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Swiff-Train supports Hurricane Harvey relief efforts

Swiff-Train_TexasStrongGraphicHouston—Swiff-Train announced it is providing relief for Hurricane Harvey victims. The Texas-based company had three of its distribution centers endure the hurricane. Despite extensive damage to employees’ homes and property, all personnel are safe and distribution operations are back to normal.

In addition to rallying company team members from all over Texas to help in multiple aspects, Swiff-Train has established a YouCaring fundraising account to raise funds for the recovery efforts. To donate, visit

Swiff-Train has also created product, display and showroom floor promotions to assist its customers with showrooms needs.

“The tremendous support from our business partners and vendors has been instrumental in our non-stop efforts to meet the supply demands,” said Shane Calloway, vice president of sales. “Swiff-Train is dedicated to supporting the storm victims through inventory, merchandising and teamwork.”

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Mohawk makes the finish line at Ironman 70.3 World Championship

2Finish Line_Durkan Synthesis Ripple PDI carpetingCalhoun, Ga.—Mohawk Industries, an official supplier of the 2017 Ironman 70.3 World Championship, will be supporting some of the world’s most elite athletes as they gather Sept. 9–10 in Chattanooga, Tenn., for the competition of their lives. More than 4,500 athletes representing more than 90 countries, regions and territories and ranging in age groups spanning 18 to 89 will participate in the world-famous long-distance triathlon.

Mohawk Group’s Spectrum V30 commercial broadloom carpeting in Blaze Red will greet participants at all transition areas. Competitors completing their race will stride across a finish line covered in Durkan Synthesis Ripple PDI carpeting featuring Ironman 70.3 and Mohawk Industries logos.

“Competing in an Ironman 70.3 is a true challenge for athletes seeking to push their limits,” said Michel Vermette, president of Mohawk Group, the commercial division of Mohawk Industries. “We at Mohawk believe in better and understand that commitment to excellence. Our flooring products stand for the relentless pursuit of durability and outstanding performance. As the leading global flooring manufacturer, Mohawk is honored to support these amazing athletes and to partner with a world-class name in sports, health and fitness.”

Mohawk will not just be providing the carpet. Employees have volunteered to spend a portion of their weekend to staff one of the aid stations along the racecourse. There they will distribute water and nutrition while cheering on athletes as they take on a 1.2-mile swim, 56-mile bike ride and 13.1-mile run.

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Tuftex dealers thrive on West Coast styling, sales support

July 3/10: Volume 32, Issue 2

By K.J. Quinn


Screen Shot 2017-07-10 at 3.34.36 PMThe West Coast has earned a reputation over the years for being at the forefront of carpet styling. Tuftex, Shaw Floors’ premier residential brand, is among the California mills taking the lead creating fashionable designs based on regional preferences and trends.

“Being on the West Coast gives them an edge for us, not only because they are local but also because they are constantly getting feedback from local designers and retailers on trends, colors, etc.,” said Dan Mandel, co-owner, Sterling Carpet and Flooring, Anaheim, Calif. “They are our biggest cut order mill by far.”

A key distinction is the Los Angeles-based mill’s innovative carpet styles, retailers say. “Tuftex offers a great color selection with a high emphasis on trending style and design,” said Deb DeGraaf, owner, DeGraaf Interiors, Grand Rapids, Mich. “Their location on the West Coast keeps them on the edge of style.” Earlier this year, Tuftex launched 13 eye-catching introductions to its Signature collection—from high-end textures and elegant patterns to exotic cables and shags—drawn on West Coast inspiration.

The mill’s unique brand personality stands out from other carpet collections based on its West Coast influence. For instance, part of the color schemes and designs are influenced by the surrounding environment where Tuftex is located, an area featuring great weather, plus desert, ocean, mountains and an outdoor lifestyle. “Tuftex is always on the cutting edge of fashion and design,” Mandel said. “They are not just a mill to me; they’re an innovator.”

Indeed, Tuftex has created its own segment in the marketplace, offering designs that bring color, warmth and fashion to the home. “I have had the pleasure of spending time at the mill on three different occasions,” noted Steve Weisberg, president, Crest Flooring, Allentown, Pa. “And each time I came away with the feeling these people truly care about what they’re doing and how they go about creating art for the floor.”

Tuftex retailers also like the fact the manufacturer provides a wide array of trendy patterns and colors for consumers shopping for something different. “We are from Michigan and sometimes the trends take a bit longer to grab hold,” DeGraaf pointed out. “But Tuftex makes sure we have great options for our clients who want to get a jump on things.”

Tuftex continues to make investments to help retail customers grow their carpet business. “They help make us money by consistently helping us drive business day in, day out,” Mandel said. “Not only do they come up with proven plans to steer consumers to their product, but they are in front of our RSAs all the time showing the features and benefits of why their product stands out above the rest.”

DeGraaf agreed, adding, “The extensive number of patterns at various price points allows us to choose stock rolls for every budget, giving the customer a great value while also enabling us to make a healthy margin.”

Indeed, Tuftex is committed to providing excellence in quality, design, service and value. “As part of Shaw Industries, Tuftex provides quality carpet and outstanding service,” said Sam Levine, CEO, G. Fried Carpet, Paramus, N.J. “And because of the integrity of the company, our customers get a quality product.”

Dealers also report Tuftex backs its products with an array of support and point-of-sale services. “Buying stock of their products gives us leverage over cut orders,” noted Todd Wheeler, owner, Wheeler’s Flooring, Salinas, Calif. “Also, their semi-annual promotions and the fact they produce quality products at a fair and competitive price.”

These and other services are designed to help dealers maintain a competitive edge. “Many of their products are unique and, therefore, allow for more margin,” Crest Flooring’s Weisberg said. “Their newer displays really generate interest in the product and create the boutique feel that I believe people are drawn to in the showroom.”

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Novalis, partners support worthy cause

Coalition helps flood-ravaged Louisiana communities begin rebuilding process

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

By Reginald Tucker


For a storm with no name, it sure inflicted a lot of destruction on Baton Rouge and surrounding areas.

Screen Shot 2017-03-31 at 11.06.01 AMThe storm rolled in on Aug. 12, 2016, with more than three times the amount of rainfall than Hurricane Katrina, the massive superstorm that ravaged Louisiana back in 2005. Over the course of three days, 146,000 homes were flooded, thousands of businesses went under and 13 people lost their lives.

While the state of Louisiana is no stranger to hurricanes, this area in particular has not historically been associated with massive flooding. The storm forced thousands of Louisianans into shelters when their homes were destroyed. Since many people who were affected did not reside in “high flood risk areas” they were not required to carry flood insurance.

But sometimes the worst of times brings out the best in people. In the wake of the natural disaster, Novalis Innovative Floors reached out to its distributors and dealers serving the area to explore ways in which it could lend a hand.

Angie Alexander, national sales manager, flew to Baton Rouge in the immediate aftermath of the storm to assess the damage with Pat Barker, outside sales representative of Crescent Hardwood Supply, the Novalis distributor in the area. They met with David Iles, president and co-owner of The Floor Store & More, a Carpet One dealer in Denham Springs, La., who sustained significant damage to both his home and his store. Together they toured the area, riding through neighborhoods devastated by the flooding and listened to the gut-wrenching accounts of the residents and business owners who were affected.

“I knew we needed to do something to help this area,” Alexander recalled. With the go-ahead from John Wu, CEO of Novalis, she was able to provide as much close-out LVT as possible to help as many as possible in the area.

Soon thereafter, a “partnership of recovery” between The Floor Store & More, Crescent Hardwood Supply and Novalis was forged to begin the long rebuilding process for people in Louisiana.

Iles spearheaded the coordinated effort and floor installations, while Novalis provided all the new LVT. Crescent provided new displays to affected dealers along with the shipping of thousands of dollars worth of Novalis LVT inventory to Baton Rouge.

“We were just the vessel; John and Angie from Novalis were the ones who stepped up,” Iles said. “I can’t say enough about what Novalis did to help our community.”

While his store is back up and running, Iles says there’s still a lot of work yet to be done. He estimates it will take at least three years before everything returns to normal. “We’ve seen this kind of destruction before on TV, but it’s not the same until it happens to you,” he told FCNews.

The Federal Emergency Management Agency (FEMA) provided trailers for the residents who lost their homes. But it was clear additional assistance was needed to begin repairing homes and businesses.

“The stories and the devastation are heartbreaking,” Alexander said. “Many put a priority on rebuilding their businesses—their only source of income—before fixing their own homes. At least we’ve been able to remove the costly burden of a new floor for both their home and business. And for that, these hard-working people are so grateful.”

One of those people includes Chris Paul, sales manager of Rancher Floor Covering, also based in Denham Springs. He said 90% of the parishes were flooded, and his store sustained significant damage. “Without the help of Novalis, we would have still been working on bare concrete. The company has done so much to not only help us but also many people in our community, especially the elderly.”

Barker also cited Novalis’ largesse. “They generosity they showed was just tremendous. Not only did they replace the flooring for five of my retail customers, but they also took care of the flooring in the store owners’ homes as well. They are a top-notch company and they really made a difference.”

Crescent also stepped up in a big way to help the community. In one case in particular, the distributor worked long and hard with a local church to rebuild a day care facility housing more than 250 children.

Many other residents received aid as well. “It’s a horrible feeling when you have a home you’ve lived in for 45-50 years, and all of a sudden everything is gone,” Barker said. “Many families lost everything because they didn’t have flood insurance.”

Work yet to be done
It took only a few days for the so-called “1,000-year flood” to recede, but officials and residents believe it could take many months or even years to fully recover.

“We’re currently overwhelmed with [rebuild] business,” Paul noted. “Our owner has been working 72 hours a week.”

Crescent Hardwood Supply’s Barker is in the midst of wrapping up what he calls the “first wave” of rebuilds. The next rounds could extend for many more months to come. “We’ve been working closely with dealers like Rancher Floor Covering as well as Smith Building Materials. We’ve developed a camaraderie that will last a lifetime.”

That sentiment extends to Novalis, which often checks in on the progress of those who have become an extended family of sorts. “We felt strongly about coming to the aid of the people of Baton Rouge after hearing the accounts of the devastation,” Wu said. “I believe this experience can serve as an example of how businesses can pull together to help the communities they serve. We were only too happy to play a small part.”