February 5/12, 2018: Volume 33, Issue 17
By Ken Ryan and Reginald Tucker
Putting the brands together just makes sense because this is how people live in their homes. That’s how Katie Ford, director of brand strategy, describes the thought process behind the combination of the Anderson and Tuftex brands to form one company.
Rest assured, this is not just a merger of brands for simplicity’s sake. “We have reconceptualized both brands, updated the merchandising along with a new website so everything is fresh,” Ford said. “It’s on trend with everything our consumer is looking for. She’s not thinking about hardwood or carpet; she’s thinking in terms of how the overall room is going to come together.”
Retailers got a firsthand look at the combined Anderson Tuftex at Surfaces.
According to Ford, Anderson’s hardwood offering had somewhat “fallen off over the years and started looking like everything else.” So when the company decided to put the two brands together, she said the goal was to make sure it came out with some bona fide show stoppers. The first is called Fired Artistry, a new design available in four colors. Ford explained the origin of the name: “It’s based on an ancient Japanese wood preservation technique call yakisugi. We paint it black, put the stain on top and then hand sand off an area so you can see the black peeking through the product. It has great board definition as well as a matte, low-luster finish. It’s definitely trending in hardwood.”
Another head turner is Triology, which comprises oak, maple and hickory in one board. By using this combination, Ford said, customers get different patterns due to the grain variation. “When we do the painted technique on top of it, you can see how the different species take the color differently. Everybody wants distressed, time-worn and lived in, and you’re really seeing that look on this product.”
Anderson Tuftex also sees an opportunity to promote more traditional products inspired by old ¾-inch favorites in the line (Bernina hickory and maple). As Ford describes it: “It really goes back to that antique, old-school visual. With its thin strips, it almost looks like an antique floor in an old warehouse. Because it’s not your wide-plank board, it has a timeless feel to it.”
Then there’s Old World, a long/wide board product that Ford calls the “star of the show.” Available in an 8-inch-wide format in lengths up to 72 inches, the line is a fixed-link 6 x 24 herringbone that can be installed in various patterns, including a basket weave. For good measure, the line features a naturally oxidized aging process (NOA) for effect. “It already has great bones; we just added this oxidation process to speed up the aging process to get a look that would naturally occur over time.”
Anderson Tuftex showed three lines for 2018, including Tavares and Tanzania, each noted for their patterned cut-pile constructions in Stainmaster Luxurell nylon fiber with SoftBac backing.
This premium brand is not afraid to be bold and edgy. At its booth, Anderson Tuftex installed a distressed concrete visual more commonly seen in hard surfaces. The ability to use advanced technology to create such a look in carpet can also complement the brand’s wood products. Another Anderson Tuftex SKU showcased a 3-D raised medallion. “Our carpet styling is on point,” Ford said.
Anderson Tuftex will be introducing carpet styles in nine design themes in 2018. Products will begin shipping in March.