Wood Guide

N E W S PA P E R
floorcoveringnews
A SUPPLEMENT TO
inside flooring’s hottest category
2nd edition
fcnews
April 13/20, 2015 I 3
issue
Why LVT won’t commoditize like hard surface predecessors
By Ken Ryan
Moduleo Horizon is IVC’s ‘best’ quality LVT
product, suitable for both residential and
commercial applications.
uxury vinyl tile has been growing at a douL
ble-digit clip for a few years now, and while
strong sales are expected to continue, some executives are concerned that an increase in new
entrants will stunt the category’s growth.
While there are those who believe LVT
could follow the same dramatic rise and fall of
laminate, many others believe the comparison
does not measure up because of LVT’s versatility and performance characteristics.
To start, LVT has far more potential in varied applications than laminate ever did and,
thus, has a larger upside. Whereas laminate was
primarily a residential product, LVT is now
nearly 50% commercial.
“Laminate was never the monster that LVT
is today,” said Pat Theis, vice president of sales
and marketing at Herregan, a top 20 flooring
distributor with a 35% presence in LVT.
Theis said Herregan’s LVT business today
is more than double what its laminate business
was in the category’s heyday. Theis rattled off a
list of attributes that separate LVT from laminate. “The installation options (glue or float),
the performance inherent in LVT (most are waterproof) and the fact that LVT is much quieter
underfoot really addresses the shortcomings in
laminate and make LVT a more attractive product to residential and commercial customers.
Laminate was not really a serious commercial
product whereas LVT is just as strong an option
commercially as it is residentially.”
Russ Rogg, president and CEO of
Metroflor, recalled laminate becoming oversaturated with capacity while there was a decline
in sales. “This combination led to quick and
rapid downward pricing tactics that ultimately
resulted in commoditization,” he said. “The expectation for LVT is that the category will continue to grow and expand to absorb the added
Continued on page 30
lvt 101: selling
More than just style and design
BY TAMMY PEREZ
ing LVT to consumers is its ability to perform in homes with active
pets, resisting the wear and tear of scratches with ease. Plus, the
Senior brand manager, Mohawk Hard Surfaces
waterproof qualities of LVT mean that pet accidents are easy to
clean. Resistant to muddy paw prints and human shoeprints alike,
uxury vinyl tile has all the characteristics for a “latest and
vinyl tile remains durable enough for utility areas, bathrooms and
greatest” flooring trend: a unique visual, easy installation and
hallways.
functionality for pets. And as this increasingly popular choice for
Of course, great qualities don’t mean much to consumers if the
homes everywhere continues to make waves, LVT is a flooring opflooring
doesn’t make the visual impact they desire. Thankfully,
tion that’s been around for decades. However, manufacturers today
LVT
delivers
once more with a striking, chic appearance featuring
have managed to make exceptional innovations that set today’s
realistic hardwood and ceramic imagery. LVT
LVT apart from its predecessors in imcomes in a wide array of rich colors and finpressive fashion.
ishes to create the one-of-a-kind look for any
Perhaps the strongest selling point
room.
to consumers is that LVT lends equal
The piece de resistance for retailers highamounts of style and durability without
lighting
the best LVT attributes has to be the
maxing out budgets, especially for
painless
installation. Here’s where technologikitchens. Soft underfoot and essentially
cal
advancements
are making the newest LVT
waterproof, LVT makes a perfect choice
the
best
yet:
Select
LVT features a Uniclic
for culinary spaces by providing ample
glueless
locking
system
for a convenient incushioning and timesaving cleanup.
stallation
over
many
different
subfloor surWith a constant temperature during the
faces
for
residential
or
light
commercial
cold and hot months, vinyl tile is comapplications. Following installation, vinyl tile
fortable enough to walk on barefoot and
is ready for foot traffic immediately and will
stand on for hours while cooking.
Its durability and waterproof qualities make
maintain its durable, tight, water-resistant fit.
Another ace for retailers when sellLVT an ideal flooring choice.
L
fcnews
4 I April 13/20, 2015
A SUPPLEMENT TO
the basics
Components of LVT
uxury vinyl tile (LVT), also known as
luxury vinyl plank (LVP) and luxury
vinyl flooring (LVF), is a type of resilient
flooring that loosely describes a vinyl-based
flooring product that closely mimics the look
of a natural material through realistic images
and textures.
Using the words
“luxury” and “vinyl”
in the same sentence
may once have
seemed like an oxymoron. But new
technologies have
yielded a product that offers striking visuals
and performance attributes that often make it
a preferred flooring choice to natural materials like hardwood and stone. In addition, the
long economic downturn that began in 2007
created a desire for value-added products, and
LVT certainly fit the bill.
Visuals: Luxury vinyl flooring takes on either of two forms: stone (slate, travertine,
marble, etc.) or wood. The ability to replicate
real hardwood and stone using advanced photographic technologies is LVT’s foundation.
Shapes: One thing that distinguishes LVT
from other types of vinyl flooring is the shape
of individual pieces. LVT products are usually
square, ranging in size from 12 x 12 to 24 x 24,
but are now available in 12 x 24 rectangular
and even hexagonal shapes. As well, because
L
LVT often imitates wood flooring, it comes in
standard plank shapes such as 3 x 36, 41⁄2 x 36,
as well as an extra long and wide 7 x 48 size.
Composition: LVT can be composed of
virgin vinyl, recycled content or a vinyl/limestone mixture. Any wood-look LVT will be
made of all vinyl.
Stone-look
LVT
might have some
stone composition.
Co n s t r u c t i o n :
LVT construction
usually consists of
four layers fused together. From the top down:
1. Finish: An aluminum oxide, urethane
or ceramic-based layer prevents light scratching and shoe scuffs.
2. Clear film: This layer protects against
rips and tears.
3. Design layer: This is the photo-realistic
print of stone or wood.
4. Core: The bottom layer gives the product structure and solidity.
Other benefits of LVT include:
• Ease of maintenance: Damp mopping is
the recommended cleaning procedure for LVT.
• Water resistance: LVT is pretty much
impervious to wet spills.
• Scratch, stain and dent resistance.
• Durability: It’s not unusual to see 20- to
25-year warranties on LVT.
floorcovering
news
michael blick
president/ceo
[email protected]
steven feldman
publisher/editorial director
[email protected]
dustin aaronson
associate publisher/advertising director
[email protected]
editorial
jenna lippin
managing editor
social media strategist
[email protected]
ken ryan
senior editor
[email protected]
nadia ramlakhan
assistant editor
[email protected]
art/production
frank notarbartolo
art/production director
[email protected]
classified advertising
kevin gomez
[email protected]
headquarters
( OVERVIEW )
All you need to know about selling LVT
Eight years ago, Floor Covering News published its first educational supplement, the
Retailers’ Guide to Hardwood Flooring, to
great acclaim. Floor covering dealers across
the country continued to request copies long
after the publication hit the streets, citing the
guide as an optimal training tool for new
salespeople as well as a refresher for existing
sales associates.
Every year since, FCNews has added to its
Educational Guide franchise, publishing one
for laminate flooring and then ceramic tile
and resilient flooring while updating each
every other year. We have also published a
number ofGreen Guides.
With that as the backdrop, welcome to our
second Retailers’ Guide to Selling LVT. The industry’s fastest-growing category now accounts for about $1 billion in annual sales, so it
only makes sense to delve into a segment
where retailers are thriving.
This supplement to FCNews covers all the
basics and then some, with articles on selling,
merchandising, marketing, trends, installation, maintenance and sustainability.
Aside from the pieces written by FCNews
staff, the sponsors of this guide were given the
opportunity to submit some educational articles of their own, as well as information on
their respective companies that retailers and
their sales associates may find helpful.
We hope this guide helps your business.
550 w. old country road, suite 204
hicksville, ny 11801
tel: 516.932.7860 fax: 516.932.7639
e-mail: [email protected], website: fcnews.net
founder
albert wahnon
1920-2011
Copyright 2015 by Ro•El Productions, Inc. All rights reserved.
Printed in the U.S.A. Material in this publication may not be reproduced
in any form without written permission from the publisher. The
opinions expressed by columnists do not necessarily reflect the
views of management. Single copy $2 U.S. subscriptions $25/yr.
Canadian subscriptions $50 U.S./yr. Foreign via air $200 U.S./yr,
foreign via surface $100 U.S./yr. Printed in the U.S.A.
postmaster
Send address changes to FLOOR COVmember
ERING NEWS, subscription
Dept.,151 Fairchild Avenue., Ste. 2, Plainview, NY 11803
Floor Covering News (ISSN-10794174) is published biweekly
by Roel Productions Inc., 550 W. Old Country Road, Ste. 204,
Hicksville, NY 11801. Periodicals postage paid at Hicksville, NY,
and additional mailing offices.
fcnews
6 I April 13/20, 2015
selling
How LVT stands up to other hard surface products
By Ken Ryan
VT has gotten so big in many retail locations it has warranted its own section. In
some cases, customers come in asking for the
product. But for those who need some guidance, flooring dealers are only too happy to
explain the features and benefits of LVT and
provide comparisons to other hard surface
products.
“We offer LVT as an alternative to other
hard surface floors depending on the area the
customer is planning to do,” said Bill Zeigler,
owner of Charles F. Zeigler & Sons in
Hanover, Pa. “LVT will be more suitable than
hardwood or laminate in areas where moisture may be present. Ceramic or porcelain
tiles will suffice in those areas but require considerably more preparation regarding underlayment and will be more labor intensive.”
How flooring retailers position LVT vs.
other hard surfaces differs greatly. Some don’t
even try to do so, preferring instead to sell
LVT on its own merits. FCNews asked several
dealers how they position LVT and which
methods have been successful.
L
LVT vs. ceramic tile
When positioning LVT vs. other hard surface
products, Tim Schoolfield, owner of CountrySide Flooring America in O’Fallon, Mo., gives
it straight to customers—the features and
benefits, the upside and downside. “In my
opinion one of the downsides of ceramic and
porcelain tile is the fact that it is so durable—
a ‘lifetime floor’—and after eight or 10 years,
while there is nothing wrong with the floor,
you are simply tired of looking at it and want
a change. Ceramic and porcelain are more expensive on the original installation and very
expensive to remove. With today’s digital
printing technology LVT looks very much like
real tile, is softer and warmer underfoot, less
expensive to install and less expensive to replace down the road with taste and style
changes.”
LVT vs. laminate
Consumers can often feel the difference by
walking on the two surfaces. Laminate floors
have a hollow or clicking sound as homeowners walk across them, according to Kevin
Today’s digital printing technology gives LVT the look of
wood. Pictured here is Metroflor’s Konecto plank.
Murray, owner of Murray Floor & Window
Coverings in Billings, Mont. “LVT absorbs
more walking noise, is not as slippery and relatively easy to repair. If water or moisture is
an issue, LVT is more tolerant to moisture
than laminate flooring. Higher-end LVT will
typically have a longer warranty period, a
thicker wear layer and most importantly better visuals.”
Kevin Rose, president and owner of Carpetland Colortile in Rockford, Ill., said he sells
Continued on page 12
A WORD FROM OUR SPONSOR: CRYNTEL
Three joint ventures help
meet manufacturer’s goals
3. Cryntel’s revoluCryntel Enterprises offers
tionary extruded, fused to
more than 60 years experithe core LPC (luxury pure
ence in manufacturing PVC
core) patented click floatflooring. It is dedicated to
ing plank flooring. It is
high quality, competitively
available in all three pricpriced flooring that protects
ing categories—3.3mm,
both the environment and
5.2mm and 7.5mm—with
end user who has chosen
varying wear layers. Made
Cryntel flooring to beautify
with space age P-10 PVC
and add value to her home at
and other A+ grades of raw
every price point. In order to
materials, Cryntel’s LPC is
accomplish these three lofty
goals, Cryntel has diversified Cryntel is dedicated to high quality environmentally friendly,
flooring and utilizes its Shanghai
more stable and longer
into three privately held, Chifacility to focus on LVT tiles.
lasting than LVT and an
nese joint ventures.
aesthetically pleasing,
1. The company’s DIY
tile factory in Tianjin, China, which concen- value-added upgrade to any home. It is also
trates exclusively on the mass production Proposition 65 compliant and phenol free.
But Cryntel doesn’t stop there; its prodof self-stick and dryback DIY tile and plank.
Proposition 65-compliant production, which ucts are designed for the U.S. market by Amerrequires businesses to notify consumers about icans for Americans who understand the
significant amounts of chemicals in products fashion side of this market, adapting to cusunder the Safe Drinking Water and Toxic En- tomers rather than asking them to adapt to
forcement Act of 1986, is also available upon what is popular in other global sectors.
Cryntel aims to continue delivering solurequest.
2. Cryntel’s new LVT Shanghai facility, tions for the growing and changing needs of its
which concentrates on UV coated and an- customers. Partnering with Cryntel is easy and
nealed LVT tile and plank. These products are profitable; it completely stands behind its
made on state-of-the-art calendar lines and quality and products, and will consistently perproduce only 100% pure virgin vinyl with DOTP form exceptionally well in the interest of
in conformity to architectural building stan- meeting customer expectations. The comdards and codes, all of which are Proposition pany’s expertise serves to meet its clients’ bottom lines as a true partner.
65 compliant and phenol free.
fcnews
8 I April 13/20, 2015
selling
Retailers count the ways to upsell customers
By Ken Ryan
he product almost sells itself” is a refrain some flooring dealers
voice when describing the appeal of LVT, the industry’s hottest
product, which is taking market share away from other hard surfaces.
First things first, LVT almost definitely does not sell itself; dealers
need to understand the homeowners’ goals and objectives so they can
recommend the right LVT product. Typically, however, when homeowners start talking
about their concerns
for water, spills, pets
or kids, RSAs have
all the ammunition
they need to steer
them to LVT.
“T
With so much attention being paid to LVT today, it is crucial that
RSAs have a firm grasp of the category and are able to convey the
many benefits of LVT.
FCNews asked retailers for their tips on upselling consumers.
Seeing is believing
People need to see, touch and walk on LVT to understand how good
it is. Adam Joss, co-owner of The Vertical Connection Carpet One in
Columbia, Md., believes nothing works better than installing LVT on
the showroom floor and telling its story.
“Once you tell the story, consumers are more likely to be upsold,”
Joss said. “People need to see it to believe it. Often when you explain
the ‘V’ stands for ‘vinyl’ we receive a negative reaction assuming the
customer had wood or ceramic in mind. Considering the benefits of
LVT their attitudes do a 180-degree turn when they see samples installed on the showroom floor. Oftentimes, there’s
Installing higher-end LVT goods on the showroom
no going back to the category they think they
floor is essential to upgrading consumers.
wanted.”
lvt 101: selling
Asking the right questions will help seal the deal
tangular marble tile.
Next, ask about her color preference: light, medium or dark? Is
Senior director, marketing and corporate communications,
the
new
flooring going to be a backdrop for existing furnishings or
Mannington Mills
will it truly “set the stage” for an entire remodeling project?
Then move on to size and shape. LVT offers options that allow a
othing excites a consumer like the words “designer” and “cuscustomer
to design a layout that’s all her own. Find a manufacturer
tom,” which just happen to be delivered via today’s LVT. LVT
continues its run as the hottest category in
that offers a variety of sizes and shapes: planks
flooring; by simply stocking LVT in a store a reare usually available in 4-, 5- and 6-inch widths
tailer is already on his way to making a sale.
with lengths of about 3 to 4 feet. Tiles are 16 x
And if a customer is asked the right questions,
16, and rectangular tiles are 12 x 24. The layout
product knowledge and enthusiasm will seal
possibilities with mixing and matching are a
the deal.
huge selling point of LVT and allow for a truly
Top of mind for any consumer is style and
custom look.
Lastly, talk to her about grout options for
design. If she doesn’t already know what she
her
tile.
The looks of grouted and ungrouted
wants, a salesperson can guide her to a display
tiles—and
even the color of coordinating vs.
to help her narrow down her options. There
contrasting
grout—are more dramatic than she
are plenty of choices, so RSAs should start with
might
realize.
Grouted tiles have more of a real
a big question such as, “Wood or tile?” Then
tile
feel,
while
ungrouted installations give an
move on: Is her decor traditional, rustic or
overall
cleaner
look.
modern? Did she bring any fabric or other
Luxury
vinyl
is aesthetically pleasing and
samples with her? Traditional rooms might call
durable,
and
is
already
a top selling category.
for something simple that blends with existing
By
having
the
knowledge,
asking the right
furnishings. Perhaps she wants a more onDealers
should
ask
whether
a
questions
and
being
enthusiastic
about a custrend rustic plank. Many of the better products
consumer is going for a traditional,
tomer’s
project,
retailers
will
be
well
on their
are embossed in register with realistic beveled
rustic or modern look.
edges. More modern décor might call for a recway to closing the sale.
BY BETSY AMOROSO
N
fcnews
April 13/20, 2015 I 9
lvt 101: merchandising
LVT mimics the look of other
hard surfaces, including
ceramic tile, such as this
product from Armstrong.
Creating a successful
showroom environment
BY EMIL MELLOW
Side-by-side
comparison
Some dealers like to
have
lower-grade
planks of LVT on hand
to compare to the
higher-end products.
The better goods should be installed on the showroom floor so
consumers can see how well the floors stand up. The belief is that
if they hold up well in a high-traffic area like a retail store, they
surely will stand up inside a home.
“The best way to go from low-end LVT to a better quality product is to set the two samples next to each other,” said Billy Mahone III, manager of Atlas Floors Carpet One in San Antonio.
“The larger visuals, more realistic styles and depth of color are typically very evident when you look at a low-end LVT and higher-end
LVT side by side.”
Display it well
LVT is visually appealing, so make it stand out. Take advantage of
the product’s random widths, large sample sizes and realistic visuals.
“The bigger the sample, the better you can show it visually,”
said Bill Huss, owner of D&M Interiors Flooring America in Appleton, Wis., who has LVT displayed in a 40 x 20-foot space in his
showroom. “Our LVT is installed on the floor in a variety of patterns, colors and styles. Framed 3 x 4-foot panels of LVT on the
walls allow customers to view it up close and feel the samples.”
Another key: Don’t clutter the showroom with too many SKUs
and displays. Retailers suggest a happy medium of lines, “enough
to cover the bases such as price point, looks and installation types,”
Huss said.
Sell the solution
It doesn’t take much to upsell a customer on LVT because the
product fits various lifestyles and has so many benefits that consumers are naturally drawn to it. “People are much more educated
about the category now than ever before,” said A.J. Boyajian, coowner of A.J. Rose Carpets & Flooring, with three Massachusetts
locations. “A lot of times people come in asking for LVT so there
isn’t much need for upselling.”
No hype necessary
There is no need to focus on 50-year warranties when upselling
customers on LVT. “LVT has a lot of great attributes, works well in
many situations and doesn’t have limitations—sell that,” said Dan
Ginnaty, president and owner of Ginnaty’s Flooring America in
Great Falls, Mont.
Vice president of marketing, Karndean Designflooring
uxury vinyl tile is a tremenL
dous product that offers a
great deal of value to customers
else from furniture and accessories to color schemes and finishes.
3. Focus on products with
value. Less is more. Retailers don’t
need to carry every product in the
marketplace. Instead, they should
focus on the best products that
offer the highest value specific to
their target demographic. With
the sales team established as experts on not only the LVT products in the store but also their
through both its durability and incredible designs. As such, it provides a strong element in which a
well-prepared sales team can capitalize. There are three key elements to a successful sales room:
environment, a knowledgeable
sales team and products that have
value.
1. Establish a pleasing environment. The ideal
environment should
provide a comfortable
shopping experience
for customers. The
showroom should be
well lit and uncluttered, supplying lines
of sight from the front
of the showroom to
the back. Ensure that
LVT provides the look of hardwood without its
displays are organized
practical drawbacks, making it ideal for
in a deliberate, practispaces such as bathrooms.
cal manner and cater
to customers’ needs
with samples, applications and
natural counterparts, dealers can
professional insights.
take advantage of the value added
2. Become a design expert. A
by LVT’s versatility and durability.
knowledgeable sales team is imIf a customer loves hardwood but
perative. A dealer’s sales team
is worried about an application
must be experts in design to assist such as a bathroom or even a
customers with their entire projbeach house, the right LVT prodects from the ground up. It’s imuct will provide the look she deportant to understand today’s
sires without any of the practical
consumers are well prepared;
drawbacks of real hardwood—
they’ve already done their rethereby demonstrating tremensearch online before going shopdous value to the customer.
ping. A sales team must have the
By offering expertise, guiding
knowledge to guide customers
customers through the sales
through all stages of their projprocess and providing a pleasing
ects, not just the floor. As the
experience, customers will be
floor provides the foundation for
happier with the results and more
the space, it impacts everything
likely to return for future projects.
fcnews
10 I April 13/20, 2015
merchandising
Tips on how to show off LVT’s greatest qualities
effectively show off LVT’s visuals. Retailers agree that natural light works best,
but for those locations without large
windows, artificial lighting should be
used to ensure the showroom is always
well lit.
By Nadia Ramlakhan
loor covering retailers throughout the
country have have their share of
strategies for displaying LVT; some merchandise it within the vinyl section of
their showroom while others give it a section of its own. As the category continues
to flourish, some dealers are still figuring
out which displays work best in their respective markets. Here are a few tips successful retailers shared for displaying
LVT.
F
Display a variety of products
Since LVT comes in so many styles and
textures, it’s important to show the consumer her options, whether it’s
groutable LVT, wood looks or patterned
tiles. The goal is to display as much product as possible without creating clutter.
Carpet One Floor & Home in San Ramon, Calif.,
dedicates about 1,000 square feet of showroom space to
Make it look inviting
“It’s all on display—every price point,
its vinyl section, where LVT is displayed.
Since LVT is still a fairly new category,
every best seller,” said Craig Bendele,
president of Bendele Abbey Carpet &
most consumers have no idea what the
Carpet
One
Floor
&
Home
in
San
Ramon,
Floor
in Fort Myers, Fla. “We want to give the
product is, what it does or what its benefits
are. Retailers should aim to make the show- Calif., who believes merchandise well dis- customer every possibility to make her
room as welcoming as possible to grab the played is half sold. “Once you show people choose my store.” At Bendele, once the cuscustomer’s attention and spark her interest. what it is and what it does they are less likely tomer decides on a look she likes, a sales associate can then help her narrow it down
“When you tell someone you’re going to show to have a gag reflex.”
Part of this technique includes making based on the durability she needs or price
them a vinyl floor, they’re like, ‘What is that,
a plastic car?’” said Greg Gibbert, co-owner of sure the store has proper lighting in order to
Continued on page 12
A WORD FROM OUR SPONSOR: NOVALIS
Living up to the ‘innovative’ reputation
Novalis Innovative Flooring, maker of NovaFloor LVT, has been advanced from the start.
As a true international specialist in luxury vinyl
flooring, Novalis was the first Chinese manufacturer of LVT in 1988 and the first to be ISO certified. Today you’ll find Novalis LVT in over 50
countries across six continents. It is one of the
top five makers of LVT in the world and the
largest producer of floating LVT with locking
systems.
The company also continues to be an innovative and award-winning leader in environmental responsibility. From the very beginning,
Novalis has been committed to the idea that
product quality and environmental stewardship
go hand-in-hand. No other Chinese manufacturer of LVT has achieved the level of international certification and awards for quality and
environmental care as Novalis. For example, it
was one of the earliest members of GIGA, which
is a China-based NGO (non-governmental organization) promoting the sharing of information on
green building materials and green initiatives.
Novalis also promotes the importance of low-
VOC flooring with various certifications such as
FloorScore, German AgBB and French A+.
Additionally, Novalis is a member of the International Living Building Institute and supports the concept of product transparency by
issuing health product declarations and Declare labels for all its products. It was also the
first flooring manufacturer in China with fully
localized environmental product declarations.
But environmental innovation is only part
of the story. Novalis is also bringing an innovative product collection called Birkdale to its NovaFloor line in 2015. This assortment is actually
three lines in one, made up of X-Large Planks,
X-Large Tiles and Multi-Width Planks.
Inspired by flooring found in lofts, boutiques and shops in trendy neighborhoods, Birkdale combines realistic colors and textures of
wood, in addition to brushed concrete looks in
non-traditional sizes for design-conscious customers. X-Large Planks are 9 x 60, X-Large Tiles
(and groutable tiles) are 18 x 36 and the MultiWidth Planks are packaged together in 5-, 6and 7-inch widths and 4-foot lengths. Two in-
Novalis continues to impress; its latest
addition to NovaFloor is Birkdale, shown
here in Grand Oak Aspen.
stallation methods are available: gluedown for
all three and NovaLay for X-Large Planks and
X-Large Tiles.
Another innovation from Novalis this year is
the first Stainmaster Luxury Vinyl flooring line.
fcnews
12 I April 13/20, 2015
merchandising
A WORD FROM OUR SPONSOR: USFLOORS
Continued from page 10
range she’s seeking.
Install it on the showroom floor
One of the best features of LVT is
its durability and wear resistance.
Rather than explaining the benefits to the customer, having it installed on the showroom floor
demonstrates how well it holds up
to everyday foot traffic. “She’ll Adura Grout from Mannington is installed in
the Crest Flooring showroom to prove its
think, ‘If it’s good enough to be in
durability to consumers.
a commercial application such as
this showroom, it’ll definitely hold
up to me and my dogs,’” said Carlton sumer to choose from 6 x 6 swatches is
Billingsley, owner of Floors & More asking a lot,” Bendele said. “The bigger
in Benton, Ark.
the sample, the easier it is.”
At Crest Flooring in Allentown,
Pa., Mannington’s Adura Grout is in- Switch things up
stalled in the store’s foyer so cus- While retailers may be bringing in a
tomers walk on it as soon as they high amount of sales due to LVT, it’s
enter. Being able to walk on a large still important to make a few changes
area of the product gives potential cus- now and then. While dealers don’t
tomers a better idea of what it will necessarily have to move everything
look like in their own homes.
around, swapping a display or two can
make all the difference. Steve WeisBigger is better
berg, president of Crest Flooring,
Most dealers recommend displaying makes changes to his showroom every
larger samples in the showroom be- six months to keep up with what’s
cause it makes for an easier sale. With trending. “When people shop for floor
larger samples, customers can see color covering they’re not in the store every
variations within the product and get a day, but I always like to be ahead of
more realistic visualization of the end the game when new products come
result as opposed to what a smaller out. It’s nice for the staff to see new
swatch offers. “Having a floor with ran- things down, too; we’re not sitting
dom patterns and expecting the con- here waiting—we’re doing.”
selling
Continued from page 6
customers on LVT’s resiliency and resistance to moisture. “These are big
selling points when going against or
weighing the pros and cons versus
laminate.”
LVT vs. hardwood
This is one of the easiest comparisons
for retailers to make because customers
who enter the store with no preconceived notions about what flooring surface they want are easily sold on LVT.
“We show LVT as an alternative to
hardwood according to customer
needs—if they have dogs, young children, a very active family, etc.,” said
Janice Clifton, owner of Abbey Carpets Unlimited of Napa, Calif. “If a
family fits any one of these criteria,
LVT would be an ideal floor for their
environment.”
As demand for products that look
like wood but are not have grown,
LVT has become a perfect fit. “An LVT
that looks like wood and has advantages over the real thing is attractive
to homeowners,” Murray said. “How
nice is it to have a product that looks
and feels like wood but doesn’t require
the TLC and maintenance?”
COREtec Plus: On the
fast track to success
In a relatively short period of time, COREtec
Plus has become one of
the hottest products in
today’s floor covering
market. Capitalizing on
the popularity of LVT,
USFloors’ COREtec Plus
has provided consumers
with an alternative to
traditional glue down
LVT as well as the popular solid locking LVT,
which is fast becoming
commoditized for floor
covering retailers.
In just two years,
COREtec Plus has become the go-to LVT
product for many retailers because its unique
features and benefits
write a compelling
Carolina Pine, a popular offering in
story—waterproof, hides
the COREtec Plus 5-inch plank sesubfloor imperfections,
ries, features a 20 mil wear layer
no acclimation, etc.—
and attached cork underlayment.
that resonates with consumers.
As with any product category, success breeds imitation,
and as the market sees an influx of WPC vinyl products, retailers remain committed to USFloors’ COREtec Plus for some
important reasons:
1. Widest assortment. USFloors’ COREtec products number nearly 60 SKUs in a wide range of lengths and widths in
both plank and tile, including unique formats such as COREtec
Plus XL’s 9 x 72 plank and the 18 x 24 tile in the COREtec Plus
tile collection. With COREtec One, USFloors now offers an
entry-level product with a residential wear layer that rounds
out the most comprehensive product portfolio in the industry.
2. Demand from consumers. As the buzz spreads, consumers are seeking COREtec Plus, asking for it by name. Comments from both retailers and consumers alike continue to
spread the word about the most exciting product the flooring
industry has seen since the introduction of laminate flooring
in the 1990s.
3. A proven track record of success. No other WPC vinyl
product can point to the proven success of USFloors’ COREtec
products in quality, performance, selection and product availability.
They say Rome wasn’t built in a day, and neither was
COREtec Plus. The floor’s inventors, Piet Dossche, president
and CEO of USFloors, and Philippe Erramuzpe, COO, spent over
two years developing the product and perfecting the specification for the original COREtec floors that are writing new success stories for dealers across the country every day.
fcnews
14 I April 13/20, 2015
selling
Domestic vs. import: Both sides have
years of doing business and setting up manu-
facturing facilities. But others, including some
of the largest and most influential flooring
companies, have moved their manufacturing
facilities to the U.S. as part of an onshoring
trend. There are perks to both methods from
which dealers can benefit.
Domestic
2. Environmental protection
generally do.
ost of the LVT sold in the U.S. today is
M
sourced out of Asia as many U.S.-based
companies have deep roots there, forged by
1. Faster turnaround
It may take months for LVT to arrive from China
to a distribution center in the U.S. With domestic
manufacturing, it will get to the retail store much
faster, which could persuade a consumer to
choose a domestic LVT product for her project.
For example, since Mannington started onshoring,
it has been able to significantly reduce its lead times.
IVC executives break ground
on a new LVT manufacturing
facility in Dalton.
By Ken Ryan
Consumers care about materials used to make
flooring. Few countries have the same compliance laws as the U.S. regarding the protection
of people and the planet. Green building rating
systems focus on how far a product travels, rationalizing the closer it is to the jobsite, the less
energy required to get it there.
4. Control your own destiny
3. Working capital
By manufacturing products in the U.S., companies are better equipped to control most, if not
all, aspects of the end user’s experience from
production to customer service. This allows
manufacturers to develop product with less
labor per square foot, thus producing LVT in the
U.S. without a significant price increase.
One of the greatest benefits of domestic manufacturing—for suppliers
and retailers—is domestically made products
do not tie up working
capital the way imports
5. Made in the USA
Whether out of a sense of patriotism, a desire to
help the American economy or the belief that
U.S.-made products are higher quality, consumers increasingly want to see a “Made in the
USA” sticker on items they buy.
lvt 101: selling
Six points sales associates should keep in mind
BY CHRISTOPHER BOURQUE
Manager, product marketing, Armstrong
VT is the rising star among vinyl floorL
ing in the industry. Customers no
longer have to hide it in their laundry
counterparts. Inexpensive products can’t
compete in terms of visual clarity, realism or
quality.
3. RSAs should note the ease of LVT installation, even over subfloor irregularities.
Some LVT products can be installed directly
over existing hard surface floors, which
saves time and money. Sales associates
should also talk about the fact a customer
can walk on her new floor almost immediately. If the product is made in the U.S.,
RSAs should also tout this feature.
4. Many LVT products are not only
moisture resistant but actually waterproof—
a great selling feature, especially if a customer is looking for a slam dunk in a
rooms; the great looks, installation options, durability and ease of maintenance
have brought it into the main living areas
of the home. Selling LVT starts with the
acceptance as a product that can meet a
consumer’s many needs. Following are six
points sales associates should keep in
Due to its durability, water resistance and ease
mind.
of maintenance, LVT has become a
popular choice for main living areas.
1. RSAs should educate the consumer
about the product and its benefits. Explain
basement application.
the differences between LVT and other options—not only other
5. LVT comes in a variety of colors and textures. Some look
vinyl, but laminate and hardwood, too. One of the most important
like
stone or wood. Sell the look and realism. Show the customer
benefits is how well the flooring will hold up through years of foot
she
can
get the look she wants at a price she can live with.
traffic.
6.
Use
displays to navigate the full range of options and
2. Clearly call out the key attributes that drive value such as
demonstrate
sensitivity to customer preferences. They do more
how realistic looks differ across price points. In general, RSAs
than
simply
present
products; they can help increase sales while
shouldn’t go right to the lowest price. Price alone never sells a
maintaining
a
focus
on
stylish, high quality products to tell the
product—a salesperson does. Premium LVT usually offers the most
LVT story.
realistic visuals on the market, often confused with their real-life
fcnews
April 13/20, 2015 I 15
perceived advantages
Import
1. Diverse capability
Many LVT manufacturers have set up facilities
throughout Asia; Metroflor, for example, has
plants in Taiwan, South Korea and China. The
ability to source from these facilities has been
a major boon as some specialize in particular
product types and possess unique technologies. “This diverse capability is a definite competitive advantage, one that could not be
achieved through a single plant—regardless of
location,” said Russ Rogg, CEO, Metroflor.
In addition, some raw materials can only be
found in certain parts of the world.
will have to source from overseas as printing
capabilities in the U.S. have not yet been developed. “Printing capacity still exists overseas,
which is the most critical part of the process
because style and design are the most important pieces to differentiate designs.”
3. Cost advantage
Employing foreign workers and importing finished goods are often less expensive than producing raw materials locally and employing
domestic labor. Reducing payroll and material
costs by contracting with foreign suppliers and
fabricators creates opportunities for increased
profits and lower wholesale prices.
2. Printing capacity
4. Infrastructure
The printing capabilities available overseas create the styles that are in great demand today.
Jonathan Train, CEO of EarthWerks, said since
the overwhelming majority of design layers in
LVT comes from overseas, most U.S. factories
It takes new factories in the U.S. months to get
production lines up and running efficiently; LVT
importers already have the infrastructure in
place. Michael Raskin, president and CEO of
Raskin Industries, imports his company’s loose
EarthWerks believes
that printing
capacity, which still
exists overseas, is a
critical process to
style and design that
helps differentiate
its offerings.
lay products,
which require a
more sophisticated manufacturing process. “We have already spent
years engineering the machinery to perfect this
process. We believe this will give us a competitive advantage.”
5. Supply chain investments
Domestic production appears to provide an advantage in turnaround time. “This is a valid assumption but can be overcome through supply
chain investments,” Rogg said. His company established a distribution center in Shanghai in
which Metroflor inventories finished goods of
its Engage portfolio. “Distributors build containers from this inventory and receive goods
in as little as two weeks [on the West Coast].”
lvt 101: selling
Product knowledge is critical for RSAs
BY MICHAEL RASKIN
President and CEO, Raskin Industries
t’s no secret LVT is the fastest growing floor covering category.
Isupplier
This is illustrated almost every month when at least one new
enters what is becoming an oversaturated field.
There are many reasons for the category’s accelerated growth.
One is the perception of LVT as a higher-end product than in the
past, where technology has resulted in improved styling, performance, water resistance, flexibility, acoustics, comfort and installation above or below grade. With so many LVT choices flooding the
marketplace, retail salespeople must continue to improve not only
their selling skills, but also their knowledge of new products along
with their features and benefits.
How do they do this?
1. Review manufacturers’ websites. This will help salespeople understand why LVT provides specific solutions to customers’ needs. This is critical because when armed with this
knowledge, the sales associate will be equipped to answer the
customer’s questions once she walks in the store. Listening is the
key to selling, and being informed will help in responding to
customers’ needs.
2. Take advantage of the available product training from distributors.
3. There are many subcategories under LVT, such as dry
back, loose lay, click and
adhesive strip. Understand
the use of each product
and method of installation.
RSAs should learn which
products may require
fiberglass for dimensional
stability. If a product does
have fiberglass, ask what
type of fiberglass—such as
chopped, mesh or sheet—
is used.
Elevations Interwoven is a
4. Research the
loose lay LVT suitable for any
strengths and experience
commercial application.
of LVT suppliers, along with how
their products are performing.
Asking manufacturer or distributor reps the right questions
will help RSAs make educated decisions as to which products sales
associates should offer to customers in an LVT field crowded with
many newcomers. As the late Gerald Raskin repeatedly said, “I
don’t have all the answers, but I know where to find them.” Knowledge is power, and it provides the confidence needed when selling
the right LVT product for today’s consumers’ needs. It’s up to the
retailer and RSA to evaluate information and decide which product offering creates the most confidence for the consumer.
fcnews
16 I April 13/20, 2015
marketing
How retailers promote the category
W
“
“
“
ers who don’t have a clue what the product
actually is, some marketing approaches
may work better than others. FCNews asked
retailers how to promote the category.
LVT is hot because retailers find there’s an easy story to tell. The category
hasn’t been commoditized like laminate has so it’s a win-win for the customer and the store. Homeowners don’t come in saying ‘I just heard about
LVT and I just have to have it.’ There’s no national ‘Got LVT?’ campaign.
“
—Adam Joss, co-owner, The Vertical Connection Carpet One
Columbia, Md.
“
Promoting LVT is simply a matter of educating the consumer about the
quality and beauty of a high-end LVT vs. other flooring, especially lowerend products. We explain to the customer how it may be a better choice for
the specific area she is doing.
—Bill Zeigler, owner, Charles F. Zeigler & Sons
Hanover, Pa.
“
“
ith all that LVT has to offer, it’s not
too difficult to convey its advantages
to the consumer. However, for homeown-
“
By Nadia Ramlakhan
It’s all about the visuals and ease of maintenance. We try to promote the fact you can get
real stone, tile and wood looks with all the ease
and maintenance of a vinyl floor. So when running ads room scenes are crucial so the customer can see how realistic the visuals are.
—A.J. Boyajian, co-owner, A.J. Rose Carpets & Flooring
three Massachusetts locations
I’m a hands-on person—I like visuals, so we use a lot of photos. People are ‘wowed’ by images. We put them on our website,
Facebook, Twitter, Instagram, Houzz, etc. People can see the great visuals LVT comes in whether it’s from a completed job
or new product. It’s good to be on social media because people spend hours looking at photos.
—Carrie Gustafson, marketing manager, Geneva Flooring, San Diego
A WORD FROM OUR SPONSOR: SHAW INDUSTRIES
Floorté protects and performs with new technology
Shaw’s Floorté with LifeGuard is an enhanced
luxury vinyl plank (LVP) collection that employs high-definition printing to create realistic, design-oriented styles. Introduced at
Shaw’s biannual Shaw Flooring Network convention, the precision-engineered Fold-n-Go
locking system makes
Floorté planks easy to
use, strong and durable—
ideal for any homeowner
or installer.
Over the past few
months during which
Floorté has been in the
market, it has quickly become one of Shaw’s top
sellers. Unlike many
other LVP products,
Floorté planks’ rigid LifeGuard core gives it the
ability to conceal imperfections in the subfloor.
Since less floor prep is
needed, installation time is cut down significantly, allowing the homeowner to use her new
floor sooner.
Like any floor covering, LVP is subject to
spills, and many of these spills or pet accidents
initially go unnoticed, causing them to soak into
the subfloor underneath the
floor covering. If left untouched for long, certain liquids such as pet accidents
can cause unpleasant odors
and are extremely difficult
to remove if they penetrate
to the subfloor.
Floorté is a solution designed to directly address
these types of concerns.
Floorté floors with the Fold-
n-Go locking system feature LifeGuard, a proprietary composite core that creates a virtually
impervious moisture barrier and blocks these
spills from penetrating.
Floorté products with LifeGuard are much
easier to clean and maintain than traditional
luxury vinyl products. LifeGuard protection prevents any excess moisture from reaching the
subfloor. Even spills that were initially overlooked can be later cleaned thanks to the waterproof protection.
Floorté features easy installation options,
and all styles can be installed above, on or below
grade. The locking system facilitates installation
and creates an impervious moisture barrier.
Floorté products with LifeGuard represent
a significant breakthrough in flooring protection technology. While applicable for virtually
any setting, these products are especially good choices for active
Shaw’s Floorté protects floors from spills
families and those with pets, where
and messes by virtue of its LifeGuard core, which
acts a moisture barrier.
spills and accidents are common
occurrences.
fcnews
18 I April 13/20, 2015
the latest looks of LVT
Although LVT floors are highly resistant to wear and tear,
the first thing a customer will notice is style and design.
At 9 inches wide and
6 feet long, USFloors’
COREtec Plus XL,
shown here in Gotham
Oak, is designed to
make a statement
in the home.
With advances in digital printing and other technologies,
LVT is able to replicate any stone or wood floor—down to
tiny details such as grout and registered embossing.
Metroflor’s Aspire
groutable tile helps to
create the look of real
ceramic but allows for
installation without grout
for more design options.
Manufacturers focus on blending colors and
patterns to create unique designs. Featured
here is Armstrong’s Alterna in Mesa Stone.
A WORD FROM OUR SPONSOR: MANNINGTON
Adura is complete package, for specialty dealers only
When it comes to LVT, there is no shortage of
options. But to suit anything a customer could
possibly desire, look no further than Adura,
which offers the most complete line of luxury
vinyl tiles and planks with a variety of designs,
sizes and installation options. Adura also offers
Mannington-exclusive features for performance benefits consumers won’t find anywhere
else. No matter what the customer wants, your
best bet at winning the sale is to show her Mannington Adura.
Mannington has long been known as the
style leader. In fact, the Iron Hill design has already won a 2015 award for style and design.
Other popular planks include Dockside and
Avalon, which showcase today’s popular rustic
trend. Adura tile includes realistic stones and
slates as well as marble looks like Century.
Mannington develops each design in-house, so
consumers won’t see them anywhere else.
Adura offers a variety of sizes and shapes
as well. Tiles are 16 x 16, rectangles are 12 x 24
and planks are 4 x 36, 5 x 48 and 6 x 36. Consumers can mix squares and rectangles, planks
and tiles for a truly one-of-a-kind floor.
Installation options for Adura help make
the job fast and easy with a
choice (on most patterns) of traditional glue down or LockSolid.
LockSolid is Mannington’s
patented and proprietary locking
system that offers an exclusive
no-gap guarantee.
Depending on the customer’s
preference, most tiles—and even
some plank formats—can be installed either with or without
grout.
And only Adura features
ScratchResist, Mannington’s
patented coating with aluminum
oxide that helps resist everyday
household scratches to keep
floors looking new longer. Adura
is also waterproof, easy to clean
Mannington’s award-winning Adura features ScratchResist,
an aluminum oxide coating that protects against scratches.
and maintain, and has a no
fade/stain/wear/delamination
warranty.
The Mannington brand can’t be found at big dercut by Internet-only sellers. Mannington
box stores; it is exclusive to the specialty flooring knows the consumer’s needs are best served
retailer. The company also enforces a Minimum when she receives professional service before,
Internet Pricing policy so pricing cannot be un- during and after the sale.
fcnews
April 13/20, 2015 I 19
Moduleo from IVC utilizes specialized embossing technology to
create three-dimensional textures, allowing homeowners to feel,
as well as see, the grooves in the wood design.
Adura Distinctive Plank from
Mannington, shown here in Ashford
Walnut, mimics current hardwood
trends such as wide planks, registered embossing and glazed edges.
EarthWerks’ Cambridge
is inspired by nature,
providing a realistic visual
similar to real hardwood
with added durability and
wear resistance.
lvt 101: selling
Five key selling points give LVT its edge
dure for LVT floors. There is no need for other maintenance products, other than a simple, neutral cleaner.
Product development and marketing strategy, EarthWerks
3. Color and design are strong selling points as well; today’s LVT
is
not
your grandma’s vinyl flooring. Now we are looking at the exhen it comes to selling LVT, there are many directions from
ceptional
realism that mimics the beauty of nature. The recreated
which to choose. If retailers can focus on five key points,
designs
of
stone, multiple wood species and distinctive surface texthey will be sure to answer the various questions the consumer
tures meet every need imaginable in floormay have.
ing. Colors and designs are in abundance
So, where should a retailer start? The top
when considering LVT.
selling points for LVT are easy to remember:
4. The affordable cost of using these
durability, maintenance, color and design,
products
is realized while still enjoying a
budget and resistance to moisture.
fashionable
look as beautiful as the natural
1. Durability is inherent in LVT because
materials
themselves.
Recognizing a budget
it has a solid base that enables it to withstand
is
an
important
point
in the sales process
high wear and tear. Many LVT products have
because
there
is
a
floor
to fit all types of fithe ability to be used for commercial or resnancial
situations.
idential applications, so there may be the op5. LVT is also resistant to moisture;
portunity to sell the same product in various
therefore,
leaks and spills are not likely to
segments. While warranties vary by product
cause
any
damage.
Unlike wood and wood
and manufacturer, it’s not unusual to see
composite
products,
vinyl repels liquids.
very long warranties up to and including lifeThere
are
so
many
products to choose
time wear on LVT.
from
today;
guiding
consumers
through
2. After emphasizing durability, it is now
the
important
selling
points
of
LVT
will
a great time to point out benefits of LVT’s
Today’s LVT offers advanced, realistic
help
make
every
retailer
a
little
more
sucease of maintenance. Using a simple, damp
visuals that closely mimic natural
cessful.
mop is the recommended cleaning procematerials such as wood.
BY LINDSEY NISBET
W
fcnews
20 I April 13/20, 2015
trendspotting
Is it wood or is it stone?
W
ith advances in digital printing, design
capabilities have continued to expand for
LVT manufacturers. With that, there certainly is
no shortage in realistic visuals and unique designs. One of the most recent trends in LVT is
combining the two, creating a blended
wood/stone look that has universal appeal.
EarthWerks answered to the blended
trend with its new Trenton product, offered
in 18 x 18 and 18 x 36 formats with designs
that meet the continued gray color trends
with a wood/stone visual. “It’s different because it’s not really tile and it’s not really a
wood look,” said Lindsey Nisbet, head of product development and marketing strategy. “It’s
a product of its own.”
Repose from Tarkett’s Permastone line
was designed “for those people that don’t
know whether they want wood or stone,” said
Kaye Gosline, creative director, residential. “It
was inspired by the look of wood palettes
pulled out of concrete so that you get an embossed look with it.” Repose is offered in 12 x
24, 12 x 12 and 6 x 48 formats. “Colors blend
from back to front. That’s the beauty of LVT.”
Dan Natkin, senior director of residential
products at Mannington Mills, sees the
blended trend as a response to the varying
trends and tastes for colors in hard surface
products. “Three
to four years ago
the grays were
on the cooler
side,” he noted.
“They’ve been
red hot for us,
but they are
evolving. What
you’ll see is grays
getting warmer,
leaning more toward the brown
side. Lighter and
brighter is the
other big color
trend going on.”
This leads to
blended products, which are
Mannington’s ‘lighter and
“definitely evolvbrighter’ colors are becoming. We’ve got
ing increasingly popular
marble looks
within blended visuals.
that are becoming more plank-like,
and some wood looks that are more
modular. There is a very big blend of
fashion and texture.”
Raskin’s Elevations line was refreshed to include blended visuals
with three new colors in the Tusk collection. Michael Raskin, president
and CEO, refers to these new selections as “stone wood” since the products are not exactly stone or wood. “It
has a wood texture but a stone look
with a lot of appealing color options.”
Trenton from EarthWerks answers the continued gray
trend but addresses the color with a visual that’s not
quite stone or wood.
A WORD FROM OUR SPONSOR: W.F. TAYOR
Adhesive solutions for all
luxury vinyl flooring types
W.F. Taylor makes an array of products to in- It meets building code sound requirements
stall luxury vinyl tile and plank. A major indus- with sound test ratings up to IIC 71 and STC 67.
try workhorse is the company’s Taylor The product also has Meta-Sept moisture inMeta-Tec 2091 Tuff Grip Transitional Pressure hibitor properties blocking up to 10 pounds/
Sensitive (TPS) adhesive. The Meta-Tec brand 1000 sq. ft. /24 hours per ASTM 1869 and relais a patented chemistry
tive humidity levels up to
and like no other prod90% per ASTM F-2170.
uct in the marketplace.
Acous-Tec cures to a conMeta-Tec lets installers
tinuous, level, resilient untrowel the adhesive, dry
derlayment while also
to a pressure-sensitive
providing patching, levelstate and lay tile within
ing and crack isolation
a two-hour time frame.
membrane properties to
Meta-Tec’s initial agcreate a fully sealed memgressive grab holds the
brane.
floor in place, but it’s not
Need a primer? Taylor
finished; it will then conhas that, too. Taylor Envitinue to form a highly
rotec 2025 Universal
durable, permanent and
Primer effectively primes
waterproof bond through
extremely porous floors
a curing process called
so the adhesive does not
Acous-Tec Sound Reducing Liquid
cross-linking. The cross- Underlayment Patch and Leveler meets soak into the subfloor
building code sound requirements and
linking forms a strong
pores, which may render
works with all floating surfaces.
adhesive matrix. Picture
it ineffective because not
the strength of a chainenough adhesive will be
link fence; the linking of the metal wires sym- left at the surface to bond the LVT or LVP. This
bolizes all the various ingredients in Meta-Tec primer can be used on concrete, plywood, floor
and how they work to build and maintain patch, lightweight concrete and other porous
strength.
surfaces. It is also designed to neutralize exAnother unique Taylor product, Acous-Tec cess alkali (lower pH) of concrete.
sound reducing liquid underlayment patch
All of these products are environmentally
and leveler, is for all floating floor types. This friendly and UL GreenGuard certified. Metaproduct is an industry breakthrough alterna- Tec 2091 Tuff-Grip and Envirotec 2025 are also
tive to rolled, sound-reducing underlayments. CRI Green Label Plus certified.
fcnews
22 I April 13/20, 2015
trendspotting
Manufacturers think ‘outside the square’ with
T
he term LVT is known as the abbreviation
for luxury vinyl tile, although it often encompasses the plank format as well. Some
companies such as Shaw, Mannington and
Mohawk, have given the category their own
unique spin with the introduction of LVF
(flooring) and LVP (plank).
Mannington’s Adura Rectangles, shown here in
Oasis Spring Water, comes in 12 x 24 tiles, the
company’s first non-standard format.
That being said, most retailers and consumers envision LVT as either square tiles resembling ceramic tile and stone or planks that
mimic hardwood. However, many category
leaders have developed shapes and sizes that
stray from the standard 12 x 12, 16 x 16, 18 x 18
and 24 x 24 offerings.
One of the reasons several LVT manufacturers began to develop different shapes and
sizes, particularly larger rectangles, is because
the category tends to mimic the “real thing,”
such as natural stone. As these product evolve,
so does LVT.
“A lot of what goes on with wood and
porcelain will influence the faux categories,”
said David Sheehan, vice president of commercial hard surfaces at Mannington. “We observed about four or five years ago a lot of
modular installations taking place in porcelain tile where manufacturers were market-
ing combinations of shapes and sizes. We created Adura Elements on the residential side
to mimic what was going on in stone and
porcelain installations. That’s where we began
to think outside the square, and the 12 x 24
format was our first entrée into non-standard
formats like a square or a plank.” Today Mannington offers Adura Rectangles, which features 12 x 24 tiles in both click and glue down.
Also offering a 12 x 24 size is EarthWerks,
which has had the shape in its portfolio for
some time. However, Jonathan Train, vice
president, agreed that larger selections have
become prevalent in recent years due to LVT’s
propensity to mimic natural products. “Both
stone and wood tend to be ahead of the curve
in style and design whereas LVT tends to lag
behind, which I think will always be the case
because it is bought for more functional [reasons].”
lvt 101: selling
Positioning LVT and WPC as ‘solution’ flooring
BY PAUL CULLOM
ramic or stone but are concerned about living comfort (too hard or
too cold), transition height, safety (fall risks for children or elderly)
Director of sales, Cryntel
or the mess, hassle and cost of a two- to three-day installation
process. With today’s groutable format offerings, homeowners can
VT and LVP have experienced explosive growth over the past five
get a true natural stone visual with the comfort and installation benyears, and double-digit growth is expected to continue for at least
efits that come with vinyl.
the next two to three years. This growth has been fueled in part by
Although LVT may provide a solution to
one key driver that every RSA needs to inother
hard surface products, there are still
clude in his or her sales approach.
some
concerns
about floating click LVT,
Each RSA needs to see LVT as a “solunamely
joint
strength
integrity and stability.
tion” flooring option. Today’s LVT is deWhile
LVT
is
very
stable
in regards to moissigned to visually replicate natural surfaces
ture
changes,
it
is
affected
by changes in
such as wood and stone. The key to selling
temperature.
Additionally,
LVT is a flexible
LVT is to pay keen attention to the cusmedium,
which
is
difficult
to profile and
tomer’s performance expectations and exprovides
a
soft
locking
mechanism.
With
plain how LVT may be better suited to meet
these
two
limitations
combined,
the
result is
those expectations than the natural proda
pronounced
potential
for
gapping.
uct.
WPC products have been designed to diLVP is the perfect solution for customers
rectly
address these concerns. They provide a
who want wood flooring but have concerns
LVT
can
be
sold
as
a
‘solution’
flooring
option
for
waterproof,
rigid platform that is more diabout moisture, maintenance, durability or
homeowners with high performance expectations.
mensionally
stable than LVT. Additionally,
cost. Think of it as laminate flooring without
because
the
core
is rigid it is much easier to
concerns about a hollow sound, moisture or
profile,
resulting
in
a
smoother
and
stronger
locking system. Another
expansion gaps. It is much easier to maintain than natural wood and
benefit
of
this
rigid
platform
is
that
it
hides
subfloor
imperfections,
performs well in high-moisture settings.
eliminating telegraphing.
LVT is the perfect solution for customers who are looking for ce-
L
fcnews
April 13/20, 2015 I 23
larger shapes, sizes
John Geier, technical service manager,
W.F. Taylor, added that because of the general
nature of LVT (or LVF), it can be designed to
mimic other products such as ceramic. With
that comes larger sizes.
“Resilient, or LVF, is going to mimic concretes in a bigger format tile,” Geier said.
“Those are possible now because of the make
up of the product, as it is stable enough and
durable enough to make larger sizes.”
Armstrong’s Alterna, which features 8 x
16 and 12 x 24 tiles, caters to the consumer
who is looking for something unique. “One
thing we considered was who we weren’t appealing to,” said Yon Hinkle, product manager.
“We wanted to give the customer who wasn’t
looking for the square shape but loved the
product something to maximize the capability
of custom designs.”
Customization is a major selling point for
rectangular-format LVT, as different shapes
and sizes of the same product can be intermixed to create countless unique, personalized designs.
Sheehan said he sees customization in
both the residential and commercial markets,
including Mannington’s Amtico brand.
“Amtico was doing a variety of non-standard
sizes well before we purchased the company.
The basic Amtico offering today comes with
280 visuals, and sizes like 12 x 24, 18 x 36 and
9 x 18 may be requested.”
With different shapes and sizes available
to consumers, they can customize their flooring designs that go beyond anything “suggested” by the manufacturer. “When you’re
talking about truly custom, you’re looking at
designing something from the line that does-
EarthWerks’ Colosseum comes in a 12 x 24
format, giving homeowners the ability to
create custom designs.
n’t already exist,” Hinkle said. “We get pictures
from customers that say, ‘Look what I did!’
with some kind of inset or a border look that
we didn’t have. [Dealers] may have [creative]
installations in-store. Without having to go to
an additional expense, customers can make
unique floors.”
lvt 101: wood plastic composite
Making informed decisions about WPC
BY GARY KEEBLE
dards may not perform as expected. WPC vinyl products produced
to the specification of the intellectual property holder are intended
Product and marketing manager, USFloors
to ensure the quality and dimensional stability of the WPC core.
•WPC attracts laminate consumers, too. While WPC floors atPC is a fast-emerging flooring category that has generated
tract LVT consumers, they also draw interest
interest among scores of suppliers, both
from the laminate category as many consumers
domestically and internationally. The success
view the product, due to the rigid plank, as a waof WPC has spawned a great deal of interest
terproof laminate. Unlike the HDF core utilized
from specialty retailers and an influx of comin traditional laminate floors, WPC core is 100%
peting products in the market.
waterproof and can be installed in wet areas
Here are a few things that dealers should
such as bathrooms, laundry rooms and mudknow to make informed decisions about WPC
rooms.
floors:
•WPC has added value. In the minds of the
•WPC stands for wood plastic composite,
consumer,
WPC has a higher perceived value
not waterproof core. The WPC core is a composthan
traditional
LVT in terms installed cost, verite extruded core made from wood and bamboo
satility
and
ease
of installation, and solving real
dust, virgin PVC and calcium carbonate. The exworld
problems
like imperfect subfloors and
treme dimensional stability and waterproof
telegraphing.
WPC
has been embraced by concharacteristics of WPC provides the foundation
sumers
because
it
has
offered solutions to probfor this revolutionary product.
lems
that
haven’t
previously
been addressed or
•Not all WPC core is created equally. As
even
identified
by
other
flooring
types.
with any popular product, high demand can creAs
more
WPC
options
make
their way into
ate strains on raw materials. New products comthe
marketplace,
specialty
retailers
will need to
ing into the marketplace may have WPC that
A
new
launch
from
the
COREtec
One
be
informed
and
weigh
the
track
record
of estabwas produced to a lesser standard as new suppliers scramble to keep up with the demands of Collection is Plymouth Oak, a 6 x 48 x 6.3 lished products versus the claims of new offermm plank with a 12 mil wear layer.
ings.
their customers. Products made to loose stan-
W
fcnews
24 I April 13/20, 2015
State of the industry: LVT carries the torch
esilient flooring has been all the rage
for nearly a decade now, and the category shows no signs of cooling down. After
dollar growth of 8.5% in 2013 and 5.4% in
2012 (FCNews, June 30)—industry experts
believe the category grew between 5% and
8% in 2014, this despite a very difficult
first quarter and sluggish residential sheet
vinyl segment.
Much of resilient’s growth in recent
years can be attributed to LVT, which in
2013 claimed 43% of the category’s volume, an estimated $949 million in revenue, up from $733 million in 2012, a gain
of 29.4%. That growth continued into 2014,
with insiders estimating the segment being up
between 12% and 15%.
“LVT is growing at a very fast rate,” noted
Jonathan Train, vice president, EarthWerks.
“The good news for all [LVT producers] is that
the LVT market will continue to gain market
share from other categories.”
Russ Rogg, president and CEO of
Metroflor, said business in the first half of
2014 was similar to the second half of 2013,
however, it varied by platform. “Our floating
business was steady, but it did not grow at the
pace which we had experienced in the second
half of 2013. Conversely, our dryback LVT
R
business was up considerably.”
He added that multi-family and commercial business in the retail and health care sectors were particularly strong in 2014.
Bringing it home
Domestic manufacturing is becoming all the
rage. In late 2013, a number of major players—Armstrong, Mannington, Shaw and IVC
US in particular—announced expansions or
the construction of U.S. facilities. These initiatives are designed to yield better service
thanks to shorter lead times.
“[Domestic expansion] is not necessarily
going to increase competition,” said Yon Hin-
kle, general manager, residential, tile/design, Armstrong. “Those that have announced domestic plants are already
supplying LVT to the market. The biggest
advantage to domestic supply is just that—
supply turnaround for our customers will
be better so our ability to meet their needs
will be improved.”
Rogg said importers can compete in a
number of ways, most notably having a
strong distribution network that can carry
deep inventories, supported by the importer’s distribution center on U.S. soil for
backup.
Armstrong started an expansion of its
Lancaster, Pa., LVT plant to replace product
made by a manufacturer in China.
IVC US is another player firmly planting
its feet in domestic soil. The company is now
producing LVT in Dalton, a projected $100
million investment into the local community.
“With domestic manufacturing coming upstream, everyone is thinking about a product
line that will enable success in the marketplace,” said Paul Murfin, co-CEO. “It’s only
going to make the category even more appealing as people take a good product and make it
better, not only with quality but maybe more
Continued on page 42
A WORD FROM OUR SPONSOR: IVC US
The American LVT frontier
IVC US put itself on the map as one of the pioneers for developing and manufacturing fiberglass sheet vinyl. As specialists in producing
fiberglass vinyl products of beauty, style and
durability, IVC has carried that high standard of
innovation and product dedication to its luxury
vinyl tile and plank line, Moduleo.
IVC US began running its first ever American-made LVT production spring 2015 in its
brand new LVT manufacturing facility in Dalton. The vertically integrated LVT production
factory is located on the same site as its sheet
vinyl manufacturing line. Soon, the IVC US Dalton LVT facility will manufacture all its LVT for
the entire North American market.
In addition, all virgin raw materials are
mixed and processed on-site to create the various LVT layers, including the print film layer,
wear layer and the PVC pellets used to make
backing and additional PVC layers. Plus, the
U.S. plant will feature its very own recycling facility on-site. This will enable IVC US to collect
all scrap LVT that is generated during the manufacturing process and distribute it to the recycling facility where it is reprocessed, reused and
reintroduced into the process to make future
LVT. This means that all IVC US LVT will be
made using recycled LVT content from its own
factory and not sourced recycled content from
anywhere else. As a result, from powder to finalized product, IVC US will know and control
everything that goes into its U.S.-made LVT
products.
While new SKUs and capabilities are to
come from the IVC US LVT manufacturing line,
its current Moduleo collection, featuring 48
striking wood and tile SKUs, will remain the
same throughout 2015.
In January 2015, IVC US unveiled its highly
anticipated, embossed-in-register collection:
Embellish by Moduleo. Adding more drama to
its already successful Horizon and Vision collections, Embellish features 11 larger than life
plank designs, all in extra-large format with re-
IVC continues to drive product innovation at its
new LVT manufacturing facility in Dalton.
duced pattern repeats, allowing a greater variety of planks to refashion the individuality of
nature. The unique embossed-in-register
process of Embellish manages to recreate the
perfection and realism of natural materials.
This enables end users to actually see and feel
the depths of the wood grooves that perfectly
follow the lines and knots of the plank design.
fcnews
26 I April 13/20, 2015
main street
A WORD FROM OUR SPONSOR:
KARNDEAN DESIGNFLOORING
How to make serious inroads
Value, service, support
sets manufacturer apart
By Ken Ryan
and target new customers through
prospecting. Therefore, a dealer must have
a comprehensive variety of commercial
products to offer potential customers.
uxury vinyl tile’s tentacles reach into
virtually every market segment of the
flooring industry, with Main Street commercial representing one of the biggest Installation is important
growth areas. Industry executives estimate Just as on the residential side, a good inabout 33% of commercial LVT business is staller is very important to the Main Street
now in Main Street, and that figure is likely business. Major mills offer installation
to rise as top manufacturers like Mohawk training to assist their retail customers and
and Shaw create
are willing to work
Main Street divisions
with their retail partwith LVT making
ners interested in
bigger inroads while
entering the Main
taking share from
Street business.
VCT, rubber, sheet
vinyl and carpet.
Understand
With all the rethe challenges
cent activity, some
Flooring dealers who
dealers may look to
have carved out sucset up commercial
cessful Main Street
businesses for the
businesses have a
Main Street client.
word of advice for
FCNews asked industhose who want to
try experts for their
get in: This business
Mannington’s new Main Street display
advice on how to get offers the full spectrum of product offer- is different than resistarted with LVT as
dential and mainings for this growing segment.
the catalyst.
stream commercial.
“It’s a much longer selection process
Build on local relationships
with Main Street customers,” said John
Unlike most commercial segments in Boyajian, co-owner of A.J. Rose Carpets &
which the customer is often an A&D firm Flooring, with three locations in Massaor a property manager, the Main Street chusetts. “The challenges are having the
customer may be a typical retail cus- doctor’s wife understand that not all prodtomer—theoretically the wife of a dentist ucts are created equal and there is funcor doctor down the street who wants new tionality concern and not just an aesthetic
flooring for a waiting room.
one. Larger commercial customers have it
“Main Street typically is focused on specified or have the experience to know
local relationships that are already estab- what they want.”
lished with customers buying products for
their residences,” said Keith Wiethe, chan- Seize the opportunity
nel manager for Mannington’s Main According to experts, the Main Street
Street. “We see some negotiated work and business for flooring dealers offers higher
minimal bid work type projects in the gross margins than residential, is less comMain Street channel. Also, the Main petitive, has higher volume and fewer
Street channel is very fragmented where claims, and is ripe with opportunity.
regular commercial is not. Local busi- “There is a lot of low hanging fruit out
nesses prefer to buy locally.”
there in the Main Street channel,” Wiethe
said. “If you called on 10 Main Street cusStock up on offerings
tomers I bet seven are looking to do some
The Main Street model is centered on type of project, and many are going to
dealers who can diversify their businesses want LVT.”
L
Consumers are
seeking value.
They want a
beautiful floor
that is going to
last for a long
time. With Karndean Designflooring, value
lies in the beauty Karndean’s Art Select collection, shown
of the floors
here in Melbourne, was inspired by
combined with
stones found during travels over the
their tremencourse of five years.
dous quality.
Stylish, versatile and long-lasting, Karndean’s collection
of products is ideal for almost any interior environment
from busy households with pets and children to high-traffic commercial spaces such as restaurants and hospitals.
Furthermore, all of its products are backed by a residential
lifetime warranty. Customers can rest assured their
dream floor will be the centerpiece of their space for years
to come.
The company provides retail customers with quality,
service and availability. From its team of experienced territory managers to customer service personnel, Karndean’s goal is to personally support the Karndean family of
retailers by providing them with the materials, knowledge
and service base to sell quality flooring.
Karndean works with its retailers to increase their
profit margins, increase their referrals and foster relationships with lifelong customers. It is committed to providing the service and POS necessary to maximize the
potential of its retail partners’ businesses, including design and installation training, a premium product portfolio and competitive pricing.
Karndean has focused on LVT since the very beginning. Its state-of-the-art showroom and warehouse facilities are located in Pittsburgh, Las Vegas and Dallas. These
locations allow the company to provide unparalleled inventory levels and shipping support throughout the U.S.
At the core of the company is its premium collection
of products, which is inspired by nature. Karndean is design flooring. It is a luxury flooring specialist. Karndean offers an incredible variety of design options, including
decorative borders, design strips and customizable features.
Karndean takes pride in owning and meticulously developing its beautiful and stylish product designs. The
company’s newest line of products, Art Select Stones, exemplifies the attention to detail that goes into each Karndean product. Over the course of five years, designers
traveled the world to find inspirational stones for the collection, which included the steps of a former parliament
building in Melbourne, natural hot springs in Yellowstone
National Park and a quarry in Massa, Tuscany.
fcnews
28 I April 13/20, 2015
innovation
Five things retailers need to know about WPC
By Ken Ryan
s WPC (wood plastic composite) quickly
gains traction as the hot new product in
the flooring industry, specialty dealers are
faced with many challenges—from explaining
the features and benefits of WPC to their customers to effectively merchandising this new
classification of product in their showrooms.
FCNews spoke with industry experts on
what dealers need to know about WPC.
A
What is WPC exactly?
WPC is a composite material made of thermoplastics, calcium carbonate and wood flour. Extruded as a core material, it is marketed as being
waterproof, rigid and extremely dimensionally
stable. In the case of COREtec Plus from USFloors, a veneer of luxury vinyl is layered on top
of the coreboard and cork underlayment is attached to the base for sound abatement and en-
hanced comfort underfoot (see diagram on facing page). COREtec Plus is positioned as a premium engineered waterproof luxury vinyl floor.
Shaw calls its product EVP, for enhanced
Floorté, Shaw’s enhanced vinyl plank, is
targeted to the customer who wants a
waterproof floor with high durability.
vinyl plank. Named Floorté, the company said
the product is dimensionally stable, waterproof and offers a greater density than WPC.
“In addition, our locking system is the
only one in the industry that we are aware of
that is tested using the same standards as
laminate flooring,” said Carr Newton, vice
president of residential resilient and laminate
for Shaw Floors. “We pass the caster chair
test with flying colors—in excess of 25,000
cycles. Other products in this category have
shown to come apart at as few as 3,900 cycles. Based on those differences, we consider
our product to be in a category by itself.”
How does it differ from LVT?
The main differences from a consumer standpoint are that it is waterproof and can go over
most subfloors without much prep. Traditional vinyl floors are flexible, and any unevenness in the subfloor will transfer through
A WORD FROM OUR SPONSOR: RASKIN INDUSTRIES
Company brings LVT from niche to mainstream
Gerald Raskin first identified the LVT market
for the U.S. in the 1980s. When he passed in
1994, his son, Michael, now company president
and CEO, began dedicating his career to building Gerald’s vision. The last 20 years were instrumental in bringing the LVT category from
a niche market to what is now mainstream.
Understanding the culture of the Asian
market allows Raskin to turn an idea into a reality and build the proper support to maintain
market share. Being agile is an advantage in
today’s market, and Raskin’s vast experience
can get quality products to the market
quickly. “It is important to be selective and
strategic with your product offering and understand how to use the strengths of your suppliers and distribution partners,” Michael
Raskin said.
Raskin is focused and driven, working to
create innovative products along with superior
design. “I believe our distributors wanted to be
part of the opportunity to capitalize on Raskin
products, including Elevations and Gravity Grip
Flooring,” he added. “We are backing up that decision. In today’s crowded market, you need to
stay ahead with innovation and design.”
Furthermore, Raskin Industries has deliv-
ered products that have
a claim rate below 1%
due to strict requirements with overseas
suppliers. Raskin floors
are engineered to specification and exclusive
to the company. Also,
the company’s marketing is unique for the
flooring industry and
built for today’s market
and consumer. Raskin
offers competitive pricing with a strong marTusk is a new introduction to Raskin’s Elevations
keting package, which
collection featuring three stone/wood designs with a
is critical since this
chattered embossing in a 12 x 24 format.
market will only become more competitive. The company delivers the entire package ness and can be mixed and matched (excluding
and does not overcharge, allowing distributors the Loft collection, which is a 4mm). Dependand their customers to maintain healthy profit ing on the setting this product can be installed
with the company’s loose lay technology with
margins.
This year at Surfaces, Raskin introduced R88 pressure-sensitive spray adhesive around
new collections, designs and colorations to its the perimeter or full spread if desired. Raskin
prevailing line Elevations. Elevations features also added two new collections to its dryback
a Gravity Grip backing with its 5mm extra thick- line, Formations.
fcnews
April 13/20, 2015 I 29
the surface. WPC products have a
distinct advantage since the rigid
core hides subfloor imperfections.
In addition, the rigid core allows
for longer and wider formats, such
as 9 x 72 inches.
What are its advantages
over laminate?
The big advantage over laminate is
that it is waterproof and suitable for
environments in which laminate
shouldn’t normally be used—typically bathrooms and basements that
have potential moisture infiltration.
WPC products can be installed in
large rooms without an expansion
gap every 30 feet, a requirement for
laminate floors. The vinyl wear layer of WPC
absorbs impact sound to make it a quiet floor.
WPC is also suitable for large open areas (basements and Main Street commercial) because it
doesn’t need expansion moldings.
Which categories do
WPC products threaten?
Laminate is the main category it is taking sales
from and some LVT. Most experts don’t see it
taking from hardwood or ceramic sales.
Where is the best place to merchandise WPC in the showroom?
Some retailers have WPC sandwiched
between laminate and vinyl since it is
the ultimate “crossover.” Most retailers
have WPC displayed in the resilient
section while others believe it will
eventually become is own category and
thus merit its own display area.
Gary Keeble, product and marketing manager for USFloors, said dealers can get very creative with
merchandising
products
like
COREtec Plus that have a great story
to tell. “Many COREtec Plus dealers
display pieces of COREtec Plus in a
fish tank full of water, even with goldfish, to demonstrate the waterproof
features of the products.”
Shaw recommends Floorté EVP be marketed in the resilient section as it is a key component of Shaw’s Resilient Solution Center,
which includes four merchandising units.
lvt 101: selling
Understanding LVT is first step to selling
BY JIMMY ALEXANDER
is no better choice than grip-strip LVT. But it’s important to get to
know the substrate. Grip-strip systems are not ideal in high moisProduct manager, Metroflor
ture areas or where there are high pH levels because the adhesives
that join grip-strip products can break down. In those environments,
ith so many LVT options available in the market, it’s imporclick products provide a better solution as they are waterproof, don’t
tant for retailers to understand and recommend the optidepend upon glue and are easily replaced if damaged. Click LVT
mum product solution to the consumer. Assessing the specific end
products can also be laid directly over most
user’s environment, including everything
existing subfloors for faster and easier instalfrom day-to-day usage patterns to the existlation.
ing subfloor, is the best way to help her
LVT offers many advantages over natuchoose the right flooring for her needs.
ral
products.
For example, groutable LVT tile
While most LVT manufacturers have sinis
a
great
alternative
to actual stone or cegled out either click, grip-strip or the newer
ramic.
This
allows
the
retailer to promote
loose lay installation systems, the retailer
value,
speed
of
installation,
warmth undermust first have sufficient knowledge to unfoot
and
easier
maintenance
without the
derstand the pros and cons of each method
drawbacks
of
traditional
ceramic
tile. The adin order to recommend the correct product
dition
of
grout
can
be
positioned
as an aesamong the myriad options.
thetic
improvement
to
add
realism.
Most of
Dryback or glue down products are the
all,
the
durability
of
LVT
can
win
over
the
most reliable option for areas where heavy
Aspire by Metroflor’s Vienna collection, shown
here
in
Silvery
White,
is
groutable,
an
aesthetic
most
stubborn
“it’s
not
real”
objections.
appliances or permanent cabinets will be inimprovement for added realism.
Providing the correct product at a good
stalled as well as for commercial environvalue
is vital to customer satisfaction and
ments in areas where heavy rolling loads
loyalty
for
a
flooring
retailer.
The bottom line is to make sure the
such as carts and pallet jacks are used.
customer
doesn’t
have
to
leave
the store to have her flooring needs
If speed of installation and maintaining the stability associated
realistically met.
with connecting floating planks to one another are key factors, there
W
fcnews
30 I April 13/20, 2015
issue
what you pay for—and this involves not just the
product’s performance, but also the ingredients
that are used to make them. The LVT industry
offers a broad range of specification and installation methodologies across a spectrum of
price/value options so dealers can offer their
customers the proper and most profitable solution. We believe the professionally installed,
already seeing some degree of commoditization, with newcomers taking the fastest path to
Continued from page 3
gain a foothold with low price. “Is it a good
value? Time will tell. Our LVT business contincapacity. While there may be some degree of
ues to be very strong, and we are very fortunate
price erosion within LVT, its growth, particuto work with top LVT suppliers (Mannington
larly in commercial applications where perand Metroflor) that continue to make innovaformance outweighs price, will safeguard
tion and value key priorities.”
against following the same path as laminate.”
Torrey Jaeckle, vice president at
Today’s marketplace readily accepts LVT
Jaeckle
Distributors in Madison, Wis.,
as a leading solution to a gamut of flooring
said
that
when laminate first came out, it
challenges. “Historically, the market viewed
was
an
exciting
and innovative product;
LVT as a fantastic solution for a host of comhowever,
it
always
had the “clicky” sound
mercial and project-oriented applications,”
problem.
“LVT
doesn’t
have that issue.
said Scott Rozmus, president of FlorStar, a
You
walk
on
LVT
and
often
have to get
top 20 distributor. “LVT’s versatility allowed
down
and
inspect
it
to
determine
if it’s
the category to migrate into builder, multi[natural
material]
or
fake.
In
addition,
family and residential remodeling applicaLVT tiles are groutable and do a far better
tions. LVT’s greater ability to provide
job of simulating actual stone or tile than
value-added differentiation within its own
laminate can. While pricing pressures are
segment may shield this category from pure
already evident and certain to continue
commoditization. The large space in which
LVT operates has, in turn, afforded manu- Higher-end looks, such as this Metroflor tile ice visual, can materializing, the various LVT brands will
separate LVT from the low-price entrants in the market.
more easily be able to defend their value
facturers the means of introducing differenproposition. In addition, laminate began
tiated product across a wider front, ebbing
the march toward commoditization.”
higher-service model provided by independent to become known mostly as a DIY product,
Rogg said many new or less experienced LVT flooring retailers across virtually all resi- with price being king. I don’t think that will be
manufacturers have been entering the LVT cat- dential and commercial applications is a hedge the fate of LVT because there is a large continegory with low-price entries, the results of against commoditization. We are confident the gent of consumers looking for a professionally
installed floor who are drawn to the value that
which are borne out by the questionable qual- category will continue to grow and thrive.”
Theis said the flooring industry is, in fact, LVT brings to the table.”
ity of the product. “As the saying goes, you get
A WORD FROM OUR SPONSOR: ARMSTRONG
Products fit for any lifestyle, selling style
When groutable LVT hit the market, products
like Armstrong’s Alterna engineered stone
completely transformed the traditional tile
category for many flooring retailers who recognized its appeal over ceramic. Durable engineered stone construction makes Alterna tiles
tough enough to stand up to a lifetime of activity in a home. Alterna groutable tile offers customers affordable products that are stylish,
unique and durable, and gives them a viable
choice over ceramic tile floors. Consumers like
that Alterna flooring is softer and warmer than
traditional ceramic tile, and just like stone and
ceramic, it's visually appealing and durable. A
comfortable surface makes Alterna tiles
warmer to the touch, kinder to the feet and easier to care for in any room of the home.
Armstrong’s Luxe Plank flooring offers a
wide range of product solutions and a variety of
remarkably realistic designs, brought to life
with brilliant colors and authentic textures.
Luxe Plank with FasTak Installation is visually
stunning, highly water resistant and incredibly
durable. The striking designs replicate the exquisite color, texture and fine detail found in authentic hardwood and natural stone. Unlike
ordinary LVT, Luxe Plank is structurally reinforced to resist rips, tears and gouges caused by
appliances, furniture and active households.
The beauty and performance of Luxe Plank
Armstrong’s Alterna groutable tile is
warmer and softer than ceramic tile yet
durable enough for an active household.
flooring now features FasTak Installation—the
quickest and easiest installation available; no
glue, pads or special tools are necessary.
Armstrong is transforming the flooring retail showroom and changing the way products
are shown in-store with a new modular merchandising system for all its hard surface products, including LVT. The format is versatile,
regardless of regional preferences or store size,
making it accessible for any dealer. These displays simplify both the shopping process for
consumers and selling process for RSAs.
Armstrong.com is a valuable resource for
consumers to learn about its products and a
lead-generating machine for dealers. It helps
deliver knowledgeable customers to the retailer’s door, helping to close the sale.
A redesigned armstrongconnect.com is the
dealer’s destination to learn first-hand about
Armstrong's new product offerings. The site offers a wealth of content, including key product
information, videos, sell sheets, launch information, warranties, images and more.
fcnews
32 I April 13/20, 2015
installation
Exploring the different options for securing
By Ken Ryan
he benefits of luxury vinyl tile are not limited to the product’s durability, versatility
and aesthetics. LVT is also easy to install,
whether by glue down, click or loose lay.
That said, the importance of correctly
matching method and application is a conversation dealers must have with their customers,
according to retailers and manufacturers who
market LVT.
It all starts with a quality product. The better the product, the easier the installation.
Next, a clean, dry, level subfloor is imperative.
Many suppliers market LVT-oriented underlayment designed to smooth uneven subfloors
while also providing moisture and sound-absorption barriers.
T
Glue down
FCNews spoke with several retailers who prefer
the glue down method because it is a safe choice
and a process with which their installers are fa-
miliar. “As of recently we’ve started selling glue
down,” said Jeremy Winges, co-owner of 3 Kings
CarpetsPlus in Fort Wayne, Ind. “The material
itself is less expensive and our guys actually like
installing it better. We now feel like the glue
down product is less likely to have problems
down the road.” Bill Huss, owner of D&M Flooring Amer-
Clarita, Calif., said with glue down “there’s no
hollowness, it’s more secure to the floor, a much
better installation. It’s usually the only way we
sell it, and people love it.”
Michael Raskin, president and CEO of
Raskin Industries, said many veteran installers
are familiar with the glue down approach and
prefer that method because they are accustomed to it.
If there is a disadvantage to glue down installations, it is that it takes longer to complete
than loose lay and can be more expensive. “In a
market with a high labor rate, that could be an
issue because it comes down to time, and time
is money,” Raskin said.
Uniclic’s system enables users to engage
the flooring panels via two methods—angling
and snapping, making it one of the easiest
locking mechanisms.
Grip-strip/loose lay
Floating and grip-strip LVTs serve as more than
a quick and easy glueless installation option;
they’re often the only suitable solution for highmoisture areas that would damage wood-based
products or destabilize an adhered vinyl installation, according to experts. ica in Appleton, Wis., said glue down typically
provides a more stable finished product, while
Barry White, owner of Carpeteria in Santa
lvt 101: installation
The importance of using the right underlayment
BY JACK BOESCH
dropped objects. The STC test evaluates the effectiveness against airborne noise, such as voices, TV and stereo systems. In fact, underlayment is sometimes used to get the necessary sound ratings when LVT is
nderlayment engineered specifically for use under glue down and
installed in multi-family dwellings and the flooring has not been tested
floating LVT is one of the newer innovations in the
or does not meet prevailing standards.
underlayment/cushion business and can offer several benefits for many
If the underlayment under LVT is very thin, then it works well in
installations. Underlayment well matched to the hard surface finished
concert with the luxury vinyl tiles or planks to minimize the overall
flooring can be a key component in a high-performing
height of the finished floor in comparison to adjacent
floor assembly.
floors. Thinner underlayment could also eliminate the
Full-featured underlayment designed for under LVT
need to undercut closet or room entry doors.
offers support, noise reduction from impact and between
Underlayment that features a moisture barrier will
floors, protection against moisture, and a measure of
help dissipate water or other spilled liquids that might
cushioning that provides greater comfort when walking.
seep under the finished floor.
Underlayment can also reduce minor subfloor imperfecUnder floating LVT, underlayment protects the untions, which helps in ensuring a smooth surface on which
derside of the floor from possibly abrading against the
to install the flooring.
subfloor as the floating floor ever so slightly expands
With respect to sound control, underlayment for LVT
and contracts repeatedly over time.
can provide welcome, healthy ratings for both IIC and
At relatively little added cost compared to the price
STC sound tests. The IIC test evaluates the effectiveness
of LVT and its installation, a customer who opts for unof sound deadening—the ability to block impact sound by
derlayment designed especially for the category can
The right type of underlaymeasuring the resistance to the transmission of impact
reap many advantages both during the installation and
ment helps reduce sound
noise or structure-borne noise such as footfall or
and protect against moisture. over the life of the floor.
Director of marketing, MP Global
U
fcnews
April 13/20, 2015 I 33
lvt 101: installation
LVT floors
Grip-strip is increasing in popularity as a faster and less complicated
method of installation, targeted to
high-traffic commercial environments.
Retailers who opt for loose lay say a
tile can be replaced easily if damaged
or flooding occurs. Karndean Designflooring developed a loose lay plank
that boasts superior dimensional stability, does not curl and does not move or
gap as long as it is correctly installed.
Many loose lay systems must be installed flush against the wall and do not
require glue or tape. A problem could
arise in settings in which no two walls
are straight. FreeFit is one company
that came up with a solution to irregular-shaped spaces: a double-sided tape
and adhesive designed to secure
perimeter tiles and planks.
A primary benefit of loose lay is
saving time with the installation.
“Compared to a strip or click, you don’t
have to line up the loose lay floor and
attach it,” Raskin said. “With click you
have to angle it, and that takes time.”
Eric Langan, president and owner
at Carpetland USA in Davenport, Iowa,
said his installers and DIY customers
prefer the floating method because installation is “quick and easy, as is the repair if necessary.” As for disadvantages, Wirges of 3
Kings Carpet has found that loose lay
LVT should not be installed in rooms
exposed to direct sunlight for long periods of time. “The sun beating down on
the floor can cause buckling.” He recommends hanging blinds or window
shades, as well as using UV window
film that provides a barrier between the
floor and ultraviolet radiation that can
damage LVT over time.
Locking systems
Locking systems have been a proven
method of installation with hardwood
and laminate flooring, so it only goes to
reason that LVT would follow suit.
Laminate and hardwood manufacturers across the globe license patented
click systems from Välinge and Unilin,
Following instructions
necessary for success
BY ANGELINA CEBRIAN
An example of Välinge’s
angling-angling installation.
and many are now incorporating those
systems into their LVT products.
Välinge’s two main locking systems
are the 2G and 5G. The 2G/2G or
2G/fold down are used for products up
to 3mm thick; for LVT products 4mm
and thicker, 2G/5G can be used as well
as 2G/2G and 2G/fold down.
“2G is always used on the long side
of the product, the side that is angled
down,” said Susanne Hjorthagen, key
account manager at Välinge. “The benefit with 5G fold down is that it is a single action installation method,
meaning the panel only needs to be angled down and the short side will automatically be locked by the flexible
plastic tongue which keeps the panel
from vertical movements on the short
side. The flexible tongue is inserted to
the panel during production of the
locking system.”
More than 25 companies have already signed a license for the use of
Välinge’s 2G mechanical locking system on LVT, and more than 15 have
signed a license to use 5G; production
of 5G in LVT flooring started in 2013.
Unilin’s Uniclic system features a
distinctive tongue-and-groove shape
that establishes a tight connection during installation. The planks can be installed two different ways: Installers
can position the panel to be installed at
an angle of 20 to 30 degrees. By moving the panel gently up and down while
exerting forward pressure, the panels
will automatically click into place.
Users can insert the tongue into the
groove or the groove into the tongue.
(The tongue into the groove is easiest.)
A potential disadvantage of click is
that the click mechanism has on occasion been difficult to lock; in some
cases the click edges can break.
Marketing communications manager, IVC US
ith the popularity of luxury vinyl tiles and planks
W
sharply growing among today’s consumers, it is imperative to understand exactly how the product is installed—both for click and glue down applications.
Regardless of how
much experience
a flooring installer
has, the installation of LVT products are unlike
Expert installation is key for a
any other vinyl
longer lasting floor.
flooring system—
or any flooring system for that matter. Because of this, the
industry has seen many LVT flooring jobs incorrectly installed simply due to lack of knowledge or LVT experience.
To help reduce a business’ claim ratio as it relates to
improper installation, it is crucial that installers understand the difference between proper and poor installations. They should be sure to read through the
installation manuals of all the LVT products the store
carries and are aware of the following:
• The installer should have all the tools and products
necessary to install prior to the installation. Too many
times things are overlooked because the necessary material was not on the job.
• The product must be properly acclimated in the environment in which it will be installed (not in the garage,
for example).
• Flatness of the subfloor where the LVT is being installed is essential, as well as the proper underlayment.
Check to ensure both are acceptable and compatible with
that manufacturer’s LVT products.
• Properly preparing the subfloor in accordance with
that LVT manufacturer’s installation manual is vital. Not
all LVT is created equally, so never assume one subfloor
prep recommendation is appropriate for all LVT installations, particularly when adhesives are involved. Improper subfloor preparation is a big issue currently and
one that is easily solvable if time is taken to read the instructions.
• With most LVT click products, it is not necessary to
bang the planks or tiles into place with a rubber mallet.
The locking systems on LVT products are specifically designed for easy, trouble-free installation. There is no
banging required or the integrity of the click system may
be damaged.
34 I April 13/20, 2015
installation
fcnews
A WORD FROM OUR SPONSOR:
MOHAWK
Eight tips to help retailers A ‘Simplesse’ solution
sell groutable tile
for high-traffic areas
W
ithin the growing
LVT segment is a
subcategory that is also
gaining ground: groutable
LVT, otherwise known as
groutable tile (GT). But in
order to sell and install
these products successfully, what should retailers
and installers know about
GT, and how should sales
associates sell them to the
end user? Here are eight
facts about groutable LVT:
1. Grouts used for LVT
Part of the Adura collection, Avalon features a
weathered wood look that draws inspiration from
products are generally a
the natural beauty of the seashore.
little “elastic” versus
“rigid-setting” as with traditional ceramic, according to Russ Rogg, 18 x 18 and 12 x 24 sizes.
president and CEO of Metroflor. “This is
3. The key to selling GT for the rea necessary characteristic. Drying times tailer is to be creative, Foster said. “Install
and cleaning techniques may vary for a display floor with grouted products and
LVT grouts as opposed to ceramic grouts, ask consumers to ‘foot test’ it against a ceso mechanics should be encouraged to ramic floor. Also, when possible, show
read the installation instructions on the full-size samples to enhance the look of
grout packaging to ensure a successful in- the LVT and stress its maintenance feastallation.”
tures—damp mopping only and using a
Metroflor’s groutable LVT offering, neutral pH cleaner for heavier soils. No
Aspire, is also a floating product, which chemicals, detergents or harsh cleaners
is a little unique, Rogg noted. He recom- are needed.”
mends the use of custom spacers the
4. Grouting may be done immedicompany has developed to complement ately after installation or the following
the product. “It makes installation a lot day, according to Yon Hinkle, general
easier and faster, and results in consis- manager, residential, tile/design, Armtently spaced grout lines throughout the strong. He noted the company’s versatile
Alterna product can be installed with or
project.”
2. LVT grout never needs sealing, ac- without grout. “While both looks are
cording to Jim Kups, technical manager popular, the grouted option provides a
for Novalis. “It’s a more cost-effective in- more authentic stone or tile look.” He
stallation compared to other hard sur- stressed that only Armstrong premixed
faces. No additional underlayment is sanded acrylic grout be used during apneeded, and there is no mixing of grout.” plication, as traditional cement grouts
The Novalis groutable LVT offering cannot be used with Alterna.
5. There are two schools of thought
is a 2.5mm product featuring a microwhen
it comes to how groutable LVT
beveled edge, which allows it to be
should
be promoted to the consumer, acgroutable, noted Julie Foster, marketing
and sales manager. “It also provides a 12 cording to Metroflor’s Rogg. The first is
mil wear layer with ceramic bead parti- to market, sell, position and promote the
cles to give it the look of real ceramic product for what it is, which is LVT. “But
Continued on page 36
tile.” Novalis groutable LVT is available in
Always an innovator in flooring technology as well as transforming traditional flooring styles, Mohawk once again
meets consumer demand with groundbreaking products.
Luxury vinyl tile (LVT) from Mohawk is quickly emerging
as another popular, luxurious option with functionality and
style to spare. Who can blame consumers for falling in love
with the stellar combination of appearance, durability, cleanability and comfort that LVT provides? And as retailers are
learning just as quick, the ease of installation is a major,
clinching LVT selling point.
Simplesse is Mohawk’s first-ever branded
LVT collection and features glueless installation,
allowing retail partners
the opportunity to take advantage of the luxury vinyl
category’s growth and capture sales. Mohawk’s
patented Uniclic technology outpaces all other
glueless locking systems
in reliability and joint inSimplesse, Mohawk’s first
branded LVT collection,
tegrity. Planks simply click
features
glueless installation.
into place with zero adhesives required for a fast,
easy and worry-free installation that all busy homeowners
can appreciate. There are some useful Simplesse installation tips for retailers to provide consumers during a sale:
1. A Simplesse LVT floor can be walked on immediately
after installation.
2. Retailers can’t “net-set” a Simplesse LVT floor.
3. A Simplesse floor does need to acclimate since it’s a
floating floor and will take 48 hours to do so.
4. Mohawk offers transitions, T-molds and reducers that
most companies do not.
Now that everyone knows all about the incredibly easy
installation, what are other reasons LVT is making such a
successful impact for retailers?
Mohawk LVT is as beautiful as it is durable, an outstanding choice for high-traffic areas thanks to its scratch and dent
resistance. LVT also provides tremendous versatility that
consumers cherish since it is virtually waterproof, and that
allows it to be installed anywhere, even in wet areas like
kitchens and bathrooms.
Yet another great point to leverage with customers: Mohawk Simplesse LVT is made from 100% virgin vinyl and contains no recycled content. Many competitive brands have
LVT products that contain heavy metals, mercury and harmful chemicals.
fcnews
36 I April 13/20, 2015
installation
Continued from page 34
with this approach, it must also be communicated that the addition of grout is an aesthetic
improvement to add realism to the installation versus an LVT without grout. It’s very important to emphasize this attribute to make
the groutable LVTs stand out from the nongroutable varieties.”
6. The second school of thought, he
noted, would be to market, sell, position and
promote GT as a direct alternative to real
stone or ceramic. “This allows you to promote
value, speed of installation, warmth underfoot, ease of maintenance and all the virtues
of LVT—without the drawbacks of ceramic.”
John Geier, technical service manager,
W.F. Taylor, also believes GT can be positioned as a substitute for real stone and ceramic products. He thinks retailers should
promote the fact they’re warmer and softer
underfoot compared to ceramic tiles and
stone, and dropping a heavy object on
groutable tile will not greatly affect the surface and body of the product.
GT can also mimic the look of ceramic tile
and stone, he noted, highlighting color, surface texture and the rectified and rounded
edges of ceramic and stone. “The size of
groutable tile will vary, but typically the most
popular selling sizes are 12 x 12, 18 x 18 and
24 x 24, and they’re much easier to transport
compared to ceramic and stone tiles.”
7. The cost of installation and subfloor
prep for GT is 50% less compared to ceramic
and stone, Geier said. “It isn’t as messy to install and can be completed in a day, grouting
included. Ceramic and stone can’t make the
Metroflor’s groutable LVT offering, Aspire, can
be used with the company’s custom
spacers for consistently spaced grout lines.
Shaw's Resort Versailles groutable LVT comes in four configurations: 16 x 16, 8 x 8, 8 x 16 and 16 x 24.
‘one-day installation’ claim.”
8. The grout used is water-soluble until it
dries, so it’s easy to remove, and cleanup is a
snap during the installation process. “Short-
and long-term maintenance of groutable tiles
is simple,” Geier said. “Using a pH neutral,
hard surface cleaner is usually recommended.”
A WORD FROM OUR SPONSOR: MP GLOBAL
LuxWalk sound supressing
underlayment for LVT
LuxWalk is a new underlayment from MP
Global Products that has been engineered
specifically for floating or glue down luxury
vinyl flooring. Providing full subfloor coverage, LuxWalk soothes impact sound and floorto-ceiling noise and carries impressive IIC and
STC sound test ratings. It also adds just the
right amount of cushioning under LVT and retards movement of flooring installed over it,
helping minimize any abrasion of the underside of the LVT and reducing impressions and
indentations that can occur.
Made from a polyethylene film that incorporates blended recycled polyester fiber (derived from soda bottles diverted from landfills)
with hot-melt adhesive, LuxWalk, with 31%
post-consumer recycled content, is LEED compliant and can contribute to MRc (Materials
and Resources credits) 4.1 - 4.2.
In the IIC test, designed to measure the impact sound transmission performance of a
floor-ceiling assembly in a controlled laboratory environment, 4.2mm luxury vinyl planks
installed over LuxWalk and 6-inch concrete
with suspended ceiling achieved an impressive
sound rating of 72.
In the STC test, which measures the soundinsulating property of a partition element expressed in terms of the sound transmission
loss, 4.2mm luxury vinyl planks over LuxWalk
and 6-inch concrete with suspended ceiling
achieved an outstanding rating of 66.
LuxWalk’s noteworthy sound test results—
both appreciably higher than the ratings the
International Building Code suggests—provide
LuxWalk will not
perceptibly raise the
finished floor height
yet is sturdy enough
to smooth minor
imperfections
in the
subfloor.
undeniable documentation that can be shared
with building inspectors who are evaluating
sound suppression, whether or not the LVT
manufacturer has independently tested for
sound reduction.
At 25⁄1000-inch thickness, LuxWalk will not
perceptibly raise the finished floor height yet is
sturdy enough to smooth minor imperfections
in the subfloor. In addition, its heavy-duty design improves the way LVT handles potential
harmful moisture. LuxWalk carries an excellent water vapor transmission rate of 273
grams per 100 square inches per day.
When it comes to pairing new LVT for commercial and residential installations with an
underlayment, value-adding LuxWalk is a perfect partner. It is available in 3' x 6'8" rolls for
easy installation.
fcnews
April 13/20, 2015 I 37
lvt 101: selling
Floor covering dealers should tout LVF’s luxury, value
products are water, mildew and stain resistant; liquid spills simply stay
on the surface and can be wiped away easily. If a customer is looking for
a product that will truly pass the test of messes and spills, LVF provides
uxury vinyl flooring (LVF) is not only an incredible selling tool for
that solution. The ease of maintenance and cleaning for LVF make it a
the retail sales associate, but it is also the perfect solution for
valuable product for customers who lead a busy life.
homeowners. It provides the best of both worlds—luxury and affordFinally, a customer who purchases LVF can choose the installation
ability—for customers. Plus, it is extremely durable for busy and active
method that best fits her needs, whether it is glue down, click or loose
homes. As proof, it stood the test of Grand
lay. This range of options allows the consumer
Central Station in New York City during
to start enjoying her new floor sooner. Also,
the most heavily trafficked time of the
because of the way it’s installed, LVF is softer
year, so it can definitely withstand the
underfoot, which means it can offer a bit of
traffic in customers’ homes.
quiet serenity to busy homeowners.
A customer can truly have it all with
LVF is a powerful product when a cusLVF:
beauty, durability and ease of maintetomer has fallen in love with a beautiful
nance.
It’s a great solution for customers
handscraped hickory hardwood floor but
who
want
all the luxury of a wood, ceramic
may be looking for something more affordtile
or
stone
floor. With LVF, retail sales asable. A retail sales associate can offer apsociates
can
offer
customers peace of mind
pealing visuals and point out the realistic
with
this
dynamic
combination that will
look of handscraped wood in LVF as well.
stand
up
to
the
tests
of real life at a more afAlso, with LVF spills and messes are
LVF provides luxury and affordability to homeowners
not a problem, unlike hardwood floors. The with active lifestyles, easily resisting stains and spills. fordable price.
BY NATALIE CADY
Director of hard surface marketing, Shaw Industries
L
fcnews
38 I April 13/20, 2015
cleaning and maintenance
Proper floor care is key
O
nce a retailer has closed an LVT sale, it’s
important to properly advise the customer on how to care for her new floor. The
right cleaning and maintenance means a
lower chance of the end user contacting the
dealer from whom she purchased with complaints that could have been easily avoided.
For the first 24 hours, a newly installed
LVT floor should remain untouched; cleaning should be avoided for the first two days.
A number of manufacturers suggest using
protective mats on floors to help protect
against dirt, grit and any substances that can
cause wear or damage. Rubber- and latexbacked, along with coco-fiber mats should be
avoided as they cause staining and discoloration of the floor.
Regular cleaning for LVT is fairly basic.
Loose debris should be removed with a soft
broom/sweeper or dust mop. After that, a
damp mop with a recommended cleaner is
ideal. Bleach, household cleaners or any other
detergents should not be used on LVT. Some
LVT manufacturers make their own cleaning
solutions, an easy sell when closing the deal
Some LVT manufacturers offer
cleaning products, which can easily
be sold as add-ons.
on a new floor.
Spills should always be cleaned up immediately to avoid any residue or spots and stains.
A number of common products such as nail
polish, lipstick and permanent markers can
cause discoloration, so any contact they have
with LVT should be addressed right away.
The following steps work best when
cleaning spills that may potentially cause
damage:
1. Wipe immediately with a paper towel
or cloth.
2. Spots that have already dried might be
removed using a plastic scraper.
3. The area should then be washed with a
recommended cleaning agent, diluted, using
a damp cloth or sponge.
4. More stubborn spots might be removed
with a nylon sponge.
5. Should the spot still remain, moisten a
cloth with clear, odorless mineral spirits and
rub with circular movements
over the whole area (should only
be used in a well-ventilated
space).
If a consumer is having LVT
installed in a room with furniture, protective pads or cups
should be applied to the legs/feet
of the pieces. This will help prevent any denting, scratches and/or discoloration. Heavy furniture or appliances that will stay in place for
long periods of time should be equipped with
flat, non-staining composition furniture casters or cups of appropriate size. Swiveling casters should be applied to any mobile
appliances and furniture, and should be at
least 2 inches in diameter with non-staining
hard rubber treads at least 3⁄4-inch wide.
Other tips:
•Make sure curtains, blinds and drapes
are closed during periods of strong sunlight.
Too much exposure to the sun can cause fading or discoloration.
•Avoid wearing high heels—they can
cause scratching, scuffing and dents.
•Be careful when using matches, lighters,
etc., as high heat and flame will cause damage.
A WORD FROM OUR SPONSOR: EARTHWERKS
A brand dealers can trust
Guiding customers to a quality LVT brand that retailers can trust is critical. With so many brands
out there, knowing the differences between
brands is key. As such, EarthWerks dealers have
come to recognize its brand for more than three
decades of LVT pioneering experience in distinctive designs, diverse functionality, installation,
unique service and dependable availability.
EarthWerks produces one of the industry’s
largest collections of quality crafted proprietary
designs—tried and true products as well as
unique and trendsetting styles. Its designs are inspired by nature with an attention to detail that
captures the essence of nature’s beauty. Sold in
more than 50 countries, EarthWerks seeks upcoming trends to provide products with innovative design and technology. This is a distinct
customer advantage and difference dealers can
see.
The company’s factories employ production
methods and technological advancements that
continuously meet the highest global standards.
Executives and employees alike believe quality
products begin with better ingredients, and they
confidently back all their offerings. In fact, the
company has been in the LVT business
EarthWerks has
longer than most of its warranties. EarthWerks warranties directly reflect the vast become known as
a pioneer to its
performance attributes of each product it
dealers
due to its
carries, allowing end users to choose the
bold color and
brand with confidence.
design options,
EarthWerks LVT is supported by one of
especially those
the best and largest distributor/dealer
included in
networks in the country. More than 350
its Cocktail
SKUs are readily available. Dealers can
collection,
shown here in
take comfort in knowing they can get
Blue Lagoon.
what they need, when they need it.
Furthermore, proper installation is
necessary for long-lasting floors. That is why
EarthWerks has dedicated personnel to handle
technical needs who are just a phone call or down, loose lay, click, beveled edge and
email away. Customer confidence reflects on grouted—something not every manufacturer can
everyone involved—from distributor to dealer to boast. The company continues to lead the market in innovative design, manufacturing excelcustomer.
EarthWerks offers a product portfolio with a lence, dependable service and availability.
full range of installation methods, including glue Others offer LVT; EarthWerks is LVT.
fcnews
40 I April 13/20, 2015
A WORD FROM OUR SPONSOR:
METROFLOR
environmental
Undivided attention
to the LVT category
Sustainability top of mind
W
Metroflor’s sole focus is on the LVT category. Since the
company has been the industry’s LVT specialist for the last
43 years, it is able to lead in a category that new players
are just beginning
to comprehend
on multiple levels
including speed
to market, pricing, and design
and technological innovation.
Metroflor
has been faithful
to
innovation
throughout its
history. One of
the first LVT
manufacturers to
embrace click
technology, the
Years of experience in the category allow
Metroflor to offer products for every price company has inrange and lifestyle. Pictured here is
corporated Unifit
Reserve Timber in Redding Oak.
technology into
its Engage by
Metroflor brand, which is the fastest, most advanced installation system in the category today. Engineered for
speed of installation, UniFit allows installers to position
the planks together and then simply tap the end joint to
lock the planks in place. Installation of click LVT has never
been easier or faster.
Between traditional glue down or floating options like
grip-strip, click or loose lay, Metroflor offers the complete
package in terms of installation options. Being specialists
in this category enables the company to deliver the broadest array of LVT options across all installation platforms
and price points.
Cutting-edge visuals, a vast assortment of sizes and
the option to grout some collections such as Aspire LVT
also allow Metroflor to offer aesthetic and practical solutions for any situation. Because it is singularly focused on
one category, Metroflor believes it is important to offer its
distributors and their customers the widest selection possible across varying price points, performance capabilities
and installation methodologies.
Metroflor products cover a wide spectrum from both
a price and performance perspective. From its 2mm
gauge, 6 mil entry-level products in dryback LVT platforms to higher-end floating products such as the Engage
Reserve Timber 20 mil collection, Metroflor offers options
for every desired price range.
Providing the correct product for a given environment
at good value is vital to customer satisfaction and loyalty.
Metroflor can arm retailers with products that meet the
needs, tastes and lifestyles of any customer.
hen a customer walks into a floor
covering store with a sustainable
option high on her list of priorities,
LVT presents a number of benefits that
retailers and sales associates can tout.
More than 1 billion pounds of vinyl are
recycled annually. During the vinyl flooring manufacturing process, most of the
scrap (pre-consumer material) is recycled
for use in the finished product. Due
to widespread postindustrial recycling, more than
99% of all manufactured vinyl compound is recycled into
finished vinyl products. In addition, many
vinyl flooring manufacturers reclaim vinyl
from the field (post-consumer material)
and recycle it back into their products or
other vinyl commodities.
Dean Thompson, president of the
Resilient Floor Covering Institute
(RFCI), noted the sustainability values of
vinyl, particularly its compliance with
important standards within the industry.
“Scientific studies from around the world
support the long-term human health and
safety advantages of vinyl products,” he
said. “With the availability of NSF/ANSI
332 Sustainability Standard for Resilient
Flooring, we have brought more transparency to the sustainability process. The
standard evaluates the entire life cycle,
from raw materials to end-of-life management. Certification to this comprehensive sustainability standard provides
specifiers and purchasers with the highest level of confidence and credibility.”
The RFCI website includes a “7 Reasons” page that highlights seven reasons
why resilient floors, including LVT, are a
top choice when deciding which flooring
material to install. When examining the
sustainability reason, it is important to
note that vinyl helps reduce landfill waste
because it does not have to be replaced as
often as other flooring materials, and it is
recyclable.
Certifications and benchmarks
The NSF/ANSI 332 Sustainability Stan-
dard for Resilient Flooring is an industrywide measurement that provides a
means for consumers, purchasers and
specifiers to evaluate products’ sustainability. The standard follows a life cycle
assessment (LCA) approach, helping to
document superior durability while driving a stake in the ground for the sustainability of resilient flooring. The resilient
flooring industry is
one of a few building product categories that have
developed such a
standard. Certification by a third-party, independent certifier enables manufacturers of flooring
products to demonstrate their commitment to sustainability. It promotes
greater use of sustainability practices in
manufacturing while also delivering
transparency and clarity.
FloorScore certification was developed by the RFCI with Scientific Certification Systems (SCS) to test and certify
flooring products for compliance
with indoor air quality (IAQ) emission
requirements adopted in California.
FloorScore IAQ certification means that
a flooring product is independently certified by SCS to comply with the volatile
organic compound (VOC) emissions criteria of the California Section
01350 Program; products with the
FloorScore seal have been independently certified. Any product that has met
these stringent standards is one that will
contribute to good indoor air quality. Ultimately, FloorScore certification means
healthier, cleaner air, creating a safer,
friendlier living environment. The SCS
website has a Certified Green Products
Guide, a directory that allows site visitors to search for SCS-certified products,
allowing end users to feel confident in
their flooring choices.
Another tool for determining a product’s environmental impact is the Environmental Product Declaration (EPD). LVT
from Amtico, Armstrong, Centiva, Congoleum, Mannington, Metroflor and Tarkett all have EPD transparency summaries
fcnews
April 13/20, 2015 I 41
for manufacturers
available on the RFCI website that include information on global warming potential, ozone depletion potential, photochemical ozone creation
potential, acidification potential, eutrophication
potential, depletion of abiotic resources (elements)
and depletion of abiotic resources (fossil fuels), in
addition to material content, which reads much
like a nutrition label on food.
PTDs, or Product Transparency Declarations, are becoming prevalent in the flooring industry as well, as they allow for easy
identification and assessment of health information, heavy metals and VOC content. As per
RFCI, with PTDs manufacturers can report the
ingredients included in products, focusing on
avoiding materials that are recognized on the following six lists:
•International Agency on the Research of
Cancer Terminology (IARC) carcinogens and
probable and possible carcinogens;
•Known or reasonably anticipated carcino-
gen lists from the National Toxicology Program Report on Carcinogens;
•Primary requirements of
California Proposition 65 listings for substances
known to cause cancer or reproductive toxicity;
•Persistent, bioaccumulative or toxic substances on USEPA’s Toxic Release Inventory;
•Occupational Safety and Health Administration (OSHA) Carcinogen List, and
•REACH Substances of Very High Concern.
In addition, manufacturers will identify
whether heavy metals are added as functional
ingredients to products.
An ideal flooring choice
LVT is different from other vinyl products in that
it typically has much higher vinyl content for superior embossed-like surfaces and performance. Based on its outstanding performance, cor-
rosion resistance, maintenance and replacement cost advantages, vinyl is the material of
choice for interior and exterior building products. Because of its durability, vinyl flooring
does not have to be replaced as often as many
other types of flooring. This durability is a significant benefit for the environment because it
conserves the energy and resources that would
have been expended to make replacement
flooring.
A number of top LVT manufacturers have
developed high-style products with sustainability and environmental friendliness in mind. For
example, Armstrong—an RFCI member company—produces LVT that is eligible for various
LEED credits based on how they are manufactured and low emissions.
lvt 101: environmental
Keeping it green with LVT
BY JULIE FOSTER
Manufacturers aim to
go green with third-party
testing and certifications.
Marketing manager, Novalis Innovative Flooring
y its very nature, LVT has a strong environmental story behind
it. It’s durable and long lasting, meaning it needs to be replaced
less often. It’s easy to clean and doesn’t require harsh chemicals to
stay visually appealing. Plus, many options do not require glue for
installation and they are often 100% recyclable. Depending on the
manufacturer, LVT can be very efficiently made, using little in the
way of natural resources or energy, especially when compared to
other types of flooring.
Consumers are becoming increasingly aware of third party testing and certifications to ensure environmental claims are not merely
“green wash.” Responsible manufacturers, regardless of industry or
category, will do this voluntarily and as a corporate desire to do what’s
right in designing and creating products of impeccable quality. On
the international stage, the benchmark is to become transparent regarding product components and origination with tools like environmental product declarations (EPDs), health product declarations
(HPDs) and Declare labeling. Manufacturers that spend the time and
money to earn these designations are investing in the reputations
and profitability of retailers who carry their products.
The quality of indoor and outdoor environmental safety is of particular importance to millennial shoppers as more Gen Y consumers
B
enter home improvement marketplace.
Millennials are not
only the best educated
about environmental
initiatives, but they are
also starting families
and raising their children with a green conscience.
Luxury vinyl flooring was practically made for millennials. In
fact, one could argue that LVT is the flooring for the next generation
and beyond, which may help explain its increasing popularity.
Besides looking for the best value in replacement flooring, these
new flooring consumers don’t have to be convinced on the value of
purchasing products that are responsibly made, packaged and installed. And with many having young children and infants in the
home, they are especially keen on products that ensure a safe indoor
environment.
LVT manufacturers are continuing to demonstrate that they will
not only imitate nature with their flooring designs, but will treat nature well with their manufacturing practices. It’s a win-win for everyone.
fcnews
42 I April 13/20, 2015
lvt 101: selling
state of the industry
How to sell the three
types of customers
Continued from page 24
BY GARY LIDDINGTON
Business manager, manufactured brands, W.F. Taylor
uccessful selling involves not only extolling the properS
ties and attributes of the product, but more so addressing the needs of the buyer. Identification of the buyer’s
needs or wants is therefore the vital first, and often most
overlooked, step in achieving the sale.
One type of buyer is often called an innovator. These people like top stay abreast of the latest idea or product and like
to be the first to have something new. A sale can often be
made by excitedly displaying the features of that product and,
more importantly, making them feel they are indeed knowledgeable.
On the other end of the scale are the no-risk takers. These
people are conservative, not trusting of new developments
and want only what is tried and true. Show these buyers the
higher moving product lines in the store and say, “This is our
largest selling floor!” This is often interpreted as a low-risk
purchase and fits their scenario very well.
The age of the potential customer is a very important fac-
W.F. Taylor markets a wide array of products
for installing luxury vinyl tile and plank.
tor. It is a generalization, but older buyers tend to be more
conservative and younger buyers are more willing to try
something new. Target more traditional flooring to the older
buyer and newer, eye-catching products to the younger set.
But be careful; the preferences of consumers can often come
as a surprise, so remain flexible.
Then there is the price buyer. These people will strive to
spend the least amount of money but will still expect to gain
the highest value. Dealers must educate them as to what true
value actually is. A person who chooses a flooring adhesive by
the lowest cost per pail fails to realize the true cost is the cost
per square foot of coverage, not the cost per pail. Ask how
long she intends to keep this floor before replacing it. Sell on
the quality characteristics of the product and the fact that the
floor will not only look great for a long time but will wear
well, too.
with creativity.”
Shaw, which last year announced
plans to convert an existing facility in
Ringgold, Ga., into an LVT plant, expects the move to further enhance its
product development, service and
overall customer satisfaction. However, according to Clark Hodgkins, resilient category manager, the company
will continue its relationships with existing manufacturing partners to fill
the demand for LVT.
Influence of imports
Increased domestic production, particularly for LVT, does not mean the
end of imports. Rather, products from
overseas are expected to continue
to hold a portion
of the market.
“With imports you
get the good and
the bad,” Hinkle
said.
However, imports also inspire
end users to choose products of lesser
quality, mainly because of a focus on
price. The key is staying informed about
the type of product importers are really
making. “You tend to have a fair number
of suppliers that don’t really know what
they’re doing,” Hinkle explained.
“They’ve gotten into the category because they hear about growth or because
their business is suffering. The product
coming over isn’t always what it’s
cracked up to be, and that can hurt the
category.”
Train believes while domestic LVT
production is, in fact, increasing in importance, there is still a need for imports. “There is a huge infrastructure
available in Asia that makes it easier to
manage the supply chain of LVT,” he
explained. “There are good reasons for
U.S. suppliers to build in the U.S.; it
will help with certain products for certain customers, but they will still rely
on many components to come from
overseas.”
Rogg believes importers have ad-
vantages in terms of manufacturing experience, flexibility and capacity. “Our
factories have been manufacturing LVT
for decades, and during this time a certain expertise and know-how has been
developed. We believe there is both an
art and a science to the creation of
beautiful, high-performing LVT, and
the most advanced manufacturing capabilities reside throughout Asia.”
R&D developments
Innovations in LVT installation continue to be top of mind for most producers. With glue down maintaining
popularity in certain regions and applications, a number of companies are
seizing the opportunity to create fresh,
time-saving installation methods,
whether they be click or loose lay.
Beyond installation systems, enhanced visuals remain important
for the resilient
category across
the board, helping products become
more
advanced to appeal to a new,
younger market,
and to move beyond limited applications.
“Improved printing fidelity with
improved inks and ink systems allow
for sharper, clearer images,” said Mike
Sansone, senior vice president of sales
at Congoleum.
Many executives are noticing
price pressure on lower- and upperend LVT products—particularly in residential applications—as growth
continues in the mid price points.
According to Hinkle, two things
are happening with LVT pricing. The
first is with base-grade LVT. “There
doesn’t seem to be a bottom to which
certain suppliers won’t go. It’s making
it less attractive for all to participate in
that particular area.”
However, the second trend related
to pricing is helping to “prop up” the
category and, therefore, price: innovation. “Innovation is what’s continuing
to drive relatively static prices [for
products that aren’t base grade], particularly innovation with installation.”