Posted on

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.

 

 

 

 

 

Posted on

Surfaces Laminate Coverage: Suppliers look to cash in on waterproof craze

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

By Reginald Tucker

 

Water, water everywhere. Some of the laminate booth spaces at Surfaces this year looked more like aquariums than traditional room vignettes with all the fish tanks and waterfalls touting the products’ enhanced water-resistant or waterproof capabilities. It’s a trend that manufacturers are looking to leverage. Case in point is Mohawk, which has revamped the way it is marketing its family of laminate brands, including Quick-Step (see feature story on page 14). The focus on waterproof/resistance capabilities, some suppliers say, reflects the product’s evolution in recent years.

“We’re relaunching our laminate lines under RevWoods—short for revolutionary wood flooring—with All Pet Protection, meaning our technology keeps the water on top of the surface without seeping through,” said Angela Duke, senior brand manager, hard surface. “I’ve walked the show and seen a lot of push for water resistance. The difference with our product is we’re calling it waterproof. And what makes ours waterproof is three technologies: beveled edge plus the Uniclic locking system and a HydroSseal on top. There are three technologies working together. It’s the same technology featured on Quick-Step NatureTEK laminate.”

Mannington is also playing up the category’s water-resistant attributes via its SpillShield technology. Featured on its signature Restoration collection, the innovation aims to address everyday spills, wear and tear—not catastrophic events such as floods. “What we talk about are the real-life things that happen in the home,” said Dan Natkin, vice president, hardwood and laminate. “The industry has made a complete, blown-out-of-proportion claim. The industry has gone to a single-attribute selling: fill this hall with water right now and no flooring will be damaged. If you have a traumatic flooring event in your house, the flooring is going to get replaced no matter what. In most states that’s the law.”

SpillShield, which was recently recognized as being one of the 30 most innovative products that can be used in the kitchen and bathroom, comes with a 72-hour guarantee that standing water won’t damage the floor. “We designed our products to withstand the everyday accidents—water from the ice maker, dog water bowl, spilled milk, etc.,” Natkin said. “We’ve developed technology to resist all that and we’ve put a warranty behind it. In one year we’ve had one claim—and that’s millions and millions of square feet.”

For Mannington, it’s not just about repelling water. “We focus on all the performance attributes, not just moisture protection—indentation resistance,” Natkin said.

Other suppliers are also investing in technologies to bolster the category’s resistance to moisture and water damage. CFL, which introduced its AtroGuard water-resistant laminate line several years ago, believes the technology has come a long way. “It’s not 100% waterproof, but it has advantages the resilient category doesn’t have,” said Thomas Baert, president. “It’s also good for bathrooms, kitchens, etc., meaning homeowners can wet-mop it. It has been proven on the market now for more than three years, and is one of our best sellers.”

Design enhancements
Laminate suppliers are not only making strides in terms of performance. They are also improving visuals, especially with respect to replicating natural materials such as wood.

Inhaus took the wraps off its Classic Estate collection, which features traditional, open-grained flooring patterns derived from real wood recovered from historic barns located in rural Pennsylvania. According to Derek Welbourn, CEO, “Inhaus designers sought out and salvaged these unique timbers and created a collection with distinctive character and subtle beauty that only time and history can create.” Other noteworthy additions to the line include Eden, a classic European oak wide plank look; Fruitvale, which features knots and worm holes; and Parkwood, a dark stain plank with bamboo-like graining.

Mannington launched three new products to its Restoration collection: palace plank and palace chevron, which play on popular shapes like herringbone seen in hardwood. “What’s cool about these patterns is you can do a chevron in one area of the house, come in with a plank in another area for a customized effect,” Natkin explained.

RevWoods launched in three new styles reflecting the popular wider/longer trend. “We’re duplicating some of the same looks we’re showing on the hardwood side,” Duke explained. “The trend toward wider and longer is still strong, as new homes feature open spaces.”

Although Quick-Step features the same underlying construction, the designs and patterns will differ from the Mohawk brand. “With Quick-Step being in the Mohawk family, we wanted to simplify the process,” Duke explained. “In the past we’ve gone with two different brands and different technologies and people were confused by that. Now we’re going to market and saying we have the same technology, just different brands. And that ties in the Quick-Step brand with the Mohawk brand. However, the brands will be differentiated by design. Mohawk will be targeted toward the higher end consumer.”

Swiss Krono also display its expertise in the category, drawing on the company’s manufacturing capabilities and strengths in all facets of laminate production. “We’re making investments in designs, textures and moisture-resistant products,” said Travis Bass, executive vice president. “We are also adding higher value product manufacturing capacity to reflect the shift in consumer demand.”

Not to be outdone, Uniboard displayed its expertise in the laminate flooring category with 16 new styles and designs. This is much to the delight of distributor partners like Stephane Leveille, president, Tapis Beaver, “We sold about $1 million or more worth of product. The quality are the visuals are very good.”

Posted on

Surfaces Ceramic Coverage: Tiles go bigger, colors stay neutral

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

By Nicole Murray

 

One thing still seems to be true regarding the tile trends at this year’s Surfaces: the bigger the better. Large slabs with infinite design possibilities due to printing technologies were seen all over the showroom floor in varied thicknesses. These new slabs are available for floor, wall or countertop applications.

Roy Viana, Dal-Tile’s director of slab and natural stone tile, raved about Daltile’s Panoramic porcelain series. The series’ larger tile formats, which include a 10 x 6-foot tile, provide a cleaner, monolithic look. Industrial Panoramic comes in four colors, while Elemental Panoramic is available in seven colors that mainly revolve around shades of white with marble imitations. Tiles for both of these collections are available in varied thicknesses including 12mm, suitable for countertop applications, and 6mm, ideal for floor and wall applications.

“We had to go bigger because peoples’ kitchen islands are growing larger and their surrounding counters have larger wrap-arounds,” Viana explained. “Within this collection alone there are various color and texture options for just about any look to be achievable along with the durable and long-lasting benefits of porcelain.”

Some of Daltile’s other offerings include Emerson Wood, a wood-look tile with subtle wire-brushed effects in 6 x 48, 8 x 48 and 12 x 48 formats. The large format tiles also feature Daltile’s innovative StepWise technology for improved slip resistance. RetroSpace is a translucent-glazed wall tile that reflects light in spaces and can be mixed with other tiles designs. There is also Chord, a cement-look offering available in a floor tile, 12 x 24 decorative accent and 3-inch triangle mosaic.

Also from the Dal-Tile family of brands, Marazzi is launching D_Segni this spring, which offers a classic reinterpretation of traditional handmade cement tiles. The product will be available in an assortment of colors and decorative accent tiles that can be used individually or mixed together. D_Segni is available in an 8 x 8 floor and deco tiles. Hawthorne is one of Marazzi’s new wall tiles available in an 8 x 24 large format as well as 10 x 14 and 4 x 12 versions. Colors include monochromatic shades of white, taupe and gray in two types of construction: smooth flat surface or beveled edge. Arenella, another introduction, presents the illusion of marble with soft natural tones. It is available in a variety of sizes for floor and wall applications as well as a 2 x 2 mosiac dot-mounted on a 12 x 12 sheet.

American Olean, another Dal-Tile brand, highlighted three of its new spring collections. Union offers an authentic interpretation of time-worn, weathered concrete factory floors. Designed with StepWise technology, Union touts improved slip resistance. Windmere provides smooth concrete and weathered stone looks in a monochromatic color palette. The collection features a full assortment of floor and wall sizes including a mosaic and jolly trim. American Olean’s third collection, Visual Impressions, offers a contemporary and fashionable wall tile in neutral colors and 3D patterns.

Other manufacturers are also taking advantage of the latest printing technologies. For example, Del Conca showcased its Boutique collection—a marble-inspired porcelain series available in four colors. The collection was also just released in 48 x 48 panels.

“The bigger face is so much easier to sell and offers a rustic charm with the dark brown and taupe options,” said Kendall Litton, marketing specialist, Del Conca. “There are visible veins where one could truly be fooled into thinking this is a marble product.”

Among Emser Tile’s product debuts was its Porch collection, a porcelain plank printed in wood patterns with color variations in each individual piece. The collection comes in four colors, but the plank’s “cutting-edge” attribute is its wide range—6 x 47, 8 x 47 and 12 x 47—a variety that allows for staggering patterns when various widths are used side by side.

“The [ability to] mix and match the widths along with the color variation allows for experimentation with light and dark colors as well as patterns and shapes all in one material,” said Barbara Haaksma, vice president of marketing, Emser Tile. “You have the option to use only one size panel for a more uniform look, but that would not be taking advantage of all this collection has to offer.”

The manufacturer’s other offering, Façade, is a cement-themed collection that is combined with a plaster effect to give the tile a much softer, more pleasant feeling. This collection, which can be used for interior and exterior applications, is available in four colors in two panel sizes: 12 x 24 and 18 x 36. As Christine Wu, product development manager for Emser Tile, explained, “We are building on the concrete trend but offering a more welcoming texture, which is something you don’t see very often on the market these days. These colors are so understandable and very diversified.”

Lindsey Waldrep, vice president of marketing, Crossville, said the manufacturer’s new porcelain stone tile collection, Java Joint, exemplifies the continuous need for fresh designs that play with the basic neutrals. Java Joint is available in 12 x 24, 2 x 2 mosaic and is offered in five different colors. “The colors of this collection are all warm and comforting—similar to the feeling of a coffee shop,” Waldrep explained. “These colors give you flexibility but have just enough edge so your final design looks new and fresh.”

On the topic of flexibility, Dal-Tile’s Viana added that white continues to be one of the best-selling colors within the tile industry because of its ability to balance with the other patterns or designs. “White will always be a best seller,” he said. “Now consumers can have an easily maintainable product that offers a clean and chic look but will complement these bold and more accent-like designs for a nice, easy balance.”

 

Posted on

Surfaces Resilient Coverage: Innovations aim to add simplicity to the buying and selling process

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

By Lindsay Baillie

 

There’s a common thread among the plethora of new resilient flooring products introduced at Surfaces: They all aim to make it easier for retailers to sell and consumers to understand.

A majority of the manufacturers at the event noted that the resilient market is saturated with products—a phenomenon that can cause confusion for distributors, retailers and consumers alike. To address this issue, manufacturers are providing retailers and distributors with updated styles and newer product constructions in conjunction with greater education, explicit branding and unique product stories.

Education and innovation was a focal point of Karndean Designflooring’s 2018 introductions, which entailed new SKUs across three formats: glue down, loose lay and rigid core. The ultimate goal, the company said, is to encourage retailers to rethink flooring. “We’re trying to get retailers to see flooring differently, design flooring differently and specify flooring differently so that they have a way of making more margin and really beating out the competition,” said Emil Mellow, director of public relations.

Part of rethinking flooring involves a complete understanding of how Karndean’s products work together to create designflooring. “With our new SKUs, we’re trying to push design differently,” Mellow explained. “For example, with Korlok, we tell retailers you can blend SKUs.”

Mohawk’s new sheet vinyl lineup is bringing awareness to a product category that has consistently been losing market share to LVT, WPC and SPC. According to Angela Duke, senior brand manager, Mohawk, the company still sees a market for sheet vinyl and so should retailers. “This is one of the most durable floors. It is one of our highest margin products because of its lower price.”

Mohawk’s new sheet vinyl features a new technology called ClearGuard, which aims to show consumers how easy it is to clean the product. Duke explained dealers should also take advantage of the product’s waterproof qualities. “We’re seeing a lot of push for this product in different areas such as laundry rooms, basements and bathrooms.”

Educating dealers on product features is also a key point for Forbo. The manufacturer’s Marmoleum with click cinch lock is available in a wide array of colors, allowing retailers to offer consumers something out of the ordinary. What’s more, dealers can mix and match the square and plank formats to create unique flooring designs. “What if you could get a click product that is easy to install and with more vibrant colors?” asked Tim Donahue, residential national sales manager. “You’re not going to get these colors in an LVT.”

Forbo has also added FlowTex to its product portfolio. To create the texture of FlowTex the product is “flocked,” a manufacturing process that combines a PVC backing, a layer in between and an adhesive on top, followed by a magnetic charge that activates the product. Once the product is dried, it becomes  impenetrable to water, Donahue said. “FlowTex is a textile version of a resilient and is actually closer to a hard surface than a carpet.”

Fusion, the distribution division of USFloors, is focused on educating its customers on the positives of doing business with the company. “We offer completely different colors and SKUs than USFloors,” said Jim Nielsen, vice president of sales. “We cover all of the bases with this category, and we’ll stay at the very forefront of technology and give our distributors service and compassion.”

The company’s two investments for 2018 are its enhance bevel WPC and SPC. “These are higher end, design-focused products,” Nielsen explained. “They’re very realistic looking compared to what we’ve had in the past. We’ve also attached a pad, which provides more comfort and is sound deadening. Distributors will be able to get more premium price on these products than what is out there.”

Happy Feet also emphasized the importance of educating the retailer on the benefits of partnering with the right manufacturer, going beyond product specs. In addition to the company’s new products such as Blockbuster and Gladiator, Happy Feet boasts competitive pricing, shipping within 24 hours and unmatchable inventory. “We want to help retailers make money,” said CJ Johnson, sales.

What’s in a brand?

Some manufacturers introduced new products at Surfaces that aim to help strengthen brand recognition in consumers and make it easier for dealers to better identify products in a saturated market. Case in point is Armstrong, which is looking to leverage its Diamond 10 technology to create brand awareness with consumers. “We’re pushing our Diamond 10 technology, which is a differentiating factor,  to bring consumers into retailers’ stores,” said Morgan Hafer, product manager for Alterna. “It’s being used in shows on HGTV and throughout social media to [drive] brand awareness.”

EarthWerks is also using its branding to make it easier for retailers to distinguish between different sizes of products. The company showed Noble Classic Plus and Plus XL as well as Parkhill and Plus XXL. Plus XL and Plus XXL represent thicker, longer versions of their respective lines.

“At EarthWerks we say style, availability and service you can trust,” said Lindsey Nisbet, strategic marketing and product development. “Our style is getting better every year; with respect to service, we have some of the best distribution.”

Quick-Step and IVC are also making it easier to identify their resilient products. Quick-Step has updated the products it sells to focus less on the product lines and more on its attributes. The company is now using the term “EnduraTEK” for its resilient products. “We consider resilient as the entry into hard surface,” said Jason Sims, senior brand manager, Mohawk Industries. “All of our flexible product is called EnduraTEK. As you trade up, the rigid offerings are called EnduraTEK Ultra.”

Quick-Step is doing its best to provide distributors with better and best offerings within the resilient category. “What we’re featuring this year is the ability for them to trade up within the category from flexible to rigid,” Sims said. “We are also offering for the first time flexible LVT tile that has a hidden grout line. You can mix them and it quickly installs. These are all available on one display as well.”

IVC is updating its brand to reflect the resilient category. The company showed its new Artera and Millright lines, both sheet vinyl, as well as Urbanne, its new flexible tiles. Sims explained that the word “resilient” not only describes the category, but also highlights what the segment can ultimately provide consumers. “We have positioned our brand as uncompromised design for life. We bring a different design element to everything we do.”

While some companies are promoting various product names to drive brand recognition, others are looking to better leverage their own corporate identities. DuChâteau, primarily known for its innovations in hardwood for flooring and wall applications, has expanded its reach to include luxury vinyl plank products. “We conducted extensive research with designers, architects, contractors and homeowners to see where they wanted to go with more luxurious and distinctive flooring designs,” said Misael Tagle, CEO and co-founder of DuChâteau. “The craftsmanship and fashion-forward designs of our new collections meet their needs.”

The manufacturer’s new Atelier Series’ Sovereign edition features the sought-after signature aesthetic of European-style exclusive designs in a glue-down vinyl plank. Then there’s the Vinyl Deluxe Grand collection with LuxCor technology, followed by the Vinyl Deluxe Classic collection. Rounding out the offering is the American Guild collection, which features classic colors and a contemporary American design aesthetic with the realistic look and feel of wood and stone.

Congoleum is looking to take branding a step further with the creation of CLEO Home—a separate, standalone brand that features healthy and environmentally conscious flooring. According to Kurt Denman, chief marketing officer and executive vice president of sales, CLEO Home is intended to help consumers who might be struggling with design confidence.

“We wanted to create something from a designer standpoint that really appealed to the consumer. We have great brand recognition with Congoleum, with our legacy products. This new foray into the marketplace is a great way to connect with the next generation.”

CLEO breaks down into three different layers. The base is 85% limestone and the other 15% is a binder that is not made with PVC. The top layer is digital imaging with a high-performance coating. “When you get rid of PVC you get rid of plasticizers, phthalates and all the things that are perceived as negative words in the industry,” Denman explained. (Incidentally, Congoleum was honored for a Best of Surfaces award in sustainability for CLEO Home.) “This product is 100% manufactured in the U.S., so we’re not relying on print films shipped from China.”

A compelling story
Manufacturers are not only developing unique product stories to help differentiate offerings, they are ultimately providing retailers with product education and strong brands. Mohawk, for example, has updated its campaign for SolidTech to play up the product’s resistance to hurricanes. As Duke explained: “We have a good story from a builder in Dallas who put SolidTech in one of his model homes; after the hurricane hit the dealer was able to salvage the floor in the model home, clean it up and reinstall it without any problems.”

Armstrong has developed its own story for its Alterna plank product—an engineered tile now available in a 6 x 36 plank format. “We call it Alterna because it is an alternative to ceramic and tile,” Hafer explained. “The story behind engineered tile is its more durable and comfortable to live on and easier to install than real tile. Alterna plank also features our Diamond 10 technology.”

Product story is also key to Beauflor’s new introductions, Blacktex and Boardwalk. The former is a roll product that can also be merchandised with boards and marketed as either a sheet vinyl or LVT product. The textile backing provides users with some of the benefits and features of LVT. Meanwhile, Boardwalk is a rigid click, loose-lay product with an attached pad.

“Our Blacktex sheet product is really the original waterproof product,” said Johnny Barnes, general manager. “If you look at the top layer, you can achieve some of the visuals with this line that you can’t necessarily achieve with the WPC products.”

Boardwalk, initially available in 14 SKUs, is equally rich in terms of aesthetics. “We have several dimensions and three SKUs that are random width,” said Nick Brown, vice president of sales North America. “There are all these different products within the collection, but they’re all at the same price point.”

Raskin Industries’ Ceramix, the company’s built-in-grout, loose-lay LVT, has its own story—one built on ease of installation. According to the manufacturer, the offering allows retailers to sell a grouted tile look without the headache of a typical tile installation. What’s more, Ceramix, which made its official debut at Surfaces 2017, earned a Best of Surfaces award for innovation at this year’s event.

Michael Raskin, founder and president, said the realistic look of the grout is a difference maker. “You can’t tell it is not ceramic, and with labor as a big issue in the market—the labor is sometimes two to three times more than the product—this can be put in with a perimeter install. It’s also warmer, slip resistant and doesn’t shatter.”

Novalis continues to push its environmentally friendly products with the development of Serenbe, a SPC product boasting high-density core technology, NovaShield coating and an attached pad. “Serenbe is ultra-realistic,” said Steven Erlich, vice president of sales and marketing. “There are ceramic planks and herringbone patterns to name a few. In addition, all of our products are pressed with a rolled edge, or groutable edge.”

Nox U.S. highlighted its new Genesis technology at Surfaces. The new line, the company said, creates a bridge between WPC and SPC products. ““WPC is growing for everyone but there are challenges with indentation and brittleness,” said Eric Erickson, senior vice president sales and marketing North America. “Also, everyone is chasing SPC but it’s really heavy and stiff. What we’ve been able to do is develop new technology in our core so that it is a little less dense and as you move up layers it becomes denser like a rigid product. This is an 8mm product and it feels the same weight of WPC but has the performance of rigid.”

Mills flood the arena
Engineered Floors, previously a carpet-only company, officially debuted Revotec, a high-density, rigid-core floating floor featuring tile visuals with a realistic grout line embedded; and Triumph, a click floating floor that employs high-density core technology for improved dimensional stability and better indentation resistance. “Our plan is to be a player in this segment,” said Brandon Kersey, brand manager for Main Street commercial and hard surface. “We are transitioning to the new version of rigid core, and we think Revotec can take us to another level.”

The acquisition of Beaulieu’s assets helped EF enter hard surfaces since the former company was already in the WPC space. Ana Torrence, product manager, hard surfaces for EF, said Revotec looks like real grouted tile. She cited other advantages: “It’s a really fast install. It is a better alternative than stone or ceramic in terms of installation time.”

A year after entering the LVT category, Phenix Flooring is doubling its assortment of PetProtect LVT, rigid core, click and loose lay offerings. In 2018, Phenix will market two display fixtures that blend hard and soft surfaces. The fixtures were consolidated into smaller footprints to provide design flexibility and allow every SKU to be merchandised differently. “We’re a year into hard surfaces, and I can tell you we are committed to it,” said Mark Clayton, president and CEO.

Marquis Industries made its mark 10 years ago as a mid-sized mill that ventured into LVT.  The company did not enter the category for the sake of it; its executives traveled the globe extensively to source the right raw materials and ensure quality control was followed along the way. “When you spend half a million bucks on an opening order you better be right,” said Larry Heckman, CEO. “If you don’t anticipate it correctly, you can be out of stock three to four months and you never get caught up. We took it seriously.”

Marquis’ 2018 offerings include two 5-foot-long x 9-inch wide rigid core lines—Whispering Pines and Biltmore Classic—with a 20-mil wear layer. The Dalton-based company opened a new building in Georgia devoted entirely to hard surfaces. It also has an existing West Coast distribution center to service customers. The mill still maintains a two-thirds to one-thirds split in favor of carpet.

The Dixie Group began as a yarn company that transitioned into a carpet manufacturer that is transforming into an all-surface supplier—all the while doing it in a way that best represents the Dixie, Masland and Fabrica brands. In 2017, Dixie was one of two companies (Phenix was the other) licensed to sell Stainmaster PetProtect LVT products. The launch exceeded expectations and now Dixie and Masland are coming out with eight new styles each for high performance core, including wood planks with a painted beveled edge.

“A lot of our good customers were moving with the market into hard surface categories like luxury vinyl and we felt like we had an opportunity to enter that market and could be relevant,” said T.M. Nuckols, president of the residential division, the Dixie Group. “We tried to take the right approach from a distribution standpoint to create a profit opportunity for our partners.”

Southwind is another traditional carpet company that made the leap when LVT got hot. The company unveiled Authentic Tile, an SPC core product that has the feel of ceramic tile along with the heft (each 8-piece carton weighs 40 lbs). “It has been very well received at the show,” said Tim Gilmore, Southeast regional vice president. “Several big dealers are taking it on.”

Wellmade Flooring is pushing its Opti-Wood Flooring line with Hydri-HDPC technology and the PowerShield moisture protection system, which company officials say is the difference maker. Wellmade showed 16 SKUs in poplar, eucalyptus, hickory, oak and bamboo. Steve Wagner, director of sales and marketing, does not believe the LVT/WPC/ SPC market is saturated just yet. “I think there is a home for everybody who can come to market with different formulas.”

 

COREtec Stone: The next big thing?

By Ken Ryan

Piet Dossche knows a winner when he creates one. Five years ago, despite serious doubts from some well-respected retail executives, the USFloors’ founder and president launched COREtec and predicted success. He got it—in spades, helping to launch a category that has surpassed $1 billion in sales.

“People said it wasn’t going to work,” he recalled of COREtec. “I was saying, ‘Good, keep thinking like that.’” COREtec was a runaway hit and helped launch the breakout success of the LVT sub-segment.

Dossche has similar expectations for COREtec Stone, which the company showed at Surfaces 2018 as an alternative to ceramic and porcelain tile. The product—a composite/SPC engineered tile—is expected to be ready for market in the second half of 2018. “This is going to be huge,” Dossche said. “It is going to bring solutions to the ceramic tile category.”

Ceramic tile is a growing business, but it has issues. For starters, ceramic tile is heavy and may not be appropriate for certain installations; it is cold and can crack or break easily; it is a time-consuming installation process, and it is also an expensive installation with special tools needed, critics say. Sometimes the cost of the installation is more than the materials. It is also messy and expensive to remove ceramic or porcelain tile.

Enter COREtec Stone, which is lighter, warmer, cheaper and easier to install with no grout needed, easier to remove and more comfortable to walk on because of its attached cork backing. Plus, it doesn’t break.

Dossche, who believes this segment could grow to be a $500 million business in a few years, is optimistic. “If you bring to market a good-looking product that solves issues you have a winner. Composite weatherproof flooring will be the high double-digit growth engine in hard surfaces for the next five years.”

 

 

Posted on

Surfaces Wood Coverage: New finishes, formats steal the show in Vegas

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

By Reginald Tucker

 

Hardwood flooring suppliers across the industry are combining creativity and technology as they seek to develop the next generation of products that will compete against the likes of WPC, LVT and rigid core floors.

Case in point is the staining technology employed by Hearthwood in the manufacture of its Controlled Chaos and Dynamic Earth lines. Designed to mimic a process known as reactive staining—whereby chemicals are used to manipulate the visual appearance of a hardwood floor—the technology Hearthwood employs is able to produce more consistent results. As Allie Finkell, executive vice president, explains: “Some of the chemical reactive staining processes are really hard to control, making it difficult to be consistent across production over time and from run to run. But we’ve been able to recreate the highlights of those chemicals utilizing a regular water-based UV-cured stain, which is done in our Tennessee plant with low-emitting finishes.”

Controlled Chaos features a light wirebrushed finish on white oak for a more contemporary look in a 7-inch-wide x 8-foot-long format in colors ranging from, in Finkell’s words, “shocking to subtle.” Meanwhile, Dynamic Earth, which is also in a sliced white oak product, has more of a reclaimed, scraped texture. “Our handscraping technique is not the old, machine-scraped process that’s common in the industry,” Finkell explained. “Our process delivers more of that reclaimed barnwood look. This way the customer gets a modern format in long lengths and wide widths, but she can still pick a timeless color so she’s not going to get sick of looking at the color.”

The latest offerings from Provenza also represent a play on color and texture. Several new additions are being added to the Lighthouse Cove line, which is part of the award-winning Colour Nation collection, which took home a Best of Surfaces award in 2017.  “We are bringing in white oak product from Europe in a format and range that appeals to all levels of consumers,” said Ron Sadri, principal owner.

Also new from Provenza is the Dutch Masters collection—a portfolio of unfinished European species that are stained at the company’s facilities in the U.S. “Dutch Masters falls under our custom collection category, which is exclusive to us,” Sadri said. “These products provide better margins for dealers; it’s not going to be in every store and it’s very exclusive.”

Other European-inspired lines come courtesy of The Dixie Group, which showcased its first hardwood line, Fabrica Fine Wood Flooring. The Fabrica collection will feature 70 SKUs—40 for the floor and 30 companion SKUs for wall covering. The line will include French oak, maple and birch—with a style and quality consistent with the Fabrica brand promise, said T.M. Nuckols, president of the residential division of The Dixie Group. Each flooring panel features the letter ‘f’ for branding purposes. “We are sourcing the product both domestically and in Canada and Europe to create the assortment,” Nuckols said.

The Fabrica wood line will be launched initially in the Southeast U.S., and will be priced at the upper end of the market. “We are restricting distribution—not everyone is going to have it,” said Dan Phelan, vice president of marketing, residential division, The Dixie Group. Those that do get the line will primarily be high-design retail flooring stores. “We feel the wood line fits for Fabrica because it is consistent with the high-end quality of Fabrica’s name.”

HF Design is also playing the quality card, but with a twist—making its floors more accessible to mainstream consumers. To that end, the company took the wraps off two new collections: Pacific Point, a 7⁄16, 3⁄8-inch, 6-inch wide product that’s thermotreated and topped with a  urethane finish, and Brentwood Hills, which is a step up 5⁄8 platform, 7 inch wide.

High-end looks at an affordable price was also the inspiration for the latest offerings from USFloors. While its name may be associated with the wildly successful launch of the COREtec brands, USFloors wants retailers to know it is a bona fide player in the hardwood sector as well. To that end, the company is unveiling a total of 56 SKUs across various collections and formats.

“Our biggest launch right now is our Natural Woods line, where we took some of our best-selling products in the Castle Combe oil finished lines an put an acrylic finish on them,” said Jamann Stepp, director of marketing and product management. “You still have that oil finished look without all that gloss in there.”

EarthWerks, historically known for its LVT offerings, is also looking to make some noise in the hardwood arena. The strategy, according to Brenda Cashion, who heads up hardwood product development and marketing, is twofold: Expand EarthWerk’s wood program beyond Texas into other markets around the country, while positioning the Pinnacle brand as an upper-end “designer” offering.

“The EarthWerks hardwood brand has always been in our distribution footprint paired with the LVT teams,” she explained. “Now we are taking a select group of products nationally. We had to reengineer and redevelop those products to give them a broader appeal nationally.”

Whereas EarthWerks wood is being positioned as the “meat and potatoes line,” Cashion said, the Pinnacle offering will be positioned as a high-style designer driven. Standouts include Country Estate, which features a natural, almost unfinished, matte look, and Grand Reserve, which is a hefty 4mm dry-sawn face with a suggested retail price point of $5.99 per square foot.

Over at the Satin Flooring space, the company put the focus on red and white oak species in a 7-inch-wide format, mostly engineered. “We’ve been happy with the feedback,” said Dennis Mohn, director of marketing. He cited interest from top distributors such as NRF and Galleher “We also sell some unfinished solid products to certain markets such as Chicago.”

New formats are also coming out of the Preverco camp. The company is putting the spotlight on Max 19, a ¾-inch thick engineered product featuring a 4mm top wearlayer on a ½-inch-thick vertical quartersawn softwood core, backed with a 2mm bottom panel for balance. Right below that is a 5⁄8-inch thick engineered product featuring a 2mm top layer on a 9⁄16-inch five-layer construction. range of budgets.

Wading into water
SEM Group showcased Aquawood, the company’s waterproof hardwood line. The product is patent pending in 14 countries and features real hardwood on a waterproof core. “Not only is it waterproof, but it’s also great in extreme climates,” said Nathan Carter, product sales/development and hardwood specialist. “We have two versions available: Elegant Traditions is our 7½- inch wide 3⁄8 product and we just launched Carson—our 5⁄16 overall with a click and pad attached.”

Both versions are fully submersible in water and can be maintained just like tradition hardwood floor. What’s more, the products contain zero repeats.

In that same vein, Uniboard offers Aqua Allira, a waterproof engineered wood flooring made of a rigid core and a real veneer overlay. According to Daniel Seguin, product development manager, it marks the next generation of Allira engineered flooring, which produced by transforming 100% reclaimed pre-consumer wood fibers into a coreboard. Allira products use specially-formulated HDF panels that offer greater resistance than a plywood core, he noted.

Focus on green
Suppliers are also leveraging wood’s environmental story. For instance, Lifecore has developed a unique selling story to help retailers increase margins. Lifecore created Ai.r with no added formaldehyde to its adhesive, According to Jim Fiore, vice president North America, Samling Global USA, the product is 70% below the current CARB 2 regulations. “We’ve also been awarded the Indoor Air Quality Certification which is unique and we’re proud of that. Our focus when we were launching this line was giving the retailer something that would be of value to them and have a story behind it. With this line, it’s all about not having to compromise.”

Posted on

Surfaces Carpet Coverage: Despite hard surface surge, mills double down on soft

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

By Ken Ryan

 

Traditional carpet mills invariably face this decision: Do we ride the hard surface tide and introduce our own products, or do we stick to our knitting and stay soft?

Surprisingly many are choosing the latter, and they are not apologizing for it. While Dixie Group, Phenix Flooring and Marquis Industries expanded their hard surface assortments at Surfaces—while Engineered Floors officially entered the category—many are passing on the opportunity to jump on the bandwagon.

“We make no bones about it, we are soft flooring,” said Brian Warren, executive vice president of sales and marketing for Foss Flooring, which showcased carpet tile and indoor/outdoor broadloom under a “carpet reinvented” theme.

The way Warren sees it, Foss’ business is good, so why disrupt the flow? “Our tile business has grown double digits each year for the past six years. Our tile business is through the roof. We have some unique technologies and have found a way to position these technologies in such a way that retailers get the advantages.”

Foss introduced DuraKnit, a broadloom line that can be installed over pad. “We’re selling $40 looks for less than $6 with a great performance story, a product that won’t fray, wrinkle or unravel. We’re pushing the attributes that only we have. We’re screaming that it is carpet reinvented. Bottom line—we love giving retailers a selling story they can position against competitors.”

Stanton is another mill sticking to soft surface. “Not now. You can’t do it just to do it,” Jonathan Cohen, CEO, said when asked if the company was contemplating a move into hard surfaces. “We are way too protective of the brand to do that.”

Stanton, which is introducing 125 soft surface products in 2018, is entering the commercial Main Street market through Stanton St. Decorative Commercial. Stanton Street is located in the Soho section of Manhattan, near the location where company founder, Sy Cohen, grew up. “We always liked the idea of getting into commercial but it had to match our identity,” Jonathan Cohen explained. “This fits for us. We can be competitive with price, and as long as we stay decorative we feel like we can have a place within the market.”

Couristan has been a soft surface company for 92 years and has no plans to deviate from that course. That’s according to Len Andolino, executive vice president–residential division, who rejoined the company last fall. “We are a soft surface company, that is who we are. The hard surface [surge] has actually helped our business. For example, our broadloom business is heavily fabricated. More than 50% of our business will be fabricated rugs. We’re pushing the envelope with the fabricated rug business.”

Southwind, a carpet and hard surface supplier, focused more of its efforts on soft at Surfaces with six new LCL patterns and six new colorpoints using its soft yarn system. “People are starting to talk about carpet again,” said Tim Gilmore, Southeast regional vice president. “With this new line we wanted to give dealers some options over the typical beiges and grays.”

Prestige Mills is another tried-and-true soft surface company with no plans to make the leap to hard surfaces. But like so many other mills Prestige is looking to leverage the growth of hard surfaces. Peter Feldman, president, said a good deal of its broadloom business ends up as rugs, in some cases cut by their dealers after shipping. “While cutting broadloom carpet into rugs is good for the rug business, you are only using part of the room with rugs, so more carpet is required if you are going to go that way,” he explained. “It is a challenge, but we are up for it.”

Surfaces 2018 marked the return of Gulistan, which went under in 2012 but has been resurrected by Lonesome Oak. John Sheffield, recently of Godfrey Hirst, has taken over as vice president of sales. Tom Mathis, most recently with Lexmark, serves as strategic sales director. The strategy going forward, Mathis said, is to focus strictly on broadloom and to be selective with retail distribution. Its lineup of 20 products is divided equally between Stainmaster offerings and solution-dyed PET. “We are pretty careful who we are partnering with,” Sheffield said. “We are looking for meaningful partners who can grow the business.”

The return of this venerable brand was well received at Surfaces, Mathis said. “Not a single person said, ‘Oh, I don’t want these guys again.’ The Gulistan brand has more equity than we ever imagined. It’s pretty synonymous with Stainmaster, so that is a plus. And despite the fact carpet is losing share, we are a breath of fresh air and we are starting with a clean slate.”

Crossover continues
Long-established carpet mills that have ventured into hard surfaces and, in some cases, expanded their offerings, have not given up on soft surfaces. Quite the contrary. Phenix, for example, introduced 25 new residential carpet products–PetProtect and polyester—and announced its entry into the area rug business under the Cleaner Home Rugs banner. “We all know carpet is the largest category, and we are expecting carpet to lose share again,” said Mark Clayton, president and CEO. “Our challenge is to keep producing unique stories around the products. The business we are serving—what we call the belly of the country, states like Oklahoma, Texas, Colorado, Utah—is still very strong in carpet.”

Clayton said the jump into rugs is a nod to the explosive growth of hard surfaces. “With so many beautiful patterns in our line this is just a natural addition to what we are doing for hard surfaces.”

The bedroom remains one of the last bastions for carpet in the residential sector, and consumers have shown a willingness to spend more for higher-end goods. To address that trend, Dixie Home launched several Stainmaster offerings with differentiated PetProtect loops and patterns as well as some multi-colored textures. “We think the consumer is buying carpet by the room, not by the whole house, and that leads to better opportunity for better goods,” said T.M. Nuckols, president, residential division, The Dixie Group. “The market is looking for better goods and products that work well with hard surfaces.”

The Masland brand showed new PetProtect collections as well as Masland Energy, a broadloom and tile program for the commercial segment for retailers targeting the upper end of Main Street.

Mills agree Main Street commercial is hot these days. Engineered Floors’ Pentz brand of broadloom and modular tile is keeping pace with several new products, including some from the former Beaulieu’s commercial division. EF’s new 500,000-square-foot carpet tile plant will be in full production in the next few weeks and has already been graded for expansion.

At Surfaces EF touted PureBac, its premium, no-latex backing system. “The dealers say they can get more money on it,” said Will Young, director of national accounts. “PureBac offers a complete story on cleanability, with no latex and a hypo-allergenic face fiber. It is a very installation-friendly product.”

 

Posted on

NFA Vendor Showcase: Strong turnout reflects member optimism

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

By Ken Ryan

 

Las Vegas—A record 49 vendors, including 20 first-timers, turned out for the annual National Floorcovering Alliance (NFA) specialty vendor meeting, held here on the Monday before Surfaces. The mood inside the Mandalay Bay conference hall was positively upbeat as business leaders look to build on the momentum that carried over from the second half of 2017.

“This is a great turnout and it speaks to the validity of our group,” said Deb DeGraaf, co-owner of DeGraaf Interiors, Hudsonville, Mich.

Her sentiment was shared by other dealers who not only fed off the energy of the vendors but their fellow NFA retailers as well. “Being in this room with retailers who are so successful and getting affirmation about decisions you make is so valuable,” said Dan Mandel, president of Sterling Carpet & Flooring, Anaheim, Calif., the newest among the 42 NFA members. “There is so much value you get for being part of this group. Just the one on one you get here, which you might not get at a bigger show.”

For vendors, particularly first-timers, this showcase provides that rare opportunity to meet so many influential flooring dealers in a four-hour period. “If you are looking for the best retailers in the country chances are they are here,” said Doug Jackson, president of Cali Bamboo. While Cali was a new vendor at this event, he is well familiar with NFA dealers from his days at Tuftex, which was then the high-end carpet division of Shaw Industries. “A lot of these folks are old friends. I worked for a great company in Shaw and it’s great to be able to expand my relationships.”

Alston was another of the new members at the NFA show. The China-based hardwood flooring manufacturer, with U.S. distribution headquarters in California, came in with high expectations. “My goal for this show is 10 new dealers. I think that’s realistic,” said Alan Chou, president.

Bamboo Hardwoods, another first-time vendor, was also glad they came. “It’s been a good show for us,” said David Keegan, president. “We’ve had a lot of retailers come by to show their interest in the product. They also had a lot of questions about bamboo in general, which is a good sign for us.”

For all vendors, the benefit of being here is the likelihood that most NFA members will stop by and spend quality time. Sam Kinnaird’s Flooring in Louisville, Ky., was one such dealer. “These vendors pay good money to be here, so it is common courtesy to make the rounds and see everyone,” said Donna Mudd, manager.

Focus on innovation
The biggest buzz surrounded the Magnetic Building Solutions (MBS) space. The new company, part of the World Floor Covering Association (WFCA) and headed up by Scott Humphrey, unveiled its new magnetic installation system, designed for all flooring types.

Humphrey said most NFA dealers were “fascinated” by the product. “The biggest question I hear is, ‘When do I get product?’ The coolest thing is every product you see on the show floor can work with this thing.”

NFA dealers weighed in favorably after seeing demonstrations. “I’m a pretty big fan of it,” said Dave Snedeker, NFA president and divisional merchandise manager for Nebraska Furniture Mart. “It’s more favorable than wait-and-see.”

Darren Hearns, president, Great Lakes Carpet & Tile, Lady Lake, Fla., is equally intrigued by MBS, adding “they need manufacturers to back it; if they get that, the sky is the limit.” Meanwhile, Jim Walters, president of Macco’s Floor Covering, Green Bay, Wis., sees the potential. “I don’t see any reason it won’t win in the market.”

But perhaps DeGraaf put it best when she said: “It’s special, I think it could be a game changer.”

Posted on

Innovation is the name of the game at TISE

Retailers embrace enhancements in durability and design

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

By FCNews team

 


Las Vegas—Another year, another Surfaces in the books. But it’s anything but old hat. Suppliers across a broad range of categories showcased head-turning innovations in terms of both surface visuals and product performance.

“I was more impressed with what technology can do than any single product at the show,” said John Toliver, owner, Toliver’s Carpet One, Tempe, Ariz. “The new technology that is coming out is creating [excitement] for all these new products.”

Much of that buzz was focused on manufacturing processes designed to help products better withstand water incursion—clearly a nod to the damage inflicted by hurricanes and major storms over the past few years. “The hot topic this year was waterproof everything—LVP, WPC, even wood and carpet had some tie in to water resistance,” said Nick Freadreacea, president, The Flooring Gallery, Louisville, Ky.

Another new product technology that had everyone buzzing was the Magnetic Building Solutions (MBS) system unveiled by the World Floor Covering Association (WFCA). “I thought it was the most revolutionary product at the show,” said Brian Witkin, executive vice president of sales, Avalon Flooring, Cherry Hill, N.J. “Long term, I believe that product will do very well in the market.”

Dave Snedeker, divisional merchandise manager-flooring, Nebraska Furniture Mart, Omaha, Neb., is in agreement, adding, “I welcome the innovation for our industry.”

Freadreacea also sees the potential of MBS, predicting rapid acceptance of the system. “I am sure by next year it will be the thing to see and virtually every category will be available with that installation system.”

For dealers like Craig Phillips, president, Barrington Carpet & Flooring Design, Akron, Ohio, MBS simply “stole the show.” He believes the new magnetic system will work for the installation of all flooring types and make it very easy to change from one flooring or wall covering type to another with no new prep. “It will probably impact the commercial market the greatest as it can greatly reduce down time for a business that is undergoing flooring/wall renovation,” he added.

Following is an overview of the major trends across the most popular categories (See each respective product section for more specific details on new introductions.)

Carpet
The issue of a shrinking carpet category may be of concern for some mills, but at Mohawk the segment shines brightly with new innovations including Air.o and perennially stalwarts like SmartStrand providing flooring dealers with profit opportunities in soft flooring.

Air.o, which is positioned as an alternative to traditional carpet (Unified Soft Flooring), debuted in the second half of 2017 as a product line that delivers multiple benefits for retailers (ease of installation, demonstrable selling points) and consumers (hypo-allergenic properties that allow a home to “breathe”).

For Mohawk, 2017 was about educating its retailers on Air.o; in 2018 it will be driving that message to consumers.

“There are people who want soft flooring but feel they can’t have it—but they can,” Seth Arnold, vice president of residential, told FCNews at Surfaces.

In its research, Mohawk found that nearly 70% of consumers say they suffer from allergies—or some type of respiratory condition. “Twenty-five percent considered a carpet purchase before hypoallergenic was introduced and that number doubled after hypoallergenic was introduced [in the conversation],” Arnold noted, citing the study.

The upshot: hypoallergenic flooring draws consumers to the soft flooring category.

Air.o features a simple, two-part design unified by a single polymer. The 100% PET fiber is constructed on a premium cushioned backing using an innovative, tension-free process. Air.o is important to retailers because it offers a simpler-to-install, easier-to-maintain, better performing and more sustainable soft surface.

Mohawk spent over four years developing and refining the Air.o production process to prepare for this launch.

Twelve years ago, Mohawk introduced another significant innovation in SmartStrand, which offered durability, stain resistance and luxurious softness.

“SmartStrand—a strong product, strong brand and consistent story telling creates a winner,” Arnold stated. “We had a fantastic year in 2017. We’re grown, we’ve taken share; it’s been a success story for us.”

Mohawk is adding ActiveFresh technology to its SmartStrand Silk line in 2018. The technology is notable for being able to neutralize and eliminate odor-causing bacteria.

Resilient
In the resilient category, a recurring theme emerged at Surfaces: With all the variations of WPC, LVT, etc., products available on the market, suppliers are focusing their attention on making it easier for retailers to sell and for consumers to understand. Many resilient suppliers agree the market is saturated with products, which can cause confusion for everyone across the supply chain. To address this issue, manufacturers are arming retailers with the knowledge to help them differentiate between technologies and brands.

“The explosion of that category is incredible, and it seems like everyone we spoke to had an LVP/WPC line,” said Dan Mandel, president, Sterling Carpet & Flooring, Anaheim, Calif.

Other dealers attest to the rapid proliferation. “It’s very apparent to me that the industry is doubling-down on WPC/rigid core,” said Eric Langan, president of Carpetland USA, Davenport, Iowa. “Everybody has it, or will have it, and most are investing in how they can produce or import more of it. This will be a very competitive product category going forward.”

Already, some dealers have chosen a few favorites. “I’ve enjoyed Armstrong’s portfolio of products,” said Richard Higgins, Dalton Wholesale Floors, Adairsville, Ga. “The whole market is moving toward the waterproof LVTs; everything is now waterproof.”

Barrington Carpet & Flooring Design’s Phillips has his picks as well. “We were very impressed with Mannington’s launch of Adura Apex.” He also likes Revotec. “This rigid core product has some nice visuals with a very realistic grout line. This product and others that  DreamWeaver [from Engineered Floors] introduced on the LVT side will give them an opportunity to take market share.”

Wood
Refusing to take a backseat to the rapid rise in popularity of competing hard surface products, wood flooring suppliers across the industry are combining creativity and technology as they seek to develop the next generation of products that will compete against the likes of WPC, LVT and rigid core floors. Innovations range from advanced finishing techniques that enhance natural hardwood visuals to alternative core materials designed to boost dimensional stability. Examples include innovations in reactive staining and thermal heat treating combined with wirebrushing techniques and subtle handscraping. Suppliers are also integrating different constructions into the core of their products (i.e., HDF, SPC, etc.) in a move to improve the product’s overall dimensional stability and resistance to moisture.

Tile
Ongoing investments in R&D and improved capabilities across manufacturing footprints are expected to pay off for ceramic tile makers. Specifically, advances in digital printing are enabling producers to introduce game-changing formats and designs that meet consumer and commercial end-user needs for performance, styling and sustainability.

Ongoing investments made by tile suppliers are bolstering production efficiency and speed to market while creating new, value-added products. One trend in particular seems to be the move toward bigger sizes. Large slabs with infinite design possibilities due to printing technologies were seen all over the showroom floor in varied thicknesses that could be delegated to floor, wall or countertop applications.

Laminate
Waterproofing run amok. That’s how some attendees described the atmosphere across many booths at the show that featured some form or demonstration of the product’s newfound resistance to moisture and water damage. In some ways it represented a throwback to the early days of laminate flooring in the U.S.—a time when the major players in the category were jockeying for a leadership position and market share by touting their respective product’s perceived indestructibility.

So far, retailers don’t seem to be put off by all the claims. “Waterproof seemed to be the theme of this year’s market again, and Mohawk and Quick-Step took things to the next level with their waterproof wood introductions,” said Eric Mondragon, hard surface buyer, R.C. Willey, Salt Lake City, Utah.

Posted on

TISE excites with new features, education sessions

January 22/29, 2018: Volume 33, Issue 16

By Lindsay Baillie

 

Las Vegas—The International Surface Event (TISE) is ushering in a host of new features for 2018, starting with the event’s new Monday-to-Thursday format. In addition to the earlier start, attendees can expect to see the latest products paired with off-site tours, updated education sessions and presentations as well as a new Media Village.

The TISE team works each year toward developing an event that achieves for attendees:

  1. A momentous and profitable experience;
  2. Products, resources, knowledge and connections that will benefit their businesses; and
  3. The first solution for their businesses to launch their year.

As Michelle Swayze, senior marketing manager, Informa, explained, “As the event continues to grow to more than 450,000 square feet of exhibits, products and services—800 exhibiting brands; more than 200 new exhibitors; the return of Shaw to the event and so much more— the TISE team has become more creative in offering the content, resources and partnerships the industry needs in innovative yet concise ways.”

The Design & Installation Showcase Hub, The Dish
At the 2018 event attendees will notice an update to the Trends Hub and the Installation Showcase, which have now merged into one location called the Design & Installation Showcase Hub, The Dish. Presenting on three stages—the Design Stage, the Product Demonstration Stage and the Installation Stage—attendees can visit each daily for hourly content regarding what’s new and on trend for products, installation and design.

The Design Stage will be curated by Scarlet Opus, a world-renowned design firm, and Housetipster, an innovative tech design company, to present a 360 design space in which attendees can take virtual tours via large touchscreens and/or virtual reality goggles. The Product Demonstration Stage will feature exhibitor-led demonstrations on the newest products in the industry, while the Installation Stage will present detailed how-to and best practices demonstrations for all types of installation techniques.

Media Village
The Media Village will be home to resources such as magazines, industry partners and associations that have connections and information for attendees. Those at the show can come to this area to meet founders and guiding forces in the industry as well as pick up complimentary magazines and gain knowledge.

Ignite education program
The TISE Ignite program is offering 55 sessions in targeted tracks for designers, architects, fabricators, contractors, installers, homebuilders, retailers, distributors and more. Of the 100 presenters, 25 are new to the 2018 program. All are leaders in their respective fields.

The program also includes several sessions to change the way attendees interact and engage with the educators and their peers. These sessions include: “What Stone Is This? Learn How to be a Rock Sleuth,” “Women in Stone Interactive Career Advancement Workshop,” “Fabricators Forum: Networking, Learning, Sharing” and “Take a Break from Tradition – #CleanYourShowroom.”

The Ignite education program will also cover a host of topics in surface design in 2018 from aging in place, wellness and health design to safety factors and the “sexiness” of quartz and luxury.

Off-site tours
Attendees can sign up for a designer home tour to Ascaya—a premier custom luxury estate home site with a panoramic view of the Las Vegas Valley. They can also go on a natural stone tour to Las Vegas Rock (LVR) Quarry and attend a special quarry-producers workshop.

Networking opportunities
Attendees will be able to connect and socialize at various events such as Canada Night, Emerging Professionals Happy Hour, Interactive Career Advancement Workshop, the VIP Distributor Lounge and more.

Las Vegas Market shuttle
TISE is partnering with the Las Vegas Market, which will offer a breadth of product offerings and inspiration for interior designers and retailers as well as expand the buying and sourcing possibilities. Buyers will have continuous shuttle service between the two exhibits—the World Market Center Las Vegas and the Mandalay Bay Convention Center—on Jan. 30 and Jan. 31, from 9 a.m. to 6 p.m. Attendees will also have access to both events’ floors for the duration of both shows.

 

Posted on

Mobile Marketing partners with WFCA

Royersford, Pa.—Mobile Marketing, a full service strategic mobile and digital marketing agency, has partnered with the World Floor Covering Association (WFCA) to provide retailers with a unique e-commerce platform to sell area rugs direct to consumers.

The Rug Shop is an e-commerce platform offering a retailer branded online rug shop with more than 35,000 brand name area rug SKUs that can be seamlessly incorporated into WFCA retail member consumer websites. Each area rug portal store is powered by Mobile Marketing’s scalable flooring e-commerce technology that equips each individual store application with a robust catalog offering and powerful online e-commerce marketing tools. The mobile first platform is fully responsive, providing consumers with the ability to view, select and order their area rugs from their mobile phones, tablets and desktop computers. The Rug Shop service includes catalog management, customer service, returns, orders and credit card processing. Retailers adopting The Rug Shop platform receive a live, branded website within two weeks of placing an order.

“We’re excited to partner with the WFCA to offer The Rug Shop to their members,” said Carole Cross, president and CEO, Mobile Marketing. “The e-commerce tool will enable retailers to add an element of business to their online offering with minimal effort. They will be able to grow new revenue channels with zero inventory and compete with online retailers like Wayfair, among others. Many flooring retailers do not sell area rugs because of the cost of inventory, space restrictions on the showroom floor, catalog maintenance issues and technology challenges. We’ve created an e-commerce solution that solves these problems and will increase revenue while meeting the needs of these retailers.”

Eligible retailers will be able to sign up for The Rug Shop with Mobile Marketing representatives located at the WFCA booth 2057 at The International Surface Event in Las Vegas, Jan. 30-Feb. 1.  Retailers can also inquire online at www2.rugs.shop/info/.