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Cali Bamboo hires Tidmore as business development director

San Diego—Cali Bamboo has named industry veteran Tom Tidmore its new director of business development. Tidmore is known for spearheading new trade partnerships, sales management and sales operations, as well as repositioning within multiple building materials and home improvement companies including Shaw Industries, Interior Specialists, and Pirch Kitchen and Bath. He brings over 30 years of industry experience with a focus on manufacturing, distribution, and dealer and commercial flooring.

“Tom has a solid track record of taking companies to the next level,” said Doug Jackson, president and CEO, Cali Bamboo. “He also has a knack for reinforcing these organizations when they’re poised for a new boom in growth, just as we’re seeing at Cali. We’re excited to be on the precipice of that wider playing field, and with leaders like Tom joining the team we’re more ready than ever.”

Cali has long supplied its building products like solid and engineered flooring, luxury vinyl plank and composite decking across a disruptive omnichannel platform, and it already operates a residential direct-to-consumer channel, dealer channel, big box channel and a trade channel.

It’s the latter that Tidmore eyes with particular interest.

“It’s this professional channel that we’re expanding,” he said. “You can see in our 81 Net Promoter Score that we have incredible brand loyalty with the consumer. We’re applying that commitment to a world-class experience to our trade partners by developing new ways to support their needs."

That business development acumen will now be directed at accelerating Cali’s already aggressive growth, right on the heels of the company’s 10 year on the Inc. 5000 Fastest Growing Companies list.

“This is the right time for Tom to come aboard,” Jackson said. “It’s the right time for Cali, and the right time for our partners—both current and future ones. Our omnichannel reach is getting stronger, broader and smarter. And we’re just getting started.”


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Cali Bamboo names Doug Jackson CEO

San Diego, Calif.—Cali Bamboo has named Doug Jackson, the company’s president and industry veteran, as its new chief executive officer. As CEO, Jackson will continue to leverage Cali’s unique platform, authentic brand experience and highly specialized team to drive accelerated growth. The promotion recognizes the company’s board of directors’ complete confidence in Cali’s future outlook and strategic direction.

“Having now had almost a year working as a part of this amazing team, I’m more convinced than ever that this company is becoming known throughout the industry as a major disrupter,” said Jackson. “To be here, helping to fuel and guide that disruption is both an honor and a great pleasure.”

Since joining Cali Bamboo as chief revenue officer in September 2017 and being promoted to president last November, Jackson has proven instrumental in building out the company’s leadership team and thoughtfully retargeting the unique omnichannel platform on areas of revenue growth. Under his direction, Cali has recalibrated and expanded its dealer program, accelerated new product introductions and increased its presence at key industry trade shows.

As a former Shaw Industries divisional vice president of sales and marketing, Jackson brings over 20 years of experience and is known for facilitating strategic, long-term business relationships with customers in the dealer, national account and trade channels—three arenas where Cali Bamboo is positioned for considerable further growth.

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Cali introduces hand-woven floor cushions

San Diego, Calif.—Cali Bamboo now has a fun, stylish way to add a little extra comfort to that floor. The all-new Tapestri Pouf Collection includes eight styles in four different versatile colors. Pouf cushions are available as both round floor seats and cube ottomans.
In keeping with the tradition of the Tapestri Area Rug line, the new pouf styles are named for four beloved Cali Bamboo dogs—four of the 40 pups who frequent the company’s San Diego headquarters. Boston is a dark charcoal gray; Abby a warm, tan brown; Nellie a light ivory crème; and Mojo, a vibrant multi-colored weave. (Their namesakes are an Aussie-chow mix, an English bulldog, a beagle-boxer mix and a cavapoo, respectively.)
Boston, Abby and Nellie are each covered in hand-woven jute—a sustainable and naturally strong plant fiber—and Mojo’s cover is woven out of upcycled cotton fabric leftover from the garment industry. Their interior polystyrene cushions are made to be lightweight and retain their shape. All poufs are GoodWeave Certified and manufactured under fair labor practices.
Perfect for modular seating when company comes over, as a beautifully textured footrest in front of the couch, as a floor backrest during movie night, or even as a space efficient end table, a good pouf magically transforms from one use to another. View the collection at

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Latest bamboo, cork intros stir visual interest

April 2/9, 2018: Volume 33, Issue 21

By Lindsay Baillie


Touting qualities such as durability, comfort underfoot and water resistance, cork and bamboo products provide the industry with eco-friendly flooring suitable for both residential and commercial applications.

Following is an overview of some of the newest cork and bamboo innovations that promise to captivate consumers not only with updated visuals, but also with reasonable price points.

Bamboo Hardwoods

Bamboo Hardwoods’ new Symphony line features a hybrid of rigid core with a natural strand woven bamboo wear layer. The line combines the natural beauty of authentic bamboo floors with a waterproof rigid core allowing for installations in even the most undesirable locations.

Symphony is available in 72 x 51⁄8 x 9⁄32 planks and features a four-sided Uniclic locking system. Its 1.2mm strand woven bamboo veneer is wire brushed and stained. Symphony will be available in June in two colors: anise and currant.


CorkWood brings together the look of wood, the durability of laminate and the comfort of cork. It comes in two collections: CorkWood Designer, which features 6-foot planks in nine colors, and CorkWood Elite, available in planks spanning nearly 4-feet long and five colors. CorkWood is engineered with a HDF smart core for dent resistance and a 3mm (Designer) or 2.5mm (Elite) thick top layer of compressed cork. It also includes the Torlys CorkPlus attached underlayment for added warmth and sound insulation.

WE Cork

WE Cork’s Corkoleum is a 3mm rolled cork flooring with a rubber and cork base and a cork veneer. Ideal for glue-down applications, Corkoleum is a very low, thin product. Made up of mainly cork, the flooring is marketed as being quiet, comfortable, warm and water resistant. Corkoleum is ideal for wet areas in both residential and commercial settings.

Also from WE Cork is a line of wall panels available for both residential and commercial applications. Available in two different visuals—brick, which comes in three different colors, and bark—WE Cork’s line of wall panels can be used for decorative purposes as well as a sound insulator.


Wellmade unveils a variety of new bamboo looks as part of its Opti-Wood flooring collection. Opti-Wood couples the performance virtues of rigid core flooring technology with real bamboo or hardwood wear layer veneers. The product features Wellmade’s Hydri-HDPC technology, a moisture protection system that seals out topical moisture and boasts a 100% waterproof HDPC core.

Wellmade’s new bamboo flooring is just over 5 inches wide, 48-plus inches long and 8.5mm thick, and features the Uniclic locking system. Colors range from traditional carbonized to multi-color and character-driven glazing options.

Cali Bamboo

Cali Bamboo has launched GeoWood, an engineered hardwood floor combining real timber layered over GeoCore—Cali’s stabilizing limestone composite foundation. The design layer atop each GeoWood plank is up to 1.2mm thick and features sustainably farmed bamboo and lumber from Lacey Act-compliant managed forests.

Made with AquaDefy technology, GeoWood boasts proven moisture protection, making it ideal for bathrooms, kitchens and below-grade spaces such as basements. Shielded by a 10-coat scratch resistant finish, GeoWood is ideal for spaces with heavy traffic, large dogs and the wear and tear of everyday life.


USFloors’ current Cork Canvas collection is a digitally enhanced cork floor that features travertine decors. Digitally enhanced cork floors provide the beauty, depth and texture consumers expect in a natural stone or hardwood floor while maintaining the advantages of cork.

This flooring uses digital print technology to capture the colors, nuances, grains and textures of real stone and hardwood. These visuals are printed directly on a cork top layer, which is applied to an HDF core. A durable, embossed hot coat finish is applied to the cork top layer, while additional cork is added as an attached underlayment.


Wicanders Cork GO is a budget-friendly floating floor made with the company’s cork double layer. The collection comes in 10 cork visuals and contains all the signature Corktech benefits found in Wicanders’ products. Cork GO acts as a noise buffer between the floor and the rooms underneath and reduces walking sound up to 53%. The floor also acts as natural thermal insulation.

Cork GO provides a unique comfort in movement, even when walking barefoot. It also has a longer life span due to its elasticity, compressibility and ability to absorb high shocks

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Cali decking spring launch includes railing systems, new colors

San Diego, Calif.—Cali Bamboo is adding to its outdoor product repertoire with all-new rail and post systems and fresh decking colors.

Rails and posts (sold in two separate kits) are color-matched and made of the same ultra-durable composite material as TruOrganics—Cali’s low maintenance planks. This ensures finished decks are more cohesive in their overall look, performance and ease of installation. It also significantly streamlines the deck shopping experience for Cali customers.

“We’ve established ourselves as makers of beautiful, high-quality decking,” said Doug Jackson, Cali Bamboo president. “By introducing rail and post systems we’re now offering the full package, so that our customers—homeowners, architects and contractors alike—can get their planks, posts and rails in one purchase. Providing that whole deck experience, including all the expert installation and maintenance advice, is right in line with Cali’s overarching goals to constantly improve and lead the pack in world class service.”

The new rail and post systems are internally reinforced with galvanized steel and have the same composition as the TruOrganics planks—60% reclaimed wood fiber and 40% recycled plastic. The 15 black metal balusters included in each railing system are also galvanized steel and ensure a safe and secure decking experience. Posts and rails are fully capped and protected by a total wrap shield, making them extra weather resistant even in harsh sun and heavy snow. Their easy-to-install, universal design works on all decking types with multiple anchors included. Sets are also customizable to accommodate various heights and lengths as well as stair applications. Both kits are backed by a 25-year residential warranty.

The Cali springtime decking launch also includes the release of three new TruOrganics decking colors: Glacier, Caribou and Mojave. Glacier presents a lightly frosted gray; Caribou, a darkly wooded ebony-brown; and Mojave invokes desert vibes with a serene sand color.

The decking line features natural-looking hardwood texturing, matte finish and extra wide plank options. Planks feature a double-sided surface—with one smooth side and the other etched with a wood grain—and come in 8- or 16-foot lengths. A hidden fastening system enables quick, DIY installations, and a full, four-sided wrap shield makes messes and stains easy to clean.

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GeoWood now available from Cali Bamboo

San Diego, Calif.—Cali Bamboo has officially launched GeoWood online. Geowood is a revolutionary engineered hardwood combining real timber layered over GeoCore—Cali’s stabilizing limestone composite foundation. According to the company, this technological breakthrough yields rock solid hardwood flooring with AquaDefy water resistance and comes at a lower price point than solid wood planks.

Cali GeoWood puts real hardwood floors within reach for new homeowners or those looking to redesign on a budget. Its DIY installation and upkeep save additional money throughout the entire life of the floor. The beauty layer atop each plank is up to 1.2mm thick and features sustainably farmed bamboo and lumber from Lacey Act Compliant managed forests. All flooring is ultra-low VOC with no added urea formaldehyde and employs adhesives that fall below E0 emissions standards.
What’s more, the product’s proprietary limestone composite fortifies each GeoWood plank and resists indentation from high heels, pet claws and furniture. Its AquaDefy technology ensures diehard moisture protection, making GeoWood perfect for bathrooms, kitchens and below-grade spaces like basements. And, shielded by a 10-coat scratch resistant finish, GeoWood planks are also ideal for spaces with heavy traffic, large dogs and all the wear and tear of everyday life.

Flooring is backed by a 50-year residential warranty and a 15-year light commercial warranty.

Four bamboo styles are now available for purchase on the manufacturer’s website Additional hardwoods including hickory, oak, maple and walnut will be released in summer 2018.

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Cali Bamboo debuts herringbone style, new colors

San Diego, Calif.—Cali Bamboo has launched seven new bamboo floors, including two made for herringbone style installations. All new floors feature a solid Fossilized bamboo construction—Cali’s proprietary manufacturing technique yielding floors with Janka hardness scores of over 5,000.

The two new Herringbone styles—Riverwood and Outer Banks—both bear a smooth wood grain, with Riverwood wrapped in a subtle storm cloud gray and Outer Banks glowing from a calming palm brown. Outer Banks also comes in a traditional 6-foot-length plank with tongue-and-groove milling. The four additional new colors—Bourbon Barrel, Savanna, Bordeaux and Treehouse—come in traditional planks. All are tongue-and-groove with the exception of Bordeaux, which has a click-lock construction.

“We put a massive effort into spotting and acting on trends before they hit the broader North American market and have been tracking parquet-type patterns like herringbone in Europe,” said Doug Jackson, president, Cali Bamboo. “The time was right to grow among high-style clientele while giving our customers this popular flooring option along with all the strength our Fossilized bamboo is known for.”

As with all Cali Bamboo Fossilized flooring, the seven new styles feature a 10-coat scratch resistant finish, ideal for spaces with heavy traffic or large pets. Planks are safe for the home and have ultra-low VOC with no added urea formaldehyde. The flooring is also backed by an industry-leading 50-year residential warranty and a 15-year commercial warranty.

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Executive interview: Jackson looks to take Cali Bamboo to the next level

Unique omni-channel approach to the market will drive growth

January 8/15, 2018, Volume 33, Issue 15


Doug Jackson spent more than 20 years in high-level positions at Shaw Industries and its subsidiary, Tuftex. After departing Shaw in mid-2017, Jackson accepted a position at Cali Bamboo, a San Diego-based company that is about as much the polar opposite of Shaw in every sense of the word—size, culture and product mix—just to start. Jackson sat down with FCNews publisher Steven Feldman to discuss the decision to join Cali Bamboo and what lies ahead for the company.

Cali Bamboo takes an omni-channel approach with its go-to-market strategy. Explain that.
We have the unique ability to sell to the consumer direct, sell to the trade, sell to dealers and sell to big box stores like Lowe’s. That’s because we have an MSRP that is legitimate. We want to become more essential to dealers. We’re not looking to sell to every dealer—just the right ones who get our approach to market.

Can a company do this successfully?
Absolutely. The best way to visualize this omni-channel approach is to think of Apple and iPhone sales. If you want to buy an iPhone you can buy direct from Apple, you can drop by Best Buy, you can buy from AT&T or you can buy from a store online. The price is the same; it’s just a matter of what level of service you want, or who you are comfortable buying from. Do you want to buy it from AT&T and have them program all your stuff? Do you want to buy it online and have it delivered to your doorstep? Or do you want to go to Best Buy because they have some kind of warranty or different level of service?

Cali operates the same way. You may want to buy through a dealer because of their expertise and service. Or maybe you have a relationship with the pro at Lowe’s who has been helping you design part of your kitchen. The price is the same at Lowe’s as the specialty dealer. But maybe you are a do-it-yourselfer and saw us online and want to buy from us direct. We’ll put it on your doorstep anywhere in the continental United States. Same price. It’s a very unique approach to flooring.

When do you send the customer to a big box store, when do you send her to a specialty retailer and when do you sell her direct?
The customer gives us those signals. We have 57 people on our phone bank here who are talking to customers. They prequalify that customer, and she will pretty much tell us what she wants. We have an algorithm that allows us to protect dealers’ ZIP codes. If someone calls from XYZ ZIP code we immediately know whether that lead is going to that dealer. All we’re doing is finding out the project, prequalifying, maybe sending samples, but ultimately that consumer is going to the dealer. So depending on the level of our relationship with a given dealer in any area we can send all or some customers to him.

So you won’t compete with any one of your dealers?
No, we’re working in tandem with them. We look at ourselves as an ingredient brand of dealers and the dealers as an ingredient brand to us. Many of our competitors talk about giving their dealers leads. We give our dealers consumers. When people call us and decide they want to have reliable service or installation at the dealer level, we refer those customers to our dealers. They’re not leads, they’re customers. They want to buy, and we just said, “Sounds like the best place to buy might be at XYZ Flooring.” That’s a completely different approach to how much of the competition addresses leads. We talk to consumers and go through their project, send them samples with quotes and then we determine the best situation for them to buy.

How does the retailer make money with Cali Bamboo? Why should a retailer have a Cali Bamboo rack in his store?
Retailers make better margins with Cali Bamboo than with other products they sell because we are very stringent with our MSRP. Then we’re giving them space below that MSRP to make a margin. So we hold them accountable to sell at MSRP just like we hold Lowe’s accountable and we hold ourselves accountable. We’ve left room for the dealer to make money and, of course, pick up labor and any add-ons they might be able to sell.

We also have very satisfied customers. Our net promoter score hovers around where you would see Nordstrom and Starbucks—a level where you would never think a flooring company would be. We’re also able to do things like ship right to the customer’s site—things like that solve problems for dealers.

What do you feel differentiates you from your competitors?
Beyond the omni-channel approach and lead generation, our strength is our relationship with the consumer. We spend a lot of time focusing on customer wants and needs. That relationship allows us to get in and out of products quickly. One of the founders likes to say we run this company like a science project. We test everything, we’re agile and we don’t have to commit to things. We don’t have to make a product introduction with all the displays and go to market. We commit to something online, gauge our relationship with the consumer and then expand upon it. That relationship allows us to listen first and then parlay that into our relationship with our dealers. So we’re not running the science experiment with any risk to them.

In addition to that, we’re in a whole range of building materials, not just flooring. Our composite decking is extremely popular, and more and more dealers are interested in carrying it as an outdoor flooring option.

You sell bamboo, you sell vinyl and you are getting into the rigid core arena. Tell me a little about GeoWood, your new rigid core product.
GeoWood is a great example of Cali’s ability to innovate and introduce entirely new products to market. We take a backing of what’s called GeoCore, made of a rigid limestone composite, and layer real hardwood over that. It gives you the best of both worlds—a real wood floor that installs in a few hours, is highly water resistant and isn’t as temperamental as solid planks. Those hardwoods will include oak, hickory, maple and bamboo—all from sustainably managed sources.

We will be selling direct to the consumer in the first quarter. Then we’ll go through the rest of our channels of distribution after testing customer interest. We talked about not putting a bunch of displays in people’s stores and claiming things. We have the opportunity to sell directly to the consumer and get feedback, make sure we know what’s working and do our science project, if you will. And once we’ve fine-tuned the selection, we’ll expand it through distribution.

So having multiple products, do you feel the name Cali Bamboo works against you? Are there plans to do anything with that name to reflect the breadth of your portfolio?
Today we have bamboo, engineered, eucalyptus, cork, WPC and the GeoWood rigid core product. We also have some product development in other species and some other new innovation in 2018.

Cali Bamboo has a lot of brand recognition in many places. So I think the key is how we build upon it. Cali Bamboo will always be in the marketplace, but it will be a sub brand under a “Cali” portfolio of brands under which we have our Cali Vinyl, Cali Decking, Cali Fencing and Cali Bamboo.

Goals and objectives for 2018?
We’re very excited about the launch of GeoWood. We’re doing really well with the direct-to-consumer relationship and growing 60% to 70% year over year. So now we have a big focus on our dealer business and finding those select dealers. We’ll be exhibiting at the NFA’s specialty vendor showcase the day before Surfaces.

As a company our track record shows we’ve doubled every two and a half years. So if we stay at that pace it should quadruple in five years.

What attracted you to this company?
It’s funny. I really didn’t want to work for a bamboo company. But I walked in the door and was amazed by the culture. The 20 dogs greeting you, the people greeting you. People in comfortable California attire. And it became very clear to me they had something different going on here. I saw an opportunity for a company that was no longer a startup, that was doing good business, but maybe we could take advantage of the culture they had and put some professionalism into it. It’s a fine line between messing with what works and just cleaning up some edges. This company has only scratched the surface of where it can go. And you realize that when you walk in the building. You realize it’s not about some stuffy rules you follow because you think you’re supposed to. It’s about good people working hard, the right products and the right people doing the right things.

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Cali Bamboo innovates with GeoWood

San Diego—Cali Bamboo has launched GeoWood, a revolutionary engineered hardwood combining real timber layered over GeoCore—Cali’s stabilizing limestone composite foundation. This technological breakthrough yields rock solid hardwood flooring with AquaDefy water resistance and comes at a lower price point than solid wood planks.

GeoWood’s AquaDefy technology ensures diehard moisture protection, making it available for bathrooms, kitchens and below-grade spaces like basements. In addition, the beauty layer atop each plank is up to 1.2mm thick and features sustainably farmed woods and lumber from Lacey Act Compliant managed forests. All flooring is Ultra Low VOC with no added Urea Formaldehyde and employs adhesives that fall well below E0 emissions standards.

The full GeoWood collection includes real oak, hickory, maple, walnut and bamboo. It can be floated or glued down over any type of even subfloor and pairs with Cali Complete All-in-One Underlayment. Shielded by a 10-coat scratch resistant finish, GeoWood planks are ideal for spaces with heavy traffic, large dogs and all the wear and tear of everyday life. The flooring is backed by a 50-year residential warranty and a 15-year commercial warranty.

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Cali Bamboo names Jackson president

San Diego—Cali Bamboo has named Doug Jackson president of the company. Jackson, an industry veteran, draws from over 20 years in the flooring business, most recently as the vice president of sales and marketing for Tuftex, the premier carpet brand of Shaw Industries.

This appointment marks the successful conclusion of a deliberate leadership transition process.

Over the last few years of the company’s rapid market share growth, Cali Bamboo’s board of directors has worked in close coordination with Jeff Goldberg, founder and CEO, and Tanner Haigwood, co-founder and executive vice president, to build out a leadership team with the experience to effectively manage Cali’s increased scale and sustain its growth trajectory. As part of this planned transition, Goldberg and Haigwood will become strategic advisors to the company and maintain their roles as members of the company’s board of directors.

Jackson joined Cali Bamboo as its chief revenue officer in August 2017, working to leverage the company’s unique omnichannel platform and authentic brand to drive accelerated growth and foster stronger relationships with dealer partners. His new role, which was effective Nov. 22, comes as the company prepares for its next phase of expansion, having increased revenue by 80% in 2016 and landed on the Inc. 5000 Fastest Growing Companies List for the ninth consecutive year.

“The timing for this transition could not be better, as Cali Bamboo is thriving in every way,” said Goldberg. “We are proud to have built a pioneering direct-to-consumer business and one of the fastest-growing branded green building product companies in the country. We are confident that Doug and the Cali Bamboo leadership team will sustain and build upon the company’s legacy of success.”