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Who will emerge as the ‘comeback’ kid?

More retailers put their money on carpet vs. laminate

January 7/14, 2019: Volume 34, Issue 16

By Ken Ryan

The growth of hard surfaces, in particular LVT and its subsegments WPC and rigid core, has taken market share away from other flooring products, notably carpet and laminate.

While carpet is still the largest flooring segment (FCNews estimates carpet and rugs made up 57.3% of the overall market in 2017), that percentage continues to fall each year. In the residential market, carpet’s use is mostly relegated to bedrooms. What’s more, new home construction, especially in the South, is almost entirely hard surfaces. In the commercial sector, many new and updated hotels are opting for hard surface and rugs in spaces where carpet used to dominate.

So, which category stands to emerge as the leading contender for the comeback kid? Retailers FCNews interviewed overwhelmingly chose carpet.

“Carpet has the greater chance of a comeback,” said Mel Gauthier, owner of Nufloors Fort McMurray, Fort McMurray, Alberta, Canada. “Vinyl plank has replaced a large portion of business in both laminate and carpet, but in the end a lot of people still want the warmth and comfort of carpet. Carpet fiber has come a long way and is now extremely soft, durable and stain resistant/proof.”

Bill Huss of D&M Interiors Flooring America in Appleton, Wis., agreed. “Carpet will definitely make a comeback, especially in our market in the Midwest. People who spend a lot of time inside, like we do in the long winters, will still enjoy the warmth, luxurious feel and noise-reduction properties carpet can supply. If prices from the mills start to stabilize, I think we could see an uptick in the future.”

Billy Mahone III of Atlas Floors Carpet One in San Antonio is already seeing carpet making a comeback in his market. “We might not be selling as much square footage-wise, but things have been evening out with customers typically selecting higher-quality products for the rooms where they install carpet in their home. With new stylish patterns hitting the market every day, and innovations like waterproof backing and durable/soft fibers, the carpet segment should continue to grow.”

Despite the fact that carpet has lost share over the years, Mike Melone, owner of Boss Carpet One Floor & Home in Carroll, Iowa, is also putting his money on carpet. “A significant part of carpet’s decline is due to shifts in consumer design tastes, which could swing back around at some point; laminate, on the other hand, is fighting a losing battle against vinyl products.”

For many retailers, it’s not just the choice between carpet and laminate; LVP has emerged as the wild card. “While laminate with new technology is looking better and becoming more water resistant, LVP is quickly replacing the laminate market share as rigid core is rapidly gaining market share,” said Kevin Rose, owner of Carpetland USA Rockford, Ill. “Meanwhile, carpet has always been a staple as people enjoy its softness.”

But any unforeseen shifts in consumer trends could throw a wrinkle in the mix. “If the LVP category falters with claims or some type of failures, then that could give laminate [the upper hand],” said John Taylor, owner, Taylor Carpet One, Fort Myers, Fla. “Carpet may never be used as it was throughout the house, but it will grow again in time.”

For the past 10 years, laminate sales have been almost nonexistent at Murray Floor & Window Coverings in Billings, Mont. However, Kevin Murray, owner, is beginning to see more interest in laminate with the new technology, water-resistant features and durability. “Luxury vinyl has taken most of laminate’s market share over the years, but consumers are finding it will scratch easier than laminate. Carpet has always been our No. 1 category in sales volume.”