Armstrong: NFA's first wood group buy option Shaw's Insight 2013

26 Pages·2013·11.85 MB·English

Vol. 62 No. 3 A Hearst Business Publication February 11, 2013 $4
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Ron Nash of Laticrete with SpectraLock art
P
OST
SURFACES
2013
“aTth teh eM aMgiacx o Wf Mindasxo” rt bhoeomteh
The gates open at Surfaces 2013. Drumline makes noise about Stainmaster brand. *bSeugrifnacse os nc opvaegrea g4e
Shaw’s Insight 2013: Armstrong: NFA’s first
Building a better future wood group buy option
By Mallory Cruise and Amy Joyce Rush right for you to invest in your business.” By Kimberly Gavin said Ian Newton, Flooring
Both Bell and president Randy Merritt 101, who put the program
[O] Shaw Flooring Network conven- said that 2013 will defi nitively be a better [L V] Th e National together for the group.
tion — Insight 2013 — put a spotlight on the year. “It starts right here for all of us,” off ered Floorcovering Alliance “However, we see this as a
company’s ability to create targeted, laser sharp Bell. “Your growth and success is our number (NFA), a collective of more margin enhancement oppor-
business plans while expressing its deep con- one priority.” than 40 of the nation’s tunity,” Newton added, not
cern for its dealers, their families and the causes Explained Merritt, “Every year in January, largest retailers, met prior as a market disrupter. He
it believes in. everybody says it’s going to be a better year to Surfaces 2013 for a mid- also said that if the program
Vance Bell told the crowd of more than but we didn’t have the statistics to support that convention meeting and gets good support, the group
1,000 dealers (some 3,800 attendees), “Shaw intention. Th is year we have concrete informa- vendor review. Th e positive would pursue additions.
has put the pieces together to insure future tion to support it. It’s going to be progressively momentum reported at last Phil Koufi dakis, incom-
growth and success. We have been focused better for the next three to four years.” fall’s meeting continues. ing NFA president, said that
on you. Our product quality and service Warren Buff et, chairman and CEO of And while the group dis- the Armstrong program was
have improved and we’ve made major capital Shaw’s parent company Berkshire Hatha- cussed some potential pro- especially signifi cant because
investments — over $1 billion. Th e time is Continued on page 12 grams behind closed doors, NFA members examine a new it represented the fi rst group
one it is publicly embracing wood program from Armstrong. buy outside of carpet.
is a new wood group buy Koufi dakis offi ciated his
opportunity from Armstrong. fi rst meeting as the new president. “My job
l American Scrape Hardwood, introduced to with leadership is to bring the best oppor-
a
c the NFA at the fall convention, is a collection tunities to the group,” he told FCW during
i
d of high-end scraped products available in 3/8 the vendor meeting. “Th en they can choose
o and ½-inch thicknesses. Available in 10 colors individually what is best for them. So far, we
i
r total, the NFA program is starting with four: have had success in getting mass participa-
e
Eagles Nest, Autumn Blaze, Amber Grain and tion in carpet,” Koufi dakis said, adding that
P
Smokehouse. Th e program is a direct-ship he believed the group can spread that success
that off ers members competitive pricing. into hardwood and beyond. His goal as presi-
For breaking news updated each business day, visit us online at www.fcw1.com “Th e price advantage is considerable,” Continued on page 7
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1-28-13pages-2.indd 52 1/15/13 12:34 PM
JOB NUMBER: 0004-2/12
JOB NAME: Versatrim Floor Covering Weekly Insert
ARTIST: Stephen Schandel
DIMENSIONS: 8-1/2” x 11”
COLORS: 4 Color Process
SUBSTRATE: 100 lb Cover
NOTES: Perf on Return Card
8-1/2”
11”
Untitled-1 1 2/12/13 1:08 PM
JOB NUMBER: 0004-2/12
JOB NAME: Versatrim Floor Covering Weekly Insert
ARTIST: Stephen Schandel
DIMENSIONS: 8-1/2” x 11”
COLORS: 4 Color Process
SUBSTRATE: 100 lb Cover
NOTES: Perf on Return Card
8-1/2”
11”
Untitled-1 2 2/12/13 1:08 PM
News 3
Domotex brings fewer laminate and vinyl planks,
Integro is waterproof, quiet,
fl exible, free of chlorine and
but pioneering products features non-repeating digi-
tally printed decors as well as
embossed-in-registration
(EIR) and real V-grooves.
breaking product introductions, Domotex Balterio has invested in a
By Raymond Pina
Hannover, held here Jan. 12 to 15, was still all new Belgian production facility Balterio’s Franky Terrijn and Henk Van Acker reveal
[Hannover, Germany] While the slug- about innovation, bringing real cost saving exclusively for Integro, which Integro, a waterproof plank composed of carpet waste.
gish global economy caused fewer ground- and performance enhancing innovations to was also introduced in the U.S.
the audience. at Surfaces last month. repeats of laminate.”
Belgium-based Balterio spent “Th ere is not a single wood fi ber in this Likewise, Switzerland-based Floover dis-
more than $3.3 million in research product, it is completely plastic and made played SplasH2O, a new waterproof 5mm
and development to launch Integro, from carpet waste,” said Franky Terrijn, and 8mm commercial fl oor composed of
a commercially rated 4mm water- marketing director, Balterio. “Th ere’s a virgin PVC composite cores and woven vinyl
proof 49.7” X 7.5” plank composed great environmental and waterproof story surfaces with commercial carpet visuals.
of carpet waste obtained from its that goes along with this fl oor. It’s perfect Continued on page 21
parent company Balta. While sell- for bathrooms and kitchens. It has a higher
Centiva changes leadership
ing for a premium ($5 to $6 per visual resolution than luxury vinyl tile and
Välinge chairman Darko Pervan unveils digital water/
powder printing technology. square foot) compared to traditional it doesn’t have the hollow sound or pattern
Tarkett, based in Chagrin Falls, Ohio, an-
nounced that Tandus president Glen Huss-
man will serve as president of both Cen-
Mannington’s Sheehan ering industry. For the tiva and Tandus beginning March 31. The
past 10 years, he has led change is meant to support the companies’
Mannington’s residential efforts in the commercial luxury vinyl tile
appointed VP commercial LVT (LVT) business.
division into a leadership
Tarkett acquired Centiva in 2010 and Tan-
position in LVT.
dus in 2012. Centiva president Thomas Trissl
“Working on the
will leave the position March 31 but will con-
[Salem, N.J.] Mannington Commercial market leader in LVT,” said Tyrone Johnson, residential business, I
tinue to work with Tarkett on growing domes-
announced that David Sheehan has been named senior vice president of commercial hard was part of a very tal- tic and international business, sustainability
vice president of the company’s commercial surfaces, Mannington. “Th e category is a ented team that brought David Sheehan and new products.
luxury vinyl tile (LVT) business. According to tremendous growth opportunity for Man- Mannington into LVT, “The 2012 acquisition of Tandus was
the company, Sheehan will be responsible for nington, and we are delighted that David and in less than nine years we took it from zero completed with the vision of delivering a full
the growth of all Mannington Commercial brings his deep experience at management, to becoming a market leader in the category,” portfolio of products and services across soft
and hard surface to commercial specifiers
LVT, including the Amtico Collection. competitive intelligence, product develop- said Sheehan. “I am excited about the next
and end-users,” said Jeff Buttitta, president,
“With the acquisition of Amtico Interna- ment and leading teams to the task ahead.” challenge, helping Mannington Commercial
Tarkett North America.
tional by Mannington, we have become the Sheehan is a 17-year veteran of the fl oor cov- extend its leadership position.” FCW
In addition, Centiva has promoted Doug
Young to vice president of sales effective imme-
diately. Young joined Centiva in 2008 as Mid-
IVC expands into laminate with Balterio acquisition
west regional sales manager and later became
responsible for the northern United States.
“Doug has been a tremendous player in
[Avelgem, Belgium] IVC Group, a lead- IVC Group executive chairman Filip uleo LVT to Dalton-based sister company the Centiva organization over the last four
years,” said Trissl.
ing European producer of fi berglass-backed Balcaen calls the acquisition a “diversifi- IVC US. IVC Group invested $60 million in
Doug will report to Hussmann, who will
sheet vinyl and luxury vinyl tile (LVT) cation but complementary” extension of a new Belgium-based LVT facility in 2011,
assume leadership of Centiva April 1.
based here, recently acquired Balterio, the IVC’s hard surface business. according to IVC US co-CEO Xavier Stayaert.
By joining these two brands, Tarkett will
Belgium-based fi berboard and laminate “It is our intention to commit additional “We can warehouse and service the lami-
create a design-driven product portfolio, el-
fl oor divisions of Balta Industries. investments to further increase Balterio’s nate right into our existing customer base,” evate service to its customers and build on
Balterio sold $244.7 million of laminate competitiveness,” said Balcaen. he said. “We know Balterio very well. At one its existing commitment to sustainability, ac-
fl ooring in 2012 and has 375 employees. Terms IVC Group will include Balterio laminate time we were all under the Balta company cording to Hussmann. FCW
of the agreement have not been made public. fl ooring with its existing shipments of Mod- umbrella.” FCW
Mohawk, Unilin
Mannington granted LVT click patent
Sweden-based Välinge entered into a announce wood increase
cross-licensing agreement with Manning-
ton on Jan. 25, 2012 to sub-license Man- [Dallas] On January 21, Mohawk announced
[Munich, Germany] Th e European Patent connection. While iCore’s extruded core nington’s intellectual property pertaining to a price increase of up to 10 percent on all
Offi ce (EPO), headquartered here, granted proved too expensive to eff ectively compete, click LVT. On Jan. 14, 2012, Välinge entered Mohawk brand solid hardwood products
s hipped on or after March 1, 2013.
Mannington European Patent No. 2,248,665 its locking technology has become invaluable into a similar cross-licensing agreement
“Unfortunately, the sustained rise in raw
covering the intellectual property associated to the luxury vinyl tile (LVT) market. with Germany-based Classen, which holds
material costs in hardwood continues to out-
with mechanically locking tongue-and- “We are very pleased as this patent further intellectual property for fold down click
pace our productivity initiatives,” said Jamie
groove vinyl planks and tiles. strengthens our existing portfolio of locking LVT systems.
Byrne, senior vice president of hard surfaces,
Th e patented technology dates back to LVT patents,” said Kim Holm, president of “Th e combination of Välinge’s patents, Mohawk Flooring.
1999 when Mannington launched iCore, a Mannington’s residential business. “LVT is Mannington patents and Välinge’s exclusive Unilin also announced a price increase of up
waterproof laminate fl oor alternative con- the fastest growing category in fl oor cover- rights to other third party locking patents to 10 percent on its solid hardwood products in
sisting of a PVC core, printed visual surface ing and locking technology is a driving force creates a unique IP strength,” said Välinge the Columbia and Century hardwood lines, ef-
layer and a mechanical tongue-and-groove behind much of this growth.” CEO Niclas Håkansson. FCW fective with shipments beginning March 4. FCW
February 11, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
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[L V]Surfaces 2013 boasted a certain optimism among the 699 exhibi-
tors here as well as attendees. And according to Hanley Wood Exhibitions, the
show posted a 4.3 percent increase in attendance this year over last year.
Pictured here and on the cover are just some of the events that created
excitement on the showroom fl oor.
P
OST

2013
SURFACES
Daltile president John Turner, Jr., presents a Attendees are encouraged to “Spin and Win” at
$10,000 scholarship to Lauren Henrie. An artist paints attendee requests at QEP. FCW’s booth for a chance to win $50.
Scott Carothers of Ceramic Tile Educational Feizy celebrated its 40th anniversary at the Mannington closes the show, as it does every
A giant red pump pointed the way to Quick-Step. Foundation presents advanced certifi cations. World Market Center. year, with “Show me the way to go home.”
Diablo Flooring: Determination makes it happen “Aft er 18 months, a friend who was work-
ing at another carpet store, decided to join us.
We used all our savings to open our second
Th ey chose Pleasanton, Calif. for their store great job leads, but some were,” he reported. location in Walnut Creek,” he said.
By Janet Herlihy
because it seemed a place of opportunity. Th e “At fi rst, I was by myself in the offi ce but DeOliveira soon learned two hard lessons
Established in 2008 in the San Francisco Bay Census Bureau ranked it as the wealthiest then Aurora quit her job and came into the — hiring friends is not always a good idea and
area, Diablo Flooring Inc. has succeeded middle-sized city in the U.S. in 2005 and 2007. business. It was just the two of us for another out-of-the-way locations aren’t good for retail.
against the odds — not only surviving, but “We rented a space on a busy street and were nine months and then we hired our fi rst When the Walnut Creek lease expired in 2010,
thriving and growing to three locations in able to get the name Diablo Flooring. Mount estimator,” he added. “We were using sub- DeOliveira found a better location and Roy
fi ve years. Brian and his wife Aurora DeO- Diablo is a local mountain peak and many contractors for installation. We still use subs Sanger, a fl ooring veteran, to manage the new
liveira brought a willingness to take risks and well-established businesses use the name,” for carpet, but now have four staff installers store. “Roy had been laid off during the reces-
work hard that, along with a healthy dose of DeOliveira explained. “Th ere was a Diablo for hardwood projects.” sion and eventually came to work for us. He’s
good luck, enabled them to build a successful Floors but that business wasn’t incorporated. Pleasanton is a small town and word of a key person and the Walnut Creek store has
business even as others closed their doors. By incorporating and opening a store, we were mouth worked well for Diablo. “A man came been successful ever since.”
Founder DeOliveira was about 15 years able to get the name. I also got a contractor’s in and asked for a carpet remnant, so I just He wasn’t looking for another store, but in
old when he started working at his stepfa- license and insurance,” he stressed. gave him one. A few months later, he asked late 2011, DeOliveira heard from a fl oor stor-
ther’s fl ooring store in San Leandro, Calif. When it came to furnishing his store and me to measure and install wool carpet in his eowner who was looking to sell his operation
on weekends and vacations. “I started with fi nding customers, DeOliveira got creative. house. Th en he came back again and had us in Danville, another affl uent Bay Area suburb.
cleaning carpet. Back then, I never would have He called industry reps he knew and asked install hardwood throughout,” DeOliveira “I declined his off er, but I saw opportunity,”
imagined I’d someday open my own business for product displays that were being pulled said. “I was handing out cards everywhere. he said. “Danville is a tight knit community
during one of the worst economical disasters from defunct fl ooring stores and many gave We used social media like Twitter and Face- with a lot of interior designers and only a few
in modern history,” DeOliveira recalled. him free samples and displays. He called old book because that was free.” Continued on page 17
In December 2007, DeOliveira’s stepfather accounts from the San Leandro
died and the store, which had been struggling, business and enough agreed to give
was closed. He said, “I lost my stepfather to the young entrepreneur a chance
cancer, lost my job and had a wife and two small for the fi rst Diablo fl ooring store to
children at home. I needed to make a decision. open in January 2008.
Do I go out to fi nd a job and hope someone “We also found opportunity in
hires me, or take everything that I learned from taking over the business (phone)
my stepfather and open a fl ooring store?” numbers of fl ooring stores that went
Th e DeOliveiras decided to take a leap of out of business. At one time, we had
faith and start their own store. “I did a lot of as many as 10 numbers being trans-
research and read about why small businesses ferred to our new number. Th e phone
oft en fail to avoid problems,” he said. was ringing. Not all the calls were The showroom in Diablo’s Danville store offers a wide variety in hardwood.
• FLOOR COVERING WEEKLY • WWW.FCW1.COM February 11, 2013
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5
From problems to profits (LVT). It diff ers from other multiple-use mold-
ings because its fl exibility allows it to act as a
variable-height T-molding in addition to tra-
2013 molding and trim guide ditional cover cap, end cap, stair nose, reducer
and T-molding applications. TotalTrim also
features two anchor legs instead of one.
Moldings and trims have long been a such as rolls of rubber moldings, which help to “Because TotalTrim is fl exible, you get more
step child to the main fl ooring sale. set it apart, according to Carrie Berger, national uses out of it and can thus further reduce more Custom Building’s Profi les and Transitions
Th e category has required retailers specifi cations manager Burke Flooring. SKUs from your inventory,” said Todd Hall, co-
to inventory a wide range of SKUs to match- “Our formula is more fl exible than com- owner and director of R&D at Oroville, Calif.- ucts. “Profi les and Transitions add polish and
up with purchased fl ooring and diff erent petitors so we can off er moldings in a roll,” based Cal-Flor. “Also, having two legs allows beauty to any project, while enhancing safety
installation needs. But suppliers are changing she said. “Th at allows you to get around cor- TotalTrim to perform better in more situations. and extending the life of the installation by
that by off ering fl exible 5-in-1 options and ners easier. Also, because it’s one piece there You can remove one for stair nose applications protecting the edges.”
exact match products, for example, to help are no seams.” but anchor both legs for better support between Profi les and Transitions are available in a
create a profi t center for dealers. Also from Burke is the Equalizer, which fl oors on each side of the transition.” variety of confi gurations and materials includ-
allows for easy installation transitions between TotalTrim has recently updated its exist- ing aluminum, stainless steel, brass and PVC.
Burke Industries fl oor surfaces of diff erent elevations. ing wood grain off ering with solid colors,
www.burkefl ooring.com according to Hall. Heartland Wood Products
Cal-Flor www.heartlandwoodproducts.com
www.cal-fl or.com Custom Building Products
www.custombuildingproducts.com
Based in Seal Beach, Calif., Custom has
launched Profiles and Transitions, a system
designed to protect the edges of ceramic
Burke’s Equalizer makes transitioning between
different fl oor heights easy. tile and natural stone between rooms and
other flooring.
Burke Industries, headquartered in San “Th ese new components are an essential, Heartland Wood Products provides an assort-
ment of custom offerings.
Jose, Calif., uses advanced domestic rubber Cal-Flor’s TotalTrim is a fl exible 5-in-1 LVT molding. functional and aesthetic enhancement to
manufacturing to off er a diverse range of stair professional, residential and commercial tile With headquarters in Bloomington, Minn.
systems, wall base, moldings and nosing. Th e Cal-Flor’s TotalTrim is a patented fl ex- and stone installations,” said Th omas Carroll, and a manufacturing/distribution center in
company can manufacture unique solutions, ible 5-in-1 PVC molding for luxury vinyl tile marketing manager, Custom Building Prod- Continued on page 14
Web metrics for meaningful results
traffi c report will show you how many clicks
come from their website to yours.”
some minor seasonality factors.” important to know when they “converted.” Th is Page Views Per Visit — Th e number of views
By Janet Herlihy
1. Local Targeted Visitors: Th is is the per- can be done within a shopping cart, form sub- your website pages are getting. Glennon
Essential web metrics are the key performance centage of your monthly website visitors that mission page, landing page. “A dealer can make explained, “A page view counts when a page
indicators that help retailers and manufactur- are from your selling area. Simonson noted, informed decisions about the eff ectiveness of its is loaded. Th e increase in online video means
ers determine if their websites are generating “Lots of traffi c outside of your selling area has website and of its marketing, advertising and fewer page views are counted, even though the
a return on their investment (ROI), according little or no value to your business.” Internet strategies,” Glennon said. same amount of content is being looked at; it’s
to John Simonson, president and owner of 2. Unique Visitors: Th is metric will allow not as good an indicator of website popular-
Webstream Dynamics, LLC. you to determine how many fi rst time pros- Bounce Rate — Th e percentage of visitors ity as it used to be. A good website will entice
Th e fi rst step is a website. Before you start pects have come to your site versus total visi- who enter a website and “bounce” (leave the prospects to dig deeper and view more pages.
tracking web metrics, “You need that awe- tors, added Glennon. site) instead of viewing any other pages. A poor site will convince them to leave.”
some website that is functional, informative, Simonson said, “Pages with over 50 percent
and engaging,” explained Bobby Glennon, Time on Site — Th e time a visitor spends on bounce rate means the majority of visitors left Total Monthly Page Views — Th e times
CEO with Floor Force. your site. “Time will increase when visitors your web page quickly. If it is a store location specifi c pages are viewed. Th ese are ranked
Once you think your site is ready, you get what they want — product or education,” details page, high bounce rate may be okay, by importance to your business, according
will want to look at a variety of indicators Flynn said. because they got what they came for — store to Simonson. Home page and store location
that will show whether it is indeed operating hours, map, address. But if it is your home page, pages should be very high. “Let’s say carpet is
eff ectively and how you might improve it. Repeat Visits — Glennon said, “Th e more re-think your SEO strategies and page content.” your biggest selling product group, then your
Google Analytics can put a code on a site visitors that return to your site, the better carpet page(s) should be getting very high page
that will then generate metric information, your website most likely is.” Mobile/Tablet Traffi c — “Th e number of visits views versus other product pages,” he said.
according to Jay Flynn, vice president of sales from mobile devices is increasing sharply.
and marketing, Creating Your Space. “Or Sales Leads — “A session on your site Th erefore it is essential that your website be a Top Keywords — Tells you the top keywords
the data can be built into a website to gather becomes a lead if the visitor gives you their mobile formatted site,” Flynn said. that someone types into a search bar that brings
information,” Flynn said. name, contact information and what they them to your website, Glennon explained.
are looking for,” Flynn said. “Th e visitor goes Traffi c Sources/Referring Sites — Supplies You can test this by going to Google and
Monthly Traffi c — Th e number of times your from anonymous to real.” you with the origin of your traffi c. “Th is is typing in what you think your targeted audi-
site is visited. Knowing how many times a visi- Simonson warned, “If you aren’t generating a strong signal indicator used for analyz- ence would use when conducting a search for
tor lands on your site is not enough, said Flynn. any sales leads then you better re-think your ing your website’s ‘link popularity’ versus your products and services: [cities you ser-
“You might have 200 sessions, or times some- web marketing strategies and your investment.” competitor’s websites, which Google uses to vice] + [product keywords]. Eighty percent of
one lands on your site, but if the average time help determine search engine ranking place- the clicks come from the fi rst page of the
spent is 22 seconds that is not good,” he said. Conversion Rate — Th e number of people ments,” Simonson said. “If you are doing search engine results, so if you aren’t there
Added Glennon, “Th is number (monthly who visit a website and take action beyond just Pay-Per-Click advertising with AT&T, Yel- you are losing potential sales leads, according
traffi c) should grow steadily and will have viewing the website, according to Glennon. It is lowPages, Google, etc. online, the referring to Simonson. FCW
February 11, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
2-11-13pages.indd 5 2/8/13 10:59 AM
6 Laminate
Laminate comes out swinging Mannington design in plain sight
Mannington went off in a unique direction
exhibiting its new Elmhurst, the latest addi-
tion to its best selling Restoration Collection.
multiple species and colors as if distressed by has carved out a niche, and territory, without “It’s very diffi cult and expensive to fi nd
By Raymond Pina
the sun, sea and wind in random widths and the roar of mainstream brands. elm in hardwood fl ooring,” said Dan Natkin,
[Las Vegas] Laminate suppliers have accel- with extensive but intelligently applied EIR. Its new 12mm Frontier collection features Mannington’s director of wood and laminate
erated the evolution of surface and structural “Th is design off ers multiple species of fi ve-inch wide antiquated rustic planks with fl ooring. “Dutch elm disease (DED) has
design in an eff ort to keep the category wood, all in a unique place in time. It may be French Bleed blackened bevels and is priced killed off the species but we found an antique
relevant amid mounting pressure from the raw, it may have remnants of paint, it may competitively at $1.50 to specialty retail. board that we emulate perfectly.”
growing luxury vinyl tile (LVT) segment. be touched by hand with random chatter. “We have our own trucks that pull contain- Also being shown in the American-made,
Designers are no longer content with We just love the random character — visu- ers from the Long Beach port 20 hours a day,” 12mm Restoration collection were new
emulating nature and are now looking to ally, texturally and with the random width,” said Eternity CEO Doran Gal. “We also train walnut, hickory and oak variations each with
improve upon it with deeper, more sophisti- said Sara Babinski, principal designer, Arm- our own people in China on quality control, their own unique gloss level and EIR.
cated texturing. In addition, laminate planks strong hardwood and laminate. sampling, labeling; our displays are made by “We don’t have the scale of a Krono or
are getting longer, wider and being off ered in us in China.” Eternity also featured new coor- Quick-Step so we live or die at the upper end
random variable sizes. Digital print is now Classen goes long with digital printing dinating laminate stair nosing with its displays. with our designs,” said Natkin.
a reality. And merchandise displays have Classen’s new Long Plank is seven feet
become more user friendly. long by 10 inches wide and, because of digital Formica Flooring leverages American made Mohawk makes multi-widths at home
printing, you won’t fi nd the same knot, nick Formica Flooring introduced its new Mohawk’s new Timberloft collection
Armstrong paves the way or cathedral no matter how vast the installa- Coastal Classics and Tradewinds collection emulates the growing multiple width hard-
Armstrong has historically been at the fore- tion. Th e collection is available in both 8mm with a simple premise: deliver American-made wood trend by off ering EIR laminate in
front of laminate innovation and design. In and 10mm formats. laminate with high styling, embossed-in-regis- three various widths — 4 7/8 inch, 6 1/8 inch,
2007, it paved the way for the high-gloss trend “Digital printing is a design play for us. It tration (EIR) and four-sided bevels to specialty and 7 1/2 inch — in a single box. Made in
that catapulted the category to new heights. allows infi nite patterns without repeat and retail for under $2 per square foot. Th omasville, N.C., the collection features
Late last year, it introduced multi-width lami- doesn’t increase cost,” said Derek Welbourn, “We have the same beautiful styling and micro-bevels, an AC4 commercial rating and
nate planks. Th is year, the company launched CEO of Canada-based inhaus, the North design sold to retail for $1.79. Laminate is all a lifetime residential and 5-year light com-
perhaps its most unique laminate collection to American division of Germany-based Classen.” we do and we’re passionate about it. And it’s mercial warranty.
date — Architectural Remnants. all made and inventoried here in the U.S.A.,” “Timberloft was a big hit at our conven-
Shown as a single prototype and due out in Eternity Flooring’s entrepreneurial spirit said Fred Giuggio, vice president of sales and tion and it’s creating a lot of excitement here
the spring, Architectural Remnants combines Pacoima, Calif.-based Eternity Flooring marketing, Formica Flooring. at Surfaces too,” said Jeff Madsen, laminate
product manager, Unilin. “Th e muliple widths
set it apart and adds another level of realism.”
Quick-Step “talks” to consumer
Demolition vs Renovation Quick-Step’s new Prestige Display utilizes
striking visual cues such as toppled wine glasses,
high heels and markers to educate consumers
on the durability of Quick-Step product.
“Women gloss over when they hear about
GGooiinngg ffrroomm hheerree......
AC ratings. Th ey want to know if the fl oor
can handle a Big Wheel careening around
the dining room table,” said Erinn Valencich,
Quick-Step’s celebrity design partner.
Th e display also contains bar codes that
can be scanned by smart phones leading the
consumers to a video where Valencich acts as
......ttoo TThheerree.. a personal design consultant.
Quick-Step also launched a simpli-
fied laminate repair kit, InstaMatch, that
reduces the number of required pigments
from 36 to three.
Shaw’s intros show diversity
Th e new 10mm Avenues collection fea-
SOLUTIONS TO SUBFLOOR CHALLENGES
tures popular 5-inch wide hand-sculpted
visuals with beveled edges in Natural Acacia,
Rich Acacia, Lime Oak and Warm Hickory.
Flooring renovation projects that turn into subfloor demolition projects are costly and time consuming.
Schönox has the products that can take your subfloors from rough and uneven to smooth, sound, and ready Meanwhile, the new Canterbury and
for flooring installation. Let’s talk soon about the Schönox solutions that can get you from here to there. Breton collections are being featured with
low-gloss fi nishes on 8mm planks. Canter-
bury portrays oil-rubbed white oak in fi ve
distinct fi nishes while Breton focus on urban-
HPS North America,Inc. ized hickories in three colors.
Toll Free: 855.391.2649
The Schönox Provider www.hpsubfl oors.com Shaw highlights that its laminates are
made in the U.S.A., composed of recycled
Schönox, a division of AkzoNobel, develops high performing, environmentally friendly products.
content and utilize the LocNPlace single-
action installation system. FCW
• FLOOR COVERING WEEKLY • WWW.FCW1.COM February 11, 2013
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7
NFA 2 Vendor event, this meeting showcases Tom Hadinger, Hadinger’s of Naples, Fla., president of fl ooring for Utah-based R.C.
the vendors who haven’t yet graduated to for his six years of service in the position. Wiley, received a standing ovation from
attending NFA conventions. Those spots “Th anks to Tom, it was a very smooth transi- the members. In true form, Pulsipher — a
Continued from page 1
are hard to get because of time. So this tion,” McSwain said. shrewd buyer — raised his hand and asked
dent is to bring the group closer together, meeting gives members a chance to see Vendor committee chairs reported that for a “three-peat” buying opportunity on the
“members to members and vendors to mem- these vendors one-on-one in a closed envi- the NFA produced strong increases in Armstrong wood program, which brought
bers,” he said. ronment. “It’s important to visit them all,” purchases with all key vendors. Many of another round of applause from members.
Koufi dakis said that at the membership Koufidakis said. the increases were in double digits, which Th e NFA also hosted ICC Floors from
meeting last fall, every member in the room Incoming treasurer, Jason McSwain, refl ects both on good business conditions Indianapolis as a prospective member.
was ahead of the prior year. Th at momentum McSwain Carpet and Floors, Cincinnati, as well as member support for key vendors, Th e group convenes April 3 to 7 for its
continues, according to reports given at this reported that the group was in good fi nancial Koufi dakis said. annual spring meeting in Beaver Creek,
meeting. Furthermore, he believes that it will shape with a positive balance sheet year over Th e NFA welcomed a special guest at Colo . Th e fall event is planned for Septem-
continue through 2013. “Th is year will be a year. He also thanked outgoing treasurer, the meeting. Steve Pulsipher, former vice ber in Boston. FCW
big year for us.”
For his own company, Baker Bros. in
Phoenix, business is as good as it’s been over
the past four years, Koufi dakis said. “Last year
was up substantially. We were down in May,
but up in double digits by year’s end,” he said.
“From September 1 on, it was awesome.”
Other members also feel good about
business and good about the position of the
NFA. Sam Roberts, president, Roberts Car-
pets and Fine Floors, Houston, and a past
NFA president, told FCW that his business
was up 13 percent last year versus the year
before. “But that’s coming off bad numbers,”
he said. “If I can show a 10 percent increase
for 2013 over 2012, I’ll feel good about the
fl oor covering business.”
Roberts relishes his membership in the
NFA. “Th is is not only the single best group,
but it’s the best entity in this industry, period,”
he said. And the group has naturally evolved
from its early days, taking on more active
buying and programming for the members.
“Twenty years ago, we were a bunch of fi ercely
independent dealers. We are still fi ercely inde-
pendent, but we are better at communicating,”
and collectively taking advantage of opportu-
nities, Roberts said.
Jeff Macco, CEO, Maccos’ Floorcovering,
Madison, Wis., recently added a store in
Naples, Fla., and is up to nine total stores.
“We had a good year,” Macco said. “Sales
were up double digits and expenses stayed
the same. Th at made a dramatic increase in
the bottom line.” Overall, Macco, who also
has served as NFA president, said the NFA
members are optimistic about what’s going
on. “Th ere are still some pockets that are
slow around the country, but the group as a
whole is as strong as it’s ever been.”
“Joining this group is the best move I ever
made,” said George Coles, principal, Coles
of San Diego. “It’s such a strong group. I
think we don’t realize sometimes how pow-
erful we really are. But it’s also nice to hear
that the mills enjoy working with us.” Coles
just opened its eighth store, a 3,500-square-
foot boutique in Jerome’s Furniture, a
100,000-square-foot store in the Chula
Vista, Calif., area.
Other meeting news
Koufidakis called the meeting to order
with the request that all the members visit
the vendors. Internally known as the Tier
February 11, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
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8 Resilient
Breaking from the growing crowd
[Las Vegas] Leading luxury vinyl tile (LVT) crowded market, LVT manufacturers exhib- “It’s a great high-end long plank visual that
suppliers have taken dramatic action to dis- ited larger format planks and tiles at Surfaces is more realistic than anything else out there,”
tinguish their products from the increasing 2013. Th e largest of which was FreeFit’s 36 X said Bart Rich, senior marketing manager, IVC
number of companies seeking a foothold in 36 loose lay Massimo prototype tile. US. “We didn’t want to just enter the LVT cat-
the double-digit growth category. Products “We wanted to show that we have this egory. We wanted to redefi ne it.”
are getting larger, installing easier and incor- unique capability,” said Keith Pocock, COO, Other suppliers focused on matching popu-
porating diff erentiators like grout. FreeFit. “It matches the large marble and stone lar real ceramic and stone sizes such as 12 X 12,
formats you’ll fi nd in upscale projects. Th at’s 12 X 24 and 16 X 16. For example, Armstrong’s Surfaces attendees were drawn
to EarthWerks loose lay Aurora.
Size matters one of the things we wanted to feel out while Alterna Reserve was exhibited in 8 X 8, 8 X 16
In an eff ort to standout in an increasingly here amongst the industry.” and 12 X 24 coordinating formats. Mannington
Congoleum also introduced Structure, highlighted that its 12 X 12, 12 X 24 and 16 X 16 ers such as EarthWerks, Metrofl or, Karndean
a new larger format 18 X 36 rectangular tile Adura line can be installed with glue or with its Design Flooring and Raskin Industries are all
while Karndean Design Flooring showed LockSolid click installation system. marketing their own loose lay technology.
off the latest addition to its Opus collection: “Consumers are going to larger scale For Metrofl or, the 2013 launch of iNTACT
coordinating 6 X 36 planks and 18 X 36 tiles in formats because they make the room look loose lay LVT rounds out an off ering that
rustic metallic designs. bigger but it’s crucial to focus on the direc- already included products with grip-strip, click
“We launched the new Opus SKUs tion real porcelain and ceramic are going,” and glue down installation options. Available
with the intention that they’d be installed said Ed Duncan, senior vice president of in 6 X 48 planks and 12 X 24 tiles, iNTACT
together,” said Michael Lang, senior market- residential business, Mannington. features a patented WaveTrac backer.
ing manager, Karndean Design Flooring. “By “Loose lay LVT represented the last leg of
coming out with both 6 X 36 and larger 18 X Loose lay here to stay the installation stool for us. We believe we
36 in the same design, we’re trying to provide When FreeFit introduced loose lay LVT at now have the broadest off ering out there,”
customization options within the line itself.” Surfaces 2010, it was greeted as a novel idea said Russell Rogg, CEO, Metrofl or. “When
IVC US, known as a leader in fi berglass- but with some skepticism. Today, the concept you lay iNTACT down it remains intact. It’s
backed sheet vinyl, distinguished itself upon of vinyl tiles and planks adhering themselves not going to slide.”
FreeFit’s Keith Pocock shows off the
massive 36 X 36 Massimo loose lay tile. entering the LVT market with its massive to subfl oors with nothing but their weight and Aft er successfully selling loose-lay LVT in
5-foot long, 9 1/2-inch wide Moduleo. self-grip backers has caught on. Several suppli- Continued on page 10
WE Cork’s Serenity creates
installation opportunities
[Exeter, N.H.] WE Cork’s new Serenity and even marble using digital printing while
cork/HDF hybrid is creating opportunities maintaining all the benefi ts of cork,” said Ann
for installations that require popular wood Wicander, president, WE Cork. “Cork was the
and stone visuals but the sound dampen- original resilient fl oor because it off ers a lot
ing, comfort and insulation benefi ts of cork, of benefi cial properties. Th ere are more than
888w-GwwA.gTaOragReg-a0to8r.com according to Jeff Garber, vice 200 million air cells per cubic
president and general man- inch in cork. Th at makes the
ager of Ohio Valley Flooring. product light, but also quiet
“Serenity really hits a need and comfortable.”
for us,” he said. “People like WE Cork also introduced
their existing wood fl oors but Silently-LVT, a specially
they don’t want to deal with designed 2mm cork and
the sound of neighbors and rubber underlayment for use
their TVs and toilets. Cork with luxury vinyl tile (LVT),
has always tested the best for linoleum and marmoleum
sound but traditionally no one composition tiles (MCT).
liked the visual. Now Serenity While initially created
gives us all the attributes of for its thermal and sound-
cork while providing the visu- dampening qualities, the
als consumers really want.” WE Cork’s Serenity printed cork natural weight of Silently-
Composed of a Unilin- LVT’s rubber components
locking high density fi berboard (HDF) sand- allow it to be fl oated or adhered to the
wiched between a cork underlayment and subfl oor. Likewise, products being installed
cork surface, Serenity off ers the latest in wood, above Silently-LVT can be fl oated or adhered
stone and slate visuals using advanced digital to the underlayment.
print technology. Th e 11mm, 12 X 48 col- “Silently-LVT goes right over irregularities
lection was launched at Surfaces in 16 SKUs in the subfl oor making installations faster,” said
but can be customized to meet personal or Wicander. “Th e weight of the rubber keeps it
regional preferences. down without glue so it can also be easily
“We’re able to deliver realistic woods, slates removed.” FCW
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