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Routman joins Metroflor as chief sustainability officer

Rochelle headshot verticalNorwalk, Conn.—Russ Rogg, president and CEO of Metroflor, along with Harlan Stone, Halstead and Group CEO, announced the appointment of Rochelle Routman, LEED AP, O+M, as the first chief sustainability officer for Metroflor and Halstead International. Chosen for her reputation as an alliance-building and forward-thinking professional, Routman will oversee product development, customer service and regulatory aspects in a collaborative fashion to define the greatest potential for environmental leadership. She will be based at the company’s Calhoun, Ga. campus.

Routman brings more than 30 years of experience as a sustainability and environmental professional. At Lockheed Martin Aeronautical Systems, where she served as pollution prevention and environmental safety coordinator in the 1990s, she established a “green team” to focus on addressing environmental issues through proactive program initiatives rather than mere regulatory compliance: the precursor of what we now call sustainability. A longtime employee of the Georgia Department of Natural Resources, where she ultimately rose to program manager of its sustainability division, she then joined Georgia Power Company & Southern Company. As chair of the sustainability working group, she honed the company’s sustainability program and culture development, external communications and partnerships.

Prior to joining Metroflor/Halstead, Routman achieved groundbreaking advances at Mohawk Industries as director of sustainability, where she developed a market-disruptive strategy with a focus on product transparency. She directed all product certification efforts and led the employee and executive sustainability engagement council. Promoted to vice president of sustainability, Routman became Mohawk’s external spokesperson worldwide, establishing continuity in programs across the commercial, residential, international and hospitality business, including soft surface and resilient products.

A graduate of the University of Georgia with a bachelor’s degree in Geology and the Georgia Institute of Technology with a master’s degree in public policy, Routman was named one of the Top 10 Most Powerful Women Sustainability Leaders by Green Building & Design magazine in 2014 and is now the alumnae chair of the organization. She is a LEED AP, O+M (Operations & Maintenance), a Certified Hazardous Materials Manager, and a Registered Professional Geologist. As a Living Building Challenge Ambassador, she is part of a network committed to changing the way entire communities value sustainability, equity and prosperity by advocating for the most aspirational green building standard in the world.

“Over the years, Metroflor and Halstead have made great strides in our environmental and sustainability endeavors, and we have an unwavering commitment to continue pushing the envelope in this area of our business,” Rogg said. “Rochelle Routman joining our group allows us to build on what we’ve started while also pursuing new, innovative and creative ways to expand our sustainability platform. Rochelle brings tremendous knowledge, experience, credibility and passion to our organization, and we are grateful to have her lead our global efforts in the field of sustainability.”

Routman commented, “Halstead and Metroflor have longevity and a very strong focus on constant innovation, both in product and organizationally. The company officers were looking for someone with a very strong emotional connection and passion for sustainability. I’m very fortunate to assume a leadership position here to guide the ship towards more creative ways to support both the business and the planet.”

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Metroflor hosts distributor trip to China

PastedGraphic-4Norwalk, Conn.—Metroflor recently hosted a historic trip to China, called the Factory Mill Tour, for all of its distributor partners April 17-23. The goal was to showcase the relationships, equity and quality control capabilities the company has established over its 40 years of manufacturing in Asia to reinforce a high confidence level of doing business with Metroflor, “The LVT Specialists.”

The weeklong trip, which began and ended in Shanghai, toured three Metroflor manufacturing facilities as well as a decorative print film facility. Distributors were able to witness start-to-finish production of all Metroflor products, including the new Engage Genesis and Aspecta Ten products that feature Isocore Technology. There was also time for sightseeing, shopping, gourmet dining, a river cruise and soaking up the local culture—including a visit to a youth Ping Pong school.

“The trip was a successful one that highlighted the degree of sophistication built into the manufacturing of our products, provided for enjoyable entertainment and sightseeing and further strengthened the bonds that help make Metroflor Corporation and its distributors the most formidable force in North America’s resilient flooring market,” said Russ Rogg, CEO.

Gary Keeble, director of marketing, added, “The Factory Mill Tour reinforced our ‘specialist’ credibility, showcased our commitment to innovation and demonstrated our thoroughness relative to quality and safety. Our distributors were able to see with their own eyes how Metroflor is exceeding their expectations.”

Distributors who participated in the Factory Mill Tour had positive reports. “The trip was an excellent learning experience,” said Jennette David, product manager, The Cronin Company. “It has given me a greater understanding of the long history, strong relationships, capabilities, technology, investments and forward-thinking vision that has made Metroflor so successful. I was also impressed by the facilities and their employees, manufacturing processes, and quality checks and standards put in place. For me, the trip further solidified Metroflor as the leader in LVT.”

Chris Courtenay of Apollo Distributors said, “The plants are as professional as possible—we were so impressed with how big and immaculate they are. I’ve been to others in the U.S., and they have nothing over Metroflor’s LVT facilities in China; they are spectacular. We all walked away very impressed with Metroflor.”

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Aspecta Ten receives Nightingale Silver Award

Screen Shot 2015-11-17 at 10.28.47 AMNorwalk, Conn.—Aspecta Ten by Metroflor received a Nightingale Silver Award in the Flooring Hard Surface category. The Nightingale Awards honor new products exhibited at the Healthcare Design Expo & Conference, held Nov. 14-17 in National Harbor, Md., and recognize contribution to the health care built environment through product design and innovation that contribute to healing.

“We applaud the judges for recognizing Aspecta Ten’s innovation and how it contributes to the creation of healing environments,” said Russ Rogg, president and CEO of Metroflor.

For a complete list of Nightingale Awards winners, visit

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Metroflor introduces Crush MS Campaign

Screen Shot 2015-09-17 at 3.22.18 PMNorwalk, Conn.—Metroflor has introduced its Crush MS Campaign to raise funds and awareness for fighting multiple sclerosis. The campaign will run through June 2016 with the goal of raising $25,000. Throughout the campaign, Metroflor will host numerous events including a golf outing and an electronic silent auction. More information on these events will be available at a later date. Contributions can be made to the company’s GoFundMe account at

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Aspecta by Metroflor honored by Interior Design magazine

aspectaNorwalk, Conn.—Aspecta by Metroflor Corp., a new global line of LVT for the contract market, was named a 2014 Best Of Year Awards honoree by Interior Design magazine in the Healthcare Flooring category. The awards recognize superior interior design products and projects. Finalists were selected from votes submitted by interior designers and architects.

Said Russ Rogg, president and CEO of Metroflor, “This accolade from our A & D target market indicates how successfully Aspecta has already resonated within that community in the six months since its NeoCon debut.”

The 100-strong range from Aspecta brings a new dimension to flooring for the global contract community, with a collection of beautiful tiles and planks that combine excellence in design, color and texture.

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Metroflor wins two ADEX awards

Norwalk, Conn. – Metroflor Corporation received two 2013 Awards for Design Excellence (ADEX) for its Luxury Vinyl Tile (LVT) flooring. Aspire Floating Groutable Tile took Platinum, while Konecto Oasis Plank received a Gold Award.

The Aspire Collection features a large-scale 16” x 16” tile format with Metroflor’s patented grip-strip technology. The addition of real grout between each tile combined with Aspire’s patent-pending Crescent Edge technology lends depth, dimension and authenticity in every environment, whether residential or commercial. The Konecto Oasis Plank Collection features nine 5” wide by 48” long planks with high-end visuals complemented by a subtle fine-tick wood finish and the Crescent Edge advantage. Continue reading Metroflor wins two ADEX awards