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floorcoveringnews volume 33/number 18 I fcnews.net I the publication more retailers prefer I February 19/26, 2018 I $2.00

Best of Surfaces honors innovation, booth space design

IN THIS ISSUE Resilient price hikes set to take effect in April PAGE 3

Distributors share in the Surfaces spotlight

By FCNews staff

PAGE 8

Tight labor pool impacts installer compensation

Some industry observers believe the success of shows like Domotex in Hannover, Germany, can be replicated in the U.S.

PAGE 16

AWARD OF EXCELLENCE

INDUSTRY PONDERS POTENTIAL IMPACT OF DOMOTEX USA By Ken Ryan

Cast your ballots now Cast your votes in FCNews’ Award of Excellence competition. Log on to fcnews.net and click on the Award of Excellence link or visit our Facebook and Twitter pages.

looring industry executives are decidedly mixed in their response to Hannover Fairs’ plans to launch a Domotex USA trade show in Atlanta next February (FCNews, Jan. 8/15). Some executives who exhibited at Surfaces said there is “no demand” for another trade show and would continue supporting TISE; others, particularly those with operations in the Southeast, said they plan to attend both shows in 2019 and then make a deci-

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Continued on page 5

1,200 square feet): Anderson Tuftex •Best Booth Design (under 1,200 square feet): Arte Mundi The judging was initially con-

LAS VEGAS—Six manufacturers were voted best of class in the 2018 Best of Surfaces competition, a contest sponsored by Floor Covering News and Informa Exhibitions, which owns and operates The International Surface Event. The awards program, now in its seventh year, has become the benchmark for new product excellence and booth design at the industry’s premier trade show. The winners, which FCNews’ Steve Feldman, left, and Dustin announced on the show Aaronson, right, present the floor at Surfaces, are as Sustainability award to Congoleum follows: president/CEO Chris O’Connor and Kurt •Innovation: Ceramix Denman, executive vice president of sales. from Raskin Industries •Style & Design: Emser Tile ducted by a panel of floor cover•Sustainability: Congoleum ing retailers who were tasked with •Technology: MagneBuild poring over the scores of entries from MBS in each category to come up with •Best Booth Design (over six finalists by the start of Continued on page 10

Haines to bail out of Bravo Services Group By Ken Ryan

aines, the flooring industry’s largest distributor with 2017 sales of approximately $495 million, has announced plans to exit the Bravo Services consortium, effective April 1, 2018. Haines, in a prepared statement, said the decision to end the relationship

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with Bravo, which dates to 2000, of Adleta, and a group leader, release confirming the departure was based on the distributor’s apprised of his concerns the of Haines following a lengthy inability to justify the cost and entire year. “So this, while not management review. “Bravo time commitment vs. the overall their hope, was not a surprise,” he wishes to thank Haines for their return on investment. many contributions to “Our decision, while Bravo over the years,” difficult, is simply a matter Carney said. of return on our investHaines recently ment from the efforts we expanded its distribution put in,” Mike Barrett, prescoverage with Armstrong ident and CEO of Haines, to the South (FCNews, Feb. said in a press release. In a 5/12). However, Barrett follow-up call, Barrett told said that move had nothing FCNews that over the past to do with its Bravo decision. Also, in November, year he had evaluated the Haines president and CEO Michael Barrett Haines and Belknap-White “the time and effort said the distributor’s decision to leave the Group forged a partnership required to attend meetBravo Services Group boiled down to ings, answer surveys, aimed at improving the insufficient return on investment. attend the annual [sumeffectiveness of both commit], plus our dues, and we panies. As part of the deal, frankly haven’t been able to justi- stated. “John Carney and John Belknap will hold limited shares fy a return on those investments.” Sher are great leaders in our in Haines through an equity Barrett said he kept John industry, and we wish them and investment, which would help Carney, executive director of the Bravo members the best.” Haines reduce debt and continue Bravo, and John Sher, president Bravo disseminated its own to invest in new initiatives.

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( IN THE NEWS ) Armstrong Flooring, Joe Bondi to part ways LANCASTER, PA.—Joe Bondi has announced his resignation from his position as senior vice president and chief product officer at Armstrong, effective Feb. 1. However, he will stay on board through May 31, 2018, to ensure a smooth transition. “Joe has provided valuable leadership as we established Armstrong Flooring as an independent company,” said Don Maier, president and CEO, Armstrong Flooring. “He has been instrumental in developing initiatives to strengthen our brand, our commitment to innovation and our customer focus. We look forward to his continued insights during this transition.” Bondi joined Armstrong in 2014, serving as the company’s vice president and general manager. Nearly two years later he was elevated to the position of senior vice president before taking on his current role in 2017. In the spring last year, Armstrong Flooring announced plans to unite its commercial and residential business operations. During this integration, Bondi was responsible for R&D, design, resilient and wood product management, marketing, customer service and pricing, among other tasks.

February 19/26, 2018 I 3

Resilient price hikes set for spring By Ken Ryan

ome resilient products are going to cost dealers and distributors a little more money this spring, as Armstrong Flooring and Forbo Flooring Systems have announced increases scheduled to take effect in April. Armstrong plans to initiate a 3% to 6% increase on select residential and commercial sheet and vinyl composition tile products in the U.S. and—due to continued exchange rate pressures— a 5% hike across all product categories in Canada. The higher costs will apply to orders shipping from April 2018. “Over the past several months, we have experienced significant increases in raw materials, energy, transportation and operating costs,” said Brent Flaharty, senior vice president, North American sales for Armstrong. “Key raw materials such as PVC, plasticizer, limestone, TiO2 and packaging have not only increased, but we also expect continuing upward cost pressure throughout 2018.” Flaharty also cited other factors impacting the cost of producing products:

Armstrong plans to initiate a 3% to 6% increase on select residential and commercial sheet and VCT products.

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rising natural gas and electricity prices and higher fuel and transportation rates, which impact delivered cost. “In spite of every effort, we can no longer fully absorb the extent of these increases,” he said. Forbo is implementing a 3% price increase on all commercial flooring and sundry products. The increase comes after a significant uptick in raw material, energy and transportation costs. The price increase will take effect April 1. Other resilient flooring companies contacted by FCNews said no price hikes were in the offing. However, rising transportation costs are impacting manufac-

turers across all industries in the U.S. At least part of that increase, executives say, is tied to the implementation of the electronic logging device (ELD) mandate, a federal rule that went into effect Dec. 18, 2017, that requires most trucking companies to record their hours of service on ELDs. (An ELD synchronizes with a vehicle engine to automatically record driving time for easier, more accurate hours of service recording.) It has been reported that the majority of trucking companies have not fully implemented the technology, while some smaller fleets have exited the industry. With ELD implementation, any delays at docks or warehouses will result in higher transportation costs for the shipper, according to transportation officials. “Trucking has tightened up and freight rates have gone through the roof,” said Mike Barrett, CEO of Haines, the industry’ largest distributor.

Shaw Industries acquires Scottish carpet mill

Survey says: Industry suppliers excel at training

DALTON—Shaw Industries has acquired Scotland-based carpet tile manufacturer Sanquhar Tile Services (STS). The move expands Shaw’s carpet tile footprint to meet the needs of its global customers and will complement the company’s carpet tile manufacturing facilities in Cartersville and Adairsville, Ga., and Nantong, China. “This acquisition positions Shaw as a global carpet tile provider,” said Vance Bell, Shaw Industries chairman and CEO. “STS will be an important part of our commercial business, and we will make substantial capital investments to enhance and modernize their operations.” Shaw, founded 50 years ago, and STS, which has been manufacturing carpet tile for 45 years, share cultures of innovation, service and longtenured, experienced associates. STS, which provides manufacturing capabilities from tufting through cutting, will continue to serve its customers as part of Shaw’s commercial flooring division.

ome of the flooring industry’s top suppliers once again made the cut on Training magazine’s Top 125 list. Among them: Emser Tile, Mohawk, Shaw Floors and Tarkett. Emser Tile was recognized for Emser University, its customized, multi-tiered learning and development program. The program uses videos and webinars to teach topics in both on-site and virtual training sessions from a flooring industry overview to technical specifications and usage guidelines. In 2017, the company expanded the program’s availability as a training resource to its entire customer base. “We designed Emser University to be a venue for educating and training our associates and customers, and it has grown to be one of our most appreciated and valuable initiatives,” said Eddie Loussararian, training manager. “It is a privilege to be entrusted with developing such motivated and talented individuals.” Mohawk Industries placed 47th, marking the company’s 12th consecutive year

Domotex asia/Chinafloor revives popular features SHANGHAI, CHINA—The organizers of the Domotex asia/Chinafloor show plan to revive popular features and programs. InnovAction Flooring will feature carpet, wood and resilient displays across three locations throughout the exhibition. Attendees will have the opportunity to cast a vote for their favorite InnovAction products in a Best of Show awards competition. Meanwhile, Materia is designed to serve as the one-stop shop to see and touch the materials used in office buildings and homes. Lastly, Cadex is a two-day platform geared toward providing global architects and flooring experts a meeting place to exchange ideas and best practices.

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on the list. “Being recognized on Training’s ‘Top 125’ list every year for over a decade is a testament to how Mohawk’s learning culture actively brings value to our customers,” said Becky Redd, director of Mohawk’s Learning Resource Network. “Whether in formal programs or through informal training, coaching and mentoring, we are investing in our people to ensure they have the skills to succeed while delivering industry-leading design, service, quality and innovation.” According to Linda McEntire, director of technical training at Mohawk, the company invests in state-of-the-art technology. Since its 2014 launch, the Mohawk Apprenticeship Program has attracted more than 60 apprentices at 14 manufacturing locations across the country and has maintained a 94% retention rate with 100% of apprentices becoming full-time, skilled Mohawk employees. “Our Mohawk Apprenticeship Program and other company initiatives are contributing to a trained workforce,

an increase in local workforce development, and strong partnerships with local technical colleges and career academies,” McEntire said. “Mohawk is not only advancing the future of our company, but we are also advancing the lives of people in our communities.” Another perennial winner is Shaw, whose comprehensive training and workforce development programs have helped land the company on the Top 125 list for 14 consecutive years. “Education and training are instrumental to how Shaw helps create a better future for associates, customers, communities and the company,” said Danny Crutchfield, director of corporate training and organizational development, who also leads the Shaw Flooring Network. “It’s a critical component in helping associates and customers reach their full potential and succeed amidst an ever-changing industry.” Shaw provides more than 1 million hours of training and education annually to its associates.

( SNAPSHOT) Floortrends named Armstrong Canadian Elite Retailer LANCASTER, PA.—Armstrong Flooring has named Floortrends of Peterborough, Ontario, its newest Canadian Elite Retailer. It is the first Elite location for Floortrends, a member of the National Floorcovering Alliance and family-owned business with five stores. “We have a large selection of Armstrong Flooring products, so there is a confidence with the quality of products as well as the support from our sales reps,” said Jessica Arscott, vice president of Floortrends. Pictured from left: David Duke, territory manager, Armstrong; Floortrends’ Alex Campbell; Jessica Arscott, VP; Kevin Arscott, president; Steve Juniper; Paul Finney; and Joyce Perovitch.

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4 I February 19/26, 2018

floorcoveringnews

my take

michael blick president/ceo [email protected]

Best of Surfaces entries that just missed

steven feldman publisher/editorial director [email protected]

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his issue celebrates the Best of Surfaces winners, the awards competition co-sponsored by Floor Covering News and Informa Exhibitions, owners and operators of The International Surface Event, for the past seven years. The competition highlights innovation, technology, sustainability, style and design, and best large and small booths on display at the industry’s premier event. It is structured in such a way where only the judges’ consensus choices are featured. But that doesn’t mean other products and companies were any less deserving. With no honorable mentions or runners-up, the competition fails to acknowledge products that almost made it, in the judges’ conversations to the very end. In fact, in some cases, more than one judge may have chosen a product that did not win because of a 5-3-1 scoring system. So I thought it would be appropriate to pay homage to some of those products here. In the style and design category, won by Emser Tile’s Lakewood and Lakehouse, Mannington’s AduraMax Apex generated much consideration. The judges were deliberating over the waterproof product’s on-trend looks, contemporary colors, natural wood grains and finely detailed surface textures. The planks offer multiple widths with a visual not seen anywhere else on the show floor. In the technology category, captured

this year by Magnetic Building Solutions’ MagneBuild, Mohawk’s Omnify was discussed in depth. Omnify is said to be the flooring industry’s only omni-channel solution that connects online, in-store and product experience. The idea is to give retailers the content, tools and reporting to take their digital marketing to new levels with integrated social search, reputation management, website optimization and lead management. The other product discussed heavily here was a room visualizer called Roomvo. How it works: A shopper can upload a photo of her room through her phone and see her flooring choice in high quality without the need for an app to download. Customers interact with the visualizer intuitively in seconds. Manufacturers and retailers integrate Roomvo with their existing websites, enabling it for desktop, tablet and mobile phone shoppers. While it may take room visualizers to another level, the judges felt it was not new compared to an innovation such as magnetic flooring. Mohawk was also discussed in the innovation category, won by Raskin Industries’ Ceramix, a product billed as the industry’s first loose-lay LVT with built-in, authentic grout lines. Mohawk’s RevWood, its rebranding of its laminate collection, was the product, and one judge called it “laminate on steroids.” Mohawk calls it revolutionary laminate wood because of its waterproof nature.

RevWood is also scratch and dent resistant, and features All Pet Protection. A few of the judges felt it was more about marketing than product, but the waterproof claim almost put it over the top. In the sustainability category, won by Congoleum’s Cleo Home, a couple of other products caught the judges’ attention. First Marmoleum Click CinchLOC from Forbo was obviously discussed as linoleum is arguably the most sustainable product out there. Linoleum is naturally healthy, water resistant and made primarily from renewable resources, including linseed oil, wood flour and pine rosins. These natural ingredients provide Marmoleum Click CinchLOC with inherent anti-static properties to repel dust and dirt, making it easy to clean, thereby reducing exposure to allergens and contributing to better indoor air quality. The judges also talked about Air.o, Mohawk’s 100% recyclable carpet. Air.o’s fibers are made from 100% polyester and don’t absorb moisture, helping to prevent the growth of allergens. It’s latex-free, odor free and produces no VOCs. A worthy candidate indeed, and a Best of Surfaces winner in 2017 for Innovation. This year boasted a most deserving group of entries, providing the judges with a tough task indeed.

dustin aaronson associate publisher/ advertising director [email protected]

editorial reginald tucker managing editor [email protected]

ken ryan senior editor [email protected]

lindsay baillie associate editor [email protected]

art/production frank notarbartolo art/production director [email protected]

sales associate nadia ramlakhan [email protected]

founder albert wahnon 1920-2011

Steven Feldman

Getting social with fcnews

correspondents leah gross k.j. quinn nicole murray

columns jim augustus armstrong lisbeth calandrino scott perron roman basi fcica nafcd tom jennings

marketing mastery lisbiz strategies retailer2retailer financial installments distributors’ view lessons learned

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Domotex USA Continued from page 1

sion as to which one to support. Still others declined comment or stated it was too soon to decide. Hannover Fairs chose Atlanta, contending that 75% of the U.S. population is located in the eastern half of the country. As well, the majority of flooring companies would be within driving distance of such an event. Ray Bianchi, vice president, events and business development, Hannover Fairs USA, told FCNews the group conducted extensive research prior to its decision to launch Domotex USA in Atlanta next February. “The industry told us they are excited about the new show and absolutely see this as a mustattend showcase and gathering place. Many of our leading floor covering manufacturers already exhibit at Domotex in Hannover and welcome the addition of the U.S. show to the portfolio.” The first iteration of Domotex USA would begin Feb. 29, 2019, at the Georgia World Congress Center, with show dates for 2020 to shift into midFebruary. The goal is to hold the three core Domotex shows within four to six weeks of each other to make it easier for the industry to conduct business across the portfolio of flooring shows. “Our goal is to build a Domotex USA trade show in the U.S. that is by and for the industry,” Bianchi explained. Suppliers like Phenix Flooring, based in Dalton, is considering the option of attending the Domotex USA show but has not made a decision yet. In principle, the company said it would be very difficult to support both shows if they were scheduled in conflict with one another due to the considerable amount of time, money and resources required to participate in both events. “At this point we have committed to participate at Surfaces 2019; beyond that we will see how this thing plays out,” said Mark Clayton, president. At the same time, Phenix executives believe the East Coast location for Domotex USA is appealing. “We know that [Hannover Fairs] puts on a great event so hopefully they can provide the same opportunity here in the U.S. and accomplish this while controlling show expenses for exhibitors and attendees,” Clayton noted. Other vendors who have exhibited at Surfaces also plan to stay put. Case in point: Mohawk Industries, which returned to the show two years ago with a massive presence. “We came back to Surfaces at a time when the

industry had a lot of questions about the future,” said Seth Arnold, vice president of residential. “We increased our footprint to show our commitment. Our customers told us they really enjoyed coming to the show, and we will go where our customers ask us to go and Surfaces is where we have such demand.” Shaw Industries, which has enjoyed success with its regional shows, has not been an exhibitor at Surfaces for more than a decade. However, its Anderson Tuftex brand—and its USFloors division—exhibited at Surfaces 2018. “We are always evaluating opportunities to spend time with

February 19/26, 2018 I 5

Flooring retailers may be conflicted as well. “I hear the shows in Shanghai and Hannover are incredible—especially in hard surface—and I would love to experience that,” said Nick Freadreacea, president of The Flooring Gallery, Louisville, Ky. “On the other hand, I would be disappointed to see anything happen to lessen Surfaces. This past year was the most positive I have seen Surfaces in a long time. Most dealers would not attend both, so you could have a diluted audience at each show.” Informa, which organizes TISE, could not be reached for comment by press time.

Hannover Fairs is looking to expand its family of brands, adding Domotex USA to a portfolio that includes Domotex Hannover and Domotex Asia/ChinaFloor in Shanghai.

our customers,” said Carrie Edwards Isaac, vice president, Anderson Tuftex. “We are also listening to our customers to better understand what shows are meaningful to their business, what are they looking for from us and how each event aligns to our business objectives.” Mannington has long been a staunch supporter of Surfaces and has no plans to change alle-

giances. “Surfaces is the premier flooring show in the U.S., and we plan to continue to support it,” said Ed Duncan, president. On whether the industry can support two major events, he added, “That’s just it—we don’t feel the industry can support, or needs, two major shows. It makes more sense to put all our efforts into one large show rather than split up our resources for two shows. The numbers don’t work.”

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Advantages of lead-gen systems BY JASON GOLDBERG

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should consider the following (Second of two parts) attributes: n part I of this article Ease of use. When dealers (FCNews, Feb. 5/12), I providdecide to purchase a new lead ed an overview of what conmanagement system, they’re stitutes a good lead management most likely going to be the one to system. In this second installtrain all their managers and salesment, I will delve into specifics people on how to use it. To that and talk about the advantages end, they need a system that’s such programs offer retailers. simple and straightforward, so Accountability. Managers can now hold their salespeople they can get themselves and their accountable for tracking their staff trained quickly. More imporassigned leads. They can calcutantly, owners should want a lead late their RSAs’ close rates. management system that they’ll actually want to use. Remember: Furthermore, they can see if a Instituting a new lead managelead has been neglected and for ment system is useless unless how long. And they can see how everyone adopts it. or why a lead was mishandled Effectiveness. Dealers and potentially save a lead that is about to be lost. More important- should take the time to research all options to determine whether ly, they can use all this information to train their salespeople and they truly work. For instance, ask the lead management correct negative system sales rep for behaviors. Accessibility. A the names of cuscloud-based lead AL’S COLUMN tomers who have had management system success with the syslets dealers access a tem, then call those lead’s information customers and find out from a desktop computer, tablet why they recommend that tool over others in the market. Learn or smartphone. Being able to get valuable information about a lead the strengths and weaknesses of each system, then decide which while on the road or in the lead’s would be best for the business. home can help RSAs close jobs Remember: All lead management more quickly and confidently. tools are not created equal. Data to inform business Cost. Dealers should think decisions. Good lead manageabout their budget and how ment systems allow owners and much they can actually afford. their marketing teams to see Retailers should consider how which stores get the most traffic, which advertising mediums drive many users are going to need the most leads and which methaccess to it and if the business ods of contact (phone, email, should be billed monthly or website forms, etc.) are the most annually for a license. Additional fees to consider are popular among customers. Users costs for the initial system set-up may choose to adjust their maras well as fees associated with keting budget, change the marintegrating the lead manageketing mix, update their phone ment system with a particular system or website, or even change staffing levels at different company’s website. Bottom line: A lead managestore locations, based on the ment system is valuable to any information in the system. In flooring retailer, big or small. short, retailers no longer have to Whether you’re spending $5,000 make guesses about their business. Rather, they can now make or $500,000 on advertising and informed decisions. other lead-generation activities So, how can a retailer detereach year, those dollars are going to waste if you do not have a sysmine which lead management system is right for their business? tem in place to ensure your leads are being taken care of once When you’re shopping for lead they’ve contacted your business. management systems, dealers

How is the tight labor market impacting installation

Feb. 25-28 CarpetsPlus Color Tile Annual convention, J.W. Marriott Starr Pass Resort, Tucson, Ariz. Contact: 800.261.6456; [email protected]; carpetsplusbuyinggroup.com

From higher pay to TLC, flooring dealers do what they have to do to retain their installers in a tight labor market.

Our normal turnaround time for installs is about two weeks. When the labor market becomes tight our installation dates get pushed out to the three- to four-week timeline. That causes us to be more efficient at scheduling jobs and more precise on ordering timelines.

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Due to the fact that we use 90% in-house labor, the We increased our labor rates to keep installer shortage hasn’t affected us as much as others. our current group of installers happy With our apprentice training and to help us attract new ones. We also look for creative ways to maxiplan, we are trying to create mize the production of our current the next generation of crews such as using a dedicated installers internally. Finding the motivated young people is crew for flooring removal and hiring a challenge but they are out an ex-installer as a repair technician. there and willing to learn. —Billy Mahone III, Atlas Floors —Bill Huss Carpet One D&M Interiors-Flooring America San Antonio, Texas Appleton, Wis.

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Jason Goldberg is CEO of Retail Lead Management, a CRM software system designed specifically for the flooring industry. The company has sold more than 1,000 user licenses to flooring retailers in North America.

—Jon Dauenhauer, CarpetWorld Bismark Bismark, N.D.



I

( CALENDAR )

(RETAILERS REACT)

March 5-7 Fuse Alliance Annual conference, Sheraton New Orleans Contact: 888.586.1198; fusealliance.com/never-miss-a-beat

We are fortunate to have long-standing subcontractors working for us— some from day one of opening our business. We treat them all like family members and pay them fair market value and by addressing any new products or installation requirements with adjusted pay if need be. As I always say to my subs: ‘I can’t pay you more than everybody else on every single product, but I will always pay you.’ Fortunately, I don’t have any openings—my guys don’t leave. —Mike Montgomery, Montgomery’s CarpetsPlus Color Tile, Venice, Fla.

Right this minute we are OK as January and February are traditionally a little softer than the rest of the year. But the tough labor market is nothing new and appears to be getting a little worse. We can’t postpone commercial work or property management or builder because they have timelines that have to be met. It mostly affects retail where our backlog will be pushed out. —Craig Phillips, Barrington Carpet, Akron Ohio

March 7 Gilford-Johnson Advantage Partners Vendor show, Belterra Casino Resort, Florence, Ind. Contact: 812.288.0872; [email protected]

March 18-20 FCICA Annual conference and trade show, Beau Rivage Hotel and Casino, Biloxi, Miss. Contact: 877.TO.FCICA; [email protected]; fcica.com/annual-convention

March 19-23 CFI Residential Resilient Training Course One-week overview, Forney, Texas. Contact: John McHale, 816.231.4646; [email protected]; cfiinstallers.org

March 26-30 CFI Residential Ceramic Tile Training Course One-week overview, Forney, Texas. Contact: John McHale, 816.231.4646; [email protected]; cfiinstallers.org

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educating the industry

fcnews



6 I February 19/26, 2018

April 8-10 Haines Loyalty Club Northern Summit Sheraton Charlotte Hotel Charlotte, N.C. Contact: 410.762.5665; Libby Horne at [email protected]; Charlotte.hainesloyaltyclub.com

April 11-14 NWFA Wood Flooring Expo Tampa Convention Center Tampa, Fla. Contact: 800.422.4556; nwfaexpo.org

( REMEMBER WHEN...) Atlanta was the site of the 2008 Alliance Flooring Network winter convention, which focused on solutions aimed at combating the less-than-desirable economy. Despite the state of affairs a decade ago, Ron Dunn, left, coCEO of Alliance Flooring, and Vance Bell, CEO of Shaw Industries, were all smiles as they shared information with convention attendees.

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8 I February 19/26, 2018

awards

American OEM presented the 2017 American Spirit Award to Herregan Distributors, Eagan, Minn. Pictured from left are: Randy Schrecengost, vice president of sales, AOEM; Michael Standridge, vice president of design, AOEM; Bob Link, president, Herregan; Craig Folven, vice president of sales, Herregan; Allie Finkell, executive vice president, AOEM; Don Finkell, president and CEO, AOEM; Tom Splinter, executive vice president, Herregan; and Spike Tilden, sales, AOEM.

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Novalis Innovative Flooring named Self’s, a division of E.J. Welch Co., Distributor of the Year for 2017. Pictured from left are: Erik Landry, territory manager; Angie Alexander, national sales manager, Novalis; Mitch Self and David Self; and Mark Hansen, vice president, North America, Novalis.

Distributors share in the spotlight

T&L Distributing earned Raskin Industries’ Distributor of the Year award for 2017. T&L’s Scott Carson, flanked by Raskin Industries’ Ted Rocha and John Hunter, accepts.

LAS VEGAS—A big draw at Surfaces each year is clearly the slate of new products making their debut on the exhibition floor. Equally important are the sales and marketing efforts of the various distributor partners who support those launches. To that end, manufacturers took the opportunity to recognize some of their top wholesale partners at special events at the show. Following are some of those award pres entations.

Derek Welbourn, left, CEO of Inhaus, along with Daniel Lang, VP of sales and marketing, recognize Southland Floors’ Gary Henick , Richard Alpert, Corey Henick and Stew Montague.

Armstrong Flooring announced the recipients of the 2017 Thomas Armstrong Awards, a program that honors distributors who exemplify integrity, a resilience of spirit and deep dedication to their customers. The recipients are as follows: Belknap White Group (Distributor of the Year, Residential Resilient and LVT); Florstar sales (Commercial Distributor of the Year & Top VCT Distributor); and Derr Flooring (Wood Distributor of the Year). Don Maier, right, Armstrong Flooring president and CEO, recognizes the Belknap White team.

Raskin’s Ted Rocha, left, and John Hunter, right, present David Jones and Steve Rosenthal of All Tile with a Distributor of the Year 2017 award. E.J. Welch (not pictured) was also recognized.

best of surfaces

10 I February 19/26, 2018

Honoring excellence Continued from page 1

Surfaces. Specifically, they were each asked to explore all submissions and select their top six picks that they believe best represented the category in which they were entered. The most popular selections by consensus in each category made it to the final round, which were viewed on the first day of Surfaces—in some cases by the original judges as well as select retailers who agreed to offer their time and input. The category winners are as follows:

Innovation Raskin Industries After taking home the Best of Surfaces award for innovation six years ago, Raskin returns to form this year with a win for Ceramix, billed as the industry’ first looselay LVT with built-in grout. Ceramix provides dealers with an alternative to ceramic tile and porcelain that can be installed in a day or two. While there have been other products with grout lines attached, none have achieved the level of realism that is inherent with this product line. “Winning Best of Surfaces in the Innovation category for the second time is a great accomplishment for our entire organization,” said Michael Raskin, CEO. “It means so much to be recognized as unique in a highly competitive market.” Raskin also paid homage to his late father, Gerald Raskin, who was an innovator in his own right. “I am honored and take great pride in knowing my father would be very proud if he was alive today,” he said. “He devoted his career to developing products since the early ’60s. As such, I think it would be appropriate to dedicate this award to my father, because he always strived to innovate with new products that had style and would stand out amongst the crowd. If it wasn’t for him I would not have had the opportunity to forge my own path in the flooring industry.”

Style & Design Emser Tile Emser Tile created Lakewood and Lakehouse as an ode of sorts to the beautiful biodiversity of aged trees. The realistic, headturning products are offered in long 8 x 34 glazed porcelain planks. Lakewood is marked by distinct wooden tones that evoke rich detail and texture, while Lakehouse acts as an accent motif with bold color variation. “It is an honor for Lakewood and Lakehouse to be recognized in the category of style and design,” said Barbara Haaksma,

vice president of marketing. “Emser Tile consistently looks to bring a fresh approach to design, and these wood-look tile series defy boundaries by offering customizable installations with striking detail.” According to Emser, Lakewood and Lakehouse offer a unique opportunity for retailers to sell and designers to specify complementary collections. “By breathing new life into wood-look designs, we believe we have created two series that will resonate with our customers in a lasting manner,” Haaksma stated.

composite core, high-fidelity digital imaging and ultra-clear protective coating that put Cleo in a category by itself. “Chemical embossing for sheet vinyl and the introduction of the world’s first groutable LVT

are great examples of how Congoleum has delivered meaningful innovation to the flooring industry for more than 130 years,” O’Connor added. “It is this commitment to challenging the status quo that has enabled us to bring

fcnews Cleo, the next generation of innovative and sustainable flooring to life, and we are grateful for the recognition.”

Technology Magnetic Building Solutions

Sustainability Congoleum/Cleo For Congoleum, the new Cleo brand represents a new era in sustainable flooring. The mineral composite core is a truly unique, eco-forward base that combines 85% locally sourced limestone with a 100% PVC-free binder that eliminates all plasticizers and chloro-chemicals, the company stated. Every layer of the product’s construction is completed in the USA, establishing an exceptionally small carbon footprint. But that’s just part of the story. Cleo also delivers high marks on the aesthetic front. The product offers virtually unlimited style and design visuals that have an exceptionally high number of unique and non-repeating patterns—as high as 60 in certain designs. This is accomplished through an innovative direct-to-base digital printing process that uses 100% solventfree inks. The vibrancy of the visual is further enhanced with a ultraclear, high-performance 100% solids urethane coating that is VOC-free and delivers uncompromising protection from scratching and fading. “The introduction of Cleo and subsequently winning the Best of Sustainability Award at the Surfaces show is a tremendous achievement and honor,” said Chris O’Connor, president and CEO. “Cleo is truly different in every way and simply put, there is nothing like it in the market today. The patented construction features a PVC-free and waterproof mineral

I N N O V AT I O N : C E R A M I X F R O M R A S K I N I N D U S T R I E S FCNews’ Steven Feldman, second from left, presents the Innovation award to Michael Raskin, president and CEO, Raskin Industries, as Bill Lapis, left, Dustin Aaronson, FCNews associate publisher and advertising director; and Raskin Industries’ Ted Rocha and John Hunter, look on.

STYLE & DESIGN: LAKEWOOD, LAKEHOUSE FROM EMSER TILE FCNews ’ Aaronson and Feldman present to, from left, Emser Tile’s Bob Baldocchi, chief marketing officer and vice president of business development; Mark Seal; Christine Wu; Rafi Ghodsian; and Barbara Haaksma, VP of marketing. Inset: Patrick Warren, SVP.

TECHNOLOGY: MAGNEBUILD FROM MBS From left: FCNews’ Feldman and Aaronson present to Scott Humphrey, CEO, WFCA; and Magnetic Building System’s Shane LeBlanc and Li Huang.

fcnews After generating a ton of preshow buzz, the new MagneBuild line from Magnetic Building Solutions (MBS) lived up to its billing. The innovative magnetic installation system was created by a joint collaboration between

February 19/26, 2018 I 11

industry leaders and experts in the field of space and military technology. MBS pushes magnetic capabilities to new heights, providing the industry with an easily interchangeable interior surface solu-

tion. How it works: The underlayment system of MBS utilizes magnetic technology as the foundation for all types of floors. To install, users simply roll it out over any smooth and clean dry subfloor surface. A key benefit of

this new technology is that it alleviates many installation issues as floors no longer need to be bonded, making seams a non-issue. Thanks to the innovation, a larger group of cost-conscious consumers can push past the limits of the need to be neutral, allowing for more adventurous interior design options, according to the World Floor Covering Association (WFCA), which unveiled the product and conducted demonstrations at the show. The unveiling was more than enough to inspire dealers to cast their votes for the product in the technology category. “As a newly launched product, we are thrilled to receive S U S TA I N A B I L I T Y : C L E O F R O M C O N G O L E U M this award and to be recFCNews’ Aaronson, left, and Feldman, right, present to, from left, ognized as the recipient Congoleum’s Doty Horn, SVP of style and design; Kurt Denman, chief in the technology category,” said Scott marketing officer and EVP; and Chris O’Connor, president and CEO. Humphrey, CEO of the WFCA. “MagneBuild is a game changer for our industry. There is nothing like it in the world and its applications are endless.” Freida Staten, WFCA vice president of marketing communications, agreed. “Being recognized with the Best of Technology Award provides us with an amazing sense of validation. The experts who recognized us with this award confirmed our belief that the BEST LARGE BOOTH: ANDERSON TUFTEX MBS system can, and FCNews ’ Feldman and Aaronson, left and far right, present the will, make a difference. Best Large Booth award to Anderson Tuftex’s Katie Ford, director They saw an installation of brand strategy; Carrie Edwards Isaac, vice president; system that works with and Ashley Rich Piroteala, senior designer. every flooring category and extends the reach of floors to include walls.”

Best Booth (>1,200 square feet) Anderson Tuftex

BEST SMALL BOOTH: ARTE MUNDI FCNews ’ Feldman, left, and Aaronson, right, present the Best Small Booth award to John Lee, second from right, Arte Mundi president, and Michelle Lei.

Combining the Anderson and Tuftex hard and soft surface brands under one banner not only makes common sense (because this is how people live in their homes, company executives explained), but it also presents a unique opportunity to double down on new ways to market and merchandise mid- to upper-end hardwood and soft surface products. “We have reconceptualized both brands, updated the merchandising along with a new

website so everything is fresh,” said Katie Ford, director of brand strategy. “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.” Dealers in attendance at Surfaces recognized and appreciated this strategy, which is one of the reasons why they voted Anderson Tuftex—which made its debut in a two-story space— for Best Booth in the large category. “We were beyond thrilled to receive the award for Best Large Booth Design from the retailers that attended the Surfaces show in Vegas,” Ford said. “As we designed our booth, the words we kept in mind were: authentic, thoughtful and approachable. We knew we wanted to provide show-goers a breath of fresh air in our space and an opportunity to take in the intentionality and craft inherent in Anderson Tuftex products.”

Best Booth (<1,200 square feet) Arte Mundi Arte Mundi’s booth was designed as a visual tribute to its mission, serving as a physical extension of its primary goal: to infuse life and art into living spaces. To that end, the company’s Surfaces presentation played off the modern architectural structures and shapes inspired by contemporary art museums. The intended ambience is one of minimalism to impact the attendee experience in letting its products, its art pieces, speak for themselves. The Arte Mundi booth was compartmentalized in a way that presented the company’s full spectrum of products. This included current running lines, new products for 2018 as well as conceptual products. And let’s not forget one of the biggest highlights of the space: brilliant Swarovski crystal element floors. John Lee, the company’s president, appreciated the honor. “Arte Mundi is humbled to say that our U.S. debut at the Surfaces show was honored to win the Best Booth award. The intended inspiration for our exhibit was for it to be a direct reflection of our company mission and our corporate beliefs. Both our marketing and design teams worked tirelessly to demonstrate the capabilities of Arte Mundi. We are beyond grateful to be recognized by the panel of judges, some of the most respected professionals in the industry, and in turn are motivated and encouraged to continue to pursue this standard of greatness.”

carpet

12 I February 19/26, 2018

fcnews

From stain and soil protection to cleaner homes By Ken Ryan

arpet that offers stain and soil protection is no longer merely a trend but a standard feature offered by mills throughout the industry—albeit with new iterations being added continuously. Today’s push is also about providing a healthier home environment, with some companies highlighting products that offer hypoallergenic and antimicrobial properties. Flooring executives say this trend was borne out of extensive consumer research. For example, Chris Johnson, senior vice president of sales, Phenix Flooring, cited a recent Gallup poll finding that 89% of consumers are already using an antimicrobial or antibacterial product at home. “We know consumers are looking for products that work harder and have added benefits beyond what’s expected,” he said. To that end, in 2017 Phenix introduced its Cleaner Home collection in partnership with Microban, a leader in antimicrobial technology. Additives are infused into the carpet, protecting against the growth of stain and odor-causing bacteria and mold. The collection also features built-in SureFresh odor capture technology designed to eliminate common household smells that can linger. “In 2018 we are expanding the collection with three new carpet products, so consumers now have even more options from which to choose in order to outfit their home with the cleanest, hardest working carpet,” Johnson said. Mohawk Industries also

The unique construction of Mohawk’s Air.o USF provides optimal airflow and helps release dust and dirt more easily when vacuuming.

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conducted expansive consumer research and uncovered some interesting data to use in its own product development. For one, hypoallergenic flooring actually attracts consumers to the soft flooring category and, in fact, doubles the percentage of people who are considering carpet into actual buyers. “In the last 10 years of research I have not seen anything that doubles purchase consideration, at least not for carpet,” said Seth Arnold, vice president, residential. Mohawk’s research also found that 69% of people who are in the market for flooring replied “yes” to a question as to whether anyone in their household has a breathing or respiratory condition (including allergies). “What we found is the market size for hypoallergenic is as large as the market size for pets,” Arnold noted. “There is also a similarity; people are emotionally attached to their pets. There is also an emotional connection to a product that can help relieve symptoms from breathing issues.” Consumers are more interested in health and well-being than ever before, and that includes the foods they eat, their exercise routines as well as the products they purchase. Studies show

of soft surface portfolio management for Shaw Floors, being able to clean your carpet effectively makes a huge difference in the goal of having a healthier home. “Most spills are caught hours, maybe even days, later,” she said. Shaw’s answer is R2X, a stain and soil repellant wherein stains are kept on top of the fiber as long as possible. That’s where its LifeGuard backing comes into play. According to Shaw, the product is engineered to prevent liquid from seeping into the subfloor. “This gives consumers peace of mind and the cleanest carpet for healthy living,” Tran noted. When Mohawk introduced Air.o in 2017—ushering in a new category called Unified Soft Flooring (USF)—the product was touted for its strength, flexibility, dimensional stability and ease of installation. It checked all those boxes. However, since it is also made of 100% PET, Air.o’s fibers don’t absorb moisture, which helps prevent the growth of allergens, the company stated. Air.o’s construction also provides better airflow and releases dust and dirt more easily when vacuuming. While Air.o is the fresh new star in Mohawk’s soft surface galaxy, its SmartStrand collection continues its legacy of providing enhanced protection against pet stains and the like for consumers. As explained, Shaw Floors’ new Bellera line features a specialized Arnold dye chemistry and LifeGuard backing system “Nylon protection can to provide improved durability. wear off over time but SmartStrand is built in that nearly 30% of and never washes off. When we consumers would be enhanced SmartStrand with willing to pay more for Forever Clean we added nana product in their otechnology.” This fiber treatment, home that offered health benefits for all called Nanoloc, repels dirt, members, including dander, spills and stains before they reach the fiber. Mohawk their pets. to offers an All Pet Protection According Teresa Tran, director guarantee with the line.

New introductions The effort to keep soft surBellera is Shaw’s new pre- faces free of soil and stains has mium soft surface intro- existed for decades and is not a duction for 2018. The new trend. In fact, protection product comes with a spe- for carpet dates back to the cialized dye chemistry and 1950s, when 3M first worked LifeGuard backing system on a chemistry that would later to give the line exceptional be introduced as Scotchgard durability, the company Protector. To this day stated. Shaw offers a Scotchgard Protector remains a “No Surprises, Worry-Free premium antidote to stain and Warranty” on the product. soils. When applied at the mill, Phenix’s Cleaner Protector is done in a one-stepHome collection includes application process that treats 10 new carpets, all with the entire carpet fiber from top antimicrobial protection to bottom. The deeper the penfor the life of the product. etration, the better the resistance to stains, which means the Additionally, Cleaner Home was developed with a highly carpet is easier to clean. With the help of national engineered PET yarn. television commercials, Foss Floors’ DuraKnit products are constructed of 100% Invista’s Stainmaster brand was post-consumer drinking bottles launched in 1986 and became that render the product completely stain resistant and hydrophobic, the company stated. Featuring a patented DuraLock technology, which is guaranteed to never fray, unravel or zipper, the carpet is pet friendly. “Our carpet tiles feature a peel-andstick adhesive that is VOC free,” said Brian Warren, executive vice president of sales and marketing. “These tiles are all fiber from top to bottom. We have eliminated the need for smelly, VOCPhenix’s Cleaner Home line includes laden adhesives and technology from Microban, a leader difficult installs.” in antimicrobial technology. Warren said he can vouch for these products from personal experiarguably the most recognized ence. “I have four shelter resbrand in flooring. Over the cue dogs and a cat. Believe me, years, Stainmaster has evolved these attributes are important with new treatments and proand when combined with the tection systems, most recently inherent stain resistance of our the PetProtect carpet and cushNatural Touch PET fiber, these ion system featuring a breathproducts are Fido-proof.” able moisture barrier that helps At Surfaces Engineered prevent spills and accidents Floors sought to educate retailfrom penetrating the padding ers on PureBac with Ultra-fresh and subfloor. PetProtect is now protection. This innovative used on both soft surfaces (cartreatment aims to inhibit the pet and rugs) and LVT. Invista growth of bacteria and fungi also markets Stainmaster responsible for creating Active Family and Stainmaster unpleasant smells and staining LiveWell. The latter is a carpet in textile and plastic products. and cushion system designed By controlling unwanted with AllerShield technology to microbes, Ultra-fresh antimihelp reduce the bonding of crobials keep products fresh, allergy-aggravating particles hygienic and odor free. into the carpet fibers.

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installation

16 I February 19/26, 2018

fcnews

Flooring dealers grapple with tight labor market By Ken Ryan

strengthening economy coupled with an increasingly tight labor market— with unemployment at 4.1% nationally—has exacerbated the installation crisis for many dealers, observers say. The issue has forced some to turn work away because of a scarcity of crews, while others are having to pay substandard mechanics more just to retain them. While flooring dealers say business is still up in 2018, they believe the installation challenge is stunting this growth. “Our

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business is being affected in three ways,” John Taylor, president of Taylor Carpet One, Fort Myers, Fla., told FCNews. “First, the shortage of labor is affecting our growth. Second, because of the shortage, our labor prices are going up because [installers] know there is a shortage. Lastly, the quality of the installers out there has gone down drastically, and the workmanship is not where it should be. This will continue unless we all somehow pull together and figure out a way to recruit and train people for our trade. Not everyone is meant for college and there is a great oppor-

OUR 2017 WORST SUBFLOOR CONTEST WINNERs

tunity installing if it is done the right way.” Such a tough labor market makes finding skilled workers more difficult in sectors like flooring installation. As such, some dealers are forced to pass on certain jobs, unable to fulfill their customers’ needs. In other cases, wages appear to be rising even for mediocre installers. “Unfortunately, I only see this problem getting worse as our labor force is aging—unless we can get the next generation interested in the trades,” said Josh Elder, owner of Gainesville CarpetsPlus Color Tile, Florida. For Carlton Billingsley, owner of Floors and More, Benton, Ark., the labor market is challenging his business to be more strategic, particularly on the commercial side as he picks and chooses which partners to work with. However, as the backlog grows, his business suffers. Rather than bemoan his situation, Billingsley has a solution he believes will pay off. “We are creatively working with other skilled/non-skilled laborers to learn flooring skills to grow with our business. We continue to

invest in training at manufacturer facilities, our facility and in our regional area, too, to diversify the mechanics’ skill set so they can do different types of flooring. This way we can accelerate our growth together.”

A paltry labor pool has made finding quality installers more difficult for flooring dealers.

Due to the shortage of qualified installers, Tim Schoolfield, owner of CountrySide Flooring America, O’Fallon, Mo., said he is “less confident” these days in spite of an improving economy. “I am less confident we can get flooring installed in a timely fashion or in the ability of new hires to exceed the expectations of an increasingly demanding customer,” he explained.

That sentiment was shared by other flooring dealers such as Cathy Buchanan, owner of Independent Carpet One Floor & Home, Westland, Mich. “It is an uneasy feeling to sell high-quality woven products, hardwood, LVT, laminate, etc., not knowing if you’re going to overwhelm your existing installation crews,” she said. “And then once their knees give way—who do you have? Having a back-up plan just isn’t the case today. No offense to millennials, they just aren’t driven to the challenge of such a difficult job. And when talking about the sales floor, office/support staff, [they] seem to get bored quickly and look for a better position.” What’s regrettable, Buchanan added, is the flooring retail industry should be primed for growth. “There is so much opportunity in our field of retail—not so much with the shopping centers— because Amazon can’t quite get the touchy-feely experience of buying carpet. People have an opportunity to make a lot of money selling and even more so by installing, and also taking pride in the field of installation. It’s a scary thought.”

MagneBuild seeks to address installation issues By Ken Ryan

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While it might not solve the installation crisis entirely, there is hope that MagneBuild by Magnetic Building Solutions (MBS), a new magnetic flooring system, may be the breakthrough technology the industry needs. Winner of a Best of Surfaces Award for Technology (see page 10 in this issue), this underlayment system from MBS uses magnetic technology as the foundation for all types of floors. To install users merely have to roll it out over any smooth, clean and dry subfloor surface. “MagneBuild is a game changer for our industry,” said Scott Humphrey, CEO of the World Floor Covering Association (WFCA), which partially owns MBS. Humphrey explained that the MBS technology is deployed in one of two ways, depending on the application and circumstances. In the first process, ferrite powder can be injected into products with a quasi-soft back during the manufacturing phase. This process, he said, works best for LVT, LVP, WPC and even wall coverings. The second method is to adhere a roll of receptive material, which is cold-pressed onto the product at the end of the manufacturing process. This is the easiest application for all flooring categories including carpet tile, broadloom,

Scott Humphrey, CEO of the WFCA, demonstrates the attributes of MagneBuild for dealers attending the NFA Vendor Showcase. ceramic, porcelain and stone, according to MBS. Both processes result in a tight magnetic bond between the subfloor and finished floor that is virtually waterproof. The magnetic subfloor also acts as a sound barrier, providing crack isolation protection for ceramic floors. Once the subfloor is installed users can change from an LVT to a ceramic tile to a carpet tile and back again with no floor prep time needed. Humphrey added that MBS products are ideally suited for commercial settings where timing is critical. Flooring retailers who watched demonstrations at Surfaces and at the NFA Vendor Showcase the day

prior were enthusiastic, with some calling it a difference maker for the industry. “I thought this was the most revolutionary product at Surfaces,” said Brian Witkin, executive vice president of sales, Avalon Flooring, Cherry Hill, N.J. “Long term, I believe the product will do very well in the market.” Carpet tile and WPC/SPC will be the first surfaces available with this platform, which is expected to be available in the latter half of the second quarter. The MBS platform will be sold through WFCA retailers, and WFCA members will enjoy exclusive benefits by carrying the MBS line, according to Humphrey.

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February 19/26, 2018 I 17

Michael Bobak, product manager, H.B. Fuller, displays the company’s new adhesive for large, thin-panel tiles.

Bostik’s Scott Banda, left, and Eric Kurtz preview Bostik Set, a cutting-edge adhesive.

From left: Wade Verble, David Clarkson, Myrna Block and John Lio are all smiles at the DriTac booth.

Adhesives designed to ease the task at hand By Nicole Murray

he latest batch of adhesive products unveiled at TISE 2018 aim to simplify installation challenges while addressing specific issues floor layers face on the job site. Case in point is H.B. Fuller, which showed its Ultimate Six Plus adhesive designed for the trending large, thin panels but can be applied to any size tile. Ultimate Six Plus allows the floor to be walkable within six hours, giving the installer an opportunity to correct minor imperfections. “This type of adhesive is strong but easy to apply to material that must be handled delicately,” said Michael Bobak, product manager. “Installers are under less pressure to apply the material before it hardens, and the sixhour window is very useful when other [trades] are on the project site with you. There are times you cannot control when other construction teams walk on the floor too soon, for example. This product is the solution to that problem.” H.B. Fuller also showcased an innovative spray adhesive that changes color to indicate the exact moment when it is appropriate to place the flooring. It is particularly useful in resilient flooring applications, the company said.. “When the adhesive is clear, it is ready to receive flooring,” Sonny Callaham, technical product manager, explained. “The product can always be placed with confidence because the adhesive times it out for them.” Ardex debuted a new rollapplied adhesive designed specifically for LVT and LVP that also caters to installers with little to no experience because the product is painted on for application. The adhesive is a bright plum color,

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which helps installers keep track of where adhesive has already been applied. This not only avoids waste but also saves money in terms of time spent on the site. “Wasting adhesive to make sure all areas are sufficiently covered was one of the major complaints circulating,” said Ed Masilunas, business manager of adhesives, Ardex. “We chose a bright color so less time is wasted ensuring every area has been applied with the needed amount of product for it to do its job.” In addition, Ardex’s adhesive is pressure-sensitive in 10 minutes, allowing for a quicker tack. “This factor makes it perfect for places that can’t shut down for long periods of time,” Masilunas added. “For example, this product is perfect for

schools or hospitals where projects are very time sensitive and always have people roaming.” Bostik Set unveiled a sin-

Sonny Callaham, H.B. Fuller’s technical product manager, previews a new spray adhesive at Surfaces.

gle-component adhesive designed for thin porcelain tile wall panels. The product features recycled pieces of black rubber mixed in for a uniform film thickness between the wall and the panel. “The rubber makes the adhesive less prone to crack, offers a sounddampening component and does not let the material compress past a certain point,” Scott Banda, director of marketing and business development, explained. “This product is also environment friendly because the rubber pieces are recycled.” DriTac rolled out its Total Sound Reduction System, which includes DriTac 7900 Super Grab, a urethane wood flooring adhesive meant for installing long and wide planks,

and DriTac 5900 MegaBond, designed for installing resilient flooring and helps control vinyl plank shrinkage. “We are marrying our underlayments with our adhesives to offer an enhanced system package that we can get fully behind,” said John Lio, vice president of marketing. The major advantage of this package, according to Lio, is a lifetime warranty is offered because all the products needed are coming from one supplier, leaving only one source to go to for any issues that may arise. “It avoids any finger pointing because we know this package inside and out. It gives us all the more reason to stand behind these products because we make it a point to only release premium-level options.”

Wagner applauds revised ASTM standard STM, the international standards organization, has revised its Standard Test Method for Determining Relative Humidity in Concrete Floor Slabs Using in-situ Probes (ASTM F2170). The updated standard reduces the mandatory wait period before obtaining official, documentable results from an in-situ relative humidity (RH) moisture test performed in concrete floor slabs from 72 hours to just 24 hours. This significant reduction in wait time allows contractors and flooring installers to take action on RH test results two days earlier than the ASTM F2170 standard previously allowed. It should also enable contractors and flooring professionals to accelerate their construction and remodeling projects accordingly. “Everyone at Wagner Meters is excited about the change to 24 hours,” said Jason Spangler, flooring division

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A reduction in wait time for concrete moisture testing allows contractors to accelerate their construction projects.

manager. “Our own internal testing with the Rapid RH system has long shown essentially

identical results between the 72-hour and earlier readings.” ASTM International updat-

ed the industry standard for measuring the moisture condition of concrete slabs in response to an ASTM-commissioned Precision and Bias interlaboratory study conducted in 2014. That study documented the temperature and RH readings of in-situ RH probes at various times within the old 72hour window, including at the 24-hour mark. The study’s findings confirmed the readings obtained at 24 hours were statistically equivalent to readings taken at 72 hours. Spangler called the development a “game changer” for flooring professionals. “With the revised F2170 standard, installers can now take action after just one day instead of having to wait three days. No other industry-accepted test method for concrete moisture offers such fast results, and certainly none are more reliable or accurate than the RH test.”

18 I February 19/26, 2018

ceramic

fcnews

New formats, designs emerge By K.J. Quinn and Nicole Murray

cious and, therefore, much more appealing.” Vance Hunsucker, national sales manager, tile and stone, Shaw Floors, also cited the new tile’s ease of installation. “Gauged porcelain slabs take less time to install since they are manufactured in large pieces and don’t require the same intensity in terms of grouting and cutting that’s inherent with traditional tile formats.”

market and will continue to gain market presence over the next two to three years.”

everal of the industry’s major players have invested significant capital and Aesthetic enhancements resources into the development High-definition printing is comof next-generation tile flooring pletely transforming the categoand wall products. Judging by ry, allowing manufacturers to the introductions making their supply consumers with highrespective debuts at various quality floor tiles that resemble markets this winter, those natural materials. Image resoluinvestments are paying off. tion, observers say, is integral to On one hand, advances in creating products with superior digital printing are enabling characteristics in terms of producers to introduce headdetail, color fidelity and turning formats and designs. graphic designs. At the same time, technologiThe digital printing process has become so cal breakthroughs are helping sophisticated that manufacsuppliers improve performturers are creating tiles that ance and durability. “We are vary from piece to piece, constantly evaluating our much like the real products. technologies, always looking A case in point is for new ways to improve our Marazzi’s Urban District BRX product offerings,” said collection, which closely Gianni Mattioli, executive resembles brick but is actualvice president, product and ly ceramic tile. Exuding the marketing, Dal-Tile. “Our look of handcrafted bricks, digital printing techniques the Urban District BRX line allow us to create tile that is so realistic, most customers Wider and longer plank looks in tile are is inspired by 19th century emerging, driven by the trend toward Chicago brick, so realistic cannot discern between what reclaimed and painted hardwood. is tile and what is the natural consumers will be hard surface we are imitating.” pressed to tell the difference. New designs in products Emerging formats such as One natural look that large slabs are providing a such as porcelain slabs are offerremains strong in commercial broader canvas for many of ing even more incentives for and residential flooring is wood, these new designs. At Surfaces, homeowners and specifiers to thanks to the introduction of Dal-Tile showcased its choose tile for more than just new graphics and sizes. Longer, Panoramic porcelain series showers and backsplashes. “We wider formats in wood visuals are becoming increasingly popavailable in a 10 x 6 format. see convergence of designs ular, Shaw’s Hunsucker said, a Then there’s the Industrial appealing across both commertrend that is in line with hardPanoramic series, which comes cial and residential,” said David wood flooring. “There appears in four colors, and the Koenig, vice president and gento be a transition away from 6 x Elemental Panoramic series, eral manager, Crossville 24 formats, which are quickly which comes in seven colors. Studios, the tile maker’s distriTiles for the new collections are bution division. “Porcelain slabs becoming more of a commodity are starting to come into the product within the market.” available in varied thicknesses including 12mm for countertop applications and 6mm, which is more suitable for the floor or wall applications. “We had to go bigger because people’s kitchen islands Proven sales strategies from Lisbeth Calandrino are growing larger and their surHow good are your salespeople? These days good isn’t enough; rounding counters have larger salespeople have to be better. The customer has changed the way wrap-arounds,” said Roy Viana, she buys; has your salesforce changed accordingly? Customers are Dal-Tile’s director of slab and spending more time online, making them harder to find. When natural stone. “Within this colyou find them do your salespeople know what to say? lection alone are color and tex3.0 selling has changed the sales game. ture options for just about any Relationships are more important than ever and many of them take look to be achievable along with place online. Do your salespeople know how to reach out to these the durable and long-lasting customers and build those important relationships? Do they have benefits of porcelain.” the skills to bring the online customer into your store? Another hot trend in porceThis three-day course includes self-evaluation, customer need lain tile is thinner looks. One of assessment, tactics for making those all-important online contacts the most significant advantages and creating methods of improving follow-up. of thin tile is the ability to be offered in much larger slabs Product knowledge alone isn’t enough. than traditional tile, according Customers don’t buy products; they buy the benefits products to Barbara Haaksma, vice presiprovide. In order for customers to know what types of product dent of marketing, Emser Tile. they need, the features and benefits must be relevant to the “Grout lines are the bane of customer’s conditions of satisfaction. everyone’s existence in the industry. The monolithic look Online training is also available. For training information and that comes with larger tiles pricing, call Lisbeth Calandrino at 518.495.5380 or email [email protected]. allows for [rooms] to look spa-

S

Turn ‘good’ RSAs into ‘great’ sales pros

lisbiz strategies

Hope for the best, but plan for the worst was traveling through Newark Liberty Airport recently and stopped for a bite to eat. I didn’t have much time in between flights and was definitely feeling rushed. By the way, I was on my way to do a presentation for the Mid-Atlantic Floorcovering Association on how to acquire more outside business. (This story kind of emphasizes this.) While I was eating, I heard the server say the credit card machine was not working and they could only take cash. I knew I didn’t have cash on me. When I was at the Albany Airport the ATM machine wasn’t working so I just got on the plane. I told the server I didn’t have cash and would have to send it to her. She was very sweet and told me not to worry; she didn’t have an address or any alternatives for me. She also didn’t know where the ATM was. I told her, “I have to worry

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LISBETH

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couldn’t access emails. The discussion was about whether they should call the owner. There was a conversation as to whether or not the owner was out of bed yet. In the meantime, the customers left disgusted. There are a couple of important issues in both instances. One, there seems to be a lack of communication between the owners and the employees, and how much authority employees should have. An even bigger issue is employees having an understanding about business and customers in general. Employees should understand they are actually entrepreneurs. Taking HELPING YOUR EMPLOYEES care of customers and UNDERSTAND THEIR IMPORTANCE bringing money into the business are their AND POSITION IN THE BUSINESS IS two main jobs. When THE BEST WAY TO MOTIVATE THEM. they do both well, everyone gets paid about it because if no one pays and the business flourishes. In you, that will be the end of the both instances, the owners business and your job, and I seemed to be lacking in their don’t want that to happen.” I was understanding of business. obviously more worried about it Motivating people isn’t easy. than she was because she told They have to feel needed and me again not to worry. I finally important if they are to take stood up in the restaurant and their job and the business seriexplained the problem to anyone ously. Helping your employees who would listen. I said we understand their importance the should try to figure out how to best way to motivate them. The pay them. If we didn’t, the level of authority and responsiservers wouldn’t have any tips bility given to employees varies, but they should at least know for the day. People clapped and agreed so I left. I found an ATM, what to do in an emergency. I got my money and went back Hamburger University was and paid the bill. The server was created to train McDonald’s very thankful, but the problem employees in the art of restauwas not corrected. I know I rant management. “Everyone could have gotten away without who works there must underpaying but that’s stealing. What stand that each of them is runbothers me is there was obviousning a multimillion-dollar busily no contingency plan in place. ness,” said Rob Lauber, vice presCan you imagine the cost ‘per ident and chief learning officer square foot’ for that restaurant? of McDonald’s Restaurant When I got back to Albany I Solutions Group. “So, we want to make sure they have good busiwent to the UPS store. The staff ness grounding.” was talking about how they couldn’t get the password to Don’t your employees need work in their computer and they the same thing? Lisbeth Calandrino has been promoting retail strategies for the last 20 years. To have her speak at your business or to schedule a consultation, contact her at [email protected].

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20 I February 19/26, 2018

Smell Zapper zaps odors, cuts down on installation By Lindsay Baillie

entire subfloor with [competitor products] and it’s almost impossible to get on the tack strip and under a base board. In lieu of two or three hours of painting subfloors you can take our product, put it in a pump-out sprayer and spray the subfloor within 10 to 15 minutes. Smell Zapper is completely safe to be sprayed on all finished, water-safe surfaces— including behind the tack strip

ecessity is the mother of invention. That is how Scott Brown, founder and co-owner of Smell Away Solutions, described the inspiration for the company’s flagship product, Smell Zapper BioEnzymatic—an odor eliminating, enzyme-based solution. Brown spent more than 12 years as a mill and distributor rep and another 10 years at Absolute Interior, his retail flooring store in Kansas City. While running the flooring store, Brown was constantly faced with answering the question: “How do I get the smell of pet urine out of my floor or at least trap it in the subfloor?” While oil-based solutions were widely used at the time, they often slowed down installation and gave installers more work in the long run, Brown said. It wasn’t until a couple of years later when Brown was faced asking the same question about his own floors that he Smell Zapper’s Smoke Odor looked into developing a pet- Eliminator allows users to rid HVAC friendly, environmentally safe, systems of unwanted odors. enzyme-based product that is and base boards.” easy for installers to apply and can be used on subfloors as well What also makes Smell as other waterproof surfaces. Zapper unique is its zero dry “Smell Zapper is completely time and composition of live bacbiodegradable,” Brown said. “You teria and enzymes. According to could be applying it to a subfloor Brown, Smell Zapper contains and a pet could come in and lick about 300% more active ingrediit and it would not hurt it at all.” ents than other products on the What’s more, Smell Zapper market. What’s more, the prodhelps users eliminate the need uct contains re-emulsifiers for dry time and addresses the which allow it to break down years of dried urine. Unlike some subfloor odor faster than its competition, Brown claims. “It takes competing products, which trap two or three hours to paint an odors in a subfloor, Smell

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Zapper’s enzymes actually break down odors to eliminate it from the flooring or subfloor. New solutions Smell Zapper has added Smoke Odor Eliminator to its branded family of products. “You can actually put this product through an HVAC system and we can take out smoke odors, urine and ammonia smells,” Brown said. “By spraying it through the duct work, you can actually take [odors] out of the HVAC system completely.” Brown is not the only one excited about the product. In January, WF Taylor and Smell Away Solutions formed a strategic partnership allowing the distributor to deliver Smell Zapper products throughout the U.S. According to Dan Pelton, president and CEO, WF Taylor, the overall response to Smell Zapper has been positive. “Carrying the Smell Zapper products in our line of floor covering sundries enables our customers to streamline their purchasing, build truckload quantities and prioritize Taylor for their requirements. We are excited to see the positive response from the market with the strong alliance between our two companies.” One key selling factor for distributors such as E.J. Welch is the product’s ability to eliminate, not simply mask, odors. “We’ve been selling Smell Zapper for about a year and a half now,” said Keith Throm, vice president sales and installation. “Our company always tries to provide solutions to the market and in this industry getting rid of smoke and pet odors has been a serious problem. There are products on the market that mask it, but Smell Zapper is the only product we have ever found that truly eliminates it. Once customers have used this product they continue to buy it.” For Southland Flooring Supplies, in St. Louis, Smell Zapper’s zero dry time and easy application is a winning combination. “Smell Away Solutions created a product where you can go into a room, spray it on the floor and you can cover it up almost instantaneously,” said Michael Savage, branch manager. “The dry time is shorter compared to [other products]. It cuts your installation basically in half, and it comes out in a clear product so it’s safe for baseboards.”

marketing mastery

How to fix bad reviews (Second of three parts) remember this guy,” a dealer from Minnesota told me. I had just pointed out to him that he had a negative review on Google. “He was rude to my staff and made unreasonable demands. When we told him we couldn’t give him what he wanted he left this lousy review.” Many dealers can relate to this situation. You pride yourself on providing great service, and you’ve built a strong reputation in your community through years of hard work. Then some yahoo gets his knickers in a twist and trashes you online. I’ve done online marketing assessments for a lot of dealers, and unfortunately this situation is not uncommon. Fake reviews left by competitors or dishonest customers can also be a problem. It is not fair and can make you want to pull your hair out. But this is the world we live in. So rather than complain, let’s look at steps you can take to handle negative

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JIM AUGUSTUS

ARMSTRONG

recovery. Their employees are trained using the acronym HEARD. This technique can be used in person as well as with online reviews. •Hear. Let the customer tell the story without any interruptions. •Empathize. Let the customers know you care deeply about their concerns. •Apologize. Sometimes all someone wants is a sincere apology. Even if you didn’t do anything wrong, you can still apologize by saying things like, “I’m sorry you’re frustrated. I get it.” •Resolve. Resolve the issue right away. For example, ask the customer, “What can I do to make this right?” •Diagnose. Without blaming anyone, find out why the mistake occurred. WHEN SOMEONE LEAVES A Does your system need fixNEGATIVE REVIEW IT’S EASY TO ing? Was it human error? Take steps to make sure GET ANGRY AND DEFENSIVE, the mistake won’t happen BUT WHAT IF THE NEGATIVE again. In addition, you should COMMENT IS LEGITIMATE? respond publicly to negative reviews. Resist the reviews, protect your online rep- urge to blame the reviewer or make excuses. Instead, be empautation and gain an advantage thetic, apologize and list the over competitors. steps you have taken to correct Fix the problem in your the problem. business. When someone leaves Lastly, learn to drown out a negative review it’s easy to get negative reviews. There is no angry and defensive, but what if mechanism to remove authentic the negative comment is legitimate? If so, this person has done negative comments left by real customers from Google and the you a favor. Here’s why: other major review sites. Note: According to Lee Resource, for If a review is fake or slanderous every customer complaint there there are steps you can take with are 26 other unhappy customers the review companies to have who have remained silent. In them removed, but it’s a hassle. I this case the reviewer has taken don’t recommend it. Instead, the time to point out a problem drown out negative reviews with that is causing you to lose cuspositive ones. This is the singletomers and money. The solution most powerful strategy for buildhere is to swallow your pride and fix the problem in your busi- ing and maintaining a great online reputation. ness. If you have any questions, or Use Disney’s proven customer service recovery strategy. if you’d like me to evaluate your The Walt Disney Co. hosts 135 online reputation, email me at million people per year and they support@flooringsuccesssysare masters at customer service tems.com. Jim Armstrong specializes in providing turnkey marketing strategies for flooring retailers. For a free copy of his latest book, “How Floor Dealers Can Beat the Boxes Online,” visit BeatTheBoxesOnline.com.

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22 I February 19/26, 2018

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FOR SALE FLOORING BUSINESS & REAL ESTATE •Asking $4,250,000 •West of Chicago, Suburban Location • 2016 gross sales: Over $2.5 million • 2017 gross sales: Over $3.2 million •18,000 sq. ft. •BRAND NEW building consisting of retail showroom and warehouse. Call Sam Shah, broker: 847-477-1477 [email protected]

REGIONAL SALES MANAGER IN MIDWEST, AND WEST COAST

D&M Flooring is seeking experienced and highly motivated Regional Sales Manager to sell its Engineered wood flooring and WPC/SPC products. Must have strong relationships with key customers (Flooring Distributors, Dealers, Builders, A&D firms) -Health benefits -IRA -Travel expenses -Base salary + Commission -Earning potential $100,000 plus Please email resumes to [email protected] www.dm-flooring.com

•50+ YEAR OLD DISPLAY COMPANY LOOKING FOR A PURCHASER OR A PARTNER WITH AN EXISTING BOOK OF REVENUE •DOMESTIC CAPABILITIES IN WOOD AND METAL INCLUDING A COMPLETE POWDER COAT LINE •15 YEAR HISTORY OF IMPORTING APPROXIMATELY 50% OF REQUIREMENTS FROM ASIA •CURRENT OWNER WOULD LIKE TO SEE BUSINESS CONTINUE AND IS WILLING TO DISCUSS ALL OFFERS •PRINCIPALS ONLY PLEASE CALL OR EMAIL RICHARD DAVIDOVICH [email protected] • 817 -882-9176

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Marquis Industries has an immediate opportunity for an experienced territory manager in the Washington/Oregon market. This is an excellent opportunity with a leading manufacturer of carpeting and hard surface. Benefits include: •401K •Medical/Dental insurance •Draw vs. commission •Paid expenses Interested candidates please contact Mike Lindberg at [email protected]

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EXPERIENCED SALES AGENTS NEEDED Large Southeastern distributor of tile and LVP looking for experienced sales agents in the North and South Carolina and Tennessee areas. Please send Resume to [email protected]

Consolidated Carpet is one of the nation's largest and most recognized full-service floor covering contractors. We serve our clients from planning and specification through installation and maintenance. Our prestigious clients include Fortune 500 corporations, professional service firms, luxury hotel properties, institutional properties, real estate owners, and general contractors. We have an immediate need for talented associates in both our NY & NJ offices: SALES BILLING AND ACCOUNTING SALES COORDINATORS PROJECT COORDINATORS PROJECT MANAGERS ESTIMATORS INSTALLERS Please email your resume to: [email protected]

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February 19/26, 2018 I 23

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