Dalton—Dream Weaver Carpet and Engineered Floors will introduce its 2015 line of nylon carpet, PureColor Solution Dyed Soft Nylon fiber, at The International Surface Event 2015 being held Jan. 20-23 in Las Vegas.
This new line continues with the same technology and benefits as PureColor Solution Dyed PET and PureColor PureSoft Cashmere Solution Dyed PET fibers. Engineered Floors will introduce up to 12 products in varying color palettes, weights, styles and textures under the Dream Weaver brand at booth #S6725.
“We see this as the future of nylon carpet,” said James Lesslie, assistant to the chairman at Engineered Floors. “With PureColor Soft Nylon, the color goes all the way through the fiber, just like a carrot. Our solution dye technology has revitalized the polyester carpet market producing carpets with industry leading quality, performance and design options. We are now extending our solution dyed manufacturing expertise to soft nylon fibers, but unlike the majority of nylon products currently on the market, ours has built-in stain resistance throughout the polymer. With stain resistance locked into the fiber, a consumer will never have to worry about the stain protection washing or wearing off.”
Attendees can also preview new merchandising displays as well as a new PureColor Soft Nylon video which highlights the company’s newest carpet production facility, the SAM plant.
Miami—In the aftermath of the debut of Surfaces East, or The International Surface Event (TISE) East as it is officially known, show manager Hanley Wood has been left with something to build on for 2015.
While TISE East was never designed to be anywhere near as large as its Las Vegas counterpart, the event, which encompasses Surfaces, StoneExpo/ Marmomacc Americas and Tile Expo, lived up to those who had realistic expectations, particularly Hanley Wood. “To launch a show with 50,000 square feet is huge,” said Dana Teague, vice president. “People aren’t launching shows very much anymore in the first place, so it was a big risk. But it says a lot about the industry that we have had the response we have.”
She added that she was happy with the number of exhibitors and is seeking about 10% growth across the board for 2015. “That’s reasonable, and we can support that growth.”
Teague cautioned that realistic expectations must prevail with a show of this nature. “TISE East was designed to be a regional show. [Miami] is strong with designers and architects. We do have some national people here, but a good 75% will be from the Southeast region.”
In fact, it was this regional draw that attracted most exhibitors. Take Dream Weaver, for example. According to Melvin Silvers, the company’s founder, the biggest motivator to exhibit was its lack of presence in the Southeast. “We thought some of the customers we haven’t had before would come here. We’ve also added four territory managers in the last six months, so we wanted to see if we could open up the new territory here.”
Some companies used the show as a networking opportunity more so than a launching pad for new product, but not Dream Weaver. “Our theme for this show was ‘Mardi Gras comes to Miami,’” Silvers noted. “We have some new colorations, some blended tonals, double space dye, and some other new things coming out.
“This show will be successful in our minds if we get some new customers,” he continued. “If we can get the top 50 customers in the area to come see us, that’s a success for us.”
Some companies, such as Stanton Carpet, were hoping to parlay the success they traditionally have at Surfaces in January into some new business. “It just made sense to try [East],” said Jonathan Cohen, COO. “The Surfaces muscle, and knowing we have a fair amount of East Coast companies who don’t come to Vegas, lent to our decision.”
While Cohen was not expecting Las Vegas traffic, “We’re still looking at our core—the flooring retailer. It’s good for them to see new things they can’t see day to day because it’s just not out yet, or displays they don’t have.”
Unfortunately, after the show wrapped, Cohen told FCNews that his expectations fell short.
Kane Carpet was another carpet supplier using Surfaces East as an opportunity to highlight new displays that showcase top carpet offerings. According to Bruce Kurtz, vice president of sales and marketing, the company saw a “great opportunity” in exhibiting at a second show, “as there has only been one show for the whole industry up until this point.”
One of the highlights for Kane at Surfaces East was its new carpet tile line, the Royal Empire Series, which consists of broadloom that’s carved and then clipped into tiles for residential or commercial use. “A lot of the young people are looking for carpet tile, but everything offered is very commercial looking,” Kurtz explained. “This is a residential product—a brand new product that’s available now.” Among the new merchandising systems highlighted by the company was an 8-foot Shagtacular display featuring Kane’s leading shag designs.
Once the show wrapped, Kurtz reported that the new displays were, in fact, one of the most successful parts of the show for the company. “People we showed the new displays to went crazy for them. We absolutely got the green light on them. People were actually coming by to take pictures of the displays. Those displays are particularly successful in the South Florida market thanks to those contemporary looks. And the carpet tiles were picked up big time.”
Kurtz said the show was also a triumph for the Kane team as they gathered every morning to discuss the results at Surfaces East to adjust what would be best to show at Surfaces in January. “We brought in the best people, went through a good amount of product and got much accomplished.”
Hard surface companies also found value in exhibiting at Surfaces East. Max Woods, for example, used the event as a platform to showcase its rebranding from Max Windsor Floors. Company owner Peter Spirer acknowledged the risk of showing at a first-time event, but considered Max Woods at an advantage as the show helped inspire the supplier to be ready with new product and branding for the fall.
“We were able to get a marvelous amount of things done in time for the fall selling season,” he said. “We think we’re going to have a good leg up no matter what; we will be delivering our products introduced at this market long before those who are introducing in Vegas. We felt it was timely for us, it forced us to hit a deadline, and it made us think and make decisions about how we want to merchandise, which is a very big factor in our business.”
Brand exposure was a major driver for Max Woods’ strong presence at the show, which included women airbrushed to match the company’s wood displays. “We also knew the trade press would be here, and we might have a chance of being a compelling place to visit,” Spirer continued. “It’s more about the exposure to the industry thinkers—the major retailers move mountains with their opinions, and their opinions are usually expressed through what they buy. This is for them. Our program is poised to work with the largest retailers.”
After the show, Spirer said Max Woods accomplished its goals for Surfaces East, which were establishing its brand and giving attendees an idea of the scope of the products the supplier now offers. “On my personal score card, I would rate it very high in terms of what we were after. Our organization was very pumped about the show. We really did well.”
On the resilient side, FreeFit was one of the few LVT suppliers at the show, which suited Ray Pina, vice president of sales and marketing, just fine. “There’s a risk or uncertainty with a new show, but we have the opinion that it’s better to be an innovator and be here while others aren’t. If we can build business with contractors in the Miami area, it’s a win for us. We’re meeting people we wouldn’t have met. I’m looking at it as a Miami trade show—I’m not looking to get customers from Wisconsin here. If I can walk out of here with three or four new customers in Miami, I’m good with that.”
Also showcasing its hard surface wares was Nuvelle engineered wood floors and laminate, a private-label brand from Florida distributor Suncrest Supply. Dewevai Buchanan, president of Nuvelle, said Surfaces East “paid for itself” with the positive response to some of its hottest products, like Beach House, which includes 32 plank variations. “As far as new customers, we’ve seen people from [as far as] California and Brazil. For us this show has been great. We said if we get five customers out of this, that’s perfect. We’ve already done that in the first day. We will absolutely come back.”
Jeffrey Castor, vice president of sales for Diversified Industries, also cited Surfaces East’s connection to Latin America as a benefit of exhibiting at the show. He noted that he wouldn’t normally get to meet these potential customers, nor would they make the trip to Las Vegas for Surfaces. “I also got to meet with a lot of OEMs who are here. All in all, there was a good showing from retailers—I met people from Colorado, California, Florida, all over. I think the show, for its first year, is good. I think there’s definitely a ramp-up period. I foresee in three year’s time this show really growing.”
Positivity wasn’t just on the exhibitor side of the show. Attendees—while many were from the local area—responded well to the event, citing the show’s educational sessions as one of the brightest highlights.
Thomas Crook, manager and owner of East Coast Flooring in Ocala, Fla., said Surfaces East was simply more convenient for him, as he was able to get in his car and drive as opposed to jumping on a plane. “I like things in Las Vegas, too, but I think Miami is a better venue overall for a business type of event,” he noted. “The education portion for the most part has been very good. They had a nice selection in classes. On the show floor, we’ve seen new things we’re excited about, particularly from distributors. I hope they continue to [host this show].”
Another local dealer, Laura Hessler of Hessler Paint and Decorating Center, with locations in Delray Beach and Boynton Beach, Fla., agreed the education at Surfaces East was a major draw. As the leader of Hessler’s decorating department, she said she finds it “very beneficial to keep up on things, get questions answered and get information from professionals.
“I would still go to Vegas if they didn’t have an event here, but it was an hour drive south and much more affordable,” she continued. “If this show becomes large enough and offers everything the Vegas show does, for sure I would come here again. I would go to both.”
With the development of soft carpet fibers in recent years, there’s no doubt the proliferation of these super soft yet durable yarns into the marketplace has been the major trend in the soft broadloom category. Mills continue to perfect and fine-tune their soft products while at the same time working on the next big thing.
So in addition to soft, or as a subsequent result, what else do the mills have going on when it comes to polyester? The emphasis is on making more colors available, increasing performance and developing proprietary initiatives such as odor-resistant technology and stain resistance. Executives from several of the industry’s major polyester producers recently gave FCNews details on the latest from their respective companies and the segment overall.
According to James Lesslie, assistant to the chairman, Engineered Floors, while soft continues to be the fastest growing category within polyester, combining beiges and grays—as the company does with Dream Weaver’s natural Tonal Solids collection—remains the fastest growing trend. “The unique ability to blend colors with solution-dyed fibers allows us to create new looks with an endless array of color combinations.”
Polyester continues to be a favorite with many of Beaulieu America’s dealers. In order to respond to demand, two of the mill’s most popular polyester collections, Bliss Healthy Touch and Bliss EverClean, received updates this year. “We added 84 SKUs to Healthy Touch and 54 to EverClean,” noted Matt Johnson, senior director, product management, residential division.
Both collections bring the softness and inherent stain resistance of the company’s polyester together with proprietary features such as Magic Fresh odor reduction, 3M Scotchgard and, in the case of Healthy Touch, Beaulieu America’s antimicrobial Silver Release treatment. “We plan to continue improving and expanding our polyester line in 2015,” Johnson said.
As noted, the trend toward softer fibers in polyester carpet continues and Shaw is innovating to meet that demand, said Trey Thames, vice president, residential marketing/product development. “A good example of Shaw’s latest PET evolution is the Clearly Chic Collection, introduced earlier this year. Not only a ‘super soft’ carpet, the collection is available in bold colors and features ClearTouch Platinum PET construction with a high twist yarn that also offers great performance.”
As Shaw focuses on innovative processes and sustainability, another initiative for the mill is its recently announced $17 million investment in the new Evergreen recycling facility in Ringgold, Ga., which will process both nylon and polyester carpet (see story on page 3). Complementing Shaw’s carpet recycling portfolio, “Evergreen Ringgold will create a high purity post-consumer recycled material that can be used in a broad range of applications,” Thames noted.
Investing in fiber technologies continues to be key for the industry’s major polyester producers. Mohawk is continuing what it started two to three years ago in reinvesting for the future by making considerablecapital investments with heavy emphasis on extrusion and product innovation.
According to David Duncan, senior vice president, marketing and sales operations, the mill is currently well positioned with a full assortment of next generation fiber technologies in SmartStrand as well as polyester BCF and nylon platforms. “As we continue into 2014, we believe we now have the capacity and capabilities with our patented Continuum PET BCF technology to lead the industry in the next round of polyester innovations.”
Susan Curtis, vice president, marketing and product development, Phenix Flooring, believes polyester’s continued growth in residential is due in part to advances in extrusion equipment that help create a uniform, highly bulked yarn. “Polyester has a naturally soft hand and feel,” she said, “and improved yarn bulk adds tactile value. Continued advances in polyester resin chemistry intended for bottles and packaging have improved the performance of BCF PET, making it a more flexible fiber.
“Additionally, a stable polyester supply chain with huge scale creates favorable economics for PET as carpet yarn consumes only .5% of the supply—even at half the North American residential carpet market.”
As previously noted, creating new looks through the blending of colors is paramount among polyester’s latest innovations. At Lexmark, Ed Williams, president, residential, believes the development of new patterns through the use of colors is critical when it comes to polyester and the different looks it can offer.
“We’re working mostly on pattern designs in different color combinations to give a sophisticated, toned look,” he said. “We’re also focusing on broad-based looks that will have widespread appeal. We’ve just shipped two post-Surfaces introductions—Chesterfield and Chandler Heights—that have new and fresh color the market seems to embrace.”
Larry Heckman, president, Best Buy, noted the prevalence of polyester styles continues in the marketplace because they can be produced at very competitive price points. This has helped polyester become the mainstream residential carpet choice in many markets across the U.S.
Styling has come a long way in space dying and yarn blending, Heckman said, while polyester’s natural characteristics play a significant part in providing value by being virtually stain proof with very low static build up. “Today, polyester can be extruded in ultra-soft deniers for exceptional underfoot comfort, which is in high demand.”
Best Buy’s polyester improvements have come from advances in extrusion techniques that include fiber design, enhanced yarn drawing and crimping. “This improves features such as tensile strength of the yarn and bulking characteristics for a bigger value and hand,” Heckman explained. “It also improves brightness and luster levels of the yarn which are important characteristics for better performing and better selling styles.”
The next major advancement is space-dyed solution-dyed polyester, he noted. “This is one of the biggest technological breakthroughs in polyester styling—creating crisp and bold color clarity in both jewel tone colors and cut pile berber space dye styles. Best Buy has been one of the pioneers to perfect this new process. It’s done on our new computer controlled space dye line.”
According to Heckman, the technology is a combination of applied space dyes and heat levels. The new line heats the yarn to a maximum level just below the melt point to allow dye to penetrate the fiber core, which is then quick cooled through a cooling chamber. The process is completed with saturation steam heat by a heat set unit. “The result is a rich space dye with great color clarity and crisp color bursts.”
When you have a major shift like soft in the industry, it can take retailers two years to absorb the impact, executives noted. “We are really just completing the cycle of converting their floors,” Lesslie said. “All our PET PureColor and PureColor Cashmere fibers are solution-dyed. We get excellent quality/field performance with our products, and our customer claims ratio continues to be very low. From our viewpoint, polyesters offer the consumer excellent value and performance.”
The economy also continues to play a role in the value attributes end users shop for when they make their purchases. Recent economic conditions created a shift in consumer buying trends towards value-oriented products, which has driven the increase in polyester’s market share, Duncan noted.
He specifically cited that the trend toward soft continues to maintain its relevance. Over the past year, Mohawk expanded soft into polyester with its newest collections: EverStrand Soft Appeal and Wear Dated Allure. “We took our proprietary knowledge we acquired through the development of our SmartStrand Silk and Wear Dated Embrace soft collections and used it in PET to make EverStrand Soft Appeal and Wear Dated Allure.”
Mohawk’s Continuum technology, a proprietary, intensive purification process designed to remove industrial lubricants and oily residue, “ensures Mohawk’s soft polyester carpets—including EverStrand Soft Appeal and Wear Dated Allure—resist dirt, grime and contaminants that cause other PET carpets to become dingy over time,” Duncan explained.
“Mohawk is dedicated to consumers’ needs and we’ve made significant investments in manufacturing to improve our polyester product offerings,” he continued. “Mohawk knows that consumers do not want to forego style for value and this improved technology has significantly expanded our line of PET products. Now, we offer a variety of fashionable PET styles and textures.”
Polyester has seen tremendous growth over the past five years, Thames noted, “evolving from a ‘nice value alternative to nylon’ to a strategic component of every carpet manufacturer’s overall product offering.”
Improvements in heatset and twisting technology have helped improve PET’s overall performance and the economic downturn made the value proposition that polyester has always provided even more attractive, he explained. “Our strategy is based on providing the best polyester product lineup for value, performance and color/style versatility. This is no different than what we do in nylon. As the world’s largest producer in both fiber types, Shaw responds to changing trends by providing our customers with products that meet their needs.”
Dalton — Dream Weaver Carpets, a newly acquired division of Engineered Floors, announced its planned unveiling of six new collections at the Surfaces trade show, Las Vegas, January 24-26. All six collections will incorporate PureColor continuous filament solution-dyed polyester fiber with SoilShield technology by Engineered Floors, which was founded by Robert E. Shaw. Continue reading Dream Weaver to showcase six new collections at Surfaces