N E W S PA P E R
floorcoveringnews volume 33/number 19 I fcnews.net I the publication more retailers prefer I March 5/12, 2018 I $2.00
IN THIS ISSUE
Laminate: State of the industry
Merchandising, digitial initiatives mark group’s 60th
Mohawk’s Lorberbaum offers optimistic outlook PAGE 8
The latest and greatest in resilient floating floors
By Lindsay Baillie
PAGE 14
Software intros drive operational efficiency
Suppliers are stepping it up in areas such as moisture resistance. Shown is Shaw Floors’ Repel laminate in Kings Cove iconic brown.
PAGE 32
AWARD OF EXCELLENCE
SEGMENT THRIVES DESPITE IMPACT OF WPC, LVT By Reginald Tucker
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.
Abbey Carpet & Floor
F
or all the talk about laminate’s demise in the face of intensifying pressure from competing hard surface categories, the now-mature product segment is proving it has staying power. Ongoing innovations in the form of dramatically improved resistance to moisture, ultra-realistic replications of natural materials like wood and stone, and upgrades in surface texture and product performance are keeping the segment in the spotlight. Continued on page 10
The group aims to support members in this venture with its new merchandising and digital initiatives, which include the addition of Engineered Floors and Phenix Flooring to its list of
LONG BEACH, CALIF.—Abbey Carpet & Floor celebrated its diamond anniversary here last month, marking the occasion with new partnerships and programs designed to elevate members’ games to the next level. Coming off what members and executives called a good year in 2017, excitement was high at convention as members learned about the new vendor partners, private label programs and plethora of new As a new approved vendor, digital services available to Phenix Flooring expands Abbey’s them in 2018. “We have Stainmaster offerings. gotten far away from the slump we had back in 2009 and 2010,” Phil Gutierrez, chair- approved vendors. “Both man and CEO, told members Engineered Floors and Phenix during general session. “I hope have their own respective this year business can be really strengths,” said Dave Hardy, good and not just good.” Continued on page 28
Business is truly a family affair at Alliance Flooring By Ken Ryan
Scan this QR code with your smartphone to link to our featured site.
TUCSON, ARIZ.—Not since the heady pre-recession days has Alliance Flooring and its dealers been in such a sweet spot: an improving economy; a growing, contented membership; exciting programs coming of age and a supplier network that treats the annual convention as if it
Designflooring, said Karndean this is a great relationship.” were a family reunion. The 2018 annual convention has a great relationship with all Ann McDermott, vice presiheld here last month amplified the buying groups, but “this one dent, national accounts, Shaw those good vibes—from co-CEO just takes it to another level Industries, agreed. “It’s not like Ron Dunn’s opening coming to a convention; Power of 10 talk to the it’s more like coming to a Oscars-like awards dinner family reunion. This to close the show. group is special.” Suppliers were uniIn the past year, form in their support and Alliance Flooring has appreciation of Alliance added 18 members, bringFlooring—which comprising to 370 the number of es CarpetsPlus/Color Tile retailer members, which and Carpetland USA—and represents well over 400 its membership. “Alliance storefronts. About oneFlooring is an extended third is part of the Alliance Flooring co-COOs Ryan Dunn, family; they treat suppliers Destination program, left, and Kevin Logue like the approach as partners and appreciate which was launched in the group has taken. all of our efforts,” said 2015 and is now in its Kelly Oberschlake, senior fourth phase. What startdirector, residential sales, for entirely. We love this group and ed as a carpet boutique within Mohawk, which won Supplier of the family atmosphere that the showroom has expanded exists here. It’s like you’re going into hard surface and continues the Year (see page 27). Tim Hanno, vice president to a family picnic. This business to evolve. “It is the most successof retail sales, Karndean is about relationship sales, and Continued on page 26
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( IN THE NEWS ) FCNews expands editorial team HICKSVILLE, N.Y.— Mara Bollettieri has joined Floor Covering News as its new assistant editor. In this capacity, she will be heavily involved in the editorial process, which includes both print and digital. Bollettieri was most recently employed at Newsday, a Long Islandbased daily newspaper, Mara Bollettieri where she edited copy, fact checked and handled special editorial projects. Prior to that role, she interned with Anton Media Group, a local newspaper publishing company. “Mara has a knack for knowing what makes the difference between a good story and a great one,” said Reginald Tucker, FCNews managing editor. “She also possesses a high degree of professionalism, confidence and interviewing skills.” Bollettieri is excited to make a difference. “I am thrilled to start a career here at Floor Covering News and to be given the opportunity to be part of such a strong team in a supportive environment.”
HPS Schönox adds distributors FLORENCE, ALA.—HPS Schönox has added several new distributors to its growing list of channel partners. They include: David C. Greenbaum Co., Jon Don, Carpet Shoppe, Bixco and ALA Round Flooring. “We see great potential with the new distributors because each are forging new roads across all market segments,” said Dave Lepird, HPS Schönox vice president of sales. “Additional availability and expanded product knowledge are essential for substantial growth.” Thomas Trissl, HPS Schönox principal, said the company is proud to be collaborating with the new distributors. “We are impressed by the wide portfolio of customers, quality of their work, as well as their commitment to our company.”
KCS appoints new VP of R&D CARY, N.C.—Kerridge Commercial Systems (KCS) has appointed Cary Anderson vice president of research and development, North America. Anderson will be responsible for all aspects of product strategy and development for KCS in the region, focusing on ensuring the company’s solutions meet the changing demands of its customers. “Cary has a long and distinguished track record of working closely with distributors and understanding the challenges and opportunities of the industry, and that makes him a perfect fit,” said Alan Cross, executive vice president North America. Anderson has 30-plus years of industry experience with a focus on the lumber and building materials market. His expertise has been sought out for many articles written in leading industry publications as well as educational webinars.
March 5/12, 2018 I 3
STEP Ahead award winners chosen DALTON—The Manufacturing Institute has selected representatives from Armstrong and Shaw Floors for their respective achievements in manufacturing. The program, known as the STEP Ahead Awards, honors women who have demonstrated excellence and leadership in their careers, focusing on science, technology, engineering and production. The Manufacturing Institute cited Armstrong Flooring’s Amy Costello, sustainability manager. As a licensed environmental engineer with 25-plus years of experience, Costello is responsible for driving sustainability for Armstrong Flooring on both the operational and product sides. Her extensive knowledge of sustainable practices allows her to understand what is needed to fully integrate sustainability across the business. “We congratulate Amy for this great recognition of her important work at Armstrong Flooring,” said Don Maier, CEO. “Our customers are designing buildings with a steadily increasing focus on innovative and sustainable products. Thanks to the work and ingenuity of Amy and engaged employees around the world, we have a relentless focus on ways to reduce energy usage, manage water usage and minimize waste.” Those honored from Shaw include: Lisa Buice, commercial human resources
From left: Armstrong Flooring’s Amy Costello; and Shaw Industries’ Lisa Buice, Annie Cowart and Brooklyn Lynam.
director; Annie Cowart, client contact center director; and Brooklyn Lynam, process engineer. Both Buice and Cowart are among the 100 recipients recognized as honorees, and Lynam is among the 30 emerging leaders chosen. Buice is being honored for her vision in creating the company’s first associate resource groups. Cowart is being recognized for her work in establishing an innovative road to success for Shaw’s inside sales team. Lynam is being honored for her use of Shaw’s MakerSpace to solve issues in the manufacturing process and pioneering an automated system of pod testing. “The women who we are celebrating represent the exciting career opportunities available in manufacturing,” said Natalie Schilling, 2018 chair of STEP Ahead and vice president of human resources at Arconic. “The STEP Ahead
Award honors successful women in this industry for their significant achievements and the positive impact they have made on their companies, their communities and the industry as a whole.” Vance Bell, chairman and CEO of Shaw Industries, added, “We celebrate the accomplishments of Lisa, Annie and Brooklyn, and we appreciate their contributions to our company and community. These three women represent the diverse talents of our organization. They are leaders within Shaw and the manufacturing industry.” Since the inception of the STEP Ahead Awards initiative, 12 Shaw associates have been recognized through the program. The STEP Ahead Awards are part of the larger STEP Ahead initiative, launched to examine and promote the Continued on page 29
I4F seeks to change the innovation game By Ken Ryan
LAS VEGAS—When he started Innovations 4 Flooring (I4F) in 2009, John Rietveldt could envision the day when his company would be known as an intellectual property player on a global scale in the field of locking systems. “I am not surprised by our success, but you have to be lucky,” the CEO told FCNews at Surfaces. “For 20 years, two companies dominated the landscape [in locking systems], but people need to be free to use whatever system they want. The market was ready for innovation and for change. Our locking system is now the standard for SPC.” I4F is noted for its 3L and TripleLock locking profiles as well as Click4U, a one-
John Rietveldt, CEO : ‘We are getting to a very strong position.’
piece, drop-lock solution that eliminates the need for an additional insert on the
short side. The technology works with all materials including LVT, rigid core flooring, multilayer flooring, laminate and wood. He said his main focus is to make Click4U a market standard. Rietveldt called 2017 “a breakthrough year” for the company and added, “this strategy continues in 2018 and has already gained significant momentum.” Indeed, the company has been extremely busy forging partnerships with global companies, with three such moves occurring in January. First, it announced an extension of a strategic partnership with the Classen Group in which I4F obtained exclusive sub-licensing rights for one of Classen’s IP portfolios encompassing more than 500 patents specific to Continued on page 13
( SNAPSHOT) Carpet Exchange owner wins big at Westminster Dog Show Carpet Exchange owner Bruce Odette never ‘dogs’ it in business, as evidenced by the Denver retailer’s estimated $80 million in annual sales. The same can’t be said about his hobbies, although Odette is just as successful. Flynn, a 5-year-old Bichon Frise he co-owns, recently captured the Best in Show title at the prestigious Westminster Dog Show, the Super Bowl of dog shows, at Madison Square Garden in New York. Flynn, only the second Bichon Frise to win Westminster in its 142-year history, will now be retired to his breeder’s home in Michigan. Pictured here, from left, are breeders and co-owners Lorrie Carlton and Larry Letsche; judge Betty-Anne Stenmark; handler Bill McFadden; co-owner Lindsay Van Keuren; and co-owners Patrina and Bruce Odette with son Adam.
fcnews
4 I March 5/12, 2018
floorcoveringnews
my take
michael blick president/ceo
[email protected]
Not all shows are created equal
steven feldman publisher/editorial director
[email protected]
A
s March nears its close, so, too, does show season. The grueling road trip begins for many with the Shaw and Mohawk regionals in early January, followed by Carpet One/Flooring America, Surfaces, Abbey Carpet, CarpetsPlus/Color Tile, Fuse Alliance, FCICA and who knows what else I’m failing to mention. NWFA, Starnet, National Floorcovering Alliance and FCA Network are all that remains next month. It’s not uncommon to engage a conversation with someone on the manufacturing side lamenting that he has been to 17 shows in the first two months of the year, or another who sighs that he hasn’t been home in two weeks. Home-cooked meals become mere memory. For me, 17 shows greatly exceed my early 2018 itinerary, although I can say I have adorned about eight name badges so far this year. I’ve seen innovative products, listened to some impressive speakers and probably interacted with hundreds of individuals. Each event is top shelf, but what most are not is remarkable. Some of you may be familiar with a book written by Seth Godin called “The Purple Cow.” It was a New York Times best seller in 2003. Basically, the premise surrounds transforming your business by being remarkable. Godin says the key to success is to find a way to stand out—to be the purple cow in a field of monochrome Holsteins. And remarkable does not necessarily mean great; it means doing something or being someone that will be
“remarked” about repeatedly. Surfaces is always remarkable, if only for its sheer size, importance and bevy of new products. The retail group and regional events are impressive, but only the products and/or speakers change from year to year. In fact, in the absence of product and programming, there might not be many discernable differences between them all. Think Delta, United and American. CarpetsPlus seems to be the exception. This group is just different. Let’s be clear here; I am not saying they are the best or better than any other group. I’m saying they are remarkable because there is a lot to remark about. First is the energy on the part of Ryan Dunn, co-COO and vice president of sales. Ryan is a rah-rah kind of guy, a former semi-pro baseball player who currently coaches kids on the side. That may not be for everyone, but it certainly works for members. They respond to him. Second is the family feel amongst members and management. There could be many reasons. Most of the members are one-store, family businesses with husband and wife, or parent and child, involved. They all seem to relate to one another, including management, a team that consists of Ron Dunn and Jon Logue and their sons, Ryan and Kevin. Heck, Ryan was even carting around his son, 14-year-old RJ, as the future generation. And third is just the little things. Every group has a Gold Rush, Steals and Deals,
whatever, where manufacturers offer specials, usually on the eve of the regular trade show. But CarpetsPlus hosted its Rush Hour vendor showcase outside, against the backdrop of the Tucson Mountains, providing a completely different environment than the traditional ballroom setting. One vendor told me he sold more at Rush Hour in two hours than he did during another group’s entire trade show. What’s more, rather than serve what I would call typical buffet dinner fare, CarpetsPlus provided buses for members and vendors to go downtown and dine on their own in groups, to network off site. Last but not least, management put its money where its mouth is when it comes to member inclusion in key decisions. The Dunns and Logues actually had a vote by show of hands as to the location of next year’s convention. Austin, Texas? Tepid response. Vegas, a few days before Surfaces? No response. Hollywood? Silence. Hill Country in San Antonio? Resounding applause. Guess where the 2019 convention will be held. At the end of the day, not all groups are for everyone. CarpetsPlus targets a certain type of retailer. There are close to 400 of them these days. And judging by the few with whom I was able to spend time, it was well worth the investment.
Steven Feldman
Getting social with fcnews
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editorial reginald tucker managing editor
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ken ryan senior editor
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founder albert wahnon 1920-2011
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
headquarters 550 w. old country road, suite 204 hicksville, ny 11801 tel: 516.932.7860 fax: 516.932.7639 fcnews.net, website: fcnews.net Copyright 2018 by Roel Productions, Inc. All rights reserved. Printed in the U.S.A. Material in this publication may not be reproduced in any form without written permission from the publisher. The opinions expressed by columnists do not necessarily reflect the views of management. Single copy $2 U.S. subscriptions $25/yr. Canadian subscriptions $50 U.S./yr. Foreign via air $200 U.S./yr, foreign via surface $100 U.S./yr. Printed in the U.S.A. postmaster Send address changes to FLOOR COVERING NEWS, subscription Dept.,151 Fairchild Avenue., Ste. 2, Plainview, NY 11803 Floor Covering News (ISSN-10794174) is published biweekly by Roel Productions Inc., 550 W. Old Country Road, Ste. 204, Hicksville, NY 11801. Periodicals postage paid at Hicksville, NY, and additional mailing offices.
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from other companies, she will uring a recent weekly meeting with my staff, we most likely hire you to install her carpet rather than the competiwere discussing ways in tors who offer less. Basically, you which we could improve our want her to consider the disadclosing rate. Normally, there is a vantages of not using your comsale, special, discount or promotion that we offer our customers. pany. Furthermore, it is common for customers to ask for an addition- Preparation is key So you’ve explained to your cusal discount. tomer that your company proWe role play at our meetings vides great customer service, and and go through the process of you’ve expressed how much you measuring, product selection, care about your client. However, establishing what a customer’s that may not be enough. Maybe experience will be and quoting one of your competitors is her project. $1,500 cheaper and also claims We have one salesperson to offer exceptional customer who offers an additional discount to her clients when asked. service. To make your company stand out from the others, preShe feels the need to offer an pare your salespeople with a list additional discount whenever of seven to 10 reasons why the customer requests a lower clients should choose price. She perhaps your company to do also believes this business with. In extra discount will help her beat the AL’S COLUMN other words, make your process go from competition’s price ordinary to extraordiand thus earn her nary. more business. For instance, our installers (Oddly enough, her closing rate remove the customers’ old caris among the lowest.) pet, sweep the floors and then Her case is not unusual—I treat the floors to address any know many salespeople who do pet accidents, mold, mildew. etc. this as well. However, when you lower your prices, you also lower Next, we install a new pad and your chances to close the sale. By carpet on a fresh, clean surface. This is a unique service we prodecreasing your prices, you have vide in our market. just validated your client’s belief Another way to sway a potenthat there is no difference tial client to use your company— between you and the competiwithout relying on lowering your tion down the street. You have just told your customer the over- price—is to provide a copy of all experience will be exactly the your liability insurance with each estimate. It’s something we same as what your competitors all have but only produce docuprovide, so she might as well go mentation when asked. If you with the company who has the give it to your client up front, best price. she’s going to also ask your comInstead of falling into this petitors for that same document trap, I recommend setting your and they will be unprepared. client’s expectations up front. They’ll have to scramble to proExplain to her that you are not vide that information. going to be the low-price leader, If you want to earn a cusbut you want to earn her busitomer’s respect and business, you ness by showing her that she’ll have to first respect your own get better service from you. For talent, experience and process instance, we give our clients the “top 10 reasons” why they should for providing excellent service. do business with us, which sepa- You should command higher prices and attract customers who rates us from the competition. are more than willing to pay you If you offer your customer for what you are worth. reasons why you are different Jerry Levinson owns and operates Carpets of Arizona along with Profit Now for Flooring Dealers, which teaches specialty flooring retailers how they can grow their business.
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What do you hope a good customer would say about your business
March 18-20 FCICA Annual conference and trade show, Beau Rivage Hotel and Casino, Biloxi, Miss. Contact: 877.TO.FCICA; sarah@ fcica.com; fcica.com/annual-convention
Flooring dealers say a good customer referral goes a long way to sustaining a successful business.
The absolute best thing a customer could say about our business is she would recommend us to a friend—meaning she was so satisfied with her experience that she is willing to be an advocate for our business.
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—Billy Mahone III, Atlas Carpet One San Antonio
That they would refer all their friends and family. —Dan Mandel Sterling Carpet & Flooring Anaheim, Calif.
That Carpetland solved my design issues and beautified my home by listening to what I wanted. The quality of service and value were outstanding, and they really cared about me. —Kevin Rose, Carpetland USA Rockport, Ill.
The absolute best review I could expect from a customer is that we not only delivered on the product and installation she was expecting, but that we gave her an experience she will not forget. So many people can compete on price and product alone, but it is the culture in our retail showrooms that is vital to making sure when a prospective customer walks in our store, she knows we truly have her best interests in mind and want her to get the absolute most out of her investment. I want her to feel that our door and email boxes are open for questions and anything she might need in the future.
“
—Deb DeGraaf, DeGraaf Interiors, Grand Rapids, Mich.
We are looking for the overall experience. We want to wow them from the time they walk in to the time the installer walks out the door. We spend a lot of time going over the customer experience with our people and try hard to be better than the competition down the road. —John Taylor, Taylor Carpet One, Fort Myers, Fla.
‰ We’re in a “Goldilocks Economy,” meaning not too hot to suggest an overheating economy or that an interest rate hike is in order; nor too cold, meaning the Feds could be concerned by softness in wages. February’s employment report showed the economy created 313,000 jobs, which some economists called “remarkable.” Ward McCarthy, chief financial economist at Jefferies, noted, “If you want a job, you can get one. We’ve waited 10 years for this and here we are.” ‰ In his presentation, the “Power of 10,” at the Alliance Flooring convention in Tucson, co-CEO Ron Dunn discussed how retail flooring is so much more than a business transaction. He provided a to-do list to follow
March 19-23 CFI Residential Resilient Training Course One-week overview, Forney, Texas. Contact: John McHale, 816.231.4646;
[email protected]; cfiinstallers.org March 20 NRF Distributors NEFM 2018 Northeast Flooring Market, Mohegan Sun, Uncasville, Conn. Contact: 800.777.2037; nrfdist.com March 26-30 CFI Residential Ceramic Tile Training Course One-week overview, Forney, Texas. Contact: John McHale, 816.231.4646;
[email protected]; cfiinstallers.org March 27-29 NWFA Basic Sand & Finish Course Three-day introductory level course, San Jose, Calif., hosted by Galleher Dist. Contact: Tricia Swindoll, 800.422.4556;
[email protected] April 8-10 Haines Loyalty Club Northern Summit Annual conference and trade show, Sheraton Charlotte Hotel, Charlotte, N.C. Contact: Libby Horne, 410.762.5665;
[email protected]; charlotte.hainesloyaltyclub.com April 11-14 NWFA Wood Flooring Expo Annual convention, Tampa Convention Center, Tampa, Fla. Contact: 800.422.4556; nwfaexpo.org
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Discounting can actually hurt sales
( CALENDAR )
(RETAILERS REACT)
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educating the industry
fcnews
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6 I March 5/12, 2018
April 18-22 FCA Network 20th anniversary celebration, Marriott Puerto Vallarta Resort & Spa, Puerto Vallarta, Mexico. Contact: Adriana Mrizek, 779.234.9533;
[email protected]; fcanetwork.com April 19-22 Starnet Spring member meeting, Omni Orlando Resort, Champions Gate, Fla. Contact: Rob Starr, 888.239.8675, ext. 7;
[email protected]; starnetflooring.com/commercial-flooringnews/events/
( POINTS OF INTEREST)
when dealing with customers: •Greet them with a smile •Give them your full attention •Show personal interest and care in their project •Provide helpful insights and direction •Remember their name •Communicate, follow the project to the end •Quickly handle problems •Always do the right thing •Say thank you •Send a follow-up note
‰ Sometimes little gestures that show you care go a long way. At Bob Caputo’s Carpetland Colort Tile store in Dothan, Ala., one of his warehouse workers recently bought an electric car. Caputo hired an electrician to have an electronic charging station installed in the parking lot—just to accommodate this one employee. ‰ Voice-based commerce is shaping up to be the next major disruptive force in retail, and Amazon is poised to grab most of this wallet share. Voice shopping—the practice of ordering merchandise by talking to a voice-activated digital assistant—is expected to jump to $40 billion in 2022, up from $2 billion today, according to OC&C Strategy Consultants.
fcnews
8 I March 5/12, 2018
Lorberbaum: Optimism abounds in 2018 LONG BEACH, CALIF.—To commemorate Abbey Carpet’s 60th anniversary convention, Jeff Lorberbaum, chairman and CEO of Mohawk Industries, was tapped as the keynote speaker. The selection was most appropriate given that Mohawk was an original supplier to the group. Lorberbaum told the 500plus members in attendance to focus on increasing their success, and his first piece of advice was to stop watching the news. “Every day we hear negative stories about how politicians are arguing, calling each other names. They’re focusing on [things] that have almost no impact on us. Guess what? Democracy is a really sloppy process. Don’t let all of the political noise distract you from the good things going on in our country. In every economic cycle there are good years and bad years. We’re currently not just in good years but in the right years. Despite the gloom and doom presented in the media, every day our economy is thriving. The Great Recession has become a distant memory. Our country is in the best shape
it has been in for more than a decade. Ignore the bickering you hear in Washington. Private economists are talking about GDP growth of more than 3% this year—the first time we’ve seen that level of expansion in almost forever.” Lorberbaum also believes the recently enacted tax cuts will add to the economy and boost our economic expansion. “With the new tax law, the average person will take home between $1,000 and $1,500 more in their monthly paycheck this year. No matter how they use the money and what you hear them talking about, all the money is going to benefit our economy. If they spend it they will create greater demand for goods and services. If they put it in the bank, the banks are going to loan more money. If they invest it in the stock market, then the people selling the stocks will have more money and spend it. “Businesses—including yours—will pay much lower taxes this year. Some will invest it by expanding their businesses. Others will develop new prod-
Jeff Lorberbaum
ucts; some will put automation in; some are raising employee wages and benefits; and some are distributing dividends to their shareholders. It doesn’t matter. Consumers and businesses with more disposable income will create ripples through the economy and drive our growth through every sector, including our own.” Lorberbaum then addressed the recently passed budget, which he said had to include $400 billion of additional spending this year on both parties’ priorities. “In the short term the higher government
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spending will further expand the economy and fuel consumption in every building category, including flooring.” His optimism is shared by many. In fact, The Conference Board’s leading economic indicators have been rising for months and they’re forecasting strong future growth. “Consumer confidence is the highest it has been in two decades as people embrace a more positive view of our future—people just feel safer. They feel more economically secure. They’ve become comfortable making big purchases and taking on more debt. Robust job growth is forecast for all sectors this year as the work force expands and many people return back to the labor market who haven’t worked in years. Weekly unemployment claims are near record lows, which reinforces the growth we all expect. Finally, we’re actually seeing wage growth in the lower-paying jobs in our country, which is good. With inflation limited, the workers will use the higher wages to increase their purchases of everything.” Lorberbaum turned to the stock market for more evidence of the optimism. “The stock market’s run over the past year has created significant wealth for individuals and inspired greater confidence in the future. Even people who only own stocks in 401(k) plans are seeing their balances rising and are more optimistic. If the recent market drops have undermined your confidence, take a deep breath and look at the bond market where the higher prices suggest growth in our country’s future. If you look outside the U.S., the global market is in the best shape it has been in, with simultaneous acceleration in the U.S., European and Asian economies.” Then we have the housing market, which should create great opportunities in the years ahead. “By the best estimates, the flooring industry in 2017 grew about 4% and further growth is predicted by everyone this year. Flooring in the past is like the overall economy. As consumers deferred purchases, which resulted in significant pent-up demand that we expect to come through, the demand is translating to greater residential remodeling, with some predicting that 2018 will set a record for home renovation spending. Overall, the real estate industry is the healthiest it has been in 30 years. Interest rates are near his-
toric lows and even when the Feds raise the interest rates in 2018, they will still be historically low.” The biggest challenge in the real estate market today, he said, has been a shortage of homes for sale. “Rapidly increasing demand will spark new construction as well as remodeling across the country. Remodeling drags at about 60% of the total flooring sales and probably much more for those of you in this room. So increased activity would really benefit you and our industry. Right now, investments in remodeling is being influenced by two major factors. The first is rising home prices, which is building confidence for homeowners to update and address changing lifestyles in their homes and how to make it benefit themselves. New buyers of existing homes will also customize their purchase to suit their own taste. Renewed interest in remodeling is also being spurred by television prompting home renovation on every other show. HGTV and the DIY networks have built franchises around home remodeling and their websites and magazines along with everything else are teaching consumers that updating their floors creates a trendy and refreshed home.” Lorberbaum also cited new home construction as yet another source for optimism. “As excited as I am about remodeling, I also see growth in new single-family home construction as another sign of a healthy year ahead of us. For years, singlefamily home construction lagged the historical averages. After the Great Recession, we saw an emphasis on multi-family properties, but the pendulum is now swinging once more to single-family home growth. New construction must accelerate to meet current demands as expanded household formations creates added pressure to the existing market. To meet that demand, the construction industry is finally finding ways to deal with a lack of developed land, as well as taking care of the labor shortage in new ways to build more homes. “If you take all those factors into consideration, 2018 will be rich in opportunity. The most important fact I want you to take away is that in 2018 consumers have more confidence and are going to spend more money. Together we have to convince them that spending that money in your store on new flooring is the right thing to do.”
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PERFORMANCE FEATURES • High Density Plastic Composite HDPC™ • Increased Density And Hardness • Dimensionally Stable / Heat Tolerant • Stain Resistant And Easy To Maintain • Uniclic® Installation System • NEW Antibacterial Finish Available • FloorScore® Indoor Air Quality Certified
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en vogue
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Nouveax™ "en vogue" pushes the boundries of today's rigid core flooring technology. Exceptional visuals, coupled with Wellmade's patent pending HDPC™ / rigid vinyl technology, provides superior waterproof performance in any environment.
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10 I March 5/12, 2018
State of the industry
laminate
indentation and scratch resistopportunity, he said, to continearly days in the U.S. 20 years ance, and the fact the vast ue educating the consumer— ago—is a growing concern for Continued from page 1 majority is made in the USA. via retail exposure and industry some industry observers. Back Most laminate is significantly associations such as NALFA— then it was about overselling the While the laminate flooring category has certainly ceded some moisture resistant as well, with about the benefits of laminate. product’s resistance to dents multiple manufacturers devel“It’s a wood-based product with and scratching, leading some to market share to red-hot prodsuggest it was virtually bulletucts such as WPC, SPC and oping new technologies to make the look and feel of solid hardproof. Today, it’s mostLVT, the fact remains it is still a the product nearly ly about managing viable option since its official impervious to liqconsumer expectaentry into the U.S. marketplace uids.” Other proponents tions when it comes to more than 20 years ago. “As claims about moisture manufacturers, it’s our job to are bullish on the catresistance. remind people of the incredible egory’s current posi“I can’t speak for benefits laminate flooring tion in the marketplace. “I think the other manufacturers, offers,” said Roger Farabee, senflooring but Shaw is not going ior vice president, laminate and laminate to make claims on a hardwood, Mohawk Industries. industry is in a good product that could “We’re asking consumers to place,” said Derek CEO, ultimately disappoint take another look at the product Welbourn, the consumer,” said category and great visuals and Inhaus. “It continues performance it offers. They can to enhance its core Mohawk’s revamped laminate flooring marketing Drew Hash, vice president, hard surface now have a premium wood look value proposition, strategy demonstrates its optimism about the p r o d u c t /c a t e g o r y without any compromise. At which is a great-lookcategory’s future sales potential. management. “We Mohawk we are still very bullish ing floor at a leading price point that won’t let you wood, but with less mainte- choose to be more conservative about the product.” Farabee is not alone in his down on performance. We see nance and more durability,” he in our approach.” For executives like Barron assessment of the product’s continued evolution in terms of noted. “It’s easier to install and Frith, president, CFL North capabilities. Dan Natkin, vice design and features that are cre- offers a much healthier, sustainpresident, wood and laminate, ating some amazing looks and able environmental impact than America, the attributes must square with a particular manuMannington, attests to both the furthering the value proposition many competing products.” of laminate.” category’s long history and repDespite all these benefits facturer’s marketing claims. Travis Bass, executive vice and attributes, the category is “We have been big believers in utation for durability, as well as president, Swiss Krono, also not without its challenges. water-resistant laminate since the newfound focus on waterproof attributes. “In some cases, sees the laminate flooring cate- Reported overstatement of the we launched our Atroguard line we’ve lost sight of what makes gory moving toward better visuproduct’s capabilities—some- in 2013. No doubt the waterlaminate great—phenomenal als, deeper textures and innovathing that negatively impacted resistant feature is the future of realism, all bio-based, superior tive products. This provides an the segment’s reputation in its the laminate category and will leave less space for regular laminates. Many big players are entering this market, at the same time leading everyone to push further marketing claims about being ‘waterproof’ as opposed to ‘water resistant,’ causing confusion about the performance of the product.” Mohawk’s Farabee also warns against the dangers of misleading consumers about moisture resistance. It’s critical, he noted, to remind dealers that not all products are created equal. “Based on some of the testing we’ve done, some of the products do not live up to the Integrated Business Solutions claims they make. The question for the Floor Covering Industry becomes, does it create significant consumer dissatisfaction and potential blowback for the category? That remains to be Your business. Your Way. seen.” What Farabee can say for Kerridge Commercial Systems (KCS) provides world-class ERP solu ons that help retailers, sure is many companies are distributors, and manufacturers within the oor covering industry manage their en re focusing on how to minimize business from sales and customer rela onships to opera ons and accoun ng. any visible damage from water incursion at the edge of the Our so ware solu ons are the result of over 30 years of our con nuous reinvestment in products as opposed to the technology that supports the retailer, distributor, design center, and manufacturer business tongue and groove area. “Most models found within the ooring, le, stone, and home décor industries. Our integrated of them have been introducing solu on provides func onality for every process you need to operate your business. lower-swell coreboards, which Unlike generic so ware solu ons, we support integrated-industry speci c func onality. will help that problem overtime, but the one we worry about—which is also an issue with floating vinyl—is the majority aren’t doing anything with their joint systems. And while they may have minimized damage through topical moisture on the edges of the plank, www.kerridgecsna.com |
[email protected] | 919.379.3800
fcnews you still have moisture penetrating the joints and creating issues under the floor.” For its part, Mohawk said it has developed products that are far more moisture resistant than laminate floors made many years ago. So much so that “we have personally developed technologies that enable us to make some moisture-resistant claims far beyond what everybody else could. We’ve had these products out in the market for more than two years now, and it has given us a position in the market where we can go head to head with one of the No. 1 attributes that LVT and rigid core have been talking about for the last several years.” While some companies remain cautious about specious product claims, other major suppliers welcome all the hoopla surrounding waterproof/water-resistant marketing. “We believe it is helpful for the category,” Inhaus’ Welbourn stated. “Ever since the change in core construction from particleboard to high-density fiberboard in the 1990s, laminate has stood up well to moisture. But through new innovations, this feature has been enhanced. However, laminate is still a wood-based product and it’s important that we don’t oversell these features and disappoint consumers. If a company tries to sell a laminate as being impervious to water, we need to ask the question, ‘Can you install it in a shower or a steam room?’ If the answer is no, I would question the waterproof statement.” Mannington’s Natkin also sees benefits in touting the category’s water-resistant attributes. “Realistically, laminate is already one of the highest performing product categories given its resistance to indentation and scratching, as well as the ease of installation. Water resistance is the icing on the cake.” CFL is also embracing the renewed focus on the product’s performance attributes. “Waterresistant laminate is far from new for CFL,” Frith stated. “The bulletproof reputation has proven to be a big positive for us since we launched Atroguard more than four years ago. When consumers started shifting toward more waterproof vinyl categories, they did so without really realizing they were accepting a product that was inferior in terms of scratch resistance. No special coatings on vinyl flooring currently on the market come near the performance of a laminate in terms of scratch resistance.”
Let your floor tell the story of its legacy.
Introducing the Classic Estate Laminate Collection. Traditional, open-grained flooring derived from historic timber barns of rural Pennsylvania. Our designers have sought and salvaged these unique timbers to create a collection with distinctive character and subtle beauty that only time and history can create.
Inhaussurfaces.com
fcnews
12 I March 5/12, 2018
Välinge expands its horizons By Ken Ryan
LAS VEGAS—Historically known for its prowess in the area of locking systems, Välinge Innovation is now positioning itself as a complete manufacturer, revealing plans to open a new hardwood production facility in Viken, Sweden, this summer that will produce what it hails as “a new generation of surfaces.” The Nadura and Woodura surface technologies from Välinge provide durable surfaces with outstanding impact
and wear resistance and can be used with a wide range of applications such as flooring, desktops or kitchen countertops. The company said Nadura is an extremely durable solid surface based on recycled wood fibers. Woodura, marketed as “real wood but stronger,” is a reinforced wood surface created by fusing a thin sheet of wood with a powder mix layer. The powder mix fills up the natural openings of the wood to enhance the wood appearance and create a stronger surface than traditional solid oak.
How it’s produced: Wood fiber, binder, hard particles and pigments in powder form are mixed together, creating a unique wood powder mix. The wood powder mix is scattered on a carrier and stabilized with liquid and heat prior to being processed under high pressure at 180°C. In the Woodura surface production process, a wood sheet is applied on a stabilized powder prior to the pressing operation. This allows the wood powder to be fused together with the wood sheet. The product is “one of a kind,” Fredrik Olsson, manager business development, told FCNews at Surfaces. Välinge also showcased Liteback, a core technology for thermoplastic flooring—LVT, SPC and WPC—that it said opens up opportunities to reduce raw material consumption during production and to make transportation more efficient. “We see that coming to
The Välinge team at Surfaces, from left: Per Josefsson, director, new materials; Laetitia Kimblad, director, locking technology flooring; and Fredrik Olsson, manager, business development.
Natural Transitions.
SENECA
Perfect Fit. Perfect Finish.
Laetitia Kimblad, director, locking technology flooring for Välinge, demonstrates how easy the company’s locking system works.
market in the next six months,” Olsson said. “It brings advantage from the producer to the consumer. You can recycle it and put it back into production.” Liteback saves on freight, the company said. How so? By using a grooving unit, grooves are milled on the backside of the floorboard. The grooving unit can be integrated in the regular production process, thereby eliminating the need for extra handling of the panels. The material that is removed in the process is recycled back into the production process and reduces material consumption by up to 20%. “We are not a one-trick pony,” Olsson said. “At any one time we have five or six projects going on. This is an industry where you either evolve or die, and we prefer to evolve.” The company’s signature 5G and 2G locking systems have both been optimized for resilient and thin products. The
5G locking systems are available for flooring products in thicknesses down to 4mm and the 2G angling locking system down to 3mm. “SPC is growing like crazy,” Olsson said. “We have a technical team on the ground in Europe and China and they inspect first runs, work with the manufacturer and make between 50 and 100 visits a year. With our technical team, you can get to market much faster.” All of Välinge’s development activities take place at its state-of-the-art research and design center in Viken, where it creates new concepts and provides manufacturing, testing and technical support. Since its founding in 1993, the company has signed more than 200 licensees for its signature click technologies.
Välinge expands Swiss Krono and Kronospan deals
Seneca’s hardwood transitions feature: · Custom fitting to ensure the perfect fit · Individually shrink-wrapped pieces for shipping protection · A quick and convenient shipping program · Our exclusive ColorMaster system for perfect stain and finish matching to your flooring · Optional specialty finishes such as sculpted, antiqued and distressed are available
Milled, finished and color-matched to your specifications, our full line of hardwood products are designed to make every step of your project a smooth transition. It’s all part of Seneca’s Signature Craftsmanship approach to everything we offer – from crafting consistently high-quality products to offering custom solutions while meeting your delivery time lines.
For hardwood & flexible molding info, contact
[email protected] 800-228-6671 • senecamillwork.com
years
T-Moldings • Reducers • Base Products Stair Nosings • Stair Treads • Thresholds
Swiss Krono Group and Kronospan Group—both Välinge licensees since 2005—have extended agreements in a move to more actively promote Välinge’s 5G technology and brand worldwide in their flooring products. “We consider Välinge’s 5G technology one of the most sought-after locking systems in the market and therefore plan to increase our volumes,” said Max von Tippelskirch, CSCO of the Swiss Krono Group. “With this strategic long-term cooperation with Välinge, we will continue to offer high-quality products to our customers, both from a technical and design perspective.” The expanded agreement, according to Wolf Harig, who served as senior advisor to Kronospan during the negotiations, means the
company will have secured the future license needed to continue with the 5G technology. Välinge CEO Niclas Håkansson said Swiss Krono and Kronospan have been early adopters of the 5G technology. “We are pleased to have signed long-term agreements with Swiss Krono and Kronospan groups, respectively, and see them as valuable partners with the ability to continue to drive forward the most userfriendly locking system on even more markets.” According to Välinge, 5G technology is today used by more than 100 flooring producers around the world with more than 1 billion square feet of flooring installed worldwide using 5G/fold-down locking systems.
fcnews
March 5/12, 2018 I 13
American Biltrite rolls out Nfuse New AB Pure technology creates ‘occupancy-ready’ rubber tiles By Ken Ryan
LAS VEGAS —Surfaces 2018 showed the continuing proliferation of all things LVT and its subsegments WPC and rigid core— all touting their waterproof benefits. But there was another resilient segment garnering attention at booth #4537, where American Biltrite showcased a new technology known as Nfuse to go with its rubber tile and sheet flooring, AB Pure. “We love the fact that while the entire flooring industry is chasing LVT, we are focusing on rubber tile and sheet solutions,” said John Kronemeyer, vice president of sales. According to Kronemeyer, Nfuse was developed specifically for AB Pure, American Biltrite’s top flooring product. During the manufacturing process, this patent-pending treatment enables the floor to be ready for use immediately following installation. What’s more, the “occupancy-ready” rubber flooring tiles are extremely durable and with-
I4F
stand staining, soiling and scuffing, the company said. In addition, more vibrant colors are achieved during the Nfuse process as the pores from the rubber tile open up and the finish seeps into the pores to create colors that pop. AB Pure rubber tile and sheet with Nfuse carries a 10-year colorfast warranty. “The color palette (36 offerings) draws designers in,” Kronemeyer said. This all-commercial line does not require initial setup, which is
an obvious benefit for flooring contractors who can save on maintenance and costs. “Our customers—contractors and distributors—believe it will take us to another level,” said Mark Tickle, director of marketing. “It is just a major leap forward.” AB Pure with Nfuse is specified for the healthcare market and education settings including classrooms and corridors. The company is also finding success in areas that heretofore were strictly for VCT applications.
American Biltrite’s John Kronemeyer, left, and Mark Tickle with the AB Pure rubber tile and sheet display at Surfaces.
While there are rubber sheet products that are occupancy ready, American Biltrite believes it is the first to develop an occupancy-ready pressed rubber tile. This technology will be applied to all AB Pure products (sheet and tile). Also, with Nfuse
treatment, no special maintenance procedures are required. AB Pure received the Red List Free designation of the International Living Future Institute. This declaration is for products that do not contain harmful chemicals.
E A R T H W E R K S®. POWERFUL PERFORMANCE S T E M S F R O M T H E C R E.
Continued from page 3
flooring materials, locking patents and important inventions for digital printing and liquid laminate technology. This extended partnership follows the agreement between I4F and the Classen Group announced in January 2017. Two weeks later, I4F signed with Ulrich Windmöller Consulting, which owns all the patent rights for Windmöller Plastic Core Patents in Europe; it is also co-owner of the Windmöller Patents Rights in the U.S. along with Kowon R&C Corp. These patent rights cover products containing a plastic core, including LVT and WPC. Lastly, I4F inked a global strategic partnership pact with Kronospan. As part of this agreement, I4F receives rights for Kronospan’s patent portfolio covering flooring locking, wall panels, board compositions and production, as well as digital printing and furniture. “We have all the important manufacturers on board,” Rietveldt said. “We are getting to a very strong position.” The evolution of this IP company also included a name change, to the brand-friendly I4F. As Rietveldt noted, “We are a new modern company that is expanding and trying to do things differently.”
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resilient floating floor guide
14 I March 5/12, 2018
fcnews
Manufacturer
Armstrong
CFL/FirmFit
Congoleum
Dixie
EarthWerks
Product/collection
Pryzm; Natural Creations with I-Set Installation
FirmFit Original; FirmFit Wood
Triversa; Cleo
Dixie Home/Masland PetProtect
Parkhill Plus XXL; Noble Classic Plus
Floating floor type
Floating
Extra tight tap down click with sound-absorbent backing
Triversa, SmartLoc clic; Cleo, floating or glue down
Dixie, click; Masland, click and dryback
Parkhill, WPC click; Noble, SPC click
Retail price range
Pryzm, $5-$6; Natural Creations, $4.50-$5.50
Contact the company
Contact the company
Dixie, $3.49-$4.49; Masland, $2.39-$4.59
Parkhill, $4.09; Noble, $3.49
About the product
Pryzm, a rigid core product, is engineered with an innovative hybrid structure that starts at the top with a commercialgrade wear surface that resists scratches, gouges and dents. Natural Creations luxury flooring with the I-Set installation system is a factory-applied adhesive system. Installations can be completed in about half the time of traditional methods using fewer installation materials. I-Set floors are easy to maintain, repair and replace—an allin-one solution for use in spaces that require quick installation.
FirmFit aims to take the resilient category’s looks to a new level with the widest range of stunning designs, including longer, wider synchronized EIR technology. FirmFit Original is 100% waterproof, Greenguard Gold certified and comes with an enhanced surface treatment resulting in superior anti-bacterial features. FirmFit Wood’s extreme impact resistance, stability and water resistance means consumers no longer have to choose between performance and natural beauty.
Triversa is offered in a triplelayer construction with a 20 mil wear layer. Design options include mixed-width woods, longer planks and enhancededge treatments. Cleo combines engineered performance with visual artistry. The waterproof product includes a flexible mineral composite core that contains zero PVC, plasticizers, phthalates or chloro-chemicals, and is 85% natural and locally sourced limestone.
Dixie Home Stainmaster PetProtect luxury vinyl is available in two constructions—12 mil and 20 mil wear layers in a variety of sizes including 12 x 36 and 18 x 36 tile and 7 x 48, 7 x 60 and 9 x 60 planks. Masland’s PetProtect offers 11 dryback products including 18 x 24 tile formats and 6 x 48 plank sizes, and 17 click products in 5 x 60 and 9 x 60 planks, all constructed with a 28 mil wear layer.
As part of the Waterproof CORE collection, EarthWerks has introduced a 72-inch long, EIR, painted bevel and cushion backed Parkhill Plus XXL WPC. This uniquely styled giant plank is taller than the average person and will be the showstopper of any space. Noble Classic Plus SPC boasts a vast array of highdimension oak patterns with EIR texture. The assortment has both 8 x 48 planks as well as 9.5 x 60 for an even more dramatic appearance, each with cushion backing.
SolidTech: So strong it is hurricane-proof Stunning looks, superior stability makes this the ‘Ultra’ rigid floor Quick-Step’s EnduraTEK Ultra is a comfort underfoot. rigid floor where uncompromised Launching in 2018, EnduraTEK elegance meets unsurpassed per- Ultra offers a wide color palette of 16 formance. An oak and pine visuextension of Quickals. The Renewal Step’s hard surcollection showface TEK line, cases décors from Ultra is an exclusimple and modsive multi-layer ern to marbling construction fortistroke inspiration fied with webbed to sophisticated fiberglass to prorustic. Quickvide superior Step’s high variadimensional station collection, bility and flexibiliJubilance, brings ty. This waterproof emphasis to trendflooring features worthy styles and the patented highlights twoUniclic Multifit tonal variation locking system, within each décor. which eliminates EnduraTEK Ultra the need for glue, rigid resilient thus enhancing flooring is built to indoor air quality. keep looking great A tight-locking and provide the EnduraTEK, designed to fit joint helps prevent best solution for a any décor, has the stamina water damage, consumer’s houseto live up to everyday life. warping, gapping hold filled with and height differmemories and ences between planks. To provide the activity. EnduraTEK Ultra has the ultimate rigid flooring, Quick-Step sophistication designed to fit any attached foam padding to enhance décor and the stamina to live up to insulation, leveling support and everyday life.
Mohawk’s SolidTech ushers in a new generation of rigid vinyl that allows consumers to have elegant style, durability and cleanability in one easy-to-install product. It combines the strength and rich visual of real hardwood with the style, durability and cleanability of luxury vinyl tile or laminate. SolidTech features Mohawk’s All Pet Protection and Warranty covering all pets, all accidents, all the time. Additionally, its innovative Uniclic MultiFit locking system creates an impenetrable lock between planks forming a waterproof barrier. In addition, SolidTech’s core construction is 100% waterproof ensuring its ability to perform in any room. In September 2017, Hurricane Harvey reached a model home park in northeast Houston and left
unforeseen flooding. One of these buildings included the Main Course Cooking School, which offers communiSolidTech’s construction ty cooking classenables it to withstand the es and features forces of nature. SolidTech flooring in the kitchen. Due to water damage, drywall and insulation had to be completely removed and replaced, but the SolidTech planks were removed, unclicked, dried off and then reinstalled.
The ‘wow’ factor that is ProGen Tarkett’s ProGen collection was designed with the consumer in mind so she can create floors that “wow.” Whatever the style, ProGen has designs in high definition to create the consumers’ dream room. The unique compact core design delivers superior indentation resistance, is waterproof and engineered to hold up under intense stresses. ProGen makes installation easy by providing flexibility while maintaining enough rigidity to allow for installation over imperfect sub-
floors. The flooring only requires a utility knife for cutting and yet maintains enough flexibility to allow the pro-installer or DIYer to get into tight spaces. A 20-mil, commercial-grade wear layer and an enhanced polyurethane layer enables ProGen to resist scratches as well as the rigors of modern life, while its highdensity foam backing reduces unwanted noise. ProGen is phthalate free, heavy metal free and 100% reclaimable.
ProGen’s compact core is engineered to hold up under intense stresses.
resilient floating floor guide
16 I March 5/12, 2018
fcnews
Manufacturer
Forbo
Inhaus
IVC
Karndean
Product/collection
Marmoleum Click CinchLoc
Sono
Urbane, rigid LVF; Millright, sheet vinyl
Korlok Reserve; LooseLay Longboard
Floating floor type
Floating linoleum with Valinge 5G locking system
Click installation
Urbane, click; Millright, floating
Korlok Reserve, clic; LooseLay Longboard, loose lay
Retail price range
$4.49-$5.99
$5.99
Contact the company
Korlok Reserve; LooseLay Longboard
About the product
Marmoleum Click CinchLoc combines fresh, vibrant colors with natural, healthy ingredients to provide a durable, healthy flooring solution. This innovative floating floor is made of natural linoleum on water-resistant HDF with a cork backing for warmth and comfort underfoot. Made with natural ingredients, Marmoleum Click CinchLoc features naturally occurring antistatic and antimicrobial properties that repel dust and dirt, making it easy to clean while reducing exposure to allergens and inhibiting the breeding of organisms.
Sono is Inhaus’ latest innovation in waterproof dimensionally stable flooring. It is made in Germany with proprietary technology and features high definition to core digital printing. The printing process enables vastly improved color variations and a 5% plank repeat, which results in a uniquely appealing installation. The core is highly resistant to heat and cold, is waterproof and has an angle fold locking system for ease of installation. The patented ceramic composite core is free of PVCs, formaldehyde and all other additives.
With Urbane, IVC created rigid flooring with authentic designs using a multilayer construction reinforced with woven fiberglass. To ensure its superior rigidness, IVC also integrated EIR technology for exceptional realism, added a 22 mil wear layer to enhance stain and scratch resistance, and made it 100% waterproof. Millright will be part of IVC’s new Seamless Solutions offering. Its realistic designs are inspired by natural wood flooring using EIR technology. It is made with fiberglass to prevent curling, cracking and expansion.
With 12 original designs in a 48 x 7 format, Korlok Reserve’s K-Core technology provides a rigid core for installation over most existing hard floors, a pre-attached acoustic foam backing that resists mold and mildew growth, and K-Guard+ surface protection. A 2017 Good Design award winner, LooseLay Longboard provides durability and family-friendly features in a 59 x 10 format that can be installed over most existing hard floors and over subfloors with an RH up to 95%.
HDPC rigid core is a performance workhorse
Triversa and Cleo—the dynamic duo
Wellmade’s High Density Plastic Composite (HDPC) ushers in a new generation of durable, performance-oriented rigid core floors ideal for commercial or residential use. Waterproof and stable in the most demanding environments, HDPC—a patent-pending core technology from Wellmade—surpasses the performance standards of existing composite flooring. Increased density and hardness coupled with superior thermal properties result in increased strength, reduced vertical deflection and absolutely no subfloor telegraphing. Wellmade’s Nouveax en vogue engineered vinyl plank features an innovative co-extrusion process that seamlessly molds vinyl wear layer and HDPC core without the use of adhesives. Harmful VOCs are eliminated, improving indoor air quality and garnering the product the coveted FloorScore certification.
Triversa, with its triple-layer construction, delivers exceptional durability with a 20 mil wear layer, stability through a waterproof rigid core and versatility with cork backing for sound mitigation and SmartLock clic system for easy floating installations. When dealers combine those performance benefits with excepCongoleum’s Cleo uses ChromaTRU tional design options high-fidelity digital imaging to deliver like mixed-width stunning dimensional woods, longer planks, visuals with minimal repeats. enhanced edge treatments and stunning tile visuals, they have Scotchgard-enhanced the Triversa ID (Innovative UltraCLEAR, a 100% solventDesign) collection. free, high-performance coating Meet Cleo, a truly revolu- that is so clear and scratch tionary eco-forward construc- resistant that it’s also used on tion that is different in every military eyewear. way and seamlessly combines Its installation options are engineered performance with equally impressive. Cleo can be stunning visual artistry. Cleo fully glued or installed floating begins with a waterproof and when combined with UnderFlor flexible mineral composite core underlayments. It is available in that contains zero PVC, plasti- four sizes: 12 x 24, 24 x 24, 7 x 48 cizers, phthalates or chloro- and 9 x 60, and every size can be chemicals and is 85% natural installed edge-to-edge or groutand locally sourced limestone. ed. Cleo has achieved an NSF But the real magic lies in the platinum rating, is certified ChromaTRU high-fidelity digi- FloorScore, asthma and allergy tal imaging. friendly and is manufactured Finally, finish it off with the entirely in the U.S.
With stunning highdefinition visuals and exceptional EIR textures, Nouveax en vogue provides exceptional realism in 24 unique natural hardwood, tile and stone designs. The HDPC from Wellmade product comes in 8 mil surpasses the most and 12 mil wear layers, which are both availrigorous performance able in 5 x 48 planks. standards. The premium product with a 20 mil wear layer boasts a 7 x 60 plank. Nouveax en vogue uses the Uniclic locking system for easy installation on any level of the home or office.
The CORE has it all With almost four decades of LVT experience, EarthWerks aims to be a trusted source in the market with a keen eye toward innovative design, manufacturing excellence, impeccable service and supply. As a division of Swiff-Train, EarthWerks is able to service customers to the utmost potential. EarthWerks’ CORE collection encompasses all of the company’s waterproof, multilayer click products. With this new categorization, all of the WPC and SPC items have been grouped together in the same segment—rigid, waterproof, floating flooring—conveying powerful performance that stems from the CORE. New to the line and available now is its Noble Classic Plus SPC collection. This 12-SKU assortment of EIR, highdensity click products are ideal for any space— residential or commercial. The color range boasts an array of high-dimension oak patterns with beautiful texture. With cushion back-
ing and a premium lifetime residential wear limited warranty, this collection offers high design and ultimate The CORE collection performance. And for encompasses all of the customer looking for a glue-down applicaEarthWerks’ waterproof, tion, these same multilayer click products. designs and sizes are also available in a 3mm x 20 mil dryback version, Wood Classic II. The CORE collection also houses EarthWerks’ expanding 36-SKU assortment of WPC, ranging from 12 x 24 tiles and 7 x 48 planks, to a new 72-inch long, EIR, painted bevel and cushion-backed Parkhill Plus XXL. Look no further for the collection that has it all: beauty, boldness and performance.
Vinyl flooring for demanding environments
Waterproof. Pet-proof. Worry-proof.
Extraordinary Products. Exceptional People. At Shaw Floors, we believe in great people and great products. You can’t have one without the other. From material sourcing to design to logistics and transport, our people drive the success of Floorté PRO, one of the hardest-working flooring products in existence. Tom Hreniuk Hannah Stasenko Heath Ridley Felix Herrea Product Design
Sourcing
Logistics
Project Manager
Carpet | Resilient | Hardwood | Tile & Stone | Laminate | shawfloors.com
18 I March 5/12, 2018
resilient floating floor guide
fcnews
Manufacturer
Mannington
Marquis
Metroflor
Mohawk
Product/collection
Adura Max Apex; Adura Max
Geneva
Engage Genesis 1200ML; Engage Genesis 2000T
SolidTech
Apex, 5G-i locking system; Max, LockSolid
Floating
Clic
Clic
Retail price range
Apex, $5.49; Max, $4.49
$5.99
Genesis 1200ML, $3.99-$4.99; Genesis 2000T, $4.99-$5.99
$4-$5
About the product
Adura Max Apex has it all—painted bevels and EIR detail to create a finer, more realistic look. Its waterproof core and sound-dampening construction add a new level of style and sophistication. Long and wide planks, variable width planks and contemporary colors keep Adura Max Apex on trend and in demand. Adura Max is the wow without the worry. This durable, waterproof, quiet and comfortable WPC floor stands up to the most active households and offers warranty against wear, scratch and stain resistance.
Marquis’ newest rigid core product offering, Geneva, provides a stunning print with great color movement and depth. Featuring multi-width look patterns representing a new urban twist to a rustic look, Geneva comes in a 7 x 48 board, 4mm SPC core and 20 mil ceramic bead wear layer finished with a 1.5mm closed cell IXPE attached cushion.
The Engage Genesis 1200ML multilength series extends the narrow plank format, featuring new 5.75-inch wide planks in varying lengths of 23.82, 35.43 and 59.45 to achieve more dimension to the floor. The Natural Timber embossing is enhanced by a “painted” accentbevel for more realistic plank definition than micro bevel. Metroflor’s proprietary FX3 Surface Protectant provides superior protection against abrasion and enhanced stain repellency. UltraFresh treatment is infused into FX3 Surface Protectant on the surface and integrated within the pre-attached underlayment.
Mohawk SolidTech is a new generation of vinyl plank flooring that combines the strength and rich visual of hardwood and tiles with the fashion, durability and cleanability of a luxury vinyl tile or plank. Lending brilliant, breathtaking style to any room, SolidTech withstands the bumps, scuffs, scrapes and spills of active homes and features All Pet for all pets, all accidents, all the time. Innovative engineering provides quick installations that make these floors both 100% waterproof and odorfree.
Floating floor type
A truly unique waterproof offering Taking style and performance to a new level Launched in February 2018, all want solutions. Everyone wants Philadelphia Commercial’s rigid core beautiful floors, of course, but they resilient product, Transcend, is truly must also perform. Transcend’s in a class by Advantium Core is itself—a direct engineered for glue-down, nonextreme durability pad RCB product. in the most Its on-trend design demanding enviand color options ronments. It is offer unlimited 100% waterproof, design flexibility thermally stable, for creative instalrequires no acclilations, while the mation and pro3mm construction vides best-in-class can minimize impact and dent telegraphing and resistance. And, any subfloor conthanks to the comcerns. It is the ultipany’s ExoGuard mate solution for Plus finish— heavy traffic comPhiladelphia mercial spaces. Commercial’s proBacked by actual prietary, high pertest results and a formance top ExoGuard Plus finish lifetime commercoat—Transcend provides Transcend with cial warranty, offers superior superior scratch and stain Transcend feascratch and stain tures two of the resistance. Tough resistance. most innovative stains such as performance features available iodine, betadine and blood are no today—Advantium Core and match for ExoGuard Plus. ExoGuard Plus finish. For more details on Transcend With LVT and specifically rigid and to experience the full portfolio flooring products pouring into the of flooring solutions offered by market at warp speed, retailers, Philadelphia Commercial, visit specifiers, end-users and consumers philadelphia-commercial.com.
FirmFit strives to be the strongest waterproof floors fit for when life happens. This claim is backed by warranting incredible performance on massive installation surfaces without the use of transition moldings. “FirmFit is truly unique,” said Thomas Baert, president of FirmFit. “While most competitors have been focusing on wood plastic composite (WPC) versions, FirmFit has developed its own proprietary components and is quickly growing in popularity as a preferred option in the multilayer flooring category thanks to its wildly improved stability, impact resistance features but also all the marketing efforts supporting the brand both online and offline.” Eddie Vaughn, resilient product manager at BPI, a flooring distributor, agreed. “FirmFit understands the
U.S. distribution market, and our FirmFit product introductions have been outstanding. FirmFit continues FirmFit wood can be to offer more installed in very large unique features areas without transitions. such as EIR, long planks and enhanced bevels.” FirmFit wood, the company’s latest introduction, comes in oak, walnut and hickory—bringing the water resistance feature to the wood category. Baert said consumers prefer waterproof flooring in vinyl and laminate, and want the same in wood.
The perfect fit for your customer Karndean Designflooring, a luxury vinyl specialist for 45 years, offers glue-down, loose-lay and rigid core floors to ensure customers have premium options to suit their needs. Understanding the differences between these formats enables RSAs and homeowners alike to determine which is best for their project. Glue-down luxury vinyl provides the most customization possibilities with design strips, inlays, laying patterns and custom cuts. Karndean’s glue down ranges offer more than 175 product choices across a variety of wear layers, sizes, price points and technical specifications. Install Karndean LooseLay quickly and easily in any space with minimal adhesive. The company’s collections offer 39 multi-directional designs,
including 12 in its longest plank size (59 x 10), each of which can be installed over existing floors and concrete subfloors Korlok Select is Karndean’s most acoustically with an RH up to 95%. The ability to friendly product. quickly pick up and move non-adhered planks makes this range ideal for temporary spaces. Karndean’s two rigid core formats, Korlok Reserve and Korlok Select, accommodate imperfect subfloors.
ADURA MaxAPEX ®
The best just got better.
Coming April 2018! Painted bevels and embossed-in-register detail create a finer, more realistic look. Long and wide planks, variable width planks and contemporary colors keep ADURA® MaxAPEX on trend and in demand.
ADURA® MaxAPEX has it all. It takes the waterproof core and sound dampening construction that you’ve come to expect from ADURA® Max and adds a whole new level of style and sophistication.
A LITTLE BIT OF SWEETNESS... AND A WHOLE LOT OF SASS. At COREtec, we’re proud to offer the most complete collection of 100% waterproof floors, so you can express what makes you, you.
W HA T ’ S I N Y O U R C O R E ?
COREtecFloors.com
22 I March 5/12, 2018
resilient floating floor guide
fcnews
Manufacturer
Novalis
Phenix
Quick-Step
Raskin
Product/collection
NovaCore; NovaCore XL; Serenbe
Point of View
EnduraTEK Ultra
Ceramix
Rigid core
Loose lay luxury vinyl, plank and tile
Click
Loose lay or glue down
Retail price range
Contact the company
Contact the company
Contact the company
Contact the company
About the product
NovaCore is a rigid, high-performance core (HPC) LVT available in eight 6 x 48 planks and eight 9 x 60 XL planks. All carry lifetime residential and 10-year light commercial warranties. Serenbe is a high-density core (HDC) LVT protected by patent-pending NovaShield and equipped with an attached sound underlayment. There are 24 SKUs in a variety of planks and tiles, including 12 x 36. Serenbe comes with lifetime residential and 10-year light commercial warranties.
Featured in Phenix’s new Design Mix program, Point of View is available in 15 individual colors or five designer-curated groupings to give the consumer the power and freedom to create her own customer flooring. Point of View is a loose lay luxury vinyl ideal for do-ityourselfers.
Quick-Step TEK presents EnduraTEK Ultra, the rigid flooring where elegance meets unsurpassed performance. Company engineers have created an exclusive multi-layer construction fortified with webbed fiberglass to provide superior dimensional stability and flexibility. EnduraTEK Ultra is waterproof flooring built to last, resisting scuffs, micro-scratches and stains, and is impervious to warping from heat and sunlight. To provide the ultimate rigid flooring, Quick-Step attached foam padding enhances insulation, leveling support and comfort underfoot.
Ceramix is a realistic-looking, loose-lay product with built-in grout that won a 2018 Best of Surfaces Award for innovation. Ceramix is easy to install without messy grout or dusty tile cutters. Plus, its proprietary solid fiberglass sheet inner layer makes it extremely stable and can be installed via a loose lay or glue down method. Ceramix will not chip or crack and its built-in grout is permanent.
Floating floor type
Floors that rise above the rest Floating resilient floors have been around for a while, but recent innovations in both design and performance are helping to transform the category. Armstrong Flooring in particular has won several awards for its original use of design and new technology, with innovations like Vivero luxury flooring with Diamond 10 Technology that has set a new standard in scratch and stain resistance. One of the biggest stories is the growth of the multilayer category. Products like Luxe plank with rigid core technology—offering a combination of LVT and WPC—address common challenges like irregular subfloors; it also does not need to be acclimated before installation in most cases. Natural Creations luxury flooring with the I-Set installation system for commercial installations is a factory-applied adhesive system. Installations can be completed in about half the time of traditional methods using fewer installation materials. Pryzm, Armstrong’s hybrid product, offers protection from
dents, water, scratches and stains, and is ideal for residential and commercial applications. Armstrong has taken steps to create Pryzm, Armstrong’s hybrid product, protects against value for customers scratches and stains. through introductions like S-1841 Quiet Comfort floating underlayment. S-1841 is approved to turn any Alterna-engineered tile and LVT installation into a floating installation. Made in the U.S. and patent pending, this underlayment is different in structure from standard underlayments. The polyester scrim backing lets the underlayment roll flat and stay flat, is easy to cut, is not susceptible to moisture and is easier to spread adhesive on when compared to felt-based underlayments.
Floors that are ‘better to the core’ Germany is a place known for innovation and precision engineering, and Sono floors are a great example. The project to produce this unique type of flooring was started in 2014 by the Classen Group, a pioneer in the laminate flooring industry. Sono floors represent a unique product in the waterproof flooring category with some distinguishing benefits. With its one-of-a-kind ceramic composite makeup, Sono offers a compelling package of benefits based on a truly waterproof core. This core can be installed in wet areas that actually submerge the product in water, such as showers or steamrooms. Sono is not highly water resistant, it is waterproof. Furthermore, it is highly stable with nominal effect when exposed to heat, cold or moisture. One of the most celebrated benefits are the visuals. Sono’s direct to core high definition digital printing has the ability to vary the visual extensively from plank to plank and
with a repeat rate of 1:18 to 1:24—the end result is a realistic representation of the original material, be it wood or stone. The top surface is finished with clear lacquer further enhancing the look and feel. Some of the benefits Sono’s direct to core high of Sono are found in definition printing varies what it doesn’t have—no the visual extensively. PVC, formaldehyde, plasticizers, phthalates or additives. The planks are finished with an angle fold click locking system and can be floated or glued down.
COREtec continues its pioneering ways Oftentimes success and popularity lead to imitation. Flooring retailers continue to hold strong their support of the COREtec brand. All the while, USFloors remains committed to providing its retail partners with innovative and cutting-edge COREtec products. It is a fact: consumers are now asking for The Pro Plus Enhanced collection COREtec by name features enhanced painted bevels for and some comultra-realistic wood and stone looks. petitors refer to their similar products as “like COREtec,” further emphasizing the strength of the brand and its overwhelming popularity in the composite core category. The company’s goal is to remain the leader in this category while offering a superior flooring product that outperforms the competition in all facets. New to the lineup is the COREtec Pro Plus Series consisting of two collections: COREtec Pro Plus and COREtec Pro Plus Enhanced. The COREtec Pro Plus collection offers 12 plank visuals that are 7 x 48 x 5 mm. The COREtec Pro Plus Enhanced collection features plank and tile visuals. The planks are 7 x 48 x 7 mm and the tiles are 18 x 24 x 7 mm. The solid polymer core (SPC) with Pro Plus Enhanced features special top/bottom layers for stability and is made from a high-density composition for extra rigidity. USFloors has three COREtec patents covering all engineered flooring products with a plastic composite core and a veneer top layer bonded with a waterproof adhesive, with or without an attached cork backing.
VINY W EET L SH ITH D I A MO Y O LO G EC H N 0® T ND 1
IA MON ®
D 10
T EC H N O LO G Y
VIVERO® LUXURY FLOORING WITH DIAMOND 10® TECHNOLOGY
WITH D
OOD ND 10 DIA MO HARDW ™ OLID E WITH ED TIL ON S INEER PARAG K ENG ® L AN NA P ALTER ®
T EC H N O LO G Y
BREAKTHROUGH
INNOVATION Our dedication to innovation brings you new ways to shine. For more than 150 years, our commitment to winning products and partnerships has made Armstrong Flooring the brand of choice for retailers. The momentum continues with the expansion of Diamond 10® Technology across our wide range of hard surface flooring. Infused with cultured diamonds, our newest and most durable performance system provides the ultimate in scratch, stain and scuff resistance, bringing you new dimensions of competitive advantage.
Enjoy clear competitive advantage from every angle: Hardwood • Luxury Flooring • Engineered Tile • Vinyl Sheet
Please visit armstrongflooring.com
Armstrong and the Armstrong logo are trademarks of AWI Licensing LLC. All other trademarks are owned by Armstrong Flooring, Inc. or its subsidiaries. © 2017 AFI Licensing LLC
24 I March 5/12, 2018
resilient floating floor guide
fcnews
Manufacturer
Shaw
Tarkett
USFloors
Wellmade
Product/collection
Floorté ProPlank; Patcraft Mixed Materials
ProGen; Transcend with SureSet technology
COREtec Pro Plus; Pro Plus Enhanced
HDPC
Floating floor type
ProPlank, click/dryback; Mixed Materials, loose lay, click
ProGen, Uniclic; Transcend, floating/loose lay
Floating, angle-tap
Uniclic system
Retail price range
ProPlank, $4.99; Mixed Materials, N/A
ProGen, $4.20-$4.49; SureSet, $4.50-$4.99
COREtec Pro Plus, $2.99; Pro Plus Enhanced, $4.70
Contact the company
About the product
Floorté Pro is Shaw’s hardest working resilient flooring built for the most demanding environments. New for 2018, the Floorté Pro 7 Series is available in plank sizes and tile formats featuring 20 styles. The Mixed Materials Converge collection is offered in three sizes, and Wood Planx and Metallix Facet require no transition strips when installed with carpet products.
ProGen delivers next-generation performance for modern life. Its 100% waterproof construction won’t warp with exposure to water or sunlight, making ProGen suitable for any space, including three-season sunrooms. A 20mil commercial-grade wear layer resists dents and scratches while its rigid core technology is easy to install.
The COREtec Pro Plus Series consists of COREtec Pro Plus and COREtec Pro Plus Enhanced. Pro Plus Enhanced includes all features of the Pro Plus collection along with a four-sided enhanced bevel for added realism. All planks and tiles feature a 20 mil wear layer that protects against excessive wear and provides superior cleanability and stain resistance.
Wellmade’s High Density Plastic Composite (HDPC) rigid core engineered vinyl plank is constructed of virgin vinyl and includes a double-wear layer and ceramic-bead finish. An antislip vinyl backing provides slip resistance and reduces sound transmission. It is available in 24 unique hardwood, tile and stone designs.
Welcome to the Adura family
Where the hits just keep on coming
Trending from wall to wall, Mannington’s complete family of Adura LVT floors has flooring stores covered for all the customer’s resilient floating waterproof flooring needs. All of Mannington’s Adura floors are waterproof, kid and pet friendly, and easy to clean and maintain. Adura and, coming soon, Adura Flex traditional glue down, is great for long runs and multiple room installations without transition strips. Adura Prime and, coming soon, Adura Rigid solid polymer core, is perfect for three-season rooms, cabins or lanais—rooms that experience wide temperature ranges. Adura Max WPC is ideal for noisy households or multifamily units. Adura Max dampens sounds by 30%. It’s an Adura Max WPC is an all-in-one flooring system that’s easy to install. all-in-one flooring system Introducing the next generation of Adura Max: Adura that’s easy to install. Max Apex—a high-style WPC that’s beautifully worry free. This is luxury vinyl plank flooring at its most stylish: ontrend looks, contemporary colors, natural wood grains and finely detailed surface textures. Long and wide or multi-width planks combined with broad color variations set the stage with realistic and luxurious elegance. Coming in April: full Adura Max performance, waterproof to the core and engineered to dampen sound—the style dealers expect from Mannington, in the performance they expect from Adura Max.
Raskin Industries has a lot to celebrate with its recent LVT innovations. There was Elevations, a fiberglass reinforced loose lay LVT that turned heads; that was followed by Acrylx, a solid surface waterproof LVT; and then Ceramix, an awardwinning, built-in grout loose lay LVT. Ceramix—with the realistic look of the grout—provides flooring dealers with an alternative product that can be installed in a day or two. Distributors were taken aback by the Ceramix replicates the look product’s impressive visuals and ease of installation com- and durability of porcelain. pared with ceramic and porcelain tiles. As Scott Carson, director of products and marketing, T&L Distributing, predicted, “It’s going to fill a need for the dealers because of the lack of installers out there.” Porcelain tiles that resemble wood planks have been very popular over the past few years. Raskin’s Ceramix, however, has taken that trend to the next level by replicating the look and performance of the porcelain installation but offering it in a flexible vinyl format that allows for easier installation and a beautiful finish. Ceramix was launched with 12 SKUs, including eight planks, which range from 7 x 48 to a 36 x 36 that is suitable for a loft or industrial look. Ceramix features a 5mm wear layer and offers the G88 advanced antibacterial/anti-fungal finish.
New standout features in competitive WPC market Click CinchLOC: Healthy, water-resistant Creating beautiful, custom floors for a consumer’s home is easy and fun with Marmoleum Click CinchLOC. Available in 28 colors and two formats (12 x 12 tiles and 12 x 36 planks), homeowners can mix and match colors and sizes to create design possibilities unique to their home and personal style. Marmoleum Click CinchLOC breaks out of the traditional vinyl earth tones with vibrant colors, rich neutral shades and striated designs. This water-resistant flooring is made primarily from renewable resources, including linseed oil, wood flour and pine rosins that provide Click CinchLOC with inherent anti-static properties to repel dust and dirt. Click CinchLOC also features antimicrobial properties that thwart harmful micro-organisms, including MRSA and C-difficile. These features, combined with a glue-free installation, is ideal for people with asthma and allergies. Click CinchLOC is produced of natural linoleum on water-repellent HDF with a cork layer backing.
Marmoleum Click CinchLOC is ideal for all areas of the home, including bedrooms.
Engage Genesis by Metroflor continues to make strides in 2018 with new technology and designs, providing feature-rich differentiation in a crowdMetroflor’s new SKUs are ed WPC market. Featuring Metroflor’s proprinarrower, longer, wider etary Isocore technology in a foamed, expanded and multi-length planks. and rigid core product, Engage Genesis has introduced the FX3 Surface Protectant. This enhanced polymer finish provides abrasion resistance and stain repellency. The proprietary FX3 formulation resists over 20 common household stains for easy cleanup—even pet accidents. The Ultra-Fresh treatment provides anti-microbial protection both on the surface and beneath the floor’s underlayment. Engage Genesis is ideal for multi-family and hospitality applications. A vinyl layer between the design layer and the core provides greater resilience along with comfort underfoot. Deeper, more authentic textures and embossing can be achieved, especially IRE. An accent bevel on new Engage Genesis plank products is painted a complementary color for more realistic plank definition and realism than micro-bevel, evoking the look of a true beveled-edge, natural hardwood floor. The first Engage Genesis tile collection in a 16 x 32 format is also debuting.
fcnews
26 I March 5/12, 2018
CarpetsPlus Continued from page 1
ful program ever for CarpetsPlus,” said Kevin Logue, co-COO and vice president of marketing. “We will continue to expand the program, especially in hard surfaces.” In 2018, CarpetsPlus will add 12 new private-label programs to Destination, which is offered to members on an a la carte basis. Members don’t have to take on any elements but are encouraged to do so as research shows the average selling price of products within a Destination showroom goes up $1 to $2 per yard. “Destination has definitely created a buzz,
and more suppliers want in on the program,” said Ryan Dunn, co-COO and vice president of sales. Before convention there were 116 stores in the program. By the end of the second day, there were 121 members in the program—and that number is expected to rise. “We have some progressive plans to grow this company,” Logue explained. “We’re adding new vendors; we have suppliers coming to us now. As for retailer members, we have to be very selective who we let in. We have spent a lot of time researching the industry and we are not just trying to sign up anyone. They have to be open and willing to
Ann McDermott, left, vice president, national accounts, Shaw, meets with the daughter-father combination of Kelli Kadlec and Mark Strauch of Floor Craft, Colorado Springs, Colo.
Jay Kopelson, second from right, vice president of corporate accounts for Mannington, meets with Carpet World retailers, from left, Bob Dauenhauer (Bismarck, N.D., store), Kathleen and Bruce Kaufman (Fargo, N.D., location) and Brian Dauenhauer (Bismarck).
examples were retold at convention.
share their best practices.” That willingness to share best practices, to help each other in need, is one of the hallmarks of the Alliance Flooring group that stands out for retailers like Ben Case, owner of Carpet Collection, Lockport, N.Y. “We can have open-book discussions with almost any member we want. This allows growth for my business in avoiding the pitfalls others have experienced. Other members are just a phone call away, and most look forward to helping another member; I know I do.” Bob Dauenhauer, owner, Carpet World, Bismarck, N.D., concurred. “If you have any questions you could go to any one of the dealers and they will
help you out. It’s the friendliest group you could be with.” It’s not just a cliché with Alliance Flooring—the group really does work with each other and can serve as a supplier/distributor when necessary. One example is the relationship between Montgomery’s CarpetsPlus Color Tile in Venice, Fla., and Gainesville CarpetsPlus Color Tile, located roughly 200 miles apart—not exactly around the corner. Still, when Montgomery’s was out of stock on a particular product that it needed, it turned not to a supplier but to Josh Elder, who runs the Gainesville store. He delivered the goods in a timely manner and sent them the invoice. Scores of these
New offerings Alliance Flooring has added 40 LVT-type products since September, and the combined LVT/WPC/SPC category now represents 20% of its mill shipments; resilient sheet makes up another 10%. Carpet is now at 39%, down from 80% in 2002. “I never thought in my days that I would see carpet at 39% for our group,” Logue said. “Meanwhile, LVT is going off. My phone is ringing once, maybe twice a week from people who say, ‘Hey, you want to see my rigid core line?’” Rather than take them all in, Alliance chooses roughly five “winning” lines for its members, with WPC and SPC commanding equal time. As Logue explained, “We are never going to be the group that has 35 suppliers in one category. We pick the right ones. We boiled down
ProGen™ is a leap ahead— a waterproof rigid core flooring that Collection
stands up beautifully to whatever modern life throws at it, giving today’s savvy, empowered consumers what they’re asking for. To learn more, visit tarkettna.com/ProGen or contact your local Tarkett representative or distributor. USA: 1-877-827-5388 Canada: 1-877-436-6267
1. 1 PROFESSIONAL SCRATCH RESISTANCE 2 HIGH DEFINITION DESIGNS 2.
3. 3 PROGEN CORE TECHNOLOGY 4. 4 ACOUSTIC MANAGEMENT
ALDER CASHMERE | WARM GREY | 270264006
Next Generation Performance for Modern Life.
fcnews
March 5/12, 2018 I 27
Mohawk named Alliance Flooring Supplier of the Year By Ken Ryan
TUCSON, ARIZ.—Mohawk Industries was named Supplier of the Year by Alliance Flooring (CarpetsPlus, Color Tile, Carpetland USA) during the buying group’s winter convention here. Kelly Obserschlake, senior director, Mohawk residential sales, accepted the award on behalf of Mohawk. “I truly believe we won supplier of the year because a year and a half ago, I made the advisory board a commitment that they would our LVT business to five lines because we need to put our members in a position to be as competitive as they can be in their own markets.” This year’s new offerings include denser, more rigid cores; wider and longer planks; and tile and stone visuals in larger formats. The lineup features Shaw’s new Floorte Pro products (48 SKUs) and COREtec Stone. “No other group is showing this right now—we think this product is going to be hot,” Logue said. The carpet introductions “are pretty short and sweet this year,” Logue noted. Leading the way are Anso Foundations and Bellera from Shaw and Dixie’s PetProtect Destination. For Color Tile dealers, ProGen from Tarkett and Korlok from Karndean are new offerings in rigid. “This is their foray into the floating arena,” Logue said of Karndean. “They really did their homework and took their time in bringing this to market.” Laminate represents 4% of the group’s sales but has stabilized, Logue said. “We feel the waterproof story is compelling.” To that end, Mohawk’s RevWood, a new waterproof collection, will fill that niche. Alliance Flooring welcomed several new suppliers. Phenix Flooring is the replacement for Beaulieu, which was acquired by Engineered Floors in 2017. Phenix is expected to help Alliance dealers in the area of solution-dyed products. Peerless (which is Beaulieu Canada; however, legally the name Beaulieu cannot be used in the U.S.) is a new member with a familiar name running the program—Greg Payne, formerly with Shaw. Also new is DuChateau. “We needed a higher-end line,” Logue noted. “I have been after them for two years. DuChateau is a good pickup for us.”
receive better service and we fully executed corporately and on a local level,” Oberschlake told FCNews. “It was a One Mohawk effort. We got it done. We experienced double-digit growth and we are still growing.” Outstanding performance awards were handed out to Karndean, Armstrong, Shaw and Mannington at the Oscarsthemed event. John Callahan, national retail accounts manager, accepted the award on behalf of Karndean; Laurie Springer, national accounts
Kelly Oberschlake, senior director, Mohawk residential sales, accepts the Supplier of the Year award on behalf of Mohawk Industries.
manager, represented Armstrong; Welton Davison, vice president, strategic accounts, took the award for Shaw; and Jay Kopelson, vice president of corporate accounts, accepted on behalf of Mannington. Kopelson was singled out by Alliance executives for his two-plus decades of servicing the group’s flooring retail members.
Engage Genesis® with ISOCORE Technology® is infused with Ultra-Fresh protection in Metroflor’s advanced FX3 Surface Protectant and in its pre-attached underlayment. When moisture becomes trapped under the surface of other flooring materials, it can create the ideal environment for mold and mildew growth. But with Ultra-Fresh on duty, homeowners can rest assured knowing that their Engage Genesis floor is protected.
888-235-6672 | metroflorusa.com
Leading WPC Cork Underlayment
Engage Genesis Underlayment
In laboratory side-by-side tests, Engage Genesis treated with Ultra-Fresh outperformed the leading competitor’s WPC product in inhibiting mold growth.
Mold Defense
Ultra-Fresh is a registered trademark of Thomson Research Associates Inc.
fcnews
28 I March 5/12, 2018
Abbey Continued from page 1
executive vice president, merchandising and member services, Abbey Carpet & Floor. “Phenix is a large customer of Stainmaster and we want to expand our Stainmaster assortment. They’re a perfect target to be able to do that. Engineered Floors has a strong presence in the property management/home builder segment. They represent an opportunity for us as well. Between the two manufacturers, they dovetail right into the products we are offering from other carpet suppliers.”
In the exhibit hall both Phenix Flooring and Engineered Floors reported strong booth traffic. The convention gave both manufacturers the opportunity to meet with current and new customers. “Over the past years we’ve had the opportunity to sell to some of their membership outside the program,” said Mark Clayton, president and CEO, Phenix
Flooring. “Now as an approved vendor the opportunity escalates. Our close rate has been very strong. With the exit of some of the other carpet mills I think it made sense for us to work t o g e t h e r. We’ve been very pleased with the response so far.” Both Phenix Flooring and Engineered Floors are also contributing to the pot of private-label products available to members.
Phenix is offering specific Stainmaster Pet Protect products, while Engineered Floors has three collections of products under the Abbey Carpet name. According to Gary Hollowell, vice president of sales, Engineered Floors and Dreamweaver, the manufacturer brings the benefits of styling from solution-dyed carpet to the buying group. “We were surprised at how many members weren’t buying from us till they stopped by our booth. We think we’ve filled a bunch of voids they have in product. They really don’t have a big footprint in residential prod-
Sell Flooring Differently
ucts in solution-dyed, and I think we answered a need in that area.” Along with Engineered Floors and Phenix, the group also welcomed Healthier Choice, Heartland, JJ Haines, LW Flooring, Morgan Stanley, Soho Studio and Teka as new partners. The expansion of Abbey’s lineup did not go unnoticed. Jason O’Krent, flooring consultant, O’Krent Floors, San Antonio, was excited with the offerings from current and new vendors. “There’s a lot more newer collections than we usually see.” For Tempest Hoover, showroom manager, Gillespie’s Abbey Carpet & Floor, Fairfield, Calif., Mohawk’s RevWood struck a chord. “It was really neat to see,” she said. “It’s interesting to see how all the manufacturers display their waterproof products because we don’t have those [displays] in our store.” Digital leaps and bounds In 2017 Abbey Carpet & Floor unveiled a new website at convention. This year the group is supporting its members’ websites with various digital services developed to increase success in the digital space. Some of the new initiatives shown at convention include: digital display ads, remarketing (meant to help to reconnect with consumers); social media engagement (to create the full customer experience); customer reviews (with the help of vendors such as Podium); and Abbey’s partnership with Google.
We seek out expressive and intriguing forms in the natural world to bring you simply beautiful floors that your customers will love for a lifetime.
Limed Charcoal Oak RCP6538
Korlok Reserve Korlok Reserve is our revolutionary new rigid core collection featuring our award-winning waterproof K-Core technology in a 48”x7” format with 2G locking system. See why Floor Covering News says it was “worth the wait!” Arriving in stores Spring 2018. At Karndean, we see flooring differently. Interested in increasing your margin, gaining repeat customers and having a protected way to grow your business? Contact us to learn more and understand how you can Sell Flooring Differently with Karndean Designflooring.
888-266-4343 |
[email protected] | www.karndean.com/korlokreserve
Phil Gutierrez, chairman, president and CEO, expects 2018 to be more than just a ‘good’ year for members.
fcnews
March 5/12, 2018 I 29
Engineered Floors is offering Abbey members three collections on a private-label basis.
Bill Wilson, vice president of marketing services, Abbey Carpet & Floor, explained the strategy behind the various digital marketing initiatives. “We are taking the original concepts from our pay-per-click program, which we’ve been running for 40 years, and looking at the expansion into other digital services. There are bundle services available out there, so we’ve expanded into digital display advertising, remarketing and social media engagement. We’re helping the members reach more of their targeted audience.” Wilson added while digital and social media might not be the be-all and end-all of marketing and advertising, it gives dealers an opportunity to build their reputation. By providing these various digital services, the group hopes to help members engage with consumers online. Even though Abbey introduced the new website only a year ago, it is already undergoing updates. “We have to stay current,” Wilson stated. “The website really paved the way to open up our extended marketing. Anything you do digitally that brings users to a website requires a well-put-together site.” Growing with Google Abbey’s new digital initiatives are all bolstered by its partnership with Google. The group has been partners with Google for about four years and the search engine’s involvement has increased year over year. “Google offers guidance to us—everything from building our own websites for our members to the digital marketing programs we have in place,” Wilson explained. “They play a key role from industry statistics to best practices and how to set things up digitally. It has really helped bring our services up to a top-notch level. Plus,
it’s nice having a Google partner we can turn to. They’re really interested in bettering our programs.” Google’s involvement in the Abbey’s digital services has sparked the interest of many members. As a Premier partner with Abbey, Google works with corporate’s pay-per-click services in hopes of driving more consumers to member websites. “We used pay per click through Google, but we were also talking about using the other remarketing and display ads with Google,” O’Krent said. “The company is going to do a much better job of targeting the people we need to get. With the way they’re managing our ad words and pay per click we’re seeing results.” Gillespie’s Abbey Carpet & Floor currently partners with Abbey to create PDFs and flyers. However, the store is looking to do more digitally with the buying group, Hoover explained. “We understand the value of having somebody like Abbey who knows the industry doing these services for us. The presentation that Google did was also really interesting.” Levi Wolfe, store manager, Abbey Carpet & Floor of Livermore, Calif., also plans on incorporating more of Abbey’s digital services. Abbey currently maintains the store’s website and has assisted Wolfe in
STEP Ahead Continued from page 3
role of women in the manufacturing industry through recognition, research and leadership for attracting, advancing and retaining strong female talent. In five years, STEP Ahead Award winners have impacted more than 300,000 individuals—from peers in the industry to school-aged children.
Abbey is assisting its members digitally in 2018 with a host of new and improved services.
uploading a video he created to promote the store. “The Abbey program is tailored just for us and they know the branding and the products we carry so it’s great to be involved with them digitally.” Programs galore Abbey also provides members with additional value-added services beyond online/electronic programs. This includes professional marketing services designed to connect members with their target audience. More importantly, the group makes sure that connection happens at the right time and in the right place. What’s more, Abbey provides marketing solutions for all members regardless of their business strategy. “Whether they advertise with the most cutting-edge technology or rely on traditional forms of advertising mediums, we have marketing support to capture the attention of the consumer and drive leads into the showroom,” Wilson said. Then there are the various financial services the group offers members. Historically, Abbey has always been a leader in providing members with consumer financing programs that are not only competitively priced but ones that are also flexible enough to meet their customers’ needs. For instance, Abbey provides shoppers with “The women who we are celebrating represent the exciting career opportunities available in manufacturing,” said Natalie Schilling, 2018 chair of STEP Ahead and vice president of human resources at Arconic. “The STEP Ahead Award honors successful women in this industry for their significant achievements and the positive impact they have made on their companies, their commu-
additional buying power so they can purchase floor coverings while helping them preserve their cash savings and reserve their bank credit lines. “For years, financing programs have been used by bigticket home improvement retailers to drive traffic and improve close rates,” said Ted Dlugokienski, CFO. “Abbey recognizes there is no ‘one size fits all’ when it comes to financing programs, with consumers looking for both shortterm bridges and long-term cash flow management options.” Through its Credit Connect and Home Solutions credit programs, Abbey provides members with an array of options that are competitively priced and available as needed to meet the requirements of virtually every customer. “With both revolving programs and closed-end financing options available, our members have the tools necessary to increase their average ticket and improve their bottom line by selling more and/or selling a better product mix,” Dlugokienski said. Beyond that, Abbey offers its members credit card processing relationships that are not only priced below market, but they also aim to eliminate the confusion associated with all the fees and interchange rates charged by the major credit card companies. nities and the industry as a whole.” Winners of this year’s award were selected from hundreds of applicants from manufacturers across the country, reflecting the diversity of manufacturing sectors and positions. During the event, the Manufacturing Institute will highlight each honoree’s story, including her leadership and accomplishments in manufacturing.
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30 I March 5/12, 2018
Schönox ‘Worst Subfloor’ contest: Makeovers from the bottom up By Nicole Murray
2nd place FLOORZ DENVER Colorado-based Floorz Denver came in second for a project that entailed the makeover of the floor in an oncology unit of a local hospital.
Beyond the challenge of ripping up the old adhesive, crews had to contend with another big challenge. “We could not make any noise to remove the old adhesives,” said Kurt Bowers, COO. “The hospital was very happy that we could proceed
Worst subfloor runners-up
1st place IOWA WALL SAWING
LAS VEGAS—Schönox is recognizing those companies that did not take home the top three honors in its Worst Subfloor Contest. Honorable mentions were awarded to the following companies: Floor to Ceiling Carpet One of Fargo, N.D., was recognized for its work on an unlevel residence that also had a moisture problem that was discovered midway through the project. Products used: Schönox KH Fix and ZM. Vortex Commercial Flooring of Addison, Ill., was cited for the makeover of two levels within a school. Products used: Schönox SHP, KH-Fix, AP and APF.9
Schönox vice president Doug Young, right, presents Brian Prevost of HiLine, an Iowa Wall Sawing distributor, with the top prize for revamping an unsightly subfloor in a 100-year-old building. Installers used Schönox US, a cement-based, self-leveling compound, and finished off the 2,200-square-foot job with a sealant. “The floor was in seriously bad shape,” said Jamie Bonazza, project lead. “On my first on site visit, I was unsure if we could do anything. The subfloor was completely breaking and crumbling.”
3rd place TIM HOGAN’S CARPET Tim Hogan’s Carpet of Lakeland, Tenn., took home third-place honors for the subfloor renova-
without the noise associated with traditional full removal.” The award-winning project entailed a mixture of Schönox products, including Schönox SHP, VD, AST and SL.
tion of a multi-level residence. The first step was to cover the existing plywood, concrete and trench areas of the home. The next step entailed filling holes in the concrete slab, followed by
priming and patching to smooth out the surface. “We had a mess on our hands,” recalled Michael Barney, sales consultant. Products used: Schönox VD, RR and SL.
fcnews
technology
March 5/12, 2018 I 31
Embracing artificial intelligence is a smart move By Lisbeth Calandrino
M
ention the term “artificial intelligence” (more commonly referred to as AI) and most people think of science-fiction movies. But the reality is this emerging technology stands to reinvent business as we know it today. So, what is AI exactly? In essence, AI entails software, machines, etc., designed and programmed in such a manner they think like humans—all while learning in the process. Truth be told, we have only just begun to see how AI is already improving our lives. Some examples include: Apple’s Siri, Google’s self-driving cars and Facebook’s image recognition software, to name a few. Personally, I don’t know how these things happen; I just know they enhance my experiences and interactions with the world. In that same vein, more businesses and brands are expected to use AI to customize the user experience by analyzing data, consumer-buying trends and browsing history. In the world of tomorrow, you won’t have to ask for the customer’s name, email and contact information; it will all be available through AI. But the biggest impact of AI, industry experts say, will involve social media. We will continue to see a rise in real-time personalized content targeting with the aim of creating increased sales opportunities, mainly because AI can make use of effective behavioral targeting methodologies. There are other benefits for business as well. For instance, the capabilities of AI-powered fraud detection tools are available to help companies protect against fraud schemes. Speech and face recognition as well as chip readers are also common AI technologies that provide consumer protections. Interestingly, some people hesitate to embrace AI. Skeptics often ask, ‘Will they outthink us?’ or ‘Aren’t we smart enough?’ In truth, AI tries to understand our patterns of behavior and how we think. From that we can build “smarter systems” and better understand how to expand and understand our concept of intelligence. AI has actually been around for some time. In 1950, English mathematician Alan Turing published a paper titled “Computing Machinery and Intelligence,” which opened the doors to the field that would be called AI. (Siri, for instance, is an intelligent personal assistant included in Apple’s iOS, watch, Mac and
TV operating systems.) I started thinking seriously about AI while listening to an interview with Eric Yuan, the CEO of Zoom on Masters of Scale, a podcast program hosted by Reid Hoffman, co-founder of LinkedIn. This is my favorite podcast because the interviews are with the new business leaders in our country. There are many video conferencing and webinar platforms out there, but Zoom is beta testing AI technology designed to
help businesses by testing matching voices to facial recognition. How it works: Once you match a voice to a face, you will be able to know who is talking and who is listening. Yuan calls this an engagement score. The meeting, which will be recorded and tran-
scribed, reveals helpful information about the participants. For instance, if the transcripts show you’re talking 80% of the time and only listening 20% of the time, what are you learning? Probably not much. Imagine if your managers have this information and can explain what it means to employees; this feedback can be used to help employees improve their listening behavior. Retail businesses could use AI to determine if a customer is
willing to purchase the product, seeking support or switching to another provider even before she actually approaches the store. AI might also collect essential data on the customer for the purpose of improving the overall shopping experience. How many businesses have an in-house person that can collect and decipher this invaluable information? AI should be embraced, not feared. The technology is being used in ways to make our world more secure and allow us to immediately know what is going on around the globe.
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technology
32 I March 5/12, 2018
fcnews
Flooring software aims to bring simplicity to daily By Lindsay Baillie
LAS VEGAS—Business management, estimating and measuring software manufacturers continue to serve up solutions to simplify flooring dealers’ daily processes. At Surfaces, these companies showed off the latest programs and apps in cloud- and browser-based formats for both residential and commercial businesses. The following is an overview of some of the new programs and apps unveiled during Surfaces 2018. Comp-U-Floor Comp-U-Floor’s latest web and mobile applications are now all cloud-based, which has sped up the databases five or six times the original speed, according to the company. The software can also now be run on any device, including iPads, Androids, computers and iPhones. “With Comp-U-Floor web and mobile, you can access your system from anywhere on any device,” said Mark Wiltgen, sales and marketing manager. “There’s now a mobile app available for installers, which has multiple filtering and search capabilities. It has secure dashboards to provide a quick analysis of all business operations, which are all filed and listed based on the user’s role in the company.” With this updated system, retailers can now walk around showrooms with the customer and do all of the sales processes from an iPad or other hand-held electronic devices. Kerridge Commercial Solutions Kerridge Commercial Solutions
The
has unveiled an improved installation scheduling interface, a real-time general ledger for mid-month financials and increased trigger functionality, which sends users notifications whenever data is added, changed or deleted. “Trigger functionality helps resolve issues before they become an issue,” said Lisa Truitt White, marketing manager for North America. “For example, when a backorder is delayed and a purchase order is updated, the sales rep in charge of the order is notified immediately and can manage the customer experience prior to a job delay.” Kerridge Commercial Solutions is also in the process of increasing functionality in its already ingrained CRM software. Measure Square Measure Square introduced its latest AR tool, which aims to make it easier for homeowners and dealers to conduct a home measuring, according to Steven Wang, president. To use the tool, a user simply calibrates the device he or she is using to measure and then selects the corners of the room. After the measurement of the space is calculated, the user can select various flooring types to view in the space. What’s more, the user also gets a finished drawing of the floor plan. In addition to the AR tool, Measure Square has updated the number of devices able to run its applications. “We have launched the same software on Android devices,” Wang
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The new system has been in development for the past two years. “To date, we have 162 stores sharing data and we’ll have 500 stores by summer,” Wheat said. “Our goal is to have in excess of 3,000 to 5,000 stores sharing data. And then we’ll able to give users statistics on their financials and sales across the industry.”
Measure Square’s new AR tool shows what flooring will look like in a measured space.
can automatically detect where the corners of the room are,” Wang explained. “The user first uploads a floor plan and the AI tool automatically detects where the room is and what the dimensions are.”
explained. “It’s now available on all devices.” Measure Square has also integrated with other flooring software companies, including QFloors, RollMaster and CompU-Floor. These integrations aim to allow information to flow seamlessly from one program to another. One program currently in testing is Measure Square’s new AI technology. “The program
RFMS RFMS brought a host of software enhancements to Surfaces. Among them is the Measure Mobile Order Entry, which allows dealers to go in the home and complete a measure and order (see page 35). In addition to several mobile apps, new installer scheduling programs and a new CRM mobile app, RFMS is also developing a new data collection system. “We’re bringing a whole new ideology into the industry with our data collection system called Business Incite,” said Terry Wheat, CEO. “We’ll be able to give you trends on different products, average selling prices in different regions, average costs, etc. We will have data collected in one central [repository], and all the people who are already sharing data are already able to benchmark.”
RollMaster Integration with Measure Square, new Install Web Calendar and Mobile Sales apps and automation are just a few of RollMaster’s new innovations for 2018. “We’re integrating with Measure Square for commercial and residential measuring,” said Kelly Oeschlin, marketing coordinator/technical writer. “If users have RollMaster and are using Measure Square once they do the takeoffs and whatnot, it gets uploaded back into RollMaster.” This integration, along with the company’s new apps, are part of RollMaster’s mission to help make users better businesspeople, according to Oeschlin. The Install Web Calendar and the Mobile Sales App were developed to allow employees in the field to have access to customer information, which promotes productive, knowledgeable conversations. Managers can also have access to inventory, payments and
Digital services galore at Surfaces By Lindsay Baillie Various tech companies got a chance to shine at Surfaces as they sought to provide assistance to dealers struggling with their own websites and digital strategies. Among them: Creating Your Space (CYS) and Floor Force, which showcased updates to their programs and proven solutions for digital marketing and CRM. CYS demonstrated the depth of customization to its full digital marketing program. How it works: Every dealer gets a custom, unique program starting with the website all the way through the digital marketing. “It helps them not only get their hands around a complicated offering that changes daily, but it also ensures they get exactly what they need for their business,” said Jay Flynn, vice president, CYS. CYS customizes its digital programs based on the following criteria: the size of a business, its goals,
the competition in the store’s area and the store’s budget. “There are a number of digital marketing tools out there with varying goals and purposes,” Flynn said. “What we’ve done is broken it down for the dealer
based on those four parameters and said, ‘Here are the tools and the right budget based on where you are for your business.’” While digital marketing and social media strategies are still relatively fresh concepts to industry members, John Weller, co-founder, Floor Force, sees an optimism in dealers and a shift toward greater digital involvement. “We’ve gone
from about 20% of our retailers investing in websites and paid advertising to over 50%. We now have over 1,000 retailers doing Google AdWords, which is a huge sign that people are starting to really understand digital marketing. We expect to have over 1,000 dealers on our Facebook campaign this year. Things are progressing.” As for new offerings, Floor Force has completely changed its portfolio. “We’ve added integrated CRM to our program, and we’ve also partnered with Retail Lead Management,” Weller said. “We’ve developed a really well-thoughtout CRM system that is fully integrated with our website.” Floor Force is also launching a new Facebook inventory ad program that will allow retailers to put products into various product catalogs and clearance sections, which will then be continuously added to a curated product catalog of in-stock products available for consumers to see throughout their online journey.
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March 5/12, 2018 I 33
workflow other key features to help run the business. RollMaster has also incorporated automation as a way to help its users. “There are all of these programs in marketing and business that we’re bringing in and giving access to our users, so they can connect,” Oeschlin explained. “For example, online reviews with Testimonial Tree. We also integrate with Retail Lead Management so that users can access that program.” Pacific Solutions New to Pacific Solutions is the company’s multi-family portal for its mobile plan. As Bob Noe Jr., president, explains: “If you’re in an apartment complex and using the multi-family portal, you can call up the unit number and confirm the floor plan, and you can tell it whether or not you’re changing the carpet and then submit that information to the system.” Pacific Solutions’ SiteDraw has also been updated to allow the use of an iPad as a reference point for measuring. SiteDraw’s current features include measuring, drawing, positioning, placing doors, measuring angles and curves, naming rooms, placing flooring product in designated rooms, recording nots, access to saved files and various export options. The company also showcased changes to its FloorRight software, which allows users to import flooring plans, create materials, draw rooms, add transitions, add bases, estimate the job, generate reports and integrate with management software. “Now FloorRight software can automatically find wall perimeters,” Noe added. QFloors QFloors has released the first
edition of QPro POS+, a 100% browser-based cloud software. According to Chad Ogden, president, all current QFloors customers will eventually be grandfathered into the software at no additional cost. “Our QPro product is the one that everyone has been waiting for,” he said. “It’s the first time we’re selling it to the public and we’re excited as a company.” As a browser-based cloud software, QPro has lower operating and material costs, greater device independence, easier
Current QFloors users will be grandfathered into the company’s new QPro POS+.
customization, more flexibility and compatibility, easier third-party integration and enhanced security and redundancy. In addition to QPro, QFloors is offering users a commercial version of the original QFloors and a Mobile Office application. The company has also integrated with Measure Square to provide
seamless transitions from one program to the other. “For our current users, the Mobile Office can help increase
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sales with less mistakes and the receivables go down,” Ogden said. “They can also do everything in-house.”
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technology
34 I March 5/12, 2018
fcnews
Chameleon Power gives dealers, suppliers an online edge By Reginald Tucker
(Editor’s note: Following are excerpts from an exclusive interview with Dan Dempsey, president and CEO, Chameleon Power. To view the full article—as well as links demonstrating the company’s technologies—visit fcnews.net.)
I
f you’re not incorporating photographic visualization, virtual and augmented reality in your marketing, prospecting and lead-generation initiatives, then you’re missing out on potential sales opportunities. That’s according to Chameleon Power, a software company specializing in proprietary tools designed to help manufacturers, distributors, retailers and contractors deliver online and instore/in-home presentations for their respective clients. “Our core space is photographic visualization that lets users alter a photograph online while maintaining the photographic integrity of the original image,” said Dan Dempsey, Chameleon Power president and CEO. “Whether it’s for specification purposes or online and in-
store selling, our technology selves into whatever our clients Chameleon Power also creates moves the buyer down the path need to help them embrace our simulation and print services to toward purchase.” software tools,” Dempsey said. accommodate carpet manufacHow it works: turers looking for Chameleon Power more cost-effective, dynamic visualizaphoto-accurate samtion solutions propling solutions. The vide real-time rencompany employs dering of outcomes more than 30 graphduring usage. (Users ic design professionmay select from als who provide stock room scenes assistance for a or upload their own range of commercial rooms.) A website and residential visitor or mobile clients. app user can make instant changes to Happy campers flooring and comDempsey rolled off a plementary surfaclitany of projects for ing to help with decclients such as orating decisions. Chameleon Power research shows that people who save Armstrong Flooring, C h a m e l e o n a virtual room scene or project they’re working on online Arizona Tile, Emser Power’s tools are Tile, Shaw, Milliken usually buy that particular product 75% of the time. deployed as website and Ply Gem, to solutions, in-store kiosks and name a few—each with their Chameleon Power, a 20-yearmobile apps, virtual reality (VR) old company, has accelerated its own needs and requirements. and augmented reality (AR) solu- product development in the Arizona Tile, for instance, tions, as well as product design 3D/VR/AR areas over the past worked with Chameleon Power and simulation technologies. several years. Many innovations on three different site projects. Chameleon complements its from spawn from various client “In each case, Chameleon was tools with a suite of rendering, needs, including technologies for able to accommodate very specifproduct photography, color coric, custom requests we had and “blending,” which lets users crerection, product simulation and ate unique mosaic combinations accomplish what we wanted to print services. “We morph ourachieve,” said Adria Harrison, of tile and stone configurations.
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director of marketing. “All three sites are core components to our marketing strategy.” Emser Tile is another satisfied customer. The manufacturer credits Chameleon Power with the creation of the room visualizer built into its website. “Chameleon Power has demonstrated a commitment to be on the cutting edge of visualization tools, including the utilization of VR in their offerings,” said Bob Baldocchi, chief marketing officer and vice president of business development. “We believe customers’ expectations to visualize their selections with quality imaging in real time is increasing, and Chameleon Power is helping Emser Tile meet these expectations.” Floor covering retailers of all sizes have something to gain as well. According to Chameleon, sites that deploy its tools see higher usage and purchases. “If someone actually gets to the point of saving a virtual room scene or project they’re working on, they will end up buying that product more than 75% of the time,” Dempsey explained. “It’s a fantastic lead generator.”
flooring systems / 3L TripleLock & Click4U
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March 5/12, 2018 I 35
guest column
Why going ‘mobile’ in your flooring business makes sense
W
ith the explosion of mobile devices in the last few years, many new software programs and apps have come on the market that are designed to be used by flooring professionals. That begs the question: Why should you get onboard the mobile train? Answer: Mobility enables your sales, estimating and installation team members to be more productive. For example, sales professionals can use their cell phone or tablet to look up product pricing and availability from the showroom floor and even give their clients a proposal document before she leaves the showroom floor. Using a mobile application, sales professionals can create a quote with product quantities after they have used the app to draw the floor plan and estimate these quantities. If your business employs dedicated estimators, they can use mobile applications to receive project assignments from the sales staff or management, then
KURT
WILSON send the estimated project back to the salesperson within a work period. Consider the Measure Mobile and Mobile Order Entry programs from RFMS, for example. Tim Blanchard, district manager, Design Source Flooring, Lenexa, Kan., can attest. “Measure Mobile and Mobile Order Entry have significantly empowered our sales team to independently and professionally close sales calls without relying on office staff or after-hours legwork. We have also seen a substantial increase of greater accuracy in regard to floorplan layouts, providing an increased cost savings on material and labor charges to our clients.” Blanchard is not alone. Andy Coomer, account manager at
ProSource, Nashville, is also a your main business management to put together a project in the believer. “After using Mobile software and take photos of the system. This is important to preOrder Entry for several months, I vent duplicate entries. Check to product to attach to the quote to am 100% on board. In my opingive to the customer. The waresee if the software has features ion, this is the best thing to come that allow remote access to your house can also use the attached along since I have been at photos to immediately confirm main database, real-time invenProSource. I’m able to the receipt of the corhand my customers a UTILIZING TIME-SAVING DEVICES AND APPS CAN rect product when it written estimate and arrives. IMPROVE YOUR PROFITS AND KEEP YOUR STAFF email them a copy Bottom line: In before they leave the today’s competitive CURRENT WITH THEIR TECHNOLOGY SKILLS. business environshowroom floor. I’m even able to check ment, it is vital that inventory on the showroom floor. tory checking, payment acceptwe take advantage of technology That’s efficiency.” and use it to make us more proance and posting, along with As technology improves, the attachment of signed documents. fessional and profitable. Mobile costs of deployment have signifidevices are here to stay. With In addition, the software should cantly gone down. This means our economy and business secsync to your main database back flooring dealers no longer need tor enjoying a very healthy and at the office. to pay large sums to purchase busy climate, it is critical that Mobile apps should also hardware and software. Today’s have the ability to use cell phone your business can keep up. By mobile devices are affordable, utilizing time-saving devices and camera technologies to improve and many apps either have free apps, you can improve your the way orders and quotes are versions or can be used on a cost- created. For instance, many profits and keep your staff cureffective subscription basis. rent with their technology skills. dealers use the camera feature Must-have tools When deciding on what software or apps you use, consider the way the apps work together with
Kurt Wilson is the apps product manager for Measure by RFMS. His role entails working with RFMS’ mobile applications and their integration with the RFMS Business Management System. He can be reached at
[email protected].
fcnews
36 I March 5/12, 2018
Moldings coordinate with made-to-match programs
By Nicole Murray
M
oldings are vital to any flooring project, and no job can be considered complete until the accessories have been matched to the consumer’s liking and installed. As flooring manufacturers continue to refresh and develop designs, suppliers of moldings and transitions are also looking to incorporate the latest flooring looks in their offerings. FCNews takes a look at some of the leading manufacturers’ new, cuttingedge products that cater to current trends and offer solutions for common installation scenarios.
Artistic Finishes
Pennwood
Artistic Finishes has unveiled EnduraCor, a multilayered wood veneer that consists of a waterproof core, track insert, adhesive backer, decorative layer and a top coat. EnduraCor is available in various wood species which are wrapped around the veneer with the profiles. According to the company, this construction offers a better blend that meshes with different products in the market, including European white oak, maple and hickory. “Thin slices of wood are assembled onto a mesh backer and we top it off with a very durable hard blend,” said Bill Treiber, technical sales and education manager. “We also make a point to do our staining in house so we see each product from start to finish.” EnduraCor is available in 16 different profiles ranging from 2.5mm to 15mm to cater to the various thicknesses available for WPC and rigid vinyl core products. These different options help avoid overlapping and tripping hazards commonly seen with products that are matched with an inappropriately sized accessory, the company said. “There are so many different sizes and thicknesses available out there today,” Treiber explained. “We originally started with six profiles but we continuously add more to complement what is out there.”
Pennwood’s RetroTread collection can be made to match any color, finish or flooring design and is user friendly for professional installers and DIYers alike. The manufacturer’s collection was originally only able to mimic nine species but has now expanded to approximately 30, which makes it possible to match any flooring material whether it’s wood, laminate or WPC. “People have approached us with all types of flooring situations where they want us to match it and it ends with us creating a custom staircase just for them,” said Kraig Coxon, executive vice president. “If you are going to invest a lot of money in your flooring, you might as well finish strong with high-quality RetroTreads.” Coxon cited an influx in gray and tan colors, which require multiple steps to create matching tones. “We are not getting the typical flooring requests anymore. The popular colors are two- and three-toned colors that require adding different colored stains and sanding multiple times to get a perfect match.”
Mohawk accessory program By Reginald Tucker To many retailers, Mohawk is regarded as a supplier of all manner of hard- and soft-surface products, including hardwood, laminate, LVT/P, ceramic and carpet, to name a few. But the supplier is looking to remind dealers that it also provides a vast array of accessories. Among Mohawk’s line of com-
plementary installation products are: transitions and moldings, flooring adhesives, underlayments and care/maintenance items such as cleaning products and tools. “We sell these items for all our products; it’s a full program,” said David Moore, senior director of accessories. But these are not me-too products, according to Mohawk. Rather,
th 1820
See
FA Boo Us at NW
Mohawk’s ‘5-in-1’ molding products offer installers greater flexibility on the job site while keeping their transition inventories to a minimum.
fcnews
March 5/12, 2018 I 37
Seneca Millwork Seneca Millwork has developed several styles of sculpted and special trims in various finishes to provide end users with options. With such a vast design portfolio, the consumer is able to choose the accessory that will best complement her floor. Available special finishes include sculpted, wire brushed, distressed and dead flat with a custom-matching process that personally involves the customers before making any final decisions. “It is always a challenge to accomplish the worn, aged look or the oil and glazed appearance, but we make a point to continuously develop new methods to offer our customers the best possible accessories for their flooring needs,” said Tony Stahl, plant manager. “Our dead flat finish, for example, offers the appearance of an oil finish but without the added upkeep and can last for years.”
Zamma
Zamma’s Cap A Tread, a patented stair renewal system that slides over existing stair treads and box stairs, can be perfectly matched with over 1,000 vinyl and laminate decors. The product is available in a traditional bullnose shape for the basic boxed staircase as well as a right or left returned Cap A Tread for staircases with openings on either side. Stairrods “We thermally fuse the vinyl flooring film with an overlay and wrap it with high-density fiberboard stair Stairrods puts the spotlight on its bendable LVT stair nosing substrate to create a seamless and visually appealing designed for both straight and curved bullnose/curtail steps aesthetic,” said Tim Tipton, senior vice president of using 3⁄32-inch and 1⁄8-inch dryback. When using with 15⁄64-inch plysales. “There is no scanning, just an accurate match.” wood, it can be paired with treads ranging between 55⁄64 inches Cap A Tread’s easy installation is one of its greatand 63⁄64 inches. est attributes. Not only does it avoid the need to rip up The collection is available in 10 various finishes including brass, existing flooring, but it also requires a less experibronze, nickel and black, giving end users design flexibility to apply enced installer to do the job effectively. the accessory to areas with various themes including rustic, chic or “It is as simple as measuring the step, cutting, simplistic looks. All Stairrods LVT stair nosings can be applied and gluing and affixing,” Tipton said. “You now can have fitted on site. the same team that is installing your laminate or “We concentrate entirely on our products,” said John Raine, vinyl flooring also install Cap A Tread.” director. “This attention and focus guarantees they are the finest available anywhere in the world.”
aims to complete the package the accessories program is built on the idea of innovative products that differentiate the company from others in the market. An example of that innovation is a new technology utilized across its moldings/transition programs. This entails a multifunctional molding whereby the installer is able to handle multiple types of transition needs with one piece of inventory. “For example, in a typical installation you’ll need a T-molding when you’re bridging floors of equal heights; a reducer when you’re going down to a thinner floor; or an end molding when you’re going up to a sliding glass door,” Moore explained. “We offer a product called a ‘5-in-1’ molding that we have in our laminate, hardwood and vinyl assortment. In essence, it’s one item that needs to be inventoried, one item that needs to be ordered or sold; and the installer can convert it to any configuration he needs.” Being a full-service, vertically integrated supplier also brings other advantages compared to the host of standalone accessory suppliers in the field, according to Moore. By managing the accessories programs holistically, he said, the company is able to leverage best practices from all the different groups and provide focus and consolidation. “As our sales force goes out to sell those products holistical-
ly, having that single point of contact and consistency throughout all the different flooring types is something we thought was very important to our customers.” This strategy applies to other accessory products, not just moldings. Take Mohawk’s V 1 glue, which is engineered to address different scenarios. “This adhesive, depending on the way it’s installed, acts as a pressure-sensitive, but it can also be a permanent bond adhesive,” Moore explained. “It’s an innovative product that will accomplish everything you need it to do, but at the end of the day it’s still just one item.” Technological bells and whistles aside, Mohawk’s accessory products and add-ons also provide an opportunity for retailers to make more money. “Dealers can improve their profitability in a variety of ways—from the multi-functional standpoint, they are able to order less SKUs and keep a lower inventory, which translates into fewer items they need to send out to the job site,” Moore explained. “That means less risk to the dealer in terms of inventory that might go out of style. In addition, from a pure revenue standpoint, accessories provide retailers with an opportunity to really look at their margins and charge a premium for products that offer more innovation and that consumers are going to value.”
WATERPROOF MOLDING THAT’S EASY TO INSTALL NOW
WITH 15 PROFILES TO FIT ANY FLOOR
NOW THAT’S HARDCORE ENDURACOR ™ Toughness and durability are terms normally reserved for things like tanks, bullfighters and steel, but now toughness has a new name — introducing Enduracor. High traffic areas are no match for Enduracor’s exclusive 4-layer design, and if there was a beauty pageant for flooring accessories, we’d win, every time. Enduracor — the perfect finishing touch that’s engineered to last. • Waterproof • Blended To Any Flooring • Easy To Install • Unmatched Durability
Exclusive 4-layer Design
a r t i s t i c f i n i s h e s . c o m • 8 8 8 . 7 8 3 . 0 3 74
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BUSINESS OPPORTUNITIES
Floor Covering News 550 W. Old Country Rd. Suite 204 Hicksville, NY 11801
Nadia Ramlakhan
[email protected]
Ma rc h 5 / 1 2 , 2 0 1 8
BUSINESS OPPORTUNITIES
FLOORING BIZ FOR SALE IN COLORADO Growing company in a growing marketplace. Earnings over $900k on almost $5M sales. Price $2.25M. SBA financing available. Contact: 970-224-3339;
[email protected]
NET QUANTITY ESTIMATING
TILE*WOOD*VINYL*CARPET*MORE AFFORDABLE*SPEEDY*ACCURATE
727-501-5248
[email protected] WWW.TargetEstimatingLLC.com
CAREER OPPORTUNITIES
FOR A QUOTE CONTACT
CAREER OPPORTUNITIES
INDEPENDENT SALES AGENTS NEEDED wanna make money ?
Earn 15 % commission on industry low pricing on L.V. T. Fully stocked importer in Madison,Wisconsin - clicks & dri-backs Looking for sales people who are money motivated Large territories available in Wis, Indiana, Mich, Chicago, St. Louis, Ohio. For more info ask for Larry H. @ 708-404-3144 or send resume to
[email protected] All info kept strictly confidential
Essential Floor Products
QUALITY - SERVICE - VALUE - PRICE - OUR MOTTO
SALESPERSON
Established flooring center in Las Vegas is seeking an aggressive, energetic, responsible and motivated salesperson to develop new accounts. Commercial and residential. Please contact Oscar at 310-516-9272
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
BUSINESS OPPORTUNITIES
BUSINESS OPPORTUNITIES
Would you like to increase sales
BY 30% OR MORE IN 2018? Discover how in this 2-day Profit Now Workshop at Carpets Of Arizona March 23&24
ONLY 12 SPOTS - HURRY www.ProfitNowWithJerryLevinson.com MIAMI, FL. CLOSE-OUTS INVENTORY
Around 20,000 S/F, in different lots-Stone & Marble Tiles. Negotiable. Info:
[email protected]
FLOORING BUS. 4-SALE
Central Florida-Owner Retiring • Turn-Key/18 years same location Call 813-654-7350
[email protected] • www.schwarzbaskin.net
CAREER OPPORTUNITIES
CAREER OPPORTUNITIES
Call: 516.932.7860 Fax: 516.932.7639
BUSINESS OPPORTUNITIES
WE HELP DEALERS Private labels, specialty mills & etc.
Call us now at 800-228-4632 www.carpetbroker.com
CLOSEOUTS WE BUY IT ALL!
Midwest retailer buying closeout inventories of laminate, tile, carpet, hardwood, stone 1ST & 2NDS Email your inventory to:
[email protected] 816-761-1777 X 10
1 CENT/SF FLOORING ESTIMATING
•Fast & Accurate •Callidus Takeoffs commercialflooringestimating.com
CAREER OPPORTUNITIES
SALES MANAGER
Large, multi-store Florida retail chain seeks experienced sales leader to recruit, manage, motivate and train RSAs on everything from product knowledge to selling skills. Must be proficient in hard and soft surface. Person will work with RSAs on increasing sales and close ratios, establish sales goals and budgets. Salary commensurate with experience. Bonus, benefits, 401k. Email:
[email protected]
CAREER OPPORTUNITIES
TERRITORY MANAGER WASHINGTON/ OREGON
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]
CAREER OPPORTUNITIES
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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MARKETPLACE
MARKETPLACE
MARKETPLACE
MARKETPLACE
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MARKETPLACE
WE BUY USED CARPET CUTTING MACHINES
407.509.3030 CAREER OPPORTUNITIES
CAREER OPPORTUNITIES
INSTALLERS WANTED
Durfee's Flooring is currently searching for independent flooring installers. We are a 40 year old full service flooring store in Maine that sells mostly carpet and vinyl in addition to wood and tile.Interested candidates please contact Andy at
[email protected]
CAREER OPPORTUNITIES
OFFICE LIFT CUBICLE LIFTING SYSTEM
734-636-6116 • www.officelift.com All You Need For Takeoffs and On-site Measurements Introducing the MeasureSquare Suite
AGENTS WANTED
Major Flooring wholesale for Laminate/LVT/ Engineered Wood. Experienced agents wanted for the following territories: •Houston, TX •Oklahoma City •Kansas City •Shreveport, LA Please send resume to:
[email protected]
1.626.683.9188 www.measuresquare.com/fcn
No. 9,399,874
