The Life of Luxury
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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. WHAT’S IN YOUR CORE? 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 RELAX BEAUTIFULLY WALK BEAUTIFULLY READ BEAUTIFULLY WATCH BEAUTIFULLY STUDY BEAUTIFULLY REST BEAUTIFULLY 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.