June 2013 - BOWE Client.com
Transcription
June 2013 - BOWE Client.com
25 stories. 45,000 sq.ft. of hardwood flooring. The same outstanding quality in every box. That’s Mirage. Handcrafted Red Oak, Carousel “With over 45,000 sq. ft. of flooring to install, we needed a flawless product and a partner we could count on — from the lobby to the 25th floor. With Mirage we went straight to the top.” Made in North America Chad Durbin, LEED GA, Total Flooring LLC - Northern Virginia. floor trends June 2013 www.floortrendsmag.com Resilient Market Study: LVT, Resilient Replacement at the Top Hardwood Flooring Adhesives: Know What’s Right for the Job Running Your Commercial Business During Natural Disasters Modernize without Compromise Florida Tile has been consistently setting the standard for some of the most advanced technologies in tile production for many years now. Our belief is: What we design & manufacture should inspire creativity. Porcelain tile should be strong yet beautiful, sustainable and a great value that will last for years to come. Our line of HDP High Definition Porcelain products bring our attention for detail to the surface. From slate, wood and marble look tiles, we produce a finished product that is both beautiful and responsible. For more information visit our website. www.floridatile.com Aventis & Time/2.0 BY expect more California Proposition 65 Compliant LEED Qualified VOC Compliant R NO HOLLOW SPOT™ technology Manufactured by www.chemque.com 1-800-268-6111 +1-416-679-5676 +31 (0) 107-138-150 www.fortane.com [email protected] floor trends ON THE COVER: Aspire from Metroflor is a 16” by 16” floating, groutable LVT flooring featuring the company’s patented gripstrip technology. Aspire is available in 14 ceramic and stone visuals in three collections. Photo courtesy of Metroflor. June 2013 + Vol. 15, No. 6 14 features & columns 10 Resilient Market Study: LVT, Resilient Replacement at the Top by Michael Chmielecki 14 Boosting the Life of the Product with Residential Carpet Treatments by Michael Chmielecki 22 Hardwood Flooring Adhesives: Know What’s Right for the Job by Rick Brian 32 Do You Play the Shame/Blame Game? by Sam Allman FLOOR TRENDS (formerly National Floor Trends) Volume 15, Issue 6 ISSN 2168-0051 is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $119.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $157.00 USD (includes GST & postage); all other countries: $174.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2013, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected]. 4 34 Running Your Commercial Business During Natural Disasters by Dave Stafford floor trends esign commercial DC2 DC6 DC9 DC12 LVT a Growing Force in Commercial - by Lauren Forshee Healthcare Design Update - by Annette Callari Resilient Flooring in Senior Living - by Christopher Capobianco Commercial Products departments 6 7 8 June 2013 + www.floortrendsmag.com Editorial Comment Let’s Talk Floor NeoCon Preview 17 28 50 Coverings 2013 Wrap-Up NWFA Show Wrap-Up Ad Index/Products on Display Fast, Easy, Durable and 100% Waterproof. CUSTOM ® Shower Installation Systems Offering you a choice of solutions featuring RedGard® for a fast, easy and durable way to prepare a shower for tiling. • 9 standard slope sizes plus custom sizes • 17 sizes of prefabricated, waterproof bases • Pre-waterproofed niches, seats and curbs • Complete waterproofing with RedGard® Liquid Waterproofing and Crack Prevention Membrane or RedGard® Waterproofing Fabric Membrane With Saves time and labor over traditional preparation methods. SLOPES. SEATS. CURBS. NICHES. WATERPROOFING. WE KNOW SHOWER SYSTEMS. COUNT ON CUSTOM®. custombuildingproducts.com 800-272-8786 floor editorial comment by Michael Chmielecki, associate editor trends www.floortrendsmag.com For subscription information or service, please contact Customer Service at: Tel: 847.763.9534 or Fax: 847.763.9538 or [email protected] Corporate Office: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 Phone : (248) 362-3700, Fax: (248) 362-0317 A Welcome Trend at Recent Flooring Shows Group Publisher: Alex Bachrach [email protected] Associate Editor: Michael Chmielecki [email protected] Digital Content Consultant: Dave Foster [email protected] THERE’S A SAYING IN JOURNALISM: IF IT HAPPENS THREE TIMES, IT’S A TREND. IT MEANS THAT IF AN EVENT HAPPENS ONCE, IT’S CONSIDERED AN ACCIDENT; IF IT HAPPENS TWICE, IT’S MERELY COINCIDENCE. IF IT HAPPENS THREE TIMES, HOWEVER, THEN SUDDENLY YOU HAVE A TREND ON YOUR HANDS, SO YOU’D BETTER UNCAP THAT PEN AND FURIOUSLY START TAKING NOTES. It’s an unscientific approach at best – why would something happening three times qualify a trend? It’s an arbitrary number, but occasionally, an event occurring three times really is a trend at its earliest stages of formation. I feel this is the case with the flooring industry right now. At Surfaces, attendance and enthusiasm were up. At NWFA, attendance and enthusiasm were up. And while final numbers weren’t available at press time, all indications point to Coverings boosting its attendance this year as well. In any case, enthusiasm was definitely high among exhibitors and attendees. Every trend needs a name so its key components can be identified. So what do we call this trend? How about something everyone in the industry is thinking? How about: Let’s Get Back to Work. The time of wringing our hands and wondering if the economy is ever going to recover should be over. The time of holding back on making improvements to our business should also be past. Seriously, if you’re still sitting on your hands instead of taking whatever steps you need to make your business healthy again, you’re missing out. Take advantage of the low interest rates 6 and the reduced pool of competitors, and invest. Make bold moves. You can afford them now. Do you know when you can’t afford them? When the next recession hits. At Coverings, I saw manufacturers expanding into new segments, launching new technologies and engaging in rebranding campaigns. In other words, I saw a trade show acting like a trade show for the third time this year, instead of the past few years where it seemed each event was less about new developments in the industry and more an excuse to hold a wake and memorial service for the prerecession days. If I’ve learned anything at this year’s crop of trade shows in the past few months, it’s that it’s time to stop holding back. Look forward, and celebrate every hardwon victory that gets you on the path to profitability. Go on. Get back out there. ft June 2013 + www.floortrendsmag.com Michael Chmielecki has been writing about the floor covering industry for BNP Media since 2002. As editor of FCI, he is always seeking ways to better connect and inform the installation community. Associate Editor: Lauren Forshee [email protected] Sr. Art Director: Rick Arvidson [email protected] Production Manager: Jennifer Allen-Wise [email protected] Marketing Manager: Kortney Lane [email protected] Columnists: Sam Allman, Rick Brian, Annette Callari, Christopher Capobianco, Dave Gobis, Dave Stafford National Sales Manager: Keith Parry (973) 248-6097 • [email protected] West Coast Sales Manager: Karrie Laughlin 248-227-3584 • [email protected] Corporate Reprint Mgr: Jill DeVries (248) 244-1726 • [email protected] BNP Custom Media Group: Christopher Wilson Phone: (248) 244-8264 • [email protected] List Rental Contacts Sr. Account Manager: Postal contact: Kevin Collopy (402) 836-6265 • Toll Free: (800) 223-2194 x684 [email protected] Account Manager: Email contact: Michael Constantino 402-836-6266 [email protected] Online Development Director: Nikki Smith Directory Development Manager: Erin Mygal Corporate Directors Publishing: John R. Schrei Corporate Strategy: Rita M. Foumia Content Deployment: Michelle Hucal Creative: Michael T. Powell Events: Scott Wolters Finance: Lisa L. Paulus Information Technology: Scott Krywko Human Resources: Marlene J. Witthoft Production: Vincent M. Miconi Clear Seas Research: Beth A. Surowiec BNP Media Helps People Succeed in Business with Superior Information let’s s by Dave Foster Miss Coverings? Not to Worry, There’s TalkFloor.com IF YOU DIDN’T HAVE A CHANCE TO GET TO COVERINGS THIS YEAR, DON’T STRESS. YOU CAN CAPTURE THE EXCITEMENT OF THE BEAUTIFUL DISPLAYS AND HAVE A CHANCE TO EXPERIENCE SOME OF THE NEW PRODUCTS THAT WERE ROLLED OUT AT THE SHOW THROUGH THE VIDEOS ON WWW.TALKFLOOR.COM. I would guess the turnout at the show, which was at the World Congress Center in Atlanta for the first time (and a perfect venue for the show, I might add), was up over last year. According to the many interviews we captured, the level of excitement and optimism at the show was up as well. But don’t take my word for it; watch some of the interviews we recorded at the show like the one with Scott Levy, the exec. VP at Arley Wholesale. Levy shares his take on the venue, the attendance and level of excitement, as well as his view of the marketplace and his expectations for growth for the remainder of this year. He outlines how he works with his retailer customers at the show to involve them in the purchasing process, and also discusses some of the new products that captured his attention – including what he calls the “new realism,” and what he feels it will likely mean for ceramic’s market share. The buzz at the show and the biggest news to hit the ceramic industry since Mohawk’s acquisition of Daltile was Mohawk’s recent acquisition of Marazzi. In the Talkfloor.com archives you will be able to watch a video we shot at Coverings with Gianni Mattioli, president & CEO of American Marazzi, where he not only discusses this show, its traffic, its mood and its venue changes, but also the acquisition and what that will mean for both the company and the marketplace. He also discusses business in the first quarter at the company and for the industry, and the level of optimism he has been seeing lately. From the contractors’ point of view we talked with Nyle Wadford, president of Neuse Tile Services of Youngsville, NC, who is also the chairman of that National Tile Contractors Association (NTCA). He not only provided an excellent overview of the show but also filled us in on the various projects the NTCA is involved in, including how-to demonstrations that were taking place on the show floor. In the archives there’s also a most interesting as well as entertaining interview with Florida Tile exec. VP of sales and marketing Massimo Barbari, a piano player extraordinaire and a mustwatch interview. You’ll see Barbari in his high energy and engaging style offer his take on the show, the marketplace, and what he’s hearing from the field. He also reviews some of the products Florida Tile rolled out at the show. Finally, a conversation you absolutely have to watch in the TalkFloor. com archives is the one with Donato Grosser, who heads D. Grosser & Associates. Grosser is an extremely knowledgeable player in the ceramic industry and in this conversation he offers his distinctive take on the show, the venue and what the market will look like for the rest of the year. You will find many more interviews on Coverings and a wide variety of topics in both video and audio formats in the Talkfloor.com archives, including those that we just don’t have the space to talk about here. We invite you to check them out. Do get back to us with your feedback once you visit, and we also welcome your input on topics you would like us to look at in the future. ft From a PR post at the CRI to communications director of the Atlanta Mart, Dave Foster launched two of the top industry websites and currently hosts his own Dalton, Ga.-based radio program, FloorRadio. [email protected]. www.floortrendsmag.com + June 2013 7 Events & Conventions by Lauren Forshee, associate editor NeoCon returns to Chicago’s Merchandise Mart this year, June 10-12. NeoCon 2013 to Showcase New Products and Ideas NEOCON 2013, THE ANNUAL COMMERCIAL MARKET SHOWCASE HELD AT THE MERCHANDISE MART IN CHICAGO, WILL FEATURE OVER 700 SHOWROOMS AND EXHIBITORS DEDICATED TO THE COMMERCIAL INDUSTRY, JUNE 10-12. NEOCON WILL BE HOME TO THE LAUNCH OF INNOVATIVE NEW PRODUCTS IN THE AREAS OF HOSPITALITY, HEALTHCARE, RETAIL AND MORE. IT IS ALSO A CHANCE FOR HIGH-LEVEL EDUCATION AND NETWORKING ACROSS THE COMMERCIAL SIDE OF THE INDUSTRY. THIS YEAR THERE ARE SEVERAL NEW PERMANENT SHOWROOMS AS WELL AS EXPANDED SPACES. New commercial floorcoverings will also be a highlight. “A dozen or so floor covering manufacturers have concentrated on the 8th floor, showing a broad range of products from 8 carpet tiles to broadloom and resilient flooring, giving attendees the convenience of seeing a number of great flooring products in a relatively concentrated area,” said Byron Morton, vp June 2013 + www.floortrendsmag.com of leasing at Merchandise Mart Properties. Along with the concentration on the 8th floor there are special focuses on exhibits showcasing modern design and ideas. Mohawk for example, will be showing off some of their newest ideas in the Kinzie Wells lobby of the Merchandise Mart, and Herman Miller will be transforming the South Lobby with ideas aimed at meeting the requirements of modern living. The theme for this year’s show is “Ideas Revealed,” with an eye toward inspiring attendees to be leaders, to inspire others, to connect with one another and to discover new ideas throughout the commercial industry. “NeoCon is more than just a trade show; it’s an outlet for the industry’s Below: Herman Miller will be among the companies offering lounges for attendees to network and unwind. biggest names, biggest ideas and best products. It has a 45-year history and is one of the most recognizable and well-respected contract furnishings [events] in the world,” said Morton. Education and awards. Each year there are interesting and educating keynote speakers, with this year being no exception. “We have lined up four incredible and informative keynote speakers including Bjarke Ingels, founder of BIG; Michael Vanderbyl, principal of Vanderbyl Design; Holly Hunt, president & CEO of Holly Hunt; and Lauren Rottet, FAIA, FIIDA, interior architect and founder of Rottet,” said Morton. Along with the impressive lineup of keynote speakers, the event will also offer continuing education, seminars, student programs and professional development, as these types of events have always been a major part of NeoCon. The schedule will include nearly 100 CEU-accredited seminars and industry association forums, keeping industry trade professionals in the know on the latest trends and updated techniques. Education at the show ranges from learning about sustainability to interior design and technology, offering a variety of topics for everyone to learn something at the show. Among the special events, awards in an array of categories will be revealed, including the Product Innovations Awards, which honors product that “pushes the limits of design and technology to create a fresh way of getting the job done.” Additionally, the IIDA/Contract Magazine Showroom & Booth Design Competition will award those who create a unique space with color, texture and use of lighting. Editors of Metropolis will also be on-hand to award their Metropolis Likes Awards to their favorite products, exhibits and ideas at the show. Special exhibits. Look out for many special exhibits throughout the floors of the Merchandise Mart. BreakPoint Books located on the seventh floor in Suite 7-2041 will be hosting an onsite bookstore. There you can locate books written by the conference speakers that cover many different topics throughout the show. The BuzziSpace Lounge is the opposite of what it sounds like – it is actually designed as an area for peace and quiet – to escape the commotion of the show, make a phone call, network or just relax. There are additional spaces for relaxation in the Mart including the Herman Miller Lounge on the first floor, the GSA Internet Lounge on the eighth floor and the SIXINCH Recharge Zone and Outdoor Alfresco Lounge on the first and eighth floors. Don’t forget to check out the Student Project Display on the seventh floor, featuring the future of interior design from the up-and-coming generation of young designers. NeoCon has time on its side. Being the longest running commercial furnishings show in North America, organizers have learned what works and what doesn’t. “I firmly believe we’ve achieved where we are because we have a pulse on the industry and have forged important relationships with industry leaders who are passionate about the success of the show and its invaluable impact on our exhibitors and attendees alike,” stated Morton. The goal of the show is to leave a lasting impression on attendees, Morton added. “We want NeoCon to leave an indelible mark on our attendee’s perspective so when they are working on a project in the coming years, they will remember all of the groundbreaking products and ideas they saw here, and in the end, specify them.” Check out the full list of events and exhibitors at www. neocon.com. ft www.floortrendsmag.com + June 2013 9 Market Trends by Michael Chmielecki, associate editor 2013 Resilient Market Study Findings: LVT, Residential Replacement at the Top Pictured is Halo Free, a new PVC-free resilient product under the Halo brand. Photo courtesy of CBC Flooring. THE RESILIENT FLOORING SEGMENT CONTINUES TO GROW, BUT WHAT DOES THAT MEAN IN HARD NUMBERS? BNP MEDIA’S MARKET RESEARCH DIVISION CONDUCTED A STUDY ON OUR BEHALF TO FIND OUT. POLLING ACTIVE, QUALIFIED SUBSCRIBERS FROM FLOOR TRENDS, FLOOR COVERING INSTALLER AND TILE MAGAZINE. A TOTAL OF 123 RESPONDENTS ANSWERED THE SURVEY, PROVIDING BOTH A BIG-PICTURE AND GRANULAR LOOK AT THE RESILIENT FLOORING BUSINESS AND WHERE IT IS HEADED. As a share of total flooring sales, resilient flooring was voted number 2 by respondents, at 21%. This was followed by wood (16%), ceramic tile (13%), laminate (9%), and bringing up the rear, stone (4%) and area rugs (2%). The only product category that enjoyed a wider share of total sales was carpet, at 35%. (See Chart 1). However, part of this sales picture may be accounted 10 for by the total retail flooring space given to each category. Carpet enjoyed the lead at 39%, followed by resilient and wood tied at 17%, ceramic at 13%, laminate at 9%, and stone and area rugs at a mere 3% and 2% respectively. Respondents noted that the two fastest-growing categories of flooring sold last year were neck and neck, with hardwood at 27% and resilient at 26%. Carpet was close behind at June 2013 + www.floortrendsmag.com 20%, followed by 9% or lower for ceramic tile, laminate, stone, area rugs and what respondents identified as “other.” When asked what they felt would be the fastest-growing business segment this year, the clear winner was residential replacement at 36%, followed by residential new construction at 20% and contract/ commercial at 15%, before petering off to 9% or less for commercial new construction and Main Street commercial projects. Eight percent thought all segments would be about the same, and 7% predicted no growth in any areas. While residential replacement was also the fastest-growing segment last year at 46%, perception of its growth for 2013 actually fell 10%. Meanwhile, residential new construction posted a much higher percentage of people expecting an upturn: 8% considered it the fastestgrowing part of their business last year, while 20% expect it to be the fastest-growing segment this year. (See Chart 2.) Residential replacement accounted for the lion’s share of 2012 total flooring sales, at 52%, followed distantly by contract/commercial and residential new construction at 15% each. Bringing up the rear were commercial new construction (11%) and Main Street commercial (7%). The dominance of residential replacement was also mirrored in 2012 total resilient flooring sales, with residential replacement at 50%, contract/commercial at 17%, residential new construction at 13%, and commercial new construction and Main Street commercial at 12% and 8% respectively. The retail picture. Among 88 respondents, the mean average of resilient monthly sales was 12. The breakdown was 39% at five to 10 sales a month, 30% at one to four sales a month, and 24% at 11 to 20 sales a month. Eight percent claimed more than 20 sales a month. For the average resilient sales per ticket, 72% of 74 respondents saw from $1,000 to $2,000 or more. The mean was $1,497. (See Chart 3). The mean for annual resilient sales volume was $218,789, with 35% of 66 respondents saying it made up $200,000 or more in sales volume, 26% saying it made up $50,000 to $99,999, 20% saying it accounted for $100,000 to $199,999, and 14% claiming it made less than $25,000. Only 6% said resilient accounted for $25,000 to $49,999 of sales volume. Most of the 123 respondents saw resilient sales remaining steady this year. The two highest responses were that sales would slightly increase (41%) or remain the same (34%). Reasons for an increase included a pick-up in the economy and consumer confidence, ease of maintenance and the style of the flooring, increased awareness/word of mouth for vinyl and LVT, and overall sales Chart 1: Overall, what percentage of your total sales does each of the following products account for? 35% Carpet 21% Resilient 16% Wood 13% Ceramic tile 9% Laminate 4% Stone 2% Area rugs 0% 20% 40% Chart 2: What was the fastest growing part of your business last year? And what do you anticipate will be the fastest growing part of your business for 2013? 36% Residential replacement 46% 20% New construction residential 8% 15% Contract/ Commercial 14% 9% New construction commercial 7% 6% Main street commercial 2013 3% Last Year 8% All the same 11% 7% No growth in any of the areas 11% 0% 20% 40% 60% www.floortrendsmag.com + June 2013 11 increase for all types of flooring. In terms of profitability, the two highest responses for resilient flooring compared to other flooring types were “about the same” at 48% and “slightly more profitable” at 24%. LVT was the clear winner for type of resilient flooring products sold, at 31%. This was followed by resilient sheet (23%), fiberglass-reinforced vinyl (18%) and tile (16%). Other types drew 6% or less of responses. (See Chart 4.) Internet sales of resilient flooring barely registered among respondents. A vast majority (73%) do not sell or promote flooring via the Internet. In fact, only 23% identified using the Internet for selling or promoting flooring at all, and a mere 4% said they directly sold products via the Internet. Of those that do sell over the Internet, when asked to compare Internet versus in-store sales, the two highest responses were “about the same” (39%) and “slightly lower” (33%). Installation and sourcing. With LVT at the lead of resilient flooring types sold, it’s no surprise that it also has the most installation/ labor time devoted to it at 32%. This was followed by resilient sheet (21%), fiberglassreinforced vinyl (17%) and tile (16%). Six percent and below responses included linoleum, homogenous sheet and “other.” Painting a broader picture of the installation industry, 48% of respondents said they used independent contractors only, followed by 31% who employ or use in-house installers and 21% who use both. Respondents overwhelmingly favored sourcing resilient flooring from a distributor, at 67%. The second most-common response was domestic manufac- 12 Chart 3: What is your average ticket amount per resilient sale? 15% Less than $500 14% $500-$999 45% $1,000-$1,999 27% $2,000 or more 0% 20% 40% 60% Chart 4: Overall, what percentage of your total sales does each of the following products account for? 31% Luxury vinyl tile 23% Resilient sheet Fiberglass reinforced vinyl 18% 16% Tile 6% Linoleum Homogeneous sheet 5% 1% Other 0% 20% 40% Chart 5: Over the next two years, what do you see as the biggest challenges facing resilient floor manufacturers? Economy 47% Pricing 47% Alternative hard-surface flooring 45% 24% Product innovation 14% Installation services Ability to meet consumer demand June 2013 + www.floortrendsmag.com 6% Other 3% 0% 20% 40% 60% turer, at 23%. Trailing far behind were import manufacturer (7%) and sales agent (3%). The mean average of the number of suppliers that respondents purchased resilient from was four. Retailer and consumer perceptions. Aside from price, the top deciding factors when choosing to sell or promote resilient were product reliability/quality (54%), durability (40%) and product design and styling (37%). This was followed by brand or company reputation (24%), sales rep support (23%), product availability (21%) and distributor service/support (20%). The top three challenges facing the resilient segment, according to respondents, are big box channels (32%), demand for alternative floor covering (26%) and increasing competition from other flooring channels (18%). Perceived future challenges include the economy and pricing, both tied at 47%, followed by alternative hardsurface flooring (45%), product innovation (24%), installation services (14%), ability to meet consumer demand (6%) and other (3%). (See Chart 5.) Within the “other” category were some interesting comments from respondents pointing to the need for more industry training. These included “the laidback attitude of sales reps,” “if we do not provide the proper skills and show our industry as a successful trade, there will be no more,” and “we need more structure and education in this industry.” According to respondents, their customers consistently rate resilient flooring highly for maintenance, quality, durability and selection/styling. The only slight drop-off in favorable Chart 6: In general, how do your customers rate resilient flooring on the following characteristics? 33% 47% 18% Maintenance 2% 0% 22% 58% 19% Quality 2% 0% 28% 50% 18% Durability 3% 0% 18% 57% 21% Selection/Styling 4% 0% 15% 49% 29% Price 7% 1% 0% 20% Excellent Very good Fair impressions was price, which had a higher percentage of “very good” impressions than the maintenance category, but the least amount of “excellent” impressions, as well as the most “fair” and the only “poor.” (See Chart 6.) Respondents did not see much in the way of resilient 40% 60% Good Poor flooring complaints from consumers compared to other types of flooring – 46% said the number of complaints was about the same and 42% said there were actually fewer complaints. The number-one concern from consumers was cleaning and maintenance, cited by 31 of the 123 respondents. The next most common concern was “none,” at 27. ft For more information or to order a full copy of the 2013 Floor Trends Resilient Market Study, contact Ulka Bhide, senior market research analyst, at [email protected] (248) 786-1678. www.floortrendsmag.com + June 2013 13 carpet treatment by Michael Chmielecki, associate editor Stainmaster SolarMax carpet (pictured) features built-in protection against fading. Photo courtesy of Invista Surfaces. Boosting the Life of the Product with Residential Carpet Treatments HOMEOWNERS LOVE SOFT SURFACES LIKE CARPET, BUT THEY DON’T ALWAYS LOVE MAINTAINING THEM. VACUUMING EVERY WEEK OR SO IS ONE THING; SCHEDULING A HOT-WATER EXTRACTION IS QUITE ANOTHER. HOW DO MANUFACTURERS KEEP CLAIMS DOWN WHEN THEY KNOW THAT CONSUMERS ARE NOT ALWAYS GOING TO FOLLOW MAINTENANCE PROCEDURES? BY OFFERING A FULL RANGE OF TREATMENTS BUILT-IN TO THE PRODUCT. THESE TREATMENTS AREN’T DESIGNED TO REPLACE REGULAR CLEANING AND MAINTENANCE, BUT THEY DO MAKE MISSING AN APPOINTMENT HERE AND THERE A LITTLE MORE FORGIVING. Invista Surfaces, which owns the Stainmaster brand, offers four treatments for carpet, to protect against stains, soil, fading and static. Steve Griffith, chief marketing officer, said first it is important to understand the difference between stains and soiling. 14 “When consumers spill something and react quickly, that’s a stain. Soil builds up over time. Over half of all carpet claims are for soil.” He sees carpet treatments largely driven by the residential market. “On the commercial side of the business, you see June 2013 + www.floortrendsmag.com lots of dark colors and complex patterns. That’s no accident; it’s to hide stains and soil. You could use many of the same technologies in commercial products, but they are cleaned more frequently, and so they don’t often need the same level of treatments.” Treatments come in many options – they can be engineered directly into the polymer of the fiber (such as the company’s anti-fade SolarMax carpet), applied during manufacture, or even purchased as a spray-on product. According to Griffith, the most durable option is engineered into the structure of the fiber, followed by ones that are applied during the manufacturing process. He said it is important to understand that pre-applied products have a shelf life. Some will stand up for the life of the carpet; others will not. “At the point of sale, it’s very easy to show a carpet standing up to soil and stains. However, once you clean the carpet, some Below: Bliss HealthyTouch, shown here in Artful, features Magic Fresh odor protection and Silver Release antimicrobial technology. Photo courtesy of Beaulieu America. of that pre-applied treatment may be removed. Protection is always great the first time, but consumers need to ask themselves if they’ll have that same amount of protection cleaning after cleaning.” Also complicating the issue is lifetime warranties, according to Griffith. “There is a real warranties misconception out there. Consumers think all warranties are the same, because they all say lifetime. However, many warranties are pro-rated. Some start prorating early in the carpet’s life, and other warranties differ depending on what channel you’re in.” For its part, Milliken offers a range of technologies in its Legato modular carpet tile products for residential use. These include Alphasan antimicrobial treatment, Milliguard stain resistance, and moisture resistance through the cushioned backing systems. According to Stacy Walker, director of marketing for Milliken’s global floor covering division, modular carpet tile can in itself provide ease of maintenance. “If a spill or stain occurs, homeowners can simply replace one or a few carpet tiles instead of ripping up the entire carpet.” Stephen Lewis, technical director for Millicare, added that no matter how many treatments are offered, regular maintenance is still essential. Also, some spills are going to be harder to clean than others. “The hotter and more acidic the liquid, the more likely the carpet will stain even with an added barrier. Customers shouldn’t be surprised if scalding hot coffee stains their protected carpet.” He also recommends checking the carpet’s appearance regularly for signs of additional soil and staining. Over time, stain protection may wear away. “A soil barrier will wear down over time, and a customer may consider adding a new layer of fiber protection three to four years after installation, depending on foot traffic.” Beaulieu America offers a range of treatments for their carpet, including Magic Fresh, which attacks odors by breaking them down and returning them to the air as carbon dioxide, and Silver Release, an antimicrobial technology that uses silver and either zinc or www.floortrendsmag.com + June 2013 15 Below: Shaw Floors’ spray cleaner for carpets, featuring R2X stain and soil resistance. copper ions to neutralize the growth of bacteria, mold and mildew. Both treatments are exclusive to Beaulieu’s products. The company also offers PermaShield advanced stain protection and 3M’s Scotchgard Protector. According to Mike McAllister, Beaulieu director of marketing, these types of treatments are driven mostly by the needs of consumers. “Most of the treatments added to our carpets were designed and intended for the residential market, although Magic Fresh has been used in some products slated for 16 the hospitality market,” he noted. “The vast majority of commercial products are solution-dyed, which inherently resist stains, so stain treatments are generally not used on commercial styles.” McAllister added that polyester and polypropylene fibers are naturally stain resistant, and don’t require any extra boost from an applied treatment. For any carpet purchase, it comes down to educating consumers on what built-in treatments can and cannot do. “Beaulieu has a comprehensive carpet maintenance guide that is June 2013 + www.floortrendsmag.com provided free of charge to all dealers and consumers,” he said. “This publication outlines what can be expected from carpets with different protection treatments. It can be downloaded from the BlissFlooring.com website.” One common misconception is that carpet featuring soil and stain protector will require little to no cleaning. McAllister said, however, that this mindset is slowly fading. “Over the past 30-plus years, consumers have become familiar with the treatments on carpets, just as they have with the treatments on products made by the garment industry. Just because your new shirt is treated with Scotchgard doesn’t mean you don’t need to wash it. The same can be said of cleaning your carpet even though it has a stain treatment on it.” Dow Microbial Control, a unit of Dow Chemical Co., recently launched Dow Silvadur, a silver-based antimicrobial technology. According to Karel Williams, global strategic marketing manager, the treatment can be used both during the manufacturing process and by end-users in home, office and other indoor environments. “We are currently partnering with carpet and rug manufacturers and other suppliers who specialize in blending our antimicrobials with other leading carpetfinishing treatments – including most common stain and soil resist treatments. Dow Silvadur antimicrobial is completely compatible with these commonly used technologies.” Williams added that both residential and commercial customers are responding to the need for antimicrobial treatments in carpets and rugs. He stressed the importance of educating the end-user. “Consumers are one of the target audiences for our Silvadur antimicrobial website, with messaging specific to the science of antimicrobials in carpet and rug applications. We ask our manufacturing customers and partners to do the same.” He noted that no matter what protection is built-in, it is still important to clean the carpet regularly. “The analogy we often use is with dish care and dish soap. Just because dish soap contains an antimicrobial doesn’t mean consumers using it should wash their dishes less. The same is true with carpets and rugs treated with antimicrobials.” According to Chris Yarbrough, Shaw Floors’ director of carpet technology and performance, his company’s patented R2X stain and soil resistance treatment covers the fiber from top to bottom. As a result, “spills which reach the base of the yarn tufts do not penetrate and wick back to the top.” The system is used in most of Shaw’s residential carpets, including nylon, polypropylene and polyester styles, and is also available as a spray cleaner. Additionally, R2X is designed to reduce airborne household odors, and alters the surface of the fiber so spills don’t soak in. “Since most household spills repel and bead up, it allows ample time for the consumer to blot the spill with a dry cloth within seconds.” Shaw recommends routine cleaning and maintenance by a qualified professional for hotwater extraction every one to two years. ft Events & Conventions by Michael Chmielecki, associate editor Fiandre’s booth prominently displayed new 5’ by 10’ porcelain slabs that measure only 6mm thick. New Tiles and Technologies at Coverings 2013 in Atlanta COVERINGS 2013, WHICH RAN APRIL 29-MAY 2, TOUCHED DOWN FOR THE FIRST TIME IN ATLANTA THIS YEAR. THE CHANGE OF VENUE WAS HARDLY THE BIGGEST NEWS AT THE SHOW; INSTEAD IT WAS THE MORE THAN 900 EXHIBITORS SHOWING OFF NEW PRODUCTS, NEW TECHNOLOGIES AND FOR SOME EVEN NEW BRANDING. WHILE FINAL NUMBERS WERE NOT AVAILABLE AT PRESS TIME, THE CONSENSUS AMONG SHOWGOERS WAS THAT ATTENDANCE WAS UP AS WELL. New tiles for walls and floors. Beautiful ceramic and stone tiles were on display from more than 50 countries, including the United States, Italy, Spain, China, Mexico, Brazil and Turkey. Florida Tile showcased several collections including Mingle – featuring limestone, marble and travertine looks with mix-and-match options – and updates to its Streamline range of wall tile. “We wanted to fill the gap and offer products that can be used for both residential and commercial,” noted Sean Cilona, Florida Tile director of marketing. Cooperativa Ceramica d’Imola (CCImola) rolled out six collections across three brands: Imola Ceramica, LaFaenza and Leonardo, including parquet and wood visuals. According to company spokeswoman Catherine Minervini, “It shows Imola’s capability, just that they can create that little nuance between two visuals.” CCImola was also recognized as the first Italian company to be third-party certified to the Green Squared standard. (See more about Green Squared later in this article.) Crossville unveiled Hydrotect, a nanotechnology www.floortrendsmag.com + June 2013 17 Below: Sean Cilona, Florida Tile, at his company’s booth. developed by Toto that is engineered to offer antimicrobial, self-cleaning and air-purifying properties. The treatment is available for most of the company’s porcelain tile collections at an additional cost. “With Hydrotect, you do not need harsh chemicals or a degreaser to clean it,” said Bhavik Patel, Toto’s director of business strategy, demonstrating the new technology at Coverings. “It decomposes stains, attracts water and neutralizes smells while offering an antimicrobial effect.” Nicole Kelly, Vitromex director of marketing, showed 18 her company’s latest red-body tile lines, including Miramar and Captiva. “Our redbody tile uses Mexican clay and features digital printing technology,” she explained, adding, “Red-body products offer a lower price point for builder markets.” Fiandre and StonePeak Ceramics unveiled new 5’ by 10’, 6mm thick porcelain slabs. According to StonePeak Ceramics CEO Rodolfo Panisi, this technology represents a breakthrough in the tile industry. “You can offer one continuous surface, or have fabricators cut it to size,” he said. June 2013 + www.floortrendsmag.com Interceramic launched its Moods concept, which groups wall tiles based on colors to create different design concepts. Humberto Maese, exec. vp of U.S. operations, stated, “We wanted to match a design concept with a modular concept, so designers and specifiers have an easier time.” Also at the show, Verve Ceramics, a new company from Grupo Lamosa, debuted. Based in Addison, Texas, Verve “sells to traditional distributors while offering streamlined production,” according to Brent Schick, marketing manager. Verve offers a range of ceramic and porcelain tile collections including Zone, featuring an organic stone look. New installation products. If there was one common theme among manufacturers in the installation products segment at the show, it was expanding into new categories. Among the new products LATICRETE showcased was the Floor Heat Wire radiant heating system and the Hydro Ban linear drain, one of several manufacturers capitalizing on the growing popularity of linear drain products. Sean Boyle, LATICRETE marketing and product management director, said offering these types of products Below: Real Bourdage from MAPEI stands next to the new UltraCare line. creates more reasons for customers to shop under one brand. “Not offering a radiant heating system when selling the tile installation is like selling carpet without the pad,” he said, adding, “Shower installation products are a very important part of our business. Without these products, all the potential for extra business would just go to a plumbing showroom.” Farrell Gerber, Tile Redi exec. vp of sales, echoed those sentiments. His company also displayed linear tile drain systems, including the Redi Trench and WonderFall Trench. “It’s a crossover product, and so can be used both in the tile and plumbing industries.” Larry Horton, Schluter Systems national sales mgr., also spoke about new shower products, including the new KERDI-BOARD prefabricated shower niche system. He said his company exhibits at Coverings for one reason: “This show represents the pinnacle of our trade and really supports our industry. It gives us a chance to tell contractors and distributors about everything we do.” H.B. Fuller Construction Products’ TEC brand used the show to debut a new logo and tagline: “Imagine. Achieve.” According to Mike Kroll, associate brand mgr., the new branding is designed to get contractors thinking about what they can accomplish with the right products. TEC also rolled out its new TecniColor commercial-grade grout. Several companies celebrated milestones, including Bonsal American’s ProSpec brand with 50 years in business, and National Applied Construction (NAC) Products with 30 years. Eric Peterson, Bonsal American director of marketing and technical services, said the primary focus for Coverings was to launch new products, including rapid-setting ProColor Plus grout. ProSpec was also offering giveaways tied to the company’s 50th anniversary, but most of the celebration will be done later in the year. “We are planning different events throughout the year,” he said. NAC Products celebrated its anniversary with cake and champagne on the show floor, while displaying products including ECB membrane and the Extreme Deck Waterproofing System. Tom Duvé, NAC Products CEO, considers 30 years in business “a great accomplishment.” www.floortrendsmag.com + June 2013 19 Below: Eric Astrachan, TCNA, with Interceramic’s Humberto Maese discussing the company’s new Moods concept. 19a June 2013 + www.floortrendsmag.com Bottom: Toto’s Bhavik Patel (looking at camera) and Crossville’s Noah Chitty demonstrate the new Hydrotect nanotechnology. Below: LATICRETE’s Sean Boyle discusses his company’s line of Hydro Ban shower installation products. Bottom: The Advanced Certifications for Tile Installers (ACT) program kicked off at Coverings. www.floortrendsmag.com + June 2013 19b Below: Two women pause and refresh at the Ceramics of Italy booth. 19c Bottom: Lamosa’s Rogelio Elizondo Garcia at his company’s booth. June 2013 + www.floortrendsmag.com Below: Vitromex’s Nicole Kelly at her company’s exhibit. Bottom: Rodolfo Panisi of StonePeak Ceramics discusses his company’s latest introductions. www.floortrendsmag.com + June 2013 19d Below: The Installation Design Showcase featured NTCA Five Star Contractors, tile and installation products manufacturers and Atlanta-area design firms partnering to create a bar/lounge, hotel lobby, inpatient room and master bathroom live on the show floor. 19e June 2013 + www.floortrendsmag.com Bottom: Rubi Tools’ booth was busy throughout the show. Below: Coverings 2013 welcomed more than 900 exhibitors, and attendance was expected to be up over last year. Bottom: A sponsored tram took show-goers all over the show floor. www.floortrendsmag.com + June 2013 19f Left: Larry Horton of Schluter Systems explains the preformed KERDI-BOARD shower niches. Below: Tom Duvé pours champagne for David Webster, president of Webster Tile and Bath in St. Simons, Ga. 19g June 2013 + www.floortrendsmag.com FLOOR FINDER 365 .com FINDING ONE OF THESE ISN’T EASY... BUT FINDING PREFABRICATED, WATERPROOF SHOWER NICHES IN FOUR SIZES... IS! Go to HTTP://FLOORFINDER365.COM THE SEARCH STOPS HERE. Below: From left, NAC’s Dave Hanna, marketing manager; Tom Duvé, CEO; and Brian Petit, vp of sales get ready to celebrate 30 years. “We can hold our own with the big boys,” he said. “We are absolutely very honored that a small smart-up company can compete against huge corporations. It took a lot of pioneering, and we are grateful to have so many customers stick with us through the years.” USG showcased its DUROCK EcoCap selfleveling underlayment and Fast Finish floor patch. EcoCap features 75 percent recycled material in the cement binder. “We take fly ash, break it down to its fundamental components, then use that in the cement,” 20 explained Phil Ciesiulka, business development director. “It’s fast-setting, but with a sustainable feature.” MAPEI displayed several products, including Kerabond T thin-set tile mortar, Mapesonic 2 sound-reduction and crack-isolation sheet membrane, and the UltraCare tile and stone care line. Steven Day, MAPEI’s director of marketing, said the show is important for his company for its global reach. “It’s a big international show for us. We’re also here to support our Italian heritage.” Bostik’s booth featured eye-catching displays of its June 2013 + www.floortrendsmag.com Dimension reflective, premixed urethane grout, paired with glass tile. “We’re showing the beauty of grout with glass, which creates a lot of excitement and interest with designers,” noted Brian Day, Bostik’s market manager for ceramic installation systems. “We want to show our products to everyone in the trade, whether they’re contractors, installers or dealers. This show gives you that opportunity to make connections, and meet so much talent from across the industry.” New standards and certifications. Eric Astrachan, exec. director of the Tile Council of North America, discussed several updates to the 50th anniversary TCNA handbook and also recognized the first birthday of the Green Squared standard, a sustainability certification established by TCNA under ANSI 138.1. “What the Green Squared standard brought to the industry is being able to talk about green in regards to tile and installation materials from more than one attribute. This is a multi-attribute standard.” Changes to the handbook include a new method for installing tile over concrete when using a bonded sound Bottom: TEC’s Mike Kroll holds up the new TecniColor commercial-grade grout. reduction membrane, new requirements for using waterproofing membranes in continuous-use steam rooms and showers, new information to meet concrete flatness requirements, and an updated installation guide for glass tile based on ANSI 137.2. Other additions include a new ventilated rainscreen/ exterior wall systems section, which Astrachan called “an exciting area of development, representing a potentially massive increase of surfaces for tile on the outside of buildings.” There are also strict new requirements for coefficient of friction tests, which are moving to a much more aggressive standard. “All parties in the supply chain can be held responsible for meeting these new requirements,” Astrachan warned. Finally, the handbook offers new information on thin tiles. Astrachan stressed that this is an area that still needs more research. “There are no standards out there for thin tile – none for ISO, none for ANSI. There are many different types, thicknesses and assemblies being used, and all of the products are being identified by manufacturers as thin tile. Many of these products do not meet breaking strength requirements, and unfortunately we are seeing failures.” The Advanced Certifications for Tile Installers (ACT) program made its official launch at Coverings. The program tests professional installers on up to four modules: Large-Format Tile Installation and Substrate Preparation, Mudwork, Shower Pans, and Membranes. It was developed by both union and nonunion organizations including the Ceramic Tile Education Foundation (CTEF), the Tile Contractors Association of America (TCAA), the International Union of Bricklayers and Allied Craftworkers (IUBAC), the International Masonry Institute (IMI) and the National Tile Contractors Association (NTCA). TCNA member companies have also contributed to the program. At Coverings, eight installers were certified in the four modules. “We have four union guys and four nonunion guys working side by side to complete this new industrywide certification,” noted Scott Carothers, CTEF director of certification and training, who was overseeing the event. “The idea is to have people on both sides offset the unfortunate infusion of mediocre labor in our industry. Unqualified installers take work away from qualified people and give the industry a black eye.” “It’s become lowest price wins all, but the ones seeking the lowest price are also the ones who scream the loudest when something goes wrong,” he added. “We want to promote quality labor and put them in demand for quality installations.” ft www.floortrendsmag.com + June 2013 21 savvy hardwood business Hardwood Flooring Adhesives: So Many Variables and Options… Know What’s Right! ENGINEERED HARDWOOD FLOORING IS THE FASTEST-GROWING SEGMENT IN THE HARDWOOD INDUSTRY. IT CAN BE INSTALLED ON ALL TYPES OF SUBFLOORS (WHERE IT CAN BE FLOATED, STAPLED OR GLUED) AND HAS BECOME ESPECIALLY POPULAR DUE TO ITS INHERENT STRUCTURAL STABILITY, ESPECIALLY FOR WIDER WIDTHS. IN ORDER TO HAVE A SUCCESSFUL GLUE-DOWN WOOD FLOORING INSTALLATION, IT REALLY HELPS TO UNDERSTAND THE TYPES OF WOOD FLOORING ADHESIVES AND HOW THEY WORK. WHILE YOU DON’T NEED TO BE A PROFESSIONAL CHEMIST TO UNDERSTAND THEM, A LITTLE KNOWLEDGE OF BOTH CHEMISTRY AND BONDING WILL GO A LONG WAY. HERE’S A CONDENSED OVERVIEW OF THE ESSENTIALS. 22 June 2013 + www.floortrendsmag.com There are basically three types of adhesive chemistries: Modified Silicone Polymers (or MS+), Polyurethanes, and Acrylics. MS+. Modified silicone polymers are considered hybrids. They create a mechanical bond with wood, penetrating into the cell structure. However, should the adhesive end up on top of the finished wood, the outcome is quite different. The MS+ will not bond well to this coated By Rick Brian An installer works with Stauf’s CBR-970 Renovator adhesive. Photo courtesy of Stauf. surface and will clean off easily, giving MS+ adhesives excellent long-term cleanability. With concrete, MS+ products form a chemical bond. MS+ polymers are unaffected by water when cured. They are also typically zero-VOC and therefore very ecologically friendly. Polyurethanes. Polyurethanes combine with the wood’s lignin, made of complex chemical compounds that form parts of the cell structure, to create a chemical bond. Polyurethanes also create a mechanical bond with concrete. They are enormously strong and form an elastic bond. These adhesives are unaffected by water when cured. The biggest drawback is that a polyurethane adhesive can also form an incredibly strong chemical bond with the polyurethane finish on top of the wood flooring. This makes trying to clean that spot on top of the floor you didn’t notice during installation an absolute nightmare. They must be cleaned when wet. Polyurethanes generally contain diisocyanates and solvents, and are considered low-VOC. Acrylics. Acrylic adhesives usually consist of polyvinyl acetate emulsions. (They are also sometimes called “latex,” but the correct term is “acrylic.”) Acrylic adhesives are highly filled polymer dispersions in water. The typical curing occurs when the water leaves the dispersion with the help of solvents. The polymers coalesce, or fuse, thus creating a particle entanglement or matrix. Acrylic adhesives are highly susceptible to moisture and usually require a flashing off period prior to floor installation. They clean off easily with water because of this, but will fail easily in a wet environment. When installed properly, they are an effective, proven option for engineered floors. Unlike the other two adhesives, which are waterproof at full cure, acrylic adhesives are always susceptible to dilution from water or water vapor. On the plus side, acrylics do have a re-bonding capacity. Lastly, acrylic adhesives generally are lowVOC, and contain solvents. What to Use? Here’s a quick guide to determine which adhesives are usually recommended for the various types of wood flooring products: • Engineered plank and strip: Polyurethanes, MS+ Polymers, Acrylics. • Parquet: Polyurethanes, MS+ Polymers, Acrylics. • 3/4” solids: Polyurethanes (NOTE: Solids are typically nailed down, so make sure flooring manufacturer approves a glue-down installation). • 3/4” shorts: Polyurethanes, MS+ Polymers. • 5/16” solids: Polyurethanes, MS+ Polymers. Other considerations. Working with adhesives and wood floors isn’t rocket science. Keep in mind, however, there are always new products and new technologies being introduced. So regardless of the type of adhesives with which you are working, or whether they are a new product or an old standby, here are some things to consider regarding your specific adhesive. #1: Read the directions - Never assume that one particular adhesive will work just like another adhesive. There are such a great variety of adhesives on the market, even from the same manufacturer. Be sure to understand there are specific directions for making each one work correctly. #2: Use the proper trowel! - Whether you are supposed to use a V-notch, U-notch or square-notch, there is a certain amount of adhesive that is supposed to be exposed to the air for a certain amount of time for it to work correctly. The trowel must have the right depth and spacing, and you need to hold it at the correct angle to get the proper spread rate. And here’s another good tip – if you grind a 3/16” trowel on concrete for 90 days or so, it’ll probably get down www.floortrendsmag.com + June 2013 23 Below: An installation using TEC’s Multi-Powered Wood Flooring Adhesives. Photo courtesy of H.B. Fuller Construction Products. to an 1/8” trowel; so you’ll need to replace it. #3: Don’t scrimp - Don’t try to cheat on the coverage rate and make your adhesive go a little further than it’s supposed to. If you don’t have enough adhesive, you’re just going to end up with hollow #4: Compare square footage - When you’re choosing an adhesive, do the math. Adhesives come in different size containers and they all have different spread rates. To accurately compare the price you have to do the simple math of figuring out the Below: DriTac 6200 Premium Wood Flooring Adhesive. Photo courtesy of DriTac. the product being good for a slab with up to 10 pounds (or whatever number) of moisture. Many contractors interpret that as meaning it’s okay to install the floor with that adhesive at that moisture level; but that isn’t necessarily true. What the adhesive manufacturer is ACRYLIC ADHESIVES ARE HIGHLY SUSCEPTIBLE TO MOISTURE AND USUALLY REQUIRE A FLASHING OFF PERIOD PRIOR TO FLOOR INSTALLATION. THEY CLEAN OFF EASILY WITH WATER BECAUSE OF THIS, BUT WILL FAIL EASILY IN A WET ENVIRONMENT. WHEN INSTALLED PROPERLY, THEY ARE AN EFFECTIVE, PROVEN OPTION FOR ENGINEERED FLOORS. spots in your installation. If you’re using a combination adhesive/moisture mitigation product, you won’t have the moisture protection if you don’t have enough material on the floor. Also, use a quality adhesive for a quality floor. Your adhesive is the heart and soul of your installation. If it fails… you fail! 24 adhesive’s cost per square foot, not just the cost of the pail. #5: Understand the meaning of the moisture wording on the adhesive label - There can be some confusion regarding the wording and warranties offered by adhesive manufacturers about moisture. Oftentimes you’ll read something about June 2013 + www.floortrendsmag.com saying is that their adhesive will work under those moisture conditions—not that their product will protect the wood floor from that moisture. #6: “Check ‘n prep” the subfloor - Many failed gluedown floors are caused by contractors not taking the time to properly check and prepare the subfloor. A concrete slab should be clean, dry and flat. If a slab isn’t clean, the adhesive will form a bond with the debris, not the slab. Now that you’ve increased your hardwood flooring adhesive knowledge and vocabulary, you should be well prepared to tackle your next glue-down installation with confidence. Once you become proficient in your adhesive know-how, you can also work on the math of adding dollars to your bottom line. ft Rick Brian is President of R. B. Brian and Associates, Inc. (www.RBBAinc.com), a management and marketing consulting company he founded in 1997. His clients are primarily manufacturers and distributors in the hardwood flooring and building products industries. Rick is a former president of Robbins Hardwood Flooring and past board member of the NWFA, MFMA, and NOFMA. He is currently a member of the NAFCD and NWFA. RBBA is headquartered in Southern Pines, NC.. 513/310-6938 [email protected]. 25 stories. 45,000 sq.ft. of hardwood flooring. The same outstanding quality in every box. That’s Mirage. Handcrafted Red Oak, Carousel “With over 45,000 sq. ft. of flooring to install, we needed a flawless product and a partner we could count on — from the lobby to the 25th floor. With Mirage we went straight to the top.” Made in North America Chad Durbin, LEED GA, Total Flooring LLC - Northern Virginia. Events & Conventions by Michael Chmielecki, associate editor HGTV’s Cousins on Call, John Colaneri and Anthony Carrino (front), meet with DuraSeal staff at their booth. Photo courtesy of NWFA. Bigger and Better: NWFA Show Grows by 20 Percent in Dallas MAKING GOOD ON THE THEME OF “THINK BIG,” THE 2013 NATIONAL WOOD FLOORING ASSOCIATION WOOD FLOORING EXPO, HELD LAST MONTH IN DALLAS, BOASTED 20 PERCENT GROWTH IN FLOOR SPACE AS WELL AS INCREASED ATTENDANCE. AS MICHAEL MARTIN, NWFA PRESIDENT AND CEO PUT IT DURING HIS OPENING REMARKS, “WELCOME TO OUR LARGEST TRADE SHOW IN FIVE YEARS.” If the main theme was size, the secondary theme was a focus on collaboration. This was borne out in several ways, not least of which was a special presentation on hardwood flooring industry trends and forecasts presented by a panel 28 comprising several competing trade publications, including Floor Covering Installer. According to Martin, collaboration is vital. “There’s a lot of crossover with manufacturers who do more than just wood and installers who June 2013 + www.floortrendsmag.com do more than just wood. If we work together, we can certainly raise the bar on all offerings.” (for an exclusive podcast interview with Martin, visit www.floortrendsmag.com or the Floor Trends digital edition) The success of this year’s show was also the result of careful planning, Martin added. “Last year, when we relaunched the show, we did some extensive marketing to show people we had changed and there was a reason to come, especially in a down economy. We did a lot of outreach with manufacturers to get their support to come and exhibit. As a result, last year the exhibit space was up 30 percent. This year it’s up an additional 20 percent.” Speaking during the opening session, Rick Holden, Below: Dennis Mohn discussed Shamrock Plank Flooring’s new prefinished program. NWFA immediate past chairman, noted, “We knew we were going to have the biggest show in years.” Busy show floor. The show floor featured 45 new exhibitors, which according to Martin means both new companies and those who haven’t been at the show “for several years.” One brand-new company on the show floor was Infinity Wood Floors. The company operates a 25,000 sq. ft. plant and at the time of the show had been open for business for less than three months, according to Pat Tallier, president. His company was showing off a line of Northern hardwood floors in quartersawn and herringbone looks, as well as a reclaimed hard maple line. “This is a great show to get new leads and new customers,” Tallier said. “We have a com- bined 50 years of experience [at Infinity], and we want to get out in front of everybody. It’s great seeing old friends and making some new ones.” Dennis Mohn, vp flooring distribution sales for Shamrock Plank Flooring, was showcasing his company’s new prefinished hardwood flooring program in both solid and engineered formats. “We’ve been in the unfinished business for 10 years. We’ve invested considerably to bring in prefinished,” he said. Barbara Titus, Sheoga Hardwood Flooring & Paneling vp, shared news on her company’s expansion plans. “We’re doubling production at our existing facility and expanding into engineered.” For Powernail, the show was a chance to display the company’s new Model 2000 20-gauge Powercleat nailer, as Below: Barbara Titus of Sheoga Hardwood Flooring & Paneling discussed her company’s expansion plans. well as its refreshed packaging and branding. “We’re here for the industry, and are changing to meet its needs,” explained Joe Allyn, Powernail’s vp sales and marketing. “We’ve standardized the look, and are simplifying rather than trying to recreate everything.” He added that many companies are adapting to the changing needs of the marketplace. “In the last 12 months, we’ve really seen a lot of changes in the industry. The companies that are still here today are here because of their financial strength.” Bruce Whisenhunt, president of distributor Palo Duro Hardwoods, said he was encouraged by the turnout at the show. His company was exhibiting the latest Lagler floor sanders and the new Just Easy Speed Spreader for dispensing adhesive. “From our standpoint, this event is a great opportunity to see what’s new: the different technologies, products, maintenance solutions and finishes,” Whisenhunt said. “This show is back where it needs to be; we’ve been busy all day and there are plenty of fresh new faces.” According to Enos Farnsworth, president of HPS Schonox, the show represented the perfect opportunity to expand into new markets. Among the products his company was showing was Schonox APF self-leveling underlayment, which Farnsworth said could be nailed into without damaging the product’s integrity. “People forget about the importance of the subfloor,” he said. “But that is the foundation and the most critical part. It’s mainly confined to commercial, but we see a tremendous opportunity in the residential consumer.” www.floortrendsmag.com + June 2013 29 Below: Michael Martin, NWFA president and CEO. 29a June 2013 + www.floortrendsmag.com Bottom: Parabond’s Jerry Squier and Sonny Callaham explain the benefits of the company’s EMC (Easy Moisture Control) product, which comes with its own specialized trowel blade. Below: Howard Putnam, former CEO of Southwest Airlines, gave a keynote on finding business success during turbulent times. Photo courtesy of NWFA. Bottom: Rick Holden, NWFA immediate past chairman. Photo courtesy of NWFA. www.floortrendsmag.com + June 2013 29b Below: Brett Miller, NWFA technical director of certification and education, was one of many seminar speakers during the show. Photo courtesy of NWFA. 29c June 2013 + www.floortrendsmag.com Bottom: Charles Peterson, author of Wood Flooring: A Complete Guide to Layout, Installation & Finishing, spoke about the basic anatomy of wood and how that impacts hardwood flooring. Below: Fortane’s exhibit was one of many that enjoyed a steady stream of customers during the show. Bottom: FCI’s Jon Namba and Mike Chmielecki give a presentation on hardwood flooring installation trends during the NWFA show. www.floortrendsmag.com + June 2013 29d Below: Enos Farnsworth, president of HPS Schonox, talked about his company’s latest installation products. Beno J. Gundlach Co.’s newest products included Bessey floating floor spacers that can be adjusted from 3/16” to 13/16”, and Grizzly Grip Stix double-faced tape designed for use with wall base, moldings, treads and trim. According to Jeff Gundlach, Beno J. Gundlach vp, the show gives his company excellent exposure. “It’s much more effective than just having our sales reps knocking on doors.” Doug Taylor, owner/manager of Taylor Flooring in Waco, Texas, said he was attending the show on the lookout for new equipment. “I want to find tools that will help us be more efficient,” he said, adding, “I’m also here to network 30 and meet new people.” Education. This year’s event offered a wide range of educational seminars covering marketing, technical and management issues. Among the presentations was one by Frank Kroupa, NWFA’s director of technical education, talking about the five most basic problems for hardwood installation and maintenance: Cupping, Buckling, Crowning, Gapping and Concrete Testing Issues. For many of these problems “you have to do forensic work and find any sources of moisture imbalance,” he said. “If we could get all the people in the flooring industry to just use moisture meters, this would be a different industry.” June 2013 + www.floortrendsmag.com Brett Miller, NWFA technical director of certification and education, spoke about the importance of accurately pricing a job. “I didn’t job-cost every job to make money,” he explained. “Part of that is about defining a customer’s expectations. Their wants and needs are critical in identifying the cost of the job.” He added that it is essential to understand the break-even point on a job so you will know whether it is even worth taking the job on. Also, calculate everything into your final job cost, including drive time, insurance and bonding, and equipment and vehicle wear and tear. Then add a 30 percent margin. “We all love this trade,” he said. “We just need to charge enough to stay in it.” Business enrichment. This year’s keynote was delivered by Howard Putnam, former CEO of Southwest Airlines. He offered common-sense lessons on how to operate a business during turbulent times. “Things will get bad, and things will get better,” he said. “It always returns to your honesty and integrity, and those things you should never change.” Also at the show, HGTV’s “Cousins on Call” Anthony Carrino and John Colaneri spoke about hardwood flooring trends, and how they went from contractors to cable television stars. One major aspect of becoming widely noticed is having an active social media Below: Powernail’s Tom Anstett and Joe Allyn show off the new Model 2000 Powercleat nailer and the company’s refreshed packaging. presence, according to Carrino. “We were always active, sharing our projects with people and even our competitors, because there is room for everybody in this industry,” he said. “Unbeknownst to us, one of our followers was connected to HGTV. Being online allows you to have those conversations.” “Also, always show up when there’s an invite, no matter how tired you are,” he added. “You never know who you’ll meet. It could even be a multimillion dollar contract waiting for you.” Next year’s show will be held April 22-25 in Nashville. Martin expects more growth. “One year of growth could be considered an anomaly. Two years is the beginning of a trend. We expect the growth to continue,” he said. ft www.floortrendsmag.com + June 2013 31 art of retail management by Sam Allman What type of manager are you? Do you blame your problems on others, or do you seek to find the solution? Do you create a hostile work environment, or one that makes people want to do their best work? Flooring Managers and Employees, Do You Play the Blame/Shame Game? RECENTLY I WAS TALKING TO A CLIENT WHO WORKS FOR A VERY DIFFICULT BOSS. WHEN THE BOSS WALKS INTO A ROOM OR COMES TO THE STORE, THE AMBIENCE CHANGES. DEFENSIVES GO UP AND EVERYONE WALKS AROUND GINGERLY AND TENTATIVELY AS TO NOT GENERATE THE IRE OR ATTENTION OF THE BOSS. IT DOESN’T SOUND LIKE A VERY FUN OR EMPOWERING PLACE TO WORK. I wonder if the boss is aware of the kind of work environment he is creating? He is constantly creating fear by looking to criticize and blame someone for the 32 company’s woes. He loves to play the blame game and he is the only one who is playing. I wonder if he understands who’s really to blame. Strange as it may seem, in June 2013 + www.floortrendsmag.com my experience, I find a surprising number of companies and retail operations that are being run by owners, managers or bosses that believe generating fear or using coercion is the effective means to manage productivity or sales results. Studies have proven that these methods are the least effective at generating a highly productive workplace. I, personally, remember a time when I worked in distribution that my boss threatened that all our jobs were on the line if we didn’t sell out the inventory of a certain product. As if it were our fault the product was not selling. However, instead of motivation, all the threats and blame did was to generate anger and disgust. I certainly wasn’t motivated to give my best effort. My motivation was to solely protect my back. Maybe that’s why W. Edwards Deming, the father of the quality movement, said that we must eliminate fear from the workplace in order to maximize employee productivity. Many bosses are clueless about how their behavior negatively affects the motivation and the performance of their employees. That’s why awareness is a key characteristic of street-smart managers. They observe what works and what doesn’t work, what’s effective and what’s ineffective. When plans and strategies don’t produce the results that are expected, they don’t look for employees to blame or to verbally abuse. Street-smart managers have learned that blaming employees creates a fearful workplace and de-motivated employees. That’s why good sales managers have teeth marks on their tongues. In addition, blame is selfdefeating. Blame takes the pressure off us temporarily, but long-term it actually sabotages our ability to take action and get results. Blame alleviates our guilt or responsibility, but at the same time it makes us feel powerless and out of control. And that’s where it becomes self-defeating. Whenever we blame someone or something for our problems, we give away our feeling of control. That lack of control generates within us a feeling of helplessness. It’s the same feeling that is generated when we fail at something. Failure momentarily makes us feel helpless. It reminds me of the times I tried to learn to wind of depression is helplessness. What do helpless and depressed people do? Nothing! They just sit there hoping that their problems will go away or that someone will come to their rescue. How many people do you know who were looking for jobs in this economy and have given up simply because they tried and failed a few times? And that is why blame is so self-defeating. We defeat ourselves by handing control to others. Playing that game causes us to give up more easily, and get depressed more often. the cartoon character, “I is what I is and that’s all that I is!” But Mahatma Gandhi taught, “You must be the change you want to see in the world.” We will not change or take action if we believe we can’t or feel helpless to do so. Gandhi also wrote, “As human beings, our greatness lies not so much in being able to remake the world – that is the myth of the atomic age – as in being able to remake ourselves.” Our ability to be aware of our weaknesses and remake ourselves with our independent will is what HOW MANY PEOPLE DO YOU KNOW WHO WERE LOOKING FOR JOBS IN THIS ECONOMY AND HAVE GIVEN UP SIMPLY BECAUSE THEY TRIED AND FAILED A FEW TIMES? AND THAT IS WHY BLAME IS SO SELF-DEFEATING. WE DEFEAT OURSELVES BY HANDING CONTROL TO OTHERS. PLAYING THAT GAME CAUSES US TO GIVE UP MORE EASILY, AND GET DEPRESSED MORE OFTEN. surf or snow ski. I fell so many times that I actually came to believe that I never could learn to do either. Once I came to those conclusions, I simply gave up and never tried to master either again. The fact is, success in any endeavor requires persistence. Mastering any skill takes time and practice. What have you tried once or twice to learn or do and then given up? As Thomas Fuller said, “All things are difficult before they are easy.” Implementing change in organizations or creating new habits takes work. Helplessness sabotages motivation and the work effort. Mental health experts say that the primary cause A corollary of the blame game is the shame game; same result, different recipient of the blame. You make your inadequacies and your faults the problem. A person playing the shame game will say, “It’s just the way I am,” or “You know how I am,” or “I am just that way.” All imply that you are stuck where you are because you cannot change. Since you know you are unable change, it makes you helpless to even try. I’m reminded of a lady in one of my customer service seminars who justified her loss of patience and temper with a customer by saying, “I’m just a hot-headed person.” Paraphrasing Popeye, separates us from all other living creatures. It’s selfdefeating to say we can’t! So, when we think the problem is outside of our control or in others, that very thought is the problem. It’s the blaming that self-betrayers do as they shift responsibility for what’s going wrong to someone or something else or to their genetics. Street-smart managers do not play the game. When things are not going well, they affirm, “I am the problem.” By becoming the problem, they can become the solution. They know they cannot force or coerce others to change; they must change themselves. If they are not getting the results in their people or their business they want, they do not blame or shame. They ask, “What can I do differently?” Instead of using their creativity to worry like most adults; they use their creativity and imagination to discover new solutions and new actions. When your life or business is not working, don’t look for someone or something to blame. Don’t play the game. (By the way, if others are listening, it takes only minutes to tell if you are.) Playing will only create frustration, disappointment, and anger. It will make you feel helpless and hopeless. Blame alleviates your responsibility, but at the same time makes you feel powerless and out of control. It will dampen your motivation and productivity and do the same to those around you. Decide to be the solution, not the problem! It’s easier and more effective. ft Sam Allman is president of Allman Consulting and Training. He is an internationally recognized motivational speaker, consultant, trainer and author who delivers inspiring programs in areas such as leadership, customer service, management development, team building, retail sales and personal quality management. He has developed many audio and video programs and has created hundreds of training and educational learning systems. (770) 425-2142 [email protected]. www.floortrendsmag.com + June 2013 33 commercial possibilities by Dave Stafford When gearing up your business to help with disaster relief, remember to be patient and to show empathy for your clients. They will most likely be very demanding as they just want to get back on their feet as quickly as possible. Photo credit: FEMA News Photo. In the Eye of the Storm: Conduct Your Commercial Business With Empathy During Natural Disasters IMAGINE, IF YOU WILL, YOUR WORST NIGHTMARE, WHEN EVERYTHING THAT COULD GO WRONG ACTUALLY HAPPENS. THERE’S NOTHING YOU CAN DO, AND YOU FEEL A TREMENDOUS SENSE OF FRUSTRATION, ANGER AND EVEN DEPRESSION. THAT WILL GIVE YOU SOME IDEA OF HOW VICTIMS OF HURRICANE KATRINA AND SANDY MUST HAVE FELT, AND AS A FLOORING DEALER, YOU CAN HELP HOMEOWNERS GET BACK ON THEIR FEET IF YOU’RE PREPARED. Working in this area will take an emotional toll on you and your associates, so you might as well prepare for that up front. Potential clients may be distraught, upset, have a short fuse, and be very impatient with 34 any delay in response or performance. You’ll be dealing with significant challenges and nothing will be simple. For those attuned to this business, you’ll likely be working with insurance companies or other loss mitigation June 2013 + www.floortrendsmag.com experts. Expect to have several sets of eyes looking over your shoulder. So you need to get it right the first time. In my own personal experience, I suffered damage at a house due to a freakish weather event described as a microburst. High winds and quartersized hail severely damaged the roof, accessory trim and painted surfaces. When I contacted my insurance carrier, I was impressed that the first question I was asked was whether “there needs to be any immediate protection to the house.” If so, they were willing to dispatch someone immediately. However, that was not the case, so their claims handler walked me through the process and scheduled a specific time for an on-site inspection to review the damage with me. I now felt a lot better Below: Running a successful commercial business requires meticulous planning and an eye for detail; running a business to help out with a disaster will be even more time-consuming and emotionally involving. Photo credit: FEMA News Photo. about paying those insurance premiums over the years. On the appointed day a thorough inspection was done by the senior claims adjuster, notes were made and pictures were taken. He explained, “After a cursory review there is certainly damage to the point that a complete [roof] replacement is warranted. I’ll have the detailed estimate out to you tomorrow. Are there any questions?” He went on to review my policy coverage, deductibles and probable depreciation. He was a real pro and gave me his cell number in case I thought of any other questions. You need this same professional attitude when working with distraught and displaced people who just want to get their lives back on track. Sales and project team members must be impressive. Select several individuals with the right temperament and attitude to handle the sales effort for your company. They’ll need a caring attitude, patience, be willing to listen and be extremely detailed in their approach. They’ll be pulled between what their clients want and what an insurance company will approve for payment. There will always be some gulf between the two. One must walk that fine line of what is included in policy coverage, or result in an extra item. It is prudent to be able to provide some estimate of out-ofpocket costs. “Ms. Clark, this particular flooring is certainly available, but will likely result in extra cost to you, perhaps several hundred dollars.” Any time you can package several related services, you increase your chance to closing the deal. However, watch your markups. Unless you are doing a LOT of extra scheduling, a “10 & 10” might be seen as excessive. If you are too aggressive, then you’ll be seen to be “gouging.” After receiving the insurance company estimate, I contacted an insurance companyapproved provider to handle all the details of replacement. “Jack” showed up on time, was very efficient, looked over the estimate of damage and said, “This shouldn’t be a problem so I’ll have you a written estimate out by tomorrow.” I thought, “Wow, this wasn’t so bad after all.” After three days and no estimate, I called Jack. “Our computer server has been down and I couldn’t get anything out to you. I should be able to send this out by Monday afternoon.” I still had high hopes for an easy solution to my claim, at least until I received his estimate. Jack’s estimate was 22% over the insurance company’s, not including depreciation! When reading the fine print, I noticed that Jack had figured an additional markup for overhead and profit on all components and labor for the job. He justified this since there were accessory items. I pointed out to him that any qualified installer should be able to install the accessory items. To put this in perspective, it would be like a flooring retailer selling and installing a floor and then bringing in another installer to furnish and install wall base and reducer strips. I was not happy. So, I ended up finding a contractor willing to work with me to minimize my out-of-pocket costs, be realistic about what the job was www.floortrendsmag.com + June 2013 35 worth and eager to make things easy for me. I was candid about what I expected and “Albert” was specific about the time needed to get the job done. For instance, he said he planned to use a smaller crew over two days rather than try to complete the project in one day. During the process, when I had questions, they were promptly answered. Crew members educated me on what they were doing and why. Happily, everything was completed, I paid the contractor and have since recommended him to others. I also complained about Jack to something else has to wait, then so be it. Sell the idea that you provide a priority service. Marketing your disaster relief niche can take various avenues. Prominent signage in your company location is simple to do and might include a handout or flyers that explain your service. This is especially effective when you have a strong retail business segment. Television commercials that are timely can be used in some markets. One company took the time to develop a superb television commercial with the theme that “We’ve been in business and casualty coverage can be a million dollar source of business; however, it may take quite a while to break into this business and most already have a cadre of service providers. If you are a co-op member, they may already have a program that will allow you quicker entry. If you are interested in this business, be patient and take the long view. Tips in making this niche a success: Distribute an internal plan of action when a disaster is imminent or has just occurred. This can include written procedures for priority handling of customer calls, appointments, proposals or YOU’LL BE PULLED BETWEEN WHAT YOUR CLIENTS WANT AND WHAT AN INSURANCE COMPANY WILL APPROVE FOR PAYMENT. THERE WILL ALWAYS BE SOME GULF BETWEEN THE TWO. ONE MUST WALK THAT FINE LINE OF WHAT IS INCLUDED IN POLICY COVERAGE, OR RESULT IN AN EXTRA ITEM. important. Your working relationship with them is crucial to avoid any delays. In the final analysis, your mindset and tolerance for dealing quickly with the problems of others will determine your success and profitability. Don’t be greedy, provide prompt, high-value service with a smile, and you’ll have a great niche and be wellrewarded. IF you are going to dabble in this area, though, keep it small until you gear up to handle the volume. You may decide it’s not for you, either because of available personnel or impact on your other business. A plan always looks great on paper but may fall apart during execution; the last situation you want is to over-promise and under-deliver in this critical disaster relief segment. It will destroy your reputation. If you need a sobering reminder, think back to FEMA after Hurricane Katrina. ft the insurance company for two reasons: Slow response with inaccurate information, and his attempt to gouge me on price. Spend time and money to develop this niche because you won’t be successful overnight. A spur-of-themoment approach will almost certainly guarantee failure. Plan for it. Sales, project and supervisory personnel should all have some training about what to expect and how to deliver satisfaction. You need to have a consistent approach. Appointments, proposals, orders, delivery, and installation should all be handled as a priority. If Dave Stafford is a flooring industry veteran who retired as executive vice president of Commercial Carpets of America (“CCA”), a major independent flooring dealer in northern Virginia. Dave has served as vice chairman of Floor Covering Installation Contractor’s Association (FCICA), and is currently a member of their Industry Relations Committee. He was honored in 2007 with Honorary Lifetime Membership for his contributions to the flooring industry. Dave provides consulting services in government contracts and business operations. (703) 926-1288 [email protected] 36 over 40 years, work with the largest insurance companies; we understand, we care, and we’re here to help you.” Of course they wanted to promote their business, but the underlying effect was to show empathy. Other print media or website pages that focus on your priority services can be effective. Referrals and recommendations by previous clients can be a wonderful source. Property management companies, homeowner associations and certain remodeling contractors may be a great source of leads. Insurance companies that feature property June 2013 + www.floortrendsmag.com quotes, orders, purchasing, warehousing, delivery and installation. You might feature special hours of operation to handle phone calls and mobilization of personnel to support this niche. Sometimes, in-stock carpet, padding, laminate, LVT or hardwood that is available cash-and-carry can be especially attractive to someone that “needs something by tomorrow.” Be flexible and look for quick-ship items. Have an arrangement with other service providers/ subcontractors that are willing to provide ancillary services for you. Water restoration and debris cleanup is particularly DC2 .....With Style, Durable Construction, LVT a Growing Force in Commercial DC6 .....Healthcare Design Update: Hospital Settings Inspired by the Home DC9 .....Comfort, Style and Durability: Resilient Flooring In Senior Living DC12 ...Commercial Products floor trends esign commercial With Takiron Products, CBC Launches Sixth Brand CBC Flooring has taken the wraps off of Takiron, the company’s sixth brand of flooring. Pictured is MT Sheet, a slip-resistant product specifically engineered for barefoot and soft-soled shoe environments like pools and water parks. MT Sheet is offered in a palette of both whimsical primary colors and subtle earth tones, in 10 SKUs. www.cbcflooring.com A supplement of Floor Trends magazine floor trends esign commercial flooring commercial by Lauren Forshee, associate editor Stratum, shown here in Weathered Oak, is an LVT/laminate floor hybrid from USFloors’ USFContract division. With Style, Durable Construction, LVT a Growing Force in Commercial HOSPITALS, SCHOOLS, CORPORATE OFFICES, RETAIL SHOPS – WHAT DO THEY ALL HAVE IN COMMON? THEY ALL ENDURE THE STRAIN OF HIGH TRAFFIC. BUSINESSES IN THE COMMERCIAL SECTOR NEED A FLOOR THAT CAN WITHSTAND THE TOLL OF THE PUBLIC’S FEET. LVT CAN OFFER UP A SOLUTION IN AN AFFORDABLE PRICE RANGE AND A WIDE ARRAY OF COLORS, PATTERNS AND TEXTURES. WITH THESE FEATURES, LVT HAS BECOME AN APPEALING OPTION FOR THE COMMERCIAL SECTOR. Using LVT in a commercial location allows for many options according to Bud Katzmann, commercial flooring product manager for Armstrong World Industries, “The manufacturing process DC2 enables designs that replicate other materials like stones, metals, woods and specialty graphics. The combinations of colors, patterns and sizes means facility managers and designers have endless combinations for June 2013 + www.floortrendsmag.com just the right impression.” According to Angelina Cebrian, IVC US’s marketing communications manager, “With LVT, you’re able to achieve a natural hardwood or tile look without the expense or worry. Another way to think of it is LVT is the hard-surface version of carpet tile. It’s modular, and you can easily repair or replace a luxury vinyl plank or tile without replacing the entire floor.” Natalie Jones, Mannington’s vp of commercial brand development and creative product, considers LVT highly versatile. “LVT comes in a range of aesthetics – often inspired by abstract patterns and textiles – as well as in a range of formats.” David Sheehan, Mannington’s vp of commercial LVT, agreed. “If a designer can imagine it, then Below: Intact luxury vinyl plank in Mesquite Oak, new from Metroflor. FLOOR FINDER 365 .com FINDING ONE OF THESE ISN’T EASY... BUT FINDING A COMPLETE CARE AND MAINTENANCE LINE FROM MAPEI... IS! Go to HTTP://FLOORFINDER365.COM THE SEARCH STOPS HERE. Flooring Visit our NeoCon Suite #8-6054 and see our newest Halo, TOLI and Takiron introductions. Explore our universe of color and design. Transform any space beautifully with TOLI International Flooring. It’s resilient, eco-friendly, simple to install and easy to maintain. Best of all, it comes in an array of colors and patterns that are – in a word – stellar. www.cbcflooring.com A world of surprising choices. A world of surprising color choices and beauty are yours when you choose Indelval Rubber Flooring. With high-quality raw materials and eco-friendly color pigments, our green construction will exceed your www.cbcflooring.com environmental expectations, which leaves you with a choice that can only be Indelval. Beauty that endures. Enduring beauty, inspired by nature. CERES WELS Sheet is now FloorScore WELS Sheet certified. This PVC-free flooring provides a long-wearing, low-emission, lowmaintenance alternative to traditional www.cbcflooring.com wear surfaces. Best of all, it’s available in a wide spectrum of colors – from soothing pastels to dynamic contemporary tones – so designers CBC-0077A love it as much as Mother Nature does. P V C- F r e e ©2013 CBC Flooring by F L o o r i n g The HALO Stones & More collection replicates the splendor of ageless stones, the beauty of windswept sands, ancient walkways and more. And over time, they reveal an even greater beauty: they retain their elegant colors and rich detail, even in challenging environments. We turned to nature for inspiration. You can turn to Flooring Halo for yours. www.cbcflooring.com Below: LSI offers an LVT floor that resembles a well-worn hockey rink. Mannington can create it, in a wide range of styles.” The latest product from LSI mimics the look of a hockey rink – created for a store that focused predominantly on hockey equipment. “The white ice was colored with blue and red to create the lines on the rink. LSI loved the pattern so much that we have added it to our standard imagination collection,” said Rick Moffatt, creative director and president of LSI. Aspire by Metroflor mimics the look of ceramic and stone in three different collections: Novara, Siracusa and Naples. The groutable tile gives the LVT a realistic look by adding real grout in between each tile. Aspire floats over most existing subfloors, making installations DC4 quick and easy. The installers are able to lay the floor, grout and cleanup all within the same day, according to the company. LVT can be used in almost any location, retail, healthcare, classrooms … you name it, and it can probably go there, too. “The success of any resilient flooring is selecting the right floor for a particular space by understanding the customer’s durability requirements and preferences,” said Katzman. Most LVT products feature a wear-resistant top layer that helps prevent any heavy wearing on the floor and also prevents the floor from being high maintenance. After a few years of use the floor typically needs to be polished in order to keep the floor in good June 2013 + www.floortrendsmag.com working condition. “The LSI LVT is made durable through a multi-layer manufacturing process, quality components and a glass re-enforced UV-cured wear layer of 0.7mm thickness. This technology allows for a ‘mop and go’ maintenance solution,” said Moffatt. USFloors has recently taken the concept of luxury vinyl tile in a different direction with the launch of their new Stratum Engineered Luxury Vinyl Planks and Tiles. Stratum is a hybrid floor that offers features of both LVT and laminate. Stratum does not swell when it is exposed to water and works well in wet areas; it also doesn’t swell with changes in temperature or humidity, the company said. IVC US is also experimenting with the construction of LVT. The company recently launched Moduleo, which Cebrian says is the only LVT product currently on the market featuring a double-fiberglass core. “This double fiberglass core provides Moduleo with maximum dimensional stability, strength and flexibility while ensuring an easy and trouble-free installation process; offering both click and glue down installation methods.” LVT also offers a green story. Armstrong’s Striations and Migrations Biobased Tile, for example, both contain rapidly renewable, U.S.-grown plant materials as well as 10% preconsumer recycled content. ft Hospitality Educational Multi-Family Assisted Living Healthcare Retail Corporate Unforgettable style. Enduring performance. Delivering commercial flooring solutions that make great first and lasting impressions is what Metroflor® is all about. And with so many beautiful and stylish options, there’s a look that’s just right for any application. Metroflor LVT is durable, easy to install and easy to maintain – the perfect solution for your next project. 888-235-6672 | metroflorcorp.com VISIT US AT BOOTH 8-8110 All Metroflor products meet the latest international standards and quality assurance requirements based on ISO 1400, ISO 9001 and ISO 9002. floor trends esign designs in style commercial by Annette M. Callari, Allied ASID; CMG Healthcare Design Update: Hospital Settings Inspired by the Home Striations BBT (BioBased Tile), from Armstrong. HEALTHCARE DESIGN IS IN A STATE OF EVOLUTION. ACCORDING TO HEALTHCARE DESIGN MAGAZINE, “EVIDENCE-BASED DESIGN SUPPORTS A STRONG CONNECTION BETWEEN PATIENTS’ COMFORT IN THE HEALTHCARE SETTING AND HOW IT POSITIVELY AFFECTS (THEIR RECOVERY TIME) AND THERAPEUTIC ADVANCES.” THAT’S A POWERFUL STATEMENT— ONE THAT HEALTHCARE DESIGNERS ARE TAKING VERY SERIOUSLY. THE CHALLENGE FOR DESIGNERS IS TO STRIKE A BALANCE BETWEEN FUNCTION AND AESTHETICS. First and foremost, the new direction for healthcare settings is embracing residential warmth. The hospitality industry originated this “home away from home” idea and it has been a successful direction. DC6 Borrowing from that trend, healthcare is moving away from the traditional clinical designs in favor of more homey, familiar environments for patients. The balance that needs to be struck is making the patient as comfortable as June 2013 + www.floortrendsmag.com possible while still providing an efficient (and as sterile as possible) care model. So how, exactly, is that to be accomplished? Several important micro-trends are moving to the forefront of healthcare design to attain that goal: Personalizing Patients’ Rooms. Special touches added to a patient’s room (even before they arrive) can accomplish this trend of personalization. Cork boards with family pictures, inspirational quotes, and customized messages from the nursing staff are just a few examples. In addition to necessary overhead emergency lighting, tableside lamps add a cozy, home-like feeling. Natural light and nature views are becoming more important. Favorite magazines and flowers on the bedside table add a welcoming touch and help reduce the anxiety and stress patients are prone to experience. Floor Covering Industry’s Contributions: Products approved for commercial use that have a residential aesthetic are hitting their stride. LVT in rich wood tones is a worthy look-alike to real hardwood floors, yet can take heavy traffic and frequent cleanings. Senior Care facilities have Below: BioSpec MD from Mannington. also discovered these solution products and are successfully creating attractive personal spaces for their patients. Use of Healing Colors. Color is important. Soothing but cheerful colors are the right prescription for healthcare settings. Blues have to be used sparingly, as that color can surpress an already compromised immune system. Pastel greens, peachy tints, buttery yellows and soft pinks are all good choices, as they promote an aura of health, well-being and optimism. Floor Covering Industry’s Contributions: Both hard and soft surface manufacturers are tuned into commercial color palettes that are conducive to healing. Tile, carpet, LVT, VCT and sheet vinyl all have refreshed color lines that offer the design community updated choices to harmonize with healing colors. Sterile Environment Surface Design. The Center for Disease Control predicts that approximately one out of every 20 hospitalized patients will contract a Hospital Acquired Infection (HAI). Highly trafficked and touched areas are implicated in harboring dangerous pathogens. Because of this, AIA and ASHE guidelines recommend nonporous and seamless surfaces to provide ideal infection prevention. Use of copper in drawer pulls, faucets and even sinks is highly recommended as copper retards bacterial growth. Antimicrobial copper surfaces are quickly becoming a designer’s new weapon in the fight against hospital-acquired infections. Floor Covering Industry’s Contributions: Rubber floors are a solution product for healthcare, especially for use in physical therapy environments, walking surfaces, stairs and ramps. They provide a safe, slipresistant surface and are offered in creative color options. Public areas (corridors, cafeterias, office areas) can use a variety of floor coverings as long as they are durable and easily cleaned. Innovative LVT products and high-style commercial carpets have answered that call. Patterns for LVT include wood-like and natural stone-like aesthetics that can withstand heavy traffic and frequent cleanings. Regarding soft surface choices, carpets made with solution-dyed nylon are noted for colorfast properties and high durability. These types of nylon carpets retain color even if they come in contact with bleach. Surgical rooms require seamless floor coverings, and homogeneous sheet vinyl is an important solution product. This flooring used to scream “clinical”, but if you haven’t looked lately, patterns and colors are updated and relevant. As an example, Mannington Mills has an interesting solution-driven product specifically for healthcare applications. BioSpec MD www.floortrendsmag.com + June 2013 DC7 Below: Mohawk’s Silk Road. homogeneous sheet flooring features Quantum Guard HP, a patented urethane wear layer with a rating of 9 out of 10 on the MOH (measure of hardness scale). Specialty “seamless” transitions are another huge benefit in a medical setting, for patient safety as well as promoting an antiseptic environment. BioSpec MD can be chemically welded to seal seams, but also can be chemically welded for a permanent bond with designated Mannington commercial carpets. Of course, eliminating the need for transition pieces is especially meaningful for areas with wheelchair or gurney traffic. DC8 Finally, “beneath the surface” bacterial retardants are another important solution the floor covering industry has tackled. Specialized backings for broadloom and carpet tiles have built-in benefits that are designed to suit healthcare installations. Among the important features inherent in backings: impermeable moisture barriers; no wick-back staining; superior tuft bind, wet or dry; dimensional stability; certifications to meet state and federal standards; and guarantees against edge ravel, wear, and in some instances, static charge. Specialized carpet backings represent a huge investment in R & D on the part of commercial carpet June 2013 + www.floortrendsmag.com manufacturers. Problemsolving design products are the hot commodity for today and into the future. Lean Design. According to Jeffrey Stouffer, Principal at HKS Architects, (not to be confused with FT’s former editor) “the goal of Lean Design is to eliminate waste. This isn’t a one-time effort, but a never-ending journey of continuous improvement. To determine how the built environment can foster this type of performance and process improvement, you need to identify what waste is and where it occurs.” This concept is fascinating on many levels and brings a whole new mindset to how we approach healthcare design. While Lean Design may not accomplish the lowest first cost, initial outlays are recouped through ongoing operational savings. Certainly floor coverings will be a huge contributor to Lean Design both now and in the future. Quality flooring products that are multi-functional (offer comfort, good aesthetic, durability, stain resistance, anti-microbial, etc.) can save significant dollars when they do their job well. The lifecycle of floor coverings is also a prime consideration and can be a major cost saving line-item for health care facilities. While manufacturers have reason to be proud of the products already serving the healthcare industry, the challenge continues. We have to develop multi-functional, futuristic ‘smart’ products that will astound healthcare designers from both a styling and functional point of view. The ultimate goal is to never sacrifice style and design while creating a healthy environment. ft Annette Callari is a highly regarded interior design expert with over 20 years of residential and commercial design experience. She is district manager for Mannington/Amtico in Southern California. She is an Allied Member of the American Society of Interior Designers, a contributing member of Color Marketing Group International, and has authored numerous articles on color and design trends. She holds a degree in interior design from Fullerton College in Fullerton, California, and a professional writer’s Certificate from California State University at Fullerton. You can reach her at Annette_callari@ mannington.com. floor trends esign let’s talk resilient commercial by Christopher Capobianco Comfort, Style and Durability: Resilient Flooring In Senior Living Ourdoor resilient is also worth considering, as these products can be “loose laid” and don’t interfere with drainage or the integrity of the roof itself. Photo courtesy of ECORE International. WITH MANY OF US GETTING OLDER, IT’S NO SECRET THAT A GROWING INDUSTRY IN SO MANY AREAS OF BUSINESS TODAY IS ANYTHING HAVING TO DO WITH OUR AGING POPULATION. RESILIENT FLOOR COVERING IS NO EXCEPTION, SO HERE ARE SEVERAL DIFFERENT CATEGORIES OF “SENIOR LIVING” FACILITIES AND SOME IDEAS ON THE TYPES OF FLOORING BEING USED. Independent living (IL), assisted living (AL), and nursing home are terms you may hear with regard to different types of facilities geared to seniors, depending on an individual’s health situation. Continuing Care Retirement Communities may have all three categories in one location. Independent Living facilities are often a type of apartment complex or condominium geared towards seniors. I have a friend living in one of these facilities, and it’s very much like a luxury apartment building, with some public areas and recreational facilities, and living space that’s no different from an apartment, including a full kitchen. These facilities have flooring needs not unlike a typical residential property. Carpet would be typical in most of the unit, but resilient is used in kitchens and sometimes bathrooms for underfoot comfort and ease of maintenance. It would not www.floortrendsmag.com + June 2013 DC9 Below: Rubber flooring has been a longtime choice for many health care facilities due to its under foot comfort, “no wax” maintenance and visuals. Photo courtesy of Mondo Contract Flooring. be unusual to see residential resilient floors used in these types of areas, although commercial products are often preferred for the added durability. Vinyl tile or sheet flooring is typically used. Assisted Living facilities provide a higher level of care than IL facilities. Some resident rooms may have scaled-down kitchens, but most often residents live in individual rooms, and the facility has a group dining area and common areas for social and recreational activities. The décor tends to be as residential or hotel-like as possible, with carpet typically being used in the majority of the space including the resident rooms and corridors. DC10 However, resilient is used in many of the public spaces for added durability and ease of maintenance. For example, I met with a designer with a major senior living chain recently who was working on an assisted living project. They use Vinyl Composition Tile (VCT) for “back of house” areas such as employee lounges, sheet vinyl for the bathrooms, and woodlook vinyl plank for the dining rooms. Other than the VCT, their flooring selections lean to a more residential look and feel, with wood looks a common choice in tile or sheet. The designer said she used a lot of “LVT,” or “Luxury Vinyl Tile.” June 2013 + www.floortrendsmag.com The term LVT is usually applied to “printed film with clear wearlayer” stone and wood-look products, but not all LVT is suitable for commercial use, so be aware of the differences between materials in this very broad category. The industry standard to follow is ASTM F 1700, Standard Specification for Solid Vinyl Floor Tile. F 1700, section 5.5.1 states, “For commercial applications, the wear layer shall be a minimum of 0.020” (.5mm) thick.” This is commonly called a 20-mil wear layer, so if a product meets this standard it is suitable for these types of areas. Many AL facilities have “Memory Care” units for Alzheimer’s and dementia patients. Flooring and carpet in these areas are generally simple designs, with very little pattern. Borders and busy patterns are not used so as to not confuse the residents with too much activity on the floor. By the same token, hard surfaces in these areas are specified to be low gloss. High gloss floors are used so often in health care facilities because of the misconception that “shiny is clean.” However, studies have shown that a high gloss floor can create the perception of being wet, which in the case of these patients may change the way they walk and actually lead Below: Commercial solid vinyl tile in a wood look as seen in this dining room in an assisted living facility. Photo courtesy of CBC Flooring/Toli. to falls. Resilient manufacturers are producing products geared to health care that are very low gloss. Some are “no wax,” but for floors that need a coating, floor finish manufacturers have “matte” finishes as well. Another resilient flooring option that is being promoted for senior living are cushioned products, for added comfort underfoot and reduced noise. Products being used include vinyl floors with cushioned backing, or rubber underlayment installed beneath resilient floors. Other public areas where resilient floors may be used in Independent Living and Assisted Living facilities can be fitness centers and outdoor areas. Fitness flooring could be an article in and of itself, as rubber flooring dominates this category and various cushioned back vinyl products are also available. Both provide underfoot comfort, cushioning and noise reduction for fitness activities such as aerobics. For outdoor areas, there are some beautiful sheet vinyl and rubber products, and many designers don’t know these are available. Budgets being what they are, concrete and stone is predominant outdoors, but from an aesthetic and comfort point of view, outdoor resilient is worth considering. Whenever I work with someone on a project in an inner city, I point out “footed” rubber flooring for outdoor use. These products can be used on rooftops because they are “loose laid” and don’t interfere with drainage or the integrity of the roof itself. They can allow an area that is otherwise not usable to be converted to a usable outdoor space. A Nursing Home is normally the highest level of care for older adults outside of a hospital, and the floor coverings in these facilities tend to be more like what you’d see in hospitals. There is far less carpet used, so you’d expect to see resilient such as vinyl, linoleum or rubber. There is more rolling traffic on these floors, so the selection of product needs to be made accordingly. Because of more frequent mopping, many areas may require sheet goods with heat-welded seams. Finally, in addition to specifying the right floor for the right usage – such as commercial grade Solid Vinyl in high traffic areas, there are several technical considerations that need to be considered in any resilient flooring specification. Concrete floor moisture problems continue to plague our industry so follow the ASTM F 710 standard that says “All concrete floors shall be tested for moisture regardless of age or grade level.” Adhesive choices are many for resilient flooring. In addition to the common sense of using the specific adhesive for the floor being installed, there are other things to consider. High-use or very wet areas may require reactive adhesives such as epoxy. Spray adhesives for resilient can tolerate higher moisture levels and higher point loads than most standard adhesives, and allow for immediate seam welding and immediate traffic after installation. There are “loose lay” resilient products that don’t use adhesive at all. These can be handy for quick turnaround projects or installation over less than perfect substrates. Initial maintenance is often a confusing part of resilient flooring projects. It’s not so much what gets done as who does it. Not all flooring contractors are in the maintenance business, so if the floor has some type of specialized initial maintenance requirement, it’s best to clarify who will be responsible early on so there is no confusion after the floor goes down. I’m glad to be writing for Floor Trends again, and I hope in this short article that I’ve shed some light on the topic. There is a lot more to learn, and there are many experienced sales reps in our industry that can help a designer or a flooring contractor navigate the wide variety of choices for senior living and healthcare flooring. ft Christopher Capobianco’s multifaceted career path has included time as a retailer, architectural sales rep, technical support manager, consultant, instructor, columnist and more. Reach him at Christopher@ spartansurfaces.com. www.floortrendsmag.com + June 2013 DC11 commercial products 1 3 2 4 3 1 Three Distinct Themes for Chilewich Collections Chilewich’s latest collections offer three themes: a “Black + White” palette across a variety of weaves and applications; TerraStrand, signifying that all yarns are moving from petroleum-based plasticizers to phthalate-free, renewable vegetable compounds; and the company’s BioFelt tile backing system. www.chilewich.com DC12 2 The Collection Line New to Crossville’s Laminam Crossville Inc.’s Laminam by Crossville has unveiled the Collection line, a porcelain panel featuring 18 color options. Collection’s colors range from bright tones and earthern colors to versatile neutrals. The line is suited for residential and commercial installations. www.crossvilleinc.com June 2013 + www.floortrendsmag.com 3 Johnsonite Presents the Ruby Collection Ruby by Johnsonite, a heterogeneous vinyl sheet flooring is available in 20 colors including 10 rich wood and 10 all-over patterns. Ruby’s high wearresistance and low-maintenance properties make this flooring ideal for use in heavy traffic commercial areas such as hospitals, schools, offices and retail applications. www.johnsonite.com 4 norament satura Provides Flexible Palette nora systems, inc. announces the latest for high-performance environments like hospitals and universities. norament satura combines the performance of norament grano with an extended palette that connects with product lines such as noraplan environcare and noraplan sentica, offering a combination of neutrals and on-trend colors, according to the company. www.nora.com/us/satura-launch CONTENT THAT… positions you as a thought leader helps solve problems helps generate leads IF YOU NEED A VARIETY OF CONSISTENT AND ENGAGING CONTENT, WE CAN PROVIDE IT. LET’S TALK IT THROUGH. [email protected] | www.bnporangetap.com | @orangetap product and literature on display ad index Company Name pg. no. Company Name pg. no. CBC Flooring ....................................... DC3 (800) 446-5476 www.cbcflooring.com Royal Adhesives & Sealants ...................31 (800) 763-7272 www.parabond.com Chemque`...................................................3 (800) 268-6111 www.chemque.com Ram Trucks........................................ 26-27 (866) 726-4636 www.ramtrucks.com/commercial Custom Building Products........................5 (800) 272-8786 www.custombuildingproducts.com Tuftex Carpet Mills ..................................52 (562) 483-8200 www.shawfloors.com/tuftex Florida Tile .................................................2 (800) 352-8453 www.floridatile.com WFCA .......................................................51 (800) 624-6880 www.wfca.org Metroflor .............................................. DC5 (888) 235-6672 www.metroflorcorp.com Mirage/Boa Franc....................................25 (800) 463-1303 www.miragefloors.com Editor’s Note. The Advertiser’s Index is provided as a service to our readers. No liability is created by nor accepted for any inadvertent errors or omissions. Owens Flooring adds new designer colors Plankfloor, solidly engineered flooring, leads the way with a comprehensive new array of prefinished designer colors in multiple species targeted to suit all your project needs. Installation of Plankfloor can be at any level of the home or in light commercial applications. Warranties have recently been extended on time tested Prefinished Plankfloor to 35 years for residential and 5 years for commercial applications. www.owens-flooring.com www.owens-flooring.com FIND MORE OF WHAT YOU’RE LOOKING FOR... FLOOR FINDER 50 June 2013 + www.floortrendsmag.com 365 .com IndependenT Contractor primer: Understanding the Rules The Government is cracking down on the classification of independent contractors. The WFCA has prepared a guide for its members that gives them a clear and defensible distinction between contractors and employees, complete with a sample independent contractor agreement. “I worked in the IRS Office of Chief Counsel for more than ten years where I specialized in Worker Classification and was on the task force that wrote the IRS training manual on the subject. This document addresses this complex area of law extremely well. I have encountered very few people who truly get it. Mr. King clearly knows what he is talking about.” - Kathy Sibbald, Compliance Officer, CB Flooring, LLC Minimize your risk. If you are a member and want to receive a free copy or if you want to become a member, contact [email protected] or 1-800-624-6880. VENECIA...a luxurious multi-dye textured carpet from Tuftex Carpets of California. Inspired by nature and designed to emulate the look of natural stone. www.tuftexcarpet.com