Posted on

Wood: Latest Mirage offerings put focus on color, design

May 22/29, 2017: Volume 31, Issue 25


Screen Shot 2017-05-30 at 10.47.17 AMSaint-Georges, Quebec, Canada—Mirage has expanded its offering across four signature collections to meet growing consumer demand for trendy colors, patterns and designs.

The Sweet Memories collection, which hearkens back to the charm and authenticity of old-fashioned floors created via Mirage’s exclusive brushing and staining processes, gets two new colors: Gelato and Peppermint. Gelato is a beige-gray hue that imparts a distinctive, luxurious look ideal for minimalist modern décors, while Peppermint is a pure ash gray shade with hints of mineral streaks.

“It’s a fashionable addition that’s sure to be embraced for its timeless, classic style,” said Brad Williams, vice president of sales and marketing for Boa Franc, maker of the Mirage brand.

Both colors, which are available in maple, feature Mirage’s Classic technology in 3¼- and 4¼-inch widths, or engineered in 5-, 61⁄2- and 73⁄4-inch widths and in locking technology in 45⁄16 inches. Gelato and Peppermint are also available in yellow birch grade in a 4¼-inch width and Cashmere finish.

Next up, the popular Flair collection gets Nightfall, which conveys a rich yet classic look. The new color features velvety brown tones with golden highlights, giving homeowners flexibility in their design options. Like other colors in the Flair collection, Nightall features the natural look of oiled flooring without the maintenance hassles, achieved using Mirage Floors’ ultra-matte, highly resistant DuraMatt finish. Available in maple and red oak character grades, Nightfall comes in widths ranging from 4¼ inches (classic) all the way up to 5-, 61⁄2- and 7¾-inch widths (engineered).

Screen Shot 2017-05-30 at 10.47.23 AMMirage’s Admiration collection gets Cape Cod, a creamy beige Scandinavian-inspired tone that evokes seaside or coastal living. Cape Cod is available in maple and red oak species in 3¼- and 4¼-inch widths; in engineered formats ranging from 35⁄16, 5 and 6½ inches; and in a 45⁄16-inch locking format. It is also available in a yellow birch species in a 4¼-inch width and in a 35⁄16-inch engineered version. All formats feature Mirage’s semi-gloss, Cashmere finish.

Lastly, the Imagine collection gets Driftwood, a new color the company describes as a refined, highly nuanced gray shade that will add structure and character to any décor. “With its cork look and textured surface, this new color is perfect for modern, streamlined interiors,” Williams said.

The Imagine collection, which is designed for active families and pet owners, features a textured surface to help hide scuffing and scratch marks.

Driftwood is available in several species, including maple and red oak, and comes in a variety of widths ranging from 3¼ to 7¾ inches.

In addition to the new colors, Mirage is making select products in planks as long as 82 inches. According to Williams, the new lengths make any room in the house look bigger. Plus, because fewer boards are needed to cover a given area, fewer joints are visible, thereby resulting in a more seamless installation.

Posted on

FCNews announces winners of Charity Football League

January 30/February 6, 2017: Volume 31, Number 17

Screen Shot 2017-02-03 at 3.36.06 PMHicksville—In the fall of 2016 Floor Covering News kicked off its Fantasy Football for a Cause league, which raises money for various local and national charities. Earlier this month checks were distributed to each of the participating manufacturers to forward along to their respective charities and causes.

Following is a breakdown of the winners:

Salesmaster won first place and a total of $13,000 for its charity—The American Cancer Society.

Mohawk Commercial earned second place with a total of $11,250 for its charity—Susan G. Komen.

Coverings took home third place honors with a total of $6,500 for its charity—The Ceramic Tile Education Foundation.

FCNews won fourth place, initially raising $6,750 for its charity, Long Island Cares Food Bank, but raised the amount to $10,000.

Raskin Industries took home fifth place honors raising $4000 for its charity, The Melanoma Foundation.

Mohawk Residential came in sixth place with a total of $1,500 for its charity, Sunshine on a Ranney Day.

Nonn Flooring earned seventh place with a total of $2,750 for its charity—The MS Association of Wisconsin.

DriTac Adhesives took home eighth place honors with $2,250 for its charity—Habitat for Humanity of NYC

Metroflor came in ninth, raising $1,500 for its charity—The Crohns and Colitis Foundation of America.

Mirage came in tenth with $500 for its charity, St. Judes Children’s Hospital.

Posted on

Mirage launches longer board lengths

P06585_Mirage_outil-longueur-EN_v13Saint-Georges—Mirage has launched new board lengths up to 82 inches (2,086 mm) for décors that are larger than life.

The new lengths represent an average increase of 25% for Mirage Engineered 5-inch (127 mm) and 6.5-inch (165 mm) widths, with all the authenticity of wood at its very best. The new lengths make any room in the house look bigger, and because fewer boards are needed to cover a given area, fewer joints are visible. The final results speak for themselves, with a look that’s even and opulent.

The new board length is yet another response from Mirage to the most exacting requirements in interior design. “The trend towards longer boards has continued this year,” explained Brad Williams, vice president of sales and marketing at Mirage, the manufacturer Boa-Franc. “Increasing our board lengths—up to 82 inches now—supports that trend. It’s wood at its best, now available in more flooring types.”

The new lengths are available for all 5-inch (127 mm) and 6.5-inch (165 mm) width Mirage Engineered floors as well as the 7-3/4-inch (197 mm) width launched in 2016.

Posted on

Executive Forecast: Wood—Changing demands drive innovations at manufacturer level

December 5/12, 2016; Volume 31, Number 13         

By Reginald Tucker


In much the same way that technological advances in wood flooring manufacturing paved the way for surface texturing, finishing options and new engineered offerings in 2016, the latest round of innovations are generating excitement for the coming year. Suppliers see 2017 as an opportunity to step up their respective capabilities as a means to further differentiate themselves while increasing market share.

Todd Gates, VP, residential sales, DuChateau
screen-shot-2016-12-16-at-10-00-47-amWhat is your projection for category growth next year?
We anticipate 2017’s growth will outpace last year’s industry-wide growth of 6.6%. There are obvious potential variables such as the direction of the economy in the wake of the election.

What segments and/or products will fuel this growth?
Trends in this fashion industry still point towards the longer, wider format planks that are often referred to as the “European” looks. These formats suggest the engineered wood products will enjoy a larger portion of the overall hardwood growth.

What is the predicted growth of your company in 2017?
From a fashion perspective, we are ideally positioned going into 2017. As we increase our product offering and expand into additional markets, we are confident we will outpace the industry growth.

What is the “X factor” that will impact business next year?
For better or for worse, the security and the economic impact of the recent election.

Where do you see opportunities for next year? Challenges?
Investment in the people and the culture that drives and defines our business, our family and our employees. The most successful companies globally are those who don’t look past their own people.

What are some of your biggest initiatives for 2017?
Additional product offerings, retooling of our presence in the retail showrooms, expansion into new territories and a dedicated commercial sales team.


Neil Poland, president, Mullican Flooring
screen-shot-2016-12-16-at-10-00-53-amWhat is your projection for category growth next year?
I expect to see between 4%-5% growth in hardwood flooring in 2017.

What segments and/or products will fuel this growth?
The housing market will continue to strengthen, although single-family starts and completions remain more than 20% lower than the historical average. Engineered flooring will lead the growth as housing should grow more rapidly in Sun Belt markets.

What is the predicted growth of your company in 2017?
We anticipate Mullican Flooring will see growth between 8%-10% next year.

What is the “X factor” that will impact business next year?
Single-family housing construction continues to be the question mark. We are hoping to see this segment increase. I would love to see starts accelerate to one million single-family homes in 2017.

Where do you see opportunities for next year? Challenges?
We believe that the Made-in-America movement will continue to gain momentum. Progressive retailers should develop stronger programs within their stores to promote our products made in the U.S.

What are some of your biggest initiatives for 2017?
We will continue to fine tune our product lines, adding new products on the front edge of wood flooring design trends.


Paul Rezuke, VP, residential sale, USA, Wickham Flooring
screen-shot-2016-12-16-at-10-00-58-amWhat is your projection for category growth next year?
We are confident that if interest rates remain constant, and the economy continues to be positive, the expected growth will be in the 6%-10% range.

What segments and/or products will fuel this growth?
We have seen a steady shift from solids to engineered and we stand ready to be positioned to service our customers.

What is the predicted growth of your company in 2017?
We have targeted 10% growth for 2017. It will be a transitional year for Wickham Flooring, especially as we move to introduce our engineered platforms to keep up with customer demand.

What is the “X factor” that will impact business next year?
We’re in the process of fine tuning our engineered production. The “X factor” for Wickham will be our ability to have the line fully functional in 2017.

Where do you see opportunities for next year? Challenges?
Our opportunities will derive from our increased expansion into the U.S. market, along with the successful implementation of new products. Our challenges will be hiring the right people to represent our brand and lines.

What are some of your biggest initiatives for 2017?
We have invested over $7M in a new state-of-the-art engineered flooring line. Our plan over the next 12-24 months will be to align our engineered lines with our solid lines.


Brad Williams, VP, sales and marketing, Mirage
screen-shot-2016-12-16-at-10-01-05-amWhat is your projection for category growth next year?
Our expectation is that the hardwood category will grow at 4%-6% rate in 2017.

What segments and/or products will fuel this growth?
Unique, value-added products in engineered platforms will continue to fuel this growth. There will continue to be a shift into wider width products. However, the look will be one of the main drivers.

What is the predicted growth of your company in 2017?
Our predicted growth is to grow at the same rate of the overall industry or 4%-6%.

What is the “X factor” that will impact business next year?
The issue is whether consumers will have the confidence in the current economic and political climate to invest in residential replacement or buying a new home. If so, they might opt for cheaper products in other categories.

Where do you see opportunities for next year? Challenges?
The opportunities for us are within our current network. We want to continue to stay focused on our customers and giving them the best service possible. We don’t want to give them reasons to go elsewhere.

What are some of your biggest initiatives for 2017?
Wider width and longer length offerings will continue to be a strong initiative for us. Color, texture and finish will also be at the forefront of our innovations.

Posted on

Compliance: Manufacturers reinforce their commitment to health, safety, environment

October 24/31, 2016: Volume 31, Number 1

screen-shot-2016-10-31-at-4-26-51-pmWhen the CBS program “60 Minutes” ran its initial expose on Lumber Liquidators and problems associated with imported laminate flooring from China in 2015, ripples echoed through the marketplace. On one hand, consumers voiced their concerns about product safety, calling into question the credibility of a retail brand name they had come to know and trust. At the same time, specialty floor covering retailers doubled down their efforts to work more closely with suppliers and vendors to ensure the products they sourced and developed did not poise health risks to customers.

Manufacturers, for their part, responded immediately by providing chain-of-custody documentation as well as relevant environmental and operational certifications to demonstrate their compliance with regulatory statutes pertaining to the production of laminate as well as engineered hardwood flooring products. Many companies also saw the situation as an opportunity to promote the advantages of domestically made products.

While there was no similar “lightning rod” environmental issue dominating headlines in 2016, responsible suppliers are not resting on their laurels. Rather, many are taking the opportunity to reinforce the message that they are continuing to meet or surpass the guidelines and federal/local regulations governing the manufacturing of engineered floor coverings. Following are some examples of how suppliers are keeping it clean by meeting or exceeding environmental compliance standards.

American OEM
American OEM is proud to say its products are “American-made to American standards.” Why? Because it is the company’s belief that American manufacturers are held to a higher level of expectations—from consumers, the government, American competitors and trade associations. In fact, American OEM recently announced it is CARB 2 exempt due to the fact that it has consistently tested within compliance over time.

In addition, American OEM management sits on the boards of directors of the National Wood Flooring Association, the Hardwood Plywood and Veneer Association and the Hardwood Federation. American OEM actively engages with these associations to understand and follow best industry practices. It uses their labs for testing and manufactures according to their standards, ANSI/HPVA EF 2012. The company advocates alongside its peers for industry positions within the D.C. establishment. It was involved in the industry’s efforts to engage with CARB to develop a practical and enforceable formaldehyde standard. American OEM also supports industry engagement with the EPA to adopt a similar standard for the rest of the country, which it believes will be coming in the near future. The company believes a minimum level of compliance is a good thing for the industry because it instills trust that its products are safe as well as beautiful and durable.

Armstrong has been in business over 150 years and has always stood by its products, making and selling flooring with integrity. Each company is different and, like anything else, it would be wrong to assume all manufacturers, Chinese or domestic, behave the same way. The best way to demonstrate compliance is through testing. In the case of laminate, Armstrong sources product for both Armstrong and Bruce brands. They are made to company specifications, which require adherence to all environmental, health and safety regulations, including formaldehyde emissions, U.S. Federal government mandates and state regulations such as the California Air Resources Board (CARB 2). Armstrong’s suppliers have their products tested at independent certified labs and then regularly provide the test results.

Armstrong only accepts products that are certified to meet CARB requirements. In addition, on an annual basis the company randomly tests its products at the Hardwood Products Veneer Association (HPVA) lab in Virginia for Occupational Safety and Health Administration requirements. As always, Armstrong is committed to providing the best quality, safest products by taking the steps necessary, including meeting and even exceeding regulatory requirements.

Armstrong has supply agreements in place requiring suppliers to follow CARB regulations. In addition to those agreements, the company is committed to taking actions to make sure it sources compliant products, has certificates and labels product properly. To support these initiatives, Armstrong has sourcing managers on the ground in China and product stewardship personnel in Lancaster, Pa., who ensure product compliance and regularly monitor that testing and certifications are up to date.

Johnson Hardwood
screen-shot-2016-10-31-at-4-26-45-pmJohnson Hardwood only sources from responsibly harvested forests in the U.S., China, Brazil and Canada. Government regulations in all of these countries have become much more stringent over the last decade, and Johnson Hardwood supports their efforts to protect their forests. China’s Council for International Cooperation on Environment and Development regulates sustainable development through environmental policy and reform. There are Six National Key Forest Programs regulated by China’s State Council that include the promotion of economic development, natural resource management and environmental protection, taxation and regulation of timber markets as well as international trade and investment.

“Years ago, there were many doubts about products produced in China,” said Bill Schollmeyer, CEO of Johnson Hardwood. “As quality and design improved, those concerns were pretty minimal. There was an uptick in questions about formaldehyde when the Lumber Liquidators story broke [in 2015], but I feel the impact against the more legitimate, well-known companies like Johnson was pretty minimal. It’s probably a different story for smaller, unknown companies.”

Similarly tough standards are also enforced in other countries. For instance, to comply with global sustainability, Brazil adheres to forest certification as regulated by the Forest Stewardship Council. Meanwhile, Canada’s forest and lumber industry is regulated by the Canada Environmental Protection Agency. The United States, through the enactment of the Lacey Act, has helped other countries by preventing the importation of any hardwood product that is not legally harvested according to the rules of its country of origin. The Lacey Act requires end users of endangered wood to certify the legality of their supply chain all the way to the trees. If an importer knowingly imports tainted wood that has been illegally cut down for lumber, they may face enforcement by the Environmental Investigation Agency and the U.S. Department of Justice.

Long before it became fashionable, Lauzon made a commitment to building a business around environmental and social responsibility. Lauzon set out to rigorously adhere to forestry stewardship best practices and hold itself to the highest environmental standards. As stewards of nearly 2 million acres of forest, Lauzon carefully plans and executes all of its harvests and works tirelessly to do things right, from forest to floor.

Whether Canadian or imported, Lauzon chooses only wood sourced from sustainably managed forests. Lauzon’s portfolio even includes a selection of FSC-certified products such as its Canadian hard maple, which boasts one of the shortest carbon trails in the industry. Lauzon is also ISO 14001 certified for environmental management practices and Rainforest Alliance Certified, which guarantees the product purchased has been grown and harvested according to environmentally and socially responsible practices. In addition, the company’s state-of-the-art sawmill allows it to precisely calibrate production for high yield use of every block of wood.

To minimize the environmental footprint, Lauzon implemented a zero waste policy.

All of Lauzon’s hardwood floors are manufactured without solvents, VOCs or formaldehyde, are fully compliant with CARB 2 and meet the strictest standards for toxic emissions. Lauzon flooring has been tested according to ASTM E1333-02 standards for formaldehyde emission, and the results indicate an emission level so low it is barely within the detection limit of 0.003 ppm.

All applicable Mannington flooring products comply with the California Air Resource Board’s (CARB) Airborne Toxic Control Measure (ATCM) 93120 Title 17, California Code of Regulations, and meet or exceed CARB 2 standards. The vast majority of Mannington flooring is also FloorScore IAQ certified, which means the products are independently certified by Scientific Certification Systems to comply with the emissions criteria of the California Section 01350 program. Both CARB and FloorScore test for formaldehyde. Any product that has met these stringent standards is considered a low-VOC product that will contribute to good indoor air quality.

Looking at individual product categories, Mannington laminate flooring is 100% made in the U.S. at its manufacturing facilities in North Carolina. The products are certified to a standard set by the North American Laminate Flooring Association (NALFA) called the NALFA LF-01 standard. In the hardwood category, more than 80% of Mannington’s engineered hardwood products are made in the U.S. at its manufacturing facilities in Alabama and North Carolina. All domestically produced Mannington hardwood products are FloorScore IAQ certified while all imported hardwood flooring products have been tested and comply with CARB 2. In resilient, Mannington sheet, Adura and porcelain do not contain formaldehyde. Furthermore, all three product categories have been certified to the FloorScore IAQ standard.

Mannington has a long-standing commitment to quality and safety. All of its products have passed third-party environmental testing and meet or exceed the highest standards in the industry.

Mercier Generations products are Greenguard Gold Certified—the highest environmental certification on the market—and are made using 100% pure soybean oil. Mercier Generations flooring passes stringent environmental tests at every step in the finishing, dying and varnishing process in order to meet that standard. The Greenguard Gold Certification requirements comply with California’s Department of Public Health Services Standard Practice for Specification Section 01350 (California Section 01350) for testing chemical emissions from building products used in schools and other environments. Formerly known as Greenguard Children & Schools Certification, the standard offers a strict certification criteria, considers safety factors to account for sensitive individuals and ensures a product is acceptable for use in environments such as schools and health care facilities.

Beyond that, every adhesive used in Mercier’s engineered products are free of urea-formaldehyde and hardwood plywood used in Mercier’s engineered products are CARB 2 compliant. In addition, laboratory tests reveal that Mercier Generations finish does not have any formaldehyde emissions and performs beyond the LEED norm and the environmental certification choice program regarding VOCs.

Since 1983, Boa-Franc, the makers of Mirage hardwood floors, has advocated a management policy based on five fundamental values: passion, innovation, integrity, commitment and respect. At Mirage, everything is done with one eye on sustainable development because the company firmly believes there is no better way to meet the needs of the present without compromising the ability of future generations to meet their own needs. Its corporate values and strategies were geared toward sustainable development from the very beginning.

Some examples of this stewardship in sustainability measures include the procurement from vendors who practice responsible forestry methods according to the Lacey Act. In complying with this law, Mirage makes international environmental protection a priority as part of its approach to sustainable development. The Mirage brand guarantees customers peace of mind by providing them with hardwood floors made from natural resources that are soundly managed and legally harvested.

Furthermore, all Mirage products are manufactured in North American facilities, which enables complete control in all facets of production, including meeting implemented ISO-9001 standards. Mirage products are also FSC certified, meaning the raw materials used in the manufacturing process have been inspected and legally harvested in non-genetically modified forests where traditional and civil rights are respected.

Mohawk’s commitment remains to responsibly manufacture and provide the highest quality engineered hardwood and laminate floors that meet strict U.S. guidelines. Products across the Mohawk Hard Surface, Quick-Step, Columbia, Century and Pergo portfolios have earned the following health and sustainability certifications: CARB Phase 2, NALFA and FloorScore. In addition, all of Mohawk’s hardwood flooring is Lacey Act compliant, ensuring the timber used is responsibly harvested from sustainable forests, and Appalachian Hardwood Manufacturers (AHMI) has verified data from the U.S. Forest Service that Appalachian Hardwood Territory timber—which Mohawk uses in select hardwood flooring lines—is sustainably certified.

At Mohawk, it is a priority to make certain the products retailers receive surpass the most rigorous testing. Mohawk, Quick-Step’s Q-Wood, Pergo, Columbia and Century domestically produce engineered hardwoods utilizing technologies such as PureBond, an innovation that replaces formaldehyde adhesives traditionally used in the manufacture of engineered wood products and eliminates formaldehyde emissions associated with UF adhesives. Also, Quick-Step, Pergo, Columbia and Mohawk’s patented glueless Uniclic Technology provides fast, easy installation of laminate planks without adversely impacting indoor air quality.

Shaw Floors has a long-standing commitment to sustainability, and it carefully considers the impact of its products throughout their lifecycle on the environment and on society. Shaw examines the ingredient materials, the impact of its supply chain, the use of natural resources, and the ability to recover and recycle its products. The company manufactures many of its own products and sources from strategic partners in the U.S. and internationally to offer a broad portfolio of products to meet diverse customer preferences. In doing so, the company sets high standards for itself and its suppliers. Shaw takes numerous steps to verify that its products—regardless of where they are manufactured or who makes them—meet customers’ high expectations. These steps include: performing manufacturing site inspections to ensure suppliers meet the same high-quality standards Shaw observes; setting raw material specifications that restrict the use of certain chemical substances of concern; and ensuring all products meet the indoor air emissions requirements of California Department of Public Health (CDPH) Standard Method V1.1 (2010).

screen-shot-2016-10-31-at-4-31-00-pmShaw laminate and engineered hardwood products are third party tested and meet or exceed CARB 2 requirements. These include CARB 2 and GREENGUARD Certification, which gives assurance that products designed for use in indoor spaces meet strict chemical emissions limits, including formaldehyde. All of Shaw’s hardwood and laminate products—regardless of where they are manufactured—are independently verified by Underwriter’s Laboratories as part of its voluntary participation in the GREENGUARD program. In addition, Shaw also has its products assessed for material health and other sustainability attributes under the voluntary Cradle to Cradle Certified Products Program. Shaw’s laminate products are in the process of undergoing C2C certification assessment. Lastly, Shaw maintains compliance with Lacey Act, which stipulates that wood must be legally sourced, harvested and delivered.

Wickham Hardwood Flooring puts a strong emphasis on the issue of compliance.

Located just outside of Drummondville in Wickham, Quebec, the company has always been committed to looking out for the environment and its customers’ well being and peace of mind since its inception in 1989. That peace of mind comes from working with some of North America’s most reputable lumber suppliers over the past 25 years—companies that stand behind their products and have gained a level of trust that is so important in today’s marketplace. Many of Wickham’s lumber suppliers are FSC certified and practice the highest standards of sustainable forestry.

Wickham flooring is produced entirely in North America, where forest management and timber production are subject to the strictest environmental laws and regulations in the world.

Customers can rest assured knowing not only where Wickham obtained its flooring, but that the company was able to keep track of each and every load. In addition, Wickham Hardwood Flooring has continued to stay on the forefront of the newest and safest finishes the industry has to offer. The company has chosen two prominent companies to partner with on its oil finishes—Akzo Nobel and Woca. Akzo and Woca are widely known as innovators and manufacturers of the best finishes. The Woca UV oil finish, for example, features plant-based oils and zero VOCs, while the Akzo Nobel UV finish Wickham uses on all its smooth floors boast the lowest VOCs.


Posted on

Mirage expands distribution partnership with All Tile

Screen Shot 2016-08-16 at 9.49.36 AMSt-Georges, Quebec—Mirage recently announced a new expanded distribution partnership with All Tile in the Midwest.

Effective Nov. 1, All Tile’s single source trading area for Mirage Flooring will be expanded to include North Dakota, South Dakota, Minnesota, and all of Wisconsin. Between now and Nov. 1, 2016, Mirage will be available from both All Tile and T&G Flooring in those states.

All Tile has been a Mirage distributor since 2007, servicing Nebraska, Kansas, Iowa, Missouri, eastern Wisconsin, northern Indiana, Illinois and Michigan.

“This is a great opportunity to provide a high level of quality service with outstanding customer service, inventory and technology to Mirage customers and help them selling the top quality hardwood flooring brand on the market,” said Bob Weiss, All Tile president. “We are very happy about extending our partnership with Mirage to a new territory.”

Chris Thompson, vice president of sales and marketing for Mirage, added, “This market is very important for Mirage and we believe that All Tile’s dedication and leadership in value-added service will bring growth to the dealers in place.”

Posted on

Mirage announces spring 2016 rebate sale

Mirage promo visualSaint-Georges, Quebec—Mirage announced that its spring 2016 rebate sale wil take place March 21-May 14 at all participating Mirage dealers in the U.S. and Canada, excluding Quebec.

Consumers will receive a $0.50/sq. ft. rebate on Mirage flooring during this promotion. This offer is valid on all Mirage Classic, Mirage Engineered, and Mirage Lock products, regardless of species, color, or width. “Spring is the perfect time to begin a remodeling project or new construction, so this event comes at a perfect time,” said Luc Robitaille, vice president of marketing for Boa-Franc, manufacturer of the Mirage brand. “It is a great opportunity to save big while enjoying the quality Mirage floors are known for.”

Nearly 2,000 Mirage Maestro dealers throughout North America are participating in this event. For the rules and a list of participating dealers, visit

Posted on

Mirage refreshes its website

Mirage-Hardwood-LogoSaint-Georges, Quebec–Mirage has announced the launch of its new website (, which is optimized for standard and mobile platforms and automatically adapts to the user’s interface.

The company said the content-rich site is a complete tool that makes it easy to explore the world of hardwood flooring and the distinctive features that make Mirage’s hardwood floors a benchmark of quality in North America. The site layout is visual, ergonomic, and intuitive, making it easy to find information.

“For many consumers, a hardwood floor is something they’ll only purchase once in a lifetime and they want to be sure they’re making the right choice, in terms of both look and quality,” said Luc Robitaille, vice president of marketing at Boa-Franc, manufacturer of the Mirage brand. “With the many species, colors, textures, widths, and finishes available, the possibilities are almost endless.”

Mirage’s new website was designed to provide consumers with the information and tools to choose the hardwood flooring that best suits their needs and lifestyle. The company refreshed the process for ordering samples and maintenance products online and made its dealer locator function more seamless.

Posted on

Mirage to expand product selection

Screen Shot 2016-01-04 at 10.36.29 AMSaint-Georges, Quebec—Mirage, the hardwood flooring brand of Boa-Franc, will expand its product lineup while meeting stringent quality and design requirements this year. Mirage will showcase the authenticity of wood with the addition of 7 3/4-inch widths in its most striking collections: Imagine, Flair and Sweet Memories in Maple, Red Oak and White Oak.

Two new colors have been added to the Sweet Memories collection: Treasure and Tree House. Treasure is an ash gray with slightly darker accents while Tree House blends brown with gray highlights to deliver a fresh new take on classic taupe.

White Mist, a subtle off-white, is being added to the Flair Collection, which delivers the chic, rustic look of oiled hardwood floors without the hassles of regular oil application thanks to DuraMatt, a durable and ultra-matte finish.

Posted on

Spring ahead with seasonal promotions

March 30/April 6, 2015; Volume 28/Number 19

By Nadia Ramlakhan

karastanpromoAfter weeks of below-freezing temperatures, snowstorms and icy roads, the floor covering industry is ready to make a comeback. Just in case the warmer weather isn’t enough incentive to get shoppers in the buying mood, both manufacturers and retailers are welcoming the season with sales in an effort to attract customers.


Couristan’s annual Outdoor Living Merchandising promotion runs through June 30, offering deals on a number of outdoor and indoor area rugs. In addition, the promotion features two merchandising display options designed to help drive summer sales.

The Without Walls unit showcases all 13 of Couristan’s weather-resistant area rug collections and holds 40 2 x 4 area rugs, giving retailers the ability to customize their assortments while allowing consumers to browse easily. An optional base with wheels is also available for easy movement between outdoor and indoor retail spaces.

The Outdoor Living merchandising display box comes free with an order of 20 rugs from the Afuera, Monaco, Dolce, Five Season, Recife, Tides, Cape or Urbane collections.

Flooring America

Flooring America is holding its Hard to Beat Flooring Sale, featuring select hard surface products at a 30% discount until April 26. Consumers who spend $1,500 on hard surface products will receive a free iRobot Braava and 18-month financing.

“This promotion has caused an incredible amount of excitement throughout our membership,” said Keith Spano, president. “Our partnership with iRobot differentiates us from other retailers and clearly lets the consumer know that Flooring America and Flooring Canada are the destinations where fashion and technology come together.”

The Your Style, Your Way savings event will run during May and June, and offers up to 50% off on select Tigressa Softstyle, Tigressa Cherish and the new Tigressa H20 product lines. Consumers can also save up to $500 on an accompanying hard surface purchase, plus 18-month financing.


The promotional period for the annual National Karastan Month will run from April 23 through June 8. The company is providing its retailers with extensive resources to showcase the brand’s signature styling and help attract customers, including national and retail advertising such as ready-to-use images, newspaper ads, magazine ads, direct mail inserts, radio scripts and web-based promotions. Also available are point-of-sale kits, finance offers, social media content, lead generation support and a cushion offer. In addition, the sale features manufacturer rebates for the consumer and product discounts on the season’s most popular trends.


Mirage Promo PHOTOBeginning March 30, the Mirage Spring 2015 Rebate Sale will take place at nearly 2,000 retail locations throughout the U.S. and Canada through May 23. Consumers will receive a $0.50-per-square-foot rebate on all standard Mirage hardwood floors, including Mirage Classic, Mirage Engineered and Mirage Lock products regardless of species, color or width.

“Spring is the perfect time to begin remodel projects and new construction, so this event comes at a perfect time,” said Luc Robitaille, vice president of marketing for Boa-Franc, manufacturer of the Mirage brand. “Thanks to the rebate offered on all of our flooring during this sales event, it is the time to save big while enjoying the quality Mirage floors are known for.”


Mohawk’s annual Love Your Floor spring sale will run from March 27 through May 11 and is available exclusively for Floorscapes and ColorCenter retailers. The promotion offers product discounts and cushion options, cash-back incentives, consumer financing and enhanced Mohawk Infinite Reward points for RSAs. The company is also extending a full mix of national and local advertising support and updated point-of-sale kits to promote in-store.

According to Mike Zoellner, vice president of marketing services for Mohawk, stores that participate in Mohawk promotions historically show an increase in sales. “Retailers who participated in the fall Mohawk Anniversary Sale reported eight times the sales increase of non-participating retailers.”


Invista has launched its 2015 Sit, Stay & Save Event for retail specialty stores. Until July 31, retail flooring specialty stores across North America can host this exclusive promotion designed to increase foot traffic and push sales, as well as generate community involvement. The event gives retailers the opportunity to hold a Stainmaster carpet sale in conjunction with a pet adoption event at their stores.

Invista will send participating stores a comprehensive merchandising kit containing POP and advertising materials, and will help them partner with a local ASPCA-affiliated pet shelter to host an adoption event on the day of the sale. Retailers can register online at


Through its Capture the Spirit program, Shaw is offering its dealers and RSAs several roll and pallet promotions as well as extra earning incentives. Shaw’s spring promotions are designed to drive the sales of its new introductions and programs such as Caress Patterns, Anso Color Wall and Life Happens with LifeGuard backing.

“We want our dealers to take the spring promo opportunity to engage with those new introductions to help drive their businesses as well,” said Heather Yamada, director of consumer marketing and merchandising. “It’s our chance to teach and show the innovative design and technology that make this year’s intros so valuable for business.”

Deals for consumers

carpetlandusapromoWhile reaping the benefits from manufacturer promotions, retailers are also touting deals for their customers. For some, this season’s sales are a way to increase foot traffic after being forced to close due to snow days. “We’re hoping that everything is going to pan out,” said Gary Brown, owner of Carpet One Floor & Home in Springdale, Ark., whose spring promotions will focus on Relax It’s Lees carpet and Made in America hardwood. “We had a very strong January. February started really well, then the snow slowed things down a little bit. But I’m expecting a very strong first quarter.”

Brad Coty of Carpet Brokers of Missoula in Missoula, Mont., said after a long winter, people want to buy once the sun starts shining. “We always hold sales in the spring because it’s also tax return season, so if customers are thinking about doing something major in their homes it’s usually when they get that big check.” Coty makes spring cleaning easier for customers by offering 15% off carpet cleaning in March.

Aside from discounts on products and merchandising tools, other retail locations are offering labor and financing deals. At Carpetland USA in Davenport, Iowa, free labor is offered on any carpet purchase, excluding remnants and commercial grade, along with one-year no interest financing up until March 28. Other offers include 30% to 60% off hard surface materials and 25 free square feet of tile, hardwood, laminate and LVT with a purchase of 100 square feet.