
EXHIBITS: JANUARY 28-30, 2014
EDUCATION: JANUARY 27-30, 2014
Registration opens in September. Register online
using promo code A16 for your chance to
WIN $1,000*
Mandalay Bay Convention Center | LAS VEGAS
*Contest rules at www.SURFACES.com
Official SURFACES Sponsor:
Stay Connected:
Official StonExpo/Marmomacc Americas Sponsors:
American Monument Association
Canadian Stone Association
Elberton Granite Association
National Building Granite Quarries Association
Northwest Granite Manufacturers Association
2014 THE INTL EVENT_JN_10.5x13.indd 1
91613-pages.indd 20
Official StonExpo/Marmomacc Americas Endorsers:
2014
9/6/13 1:41 PM
9/9/13 9:39 AM

s - Floor Covering Weekly

Transcription

Similar documents

deumidificatore comfee

$89$89We`ll Install

azendi jewellers

Choose Your Financing! FREE FREE

Leeds Utd

Ritz-Craft Modular Homes, Mifflinburg, PA

Design for the dogs

Marabella - La Mirada

Register To Win A Free

View our Elesgo brochure here