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Resilient: In a contested field, sheet vinyl still competes on value, visuals

June 11/18, 2018: Volume 33, Issue 26

By Mara Bollettieri

 

There’s no denying that LVT and WPC have nipped some market share from sheet vinyl, but by no means is the workhorse subcategory down for the count. Although other resilient formats are growing in popularity, the product still has a place in the flooring industry today, offering benefits to residential and commercial markets.

Thanks to new technological enhancements and product design innovations, resilient sheet is showing it can hold its own against the onslaught of hard surface competition both within and outside the category.  “WPC is getting all the attention today, but sheet vinyl has been waterproof since long before WPC came on the market,” said Mary Katherine Dyczko-Riglin, product manager of residential sheet vinyl, Mannington.

Mannington is working to remind retailers and consumers of the many benefits of sheet vinyl, such as its durability and ease of maintenance. With the company’s Revive collection, it’s promoting these positive attributes while providing dealers with unique and on-trend visual options to make it more appealing to customers. Dyczko-Riglin also emphasized the affordability of the product as a key benefit. “The key to sheet’s success is to remind people that it has those great features and benefits,” she explained.

Other industry executives believe enforcement is the key. “We are continually reminding our customers of the advantages of sheet vinyl—installation ease, quiet, comfortable, durable, inexpensive and future flexibility,” said Liz Marcello, director of residential products–marketing, Tarkett. To that end, the company plans to launch a new sheet vinyl product, TruTEX, which has the ability to dissolve moisture and is mold and mildew resistant while providing strength. According to Marcello, with this new sheet vinyl product, Tarkett is hoping to “create more excitement” around this flooring category.

Mannington and Tarkett are not alone. IVC, a Mohawk brand, is doing its part to keep sheet top of mind. “The attributes of sheet vinyl, such as durability and waterproof features, all go hand in hand with still offering the most economic resilient product in the category,” said Amie Foster, senior product director, IVC U.S.

Suppliers are also leveraging sheet vinyl’s other attributes. “The versatility of sheet vinyl makes it an ideal solution for any number of residential, commercial and project-oriented applications,” said Kurt Denman, chief marketing officer and executive vice president of sales, Congoleum. “This multi-tasking capacity has allowed sheet vinyl to journey into builder, multi-family and residential-remodeling applications.”

Emphasis on design

Technological advancements have allowed manufacturers to deliver updated sheet vinyl looks that have more realistic visuals. Many suppliers are leveraging new printing techniques to deliver stylish visuals that today’s consumers demand.

“Sheet vinyl’s upgraded visuals and its competitive pricing make it a competitive flooring option,” said Clark Hodgkins, director of resilient, Shaw Floors. “This isn’t the dated vinyl sheet that once graced the kitchens and bathrooms of old.”

Advancements in printing technologies, according to Hodgkins, allow for new pattern creations and gives sheet the ability to better mimic popular visuals like wood and tile. He believes costumers can get beautiful visions at a “fraction of the cost,” compared to other resilient flooring. In particular, he cited Shaw’s DuraTru sheet line, which features realistic visuals.

Other manufacturers are also leveraging technology to render improved looks. “Products like Mannington’s sheet vinyl are highly styled with embossed-in-register, realistic visuals—in all constructions,” Dyczko-Riglin explained. “If you think about it, sheet vinyl is also the ultimate long and wide product as well.”

A case in point, according to Dyczko-Riglin, is Mannington’s Revive collection—a line that draws its inspiration from natural materials. “Revive patterns are inspired by popular porcelain looks, which are making consumers do a double-take,” she said. “It allows them to get the aesthetic they are looking for.”

Equally important as aesthetics, supplier say, are the performance advantages resilient sheet provides. This is particularly critical in situations where hygienic conditions are a major requirement, such as healthcare applications.

“Vinyl sheet floors are seamed by heat welding, which fuses the sheet together and creates strong, clean, aseptic seams that resist the penetration of dirt and moisture,” said Dave Bailey, associate product manager, Armstrong Flooring. “New material and coating technologies have enabled a wider range of colors and patterns, better wear resistance, reduced maintenance requirements and improved chemical and stain resistance.”

Like many products in its lineup, Armstrong’s sheet vinyl products have been enhanced with its signature Diamond 10 technology. According to Bailey, the technology boasts resistance to stains, scratches and scuffs while providing high-indentation performance.

IVC’s Foster feels sheet vinyl has the advantage in this regard. “Visuals continue to challenge the best LVTs, hardwoods and ceramic looks, so the consumer is getting an economic product with enhanced visuals.”

End-use applications

A majority of the suppliers told FCNews that an advantage of sheet vinyl is the product’s ease of installation. This attribute makes the product suitable for a range of applications and environments, be they residential or commercial.

Beauflor, for instance, is seeing its Blacktex fiberglass sheet vinyl being installed in the builder and property management segment. That’s due in no small measure to the product’s exclusive black-textile backing, which allows for loose lay installations up to 500 square feet. “Manufactured housing and RV markets love Beauflor’s sheet for our proprietary 16 foot, 4-inch width capability on a dimensional stable, cold-crack proof, waterproof and flexible construction,” said Michael Finelli, director of strategy, product and marketing.

Then there are products like Forbo’s Marmoleum, which is being installed across a range of both commercial and residential applications. “This USDA- certified, 100% bio-based product also fits the bill for sustainable-minded customers looking for healthy flooring options,” said Lori Lagana, marketing manager, Forbo Flooring. “It’s ideally suited for a variety of commercial and residential applications, ranging from patient rooms, classrooms, hallways and boutiques, to kitchens, bedrooms and family rooms.”

Tarkett’s Marcello sees its FiberFloor being used in multiple rooms in the home for single families. She believes it’s the ideal floor for kitchens, bathrooms, great rooms and/or laundry rooms. She also mentioned its usage in multifamily homes as well, where it is typically installed in spaces that see a lot of use and foot traffic. Also, when paired with its ProSheet Plus 3 product, Tarkett’s FiberFloor and TruTEX sheet vinyl products have the ability to be installed over existing floors. Since TruTEX is moisture resistant, along with being resistant to both mold and mildew, it works in areas that tend to get wet, such as basements, laundry rooms and bathrooms, Marcello added.

Mannington’s sheet vinyl, according to Dyczko-Riglin, is going down in wet areas such as kitchens, laundry rooms, mudrooms and bathrooms.

All of this is no surprise given the category’s waterproof attributes. Shaw Floors’ Hodgkins believes these qualities make sheet vinyl the go-to product for areas of the home that are prone to spills, messes or accidents. “Consumers don’t have to worry if their beloved pet tracks mud through the house or their children make a mess—Shaw’s DuraTru sheet vinyl will maintain its look and shape,” he explained. Shaw’s sheet goods, he noted, features OptiClean technology—an innovation that offers an extra boost of stain resistance.

But sheet vinyl is not just a utilitarian floor as far as installation, maintenance and upkeep are concerned. At the end of the day, proponents say, consumers will select the product because they love the way it looks, along with its suitability for a variety of installation scenarios.

“We’re seeing ArmorCore installed throughout a living space—including entryways and hallways—because of its visual continuity across multiple substrates and subfloor conditions,” Congoleum’s Denman said. He sees this as partly due to the trend of open-concept living in homes, and the continuity of a singular floor to “visually open up smaller spaces.”

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Resilient: Rigid core continues to set new standards

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

By Ken Ryan

 

Even seasoned flooring executives are stunned at the growth of the rigid core subsegment that burst onto the scene less than two years ago and has morphed into a super cell of flooring.

Jimmy Tuley, vice president, residential resilient business, Mannington, just returned from Domotex Asia where he saw scores of new entries. “We saw combinations of wood on rigid core; some with mineral core to give it different properties... there is a lot of innovation happening. The pace of change right now is just amazing, unbelievable really.”

Jeff Francis, resilient category manager, Shaw Industries, and a 14-year industry veteran, added, “The rate of change in resilient rigid core is so significant it is challenging just to stay ahead of the pace. Based on the velocity of growth, I don’t see it receding at all.”

Francis said he sees rigid core continuing to take market share from soft surface as well as hard surface—laminate, wood and even glue-down LVT. “We see growth accelerating, and in the next 12-24 months, even as fast as the innovation is coming, we see more of it.”

David Sheehan, senior vice president, product management, Mohawk resilient, said he has been “astounded” by the growth of rigid vinyl. “It is definitely a product that has become the darling of the industry. Just as LVT in general was the go-to product for RSAs and dealers, rigid has become that go-to product.”

Rigid core, or SPC (solid polymer core), is made of a composite core construction, a step up from solid LVT, with a higher filler content and higher density without any foaming agent creating air bubbles in the core. The result is a thinner, harder and stiffer plank. Rigid core products are primarily suitable where higher indentation resistance is required and extensive exposure to sunlight/heat can occur.

This broad definition does not stop flooring companies from putting their own marketing spin on their iterations.

Following is a look at some of the newest offerings in rigid core flooring.


Armstrong
Rigid Core Vantage from Armstrong Flooring includes such features as registered embossing in elongated 9 x 60 and 7 x 60 planks and accentuated painted bevels. The line comes with a commercial-specified 20-mil wear layer and urethane coating, and is noted for its dent resistance thanks to a solid polymer core. Vantage is supported by a premium natural cork underlayment for reduced sound transmission. Armstrong said installing Rigid Core Vantage has been made easier with a new drop-lock system. It has been tested for use in fully enclosed three-season rooms where the expected post-installation temperature range falls between 32°F and 100°F. Rigid Core Vantage will be available to retailers in June.

CFL/FirmFit
FirmFit XXL boasts long and wide planks featuring synchronized embossed-in-register technology. “FirmFit was one of the first to launch long and wide rigid core planks that feature an extremely realistic embossed and register synchronized texture in a large way,” said Thomas Baert, CFL president. “The rigid core category is moving forward extremely fast and improving style and designs, which is bringing the category closer to real wood looks and textures. FirmFit XXL is the next step.”

FirmFit XXL, which will be in stores early summer, is backed by warranties on performance on massive installation surfaces without use of transition moldings. It is dent resistant and sun proof.

Congoleum
Triversa’s triple-layer construction delivers exceptional durability with a 20-mil wear layer, stability through a waterproof rigid core and versatility with cork backing for sound mitigation. A SmartLock clic system allows for easy floating installations. Triversa ID offers extensive design options, including mixed-width woods, longer planks, enhanced edge treatments and tile visuals.

Dixie Group
Dixie is one of the newest entrants into the rigid core space but is determined to make a lasting impression, according to Dan Phelan, vice president of marketing and hard surfaces. For 2018, the Dixie Home and Masland brands are coming out with 16 new offerings, all Stainmaster PetProtect with action traction. “We are filling in some gaps in colorations,” Phelan said. “We have fashion-forward colors in gray and taupe, and we are now adding heavier distressed looks.” New size options in Dixie Home (7 x 60) and Masland (5 x 60) are in addition to a 9 x 60 offered by both. Masland’s Big Sky line offers a 28-mil wear layer.

What’s different here is the company’s path to market is through limited retail distribution. As Phelan explained, “Do you want to enter the market for the sake of entering, or do you want to enter with something special? Stainmaster adds to our position in the marketplace. It’s working for us, and our limited distribution model is very powerful. We’re off to a really good start.”

EarthWerks
Noble Classic Plus SPC from EarthWerks boasts an array of high-dimension oak patterns with EIR. The assortment comes in 8 x 48 planks as well as a 9.5 x 60 tile for an even more dramatic appearance—each with cushion backing.

For customers looking for a glue-down application, these same designs and sizes are also available in a 3mm x 20 mil dry back version called Wood Classic II.

Inhaus
Sono is Inhaus’ latest innovation in waterproof dimensionally stable flooring. The German-made product comes with proprietary technology and features high-definition digital printing. The printing process enables vastly improved color variations and a 5% plank repeat, the company said, resulting in a uniquely appealing installation. The core is highly resistant to heat and cold, is waterproof and has an angle fold locking system for ease of installation. The patented ceramic composite core is free of PVCs, formaldehyde and all other additives.

IVC
Urbane, which will be launched in the second quarter through distribution, will be part of IVC’s rebranded Waterproof Solutions display, which replaces Moduleo. Sheehan explained the company is trying to communicate the inherent waterproof nature of the offerings with the three-product display that also includes Horizon and Embellish. Described as a classic flexible offering, Horizon is a 20 mil, 4.5mm construction available in click and glue down. The trade up is Embellish, a flexible LVT that Sheehan called a very significant offering. “We’re not labeling the products, we’re creating a good/better/best trade-up story,” he said.

Urbane is a rigid offering that IVC expects will drive a lot of traffic and enthusiasm. Glass is used to make the product more dimensionally stable. All three products are suitable for three-season rooms capable of handling extreme temperatures.

Mannington
Tuley said he sees the WPC and SPC segments “splitting” as new technologies emerge to create separation. AduraMax Prime is an SPC targeted at the builder/multifamily segment. AduraMax Apex offers a long and wide plank and is embossed with a painted bevel. Mannington also plans to launch Adura Rigid, an SPC with pad attached. “For the most part, these products are variations or improvements on LVT to solve very particular problems,” Tuley said.

Marquis
Marquis’ newest rigid core product offering, Geneva, provides a print with great color movement and depth. Featuring multi-width look patterns representing a new urban twist to a rustic look, Geneva comes in a 7 x 48 board with a 4mm SPC core and 20 mil ceramic bead wear layer finished with a 1.5mm closed-cell IXPE attached cushion.

Metroflor
Engage Inception, Metroflor’s new SPC product, expands the company’s portfolio of LVT flooring solutions that address all relevant categories—glue down and a variety of floating platforms such as Grip-Strip (Konecto), Solid Vinyl Clic (Engage), WPC (Engage Genesis) and now SPC (Engage Inception).

The new Engage Inception line is intended to serve as an entry-level, SPC product suitable for multifamily, residential and commercial environments dependent on the wear layer chosen. It is stiffer and denser than WPC, offering favorable dimensional stability characteristics, thereby enabling greater resistance to temperature changes and indentations. Beyond improved dent resistance, the premium attached high-density polyethylene foam underlayment provides sound absorption, reduces transmitted sound and foot fatigue and helps to conceal subfloor imperfections.

Mohawk
2018 promises to be a big year for Mohawk in the area of rigid core. Starting with SolidTech, its flagship line with less than one full year in the market, Mohawk is readying a slew of new rigid offerings from its U.S. production facility that will be a fully integrated rigid core plant. “Customers are getting in line for this,” Sheehan said. “Mohawk has invested a huge amount of capital toward this category. We feel we have the right products and are positioned well in each of our channels.”

Due out soon is True Design, a collection of neat visuals with features such as EIR, painted bevels and longer planks. Within the collection, Blended Tones boasts a 22-mil wear layer with a painted bevel. “The reason we do embossed in register is not to prove to the market that we can do it, but to make the product look real,” Sheehan explained. “We feel we have done that with the True Design collection.”

Both the second and third quarters will be active for Mohawk as it aggressively expands its rigid portfolio. As Sheehan explained, “If rigid is the fastest growing segment, the only way to keep pace and grow your market share is to aggressively invest in your category. We are going to aggressively expand our offering and grab market share with the right product along with the right visuals and price points.”

Karndean
Korlok Select, the company’s rigid core line, took two years to develop but was worth the wait, according to Emil Mellow, director of public relations. “Everything we put in there is top end.”

Korlok’s rigid core line comes fully equipped with K-Core technology, a pre-attached acoustic underlayment, K-Guard+ surface protection, HoldFast 5G locking mechanism and warranty. Its 9 x 56 plank matches that of other suppliers. “We found that anything longer than that logistically doesn’t work for a couple of reasons,” Mellow stated. “The box size becomes too heavy and unwieldy to handle, the retail shelf bins are not big enough to accommodate the planks, and the installation becomes very difficult. You need two people and that defeats the whole purpose of easy assembly.”

While most companies, including Karndean, attach numerous bells and whistles to their rigid core products, occasionally they dial back the features to hit a desired price point. That was the case with the Reserve line, which comes out in May. It launches with a stacker option or waterfall display for dealers.

Novalis
Its newest rigid core product, Serenbe, is part of the NovaFloor line with high density core (HDC) technology. It has 24 styles in planks and tiles—including a new 12 x 36 tile. Serenbe also features Novalis’ newest advancement in protection, patent-pending NovaShield.

NovaFloor HDC is an extruded solid vinyl that provides all the popular attributes of rigid core: waterproof, dent resistance and ease of installation over common subfloor imperfections. “We equipped it with an attached foam underlayment as a sound barrier and added comfort underfoot,” said Steve Erlich, vice president of sales and marketing. “So, if you’re a dealer, you will want this product line on your retail floor. It’s the whole package.”

Phenix
Bold Statement from Phenix is a Stainmaster PetProtect SPC in seven colors, five planks and two tile options. Velocity is a 9 x 60 SPC rigid core that combines Corex technology with an EVA foam backing to eliminate additional underlayment. “Both products have some unique features and benefits,” said Chris Johnson, senior vice president of sales. “Our Bold Statement is [among] the only PetProtect SPCs on the market. It also has the Stainmaster PetProtect finish, so it provides superior scratch resistance and pet action traction.”

Velocity is a 22-mil product that is extra wide and long but is also available in a 12 x 24 tile. “We have worked hard to develop a rich and diverse color palette for both products, so just about any home can find something within Velocity that fits their space,” Johnson said.

Quick-Step
EnduraTek and EnduraTek Ultra, the company’s newest rigid core offerings, will be sold through distribution. These unique tile visuals are constructed of an internally routed grout line that renders the product incredibly real, according to the company. “It gives the visual appearance of a 12 x 24, when in fact it is a 12 x 48 plank.” EnduraTek Ultra is slated for the second quarter. “We have rigid flowing everywhere,” Sheehan said.

Raskin
Raskin Industries is promoting its eight-layer rigid construction in which each layer is engineered to provide more stability. “It’s the best of both worlds—waterproof rigid with no air or foam, and no adhesives since we fuse the layers as we use heat and pressure,” said Michael Raskin, president. “It’s critical to have multiple layers.”

A new product, Solid Gencore, is made from Raskin’s proprietary acrylic composite structure used as its core layer to provide maximum stability and impact resistance. “Acrylx has no foam or air, making it denser than a WPC-type multilayer product. We use advanced technology-grade resins that are used specifically to provide stability against heat and cold temperatures.”

New to the market is Acrylx Select, available in five colors. The line is meant to be price competitive with the added benefits of soundproof backing and anti-mildew. It is 100% waterproof as well. Lumination Velocity, another new offering, will have 10 colors in a 4mm with a 1mm Gcore backing. This collection will include registered embossing and will be showcased in a new display with large boards. The line consists of stone, multi-plank looks and 60-inch planks. “It’s hard to differentiate, so it’s important to sell the latest and best technology that will stand up to the hype,” Raskin said. “We feel our product construction and ability to design the colors and styles that sell will offer customers the right products.”

Shaw
Shaw Industries is another major mill that has invested heavily in the rigid core business primarily with Floorte.

Floorte Pro, a new tile rigid core product, launched with 20 SKUs. The waterproof, click product features a lacquer bevel. “There is a trend toward smaller grout lines, which we can do with this product,” Francis said. “The response has been great. This opens it up to mud rooms and bathrooms.”

Overall, Floorte Pro offers a diverse portfolio of visuals ranging from hardwood to tile looks. Mineral Mix, for example, strikes a balance between contemporary concrete and linear metal looks for a chic aesthetic. Each tile has visual grout applied for a quick installation that does not require traditional grout. Blue Ridge Pine is a rich heart pine visual that captures the contrast, character and uniqueness found in natural hardwood.

Tarkett
Tarkett’s new ProGen collection is the next generation of rigid core luxury vinyl flooring that provides superior impact and indentation resistance. The product also demonstrates superior durability over traditional WPC, according to the company.

ProGen’s unique compact core design makes installation easy by providing the flexibility to adjust to tight spaces, while maintaining enough rigidity to allow for installation over imperfect subfloors. This new collection has a 20-mil, commercial-grade wear layer and enhanced polyurethane layer that allow ProGen to resist scratches and the rigors of modern life. In addition, its high-density foam backing reduces unwanted noise.

USFloors
Piet Dossche, founder and CEO, said there were 65 Chinese manufacturers exhibiting rigid core products at Domotex Hannover in January, a testament to the incredible momentum of the subcategory. “This is not a fad, this is just the beginning,” he said at a recent symposium. “Composite waterproof flooring will be the high double-digit growth engine in hard surfaces for the next five years.”

To that end, USFloors is striving to keep its market-share-leading position among suppliers. The company launched COREtec Pro Plus in Q4 2017 and COREtec Pro Plus Enhanced in January. Both are of SPC construction. USFloors will introduce COREtec Stone in the summer with upwards of 40 SKUs. “Attention to detail and design is what makes Pro Plus and Pro Plus Enhanced stand out from the crowd,” said Jamann Stepp, director of marketing and product management. COREtec Pro collections include a double extrusion process with a 1mm cork attached pad. Pro Plus Enhanced also incorporates a four-sided enhanced beveled edge for added realism. As for the forthcoming COREtec Stone, attention to detail will again be key. “The decors, including the tech and spec data that is employed in the Pro Plus collections, along with a proprietary protective coating to prevent scratching and abrasion, will set COREtec Stone apart from the rest,” Stepp said. “We see COREtec Stone as tile reinvented.”

Wellmade
Wellmade continues to expand its Nouveax en vogue HDPC vinyl plank collection. The rigid core features Wellmade’s co-extrusion technology and includes standard and wide/long plank options. Wear layers are available in 8-, 12-, and 20-mil options. Wellmade has added new design options for 2018, including character-driven muted gray and brown tones with enhanced texturing on the hardwood side, and contemporary travertine looks in stone. “Dealers have pleased with our competitive pricing, ease of installation and superior overall performance,” said Steve Wagner, director of marketing.

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Rigid core continues to set new standards

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

By Ken Ryan

 

Even seasoned flooring executives are stunned at the growth of the rigid core subsegment that burst onto the scene less than two years ago and has morphed into a super cell of flooring.

Jimmy Tuley, vice president, residential resilient business, Mannington, just returned from Domotex Asia where he saw scores of new entries. “We saw combinations of wood on rigid core; some with mineral core to give it different properties… there is a lot of innovation happening. The pace of change right now is just amazing, unbelievable really.”

Jeff Francis, resilient category manager, Shaw Industries, and a 14-year industry veteran, added, “The rate of change in resilient rigid core is so significant it is challenging just to stay ahead of the pace. Based on the velocity of growth, I don’t see it receding at all.”

Francis said he sees rigid core continuing to take market share from soft surface as well as hard surface—laminate, wood and even glue-down LVT. “We see growth accelerating, and in the next 12-24 months, even as fast as the innovation is coming, we see more of it.”

David Sheehan, senior vice president, product management, Mohawk resilient, said he has been “astounded” by the growth of rigid vinyl. “It is definitely a product that has become the darling of the industry. Just as LVT in general was the go-to product for RSAs and dealers, rigid has become that go-to product.”

Rigid core, or SPC (solid polymer core), is made of a composite core construction, a step up from solid LVT, with a higher filler content and higher density without any foaming agent creating air bubbles in the core. The result is a thinner, harder and stiffer plank. Rigid core products are primarily suitable where higher indentation resistance is required and extensive exposure to sunlight/heat can occur.

This broad definition does not stop flooring companies from putting their own marketing spin on their iterations.

Following is a look at some of the newest offerings in rigid core flooring.

Armstrong

Rigid Core Vantage from Armstrong Flooring includes such features as registered embossing in elongated 9 x 60 and 7 x 60 planks and accentuated painted bevels. The line comes with a commercial-specified 20-mil wear layer and urethane coating, and is noted for its dent resistance thanks to a solid polymer core. Vantage is supported by a premium natural cork underlayment for reduced sound transmission. Armstrong said installing Rigid Core Vantage has been made easier with a new drop-lock system. It has been tested for use in fully enclosed three-season rooms where the expected post-installation temperature range falls between 32°F and 100°F. Rigid Core Vantage will be available to retailers in June.

CFL/FirmFit

FirmFit XXL boasts long and wide planks featuring synchronized embossed-in-register technology. “FirmFit was one of the first to launch long and wide rigid core planks that feature an extremely realistic embossed and register synchronized texture in a large way,” said Thomas Baert, CFL president. “The rigid core category is moving forward extremely fast and improving style and designs, which is bringing the category closer to real wood looks and textures. FirmFit XXL is the next step.”

FirmFit XXL, which will be in stores early summer, is backed by warranties on performance on massive installation surfaces without use of transition moldings. It is dent resistant and sun proof.

Congoleum

Triversa’s triple-layer construction delivers exceptional durability with a 20-mil wear layer, stability through a waterproof rigid core and versatility with cork backing for sound mitigation. A SmartLock clic system allows for easy floating installations. Triversa ID offers extensive design options, including mixed-width woods, longer planks, enhanced edge treatments and tile visuals.

Dixie Group

Dixie is one of the newest entrants into the rigid core space but is determined to make a lasting impression, according to Dan Phelan, vice president of marketing and hard surfaces. For 2018, the Dixie Home and Masland brands are coming out with 16 new offerings, all Stainmaster PetProtect with action traction. “We are filling in some gaps in colorations,” Phelan said. “We have fashion-forward colors in gray and taupe, and we are now adding heavier distressed looks.” New size options in Dixie Home (7 x 60) and Masland (5 x 60) are in addition to a 9 x 60 offered by both. Masland’s Big Sky line offers a 28-mil wear layer.

What’s different here is the company’s path to market is through limited retail distribution. As Phelan explained, “Do you want to enter the market for the sake of entering, or do you want to enter with something special? Stainmaster adds to our position in the marketplace. It’s working for us, and our limited distribution model is very powerful. We’re off to a really good start.”

EarthWerks

Noble Classic Plus SPC from EarthWerks boasts an array of high-dimension oak patterns with EIR. The assortment comes in 8 x 48 planks as well as a 9.5 x 60 tile for an even more dramatic appearance—each with cushion backing.

For customers looking for a glue-down application, these same designs and sizes are also available in a 3mm x 20 mil dry back version called Wood Classic II.

Inhaus

Sono is Inhaus’ latest innovation in waterproof dimensionally stable flooring. The German-made product comes with proprietary technology and features high-definition digital printing. The printing process enables vastly improved color variations and a 5% plank repeat, the company said, resulting in a uniquely appealing installation. The core is highly resistant to heat and cold, is waterproof and has an angle fold locking system for ease of installation. The patented ceramic composite core is free of PVCs, formaldehyde and all other additives.

IVC

Urbane, which will be launched in the second quarter through distribution, will be part of IVC’s rebranded Waterproof Solutions display, which replaces Moduleo. Sheehan explained the company is trying to communicate the inherent waterproof nature of the offerings with the three-product display that also includes Horizon and Embellish. Described as a classic flexible offering, Horizon is a 20 mil, 4.5mm construction available in click and glue down. The trade up is Embellish, a flexible LVT that Sheehan called a very significant offering. “We’re not labeling the products, we’re creating a good/better/best trade-up story,” he said.

Urbane is a rigid offering that IVC expects will drive a lot of traffic and enthusiasm. Glass is used to make the product more dimensionally stable. All three products are suitable for three-season rooms capable of handling extreme temperatures.

Mannington

Tuley said he sees the WPC and SPC segments “splitting” as new technologies emerge to create separation. AduraMax Prime is an SPC targeted at the builder/multifamily segment. AduraMax Apex offers a long and wide plank and is embossed with a painted bevel. Mannington also plans to launch Adura Rigid, an SPC with pad attached. “For the most part, these products are variations or improvements on LVT to solve very particular problems,” Tuley said.

Marquis

Marquis’ newest rigid core product offering, Geneva, provides a print with great color movement and depth. Featuring multi-width look patterns representing a new urban twist to a rustic look, Geneva comes in a 7 x 48 board with a 4mm SPC core and 20 mil ceramic bead wear layer finished with a 1.5mm closed-cell IXPE attached cushion.

Metroflor

Engage Inception, Metroflor’s new SPC product, expands the company’s portfolio of LVT flooring solutions that address all relevant categories—glue down and a variety of floating platforms such as Grip-Strip (Konecto), Solid Vinyl Clic (Engage), WPC (Engage Genesis) and now SPC (Engage Inception).

The new Engage Inception line is intended to serve as an entry-level, SPC product suitable for multifamily, residential and commercial environments dependent on the wear layer chosen. It is stiffer and denser than WPC, offering favorable dimensional stability characteristics, thereby enabling greater resistance to temperature changes and indentations. Beyond improved dent resistance, the premium attached high-density polyethylene foam underlayment provides sound absorption, reduces transmitted sound and foot fatigue and helps to conceal subfloor imperfections.

Mohawk

2018 promises to be a big year for Mohawk in the area of rigid core. Starting with SolidTech, its flagship line with less than one full year in the market, Mohawk is readying a slew of new rigid offerings from its U.S. production facility that will be a fully integrated rigid core plant. “Customers are getting in line for this,” Sheehan said. “Mohawk has invested a huge amount of capital toward this category. We feel we have the right products and are positioned well in each of our channels.”

Due out soon is True Design, a collection of neat visuals with features such as EIR, painted bevels and longer planks. Within the collection, Blended Tones boasts a 22-mil wear layer with a painted bevel. “The reason we do embossed in register is not to prove to the market that we can do it, but to make the product look real,” Sheehan explained. “We feel we have done that with the True Design collection.”

Both the second and third quarters will be active for Mohawk as it aggressively expands its rigid portfolio. As Sheehan explained, “If rigid is the fastest growing segment, the only way to keep pace and grow your market share is to aggressively invest in your category. We are going to aggressively expand our offering and grab market share with the right product along with the right visuals and price points.”

Karndean

Korlok Select, the company’s rigid core line, took two years to develop but was worth the wait, according to Emil Mellow, director of public relations. “Everything we put in there is top end.”

Korlok’s rigid core line comes fully equipped with K-Core technology, a pre-attached acoustic underlayment, K-Guard+ surface protection, HoldFast 5G locking mechanism and warranty. Its 9 x 56 plank matches that of other suppliers. “We found that anything longer than that logistically doesn’t work for a couple of reasons,” Mellow stated. “The box size becomes too heavy and unwieldy to handle, the retail shelf bins are not big enough to accommodate the planks, and the installation becomes very difficult. You need two people and that defeats the whole purpose of easy assembly.”

While most companies, including Karndean, attach numerous bells and whistles to their rigid core products, occasionally they dial back the features to hit a desired price point. That was the case with the Reserve line, which comes out in May. It launches with a stacker option or waterfall display for dealers.

Novalis

Its newest rigid core product, Serenbe, is part of the NovaFloor line with high density core (HDC) technology. It has 24 styles in planks and tiles—including a new 12 x 36 tile. Serenbe also features Novalis’ newest advancement in protection, patent-pending NovaShield.

NovaFloor HDC is an extruded solid vinyl that provides all the popular attributes of rigid core: waterproof, dent resistance and ease of installation over common subfloor imperfections. “We equipped it with an attached foam underlayment as a sound barrier and added comfort underfoot,” said Steve Erlich, vice president of sales and marketing. “So, if you’re a dealer, you will want this product line on your retail floor. It’s the whole package.”

Phenix

Bold Statement from Phenix is a Stainmaster PetProtect SPC in seven colors, five planks and two tile options. Velocity is a 9 x 60 SPC rigid core that combines Corex technology with an EVA foam backing to eliminate additional underlayment. “Both products have some unique features and benefits,” said Chris Johnson, senior vice president of sales. “Our Bold Statement is [among] the only PetProtect SPCs on the market. It also has the Stainmaster PetProtect finish, so it provides superior scratch resistance and pet action traction.”

Velocity is a 22-mil product that is extra wide and long but is also available in a 12 x 24 tile. “We have worked hard to develop a rich and diverse color palette for both products, so just about any home can find something within Velocity that fits their space,” Johnson said.

Quick-Step

EnduraTek and EnduraTek Ultra, the company’s newest rigid core offerings, will be sold through distribution. These unique tile visuals are constructed of an internally routed grout line that renders the product incredibly real, according to the company. “It gives the visual appearance of a 12 x 24, when in fact it is a 12 x 48 plank.” EnduraTek Ultra is slated for the second quarter. “We have rigid flowing everywhere,” Sheehan said.

Raskin

Raskin Industries is promoting its eight-layer rigid construction in which each layer is engineered to provide more stability. “It’s the best of both worlds—waterproof rigid with no air or foam, and no adhesives since we fuse the layers as we use heat and pressure,” said Michael Raskin, president. “It’s critical to have multiple layers.”

A new product, Solid Gencore, is made from Raskin’s proprietary acrylic composite structure used as its core layer to provide maximum stability and impact resistance. “Acrylx has no foam or air, making it denser than a WPC-type multilayer product. We use advanced technology-grade resins that are used specifically to provide stability against heat and cold temperatures.”

New to the market is Acrylx Select, available in five colors. The line is meant to be price competitive with the added benefits of soundproof backing and anti-mildew. It is 100% waterproof as well. Lumination Velocity, another new offering, will have 10 colors in a 4mm with a 1mm Gcore backing. This collection will include registered embossing and will be showcased in a new display with large boards. The line consists of stone, multi-plank looks and 60-inch planks. “It’s hard to differentiate, so it’s important to sell the latest and best technology that will stand up to the hype,” Raskin said. “We feel our product construction and ability to design the colors and styles that sell will offer customers the right products.”

Shaw

Shaw Industries is another major mill that has invested heavily in the rigid core business primarily with Floorte.

Floorte Pro, a new tile rigid core product, launched with 20 SKUs. The waterproof, click product features a lacquer bevel. “There is a trend toward smaller grout lines, which we can do with this product,” Francis said. “The response has been great. This opens it up to mud rooms and bathrooms.”

Overall, Floorte Pro offers a diverse portfolio of visuals ranging from hardwood to tile looks. Mineral Mix, for example, strikes a balance between contemporary concrete and linear metal looks for a chic aesthetic. Each tile has visual grout applied for a quick installation that does not require traditional grout. Blue Ridge Pine is a rich heart pine visual that captures the contrast, character and uniqueness found in natural hardwood.

Tarkett

Tarkett’s new ProGen collection is the next generation of rigid core luxury vinyl flooring that provides superior impact and indentation resistance. The product also demonstrates superior durability over traditional WPC, according to the company.

ProGen’s unique compact core design makes installation easy by providing the flexibility to adjust to tight spaces, while maintaining enough rigidity to allow for installation over imperfect subfloors. This new collection has a 20-mil, commercial-grade wear layer and enhanced polyurethane layer that allow ProGen to resist scratches and the rigors of modern life. In addition, its high-density foam backing reduces unwanted noise.

USFloors

Piet Dossche, founder and CEO, said there were 65 Chinese manufacturers exhibiting rigid core products at Domotex Hannover in January, a testament to the incredible momentum of the subcategory. “This is not a fad, this is just the beginning,” he said at a recent symposium. “Composite waterproof flooring will be the high double-digit growth engine in hard surfaces for the next five years.”

To that end, USFloors is striving to keep its market-share-leading position among suppliers. The company launched COREtec Pro Plus in Q4 2017 and COREtec Pro Plus Enhanced in January. Both are of SPC construction. USFloors will introduce COREtec Stone in the summer with upwards of 40 SKUs. “Attention to detail and design is what makes Pro Plus and Pro Plus Enhanced stand out from the crowd,” said Jamann Stepp, director of marketing and product management. COREtec Pro collections include a double extrusion process with a 1mm cork attached pad. Pro Plus Enhanced also incorporates a four-sided enhanced beveled edge for added realism. As for the forthcoming COREtec Stone, attention to detail will again be key. “The decors, including the tech and spec data that is employed in the Pro Plus collections, along with a proprietary protective coating to prevent scratching and abrasion, will set COREtec Stone apart from the rest,” Stepp said. “We see COREtec Stone as tile reinvented.”

Wellmade

Wellmade continues to expand its Nouveax en vogue HDPC vinyl plank collection. The rigid core features Wellmade’s co-extrusion technology and includes standard and wide/long plank options. Wear layers are available in 8-, 12-, and 20-mil options. Wellmade has added new design options for 2018, including character-driven muted gray and brown tones with enhanced texturing on the hardwood side, and contemporary travertine looks in stone. “Dealers have pleased with our competitive pricing, ease of installation and superior overall performance,” said Steve Wagner, director of marketing.

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Gilford-Johnson meeting ranked ‘best one yet’

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

By Ken Ryan

 

“Driving Performance Together in 2018” was the theme of Gilford-Johnson’s ninth annual Advantage Partners conference earlier this month. Judging by the robust turnout—100 flooring dealers, 19 vendors and 208 total attendees—the one-day meeting was a resounding success.

“More people, more customers and a great deal of optimism and energy—probably our best one yet,” said Dennis Cook, president and CEO of Gilford-Johnson, ranked No. 17 among FCNews’ top 20 distributors with $90 million in sales.

Cook, who returned to the helm of Gilford-Johnson to replace Scott Roy, said the event, which included a trade show and awards dinner, was refreshing because he was able to spend quality, one-on-one time with customers. “That was my primary objective—trying to understand some of their issues. I certainly went around to all of our vendors and thanked them for their participation. Most of the customers I spoke to had really good years in 2017, from 5% up to a 15% increase, and some even more than that. They were quite enthused about 2018. We are certainly excited about 2018 as well.”

Rob Purkins, senior vice president of sales for Gilford-Johnson, who has been at all of the conventions, concurred. “I believe this was the best Advantage Partner event we have hosted in the nine years of the program. We had a great turnout. Our dealers were optimistic about business, and every vendor at the show was swamped the entire day.”

The event was held at the Belterra Casino Resort & Spa in Florence, Ind., just over the Kentucky border. However, attendees traveled by automobile from as far away as Georgia. “We had people from Atlanta, east Tennessee, Nashville,” Cook explained. “We had some people drive from as far away as Atlanta and Dalton to come to the show.”

Many attendees were first-timers, which Cook saw as an encouraging sign for a distributor that boasts an impressive array of suppliers—among them Raskin Industries, Inhaus, Johnson Hardwood Floors, IVC, EarthWerks, Beauflor, Tarkett/Johnsonite and Somerset.

Jodie Doyle, vice president of product management for Gilford-Johnson, said the Advantage Partners event is an opportunity to showcase the latest and greatest products that will hit retail stores in the coming months. “We were really happy to show off the Johnson Premium Reservoir collection, which is our first entry into the waterproof wood segment. The response to that product and all of our new introductions was really gratifying.”

Bill Schollmeyer, CEO of Johnson Hardwood, called it a “great dealer function,” adding, “It’s been a while since I’ve attended a dealer function for a major distributor and it was fun to be part of it. You really get a feel for the relationships Gilford-Johnson has with their customers.”

Cook, who had retired to Alabama but remained a director at the company, was asked to return at the beginning of the year. He said he is happy to be back and will be there as long as needed. “I was asked the question of how long I will be staying a number of times during the meeting,” he recalled. “I have no time frame. My goal is to make this company flourish. We have a lot of opportunities that we can take advantage of.”

At the evening awards ceremony, Carpet Specialists of Louisville, Ky., was named Gilford-Johnson Dealer of the Year for 2017.

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Resilient: State of the industry—LVT, WPC remain primary drivers of category growth

July 31/Aug. 7: Volume 31, Issue 4
By Lindsay Baillie

The resilient category continues to follow its blazing path from 2016 with aggressive growth just six months into 2017. Industry observers attribute this activity once again to the industry’s “darlings”—LVT, WPC and rigid core.

Screen Shot 2017-08-07 at 11.14.42 AMBased on FCNews research, LVT and its subcategories accounted for 42.3% of residential volume and 67.6% of residential dollars in 2016. Observers expect numbers in 2017 to reflect similar—if not more—control of the category. In 2016 the resilient category as a whole saw a 19.7% increase ($3.499 billion) over 2015’s $2.924 billion. This percentage is almost four times the growth of the overall industry. In addition, resilient captured 16.5% of the total flooring industry in dollars—the highest among all hard surfaces. Industry experts predict resilient numbers for 2017 will continue to rise, especially as waterproof products capture consumer interest.

In fact, many of the fiscal trends seen in 2016 have continued into the first half of 2017. For example, most experts have noticed residential sheet is still relatively flat, and felt is continuing to lose market share to fiberglass. Meanwhile, LVT continues to gain market share at the expense of sheet and other flooring types such as laminate and hardwood. Furthermore, LVT and its subcategories continue to gain market share as more manufacturers ramp up U.S. production for faster lead times and greater product control. Lastly, with the soaring popularity of WPC-type floors, more companies are adding rigid core to their portfolios.

Overall, success in this category is often attributed to the various innovations in printing and design, allowing manufacturers to create visuals that are almost indistinguishable from the natural materials they mimic. In addition, these designs can be achieved at a fraction of the cost. “Style is the point of entry to any design decision, but then cost quickly becomes a factor,” said Gary Keeble, director of marketing, Metroflor. “The ease of installation, the durability of LVT and associated easy care and maintenance have all assembled in a bit of a perfect storm.”

Looking at the trends, it’s easy to see why the industry is bullish about the category’s growth in 2017. “As a luxury vinyl specialist, 2017 has fared very well for us, both in terms of our glue-down products and with the introduction of our rigid core product line,” said Larry Browder, CEO, Karndean Designflooring. “The tremendous growth LVT has experienced confirms what we’ve known all along: Luxury vinyl provides the beauty and realism of natural wood and stone in a more practical format.”

All types of manufacturers, even those that produce multiple types of flooring, have seen impressive increases so far. “Resilient continues to be a very strong category for Shaw and is showing no signs of slowing down in 2017 or the foreseeable future,” said Clark Hodgkins, resilient director.

Sheet, felt feel the squeeze
FCNews research shows residential sheet vinyl had a less-than-stellar year in 2016—coming up relatively flat with a 0.2% decrease compared to 2015. Most industry observers attribute this subpar performance to the rise in demand for LVT, WPC and rigid core products.

“Sheet vinyl has lost share to LVT for several reasons,” explained John Wu, CEO, Novalis Innovative Flooring. “More manufacturers are adding LVT to their product offerings, so LVT is promoted more than sheet vinyl. Secondly, handling and installation [of LVT] is easier, especially for DIY applications.”

Screen Shot 2017-08-07 at 11.15.10 AMEasier installation is one major factor sheet vinyl manufacturers need to consider when developing new products, according to executives such as Jeff Fenwick, president and COO, Tarkett North America. As it stands today, “[installing] sheet product requires a level of expertise that tile does not.”

Fenwick also believes improvements in design are needed to help capture the consumer’s eye and break the stereotype that sheet vinyl is “what’s laid down in grandma’s kitchen.”

While some experts see the slight decline of sheet continuing in 2017, many manufacturers believe the category is still viable.

“There’s some softness on the sheet vinyl side but we firmly believe in the category,” said David Sheehan, senior vice president of product management, IVC—a division of Mohawk Industries. “Sheet in general is going to have to innovate. As manufacturers of sheet we need to do a better job of stepping up by innovating not only from a product standpoint but also in terms of how we talk about these products.”

For some manufacturers sheet still holds a certain value proposition. “Sheet is still the best value per square foot in flooring,” said Kurt Denman, chief marketing officer and executive vice president of sales, Congoleum. “This is the original waterproof flooring and it delivers an exceptional value.”

Instead of simply dismissing the segment most sheet vinyl manufacturers are working on ways to innovate their product offerings to compete with LVT, WPC and rigid core. Investments in manufacturing, processes and technology are ways suppliers are seeking to re-invigorate the segment.

“Regardless of what the market is doing, we’re focused on growing our business by bringing innovative products to market,” said Matthew Savarino, senior product manager, resilient sheet, Armstrong Flooring. “We have already introduced new innovations in 2017, specifically Diamond 10 technology across select residential and commercial sheet.”

Sheet innovation at Mannington Mills involves finding answers to the question: How can the company push style and design? “You can make really innovative looks with sheet vinyl,” said Jimmy Tuley, vice president of residential resilient. “I know that has not been the popular perception in the past, but if you look at a couple of our new collections they really do a fantastic job of mimicking incredibly high-end looks with embossed in register, very realistic visuals at a very reasonable price point.”

Despite the overall segment’s slight decline, some manufacturers reported seeing an uptick among their sheet offerings. “We continue to see good strong performance and actually growth out of our sheet category,” Denman noted. “We’ve spent a fair amount of time really targeting the builder/multi-family market. A couple of years ago we introduced the ArmorCore line, which was designed specifically for them. We’ve invested [heavily in] the category and we continue to see growth.”

Just as sheet continues to fight against LVT and its subcategories for market share, felt continues to battle fiberglass. In 2016 fiberglass saw a 4.8% increase in dollars while felt was down 6%, according to FCNews research. Most manufacturers see this flip from felt to fiberglass continuing through 2017, but do not see felt completely disappearing.

“Growth in felt market share is going to come from specific market segments,” Armstrong’s Savarino explained. “Felt-based products still provide, generally speaking, greater durability over fiberglass-based vinyl sheet. The comfort tradeoff has won out with homeowners—which is why we have seen such a large shift in the market [to fiberglass], but segments such as property management and builders still put a high value on rip, tear and gouge performance. The installation benefits of fiberglass over felt have also been swaying some buyers in that segment, but picking between durability and ease of install is still a tough decision for many customers.”

LVT output rises
LVT is still singing 2016’s hit song as it continues to drive category growth and take market share from other categories. Based on FCNews data, LVT had a strong year in 2016, capturing 48.1% of residential market share in dollars. With only six months left of 2017 most manufacturers are reporting strong growth in LVT. This is most commonly attributed to the aggressive nature of it subcategories—WPC and rigid core.

As LVT remains a category favorite more manufacturers are expanding into domestic production. Experts have taken notice of the increase; however, most do not expect import production to disappear.

Screen Shot 2017-08-07 at 11.14.53 AM“With the significant growth in the category, both domestic and import production will continue to expand,” said Lindsey Nisbet, head of product marketing and development, EarthWerks. “With the increased demand on the market today, many are finding it possible to produce in the United States. However, the technology for this category continues to be derived from Asia, as well as many of the components that make up the products. I foresee a nice balance of the category across the globe.”

Mannington is a company dedicated to U.S. production and has seen success from its acquisition of Amtico. “It’s important for several key suppliers to be able to produce here in the U.S.” Tuley explained. However, he also sees a need in the industry for balance between domestic and import production, specifically in regards to keeping up with consumer demands. Tuley cited the rapid expansion of the market and the need for technical innovations as some of the reasons for a balance strategy.

Manufacturers invested in domestic production see a number of benefits that are not always available when importing. A few examples include greater product control, faster lead time and a Made-in-the-USA story.

“In today’s market end users and consumers want product faster,” said Michael Raskin, president and CEO of Raskin Industries. “Domestic production provides shorter lead times. Another point to consider is younger consumers with children are asking where the product is made and the perception is ‘made in the USA’ is better quality and safer. It’s also very hard to guess right with inventory management since we are in a fashion business and as trends develop, distributors and retailers can react much faster with supply/demand when product is made in the U.S.”

For some, the issue is not so cut and dry. For instance, Jamann Stepp, director of marketing and product management for USFloors, there are both positives and negatives to domestic and import production. In addition to the benefits listed previously, Stepp cited greater quality control with domestic production. When importing, he explained, a manufacturer is able to eliminate the capital required to set up, run and maintain a manufacturing operation.

Others see more benefits in importing products. “Importation can actually be more flexible and responsive to the needs and trends in the marketplace,” Novalis’ Wu explained.

Even though importing products may result in longer lead times and less control over manufacturing, the vast majority of LVT products are still coming from overseas, observers say. “If you’re importing it allows for quicker response for changes in construction processing,” Congoleum’s Denman said. “There’s no capital expense investment. You can also get fairly competitive bidding between [businesses]. The number that exists allows a brand to have a lot of choices and opportunities to building the product that it wants.”

In addition to the increase of LVT domestic production, some manufacturers are also bringing rigid construction to the U.S. One in particular is IVC, which announced last year that it is building a rigid plant in Dalton.

“We expect to be up and running the first part of 2018 and getting product out through the latter part of 2018,” IVC’s Sheehan reports. “We’re going to be at the lead of that movement which makes sense from a lead-time standpoint and not having to tie up a lot of inventory, work, capital and being able to serve the needs of our customers in a better fashion.”

Even though a growing number of manufacturers are investing in U.S. production, some say the effects of their shift away from importing has yet to be felt. “Most of these factories are still coming on line,” Metroflor’s Keeble said. “With that said, the overwhelming majority of LVT sold in the USA remains imported, and with the category growing as it has, imports will likely remain a very large part of the overall market.”

WPC’s performance edge
Experts predict the aggressive growth of WPC and rigid core products will continue as long as waterproof products continue to capture the hearts and eyes of consumers. As these subcategories achieve meteoric growth other flooring categories will continue to lose overall market share.

“The growth in LVT has come at the expense of many categories including sheet vinyl, hardwood and especially laminate,” Karndean’s Browder said. “With the advent of WPC/rigid core, laminate is taking an even bigger hit. The fall of laminate flooring due to water and noise issues created a market for WPC and rigid core products.”

The success of WPC and rigid core can be attributed to multiple factors including the categories’ abilities to solve certain performance problems. “Rigid core products have helped to solve for additional challenges that regular LVT could not,” said Jeremy Kleinberg, senior product manager, Armstrong Flooring. “For example, telegraphing of minor subfloor texture.”

Ongoing developments
In 2016 WPC and rigid core products saw what many industry experts have called phenomenal activity. In fact the subcategories, combined, have more than tripled in volume from 2015. Most industry experts expect this growth to continue well into 2018.

Screen Shot 2017-08-07 at 11.15.01 AM“I wouldn’t be surprised if WPC/rigid core becomes the larger sub-segment of LVT,” IVC’s Sheehan said. While he sees these subcategories still gaining market share, he does expect the WPC/rigid core craze will eventually level off and allow for an increase in sheet market share.

As fairly new subcategories, WPC and rigid core are expected to see at least two more years of aggressive innovation. In fact, Mannington’s Tuley sees these subcategories still in the early, steep part of the growth curve.

“There’s also a significant amount of innovation that’s going to be coming,” he added. “I wouldn’t think that even in the next two years that will stop. You will see a significant number of entrants moving away from WPC and going toward rigid core.”

Tuley has a good point. As WPC and rigid core continue to grow, more manufacturers are adding the products to their resilient offerings. New rigid core and WPC introductions—as well as additions to existing collections—are already being brought to market only six months into 2017. For example, Novalis has introduced its High Performance Core (HPC Technology) line for WPC/rigid LVT. Wu sees these newer introductions taking market share from other categories as well as developing a greater presence in the commercial sector.

Manufacturers such as Karndean have developed new rigid products to meet dealer demands. “Our dealers had been asking for a rigid core product with Karndean designs,” Browder said. “With Korlok we have the perfect combination of industry-leading technology and our renowned design quality.”

Shaw Floors has also taken advantage of the success of WPC and rigid core with a mid-year launch of the company’s new Floorté PRO collection.

WPC and rigid core have managed to attract almost every manufacturer. One concern regarding these products is the possibility they might cannibalize traditional LVT. According to the experts, higher-end traditional LVT may take a hit; however, low-end LVT should be able to withstand the “perfect storm,” as one executive described it.

“While multi-layer flooring is definitely taking share over the click options of LVT, the traditional glue-down LVT is also growing,” EarthWerks’ Nisbet explained. “The multi-layer flooring options are taking place of the original click LVT, as well as alternate flooring categories. With the enhanced technologies and realistic attributes of these designs, the affordability and performance of multi-layer flooring, the vinyl option has become a clear competitor in the overall choice for flooring.”

USFloors’ Stepp doesn’t see the subcategories cannibalizing LVT; rather, they are providing the consumer or end user with various choices. “[WPC/rigid core] merely offers the end-user and consumer a choice based on functionality, application and budget. The consumer will make the choice as to what best suits her needs in terms of performance, fashion and cost.”

 

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Mohawk Industries to create 200 jobs in Dalton

Mohawk_Industries_logoDalton—Gov. Nathan Deal today announced that Mohawk Industries, the world’s largest flooring manufacturer, will expand its existing vinyl flooring operations in Dalton-Whitfield County. This project will significantly increase the company’s current U.S. luxury vinyl tile (LVT) manufacturing capacity. The $100 million capital investment in infrastructure and equipment will generate approximately 200 jobs for the region.

“Mohawk’s continued expansion in Georgia underscores how a premier flooring manufacturer helps Georgia’s entire floor covering industry remain competitive,” Deal said. “This is a great indicator of the resilience of the carpet and floor covering industry. We look forward to Mohawk’s continued job creation and investment in our state.”

The project will increase Mohawk’s production of flexible and rigid LVT (WPC) products for both residential and commercial applications. Mohawk currently employs more than 34,000 individuals worldwide and approximately 10,250 in Georgia.

“Mohawk currently is starting up its Dalton LVT plant, which will be operating at full capacity by the end of 2016,” said Brian Carson, president of Mohawk Industries’ Flooring North America segment. “This major investment to expand our U.S. LVT production will meet increased demand for our unique products and enhance Mohawk’s position as the global leader in LVT, the world’s fastest growing flooring category.”

Mohawk acquired the IVC Group in 2015, positioning the company at the forefront of the global vinyl flooring market. The acquisition added state-of-the-art manufacturing capabilities in both in Europe and North America, including the world’s largest, most efficient LVT production lines in Dalton-Whitfield County.

“As the flooring industry leader, we will bring the same exceptional design and performance features to the LVT that we have in our other product categories,” Carson said. “Combined with our industry-leading national distribution system, this expansion will provide our customers with the broadest product offering and the highest level of service in the LVT category.”

“This is the third major investment on this site and this expansion will complete the build-out of the property that we prepared for IVC back in 2010,” said Whitfield County commission chairman Mike Babb. “This is proof that the economic development process works and that the effort was worthwhile. We are very pleased that the company continues to grow and thrive and we appreciate all that Mohawk does to help our community.”

Georgia Department of Economic Development (GDEcD) regional project manager Stephanie Scearce represented the Global Commerce division in partnership with Mohawk Industries, Dalton-Whitfield Joint Development Authority and Dalton Utilities.

“We are excited about Mohawk’s choice to expand their operations in Dalton-Whitfield County,” said GDEcD commissioner Chris Carr. “Existing industry accounts for a major portion of the state’s investment and job opportunities, and we look forward to working with Mohawk and our partners in Dalton-Whitfield County to ensure they have the resources they need to continue to deepen their

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IVC US announces changes in executive leadership

Murfin is now president of IVC US.
Murfin is now president of IVC US.

Dalton—IVC US has made distinct modifications to its executive leadership team in conjunction with the Mohawk Industries acquisition.

Xavier Steyaert, co-CEO of IVC US, will be leaving the company after a decade of service. Steyaert has decided to pursue other personal and professional projects, and has agreed to remain on board through the end of Q1 2016. Steyaert was a founding member of IVC US when he moved to the United States in 2005 to start the company.

With immediate effect, Paul Murfin has assumed the role of president of IVC US and continues to lead its North American vinyl division. Murfin joined IVC US in 2011 and has been partnering with Steyaert since 2012 as co-CEO.

Andrew Kearton, vice president of manufacturing, IVC US, has been promoted to senior vice president of operations, and is responsible for manufacturing, operations and logistics. Kearton joined the company in 2010 and has been IVC US’s manufacturing leader since the start of its first sheet vinyl plant.

“It has been a unique experience to be part of IVC’s rapid growth in the North American market,” Murfin said. “We will miss Xavier and recognize his significant achievements over the last decade. We have formed a tremendous partnership over the last few years. At the same time, I am also excited about this new opportunity for me personally, and the future of the business now that we are part of the Mohawk Group.”

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Shnier partners with IVC US

Screen Shot 2015-09-09 at 9.59.08 AMDalton— Shnier will join IVC US’ network of distributors to service Western Canada, effective Jan. 4. Shnier will carry the full line of IVC US’ Flexitec fiberglass sheet vinyl collection.

“Shnier’s mission of being a step ahead has created a culture of pride throughout their organization,” said Jim Chepalis, director of distribution and strategic accounts, IVC US. “Their innovative retail programs and outstanding logistics make Shnier a great partner.”

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Mohawk completes purchase of IVC

Screen Shot 2015-06-15 at 10.18.02 AMCalhoun, Ga. — Mohawk Industries has completed its acquisition of the IVC Group for $1.2 billion in cash and stock.

IVC is a vinyl and laminate flooring manufacturer with 2014 revenues of approximately $735 million and manufacturing operations in Belgium, Luxembourg and the United States.

LVT now represents about 5% of the U.S. flooring market, with sales projected to grow more than 15% annually through the end of the decade.

Mohawk’s IVC acquisition includes a new LVT manufacturing facility in Dalton, which is in the initial stages of production. The facility features one of the world’s largest, most efficient production lines and will position the business to support the rapidly growing demand for LVT in residential and commercial channels.

IVC is also a major sheet vinyl manufacturer.

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Mohawk completes purchase of IVC Group

Screen Shot 2015-06-12 at 8.07.57 PMCalhoun, Ga.—Mohawk Industries has completed its acquisition of the IVC Group for $1.2 billion in cash and stock. IVC is a major vinyl and laminate flooring manufacturer with 2014 revenues of approximately $735 million and manufacturing operations in Belgium, Luxembourg and the U.S. The acquisition expands Mohawk’s position as the world’s largest flooring manufacturer and significantly increases Mohawk’s presence in the LVT and sheet vinyl categories.

LVT now represents about 5% of the U.S. flooring market, with sales projected to grow more than 15% annually through the end of the decade. Mohawk’s IVC acquisition includes a new LVT manufacturing facility in Dalton, which is in the initial stages of production. The facility features one of the world’s largest, most efficient production lines and will position the business to support the rapidly growing demand for LVT in residential and commercial channels.

IVC is also a major sheet vinyl manufacturer, creating flooring with a fiberglass core that yields a cushioned product that does not crack, curl or expand, making it durable and easy to install.

Mohawk has distributed sheet vinyl and LVT products into the commercial and residential markets for a number of years, and the IVC product and manufacturing capabilities will complement and strengthen Mohawk’s existing product offerings to its customers.