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Aspecta reorganizes sales team

Norwalk, Conn.—Aspecta has promoted and made role changes in its sales organization. “We are implementing these changes to grow our business, provide our distributors with better service and achieve a more concentrated focus on our Aspecta commercial business,” said Harlan Stone, group CEO.

Marcel Kies

Kies, managing director of Aspecta’s European branch—Aspecta B.V.—for the past three years, has been named the global CEO of Aspecta. “Marcel has done a remarkable job establishing the Aspecta brand throughout Europe and other parts of the world,” said Russ Rogg, president and CEO, Metroflor Corporation. “Aspecta is a global brand that requires global leadership coupled with local management. With that goal in mind, Kies will work closely with me and our newly appointed director of sales, Alan Rowell, to leverage the scale of the brand while tailoring our sales and marketing approach to the North American market.”

Kies is a respected international sales and marketing business manager with over 30 years of experience in the flooring industry for both B2B and B2C business environments. His leadership thrives working with geographically diverse and multicultural teams.

Alan Rowell, formerly Southeast district sales manager for Metroflor, has been appointed to Aspecta director of sales for North America. Rowell will lead the commercial sales manager team, working in concert with Aspecta distributors to focus on the right customers and ensure that salesforce.com and Reed Construction Data are used to their fullest capabilities. “Alan has shown a keen instinct for our commercial business,” said Rogg. “Beyond sales, he will focus on ‘train the trainer’ initiatives to make sure that the specification and commercial sales teams are fully equipped to be effective ambassadors of the Aspecta brand.” 

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LVT, carpet tile make the (commercial) grade

May 28/June 4, 2018: Volume 33, Issue 25

By Ken Ryan

 

Flooring executives say there are several reasons why LVT and carpet tile—two modular options—represent the fastest growth and most popular flooring types for commercial interiors.

Modular flooring categories offer numerous options, enough to address virtually any budget, performance need or design requirement, according to Quentin Quathamer, commercial brand and marketing manager for Philadelphia Commercial, a division of Shaw Industries. “Modular flooring offers flexible design options via installation pattern. Combined with style, color and shape selection, a distinctive design can be easily achieved. They also mitigate less-than-perfect site conditions where less than smooth or dry subfloors exist, which can be budget-restricting hurdles or delay the use of the space you just designed or renovated.”

Others say carpet tile lends itself to enhanced design because designers can use the modularity of the tile to create spaces within a space and help with wayfinding. Nathan Stevenson, vice president of product management, Mohawk Group, noted that carpet tile is a good choice “for when you are renovating a commercial space with pre-existing furniture where you can essentially lift the case goods in the area an installer is working, replace the flooring underneath, lower the furniture, move to the next tile and keep the process moving along. Carpet tile’s benefits and flexibility help specifiers and end users meet many of their goals for commercial environments.”

In recent years, traditional LVT emerged as a versatile and durable product offering myriad design options to provide an excellent value proposition. “The traditional LVT market continues to evolve with modification that impart various performance attributes,” said Kurt Denman, chief marketing officer/executive vice president, sales, Congoleum. “Modifications to the base can deliver improvements in sound rating, indentation or installation options. Changes to the thickness of the wear layer can be made based on the type of space, the maintenance schedule and anticipated level of foot traffic to ensure optimal performance. Combine performance options with an array of design options, relative ease of installation and competitive price point, and you have a strong value proposition.”

Many flooring observers also agree that LVT is the smart choice for commercial applications because it offers a bevy of benefits other flooring surfaces cannot. “From a design standpoint,” said Alan Rowell, director of sales for Aspecta by Metroflor, “LVT fits in with the more European contemporary look that is gaining popularity in commercial settings.”

Flexibility and versatility are two other attributes in LVT’s favor in the commercial segment. “We often think about our tile products as building blocks, and our customer has the ability to control how the floor defines their space, regardless of whether it is carpet or LVT,” said John Crews, manager of Lifestyle Studio, Shaw Contract.

Amanda O’Neill, senior product manager for Armstrong, said that because LVT’s composition includes PVC, the product is much more resistant to damages in addition to being water and scratch resistant. “LVT’s flexibility in terms of modular shapes and sizes, broad palette of colors, durable long-lasting performance and easy maintenance make it idea for many commercial spaces. Plus, improved embossing techniques give LVT a much more realistic look than laminate.”

For Mannington’s Al Boulogne, vice president of commercial resilient business, LVT’s success in the commercial arena is all about versatility, as it can solve many installation-related issues. “Floating versions and more traditional glue-down versions of LVT, coupled with specialty adhesives, solve moisture issues from the subfloor,” Boulogne said. “Solid core products can also go over existing subfloors helping the end user avoid the high cost of ripping up tiles. Plank and tile formats in LVT also help to make repairs of damages much easier.”

Mark Tickle, director of marketing, American Biltrite, said the nearly unlimited visuals and colors differentiate this waterproof vinyl product in a commercial setting. “Simple maintenance, no stripping and waxing [needed]; then there is the much lower cost for installation and maintenance with a simple damp mop. Finally, better technologies have made it more durable to commercial traffic use.”

Applications for every segment

The question is not which commercial segments favor carpet tile/LVT but rather which commercial segments don’t? Indeed, markets like education, corporate, healthcare, government, hospitality, student housing and retail all are thriving with LVT and carpet tile applications.

The general consensus is the two big commercial growth segments are hospitality and workplace. Both are relatively new segments for LVT. “Having the right design for the workplace has been the challenge in such a legacy, carpet-oriented segment,” Boulogne said. “By coordinating design with what works on the soft surface side, we can make the transition a comfortable one for designers.”

Hospitality’s acceptance of LVT over soft surface products has grown lately due to health/hygiene concerns and LVT’s longer life cycle. By the same token, VCT is losing ground within education because LVT is easier to maintain and does not have an institutional look and feel. Milton Goodwin, vice president of commercial sales for Karndean Designflooring, allowed that the hospitality segment is turning away from carpet and hard tile because it is difficult to keep the grout clean. “The cleanability of LVT is a big thing. LVT doesn’t harbor dust and allergens; there is softness underfoot; it is hygienic and offers upscale looks without the costs.”

Cali Bamboo has seen significant growth among its hospitality, multi-unit housing, gym and retail storefront clients. These sectors are looking for flooring that can be installed easily and won’t have to be maintained or replaced as often. “Our customers also like the improvements in the luxury vinyl look that Cali Vinyl’s HiFi Imaging allows,” said Tom Hume, vice president of marketing. “The introduction of improved LVT has opened doors to clients who tend to shy away from hardwood or carpet.”

 

 

 

 

 

 

 

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HD Expo: Hospitality takes its cues from residential design

May 14/21, 2018: Volume 33, Issue 24

By Steven Feldman

Las Vegas—Things are changing in hospitality. Guest rooms are moving more to hard service. Select service hotels—the 2- and 3-star properties—are growing and garnering more attention than luxury hotels. And technology is yielding better performing hardwood for public spaces.

“We are seeing a lot more mid-scale hotels, what they are calling select service, and a lot less of the 4- and 5-star hotels with the huge ballrooms and lobbies,” said John Reader, general manager, Desso Hospitality, a division of Tarkett. “That means there is a lot more emphasis on guest rooms, where the hotels make the money, and a lot less emphasis on the public space.”

As such, while the company is seeing much more traction in public spaces with hard surface and modular than, say, five years ago, the real growth is in select service. To that end, Desso showcased a patterned LVT to almost identically match a carpet tile. Collection Infinies by Tarkett is a high-definition LVT that invites users to customize four innovative designs with its proprietary co-creation tool. The technology allows users to select colors from a predetermined palette and personalize the patterns to their liking.

Talk to LVT suppliers, and they will attribute their increasing success in the hospitality segment to the product’s ability to provide solutions—whether it’s installation, maintenance or design flexibility. Take Karndean Designflooring, for example, which at HD Expo put the spotlight on Korlok, its entry into the rigid core arena. “It is increasing in popularity because of the fact it can go over imperfect subfloors,” Emil Mellow, director of public relations, told FCNews. “Someone just came by seeking to replace a ceramic tile floor with grout but didn’t want to rip it up. Korlok is a perfect solution because it will go right over it.”

Shaw Hospitality prides itself on offering different types of solutions for various types of spaces, according to John Crews, design manager, Lifestyles Studio, which includes the hospitality business. Among its centerpieces at HD Expo was Natural Choreography, a collaboration with Rockwell Group. Natural Choreography utilizes custom, end-cut block wood and sheared marble floor surfaces, which are signature interior elements for high-end hospitality projects. The patterns mimic natural stone and wood with “metal” inlay by creating high-definition scans of real lumber and stone. The idea is to bring these exclusive materials to mass hospitality as a unique, cost-effective solution. “We are taking natural elements and adding a twist,” Crews said. “It’s something a little different for public spaces and guest rooms.”

Republic Floors made its HD Expo debut with its patented Pure SPC, which the company claims is a step above what’s currently on the market. As Rotem Eylor, founder and CEO, explained, “Pure SPC offers a density of anywhere from 1200 psi to 2400 psi. It is made from four different stone powders with special polymers inside to make the material stable. Our claims ratio is less than 0.01%. The product is good in heat or cold, and it doesn’t need acclimation. It doesn’t expand and contract. For hospitality, it can go anywhere—public areas, guest rooms, even in the shower.”

Metroflor featured its Aspecta brand, which is finding favor in hotel guest rooms. Its Aspecta Ornamental line allows flexibility of design with a custom print overlay on a 2.5mm vinyl body. “It’s more of customized feel without a customized budget,” said Alan Rowell, director of sales, Aspecta. It allows a designer to create something beyond a monolithic design.”

Bringing past to present

Personalization of space and the need for a tactile experience—that’s what some of the carpet mills sought to address via their HD Expo introductions. “People are still craving the texture and experience to be able to connect with the product,” noted Jackie Detmer, vice president of design and product development, Mohawk Group, which features the Durkan brand for this segment. “Our new Crafted Convergence was inspired by a collaboration with the Museum of Indian Arts & Culture and the Museum of International Folk Art in Santa Fe, N.M. The carpet is modern but inspired by patterns that have been in [existence] for thousands of years.”

It was a similar story at Mannington Commercial, where Amanda Swindall, marketing director, talked about the continuation of personalization in design as well as what she called “resi-mercial” (making hospitality settings feel more like the comforts of home). In response to that trend, a new carpet tile called Heirloom, based on an old Czechoslovakian wedding dress, was previewed for a summer debut. “Look how the yarn comes in and out and how the color plays. It’s a handcrafted look that’s based on disintegration over time.”

Wood-strong

Hospitality is traditionally a segment that utilizes hardwood primarily in public spaces, but given the demands of the application, the wood must perform. In fact, hospitality is the No. 1 market for Nydree Flooring, whose products are acrylic infused, making them three to four times harder than regular wood, according to Jason Brubaker, vice president of sales and marketing. “Depending on the level of the property, our products could go in common areas, lobbies, restaurants and, in some cases, the guest rooms.”

Monarch came to HD Expo featuring its two main brands: Monarch Plank Hardwood Flooring, which is its quick-ship stocking collection, and Royal Custom Plank and Parquet, a wide array of unfinished offerings. According to Danny Harrington, vice president of marketing, Monarch’s products are suitable for hospitality applications due to a very heavy commercial finish, which features UV-cured oil.