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AHF Products revitalizes HomerWood brand

Mountville, Pa.—AHF Products is restructuring the HomerWood brand to focus fully on its popular, sawn-face Simplicity line. The brand will be offering its custom signature hardwood flooring exclusively for the luxury home and commercial markets, effective Sept. 14.

“At HomerWood, our mission is to provide upscale and highly sellable products that delight the consumer and allow our dealer partners to enjoy attractive margins at good volumes,” said Steve Staikos, general sales manager, AHF Products. “In other words, to hit the sweet spot of the luxury hardwood market. As we continue to reposition the brand and product line to one of approachable elegance, we are curating the line to create room for the future. As an added benefit, our HomerWood products remain 100% duty and tariff free.”

HomerWood launched the Simplicity collection in 2018. Appalachian hickory and white oak are meticulously crafted into quality hardwood floors with trending matte color choices with distinct visual styles. Proudly made in the USA, the Simplicity collection features wide widths and long lengths, as well as a superior matte finish, UV-cured urethane with aluminum oxide.

Handcrafted, premium HomerWood floors such as Amish Soft Scraped and Amish Hand-Scraped, Smoked Specialties and Wire Brushed, can be custom-ordered at a minimum quantity of 1,500 square feet to service customers in the luxury home market and to meet the specifications of any commercial project. The remaining HomerWood solid and engineered collections will be discontinued. Merchandising support for the Simplicity collection will continue to be available, and Premium hardwood flooring displays in the marketplace can be retained for custom order requests.

For information, visit

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Laticrete kicks off 2019 ‘Work Hard. Play Hard.’ sweepstakes

Bethany, Conn.—Laticrete has launched a prize promotion for its U.S. and Canadian customers (excluding Quebec) to celebrate the performance of its SpectraLock product line. Now through the end of December, verified tile and stone installation contractors may enter to win monthly prize drawings, including kayak, tailgating and camping packages. The grand prize, a 2019 Jeep Wrangler Sport, will be awarded in January 2020 to one lucky winner at an off-site event in Las Vegas during The International Surface Event to conclude the “Work Hard. Play Hard.” sweepstakes.

“Just as much as Laticrete values formulating products that make a lasting impact on the jobsite, the company values giving back to the customers who have helped drive our growth for the last six decades,” said Ryan Blair, senior product manager – grouts and sealant, Laticrete. “Built durably to accommodate virtually every type of installation, SpectraLock is the top contractor-preferred epoxy grout line in the world.”

Prize schedule:

  • July - Yeti Prize Package
  • August - Weber Grill
  • September - Kayak Adventure Package
  • October - Cabela’s Gift Card
  • November - Tailgating Package
  • December - Ultimate Camping Package
  • January - 2019 Jeep Wrangler Sport

For entry and official rules with complete eligibility, prize descriptions, odds disclosure and other details, visit:

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NAFCD welcomes experts to 2019 Annual Convention

Chicago—The North American Association of Floor Covering Distributors (NAFCD) will host recognized subject matter experts to the 2019 NAFCD Annual Convention, Nov. 12-14 in New Orleans.

The following established speakers will provide attendees a solid understanding of the latest leadership, economic, marketing, sales and technological trends.

  • Alan Beaulieu: Considered one of the country’s most informed economists and principal at NAFCD's partner company ITR Economics, Beaulieu will discuss thinking and planning for economic changes before they happen.
  • Walter Bond: For nearly two decades, Bond has been a premiere expert on peak performance as the CEO of Walter Bond Worldwide. Bond will discuss how to enhance teamwork for the greater good of the organization.
  • Scott Klososky: Founding partner of Future Point of View, Klososky specializes in helping leaders see the world in new ways through his speaking, consulting and books. Klososky's presentation will help attendees prepare for the digital transformation.
  • Mike Marks: Marks has 30 years of experience providing business advisory services to wholesaler-distributors and manufacturers that sell through them. Marks, who is currently managing partner at Indian River Consulting, will share a unique B2B model of how branding actually works in this industry.
  • Kathryne Newton Ph.D.: Newton is a professor at Purdue University as well as an accomplished speaker, consultant and author. Newton's presentation will focus on the difficult decisions managers must make when analyzing employee productivity.
  • Mac Fulfer: Founder of Amazing Face Reading, Fulfer is a popular speaker who gives presentations on face reading in business. Fulfer will show attendees how to use face reading as an advantage in face-to-face interactions.

“We are thrilled to welcome some of the best names in training and consulting to this year's convention,” said Kevin Gammonley, NAFCD executive director. “Each session will provide attendees with the trends, tools and knowledge they need to evolve their business.”

For more information, visit: Attendees can save up to $200 when they register by Sept. 13.

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Natural Stone Pavilion to debut at StonExpo/Marmomac at TISE 2020

Dallas—Attendees at StonExpo/Marmomac at The International Surface Event (TISE) in January 2020 will notice more natural stone on display than ever before. A new Natural Stone Pavilion will debut prominently in the middle of the show floor. The pavilion is strategically positioned near the Natural Stone Institute and the Natural Stone Council booths and adjacent to the Marmomac International Pavilion, which will also include several natural stone suppliers.

“As the producer for The International Surface Event: Surfaces | StonExpo/ Marmomac | TileExpo, Informa is excited to support this new drive for natural stone at StonExpo,” said Amie (Gilmore) Gonzalez, event director. “While the show has always presented stones of all arrays internationally from more than seven countries, this unique drive to support the Natural Stone Institute’s Use Natural Stone Campaign and support the Natural Stone Industry as a whole is a great venture. We are excited to see such strong attention and interest in the new Natural Stone Pavilion for 2020.”

Several new, as well as returning natural stone companies have already reserved space in the Natural Stone Pavilion for 2020 including Coldspring, Elberton Granite Association, Grassi Pietre, Green Mountain Soapstone, Indiana Limestone Institute, Northern Stone Supply, Polycor, Vermont Verde and VM Kaldorf.

“StonExpo is already known as a great venue for tooling and equipment,” said Jim Hieb, CEO, Natural Stone Institute. “We encourage our members to be among the first to exhibit in this new Natural Stone Pavilion. I look forward to watching the visibility of genuine natural stone products increase during the next two years—and beyond.”

Attendees will experience natural stone in varying setups by exhibiting companies ranging from large booth displays to turnkey informational kiosks. Stone producers and suppliers interested in exhibiting should contact the event team quickly as space is filling up fast.

For those suppliers who are unable to secure a booth for the 2020 show, you are encouraged to attend the show to take part in Natural Stone Institute events during the event, learn about the TISE attendees and meet on-site with show organizers to pre-select booth space for the 2021 show.

For more information, contact the event team at 972.536.6356 or email

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Cali makes Inc. 5000 Fastest Growing Companies list for 11th consecutive year

San Diego—Cali Brands has been included on the prestigious Inc. 5000 Fastest Growing Private Companies list for the 11th straight year with a ranking of 2,196 for 2019. The company saw 2018 sales revenue grow to $131.8 million—an increase of over 30% over 2017, and 183% for the past three years. The new Inc. ranking is an improvement over 2018, in which Cali came in at number 2,370.

“Team Cali and our partners continue to bring it home,” said Doug Jackson, Cali president and CEO. “The building materials and home improvement landscape is not an easy one, and being able to note growth of any kind is a big deal—let alone growth that gets you recognized on national lists. It says a lot about who we are and these very unique modes of operation we’ve created. I couldn’t be prouder of this company and its people who continue to innovate, push themselves and lead from the front of the pack.”

Each year Inc. recognizes the fastest growing private companies in America based on revenue over a three-year time frame. Inclusion on the list more than once, let alone 11 times in a row, is no easy feat. Of the tens of thousands of companies that apply, only a fraction have made the list more than once, and only .5% have remained 10 times or more.

Summer 2019 also saw Cali notch its 10th year on the San Diego Business Journal’s annual Top 100 Fastest Growing Private Companies list, another elite grouping in which the company ranked No. 54.

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FCICA to support local veterans organization

FCICA and the Successors (members 40 years old and younger) invite industry members to support a local Atlanta charity: the Veterans Empowerment Organization (VEO).

Established in 2008, VEO’s mission is to provide housing, supportive services, job training and placement to veterans on their journey to an empowered life. Since its founding, VEO has served more than 2,000 homeless veterans. The organization is working to create a more humane world where poverty is alleviated for veterans, communities are supportive of the needs of veterans and all veterans can develop their full potential.

With the assistance of The Packaged Good—which provides a fun, inspirational environment where kids and community groups can decorate and personalize care packages and create craft projects for people in need—FCICA and the Successors will be putting together care packages with toiletry items such as toothbrushes, toothpaste, shampoos, conditioners, lotions and soap at FCICA’s mid-year meeting, Oct. 15-17. Additionally, 10% of all raffle ticket sales will be donated.

For more information, visit:

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Shaw earns recognition for education, training efforts

Dalton—Shaw Industries Group, Inc. (Shaw) has earned national recognition for its education and training efforts. For the ninth consecutive year, the company has been named among Elearning! magazine’s “Learning! 100 for its comprehensive approach to education and training. Shaw is ranked No. 6 in this year’s rankings and is the only flooring manufacturer included in the list.

The awards recognize excellence in learning across enterprises that invest in a truly immersive learning culture. The Learning! 100 awards recognize organizations for their best-in-class learning and development programs, enabling a learning culture that creates outstanding organizational performance.

“Last year, we provided more than 1.3 million hours of training for our associates,” said Torrance Ford, director of talent management at Shaw. “This ongoing commitment helps align key associate skills and behaviors to strategic business objectives, encourages leadership development, embraces continuous learning and innovation within the organization. Our efforts carry over into the community, where we are focused on creating the workforce of the future through myriad educational partnerships, and to our customers for whom we offer continuing education to help their businesses thrive.”

The Learning! 100 includes 60 corporate enterprises and 40 public sector organizations that are evaluated across three criteria: Collaborative Strategies’ Collaboration Index, Darden School’s Learning Culture Index and overall organizational performance.


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Nicole Granath joins Novalis Innovative Flooring

Dalton—Novalis Innovative Flooring recently named Nicole Granath as sustainability manager for its global operations. Granath will be responsible for defining and guiding the implementation of Novalis’ sustainability strategy. She will report to John Wu, CEO.

Granath will work across all of the company’s facilities and product lines to further Novalis’ commitment to producing flooring to the highest environmental standards. A lifelong environmentalist, Granath served as an advisory board fellow for the Trust for Public Land Connecticut and contributed to the successful campaign to conserve the 963-acre Preserve in Connecticut. As co-leader of the Responsible Investment at Harvard initiative, she advocated the Harvard University endowment for the incorporation of environmental considerations into its investment decisions. She has also served on the Harvard University Advisory Committee on Shareholder Responsibility.

Granath joins Novalis from 19 Capital Management, a technology-focused long-short equity investment fund, where she was responsible for research and operations. She graduated from Harvard University with a bachelor’s degree in East Asian Studies and has studied at the Shanghai University of Finance and Economics and Xiamen University in China. Granath is fluent in Chinese and will be based out of the Shanghai office.

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HFUSA opens call for Domotex USA 2020 speakers

Chicago—Hannover Fairs USA (HFUSA), the organizer of Domotex USA, has announced a call for speakers, inviting the flooring industry to propose the best speakers for Domotex USA 2020’s education sessions. The 2020 show will take place Feb. 5-7 in Atlanta.

“We encourage the floor covering industry to help us ensure we have full representation of presenters with real-world experience who can provide hands-on perspectives to our attendees so they can immediately improve and grow their businesses,” said Donna Busse, show director, Domotex USA. “Domotex USA 2020 provides a platform for industry leaders to share their expertise and to help others in the industry succeed.”

HFUSA will select industry thought leaders and innovators to spotlight the way flooring innovations are changing and improving. The Domotex USA 2020 education sessions provide exhibitors and attendees four education tracks: Flooring Retailer, Builder/Contractor/Remodeler, Interior Designer and Flooring Installer. Each track offers the latest business-building topics and opportunities to earn continuing education units.

“Domotex USA 2020 is expanding its educational opportunities this year,” said Paul Friederichsen, education director, Domotex USA. “We believe this offers a solid value and compelling reason for everyone, especially retail sales associates, to attend.”

The Flooring Retailer track will focus on the following topics:

  • For the owner/manager: Improving profitability, better estimating, finding and retaining qualified flooring installers, expanding and networking to increase business, handling claims and understanding forensics
  • For the retail sales associate: Improving flooring category knowledge, meeting customer expectations, what’s hot and what’s not, closing the sale and creating repeat customers
  • For the marketer: Creating a stronger store brand, better performing advertising and promotions, effective merchandising, managing and improving online reviews, building a database
  • For the digital communicator: Improving website design and SEO, developing social media campaigns, planning digital advertising strategy, creating video content and more

The Builder/Contractor/Remodeler Track topics include finding and retaining qualified flooring installers, knowing the best flooring-type for the job, growing your flooring business, setting customer expectations, maximizing profitability and avoiding costly mistakes.

The Interior Designer Track will focus on understanding the latest trends in floor fashion and performance, specifying the right flooring for your client’s needs and partnering with retailers and contractors.

The Flooring Installer Track will focus on finding the best installation practices by flooring category, seeing the latest tools and techniques in action, what you should know about wall installations, when to repair and when to replace.

Speaker submissions will be accepted through Sept. 6 at Speakers will be notified on or before Sept. 30.

Visit Domotex USA 2020 for more information.

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Karndean introduces newest Product Selector

Export, Pa.—Karndean Designflooring has released a new edition of the Product Selector, an in-depth specification resource designed for architects, interior designers and flooring contractors. This comprehensive guide allows quick and easy access to the company’s entire product portfolio, comprising more than 250 visuals, along with environmental and technical information.

New text codes within the book make requesting technical data, install instructions and samples a near instantaneous process. What's more, the incorporation of pattern guides for gluedown, loose lay and rigid core products takes the guesswork out of layout possibilities.

“At Karndean Designflooring, we strive to make it as convenient as possible to specify our products,” said Milton Goodwin, vice president of commercial sales. “Now, with a simple text message, architects and designers can get the information they need to make an informed decision within seconds.”

Familiar features of the Product Selector include full-page, color-matched images of every product, at-a- glance pages to view the product portfolio in color order, environmental credentials and technical data sheets. Readers can easily distinguish gluedown and floating products with the book’s new flip feature. “Karndean Designflooring is renowned for original product designs that capture all the most beautiful details of the natural materials that inspired them,” Goodwin said. “The Product Selector showcases the detail and color range of each visual for designers and captures technical and environmental information for specifiers and contractors.”

To obtain a copy of the Product Selector, contact your local Karndean Commercial business manager or the Karndean Designflooring customer service team at 888.266.4343.