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Havwoods International launches redesigned website

New York—Havwoods International has created and launched a new, redesigned website. Consolidating not only the North American website but also the United Kingdom’s and Australia’s, this new portal houses all Havwoods International products, case studies, company information and inspiration tools.

“As a global team, we are excited about our new website launch and the robust information and tools it provides for our clients,” said Paul Moody, global marketing and digital director, Havwoods International. “This new site will allow our visitors—spanning across the globe—to not only have a very informative experience but also a hassle-free one.”

Featuring a more intuitive and interactive layout and design, the Havwoods website has been updated with the addition of a Floor Findersurvey tool. This feature invites customers to answer short, simple questions about their flooring preferences in order to discover which Havwoods product is right for their space. Easily navigable, each collection is broken down by design, range, construction and color, allowing for a stress free and enjoyable design process.

To further aid in the purchasing process, Havwoods’ new Floor Visualizer tool is the ultimate try-before-you-buy experience. Using state-of-the-art technology, this tool enables customers to visualize how the wood floor they have chosen will actually look when in use. The Havwoods Floor Visualizer shows a selected wood floor in an array of predefined settings, or users have the option to upload a photo of their own space for the most realistic example. Customers can also choose two products and compare various looks, side by side.

To experience these newtools, visit

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Laticrete improves, expands Hydro Ban Linear Drain line

Bethany, Conn.—Laticrete has launched a series of 77 Hydro Ban Linear Drain grates and troughs in a variety of sizes and finishes to accommodate virtually any shower installation. In addition to developing the products themselves, Laticrete improved the order and logistics process for its distributors by now offering the troughs and grates as separate purchases.

“Rolling out so many products at once was an incredible feat for Laticrete and the end result is a great benefit for our customers,” said Spencer Maheu, Laticrete director of product management. “Because of the ordering and logistics improvements, distributors will now also have an easier time storing and selling the grates and troughs, which streamlines their businesses. And, as for the products, we have every option available that anyone could ever need for a complete shower system that is not only high performing but also aesthetically pleasing.”

New and improved products include a standard linear drain trough with a v-bottom in stainless steel for use in commercial applications that require a higher strength flange; an improved oil rubbed bronze coating produced by a state-of-the-art electrochemical process to reduce chipping; and new linear drain grate designs—including offset oval, tile-in and wedge wire—that are available in a variety of finishes. All of the products can be used with Laticrete mortar beds and pre-sloped shower pans, and are compatible with the company’s full line of products for a complete shower, tile or stone installation.

The linear drain grates, which carry the Laticrete Lifetime System Warranty, will be available in 6-inch increments from 24 inches to 60 inches as well as a special 32 inch. What’s more, the grates and troughs are also available in custom sizes upon request.

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WFCA, Podium partner to redefine customer interaction

Dalton—The World Floor Covering Association (WFCA) has entered a new business partnership with Podium, a leading customer interaction management company, according to Freida Staten, vice president, marketing and communications, WFCA.

Podium is used by over 35,000 businesses worldwide and is redefining the way customers interact with local businesses. Through its interaction management platform, businesses can message leads and customers, get reviews and feedback and communicate easily with their teams. Podium was named as one of Forbes' Next Billion-Dollar Startups in 2018 and Fast Company's prestigious annual list of the World's Most Innovative Companies in 2019. This platform allows retailers the opportunity to turn online prospects into offline buyers by not only standing out where they're searching, but also by providing a convenient way to get in touch—no matter where they're looking.

"Podium is a great interaction management platform that redefines a relationship between local businesses and their customers," said Deb DeGraaf, co-owner, DeGraaf Interiors, Grand Rapids, Mich. "Podium makes it easy to manage all your customer messages—Google, Facebook and inbound texts—from one location. You can also generate more and manage all your Google and Facebook reviews and other sites to quickly reply to reviews and report on locations. Podium gives you a quick and simple way to reach out to your customers before and after the sale. Text messaging to our customers makes the process easier for both them and our team."

Podium's interaction management solutions manage internal and external communications using messaging to make every touchpoint with leads and customers efficient, responsive and convenient. They have broken these solutions into three categories: lead interaction, customer interaction and team interaction.

"Podium brings a new platform for us to communicate with our clients and team by text," said Dean Howell, owner, Moda Floors and Interiors, Atlanta. "We have used this tool to allow existing and new clients to communicate with us 24/7. Examples include requests for information, appointment confirmation and review requests. We are also using Podium to communicate with our installers. We could not be happier with this new and exciting communication tool."

For more information, visit Kaye Whitener, WFCA’s national manager of member relations, or call 615.972.7541.



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Dal-Tile launches warranty program for NTCA Five-Star Contractors

Dallas—Dal-Tile Corporation is currently launching a new program nationwide to benefit tile installers who have attained the coveted NTCA “Five-Star Contractor” level of achievement in their craft and to also benefit their customers.

Although Dal-Tile already offers strong warranties to all customers on all of its products regardless of who installs, Dal-Tile believes so strongly in the quality of workmanship offered by NTCA Five-Star Contractors that it is now choosing to provide longer warranties to customers on products that are installed by NTCA Five-Star Contractors. The new warranty program is just one more way Dal-Tile is supporting qualified, superior installers.

“Dal-Tile is now offering end users a five-year ceramic tile warranty and a 10-year warranty on porcelain products installed by a NTCA Five-Star Contractor,” said John Cousins, senior vice president, Dal-Tile Corporation. “These are outstanding warranties that no other tile manufacturer in the industry is offering to our industry’s NTCA Five-Star Contractors. The warranties apply to Daltile, Marazzi and American Olean products when installed in accordance with approved installation systems.”

Cousins added, “One of the greatest challenges for the tile industry is the shortage of qualified installers. As the industry stalwart, Dal-Tile believes in setting up our industry’s installation leaders for even greater success.  These warranties not only make today’s NTCA Five-Star Contractors’ businesses more profitable, but they incentivize other installers to earn the NTCA Five-Star Contractor designation that represents proven excellence in craftsmanship.”

Dal-Tile’s Hilary Frank will be presenting all details of the new warranty program to contractors attending the upcoming NTCA Five-Star Contractor summer meeting in Canada. Frank is a Dal-Tile Midwest regional vice president as well as a NTCA board member.

For more information, visit

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NAFCD releases transportation webinar series in partnership with NASSTRAC

Chicago—The North American Association of Floor Covering Distributors (NAFCD) has announced the release of a new transportation webinar series called The Perfect Storm, in partnership with the National Shippers Strategic Transportation Council (NASSTRAC)—the shippers association for transportation and logistics professionals who manage freight across all modes.

The webinar series is designed to help flooring distributors and manufacturers understand and protect their company's transportation interests, give practical advice on how to improve their supply chain, provide solutions to successfully navigate today's transportation issues, and provide ideas that can be applied to a transportation strategy.

"Rising transportation costs are continuously identified as a top challenge for our members," said Kevin Gammonley, NAFCD executive director. "This series provides insights and potential solutions for managing the current dynamics impacting all shippers of freight."

The webinar is exclusively available to NAFCD members. For more information, visit or contact NAFCD headquarters at 312.321.6836.

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CFI launches homecoming training, certification

Forney, Texas—CFI partnered up with Pruitt Home Services and Big Bob’s Flooring Outlet to host an advanced carpet and hardwood/laminate training and certification in Kansas City. The event drew in close to 50 installers spanning from Wisconsin to Georgia.

“Being able to get back to our roots in Kansas City and get in touch with installers in the area is something that we—CFI—live to do,” explained Robert Varden, vice president, CFI. “There is no greater feeling than being back ‘home’ and having so much support while there.”

Dwayne Pruitt, president of Pruitt Home Services, CFI installer #8883, CFI certifier and the current CFI Kansas City chapter leader, has been with the CFI family since 2001, when it was based in Kansas City. Pruitt explained to the installers in attendance how important it was to take pride in holding a CFI certification and how it sets them apart from others. “Not only were we able to show these guys/gals the professionalism that comes with being a CFI certified installers, but we were able to teach them new techniques and how to use new tools and technology on a jobsite today,” he said.

Along with Pruitt, Lindsey Duby of Big Bob’s Flooring Outlet helped draw in local installers for the event. Duby and Big Bob’s provided the training space needed for the big group and were more than accommodating for the two-day training and certification. Big Bob’s also encouraged a bulk of their own crews to attend the training and test out to receive their CFI certifications.

During the event, Varden recognized CFI’s long-time supporters and sponsors as well as local retailers that helped donate product for the training. “If it weren’t for our members and supporters, such as Personna/Accutec Blades, E.J Welch & Co., Mohawk, Congoleum, Traxx, Leggett & Platt, Tarkett, Pak-Lite, Lowes and more, CFI would not be able to reach out to the next generation of flooring professionals,” Varden said. “We don’t just provide training and certification for you all, we provide you with a tech line that will be there to answer any questions regarding all surfaces, the newest line-up of tools and techniques to help you sharpen your skill set, and of course any new technology aspects that will benefit you and your company. This is all thanks to our sponsors.”

CFI’s 26th Annual Convention is around the corner and attendance is rising. This years’ convention and celebration will be at La Cantera Resort & Spa in San Antonio, August 21-23. A room block with discounted rates has been secured for all guests and will be in effect for a limited time at the La Cantera Resort & Spa.

Register, here:

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Tarkett launches consumer rebate program

Solon, Ohio—Tarkett is bringing back its SureSet consumer rebate for the rest of the 2019 calendar year. Under the program, consumers who install SureSet from now through December 2019 can qualify for a $250 rebate check.

Back by popular demand, the mail-in rebate program was first launched in fall 2018 to help celebrate the selection of SureSet luxury vinyl flooring as the official studio floor for the Pickler & Ben TV show. The weekday talk show is co-hosted by singer Kellie Pickler and journalist Ben Aaron, and welcomes some of America’s top celebrities and tastemakers to offer their tips on entertaining, cooking, home decorating and beauty.

Filmed on an expansive set, production called on Tarkett to provide flooring recommendations that were beautiful and functional. There were also other rooms involved in the makeover, including a prep kitchen.

“This was a tall order from the beginning,” said John Heckman, senior marketing manager – residential, Tarkett. “The floor not only had to look great, it had to provide flexible design options, and stand up to the daily abuse of spills and rolling loads like pianos and huge marble set pieces.”

Consumers interested in the mail-in rebate should visit to download the rebate form from the main residential page and follow the instructions.

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Shaw Industries awards 2019 graduates with Associate Dependent scholarships

Dalton—In honor of Shaw Industries’ (Shaw) commitment to creating a better future and supporting future workforce development, the company has introduced the Associate Dependent Scholarship Program, a scholarship of $1,000 awarded to deserving students of associates at Shaw. Fifty-five students received the scholarship this year.

“Fostering educational opportunities for this next generation of leaders is of paramount importance for our company,” said Deanna Mathis, director of community outreach and corporate giving for Shaw Industries. “This scholarship was very competitive, and we are proud to support these students as they pursue the next steps in their academic careers.”

Current high school seniors set to graduate with a high school diploma in 2019 and enrolled in full-time classes at an accredited institution in summer or fall 2019 were eligible to apply. The anonymous scholarship review panel assessed applicants’ academic honors and essay submissions regarding how they plan to create a better future in their communities through continuing education.

The Associate Dependent Scholarship is a further example of Shaw’s commitment to future workforce development. From reading to robotics, the company partners with community and educational programs focused on STEM (Science Technology Engineering and Math) skills and career opportunities, through mentorship, coaching and skills training. The company sees these efforts to prepare the next generation for high-tech, modern manufacturing jobs as vital for future success.

For more information, visit

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Laticrete launches new pumpable, high-volume, self-leveling underlayment

Bethany, Conn.—Laticrete has introduced SuperCapSC650-MC, a fine-sanded, pumpable and pourable, low alkali cement-based, premium self-leveling topping that is suitable as a high-strength wear surface or underlayment.

According to Laticrete, SC650-MC is the first high-volume, self-leveling underlayment of its kind that flattens floors all while producing durable and low maintenance finished wear surfaces for an all-in-one solution. SC650-MC is ideal for education, healthcare, retail, hospitality, corporate and government applications that need a fast turnaround time.

“Whether customers desire an aesthetically pleasing finished concrete floor or are seeking a flat floor that can be topped with a wide range of flooring materials, SC650-MC can get the job done,” said Elvis Torres, product manager – concrete remediation, Laticrete. “SC650-MC is capable of transforming rough concrete to a flat, smooth surface that’s walkable in just two to four hours and polishable in 24 hours. Installers can also apply finished flooring goods as soon as one day after the initial application. This system is fast and will guarantee high-quality results.”

For those who choose to use SC650-MC as an all-in-one self-leveling and finished flooring solution, the product produces a coarse salt and pepper look that can be left as is or tinted with L&M Vivid Dye—available in 22 standard vibrant colors, with custom colors available upon request.

“For those that choose to use SC650-MC as a floor-leveling solution where a floor covering will be installed, most floor covering adhesives that are suitable for concrete can be used with this product,” Torres added. “Either route, SC650-MC is inorganic, so it will not contribute to or harbor the growth of mold or mildew.”

Suitable substrates include concrete, wood, ceramic tile and stone, cement mortar beds, SuperCap SC500, SC500-PLUS, SC500-LW and SuperCap Moisture Vapor Control.

SC650-MC is available in a 2,500-pound bulk super sack that is designed to pump through the SuperCap Mobile Blending Unit for large projects or can be ordered in 50-pound bags.


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Duchateau launches The Guild

Joist from the Makerlab Edition collection.

San Diego—Duchateau continues to expand its offerings with the introduction of The Guild, a completely new line of attractively priced hardwood flooring.

The Guild was designed out of a desire to bring high-style to a new generation of homeowners who are seeking elegance, distinction and durability all at an affordable price. “We are excited to bring our well-known Duchateau design aesthetic to a new category of consumers—first-time homeowners,” said Misael Tagle, CEO, Duchateau.

The new line features three distinct collections: Lineage Series, Makerlab Edition and the Craft & Commerce Line. Each collection varies in sizing with multiple color options that are inspired by people, craftsmanship and artistry.

The Lineage Series consists of seven colorways, all sized at a 7.5-inch plank width—the classic Duchateau plank size. Each colorway is named after popular female names of this generation. The Chloe design features a natural, raw-wood look without sacrificing durability. The Riley hue adds smoky tones to the natural look, providing a gently aged appearance. The Maddie design blends mid-tone browns with a cool gray undertone. The Everly hue is a unique blend of brown, gray and olive. The Hailee is a smoky beige, with white in the grain to bring the natural movement front and center. The Harley mixes together a light and mid-tone brown, creating a richly elegant look. Lastly, the Ashley mixes together a darker coffee tone with a medium cool brown.

Makerlab Edition is a 3-inch plank width, a narrow width combined with long planks to create a look that challenges the status quo and is unique to Duchateau. The collection is offered in four hues, each named after a woodworking tool or key structural element. Joist is the highest-variation floor, featuring a dramatic range of tones from mid-brown to rich coffee. Chisel has blue and gray tones mixed precisely with light brown to create the perfect greige. Lathe is a mixture of taupe to light mocha with touches of white in the grain. Planer has a natural European oak visual with a smoky undertone.

The Craft & Commerce Line, available as 6-inch planks, provides a mid-width option—an ideal size for rooms of all shapes and sizes. Each hue was named for a traditional craftsman profession, celebrating the artisanship and craft that goes into every Duchateau product. Osler is a creamy tan with white in the grain and minimal variation. Baxter has warmer brown tones front and center, with a touch of white in the grain to soften the look. Fifer has more mid-tone cooler browns, for a modern twist. Vitner has a pronounced grain pattern and darker brown tones. Peddler is a contemporary color that falls equally between brown and gray with taupe undertones.

For more information, visit: