Posted on

Surfaces Laminate Coverage: Suppliers look to cash in on waterproof craze

February 5/12, 2018: Volume 33, Issue 17

By Reginald Tucker

 

Water, water everywhere. Some of the laminate booth spaces at Surfaces this year looked more like aquariums than traditional room vignettes with all the fish tanks and waterfalls touting the products’ enhanced water-resistant or waterproof capabilities. It’s a trend that manufacturers are looking to leverage. Case in point is Mohawk, which has revamped the way it is marketing its family of laminate brands, including Quick-Step (see feature story on page 14). The focus on waterproof/resistance capabilities, some suppliers say, reflects the product’s evolution in recent years.

“We’re relaunching our laminate lines under RevWoods—short for revolutionary wood flooring—with All Pet Protection, meaning our technology keeps the water on top of the surface without seeping through,” said Angela Duke, senior brand manager, hard surface. “I’ve walked the show and seen a lot of push for water resistance. The difference with our product is we’re calling it waterproof. And what makes ours waterproof is three technologies: beveled edge plus the Uniclic locking system and a HydroSseal on top. There are three technologies working together. It’s the same technology featured on Quick-Step NatureTEK laminate.”

Mannington is also playing up the category’s water-resistant attributes via its SpillShield technology. Featured on its signature Restoration collection, the innovation aims to address everyday spills, wear and tear—not catastrophic events such as floods. “What we talk about are the real-life things that happen in the home,” said Dan Natkin, vice president, hardwood and laminate. “The industry has made a complete, blown-out-of-proportion claim. The industry has gone to a single-attribute selling: fill this hall with water right now and no flooring will be damaged. If you have a traumatic flooring event in your house, the flooring is going to get replaced no matter what. In most states that’s the law.”

SpillShield, which was recently recognized as being one of the 30 most innovative products that can be used in the kitchen and bathroom, comes with a 72-hour guarantee that standing water won’t damage the floor. “We designed our products to withstand the everyday accidents—water from the ice maker, dog water bowl, spilled milk, etc.,” Natkin said. “We’ve developed technology to resist all that and we’ve put a warranty behind it. In one year we’ve had one claim—and that’s millions and millions of square feet.”

For Mannington, it’s not just about repelling water. “We focus on all the performance attributes, not just moisture protection—indentation resistance,” Natkin said.

Other suppliers are also investing in technologies to bolster the category’s resistance to moisture and water damage. CFL, which introduced its AtroGuard water-resistant laminate line several years ago, believes the technology has come a long way. “It’s not 100% waterproof, but it has advantages the resilient category doesn’t have,” said Thomas Baert, president. “It’s also good for bathrooms, kitchens, etc., meaning homeowners can wet-mop it. It has been proven on the market now for more than three years, and is one of our best sellers.”

Design enhancements
Laminate suppliers are not only making strides in terms of performance. They are also improving visuals, especially with respect to replicating natural materials such as wood.

Inhaus took the wraps off its Classic Estate collection, which features traditional, open-grained flooring patterns derived from real wood recovered from historic barns located in rural Pennsylvania. According to Derek Welbourn, CEO, “Inhaus designers sought out and salvaged these unique timbers and created a collection with distinctive character and subtle beauty that only time and history can create.” Other noteworthy additions to the line include Eden, a classic European oak wide plank look; Fruitvale, which features knots and worm holes; and Parkwood, a dark stain plank with bamboo-like graining.

Mannington launched three new products to its Restoration collection: palace plank and palace chevron, which play on popular shapes like herringbone seen in hardwood. “What’s cool about these patterns is you can do a chevron in one area of the house, come in with a plank in another area for a customized effect,” Natkin explained.

RevWoods launched in three new styles reflecting the popular wider/longer trend. “We’re duplicating some of the same looks we’re showing on the hardwood side,” Duke explained. “The trend toward wider and longer is still strong, as new homes feature open spaces.”

Although Quick-Step features the same underlying construction, the designs and patterns will differ from the Mohawk brand. “With Quick-Step being in the Mohawk family, we wanted to simplify the process,” Duke explained. “In the past we’ve gone with two different brands and different technologies and people were confused by that. Now we’re going to market and saying we have the same technology, just different brands. And that ties in the Quick-Step brand with the Mohawk brand. However, the brands will be differentiated by design. Mohawk will be targeted toward the higher end consumer.”

Swiss Krono also display its expertise in the category, drawing on the company’s manufacturing capabilities and strengths in all facets of laminate production. “We’re making investments in designs, textures and moisture-resistant products,” said Travis Bass, executive vice president. “We are also adding higher value product manufacturing capacity to reflect the shift in consumer demand.”

Not to be outdone, Uniboard displayed its expertise in the laminate flooring category with 16 new styles and designs. This is much to the delight of distributor partners like Stephane Leveille, president, Tapis Beaver, “We sold about $1 million or more worth of product. The quality are the visuals are very good.”

Posted on

Surfaces Resilient Coverage: Innovations aim to add simplicity to the buying and selling process

February 5/12, 2018: Volume 33, Issue 17

By Lindsay Baillie

 

There’s a common thread among the plethora of new resilient flooring products introduced at Surfaces: They all aim to make it easier for retailers to sell and consumers to understand.

A majority of the manufacturers at the event noted that the resilient market is saturated with products—a phenomenon that can cause confusion for distributors, retailers and consumers alike. To address this issue, manufacturers are providing retailers and distributors with updated styles and newer product constructions in conjunction with greater education, explicit branding and unique product stories.

Education and innovation was a focal point of Karndean Designflooring’s 2018 introductions, which entailed new SKUs across three formats: glue down, loose lay and rigid core. The ultimate goal, the company said, is to encourage retailers to rethink flooring. “We’re trying to get retailers to see flooring differently, design flooring differently and specify flooring differently so that they have a way of making more margin and really beating out the competition,” said Emil Mellow, director of public relations.

Part of rethinking flooring involves a complete understanding of how Karndean’s products work together to create designflooring. “With our new SKUs, we’re trying to push design differently,” Mellow explained. “For example, with Korlok, we tell retailers you can blend SKUs.”

Mohawk’s new sheet vinyl lineup is bringing awareness to a product category that has consistently been losing market share to LVT, WPC and SPC. According to Angela Duke, senior brand manager, Mohawk, the company still sees a market for sheet vinyl and so should retailers. “This is one of the most durable floors. It is one of our highest margin products because of its lower price.”

Mohawk’s new sheet vinyl features a new technology called ClearGuard, which aims to show consumers how easy it is to clean the product. Duke explained dealers should also take advantage of the product’s waterproof qualities. “We’re seeing a lot of push for this product in different areas such as laundry rooms, basements and bathrooms.”

Educating dealers on product features is also a key point for Forbo. The manufacturer’s Marmoleum with click cinch lock is available in a wide array of colors, allowing retailers to offer consumers something out of the ordinary. What’s more, dealers can mix and match the square and plank formats to create unique flooring designs. “What if you could get a click product that is easy to install and with more vibrant colors?” asked Tim Donahue, residential national sales manager. “You’re not going to get these colors in an LVT.”

Forbo has also added FlowTex to its product portfolio. To create the texture of FlowTex the product is “flocked,” a manufacturing process that combines a PVC backing, a layer in between and an adhesive on top, followed by a magnetic charge that activates the product. Once the product is dried, it becomes  impenetrable to water, Donahue said. “FlowTex is a textile version of a resilient and is actually closer to a hard surface than a carpet.”

Fusion, the distribution division of USFloors, is focused on educating its customers on the positives of doing business with the company. “We offer completely different colors and SKUs than USFloors,” said Jim Nielsen, vice president of sales. “We cover all of the bases with this category, and we’ll stay at the very forefront of technology and give our distributors service and compassion.”

The company’s two investments for 2018 are its enhance bevel WPC and SPC. “These are higher end, design-focused products,” Nielsen explained. “They’re very realistic looking compared to what we’ve had in the past. We’ve also attached a pad, which provides more comfort and is sound deadening. Distributors will be able to get more premium price on these products than what is out there.”

Happy Feet also emphasized the importance of educating the retailer on the benefits of partnering with the right manufacturer, going beyond product specs. In addition to the company’s new products such as Blockbuster and Gladiator, Happy Feet boasts competitive pricing, shipping within 24 hours and unmatchable inventory. “We want to help retailers make money,” said CJ Johnson, sales.

What’s in a brand?

Some manufacturers introduced new products at Surfaces that aim to help strengthen brand recognition in consumers and make it easier for dealers to better identify products in a saturated market. Case in point is Armstrong, which is looking to leverage its Diamond 10 technology to create brand awareness with consumers. “We’re pushing our Diamond 10 technology, which is a differentiating factor,  to bring consumers into retailers’ stores,” said Morgan Hafer, product manager for Alterna. “It’s being used in shows on HGTV and throughout social media to [drive] brand awareness.”

EarthWerks is also using its branding to make it easier for retailers to distinguish between different sizes of products. The company showed Noble Classic Plus and Plus XL as well as Parkhill and Plus XXL. Plus XL and Plus XXL represent thicker, longer versions of their respective lines.

“At EarthWerks we say style, availability and service you can trust,” said Lindsey Nisbet, strategic marketing and product development. “Our style is getting better every year; with respect to service, we have some of the best distribution.”

Quick-Step and IVC are also making it easier to identify their resilient products. Quick-Step has updated the products it sells to focus less on the product lines and more on its attributes. The company is now using the term “EnduraTEK” for its resilient products. “We consider resilient as the entry into hard surface,” said Jason Sims, senior brand manager, Mohawk Industries. “All of our flexible product is called EnduraTEK. As you trade up, the rigid offerings are called EnduraTEK Ultra.”

Quick-Step is doing its best to provide distributors with better and best offerings within the resilient category. “What we’re featuring this year is the ability for them to trade up within the category from flexible to rigid,” Sims said. “We are also offering for the first time flexible LVT tile that has a hidden grout line. You can mix them and it quickly installs. These are all available on one display as well.”

IVC is updating its brand to reflect the resilient category. The company showed its new Artera and Millright lines, both sheet vinyl, as well as Urbanne, its new flexible tiles. Sims explained that the word “resilient” not only describes the category, but also highlights what the segment can ultimately provide consumers. “We have positioned our brand as uncompromised design for life. We bring a different design element to everything we do.”

While some companies are promoting various product names to drive brand recognition, others are looking to better leverage their own corporate identities. DuChâteau, primarily known for its innovations in hardwood for flooring and wall applications, has expanded its reach to include luxury vinyl plank products. “We conducted extensive research with designers, architects, contractors and homeowners to see where they wanted to go with more luxurious and distinctive flooring designs,” said Misael Tagle, CEO and co-founder of DuChâteau. “The craftsmanship and fashion-forward designs of our new collections meet their needs.”

The manufacturer’s new Atelier Series’ Sovereign edition features the sought-after signature aesthetic of European-style exclusive designs in a glue-down vinyl plank. Then there’s the Vinyl Deluxe Grand collection with LuxCor technology, followed by the Vinyl Deluxe Classic collection. Rounding out the offering is the American Guild collection, which features classic colors and a contemporary American design aesthetic with the realistic look and feel of wood and stone.

Congoleum is looking to take branding a step further with the creation of CLEO Home—a separate, standalone brand that features healthy and environmentally conscious flooring. According to Kurt Denman, chief marketing officer and executive vice president of sales, CLEO Home is intended to help consumers who might be struggling with design confidence.

“We wanted to create something from a designer standpoint that really appealed to the consumer. We have great brand recognition with Congoleum, with our legacy products. This new foray into the marketplace is a great way to connect with the next generation.”

CLEO breaks down into three different layers. The base is 85% limestone and the other 15% is a binder that is not made with PVC. The top layer is digital imaging with a high-performance coating. “When you get rid of PVC you get rid of plasticizers, phthalates and all the things that are perceived as negative words in the industry,” Denman explained. (Incidentally, Congoleum was honored for a Best of Surfaces award in sustainability for CLEO Home.) “This product is 100% manufactured in the U.S., so we’re not relying on print films shipped from China.”

A compelling story
Manufacturers are not only developing unique product stories to help differentiate offerings, they are ultimately providing retailers with product education and strong brands. Mohawk, for example, has updated its campaign for SolidTech to play up the product’s resistance to hurricanes. As Duke explained: “We have a good story from a builder in Dallas who put SolidTech in one of his model homes; after the hurricane hit the dealer was able to salvage the floor in the model home, clean it up and reinstall it without any problems.”

Armstrong has developed its own story for its Alterna plank product—an engineered tile now available in a 6 x 36 plank format. “We call it Alterna because it is an alternative to ceramic and tile,” Hafer explained. “The story behind engineered tile is its more durable and comfortable to live on and easier to install than real tile. Alterna plank also features our Diamond 10 technology.”

Product story is also key to Beauflor’s new introductions, Blacktex and Boardwalk. The former is a roll product that can also be merchandised with boards and marketed as either a sheet vinyl or LVT product. The textile backing provides users with some of the benefits and features of LVT. Meanwhile, Boardwalk is a rigid click, loose-lay product with an attached pad.

“Our Blacktex sheet product is really the original waterproof product,” said Johnny Barnes, general manager. “If you look at the top layer, you can achieve some of the visuals with this line that you can’t necessarily achieve with the WPC products.”

Boardwalk, initially available in 14 SKUs, is equally rich in terms of aesthetics. “We have several dimensions and three SKUs that are random width,” said Nick Brown, vice president of sales North America. “There are all these different products within the collection, but they’re all at the same price point.”

Raskin Industries’ Ceramix, the company’s built-in-grout, loose-lay LVT, has its own story—one built on ease of installation. According to the manufacturer, the offering allows retailers to sell a grouted tile look without the headache of a typical tile installation. What’s more, Ceramix, which made its official debut at Surfaces 2017, earned a Best of Surfaces award for innovation at this year’s event.

Michael Raskin, founder and president, said the realistic look of the grout is a difference maker. “You can’t tell it is not ceramic, and with labor as a big issue in the market—the labor is sometimes two to three times more than the product—this can be put in with a perimeter install. It’s also warmer, slip resistant and doesn’t shatter.”

Novalis continues to push its environmentally friendly products with the development of Serenbe, a SPC product boasting high-density core technology, NovaShield coating and an attached pad. “Serenbe is ultra-realistic,” said Steven Erlich, vice president of sales and marketing. “There are ceramic planks and herringbone patterns to name a few. In addition, all of our products are pressed with a rolled edge, or groutable edge.”

Nox U.S. highlighted its new Genesis technology at Surfaces. The new line, the company said, creates a bridge between WPC and SPC products. ““WPC is growing for everyone but there are challenges with indentation and brittleness,” said Eric Erickson, senior vice president sales and marketing North America. “Also, everyone is chasing SPC but it’s really heavy and stiff. What we’ve been able to do is develop new technology in our core so that it is a little less dense and as you move up layers it becomes denser like a rigid product. This is an 8mm product and it feels the same weight of WPC but has the performance of rigid.”

Mills flood the arena
Engineered Floors, previously a carpet-only company, officially debuted Revotec, a high-density, rigid-core floating floor featuring tile visuals with a realistic grout line embedded; and Triumph, a click floating floor that employs high-density core technology for improved dimensional stability and better indentation resistance. “Our plan is to be a player in this segment,” said Brandon Kersey, brand manager for Main Street commercial and hard surface. “We are transitioning to the new version of rigid core, and we think Revotec can take us to another level.”

The acquisition of Beaulieu’s assets helped EF enter hard surfaces since the former company was already in the WPC space. Ana Torrence, product manager, hard surfaces for EF, said Revotec looks like real grouted tile. She cited other advantages: “It’s a really fast install. It is a better alternative than stone or ceramic in terms of installation time.”

A year after entering the LVT category, Phenix Flooring is doubling its assortment of PetProtect LVT, rigid core, click and loose lay offerings. In 2018, Phenix will market two display fixtures that blend hard and soft surfaces. The fixtures were consolidated into smaller footprints to provide design flexibility and allow every SKU to be merchandised differently. “We’re a year into hard surfaces, and I can tell you we are committed to it,” said Mark Clayton, president and CEO.

Marquis Industries made its mark 10 years ago as a mid-sized mill that ventured into LVT.  The company did not enter the category for the sake of it; its executives traveled the globe extensively to source the right raw materials and ensure quality control was followed along the way. “When you spend half a million bucks on an opening order you better be right,” said Larry Heckman, CEO. “If you don’t anticipate it correctly, you can be out of stock three to four months and you never get caught up. We took it seriously.”

Marquis’ 2018 offerings include two 5-foot-long x 9-inch wide rigid core lines—Whispering Pines and Biltmore Classic—with a 20-mil wear layer. The Dalton-based company opened a new building in Georgia devoted entirely to hard surfaces. It also has an existing West Coast distribution center to service customers. The mill still maintains a two-thirds to one-thirds split in favor of carpet.

The Dixie Group began as a yarn company that transitioned into a carpet manufacturer that is transforming into an all-surface supplier—all the while doing it in a way that best represents the Dixie, Masland and Fabrica brands. In 2017, Dixie was one of two companies (Phenix was the other) licensed to sell Stainmaster PetProtect LVT products. The launch exceeded expectations and now Dixie and Masland are coming out with eight new styles each for high performance core, including wood planks with a painted beveled edge.

“A lot of our good customers were moving with the market into hard surface categories like luxury vinyl and we felt like we had an opportunity to enter that market and could be relevant,” said T.M. Nuckols, president of the residential division, the Dixie Group. “We tried to take the right approach from a distribution standpoint to create a profit opportunity for our partners.”

Southwind is another traditional carpet company that made the leap when LVT got hot. The company unveiled Authentic Tile, an SPC core product that has the feel of ceramic tile along with the heft (each 8-piece carton weighs 40 lbs). “It has been very well received at the show,” said Tim Gilmore, Southeast regional vice president. “Several big dealers are taking it on.”

Wellmade Flooring is pushing its Opti-Wood Flooring line with Hydri-HDPC technology and the PowerShield moisture protection system, which company officials say is the difference maker. Wellmade showed 16 SKUs in poplar, eucalyptus, hickory, oak and bamboo. Steve Wagner, director of sales and marketing, does not believe the LVT/WPC/ SPC market is saturated just yet. “I think there is a home for everybody who can come to market with different formulas.”

 

COREtec Stone: The next big thing?

By Ken Ryan

Piet Dossche knows a winner when he creates one. Five years ago, despite serious doubts from some well-respected retail executives, the USFloors’ founder and president launched COREtec and predicted success. He got it—in spades, helping to launch a category that has surpassed $1 billion in sales.

“People said it wasn’t going to work,” he recalled of COREtec. “I was saying, ‘Good, keep thinking like that.’” COREtec was a runaway hit and helped launch the breakout success of the LVT sub-segment.

Dossche has similar expectations for COREtec Stone, which the company showed at Surfaces 2018 as an alternative to ceramic and porcelain tile. The product—a composite/SPC engineered tile—is expected to be ready for market in the second half of 2018. “This is going to be huge,” Dossche said. “It is going to bring solutions to the ceramic tile category.”

Ceramic tile is a growing business, but it has issues. For starters, ceramic tile is heavy and may not be appropriate for certain installations; it is cold and can crack or break easily; it is a time-consuming installation process, and it is also an expensive installation with special tools needed, critics say. Sometimes the cost of the installation is more than the materials. It is also messy and expensive to remove ceramic or porcelain tile.

Enter COREtec Stone, which is lighter, warmer, cheaper and easier to install with no grout needed, easier to remove and more comfortable to walk on because of its attached cork backing. Plus, it doesn’t break.

Dossche, who believes this segment could grow to be a $500 million business in a few years, is optimistic. “If you bring to market a good-looking product that solves issues you have a winner. Composite weatherproof flooring will be the high double-digit growth engine in hard surfaces for the next five years.”

 

 

Posted on

Surfaces Wood Coverage: New finishes, formats steal the show in Vegas

February 5/12, 2018: Volume 33, Issue 17

By Reginald Tucker

 

Hardwood flooring suppliers across the industry are combining creativity and technology as they seek to develop the next generation of products that will compete against the likes of WPC, LVT and rigid core floors.

Case in point is the staining technology employed by Hearthwood in the manufacture of its Controlled Chaos and Dynamic Earth lines. Designed to mimic a process known as reactive staining—whereby chemicals are used to manipulate the visual appearance of a hardwood floor—the technology Hearthwood employs is able to produce more consistent results. As Allie Finkell, executive vice president, explains: “Some of the chemical reactive staining processes are really hard to control, making it difficult to be consistent across production over time and from run to run. But we’ve been able to recreate the highlights of those chemicals utilizing a regular water-based UV-cured stain, which is done in our Tennessee plant with low-emitting finishes.”

Controlled Chaos features a light wirebrushed finish on white oak for a more contemporary look in a 7-inch-wide x 8-foot-long format in colors ranging from, in Finkell’s words, “shocking to subtle.” Meanwhile, Dynamic Earth, which is also in a sliced white oak product, has more of a reclaimed, scraped texture. “Our handscraping technique is not the old, machine-scraped process that’s common in the industry,” Finkell explained. “Our process delivers more of that reclaimed barnwood look. This way the customer gets a modern format in long lengths and wide widths, but she can still pick a timeless color so she’s not going to get sick of looking at the color.”

The latest offerings from Provenza also represent a play on color and texture. Several new additions are being added to the Lighthouse Cove line, which is part of the award-winning Colour Nation collection, which took home a Best of Surfaces award in 2017.  “We are bringing in white oak product from Europe in a format and range that appeals to all levels of consumers,” said Ron Sadri, principal owner.

Also new from Provenza is the Dutch Masters collection—a portfolio of unfinished European species that are stained at the company’s facilities in the U.S. “Dutch Masters falls under our custom collection category, which is exclusive to us,” Sadri said. “These products provide better margins for dealers; it’s not going to be in every store and it’s very exclusive.”

Other European-inspired lines come courtesy of The Dixie Group, which showcased its first hardwood line, Fabrica Fine Wood Flooring. The Fabrica collection will feature 70 SKUs—40 for the floor and 30 companion SKUs for wall covering. The line will include French oak, maple and birch—with a style and quality consistent with the Fabrica brand promise, said T.M. Nuckols, president of the residential division of The Dixie Group. Each flooring panel features the letter ‘f’ for branding purposes. “We are sourcing the product both domestically and in Canada and Europe to create the assortment,” Nuckols said.

The Fabrica wood line will be launched initially in the Southeast U.S., and will be priced at the upper end of the market. “We are restricting distribution—not everyone is going to have it,” said Dan Phelan, vice president of marketing, residential division, The Dixie Group. Those that do get the line will primarily be high-design retail flooring stores. “We feel the wood line fits for Fabrica because it is consistent with the high-end quality of Fabrica’s name.”

HF Design is also playing the quality card, but with a twist—making its floors more accessible to mainstream consumers. To that end, the company took the wraps off two new collections: Pacific Point, a 7⁄16, 3⁄8-inch, 6-inch wide product that’s thermotreated and topped with a  urethane finish, and Brentwood Hills, which is a step up 5⁄8 platform, 7 inch wide.

High-end looks at an affordable price was also the inspiration for the latest offerings from USFloors. While its name may be associated with the wildly successful launch of the COREtec brands, USFloors wants retailers to know it is a bona fide player in the hardwood sector as well. To that end, the company is unveiling a total of 56 SKUs across various collections and formats.

“Our biggest launch right now is our Natural Woods line, where we took some of our best-selling products in the Castle Combe oil finished lines an put an acrylic finish on them,” said Jamann Stepp, director of marketing and product management. “You still have that oil finished look without all that gloss in there.”

EarthWerks, historically known for its LVT offerings, is also looking to make some noise in the hardwood arena. The strategy, according to Brenda Cashion, who heads up hardwood product development and marketing, is twofold: Expand EarthWerk’s wood program beyond Texas into other markets around the country, while positioning the Pinnacle brand as an upper-end “designer” offering.

“The EarthWerks hardwood brand has always been in our distribution footprint paired with the LVT teams,” she explained. “Now we are taking a select group of products nationally. We had to reengineer and redevelop those products to give them a broader appeal nationally.”

Whereas EarthWerks wood is being positioned as the “meat and potatoes line,” Cashion said, the Pinnacle offering will be positioned as a high-style designer driven. Standouts include Country Estate, which features a natural, almost unfinished, matte look, and Grand Reserve, which is a hefty 4mm dry-sawn face with a suggested retail price point of $5.99 per square foot.

Over at the Satin Flooring space, the company put the focus on red and white oak species in a 7-inch-wide format, mostly engineered. “We’ve been happy with the feedback,” said Dennis Mohn, director of marketing. He cited interest from top distributors such as NRF and Galleher “We also sell some unfinished solid products to certain markets such as Chicago.”

New formats are also coming out of the Preverco camp. The company is putting the spotlight on Max 19, a ¾-inch thick engineered product featuring a 4mm top wearlayer on a ½-inch-thick vertical quartersawn softwood core, backed with a 2mm bottom panel for balance. Right below that is a 5⁄8-inch thick engineered product featuring a 2mm top layer on a 9⁄16-inch five-layer construction. range of budgets.

Wading into water
SEM Group showcased Aquawood, the company’s waterproof hardwood line. The product is patent pending in 14 countries and features real hardwood on a waterproof core. “Not only is it waterproof, but it’s also great in extreme climates,” said Nathan Carter, product sales/development and hardwood specialist. “We have two versions available: Elegant Traditions is our 7½- inch wide 3⁄8 product and we just launched Carson—our 5⁄16 overall with a click and pad attached.”

Both versions are fully submersible in water and can be maintained just like tradition hardwood floor. What’s more, the products contain zero repeats.

In that same vein, Uniboard offers Aqua Allira, a waterproof engineered wood flooring made of a rigid core and a real veneer overlay. According to Daniel Seguin, product development manager, it marks the next generation of Allira engineered flooring, which produced by transforming 100% reclaimed pre-consumer wood fibers into a coreboard. Allira products use specially-formulated HDF panels that offer greater resistance than a plywood core, he noted.

Focus on green
Suppliers are also leveraging wood’s environmental story. For instance, Lifecore has developed a unique selling story to help retailers increase margins. Lifecore created Ai.r with no added formaldehyde to its adhesive, According to Jim Fiore, vice president North America, Samling Global USA, the product is 70% below the current CARB 2 regulations. “We’ve also been awarded the Indoor Air Quality Certification which is unique and we’re proud of that. Our focus when we were launching this line was giving the retailer something that would be of value to them and have a story behind it. With this line, it’s all about not having to compromise.”

Posted on

Surfaces Carpet Coverage: Despite hard surface surge, mills double down on soft

February 5/12, 2018: Volume 33, Issue 17

By Ken Ryan

 

Traditional carpet mills invariably face this decision: Do we ride the hard surface tide and introduce our own products, or do we stick to our knitting and stay soft?

Surprisingly many are choosing the latter, and they are not apologizing for it. While Dixie Group, Phenix Flooring and Marquis Industries expanded their hard surface assortments at Surfaces—while Engineered Floors officially entered the category—many are passing on the opportunity to jump on the bandwagon.

“We make no bones about it, we are soft flooring,” said Brian Warren, executive vice president of sales and marketing for Foss Flooring, which showcased carpet tile and indoor/outdoor broadloom under a “carpet reinvented” theme.

The way Warren sees it, Foss’ business is good, so why disrupt the flow? “Our tile business has grown double digits each year for the past six years. Our tile business is through the roof. We have some unique technologies and have found a way to position these technologies in such a way that retailers get the advantages.”

Foss introduced DuraKnit, a broadloom line that can be installed over pad. “We’re selling $40 looks for less than $6 with a great performance story, a product that won’t fray, wrinkle or unravel. We’re pushing the attributes that only we have. We’re screaming that it is carpet reinvented. Bottom line—we love giving retailers a selling story they can position against competitors.”

Stanton is another mill sticking to soft surface. “Not now. You can’t do it just to do it,” Jonathan Cohen, CEO, said when asked if the company was contemplating a move into hard surfaces. “We are way too protective of the brand to do that.”

Stanton, which is introducing 125 soft surface products in 2018, is entering the commercial Main Street market through Stanton St. Decorative Commercial. Stanton Street is located in the Soho section of Manhattan, near the location where company founder, Sy Cohen, grew up. “We always liked the idea of getting into commercial but it had to match our identity,” Jonathan Cohen explained. “This fits for us. We can be competitive with price, and as long as we stay decorative we feel like we can have a place within the market.”

Couristan has been a soft surface company for 92 years and has no plans to deviate from that course. That’s according to Len Andolino, executive vice president–residential division, who rejoined the company last fall. “We are a soft surface company, that is who we are. The hard surface [surge] has actually helped our business. For example, our broadloom business is heavily fabricated. More than 50% of our business will be fabricated rugs. We’re pushing the envelope with the fabricated rug business.”

Southwind, a carpet and hard surface supplier, focused more of its efforts on soft at Surfaces with six new LCL patterns and six new colorpoints using its soft yarn system. “People are starting to talk about carpet again,” said Tim Gilmore, Southeast regional vice president. “With this new line we wanted to give dealers some options over the typical beiges and grays.”

Prestige Mills is another tried-and-true soft surface company with no plans to make the leap to hard surfaces. But like so many other mills Prestige is looking to leverage the growth of hard surfaces. Peter Feldman, president, said a good deal of its broadloom business ends up as rugs, in some cases cut by their dealers after shipping. “While cutting broadloom carpet into rugs is good for the rug business, you are only using part of the room with rugs, so more carpet is required if you are going to go that way,” he explained. “It is a challenge, but we are up for it.”

Surfaces 2018 marked the return of Gulistan, which went under in 2012 but has been resurrected by Lonesome Oak. John Sheffield, recently of Godfrey Hirst, has taken over as vice president of sales. Tom Mathis, most recently with Lexmark, serves as strategic sales director. The strategy going forward, Mathis said, is to focus strictly on broadloom and to be selective with retail distribution. Its lineup of 20 products is divided equally between Stainmaster offerings and solution-dyed PET. “We are pretty careful who we are partnering with,” Sheffield said. “We are looking for meaningful partners who can grow the business.”

The return of this venerable brand was well received at Surfaces, Mathis said. “Not a single person said, ‘Oh, I don’t want these guys again.’ The Gulistan brand has more equity than we ever imagined. It’s pretty synonymous with Stainmaster, so that is a plus. And despite the fact carpet is losing share, we are a breath of fresh air and we are starting with a clean slate.”

Crossover continues
Long-established carpet mills that have ventured into hard surfaces and, in some cases, expanded their offerings, have not given up on soft surfaces. Quite the contrary. Phenix, for example, introduced 25 new residential carpet products–PetProtect and polyester—and announced its entry into the area rug business under the Cleaner Home Rugs banner. “We all know carpet is the largest category, and we are expecting carpet to lose share again,” said Mark Clayton, president and CEO. “Our challenge is to keep producing unique stories around the products. The business we are serving—what we call the belly of the country, states like Oklahoma, Texas, Colorado, Utah—is still very strong in carpet.”

Clayton said the jump into rugs is a nod to the explosive growth of hard surfaces. “With so many beautiful patterns in our line this is just a natural addition to what we are doing for hard surfaces.”

The bedroom remains one of the last bastions for carpet in the residential sector, and consumers have shown a willingness to spend more for higher-end goods. To address that trend, Dixie Home launched several Stainmaster offerings with differentiated PetProtect loops and patterns as well as some multi-colored textures. “We think the consumer is buying carpet by the room, not by the whole house, and that leads to better opportunity for better goods,” said T.M. Nuckols, president, residential division, The Dixie Group. “The market is looking for better goods and products that work well with hard surfaces.”

The Masland brand showed new PetProtect collections as well as Masland Energy, a broadloom and tile program for the commercial segment for retailers targeting the upper end of Main Street.

Mills agree Main Street commercial is hot these days. Engineered Floors’ Pentz brand of broadloom and modular tile is keeping pace with several new products, including some from the former Beaulieu’s commercial division. EF’s new 500,000-square-foot carpet tile plant will be in full production in the next few weeks and has already been graded for expansion.

At Surfaces EF touted PureBac, its premium, no-latex backing system. “The dealers say they can get more money on it,” said Will Young, director of national accounts. “PureBac offers a complete story on cleanability, with no latex and a hypo-allergenic face fiber. It is a very installation-friendly product.”