Executive forecast: Laminate—Enhancements aim to level the playing field

December 14, 2018 | Comments Off on Executive forecast: Laminate—Enhancements aim to level the playing field

December 10/17, 2018: Volume 34, Issue 14 By Reginald Tucker   As WPC and rigid core products continue to generate interest among consumers—while seizing share from competing hard surface categories—laminate flooring producers are not sitting idly by. Many suppliers are launching innovations of their own in areas such as water resistance, durability and eye-catching aesthetics.   Roger Farabee president, wood & laminate Mohawk  What is your projection for the growth of the category next year?...

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Laminate: Category fights back against onslaught of WPC

September 24, 2018 | Comments Off on Laminate: Category fights back against onslaught of WPC

September 17/24, 2018: Volume 34, Issue 7 By Reginald Tucker   The proliferation of WPC and rigid-core products on the marketplace has had a two-fold effect in the industry: It has generated tremendous excitement for retail sales associates and consumers alike, but it has also resulted in market-share losses of competing categories—namely laminate, observers say. But that doesn’t mean laminate suppliers are not fighting back. Many are responding to the competitive pressures wrought by WPC...

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Selling: Increasing sales prospects via key product placement

August 10, 2018 | Comments Off on Selling: Increasing sales prospects via key product placement

By Nicole Murray Laminate flooring remains a viable option for flooring retailers who can position the product category as a suitable choice for high traffic areas, for its ease of cleaning and maintenance, for offering a range of colors and designs that mimic stone and hardwood flooring, and for being easy to install and relatively affordable. FCNews spoke with Mohawk executives and several retailers about proven selling strategies. Following are their recommendations on how to...

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Selling: Tried-and-true tips boost sales

August 10, 2018 | Comments Off on Selling: Tried-and-true tips boost sales

By Nicole Murray With big-box stores continuing to leverage their size, scale and value-driven product offerings, specialty flooring retailers are looking for ways to differentiate themselves and compete on factors other than price per square foot. Following are proven tips retailers have employed in boosting their laminate sales. Tip #1: Emphasize laminate’s performance advantages. Thanks to innovations in coreboard technology, the latest batch of laminate floors are touting moisture resistance—specifically against common occurrences such as...

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Merchandising: Simple (but effective) ways to display laminate

August 10, 2018 | Comments Off on Merchandising: Simple (but effective) ways to display laminate

By Nicole Murray The various techniques used to merchandise laminate can have a direct correlation to product sales, observers say. Different showroom design tactics can be utilized to provide an easier shopping experience for customers as well as a more effective sales process for retail sales associates. “It is an overwhelming process, and it is our job to simplify it,” said Rick Oderio, owner of Conklin Bros, San Jose, Calif. “Consumers can easily be inundated...

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Laminate: End-use activity shifts amidst sales, volume declines

July 12, 2018 | Comments Off on Laminate: End-use activity shifts amidst sales, volume declines

June 26-July 2, 2018: Volume 34, Issue 1   By Reginald Tucker   A palpable shift in import shipments, combined with the loss of significant domestic capacity when one major supplier shuttered its U.S. laminate operations, led to a simultaneous dip in both category sales and volume for the first time in many years. FCNewsresearch shows sales of laminate in the U.S. fell to $1.123 billion, a falloff of 2.7% compared to 2016. Volume shipped...

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Active families are no match for RevWood Plus

July 9, 2018 | Comments Off on Active families are no match for RevWood Plus

By Mara Bollettieri Gabriel Rodriguez, manager of Carpet Liquidators, Everett, Wash., is in a unique position—he is both a retailer who sells Mohawk’s RevWood Plus flooring and a consumer who has used the product almost exclusively throughout his own home. In many ways, Rodriguez fits the profile for the prototypical customer that Mohawk had in mind when it developed RevWood Plus. The store owner, along with his fiancée, have four pets (two cats and two...

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What retailers need to know about RevWood

July 9, 2018 | Comments Off on What retailers need to know about RevWood

By Reginald Tucker   When it comes to positioning RevWood and RevWood Plus for maximum sales potential, product placement is key. Rather than grouping the product in with competing laminate floors—many of which retail on the lower end of the spectrum—Mohawk is advising its dealer partners to aim high. In other words, place RevWood displays on a more level playing field right alongside other hardwood flooring displays in the showroom. “We realize retailers may be...

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Extolling the performance attributes of RevWood Plus

July 9, 2018 | Comments Off on Extolling the performance attributes of RevWood Plus

“Wood without compromise.” That’s the overarching tagline and driving philosophy behind Mohawk’s new RevWood Plus collection—the step-up product to the entry-level RevWood line. In developing RevWood Plus—an offering loaded with bells and whistles designed to boost performance attributes for end users and profits for dealers—Mohawk took into account the challenge active families face when evaluating wood flooring as an option for their homes. Compared to solid wood flooring, RevWood Plus aims to provide the solution...

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RevWood—what’s it all about?

July 9, 2018 | Comments Off on RevWood—what’s it all about?

A whole new spin on traditional wood flooring By Reginald Tucker   A revolutionary engineered flooring product that combines the look and feel of authentic wood with the tenacity of laminate. That’s how Mohawk Industries describes its new RevWood and RevWood Plus lines—a pair of collections tailored for consumers who desire the aesthetics real hard- wood offers without the hefty price tag associated with high-end wood or the limitations associated with natural wood products. In...

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