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Anderson Tuftex turns heads in Surfaces debut

February 5/12, 2018: Volume 33, Issue 17

By Ken Ryan and Reginald Tucker

 

Putting the brands together just makes sense because this is how people live in their homes. That’s how Katie Ford, director of brand strategy, describes the thought process behind the combination of the Anderson and Tuftex brands to form one company.

Rest assured, this is not just a merger of brands for simplicity’s sake. “We have reconceptualized both brands, updated the merchandising along with a new website so everything is fresh,” Ford said. “It’s on trend with everything our consumer is looking for. She’s not thinking about hardwood or carpet; she’s thinking in terms of how the overall room is going to come together.”

Retailers got a firsthand look at the combined Anderson Tuftex at Surfaces.

Wood
According to Ford, Anderson’s hardwood offering had somewhat “fallen off over the years and started looking like everything else.” So when the company decided to put the two brands together, she said the goal was to make sure it came out with some bona fide show stoppers. The first is called Fired Artistry, a new design available in four colors. Ford explained the origin of the name: “It’s based on an ancient Japanese wood preservation technique call yakisugi. We paint it black, put the stain on top and then hand sand off an area so you can see the black peeking through the product. It has great board definition as well as a matte, low-luster finish. It’s definitely trending in hardwood.”

Another head turner is Triology, which comprises oak, maple and hickory in one board. By using this combination, Ford said, customers get different patterns due to the grain variation. “When we do the painted technique on top of it, you can see how the different species take the color differently. Everybody wants distressed, time-worn and lived in, and you’re really seeing that look on this product.”

Anderson Tuftex also sees an opportunity to promote more traditional products inspired by old ¾-inch favorites in the line (Bernina hickory and maple). As Ford describes it: “It really goes back to that antique, old-school visual. With its thin strips, it almost looks like an antique floor in an old warehouse. Because it’s not your wide-plank board, it has a timeless feel to it.”

Then there’s Old World, a long/wide board product that Ford calls the “star of the show.” Available in an 8-inch-wide format in lengths up to 72 inches, the line is a fixed-link 6 x 24 herringbone that can be installed in various patterns, including a basket weave. For good measure, the line features a naturally oxidized aging process (NOA) for effect. “It already has great bones; we just added this oxidation process to speed up the aging process to get a look that would naturally occur over time.”

Carpet
Anderson Tuftex showed three lines for 2018, including Tavares and Tanzania, each noted for their patterned cut-pile constructions in Stainmaster Luxurell nylon fiber with SoftBac backing.

This premium brand is not afraid to be bold and edgy. At its booth, Anderson Tuftex installed a distressed concrete visual more commonly seen in hard surfaces. The ability to use advanced technology to create such a look in carpet can also complement the brand’s wood products. Another Anderson Tuftex SKU showcased a 3-D raised medallion. “Our carpet styling is on point,” Ford said.

Anderson Tuftex will be introducing carpet styles in nine design themes in 2018. Products will begin shipping in March.

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Creating Your Space, Google partner at TISE 2018

San Rafael, Calif.—Shail Choksi, Google agency development manager, will be participating in Creating Your Space’s (CYS) panel discussion during the company’s educational seminar at Surfaces 2018, Jan. 29 at 1:40 p.m. The session, “How to Maximize Your Online Marketing Presence,” will focus on the contemporary digital advertising landscape and how businesses can effectively capitalize on these trends. The panel of retail flooring dealers and the Google strategists will be facilitated by Jay Flynn, vice president, CYS.

“Google is excited to join CYS at the Surfaces Expo to educate dealers, manufacturers and brands on the latest trends in digital advertising and the unique opportunities that exist within the flooring space,” Choksi said.

Additionally, the Google team will be joining CYS exclusively in the company’s booth on Jan. 30 for one-on-one pre-scheduled appointments with premier clients. For flooring retailers who utilize Google Paid Search in their businesses to optimize their results, this will be a unique opportunity to work personally with Google experts and the CYS digital marketing team.

“We are excited to have Google working directly with us to ensure our clients maximize their leads from the Google services we manage for them,” Flynn said.

Register for the session at intlsurfaceevent.com/en/Home/REGISTRATION.html.

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Balta to return to Surfaces

Screen Shot 2017-11-21 at 2.51.58 PMSint-Baafs-Vijve, Belgium—Balta Group will be exhibiting at the International Surface Event in Las Vegas, Jan. 30-Feb. 1, showcasing its Balta Carpets and Balta Tiles brands, as well as the arc edition commercial flooring concept. Last exhibiting at the show in 2011, Balta’s return to the show marks a focus on its United States business.

“As Europe’s largest carpet manufacturer, we operate in highly competitive markets and have always used distinct brands to leverage our innovation and product development,” said Geert Vanden Bossche, marketing director, Balta Group. “Now well-established and proven, these brands can help U.S. retailers stand out from the competition, not only through unique products but eye-catching identities that deliver high-impact in store and that dare to be different.”

With a 400-square-foot booth (#5977), Balta Group will demonstrate how its European-made product can provide a unique collection within the American floor coverings sector. Showcasing challenger brands that have a proven track record throughout Europe and the UK, Balta Group aims to prove it is the ideal manufacturing partner for U.S.-based visitors looking for something different.

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TISE changes day format for 2018

TISElogoDallas—The International Surface Event (TISE) dates have shifted to a new day format for 2018. Next year’s event will run Tuesday through Thursday (Jan. 30-Feb. 1), with the education program occurring Monday through Thursday (Jan. 29-Feb. 1). The exposition will feature the latest industry products, materials, equipment and services, including a wide variety of hardwood and laminate flooring, carpet, tools and equipment, natural stone and machinery, all types of tile and much more.

TISE is the largest North American event serving the floor covering, stone and tile industries. Comprising three world-class tradeshows Surfaces | StonExpo/Marmomac | Screen Shot 2017-07-25 at 1.20.49 PMTileExpo, TISE features four days of the newest products, hands-on demos, inspiring trends, key manufacturers, industry suppliers, along with unmatched education and networking. Held annually each year in Las Vegas at the Mandalay Bay Convention Center, TISE is the industry marketplace that brings together distributors, retailers, architects, designers, installers, fabricators, contractors and homebuilders, and many other industry professionals from all over the world with the manufacturers and suppliers needed to do business.

TISE 2017 was a banner event for the industry—an incredible 34,000 square foot increase in exhibits and over 800 presenting brands—drawing an attendance growth from the industry of 7% over the already successful 2016 event. Attendees experienced technical installation demonstrations in the Installation Showcase, viewed product demonstrations and award winning technology from Best of Product & Event Winners, discovered trends in the Speed Trending Breakfast and the Trends Hub, heard first-hand techniques and knowledge from over 100 industry experts and influencers in the Ignite Education program and across the event floor, and were even honored with a presentation from the acclaimed architect, Art Gensler Jr., founder of Gensler.

For additional information about TISE 2018 visit TISEwest.com.