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National Floorcovering Alliance: Spirited discussions on thorny issues set the tone

October 23/30, 2017: Volume 32, Issue 10

By Steven Feldman


Screen Shot 2017-10-27 at 12.01.40 PMNewport, R.I.—The National Floorcovering Alliance (NFA) is 42 retailers and 256 storefronts strong, representing a collective $1.1 billion in annual sales. But the issues these dealers face every day are no different than every other flooring retailer; in fact, it can be argued that their sheer size creates an even greater depth of challenge than most.

The key topics discussed at the group’s fall meeting were diverse, ranging from ways to find quality installers and sales associates to dealing with manufacturers who want to eliminate discounts for paying invoices within a certain time frame and dealers who encroach upon fellow members’ territories—legal by bylaw but challenging the spirit of the group.

Dave Snedeker, division merchandise manager, Nebraska Furniture Mart and president of the NFA, called this one of the best meetings in a long time. “I feel we heard the voice of everyone—just a lot of participation.”

Participation is often fueled by issues that can affect the bottom line, and that was unequivocally the case when Shaw and Mohawk announced they were doing away with “terms”—percentage discounts for paying bills within a certain time frame (see related story on this page). Eventually the NFA and the two major mills reached an accord, but not before members weighed in vociferously.

“For a lot of people terms are a sacred cow,” Snedeker stated. “You have little control over price increases, but terms is a part of the business we believe is earned for being a good steward of your financial responsibilities. It’s not necessarily part of the price; it’s about paying your bills on time. So to have that taken away would be a negative for a lot of stores.” (There is no group terms rate as NFA members negotiate their own deals, just as they do on pricing. However, the power of the NFA is such that this one voice speaks at exceptionally high decibel levels.)

Screen Shot 2017-10-27 at 12.01.33 PM“[The elimination of term discounts] would seem to penalize the better customers who pay their bills,” said Phil Koufidakis, president of Phoenix-based Baker Bros. “They would seem to be taking away an incentive for people to pay their bills on time. I don’t know why the mills are doing it. They never communicated that to the group nor myself.”

Sam Roberts, president of Roberts Carpets and Fine Floors in Houston, said terms are very important in the specialty dealer community. “I think most quality specialty retailers are opposed to the removal of terms, specifically going to zero discounts in their terms, and I think the vendors need to think very carefully about what’s in everyone’s best interests.”

While the terms issue may have been resolved, another controversial subject lingered. That involved one member’s recent new store opening. But it was not your typical expansion. That’s because the store encroached upon another member’s turf, something not illegal by bylaw but a questionable decision in the eyes of some.

“Expansion into the territory of another member is not disallowed,” Snedeker stressed. “The NFA’s position is there are no bylaws that preclude it. In the case of a prospective member, anyone can protect their turf, but once they are established it gets a lot grayer.”

While not necessarily a common practice, it is certainly not unprecedented. For instance: Nebraska Furniture Mart expanded into Dallas, where Carpet Exchange is a member; and Star Lumber expanded into Oklahoma City, where Akin Bros. does business.

The prevailing issue is that one of the major benefits of NFA membership is the sharing of information and best practices. The fear is two competing members may be uncomfortable giving away secrets of their stores, which can be detrimental to the group at large.

Screen Shot 2017-10-27 at 12.01.20 PMMembers are divided on the matter. “I did it, so I understand the issue,” said Roger Voge, division president, Star Flooring, Wichita, Kan. “I let the NFA board know I was coming to Oklahoma. I was working on an acquisition and had a non-disclosure, so I couldn’t call the competitor in town. At a certain point you need to go to another market for growth. I understand this could hurt the sharing of information within the group, but a lot more of that occurs in informal settings.”

Stuart Perque, president, Perque Flooring, New Orleans, has a different take. “I’m not too comfortable with that unless it is discussed prior. We were the eighth member of the NFA. There was pretty much a gentleman’s agreement when we were 10 people in the room that we would not expand into another member’s territory without bringing it up first.”

Steve Brannen, COO, Carpet King, Minneapolis, may not be opposed to the idea of expansion into another member’s area, but he agrees with Perque in that communication is key. “If you are up front with people and tell them what you are going to do, that’s OK. When you do it stealth it’s not the right thing to do. This group is based on openness and sharing.”

Koufidakis, a former NFA president, sees it as an issue between the two members. “The group has no bylaws about people expanding into other areas. Obviously we can’t control how members expand their business, and we do from time to time run into that expansion. That’s for the members in question to deal with on a direct basis more so than the group getting in the middle.”

Roberts, another former president, agreed. “Once you are a member of the NFA, there is nothing in the NFA bylaws that precludes any dealer from expanding into any market they choose to expand into. The only time we can pay attention to geographic-protected areas is when somebody joins the group. My thoughts are if somebody wants to expand, they are totally welcome to do that wherever they want. And as far as the impact of sharing best practices with competitors in the room, is it potentially an issue? Yes. Is it potentially a major issue? No.”

Desperately seeking salespeople
Replacing an aging sales staff is somewhat surprisingly a key issue for many NFA members. And they all go about it in different ways. For example, networking is the secret to success for ICC Floors in Indianapolis, but not at the management level. “We get some young people and then the word spreads amongst their group of friends,” Cam Haughty, president, explained. “The first one came through a Daltile rep a couple of years ago, and then we tapped into his network. They are big on social media, and they talk about our good work environment and that we pay pretty well.”

Screen Shot 2017-10-27 at 12.01.10 PMCarpet King’s Brannen told FCNews finding good salespeople is a perennial problem. But he has a unique way of accumulating good ones. “Ads don’t really produce. It’s more about interactions with people in other industries. If you find someone who offers good service you have to approach them.”

An aging salesforce is a big issue at Perque’s. “I’m finding the older people are just staying around for the health insurance,” Perque said. “We’ve been trying to find new salespeople for the last two years. We are bringing in people who have never been in the flooring industry. We can’t find anyone who wants to go on 100% commission, so we do the training, put them on a salary and then evaluate them after a year. It’s a very expensive venture, but we can’t seem to find anyone who wants to work full commission.

“We found one interior designer, and one was a schoolteacher. I find those who go on full commission, after four or five years they are going to make a good income. But it’s a process, and very few people want to go through a four- or five-year process.”

Baker Bros. has had four or five people retire this year. “We are finding them predominately through job postings,” Koufidakis said. “We have expanded the range of people we look for. We don’t worry about just looking for ‘flooring people.’ We look for really good people who fit the company and our culture. That’s the big issue for us—fit. We can teach them the rest.”


In other NFA news…

  • NFA members as a whole are up about 5%-7% in 2017. “Hurricanes have hurt overall numbers for a few dealers,” Snedeker said.
  • There were two fewer suppliers at the vendor-member round-robin meeting with Royalty shutting its doors since the last meeting and Beaulieu choosing not to come. “The board is looking at all the options about what we will do going forward,” Snedeker said. “We can bring in new core vendors, or we can keep it at 24. We have a couple of people interested in taking a spot if we choose to go that way.”
  • Snedeker is excited about the NFA’s Specialty Vendor Showcase, held the day before Surfaces in Las Vegas. The 2018 version promises to be the biggest yet with nearly 60 vendors lined up, up from a record 42 in 2017. “It’s a great opportunity to see different things you might not spend a lot of time seeing at Surfaces. The list is very strong this year.”
  • Carpet Den Interiors in Nashville could potentially be the 43rd member of the NFA pending unanimous member approval. The $30 million retailer has been in business almost 40 years, has 55 full-time employees and more than 100 installation crews. The stocking dealer is a Stainmaster Flooring Center and has a nice blend of builder, residential and commercial business.
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Carpet One Floor & Home welcomes new advisory council members

Screen Shot 2017-10-02 at 3.42.04 PMManchester, N.H.—Carpet One Floor & Home has announced four new members to its advisory council: Kelly McDonald, McDonald Carpet One Floor & Home, Boulder, Colo.; Chris Taylor, Carpet Master Carpet One Floor & Home, Latham, N.Y.; Laura Rosborough, Carpet One Floor & Home, Mentor, Ohio; and Dean Kelly, Carpet Baggers Carpet One Floor & Home, Charleston, S.C. Carpet One Floor & Homes 12-member council meets periodically through the year to advise senior management and help shape the direction of programs developed by the flooring retailer cooperative.

“Our advisory council is essential to make sure our strategy is in line with what our members need,” said Eric Demaree, president of Carpet One Floor & Home. “We depend on them to be the voice of our membership and they are there to challenge us to provide the best service possible to our members.”

Each new advisory member was selected to represent one of four regions previously represented by retiring members Cindy Corbett, John Mazzullo, Scot Hill and Will Dukes.

All new members of the advisory council will take on their official duties at the annual fall advisory council meeting taking place the first week of October in New Orleans, La.

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Starnet fall meeting: Commercial group positions for future growth

November 7/14, 2016: Volume 31, Number 11

By Ken Ryan

screen-shot-2016-11-11-at-11-12-17-amNashville, Tenn.—“Forward to the Future” was the theme of the 2016 fall meeting of the Starnet Worldwide Commercial Flooring Partnership. Based on statistics and anecdotal evidence, the future looks very bright indeed for the industry’s largest group of flooring contractors.

Unlike the spring meeting, which is mandatory, Starnet members are not required to attend the fall gathering. And yet, each autumn the attendance numbers continue to increase, as was the case this fall at the Omni Nashville, where 368 attendees turned out. This represented more than half of membership—and an uptick over last year’s meeting in Boston.

Starnet now has 167 members “with two more in the hopper,” according to Jeanne Matson, president and CEO, who celebrated her 10th year with Starnet at the fall meeting. Starnet members, which generate between $3 million and $130 million in sales, are closing out a year in which most of them are forecasting solid single-digit gains in revenue, with a healthy backlog of projects to start 2017. The group typically adds two to four members per year, and Matson suggested they might accelerate that pace going forward, although they will be choosy.

“This is not an easy group to get into,” she told FCNews. “We have what we call a ‘no-jerk policy.’ We want the right members. We set high standards, and therefore it can be a challenge to grow membership because all our members have to be full-service flooring contractors. But if we achieve our goals for 2016 we will be at an all-time high in membership.”

Matson has an explanation as to the reasons why the optional fall meeting is becoming a must-attend conference. “This event is strictly business and strictly education and they like that. In fact, some members prefer this show to the spring show. Also, we are getting tremendous support from our vendors and they are bringing more people to this meeting.”

The fall workshops included discussions on the future and family. More than 62% of Starnet members are family-owned businesses, and many of them are facing issues such as succession planning. One panel discussion was titled: “Leadership Planning for a Family Business,” which—as members have found—can be a contentious issue when one or more members of a family are interested in taking over the business while others are not interested. What might be the financial obligations to the non-participatory family members?

There were also forums on hiring, training and retaining, and on the financially healthy dealer. Chris Adams, owner of Value Carpet One in Salisbury, Md., joined Starnet this fall to reinvigorate his business. “We have a lot of competition in our area, and I felt like we needed to step up our game. It is easy to fall into a rut when you are a family-run business, and while we haven’t gotten complacent, I am concerned about that.” Roughly 50% of Value Carpet One’s business is commercial, with more than 50% of its profits coming from that side.

screen-shot-2016-11-11-at-11-12-02-amStarnet, which emphasizes benchmarking and networking at all of its meetings, formalized its leadership exchange program at the fall meeting. This program enables members to host other members at their facility, or in the field, for a few days to learn their way of doing business in a non-competitive structure. “It is bringing into practice what Starnet is all about, which is networking and sharing,” Matson said. “Basically the leadership exchange is speed dating. We’ve been doing it informally but this event is where we formalized it. It is much more structured today.”

Several members who have gone through the program said the experience was enlightening, gave them ideas that they could implement in their own businesses and was much more fun than they would have expected.

Panel discussion
The higher education segment continues to be one of the strongest in the commercial market, especially those financially well-endowed institutions. During the opening session, facilities managers representing higher education convened for a panel discussion hosted by Tarkett North America.

At one point cheers were heard when Dave Irwin, associate vice chancellor at the University of Tennessee in Knoxville, told audience members that LEED certification has become such a cumbersome process that he no longer uses it in projects. Irwin said LEED paperwork, which can amount to hundreds of pages of documentation, was costing an additional 3% to 5% in costs and delaying projects. “We also found that contractors and designers were chasing LEED points that were not necessarily beneficial to the end user.”

Irwin said the university will reinvest the 3-5% savings toward products that are energy efficient and carbon-neutral—so in the end the building is sustainable, it is just not LEED certified. Some Starnet members confirmed that the process of LEED certification has become tedious and needs to be dialed back.

Irwin said college students have become activists in environmental matters. “They’ll come up to you and want to know what will happen to the carpet that’s on the floor after the end of its life cycle. They are also asking about transportation costs of getting the product to the site. Our students are very focused on climate change and sustainability. There is not even a question about climate change with them—it is ‘what are we going to do about it?’”