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Laticrete celebrates Spectralock anniversary with prize promotion

Bethany, Conn.—To celebrate the 15-year anniversary of the Spectralock Grout product line, Laticrete is launching a six-month prize promotion for its U.S. and Canadian customers (excluding Quebec).

Beginning this month, verified tile and stone installation contractors may enter to win monthly prize drawings, including an enclosed trailer filled with Laticrete products and an Apple prize pack. The grand prize, a 2019 Chevrolet Silverado 1500, will be given to one lucky winner at The International Surface Event in January 2019.

“For 15 Years, Spectralock Grout has been the top contractor preferred epoxy grout in the world,” said Maria Oliveira, senior manager of marketing communications, Laticrete. “This promotion is a chance to thank our customers for their support and celebrate a truly exceptional product line.”

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Domestic production remains at American OEM, Hearthwood Floors’ core

Burns, Tenn.—The family behind American OEM and Hearthwood Floors has a long-standing legacy of manufacturing quality engineered wood floors in America. Keeping manufacturing in the United States is a central tenant of the company’s promise to provide their customers with the most beautifully designed, highest quality products and responsive service possible.

For over 80-years, the Finkell/Anderson family has been committed to producing hardwood flooring in the United States and continues that commitment in a time where imported material has become the industry norm. In the last 10 years, Asian production of hardwood flooring has slowly increased, going from around 15% being imported in 2008 to more than 50% today. Even in such a difficult economic climate, the leadership at American OEM and Hearthwood has remained dedicated to “Made in America.”

“We are extremely proud to produce our flooring right here in the United States,” said Allie Finkell, executive vice president at Hearthwood, and great granddaughter of Andy Anderson, the inventor of engineered wood flooring in 1938. “Our legacy over the past four generations includes manufacturing everything from plywood to veneer to flooring in our domestic facilities. By doing so, we can maximize control over quality and service so our customers know they are receiving a superior product and the shortest lead times.”

Currently, there are no specific country of origin label requirements at the point of sale, so it can be very difficult to determine where products are made. “Made in America” is a prestigious designation because it requires “all or virtually all” of the components be of U.S. origin, and the manufacturing must be done on U.S. soil. At American OEM and Hearthwood, all of the wood sent to the state-of-the-art manufacturing plant is grown in the U.S., and all parts of the process are completed under the same roof in the company’s plant outside of Nashville, Tenn., to earn the “Made in America” label.

The mill features the longest wood floor finishing line in the world, to produce lengths up to 8 feet, as well as wide widths in a variety of species and platforms. It is flexible in the constructions it can produce, ranging from veneer core to HDF core, topped with sawn, sliced or rotary face veneers. Limitless design capabilities are achieved through a talented, hands-on workforce and industry leading staining techniques for every color of the spectrum. The American OEM/Hearthwood facility is efficient, and therefore has capacity to accommodate increases in the demand for domestically produced engineered wood flooring.

For more information about Hearthwood flooring, email

To learn more about private labeling programs, email

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Reitz joins Encircle Products as partner, president

Baltimore, Md.—Encircle Products has tapped Fred Reitz as a partner and its new president. Reitz brings many years of executive management experience in the flooring industry to his new position.

Reitz joins the organization after 35 years with J. J. Haines & Co., in Glen Burnie, Md., which included successive leadership positions in operations, customer service, purchasing, sales and marketing. Additionally, he served as the president of the NAFCD in 2010, holds an B.S. in education from University of Maryland and an MBA from Penn State Smeal College of Business.

Encircle Products has developed molding programs and solutions that includes a full range of unfinished, primed and painted trims to solve the problems of availability and quality standards required of flooring installation at the same time keeping distribution’s costs competitive. For more information, visit

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Crossville introduces new porcelain tile collection

Crossville, Tenn.—Crossville has launched State of Grace, a tile collection that interprets the delicate and elegant look of Italian marble in a durable porcelain body. This line offers specifiers inventive options—including Crossville’s first domestically produced 24 x 48-inch field tile—to design stunning looks for commercial and residential settings.

“True marble is a tender stone that’s prone to etching and chipping,” explained Lindsey Waldrep, vice president of marketing, Crossville. “State of Grace offers all the style of marble with durability and strength that outperforms the real thing—no sealing required. This collection is an optimal solution for areas where natural marble wouldn’t be viable.”

The line’s singular color, available in unpolished and satin finishes, is inspired by the look of the world’s finest marbles. As an amalgam of marble influences, the surface visual features veining nuanced with cool and warm tones to complement nearly any design style.

State of Grace’s range of shapes and sizes offer design possibilities to answer any project challenge. Field tile sizes include 24 x 48, 24 x 24, 12 x 12, 12 x 24, 6 x 24 and 3 x 6. Pickets, left and right chevrons, mesh-mounted mosaics including 2 x 2, herringbone and 3 x 3 hex options are also available. A full trim package including cove base and bullnose trims, base and crown moldings, and chair rails help to complete the installation. Additionally, plank sizes are available through Crossville’s Get Planked program.

State of Grace is made in the USA and is Green Squared certified. The collection is recommended for interior floors, walls, countertops and exterior walls in commercial or residential settings.

For more information, visit:


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Havwoods adds to its Henley collection

New York, N.Y.—Havwoods International recently updated its popular Henley collection with the addition of Sandford plank.The Henley collection offers a fashion forward product, which is best described as a pre-finished, engineered plank with a hardwood surface layer of European Oak.

Havwoods created Sandford to add a statement for a space with its reds and blues. These price-friendly engineered planks were designed in response to those who want the look and feel of hardwoods without going over budget, the company said.

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Market Maker Events to hold 2019 MCFM

Atlanta—Market Maker Events launches the 2019 Mississippi Coast Flooring Market (MCFM), which will take place at the Mississippi Coast Convention Center, Feb. 14-15, 2019.

In past years, manufacturers and distributors have been gathering with buyers from across the region to showcase their latest products and foster customer relationships. In 2019, Market Maker Events, the producers and managers of the Southeast and Southwest Flooring Markets, will unify top buyers and exhibitors under one roof to streamline this priority event.

Regional markets have quickly become a preferred buying experience for attendees and exhibitors; they require little travel and time away from their stores, and buyers appreciate the personal, one-on-one discussions this allows with their vendors. Buyers will have 30-plus top manufacturers and distributors to see at this inaugural event.

“There’s a very strong pocket of retailers in this region that have shown reluctance to travel far for trade shows,” said Lori Kisner, managing partner. “For the past few years, these buyers have increasingly been meeting in Biloxi in mid-February to see a scattering of manufacturers and distributors who have been showing at different hotel locations around the city. The Mississippi Coast Flooring Market will unite everyone under one roof, making it easier for buyers and exhibitors to meet directly and conduct business.”

This will be Market Maker Events’ third regional show under the Flooring Markets portfolio (, held in another growing and dynamic market area for the flooring industry.

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Dal-Tile wins exclusive provider agreement with Fischer Homes

Dallas—Dal-Tile Corporation recently entered into an exclusive tile provider agreement with the nation’s 37th largest new home builder, Fischer Homes. This five-year exclusive agreement is projected to include over 10,000 future home builds.

“Dal-Tile brings an exciting new brand to our portfolio which we truly believe has the most modern innovations, highest quality and is the industry leader in the natural stone, porcelain and ceramic categories for our homeowners, trade partners and suppliers,” said Phil Westerfield, corporate purchasing manager, Fischer Homes.

Fischer builds in Cincinnati, Atlanta, Columbus, Indianapolis and Louisville, and has one of the highest customer service ratings in the industry.

“Fischer Homes is focused on design and quality, with home plans that offer the best in today’s design and livability,” said Kelly Meyers, director of national accounts – Eastern U.S., Dal-Tile. “Dal-Tile is the perfect fit for such a builder. We put three top tile brands (Daltile, Marazzi and American Olean) at Fischer’s disposal to create a program that meets individual buyers’ unique needs.”

For product information, visit:, and

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Schönox adds new distributors across North America

Florence, Ala.—HPS Schönox has expanded its distribution network to include Floor Experts in Alberta, Canada; Allied Distribution in New Jersey; DeSoto Sales in Arizona and Nevada; and QC Construction Products in Tultitlan, Mexico. The company’s new authorized distributors offer industry expertise, value and quality that aligns directly with the Schönox brand.

“We are excited to broaden our relationships across the North American market with the help of these new partners,” said Thomas Trissl, principal. “Each of our distributors understands the quality and commitment behind the Schönox brand. We look forward to sharing our advanced solutions with their customers and supporting the drive of new business into their stores.”

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Vitromex USA introduces Living

San Antonio—Vitromex USA has launched Living, its latest glazed porcelain floor and wall tile collection. Living features a refreshed marble look that utilizes subtle veins to create spaces of continuity.

The smooth, natural surface of the Living collection is offered in three classic colors: Crema, Gris and Grafito. In addition to a 12 x 24-inch pressed format, Living includes a 3 x 12-inch surface bullnose and 2 x 2-inch mosaic all in a natural matte finish.

Living is appropriate for countertop and backsplash applications as well as all residential and most commercial applications. The entire series is manufactured in a GreenSquared certified facility, which utilizes pre-consumer recycled content.

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HomerWood welcomes Beasley Flooring Products as distributor partner

Titusville, Pa.—HomerWood has added Beasley Flooring Products as a distributor of its solid and engineered hardwood floors, effective immediately. The distributor will help support HomerWood’s customers in the Georgia, North Carolina, South Carolina, Eastern Tennessee and Southern Virginia markets.

“The relationship with Beasley Flooring Products will have a positive impact on retailers and the business,” said Steve Staikos, HomerWood general manager. “They bring a unique and dedicated hardwood flooring focus with active knowledge as a manufacturer of high quality products and most recently as a distributor through their Floors for Life division. As a leading brand of premium hardwood flooring, we are pleased to be able to offer our unique HomerWood collections and selling story through this new business partnership.”

Through Beasley Flooring Products’ distribution division, Floors for Life, the company will provide sales and distribution functions for HomerWood to retailers and builder subcontractors. Floors for Life provides an experienced salesforce in the residential and commercial segments as well as customer service and marketing teams with a concentration on solid and engineered wood flooring.

For information, call HomerWood Premium Hardwood Flooring at 814.827.3855 or visit