Vol. 62 No. 8 A Hearst Business Publication April 22, 2013 $4 NWFA experiences double digit growth 18
Creative Flooring Solutions Canada’s retail brand powerhouse
By Janet Herlihy ended up acquiring the business. Hallmark Carpet One has moved to a new Brook eld predicted. “But, will stay in Atlantic Creative Flooring Solutions is now the location, which, at 10,000 square feet, is the Canada. We’ll continue to improve and ne- In less than ten years, Creative Flooring parent company of a trio of businesses that largest of any of Creative’s showrooms. tune our businesses.” Solutions has grown into one of, if not the dominate the Halifax/Dartmouth area of Nova “It is located at the Atrium, a 200,000 largest, privately owned ooring company Scotia. Taylor Flooring, Wacky’s Floor Design square foot mall made up of furniture stores. First, there was Wacky’s in Canada, according to Scott Brook eld, Centre and Hallmark Carpet One Floor & Hallmark is the only ooring store. We In 2007, Creative purchased Wacky Wheat- chairman and CEO of the diverse, on-the- Home were independent operations until each designed it to have more space so it is not ley’s operation from partners Mike Wheatley move operation. was acquired by Creative Flooring Solutions, crowded and has a very modern look. Hall- and Larry Gumbley. “Wacky’s started in 1980 in Brook eld was a venture capitalist/ resulting in a diversi ed ooring powerhouse. mark will be our major residential renovation Bedford, Nova Scotia, as a large discount retailer chartered accountant with a background in In 2013, Creative Flooring Solutions brand, while Wacky’s and Taylor are more Continued on page 21 construction and insurance when Wacky acquired a fourth company in Halifax — builder focused,” Brook eld said. Wheatley’s asked him to help nd a buyer. RCCL (Ralph Connor Company Limited), Watch for Creative to continue to grow. “We Canadian market focus He liked the business so much, Brook eld an all commercial ooring business — and will do more expansion outside Nova Scotia,” Coverage continues on pages 16 & 19 NFA looks to future Courts sends ITC China dumping opportunities, branding determination for further review
By Kimberly Gavin “Business is getting By Amy Joyce Rush better,” Sam Roberts, owner, [B , C] Roberts Carpet and Fine e Department of Commerce (DOC) case e National Floorcover- Floors, told FCW, during the regarding the dumping and countervailing ing Alliance (NFA) — 42 vendor round-robin, where of imported engineered hardwood ooring of North America’s largest members visit each of the from China was remanded to reconsider its dealers — met here April group’s core vendors in one ndings by the International Trade Com- To be clear, the court is only reviewing 4 – 7 for the group’s spring NFM’s Dave Snedekar meets with day. Roberts’ business is up mission (ITC) on March 20, 2013. e the record that exists and is limited to the meeting — an opportunity Congoleum at NFA. approximately 17 percent Commission must le the remand results speci c issues that the Court of Interna- to discuss challenges facing versus a year ago, but margins with the court on or before Sept. 30, 2013. tional Trade has directed the ITC to review, members such as tight margins and big box remain tight. “I’m hoping as business continues e petition was initially led with the according to Je Levin, counsel for CAHP. competition as well as to propose new pro- to improve things will A, get better for specialty ITC and DOC November 10, 2010 by the “ e commission conducts a ‘mini inves- grams like an NFA brand and a group e ort to stores, and B, see margins improve,” he said. Coalition for American Hardwood Parity tigation.’ It’s a much di erent animal than solve issues like an aging sales force. e rst quarter was quiet in Montana, (CAHP), a group of American manufac- what went on rst go around in fall 2011. e Business conditions overall have improved according to Jon Pierce, general manager, turers including industry leaders Shaw/ ITC can’t just start over again. It is limited since last year. Most dealers are reporting busi- Pierce Flooring. “ en when the snow went Anderson and Mannington claiming mate- to the re-examination of the speci c issues ness up anywhere from single to double digits. away, something happened. We’ve had a nice rial injury by reason of below market value the court remanded on,” said Levin. “One is Margins remain tight, even for these dealers — uptick in retail, in builder business, property multilayered wood ooring products being whether the ITC correctly identi ed all U.S. most report at margins. A few said they are up management business and contract,” he said, sold on U.S. soil. e case also claimed that manufacturers of multilayered wood ooring a little due to concerted e orts. Continued on page 7 the products were being subsidized by e and one is whether or not the Commission People’s Republic of China. correctly and comprehensively evaluated e hard-fought battle went to Washing- other economic factors that may have con- ton in October of 2011 for a nal hearing tributed to the injury aside from cheaply sold and in November, a nal a rmative deter- products. ey can’t collect new evidence.” mination was made. Also in October 2011, Levin further clari ed that the ITC can’t the DOC determined separate rates, which collect new evidence unless it nds that it applied to the majority of Chinese imported did not correctly identify all of the relevant engineered hardwood, of 3.31 percent for producers. In that case, he said, the ITC
Periodical antidumping and 1.51 for countervailing. e would ask for the missing companies’ oper- rates, which are currently being appealed by ational and nancial data. “I do not see that both sides, are also subject to annual reviews. Continued on page 18 For breaking news updated each business day, visit us online at www.fcw1.com
fcw42213-pages.indd 1 4/17/13 4:15 PM Untitled-2 2 4/12/13 10:52 AM Untitled-2 3 4/12/13 10:52 AM 4 News Acquisitions, new programs position J.J. Haines for future
By Mallory Cruise Haines is also enthusiastic that economic sales, marketing and cus- indicators are pointing to recovery. “ e tomer service. [A , V .] Acquisitions that expand forecast is bullish for the rst time in six Je Shipe, president of the company’s regional reach and market years. I believe we are in the second inning At Your Door Floor Store, depth, new lines added to its robust product of the early stages of a multi-year recovery in Derwood, Md., said he assortment and an all new private label pro- the housing sector,” added Zwicker. bene ts from the advanced The Haines executive team: John Coakley, Scott Roy, Bruce gram and web service were some of the key technology Haines pro- Zwicker, Rosana Chaidez and Fred Reitz initiatives that shaped J.J. Haines’ annual New initiatives vides. “Haines helps its Loyalty Club Summit held here April 8-9. Haines introduced a web-based bene t for members grow business because it likes to stay delivering the latest products, colors and styles Technology was another important focus. its customers called Web Service Lead Gen- ahead of advancements in technology. is new across all categories,” said Roy. rough its acquisitions and smart busi- eration. Using zip codes and consumer loca- portal is also a great way to gain product knowl- J.J. Haines also named its Retailer of the ness plans, Haines continues to grow, allow- tions, it can help drive tra c to a member’s edge, and to reach the consumer and generate Year during its annual summit meeting. Gary ing the company to expand during this initial website using the Haines Loyalty Club portal sales,” said Shipe. Hurst, president, and Elmer Stoltzfus, prin- stage of economic recovery. e acquisition site. e company also enhanced its Haines Ranked No. 1 on FCW’s Top 25 Distribu- cipal, of Heritage Floor in Ronks, Pa., took of Allied happened in January 2013 and the Connect customer portal by expanding the tor List, Haines continues to be the leader the top honors this year. A young company, company said it has more work to do. tools it o ers. Using the portal, members can because of its product assortment, according Heritage Floors opened in 2010 during a down “With Allied Products we now have a le claims, issue credit for mistakes and pay to Haines’ Roy. e company has an entirely economy and accredits the company’s success supplies division; we will treat sundries and bills online. e revamped portal also includes new private label collection in ceramic, hard- to its corporate culture and business strategies. supplies as separate but complementary busi- information on new product launches. wood and carpet called Chesapeake that the “We’re the strongest in residential remodel- nesses, and we will continue to look to make “We are driving a big technology charge company will continue to expand upon. ing, and our installation sets us apart.We’re not more acquisitions in the mid-Atlantic and with all customers including our Loyalty Club “It’s about having the right product at the afraid to go the extra mile ,” o ered Stotlzfus. southeast regions. Haines is strong nan- members. One of the newest bene ts to the right time. Hardwood is currently experiencing Hurst added, “We take the extra steps to cially. We are carrying more inventory and Loyalty Club program is a designated web a big supply shortage but we are working hard ensure our success. We have a designer on can support the need for credit,” said Bruce portal and SEO to drive tra c to a customer’s to have product available when needed. As we sta and a customer-friendly showroom, and Zwicker, president and CEO. store,” explained Scott Roy, vice president of continue to grow, we need to ensure that we are treat everyone with respect.” FCW InterfaceSERVICES build- China focuses on innovation, sustainability ing earns LEED-CI Gold [Acworth, Ga.] An InterfaceSERVICES facility Flooring has integrated radiating heating By Raymond Pina quality is noticeably improving and we’re here recently earned LEED-CI Gold Certifica- developing national standards that are in line systems into their high-end wood oors. tion. InterfaceSERVICES is the installation and [S ] China’s ooring industry is tran- with international standards.” “To create a product like this, you need to maintenance business unit of Interface Inc. sitioning from a low-cost supply model to one Wood ooring has been a focal point fol- know about ooring, structural engineering The interior includes 6,636 square feet of innovation, higher quality and sustainability, lowing the International Trade Commission’s and electrical engineering. You didn’t see of offices plus a 26,977 square foot ware- according to industry leaders at DomotexAsia/ a rmative determination that imported oors like this in China, or anywhere else, house operation. Randall-Paulson was the ChinaFloor (DACF), held here March 26-28. engineered wood from China was being even a year ago,” said Crystal Chen, interna- architectural firm of record for the corporate “We have great prospects for our oor- brought into the U.S. at below market value tional sales manager, Prado. campus, with Morrison-Hershfield consulting ing industry but we know there’s no future and subsidized by the Chinese government. on and overseeing the sustainability aspects for Interface. InterfaceSERVICES took occu- success in continuing to pursue a low-cost “We shifted from commodity engi- Transforming LVT pancy in May 2011. supply model,” said Sun Jian, director of neered wood to high-end products that are Chinese suppliers of luxury vinyl tile “Interface founder Ray Anderson was an China’s timber industry management and intricately cut by hand, where every piece (LVT) are exploring alternative chemistry early proponent of LEED, and among the state forestry administration. “Like the rest is distressed to look like it’s 100 years old,” to replace PVC with natural ingredients like thought leaders who guided USGBC in the of China’s society, our ooring industry is said Sidney Shaw, owner of Shenzhen, corn, clay, wood our and Green Tea. ey’re development of this sustainability stan- moving towards developing better use of our China-based Eton Flooring. “Instead of also leading the charge in the production of dard,” said Pieter van der Toorn, president of raw materials as well as sustainable practices using Chinese labor to make the cheapest mechanically locking, grip-strip, loose-lay InterfaceSERVICES. “So, we were compelled and products. We’re pushing innovation.” floor possible, we’re now using it to create and groutable LVT formats. to ensure that the design of this facility would honor his memory, his legacy and his Last year, leading Chinese ooring suppli- unique product that only a handful of sup- “ e LVT market that everyone knows vision for leaving the world better than we ers began working in earnest with domestic pliers are capable of making.” today, the one that is exploding with sales — found it.” FCW universities and international partners to A number of Chinese wood suppliers have that is being made in China,” said Sid Lee, develop new technologies that would make also begun incorporating jade and other general manager of Shanghai-based Jinka, oors quieter, easier to install, safer and more precious translucent stone inlays into their China’s leading OEM LVT supplier. sustainable, according to Kelin Ye, vice chair- products to appeal to a uent consumers. Jinka introduced Post Tile, a next genera- man of the China National Forest Products “We source legally-documented wood tion loose-lay LVT featuring a pre-adhered Industry Association (CNFPIA). from Indonesia, jade from the Middle East backer at this year’s DACF. e patented “Our industry is now seeing an outstand- and use the latest machining equipment from technology combines the reliability of glued- ing level of collaborative research, particu- Germany. We do export to the U.S., but most down planks and tiles with the ease of loose- larly with leading brands in America, Canada of our product is now geared towards the high- lay installation techniques, said Lee. and Europe,” he said. “We’re seeing Chinese end market here in China,” said Echo Liu, sales “You can pick Post Tile up and put it back manufacturers pursuing patents and other manager of China-based Steinbache Flooring. down a million times and it will work the same,” InterfaceSERVICES facility earns LEED-CI Gold. intellectual property for the rst time. e Similarly, Zhongshan City-based Prado he said. FCW
• FLOOR COVERING WEEKLY • WWW.FCW1.COM April 22, 2013
fcw42213-pages.indd 4 4/17/13 4:50 PM Credit Series 5 Private label credit brings market advantage
in the ooring business. “Businesses think dealers. “Convention is our big face-to-face of their marketing channels. “A consumer By Amy Joyce Rush about private label nancing as an additive push but we do something every other month needs to be able to see signage, door decals Private label store credit programs are noth- cost of doing business,” noted Zoellner. “In or so — outreach programs and campaigns to and tent cards upon entering the store.” ing new. Just about every major department these cases, retailers are forgetting that they sign up additional dealers plus every deal we An economic recovery makes credit pro- store provides them and most specialty are already paying MasterCard or Visa to pro- run, whether it’s a spi of some kind or con- grams more desirable. “Banks are telling us retailers in other categories promote them cess that card. If a customer uses their store sumer advertising, we tie it to it,” said Zoellner. people will begin using credit cards again — bringing a level of store brand loyalty, ease of card, then there is no MasterCard/Visa cost.” Wiley added that for nancing programs at a more responsible level than before. As purchase for the consumer and the opportu- Both manufacturers keep credit programs to be successful, retailers need to make retail sales go up, usage rates are going up,” nity to upgrade the customer. ese opportu- at the forefront of conversations with aligned customers aware of the options through all o ered Zoellner. FCW nities hold true for ooring retailers as well. “A solid consumer credit program is vital simply,” said Kay Wiley, Shaw Flooring Net- work bene ts coordinator. “When advertised e ectively, a nancing o er can encourage consumers to shop your store.” Both Shaw and Mohawk o er their aligned GE Capital dealers programs from GE Capital. “It’s a win for the customer and a win for the retailer because if they are smart about it, they can up sell you a better product,” said Mike Zoellner, WE’RE NOT JUST BANKERS, vice president, marketing services at Mohawk. While the consumer gains additional purchase power, dealers are able to o er WE’RE BUILDERS. exible payment options as well as value and convenience, according to Shaw’s Wiley. At GE Capital, we’re not just bankers, we’re builders. Not only do we provide homeowners with financing “Customers tell us they appreciate the abil- options, we bring you real expertise. For example, Brian Copps, Relationship Manager for the Shaw Financial ity to purchase the ooring they need and Solutions Program at GE Capital, brings nearly two decades of retail sales and financial management experience to help flooring retailers drive sales, grow profits and take back market share. Jon Pierce of Pierce want and spread the purchase into a ordable Flooring values partnering with GE Capital to sell higher end products at affordable payment plans that led to monthly payments without having to tie up their double digit annual growth. other lines of credit or use savings,” she said Store credit programs, in fact, help specialty At GE, you can be sure that Brian and others like him are dedicated to the flooring industry and ready to help dealers compete, said Mohawk’s Zoellner. build your business. Stop just banking. Start building.” “ e independent business can o er extended nancing at competitive rates that are usually only available from large chains and home gogecapital.com centers. ese rates level the playing eld by allowing dealers to advertise and promote at the same level as the larger home centers.” Both Shaw and Mohawk have negotiated special terms for their aligned dealer net- works and there are real nancial bene ts,
they reported, to utilizing these programs. Jon Pierce Explained Zoellner, “We have negotiated Owner, special low rates for MasterCard/Visa pro- Pierce Flooring cessing with Chase Paymentech,” explained Brian Copps Zoellner. “Most retailers just pay Master- Relationship Manager, GE Capital Card/Visa processing through their local bank and consider it an operating expense. If we can save a retailer 1 percent, that goes straight to their bottom line as pro t. All of these bene ts include supporting in-store merchandising and POS like signage, special o ers coordinated with Mohawk sales and kiosks through our partner Versatile. “ e partnership with GE Capital and Chase goes well beyond discount and approval rates,” continued Zoellner. “Retail- ers and cardholders have access to a plethora of online information. Between GE and Mohawk University’s training program, Credit is extended by GE Capital Retail Bank there are many opportunities for dealers to © 2013 General Electric Company. All Rights Reserved. learn how to sell with credit and successfully advertise their current incentives.” Yet o en, these programs are underutilized
FCNEWS Peirce Flooring 7.735x9.125 0912.indd 1 3/4/13 12:45 PM April 22, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
fcw42213-pages.indd 5 4/17/13 11:29 AM 6 Software Mobile programs offer business advantages
By Janet Herlihy stated. “ ey can immediately get informa- consumer, take a tion, make notes, look up products on the deposit by swiping As the economic recovery brings some relief oor, generate a price, check samples out and a credit card and to the ooring industry, most dealers and when they’re through, click a button to create place the order,” he contractors are still doing more with less. a le with all the customer’s information and reported. InHome- Smart phones and tablets are enabling oor- the quote to keep for follow up,” he explained. Solution will com- Dancik focuses on mobile apps for tablets. ing professionals to serve customers faster People want to use mobile devices to pute sales tax and from the showroom or any location with cell retrieve information and to update informa- at the click of a button, the order will be sent Décor24 provides 24-hour online shopping phone service or a WiFi signal. tion. RFMS is working on two mobile apps to to the home o ce. It is being pilot tested and capabilities for customers, including product So ware companies have been quick do just that, according to Wheat. Expected to will also be available in June. search and the ability to place orders online. “It to develop programs that are designed to be available in June, the InstallerProMobile Dancik International, Cary, N.C., predicts allows the customer to check pricing and avail- answer the needs of ooring app will allow installers to log that the mobile future will center on tablets ability,” Grady added. “And then they can view retailers and commercial con- in from their mobile device and for accessing information, according to Greg a detailed status of all open orders.” tractors. is is a look at some of document the number of hours Grady, Dancik director of sales. Dancik is DancikRADAR is a way for executives and what is available today. on a job. Wheat noted, “ e focusing on programs for tablets to help its sales sta to access KPI (key performance To serve the ever-increasing installer can view schedules, clients get the job done wherever they are. indicators) while on the go, according to number of clients with smart addresses and work order details. SelectionSheetManager allows the retailer Grady. It is compatible with leading mobile phones and mobile devices, We initially wanted to give the to work with a customer (consumer, home devices. “You can instantly analyze the prof- RFMS has built SalesProMobile, dealer a productivity system but it builder) and create an open-ended quote and itability of your products, customers, sales- said Terry Wheat, of Wheat’s will also allow them to meet state leave it open so the interaction can be tracked. people and locations,” he said. Carpet One Floor & Home, wage tracking requirements.” “ e customer can access the project via the Paci c Solutions made the decision to focus Tuscaloosa, Ala., and president Terry Wheat, RFMS InHomeSolution will put the website whether it’s a kitchen remodel, or a new its programs on Apple-based systems in the of RFMS. It is a Cloud-based dealers’ RFMS data in the palms oor,” Grady explained. 1990s. Considering the popularity of iPhones data storage program that can run on any of their hands, Wheat said. “It will run on any e program enables the RSA to create, and iPads, that was a wise decision, according mobile device that is connected back to the mobile device and allow the user to create a print, store and analyze customer selections to Don Kilbourne, vice president for the San company’s server using web services. diagram of a home, associate a product from a and includes a personalized appointment cal- Diego, Calif.-based so ware provider. “It makes the salesperson mobile,” Wheat core data base for the layout, get a price for the endar and pop-up reminders. FloorManager, developed for residen- tial retailers, and JobRunner, designed for commercial ooring contractors, are both “native and optimized for iPad and iPhone use,” said Kilbourne. FloorManager allows the dealer or RSA to create and/or change orders, check job prog- ress, material status, product costs and access his/her entire management system anywhere there is cell phone or WiFi service. JobRunner features dual-path accounting and project management for the most com- plex commercial and high-end residential projects all within one system. It allows the contractor to manage business details with a portable showroom touchscreen, make job site quotes, change orders and take signa- tures, Kilbourne explained. FloorRight is estimating so ware to link with SiteDraw mobile so ware, which creates a CAD le of the building to be measured and is especially accurate charting irregular spaces. SiteDraw’s measurements electroni- cally ow into FloorRight estimating so ware for material layout and optimization. Floor- Right information then links to FloorMan- ager or JobRunner to streamline sales, opera- tions and accounting. FCW
Pacifi c Solutions’ JobRunner program features commercial project management.
• FLOOR COVERING WEEKLY • WWW.FCW1.COM April 22, 2013
fcw42213-pages.indd 6 4/17/13 1:11 PM Software 7
FCW GUEST COLUMNIST step ahead of their competitors. ese new Internet-driven technologies are Web Services developed by members of the Technology’s new frontier will work for you Floor Covering Business to Business Associa- tion, and are being implemented throughout By Pam Bowe, ment/new family, aging in place, the desire to or other hand-held device. Using the Inter- the ooring supply chain. Mills, manufactur- Executive director, Floor Covering put your home on the market and realizing net, you are connected to your supplier and ers, suppliers, distributors, multi-channel Business to Business Association you are competing with newer properties. It is receive an instant status of availability. Enter networks, so ware developers and leading a pent up desire for change. Competition has the amount of material, select the shade, select retailers are now using this technology. cientists predict that by mid-century heated up for each and every client dollar. New the FOB point, place on hold, con rm pricing Web Services include real time services that we will all be living in a world made furniture styles are modeled by celebrities on and place the order. at is the experience fcb2b-compliant suppliers o er to their cus- possible by technology — mixing tra- TV, design magazines are lled with gorgeous technology can bring to your customer and tomers. At rst, basic inquiries are supported Sditional reality with virtually enhanced new fabrics, nishes, lighting, kitchens and more. that is the e ciency technology can add to and soon, transactions like holds, orders and frontiers. Virtual reality has been in existence Oh and then there is the Internet. your sales sta , and that is the ROI technology item catalog downloads will be accomplished since the late 90s and the Internet is barely out Today’s customer is under attack — a slick, can contribute to your bottom line. in real time. Today we can communicate of infancy having been born in the early 90s. sexy, strategic and targeted attack designed to Facebook, Twitter, Pinterest — social media through computers, cell phones, tablets and From mobile applications to the most inno- bring more than a mere object into the home. is a powerful tool and at the heart of that technol- other devices using the Internet. Soon we will vative operational and inventory management Today’s customer expects an experience. Is your ogy is the smart device. Imagine Carmen Electra be able to access and use the Internet through products, there are e ective ways for retailers to store giving them an experience? You should be, tweeting her ooring experience. Technology is contact lenses or glasses. Be ready! use new technology as a key strategic resource and technology will enable you to do that. no longer an a erthought but a driving factor ______to build stronger brands, extend store reach and Imagine you are showing the latest tile in our culture woven through the daily fabric of Pamela Bowe MBA is recognized as an better understand customer demographics. product to Carmen Electra in your showroom. our lives and now poised to impact our business. authority on Emerging Technology. She com- Today, the purchase of ooring is driven Carmen is planning an event in the near future In today’s sophisticated multichannel bines real world experience in the ooring by multiple desires. ere is a desire to replace and needs her ooring project completed retail environment, the question is no longer industry with a thorough understanding of long worn surfaces in the family home and before then. It’s best we nd product readily if new technology is necessary to create and technology. Bowe serves as executive direc- upgrade to materials more in tune with our available. You scan her selections from the maintain consumer relationships but how far tor of fcB2B, the Floor Covering Business to environment — empty nest transitions, retire- showroom oor into your smart phone, tablet technology can propel brands that stay one Business Association, www.fcb2b.org
Business is up double digits in 2013 for sales people. More than one NFA member was nearly unanimous and he proposed the NFA Nebraska Furniture Mart as well, reported focused on the fact that the sales sta is aging, group put some resources toward looking at Continued from page 1 Dave Snedekar, director of ooring. Margins and that replacing them is becoming increas- what might be done as a group to nd solutions. are up slightly over the past six months. Sne- ingly di cult. “Personnel is my biggest chal- attributing better business conditions in the dekar said his biggest challenge remains the lenge,” said Ian Newton with Flooring 101 Marketing ahead region to the oil and gas boom in Western perception by consumers that big box stores based in Oxnard, Calif. “ ere is not a big Over the years, the NFA has developed North Dakota, which has hit Billings, Mon- have the lowest prices. Nebraska’s marketing pool of quali ed people to draw from.” New- group buys that bene t the membership and tana “like a tsunami.” Pierce added, “It’s been department has started an advertising cam- ton’s conclusion? “One solution is technol- provide signi cant volume for partner mills. a grueling four or ve years. We do see light paign to show that’s not so, he said. ogy. It’s the key to training new sales people.” e rst major e ort was a very successful and we are geared up.” Many dealers report that the private sale Jerry Jones, owner, Cassity Jones Inc., roll buy from Shaw Industries. Next came a NFA convention format includes a Two- is alive and well. Jim Mudd, president, Sam Longview, Texas, said his employee challenge coordinated e ort with Armstrong. ose Minute-Drill when members share best Kinnaird’s Flooring, Louisville, Ky., said, is exacerbated by his location in an oil and programs continue to evolve as the group practice or some operational information. “ ey give us big dollars and pro ts.” gas community. e boom in that industry is works on advantageous buys with a variety of But this year NFA president, Phil Kou dakis, Je Macco, president Macco’s Flooring in attracting employees who might otherwise be product categories and vendors. also president of Phoenix-based Baker Broth- Wis., and Fla., concurred. “We have phenom- sales sta . “No younger people want to come A group brand may be next, according to ers, asked each member to cover how much enal success every time we run one.” Macco into sales,” he said. Jim Winn, president, Kou dakis. “It just makes sense,” he said. business was up or down, how margins were said his business is up in the 20 percent range Carpet Distributors, and Roberts said speci - e exact name is under consideration holding up, best promotion of the last six for the past six months. cally that their sales teams are aging and are pending approval by the membership, but months, and biggest challenge. One of the biggest challenges mentioned hard to replace. the group voted unanimously to proceed Darren Braunstein, vice president for around the room is the hiring of competent Kou dakis said that the sales personnel issue with the concept. FCW Worldwide Wholesale, based in Edison, N.J., reported that business slowed following last fall’s Category 4 Hurricane. But, since Decem- ber, business has been up double digits. “It’s the bene t of pent-up demand,” he said. Margins for the store remain “consistent” though Branstein reported they have been trying to get margins up. “ e challenge is that customers are shopping more. ey have more time,” he noted. One of the tricks in World- wide’s box — as with many NFA members — is private labeling. Braunstein said they have done so with carpet for many years. Now they are moving in that direction for hard surface. Although the consumer is back in the market, she has changed her buying habits, said the group. “Lack of loyalty is compounded by technology at her ngertips,” Pierce said. “She’s more savvy and value conscious.”
April 22, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
fcw42213-pages.indd 7 4/17/13 4:13 PM 8 The Essentials of Stone Marketing your new stone business
So you’ve decided to add natural stone to your product mix. media pro les, to displaying installed stone. Are there other digital tactics retailers can use? But how do you let the world know about your new category is goes beyond providing product samples, Williams: Use online tools and forums to expansion? FCW sat down to get some marketing tactics slabs and swatches — as the goal is to “out- help make your store — and speci cally, your from Irene Williams, a digital marketing and PR expert with show” your competitors, including big box stone collections — ndable through Inter- more than 20 years experience. Her firm, Msg2Mkt, helps retailers. e best approach for “show-and- net searches. You must create content that companies grow their brands in the digital marketplace. sell” is to display stone products in applica- is rich with the key words and phrases your Williams has plenty of ideas on how retailers can launch tion, through in-store vignettes and high potential buyers might type in while search- their new segment successfully. Irene Williams quality photography and alongside other ing. Here are a few tactics to get started: materials you o er to cross-sell. Capture Google Places page: Updating or creat- installation stories and testimonials. Make ing your Google Places page with proper key What is the first step to launching a new diacy of delivery and other factors that aren’t it a priority to get photography of real-life words, latest information and images and stone segment? solely tied to dollar signs. installations, as well as testimonials of cus- getting customers to post reviews will be very Williams: When I rst engage a potential tomers’ experiences. helpful in boosting your store’s ranking in new client, I ask them two questions out of How can you prepare your employees to Google search results. the gate: “Who are your competitors?” and provide excellent customer service? How do you get the word out about your Keep social media pro les/content fresh: “How are you di erent?” It’s imperative that Williams: Your team is on the frontline, new segment to the community? By populating Facebook pages, Pinterest you have a solid awareness of the competitive in uencing shopping decisions on the show- Williams: The fastest way to increase sales boards, Twitter news feeds and business blogs landscape and a detailed strategy for standing room oor. Provide the product knowledge, is to grow your business with existing with current content on a regular basis, you out from the pack. Gain market intelligence. ideas and inspiration they need to become customers. Reach out to people who have propel your brand to be more easily found. Discover what your competitors are doing subject matter experts. Collaborate with your already purchased from you, letting them Update your website: Make sure your right and wrong, and determine speci c ways team to create a comprehensive list of Fre- know the good news and inviting them website is updated with complete informa- you can outshine them. Be keenly aware of quently Asked Questions and Answers. to be among the first to take advantage of tion about your new stone o erings. Be very both price points and customer support your expanded offerings. Email or direct speci c; use terms related to product o er- found in your market observations. Because How do you prepare your merchandising? mail messaging can be effective for this ings and directly mention all areas served — stone is widely available from many sources, Williams: If your customers see it, you can purpose. Customers love to feel like they’ve including zip codes and town/neighborhood customers may shop on price yet be won over sell it. Dedicate adequate showroom space, got the inside scoop and may be motivated names, as people o en search with this level based on expertise, service, ease and imme- as well as room on your website and social to take action as a result. of speci city. FCW
At last, the timeless grace of marble can be used on fl oors, walls and countertops. Presenting Virtue, Crossville’s stunning new line of porcelain tile. Virtue captures the sumptuous qualities of the world’s purest white marbles—Carrara, Calacatta and Statuario—in two fi nishes, unpolished and a soft satin that mirrors marble’s classic luster.
Virtue’s exceptional range of sizes beckons creation of custom patterns that complement the line’s singular white hue. And unlike real marble, Virtue’s porcelain surface resists staining and scratching— in fact, apart from occasional cleaning, it’s virtually maintanence free.
Made in the U.S.A., Green Squared Certifi ed and containing at least 4% recycled content, Virtue is a beautifully responsible selection for your next design project.
Visit us at Coverings. Booth #7259 Questions: 931-456-3136 CrossvilleInc.com
• FLOOR COVERING WEEKLY • WWW.FCW1.COM April 22, 2013
fcw42213-pages.indd 8 4/17/13 4:10 PM fcw42213-pages.indd 24 4/10/13 3:56 PM 10 The Essentials of Stone
association also provides myriad continuing University of Ceramic Tile and Stone: education courses, such as introduction to Donato Pompo founded the University of Arming your team stone design, trends, product selection and Ceramic Tile and Stone (U of CTS) to arm maintenance. www.marble-institute.com industry sales people with the tools they need to grow sales in stone and ceramic products. with the tools they need Natural Stone Council: The not- Expert trainers, who have years of hands-on for-profit organization was formed to experience in the eld, provide online, self- Getting into a new stone business and acquir- resource for quality foundational information, unite natural stone producers to actively paced courses. e Understanding the Basics ing product knowledge can be a challenge. such as stone fact sheets, installation info res- promote the attributes of natural stone of Natural Stone course includes industry stan- Education and training is key to helping your toration tips. www.buildingstoneinstitute.org in commercial, residential, government, dards and sales techniques, and is designed to employees grow sales and products institutional, educational and all types give salespeople the tools they need in order to Marble Institute of America: e of applications interior and exterior, and increase sales; give stone installers and fabrica- Building Stone Institute: Since 1919, the industry association provides stone busi- to proactively position natural stone as tors the knowledge of industry standards and Building Stone Institute has worked on behalf ness knowledge. A web-based educational the premier construction material. The how to assist clients with selecting natural of the quarries, fabricators, retailers, import- series o ers skills and strategies training oganization provides a lot of information, stone; and, give professional designers the ers, exporters, carvers, sculptors, restorers, on pro t planning, marketing, insurance, including material fact sheets of popular knowledge on how to select and specify natural designers and installers. e organization is a product diversi cation and fabrication. e stones. www.genuinestone.com stone. www.uofcts.org www.uofcts.org. FCW
expand my horizons.” Displaying stone for top sales In 2006, Oropeza’s back- ground in interior design, her Mary Elizabeth Oropeza may call Mission design and business, Oropeza’s career began eye for sourcing new and unique Stone & Tile, a “small company,” but the with Architectural Granite in Austin, Texas, products, and her stone import Nashville showroom is big on style. From where she learned the ins and outs of the experience, prepared her to open hiring team members and building displays stone import business. her own store. She plans to open to helping customers with the selection “It ended up being the best thing I ever a second location in Chattanooga Mission Stone & Tile uses slat walls to display samples. process, each detail is designed to help her did,” Oropeza said. “ ey gave me such on June 1. clients create beautiful spaces while helping freedom to travel and to meet people in the She built a niche by keeping items in stock available and also a little more a ordable due to her maximize sales. industry on a worldwide level. I was in Italy, that people were used to special ordering. “I the volume we were purchasing,” Oropeza said. A er graduating with degrees in interior Spain and Peru. ey gave me the freedom to purchased things in bulk so that they were She hires only interior designers as sales people, who help to provide a high level of customer service, including drawings, when needed. “Many of our clients work with inte- igH rior designers, so it’s easier for a designer to H talk with a designer,” Oropeza explained. Her store merchandising also helps her ExpEctations? business shine. “ e most important thing we are doing is creating an experience when you come to the store,” she explained. “When people are shopping for tile and stone and they are unfamiliar with how the process works, it can be really overwhelming. One of our interior designers will come in and introduce themselves and nd out what they are looking for,” Oropeza explained. “Some- times people want to browse, but we found that if they have some attention right at the ALWAYS ensure your beginning, they can be directed to the areas of installers are the showroom, if they are looking for oors, CTEF Certified Tile Installers! walls or showers, for example, and instruct them on what they will see in each area.” TheONLY She created distinction between product styles and types by using partitions and sheer Tile Installer Certification drapes between spaces. e strategy helps the recognized by the tile industry customer absorb color, style and materials in one area before moving on to another. “Here in Tennessee, I like to consider our showroom more cutting edge and a little more contemporary, but we have clientele that are 864/222-2131 • www.tilecareer.com also more traditional and timeless,” she said. Signature Level Sponsors: For her new Chattanooga showroom, Oro- • ASCER • Ceramics of Italy • Coverings peza said she plans to use more exible displays • Crossville • CTDA • Daltile • Florida Tile and moveable walls in increase versatility. “All • James Hardie • MAPEI • NTCA of our partition walls will be on wheels so that • Schluter Systems • StonePeak • TCNA they can be moved and spread out on angles so Platinum Level Sponsors: that every three to six months people can come • Marazzi USA • Porcelanite/Lamosa • USG in and have a di erent experience.” FCW
FCW_HighExpect_Buildings.indd • FLOOR COVERING 1 WEEKLY10/9/12 • 3:24WWW.FCW1.COM PM April 22, 2013
fcw42213-pages.indd 10 4/17/13 4:09 PM Tile & Stone 11 Installers gain new certifications at Coverings
[A ] Advanced Certi cations for Tile Council of North America (TCNA) approved apprenticeship program, as Tile Installers (ACT), the new advanced manufacturer members companies are offered by the union, or certification certi cation program coordinated by ve contributing to development of the mod- through the CTEF Certified Tile Installer leading tile organizations, will certify its rst ules and tests. Installers who wish to be program. Each ACT certification will be a installers at Coverings, April 29 to May 2. certified in these four programs must meet stand-alone unit, allowing the installer to The new program certifies installers one of two criteria demonstrating prior tailor training to meet individual or com- embarking on some of the industry’s most training and commitment to professional pany needs. Completion of all four units is challenging installations: large format tile development. Eligibility is conferred by not necessary to attain a higher level of installation and substrate preparation, mud completion of a Department of Labor- certification. FCW Certifi cations will cover installation skills. work, shower pans and membranes. Certi- fications will demonstrate the installer’s skill in each of these four segments. ACT will take industry training to a new level, focusing on unique installation skills required by architects, design profession- als, specifiers, project owners, builders and consumers to complete a successful project. Leaders of the respective organizations will present a seminar explaining the ACT program and its requirements on Wednes- day, May 1. For room and time informa- tion, go to coverings.com and click on the “Free” conference program. Following Coverings, ACT partners will embark on several initiatives to launch the program, including building of test modules, material and curriculum devel- opment, logistics planning, marketing and recruitment strategies and more. Partners in the development initiative are Ceramic Tile Education Foundation (CTEF), providing training and certifica- tion for any installer; Tile Contractors Association of America (TCAA), repre- senting IUBAC signatory tile contractors; International Union of Bricklayers and Allied Craftworkers (IUBAC), whose members are skilled tilesetters who have completed multi-year apprenticeships as well as other trained masonry craftwork- ers; International Masonry Institute, which provides professional and technical train- ing for union masonry contractors; and, National Tile Contractors Association, with membership open to all tile contract- ing companies.
Silk
Marazzi’s luxurious Silk reveals the true beauty of ancient, vein-cut travertine in a modern-day glazed porcelain tile. Reproducing the striations and mineral deposits found in natural travertine, Silk is a multi- Visit us at Coverings 2013 sized, intricately colored line that Booth #2807 is complemented with mosaic and decorative trim options.
Scott Carothers, executive director of the www.marazzitile.com Ceramic Tile Educational Foundation discusses certifi cation at Surfaces 2013.
April 22, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
fcw42213-pages.indd 11 4/17/13 4:42 PM 12 Tile & Stone
e 6,400-square-foot studio presents tile slim footprint, it measures just 67 inches wide in ve vignettes: two bathrooms, a shower, a by 78 inches high by 38 inches deep. e dis- Setting the scene kitchen and a replace, and features a mural play is designed to hold a minimum of eight in the entranceway that demonstrates various Marazzi product lines. One oversize product board gives a glimpse of the entire o ering By Tanja Kern with the opening of a Dallas design studio, visual aesthetic options for using tile. designed by Gensler, a global architecture, e studio features four 42 inch LCD touch for each series, plus multiple room scenes. A Merchandising tile is a careful dance within design, planning and consulting rm. screens with visualization tools such as an second oversized product board shows a “real the retail environment that balances the “ e purpose of our new studio is to meet inspiration gallery of room scenes, an electronic life” grouted installation, utilizing eld tile, beauty of a product with the education the growing needs of designers, architects product catalog and a backsplash designer. decorative accents and trim pieces. needed to communicate a product’s key sell- and our other customers,” said Lori Kirk- At the dealer level, Marazzi USA has had Emser Tile’s new merchandising concept ing points. Tile manufacturers provide solu- Rolley, senior marketing director for Daltile. success with its Premier Retailer Display, said called Design Made Easy simpli es the selec- tions designed especially for their customers. “We’re making our full range of product Judy Mevius, marketing communications tion process in the showroom and online Daltile took merchandising to a new level options more accessible.” manager for Marazzi. Designed to t in a very through web tools. For stone, MSI International has a ready- made solution. “Setup couldn’t be easier,” said Manny Llerena, director of sales and market- ing. “All boards are shipped shrink-wrapped in their individual columns.” FCW Crossville’s new merchandising [C , T.] Crossville Tile will roll out a new three-tiered marketing and merchandising program at Coverings that simpli es the product selection for consum- ers and helps dealers increase sales. e result of eight months of market research, in- eld studies and focus groups, it incorporates displays, promotional plans and dealer education. “We are building this for people who want to be truly invested in the brand,” said Lindsey Waldrep, vice president of marketing for Crossville. e rst tier is a 4’ X 2’ wing display. “It’s the most e cient way to showcase a new line for someone who is not familiar with it or for those who do not know what they want,” explained Waldrep. A 4’ X 4’ footprint provides a wing display and concept panels. “We discovered that a lot of people think that Crossville only does eld tile, and they didn’t realize we o er all the bling, or jewelry or accessories,” Waldrep said. A large display system takes inspiration from department store makeup counters. “You go there and talk about your problem areas, and you think about the di erent tools, the colors and what out t you may buy,” Waldrep explained. “We have a great team of strong women at Crossville who have had a huge impact on how we designed this display, from a function and from an aesthetic perspective.” e displays focus more on higher end, hybrid products that are right for residential and Main Street commercial. It works well for kitchen and bath design showrooms. FCW
Crossville’s new large-format display system
• FLOOR COVERING WEEKLY • WWW.FCW1.COM April 22, 2013
fcw42213-pages.indd 12 4/17/13 4:06 PM 13
I take the floor BY JONATHAN TRIVERS because she got it free. No, we know smart OK, now you know why I’m not a sales If it’s free, you paid too much flooring customers want a beautiful worry trainer but you must have a great rejoinder to free floor that her family will love. That the insu erable silly “free.” arpet One president Eric Demaree better installation products because that is kind of free is priceless.” ______once told me that one of his father’s what this job requires. In the years to come, “Lastly, we will give you one single price and Jonathan Trivers, a regular contributor to Floor favorite phrases a er looking at the you will be so happy we did.” guarantee our installation and product. e Covering Weekly, is also the author of the C“free” ads in newspapers was, “If it’s free, you “We have yet to meet a customer who installation will be worry free; and use of your marketWise section of FCW’s Statistical Report. paid too much.” Amen to that. took the bait and got ‘free’ installation and beautiful new ooring will be worry free for When he’s not writing he’s talking — to ooring And the corollary to that is from the then had a problem but didn’t complain many years. at’s our commitment to you.” groups throughout the country and Canada. mouth of a former American Airlines CEO, “An industry is only as smart as its dumbest competitor.” Yikes, that hurts. So let’s take a look at the corollary. Actually I think our retail industry is pretty smart. Except for the Home Depot/Lowe’s labor giveaway and Empire’s recent “pay for one room of carpet and get two more rooms free” our industry tries very hard to value installation and get a fair price for our products. Just thank your lucky stars that Joseph A. Banks (men’s clothier) is not in the flooring business. They have a full diet of outrageous savings, to wit, “buy one suit get three suits free.” If anyone came into the store and just bought something at regular price, the sales person would prob- ably pass out. Back to Eric’s father and his charge that, “if it’s free you paid too much.” Home Depot is into its third year of free whole house instal- lation for $39 or $79. It doesn’t really matter. It’s basically free. So the dialogue progresses like this, you would hope, “Wow, you mean you will install my 1,500 square feet of carpet for free? But what is the quality of the installation?” “Oh, well, it sucks; I mean, it’s free. Well actually we still pay the installer regardless of the promotion, so it won’t be all that bad; but you are going to pay so much more for the cushion, the carpet, moving the furniture, taking out the old ooring and other things I haven’t thought of but someone will when you get the nal bill.” Regardless of how Home Depot and Lowe’s pitch this silliness, every sales person in a oor covering store needs to have an easy to understand response. It seems to me that it should always include: “We don’t do cheap; we don’t do second rate because we are in a hurry to get to the next job, nor will we nickel and dime you to death.” “We are oor consultants. at’s all we do and we know our business; we spend hun- dreds of hours on product training so we can nd the best oor for your needs.” “We will happily bring samples to your house for free. We will measure your oor needs for free. We will review our installation layout with our installation department to be sure all aspects are done to our demanding level. And, of course that is free.” “Just so you know, we are going to use
April 22, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
fcw42213-pages.indd 13 4/17/13 11:31 AM 14 Resilient
for landlords that don’t want to replace the carpet every time they get a new tenant, DomotexAsia launches they realize they can pay a little extra, put down LVT, and maintain it for more generations of tenants. LVT is bigger than LVT programs for US we ever thought it would be. We had to double our capacity two weeks ago.” Power Dekor and Nature Flooring, By Raymond Pina the oating and groutable LVT making its way into the U.S. market. two of China’s largest laminate, wood Swiff-Train’s Carine Czohara and Jonathan Train fl ank [S ] DomotexAsia/ChinaFloor, “Asians don’t get the credit for being and bamboo ooring manufacture, also Winton-Tile’s Betty Shen at DomotexAsia. established 15 years ago as an exhibition to innovative, but it was Chinese factories that expressed an interest in entering the LVT highlight Chinese wood and laminate oor- made high-gloss laminate possible. Now we category during DomotexAsia/ChinaFloors. are now emphasizing products that are sus- ing, has become the world’s largest luxury are making all of the most popular LVT. If “Two to three years ago these halls were lled tainable, innovative and of the highest quality. vinyl tile (LVT) convention with more than you saw all of the LVT in Las Vegas during with wood and laminate and now everything is “We’re now utilizing PVC without toxins 100 vinyl oor exhibitors. Surfaces — only a small handful of those LVT,” said Alloc general manager Bengt Rasin or heavy metals. You don’t see the di erence What’s more, leading Asian exhibitors exhibitors have factories in the U.S. China at this year’s show. “Companies that used to but you’ll feel the di erence in the material told FCW they continue to gain U.S. market and Korea are making the rest,” said Walter make laminate oors have exited the market when you touch it. at’s why we’re not share despite companies like Amtico, Arm- Chan, export manager of Guangshan, China- only to return as LVT suppliers.” openly displaying it here at the show. But we strong, Centiva, Congoleum, Mannington based Huizhou Plastics. are showing it to our partners in the U.S. and and Tarkett increasing U.S. LVT production. Leading Chinese laminate oor suppliers Quality, sustainability drive LVT Europe because this is what they’re looking “ e U.S. is a very big market for us; the are also converting or adding production lines Despite the large volume of LVT being for,” said Winton Tile’s Shen. absolute biggest and it continues to grow,” said for LVT. ey said the U.S. LVT market o ers exported to the U.S., Asian suppliers said Americans who have been coming to Asia Betty Shen, sales manager for Taiwan-based great opportunity and margins. they don’t want to compete on price and to source product for decades substantiate Winton Tile. “Asian suppliers have a strong “Most countries have not seen the advantages commoditize the category. this move to better quality. position because of our advantage in labor. e of LVT as readily as the U.S. has,” said omas “ e real competition hasn’t started yet and “I go to the same factory year a er year Europeans are strong competitors because of Baert, president and CEO of Shanghai-based nobody wants it to start. If we lower prices and each time I go there’s more automation,” their high level of automation, but we have a lot ChinaFloor, which added LVT to its laminate no one wins,” said Sid Lee, general manager said Jonathan Train, vice president of corpo- of human and technical resources.” and wood o ering in 2011. “Americans truly of Shanghai-based Jinka. “We focus on being rate development, Swi -Train. “Everything is As examples of their signi cant role in the understand that LVT can go into more places a good quality OEM manufacturer for brand improving over here. e better suppliers U.S. supply chain, leading Asian OEM sup- than laminate, wet places. It’s a thinner pro le names. We want to maintain a low pro le.” understand what its takes to compete glob- pliers said they are responsible for much of so it easily ts under doors and cabinets. And Chinese suppliers in all categories said they ally and for the long run.” FCW
• FLOOR COVERING WEEKLY • WWW.FCW1.COM April 22, 2013
fcw42213-pages.indd 14 4/17/13 1:13 PM Laminate 15 Selling laminate at a profit
By Raymond Pina especially if there are pets or children involved. With those three, we cover It’s going into a lot of game rooms.” the entire spectrum.” Specialty dealers embracing the latest in highly e challenge for dealers and consum- Dealers said, though, that characterized laminate ooring said they’re ers is separating today’s high-end laminate it is critical to o er a broad reaping sizable pro ts from the category ooring from earlier commoditized versions range of product that can because of its inherent durability and visuals readily available at home centers, online and appeal to the new genera- that closely mimic upscale wood products. even bulk retailers such as Costco. tions of homeowners. ese new features include handscraping, “ e biggest challenge laminate faces “We have a huge laminate Quick-Step’s upscale Dominion in Rustic Hickory traditional saw marks, nail holes and knots, isn’t luxury vinyl tile (LVT), it’s this belief business and learned you occasionally in combination with beveled or that laminate is an inexpensive replacement can’t show one or two styles; you have to have at compares what they get for a $3 laminate versus irregular edges and, most recently, multiple- for real wood. It’s not easy to overcome that least 10,” Butler said. “Our biggest classi cation a $1 laminate or a $3 piece of wood, the di er- sized planks. sometimes,” said Sean O’Rourke, vice presi- was piano- nished laminate but that tapered ence becomes obvious. “You’re getting the best “Today’s upscale laminates bear no resem- dent of hard surfaces for Avalon Carpet Tile, o . Now what are strong are rustic looks, acacia looking and highest performing oor from a blance to the laminates I carried even three which has locations throughout New Jersey, and handscraped visuals — the weathered look laminate at $3 a square foot,” he said. years ago,” said Deb DeGraaf, owner of Grand Pennsylvania and Delaware. is important here at the beach, too. You can’t Rapids, Mich.-based DeGraaf Interiors. “I Dealers have taken a number of di erent stay with what used to sell and complain about Brand power have some sophisticated new laminates from approaches to overcome this obstacle. Car- laminate. You can’t provide just 7mm and 8mm Recognizable brands with a strong Internet Armstrong, Mannington and Shaw that are on rying an entry level product as part of the product. You need to have the 12mm step up.” and social media presence bolster consumer a completely di erent level. People say lami- assortment helps to compete on price while Your small selection of entry-level laminate con dence and justify a healthy markup. nate is dead but it’s my No. 1 category. It’s cut demonstrating quality di erences. Carrying does more than provide a price point, it also “I do think popular brand names that into my real wood and tile business.” name brands helps as well. helps demonstrate the contrast in quality, style people trust do make a di erence,” said Hoy Laminate oor sales have been heating up and design between these oors and better Lanning, CEO of distributor CMH Space as the housing market turns more positive. Do more with less product, according to Je Card, manager of Flooring Products. “Names change. For a Homeowners and property managers look to Successful laminate oor dealers are reduc- Ontario-based Patti-Lynn Interiors. while Pergo was an important name and now laminate as a better overall investment than ing the total number of suppliers they carry “On cheaper products, you can push a Quick-Step has become a serious brand in real wood — even in upscale neighborhoods, down to three. “We were that store that carried bobby pin right into the coreboard,” he said. laminate. When you have good brands price noted Sam Roberts, president of Houston, everybody; from Wilsonart to Mannington and “ at catches people’s attention. And people is less of an issue; they can be a little higher.” Texas-based Roberts Carpet and Fine Floors. everybody in-between,” said Jerry Butler, owner who walk into my store aren’t the Lumber Mike Carr, owner of Sebring, Fla.-based “We’re not putting laminate into a lot of mil- of Fred’s Carpet Plus in Torrance, Calif. “Now Liquidators type. Customers come into my Floors Direct, said his customer will pay more lion-dollar homes but certainly into $400,000 we carry Quick-Step and Mannington for our store because they want something di erent, for Made in the U.S.A. “More people are inter- homes,” he said. “ ere’s some nice looking upscale business and Tarkett rounds it out with something nice and of high quality.” ested in supporting American products and it laminate going into beautiful homes these days, some serious pricing on the mid- to lower end. O’Rourke noted that when the customer only costs an extra $10 or $15 to do it.” FCW
Floor last month took note. Mannington’s Restoration changes the game “Copyright infringement is absolutely a problem. It’s so bad we have guards at the [H P , N.C.] Mannington’s Restora- “So many of my customers are telling led by 30 year industry veteran Joe Amato. entrance to our booth,” explained omas tion Collection is being lauded for raising the me that Mannington’s Restoration laminate “ e new intros expand our Restoration Baert, president and CEO of Shanghai-based bar on laminate oor design. e company is is the best looking laminate they have ever Collection in ways we didn’t think were ChinaFloors. “Mannington is doing the right also credited with shining a light on protect- seen,” said Pat eis, vice president of sales possible a few years ago,” said Natkin. “ e thing by protecting their designs and we and ing the collection’s unique designs through and marketing for Minnesota-based Her- texture, the clarity, the color-play — it’s a lot of others are doing the same now.” copyrights, a move that is spreading through- regan Distributors. “Carpet Weavers’ owners all there. at’s why we manufacture our Distributors appreciate both Manning- out the industry, according to insiders. just told me Restoration’s new Saw Mill laminate in the U.S.A. Between our style ton’s culture of creating leading designs and Manufactured here and initially launched in Hickory is the best hickory they have ever team and manufacturing experience, the its history of taking the necessary steps to do two oak visuals at Surfaces 2010, Mannington’s seen. We’ve never had a response to laminate capabilities are wide open. ough it’s get- what is right. Restoration Collection features embossed- like this.” ting harder to out do ourselves.” “When you go to Mannington’s website it in-registered (EIR) nail holes, cross- oor saw Dan Natkin, director of Mannington’s In an e ort to legally protect these designs says it’s been doing business since 1915 and marks and other surface character traits above hardwood and laminate business, said that from being quickly copied, Mannington has that it’s conscious of the green aspect,” said and beyond cathedrals. Today, the compre- Restoration’s level of realism is due to a com- begun issuing “cease and desist” orders to Je Striegel, president and CEO of Elias Wilf. hensive line contains rustic variations — occa- bination of recent advancements in printing Chinese manufacturers and importers trying “Mannington is a company that gives a sionally with smooth gloss nishes — of oak, technology and the award-winning experi- to knock o Restoration’s unique designs. damn. It’s not just a brand. ere’s a philoso- hickory, walnut, chestnut and elm. ence of Mannington’s in-house design team Leading exhibitors at DomotexAsia/China- phy behind that name.” FCW
The new face of laminate, like Mannington’s Mannington’s new Elmhurt combines rustic visuals with subtle gloss levels. Historic Oak, bears no resemblance to its predecessors.
April 22, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
fcw42213-pages.indd 15 4/17/13 11:28 AM 16 Wood Canadian suppliers specialize in quality
By Mallory Cruise market trends coming on strong. of the Mirage brand. similar to the U.S. market today, Canadian Like in the U.S. market, the commercial For Canadian hardwood companies like consumers are looking for the most value- Known for manufacturing high quality prod- sector has been a growth segment for the Mercier, their supply chain di ers from oriented product. uct, Canadian hardwood suppliers are deliver- Canadian makers. “We see growth in the market to market. “Our business model is Suppliers like Lauzon reported that a key ing more design and style oriented hardwood commercial high rise. ere is an increase di erent as we are selling directly to retailer di erence between the two North American products to the market this year. A consumer- in the number of commercial specs that for the East Canadian market. We are sell- countries is consumption of hardwood. centric focus on more textured surfaces and involve wood ooring rather than other ing through distribution for the USA and According to Yves Myrand, vice president of oil- nished oors, industry executives said, oor coverings,” said Luc Robitaille, vice Western Canada,” explained Michel Collin, sales and marketing at Lauzon, the consump- are just a few of the latest style, design and president of marketing for Boa Franc, maker director of marketing at Mercier. But he said, tion of hardwood is higher in Canada than in the U.S. at the expense of carpet. “ is is especially true in Quebec, the prov- ince where Lauzon is based along with several other hardwood manufacturers. It makes sense to situate the manufacturing close to the raw material supply. From a macro-economic 25 stories. 45,000 sq.ft. perspective, there are di erent mortgage lend- ing practices in Canada versus the U.S. so we of hardwood fl ooring. did not experience the housing bubble to the same extent,” o ered Myrand.
Canadian trends The same outstanding In Canada, like the U.S., the big trends in style in the hardwood market include wide quality in every box. planks, color variations and texture, noted Collin of Mercier. ere is also a growing demand among That’s Mirage. consumers for character oors and color variations, said Robitaille of Boa Franc. “Hickory and white oak are certainly among the ‘hot’ species which t this trend. So are our handcra ed oak and aged maple products from the Sweet Memories Col- lection. Products with a textured surface like our Imagine Collection are all the rage among consumers,” he said. Textured surfaces continue to be popu- lar because they are sought after by build- Handcrafted Red Oak, Carousel ers as an upgrade product, said Myrand of Lauzon, with more homes featuring handscraped and wire-brushed floors. He added, however, that while handscraped and vintage looks are still popular, they have hit the peak of distressing, and the company has decided to focus on produc- ing softer scraped products.
“With over 45,000 sq. ft. of fl ooring to install, we needed a fl awless product and a partner we could count on — from the lobby to the 25th fl oor. With Mirage we went straight to the top.”
Chad Durbin, LEED GA, Total Flooring LLC - Northern Virginia. Made in North America Made in North
Mirage’s Inspiration Collection in red oak spe- cies and color nordic
• FLOOR COVERING WEEKLY • WWW.FCW1.COM April 22, 2013
fcw42213-pages.indd 16 4/17/13 4:04 PM Wood 17
“Wire brushed is hotter and more sophis- and in old maple and old red oak. e com- added Robitaille. ticated for urban markets and designers love pany has also introduced a new comprehen- Preverco recently launched a the matte (so er) look. Red oak is still a sive merchandising display system this year. number of new products. Accord- popular choice among consumers and home “We want to make sure we are provid- ing to the company, with its new builders alike. However, white oak is incred- ing our customers with the latest and most launches, it wanted to create an ibly trendy right now. It has a distinct grain fashionable products. is is why it resulted ambiance that would draw the that when wire-brushed, o ers a sublime in quite a substantial amount of products in a customer in, making the product two-tone e ect. We are also seeing a resur- conservative time,” said Robitaille. more fashionable and less techni- gence of Canadian maple — it is a very hard Mirage is also o ering a variety of new cal. Preverco recently introduced a species that can essentially be stained to any colors this year. “We have also introduced a new series of oil-based oors in color,” said Myrand. new whiter white, named Nordic, and a new seven new visuals available in grey called Platinum, and several additions to white oak with varying lengths up New products the Alive and Sweet Memories Collections,” to 7 feet long. FCW Station 54 is part of Lauzon’s new Urban Loft series. ere is no shortage of new product coming from Canadian suppliers this year. For example, Mercier is o ering a brushed option in its Design+ program on red oak and white ash species. “We’ve added some new color options to our Exotic Collection. We’ve launched 7 new wood series in our Nature Collection. e vibe among our customers for the new prod- ucts in the Nature Collection is awesome,” Collin said. Lauzon recently launched two new oor- Introducing the fi rst ing collections to its Designer Collection: Urban Lo and Homestead. Urban Lo soy-based, eco features lightly textured, wire brushed white oak in wider, longer planks with a low matte nish and smoky color palette. e Home- and health-friendly stead collection features a compilation of character woods including hickory, red oak factory-fi nished and walnut with wide, beveled-edge planks and so scraped. “We also introduced some new colors to fl ooring! Line Art — a unique hardwood series that takes traditional maple ooring to a whole 1st to develop and promote a full line of nature’s new level. In addition to its distinctive linear offering, bringing rustic and chalet looks to the front of Canadian manufacturing pattern, Line Art is made of FSC certi ed 1st to implement a comprehensible sample program maple from Lauzon’s own sustainably man- for the Architect and Design community with aged forests,” Myrand added. the Inspiration Box With one of the most impressive new 1st soy-based factory-fi nished fl ooring to be product o erings on both sides of the border, awarded the GREENGUARD Children and Schools certifi cation Mirage launched 61 SKUs in January of this 1st to introduce soy-based eco and health-friendly year, said Robitaille of Boa Franc. e o ering factory fi nish includes a collection of textured oors called 1st to implement the industry’s most comprehensive the Imagine collection which contributes to grade guidelines hiding the marks and scu s of daily use. e 1st to implement a real customer choice with the Imagine collection is available in three colors Design+ Program 1st to offer a 5-year light commercial warranty on a urethane fi nish 1st to combine enhanced durability with non-yellowing and antimicrobial coating 1st to control all aspects of production with our dedicated sawmill 1st to apply u.v.-cured urethane 1st to factory fi nish hardwood fl ooring Board by board, we continue to set the standard. Be the wood fl ooring leader in your market. Call 1.866.448.1785 today.
mercierwoodfl ooring.com
Mercier’s Ski Cabin Pine series in Chalet Rustique
April 22, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
fcw42213-pages.indd 17 4/17/13 4:05 PM 18 Wood
products and designs, such as stained oors. We also come for training, such as di erent types Optimism spurs NWFA growth of nishes and how to apply them.” Training is another area of importance to the NWFA. By Mallory Cruise grams and series, and ensure as NAFCD, WFCA, CFI, CRI “What it comes down to is we have to the nancial success of NWFA and NALFA — will allow mem- matter. On the technical side, we are o ering [D ] is year’s National Wood Floor- for generations to come,” bers to evolve by learning about a vocational school to help provide installers ing Association’s (NWFA) annual Flooring Holden said. each other’s market. a career path,” said Martin. Expo, held here April 2 to 5, was the biggest An emphasis is being placed Martin said that the associa- Martin noted that the industry is facing in ve years thanks to a recovering economy. on collaborative e orts like tion works hard to give mem- new challenges — a bout of price increases, “We have grown 30 percent from 2011 to those forged with NAFCD and bers a reason to attend Expo lumber shortages and new competition facing 2012, and 20 percent between 2012 and 2013. WFCA that o er members of every year.,“We focus on educa- saw mills. One result is a recently revamped We added 45 new exhibitors and sold out all associations new bene ts tion and relevant industry topics. technical training program, Martin noted. the show oor. We hope the darkest days are and educational opportunities. We ask our members, ‘What do “We made centralized training more local- behind us,” said Michael Martin, CEO and “ e most import thing you want to know?’ ” he said. ized in order to help our members save costs. executive director, NWFA. NWFA can do is partner with Michael Martin Under the theme ink We are o ering one-day workshops that we will e association has a number of goals to other groups and associations Big, the NWFA challenged its also take on the road. Between the rst quarter be accomplished within the next two years within both the ooring industry and the members to think of three big ideas to keep of last year to the rst quarter of this year, we according to Rick Holden, chairman of the hardwood industry. We’re more powerfully in mind during the show and to take back to doubled the amount of individuals participat- board of NWFA. “We want to grow the represented in Washington because of com- their businesses. ing in our training programs. We are also o er- wood market as well as de ne the size and bined e orts,” said Martin. Juan Farfan of Northwestern Hardwood ing more cra smanship-based training in a responsibility of our board and committee. Joining forces and strengthening relation- Floors, Chicago Ill., who has won Floor of the centralized location, with our headquarters in We also want to reevaluate all member pro- ships with other industry associations — such Year four times, noted, “We come to see new St. Louis being the hub,” explained Martin. FCW
ally and as leading OEM exporters,” he said. negatively impact domestic sales. China’s wood industry faces challenges “As for smaller companies, they can either “Society is paying a lot of attention to the adjust by producing more specialized prod- formaldehyde issue. It is forming a nega- [S ] China’s wood ooring industry more expensive and limited day by day. We ucts or they can exit.” tive image of the industry and we need to is booming but undergoing dramatic change now need to shi our focus to China’s key, solve this problem now. We have prepared as leading suppliers consolidate their power, large companies and building their brands.” China’s green growing pains national standards for hardwood which are struggle with adopting sustainability stan- China currently has 556 solid hardwood, An increasingly green global market is also in line with international standards.” dards and cope with rising labor and raw 502 engineered wood and 98 bamboo oor making an impact. “Flooring companies are Don Finkell, chairman of the board for the material costs, according to industry lead- manufacturers according to the latest gures experiencing more pressure importing tropi- Washington, D.C.-based Hardwood Federa- ers participating in the third annual Wood from the China National Forest Products cal wood because of the growing list of animals tion, noted, “We expect further action by U.S. Flooring Forum, held here, March 25. Industry Association (CNFPIA). However, and trees facing extinction, especially from custom o cials to check that products “It’s safe to say our wood oor industry those numbers are “declining dramatically” as Madagascar and Latin America,” said Ye. comply with environmental law,” said Fin- grew 22 percent last year,” said Sun Jian, smaller factories nd it increasingly di cult to While the CNFPIA is currently reviewing kell. “It would be good for China to get ahead director of China’s timber industry manage- compete for lumber and employees in the face potential Chinese environmental regulations of the game. Right now, hardwood from the ment and state forestry administration. “We of the nation’s growing mega mills, according of its own, hazardous levels of volatile organic U.S. is considered legal and at very low risk of continue to bene t from broad American and to Kelin Ye, vice chairman, CNFPIA. compounds (VOCs) found in inferior Chi- having originated from illegal logging; as well European markets but our labor resources get “China’s larger producers are busy region- nese wood products have already begun to as wood from Australia and Europe.” FCW
Legal counsel for the Alliance William sion of hardwood plywood from proceedings Alliance has stuck together and we have a ITC Perry feels otherwise, stating, “We are con- and whether or not it was imports that caused large support from the industry trying to Continued from page 1 dent that the Commission, which includes American suppliers material damage or if eco- ultimately end this case.” several new members, will see that when nomic conditions were responsible. Since the initial ling and proceedings, happening as there are no other producers all the economic factors are considered, e Court documentation dated March two of the commissioners have changed out there that the ITC missed,” he added. that imports are not a cause of injury to the 20 stated, “On remand the Commission shall — one on either side of the vote. And new is process is just beginning and neither domestic industry. e Commission will now reopen the record to identify domestic hard- mandatories have been identi ed during side is clear about exactly where this review have to use a higher causation standard and wood plywood manufactures and evaluate the annual review process: Armstrong will take the case. It was also ordered that the consider the greater economic condition in whether they make product that is used for Wood Products Kunshan Co., Ltd.; Fine parties must le a proposed scheduling order the United States, including the fall of the ooring.” As a result, the Commission may Furniture; and, Nanjing Minglin Wooden on or before Oct. 31, 2013 for the submission housing market, on the U.S. industry.” issue questionnaires to domestic hardwood Industry, according to DOC documents. of comments on the remand results. plywood manufacturers. Armstrong, which owns the Kunshan plant Both sides will participate in the pro- Root causes e court also ordered that the Commis- and is the largest U.S. supplier of hardwood, cess — the ITC will likely ask for commen- Following the 2011 proceedings, both sides sion reconsider the impact of the subject was not mentioned in the initial proceedings. tary from both parties. “What typically began the appeal process. In addition, the imports on the domestic industry — whether Armstrong said it was noti ed about a happens is that the Commission asks for Alliance for Free Choice and Jobs in Flooring the presence of imports was indeed the cause month and a half ago that it was being additional brie ng from the parties and took the whole case to the Court of Interna- of injury or were the economic conditions of named a mandatory. According to Arm- puts together determination and sends it tional Trade in New York City in January the time the overriding factor. strong World Industries’ vice president of back to the court and the court will ask for 2013. While the CAHP appealed for rates to “We appealed the case in its entirety. We hardwood products Milton Goodwin, “We brie ngs on remanded determination,” be calculated higher, the mandatories on the still feel the determination is missing several are prepared whatever the outcome. We noted Levin. “I’m quite con dent that the opposing side and members of the Alliance points and they needed to be considered,” remain neutral. As a mandatory, we just commission has more than enough on the appealed for lower rates, the current remand Jonathan Train of distributor Swi -Train and provide answers to their questions. We will record to support initial determination is for injury only and does not a ect rates. president of the Alliance, told FCW. “ is is cooperate and we feel we will be treated and reach the same conclusion.” Key points to be argued include the exclu- fairly unprecedented. We are proud that our fairly by the Commerce Department.” FCW
• FLOOR COVERING WEEKLY • WWW.FCW1.COM April 22, 2013
fcw42213-pages.indd 18 4/17/13 4:44 PM Carpet & Area Rugs 19 Canadian carpet mills evolve to meet challenges
By Janet Herlihy to Mike Wagner, COO of Kraus. “We have Dalton to be made into the 1960s when foreign programs in place to ensure stock levels carpet tile but all woven competition made that Whether it’s partnering with U.S. companies, remain strong and policies are in place to broadloom is sold as carpet, industry untenable. e distributing hard surface ooring or o ering guarantee the quality of our products.” mostly to the high-end company converted to the unique carpet products, carpet mills in Canada corporate market. Today, new carpet tu ing tech- have found ways to survive and prosper. Tandus Flooring Truro, Truro, Nova Scotia more than 200 people work nology and began manu- Tandus Flooring has had broadloom at the Truro operations. facturing broadloom in Beaulieu Canada, Acton Vale, Québec manufacturing in Truro since 2000 when it While Truro produc- 1971. Groupe St. Georges Part of the international acquired a Crossley plant tion serves the North became backward inte- family of Beaulieu compa- there, according to Glen American and global mar- Tandus Flooring Truro manufactures grated to polypropylene nies founded in Belgium Hussman, president and kets, a majority of what tufted and woven broadloom. production in the 1990s. by Roger De Clerk in 1959, CEO of Tandus Flooring, is made there is sold in Established as a sub- Beaulieu Canada employs which became a Tarkett Canada, according to Hussman. sidiary of Venture Carpets USA in 1972, about 600 people at two company last year. Venture had several owners until it was manufacturing plants and Tandus had also Venture Carpets, St. Georges de Beauce, Quebec acquired by Groupe St. Georges Inc. Alex- processes its products acquired Monterey Carpet Venture Carpets has a venerable history andre Lacroix, owner of Group St. Georges, through two distribution in California in 2000 and that has adjusted to change in order to remain merged the two entities in 2004 under the centers. Since 1981, when between 2002 and 2004, successful. “Out of the several dozens of carpet name Venture Carpets Inc. its rst plant in Stratford, Your Home Style program designed “We expanded capacity mills in the 70-80s, Venture Carpets is now St. Georges Carpets specialized in residen- Ontario began manufac- for Beaulieu Canada’s elite retailers. and consolidated produc- the last Canadian owned carpet mill le in tial polypropylene carpet while Venture Car- turing polypropylene ber tion of both Crossley and Canada,” said Mathieu Lacroix, Venture’s vice pets produced nylon and commercial carpets. and area rugs, Beaulieu Canada has grown to Monterey broadloom carpet in Truro. president of marketing. e current company Venture added a carpet tile facility to its man- include three divisions — residential, com- e Truro plant, located about 60 miles was created when Groupe St-Georges Inc. ufacturing capabilities in 2011. An Interface mercial and rugs, according to Sophie Tanya northeast of Halifax, has both tu ing and acquired Venture Carpet in 2003. plant had closed in Belleville, Ontario in 2009, Lupien, vice president of marketing for the Axminster weaving capacity, producing high- Groupe St. Georges was founded in 1928 leaving an experienced workforce. Venture Residential Division. end broadloom for the commercial market. as St. Georges Woolen Mills by Édouard and partners invested in a new plant and new e company is closely aligned with its sister Some of the tu ed production is shipped to Lacroix. It manufactured woolen fabrics until equipment in 2011. FCW organization, Beaulieu America. Karel Ver- cruyssen serves as CEO and president of Beau- lieu Canada as well as president and COO of the Beaulieu America Group. Beaulieu America supplies ber to Beaulieu Canada, which has its own twisting and heat setting capacity. Demolition vs Renovation In addition to manufacturing tu ed broad- loom, carpet tile and rugs, Beaulieu Canada is also a ooring distributor of solid hardwood, engineered hardwood, laminate, sheet vinyl as well as vinyl planks and tiles across Canada.
Kraus Group, Waterloo, Ontario Established as Kraus Carpet Mills by Michael Kraus in 1959, the company has gone through a restructuring in the past year aimed at making it stronger for the future. In March 2013, Kraus announced the appointment of Steve Malinowski as president and CEO. Most recently, Malinowski served as president and CEO of Janes Foods, where he doubled the business’ turnover, success- fully increasing pro tability and equity value. In May 2012, a majority stake in the com- Flooring renovation projects that turn into subfloor demolition pany was sold to Hilco UK, a British private projects are costly and time consuming. Schönox has the equity rm with other interests in the oor products that can take your subfl oors from rough and uneven to and home products market. e sale set out smooth, sound, and ready for fl ooring installation. Let’s talk soon to strengthen the company’s balance sheet to enable further investment in inventories and about the Schönox solutions that can get you from here to there. new product development. For 2013, Kraus has launched new products in tu ed broadloom and carpet tile as well as in the hard surface categories — hardwood, HPS North America,Inc. Toll Free: 855.391.2649 laminate, cork and luxury vinyl tile, which it The Schönox Provider www.hpsubfl oors.com sources from around the world and distributes. Schönox, a division of AkzoNobel, develops high performing, environmentally friendly products. Along with product improvements, Kraus is strengthening customer service, according
April 22, 2013 WWW.FCW1.COM • FLOOR COVERING WEEKLY •
fcw42213-pages.indd 19 4/17/13 4:06 PM Stacey Iaccino [email protected] Marketplace & Classifi eds Call: (516) 227-1407 Fax: (516) 227-1342
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TILE and with quality flooring and service, accord- Creative ing to John Wells, Taylor’s general man- TONE Continued from page 1 ager, who became a minority shareholder. S “Other companies focused on volume of carpet and vinyl,” explained Larry Wood- and price so we attracted a quality demo- land, vice president of operations and sales graphic,” Wells said. for Wacky’s Flooring Group. “It ended up When Wells joined the business in 2001, ONLINE TRAINING with ve locations in the Maritime Provinces it had one store each in the sister cities of that were largely retail with a small com- Halifax and Dartmouth. Taylor opened its BUILD mercial operation. Between 1980 and the Sydney showroom in 2005 and its fourth an effective salesforce acquisition, we grew Wacky’s to be a com- store in Bridgewater, an hour’s drive south- plete retail operation that o ered the best west of Halifax, in 2006. IMPROVE prices on all types of ooring and window installer productivity treatments. We had decorators on sta and Hallmark: The third big brand a builder business. Scott Brook eld decided In 2012, Creative Flooring Solutions AVOID the company had a lot of potential. He said acquired Hallmark Carpet One. “Taylor’s costly delays and problems he wanted to double the size of the business four locations are high-end Mohawk Color in ve years and he delivered through both Centers and Wacky’s seven are aligned acquisition and organic growth,” Woodland Shaw dealers,” Brookfield explained. “I had To learn more, visit the reported. ere are now seven Wacky’s been looking for a business with a presence University of Ceramic locations including Commercial Carpet in the Halifax marine industry and Cliff Tile and Stone Centres. Woodland said, “Now Wacky’s is Gaetz, the former owner of Hallmark, is WWW.UOFCTS.ORG known for our wide selections of ooring, a player in that business. He was ready to an educated sta including decorators, and sell the Carpet One business and is now our excellent installation services. Scott Brook- general manager. It was an opportunity to eld encourages a fresh approach to explore acquire another brand that has good poten- The New Leader other opportunities. We have recently tial for growth.” in Flooring added cabinets.” Strength in numbers Software Taylor makes two While each ooring brand serves a di er- Taylor Flooring was Wacky’s biggest ent market, there is strength in being part of Pacific Solutions offers flooring’s only management software that competitor in the Halifax/Dartmouth area, a larger organization. “We maintain three runs native and optimized on until 2009, when Creative Flooring Solu- separate companies in the region, but pool iPad® and iPhone®. tions bought Taylor Flooring from Robert resources for warehousing, purchasing, Taylor, who continues to lead the division. installation and administration,” Wells Call to learn WHY others attempt Taylor is celebrating its 20th anniversary explained. “We have about 200 installers, to imitate us. this year. who are dispatched by a central o ce every Taylor’s brand strategy is that all 300,000 day. e biggest advantage is buying power We Sell Freedom pacific-solutions.com 800.400.4927 people in the Halifax/Dartmouth area and the accumulated resource of all three should consider Taylor to be synonymous retail brands’ experienced sta .” FCW
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MAX 3 day transit times. Broadloom rates, ESTIMATING Seeking a Sales Manager Position Fast & Accurate - Callidus Takeoffs Submit information via e-mail to LOW as 30+ CENTS SY for orders over Tile Setting Products Manufacturer in Texas 1000 yards. Pay the driver and take a www.commercialfl ooringestimating.com [email protected] or Email: [email protected] discount for C.O.D. Call or email for call [706] 625-1811 quotes. Career Opportunities NEXT DAY EXPEDITES AVAILABLE. Career Opportunities Visit our web site at TAKE IT TO THE MAX www.carpetlogistics.com Nebraska/North & South Dakota... or contact [email protected] Colorado/Wyoming/New Mexico...Illinois or Call 410-604-3330 and ask for Ed. Minnesota....Utah….W. Virginia ... Max Windsor Floors, America's most SANDFREE WOOD exciting and fastest growing wood, and LVP FLOOR REFINISHING line is looking for a few good people. Be Part of a growing segment of the LARGEST FLOOR COVERING FRANCHISOR IN NORTH If you're an experienced fl ooring pro and AMERICA HAS OPENING FOR Flooring business – no sanding, wood want to sell the best wood line going, we REGIONAL VICE PRESIDENT Floor refi nishing and recoloring. A perfect want to hear from you. Excellent commission additional service for a fl ooring company structure, customer service, established Candidate must have experience in the fl oor covering industry. Responsibilities include to offer. Low initial fees. Use your own recruiting new franchisees and servicing current members with the best marketing and customer base to get additional sales. territories and merchandising support. This merchandising programs in the fl ooring industry. Overnight travel will be required. is your chance to TAKE IT TO THE MAX! The territory is California, Arizona and Nevada. One west coast carpet company joined and Email: [email protected] Did a $7500 job, before they were trained. Max Windsor Floors Our proprietary programs help retailers become more successful while maintaining their independence. From national advertising to aggressive turnkey sale events to a state-of- They had sold bamboo to a group of stores, the-art consumer website, to B2B programs to private label merchandising, we provide and immediately refi nished one store, with Sales Agent Wanted the tools needed to succeed in today’s business environment. promises for the rest of the chain. Manufacturers of pre-fi nished solid & Compensation will be discussed with qualifi ed candidates; Excellent Benefi ts Package engineer line looking for reps to help us including Medical Insurance and 401K. Why Isn’t this you? expand our reach. www.SandFree.com Email Steve Mintz at [email protected] with cover letter and resume. Send resume to: All responses will be kept confi dential. Call 888-202-3794 richmond@dyerichfl ooring.com
fcw42213-pages.indd 21 4/17/13 4:12 PM 22 The Last Word
What does it all mean? FLOOR COVERING WEEKLY n November 2010, e Depart- ow of business of the companies involved on both sides. The Industry ’s Business News & Information Resource ment of Commerce (DOC) And for those not directly involved, it caused confusion. FCW Editorial and Sales Headquarters initiated antidumping and coun- What many didn’t understand then and still don’t is that 50 Charles Lindbergh Blvd., Suite 100, Uniondale, NY 11553 tervailingI investigations on imports the rates are payable by the importer of record only. ere (516) 229-3600 • FAX (516) 227-1342 of multilayered wood ooring from isn’t the paper chain of seller and buyer that exists with China. Since then, there has been an Lacey compliance. And, the rates go under annual review Editorial (516) 229-3600 Fax (516) 227-1342 a rmative determination, appeals so the money is held until nal determinations are made. Advertising (770) 919-7747 Fax (770) 919-1348 and now a remand. is remand is a review of the case as is. Much has changed Classifi ed Advertising (516) 227-1407 Fax (516) 227-1342 While I knew for certain that appeals would be led, I was since the petition was brought to the DOC. U.S. manufactur- Editorial frankly relieved that the larger process was perhaps over. ing has ramped up. Chinese manufacturers are making moves Santiago Montero Publisher & Editor in Chief (516) 229-3617 [email protected] With friends on both sides, it was at times hard to watch the to play in the high-end market and bring more specialized Amy Joyce Rush Managing Editor (516) 227-1421 [email protected] deep passion coupled with high stress levels and even exhaus- product here. None of this is under consideration in this phase. Kimberly Gavin Editor at Large (706) 278-3690 [email protected] tion. For them, I wanted it over. And also for the industry as ere are two important things now being considered. Raymond Pina Senior Editor (787) 467-1181 [email protected] a whole, who together was battling a sinking economy. Because imports were a large percentage of the U.S. hard- Mallory Cruise Assistant Editor (516) 227-1359 [email protected] Sitting alone on the press platform a year and a half ago wood market, does it follow that they were the cause of Janet Herlihy (361) 906-1117 [email protected] Tanja Kern (417) 522-9722 [email protected] at the nal hearing in DC, I felt the weight of the proceed- injury to the U.S. wood manufacturers? Or was the weak Maya Avrasin (917) 750-3146 [email protected] ings, wishing my friends on both sides well. economy and housing market to blame instead? But here we are in the midst of a review and appeals, Also in question is the exclusion of the hardwood Columnists both sides re-entering the battle ground. As in 2010 and plywood market in the initial proceedings. Counsel for Jon Trivers I take the fl oor (530) 876-8454 [email protected] 2011, FCW will remain steadfast in our coverage bringing the petitioners— the Coalition for American Hardwood Chris Ramey Strategic insights (561) 876-8077 cpr@affl uentinsights.com the simple facts and attempting to demystify the legalese Parity — will tell you that it is a raw material and not the Kermit Baker Beyond the numbers [email protected] Ed Korczak As I see it [email protected] and subtle nuances of the case and its proceedings. same players or market. But the opposition contends that Marge Redmond Heard on Main Street marge@oldtownfl ooring.com Indeed, there are lots and lots of facts and ne distinc- it is part of the makeup of multilayered wood ooring and Christine Whittemore Flooring the customer [email protected] tions to be made — much of which the majority of the should be included. Tom Jennings First things fi rst (785) 843-1678 [email protected] industry isn’t aware of or simply doesn’t understand. And so it continues with this round. FCW remains dedi- What I think everyone understands is that this case took cated to bringing you solid reporting of the case. And we Advertising resources — nancial, personnel, time. It disrupted the wish both sides well. Southeast, Midwest, West Coast U.S. & Canada Charlton Calhoun (770) 919-7747 Fax (770) 919-1348 [email protected] — Amy Joyce Rush Northeast U.S. Cal Calhoun (770) 919-7747 Fax (770) 919-1348 [email protected]
Classifi ed Ads Save the broccoli Stacey Iaccino (516) 227-1407 Fax (516) 227-1342 [email protected]
Production ’ve heard that in their quest to be environmentally forests, illegal and over-logging, Thomas Young Group Production Manager (516) 227-1369 [email protected] friendly, some people are foregoing the use of wood especially of exotic species around Matthew Lippl Production Artist (516) 227-1354 [email protected] products — whether it is paper products, hardwood for the world. And it’s true that the I ooring and furniture or many other uses. And certainly, real environmental issues happen Administration that’s understandable; we see Save the Trees and Save the in processing, manufacturing and Sherridan Basdeo Advertising Administrator (516) 227-1307 [email protected] Carolyn Giroux Audience Development Director (516) 227-1376 [email protected] Planet bumper stickers and signs everywhere. shipping of wood-based products. Adriana Marzovilla Financial Manager (516) 227-1364 [email protected] But I want to talk to you about the plight of poor broc- And, of course, we should try to coli. How come no one decries the terrible tragedy of this limit our environmental impact whenever possible. Still, noble vegetable? And tell me, where have all the planet’s for the most part, the wood and paper products we buy
broccoli forests gone? Last time I saw a stand of broccoli here in North America are safe, recyclable, renewable George R. Hearst Jr. Chairman growing wild was … wait, come to think of it, I’ve never and sustainable. Frank A. Bennack Jr. Vice Chairman seen broccoli growing wild. So one crisis has been averted — broccoli isn’t going any- Richard P. Malloch Group Head & President Of course, this is all tongue in cheek. We have no need where. Neither is wood as long as we make sure we’re buying Steven A. Hobbs Executive VP & Deputy Group Head Robert D. Wilbanks Group Controller to worry about broccoli — the reason is simple: we can from suppliers that manage their forests as a crop is managed always plant more. Broccoli is a renewable resource that is — that is planted and replanted with an eye toward successive managed by farmers all over the world. We plow, we sow, generations and production. e key is a sustainable approach we reap in a never ending cycle that keeps broccoli on our that preserves the forests and keeps them productive. tables and in our bellies. Here at home, that is happening in a big way. North Sales Headquarters e same applies to much of the supply of hardwoods American domestic species are alive and well, are grow- 50 Charles Lindbergh Blvd., Suite 100, used in this country for ooring. Most domestic growers ing just fine and in generally well-run and sustainably Uniondale, NY 11553 (516) 229-3600 • FAX (516) 227-1342 manage their forests responsibly — I even heard that there managed forests. Many of the major manufacturers of are more trees in America today than there were 200 years flooring are keenly aware of that and, to their credit, ago (although I suspect that has something to do with the many have pioneered the very measures and practices fact that 200 years ago wood was not only the primary that make and keep our forests “green.” So whether its building material but also our primary energy source). paper towels or hardwood floors, don’t worry, as long Floor Covering Weekly (ISSN-0015-3761) is published bi-monthly by Hearst Business Communica- Yes, there is still a lot of environmental abuse going as we’re acting responsibly, we can always plant more. tions, Inc./FCW Division, 50 Charles Lindbergh Blvd Suite 100, Uniondale, NY 11553. Periodicals on in the world with clear cutting of land, mismanaged Trees as well as broccoli. postage paid at Uniondale, NY and additional mailing offi ces. Subscription rates: Domestic: $25 per year, $48 two years; Canada: $60 per year, $110 two years. Sales Agreement No. 4001287. Foreign: $174 airmail. Single copy Domestic: $4.00, Canada: $6.00.
Vol. 62 No. 2 — Santiago Montero A Hearst Business Publication Vol. 61 No. 24 A Hearst Business Publication January 28, 2013 Printed in the U.S.A. December 24/31, 2012 $4 $4
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COVERING FLOOR Kermit BakerFCW COVERING Supplement to Floor Covering Weekly WEEKLY Housing to increase WEEKLY A Hearstin 2013 Business Publication FCW Insider: Visit FCW at booths ommercial FLOOR Xavier Steyaert #S5761 & #B3370 COVERING C talks IVC Breaking free WEEKLY from the downturn The Technology Issue 18 expansion Empowered by 2012 growth, next year looks good Changing role SURFACES of websites CFI inaugurates Setting the Stage By Amy Joyce Rush By Taryn Baum and Michael Sorenson Davis Award at e momentum that built slowly in 2012 is expected to push the ooring industry into a stronger growth It’s been roughly two decades since the mode for 2013. And business, said industry executives, will be quite good by 2014. World Wide Web opened its universe to the annual convention “Our Commercial business continues to see strong growth and we expect to continue this momen- public. When consumers click onto a com- for Recovery tum into 2013,” said Randy Merritt, president, Shaw. On the residential side, he remains cautiously pany’s website today, it is second nature, By Kimberly Gavin optimistic but does expect housing demand and price levels to continue to improve. “Builder and multi- Outlook 2013 and because of possibilities made by tech- family business is bene ting from new construction and is starting to grow. e residential replacement nological advancements, the expectations market continues to be weak, but is expected to improve as the new home market improves. is bodes [N ] e are greater. well for future ooring activity,” he said. International Certi ed e rst website from the ooring industry Floor Covering Install- was created in 1994 by Laticrete, according to ers (CFI) held its 19th NAHB to DC: Don’t derail recovery the company. Very simplistic, its main purpose Winter markets heat up annual convention at Continued on page 4 was to provide material safety data sheets, tech- the Sheraton Hotel and To subscribe: call (866) 813-3752 or go to fcw1.com/subscribe By Mallory Cruise nical bulletins, contact information, and other Convention Center By Janet Herlihy 2013 straightforward pieces of information. where several hundred e National Association of Home Builders depression for four years, Howard said, and as Websites today are serving a vastly di erent installers attended [D ] e atmosphere was casual, in Oklahoma,” said Roger Voge, Okla- Retail planning for increase Bernie Madden (NAHB) is keeping a close watch on post- one facet of the economy that is beginning to Acquisition, product purpose. “Eight out of ten consumers check out gets fi rst award. seminars, workshops the showrooms scattered in hotels located homa division president for Star Floor- election Washington, D.C., and readying see recovery, it shouldn’t take any more hits. By Janet Herlihy a company on their website before they go into and listened to keynote in Irvine and Grapevine, Texas, and the ing & Decorating. itself for potential changes in legislation/ “We’re in very interesting times and the the store. It’s not really an appointment based speakers. According retailers, large and small, attending the to Jane Walker, CFI principal, “Everything Jinx Yoder, owner of Paris Tile & Marble, policy that could a ect housing in 2013. NAHB needs to be at its most active and all Most retailers told FCW that they saw signi - PET carpet and will show it at the front of the business, and the website is our new lobby Dallas regional ooring markets were Paris, Texas, said, “Business is picking up. bring market advantage was bigger this year.” Additionally, NAHB is aggressively asking members engaged as much as they can be. As cant improvement in 2012 and are expecting store. We will still have the best o ering at where people make a judgment about who we pleased with the products and optimistic. People who wanted to wait ‘til a er the rst Flooring America Walker said that from supplier events to the government to avoid derailing an eco- soon as we get through this lame duck session even better sales in 2013, but are hesitant the higher end of the market, but will move are and what we’re all about,” explained Gary workshops, all events during the three-day Shaw, Mohawk, Beaulieu along with of the year are back to buy now.” nomic recovery. Mannington’s Grizzle sets course for future and Congress gets back in earnest, it will have about how events in the economy might that farther into the showroom,” he added. Garcia, advertising and marketing manager, convention were full. But even more impor- distributors including Swi -Train, T&L Susan Adair, of Adair’s Fine Floors in Right now, according to Jerry Howard, CEO the biggest in uence on the bottom line,” a ect business. Aaron Pirner, owner and CEO of CAP Coles Fine Flooring in San Diego. tant, she pointed out, the number of install- and BPI drew dealers to see a wide range of Dallas, said, “Winter market is important of NAHB, NAHB’s policy is very rm — it By Amy Joyce Rush said Howard. “I was surprised that Carpet, is very optimistic. CAP, a CCA Global Todd Calloway, interactive marketing goes high tech ers under 40 was impressive. “Everyone product and hear about the latest programs. to us. I think it’s better than Surfaces in wants the 2001-2003 tax cuts extended; it does NAHB held a webinar on Tuesday Dec. 2 2012 was still up and manager at Shaw, echoes these sentiments. kept asking where we got all these young that the suppliers are not distracted.” not want change to mortgage interest deduc- to address the current political environment partner, operates 16 loca- Construction is recovering in the [S , N.J.] A year ago, Rus- down, but we are for- “It’s important for us to provide infor- people,” Walker said. Not only were the region and retailers reported better retail LVT is a very, very hot prod- tions; and, does not want tax rates to increase. in post-election Washington. Alongside tions housing 19 business By Raymond Pina Chuck Moreau, owner of Brazos Valley sell Grizzle took the helm of tunate and have been mation and inspiration for people who under 40s in attendance, there were install- uct and we continue to grow e housing industry has been in a state of Jerry Howard, Jim Tobin, chief lobbyist for units (all ooring related) sales as well. “ e builder market is strong Floor & Design, with three locations in Mannington Mills, a family- ahead,” said Peter Mess- research their ooring purchases on line. [M , N.H.] Flooring America “The retail shopping experience has not ers in their 20s and 30s. “ at’s encourag- our commercial and residen- NAHB, and David Crowe, chief economist in and around Wichita, the College Station, Texas area, has been owned nearly 100-year-old ner, president of Mess- at research is more common today than dealers are using hand Flooring held electronic America kept pace with technology,” said Chiera. ing,” she said. “It’s because we’ve done our tial LVT product lines. We are Kansas. “We have had a company that was deeply ner Carpet, Pittsford, a ever,” he said. “ rough websites like Shaw- devices to help increase sales and manage “We’ve developed an application the sales- best to teach them what their costs are so For reprints of articles: Wright’s Media (877) 652-5295 Continued on page 12 ahead of projections at this Continued on page 3 good growth year. When Shaw Contract’s Dye Lab carpet tile grounded in tradition and suburb of Rochester, N.Y. oors.com, they browse online catalogs, customer relations from their initial point person can use in the store to improve the they don’t give labor away. en they have point,” he said. “Some of our competitors the market went down won the NeoCon Gold award this year like the rest of the industry, for the modular carpet category. compare products, order samples, and use of contact all the way through credit, experience but also for the customer to money to a ord education.” haven’t been able to invest in ‘07 and ‘08, we started was mired in a painfully slow Since then, he has invested visualization tools to see how their choices installation and ultimately to an online publish recommendations online, along Tom Jennings, chairman, WFCA Ser- his time in overseeing the in their showrooms, making investments — recovery. His job then and referral, according to Frank Chiera, vice with before and after photos of her instal- vices Inc., was the keynote speaker during Russell Grizzle giving us an advantage.” better people, better sys- Continued on page 17 integration, a job made easier An inviting wood walkway guides president of marketing and advertising, lation. We know people trust the recom- the opening WFCA Leadership Conference, now is to plot a path for the future that tems, locations, training,” because of careful due dili- For 2013, Messner has shoppers through Carpet Town. Flooring America. mendations and referrals of their family held in honor of Chris Davis, WFCA chair- includes growth in new markets while Pirner said. “When things gence before the purchase and Periodical set a goal of a 6 to 8 percent increase and is and friends 10 times more than they trust man and CEO who died earlier this year. at the same time to stay true to the com- company values that aligned with Man- started to improve, we Centiva gives Bank of pursuing that by attracting a younger market. a home center announcing they have a sale Jennings spoke of how Davis had the same Periodical pany’s core values. nington’s from the start. “ at’s been a big “We are re-developing our website to reach were in a great position. We’ve taken market share, starting in 2011. Carpet tile’s latest India California fl air this weekend.” goal as CFI: “to encourage dealers and oor- Today, Grizzle points to the Amtico help,” he said. the 35 plus year-olds. By the end of the For breaking news updated each business day, visit us online at www.fcw1.com And 2012 was great, with success mainly in Introduced July 2012 during Flooring ing installers to work together for customer acquisition as a strategic move that allows In October, the company announced year, it will have a young, fresh look. We are our wholesale and commercial businesses. FloorFolio solves design directions America’s summer convention in Orlando, satisfaction,” he said. “He believed strongly For breaking news updated each business day, visit us online at www.fcw1.com Mannington to expand its global reach that both the Mannington Commercial also getting involved with social media and Residential remodel has been OK too.” 9/18/12 2:07 PM Fla., and available next month as a down- that this had to occur if the industry was to while enabling it to bring its LVT com- and the Amtico sales forces will carry both changing our product mix in showroom,” Interior Surfaces sound issues 12243112Pages.indd 1 He expects increases across all areas — com- loadable application from iTunes and Floor- achieve its full potential.” mercial production onshore. companies’ commercial products, includ- Messner explained. “We will be selling more mercial, new housing and remodeling. “I think Periodical ing America’s website, members who signed Maintaining that momentum and 1-28-13pages.indd 1 ing LVT, sheet and carpet tile, using the earns Retail award “We are pleased with the acquisition. 2013 will be good because consumer savings up for the Fast Phase II program received continuing to build those dealer/installer current Mannington Commercial “Choices a free iPad, though the application works relationships is a key focus for CFI going Continued on page 17 equally well on Kindles, Android tablets, forward a er Davis’ passing, Walker said. Continued on page 47 For breaking news updated each business day, visit us online at www.fcw1.com iPhones and other handheld devises. One way CFI is doing that is with the Chris FCWCommercial-SEPT2012.indd 11 Celeste Carr, owner of Ocoee, Fla.-based Davis Award, given this year to Bernie fcw8202712-pages.indd 1 Floors Direct, signed up for Fast Phase II Madden, principal of Madden-McFarland 12/17/12 3:49 PM Interiors of Leawood, Kan. Madden Continued on page 4 is a high-end ooring business who 1/18/13 4:42 PM Continued on page 6
8/22/12 3:40 PM fcw42213-pages.indd 22 4/17/13 4:10 PM Mary Bishop* worked in her family’s flooring business and devoted herself to her family. When a Christmas Eve seizure led to the discovery of a grade III brain tumor, Mary suddenly had to focus on an intense treatment plan which included radiation, chemotherapy and fighting the tumor.
Good thing someone told her about the Floor Covering Industry Foundation
“It’s truly a euphoric feeling Mary Thank you, whenever friends and family help you, but when strangers help you, it makes you want to stop and hug the first stranger you see.
For me, it’s all about people
helping people.”
Mary Bishop* Family Floorcovering Business
Do you know someone who could use our assistance? Let them know there’s hope. For information or to make a donation, please call 714.634.0302 or visit FCIF.org.
*The FCIF treats all of its grant recipients confidentially. Mary wanted to share her story with the public but asked that we keep their identity veiled. Her name has been changed
FCIF_ad_2011_FCW_2.indd 3 9/26/11 2:41 PM fcw4813-pages.indd 24 4/1/13 9:43 AM