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WFCA to move headquarters to Dalton

WFCA-LogoDalton––Scott Humphrey, chief executive officer of the World Floor Covering Association (WFCA), announced that the WFCA will move its headquarters from Anaheim, Calif., to Dalton. Humphrey said the decision was made by unanimous vote of both the WFCA executive and finance committees. The action was taken at a meeting of the groups earlier this year.

The new address of the WFCA headquarters is: 855 Abutment Road, Suite 1, Dalton, Ga., 30721. The phone number for the WFCA office is 706-217-1183.

“WFCA planted its roots in the Dalton market in 2013,” Humphrey said. “Establishing a presence for WFCA in the city that represents the heart of our industry was a natural move for the organization. Over the past few years we have witnessed many changes taking place in our sector and we felt it was a critical time for the WFCA to broaden and strengthen its presence in the Dalton area. In the time leading up to this move, we have successfully raised our visibility with retailers nationwide as well as with the constituents that are critical to the success of our members. In order to build on the momentum we have achieved and create the traction and stability that our members are looking for, it was time to lock our footing in Georgia and continue building on the foundation we have worked diligently to establish.”

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WFCA receives Golden Thinker award for outstanding editorial achievement

WFCA-LogoDalton–North American Precis Syndicate Inc. (NAPS) has awarded the World Floor Covering Association (WFCA) its 2016 Golden Thinker award for outstanding editorial achievement, the WFCA announced. The award was presented to WFCA and its public relations agency of record, Story Dept., for exceptional media coverage in connection with the Association’s 2015 flooring awareness campaign achievements.
WFCA said the Golden Thinker award is given to only one quarter of 1% of companies nationwide and this is the 10th consecutive year that NAPS has presented the award to WFCA for one of its public relations initiatives.
NAPS representatives said the WFCA consumer awareness program received extraordinarily high placement volume with 2,740 articles reaching over 60-million consumers, the WFCA stated. Average placement is 600 articles. More than 45% of the WFCA’s editorial coverage was generated in the most competitive media markets—the nation’s top 50 cities.

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WFCA’s Humphrey to join upcoming FCNews webinar

March 14/21, 2016; Volume 30, Number 19

Hicksville, N.Y.—World Floor Covering Association (WFCA) CEO Scott Humphrey will be the guest expert joining the FCNews Marketing Mastery webinar on April 21, speaking on the six pillars of success for today’s competitive market.

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“Heavy competition from box stores and online discounters present significant challenges for flooring retailers,” said FCNews columnist Jim Armstrong, producer and co-host of the monthly webinars. “Dealers who don’t have an aggressive plan to overcome these challenges will find their businesses increasingly at risk. I’m excited to have Scott as our guest to speak on the six pillars topic. It’s a message retailers need to hear.”

Some of the points Humphrey will address include:

  • The results from the WFCA secret shopper research and what they mean for retailers.
  • An affordable strategy retailers can use to get a competitive edge over the box stores.
  • A simple step retailers can take to increase their market advantages in their towns.
  • How retailers can reduce their workloads and eliminate stress by using affordable tools formerly only available to box stores and other corporate giants.

There is no cost to attend the webinar. To register, visit market To join a future webinar as a guest expert, call Armstrong at 877.887.5791.

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CCA teams up with WFCA, CFI to tackle installation shortage

cca logoManchester, N.H.—CCA Global Partners has partnered with the World Floor Covering Association (WFCA) after its recent purchase of the International Certified Flooring Installers Association (CFI) to help address the shortage of qualified flooring installers. Through this new partnership, members of CCA’s floor covering divisions will be provided with incentives to bring new hires to the industry and the CFI will have them qualified and up-to-speed quickly.

“CFI is well-respected for providing quality installation training,” said Charlie Dilks, chief product officer, CCA Global Partners. “CCA members have been asking for help in recruiting and training more installers and we feel this program will help them meet the challenge.”

Through this new partnership, members of Carpet One Floor & Home, Flooring America/Flooring Canada and International Design Guild will benefit from tuition credits and discounts from both CCA and WFCA.

“It’s exciting to see CCA making a significant investment to help resolve an industry-wide problem,” said Scott Humphrey, CEO of WFCA “We are happy to do our part in encouraging CCA’s members to provide installation training through CFI.”

CCA will provide its members a discount toward the cost of tuition when the installer completes one of CFI’s installation training classes for carpet and hard surface classes.

“This is a huge step helping alleviate some of the challenges our members have faced with the current installer shortage,” Dilks added. “Quality installers are essential to our members’ success.”

The CFI schools introduce installers to many types of flooring and the tools of the trade with an emphasis on efficiency and craftsmanship. Courses cover hands-on installation techniques, customer service training and OSHA and EPA standards training. Graduates would leave a five-week residential carpet class with the skill sets and confidence to go into the field and have the ability to install an average 3 bedroom home. They also receive CFI Certification.

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McSwain Carpet and Floors honored with WFCA Gold Standard award

WFCA-LogoDalton–Scott Humphrey, CEO of the World Floor Covering Association (WFCA), announced that McSwain Carpet and Floors of Cincinnati was the recipient of the Gold Standard Award for excellence in retailing.

The WFCA Gold Standard Award carries with it a $5,000 check, a trophy, acknowledgement on the WFCA website and a customized WFCA seal for the winning store’s entrance.

“McSwain stood out from the crowd in many ways but their overall mantra sums it up best—‘to put the customer first and to meet and exceed expectations 100% of the time,’” Humphrey said. “Not only has this store continued to achieve financial growth in a challenging market, they have also netted high ratings in customer satisfaction, retention, and new business word-of-mouth referrals. A true testament of their retail mastery—what some might consider to be the Holy Grail—they have achieved extremely high ratings for ‘employee satisfaction and retention.’”

Humphrey noted that McSwain also received the highest honors a retailer can achieve from Armstrong, which honored McSwain with its Elite award, which is given to the top 2% of more than 11,200 independent flooring stores nationwide.

According to Armstrong, McSwain represents the very best of what a retailer should be. Consumers can count on them for ‘an expert team of trained product professionals dedicated to helping shoppers choose the right floor.’”

Jason McSwain, owner, said the company was thrilled to have won the Gold Standard award. “We have been serving the metro Cincinnati community for over 45 years and in that time we have continued to build on our foundation, not only as a retailer focused on our customer’s experience but also as a pillar of support in our community. At McSwain, we value ‘giving back’ as a central mission in our business model. Our employees are encouraged to be leaders in all capacities within the community and our business supports this. We are active with many causes including St. Jude Children’s Research Hospital, ‘Homes For Our Troops’, Habitat for Humanity, the establishment of a free medical clinic in Cincinnati and multiple other charitable causes.”

For the first time the WFCA also recognizing five additional stores for Gold Standard Honorable Mentions:

  • Carpet Plus, Charlottesville, Va.;
  • Classique Floors, Portland, Ore.;
  • Sergenians Floor Coverings, Madison, Wis.;
  • Cash and Carry Flooring, Traverse City, Mich.
  • Coles Fine Flooring, San Diego


Companies interested in entering or nominating an entrant for the 2017 Gold Standard Award can visit for more details.


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Obituary: Long-time retailer ‘Red’ Marron

Screen Shot 2016-01-14 at 2.04.15 PMDalton—Joseph “Red” Marron, dedicated floor covering retailer since 1963, passed away on Jan. 6. He was 82.

Marron’s retail business, Red Marron Floors, was located in the Richardson, Plano and North Dallas areas of Texas. He was born in Chicago and graduated from high school 1951 in Paxton, Ill. At the age of 45 he became president of the Western Floor Covering Association—which later became World Floor Covering Association (WFCA) through a merger—and chairman of the board the following year.

“Red’s professional dedication, leadership and positive attitude are the things that we will miss the most about him,” said Tom Jennings, vice president, professional development, WFCA.

Marron is survived by his daughter, Amy Marron Rakoczy, and her husband, Joe, of Colleyville, Texas. He is also survived by his brother, Mike Marron, and his wife, Bonnie.

He was buried Jan. 11 at the Dallas-Fort Worth National Cemetery in Dallas. A tribute wall can be found at!/TributeWall.

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WFCA aligns with fcB2B to enhance e-commerce for flooring

Screen Shot 2016-01-12 at 4.22.01 PMAnaheim, Calif.—The World Floor Covering Association (WFCA) has partnered with the fcB2B (Floor Covering Business to Business Association) to make the digital standard a reality for the flooring industry. According to WFCA, its board approved the initiative and investment at recent meetings.

As part of its financial commitment, the WFCA is funding the full time executive director position for fcB2B. Phillip Zolan, former director of continuous improvement at Mohawk Industries, will take on this role.

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“Our industry has been doing business the same way for decades,” said Scott Humphrey, CEO of the WFCA. “Face-to-face meetings, pushing papers, sending faxes and making phone calls all have their place in our industry but not when it comes to financial transactions that can and should take seconds. No matter what industry you are in there is no doubt that e-commerce has become the common denominator for doing business efficiently and effectively.”

Over the past 15 years the fcB2b team has worked to create a seamless digital program for the flooring industry, and studies show the program could save flooring retailers and manufacturers significant time and money, according to Aaron Pirner, CEO of CAP Carpets and co-president of fcB2B, whose company conducted a study focused on e-commerce. “E-commerce is a must for the independents to survive against their big box competitors,” Pirner said. “It will improve business efficiency, business relationships and order management reliability. Ultimately this system will make customers happier.”

Citing the WFCA’s Purpose Statement, which seeks to “ensure the success and profitability of professional floor covering dealers and to protect their common interests,” Humphrey said it is time for the industry to enter the digital world with a fully integrated e-commerce business model. “The foundation is set and the pieces are in place to take it to the next level—full implementation—which is what we are going to do.”

Mitch Dancik, chairman emeritus, Dancik International and co-president, fcB2B, added, “Isn’t it time for flooring stores to act more like the Apple stores, and for flooring customers to have the buying experience they deserve?”

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CFI installation course registration opens

Screen Shot 2016-01-04 at 9.58.19 AMDallas—Registration has opened for the International Certified Floorcovering Installers’ (CFI) new proprietary residential carpet installation course at the CFI Training Facility based in Forney, Texas, which will begin training in February.

The class, which is only offered at the CFI school, turns out certified installation graduates ready to begin work immediately after five weeks.

“There is no other training program like this in the world today,” said Scott Humphrey, CEO, World Floor Covering Association (WFCA), parent of CFI. “Together with our partner CFI, we developed this highly efficient course in an effort to help address and resolve the largest issue facing our industry today—the lack of qualified installers. With our new school and second-to-none instructors and programs we are poised to solve the installation shortage crisis once and for all.”

Interested students do not need any previous installation experience to attend the class. For more information or to register visit

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WFCA seeks Hall of Fame submissions

Screen Shot 2015-10-19 at 10.13.02 AMAnaheim, Calif.—The World Floor Covering Association (WFCA) is accepting applications for nominations to the Floor Covering Industry Hall of Fame.

To be considered as a candidate to join the distinguished list of 45 luminaries, an individual must be nominated by a sponsor who will complete a thorough application process detailing the nominee’s work history, industry, trade and governmental and civic accomplishments. Nominees can come from any sector of the floor covering industry.

Applications can be found at The deadline for submissions is Dec. 31. Nominations will be sent to a special committee for review and consideration. All nominations will be kept confidential. Following the selection process, an award presentation and formal induction ceremony will take place in 2016.

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Grand opening of CFI Texas facility to coincide with 2015 convention

Screen Shot 2015-07-23 at 3.57.41 PMDallas—The International Certified Flooring Installers Association’s (CFI) new training facility in Forney, Texas, will be fully staffed and operational coinciding with the 2015 CFI Convention, scheduled for Nov. 12-14 here. Classes at the facility will commence Sept. 29.

This year’s convention will feature extensive daily installation seminars and hands-on workshops taught by leading industry professionals as well as numerous networking opportunities.

The new CFI Training School will provide long- and short-term training programs in every category of flooring for students at all levels including R1C1 courses in carpet certification and new one-week advanced commercial installation workshops.

“By this time next year I am confident that our industry will be feeling the positive effects of the changes that the teams at CFI and WFCA (World Floor Covering Association) have been carefully orchestrating behind the scenes,” said Scott Humphrey, CEO, WFCA, which recently became the parent company of CFI. “The enhanced CFI Convention and our new training facility are just a few pieces of a larger plan that we will be rolling out to solve a critical issue in our industry.”