MAY 20, 2019 • $4 VOL. 68VOL. | 12 NO. FCW attended Amorim's Architects@Amorim event with leadership Mário Pinho and Ansgar FLOOR COVERING WEEKLY Igelbrink. See exclusive story on page 10.

ISSUE THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE & INFORMATION BUSINESS NEWS THE INDUSTRY’S

The Life of Luxury

Pictured here, rigid core herringbone planks from Karndean Designflooring combine quick installation, rigid MARKET SEES STRENGTH & SHIFTS core technology and design flexibility to add a luxurious feel to any space. For more on Karndean, see page 7. By Sharyn Bernard

The U.S. and global luxury markets are alive and well across the board — from travel to home furnishings. Consumers have more wealth to spend, and they also are actively seeking out luxury products and experiences. “There’s no question Baby Boomers and Gen X have more money,” said Milton Pedraza, chief executive officer of the Luxury Institute. He added that while younger consumers may have more debt and are less affluent, it’s a matter of time before they catch up as Boomers transfer Continued on page 12 The new COREtec Plus-Enhanced Herringbone planks off er exciting ways to spice up your space. IT’S YOUR STYLE SHOW IT OFF.

COREtec is 100% waterproof, kidproof, petproof AND low maintenance. So you can spend less time cleaning and more time enjoying.

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COREtecFloors.com FCW EXCLUSIVES Armstrong Flooring’s next steps Interim CEO sets future focus

By Amy Rush-Imber

[Lancaster, Pa.] Armstrong Flooring solely focused on the resilient category and compelling — the look of the prod- has been in the news a lot over the last with VCT, sheet vinyl, LVT and rigid uct, the durability and the scuff resis- Larry McWilliams several years — first when it named Don core products, has undergone dramat- tance. I would love to see the organiza- Maier CEO; its separation from Arm- ic change, from leadership to product tion focus on getting everything we can Part of McWilliams’ task is to find a strong World Industries (AWI); then, it mix and partnerships within the supply out of Diamond 10. It’s that much of a permanent CEO and that is top of mind sold off its hardwood business; and, now, chain. But McWilliams sees all of it as game-changer,” he asserted. as he gets more intimate with the com- the naming of Larry McWilliams inter- the company’s natural progression. A few years back, the company re- pany’s day to day business. “I’m here to im CEO. In an exclusive interview with “We have long heritage of success and committed to distribution and then truly understand what the next CEO FCW, McWilliams talked about his de- that permeates throughout the organiza- subsequently parted ways with one needs to be and look like and skills they cade on Armstrong’s Board and his con- tion. People are very engaged,” he said. partner while increasing the territory need to have. I look at the unique as- fidence in the company’s direction today. The company today, according to of others. Today, about three-quarters pects of the flooring industry — ideally, “I’ve lived through all of the changes McWilliams, is 60 percent commer- of the company’s business goes through I want them to understand channel dis- once removed on the Board,” he said. cial and 40 percent residential but distribution and is especially crucial to tribution, the opportunity for innova- “One thing I can say is that our em- common to all products and segments its residential business. “A year ago, dis- tion and how to speak to the consumer ployees mirror our best-selling prod- is its innovative Diamond 10 Technol- tributors took on a lot more of the re- and the difference between consumer uct which is resilient. Even though ogy that gives Armstrong Flooring a sponsibility of merchandising and sales business and commercial business,” he I’d been on board all that time, I’m performance story around durability of residential products. That allows us shared. “In broad terms, those are the moving much more into gaining in- and resistance to scratches, stains and to have more focus on commercial,” he skill sets they need to have. I also am sight into employees and the everyday scuffs. The company will rely on the said. “Because of our two-step distribu- looking for someone more on the peo- working of the business, how to spec technology’s success for future growth. tion model, we rely heavily on [distrib- ple side — someone that can appreciate products and bring them to market.” “Diamond 10 is an innovation that utors] to be our representatives out in our history, build on the past but put Indeed, the company, which now is works across the portfolio. It’s unique retail. They are a big extension of us.” their mark on it.”

that are too big for any one manufactur- RFCI EMBRACES RIGID CORE er to handle on its own and to become a category advocate. In fact, RFCI holds THE MFA BECOMES PART OF THE RFCI TO FURTHER THE CATEGORY’S GROWTH close relationships with synergistic By Kacey Perinelli agencies such as the American Chem- ical Council and the Plastics Institute, [LaGrange, Ga.] Multilayer Floor- help avoid the trap of according to Thompson. ing Association (MFA) will become cycling down,” he said, Another focus, Thompson noted, part of the Resilient Floor Covering adding that both sides will be on product sustainability, a goal Institute (RFCI) and FCW spoke – RFCI and MFA vot- which will be forwarded by standards with the RFCI’s president and CEO, ed unanimously on the such as FloorScore and Environmen- Dean Thompson, about early targets merger. “We worked tal Product Declarations. As well, the for the organization and the benefit on this for more than RFCI has the financial strength to put multilayer flooring will receive as a year. I’m confident behind its goals, he added. part of RFCI. that the MFA Advisory Making sure rigid core product “We are incredibly strong at RFCI Committee will con- suppliers have a voice, the RFCI will in making investments and we have a tinue to be innovative look to round out the membership of very active supply chain membership,” Harlan Stone, Halstead/Metroflor and MFA and Dean under RFCI.” the newly created Multilayer Flooring said Thompson, noting that today, he Thompson, RFCI Thompson noted Advisory Committee with the goal of believes that resilient products hold innovation but didn’t turn into the that rigid core shows an exceptional continuing the progress made on set- about 20 percent of the flooring mar- Wild West. The MFA came on the value proposition and as such, quickly ting product standards. ket and he sees it growing to 30 to 35 scene in late 2016, in fact, to provide became a mainstream category. Last As well, the RFCI will guide and percent in the future. governance and to begin to create October, RFCI began its first steps of create a growth path for rigid core As the integration begins, a first or- product safety standards around these engagement with the MFA by creating products by showing clear commit- der of business was to create two sub- new introductions. a Multilayer Flooring Advisory Com- ment to the category, as outlined in categories of luxury vinyl tile (LVT) Harlan Stone, group CEO Halstead/ mittee within the organization. Under the Multilayer Flooring Advisory under the resilient product umbrella Metroflor, who launched the MFA the guidance of RFCI, one clear target Committee’s charter. Currently, the — flexible LVT and rigid core LVT and acted as its president, told FCW, will be to advance the certification RFCI is working on modifications to (previously known as multilayer floor- “[MFA] didn’t have the bandwidth, program and standards previously this charter in order to implement ing, encompassing WPC, SPC and infrastructure and financial strength enacted by the MFA, such as ASTM and determine standards, which rigid core products). The subcategory that Dean has and he has managed product standards. will likely take months. Today, RFCI of rigid core has grown exponentially this process brilliantly. The key to the Because of its history and profession- membership includes approximately from its first introduction in the mar- deal was recognizing the value of our al management, the RFCI is well-posi- 95 percent of suppliers in the resil- ket, making it imperative to put reg- certification process. If we certify, this tioned to handle any issues that might ient category. ulations in place and set standards to brings everything up and those that come up surrounding rigid core prod- Added Thompson, “We took the ensure the category benefitted from can’t reach, become lower value. It will ucts, such as government regulations first big step to move and join forces.”

4 MAY 20, 2019 | FLOOR COVERING WEEKLY NAP BEAUTIFULLY

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Visit karastan.com FCW EXCLUSIVES Personalizing the purchase ‘More Moments are Made on Mohawk’ campaign connects with consumers’ emotions By Amy Rush-Imber

[New York] Here, FCW sat down with pre-roll or dictionary.com, for example, reinforce digitally and incorporate into Mohawk’s marketing leadership last and can be optimized locally by retailers. the new displays that have a connec- week to talk about the new campaign it In fact, five different homes and a cast tion to the More Moments campaign,” has launched for its Product Heroes — of more than 40 were used to create an explained Arnold. Display’s have a col- a purely digital campaign that focuses abundance of assets that retailers can ored square that matches up to a spe- sharply on the everyday moments of a utilize on their own or with Mohawk cific product, he added, such as Smart- consumer’s life that happen on a Mo- through its Omnify digital platform and Strand is green and Air.o is blue. “It is a goal. “We chose a director that could hawk floor, whether it’s waking up to local campaigns. visual identifier of the brand campaign. capture authentic moments — real sce- toys strewn about the bedroom carpet, “One of the fundamentals is how And we continue to build a library of narios you can relate to,” he said. a dropped science project in the hall- everything is built specifically so the content and build brand equity.” It's a strategy that Mohawk be- way or spilled juice and rowdy cats and retailer can leverage them locally. We Added Mendelsohn, “With each lieves will help it reach its key dogs in the kitchen. do it nationally and then connect with product hero, we looked for the single customer. Explained Arnold, “De- “Every decision we make is an emo- the retailer on the local level. It has an most compelling benefit and turned mographically, we identified two tional decision,” asserted Karen Men- exponential reach,” said Mendelsohn. it into an emotional moment on that primary segments: Strivers and delsohn, senior vice president, market- But at the core is making a connec- floor. The value proposition could be gracious entertainers. We then look ing, Mohawk Industries. “There needs tion with the in-market consumer in a more confident moments — worry free, at the market with the highest con- to be a rational reason to purchase but way that is more relatable than simply stain free — and translate into an emo- centration actively where the target every product is an emotional purchase. identifying a product’s performance as- tion that ladders back to the product.” consumer is. It optimizes your dol- And flooring for the home is emotion- pects. “Our industry approaches prod- One creative piece with Smart- lars towards the in-market consum- al. It’s waterproof, scratch-resistant ucts functionally. But there is not a more Strand, offered Arnold, “is more color- er and creates demand.” — that’s important when you get to emotional space for the consumer than ful moments — it brings to mind dress- In addition to pure demographics, product specifics but when you are at our home. There is a tremendous oppor- up parties for little girls, for example. Mendelsohn added it’s important to the brand level, you want to make an tunity to make a connection,” explained You can match that to our leadership in also look at lifestyle and life stage. emotional connection to the brand that Seth Arnold, vice president of marketing color with our new innovation, Color- “It isn’t flavor of the month,” she em- makes you feel good no matter what the for Mohawk’s residential business. Max. And in hard surface, more happy phasized. “Our brand personality, product or application is.” And while each video in the cam- pet moments. Waterproof and scratch equity will live a very long time. We The campaign videos, which support paign relates directly to consumers’ ev- resistance with RevWood Plus that have enough assets to take through Mohawk’s Product Heroes — RevWood, eryday lives, it also makes a strong con- connects with that happy feeling you multiple years. The brand strategy we SolidTech, SmartStrand and Air.o. — nection to a product — one that can be have for the animals in your home.” are implementing needs to stand for can be found on YouTube, social plat- carried right on into the brick and mor- Each asset takes you right into a real something — consistency and con- forms or national channels such as CNN tar store with point of sale support. “We home life event. That, in fact, was the tinuing to build trust.”

certification for CLEO. Today, the company manufactures CLEO: Waste-free LVT about 80 percent of its total product By Kacey Perinelli domestically, Denman explained.

[Trenton, N.J.] Congoleum has been LVT product — it is printed directly DEDICATION TO DESIGN in business for more than 130 years onto the plank material and then coat- Congoleum’s design team works on a and manufactures the majority of its ed between each layer of production. global scale. Designers travel the world products in the U.S. Late last month, In fact, the machinery in the facility in- to bring global designs to its domes- FCW had the opportunity to tour the cludes a large specialty printer that can tic operations. The company has also facility here, which manufactures vinyl print an entire pattern at once rather designed new displays to showcase its plank products. than needing to utilize different ink product offerings as well as created “look One of the products produced in the colors at different times or go back and books” that can be used as a sales tool in Trenton facility is the CLEO line (Con- forth across the material. store but also for the customer shopping goleum Leading Environmental Op- Kurt Denman, chief marketing of- online to give her a feel for what a floor tions), a flexible luxury vinyl tile (LVT) ficer and executive vice president of might look like in her space. product that was previewed in 2018. sales for Congoleum, explained that Though rigid core offerings seem to The sustainable product is made of 85 the plant is waste-free — unused ma- be the go-to format for most manufac- percent locally sourced limestone and terials cut from the main plank are turers of resilient today, Congoleum is 15 percent EVA (a type of flexible rub- ground up and reused as fresh materi- committed to its flexible LVT product ber). CLEO does not include any PVC al. He said the goal of CLEO is to cre- and gluedown installation. Denman or plasticizers and emits no VOCs. ate a start to finish sustainability story, noted that one advantage of gluedown The production line for CLEO is sit- where the product is able to be created, product is how flush the boards sit uated within the Trenton facility and installed, removed and recycled at the together. And, he added, both CLEO runs on state-of-the-art equipment. end of its life into brand new product. and DuraCeramic (another of Congo- The product is finished quickly as it is In fact, Congoleum is currently in the leum’s offerings manufactured here) not made with layers like traditional process of obtaining Cradle to Cradle have the ability to be grouted. CLEO in a grouted tile visual.

6 MAY 20, 2019 | FLOOR COVERING WEEKLY Flooring Underlayment: The LUXURY You Can’t See

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© 2019 Leggett & Platt Incorporated • MTAD1019_25101_04-19 NEWS FCW EXCLUSIVE Karndean Designflooring Delivers Style, stock & service define company

By Amy Rush-Imber

[Export, Pa.] With 250,000 square stacked high to maximize the space, see not just the breadth of product but feet of warehouse, showroom and of- according to Anderson. Between the the flexibility Kardean offers by hav- fice space across the country, Karndean three facilities, he said, there is nearly ing product utilizing different instal- Designflooring is at the ready to serve 30 million square feet of LVT. lation methods. Also under roof here in Export is a its customers with design-forward lux- “We don’t believe in backordering, Previously company COO, Bill Anderson ury vinyl tile (LVT) no matter where even if we service from a different facil- full line sample department that can was recently named CEO of Karndean they are. In fact, the company makes ity. We want to be as easy to do business service all customer needs. “Because Designflooring in the U.S. sure to keep a substantial amount of with as we can,” Anderson revealed. we can control it, we feel it’s better stock in its three locations — here in Ex- The company’s deep inventory is quality,” he said. The company also port, Las Vegas and Fort Worth, Texas. supported by five factories in multiple does all custom logo designs, design “Our job is to service our customer countries — Karndean was started in strips and random widths and lengths so we keep safety stock,” offered new- the U.K. in 1973 and opened up shop as well as cutting here on premise. ly appointed CEO Bill Anderson. He here in the late 90s. Karndean also works to make sure told FCW during a tour of the facility Incorporating design into its name, that all scrap has a second life, wheth- here earlier this month, that while the Karndean is sharply focused on bring- er for use in a garden hose, traffic cone company is committed to serving its ing a high sense of style to its floor- or rubber composite. “We think it’s the customers from stock, it’s also well pre- ing products. Front and center at the best virgin vinyl,” asserted Anderson. pared for surprises. Anderson, in fact, entrance here in Export is a plank of The warehouse itself is efficient with has been with Karndean for nearly a barn wood. “We ask how we can rep- inbound product arriving on one end and shipped outbound on the other. “It’s decade and as COO was instrumental licate nature,” offered Anderson. “It’s a Above shows the breadth of Karnde- in the company’s streamlined and effi- great selling tool — real wood versus the most well-maintained, clean ware- an’s LVT portfolio and also functions cient operations. ours.” The showroom here allows re- house I’ve been in and there is pride in as a work room where customers can Inventory in the warehouse is tailers and the design community to working here,” he said. come to create unique floors.

and see the process. Be a part of it.” CONTINUING THE CLIMB The future looks bright for Myers MYERS FLOORING NASHVILLE OPENS RENOVATED SHOWROOM Carpet. Currently, reported the com- pany, it doesn’t have plans to continue By Kacey Perinelli expansion, but it also doesn’t discount the possibility that a good opportuni- [Nashville, Tenn.] Last week, Myers their grandfather’s smokehouse on a done it,” said Rick Myers. ty may be worth pursuing. “We’ve still Flooring of Nashville celebrated its dirt road in Dalton. Gene Myers, their Myers Flooring’s general manager got a long way to go,” said Peeples, ex- grand opening here where members father, would buy scrap and poundage Doug Peeples noted that size was an im- plaining that the company’s goal is 100 of the community, and FCW, gath- and create small rugs and runners for portant attribute of the new facility. “The percent customer satisfaction. He con- ered to celebrate the new state-of- stairs. Despite its humble beginnings, ability to do and show what we do in a cluded, “I don’t think we’ll ever get to the-art location. the company has since expanded to in- good open space without confinement. the top of the mountain.” The new combination showroom clude Atlanta and Nashville in its list of You go into a lot of showrooms and you and warehouse is located in the city’s locations and has provided flooring for feel like you don’t have room to expand. Sidco Design District, where anything a variety of films, including “The Intern- If you want to throw something out on a designer needs can be found. Myers, ship” and “Anchorman 2.” the floor and look at it [here, you can].” which first opened its doors as Myers The motivation to expand to Nash- He added, “I think the hardest thing Carpet Company in 1957 by Gene My- ville, which the company did in 1998, for a person to do when they’re buying ers in Dalton, Ga., is still a family run was largely based on the demographic something for their home is to visualize business today. in the city itself. “We were in Atlanta what it’s going to look like. This building The retailer’s focus is on high-end, de- and when we started to research what gives us the opportunity to bring in a ton sign-forward flooring, mainly in carpet, other city we wanted to go to, Nash- of natural light, so we can make it easy and its showroom reflects that. Situated ville had the second highest income for someone to visualize.” in a large and bright open space where per capita and it was a lot like Atlanta, Space enhances the shopping experi- natural light is the star of the show, car- but maybe a couple years behind,” ex- ence. Offered Rick Myers, “I guess with- pet is displayed in elegant ways more plained co-owner Ray Myers. out trying to sound corny, I think what reminiscent of interior design shows Buying and renovating the new this [space] allows us to do is to simplify than a standard flooring showroom. Nashville location was motivated by their shopping experience. Make it so Myers is known particularly for its wool the increased amount of space the new they can come in here and relax. We try product offerings and is the largest wool building offers. The renovated building not to overdo it, but we show plenty of carpeting retailer in the Southeast U.S., is a 1950s construction, which now has product and a wide assortment of prod- the company reported. a brand-new roof and new heat and uct and space allows you to do that. And Co-owners Rick and Ray Myers not- air, among other amenities. “We took it in the end, when it comes to fabrication, ed that the carpet business began in from scratch and we’ve completely re- space allows them to come back here Ray and Rick Myers of Myers Flooring.

FLOOR COVERING WEEKLY | MAY 20, 2019 7 NEWS

rial from. They’re much more spec NWFA 2019 Expo: Keeping wood competitive and detail driven.” And AHF, a newly formed company By Morgan Bulman with venerable brands, recognized the [Fort Worth, Texas] The National to maintain products are resonating the LABOR IN CRISIS value of being at a show with as sharp Wood Flooring Association (NWFA)’s most with end users. American OEM’s Effectively communicating hard- a focus as itself. “The folks around here 2019 Expo, held here May 1 to 3, was foray into the hybrid market is coupled wood’s benefits is just one challenge. — the contractors and installers — busy. For Michael Martin, president with its on-brand slice visuals featuring Installation education is also scarce these are the folks that make our busi- and CEO of the NWFA, there were stains, textures and top coats associated and wood isn’t easy to put in correctly. ness work,” offered CEO and president three key areas to focus on at this with its U.S.-made wood assortment. To remedy this, the NWFA launched Brian Carson. “We thought it was ap- year’s Expo: innovation, industry “People want to live lives where they an apprenticeship program in develop- propriate, even as we’re rebuilding our marketing and labor. don’t have to panic about the day to day ment with the Department of Labor. business and brands, to honor and re- moments,” explained Allie Finkell, exec- One of the Expo’s enlisted speakers, spect what these guys do by being here.” ADDRESSING INNOVATION utive vice president at American OEM. Kayleen McCabe — host of the DIY “Water and scratch resistance are “It’s pushing us to do better.” Network show Rescue Renovation — A DISTRIBUTOR’S TAKE driving the entire flooring industry’s discussed advocating for the trades. As latest technology advancements. Wood TELLING A BETTER STORY founder of the McCabe Foundation, Belknap-White Group’s regional is no exception,” Martin shared with The main solution to keeping wood which supports students with scholar- vice president of sales, Sean Con- FCW FCW. “Manufacturers are introducing competitive? Storytelling. ships to pursue construction careers, nolly, sat down with at NWFA’s new product and innovative finishes Nearly everyone is on board with she applauded the NWFA’s work to in- 2019 Expo to provide deeper insight almost daily right now to compete with integrating NWFA’s “Real Wood. Real centivize younger generations by pro- into what the growing distributor’s the consumer’s perception that these Life” campaign into their own market- viding a legitimate program and path. game plan is at the show. Because are key selling points.” ing programs. For example, Rose Mary a significant portion of the group's Pat Oakley, vice president of mar- Cummings, marketing director at Max- FIRST TIME ON THE FLOOR business is wood, it's the perfect keting for Mullican Flooring, stressed well Hardwood, noted Maxwell will be Both Anderson Tuftex (AT) and place to get a pulse on the indus- the company has been researching and adding the NWFA’s advertising resourc- AHF Products attended their first try by asking questions like: are red developing new ways to reclaim wood’s es over the next several months. NWFA Expo, noting they’re excited oak prices really increasing? position as durable and comfortable by The messaging also provides clear lan- to return with a bigger and better “We treat this show differently. putting a greater focus on finishes and guage for the RSA. Pierre Thabet, presi- presence next year. We’re not looking for new lines ... treatments, even exploring the possibil- dent of Mirage Floors noted the RSA “We really wanted to be here to we’re here to strengthen relation- ities of a spill-proof warranty. has the ability to sway a potential buyer. focus on our wood-only customer,” ships,” he explained. “We can see American OEM’s Raintree has em- “They’re the ones who need to sell wood said Amelia Tritico, design manager some of the bigger guys anytime, braced the waterproof story. Although again. The easy path is LVT, but once at AT. “These are wood purists, they but we don’t get to see or talk with hardwood is and always will be the we have more passionate people, they’ll want to know about the ply, the fin- our smaller mills out of the south company’s focus, it acknowledges easy steer back to the real stuff,” he said. ish, where you’re sourcing the mate- as often.” Continuing Connections DESIGN AWARD WINNERS [Scottsdale, Ariz.] Gold winners MEMBERS & VENDORS ATTEND 2019 STARNET SPRING MEETING of the 2019 Starnet Design Awards were announced here including: By Ryane DeFalco Grand Prize & Corporate: [Scottsdale, Ariz.] Starnet Worldwide about making a connection with our Interpublic Group, UM Global Headquarters Commercial Flooring Partnership met dealer partners. Starnet has done a Starnet member: Architectural Flooring here for its Spring meeting earlier this great job with creating partnerships The Grand Prize winning project by Resource month. Members gathered from across and relationships, and creating op- Architectural Flooring Resource Education: EBR Career And the country to connect with one anoth- portunities to connect.” Technical Education Center er, as well as with Starnet’s vendor part- While Teragren (owned by Hall- BUILDING A BOND Starnet member: Cornerstone Commercial ners. Noted president and CEO Jeanne mark Floors) was already a Starnet Keynote speaker Kevin Brown, au- Flooring Matson, “Our vendor partners truly vendor, this is the first year Hallmark Healthcare: thor of The Hero Effect, discussed Phoenix Children's are that: partners. They work hand-in- has been a Starnet vendor. “This is like the importance of connections — not Hospital, Emergency Department hand [with Starnet members].” our coming out party for commercial,” just with vendors and other mem- Expansion The theme of the meeting was “Cre- Alexandra Zywicki, commercial sales, Starnet member: Wholesale Floors bers, but with consumers. Brown ating a Future Together” echoing that said of attending the Spring meeting. Hospitality: Public Space: Miami told attendees, “People don’t think connections are a key reason to attend “The commercial market is something Beach Convention Center of you because of what you do, but the event. “It helps with vendor rela- we are trying to make a connection/im- Starnet member: Duffy & Lee because of who you are.” He noted tionships,” Luke Canup, account exec- print on.” And for the company, joining Mixed Use Developments: that many people only do things for utive at DCO Commercial Floors told Starnet was an effective choice. “Having Bailey Power Plant others if it will get them something FCW. “Plus, it’s good to have meetings Hallmark and Teragren together here Starnet member: DCO Commercial Floors in return. But heroes do things for and lectures to learn from.” has been a huge success,” she added. (Dalton Carpet One) people without expecting anything People's Choice: Vendor partners too found meeting Schonox became a preferred Star- Virginia Aquar- back. And that, he said, is what con- with members an advantage. Len Fer- net vendor this year. “For us, it’s huge,” ium & Marine Science Center sumers will value. It’s what will keep ro, executive vice president of mergers Doug Young, executive vice president, Starnet member: W.C. Carpenter LLC them coming back to your business. Unique Installation: & acquisitions and business develop- told FCW. “The amount of interest Armstrong He told attendees, “When you make Flooring 2018 NeoCon Trade ment for Tarkett North America, said and opportunity [was] phenomenal connections, that’s what makes you Show Booth the company has been a partner of right off the bat. It’s a great group of the choice, not a choice.” Starnet member: Johnson Floor Company Starnet’s for more than a decade. “It’s flooring contractors.”

8 MAY 20, 2019 | FLOOR COVERING WEEKLY BRAND IN #1FLOORING Pergo is the #1 highest searched flooring brand. With over over 80 million families in the U.S., there is a growing demand for brands consumers know and trust. For Pergo Extreme, we’ve created digital resources that help drive customers to you, simplify the flooring decision and make the connection from what shoppers love online to what they see in your store.

Activate local demand for Pergo with Edge Local Advertising. For more information, contact your Mohawk sales representative or visit MohawkToday.com. FCW EXCLUSIVE Cork creates sustainable spaces TOURING PORTO’S Amorim showcases uses & benefits at A & D event CONTEMPORARY By Mallory Cruise-McGrath ARCHITECTURE [Porto, Portugal] As a city, Porto [Porto, Portugal] Under the theme high-quality cork material. means it captures more CO2 in its life- is masterful in blending histori- “Together towards sustainability,” Am- “The raw natural cork material plus cycle than it generates. It’s made from cal design with modern architec- orim Revestimentos (AR) held its sec- a green production process equals sus- renewable and natural material and is ture and for this reason, Amorim ond annual Architects@Amorim event tainable products,” said Pinho. 100 percent recyclable.” Revestimentos took attendees here, a program developed to work And Amorim certainly knows cork. What makes Wise a smart choice, of its 2019 Architects@Amorim closely with several of its key interna- Every year it sells some €760 million in noted Moinier, is its CRC (cork rigid event, comprised of architects and tional A & D customers and encourage cork products with 70 percent of its busi- core), higher dimensional stability and designers from around the world, the use of cork products in residential ness coming from the sale of cork stop- waterproof properties. It is also highly for a tour of the city’s most iconic and commercial projects. pers and 14 percent of sales belonging to impact-resistant and is capable of be- examples of contemporary archi- Ahead of the company’s 150th anni- flooring and wall applications. What’s ing installed over imperfect subfloors. tecture, including Casa da Arquite- versary in 2020, three key objectives more, Amorim exports 50 percent of the Wise also features a cork veneer and tura; Leça Swimming Pools; Burgo governed this year’s event, Amorim world’s cork production, making it the cork backing. Tower; Serralves; Casa da Música; Group CEO Antonio Amorim shared largest exporter of cork globally. According to Moinier, Wise rep- and, Porto Cruise Terminal. with FCW and attendees here. “We want Here at the Architects@Amorim resents a significant investment in to offer as much information about cork event, it was all about creating sustain- state-of-the-art technology to create the as we can; share cork’s sustainable sto- able spaces using cork — a 100 percent line’s unique visuals as well as in a con- ry; and, we believe it’s always a good oc- natural raw material that offers no tinuous press to make the line itself. casion to meet with architects and de- shortage of advantages. “Wise is comprised of 42 visuals signers from around the world,” he said. “Cork offers comfort underfoot and — both cork looks and wood looks Indeed, Architects@Amorim had natural thermal insulation, reduces — using classic cork veneers. The big an international flair with some 30 noise by up to 50 percent and promotes advantage of cork veneers is each in- countries represented here. In addition healthier indoor air quality,” explained dividual plank will be different from to being offered an overview of all of Ansgar Igelbrink, AR’s global market- the other because the cork bark is cork’s many uses, attendees were also ing and sales director. “We spend a lot never the same, it’s always a natural shown first-hand the next generation of time indoors and as a manufacturer design that’s never repetitive, creating of Amorim products and technology we try to reduce the impact of all the unique spaces,” said Moinier. designed specifically to meet the needs materials we bring into the room.” Under the tagline “Amazing Sensa- of the A & D community. Another key advantage of cork floor- tions,” the Greenguard-certified Wise “This has taken some time and a lot ing, and one that makes it well-suited line was developed to meet market Serralves Villa of research and investment, but we be- for high-traffic and commercial areas, needs for sustainable flooring choices. lieve we have the right ingredients to is its ability to withstand heavy loads. “We want customers to feel comfort- For more on new product as well as supply you and your customers best in “Cork has elastic memory so it returns able with what we produce,” said Moini- Amorim’s strategic vision as the Group class products that will have a positive back to its original structure,” said Pin- er. “What can we do next? What do end enters its 150th anniversary next year, impact on the world,” Amorim shared. ho. “It’s highly impact resistant.” users expect from their living spaces?” see upcoming issues of FCW. For example, Mário Pinho, AR Cork flooring production itself marketing and business development follows a green formula. Any waste manager, said the company is working generated throughout the process is “YOU CANNOT HAVE LUXURY IN THE FUTURE to find ways to fight climate change reused to create new material; cork through cork. dust is vacuumed, stored in silos and WITHOUT SUSTAINABILITY.” “Cork forests are one of the greenest used to produce energy through the — CARLOS DE JESUS, AMORIM GROUP and [most] sustainable stories you can creation of biomass. think of,” he said. “Cork forests absorb “We produce 65 percent of our own CO2; since the beginning of 2019, cork energy needs by reusing recycled mate- forests have absorbed more than 12 rial,” explained Pinho, adding that cork million tonnes of CO2; and, every nine floors have a negative carbon footprint. years cork forests can be harvested.” “The large majority of Amorim’s prod- Added Fernando Melo, AR CEO, uct portfolio — approximately 65 per- “The key message here is that global cent — has a negative carbon footprint.” companies can lead the way in fighting climate change.” A Wise choice Amorim’s newest line — Wise — From Forest to Floor is an important part of this carbon Through its partnership with the negative portfolio. Forestry Intervention Programme, de- “Introduced in January 2019, Wise veloped between Amorim and local au- is a rigid core floating solution that thorities, forest producers and research- brings to market all the benefits of cork ers, the company is working to ensure flooring and more,” said Jean-Sébas- Amorim’s Catarina Gonçalves, Mário Pinho & proper maintenance, preservation tien Moinier, AR’s global product Cristina Amorim with FCW’s Mallory Cruise, AD and enhancement of cork oak forests development director. “It’s sustain- World’s Paolo & Junko Gusella and Ryu & Eriko Amorim’s new Cork Wise offering with a goal of continued production of able and its negative carbon footprint Kosaka at Real Companhia Velha winery. is trend-right and sustainable.

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Luxury consumers don’t just look were a year ago, and 52 percent be- ing a tremendous impact. It has im- Luxury for high-end products. They look for lieve conditions will continue to im- pacted buying behaviors for everyone. service, unique experiences and oth- prove. “The respondents’ optimism It is now the ultimate flagship store.” Continued from page 1 er “intangibles” that make whatever is palpable, including both executives Luxury experts cautioned that geo- they’re buying special to them. who manage the companies that pro- political worries can impact the sector. wealth in inheritances. “If you look at the evolution of lux- vide luxury goods and service expe- “I think a lot of people are expect- Pamela Danziger, founder of ury, we used to say there are three riences to luxury consumers and the ing a recession after a 10-year boom,” Unity Marketing, pointed out that parts: scarcity, art-infused and experi- businesses that provide support ser- Pedraza said. “There’s a lot of em- households with income more than ence,” said Chris Ramey, president of vices to the luxury industry,” Danziger ployment right now but not exactly $100,000 are the only segments that Home Trust International and FCW wrote in the report. what we call high level. The world is are growing. “You have more people columnist. “But today, experience and Luxury Institute’s 2019 report not- dynamic, but most economists ex- with more wealth.” personalization are even more heav- ed that luxury customers need an pect a recession. So, people are more Unity Marketing’s 2019 State of ily weighted in luxury. Everything is emotional connection to their favorite guarded. It doesn’t apply to the uber- Luxury pointed to a report by con- more personal. Another factor is sur- brands. “A majority of affluent con- wealthy, but definitely to the upper sulting firm Capgemini which showed prise and delight — how can you sur- sumers feel emotional connections to and middle classes.” that global, high-net-worth individual prise someone in a way they can’t get their favorite brands as well as a pre- Danziger noted that the rising con- wealth rose 10.6 percent in 2017, fol- anywhere else?” disposition to purchase and pay more cern about income inequality is driv- lowing six consecutive years of wealth The Luxury Institute’s 2019 State of for brands they have an emotional ing conspicuous consumption — or gains. Capgemini predicted that high- the Luxury Industry report polled glob- connection to,” the report stated. rather a move to more inconspicu- net-worth individual wealth may top al luxury consumers and indeed, while ous consumption. “The truly wealthy $100 trillion by 2025. the majority said “superior quality” is Online luxury want to keep luxury undercover.” She Experts agreed that even with an the number one descriptor for what a One factor that has permanently al- pointed to worldwide protests over abundance of wealth, the traditional luxury product is, “superior customer tered the luxury industry is the internet. wages as one example. “It’s truly one definition of luxury is shifting. “It’s a service” was the second descriptor for “There’s no question the internet has world and one world economy. What’s very complicated marketplace,” Dan- luxury. Other factors include crafts- affected the luxury market,” Pedraza going on in China or Paris impacts us ziger added. “It’s changing and shift- manship, exclusivity and polite sales- said, noting luxury consumers’ affinity here.” She noted that 80 percent of ing and people haven’t really delved people — pointing to luxury consumers’ for Instagram and Pinterest. “Events luxury consumers have a college ed- into it properly to understand it.” quest for special experiences from shop- are very important and they love post- ucation and are involved in business. For example, she noted that the as- ping to purchasing to owning. ing them on social media.” Social me- “So, they are very involved in what’s sumption that the very wealthy only The experts all noted that consum- dia platforms are also key for compa- going on and will get the first word if shop for traditional luxury brands ers’ perceptions of both the economy nies’ advertisements. the economy starts to turn. In the last is false. “The idea that affluent peo- and luxury are critical to how well the Added Danziger, “When we talk recession, they pulled back spending ple only shop at high-end stores is a sector is doing. And in today’s robust about the way people shop, the in- six months in advance.” myth. There’s a tremendous amount economy, consumers are feeling ex- ternet is really changing.” In partic- Ramey said that while there is chatter of competition from mass to luxury to tremely positive and upbeat. ular, she said, consumers are doing about politics and even recessions, at the what I call premium brands. People Unity Marketing’s 2019 State of more researching and pre-shopping, end of the day, the stock market drives are looking for value — which is not Luxury report noted that 56 percent which saves them time. “Time is the the luxury consumer. “The stock market necessarily a price definition — even of “luxury insiders” believe business ultimate luxury.” is good. When the stock market is good, at the luxury level.” conditions are better now than they Agreed Ramey, “The internet is hav- people have money and spend it.”

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As the entire luxury segment grows, tion grabbing.” Lafferty also said for flooring suppliers and retailers are carpets, warm gray — or rather greige working to capitalize on this booming — blues, greens and even lilacs are pop- segment by courting new consumers, ular in the high-end segment. Patterns expanding product lines and creating from hounds tooth to Greek key are on dynamic retail displays. trend. She looks to her carpet vendors “We see luxury continuing to grow,” of Fabrica, Masland, Stanton, Nourison said Patrick Bewley, vice president of and Unique Carpets Ltd., among oth- marketing for DuChateau. “In a mar- ers, for her luxury assortment. ket where housing is ever more expen- Storey of Karastan also said that pat- sive, people are maximizing what they terned carpets are on-trend for luxury. have and one way to do that is with “Our business is 40 percent patterned luxury finishes.” and five years ago, it was half that. Offered Karastan’s senior vice pres- Much of that has to do with hard sur- ident Bill Storey, “The luxury market is face growth. As carpet is relegated to definitely stronger than the middle mar- fewer rooms, consumers are willing to ket in all markets, including flooring.” do something bolder.” Denise Lafferty, designer for Farm- In wood, there are significant design ington, Ill.-based retailer Floor Source trends in the luxury segment. Of course, agreed. “The luxury market is doing planks are continuing to get wider and well due to the uptick in the economy. longer. But Bewley also noted that there New buyers are entering the luxury is a trend back to narrow and long flooring market and demanding high- planks. In addition, he sees a trend to er end product for their new build patterns, from parquet medallions to homes and remodeling projects.” She chevron and herringbone styles. said luxury is not exclusive to the uber Lafferty — who counts DuChateau, wealthy. “I believe almost all clients Vintage Hardwood Flooring, Mirage can buy luxury flooring. For some, it and Kentwood as her luxury wood may be only installing in one area and suppliers — also sees a trend away Patterned carpet is on-trend in the luxury market and Karastan’s Vintage Grace, for others it may be the whole home. from heavily hand-scraped styles seen here, is available in a neutral color palette that creates bright and airy spaces. Everyone likes high end goods and ap- to wire-brushed looks with lower preciates good quality.” sheens as well as a move to old-world Given the premium price points, finishing techniques to add depth and savviness of the luxury consum- and complexity. ers, selling to this segment often takes Overall, brands are designing luxu- more effort and time. ry collections to work throughout the “Luxury residential clients have be- house. “At Anderson Tuftex, all of the come extremely educated on what products live with each other,” said they want,” said Steven Skutelsky, Katie Ford, director of brand strategy. managing director of PID Floors. “This changes the way consumers see “They know their vision and they and feel about a product.” know what they want. It takes a lot of Suppliers are also working to bol- handholding, but that’s fine.” ster their retail and consumer mar- Added Storey, “Luxury consumers are keting efforts to better reach luxury willing to pay for it, but they expect high- consumers. “We’ve worked really end service, from sales to installation.” hard and most of our marketing ef- Floor Source’s Lafferty noted, “If a forts this year have been consum- client knows they want luxury floor- er-oriented,” Bewley said. “We want ing they usually want the sales person to expose them to DuChateau and or designer to take more time with want them to come into a store and them. They enjoy the design experi- ask for it.” The company unveiled a ence and want to see all of the options new site with a room design feature including custom lines.” tool. “It’s really about getting in front Luxury flooring trends have evolved. of the consumer.” “The traditional visual of a material is PID Floors is preparing to hold its no longer the same,” she said. “Lines 30th anniversary and while Skutelsky are being blurred. Carpets can look like said the company doesn’t sell through marble or hardwood, and hard surface other dealers, it is exploring opening can look like fabric.” She added that at- new showrooms in other cities. “We tention to details is critical. “Layering of are eager to serve markets who want textures and using finishes to achieve a luxury wood floors. We’re not for ev- DuChateau uses its hardwood floors, seen here in a chic herringbone pattern, to rich, multi-dimensional look is atten- eryone though.” outfit a high-end kitchen.

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The top selling products from Dixie’s Premium drives carpet profits Masland and Fabrica brands are beau- tiful patterns, according to Nuckols. By Janet Herlihy “Loops are trending in certain regions of the country. From a color stand point, products with textural color play The higher end of the carpet market con- shown, “Our products are so different discerning, noted Storey. “They want such as tonal colorations and multi col- tinued to out-perform the residential soft and unique, the consumer is drawn to what they want and are willing to pay ors are working well,” he reported. flooring business in general, according them,“ Rosato said. for it, but they want quality,” he said. Couristan’s Premiere carpet brand to a sampling of premium broadloom AT looks to present day results to “They are internet savvy and more as- offers mostly wool blends contain- suppliers FCW reached for comment. know what its consumer is looking for. tute about colors and fashion.” ing natural and synthetic fibers and The past year has had two distinct “Our sales numbers tell us what direc- Attention to detail is essential in the heat-set Courtron (polypropylene) stories as far as high-end carpet sales, tion to take in product development,” market, Nuckols advised. “Displays, products. “Premiere is the top of the noted Bill Storey, senior vice presi- said Rosato. “We also talk to our deal- fixtures and samples must be attractive Couristan line and had 86 new styles er base to give us a perspective about dent sales for Karastan. “The first nine and well styled. Product samples should for 2018. There are different con- where there is opportunity in carpet months of 2018 were very good but then be flawless and patterns and colors structions because that appeals to styling.” the last quarter slowed down. This year’s must be clear and crisp,” he explained. the higher end market and interior Prestige Carpet Mills sells its high- first quarter was fair and the last 30 days Having a broad variety is key — offer- designers who are looking for a car- or so have improved,” Storey reported. ing different constructions, thicknesses, er-end carpet, mostly machine made pet to set the foundation for a room,” For Anderson Tuftex (AT), carpet patterns, loops and colorations is also or hand loomed, through high-end Mahurter added. sales have been “phenomenal,” ac- important. “We need to provide good retailers and to-the-trade showrooms, cording to Matt Rosato, director of room scenes and other tools to help the noted Peter Feldman, president. “Our portfolio management. “We had a consumer visualize the finished prod- target consumer has an affluent in- WHAT’S IN A NAME? fantastic year in a flat to down mar- uct,” he stressed, noting this will give the come, but age can be Millennial to While Karastan and Godfrey Hirst ket,” Rosato said. “So far, 2019 start- customer confidence in her selection. Boomer. The retailer has to know how are premium brands by Mohawk, ed a little slow, but is beginning to For a retailer, the first way to appeal to handle wool and other better-quality there is a third high-end brand move in a more favorable direction.” to a high-end consumer is with the products, like an ABC Carpet & Home that is not as well known. Helios is Couristan’s Premier is a design- best brands, styles and designs, Storey in New York,” Feldman said. Mohawk’s brand that is distribut- er-driven brand that is built on quality, said, adding, “Next is service, shown ed through designer showrooms. WHAT’S HOT IN HIGH END comfort, durability and fashion. “Pre- by a manufacturer by delivering a Helios offers luxury products miere was up 25 percent in the first quality product on time.” For the last couple years, the better that combine trendsetting design quarter of 2019 compared to the same A lot depends on the retailer, so goods market has been trending to with eco-wise solutions for “ex- period in 2018,” said Larry Mahurter, Karastan controls where the brand is pattern. “For the first time in 30 years, traordinary carpets that beautify vice president of marketing at Couristan. sold by choosing premiere retail part- patterns with a little color are the most homes and sustain the world,” ners. “We are only as good as how the popular, like Artistic Charm,” Storey according to the brand’s website WHAT SHE WANTS product is installed,” Storey noted. said, which is a subtle two-tone grid helioscarpet.com. The consumers who are looking “Karastan has limited distribution in pattern tufted in Kashmere Nylon. Helios has been weaving carpets specifically for high end, luxury prod- select showrooms. And the locations For AT, the Signature collection for more than 20 years, mostly in ucts place a priority on style, design are dictated by where the affluent is the top of the line and doing well, wool “because it boasts extraordi- and color, said T.M. Nuckols, pres- market is located. We consider retail especially with patterns and loops nary natural advantages that can- ident at Dixie Residential. “But of partners on a case by case basis, be- made with Stainmaster Luxerelle, ac- not be found in any other fiber,” course, they also expect a high-quality cause store brand means a lot.” cording to Rosato. “Signature is sold the brand states. And all Helios product that will last,” Nuckols added. Once a high-end consumer walks through our premium retail part- products are made in the U.S.A. The premium consumer is more into a showroom where AT carpet is ners,” he added.

From Masland, a Dixie Group brand, Victoria Island Couristan’s Premiere brand offers the Royalax II Blue Collection From Helios, a Mohawk brand, St. Martin is woven is a stria pattern tufted in wool. including the Zebra style, featured above. with space-dyed 100 percent New Zealand wool.

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[Calhoun, Ga.] It’s been almost a of hard surface products distributed rey. “Transportation is another area grated from fiber extrusion through year since Mohawk acquired Godfrey under our brands. We also are grow- where there are synergies. Mohawk carpet manufacturing in the U.S., it is Hirst, the largest flooring manufac- ing Godfrey Hirst’s U.S. sales by po- maintains a fleet of trucks that now more efficient to tuft some of the God- turer in Australia and New Zealand, sitioning the brand’s New Zealand move Godfrey Hirst products, which frey Hirst products in Mohawk facili- on July 2, 2018. wool collections as part of Mohawk’s are warehoused in Calhoun, Ga. And ties. “We’ve been working on Godfrey As the most vertically integrated luxury carpet range.” when Mohawk sends products to New Hirst’s line, especially its synthetic of- flooring operation in Australia and Zealand and Australia, they now come fering, which is being transitioned into New Zealand, the Godfrey Hirst acqui- SYNERGIES & DISTINCTION back with Godfrey Hirst products in- Mohawk facilities in the U.S. from fiber sition brought manufacturing and dis- In the U.S. market, Godfrey Hirst, cluding wool yarns for Karastan.” to manufacturing,” Storey said. tribution assets for broadloom, modu- known primarily as a premium car- Because Karastan’s broadloom spe- At 2019 winter markets, Godfrey lar carpet, wood, laminate, luxury vinyl pet manufacturer of tufted wool cialty is woven wool while Godfrey Hirst Hirst’s heritage for quality and per- tile (LVT) and vinyl for both residential and synthetic broadloom, is now is known for tufted wool, 40 percent to formance was expanded with intro- flooring and commercial markets to Mohawk’s second high-end brand. 50 percent of U.S. retailers who carry ductions in the latest colors, patterns, the Mohawk International family. Keeping Karastan and Godfrey one of the brands carry both of them, textures and fibers — including, for the Mohawk leadership has plans for Hirst each distinct, differentiated Storey explained, adding, “Karastan has first time, several SmartStrand carpets. Godfrey Hirst in its home region, in and growing is an essential goal. selective distribution and there is now In addition to the new Godfrey the U.S. and in other international The integration of Godfrey Hirst an opportunity to sell Godfrey Hirst in Hirst styles introduced in January, markets. In a letter to shareholders into the Mohawk family of brands has some of those showrooms.” Storey explained, “We are working in Mohawk’s 2018 annual report, Jeff proceeded smoothly, according to Bill In the U.S., Mohawk considers that on another 11 Godfrey Hirst products Lorberbaum, chairman and CEO, Storey, senior vice president sales for Karastan and Godfrey Hirst are both in that will not be like any Karastan or said, “With the Australian housing Karastan, who also oversees the God- the premium market sold through a re- Mohawk styles.” market slowing, we are investing to frey Hirst carpet business in the U.S. tail network, Storey explained, adding, Godfrey Hirst’s tufted wool prod- expand Godfrey Hirst’s commercial Rather than competing, the two “Better carpet has gone up and we see ucts will continue to be made in New carpet position and leveraging Mo- premium brands enjoy synergies that opportunity in that higher end market. Zealand. “The wool comes from farms hawk’s resources to enhance product are positive for each. “Godfrey Hirst Godfrey Hirst complements Karastan there and goes into yarn plants and and material strategies. We antic- produces its own wool in New Zea- with differentiated product lines so the then to tufting. The products will be ipate bringing greater value to the land — farm to yarn — and now, it brands don’t compete. Each is a stand- completely manufactured in New Zea- market with more innovative prod- also supplies yarn for Karastan’s weav- alone line that drives business.” land and the first wave will be ready in ucts and a comprehensive offering ing facility in Eden, N.C.,” said Sto- Because Mohawk is vertically inte- the next 60 to 90 days,” Storey said.

Godfrey Hirst’s Beautiful Tradition is a distressed diamond pattern in dense textured, French Encore by Karastan is a bold pattern loop woven in 100 percent New tonal loop yarns tufted in SmartStrand Reserve. Zealand wool.

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gave us $1.2 million in gross profit Should I Increase Margins? so the cost of goods was $1.8 million (the difference between $3 million (Third in a three-part series) and your $1.2 gross profit). By Don Roberts To get your 1 percent margin in- crease, take your cost of $1.8 mil- found out the best percent GP margin, what is the in- Most people guessed 2.5 percent. lion and divide that by .59 (100 way to get your crease in profit dollars as a percent- That math used the additional 1 per- minus the 41 margin number and Iattention is to of- age if you sell the same product and cent margin on the original $3 mil- move the decimal point) to get the fer Starbucks gift cards! Might be good quantities at a 41 percent GP margin lion sales, or an additional $30,000 gross profit margin of 41 percent. for another article topic for owners who (an increase of 1 percent margin)?” of gross profit. When you increase Your new gross profit is $1,250,847, ask, “Why do I need to offer contests Four people got it right on the first margin on the same cost of goods, or an increase of 4.237 percent. and incentives to my salespeople?” guess! But only one person could you increase the top line sales num- Each 1 percent of gross profit mar- With more than 150 responses to win — her name is Abby Fletcher and ber too. gin in this $3 million business is a the question from the last article — she works for a Carpet One dealer in Here is the correct math: The orig- swing of $50,000, give or take, in “If your store does $3 million at a 40 Ames, Iowa. Nice job! inal 40 percent margin on $3 million profit dollars — in either direction! When I said before that making margin in the retail world is work, I meant it, but the end does justify the means. So, what can you do? 1. Make sure your cost is correct. Whether it is paper price books, e-cat- alogues, B2B downloads, etc. — how- ever you get your pricing, make sure it’s current. 2. Owners, make sure you set your pricing. Do not leave this up to salespeople calculating based on your cost. They almost never get what they can. 3. If you are promotional, make sure you have a suggested retail or compare at price (high margin in the 70s) to discount from. Con- sumers need to have a starting point. Everyday low pricing does not work. 4. Adjust your pricing based on the offer you are giving away. You can only give away so much and you need to make every customer count. 5. When discounting, use cou- pons. All industries use them and by doing so, you keep the integrity of your pricing. 6. Make sure you are making a minimum of an additional 15-20 per- cent margin on stocked products. Don’t buy product to give it away. If you really are doing a lost leader at a low margin, they will wait for it to come in. Having inventory just to give it away doesn't make sense. 7. Remember, service costs mon- ey and so do good salespeople and it FRENCH OAK - MAISON takes margin to make both work! 8. Lastly, get in a group or aligned dealer program that private labels their products. Quit merchandising with the same displays as 50 dealers in your market!

Don Roberts is a 40 year flooring in- dustry professional who has managed teams from seven to more than 700 to FINEWOODFLOORING FABRICA.COM CARPET | HARDWOOD | AREA RUGS success. Don can be reached via email at [email protected]

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By Kacey Perinelli

Luxury vinyl tile (LVT) has the word PERFORMANCE THAT APPEALS that a truly techno- “luxury” in its name and yet, it is not The true richness of a flooring logically advanced automatically equated with being a lux- product lies not only in its initial product can offer,” urious product. Manufacturers of LVT, perceived value, but its ability to he continued. however, are looking to change this per- withstand the test of time. The LVT With the ability ception. Today, advances in print tech- of today is built to endure the rigors of today’s LVT to nology and product realism as well as of everyday living, guarding against offer a wide array performance benefits have transformed worries such as dents, scratches and of visually capti- this vinyl into a true luxury offering. water, among others. In addition, vating choices in Featured above is an offering from USFloors’ Coretec Plus The technology surrounding vi- these products offer the visual ap- an easily-cared-for HD Collection in a lighter-hued natural wood plank design. nyl tile has changed exponential- peal of traditional hardwood or tile package, this cat- ly in the past several years. Where but will not fade over time. egory is quickly becoming a popular er, USFloors, regarding the company’s previous iterations of vinyl flooring “For people of a certain age, vinyl choice even in high-end installations. Coretec brand, “It is the go-to brand in were fraught with the worry of peel- flooring will always bring an im- “LVT has evolved at lightning pace composite waterproof flooring because ing layers or gouges as well as the age of bright orange or yellow roll- in the past five years, with high-end, of the assortment of decors, visuals, visibility of subfloor imperfections, out flooring that would be perfectly authentic visuals thanks to in-register plank widths and lengths, alongside its today’s vinyl floors are durable and at home in the Brady Bunch’s kitch- embossing, coupled with durability patented construction. Visuals contin- easy to install over imperfect sub- en,” said Patrick Bewley, Duchateau’s and performance attributes that ac- ue to improve every year.” And, as with floors, in addition to offering stun- vice president of marketing. “But the tual wood, stone and ceramic cannot most technology, the pace at which the ning visuals. And although the value true story of today’s luxury vinyl is approach,” noted director of sales for printing technology for these floors is of these floors in terms of ease of completely different. Huge advances Metroflor, Keith Kannapel. improving is astronomical. maintenance and installation as well in technology have created luxury vi- Indeed, the visuals continue to ele- “There are many luxury goods as beauty rivals or surpasses those of nyl plank flooring with ultra-realistic vate this category, which has inherent that combine beautiful design with its counterparts, LVT still manages wood visuals, a feel of wood, and the benefits such as waterproof capability. advanced engineering, and LVT and to come with a lower price tag. ease of installation and maintenance Offered Natalie Cady, category manag- rigid core flooring certainly fall into

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22 MAY 20, 2019 | FLOOR COVERING WEEKLY PRODUCT that category. They offer stunning de- their floor to look like may be sur- shopping for high-end flooring, so showcasing them by using displays signs that are engineered to endure. prised with the options available in consider placing LVT tile and stone on the showroom floor. “Today’s LVT Advances in production and imaging vinyl flooring in regard to high-end visuals alongside the tile and stone. is definitely luxurious, and retailers technology have brought authentic wood and tile visuals. To this end, This allows the RSA to juxtapose the can make a compelling case for that realism to the wood and stone looks Jeff Francis, director of hard sur- products in order to make sure he or at the point of sale. Focus on the offered by today’s LVT,” explained faces, residential resilient for Shaw she is meeting the customers’ needs. lasting beauty of the product, and Armstrong Flooring’s senior prod- Floors, recommends situating the In some cases, stone LVT visuals have its uncanny resemblance to the ‘real uct manager, Jeremy Kleinberg. He showroom in a way that highlights been created by combining the most- thing.’ Add to that the durability, also noted that flooring which is the products with the same visuals loved aspects of two types of stone performance and ease of installation engineered to stay beautiful longer, in the same grouping. into one product, forming a highly with minimum disruption. Also, re- such as rigid core flooring, especially “Most showrooms are divided by desirable visual the traditional or tail display floors help illustrate the stands out in this category. category, though there may be an natural product may not be able to luxury story so the consumer can see Manufacturers of LVT across the opportunity to group similar visuals achieve,” he explained. the product in action right under board agreed that the performance together, rather than segmenting by In this way, the focus of the sale their feet,” noted Jimmy Tuly, vice benefits of LVT are what keep it top construction. Tile and stone visuals should be on the long list of attri- president of residential resilient for of mind when considering a high- resonate with the consumer who is butes LVT brings to the table, and in Mannington Mills. end flooring purchase. Shared Caro- line Wille, vice president design and development for Mohawk, “Most people might think of hardwood as the highest luxury floor product, but you only have great performance un- til the kids run through the house with their cleats on or you forget to close a window during a storm. Now, with today’s technology, LVT is com- parable in color and design – even bringing patterns that would be hard to find in hardwood, making it a true luxury product.” WITH And there are benefits to LVT that cannot be achieved using materials that are traditionally found in na- 3 ture. “LVT meets so many practical needs that natural flooring materi- FX STAINS als cannot — it’s waterproof, more durable, it’s softer and warmer un- derfoot and easy to clean. It’s nature perfected,” shared Kardean Design- VANISH flooring’s communications manager, Katherine Caringola. Caringola added that some flooring materials are not able to be utilized in their natural form, but are re-cre- LIKE MAGIC. atable in a resilient format. “For ex- ample, one new design in our Korlok Toddlers and markers spell disaster for most Select rigid core range is developed 3 from Hawaiian koa, which is a pro- fl oors. But thanks to the magic of FX Surface tected wood that is too costly and Protectant™, even permanent marker stains scarce for use in flooring. But with disappear without a trace. Featured exclusively on our koa design, homeowners can have the beauty of the wood in its natural our Engage Genesis® fl oors, this advanced polymer coloring and two unique colors to suit fi nish provides the ultimate in stain repellency and today’s interior trends,” she said. Wipes up with abrasion resistance. So homeowners and their Before a dry cloth On the salesflOOr budding artists can relax knowing FX3 Surface What is the best way for an RSA to Protectant is on the job. Permanent marker removed with only a dry paper approach the LVT sale? Most shop- towel even after drying for 30 minutes! pers today begin their journey online Visit us at NeoCon Booth 7-7130. and therefore, may come to the store with base knowledge regarding LVT and other resilient products, but the various acronyms of the resilient cat- egory can be confusing even for the most seasoned experts. 888-235-6672 | metroflorusa.com See FX3 in Action! Consumers who come to the store with an idea of what they would like

FLOOR COVERING WEEKLY | MAY 20, 2019 23 PRODUCT SUCCESSFUL SALES By Kacey Perinelli Selling luxury vinyl tile (LVT) and that these products are also versatile other resilient floors in a high-end, in where they can be installed, and luxury market may seem difficult, this freedom to explore the idea of us- with hardwood and tile being the ing the same product throughout the more traditionally “luxurious” prod- entire home may lead to larger sales. ucts. But more consumers are open Store owners and managers must to the idea of LVT than ever before, find what works for them, their lo- thanks to the products’ visual up- cation and their customers. Cus- dates, ease of maintenance and in- tomers today have a vast amount of herent performance benefits. information available to them. “I’m Bob Weinberger of Freeds Floors in finding the customers are more edu- Rapid City, S.D. noted that style and cated when they come into the store, design are top of mind when it comes which is different from a lot of oth- to what sets LVT apart. “There’s a style er products in the past. There’s so and design for every single niche out much out there on the internet and there,” he said. And in Weinberger’s on TV with these home shows that area, he shared, LVT “more than com- they’re a little more educated than petes; it’s definitely winning in our they were about tile or hardwood,” area. Wood sales have declined as LVT shared Ed Keller of Hadinger Floors. products have gone up.” The retailers that FCW spoke to Freeds Floors’ sales team: Tom Ward, Bob Weinberger, Greg Carlin, Lynda Clary, Another strong point is LVT’s ver- also said knowing a customer’s needs Nick DuVal, Dennis Drolc and Trevor Finnegan. satility, noted Jason Stafford of Staf- is paramount to ensuring success on ford’s Discount Carpets Inc. “The the salesfloor. Stafford said that his good option for them we truthfully that point. Pre-qualify, be honest, ability to be able to get creative with method involves pre-qualifying cus- discuss the benefits and disadvan- educate,” Stafford recommended. LVT is far superior to other ‘luxury’ tomers upon their arrival to the store tages of the product and try not to Weinberger agreed, “The biggest products. For instance, you can use by asking them questions about their oversell the value of it. Every prod- thing with any customer no matter design strips to create a unique space lifestyle and their home’s limitations. uct has its limitations and we work what they’re looking at is to listen to all your own,” he said. Stafford added “At that point if we feel LVT is a hard to educate our customers to what their needs are, how big a fam- ily they’ve got, what they’re using the room for and highlight the features and benefits of the LVT products.” He also explained the importance of having RSAs who are knowledgeable about the products because the more confident the sales people are, the easier the sales are. However, it is important not to undersell a customer’s needs. “LVT products are not for everyone,” cau- tioned Yates Flooring Center’s An- thony Maye, who also agreed that RSA knowledge plays a role in mak- ing the sale. “RSA confidence is so important and that comes from hav- ing successful after successful job of great looking quality LVT going into consumers’ homes and them loving it. You convey that message to new customers, and it relieves that worry that they have in picking a product.” At the end of the day, having a positive attitude will go a long way toward ensuring the customer leaves the store with a product she loves. Shared Keller, “Initially our people resisted vinyl flooring. We sell a lot of high-end hardwood, tile and over- sized stone. The product, the realism and ease of installation, all those things, have really changed the atti- tude of our people. I mean, some of these looks are unbelievable.”

24 MAY 20, 2019 | FLOOR COVERING WEEKLY STYLE & DESIGN

MSI The many stone products offered by MSI highlight the versatility of natural Stone’s Story stone, as it is suitable for floors, walls, countertops and even exteriors. MSI’s natural stone collections feature stylish and chic designs that include on- CURATED LUXURY FROM AROUND THE WORLD trend shapes and patterns such as chevron in a multitude of neutral colors. By Ryane DeFalco

Natural stone is the quintessential luxurious product, offering a visual unlike any other surface. Here, FCW takes a look at suppliers of luxurious natural stone, all from different parts of the world.

ANTOLINI Italian producer Antolini puts its focus on the natural elements of stone. With each of its stone offerings, the company lets Mother Nature take hold of the design. At Coverings, the company told FCW that each stone visual from the earth is unique, so there is no need to tamper with or dig- itally alter the visuals. “Mother Nature already did these designs millions MSI’s Bianco Dolomite collection, seen here, is imported from Turkey. of years ago,” said Tom Van Daele, U.S. public relations for Antolini. “We don’t see [the products] as coverings, we see them as art pieces.” LUNDHS AS Lundhs As’ natural stone is quarried from the mountains of Norway. According to the company, a certificate of authenticity is given with every purchase so consumers know exactly where each stone has been sourced. The 100 percent natural stone is offered in four hues: Lundhs Antique, Lundhs Blue, Lundhs Royal and Lundhs Emerald. Lundhs As’ products are mainly used for kitchen countertops, as the stone offers durability and resistance to extreme Lundhs Emerald capitalizes on Antolini’s newest collection, Python Black, pictured here on the floor and temperatures. Products are offered in two the dark hues that are currently backsplash, is a granite exclusive to the company. finishes and a variety of edges. trending in stone.

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FLOOR COVERING WEEKLY | MAY 20, 2019 25 PRODUCT Luxuriant Looks Defining high-end hardwood

By Morgan Bulman

Synonymous with indulgence, luxu- sentation, value, quality and service. ry is described as providing pleasure But exclusivity, added Morrow and comfort. As a floor covering with Finkell, is something the flooring natural uniqueness, Emily Morrow industry struggles with. Luxury con- Finkell, CEO of Emily Morrow Home, sumers want what no one else has or compares hardwood to diamonds. can easily obtain. “What luxury con- “Luxury hardwood is something sumers want is a brand that can fill that does offer comfort, but the com- their need for something that’s not in fort lies in the fact that it provides the the big box stores, or even in the typi- end users with comfort in knowing cal retail floor store,” she said. how it will perform and how it will Here, FCW outlines five key at- look,” she said. “It is an indulgence in tributes that not only differentiate that there might be a similar look in a luxury hardwood from entry-level less expensive ‘fake’ product, but only offerings and validate its higher price the real thing will suffice.” tag, but also those that appeal to the In the upper-end, hardwood sells design community. well. It’s a floor that people aspire to have and are often willing to pay for. 1. Crafted Color “Those who want a true, luxury “Designers are very specific and hardwood floor will spend the extra are driven more by look than brand,” For Anderson Tuftex, luxury hardwood Duchateau’s Atelier Series is made to lies in the design, craftsmanship and order for each customer, which Patrick money for it,” offered Dan Natkin, vice shared Casper, who noted consumers longevity. The Metallics collection, pic- Bewley said is because “a true luxury president of hardwood and laminate in the upper market are prepared to tured here, has been catching attention. floor is one that is beautifully individual.” at Mannington. “They’re suited for wait for the specific elevated style any project — whether a small, inti- and design they want. “If you visit the photo-driven social media app like [naturally oxidized aging] and mate room or a spacious, grand one.” our social media sites, you’ll see all Instagram being utilized by numer- metallic powders infused in our stain And according to Mark Casper, the designers that showcase the most ous designers in their projects and by to achieve the look and feel of our national sales manager at Hallmark current colors in their own homes.” bloggers in their own rooms. products,” said Matt Rosato, director Floors, luxury is determined by ex- In fact, Hallmark Floors’ Alta Vista Acquiring that perfect, custom- of category for Anderson Tuftex (AT). clusivity, namely through look, pre- collection can be found throughout ized color, however, can take a lot “We hand-highlight, we hand scrape, of work and personal touches, even we hand-sand. When we say ‘hand,’ for floors that exude a neutral or raw we mean they are actually done by a appearance. Colors of today’s luxu- human hand.” ry market are brighter, lighter and A low gloss surface is also a sign warmer than previous grays, and of a high-end floor. Matte, velvet and are typically achieved through more soft finishes are quite popular among difficult or time-consuming means, architects and designers. A finish — such as the precise layering of stains. whether cured or oiled — can com- It’s either about enhancing a partic- pletely change the overal appearance ular species’ natural undertones or of hardwood. masking them. In fact, Patrick Bewley, vice presi- “Perhaps the most unique aspect dent of marketing for Duchateau, re- of Indusparquet and Brazilian lum- vealed that the oil finishes it uses on ber as a whole is its natural variation its floors “develop a timeless patina and overall visual characteristics,” over time, creating a floor that is tru- stated Dan Gold, director of archi- ly unique to the environment it is in.” tectural sales for Indusparquet USA. “Just about all other manufacturers 3. Cut & Grade use stains to create their various col- How wood is cut is essential to its ors. We do that too, but we also have grain appears — a premium hard- many species that actually don’t need wood almost always features a sawn to be stained, just finished to show- face, whereas entry-level is relatively case their natural colors.” limited to a rotary peel visual. “Rift and quarter sawn white oak 2. SpeCial treatment flooring are in demand by more and Attention to detail is also indica- more home owners who want some- tive of a luxury floor. For hardwood, thing that is a cut above,” shared According to Emily Morrow Finkell of Em- Indusparquet USA’s floors can be found this often translates into subtle saw Morrow Finkell, explaining that ily Morrow Home, although color palettes in Louis Vuitton stores and Ferrari show- marks and painted knot or nail holes. the luxurious look often associated may be similar across each market, high- rooms. Not limited to red, its wood also er quality wood reflects light differently. comes in grays, whites and light browns. “We use differentiated treatments with high-end hardwood is a result

26 MAY 20, 2019 | FLOOR COVERING WEEKLY PRODUCT of utilizing “the most precious cut linear graining. Quarter sawn is a acter, but they’re leaning towards clean- 4. Bigger, Better Boards of a log.” bit more accessible, but still expen- er looks associated with a high-quality The amount of wood used in a A rift sawn cut usally has the sive — it provides a straight grain floor,” reported Wade Bondrowski, Mer- plank of flooring also lends itself to greatest asking price and is uncom- pattern by cutting a log into four cier's director of U.S. sales. overall value. A wider, longer plank mon because it requires the tree quarters at a radial angle. Yet sometimes it doesn’t always with a thicker wear layer gives it that rings to be cut between 30 degrees But how that piece of wood looks come down to the grade alone, in the luxurious feel, noted Adam Ward, se- and 60 degrees, milling perpendic- before it’s cut can be determined by end, it's about the overall design. nior product manager of hardwood ular to its growth lines to produce its grade. Wood with fewer markings “By their very nature, the higher and laminate at Mohawk, because it is often associated with a premium end, smoother grades tend to com- uses the most natural material. ambiance since it’s difficult to find a mand higher prices, due to their rar- “Wider planks — seven inches and tree sans knots or worm holes. And ity. But each consumer has her own wider — are of definite interest to at the moment, West Coast designers preferences,” argued Duchateau’s Be- the upper-end customer,” he contin- are demanding cleaner and cleaner wley. “A rustic floor with lots of natu- ued. “Thickness is also a factor. En- pieces of wood. ral character and graining can be just try level products are typically 5 to 6 “People want select or better, premi- as luxurious as a velvet smooth floor um looks. Consumers want to see char- of select grade wood.” Continued on page 28

Mannington’s premium lines, such as An- tigua, pictured here in Mercado Oak, is known as one of its top selling visuals. featuring a thick, premium sawn face.

Neroli Oak. True Collection

WHAT’S TRUE LUXURY?

For some it’s expensive wines. For others, heirloom watches, antique furniture or fine automobiles. Most will agree it’s something exquisite, of premium quality and representing a high value. For us, luxury also stands for natural beauty, made even more spectacular using innovative technology. The result is Hallmark Floors’ True Collection. This unique range of hardwood flooring features the weathered beauty of bog-wood, achieved through a revolutionary method we are first to master. Not only are these floors unique in their richness of color and patina, unlike all others, the beauty and color goes throughout the surface layer. A true sensation and true luxury.

PID Floors’ Brooklyn Bridge, seen here in a Manhattan apartment, features a plain sawn cut and 5 mm wear layer. Its surface www.hallmarkfloors.com is complete with a low gloss finish.

FLOOR COVERING WEEKLY | MAY 20, 2019 27 PRODUCT

inches wide and at most 4 feet long, al that’s required … we’re cutting out floors provide aesthetically enriching Luxuriant but these premium products are at from a long tree that is 7 to 8 inches and healthy interiors to the owners for least 7 feet. And they fit into those wide so it has had to grow at least 60 as long as they are living in that space.” Continued from page 27 bigger spaces. It’s a lot more materi- to 80 years first. That’s why scarcity Despite all of this, what matters the also plays into luxury.” most is delivering on what the end user Added Allie Finkell, executive vice wants — they are the ultimate deter- president at American OEM, makers mining factor as to what luxury is. of Hearthwood, “We differentiate our “The desires of the customer are price points through different thick- the only important factor here,” nesses and cuts of the wear surface. stressed Bewley. “Luxury and ele- Our sliced and sawn faced products are gance are in the eye of the beholder. [about] 3.5 mm thick, offering a more It’s important to offer a range of col- substantial wood wear layer compared ors and formats so that the custom- to thinner, rotary products. High-end er may choose the floor that best fits hardwood is made from premium raw with their own vision of their home.” materials in a construction that will last for decades, and features beautiful design elements.”

5. VALUE ADDED Purchasing a high-end hardwood floor could be positioned as an invest- ment for the home — not only will it add value, but it’s made to last and manufactured to be a “forever floor,” explained Finkell. This also boils down to the warranty. Many premi- um hardwood floors carry a warran- ty of about 50 years and a guarantee Shaw’s Castlewood Oak from the Royal In addition to Artiquity, TecWood’s against scratches and scuffing. Collection boasts 7.5 inch widths and Coastal Couture is one of Mohawk's top “It makes sense to upgrade to the low gloss sawn face veneers resembling selling wood lines. The collection offers best product that works within the six, light shades in 7 inch widths. solid wood. end user’s budget,” she added. “These

American OEM’s Neutrality product is a sliced, select grade white oak. It is 7 inches wide and 8 feet long.

infinitylwv.com • 706.529.2241 “Just like options on a car, upper end SIMPLY BETTER FLOORING™ flooring comes in the form of detail and touches,” said Hallmark's Mark Casper. Shown here is the Alta Vista collection.

28 MAY 20, 2019 | FLOOR COVERING WEEKLY OPINION

pillars of luxury. Luxury brands aren’t importance of investing in marketing. Learn from luxury sold everywhere; they understand that Philanthropy is a pillar of luxury exclusivity increases value, demand because you don’t sell to the affluent; By Chris Ramey and margins. High net worth customers you match values and fascinate. The do not want to see people outside their mission of Real Wood Floors, a manu- uxury gener- ury is superlative — the point of view tribe wearing/buying/driving their fa- facturer with showrooms and dealers, is ally connotes of the person at the top of the firm. vorite luxury brands. Burberry suffered not to live to sell hardwood but “to work Lfine products Coco Chanel and Louis Vuitton are very when it became the brand of gangs. towards the day when every orphan is and services. We know Rolls-Royce, much alive as is the spirit of everything Lamborghini suffered when it became home.” Their mission provides a deeper Bentley, The Home Trust, Virtuoso and their brands produce. Luxury brands the car of choice for hotrodders. reason to buy their brand. Four Seasons are luxury because their have a unique point of view or DNA that Where your products come from is Julie and Don Herndon from Clas- products and services are the best of separates them from the competition. an important pillar of luxury. A sweater sic Wood Floors in Melbourne, Flori- the best. But it’s their marketing strat- Conversely, the premium business from Italy will always be valued higher. da have a similar mission. They serve egies that separate and elevate their model is comparative. You’ve likely Perception is reality. DuChateau and their community by supporting local brands. Luxury is a business model heard pundits refer to “The ‘it’ bag” in Antolini leverage their European heri- children’s charities as written on their with specific pillars that are opportuni- referencing “it” as to what has a buzz. tage to lift their brands to luxury status. landing page. Anyone can sell flooring; ties for you to leverage and drive high- To put it in perspective: we say in the A narrative is another pillar of lux- saving children is more meaningful. er margins and prices. premium business model, “This is just ury — telling a story for prospects to Artification is our last pillar of luxu- Luxury is personal. You and I may as good as ‘it.’ But at a lower price.” read between the lines. Carlisle Wide ry. This is the difference between sell- think owning a jet is a luxury. But, to Luxury is dependent upon brand to Plank Floors can boast each new wood ing product guarantees or the beauty the affluent individual whose family add value and status to the product, floor comes from a tree planted before of the product. Your margins increase has always owned a jet, it’s just a way elevating the price. Premium is depen- America was gifted the Statue of Lib- the further you distance yourself of life. Your luxury may be a fishing dent upon brand to bring legitimacy to erty. The narrative is more powerful from guarantees that are increasingly trip or reading a book by the beach. the value because of the lower price. than saying “sustainable.” shoppable and commoditized. Neither of these have anything to do Heritage is a pillar of luxury. Fabrica An important pillar of luxury is The most successful marketers focus with cost. harkens back to the days when Cali- “marketing first.” Anonymity is a on creating value. The pillars of luxury Half of all sales via so-called luxu- fornia was driven by surfing, beach- bad strategy for any brand, most are a road map to increasing your mar- ry retailers across all categories are es, palm trees, new wealth and a new of all brands that need to drive sta- gins, average selling price and revenue. made by aspirational, middle class found freedom in design and innova- tus and desire. If Louis Vuitton and consumers. Tiffany can confirm tion; where celebrities demanded the Chanel must advertise, then you do their money is just as green. best of the best. Today, design think- too. Over the last year, Emily Morrow Chris Ramey is president of The Home The pillars of luxury guide luxury ing inspires every Masland decision. Home has become ubiquitous via PR Trust International. He can be reached marketing. As a business model, lux- Scarcity and sanctity of brand are and events. Emily understands the at [email protected].

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FLOOR COVERING WEEKLY | MAY 20, 2019 29 STYLE & DESIGN

HANDCRAFTED & HIGH END LUXURIOUS LVT Because of its style and durability story, luxury vinyl tile (LVT) is beginning to idg curates luxury collections make inroads with today’s luxury-forward consumers. And IDG’s LVT collection for today’s savvy customer are both on-trend and performance-driven.

By Mallory Cruise-McGrath

[Manchester, N.H.] When it comes to hard and soft surface style, the Interna- tional Design Guild (IDG) — the luxury division of CCA Global Partners with some 70 showrooms — is ahead of the design curve, ensuring today’s home- owners choose product that meets both their quality and aesthetic needs. What’s more, IDG’s latest product offering, including new introductions from its Louis A. Dabbieri line, perfectly pair hard and soft surface styles, meaning consumers can choose a complete room setting that works best for them and their lifestyles. “Louis A. Dabbieri offers a collection of fine floor coverings that have been curated to exemplify the finest levels of beauty and craftsmanship,” said Cathey Gundlach-Links, vice president of merchandising. “For 2019, texture is essen- tial to our new introductions — from thick knobby wools to embossed-in-reg- ister luxury vinyl and handscraped hardwood — our savvy clientele desire beauty with movement for the art on their floor. Patterns both inorganic and organic continue to be hot for soft surfaces as they want to match the interest- ing and exciting hard surface in the rest of the home. Our new introductions are crafted with both design and function in mind as waterproof, pet-proof and kid-proof products are in demand for that active home. No matter what your design style demands — Louis A. Dabbieri’s newest 2019 introductions will exceed the consumers’ expectations.” Here is an overview of the latest in IDG’s premium designs: Epone LVT in Weathered

HAUTE HARDWOOD Hardwood remains the most aspirational product among today’s consumers and IDG ensures it provides hardwood styles that are timeless yet trendy.

Le Havre hardwood in hickory and color Quiche Le Havre hardwood in walnut and color Cognac

30 MAY 20, 2019 | FLOOR COVERING WEEKLY STYLE & DESIGN

THE PERFECT PAIRING The design trends offered within IDG’s proprietary Louis A. Dabbieri col- lection highlight how perfectly soft and hard surface styles can complement one another. In fact, its luxury vinyl tile (LVT) style Spirit Hill in the color Branch works perfectly with a myriad of soft surfaces in geometric patterns like those shown here.

Jones Point LVT in Sand

Rug style Landfair in Espresso with Spirit Hill LVT

Rug style Soho Sleek in Metallic with Spirit Hill LVT Rug style Lerwick in Suede with Spirit Hill LVT Rug style Mabelle in Graystone with Spirit Hill LVT

FLOOR COVERING WEEKLY | MAY 20, 2019 31 MARKETPLACE

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FCW MARKETPLACE CONTACT SHERRY BASDEO • (212) 649-7981 • [email protected]

32 MAY 20, 2019 | FLOOR COVERING WEEKLY CLASSIFIEDS

Business Opportunities Career Opportunities For Sale 1 CENT/SF ATTENTION!! FLOORING STORE FLOORING ESTIMATE We have openings for aggressive, motivated agents, positions available for FOR SALE Fast & Accurate - immediate hire. Locations include Tennessee, Mississippi, Alabama, and Flooring store for sale in small town Callidus Takeoffs Canada. Full line of residential carpet, vinyl, carpet tile, and hard surfaces. in San Diego county. In business for commercialflooringestimating.com If interested in growing your career with us, please send in a resume to email: over 30yrs - family ran. Building can [email protected], call 1-800-868-2194 ext. #301, be leased or purchased separately. WE BUY USED CARPET or mail resume to: P O Box 1012 Dalton, GA 30722 Contact David 760-429-5181 CUTTING MACHINES Call or text Trevor at FOR SALE 407-509-3030 Selling 1-800-Carpet Tel. # WE HELP DEALERS Interested, contact Richard at Private labels, specialty mills & etc. SALES REPRESENTATIVE 917-975-7796 Call us now at 800-228-4632 www.carpetbroker.com M-D PRO, a subsidiary of M-D Building Products, a leader in the FLOORING BUSINESS manufacturing of Floor Covering & Building Accessories, is seeking an FOR SALE experienced, and motivated Sales Representative to manage the western states of California, Arizona, Colorado, New Mexico, Nevada and Utah. 85 year old flooring store for sale The successful candidate will be responsible for selling to Floor Covering, in Anaheim, CA. 9,000 sq feet of Ceramic and Sundry Distribution companies. They will represent all showroom and warehouse.Includes product lines within the M-D PRO catalog, including PROVA Ceramic samples, inventory and equipment. & Stone Installation Accessories. This position requires substantial and Wanting to retire. Contact: mandated travel within the territory. To be selected for this position, you [email protected] will need considerable experience in the floor covering and ceramic tile Stone Fabrication Business also At Benchmark Recruiting, Inc., industry, and excellent interpersonal skills. Please include a detailed cover letter telling us why you are right for this role. available we help companies build sales 12 year old, 5,000 sq. ft. fabrication and operation teams! The position offers a competitive wage, commensurate with experience, paid expenses, a 401K, and insurance. shop with C N C machine, 2 bridge Please forward your resume to [email protected] saws, equipment and inventory. FLOORING BUSINESS We specialize and recruit for: FOR SALE • Flooring industry • Flooring manufacturers & 37 year old Flooring business for distributors sale in West Palm Beach, FL. • A&D Sales Reps It is 43 hundred sq. foot of • Tile manufacturer & distributor PHENIX FLOORING IS GROWING showroom & warehouse. • Flooring Estimators & AND IS SEEKING CANDIDATES FOR A TERRITORY Includes Samples, inventory Project Managers & Equipment • Sports Flooring & Turf MANAGER POSITION Manufacturer Asking price $350,000. Please call • Flooring manufacturing, Territory: Connecticut and Eastern New York area - representing 561-324-5352 supply chain and carpet and hard surface products. This is an excellent opportunity operations FLOORING BUSINESS • Residential interiors for a knowledgeable, experienced Floorcovering Sales Professional • Commercial interiors to align with a rapidly growing manufacturer. Prior floor covering FOR SALE • Hospitality interiors experience a strong plus. • O ce furniture 64-year-old Floor Covering • Decorative plumbing Business for sale in Phenix Flooring is a privately-owned company based in Dalton Eastern Pennsylvania. Georgia which specializes in the manufacturing and distribution of Let us help you build Located one and a half hours from residential flooring to the nation’s top retailers. your team! New York City and Philadelphia. Wanting to retire. Benefits include - Health, Life, Disability Insurance, 401K with Please call 610-863-5741 Company Match, and paid vacation (919) 553-0151 Compensation - Base salary plus commissions, and paid expenses Position Wanted www.benchmarkrecruiting.net Interested candidates may apply via e-mail to [email protected] or by fax at 706-279-8284 FLOORING Career Opportunities SALES PROFESSIONAL INDEPENDENT SALES For Sale Do you need help in southern California for retail flooring? PROFESSIONALS EZ CUTTER FOR SALE I have 10 years experience in Smartplank Hardwood Flooring selling carpet, hard surface, is seeking independent sales cabinets and showers. Also, 5 professionals for all areas of the U.S. years experience managing This revolutionary hardwood product a store. will give you an edge in both the Email [email protected] commercial and residential flooring markets. Smartplank Hardwood Floors constantly monitor the relative humidity and temperature of its surrounding environment. This information can then be monitored GET LISTED with a smart device. This technology is proprietary to Smartplank products only. Complete training will be CONTACT SHERRY BASDEO provided. Generous commission (212)649-7981 structure along with protected territories offered to [email protected] the right professionals. EZ Cut MkIV cutting machine. $5,000 Website: www.smart-plank.com 631-473-2600 Contact Email: [email protected]

FLOOR COVERING WEEKLY | MAY 20, 2019 33 THE LAST WORD

When is it just too much? THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE

e talk a lot wines, taster fatigue starts to set in. You stop really about the tasting the wines, noticing the subtle nuances and FCW Wabundance remembering what you liked and where you tasted of flooring products it. And while some stories stand out, many don’t. FLOOR COVERING WEEKLY available to the con- I think buyer fatigue likely sets in with today’s sumer today, espe- consumer when they are faced with a sea of prod- FCW Editorial and Sales Headquarters 300 W 57th St, 15th floor, New York, NY 10019 cially in multilayer ucts that all begin to look alike. Over lunch last (212) 649-7981 • FAX (646) 280-1990 flooring. Nearly ev- week with Mohawk’s Karen Mendelsohn, we got to ery major supplier talking about the consumer and the possibility of Editorial (212) 649-7981 Fax (646) 280-1990 Advertising (770) 919-7747 Fax (770) 919-1348 has a product in that paralyzing her at the point of purchase and almost Classified Advertising (212) 649-7981 Fax (646) 280-1990 segment. Even in forcing her to abandon the effort altogether. She soft surface, innova- and I both loathe big department stores and grav- Mark Flinn General Manager (212) 649-2336 mfl[email protected] tion is driving more choices to the consumer. And itate to smaller shops that have carefully curated then, it’s not just LVT, WPC, SPC and carpet. There their merchandise — it builds trust and confidence Editorial are great products in sheet vinyl, laminate, hard- in making the right choice. Amy Rush-Imber Editor in Chief wood and tile and stone. Flooring is no different. Many retailers we’ve (212) 649-7983 [email protected] What’s great about all of these new products is visited and spoke with recently have talked to us Mallory Cruise-McGrath Managing Editor that most address a consumer need, from those re- about “clearing the clutter” on the showroom floor (212) 649-7985 [email protected] quired by an active family or comfort underfoot, to — reducing displays and narrowing the assortment Kacey Perinelli Associate Editor a particular design aesthetic. But when is it just too to have a sharper focus. Part of the process, they (212) 649-7984 [email protected] much for the consumer? tell us, is to work with partners that support them Morgan Bulman Assistant Editor Earlier this month I hit the road, first driving to with everything from product exclusivity to training (212) 649-7995 [email protected] Ryane DeFalco Assistant Web Editor Pittsburgh to see Karndean in Export, Pa., right out- support and digital efforts. Look for more on this in (212) 649-7987 [email protected] side the city. (More on that visit later.) While there, I upcoming issues of FCW. Madison Martorano Editorial Intern had the pleasure of attending, along with Karndean’s What kind of partner are you? What kind of (212) 649-2488 [email protected] Tim and Karen Hanno and John and Jane Callahan, support do you provide? And, how do you create Janet Herlihy (361) 443-3752 [email protected] the Pittsburgh Wine Festival held at Heinz Field. unique opportunities for your customers? Elise Linscott (413) 387-9383 [email protected] The annual event is a mega wine tasting — some While visiting Karndean, I met with newly named Sharyn Bernard [email protected] 250 wineries showcased here (each with multiple CEO Bill Anderson. We walked through the ware- varietals for a total of about 500 wines) including house, showroom and office space. There definitely Advertising both domestic and imported. In fact, a full side of is a unique vibe — one that celebrates design and U.S. & Canada Charlton Calhoun the stadium is devoted to California (Hearst’s wines customer service. From the efficient and spacious 24 Sloan Street, Suite A, Roswell, Ga. 30075 were shown among them) and Oregon mainly, while warehouse to sampling, cutting and the showroom (404) 964-3961 Fax (770) 919-1348 [email protected] the opposite side featured Italian and French wines. — which welcomes retail and design customers alike CNCUUKƂGF#F5CNGU It draws a crowd of some 1,000 people. — you can see the great care taken to be a good Sherridan Basdeo Advertising Administrator Strolling around my favorite sporting facility and partner and provide its customers with something (212) 649-7981 [email protected] tasting wine with good friends is close to a perfect special. See more on Karndean on page 7. afternoon. But the truth is, after sipping several Don’t tire the consumer. Inspire her. Production Vinny Forgione Operations Manager - Amy Rush-Imber (212) 649-7988 [email protected] Kerri Novick Production Artist (212) 649-7989 [email protected] Stefanie Candelario Production Intern (212) 649-7986 [email protected]

Administration Sherridan Basdeo Advertising Administrator (212) 649-7981 [email protected]

SEPTEMBER 17, 2018 • $4 INTERNATIONAL APRIL 9, 2018 • $4 STYLE & DESIGN Whether on Crossroads JULY 23, 2018 VJGƃQQTQTWR USA sources • $75 the wall, there unique and YCURNGPV[QH colorful pieces design-driven from all around • $4 JANUARY 29, 2018 • $4 innovation to JUNE 18, 2018 • $4 the world. SEPTEMBER 3, 2018 be seen at the A look at

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VOL. 67 | NO. 8 NO. | 67 VOL. %JKPCƃQQT begins on EXPECTATIONS 5GGUVQT[QP FLOOR COVERING WEEKLY page 16.

VOL. 67 | NO. 17 Steven R. Swartz President & Chief Executive Officer “There’s no way to RCIG succeed by doing FLOOR COVERING WEEKLY things the same way as others,” Engineered FLOORCOVERINGWEEKLY The builder market makes gains and

VOL. 67 | NO. 2 Floors’ founder Bob VOL. 67 | NO. 20 NO. | 67 VOL. VOL. 67 | NO. 14 The Joint Center for Housing Studies of QHHGTUQRRQTVWPKV[HQTVJGƃ Shaw told FCW. For The RēCo Market Intelligence Report has Harvard University releases The State of the industry. See story on pageQQTEQXGTKPI 3. William R. Hearst III Chairman the full story on the been providing retail insights for 15 years. Sourcing Still Strong Nation's Housing Report. See page 22. FLOOR COVERING WEEKLY company’s accelerated Story Telling FLOOR COVERING WEEKLY Read about the report on page 3 and see FLOOR COVERING WEEKLY growth, see page 9. PLAYING TO WOOD’S this year’s results beginning on page 8. IMPORT STRATEGIES STRENGTHS TAKE SHAPE By Mallory Cruise-McGrath By Sharyn Bernard Frank A. Bennack Jr. Executive Vice Chairman No matter the product, consumers like 9.4% to buy from makers that align with As uncertainty swirls around the as-yet-to-be- their values and lifestyles, and pur- determined tariffs, U.S. importers across all in- LVT chase products that come with a story dustries are facing the challenges of the potential $2.40 BILLION they can share with their peers. Floor impact of these fees. covering is no different. “The additional tariffs imposed by the president This, said Allie Finkell, executive are certainly putting a lot of pressure on importers Richard P. Malloch Executive Vice President for Business Media WELCOME TO LAS VEGAS vice president, Hearthwood (an Amer- who are finding it difficult to absorb those costs,” ican OEM brand), is especially true said Marianne Rowden, president and chief ex- 14.3% when you move into authentic, natural ecutive officer of the American Association of Ex- CERAMIC FLOOR 6.4% materials and higher end goods. “In a porters & Importers (AAEI), a trade organization VINYL that represents U.S. companies in global trade. & WALL TILE THE INTERNATIONAL luxury category, it’s not enough to have $1.64 BILLION a high-quality product, you have to “Whatever product you pick, it’s having an impact.” U.S. FLOOR COVERING SALES: $25.39 BILLION $3.64 BILLION have a story,” she said. U.S. flooring suppliers are hedging their bets And while wood-look products while still aggressively focusing on imported (IN MANUFACTURERS’ DOLLARS) SURFACE EVENT have been gaining momentum in the products, a key component of some companies’ marketplace, hardwood suppliers are entire business strategy. playing to their strengths by offering “When flooring products were added to the 5.7% 2018 customers strong stories to help sup- proposed tariff list over the summer, it gener- STONE port the sale, particularly ones that ated significant attention and discussion within $1.46 BILLION emotionally tie people to a product, the industry,” said Steve McLean, vice president, explained Katie Ford, director of brand global procurement, Armstrong Flooring. While 1.2% 3.9% he noted that Armstrong produces three-quar- marketing for Anderson Tuftex (AT). THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE Cutting through the clutter ters of the items it sold in 2017, “Imports play OTHER 18 “People pay more for goods that have LAMINATE CONSUMERS GUIDE INNOVATION strong messaging — it’s shop local and an important role in the flooring industry, in RESILIENT $988 MILLION THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE INFORMATION & NEWS BUSINESS INDUSTRY’S THE organic farmers’ markets; local artists; terms of diversifying product mix and serving as $297 MILLION a source of additional capacity for popular prod- and, craft beers. All things that are THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE unique and intentional,” she offered. ucts.” Engineered wood and luxury vinyl tile Storytelling also offers suppliers an (LVT), specifically, are strong areas for sourcing. opportunity to engage all of the senses, Continued on page 4 creating a competitive edge by offering 13.7% consumers a unique buying experience,

THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE INFORMATION & NEWS BUSINESS INDUSTRY’S THE HARDWOOD

THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE STORE DESIGN 34 said Emily Morrow Finkell, CEO of THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE $3.49 BILLION MAKES A DIFFERENCE Continued on page 9 45.4% Sharing the wealth CARPET & AREA RUGS The DEGRAAF INTERIORS LENDS KNOWLEDGE $11.58 BILLION

Bolder, Brighter & Better 25 BANK TO SUPPORT INDUSTRY GROWTH 2018 DESIGN TRENDS By Mallory Cruise-McGrath DeGraaf Interiors' Grand Rapids, Mich. team [Grand Rapids, Mich.] As both a Shaw and Mohawk-aligned dealer, Issue 2018 as well as a member of the National Floorcovering Alliance (NFA) and Floor Covering Weekly (ISSN-0015-3761) is published bi-monthly World Floor Covering Association’s (WFCA) board of directors, Deb De- Pictured here, Teragren’s Craftsman II Graaf, co-owner of DeGraaf Interiors, wears many hats. And she is using her extensive reach to both grow her business and serve the industry as GET CREATIVE WITH CARPET | TEXTILE a whole. LOOKS TAKE HOLD | FASHIONABLY UP E - TAIL’S EVOLUTION “I want to help keep a focused direction for our industry,” DeGraaf 38 shared with FCW FLOORED | DRIVING FLOORING UP THE 4.8% . “For instance, the WFCA board is continuing to FROM 2016 with 4 additional issues in March, April, June, and September by address the installation crisis and is currently working on getting an WALL | AREA RUGS MAKE A STATEMENT installation pilot program off the ground. The program will focus on helping educate the next generation of installers and placing them with Pictured here is Surya's Pure rug collection Continued on page 30 Hearst Business Communications, Inc./FCW Division, 300 W 57th St, 15th floor, New York, NY 10019. Periodicals postage paid at New York, NY and additional mailing offices. 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. Printed in the U.S.A. POSTMASTER: Send address changes to FLOOR COVERING WEEKLY, PO Box 3012, Northbrook, IL 60065. To subscribe call (877) 272-7820 or visit fcw1.com/subscribe To subscribe: call (866) 813-3752 or go to fcw1.com/subscribe

34 MAY 20, 2019 | FLOOR COVERING WEEKLY FCW LEADS THE WAY! Presenting the 2019 edition of the industry’s one & only Flooring 101 Guides

MARCH 2019 VOL. 68 | NO. 7 NO. | 68 VOL.

2019

UNDERSTANDING the Complex Category of MULTILAYER FLOORING

CONSUMER CONVERSATION MASTERING THE

THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE INFORMATION & NEWS BUSINESS INDUSTRY’S THE ART OF SELLING

UNDERSTANDING BENEFITS & Managing Expectations DESIGN KNOW YOUR CUSTOMER MLF STYLE &

The Flooring 101 Guides, launched in 2018, are the resource for today’s RSA — each product category has a dedicated guide. Our third guide of 2019 — Solid & Engineered Hardwood will be released in June. Below are the six guide categories for 2019. MULTILAYER FLOORING HARDWOOD TILE & STONE CARPET FLEXIBLE LTV & SHEET VINYL LAMINATE

About the Flooring 101 Guides:

• In 2018, FCW launched the first and only set of Flooring 101 Guides as handbooks for the RSA. FCW’s 101 Guides continue to be the resource for effectively making the sale.

•FCW’s industry experience, credibility and trust allows it to deliver the highest quality products already embraced by retailers across the country.

• Due to the great success of the 2018 101 Guides, FCW is bringing to market the latest information for the RSA with the 2019 Flooring 101 Guides. Retailers big and small across the country continue to request additional copies to arm their RSAs with. Be a part of the selling succes!

ADVERTISING OPPORTUNITIES INCLUDE Custom content and traditional display advertising

For More Information Contact Charlton Calhoun (404) 964-3961 [email protected] AA814 OMBRE - 11030 POLAR OMBRE - 11030 AA814

CARPET • RUGS • HARDWOOD • andersontuftex.com