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Daltile launches RevoTile

Daltile is looking to change the tile industry with its latest introduction, RevoTile—a patented, floating floor system that installs two times faster than traditional tile, saving time and money. RevoTile installs in just three steps: place underlayment, click tiles together and grout. Once grouted, the perimeter is sealed and RevoTile is then a waterproof flooring system. RevoTile is genuine porcelain tile offered in 26 marble, wood, stone and concrete looks. With RevoTile, a real porcelain tile floor can now be completed in one day.

RevoTile aims to increase flooring and tile retailers’ sales opportunities by opening up tile to the DIY market.  It also looks to expand the labor pool, because it can be quickly installed by professional tile installers as well as LVT, laminate and hardwood installers. RevoTile’s genuine porcelain tile is enhanced with a proprietary RevoCore featuring patented ClicFit technology designed by the experts in locking systems in the industry. No product acclimation is required during installation. RevoTile installs right over many existing floors, avoiding the need for demolition and removal; there is no mortar drying time, no messy two-part grout, and no return visits. ClicFit fosters consistent alignment and no lippage, equipping the DIY installer with the ability to achieve professional-looking results.

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Mobile Marketing launches AI-powered web accessibility solution

Royersford, Pa.—An estimated 48.9 million people in the U.S. have disabilities, ranging from mild to severe. Despite their limitations, they are consumers who want and deserve equal access to the web to obtain goods and services—including flooring. Unfortunately, most websites are not accessible to those with disabilities and do not meet compliance standards established by the American Disabilities Act (ADA). Not only is this a disservice to millions of disabled persons, but it is also a legislative issue that is gaining attention.

Recently, the Supreme Court ruled in favor of a blind man who sued Domino’s Pizza because he could not order a pizza on their website. This judgment has brought accessibility to the forefront of retailer concerns, putting all retailers at higher risk of a lawsuit if their website is not ADA (American Disabilities Act) compliant. In fact, lawsuits and demand letters against retailers with non-compliant sites increased 200% from 2017 to 2018 and are on track to triple 2018 numbers by year-end.

To help make websites accessible to persons with disabilities and to protect flooring retailers from ADA compliance-related litigations, Mobile Marketing is launching Enable in partnership with accessiBe, a company at the forefront of web accessibility technology. “Enable helps flooring retailers with ADA, WCAG 2.1 and Section 508 compliance in a simple, automated, and affordable way,” explained Carole Cross, CEO, Mobile Marketing. “The Enable interface doesn’t affect the design, UI or overall performance of your website. It just enhances its functionality, so people with disabilities can access your website in a way that is best for them. It is also independent of the website service provider and can be added to any site.”

Once the AI-powered technology is installed on the website, visitors can turn on a whole host of capabilities, such as audio readers, color contrasts, movement control, font size, space size and more. There is even a built-in dictionary for people with cognitive disorders.

“I am proud to have Enable on my site,” says Larry Flick, The Floor Store president and NFA member. “As a California-based retailer, we are especially conscious of the need to be on the forefront of compliance. We want people with disabilities to have full access to our website and encourage all flooring retailers to do the same.”

The technology was developed in close cooperation with disabled persons to ensure it provides the most effective help and support. It includes adaptions for persons with all types of disabilities, including blindness, amputation, Parkinson’s disease, Epilepsy, cognitive disabilities, and more. This ensures Enablenot only complies with the law but is also an ideal solution for those who need it.

“Mobile Marketing is fully committed to our vision of making the internet accessible to all by 2025, that’s why we’re so proud to be partnering with them,” said Shir Ekerling, CEO, accessiBe.“Tens of thousands of businesses will now be able to open their doors to tens of millions of people with disabilities, in the United States and beyond.”

Mobile Marketing and accessiBe will be co-presenting their new flooring industry solution at Surfaces in Mobile Marketing’s booth #212 and in the Technology Pavilion Jan. 28 at 2 p.m.

For more information, visit enablemysite.comor call 484.933.4055.

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Bruce launches new rigid core flooring

Mountville, Pa.—Bruce is launching LifeSeal, a new rigid core flooring that delivers 100% waterproof protection. LifeSeal is built to withstand dents, scratches, spills, stains and fading from sunlight. The product line will be launching first through AHF distributors JJ Haines and FlorStar and will be available at retail in early 2020.

“No matter which segments our retailers target—now or in the future—AHF Products has the partnerships, products and selling tools to help customers expand sales,” said Brian Parker, director – product management. “We are building our business by really listening to our customers and reacting very quickly and specifically to meet the needs of the market. LifeSeal is a result of this collaboration—a great, competitively-priced product for dealers, builders, remodelers and contractors, backed by the venerable Bruce name. We are bringing it to market with respected partners like JJ Haines and FlorStar who have the relationships and the resources to ensure our customers’ success.”

LifeSeal aims to provide benefits over traditional vinyl products. The proprietary LifeSeal core construction eliminates air pockets, which results in increased product hardness and protection from moisture. It is dimensionally stable and doesn’t telegraph subfloor imperfections. 100% waterproof planks are ideal for high-moisture areas—even kitchens, bathrooms, mudrooms and basements where floors can get the wettest. When exposed to water, planks will not swell, buckle or lose integrity.

The rigid core and thick wear layers protect against dents and other surface damage; while the urethane wear layer assures long-lasting protection from scratches, scuffs and stains. It is quick to install, simply clicking into place, and with no acclimation time. An antimicrobial IXPE foam pad backing aims to provide more cushion and softness underfoot than rigid core vinyl without an attached pad, and offers superior acoustic performance.

“AHF has the advantage of not being a single-product manufacturer,” said Jon England, chief sales and marketing officer, JJ Haines. “Its strong legacy in solid and engineered wood products brings a fresh, customer-focused perspective to LifeSeal, based on a combination of design and features and benefits that consumers really want. Differentiation in this market relies on many factors. Our retailers will benefit from having a reliable inventory and being able to offer a good product mix for their customers, backed by a brand people know and trust, and serviced by a proven, experienced team.”

Scott Rozmus, president and CEO, FlorStar, added that AHF is uniquely qualified to bring LifeSeal to market. “Their global manufacturing and sourcing relationships allow them to develop trusted and branded product of high quality that also offers great design and competitive, stable pricing. That combination brings trust and value to customers, ranging from the builder and retailer, all the way to the consumer.”

LifeSeal flooring is available in a range of today’s most popular wood-looks, in 6 x 48-inch and 7 x 60-inch planks. Fifteen distinct visuals are each designed to mimic the natural allure of traditional oak or rustic oak hardwoods. Two versatile lines, Classic (12-mil wear layer) and Trending (20-mil wear layer), allow shoppers to choose from warm browns, creamy neutrals and cool grays. Color matched trim adds a finishing touch.

The Classic line is backed by a 35-year limited warranty, residential use. The Trending collection is made for light commercial use, with a lifetime limited warranty, residential use and 10-year limited warranty, light commercial use.

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Tarkett launches influencer program to support Transcend SureSet 2019 rebate

Solon, Ohio—Tarkett has developed a new influencer campaign to support and promote its Transcend SureSet luxury vinyl tiles and planks and its 2019 $250 consumer rebate program to the residential market. The rebate programs end Dec. 31, 2019.

Tarkett partnered with four popular home renovation and decorating influencers including: Jessica Castaneda of the Easy Living Today blog, Jennifer Fancher of the Noting Grace blog, Madeleine Raiford-Holland of the Moderately High Maintenance blog and Saidah Washington of the Aprons and Stilletos blog. All four of these personalities were tasked with creating a home improvement project using the Transcend SureSet LVT flooring in response to important milestones or life changes such as a new baby or relationship change and then documenting their journey for their blog and social media.

Utilizing blog and social platforms, influencers shared their DIY renovation projects, weaving in how Tarkett helps make at-home installation a breeze while providing top tier durability and style. According to Tarkett, the campaign was a huge success with 454.5k impressions generated across social platforms.

The projects took about two weeks for each of the influencers but installing the flooring was a quick and simple due to SureSet and its repositionable adhesive. Each SureSet plank can be lifted and replaced up to 10 times, allowing for simple, fast and flexible installation. With 24 realistic wood and stone designs, Tarkett’s SureSet features a thin layer of pressure-sensitive adhesive applied to the sculpted wave design backing system, which makes direct contact with the subfloor. The channels on the backing allow air and moisture in the subfloor to breathe, while also absorbing sound to improve acoustics. It includes two layers of fiberglass for dimensional stability and is waterproof with moisture mitigation technology.

 For more information, visit:

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Laticrete expands Hydro Ban line

Bethany, Conn.—Laticretehas launched the Hydro Ban Shower Pan and Shower Pan Kit. The Shower Pan comes in multiple interlocking pieces for easy transportability and sizing,while the Kitprovides everything needed for a shower installation in one package.

“Laticrete​already offers a successful and comprehensive line of shower installation materials, and these two new products are designed to make our customers’ lives easier,” said Jay Conrod, senior product manager, Laticrete.“The Hydro Ban Shower Pan’s design makes it easy to handle and transport, and the Hydro Ban Shower Kit takes the guesswork of finding compatible products to complete a job.”

Hydro Ban Shower Pan is packaged with a pan and Hydro Ban Sheet Membrane to cover the pan. The product provides the option to waterproof the shower walls using Hydro Ban Sheet Membrane, Hydro Ban liquid over cement board or with Hydro Ban Board, each sold separately.

Hydro Ban Shower Kit works in conjunction with Laticrete​tile and stone installation materials, including a variety of adhesives, grouts and caulks. It is backed by the LaticreteLifetime System Warranty, providing peace of mind for trouble-free installations.

Both the Hydro Ban Shower Pan and Shower Pan Kit are designed to be installed with the Hydro Ban Bonding Flange Drains. They are suitable for use to construct pre-sloped showers in an industrial, commercial, or residential setting, as well as stalled communal showers and pet showers.

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Shaw carpet tile manufacturing, recycling facility achieves LEED certification

Adairsville, Ga.—Shaw Industries Group (Shaw) has achieved the USGBC’s LEED Silver designation for its carpet tile manufacturing and recycling facility here (known as T1).

LEED is recognized globally as the premier mark of achievement in green building. Five green design categories are considered for certification: sustainable sites, water efficiency, energy and atmosphere, materials and resources, and indoor environmental quality.

The $85-million facility, which became operational in the fourth quarter of 2016, currently employs more than 300 associates and is undergoing a $20 million expansion. The facility construction and installation of new equipment is expected to be completed in 2021. Shaw expects to employ approximately 650 associates at this location once this new capacity is fully utilized.

T1 joins Shaw’s existing portfolio of LEED certified buildings including Plant 72  and Plant 95 (corporate administrative buildings) and the Shaw Family Health Center in Dalton; a carpet tile manufacturing facility in Nantong, China; the Shaw Create Centre in Cartersville, Ga.; a Shaw Contract Group sales office in Shanghai, China and showroom in San Francisco; and Patcraft’s showroom in Chicago.

“Shaw’s commitment to people and the planet includes facility design and construction,” said Susan Farris, vice president of sustainability and corporate communications, Shaw. “It’s one of our numerous sustain[HUMAN]ability initiatives, which encompass our products, processes and operations.”

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Crossville’s Frank Douglas retires

Crossville, Tenn.—Longtime Crossville executive Frank Douglas has retired after nearly 40 years in the tile industry. Most recently, Douglas held the title of vice president of business development for Crossville, though he served in many other roles throughout his decades with the company.

Douglas was pivotal in sourcing innovations from around the globe to help Crossville consistently lead the way for the domestic tile industry. In recent years, he led Crossville to be among the first American manufacturers to offer gauged porcelain tile panels and, just this year, his work to bring porcelain countertops to Crossville came to fruition.

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Jim Augustus Armstrong to present at Domotex USA

Jim Augustus Armstrong, FCNews columnist and president of Flooring Success Systems, is set to speak at Domotex USA 2020. Armstrong’s presentation is titled: “How to Solve the Installation Crisis Now in Your Flooring Businesses.”

“Hopefully there will be an industry-wide solution to the shortage of qualified installers,” Armstrong said. “But until that happens it’s up to individual dealers to solve it for themselves.”

During his presentation, Armstrong will reveal strategies to help dealers find the best installers and keep them long term, even when the competition tries to poach them.

Some strategies attendees will learn include:

  • A proven system to attract more customers and command higher margins so dealers can afford to pay wages attractive to installers
  • Three flooring dealer mistakes that make it difficult to attract and keep good installers
  • Why installers leave for “greener pastures,” and how to prevent this from happening
  • How to build a 12-foot fence around installers, protecting them from being poached by the competition
  • How dealers can build life-long loyalty with their installation teams
  • What dealers should do when they can’t find quality installers

To watch a sneak-peak video of Jim’s presentation, visit 

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Domotex USA to host ‘Design Personified’ panel, lunch

Emily Morrow Finkell

ChicagoFor the second year in a row, Emily Morrow Finkell, CEO and founder of Emily Morrow Home, will sponsor and moderate a designer panel and lunch during Domotex USA. The “Design Personified” panel discussion (Feb. 6, 11:30 a.m. to 1:00 p.m.) will emphasize how to help clients incorporate the latest looks into their homes without undergoing a major renovation. Attendees will hear from some of the industry’s leading designers who will share their latest design trends, discuss the difference between “trends” and “trendy,” and teach valuable “tricks of the trade” to help clients realistically incorporate fresh, lasting looks they love.

The “Design Personified” panel is a special ticketed event with limited seating capacity. Registration includes the panel discussion, lunch and refreshments. Domotex USA is offering an early registration fee of $55 through Dec.17; a $65 fee for the panel and lunch from Dec. 18 through Feb.4; and a $75 onsite fee Feb. 5-6 as space allows. To register for the panel and lunch, visit

Panel moderator Emily Morrow Finkell is founder of Dalton-based Emily Morrow Home, a “to-the-trade” brand which includes upscale hardwood flooring and other luxury home décor. Finkell is a member of Domotex USA’s advisory board. “I am honored to again partner with DOMOTEX USA and our panel of creative designers, trendsetters and influencers to showcase the design spirit fueling today’s floor covering design trends,” Finkell said. “I look forward to leading a lively discussion about how attendees can turn current interior design trends into reality for their clients.”

Panelists include the following top interior designers and home décor influencers:

  • Jane Dagmi is editor-in-chief of Designers Today, a B2B magazine for the interior design community that empowers interior designers with the resources, information, and emotional support needed to sustain and grow an inspiring business. She is also the host of SAID, the Designers Today podcast. 
  • Jenny Warner is an Atlanta-based interior designer and owner of J. Thomas Designs, a client-driven, custom design services firm that includes both residential and light commercial design services. Her designs are seen throughout metro Atlanta and the southeastern U.S., including the north Georgia mountains; Cashiers/Highlands, N.C.; Birmingham, Ala.; Nashville, Tenn.; Kentucky; Florida and Massachusetts.
  • Pacita Wilson is the owner of Atlanta-based Pineapple Park, a full-service design center. Pineapple Park is more than just an interior design firm as Wilson and her team create rooms that turn houses into homes. In 2017, Wilson opened The Park Warehouse, allowing designers a place to find inspiration and timeless pieces.
  • Mark Woodman CMG is the owner of Washington, D.C.-based mark woodman design+color. Woodman’s design work has ranged from individual product lines to private residences and commercial interiors, to the building industry, where he consults on design and color for space-planning, elevations and aesthetics for commercial and residential communities. Woodman is a designer, trend spotter, writer and accredited speaker.
  • Michel Smith Boyd is an American interior designer and star of Bravo’s “Buying it Blind.” His Atlanta based firm, Michel Smith Boyd Interiors, is known for Boyd’s signature, sumptuous style. Renowned for its distinctive, cultivated, and soulful vibe Boyd’s work has received countless accolades including being recognized as one of the Top 20 African American Designers in the country. 

The panel will address how having an understanding of today’s trends is extremely important when helping customers with their décor choices. It will also speak to the challenges of working with clients who live in a dated home and for whom these trends can seem unrealistic. Attendees will have the opportunity to ask questions and network with panel designers following the event.

“We appreciate Emily’s ongoing support of our trade show and her thoughtful curation of such a topical designer panel,” said Donna Busse, show director, Domotex USA. “This educational event combined with the Domotex USA trade show’s display of global products and services will highlight the design creativity driving the floor covering industry forward.”

Visit Domotex USA 2020 for more information on the upcoming show and register to attend at

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Unilin division technologies expands Unizip technology to tongue, groove flooring

Luxembourg—Unilin, in cooperation with Bart Beugt, has extended Unzip—the one-panel solution for herringbone flooring—to tongue and groove profiles. Tongue and groove profiles are popular in engineered- and solid-wood parquet floors which are frequently laid as herringbone patterns.

The original Unizip technology was introduced last year at Domotex Hannover and focused on click flooring. This new locking system, which locks both short and long side of panels in a horizontal and vertical way, allowed flooring panels to be installed as herringbone without the traditional need for two sets of panels (the so called “A&B” panels or “left and right” panels).With the extension of the technology to tongue and groove flooring, the need for A&B panels will be something of the past for all types of flooring.

Bart Beugt, a company in the Netherlands focusing solely on parquets and with more than 25 years of experience in tongue and groove flooring, came up with the solution and decided to partner with Unilin Technologies to license out the patented technology.

“Unilin Technologies was the obvious choice to partner up with to make this new technology a success,” said Bart Oerlemans, owner, Bart Beugt. “They have an extensive network in the flooring world and want to achieve the same goal as me: making herringbone floors a more accessible alternative all over the world.”

The Unizip technology looks to solve many of the logistical and installation issues associated with a traditional herringbone floor. Manufacturers no longer need to manufacture two different types of panels, and as a result, manufacturers, distributors and retailers will not need to stock a second type of panel.

For more information, visit: