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DriTac introduces concrete moisture control system

Clifton, N.J.—DriTac Flooring Products has launched a new and improved “green” concrete moisture control system—the New & Improved MCS 7000. This system dramatically reduces the rate of harmful moisture vapor emissions up to 100% relative humidity (RH) and 25 lbs. down to levels accepted by most flooring manufacturers prior to the installation of wood, resilient, carpet tile and all floating floors.

Manufactured in the USA, DriTac New & Improved MCS 7000 consists of a two-component epoxy—Component A (1-gal) and Component B (.79 gal)—which are mixed to form a coating that is applied to the surface of the concrete subfloor. The system offers a superior perm rating and enhanced moisture warranty when used with approved DriTac flooring adhesives for residential and commercial applications.

This easy-to-mix-and-apply formula allows for same-day installations with a six-hour cure time. New & Improved MCS 7000 can be roller, squeegee or trowel applied with a coverage rate of 300-350 square feet/mixed unit. It is easy to clean when wet and colored green for easy identification. This user-friendly solution can also serve to isolate old cutback adhesive residue.

The premium-grade moisture control system has been certified by the Carpet and Rug Institute’s Green Label Plus Program for Indoor Air Quality. It touts DriTac’s “green” certification, designated for flooring installation solutions that contain zero VOC and zero solvents. New & Improved MCS 7000 also helps contribute to LEED credits, will not promote the growth of mold and has low odor.

For more information, visit: DriTac.com.

 

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Installation: Latest adhesives promote eco-friendly attributes

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

By Lindsay Baillie

Adhesive manufacturers are continuing to develop premium environmentally friendly products as a means to stay in lockstep with the flooring industry’s continuous push toward greener floors. Many of today’s green adhesives are FloorScore certified, solvent free and contain zero VOCs—all of which help contribute points to LEED. These qualities are all beneficial to the end user and environment as well as the installers who handle the products on a daily basis.

What’s more, many of these eco-friendly products provide installers with easy-to-install, quick-drying solutions to help shorten installation time while also addressing specific subfloor issues found on the job site.

Following is an overview of some of the latest green products hitting the market.

DriTac

DriTac offers a full line of wood and resilient flooring adhesives that have been certified by CRI’s Green Label Plus Program and also tout zero VOCs/zero solvents. This includes DriTac 7800 Supreme Green, a hybrid polymer adhesive that provides unlimited subfloor moisture control with no testing required and a lifetime warranty.

Supreme Green is a premium, single-component, environmentally friendly sound- and moisture-control wood flooring adhesive designed to suppress concrete subfloor cracks. The problem-solving solutions contain zero VOCs, zero solvents and has been independently tested and certified by CRI for indoor air quality. Manufactured in the USA, Supreme Green can be used for the successful installations of multi-ply engineered plank, solid wood plank, bamboo flooring and more.

Utilization of DriTac 7800 Supreme Green allows end users to turn what has traditionally been a two-to-three-day process into a time-efficient, one-day installation that saves the consumer money. DriTac 7800 Supreme Green is also easy to clean off the surface of hardwood flooring wet or dry and contains zero isocyanates. With its ability to isolate old cutback adhesive, Supreme Green offers five installation solutions in one pail.

Henry

Henry, an Ardex Americas brand, has launched its new fast-track, roll-applied vinyl adhesive, Henry 647 Plum Pro, which is formulated with GreenLine technology.

“Since the early 2000s, the Henry GreenLine adhesives have been designed to provide high performance with extremely low odor and VOC emissions,” said Steven Newbrough, environmental programs specialist, Ardex Americas. “Henry 647 can endure RH levels up to 95% and a pH of 11, making it suitable for use in extreme environments.”

The vinyl adhesive has a long lifespan and is backed by a 20-year SystemOne warranty. As a result, Henry 647 spreads the environmental impact over a longer period of time, causing it to be lower per year than some products on the market, the company said. This impact is further reduced by its coverage of up to 400 square feet, as fewer packages and pails are needed to complete a job. Henry 647 also joins a number of Henry adhesives with FloorScore certification. It has been tested in accordance with CDPH v1.2-2017 and meets the indoor air quality emissions criteria of LEED, CHPS, The Green Guide for Health Care and a number of other healthy building programs.

Laticrete

Latapoxy BioGreen 300, a high-strength, chemical-resistant epoxy adhesive made with biobased material, is designed to provide an alternative to conventional, nonrenewable, petroleum-derived products.

Equipped for the most demanding installations of tile and stone, Latapoxy BioGreen 300 exceeds both ANSI A118.3 and ISO 13007 R2 requirements for epoxy adhesives and can be used in interior and exterior areas such as walls and floors, as well as wet and dry areas. Additionally, the bio-based epoxy adhesive can be used to install a variety of ceramic tile, marble and natural stone flooring products, and it will bond to most sound, clean surfaces, the company stated. It also spreads easily and can be cleaned with water while fresh.

Latapoxy BioGreen 300 is a component of the Laticrete Lifetime System Warranty, thereby providing one source, one warranty from the substrate to the grout.

Uzin

Uzin, a UFloor brand, now offers Uzin KE 2000 S, a premium, universal adhesive designed for the installation of various floor coverings on both porous and non-porous substrates. Thanks to its high-solids formulation, Uzin KE 2000 S has an extremely high coverage rate—up to 630 square feet per three-gallon pail, depending on the flooring, trowel size and substrate condition. It has high shear strength, high moisture vapor resistance, excellent resistance to plasticizers and is quick drying, thereby allowing for fast installations.

This installer-friendly adhesive is low odor (less than 20 g/l VOC), easy to trowel and is ideal for use in occupied buildings such as healthcare and educational facilities. Uzin KE 2000 S is compliant with both the strict California Specification 01350 (VOC emissions) and SCAQMD Rule 1168, and it is a LEED v4 contributing product. Furthermore, Uzin KE 2000 S conforms to the requirements of the International Maritime Organization’s Ship Safety Division 0736 and meets the extremely stringent GEV-Emicode EU standard for very low emissions. Uzin KE 2000 S can be used in both commercial and residential applications and is suitable for use with all radiant heat systems.

Schönox

One of Schönox’s most popular green adhesives, Schönox Roll and Go, is a rollable acrylic adhesive for luxury vinyl tile floors. It is suitable for bonding LVT on smooth, sound, clean, dry substrates in interior areas. This rollable, acrylic adhesive will contribute up to five points in a LEED v4 project. Schönox Roll and Go contributes to low-emitting materials, Environmental Product Declaration and Material Ingredients, and it has been recognized as an EC 1Plus-regulated product yielding very low emissions. Schönox Roll and Go can be easily applied to substrates and features an open time of approximately 24 hours. Schönox Roll and Go offers an immediately loadable surface for LVT installation.

For more than 125 years, Schönox products have been manufactured in Germany under the strictest quality standards. The company is certified under the ISO 9001 and 14001 quality and environmental management standards. In addition, the company’s research and development division works daily to develop solutions that are innovative with regard to performance as well as environmental stewardship.

 

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Underlayment: Proper education is the key to closing sales

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

By Lindsay Baillie

 

Arming retail salespeople with the knowledge to prescribe and sell the right underlayment for the job is the key to success, suppliers say. Once a retail sales associate is properly trained on the latest products, he or she must make it a point to educate the consumer.

Following are a few key points to remember when selling underlayments.

Look for trade-up opportunities. Underlayments offered on a good/better/best platform provide retailers with twice the opportunity to upsell—once, when the consumer decides whether to purchase underlayment along with her floor, and again when she has the option to choose between underlayments of different qualities.

As Jeff Bonkiewicz, channel manager, Laticrete, explained, “Underlayment products are valuable accessories that help increase margins and generate higher ticket sales for retailers. Upselling from an entry-level product to a specialty underlayment is achievable through comprehensive product education. This focus on education starts with the dealer outlining the   benefits of using an underlayment before installing materials.”

Focus on the benefits, not features. Once a consumer learns about the characteristics of underlayment, the product will no longer seem like an accessory but rather a necessity. As most underlayment suppliers point out, qualities such as sound absorption and comfort sound great to a consumer who is looking to install new flooring.

“Sound absorption is extremely important in multi-story, single-family homes, condos, apartments and multi-story office and hotel buildings,” explained Jim Wink, vice president of sales and marketing, Foam Products. “In terms of comfort for hard surface flooring, a high-quality foam underlayment can soften the feel of walking on the floor, especially with thinner laminates and vinyl plank flooring.”

Underlayments complete the installation. When a consumer enters a store looking for flooring, she is typically only interested in the style and color of her new floors. Suppliers believe it is crucial for the retailer to slow her down and force her to think through the function of her entire application, including hidden problems that can occur within the life of the flooring materials.

“For example, when it comes to floating floors, most consumers and contractors know they need an underlayment,” said Deanna Summers, marketing coordinator, MP Global. “Problem solved, right? The trick is to understand the full installation and match the right performing underlayment that will be best suited for the entire makeup of the floor, not just the floor covering materials.”

In addition to its other characteristics, underlayments also  reduce the amount of floor preparation required for a successful installation. As Wade Verble, vice president of underlayment, DriTac, noted, “The associated labor savings will typically offset the cost of the underlayment and labor needed to install the pad.”

Padding extends the life of the floor. Since underlayment can protect installations in various ways—such as limiting water intrusion, damages and cracking as well as aiding in sound reduction—this accessory helps to present a better overall surface to adhere finished flooring. “Adding an appropriate underlayment could mean the difference between a three- to five-year installation and a durable lifetime installation,” Laticrete’s Bonkiewicz said.

Providing consumers with the proper underlayment can also create consumer trust. As DriTac’s Verble explains, “Peak performance for any flooring system is always optimal and underlayment is critical to achieving the highest level of results and customer satisfaction.”

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Proper education is the key to closing sales

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

By Lindsay Baillie

Arming retail salespeople with the knowledge to prescribe and sell the right underlayment for the job is the key to success, suppliers say. Once a retail sales associate is properly trained on the latest products, he or she must make it a point to educate the consumer.

Following are a few key points to remember when selling underlayments.

Look for trade-up opportunities. Underlayments offered on a good/better/best platform provide retailers with twice the opportunity to upsell—once, when the consumer decides whether to purchase underlayment along with her floor, and again when she has the option to choose between underlayments of different qualities.

As Jeff Bonkiewicz, channel manager, Laticrete, explained, “Underlayment products are valuable accessories that help increase margins and generate higher ticket sales for retailers. Upselling from an entry-level product to a specialty underlayment is achievable through comprehensive product education. This focus on education starts with the dealer outlining the   benefits of using an underlayment before installing materials.”

Focus on the benefits, not features. Once a consumer learns about the characteristics of underlayment, the product will no longer seem like an accessory but rather a necessity. As most underlayment suppliers point out, qualities such as sound absorption and comfort sound great to a consumer who is looking to install new flooring.

“Sound absorption is extremely important in multi-story, single-family homes, condos, apartments and multi-story office and hotel buildings,” explained Jim Wink, vice president of sales and marketing, Foam Products. “In terms of comfort for hard surface flooring, a high-quality foam underlayment can soften the feel of walking on the floor, especially with thinner laminates and vinyl plank flooring.”

Underlayments complete the installation. When a consumer enters a store looking for flooring, she is typically only interested in the style and color of her new floors. Suppliers believe it is crucial for the retailer to slow her down and force her to think through the function of her entire application, including hidden problems that can occur within the life of the flooring materials.

“For example, when it comes to floating floors, most consumers and contractors know they need an underlayment,” said Deanna Summers, marketing coordinator, MP Global. “Problem solved, right? The trick is to understand the full installation and match the right performing underlayment that will be best suited for the entire makeup of the floor, not just the floor covering materials.”

In addition to its other characteristics, underlayments also  reduce the amount of floor preparation required for a successful installation. As Wade Verble, vice president of underlayment, DriTac, noted, “The associated labor savings will typically offset the cost of the underlayment and labor needed to install the pad.”

Padding extends the life of the floor. Since underlayment can protect installations in various ways—such as limiting water intrusion, damages and cracking as well as aiding in sound reduction—this accessory helps to present a better overall surface to adhere finished flooring. “Adding an appropriate underlayment could mean the difference between a three- to five-year installation and a durable lifetime installation,” Laticrete’s Bonkiewicz said.

Providing consumers with the proper underlayment can also create consumer trust. As DriTac’s Verble explains, “Peak performance for any flooring system is always optimal and underlayment is critical to achieving the highest level of results and customer satisfaction.”

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Latest cushion products promote performance enhancements

March 19/26, 2018: Volume 33, Issue 20

By Nicole Murray

As consumer flooring trends continue to lean toward hard surfaces—specifically LVT, WPC and SPC—underlayment manufacturers are innovating to stay ahead as well as provide dealers with upsell opportunities. During Surfaces earlier this year, a host of underlayment manufacturers exhibited their latest products made for all types of flooring.

Amorim showcased its underlayment for LVT and WPC applications. “We have tweaked what we are offering to now include other products for WPC constructions,” said Larry Lyons, director of sales and marketing. “For our hard surface underlayment program, we have a lightweight product that’s very specified and everyone is using it because it is easier for laying down WPC.”

Lyons explained the benefits to using the product. “On the LVT side, if you have a connection with a property management client, there is an education opportunity for a retailer. A lot of the property management clients want LVT but don’t know about the potential sound issues. We have tools for retailers to help educate the end user about why they need the underlayment.”

Floor Muffler is also riding the wave of LVT/WPC growth with its new Floor Muffler LVT underlayment. The product is 1mm thick and features acoustical and moisture barrier properties.

“Once we started seeing LVT grow popular in apartment buildings, there grew a need for sound reduction,” said Collen Gormley, national marketing coordinator, Floor Muffler. “LVT is growing in the industry; therefore, it is growing for us. The underlayments that are already attached to LVT products may be more convenient, but then you are not using the best quality product with the best ratings available.”

Pak-Lite showed its one-of-a-kind fan fold underlayment applications made specifically for the vinyl and laminate industry. One of its key selling points is its ease of installation. “It is one of the easiest products to install and we have heard that from flooring experts themselves,” said Kimberly Liemkeo, marketing manager. “It is a doable installation process for those who are not very experienced, and the process itself takes out imperfections that exist within the flooring.”

WE Cork highlighted underlayment made for various floors. New to Surfaces was the company’s Warm and Quiet Plus, a 6mm cork underlayment that offers sound control under carpeting, wood and laminates.

Being that it is made from cork, this underlayment is lighter than other products with similar thicknesses. It also has no off gassing and offers a new level of comfort, especially when applied underneath hardwood flooring.

“Cork consists of 200 million closed air cells per cubic inch,” said Ann Wicander, president. “When you walk on cork, it will take a bit more concussion and will be that much more comfortable. While rubber is being used for a lot of multifamily situations, cork overall has a better performance and is more affordable.”

MP Global’s new addition, Quiet Walk Plus, was promoted throughout the show as a “one-stop-shop” underlayment billed as an upgraded version of its original Quiet Walk. Quiet Walk Plus has greater acoustic performance, compression resistance, moisture protection and longevity due to its fiber composition. It can also be paired with more flooring categories and types of installation.

“Quiet Walk Plus becomes your Swiss army knife that can handle being nailed, floated or glued down,” said Deanna Summers, marketing manager, MP Global. “The material is dense enough to support vinyl planking or WPC products and will not crush over time like we have seen with foam underlayments.”

Among the higher-end releases was Laticrete’s new Strata heat floor warming line, designed to be used under tile flooring. It’s controlled by a thermostat that can be adjusted through a smart phone app.

“A wire is placed throughout a mat that goes underneath the tiles, so the material will heat much faster,” said Maria Oliviera, corporate marketing manager, Laticrete. “This technology is best designed for bathrooms or kitchens and offers yet another level to upsell because of its ease for installation during an already existing project.”

To provide dealers with upsell opportunities is DriTac’s new “all-in-one” Total Sound Reduction System, which includes the 8301 Impact underlayment made for resilient and 8302 Double Impact underlayment for wood and laminates. The package comes with a lifetime warranty, enhanced moisture control of up to 10 pounds calcium chloride and 95% relative humidity. All the products come from one supplier. 

“We are marrying our underlayments with our adhesives to offer an enhanced system package that we can get fully behind,” said John Lio, vice president of marketing, DriTac. “It avoids any finger pointing because we know this package inside and out. It gives us all the more reason to stand behind these products because we make it a point to only release premium-level options.”

Similar to a few manufacturers, Centaur Floor Systems not only manufactures a variety of finished products mainly for commercial interiors, but it also provides the underlayment that goes underneath the flooring. Case in point is its Sound Reducer line, which is engineered to provide exceptional impact sound insulation results, even under hard surface flooring for concrete or wood-framed construction.

Also available with a waterproof membrane, Sound Reducer can be installed under most types of grouted, glued and floating floors—including hard tile, hardwood, engineered wood, laminate, LVT and carpet. It’s available in 48-inch-wide rolls in a variety of both standard and custom thicknesses (vapor barrier option available upon request).

Some of Centaur Floor Systems’ products already include the underlayment as a pre-attached backing. This includes the company’s Triple Threat line, which consists of a vinyl wear layer with a 7mm-thick recycled rubber underlayment. According to the company, the product saves time and money because installers only need to put down one material. “We fusion bond the vinyl to the recycled rubber backing so only one material is getting installed as opposed to two different products being laid on top of one another,” said Garnet Sofillas, public relations and communications manager. “Underlayment is always suggested for vinyl, so you can glue down our Triple Threat product directly over the subfloor, saving an installation step.”

Triple Threat’s maximum potential, according to Centaur, is utilized when applying the product to areas designed for exercise and physical activity—gyms or basketball courts, for example. “The material is very forgiving on the hips and joints,” Sofillas added.

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DriTac launches new line of flooring underlayment

Screen Shot 2017-08-24 at 12.05.23 PMClifton, N.J.—DriTac Flooring Products is introducing a line of eco-friendly, acoustical abatement underlayment for residential and commercial flooring applications: DriTac 8301 Impact 1mm for resilient flooring installations and DriTac 8302 Double Impact 2mm for wood and laminate flooring installations.

The lightweight flooring underlayments incorporate DriTac’s total sound reduction system (SRS) complete with a lifetime warranty when used in conjunction with approved DriTac flooring adhesives in double-stick applications. DriTac’s SRS was developed with dual force, silent-fuse technology, affording customers an optimized sound abatement system covered by DriTac’s single, all-inclusive warranty.

DriTac 8301 Impact and DriTac 8302 Double Impact are technologically advanced underlayments that grant sound control properties, providing footfall performance with anti-crush technology designed to attain a cushioned, quiet and comfortable flooring system. Both products are available in lip and tape, and non-lip and tape versions. The lip and tape (8301LT and 8302LT) system offers a built-in vapor barrier with safeguard seaming.

DriTac 8301 and 8302 contain negligible VOC content that measures below quantifiable levels, providing the green community the best sound abatement choice for their eco-friendly projects. These underlayments exceed every standard for indoor air quality, are hypoallergenic, mold/mildew/bacteria resistant and devoid of toxic additives.

For more information, visit dritac.com.

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Power of brands: Quality products, service stand out in a crowd

August 14/21: Volume 32, Issue 5

By Lindsay Baillie

Screen Shot 2017-08-22 at 3.51.42 PMA well-known brand has great influence in the mind of the consumer; it can affect her positively or negatively, research shows. According to Latham & Co., a brand consultancy, a strong brand contains incredible power—not just how it is perceived in the world, but also how it redefines the competitive landscape, connects with prospects and influencers, creates memorable experiences, builds lasting relationships and helps leaders better manage people, resources and profits.

For many flooring dealers, brands matter, especially when products and services are backed by the companies they represent. “A strong brand brings awareness of mind,” said Kevin Rose, president and owner, Carpetland Color Tile, Rockford, Ill. “This is good for all flooring retailers as we battle for the consumer’s disposable income.”

A strong brand can also draw attention to a particular flooring store. As Mary Ann Gore, office manager, Bridgeport Carpets, Alpharetta, Ga., explains: “For example, if a customer is new to an area and does an Internet search on local retailers, she is typically going to look for a product that is familiar to her.”

While name recognition holds a certain importance for flooring brands, dealers can also benefit from established name recognition. Case in point is Ted’s Abbey Carpet & Floor, with multiple locations in Alabama. “We have really tried to market our store’s names to the consumers in our market area,” said Ted Gregerson, president and owner, “We feel like we have done a really good job of it, because consumers in our market refer to us as simply ‘Abbey.’ We feel if our consumers trust us and our own Abbey brand, then they will have confidence in all the products we sell.”

The strength inside the original COREtec floors
Screen Shot 2017-08-22 at 3.39.29 PMUSFloors is regarded as the originator of the WPC category—true disruptors and innovators in the industry. It is committed to providing beautiful and durable floors at an excellent value while minimizing the impact on the environment whenever possible. The COREtec brand is focused on providing an exceptional customer experience throughout the new flooring purchase.

USFloors knows today’s consumers value authenticity over perfection—from brands, experiences and daily life. They seek to engage with brands that mirror that authenticity—brands that stand up for what they believe and deliver upon it. Expectations of a brand’s intuitive nature drive their interest. When it comes to purchasing a new floor, they want to make a smart, practical choice—one that reflects their originality and can be enjoyed for years to come. USFloors addresses these consumer needs in a way that satisfies and delights them from initial inspiration to final installation. COREtec is perfect for expressing the originality and creativity that lives within them. USFloors provides an ever-evolving portfolio of waterproof floors that embody style and strength that can withstand whatever real life has in store for the consumer.

In addition to authenticity, consumers share a common driving need for simplicity in this era of ever-expanding choices. The number of flooring options has expanded dramatically, leaving today’s consumers feeling overwhelmed and under extreme pressure to make the right purchase decisions. With the average floor shopping process lasting more than five months, consumers will reward easy, simple and trustworthy brands. They seek out brands that receive high accolades on style and performance and are recommended by peers with real world experiences.

The entrepreneurial passion that lives within the core of USFloors drives the company to redefine the way consumers discover COREtec floors. Consumers are drawn to attributes that inspire them and shopping experiences that match the high standards they set for the products themselves. Today’s consumer can identify an original, and USFloors believes they applaud an approachable brand that is smart, modern and bold. They can feel the commitment of style and performance and appreciate the result of the American dream. They recognize products that are unique and sustainable and want to be loyal to the brands that deliver on a promise. As the original COREtec floors, USFloors is rewarded by their sense of style and practical purchases.

USFloors is thrilled to be at the helm of this young industry brand. The company sets no boundaries and has an endless future of solutions ahead. COREtec will erupt into 2018 with vigor to share its successful innovations and leadership with consumers nationwide. Throughout it all, USFloors will continue to create value and a healthy platform for growth for its retail partners.

USFloors and COREtec—authentic to the core.

 

The power in the family of brands
Screen Shot 2017-08-22 at 3.39.39 PMMohawk enjoys global brand recognition as the world’s largest flooring manufacturer. With facilities and manufacturing operations across the nation, Mohawk is committed to American-made manufacturing and the communities and families it impacts on a daily basis. From product conception to the manufacturing process to the transportation of products, Mohawk employees are providing the foundations for homes and businesses around the world.
The power of brand and its attributes is vastly important for infrequent purchase categories such as flooring. Strong branding gives consumers peace of mind, allowing them to feel confident about their investment. Retailers–both large and small–leverage the power of the Mohawk brand around the world each and every day.

Mohawk and its family of brands are among the most well known in the flooring industry. These include: Aladdin, American Olean, American Rug Craftsmen, Century, Columbia, Daltile, Durkan, IVC, Karastan, Marazzi, Moduleo, Mohawk Group, Mohawk Home, Pergo, Q-Wood, Quick-Step, Ragno and SolidTech. The company’s vertically integrated manufacturing and distribution processes provide competitive advantages in the production of carpet, carpet tile, rugs, ceramic tile, laminate, hardwood, stone and luxury vinyl flooring. The enterprise-wide innovations yield products and technologies that are differentiated in the marketplace.

The organization invests heavily in the Mohawk brand by way of lead generation, advertising, digital marketing, public relations, merchandising, point-of-sale, innovative products and national promotions, just to name a few. These efforts result in high consumer recognition and increased profit margins for Mohawk’s retailers.

The primary reason Mohawk invests in its family of brands is to deliver qualified consumer leads to its valued retail partners. The current pace of change in the flooring industry requires new programs that give its retailers the inside track to stay ahead of the competition.

 

A brand built on service, innovation and progress
Screen Shot 2017-08-22 at 3.39.44 PMHonesty, integrity and passion set the stage 50 years ago and have served as the foundation from which Shaw Floors was established. Since that time, the company’s values remain true while Shaw Floors has transformed from a single category producer to a leading, total flooring brand with a forward-focused dedication to servicing our customers and the end-user consumer. Shaw is proud of its heritage and grateful for the confidence retailers have demonstrated over the years.

The celebration of Shaw’s 50th anniversary this year is marked by its corporate vision of creating a better future: for its customers, its people and the communities it serves. As Shaw reflects on the important milestones of its past, it is reminded that progress isn’t achieved by resting on previous successes, but by looking to the future and empowering its associates to lead the company into a new era of innovation.

One thing that remains constant is the Shaw Floors brand is synonymous with flooring expertise. The company prides itself on being pioneers of design and innovation and won’t settle for anything less than exceptional service. All of these elements are trademarks of the Shaw brand, reinforced each year through the many surveys and rankings voted on by its valued retail partners. Shaw Floors feels honored that the breadth of its product portfolio earns the company the unique ability to provide consumers with flooring that makes sense for their space. Through our products and services, the consumer’s design vision comes to life.

Shaw Floors has demonstrated continuous leadership not only through its company values but also through cutting-edge innovations such as: its patent-pending Floorté PRO collection, offering the industry’s first direct-glue rigid core products; its completely redesigned EPIC Plus engineered hardwood line featuring the Extreme Nature collection, which boasts the longest, widest hardwood planks made in the USA; its revolutionary LifeGuard waterproof carpet backing technology protecting against life’s mishaps to give consumers the cleanest carpet for healthy living; and its exclusive sound-abatement research and proprietary intelligence depicting a comprehensive landscape of today’s consumer. These products and services, plus many others, provide retailers with solutions that ultimately give consumers confidence in their investment. Shaw Floors will continue heavily investing in its shared industry in an effort to drive market understanding, demand and brand preference, and it appreciate the partnership with retailers.

 

A name synonymous with unique style, fashion and design
Screen Shot 2017-08-22 at 3.39.51 PMDealers and distributors who carry the Provenza brand attest to its association with high style and design. After all, according to Ron Sadri, president, it was Provenza who helped usher in the handscraped trend about 20 years ago. The company said it was also responsible for innovations such as custom-infused colors, oil finishes and other creative surface treatments such as reactive staining—a technique that’s common across the industry today.

“Our focus on setting the trend for fashion and design in hardwood flooring makes us truly unique,” Sadri said. “Our distributors and retail partners see us as the leader in our market while others are followers.”

That industry recognition was demonstrated at Surfaces 2017 earlier this year, when Provenza walked away with a Best of Show award in the category of style and design for its Colour Nation Lighthouse Cove collection, a line of wide-plank flooring featuring multiple stains, colors and surface treatments. “It was a confirmation from the judges and the dealers that our products stand out from everyone else,” Sadri said. “People really understand Provenza and they appreciate the creativity we put behind every line we produce.”

But for Provenza, high style and design doesn’t necessarily have to translate into products that exceed the reach of mainstream consumers. “We always try to make products that are affordable to the consumer,” Sadri said. “That makes it easier for dealers to go to our products and pick everything from good quality and moderate pricing all the way up to a designer look.”

 

A leader in private labeling
Screen Shot 2017-08-22 at 3.39.56 PMBBOSS is a true industry leader when it comes to the specialty of private labeling. Established in 2008, this fast-growing company is intent on raising the bar for private label and providing its clients with new ways to sustain long-term growth in today’s highly competitive wood flooring market.

The BBOSS approach begins with a factory direct relationship and eliminating unnecessary costs. Dealing direct with the manufacturer and U.S. supporting offices gives clients peace of mind that they have both local and international support.

BBOSS attributes its tremendous success to providing clients with a unique partnership, which helps them drive business while reducing their costs. Additionally, BBOSS offers a full breadth of products, from entry level to multiple upgraded visuals, all from one mill, with the flexibility to mix on any order as needed.

With one of the most knowledgeable and experienced teams in the industry, BBOSS stays on top of ever-changing market trends related to engineered and solid hardwood flooring. The team partners with each private label client, guiding them through the process of developing and growing their own brand and designs products that meet consumer trends and are tailored to their specific market. BBOSS provides a high level of customer service, thanks in part to the company’s award-winning education and training programs.

But perhaps the best advantage of all is BBOSS offers differentiation in all facets of private label, which is a unique way for a retailer’s brand to stand out in an otherwise crowded market.

To learn more about private labeling, contact BBOSS at bbossinc.com or call 855-442-2677.

 

Better together
Screen Shot 2017-08-22 at 3.40.01 PMFor more than 130 years, Tarkett has been at the foundation of creating more beautiful spaces and unlocking the infinite possibilities that happen when people come together.

Tarkett is creating together, honoring its values of collaboration to create something worth more than the sum of its parts. The company is building brands together by uniting its family of brands—Tandus Centiva, Johnsonite and Desso—to ensure they are designed to work together.

Tarkett is designing together, working with designers inside and outside the industry to challenge the way floor coverings can be used.
It is also working together to deliver products and ideas that anticipate where the workplace is headed.

Tarkett is inspiring together, pushing the boundaries of design and using its flooring in bold new ways. More importantly, Tarkett is doing good together, leading sustainable business practices and prioritizing the health of people and the planet.

At Tarkett, together is simply better.

 

Providing quality, service and coordinating products for every hardwood floor
Screen Shot 2017-08-22 at 3.40.06 PMPennwood continuously pursues high standards in manufacturing and marketing of flooring transitions, stair products and vents. The Pennwood staff studies and researches trends in design, color and finish.

The company currently matches 6,000 different hardwood floors, ranging in color, style and textures with standard boards all held in the Pennwood Color Library. Pennwood employees take pride in their craftsmanship and as long as the company has the color standard, it can custom produce a retailer’s stair treads or flooring transition with a normal turnaround time of two to three weeks.

Pennwood believes in partnering and can customize a program for a retailer’s specific needs. The company can produce various fixed lengths in moldings and stair treads. It also offers random length flooring transitions up to 12 feet, which is increasingly popular in the builder and multi-family market segments.

Today the Pennwood brand means uncompromising value, known for innovation and a driving force within the industry. Pennwood is synonymous with a “we can do” attitude.

 

A brand is best built in person
Screen Shot 2017-08-22 at 3.40.10 PMA brand is a company’s biggest asset, according to Thomas Trissl, principal, HPS Schönox. Furthermore, cultivating relationships is a crucial part of building a company’s brand.

“All the advertising and marketing we do is important, but nothing replaces the value of face-to-face conversations like those we have on a daily basis on the jobsite with installers, in an office with architects/designers or in the warehouse with our distributors,” Trissl explained. “A brand mirrors the expectation of prospective customers and the experience of existing customers.”

Schönox, HPS North America has developed a promotional strategy of combining multimedia, product education and exceptional customer support while maintaining communication to strengthen existing relationships and establish new ones.

With these relationships, the Schönox brand can grow and build a legacy that presents key qualities in the market.

Exceptional quality, service and knowledge
Screen Shot 2017-08-22 at 3.44.13 PMThe two factors that consistently and unequivocally set a brand apart from others in its category are quality and service, and Bamboo Hardwoods does just that.

From the company’s humble beginnings growing bamboo and innovating products from its own groves to becoming an industry powerhouse, Bamboo Hardwoods’ foundation of bamboo knowledge has always given it a competitive edge. Every product made is done so with meticulous quality and care using premium adhesives, finishes and modern technologies, while taking time to produce the perfect product. In addition, Bamboo Hardwoods has revolutionized bamboo flooring by focusing on what consumers demand most: trendsetting style and design. The emphasis on aesthetics elevated bamboo flooring from a niche product to being regarded as another attractive choice in the hardwood flooring category.

When it comes to customer service, Bamboo Hardwoods transcends the business-client relationship by focusing on establishing rapport and sincere connections with its customers. With multiple warehouse locations across the United States and fully stocked East and West coast warehouses, customers can rest assured knowing they will promptly receive the product desired.

Bamboo Hardwoods is dedicated to continuing its reigning status as a pioneer of the specialty flooring industry.

 

A brand with a vision
Screen Shot 2017-08-22 at 3.44.20 PMThe Novalis Innovative Flooring brand was started in 1984 and began actual production of product in 1986–the first luxury vinyl flooring facility built by anyone in China.

Since that time, Novalis has accomplished a record of other “firsts”: Novalis was the first Chinese LVT manufacturer to achieve ISO 9001 certification. Novalis was the first with an ISO 14001 environmental certificate. And Novalis is the first and only Chinese LVT brand certified with OHSAS 18001. Novalis was very happy to be the first Chinese LVT manufacturer with a fully localized Environmental Product Declaration, Health Product Declaration and Declare labeling, all being introduced in 2015.

On this foundation of sustainable, quality design and engineering accomplishments, Novalis launched its NovaFloor brand in North America over five years ago. NovaFloor is made primarily for the American floor covering retail channel, and is sold through distributors and their dealers for the residential and Main Street commercial markets.

At NeoCon East 2015, Novalis officially unveiled its new commercial LVT brand for North America called “AVA.” AVA stands for Advanced Vinyl Artistry and is made for the commercial specified market. Capri Cork manages the AVA brand in the U.S. and Canada through its extensive list of dedicated commercial agents.

Always guiding the brand’s development is its “vision” that encompasses three key principles: art, quality and nature.

When it comes to LVT, Novalis views “art” as the authentic reproductions of natural elements to create imaginative, inspiring spaces.

Novalis “quality” means an investment in the research and performance to make the best LVT possible.

And the Novalis vision for “nature” is all about producing its product responsibly while conserving energy and resources.

Learn more at novalisinnovativeflooring.com.

 

Innovative brand spread its wings
Screen Shot 2017-08-22 at 3.45.39 PMEngineered Floors, the third-largest carpet company in the world, has continued its singular mission to be the flooring brand of choice. This year Engineered Floors revamped its digital presence with a new website to align its family of brands under a common theme: “We have one mission. Make the best carpet in the world.” The new site (engineeredfloors.com) showcases Engineered Floors’ complete family of brands and its drive to “intersect” with customers’ desires for style, durability, comfort, quality and tradition. It combines new room scene photography, links to the company’s varied social media platforms and advanced functionality to make it easier and more engaging to use.

The company’s new website, along with the new signature for its advertising, reinforces the strength of Engineered Floors in its collection of brands, each aimed at a specific flooring segment. The Engineered Floors family of brands consists of: Dream Weaver for residential replacement; Pentz Commercial Flooring Solutions for Main Street; DWellings for new home construction; and Engineered Floors Multifamily.

The company is also bringing to market new innovations including a commercial polyester fiber, advanced polyester extrusion (Apex SDP) under the Pentz Commercial Solutions brand. The offering includes the styles Revival and Revolution, which join the widely successful original Apex SDP styles Quicksilver and Fast Break.

In addition, Engineered Floors is rapidly completing a new, state-of-the-art carpet tile manufacturing facility in Dalton. The move is in response to the growing demand for modular carpet tile for Main Street applications.

The initial phase of the plant, expected to open in January 2018, will total 520,000 square feet. This will be the fourth new facility the company has built in northwest Georgia since 2009.

 

The power of a strong brand partnership
Screen Shot 2017-08-22 at 3.45.43 PMWith more than 65 years of proven innovation, market leadership and dedication to quality, Scotchgard has the protective products and brand strength to help make our partners successful. A brand partnership with Scotchgard Protector strengthens the value of the host brand and creates opportunities that can:

•Increase edge over competition
•Build brand equity in new markets
•Increase sales
•Grow market penetration
•Expand credibility to both brands

The Scotchgard brand name has been synonymous with protection for multiple generations. Invented in the 1950s and protecting floors from their owners since the 1970s, Scotchgard Protector has become one of the leading brands of stain, spill and soil protection in markets around the world.

When companies have a history of selling products that are dependable, reliable and in line with consumer needs, consumers begin to develop trust in the product and loyalty to the brand. The real power in the Scotchgard Brand is that it represents that one last thing consumers want when they purchase a product—peace of mind. It can close the sale.

 

Where innovation is a way of life
Screen Shot 2017-08-22 at 3.45.48 PMPhenix Flooring is more than just another manufacturer—it’s a flooring experience. From designing and developing premium products to its commitment to advancing research, development and production through the latest state-of-the-art technologies, Phenix makes innovation a way of life. Through this commitment, Phenix continues to grow and serve its customers with passion, values and an unwavering dedication to the production of quality products.

With the launch of the Cleaner Home collection, Phenix delivers on this mantra by offering a line rich in color and design with proactive technologies such as Microban, Opulance HD and Surefresh that provide optimal antimicrobial protection, stain resistance and prolonged beauty at an affordable price.

Above all, Phenix strives to deliver the highest standard of service to its clients. As a Pharr Family company, Phenix is backed by generations of manufacturing genius, flanked by supportive brands.

 

Powered by quality and service for more than 30 years
Screen Shot 2017-08-22 at 3.45.57 PMOffering superior quality products has always been Mirage’s No. 1 priority. Maintaining this quality consistency is the daily challenge and a goal that each employee strives to attain. This commitment to excellence speaks to the dedication, devotion and knowledge of Mirage’s people—from the worker in the plant to the sales representatives in the field.

That quality extends to the service it provides. For more than 30 years the staff at Mirage has pursued a common goal: To go above and beyond customer expectations and adapt to her needs. This is what Mirage’s legacy is built on.

The numerous quality awards Mirage has received in the last decade—more than 30—is a testament to the company’s unwavering efforts. Indeed, quality has powered the Mirage brand for more than 30 years and will continue to for another 30 years. This success does not mean Mirage can rest on its laurels; quality is a journey, not a destination.

 

Steeped in tradition
Screen Shot 2017-08-22 at 3.46.02 PMFor over 60 years, DriTac Flooring Products has manufactured premium-grade adhesives and installation solutions for the wood and resilient floor covering markets.

DriTac was established in 1956, offering one product—DriTac 6200—that continues to stand the test of time several decades later. Since then, DriTac, via its state-of-the-art laboratory and research facility in the U.S., has expanded its product line and is currently one of a few adhesive manufacturers to offer all the major technologies: urethane, MS polymer, pressure sensitive, acrylic and more. DriTac has become a leader in developing wood flooring adhesives that offer sound and moisture control with a single-component, one-step application.

A trailblazer in cultivating environmentally friendly flooring adhesives and installation products, DriTac offers a full line of zero VOC, zero solvent and independently tested products that have been certified by the Carpet and Rug Institute’s Green Label Plus Program for Indoor Air Quality.

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Women in Flooring: Block—DriTac’s driving force, relationship builder

May 22/29, 2017: Volume 31, Issue 25

By Lindsay Baillie

 

Screen Shot 2017-05-30 at 10.28.03 AMMyrna Block, executive vice president, DriTac, has been described by others as outgoing, positive, intuitive, a visionary, an entrepreneur—all of which are exemplified in her passion and hard work in the flooring industry and her community. Whether she is helping fellow flooring members or supporting local charities, Block thrives in developing quality relationships with those around her.

In 1987, Block and her husband, Yale, current president of DriTac, started working together and bought a small adhesives company called Basic Adhesives. From there, the couple purchased four other modest-sized adhesive manufacturing companies—one of which was a company known for its only flooring product, DriTac 6200. DriTac has grown exponentially over the past 27 years and now has a portfolio exceeding 30 environmentally friendly products.

As a team, Block and her husband have split company responsibilities. She is in charge of DriTac’s sales, marketing and customer service departments, while her husband oversees finance, manufacturing and R&D. Block noted that this division is specific to their areas of expertise. “Yale is a biochemical engineer from MIT with an extensive background in manufacturing; I was a high school chemistry and biology teacher with a successful background in sales.”

Yale Block attributes much of the company’s success in the flooring industry to his wife. “Myrna has been the driving force for DriTac. We had actually been a basic adhesive company selling to all different companies, and she guided us to focus on the flooring industry.”

More importantly, Block never loses sight of the importance of serving the customer. “She always wants to do the right thing regardless of the effort it takes or the course,” he added. “We pride ourselves in our ability to react to a customer’s needs quicker than our competitors, whether it’s warranties for certain projects, test adhesives, etc.”

As owners, Myrna and Yale Block have adopted an “open door” policy by making themselves available to customers and internal staff. One way of doing this is by including their cell phones on their business cards and encouraging customers to contact them during the day, night and even weekends. “I believe there are very few owners in the flooring industry that are as accessible as Yale and me,” Block said.

This level of accessibility speaks directly to DriTac’s fundamental values. As the person in charge of sales, marketing and customer service, Block makes sure all of her employees are honest, innate at building strong relationships, smart and have a great work ethic. “People buy from people, and forming strong bonds plays a major role for us,” she explained. “We are committed to our customers and take responsibility for our products. We stand behind the problem-solving solutions we produce that help our customers sleep better at night.”

Solid partnerships
Block and DriTac’s dedication to providing partners with solutions has helped create lasting partnerships with various dealers and distributors. Bob Eady, president of T&L Distributing, described his company’s relationship with Block as being open and honest. “She has, at times, gone above and beyond to help us in some uncomfortable situations, and she asks that we return that same cooperation to her and DriTac. That sounds pretty simple but I can assure you there are plenty of suppliers that ignore uncomfortable issues rather than face them. It’s great to have a partner like Myrna.”

Bruce Zwicker, the recently retired CEO of Haines, also noted Block’s devotion to her business partners. One example he cited involved DriTac keeping inventory of fast-moving SKUs available in the warehouse for immediate shipment to Haines. This helped keep the pipeline supplied and benefited Haines.

“Myrna sets the pace and the tone for sales, marketing and customer service—always aiming higher,” Zwicker said. “This means DriTac is always bringing new things to its customers. She is a strong leader and understands the value of forming long-lasting partnerships. Myrna is deservedly proud of the long-term customer relationships—15 years with Haines. She is all about trust, her personal credibility and is always going to do the right thing, even if it means negatively affecting the bottom line in the short term.”

In addition to standing behind DriTac’s products and building relationships, Block has helped the company grow by taking risks and hiring proactive people. Chuck Hall, senior vice president of sales at DriTac, sees Block as the sales driver of the company. “She has been instrumental in assisting our sales team in recruiting new partners and establishing great relationships with our customers. Myrna empowers her senior managers to manage their teams, make sound decisions and implement initiatives to be successful.”

Hall also praised Block’s approach to business—one that is calculated and well thought-out. “Myrna takes a long-term perspective of our business. Decisions on investments are made today that might not benefit us for years to come.”

Block’s ability to look ahead coincides with DriTac’s drive to produce environmentally friendly adhesives to help minimize the company’s overall carbon footprint. “We strive to have the most technologically advanced adhesives and installation solutions available in the marketplace,” she explained. “We continually introduce new products and have demonstrated a strong commitment to providing sound- and moisture-control system adhesives that offer time and cost efficiency.”

Legacy of innovation
Under Block’s leadership, DriTac has looked to help revolutionize flooring installations with the development and promotion of two key adhesive products. In the 1990s, DriTac 6200 helped to steer the industry away from chlorinated solvents to a more user-friendly, water-based adhesive solution that could install multiple flooring types that included wood, rubber and vinyl. Again in 2008, DriTac’s team developed DriTac 1001 All-In-One, the first urethane-based, four-in-one sound and moisture control system adhesive, which helped to transform hardwood flooring installations, making them more time and cost efficient.

DriTac’s dedication to innovation and product development is also reflected in its commitment to building its workforce. DriTac recently hired additional people to help fortify its internal staff and assist in obtaining the company’s goals. “We are always focused on developing next-generation, problem-solving solutions that positively change the way flooring is installed,” Block said. “We will continue to keep our commitments to our customers and stand behind the products we produce.”

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Installation: Innovations serve up solutions

April 10/17, 2017: Volume 31, Issue 22

By Nicole Murray

 

Screen Shot 2017-04-27 at 11.34.21 AMSuppliers of installation accessories, adhesives and subfloor prep materials are not only developing new products that aim to ease installation; they are also seeking to improve the performance and longevity of the various flooring surfaces they support.

Many of these installation products, which run the gamut from underlayments to self-leveling materials, are designed to address common installation challenges. Case in point is DriTac’s new Hybrid Palmer 51 system, an adhesive that can execute the same functionalities that would usually take multiple products to complete. The goal, according to the company, is to allow installers and contractors to minimize the inventory they must bring on various jobs while still being able to have a product that can outstandingly perform.

“Hybrid Palmer 51 acts as a five-in-one tool,” said Sean Pisani, marketing associate. “With this product you eliminate your ‘adhesive graveyard’ and ultimately save yourself money.”

Other new products were created to combat another issue that can ruin an installation: excess moisture. One such innovation is VentiLayer from MP Global Products. This new underlayment, according to Jack Boesch, marketing director, aims to attack the problem at the source. “Moisture, especially over concrete, has become a major problem. VentiLayer allows for air to flow underneath to dissipate any moisture coming from the cement. By simply covering up with laminate floors will formulate a prime spot for mold and mildew.”

Screen Shot 2017-04-27 at 11.34.27 AMIn that same vein, Future Foam introduced a new product called Prime Elegance, which has a double barrier designed to prevent moisture from the top and bottom. It also provides a comfortable cushion underfoot. “This product will sell itself because of its top performance,” said Jeff Katz, regional manager. “We are setting up retailers with the tool to sell it so all they need to tell their customer is, ‘Go for a walk.’”

Future Foam provides retailers with booklets to be used as a selling tool that unfolds and can be laid flat on the ground for customers to walk across. Retailers will be able to customize their booklet with their own personal good, better and best underlayment products that highlight Prime Elegance’s comfort on top of its functionality.

Not to be outdone, Schönox showcased its moisture mitigation system created to speed up the actual installation process and reduce the risk of moisture-related problems before the floor is even laid down. By ultimately reducing the amount of equipment and the number of steps for each job, the installing field can still be maintained by those who are less qualified.

“Our EPA and EPA Rapid products can allow for only a two-hour window to go by before being able to lay your floor,” said Karen Bellinger, business development manager, Schönox. “We also have 400 RH, which allows you to only have to put down one coat for the job to be done fast but well.”

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DriTac appoints two regional sales managers

Jeff Feller
Jeff Feller

Clifton, N.J.—DriTac Flooring Products has appointed Brett Butler to the position of Southwest regional sales manager and Jeff Feller to the position of Midwest regional sales manager. Both Butler and Feller come to DriTac with over 20 years of experience working with manufacturers, distributors and contractors in the flooring industry.

Butler has worked for several wood flooring coatings manufacturers and Feller has had sales roles with various prominent domestic and international flooring producers. Butler and Feller will be responsible for sales and service to all DriTac customers in their respective regions.

Brett Butler
Brett Butler

“Brett and Jeff bring a wealth of experience and industry knowledge to the DriTac team,” said Chuck Hall, senior vice president of sales. “They are a great fit for our valued customer base and will have tremendous success growing sales of our expanding line of flooring installation solutions.”