Posted on

Anderson Hardwood, Tuftex Carpets unite to create Anderson Tuftex

Anderson Tuftex_StrollDalton–The strategic merger of Anderson Hardwood Floors and Tuftex Carpets of California will take effect Jan. 1, 2018, the company announced. Both of these brands have a long heritage in the flooring industry and are a natural fit to bring together into one premium brand: Anderson Tuftex.

Anderson Tuftex creates floors that are designed with intention and crafted with care. The brand will take a holistic and consumer-centric approach to marketing and product development. Today’s consumer demands a simplified shopping experience both in-store and online and Anderson Tuftex said that is listening to the expectations of consumers.

“The entire consumer journey is changing and has been for quite some time. Consumers are finding inspiration everywhere and are more directly connected with brands than ever before,” said Carrie Edwards Isaac, vice president, Anderson Tuftex.  “But purchasing flooring is complicated and consumers feel pressured to get it right. At Anderson Tuftex, it’s about simplicity. We don’t want to overwhelm consumers with options but, rather, craft intentional designs that serve as a canvas for their lives.”
Anderson Tuftex will be showcased at Shaw Connect 2018 winter markets and will unveil the new premium brand at Surfaces in Las Vegas. The future of these two legacy brands will focus on their new, collective brand identity by working with their valued retail partners to drive premium floorcovering sales.

“We’re committed to elevating the discussion with our customers and providing them with a beautiful product mix that they’re eager to sell,” said Trey Thames, vice president of sales, Anderson Tuftex. “By offering bold, yet timeless patterns and foundational colors in both hard and soft surface flooring products, we’re empowering our customers to create a seamless shopping experience for consumers.”

Anderson Tuftex is designing and producing coveted hardwood, carpet and rugs that enable retailers to take consumers from refined to rustic, with handcrafted products that offer a cultivated charm. There are many exciting things on the horizon for Anderson Tuftex, with several new styles making their debut in 2018.

“I am excited about the momentum around this new premium floorcovering brand and our ability to inspire discerning consumers by creating a meaningful experience,” said Tim Baucom, executive vice president, residential business. “The timing is perfect with the increased sophistication of today’s consumer and her desire for a brand like Anderson Tuftex that offers transparency and authenticity.”

Posted on

Shaw Floors to supply Anderson Hardwood in Midwest

Screen Shot 2016-01-13 at 9.40.49 AMDalton—Shaw will directly supply Anderson Hardwood products to retail customers in the Midwestern U.S. Effective immediately, retailers in Illinois, Iowa, Kansas, Minnesota, Missouri, Nebraska, North Dakota, South Dakota and Wisconsin can now purchase Anderson Hardwood through their Shaw Floors hard surface sales representatives.

“Anderson has been a trusted brand in hardwood flooring since 1946 and that won’t change,” said Jeff Sills, executive vice president, hard surface sales. “We are more than prepared to service our Midwest customers with ample inventory levels and the quality of support you’ve come to expect from Shaw.”

Posted on

Made in the USA: Domestic messaging speaks volumes

Volume 27/Number 26; April 28/May 5, 2014

By Ken Ryan

Ten years ago, IVC Group was a Belgian-owned and based, privately held flooring manufacturer looking to break into the North American market. Today, IVC US appears as American as apple pie; the Dalton-based U.S. division has incorporated Made in the USA into all its merchandising, which has enabled the company to carry this story directly to the retailer and consumer.

“In the last three years we have been updating all our graphics, messaging and marketing collateral to include the Made in the USA icon, complete with American flag,” said Bart Rich, senior vice president of marketing. “The Made in the USA message speaks volumes.”

While IVC is a relative newbie to the U.S. market, the flooring industry includes such legacy companies as Armstrong, Mohawk and Mannington, which collectively have more than 300 years of U.S. manufacturing under their belts. Others, such as Shaw Industries and Anderson (now under Shaw), have been major producers for decades.

Flooring companies with deep roots in the U.S., as well as those relatively new to the market, are voicing their U.S. message in big ways and small, both internally and externally.

Some executives believe the deep pain caused by the Great Recession, coupled with the wars in Iraq and Afghanistan, have rallied Americans to get behind U.S.-made products and companies.

A study by Perception Research Services found that shoppers are motivated by Made in the USA claims on packaging, with most consumers saying that they are more likely to purchase a product after noticing a Made in the USA label on it. The research also ascertained that the primary reason shoppers are more likely to purchase Made in the USA products is to help the economy.

Some flooring executives said the industry must do a better job articulating that message. “Honestly, I don’t feel the flooring industry as a whole does a great job at promoting Made in the USA–and it’s a message that should be encouraged,” Rich said. “Consumers may have assumptions about where certain flooring products are made, but why leave them assuming? We as an industry need to take the assumptions out of the equation and tell the story of Made in America–because it’s important to a lot of consumers.”

David Duncan, senior vice president of marketing and sales operations at Mohawk, said the industry must be clear and transparent in clarifying what is actually meant by Made in the USA. “Made in America should mean the products are sourced, produced or assembled, and finished in the U.S.,” he said. “There should be no confusion in these facts. And at the local level, retailers and salespeople should take the time to familiarize themselves with Made in America products and promote these to their respective customers.”

Mohawk promotes Made in America on carpet, carpet tile, cushion, hardwood, laminate, ceramic and area rugs. For example, consumers choosing Mohawk carpet or hardwood floors can select “Made in USA” as one of many features of their floors; using “Made in the USA” as a search factor on MohawkFlooring.com allows shoppers to instantly see numerous floors that are produced domestically. These products are also labeled as American-made products.

Armstrong, which has been manufacturing flooring in the U.S. for more than 100 years, in 2013 introduced the American Scrape hardwood collection. Inspired by the rugged beauty of the American landscape, a portion of the sales from the American Scrape collection is dedicated to supporting Homes for Our Troops (HFOT), a national nonprofit, non-partisan organization that builds specially adapted homes for the nation’s severely injured veterans.

Mannington points to the fact that it makes flooring in nine communities across the U.S. The company says on its website that it is “deeply committed to the places where we work and to manufacturing quality, American-made products. When you order flooring from Mannington, you’re part of this mission.”

Kim Holm, president of Mannington Residential, told FCNews, “The Campbell family is very committed to Made in the USA. We enjoy a reputation as a Made in America, family-owned, 100-year-old company. We get some credit for that. We talk about it at every opportunity at the trade level.”

Several other companies are promoting their American heritage, too, whether in advertising collateral, website or social media. Founded in 1946 as Standard Plywoods, Anderson Hardwood has been manufacturing hardwood flooring in the U.S. for more than 60 years. As the family business grew, with successive generations of Andersons coming on board to run the company, it stayed committed to Made in USA manufacturing.

Since 1967, Shaw Industries (Anderson’s parent company) has offered Made in the USA products, and the company continues the tradition today with the majority of its floor covering being American-made.

Kronotex, which is not rooted in the U.S., has nonetheless jumped on the bandwagon. “We’re not just newcomers to Made in America,” a company blog said. “We were staking out property and planning our first U.S. laminate flooring production lines long before it was ‘cool’ to do so.”

Posted on

Domestic exotics becoming the wood lover’s choice

Demand increasing for locally harvested offerings

By Louis Iannaco

Volume 26/Number 26; May 13/20, 2013

Mullican’s 3⁄4-inch ‘hickory natural’ from its solid Chatelaine Collection is one of the mill’s hottest domestic exotic offerings.

For consumers who want to spice up their interiors, the lure of “domestic exotic flooring” is becoming more of a go-to option than ever before. With selections available in hickory, maple, American cherry and walnut, consumers now have additional—and more exciting, some would say—species to choose from than traditional oak. Because these alluring options are domestically sourced, environmental concerns and illegal logging are not inhibiting factors in the decision-making process. Continue reading Domestic exotics becoming the wood lover’s choice

Posted on

Manufacturers debut offerings for spring season

By Jenna Lippin

Volume 26/Number 22; March 18/25, 2013

While we are only a few months into this year, there already is a renewed sense of optimism. Surfaces has quickly come and gone, but this does not mean opportunities are over for manufacturers to showcase new goods. Some are revamping existing lines while others are unveiling brand new designs. Continue reading Manufacturers debut offerings for spring season

Posted on

Finkell announces retirement from Shaw

Dalton – Don Finkell has announced his retirement from Shaw Industries, effective February 28, to pursue several personal interests. Finkell came to Shaw Industries in 2007, as president and CEO of Anderson Hardwood, at the time of Shaw’s acquisition of Anderson.

Anderson has had a unique and storied history as a hardwood and wood flooring company since the 1940s. Finkell led Anderson as a visionary and innovator himself for more than three decades; the acquisition of Anderson and the talents of Finkell and his Anderson team played a critical role in building Shaw’s successful hardwood business.  He has helped put in place what Shaw considers to be the most talented team in the hardwood industry, from manufacturing to product development, sales, and marketing.  Continue reading Finkell announces retirement from Shaw

Posted on

Anderson launches Fall for America sale

Fountain Inn, S.C.—Anderson Hard-wood for the second straight year will hold its Fall for America sale. The sale, noted Mollie Surratt, director of marketing, was received positively by U.S. consumers, who responded to the mill’s genuine messaging and American-made quality production process. Continue reading Anderson launches Fall for America sale

Posted on

Anderson announces "Fall for America" sale

Popular sale features $300-off hardwood products

Fountain Inn, S.C—With impressive incentives and a robust discount offer, Anderson Hardwood is once again announcing its Fall for America sale. Introduced for the first time in fall 2011, the sale was positively received by U.S. consumers who responded to Anderson’s genuine messaging and American-made quality production process. Virtually all Anderson Hardwoods are made in the USA and the Anderson Fall for America promotion celebrates that fact along with an industry-leading consumer coupon offer and aggressive retail sales associate spiffs.

Continue reading Anderson announces "Fall for America" sale

Posted on

Anderson opens retail store in China

Shanghai location geared for designers, luxury market

By Matthew Spieler

Shanghai—Anderson Hardwood Floors has opened its first stand-alone retail store in an effort to reach the country’s growing designer-oriented luxury market.

Unlike the U.S. manufacturers owning retail stores is commonplace in China. In fact, the specialty retailer as Americans know is virtually non-existent here as manufacturers not only sell directly to the end user, in industries like flooring, they handle the installations. In effect, manufacturers are held to total accountability from the start to finish of the job. Continue reading Anderson opens retail store in China

Posted on

Shaw introduces St. Jude Dream Home Giveaway sponsorship

Dalton – During a kick-off event held recently at the International Builder Show in Orlando, Fla., Shaw Floors publicly announced the company’s national sponsorship of the St. Jude Dream Home Giveaway. Throughout 2012 Shaw will support the far-reaching fundraising campaign as the project’s exclusive flooring provider. To date, the Dream Home campaign has raised more than $220 million in 20 years to support the lifesaving mission of St. Jude Children’s Research Hospital. Continue reading Shaw introduces St. Jude Dream Home Giveaway sponsorship