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Retailers’ Guide to Selling Ceramic Tile
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fcnews
April 15/22, 2013 I 3
state of the industry
Rising costs, inexpensive imports create challenges he ceramic segment is seeing signs of reT covery. But there are still some obstacles. Raw materials costs and inexpensive goods from around the world are two of the majors. Also thrown into the mix are installation issues—from its cost to its number of failures. Hector Narvaez, vice president of sales and marketing for Marazzi Tile, said the biggest challenge has been an over supply of low-priced goods from around the world, which makes it difficult for domestic manufacturers to compete with their high quality products. “Raw material costs are always an ongoing concern as they continually keep climbing.” Rising energy and raw material costs continue to be problematic, according to Bart Bettiga, executive director of the National Tile Contractors Association. But he feels two of the biggest issues today center on product quality and an alarming trend toward devaluing the importance of quality in-
costs are similar to other floor coverings, tile is used much more often.”
Thin tile benefits One of the newest innovations in the ceramic tile industry is the increasing use of thin or slimformat tiles. Whether for floor or wall applications, the advantages of thin tiles include their ability to be placed over existing surfaces, therefore cutting down on the time spent on each job. “Thin tile is a recent innovation gaining traction in the tile industry today that presents a unique opportunity for the commercial marketplace,” said Lori Kirk-Rolley, senior marketing director for Dal-Tile. “Thin tile allows you to design with the beauty of tile in places where its weight and thickness traditionally limited your options, specifically the wall.” Recently, the company introduced its own line of thin tile called SlimLite, which includes Porcelain Panels and Slate & Quartzite. “The true advantage of these products lies in the endless design possibilities,” she explained, “as they can be installed over existing surfaces, including concrete, ceramic, wood, metal, plywood, fiberglass, backer board, tile, dry wall, painted surfaces, door skins, cabinetry columns and more.” Crossville has entered the category as well. “Obviously, with our recent introduction of Laminam by Crossville, we believe that thinner will gain acceptance by U.S. designers,” said vice president of marketing Lindsey Ann Waldrep. “The versatility this product offers is amazing. Because of the Aside from rising energy and raw materials costs, two of the flexibility in how these panels are biggest issues impacting the tile industry are product used, the market is broadreaching quality and the devaluation of a quality installation. and even hard to define.” Bettiga noted that while it is stallation. “Installation failures in the tile too early to have a clear-cut idea on the perindustry are impeding our ability to increase centage of thin tile in the marketplace, it is relthe market. When you couple this with a atively small. “But the design options for this trend toward new technology in which prod- product are fantastic, and we think the techucts enter the U.S. market without standards nology is here to stay.” developed for installing them, you’re creating a significant risk of failure.” Green standard Jim Dougherty, director of tile business Last year the Tile Council of North America at Mannington, said the relatively high cost (TCNA) announced the establishment of Green of installation is always an issue in tile. “It Squared, the world’s first consensus-based suscan be a barrier for some consumers, yet in tainability standard and certification program parts of the country, where tile installation developed exclusively for tiles and tile installa-
Despite rising costs, with the economy coming back and the luxury market leading the way, there are still many reasons to be optimistic about tile sales.
tion materials. ANSI A138.1, the standard upon which the Green Squared certification program is based, is a multi-attribute sustainability standard which was written by an ANSI-accredited standards committee. When asked how they thought the recent passage of Green Squared would affect the industry moving forward, executives gave their unified stamp of approval. “Both designers and consumers expect corporations to be sustainable now and are very savvy to greenwashing,” Waldrep said. “Green Squared unifies and verifies green standards for our industry.” Dal-Tile and American Olean division were also among the first companies to endorse the initiative. “All of our U.S. facilities and our Monterrey, Mexico, operations were included in the third-party audit process, so architects and designers can be confident a selection of Dal-Tile products already meets the new standard’s stringent requirements,” Kirk-Rolley noted. The new standard will help Dal-Tile better assist its customers in the specification of tile products that meet both the sustainability and usability needs of the spaces they create, Kirk-Rolley said. “The certification offers a clear definition of what the industry defines as a green product, thereby, making it easier for our customers to identify environmentally friendly products.” Moving forward, it’s expected the Green Squared/ANSI A138.1 standard and Green Squared certified products will be acknowledged by various architectural standardization bodies and incorporated into green building standards, codes, rating systems and product acquisition initiatives.
fcnews
4 I April 15/22, 2013 A SUPPLEMENT TO
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editorial
Mankind has been using ceramic tile for thousands of years as evidenced by this mosaic located near a 3rd century imperial temple in Turkey.
louis iannaco senior editor
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history
Tile: The original floor eramics originated in Ancient Egypt production ceramics that began in the late C around 4700 B.C. and have been found 1800s. in the oldest pyramids, the ruins of Babylon, This is where the story of ceramics begins and the remains of ancient Greek and Roman cities. Tiling spread west from the Middle East, maturing in Persia and becoming popular in Europe during the 11th century, when mosaic flooring and panels became prevalent. In the second half of the 12th century after the Moors conquered Spain, the Al-Andalus began using larger tiles in decorative installations for both interiors and exteriors. In fact, much of what we know of past civilizations is based on what was found in ceramics as they are often all that survives. From 4000 B.C. until the late 1800s is called the classic phase of tile, when production was completed entirely by hand, while master artists presided over production and installation. This is where the European love of ceramics is rooted: You can still walk the streets and churches of Europe and see centuries worth of ceramics everywhere. Kiln transformations of minerals, sand and clay into enduring works of art made so many master artists claim ceramic as their favorite medium in which to work. Due to the time and expense of production, only church, state and extremely wealthy patrons could afford this luxury material. During the industrial revolution the production process for many products was mechanized, lowering costs and making them affordable for broader audiences. While the inherent characteristics of ceramics were preserved, the technical quality and unique aesthetics were lost in early modern-
matthew spieler senior executive editor
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for North America, at the machines rather than the hands of artists. In many ways it is why ceramics are still seen as a functional design choice by consumers, used only if budget does not allow for a luxury material. A sea change for the industry came in the 1960s with the roller-hearth kiln, a series of gear-driven ceramic rollers that transport a layer of tiles through the firing zone. This exposed each tile to very similar firing conditions for uniformity, dropping firing time to less than 45 minutes. By the early 1980s, roller-hearth kilns were installed in the U.S. The output of the earliest roller-hearth kilns was anywhere from 6 million to 7 million square feet per year. Today, the average production is 30 million square feet per year. Through years of research and development, modern ceramics have reached a point that equals the beauty of the classic age of tile. Innovations in the production process have created revolutionary materials with the highest technical and aesthetic characteristics while lowering both economic and environmental costs. Highly durable and easy to maintain, this age-old material is experiencing a renaissance we are excited to share with our readers. We hope this guide provides familiarity with ceramic tile and comfort to sell it with confidence, exceeding your client’s expectations. Reintroduce yourself and your customers to the solutions and possibilities ceramic tile can provide.
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Ben Ollman (1917-1996), Walter Guinan (1913-2000), Al Halpern (1925-2005) Werner Braun, Carpet & Rug Institute; Bernhard ten Hovel, Intertuft; Jim Dipelesi, Greater New York Floor Covering Assn.; E.C. (Bill) Dearing, North American Laminate Flooring Assn.; Ed Korczak, National Wood Flooring Assn.; Chas Sydney, AmericasMart, Atlanta; Chris Davis, World Floor Covering Assn.; William Lankin, Assn. of Specialists in Cleaning & Restoration; Ron VanGelderen, consultant Copyright 2013 by Ro•El Productions, Inc. member 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.
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fcnews
6 I April 15/22, 2013
manufacturing
How ceramic tile is made eramic tile as we know it today has been C around for several millennia. As technology progressed the manufacturing process was modernized, but overall remains the same. Ceramic tile is simply man-made stone so it should be no surprise that the production process mimics nature’s manufacture of stone.
rial is forced under immense pressure through a steel die called the “press” or extruder, to create a long ribbon that is cut into tiles or trims. Extruded manufacturing is easily recognized by linear grooves or protrusions on the back and all trim pieces like chair rails or stair treads are produced by this method.
Biomimicry Dust-press Ceramics are composed mainly of three sim- Referred to as the dry method, this process uses ple, natural ingredients: atomized clay with 4% to 6% moisture content. Clay. The plastic or moldable base-mate- A high-pressure hydraulic press is filled with the rial of a ceramic that allows it to be shaped. nearly dry ceramic material. The fixed die at the Sand. The stabilizer that experiences top comes down with immense pressure to shrinkage when the ceramic is baked or fired. compress material into the desired tile size and Feldspar. A common mineral with low vis- shape. This is the most common production cosity when in liquid state fuses the body into method due to the speed and precision afforded. one homogeneous piece as it cools. Once the recipe has been selected, the first Digital glazing stage of production mimics the natural process The first inkjet or digital glazing machines deof erosion by grinding all the material into regu- buted in Valencia, Spain, at Cevisama 2000. lar, fine aggregates. Everything is loaded into a Patents have since run out on the technology, cement mixer-like machine called a ball-mill. lowering prices and involving new minds in the This drum is filled with water and high-content evolutionary process. Consequently, digital glazfeldspar balls that grind and pummel the mix- ing has been universally adopted throughout the ture into even-sized partile industry due to the ticulates similar to the lowered cost of imaction erosion provides proved machinery. in nature. Inkjet glazing opAnother machine, erates in essentially the called the atomizer, was same way as your ofadded to the process fice printer. In a touchcirca 1970 to better less glaze delivery guarantee the consissystem called drop on tency of modern tile. An demand (DOD), atomizer uses a vortex screens no longer of heated air and frictouch the surface of Tile passes through an oven to tion inside a silo to dry the unfired bisque. ensure the glaze is hardened and able to the slurry and chafe the Digital image files withstand daily abuse. particulates into little also provide stone uniform spheres ready and wood looks, and for pressing. unparalleled spontaneity. Imaging programs can In nature rain carries layer after layer of split the master file into nearly countless screens eroded rock into river valleys in which the for individual tiles. Aesthetically, this provides weight of each layer compresses the underly- exciting opportunities for design professionals ing minerals into solid rock after a few million to specify the exact desired look in a higher peryears. This pressure is replicated in ceramic formance material. Environmentally, it offers production at the presses. The main pressing the opportunity to do so without extracting 2techniques are dry-press and extrusion. Cer- million-year-old stone or killing a single oldamic presses or extruders apply between growth tree. 10,000 psi and 70,000 psi to mimic eons of The concept of a touchless glaze delivery has pressure in the Earth’s crust. even bigger implications for the industry. Last year, it became clear the touchless advantage of Extrusion digital glazing was at least partially responsible Clay contains between 16% to 18% moisture for the slim tile revolution during the past few and is extremely plastic and moldable. Also years. The slimmer porcelains are even more delknown as the wet process, the ceramic mate- icate in their unfired state (greenware) than the
The process of making tile has become extremely automated.
traditional 10mm thick counterparts and traditional glazing methods would damage the unfired surface texture during glaze delivery. The advent of digital glazing has allowed limitless potential when decorating these delicate slim porcelains, creating both a technically and aesthetically revolutionary product. The original printer’s limited size made large formats difficult but it is now possible for a new machine to apply glazes to tiles as big as 24 x 48 and some manufacturers are even creating larger, modified custom machines. The original three- and four-color machines are making way for new five- and six-color incarnations, creating deeper colors and higher resolutions. In fact, most new machines can achieve up to 1000dpi (dots per inch). HDTVs are 720 to 1080dpi to put this number in perspective. Inkjet technology is better for everyone involved. Every manufacturer is looking for ways to reduce production costs in light of the troubled economy, not just for their own bottom line but for their price-conscious consumers. In a one-two punch, inkjet glazing also provides consumers with exactly what they are looking for in 2013: Unparalleled aesthetics, individual expression of style and good value. Firing minerals As each layer in the Earth’s crust gets closer to the mantle, heat causes the minerals to fuse together into a new stone that is immutable once the process is complete. Roller kilns today emulate this process and fire ceramics at up to 2,200˚F causing the feldspar to sinter, fusing with the sand and clay to create a new ceramic body. The colors and patterns we see in natural stones come from minerals changing colors at different temperatures during the formation of the stone. Glazes operate in exactly the same way. They are all-natural minerals mixed with pre-fired or fritted glass to create a durable surface with nearly limitless color and pattern. Titanium oxides are used for whites, cobalt for blues and so on.
fcnews
April 15/22, 2013 I 7
selling
10 things you should know T imes are tough; sales are hard to capture, and shoppers are researching more than ever before. Those in retail have been privy to this information since the industry wrapped its head around these flailing economic conditions. However, there is one area that is often neglected: existing customers. Yes, we can use them for referrals and future sales, but are we doing our best to keep them in our hands? Salespeople are wise to focus on their existing customer base to generate success during the economic recovery. Competitors are more creative and aggressive, putting existing relationships up for grabs. You must treat your existing clients as new customers. During the economic recovery, view every customer as a new customer by applying the following actions: 1. Conduct a thorough needs analysis with her to make sure your solutions are still solutions. Her reason for shopping has likely changed, similar to the rest of the world. 2. Find out where she needs help and deliver immediately and directly. Be extremely
flexible to her scheduling needs. 3. Figure out how your company can better service her. Clear billing, better response on customer service issues, greater product variety? Don’t be afraid to ask for her input. 4. Sincerely thank each customer for her business. Without her, you wouldn’t be where you are now. 5. Share innovative ways to solve old and new problems among staff and friends in other retail outlets. 6. Don’t be afraid to share industry expertise. Helping competitors be creative could help you in the long run. 7. Help your customer succeed. If she wants a soothing, spa-inspired bathroom, steer her away from the brightly glazed tile with a busy pattern. Direct her toward soothing blues or warm beige tones, colors known for their calming effects. 8. Learn everything you can about her project. You’ll recognize more ways to help her with the more you know. 9. Make sure she knows all you can do for her. Try to think of 10 things your top cus-
From historically classic mosaics to ultra modern sleekness, dealers help consumers get the look they want by first determining their needs.
tomers may not know about your services that could help them. Figure out how to share all your abilities without giving a sales pitch. It’s best to share this information in response to her needs. 10. Be someone she can’t live without. Position yourself as a safety net for all her concerns following the installation, from cleaning and maintenance to spot repairs. Let her know you’ll be there to help her, even after the job is completed.
tile 101: selling
Tips for ensuring satisfaction
choose tiles based purely on aesthetic considerations.
BY SEVAN GATSBY Marketing rep, Ceramics of Italy
The right tile for the right place
ith hundreds of available colors, designs, collections and formats, selecting a ceramic tile for a space can be overwhelming for the consumer. Dealers are often faced with the challenge of helping their customers select the best and most aesthetically appropriate tile for their projects. Because this process can be tricky and frustrating, here are a few tips that may be helpful.
W
Outdoor or indoor?
Outdoor or indoor use is the very first distinction that needs to be made. Ceramic tiles that are installed in exteriors should meet certain safety regulations, especially with regard to slip, frost and thermal shock resistance. Furthermore, the tile selection also depends on the type of outdoor area such as pools and poolsides, or lawns and other landscapes. Across the board, tiles used in any outdoor setting should have a slip resistance coefficient greater than .40 when wet. A popular style of tiles for exterior use mimics the textures of natural stone, like Emilceramica’s Stonebox, which combines images of 40 types of stone to create unique new textures and colors. Monolithic format tiles that require no grout are also a good choice, such as Sundeck by Mirage, a wood-look porcelain tile that is 20mm thick and available in a 12 x 47 size. For interiors, there are fewer constraints, and designers can
Although floors also play an important aesthetic and decorative role for interior design, it is important to note that not all tiles can be used for flooring. Floor tiles must be able to withstand continuous stresses that have been tested under the UNI EN ISO 10545/4 and ASTM C 1026 standards, which determine the maximum load applied at three points that a tile can bear without breaking. Other factors to look for when selecting tiles for flooring are abrasion, chemical and stain resistance. How much and what size?
Determining what size tile to order depends on the overall design of a space. Larger-scale tiles can make a smaller room seem bigger. Sometimes smaller scales are preferable for more traditionally styled spaces, like Ariana’s terra cotta-inspired Convivium collection. For more modern, minimalist spaces, large tiles can make an impact. A new trend focuses on super-thin tiles such as the Slimtech series from Lea Ceramiche or the Kerlite series from Cotto d’Este. These are appropriate options, especially because they can be easily cut and used on all surfaces—floors, countertops, walls, even other furnishings—creating a clean, seamless look. Regardless of the size of the selected tile, however, it is advisable to order at least 10% more than the necessary square footage for the project.
fcnews
8 I April 15/22, 2013
selling
What every floor covering store should know about tile but is afraid to ask BY ROBERT DANIELS executive director, emeritus, Tile Council of North America eramic tile is a great product to offer C consumers. But with the numerous products on the market today, understanding what is suitable for each application can become frustrating. 1. Why should you sell ceramic tile? The value of tile can be effectively marketed to the consumer, allowing the dealer to escape the cost-cutting frenzy found in other categories. Tile has doubled its share of the building products market in the past 15 years. 2. How should you sell tile? First, learn as much as you can about the subject. Read books and go to any educational offering. Attending sessions at Coverings is a great way to jump start your knowledge. Show it effectively. Consumers need to visualize what can be done with tile. There are many choices and potential applications. Make it as easy as you can for them to picture the products in their home. 3-D vignettes are good, however, you can devote a lot of showroom space to tile so the choices to present must be carefully selected. Large-sized color photographs of installations are a great adjunct. Knowledgeable showroom personnel are key. Make sure everyone understands the types of tile and installation products available. Don’t sell wall tile for floors or areas exposed to freezing. Use proper wear ratings for areas exposed to traffic. Make sure adhesives and grouts are properly selected for the type of tile to receive the installation. Above all, don’t oversell the product. Industry standards will help guide proper recommendations. Certain construction techniques and building materials are either not compatible with ceramic tile or require additional attention to detail. There are three main categories of tile work failures worth mentioning. The first is the deflection of the substrate (the surface to which the tile is bonded), which must be less than L/360 and is rectified by adding strength to the system such as a second sheet of plywood. Second is the lack of coverage of adhesive. The standards require at least 80% of
the tile in dry areas, on average, be covered by adhesive and bonded with no voids (air trapped beneath the tile). In wet areas such as showers and tubs, the requirement is for 95% coverage. You should note that this is harder to do with larger tiles and has become a greater problem. Tiles greater than 8 x 8 need to have the trapped air released from underneath. Third, there must be an allowance for movement. This is accomplished
by using soft joints (caulk) instead of hard grout in the required places. These places include intersecting planes (walls and floors for example), between dissimilar materials (fiberglass, metal, wood floors, etc.) and in large areas of tile (this varies with the potential changes in the ambient temperature). Simply put, buildings move and materials expand and contract with temperature, moisture, wind load and other factors, and allowances must be made for this movement. 3. Challenges You need a source of supply. This is typically an independent or factory-owned distributor or importer. The vast array of available tiles makes it very difficult for the retailer to stock many styles. A nearby distributor is there to solve this problem. As you get a feel for your market, it may be feasible to stock certain tiles. However, be prepared to have to supply trim shapes. There are 13 trim shapes defined in the industry standards for floor tile alone. All may not be available in every type of tile, but you can get an idea of the stocking units that may
be required. There are support products required to properly sell tile, including many types of adhesives, grouts in all colors, membranes, leveling compounds, tools, etc. Although this can create a need to build inventory, they are generally higher margin sales. Don’t force your customer to go down the street for some of the items they need. They may not come back. Most of your customers will not install their own tile. Then they will ask you the big question: “Who can I get to install this tile?” Most stores rely on independent installers or contractors. You need to build relationships with those who you can trust, use proper methods and are reliable. 4. Resources The Tile Council of North America (TCNA) publishes its Handbook for Ceramic Tile Installation. This industryconsensus publication explains the details for tile installation. It does not cover every situation and is not a do-ityourself instruction book. However, we find that by following the handbook methods, the possibility of failures is reduced. This does not mean other methods will fail, but the person doing things his own way by designing his own system is taking a big chance. TCNA also publishes the American National Standards Institute (ANSI) standards for ceramic tile and for the installation of tile. These are critical documents for you to obtain, read and use. Many architects rely on these standards for their specifications. As always, local practices and building codes prevail over these standards. There are many industry organizations that will help you. You need to join the appropriate ones. Most organizations have training and communication programs that provide industry news, statistics and networking. For a small investment in time and money you can reap great rewards. Lastly, the Ceramic Tile Education Foundation is an independent training resource that can provide all the necessary knowledge. It offers classes both at its headquarters in Clemson, S.C., and at various sites around the country.
fcnews
10 I April 15/22, 2013
trendspotting
From color to texture, thin to large, today here was a time when the American homeowner simply T desired a 12 x 12 smooth, glossy tile offered in shades of white or beige. While these are still prevalent designs in today’s society, tiles trends have advanced due to the matur-
ing of the U.S. market and explosion of technological advances in the category. The following is a look at some of the more popular ceramic and porcelain trends to give retailers ideas that might close more sales.
‘Wood’ you? Technological advances such as high definition digital printing and realistic surfacing allow manufacturers to create tiles that can now resemble just about anything. One of the most popular trends in tile today is to mimic the look of wood. Because wood is not recommended for places susceptible to moisture and water such as a bathroom, wood-grained tile becomes a perfect choice in these areas. Tile is also ideal when contemplating an area that may receive a lot of activity as wood is prone to scratching. Tile manufacturers can create a myriad of wood looks—and species—to give the consumer a custom floor. Traditional oak, maple, walnut, pine, exotic species, handscraped, driftwood and even quarter-sawn can be emulated in tile with even the most popular of today’s wood styles— the distressed look—making its tile debut. Tiles with faded painted wood effects are all the rage at markets this year. Although they look worn and weathered, these tiles—usually porcelain—will maintain their vintage look for years to come.
The world is round—and bumpy Tile is no longer square and flat as texture and dimension continue to dominate the market. Because many people touch a floor sample after initially viewing it, authenticity in feel is important. Today’s consumer wants her floors to be more than just flat, shiny surfaces; she wants them to have character. On the texture front, today’s tile floors can range from the soft feel of resin to the rough, industrial touch of concrete—two looks that are also in vogue. Interestingly, innovative companies from Europe and the U.S. are giving consumers the ability to have multiple textural looks in one product. A number of collections have recently been introduced incorporating different visual elements such as plaster, cement, wood, brick, etc. Dimension is changing in tile as well. There are now tiles that offer a 3-D effect, which can make a room more dramatic, particularly with classic chevron, also known as a saw tooth or zigzag pattern. In fact, chevron patterns have become increasingly popular and are now offered in an array of sizes with their own unique twists and color ranges. Additionally, tiles are no longer confined to simple squares and rectangles. Recent trends are incorporating mosaic patterns, rounded shapes, intricate arrangements and all sorts of geometric compilations that can help create a playful atmosphere and add sophistication to any room. Along with geometric patterns and 3-D textures, micro mosaics and majolica-inspired tiles are more widespread in today’s designs.
Color my world Like vanilla and chocolate ice cream, white and beige are still the most popular flavors in tile looks. However, as the economy starts to bounce back, so too is color—and tile is now taking it on in full force.
Refreshing and cool colors like greens and blues are the latest trends. These colors give a spa-like feeling and pamper the consumer, especially in places such as the bathroom, which for many consumers has become a haven from the chaos of the day. But these vivid statements are not only for the bathroom—a feature wall with glazed ceramics can add a burst of color and character to any space. Tiles and mosaics in bold, candy colors and decorative finishes are set to brighten up interiors and offer an antidote to the more austere, industrial aesthetic of recent years. The metallic look has definitely made its way into the color revolution. Golden tones are used to create a glamorous look, while silver has a more understated shine. Coppery tones are becoming increasingly popular, bringing warmth to a space and combining easily with neutral tones such as black and white. Another idea is to mix metallic tiles with patterns, colors and textures to create contrasts between different parts of a room.
fcnews
April 15/22, 2013 I 11
y’s tiles can be anything, everything There’s more than just tile This year flooring and home decorating shows are mixing and matching styles, allowing consumers to create a personalized custom look. Manufacturers are achieving this by combining patterns and finishes for unique visuals such as stone with a rough-hewn finish—as if it was fresh cut from a quarry— matched with a natural or semi-polished finish. Also, patterns inspired by fashion textiles are mixed with vintage or photo tiles. These looks are possible due to digital technologies, and companies are mixing and matching the looks of natural elements from alabaster and marble to metal and wood, and everything in between. For instance, some Italian companies are incorporating visual elements from glass, bricks, plaster and cement while others pair wood with Lecca stone or alabaster and marble. These combinations will continue as a trend in the coming year, but it does take careful planning and design to ensure all the elements come together for the desired look.
Size does matter Large European tiles are among the hottest trends of 2013. These embodiments of style and elegance do not overpower other accessories in a room. Large-format tiles result in fewer grout lines, allowing for a uniform and seamless floor or wall. At the turn of the millennium, 12inch tiles were still the most popular size among U.S. consumers. Today, bigger is better. Last year saw plenty of 16 x 32 tiles; now it is not uncommon to see 36 x 72s or larger. These products are complimenting today’s houses that feature larger windows, bringing in more natural light. This combination helps create rooms which feel much bigger than they really are. While larger tiles are certainly becoming the popular choice, it is not the only area in which the size of tile is changing. One of the biggest trends in size is the emergence of thin tiles. But don’t be fooled: These thin tiles not only perform, they install easily and save money because less material is used. They are also lighter, so shipping costs are lower. Finally, thin tiles make the installer’s job easier, especially because they are easier to cut.
tile 101: installation
Combatting the challenges of installing large-format tile BY BOB BALDOCCHI Director of marketing, Emser Tile
and grout joint width for all large format tiles. A 3⁄16-inch grout joint width on most products is recommended. arge-format tile can present challenges during installation. So, These guidelines are recommendations to ensure that the final to achieve the best results possible, installers should be aware installation is aesthetically pleasing. Alterations to these recommenof a few tips. dations can be made if the dimensional variFirst, they need to know what qualifies as a ance between tiles allows. large-format tile. Any tile that is at least 18 inches Another issue when using large-format on any measurement, including linear tiles, qualtiles is that of care and protection. Larger tile ifies as large format and requires special attention will require a longer cure time because the during installation. mortar cannot cure quickly. To avoid damages Prep: Make sure the floor is level, waterto the finished tile work, installers should proofed and crack isolation prevention is utilized schedule floor installation to begin only after when required. all structural work, such as ceilings, paintwork Set: Use of a non-slump medium bed is recand all mechanical and electrical work, are ommended. When installing an offset pattern, a 1⁄3 complete. Any type of traffic should be avoided until all installations have fully cured. offset is suggested. Refer to ANSI A108/A118/ Any tile that is at least 18 inches We recommend you always refer to the A136. on any measurement qualifies TCNA handbook as needed for installation Grout: According to the standard, particular as large format. methods and standards. attention must be paid to substrate preparation
L
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12 I April 15/22, 2013
selling
Value, design will draw in customers T raditional growth models are no By stocking a variety longer providing the same return of ceramic tile on investment. Customers are deproducts from which manding more choices and the conconsumers can choose, tinued volatility is making retailers will find success manufacturers and distributors fight in meeting the needs of smarter for their slice of the pie. Untheir customers. derstand that a positive attitude is dynamic; it is not enough to wake up in the morning and say, “I will succeed.” Ac- your business as tively search out new solutions on the road well as offer to recovery. something to an Understanding the pricing triangle will upscale client. go a long way toward a smooth recovery in the months and years ahead. The bottom How has your 15% range of the triangle should be basic consumer lines with no frills, below your client’s price changed today? point for value-based options. These lines Value for money should have no accents or coordinating is essential. You pieces but be complimentary to your core must strike a ballines for up-selling. A 70% core range of in- anced relationventory should be based around your ship between price and value. client’s median price range and offer most Tighter budgets are resetting priorities. of your accents and add-ons. The final 15% The focus is more on investment and necessishould be a narrow range of three to four ties rather than status symbols or opulence. programs that are above your client’s price Family has become a No. 1 priority for and serve as eye candy to draw people into today’s consumer. Health and safety in her
home are increasingly important. These clients see their home as a stable savings vehicle and are prepared to spend money to save money. She is interested in anything that saves Continued on page 18
A WORD FROM OUR SPONSOR: CUSTOM BUILDING PRODUCTS
Leading the way in quality, service and support Custom Building Products, based in Seal Beach, Calif., is North AmerCustom Building Products has come to be known for its customer ica’s leader in flooring preparation products and tile and stone instalservice and technical support. The organization equips customers lation systems for residential and commercial projects. The with the information they need to select the right materials for the company’s product brands, including Wonderjob while also delivering peace of mind. An Board Lite backerboards; RedGard waterextensive team of experienced professionals proofing and crack prevention membrane; is ready to assist in the event any questions Fusion Pro, Prism SureColor, CEG-Lite and or challenges arise. Polyblend grouts, a comprehensive line of Whether it be products for tile and stone lightweight mortars; TileLab and AquaMix installation, tile and stone care or floor maintenance products, and SuperiorBilt preparation, Custom Building Products takes tools, are among the most popular and most pride in the fact that each of its products has trusted by industry professionals. Custom been specifically formulated to set the inBuilding Products continually raises standustry standard, giving installation profesdards for the flooring, tile and stone industry sionals exactly the right product for the through its commitment to providing perspecific job they are performing. formance-driven installation systems and For tile installation products, Custom BuildEvery product from Custom Building support. ing Products offers an industry leading lifetime Products has been specially formulated Throughout the company’s 48 years in warranty, exhibiting the degree to which the to provide the utmost in quality. business, its customers have come to rely company stands behind its product systems. upon the Custom Building Products brand for high-quality products Custom Building Products is proud of its heritage and excited about and unparalleled service and support. At its core, the company rethe future. Count on Custom Building Products for the finest products mains focused on manufacturing products that are easy to use, work and most responsive service, completing projects with confidence. exceptionally well and withstand the test of time. For more information, visit custombuildingproducts.com or call Success is measured based on customer satisfaction, which is why 800-272-8786.
We took the next level to the next level.
fcnews
14 I April 15/22, 2013
tile 101: grout
installation
Selecting the right product
10 requirements for a top-quality installation
BY STEVE TAYLOR Director of architecture and technical marketing, Custom Building Products nderstanding the performance advantages and limitations of each type of grout is essential to any tiling project. While some grouts meet a particular ANSI standard, not all will satisfy the needs of a project. Contractors typically want a grout that has ample working time, fills joints completely, dries quickly and is easy to clean off the face of the tile. The end user also wants an aesthetically pleasing grout that never changes in appearance and wears the same as their tile. There are eight categories of grout currently available. Sand-Portland Cement Grout This common grout is generally mixed in small quantities. It can be difficult to maintain consistent color throughout the job and it is susceptible to efflorescence. Standard Performance Cement Grout - ANSI A118.6 These grouts are generally labeled non-sanded, made with fine fillers and are suitable for joints less than 1⁄8-inch. Easy to use, they often offer longer working times and greater color consistency. High Performance Polymer Modified Tile Grout - ANSI A118.7 A category of grout with high polymer content, the best of these products dry hard, do not mottle or shade in the joints and eliminate efflorescence. Epoxy Grout 100% solids epoxy grouts typically do not contain volatile solvents or water, have good chemical resistance and are commonly used in commercial applications. Epoxy Emulsion Grout Employing an epoxy resin and hardener along with sand and Portland cement, these grouts can present some of the same drawbacks as standard Portland cement grouts. Furan Resin Grout These grout systems consist of furan resin and hardener portions. Furan grouts are highly specialized—used in industrial and commercial installations requiring heat and chemical resistance. Pre-Mixed Polymer Resin Grout These easy-to-use products are generally pre-blended and can be applied to joints straight from the container. Single Component Grout Custom Building Products developed a new grout, Fusion Pro, that meets ANSI A118.3 and A118.7 performance standards but does not fall into any of the other standard categories. Formulated with the latest advancements in acrylic copolymer and silicon resin, it offers high stain resistance, durability, no efflorescence and color consistency. A more detailed technical white paper titled “Grout Selection for Ceramic and Stone Tile—What’s New” is available for download from the Custom Building Products website. Visit custombuildingproducts.com and go to the reference library or call 800.272.8786.
U
1. Skilled installers. Only well-trained, experienced installers can produce the highest-quality installations. 2. Correct methods and materials. Not all installation methods and materials are suitable for all applications. Make sure your contractor uses a TCNA Handbook method rated for the intended application, or a method that is fully specified and warranted by the manufacturer for the application. You can find suitability, recommendations, and warranty info for installation systems and materials on manufacturer websites. Find the product data sheet or other manufacturer recommendations for tile, backer boards, bonding materials, membranes, grouts, etc. 3. Use premium setting materials. Almost the same as above, but worth its own mention, is the bonding material that will be used to adhere your tile. Industry experts agree this is one of the easiest “insurance” policies for preventing installation problems. All types of setting materials are available in various performance grades from bond strength or resistance to moisture exposure. Contact your setting material manufacturer for recommendations specific to your project. 4. Coverage. Industry standards require minimum adhesive coverage of 80% for dry areas or 95% for wet areas. This is for the contact area of the bonding material with both the tile and the substrate. 5. Flat substrate. For a flat tile installation, framers, masons, concrete installers and other trade professionals must meet industry flatness tolerances, or you’ll need the tile contractor to correct the substrate. 6. Rigid substrate. Tile installations require stiff, or rigid, substrates. In some cases, your installation may require additional subflooring, wall studs or bracing. Contractors should follow the TCNA Handbook for Ceramic Tile Installation, the American National Standards for the Installation of Ceramic Tile and manufacturer recommendations. 7. Movement joints. All tile installations require movement accommodation, per Section EJ171 in the TCNA Handbook for Ceramic Tile Installation. Be sure to discuss movement joints with your contractor. 8. Controlled conditions. Job conditions can have a serious impact on a tile installation. Many products require the temperature to be maintained within a specified window until cured. 9. Allow adequate cure time. Allow an installation to cure sufficiently before exposing it to moisture, traffic, temperature changes, etc. The amount of time required will vary based on conditions and the material used. 10. Crack isolation. Cracks in concrete and other areas of movement should be treated with a crack-isolation membrane to prevent cracked tiles. Check with the membrane manufacturer for specific use recommendations.
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April 15/22, 2013 I 15
installation
Between the lines: Extras for success eyond the actual tile, there are several B other elements that are essential to a successful tile installation: underlayment is one of these. You can’t build a sturdy house without a solid foundation, just like you can’t install an attractive floor without the right substructure. Underlayment choices The underlayment is the layer between the wood subfloor or subwalls. Prepare the surface where you will be applying the ceramic tile mortar. This may include filling, leveling, smoothing, priming and waterproofing, or it may require you to choose entirely new underlayment. The right preparation on your surface will directly affect the longevity of your ceramic tile job. If you are going to apply ceramic tile mortar to an area that has never been tiled before, you will have to decide what type of underlayment will be best for your ceramic tile installation. Plywood is a popular choice, however because of its thinness it will need
to be applied in two layers. The first layer of plywood can be covered with a second layer of exterior grade plywood. The total thickness of a plywood underlayment should be 11⁄8 inches. Cement backer board is another popular choice to lay down before the ceramic tile mortar. These prefabricated, lightweight concrete sheets are used to cover plywood subfloors. The core is made of dense Portland cement with a fiberglass surface on both sides. One of the benefits of using cement backer board is its ability to withstand longterm exposure to moisture. Ceramic tile mortar tips Ceramic tile mortar is the layer that goes between the underlayment and the tiles themselves. Tiles are rigid and very brittle, so it is important to have a sturdy base when you are
installing them anywhere in your home. The most important part of installing these tiles is getting the right ceramic tile mortar. Choosing the wrong mortar will result in cracked tiles, loose tiles and loose grout down the road. Grout Once the entire tile floor has been set in place and left to fully cure for 12 to 24 hours, grout is then applied. It is available in a wide range of colors, both sanded and unsanded. Mortar and grout need 24 hours to cure before walking on the floor to ensure the tiles won’t shift or become loose before the thinset has a chance to set. Sometimes it is recommended the tile be mopped daily for several days to prevent the grout from cracking, pulling moisture from the underlying mortar or curing unevenly.
A WORD FROM OUR SPONSOR: MP GLOBAL
UltraLayer underlayment enhances performance of new tile floors Though unseen after installation, the right underlayment can go a directly to old VCT or non-cushioned sheet vinyl as long as that floor long way toward optimizing demanding owner and builder requirecovering is still adhered tightly to a level, even and structurally ments for a new tile floor. sound solid subfloor, precluding the chance of exposing harmful asEngineered specifically for exceptional and dependable performbestos elements into the environment. ance under ceramic and porcelain tile floors, and Odorless, hypoallergenic, and VOC-free, UltraSnapStone and Avaire tile flooring systems, UltraLayer is certified by Scientific Certifications SysLayer by MP Global Products deadens sound, suptems to contain 100% post-industrial/ presses lateral cracks and offers a host of pre-consumer fibers and is LEED compliant. It will eco-friendly attributes. contribute to the overall percentage of pre-conUltraLayer features randomly air-laid filaments sumer content for LEED certification in the catethat create a capillary effect to cushion the floor gory of Materials and Resources. and absorb impact sound so it won’t transfer to For DIYers and contractors interested in speedy lower level rooms. With its .10-inch thickness, it’s tile repairs and installations, MP Global offers firm enough to support the overlying floor yet flexUltraLayer Peel & Stick (P&S), an acoustic and proible enough to form around subfloor roughness so tective membrane that features the advantages of minor imperfections are smoothed before the finUltraLayer and adds the convenience of a self-stick ish floor is laid. When used with ceramic, the unadhesive under a peelable protective backing on derlayment inhibits concrete subfloor cracks from the side designed to face the subfloor. It installs UltraLayer is certified telegraphing through to the tile or grout above. onto concrete subfloors smoothly and quickly withto contain 100% post-industrial With an R-value of approximately .42, Ultraout the use of thinset mortar, cutting back on clean fibers and is LEED compliant. Layer adds a thermal “break” to the flooring asup and eliminating mortar dry time. An installer sembly, helping keep the floor warm in the winter and cool in the simply peels off the coating, presses the membrane to the subfloor summer. It is also approved for use over radiant heated floors. And and is ready to set tile. And, like UltraLayer, UltraLayer P&S insulates because UltraLayer is a rollout underlayment, there are no factoryfloors to help keep them warm in winter and cool in summer, absorbs made creases that leave voids, which can create wobble from footfall impact sound so it won’t transfer to a lower level room, and supon installed tile. presses lateral cracks. In a remodel, UltraLayer can eliminate some of the time-consumBoth products are available in 100 square foot rolls and 360ing and potentially hazardous tear-out of old flooring. It can be glued square-foot contractor size rolls.
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16 I April 15/22, 2013
life cycle analysis Floor finish
Installed cost* Quarry tile $ 6.83 Glazed ceramic floor tile $ 7.00 Glazed porcelain $ 8.34 Mosaic tile $ 8.20 Unglazed porcelain $ 8.30 Natural hardwood $ 9.31 Travertine-Turkish $12.50 Marble $21.00 Laminate $ 8.84 Manmade hardwood $ 9.58 Portland cement terrazzo $14.88 Stained concrete $12.40 Carpet $ 3.22 Resin terrazzo $ 8.50 Sheet vinyl $ 6.90 Poured epoxy $ 8.18 VCT $ 3.91
Floor coverings cost comparison T
he Tile Council of North America commissioned an independent construction cost consulting firm, Scharf-Godfrey (a division of Phoenix Engineering) to conduct a life cycle cost study comparing various types of ceramic tile, including porcelain, mosaic and quarry tile, to 12 other floor finishes.
Life cycle Expected cost* life** $16.13 50 $16.30 50 $17.64 50 $17.50 50 $17.60 50 $20.80 50 $21.80 50 $30.30 50 $17.77 25 $18.51 25 $24.27 30 $24.60 25 $ 6.50 6 $16.53 15 $13.90 10 $15.18 10 $18.35 10
Cost per year* $0.32 $0.33 $0.35 $0.35 $0.35 $0.42 $0.44 $0.61 $0.71 $0.74 $0.81 $0.98 $1.08 $1.10 $1.39 $1.52 $1.83
Definition of life cycle cost The definition of life cycle cost used in the study was the initial cost to install, which includes labor, materials, normal contractor’s overhead and profit, plus periodic maintenance costs to preserve and maintain the appearance of the product and the final costs to remove the floor covering at the end of its useful life. Future expected costs were discounted to today’s dollars using the Present Value (PV) of a future payment calculated as a function of interest rate and an assumed inflation rate. It was assumed that there is no salvage value to any of the products at the end of their useful lives, but there are disposal fees associated with removal of the floor covering.
cases, the developed costs reflect high standards for installation and good maintenance practices.
How the study was conducted Scharf-Godfrey chose the life cycle cost method for collecting and comparing the data used in the study. The costs represent an appraisal of actual initial installation costs, custodial maintenance expenses, and removal costs for each material over the product life cycle. In all
Ceramic: The most economical floor Ceramic tile costs less per year than all other floor finishes over the life of a building. In fact, all tile is less than $.40 per square foot per year. Other flooring types are significantly more expensive due to their shorter life expectancies.
*Per square foot ** in years
A WORD FROM OUR SPONSOR: CERAMICS OF ITALY
The advantages of choosing Italian-made tile For more than 50 years, Italy has been the driving force behind many innovations in the ceramic tile industry. In fact, Italy always maintained the high quality of its products while meeting the demands of international trade. It continues to hold its position at the forefront of aesthetic, technical and environmental excellence. Several factors contribute to Italy’s superior ceramic and porcelain tile products.
ulations proposed by the European Commission but also international standards, LEED criteria and other stringent standards developed by third parties and the individual companies themselves. Nearly all Ceramics of Italy member companies participate in the European Union’s Environmental Management Program (EMAS) and carry ISO 14001/14002 certification for their dedication to environmental stewardship. In addition, many of these companies are also on a committed path to being independently certified from Bureau Veritas, a global leader in Testing, Inspection and Certification (TIC). A large number of Italian tile companies are members of the Italy Green Building Council as well as the USGBC. Furthermore, over 50% of all Ecolabel licensed products are from Italy, and over 6,300 of them are in the hard floor coverings category.
Sassuolo: The ‘tile valley’ The Italian tile industry is geographically well situated. At the heart of the industry is Sassuolo—an industrial district between the provinces of Modena and Reggio Emilia in northern Italy—where 80% of all Italian tiles are manufactured. This region is home to more than 150 companies with over 22,000 skilled employees. The density of manufacturers, technicians, specialized workers and salesmen in the “tile valley” encourages the compaMade in Italy: Guaranteed authenticity and style The Italians pride nies to share in the responsibility of accelerating technoThe Italian ceramic tile industry also values authenthemselves as a trendsetter in ticity, and, of course, maintaining its position as the top logical innovation and groundbreaking design style and design. development in the sector. This regional bond also facilitrendsetter in design and style. For this reason, many tates efforts to create more sustainable products. Each tile manufacturers voluntarily apply for the Made in Italian tile manufacturer shares in the responsibility to safeguard the reItalycertification, which guarantees the high quality of their products sources of the region in which it operates and deems responsiveness to enand stylistic excellence, and maintains the prestige that comes with vironmental issues one of its top priorities. Italy’s rich history. In order to bare this mark, manufacturers must undergo strict audits that certify the entire production cycle, from the Sustainability: Certifications and high quality standards sourcing of materials to their quality and stylistic merits, guaranteeing More and more Italian companies not only follow environmental rega timeless design and long product lifespan.
P E O P L E T R A I N I N G C E R T I F I C AT I O N E D U C AT I O N
CONNECTING CONN T G THE TILE + STONE INDUSTRY
Coverings 2013, The Ultimate Tile + Stone Experience, is heading to Atlanta, Georgia, with all the connections and resources you need to succeed. Only at Coverings will you find free specialized training and education sessions designed specifically for tile + stone contractors. Learn how to profit from the lucrative green installation market and discover the latest materials and techniques that will save you time and money. Coverings is your ultimate connection to free business-building resources to help you maintain and drive profits in a challenging market.
Connect with Coverings and you’ll connect to success.
THE MOST IM TH COVERING
RTANT AN CO NTRA C T OR EV ENT OF Y O UR YEAR AR 0 1 3 A P R I L 2 9 – M AY 2 AT L A N TA , G A U S A
R E G I S T E R N O W F O R F R E E AT C O V E R I N G S . C O M Please use VI V P Code AFCN4 when registering.
18 I April 15/22, 2013
fcnews
Selling Continued from page 12
time, is healthy and safe, is environmentally focused and comes from a company and manufacturer that are socially responsible.
with your customers from a position of wanting to save them time and offer onestop solutions, it will be appreciated and effective.
Learn the value of a story Selling is still a numbers game for your product Remind your staff that tenacity is an essenLook at some of the most common comtial component of success. If they had to modity products we use daily and how their make an average of 10 calls per sale four stories have changed to accommodate for years ago, they may need to make 30 today. increased prices. There are some easy tools Consider: to apply in any business that will set your • 48% of salespeople call a client once company apart from the pack. and then quit after a negative response. Under-promise and over-deliver. People Learning the stories behind the products in the • 25% call back a second time hate being disappointed, so ensure that showroom allow retailers to give consumers as before they stop. your staff under-promises on delivery dates • 10% keep calling until they get a much information as possible. so that you always exceed expectations. positive response. Find solutions and be of service. Little If 80% of sales occur after the fifth connoring this is how things are forgotten and things that don’t necessarily add income but tact, then 10% of your staff is responsible for fall through the cracks. make your client’s life easier are great ways 80% of your business. Don’t use “absolutes.” Understand exaggerto make your company indispensable to your Try and rectify this. ation is quickly dismissed as nonsense. Try to customer. Make sure you’re meeting all her be a little humble in needs. your approach with Be prepared to hear these questions Integrity. This is the biggest value add-on clients and marketAnswer correctly. Make the sale. to every sale. If your clients trust you, they ing. will be loyal and give referrals to their friends Create an add•Why should I buy this product? and family. on checklist. This •Why should I buy from you? Never hand-off problems. Teach your staff can increase every •Why should I buy it at your price? to handle all problems personally, even if it sale by around 20%. •Why should I buy it now? is not their department or responsibility. IgIf you approach it
A WORD FROM OUR SPONSOR: EMSER
The Emser Tile difference: Product development, technology, people Established in 1968, Emser Tile is a leading global designer and martions utilizing the company’s trademarked Easy Rail system. keter of tile and natural stone, and a comprehensive source for inteEmser.com has been updated to provide selection tools that rior and exterior products including guide customers to their products of choice porcelain, ceramic, metal, glass, decorative with a unique Color Wheel function and an accents and mosaics, quarry and setting Easy Find Advanced Search feature. Cusmaterials. Emser has the capability to protomers can then organize their selections vide custom-manufactured products and through the My Memo tool. My Memo offers cut-to-size ceramic and stone. customers the ability to choose, print and Emser Tile has built a business model save their selections with their own private around servicing its industry trade partners. log-in right on the website. Finally, Emser Its nationwide network of design and servprovides customers with a Room and Backice centers, plus our state-of-the-art distrisplash Visualizer tool that enables them to bution and logistics network, enables local apply their selections to a room scene of service with the strength of a national supchoice, including one they upload themplier. This allows Emser to build programs selves. that are specifically tailored to address and The tile and natural stone market is on service the different needs of its various the rise once again. Emser Tile is well posicustomers, including homebuilders, retailtioned for the future growth of the market ers, commercial builders, contractors, arwith continual new product development, Emser offers more than 4,000 SKUs, including chitects and designers. investments in technology, expansion in dePrimavera, a glazed porcelain that employs Recently launched by Emser is the Design and service centers, and additions to its HD technology for enhanced realism. sign Made Easy program, designed to simindustry-leading talent. plify the selection process of the For more information, visit emser.com or company’s 4,000-plus SKUs in all phases of the business. New merfollow the company on Facebook at facebook.com/emsertile or on chandising features provide customers with coordinate display opTwitter at twitter.com/emser_tile.
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April 15/22, 2013 I 19
accessories
Putting the finishing touches on the job o tile installation is complete without the necessary accessories. Heating systems N Whether you are giving your customer a customized option or Radiant heating systems involve supplying heat dijust adding decorative pieces, tile accessories often add sought-after finishing touches.
Bullnose
A bullnose tile is a piece containing a rounded edge. It is used to create a finished appearance wherever the tile edge is visible. Bullnose tiles are available in many different styles and options including rectangular, square, corner, double-out and base. Matching or complimentary bullnose tiles can be placed on top of line tiles to create a unique appearance.
rectly to the floor via a subfloor heat source. The most common types of floor heat include air-heated radiant floors, electric radiant floors and hydronic, or liquid, radiant floors. These systems can be installed through “wet” installations, using embedded cables or tubing, or “dry” installations, with the cables or tubing running through an air space beneath the floor.
Listello Typically classified as decoraMosaic
Mosaic tiles are a classification of tiles that are usually 2-inch or smaller pieces that are generally mounted on a mesh backing. This tile is typically composed of clay, although glass and metal are becoming increasingly popular, with added pigments allowing the color to run throughout the entire piece. Mosaics are suitable for almost any surface because they are moisture-resistant, stain-proof and do not chip easily. Mosaics also add color and dimension to tile installations.
tive border or trim pieces, listello tiles are are design-specific. These tiles are used to accent a particular field or main tile section and are installed within field tile on kitchen backsplashes, showers and flooring. Listellos are usually comprised of mosaic, decorative, metal, glass or natural stone. They can also be used as unique stair risers, living room flooring borders and wall caps.
Ceramic flooring styles
C
eramic tile flooring and wall products come in a broad range of colors, textures, patterns and sizes. When combined with a spectrum of grout and glaze options, they provide styling selections for any taste, any home. There are three primary types of ceramic tile: glazed, unglazed and porcelain. Glazed: Glazed ceramic tiles are coated with glass-forming minerals and ceramic stains. They can be offered in a matte, semigloss or high-gloss finish. Glazed tile imparts better stain and moisture resistance than unglazed tile. Glazed tile can also come in a variety of finishes. High gloss finishes can be slippery and scratch easily, while matte or textured finishes help with traction and scratches as well as lessens the visibility of dirt. Unglazed: Unglazed ceramic tiles are hard, dense and offered in a variety of surface treatments and textures. More often than not, this
style of ceramic tile is installed outside of the home, as they don’t provide much protection against stains compared to glazed ceramic tile. Unglazed tiles do offer good slip resistance, however they require sealing to resist staining. Porcelain: Porcelain tile is comprised of 50% feldspar and is fired at a much higher temperature than traditional ceramic tile. This makes porcelain tile even harder and more dense than other tile products. Because of its high durability, porcelain is more resistant to scratches and can withstand extreme temperatures. In addition, porcelain is naturally stain-resistant and has low water absorption ratings (less than .5%). As a result, porcelain tile can be used for both interior and exterior applications, as well as heavy-use and commercial areas. Also, since porcelain tile’s color permeates the entire tile, small scratches or chips are less noticeable.
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20 I April 15/22, 2013
tile 101: underlayment
environmental
Optimizing floor installation Tile’s green talking points BY DUANE REIMER Technical director, MP Global
urable. Natural. Low maintenance. D Ceramic/porcelain tile has many inherent environmentally friendly charac-
ew ceramic and porcelain tile installed on floors N in homes, hotel lobbies and bathrooms, public areas of healthcare facilities and office buildings, and
teristics that make it an easy choice for anyone selling, buying or specifying flooring with a green story. The following are just some of the green points to consider when using or marketing tile: •Tile products are made only from natural, inorganic raw materials, such as clay, meaning they can be integrated back into the environment with no adverse impacts after their long functional use has been completed. •When harvested in a responsible manner, clay is considered an ecofriendly material. •With the ability to last for generations (if not longer), tile will not be disposed of so quickly. •Because tile is easy to clean and maintain, fewer chemicals and resources are needed to keep a floor look- Manufacturers now have the technology to take ing new. used tile and recycle it into new products. •Tile doesn’t promote the growth of mold, mildew or bacteria. •Salvaged limestone, marble, granite •Most tile glazes are water-based and and terra cotta tiles are prized materials use minimal amounts of solvents. Once throughout the world. fired, the tile and glaze are completely •If damaged, individual tiles can be easfused with no emissions of volatile or- ily replaced without impacting the entire ganic compounds (VOCs). floor. This means if something destructive •Reputable tile factories are energy happens the whole space does not have to efficient. There is little or no waste dis- be torn up and replaced, just the damaged charge through recycling techniques. For area, thus saving otherwise good, useful instance, scrap/defective tiles can be re- materials. cycled into new production. •Advancements in setting material •Manufacturers are employing so- technology allow tile-over-tile installations phisticated dust collection systems and which are now common as the old tile acts reclamation processes to reuse all unfired as a perfect subfloor. This also saves reraw waste generated by production. placement sub-flooring material costs and •Many manufacturers have systems reduces landfill waste. that recycle 100% of retained production • When used in conjunction with an water resulting in a drastic reduction in energy-efficient radiant heating system, the water consumption. energy consumption of a building can be •Technological advances are allow- reduced throughout the year as tile effecing manufacturers to take back post-con- tively retains both heat and the cooling efsumer tiles and recycle them into new fect of air conditioning. ones, thus keeping materials from muni• Odors do not linger with tile and are cipal wastestreams. not re-circulated. Tile will not give off or •Fired waste product is utilized in absorb odors from other contaminants such new glaze technology with the balance as smoke and paint fumes. used in roadbeds and construction fill re•There are generally no gases or toxic quirements. by-products when installing or living with •There are no plastics or solvents tile. used to make the product; nearly all com•Tile is nonflammable and will not conponents in tile are organic—clay, soil or tribute toxic fumes or smoke during a fire.
retail settings often garner a number of positive adjectives for their aesthetics, whether colorful and snazzy or muted and classic. Looks definitely matter, but performance of the tile installation over time is—or should be—just as important to tile buyers and end users. And performance starts with what lies beneath —the underlayment that sets the stage for the finished floor. Whether fiber or foam, underlayment engineered to address crack suppression and sound control and, in some cases, to even add insulating value, can greatly enhance both the performance and the comfort of the tile floor for the life of the installation. Don’t skip the opportunity to add value to the sale of a new tile floor by waiting until the end of the sales process, rushing to close with a generic underlayment. Take the time to introduce the concept of premium underlayment during the sale and educate the customer on the many benefits that will improve the performance of the new tile floor. There are plenty of reasons to emphasize the advantages of premium underlayment. Installation of underlayment that is well-matched to tile flooring can help smooth out imperfections in substrates prior to laying down tile and can act as a crack suppressant to prevent telegraphing through lateral cracks from concrete sub-floors to the ceramic tile or grout above. In addition, it can help absorb impact sound to minimize transfer of noise to the room below, which could be an important selling point to customers buying tile for condos, multi-level homes or multi-family housing. Also, if the underlayment contributes an adequate R-value, it will act as a thermal “break” that aids in keeping the tile floor warmer in the winter and cooler in the summer. For green-minded customers who are aiming for environmentally friendly tile floor installations and shopping for tiles made with recycled content or other earth-friendly features, capitalize on that interest and introduce the availability of odorless, hypoallergenic and VOC-free underlayment. Some underlayments made with recycled content are LEED-compliant and can contribute to the overall percentage of pre-consumer content for LEED certification in the category of Materials and Resources. Finally, for DIYers and contractors looking for speedy tile repairs, offer the option of saving time with acoustic and crack suppressing underlayment that features self-adhesive backing, which reduces the need for thinset mortar and cuts clean-up and dry time.
feldspar. •Porcelain is technically a dense, smooth, impervious ceramic tile, with water absorption of .5% or less. This means spills will not seep through the material and deteriorate the subfloor through rot, mold, etc. • Depending on where and how it is manufactured, tile can help projects earn LEED points under various areas •Tile will not emit contaminants due to inert product construction.
www.SURFACES.com
www.StonExpo.com
G N I K A T
YFOROWAURD
Official Sponsor:
Official Sponsors:
Official Endorsers: American Monument Association Canadian Stone Association Association Elberton Granite Gr Quarries Association National Building Granite Gr Manufacturers Association Northwest Granite Gr
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22 I April 15/22, 2013
maintenance
How to clean tile flooring ile floors are among the easiest to mainusing manufacturer-recommended grout T tain. The following are effective ways for and tile cleaners. For heavier soiling, spot the end user to keep her floor looking new: clean the floor with a sponge or clean cloth using the same recommended cleaners. Sweeping Dirt adheres to the surface of ceramic tile, especially styles with textured surfaces. Regular sweeping loosens and removes most dirt. A vacuum cleaner can also be used to sweep, but make sure you use one without a beater bar to avoid dulling and scratching the tiles. Vacuum cleaner attachments are great to suck up dirt along edges or in between tiles. Mats Use doormats to keep dirt from coming into the home and shake them out often. This will reduce the amount of dirt being tracked across your ceramic tile floor and will reduce wear to the surface. Mopping Ceramic tile floors should be damp-mopped
Heavy cleaning Mild scrubbing with a soft brush or electric polisher/scrubber may be required for textured tiles. After cleaning with a mild detergent, rinse thoroughly with clean, warm water to remove leftover residue. If necessary, wipe the tile dry with a clean towel to remove any film deposit. For soft water situations, an all-purpose cleaner may be necessary. Apply it to the floor and let it stand for three to five minutes. Then lightly scrub with a sponge and rinse well. Cleaning products from your local grocery or hardware store can be used to remove soap scum, hard water deposits and mildew stains from tile grout. Be sure to consult the cleaning product’s instructions to ensure the product is recommended for the
type of tile. After cleaning, rinse well and wipe dry for a sparkling shine. Dos and don’ts •Do clean up spills as quickly as possible so grout doesn’t stain. •Do remember that while ceramic tile is very durable, it’s not indestructible. •Do take precautions when moving heavy objects across a ceramic tile floor. •Do cover furniture, appliance and table legs with protectors to guard the floor against scratching. •Do remember that if a repair is necessary, the replacement product may be a slightly different dye lot and/or texture than the original tile. However, with time and usage, the replacement tile will blend in with its neighbors. Recommend your customers purchase “attic stock,” or an extra box from the same dye in case a repair is needed. •Don’t use steel wool, scouring powders or other abrasives that can scratch the finish of ceramic tile. •Don’t use bleach or ammonia-based cleaners. These products can discolor grout if used too often.
A WORD FROM OUR SPONSOR: MANNINGTON
Style and design take porcelain to new heights Long known for style and design leadership in vinyl, laminate and bine to provide customers with what they want. hardwood, Mannington has applied its expertise to the porcelain tile Not only is the tile itself designed for North America, but the market and put together a collection of certified porcelain products whole Mannington tile program is designed for the region as well. that are second to none. For instance: Mannington porcelain is designed for the tastes of North Ameri• All colorways are available in multiple sizes. can consumers. Unlike other tile manufac• The line offers a broad range of price turers that are reliant on Italian design firms, points. Mannington’s in-house design team directs • All trim and mosaics are cut out of field the styling for Mannington porcelain prodtile, eliminating the No. 1 complaint—that ucts. This provides exclusive looks that retrim doesn’t match the field tile. tailers can leverage with consumers— • All Mannington porcelain is Porcelain assuring that these offerings are not going to Tile Certification Agency (PTCA) certified. be found anywhere else. • All Mannington porcelain has been More importantly, Mannington’s designers tested by the Tile Council of North America also develop the color palette. This gives (TCNA) and meets or exceeds the performhomeowners a choice of products that are ance criteria, including slip resistance. not only visually appealing but coordinate Mannington offers a wide array of merexceptionally well with other surface finchandising alternatives, giving its dealers ishes in the home—cabinetry, countertops the tools to be profitable. In addition, availMannington’s in-house design team and the like. ability and delivery is quick and easy. Manensures its porcelain products are styled Most consumers do not select their porcenington products are stocked in two for the North American market. lain floors in a vacuum; they are usually selocations—High Point, N.C., and San Jose, lecting them in conjunction with other Calif. Mannington’s network of distributors surface materials. Subtle differences in color and shade can be the picks up from these locations routinely and provide exceptional determining factor in what is selected. The overall look of the Manservice to their markets. nington line can be described as a “color carrier” with the ability to A combination of outstanding porcelain tile design with colors pick up colors from other items such as carpets, cabinets, drapes and that are focused on the North American market and a product line furniture fabrics. With Mannington Porcelain, color and design comthat is readily available—that’s Mannington Porcelain Tile.
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glossary of terms ASTM American Society for Testing & Materials. Most ceramic tile manufacturers use a rating system based on or supported by this group. Bisque The larger of a tile’s two layers. The
Impervious tiles Have less than .5% moisture absorption and is frost proof.
Sanitary cove base Ceramic floor tile trim with a rounded finished top like a bullnose, used to cover up the body of the tile.
Moisture absorption As the weight or the
top layer is called the glaze.
density of a tile increases, it becomes a stronger tile and absorbs less moisture.
Bullnose A ceramic floor tile trim that fea-
Mosaics Intricate patterns of ceramic tile,
Semi-vitreous tile Absorbs from 3% to 7% moisture.
Shade variation Inherent in all fired ceramic products. Ratings are typically listed on the back label of each sample: Non-vitreous tile Absorbs 7% or more Low: Consistent shade and texture CBU Cement backer unit. Provides a support- moisture. Moderate: Average shade and texture ive and water-resistant layer between the variation porous substrate and the mortar and tile High: Extreme shade and texture applied on top of it. variation Classes of ceramic tile Random: Severe shade and texture COF Coefficient of friction. The higher Class 1: No foot traffic. Suggested for interior variation the COF, the more slip resistant the tile wall applications only. is. Important when selecting a ceramic Substrate The tile foundation. May tile for wet areas, such as a shower or Class 2: Light traffic. Suggested for interior include concrete, plywood and/or drybathroom floor. wall applications and residential wall. bathroom flooring only. Corner bullnose A ceramic floor tile Thickset/mudset A classic method trim with two rounded, finished edges. Class 3: Light to moderate traffic. Can be used of tile installation in which a thick layer Used to complete a corner. for residential floor and wall of mortar is applied to a waterproofed and steel reinforced substrate. This proapplications, including Extrusion A process in which clay mavides a strong, flat base onto which the terial is forced through a mold for the debathrooms, kitchens, foyers, tile can be installed. sired shape versus pressing the tile. dining rooms and family rooms. tures a single rounded finished edge. Sometimes used as a substitute for a cove base.
Field tile In an installation, the tile that is most prominent across the largest area. Firing The fifth step in the process of manufacturing ceramic tile. Tiles are fired in a kiln at temperatures of around 2,200˚ Fahrenheit.
Glaze Glass-forming minerals and ceramic stains that are applied to the body of a ceramic tile in a matte, semi-gloss or high-gloss finish. Offers better stain and moisture resistance than unglazed tile, as well as a hard, non-porous, impermeable surface after firing. Green tiles Clay pressed or formed into a tile shape. The third step in the process of manufacturing ceramic tile.
often created with 2 x 2 tiles or smaller.
Class 4: Moderate to heavy traffic. Recommended for residential, medium commercial and light industrial floor and wall applications, including shopping malls, offices, restaurants and showrooms. Class 5: Heavy/extra heavy traffic. Can be installed anywhere. Will hold up in floor and wall applications at airports, supermarkets and subways.
Porcelain tile Tile fired at a much higher temperature than standard ceramic tile, resulting in a much harder and more dense product that is resistant to scratches and can withstand temperature extremes.
between and provide support for ceramic tile. Comes in two types: Portland cement based and epoxy based. Both compounds may have sand added to provide additional strength. Pigment is usually added to the cement at the job site during the mixing process.
Through-body Unglazed tiles that are a solid color all the way through and do not have a top layer of glaze. Unglazed Solid color tile without a
top layer of glaze, often referred to as through-body construction. Typically more dense and durable than glazed tile, thus more suitable for interior and exterior applications. Good slip resistance but requires sealing to help prevent staining.
Unsanded grout Portland cement-based Pressing The process of forming clay into a
Grout A type of cement used to fill the space
Thinset An industry accepted and more efficient method of tile installation in which tile is adhered directly onto a backerboard that is nailed to a plywood or concrete substrate using a much thinner layer of mortar.
tile shape, called green tiles. The third and most common step in the process of manufacturing ceramic tile.
Sanded grout Grout with sand added to provide additional strength to the tile joint. Recommended for tile joints 1⁄8-inch and larger.
or epoxy-based grout without sand as an ingredient. Typically used in joints that are smaller than 1⁄8-inch.
Vitreous tile Absorbs less that 3% moisture. Referred to as frost-resistant tiles, but cannot be used in exterior areas where freezethaw conditions may cause tile cracking.
