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Promoting the value of underlayment

Volume 27/Number 21; March 3/10, 2014

By Louis Iannaco

Screen Shot 2014-03-10 at 11.16.50 AMThe industry has been promoting warranties for hard surface flooring products for what seems like forever. Warranties are a major selling point and a way of letting potential customers know the manufacturer stands behind its product. In-store, warranties are usually featured in POP signage and are always top of mind with savvy retail associates.

With that said, shouldn’t the same methods of warranty promotion be applied to what lies underneath flooring? When it comes to underlayment, what are the most effective ways for potential buyers to learn about its benefits? What attributes should be prominently supported? Continue reading Promoting the value of underlayment

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Surfaces 2013: Years of hope turning to confidence

From left: To highlight its new Composer collection, UrbanFloor serenaded visitors with classical music. The Max Windsor illusionist entertained attendees with ‘The Magic of Max.’ Quick•Step used oversized props to showcase the features of its laminate flooring.

Mills, dealers come out of hibernation poised for recovery

By Matthew Spieler

Volume 26/Number 19; February 4/11, 2013

Las Vegas—For the first time in roughly six years, the mood at Surfaces was neither dour nor hopeful. Instead, it could best be described as confident, as in confident the bottom of the trough has been reached and business is not only finally pointing in the right direction, but has started to steadily climb toward brighter times.

And while no one would say the industry is completely out of danger from the free fall it was experiencing at the height of the recession, nearly everyone at the Mandalay Bay Convention Center felt they were on firmer ground for the first time in recent years. Continue reading Surfaces 2013: Years of hope turning to confidence

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CFI carpet certification at Surfaces 2013

Through a partnership with Surfaces 2013, CFI Training and Certification is available  Jan.29 to 30 on the Mandalay Bay Showroom Floor.  The show special provides a great opportunity to be part of the first event of this kind at Surfaces. The Surfaces special price of $495 (savings of over $600) is a value for flooring installers to test in four categories: CFI Carpet Residential I-II and Commercial I-II. All supplies and tools are furnished by the manufacturers. Continue reading CFI carpet certification at Surfaces 2013

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Underlayment: The softening of hard surface flooring

by Louis Iannoco

Every salesperson in the industry should know the importance of underlayment on the soft surface side, but with more and more hard surface products gaining popularity and market share, the emphasis and focus have shifted.

But what exactly should sales associates know when it comes to underlayments and hard surfaces? Does it really make a difference what is used beneath them? Continue reading Underlayment: The softening of hard surface flooring

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SURFACES and CFI offer certification at 2013 show

Dallas — Surfaces and the International Certified Floorcovering Installers (CFI) are enhancing their partnership by providing floorcovering installers the opportunity to earn their carpet installation certification at the 2013 show being held January 29-31 at the Mandalay Bay Convention Center in Las Vegas, NV. This is the first time that CFI has offered this certification at Surfaces.

“CFI is very appreciative of the opportunity to share ideas and techniques that will make a carpet installer’s work more productive and always provide customer satisfaction,” said Jim Walker, CEO, CFI. “We invite installers from all over to register and be a part of the first group to be certified at Surfaces 2013.” Continue reading SURFACES and CFI offer certification at 2013 show

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Underlayments: Making the ‘sound’ choice

By Louis Iannaco

The sound of silence was not only a hit song that propelled Simon & Garfunkel to musical prominence in the mid-1960s, it is also the ultimate goal of underlayment companies everywhere.

Whether it’s for commercial spaces where unwanted noise is considered public enemy No. 1 or for residences where attempts to make the home a fortress of solitude doesn’t quite work when you can’t hear yourself think, underlayments with effective sound deadening qualities are what end users and flooring dealers desire. Continue reading Underlayments: Making the ‘sound’ choice

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Improving economy gives hope

by Matthew Spieler

While every flooring category has been hit hard by the recession, perhaps none more so than wood—in the five years following its high water mark in 2006, the segment is down 40%. So it should come as no surprise as the economy shows signs of steady improvement manufacturers feel the slide is finally over. Continue reading Improving economy gives hope

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Technology making today’s molding choices more flexible

In recent years, the industry has seen laminates become more realistic and wood-like, ceramic and porcelain tile achieve the look of slate, travertine and marble—even carpet looks and feels like it never has before. As technology advances, so do the products manufacturers are able to create. The same holds true for the moldings segment. Continue reading Technology making today’s molding choices more flexible

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Padding profits via education, transparency

As preposterous as a basement in the Alamo or a pig with wings is a floor covering installation without underlayment. Essential for noise reduction, moisture control, insulation and cushioning, retailers would do well to include underlayment in each sales pitch in the store. Continue reading Padding profits via education, transparency

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Healthier Choice names new chief business officer and executive VP

Dalton—Healthier Choice appointed Gary Hernandez, Sr., as chief business officer and executive vice president of sales and marketing. He will also seek, lead and manage industry acquisitions and new opportunities for Healthier Choice, company executives said.

Hernandez joined Healthier Choice in early 2010 as vice president of sales for the western U.S., after the company acquired the Flexitions product line. Continue reading Healthier Choice names new chief business officer and executive VP