Tag: Karastan

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Karastan launches its new collection, Simpatico

Dalton, Ga.—Karastan’s new collection, Simpatico, is inspired by the successful launch of the company’s Kismet collection. Like Kismet, Simpatico displays the compatibility of beautiful wool and SmartStrand Silk, an innovative fiber.

“Simpatico is an extension of the success we have seen with our Kismet collection,” said Erika Banks, product director at Karastan. “This marriage of New Zealand wool and our SmartStrand Silk allows for superior durability and a beautiful finished hand. Available in more than 40 stocking sizes, Simpatico rugs also can be made in custom sizes. This wide range of sizes and options makes it easy to find a size to fit in any room.”

Woven on Van de Wiele looms in the USA, Simpatico features modern transitional patterns that pair together well and are set in a palette of natural and neutral colors.

Simpatico offers the inherent durability, sustainability and performance attributes of both wool and SmartStrand to create rugs that are soft, long-lasting and contribute to a healthier home and planet.

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Award of Excellence: Mohawk returns to winner’s circle as Best Overall

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

By Ken Ryan

 

Garden City, N.Y.—For the third year in a row, Mohawk Industries was voted Best Overall Manufacturer—one of four Mohawk-branded honors, and six in all for Mohawk Group—in FCNews’ 22nd annual Award of Excellence competition.

Mohawk won for Best Carpet Manufacturer (Group A), Best Commercial Carpet Manufacturer and Best Laminate Manufacturer (Group A), as well as Best Overall. Further, two Mohawk companies took home top honors, including Dal-Tile, which was named Best Ceramic Manufacturer (Group A) for an unprecedented 20th consecutive year. Karastan won top honors for Area Rugs.

“At Mohawk, we continue to invest heavily in the future,” said Tom Lape, president of Mohawk residential, who attended the annual affair at the Garden City Hotel with several members of the Mohawk team. “We are honored that retailers recognize our products, such as the industry’s first hypoallergenic soft flooring—Air.o; our SmartStrand franchise and our revolutionary wood flooring—RevWood, as innovations that contribute to their business success and consumer satisfaction. Mohawk is not only thankful for their resounding endorsement of our products but also of our hardworking employees whose talent and dedication earned our company these prestigious awards.”

Dal-Tile has done what no other company or brand has done—won the award for two decades running. According to John Turner, president, the victory laps never get old. “Winning the Award of Excellence is meaningful to Dal-Tile because it reinforces how our customers feel about their relationship with our business and how they value our Daltile, American Olean and Marazzi brands,” he said. “Each team member plays a critical role in ensuring that we forge relationships with our customers through superior service and products that lead the industry in style, innovation and quality. Our long history of success in this awards program illustrates our commitment to excellence and the significant partnerships we enjoy with our customers.”

Mohawk wasn’t the only dominant company. It was a big night for Shaw Industries and its divisions as well, with five awards. Shaw won Best Manufacturer for LVT (Group A) and Best Manufacturer for Hardwood (Group A); Anderson Tuftex took home top honors for Carpet (Group B) and Hardwood (Group B), while USFloors took first place in the inaugural WPC/Rigid Core category.

“The Award of Excellence is a coveted and respected industry award and receiving this award for both LVT and hardwood is an immense honor for Shaw Floors,” said Herb Upton, vice president, hard surface. “We’re thrilled to see our latest hard surface products have been well received, and these awards confirm Shaw Floors leads the way in hard surface innovation.”

Drew Hash, vice president, Shaw hard surface products, added, “To be chosen for these prestigious awards by our retail partners speaks to the success of Shaw’s efforts to put customers at the forefront of all we do. We thank our dealers and Shaw associates who make our shared achievements possible.”

For the first time a separate category for WPC/Rigid Core was established, a nod to the explosiveness of the waterproof vinyl flooring segment. USFloors, marketer of the highly successful COREtec brand of WPC, won the award for WPC/Rigid Core after taking top honors for LVT the previous two years. “To achieve an Award of Excellence from your customers is the most meaningful and valuable recognition any company can wish for,” said Piet Dossche, president of USFloors. “I am very proud and honored to receive this trophy on behalf of our entire team of dedicated people who are working hard to provide the best product and service to our retail partners. The revolution our COREtec product has created in the WPC product category has been great for our customers who have embraced this exciting new product wholeheartedly. Thank you, FCNews and Informa Exhibitions, for organizing this yearly contest and event.”

Being part of the Shaw family, Dossche added, has given USFloors more opportunities to grow the COREtec business. “We are committed to remain the leader in this category and building COREtec into a strong consumer brand.”

Among the repeat winners, Emser Tile won for the second year in a row in Ceramic (Group B), and Inhaus took top honors for Laminate (Group B), marking its second consecutive year in the winner’s circle. “Emser Tile is proud to be recognized by our customers and receive the FCNews Award of Excellence,” said Bob Baldocchi, chief marketing officer. “As we celebrate our 50th anniversary, this recognition validates our service promise commitment to our customers and inspires us to continue to find new ways to innovate and enhance the overall customer experience.”

Derek Welbourn, CEO of Inhaus, commented: “We feel extremely fortunate and are honored that our customers voted for us. We have a passion for our product offerings and strive to create products that people are excited about both in terms of innovative design and quality. In our eyes, this award is a recognition of our efforts, and we are very appreciative of that.”

A new classification (Group C) was established for the first time to recognize quality, smaller-scale companies. In carpet, Southwind won for Group C while HomerWood was honored in hardwood.

“Southwind and all of our employees are honored to have won this Award of Excellence,” said Richard Abramowicz, executive vice president. “It is a team effort—not one individual. Southwind strives to bring to market the most innovative and forward-thinking products that provide solutions to the marketplace. We would like to thank our valued customers for recognizing our efforts for this award.”

Methodology

Sponsored by FCNews and Informa Exhibitions, proprietors of The International Surface Event (TISE), the Award of Excellence is a way for manufacturers’ customers—retailers, distributors, designers, installers and specifiers—to honor the companies they feel consistently provide the best service, professionalism of sales force, management responsiveness, value, design, B2B, handling of claims and ease of doing business.

“The Awards of Excellence are honors bestowed to manufacturers by the heart and soul of the flooring industry—the retailers,” said Dana Teague, vice president, Design Group, Informa Global Exhibitions. “It is a pleasure and an honor for Informa/Surfaces to co-sponsor this year’s awards with Floor Covering News. We are delighted to share our enthusiasm for innovation with brands that continually strive for excellence. Surfaces is the platform that manufacturers use to launch or highlight many of the winning products to the delight of the thousands of retailers, distributors, designers and installers that come to Las Vegas every January. Congratulations to the recipients of this year’s awards.”

Readers of FCNews, as well as other industry personnel visiting trade shows such as Surfaces (and not employed by a manufacturer), voted between October 2017 and the end of March 2018 for the companies they felt best met established criteria in the following floor covering categories—Carpet, Commercial Carpet, Area Rugs, Resilient, Resilient Sheet, Resilient Commercial, Hardwood, Tile, Laminate, Cushion/Underlayment, WPC—as well as the Best Overall mill. Ballots were featured in FCNews and readers could mail or fax them back, as well as vote online and at industry events such as Surfaces.

While the category awards were done on a simple, one-vote-per-category/company format, the Best Overall award required voters to fill in their choice for first, second and third place. Votes were weighted so that first place was worth five points, second place worth three points and third place one point. Point totals were tabulated and the company with the most in each was named the winner.

As has been done for the previous nine years, individual category winners were selected in two or three groups based on their volume. Also, manufacturers did not have to pay a fee to be eligible to receive a vote, which has been customary since the first Award of Excellence competition. Any and all manufacturers of floor covering products in the above-referenced categories were allowed to receive votes.

More than 2,200 votes—representing flooring retailers, distributors, designers and installers—were cast, with more industry professionals voting online than ever.

 

 

 

 

 

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Carpet: Playing at the high end pays big-time dividends

April 16/23, 2018: Volume 33, Issue 22

By Ken Ryan

Carpet mills are taking advantage of the new reality in flooring—with carpet relegated primarily to the bedroom, consumers are willing to spend more to make that soft surface area really stand out.

Indeed, carpet mills are finding that even in a shrinking market for soft surface, there is money to be made by playing at the high end. Some examples:

Anderson Tuftex

Anderson Tuftex had a strong showing at Surfaces. Since then, dealer reception to its new carpet products (Tavares, Tanzania and Heirloom) has been exceptional, according to Katie Ford, director of brand strategy. “The dealer base has been so supportive. If you are a dealer, and you want to make money, you have to have Tavares and Tanzania—and you probably need to have Heirloom, too. You need the whole line, really, because those three styles are distinctly different.”

Ford said there is nothing quite like Tavares in the market—a natural stone visual akin to a Venetian plaster. “It’s just beautiful. We have a rug version of it, too, and we had it installed at Surfaces; it’s everyone’s favorite.”

Tanzania, in denim blue, is offered in a broken Chevron pattern. Like fine wine, it is a product that gets better with age, Ford said. “Chevrons are showing up these days. These patterns are timeless and don’t go out of style.”

Another favorite is Heirloom, with a raised medallion within a small scale textural pattern. “It’s another timeless classic look,” Ford explained. “With AT, you know our products have that little extra craftsmanship to stand out.”

Dixie Group

By virtue of the fact that it is not a low-cost manufacturer, The Dixie Group must create differentiated products to be successful. That’s according to T.M. Nuckols, president, residential division, who cited two new PetProtect products for 2018—Signature and Trademark, which will be launched by Masland in the second quarter. “Also, Bombay Vibration is a remake of a classic Masland product and now made with PetProtect solution dyed nylon 6,6 fiber; it delivers great durability and stain resistance in a softer and more comfortable product.”

The Masland Energy line, coming in May, is a commercial segment offering with 20 well-styled products made with nylon 6,6 for durability and performance. Wholesale price points range from the low teens to mid 20s, “so we are not targeting the typical Main Street price points,” Nuckols said.

Foss Floors

Foss introduced its DuraKnit collection this year featuring a new construction technique for higher-end broadloom that enables the consumer to install an upscale look in tough traffic conditions. According to Brian Warren, executive vice president, sales and marketing, these products will never fray, zipper or unravel, nor will they fade. And while they are stain resistant and will never wrinkle, they still feature a soft hand and luxurious styling, he added.

In 2018, the company introduced its “Carpet Reinvented” DuraKnit display, which includes an interactive storyboard to highlight the line’s unique characteristics. “These innovations are helping the retailer achieve higher margins by providing a unique selling proposition,” Warren said.

Gulistan Floors

John Sheffield, vice president of sales and marketing, Gulistan, said the company is incorporating a very limited distribution strategy to allow dealer partners to maximize their sales and profits. “We have created a unique collection of patterns using our solution-dyed PET. With our Stainmaster offering, we are using the solution-dyed yarns and trying to fill product voids in the with new textures and yarn applications.”

Mohawk

When you talk high end, Karastan is arguably the first brand that comes to mind. Karastan has three premium yarn systems with which to work in developing products. “Having access to wool, SmartStrand Silk and Kashmere Nylon gives us the ability to develop unique looks and textures utilizing the attributes of these yarns,” said Bill Storey, senior vice president, Mohawk and Karastan. “In addition, we also have developed styles using a combination of two yarns. For example, Hampshire Bay has wool as the base yarn and SmartStrand Silk as the accent. The result is an elegant look that cannot be achieved with a single yarn system.”

Karastan’s new soft stone looks—Mackenzie and Berkeley —are standouts. “These styles create the look of natural stone in a luxurious, soft hand,” Storey explained. “This is achieved through our vintage weave process which utilizes SmartStrand Silk, space-dyed yarn.”

Phenix

The Cleaner Home collection is Phenix’s latest in innovative, trend-forward carpet designs. Refuge, Flourish and Well Being are a collection of three new multi-color patterned carpets that utilize innovative cut and loop technology which allows for varying amounts of cut vs. loop.

These products feature a unique combination of colors that become visible at varying points in the construction to create a unique sculpted look with their own dimensional pattern.

Phenix’s Stainmaster PetProtect Design Solutions collection helps sell higher-end products in multiple surfaces by removing one of the biggest pain points for consumers—coordinating their flooring without the help of an interior designer. “It also helps facilitate overall larger tickets and enhanced profit opportunities for the retailer,” said Mark Clayton, president of Phenix Flooring. “We’re bringing hard surface and carpet together in one display and making it easier than ever for a consumer to walk in, visualize her entire home and purchase on the spot.”

Shaw

Shaw Floors continues to burnish its reputation as a leader in innovation with Bellera, a high-performance carpet line. Bellera’s high-design, on-trend offerings include tonals, accents, loops and bold-colored patterns.

“We’ve put Bellera to the test and can say this carpet will look as good in five years as it does on day one,” said Teresa Tran, director of soft surface portfolio management.

Bellera features Shaw’s spill-proof LifeGuard backing, Endurance high-performance fiber and R2X soil and stain resistance. “We’ve listened to the consumer and are proud to offer them the softness of a residential carpet that is durable enough to withstand their active lifestyle.”

Stanton

Stanton’s premise is differentiation. Three brands of note are Antrim, Rosecore and Crescent, which feature unique styling and are merchandised in high-end display systems. Stanton’s Atelier collection offers cut/loop woven nylon patterns provide greater design and color flexibility than the traditional LCL.

“These introductions coupled with our unparalleled use of color, design and multiple yarn types in woven patterns has set new standards,” said Jonathan Cohen, CEO.

Stanton is introducing Stanton Street, Decorative Commercial this summer. This new collection encompasses a mix of carpet tile, planks and decorative commercial broadloom for Stanton’s first dedicated commercial offering.

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Spring promos help dealers shake off winter blues

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

By Lindsay Baillie

 

Even though the winter weather is still putting up a fight in certain areas of the United States, flooring manufacturers and buying groups are getting into the spirit of the impending spring season with exciting seasonal sales and promotions.

Following are a few promotions and sales going on now.

Abbey Carpet & Floor/Floors to Go

Abbey Carpet & Floor and Floors to Go members are preparing for the national sale events taking place in May. When consumers are looking for the perfect place to purchase their new floor, Abbey makes sure its members have every opportunity to be top-of-mind with buyers. The campaign, developed with the support of Abbey’s supplier partners, offers consumers discount pricing in every product category.

Armstrong

Armstrong Flooring is hosting its “The Floor is Yours” spring promotion March 19 through May 14. During this period, consumers have the chance to save up to 10% on select hardwood, LVT and resilient sheet flooring collections as well as Alterna engineered tile, many of which feature the company’s Diamond 10 technology.

To qualify, the purchase must be made during the promotion period from a participating Elevate or Impact retailer. The maximum discount is $500 in the form of an Armstrong Visa card.

Carpet One

Carpet One’s second spring promotion highlights one of its most popular brands, Relax, it’s…Lees. The group will be relaunching the brand with 32 new products and special introductory pricing. The promotion will be supported by discounted pricing and consumer financing offers.

Carpet One will provide retailers with TV, radio, print and digital assets to support the promotion on a local level. The group will also support the promotion on the group’s website, Houzz, Facebook and a national paid search campaign. Carpet One’s promotional message will be “Lees—a carpet like no other,” offering the consumer a 25-year, no-exclusions stain warranty.

CarpetsPlus Color Tile

The CarpetsPlus Color Tile Spring into Savings sale comes into full bloom during April and May in member stores across the country. Select styles of their popular Destination brand carpets made with Anso nylon are being featured in this sale at participating dealer locations.

Members are also signing up for the second annual Shop for the Paws Animal Welfare and Rescue Awareness event, which will run after the group’s Spring into Savings sale. During this event, members donate money raised to their choice of local animal welfare charities. Many locations also collect dog and cat food, bedding, toys and additional monetary donations.

Couristan

Couristan’s annual Outdoor Living Merchandising promotion is taking place March 19 through June 30. The promotion offers deals on the company’s full assortment of indoor/outdoor area rugs as well as two dynamic merchandising display options.

Also, back by popular demand, Couristan is offering its Outdoor Living Merchandising display box free with an initial order of 20 area rugs from its Afuera, Cape, Dolce, Monaco, Monte Carlo and Recife collections (size requirements apply).

Invista

Invista is hosting its 2018 Stainmaster brand Celebrate Spring Sweepstakes, which is set to run April 1 through May 31. During the sweepstakes, five customers who purchase Stainmaster PetProtect luxury vinyl flooring will win up to $10,000 back on their purchase and installation (excluding sales tax and delivery charges). Consumers can enter online at stainmastersweepstakes.com. Note: One entry per individual per purchase allowed. Winners will be chosen July 31.

Karastan

Quality, beauty and craftsmanship have all been a part of the Karastan legacy, and this year the manufacturer proudly celebrates its 90th anniversary of offering high-styled, quality floor coverings. Karastan’s 90th Anniversary Sale kicked off March 1 and continues through March 31, offering extensive promotional campaigns for Karastan retailers. Consumers can take advantage of savings on Karastan styles ranging from beautiful wool to family-friendly SmartStrand Forever Clean styles.

Lastly, from April 26 to June 2, Karastan will celebrate National Karastan Month. This sale promotes a consumer rebate offer to entice luxury buyers to purchase floor covering.

Mannington

One Mannington retailers can take advantage of the company’s “Spring into Summer Sale,” which runs from May 15 to July 4. For specific details about the promotion, One Mannington retailers are encouraged to contact their local distributors.

Mirage 

Boa-Franc, maker of the Mirage brand of hardwood flooring, is offering a Play & Win with Mirage Spring 2018 rebate for customers across North America (valid in the U.S. and Canada, excluding Quebec) at all participating Mirage dealers from April 16 to June 9.

During this promotion, consumers will have the chance to save $0.50 to $1 per square foot  on Mirage flooring by playing an online game. This offer is valid on all Mirage products, regardless of species, color or width.

For more on the rules, visit miragefloors.com/rebate on or after April 9.

Mohawk

Mohawk’s Spring All Pet Sale, running from April 12 to May 24, aims to drive consumer awareness of the company’s Pet Protection warranty, covering all pets, all accidents, all the time. During the sale period, Mohawk will drive traffic to its participating retail partners by incentivizing in-market consumers with an in-store rebate and special financing offers. Mohawk also provides a variety of product discounts for its participating retail partners.

The promotions don’t end there. To seamlessly connect the online, in-store and product experience—and ultimately encourage retailer success—Mohawk has also featured this sale on Omnify.

Raskin

Raskin Industries plans to host two spring promotions for its dealers—one for Loft and the other for Ceramix. From March 15 through May 15, dealers have the opportunity to earn $5 on each carton of Loft purchased for residential use.

In addition, from April 1 through June 1, dealers can earn $5 on each carton of Ceramix purchased for residential use. Both rebates will be applied to an American Express card.

Shaw

From April 2 through May 12, Shaw will host its Spring for Green sale. Consumers will have the opportunity to earn up to $500 off on qualifying Shaw Floors products in the form of a manufacturer’s rebate. Note: The promotion is valid on a minimum of 500 square feet of qualifying products.

Shaw’s rebate aims to give participating retailers a competitive advantage in their respective markets as Shaw is covering 100% of the costs. Shaw Flooring Network retailers who registered on ShawNow by March 11 are eligible for the promotion.

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Karastan’s Enigma rug wins 2018 America’s Magnificent Carpets Award

Dalton, Ga.—Karastan’s artistic Torrent Desert from the Enigma collection took home the 2018 America’s Magnificent Carpets Award for a machine-made rug at the Atlanta Rug Market. Karastan also received Best in Show for Outstanding Visual Display for its Atlanta Market showroom. The awards, sponsored by the Oriental Rug Importers Association, were presented on Jan. 11 at AmericasMart in Atlanta.

“The Torrent Desert design is Karastan at its most creative,” said Brandon Culpepper, vice president of specialty sales. “This design is part of our Enigma collection, which is a group of modern looks that feature the SmartStrand Silk yarn with viscose accents. The contrast between bright and dull yarns and the harmony of the colors create a wonderful contemporary design that is a proven bestseller.”

Karastan’s Enigma collection pushes the contemporary design envelope, showcasing a carefully curated collection of abstract, texturally driven designs. Though avant-garde in every aspect, these painterly styles have an effortless harmony with other décor elements. Enigma rugs feature mineral tones with indigo, aqua, gold, purple, cream, gray and bronze.

Culpepper attributed the award for Best in Show for Outstanding Visual Display to the Karastan team’s ability to connect the character of its rugs with the fashion aspirations of its customers. “Our creative services group always raises the bar from one market to the next. Jeff Seagle and his team did a wonderful job in Atlanta this year. This is where art meets business, and this team does it as well as anyone.”

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National Karastan Month celebrates signature style, consumer savings

NKM Fall 2017 logoCalhoun, Ga.—National Karastan Month kicked off Sept. 21 and runs through Nov. 7. This annual celebration of the distinctive luxury brand offers consumer savings and extensive promotional campaigns for Karastan retailers nationwide.

Consumers can take advantage of Karastan’s promotional pricing on select Karastan styles ranging from beautiful wool carpets to family-friendly SmartStrand Forever Clean styles. Participating retail stores also will be offering special financing.

To assist in driving the success of National Karastan Month, retailers are provided exclusive Promoboxx campaigns for sale content as well as consumer-facing promotion from Karastan’s Live Beautifully blog. In targeting local traffic for retailers, Karastan’s proven Lead Booster drives leads through Google and Bing to connect consumers and retailers directly.

“National Karastan Month is a true reminder to live beautifully,” said Bill Storey, senior vice president of Karastan. “Karastan is known for high style and evolving with the latest trends. It is a brand that can create aesthetics from family living to a romantic escape. National Karastan Month is our way to say thank you to Karastan lovers and our Karastan retailers with the products that have shaped our brand and homes everywhere.”

For consumers waiting for this special pricing period, Karastan’s select partnership with Synchrony Financial allows shoppers to take advantage of “36 Month Equal Payments No Interest” financing as well as the Karastan Credit Card to make National Karastan Month purchases even easier. Both are available at participating retail stores.

For more information, visit karastan.com.

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Karastan introduces new Vintage Tapis collection

Karastan-Vintage TapisDalton, Ga.–The luxurious Vintage Tapis collection by Karastan expands Karastan’s offering of Patina Vie designs and offers consumers vintage elegance with a one-of-a-kind feel and look.

In January 2017, Karastan unveiled 10 licensed Patina Vie designs available in three Karastan collections: Titanium, Cosmopolitan and Touchstone. This collaboration with the inspiring lifestyle brand known for combining its love of historical beauty with timeless design and contemporary energy was well received by Karastan’s retail buyers and customers.

Vintage Tapis gives consumers an entire collection—18 styles in four sizes—exclusively designed by Patina Vie’s founder Sarah Willett. The rugs feature expressions of vintage and antique style with distressed, contemporary detailing. The color palette ranges from earthy neutrals to blues, metallics and spice tones.

“Patina Vie is a brand we feel strongly aligns with the devotion to quality design that is a trademark of Karastan,” said Brandon Culpepper, vice president of specialty sales for Mohawk Home and Karastan. “The Patina Vie motto, ‘where history and style collide’ is perfectly in step with Karastan’s approach to product introductions. Karastan and Patina Vie share a similar passion for historical patterning and ornament while making it modern and palatable for today’s market.”

Although this collection is machine-made in the USA of premium EverStrand fiber for durability, it also employs a new innovative Persian knot construction. The EverStrand base yarn and cotton weft allow the rug to look, feel and perform like a hand-knotted style. Because of this construction, each Vintage Tapis rug has a drape and can be folded.

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Carpet: State of the industry—Higher-end goods boost residential end of the market

August 28/September 4: Volume 32, Issue 6

By Ken Ryan

 

Screen Shot 2017-09-05 at 11.43.04 AMAfter a slow start to 2017, the residential carpet category gained some traction in the second quarter, resulting in a 2% rise in sales over the year-ago period, with units up 0.5% overall in the first half. Executives cited sales of better goods, an uptick in consumer confidence and price increases that have firmed up the marketplace.

The U.S. carpet category continues its ever-so-slight recovery from the Great Recession, its growth held in check by hard surfaces. “We have seen patterns, loops and differentiated product at the upper end doing disproportionately well and outperforming the medium end of the market,” said Tom Lape, president of Mohawk Residential.

T.M. Nuckols, executive vice president of residential business for the Dixie Group, which oversees the Dixie Home, Masland and Fabrica brands, agreed that better goods at the higher end of the spectrum and well-styled products are seeing the greatest activity in the residential market these days. If the products offer soil and pet stain protection—as many of them do—it’s a plus.

The 2% growth in residential carpet is a welcome sign for a category that has shown little to no growth in the last three years. In 2016, for example, FCNews’ research showed carpet sales down 1% to $8.7813 billion while total volume—which includes carpet and area rugs—gained 1.2% to 11.22 billion square feet.

There are some positive signs in housing that should favor a boost in carpet sales going forward. Between July 2016 and July 2017, U.S. home values increased 6.8%, according to Zillow, the online real estate database interest. That number is expected to rise another 2.7% within the next year, the company said. This uptick in home prices has helped boost consumer confidence among homeowners, which has increased two months in a row. As a consequence, the residential replacement market has experienced growth as spending on remodeling projects has moved higher. While most of that spending has been for hard surfaces, soft goods have not been shut out entirely.

However, rising home prices are a double-edge sword because it prevents many would-be buyers, especially older millennials, from entering the market. The flip side is that has resulted in a more robust multi-family segment. The multi-family production index (MPI), which provides a composite measure of three key elements of that market—construction of low-rent units, market-rate rental units and “for-sale” units, or condominiums—jumped 8 points to 56 in the second quarter as all three components increased.

“Improved units can be attributed to a fairly good builder market in both multi-family and single family as well as the return of home equities in the retail remodel sector,” said Brad Christensen, vice president, soft surface portfolio management, Shaw Floors.

Screen Shot 2017-09-05 at 11.43.21 AMThe Main Street segment of the business continues to perform reasonably well, with carpet tile continuing to grow in both small, local businesses and specified commercial. Broadloom, however, continues to lose share in both sectors.

Market research has shown consumers desire the warmth and comfort of carpet in their homes. To meet that need manufacturers are focusing on the look and feel of carpet more so than fiber type. As Christensen explains: “Consumers want a stylish, high-performing carpet that complements their uniquely curated living spaces and demand both design and function in a variety of price points.”

Rodney Mauter, executive vice president of residential marketing for Lexmark, sees value and fashion, especially, as the primary inspiration for consumers. “She wants her bedrooms and family rooms to be just as much of a statement as the rest of her home. As carpet manufacturers we must continue to exceed performance standards while offering more color and fashion choices.”

The dwindling middle
Carpet continues to play well in certain regions, in particular the upper Midwest and Northeast, observers say. Meanwhile, both the low and upper ends of the market are showing fairly brisk activity. Engineered Floors, the No. 3 carpet company, is flourishing in the lower-end polyester market, which continues to be strong. The upper end, which counts Dixie, Shaw (Tuftex) and Mohawk (Karastan), continues to shine. However, the mid-range market—$8 to $13—is struggling. “Rather than building products that fit your assets, build products that fit your customers’ needs,” Lape explained. “We have to figure out a way to create compelling products for our retailers even if it is hard.”

Innovative offerings
Screen Shot 2017-09-05 at 11.43.26 AMMohawk’s SmartStrand is an example of a compelling product that has enjoyed tremendous reception at the retail level, with new iterations like SmartStrand Reserve giving dealers more profit potential. “SmartStrand Reserve has hit the market with very solid acceptance across our dealer base,” Lape said. “Our prior research told us consumers loved luxurious soft performance carpet, and since our launch earlier in 2017 our research has now been proven true with the introduction of SmartStrand Reserve.”

Several advancements in technology have driven today’s exceptional quality, performance and styling looks. Improved yarn systems offer softer hand along with a range of visual aesthetics coupled with enhanced performance and durability. According to Susan Curtis, senior vice president, product development for Phenix, developments in tufting technology continue to open new ways to design creative carpets. She said additional attributes are being engineered into carpet products that enhance the consumer’s use and experience with the product.

Mark Clayton, president of Phenix, said innovations in tufting technology have provided opportunities for manufacturers to create more compelling textures and color palettes for the consumer.

Technology’s contribution to carpet has kept it as a viable flooring solution especially in the areas of improved stain, soil, wear and fade resistance—in addition to affordable pricing. That’s according to James Lesslie, executive vice president at Engineered Floors, whose company introduced an advanced polyester extrusion process fiber system called Apex SD.

Screen Shot 2017-09-05 at 11.43.32 AMAt Shaw Floors, its LifeGuard waterproof backing system is now offered as a trade-up option for dealers. In 2017 Shaw added LifeGuard to its Anso Color Wall in a Titanium collection with 150 new SKUs. “We’re listening to consumers more than we ever have before and adapting our strategies to meet their needs,” Christensen said. “Making LifeGuard an optional upgrade on more styles is just one example of this new approach.”

Products that offer stain and soil protection continue to resonate with consumers, the majority of whom own pets, studies show. To that end, the Dixie Group introduced a significant number of new products under the Stainmaster PetProtect brand, including many new carpet styles under its Dixie Home and Masland lines.

Phenix’s Cleaner Home carpet, meanwhile, features built-in Microban antimicrobial technology to protect against the growth of stain- and odor-causing bacteria and mold. Recognizing consumers’ growing desire for a cleaner home without cleaning more, Phenix combined these three unique components—a new fiber with two proactive technologies—to create this new carpet collection.

In terms of innovation and initiatives perhaps no one has been as busy as Engineered Floors. “Our top innovations are hard to pinpoint because 2017 has been so busy for us,” Lesslie explained. “So far this year, we’ve launched a totally new website, expanded our social media, broken ground and are in the process of completing a new modular carpet manufacturing facility, added several new Main Street commercial products through our Pentz brand and introduced Apex SD. And we’ve got four more months to go.”

 

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Karastan’s Kismet collection taps performance qualities of wool, SmartStrand Silk

Karastan-Kismet-Karma BlushDalton, Ga.— Karastan’s Kismet collection by brings together the company’s historical love of producing quality wool rugs with the innovative fibers of SmartStrand Silk.

“Kismet is defined as something significant happening that comes about by fate,” said Tracy Pruitt, vice president of design, Karastan. “So perhaps it is fate, or kismet, that Karastan, which has been revolutionizing the rug and carpet industry since the 1920s, would think to combine wool and SmartStrand Silk in one incredible collection. Together they achieve a remarkable product that optimizes the quality of each: the sophisticated matte finish of New Zealand wool is contrasted with the silky sheen of SmartStrand creating a riot of textures, hand-feel and surface variation.”

Patterns in the Kismet collection are also based on the old and the new. Archival patterns, reinvented in new and colorful ways, share the stage with styles that are completely abstract and textural. All of the rugs are realized in a range of neutrals, grays and cream with accents of steel blue, pale wheat and aqua.

With the durability, sustainability and performance attributes of both wool and SmartStrand, Kismet rugs are soft, long lasting and contribute to a healthier home and planet, according to Karastan. With a low-profile pile height reminiscent of timeworn antique Persian rugs, they are finished using the same wash techniques Karastan has used for years.

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Carpet: Karastan retail program goes ‘Platinum’

Lead-generation tools drive business for aligned dealers

March 27/April 3, 2017: Volume 31, Issue 21

By K.J. Quinn

 

Screen Shot 2017-03-31 at 10.45.26 AMJust call it the gift that keeps on giving. “What we have been doing the last three years is providing several independent programs that help our retailers in digital [marketing],” said Seth Arnold, vice president of residential marketing, Mohawk Industries. “What we’ve learned is if we’re really going to win in the future of retail, we have to provide a comprehensive assortment of digital programs all tied together.”

The crown jewel of these lead booster programs is Platinum, introduced in 2015 by Mohawk in collaboration with its aligned retailers to specifically address the need to improve store traffic. According to Arnold, the lead-generation program leverages Mohawk’s digital platforms and its search engine marketing (SEM) strategy to deliver highly qualified, in-market leads to aligned dealers with a lower cost and higher value than open market alternatives.

“When we became a Platinum Karastan dealer, our sales improved dramatically,” said Darren Groteboer, president, Minnesota-based Carpet One of Rochester. “We decided to join to gain more access to the quality brand name and an exclusive product line that customers know and trust.”

The program includes digital tools that help drive consumers onto the Mohawk site and to its retailers, particularly aligned partners. These marketing efforts are critical, as most consumers conduct online research before visiting a store. “Mohawk has a huge advantage in the marketplace because of our brand recognition,” Arnold pointed out. “We tend to be an early source during their shopping process to begin learning about flooring. That’s why we’re able to do more leads per dollar by helping retailers with their SEM and using our websites—karastan.com and mohawk.com—as other channels to drive traffic.”

Aligned dealers can leverage the Mohawk site as it enables a store’s information to show up more prominently on search engine result pages. “When we set up retailers, we not only give them enhanced landing pages and a presence on our website, but we also help enhance their Google business listing,” Arnold said.

The Platinum program complements online strategies deployed by retailers to boost foot traffic and sales. For example, dealers utilize social media to promote their products and store brands while rewarding followers with exclusive deals and offers for sharing a post within their own networks. “We advertise Karastan on our website and pay-for-click site,” noted Bill Sonntag, owner, Suburban Floor Covering-Abbey Carpet, White Bear Lake, Minn. “Karastan has skyrocketed to the top of our carpet sales.”

A fundamental requirement of any online marketing program is providing an offer that links back to a specific product or brand. Platinum retailers are supported with promotions targeting Karastan lines. “The offers will change at times, but the retailer understands the costs of the offer and builds it into [his or her] selling strategy,” Arnold said. “We build a series of landing pages that deliver the offer. And those landing pages help us capture leads to deliver to the retailer.”

Screen Shot 2017-03-31 at 10.45.31 AMThese electronic referrals often lead to additional customers visiting aligned stores looking for Karastan products. “Potential clients have indicated their interest in being contacted, and when we follow up they almost always come in to our store to look at Karastan products,” said Elisabeth Stubbs, co-owner, Enhance Floors & More, Marietta, Ga. “These clients are responding to the Karastan name, so they are almost pre-sold on the products.”

While capturing leads is important, response time is critical for dealers to capitalize while the proverbial iron is still hot. “We’re working with retailers to make sure when the leads are coming in, they’re following up within 24 hours,” Arnold said. Retailers are advised to assign a staff member to add local, personal content to their store’s online marketing campaign.

Once customers are inside the stores, retail salespeople can direct them to Karastan products. “We receive promotional support from Karastan’s marketing department in the way of pre-made advertising materials, both in print and digital formats,” Carpet One’s Groteboer said. “We also receive support from our local Karastan representative to train our staff on the newest fibers, styling and promotions.”

Floor space and merchandising requirements for the Platinum program are negotiable and customized to meet each store’s needs. “We have committed over 600 square feet on our show floor for Karastan displays,” Sonntag said. “We get tremendous support from our salesman and the whole Karastan team.”

Johnson Carpet One, Duluth, Minn., displays its Karastan selection at the front of the store, so it’s easily noticed by consumers. “Karastan has helped bring a higher quality of carpet and pad into our store, which allows us to sell a more reliable floor, lowering claims and raising the value,” noted Thor Kurtz, sales associate.

Carpet One of Rochester devotes approximately 1,200 square feet to merchandise more than 100 SKUs of the Karastan line. “We display the products using Karastan’s new and innovative Studio display system along with flip card and vertical sample displays,” Groteboer said. “The Karastan line is set apart from other brands in our store by the amount of large sample sets we display.”

Mohawk reports delivering more than 100,000 leads to Platinum and Five Star aligned dealers over the past two years. Additional leads are driven back to Platinum retailers as a result of the Realtor Connect program, which connects members with realtors who offer home buyers promotions or discounts for new flooring purchases.

The gold standard for determining the effectiveness of any marketing campaign, dealers concur, is based on how many people walk through the door and purchase product. “The Platinum program has definitely been effective,” Stubbs reports. “We get good, qualified leads for a nominal cost.”