Understanding Carpet

THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE VOL. 67 | NO. 11 MAY 2018 the UNDERSTANDING Complex CARPET World ADDING FROM SOFT MODERNIZING DESIGN

TERMS TO KNOW SURFACE STYLE of UNDERNEATH TO THE & SALE

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67 67 67 67 67 VOL. VOL. VOL. VOL. VOL. RESOURCE RESOURCE RESOURCE RESOURCE RESOURCE INFORMATION INFORMATION INFORMATION INFORMATION INFORMATION & & & & & UNDERSTANDING NEWS NEWS NEWS NEWS NEWS Solid & Engineered The Whole Story About the Complex World of BUSINESS BUSINESS BUSINESS RESILIENT LAMINATE/TILE & STONE BUSINESS BUSINESS CARPET INDUSTRY’S INDUSTRY’S

HARDWOOD INDUSTRY’S INDUSTRY’S INDUSTRY’S THE THE THE THE THE

UNDERSTANDING A MODERNIZING

CATEGORY SOFT SURFACE STYLE & STYLE & DESIGN DESIGN TIPS FOR SELLING MLF TERMS TO KNOW

CONNECTING WITH ADDING TO THE SALE THE CONSUMER FROM UNDERNEATH

Hardwood Resilient Laminate/Tile & Stone Multilayer Flooring Carpet (solid+engineered) (including LVT) June 2018 September 2018 November 2018 March 2018 May 2018

Advertising opportunities include traditional advertising and advertorials + full-page display ads. FOR MORE INFORMATION CONTACT CHARLTON CALHOUN (770) 919-7747 FAX (770) 919-1348 [email protected] THE REAL STORY ABOUT CARPET

arpet is car- tion and all that that means to the con- For years and years — what seems like pet. Or is it? sumer. It’s clearly not your grandmother’s forever — the question was what shade CToday’s car- carpet anymore. of beige does the consumer want. That’s pet offers features Make sure to pay attention to the lingo not the case anymore. Maybe post-Great and benefits un- — the terms to know give you all the ba- Recession consumers are ready to show heard of even a de- sics you need to fully understand a prod- their style. Whatever the reason, today cade ago. If carpet uct’s make-up. But also take note of all there are luxurious and beautiful carpets is being sold in the the things that really drive the sale at re- on the market — patterns like the popular same way it always tail — how it looks, feels and will perform herringbone design and, believe it or not, has been, it’s being undersold. in a consumer’s home. color — Millennial pink is catching every- This is the second in a series of five Take softness — one thing for sure is one’s eye. Carpet doesn’t have to simply Flooring 101 Guides that FCW will be pro- that makers have put a lot of effort into be a backdrop; it can set the foundation ducing this year — each meant to help the making carpet as soft as possible. It’s for the customer’s home. retail sales associate sell the category with hard not to caress a sample when it’s You’ll notice we don’t talk about price great success. And while some products passed around. here — maybe about value — but not dol- are still in their infancy — WPC and SPC But softness is not at the sacrifice of du- lars and cents. A consumer’s budget is for come to mind — others have a longer his- rability. The consumer is demanding that sure important. But here we arm you with tory, making it even more important to their floors last longer and carpet is no the better part of the conversation — what keep up to date with the latest innova- exception. Today’s carpet can stand up to is their inspiration, what is their lifestyle. tions and changes. active families and their favorite pets all Once you know that, you’ll understand what As our resident carpet expert, Janet day, every day. construction will meet their need. Every Herlihy takes us back to the beginning of And when a spill is made? Well, today’s car- step of the way, count on FCW to help you carpet, charting the road to moderniza- pet is engineered for easy cleaning as well. win the sale!

- Amy Rush-Imber

Ryane DeFalco Editorial Intern THE INDUSTRY’S BUSINESS NEWS & INFORMATION RESOURCE (212) 649-2488 [email protected] Janet Herlihy (361) 443-3752 [email protected] Steven R. Swartz President & Chief Executive Offi cer Elise Linscott (413) 387-9383 [email protected] William R. Hearst III Chairman Frank A. Bennack Jr. Executive Vice Chairman Sharyn Bernard [email protected] FCWFLOOR COVERING WEEKLY Richard P. Malloch Group Head & President Advertising FCW Editorial and Sales Headquarters 300 W 57th St, 33rd fl oor, New York, NY 10019 U.S. & Canada (212) 649-7981 • FAX (646) 280-1990 Charlton Calhoun Editorial (212) 649-7981 Fax (646) 280-1990 24 Sloan Street, Suite A Roswell GA 30075 Advertising (770) 919-7747 Fax (770) 919-1348 (770) 919-7747 Fax (770) 919-1348 [email protected] Classifi ed Advertising (212) 649-7981 Fax (646) 280-1990 Floor Covering Weekly (ISSN-0015-3761) Classifi ed Ad Sales Mark Flinn General Manager is published bi-monthly by Hearst Business Sherridan Basdeo Advertising Administrator (212) 649-2336 mfl [email protected] Communications, Inc./FCW Division, 300 W 57th (212) 649-7981 [email protected] St, 37th fl oor, New York, NY 10019. Periodicals Editorial postage paid at New York, NY and additional Production Amy Rush-Imber Editor in Chief mailing offi ces. Subscription rates: Domestic: $25 Vinny Forgione Operations Manager per year, $48 two years; Canada: $60 per year, $110 (212) 649-7983 [email protected] (212) 649-7988 [email protected] two years. Sales Agreement No. 4001287. Foreign: Mallory Cruise-McGrath Managing Editor $174 airmail. Single copy Domestic: $4.00, Canada: Emily Berger Production Artist (212) 649-7985 [email protected] $6.00. Printed in the U.S.A. POSTMASTER: Send (212) 649-7989 [email protected] Lauren Moore Senior Editor address changes to FLOOR COVERING WEEKLY, Stefanie Candelario Production Intern PO Box 3012, Northbrook, IL 60065. (212) 649-7984 [email protected] (212) 649-7986 [email protected] Caroline Alkire Web Editor To subscribe: call (866) 813-3752 (212) 629-7987 [email protected] Administration or go to fcw1.com/subscribe Morgan Bulman Assistant Editor Sherridan Basdeo Advertising Administrator For reprints of articles: (212) 649-7995 [email protected] (212) 649-7981 [email protected] Wright’s Media (877) 652-5295

FLOOR COVERING WEEKLY | May 2018 3 Understanding a category The modernizing of soft surface By Janet Herlihy Soft materials have been around for a long time helping make floors more comfortable underfoot. And while carpet, rugs and carpet tile continue to offer a multitude of traditional benefits, this mature category is thoroughly modern as well. Here is a look at the transformation of the category from construction to fiber and how to speak the carpet language. The local term for Carpet ConstruCtion the sewing process Tufting adds patterning & speed was “turfin” for the In 2017, Engineered Floors was processing bulked continuous fila- Carpet tufting evolved from a cottage nearly 10,000 area ment into carpet yarn on state-of-the-art equipment at its SAM plant. industry in and around Dalton that began cottage tufters — in the early 1900s, according to the Carpet men, women and children. Bedspread broadloom carpet. and Rug Institute (CRI). Catherine Evans income helped many area families survive Fast-forward to the present, and tufting Whitener of Dalton recreated a hand- the depression. machines now routinely produce as much crafted bed spread pattern by sewing thick In the 1930s, the first mechanized tuft- as 15,000 square yards of builder grade resi- cotton yarns with a running stitch into ing machine was developed to make popu- dential carpet per day, according to The Ulti- unbleached muslin. She then clipped the lar bedspreads faster, and related indus- mate Carpet Manufacturing, Inspection & ends of the yarn, so they would fluff out, tries — yarn, sheeting, duck mills and Claims Manual by Carey Mitchell and David and washed the spread in hot water to hold agents, as well as machine shops — were Zach. “A modern day finishing line can back, the yarns in by shrinking the fabric. By the established to manufacture thousands shear, inspect and wrap carpet up to 150 feet 1930s, local women, and sometimes entire of single and multi-needle machines. per minute. These efficiencies reduced cost families, worked to hand tuft the spreads Machinery was developed for making to consumers so dramatically that by the for 10 to 25 cents per spread. chenille rugs and creating larger rugs and mid-70s, carpet had become a commodity

arpet fiber sCore Card der. Today, on a pounds of fiber basis used • Anso CrushResister nylon is Shaw’s C in carpet in the U.S., PET accounts for nylon brand. Caress nylon, also made Each face fiber brings unique benefits 53 percent, nylon 40 percent and poly- of Anso, is Shaw’s softest nylon. Any fiber can be tufted in a good, dura- propylene and wool split the remaining 7 • Mohawk manufacturers Wear-Dated ble manner or not, therefore construction percent, according to an industry expert. Nylon and its division Karastan offers is still the largest determining factor on While a good construction can be made the Kashmere nylon brand. how well any carpet performs. of any of the face fibers, there are some • Engineered Floors (EF), added nylon Nylon, polyester (abbreviated as PET), individual characteristics, as follows: carpet production with PureColor SD triexta and polypropylene (aka olefin) Nylon Nylon and introduced it at Surfaces are all synthetic polymers derived from • Primary benefits: Better resiliency/ 2015. PureColor Nylon is solution dyed petroleum that are processed to be carpet durability; good dyeability. and the polymer has been modified to yarns. They can all be used in virtually eliminate the dye sites so it is virtually • Weaknesses: Inherently prone to any type of tufted construction and style. stain resistant, according to EF. All can be either piece dyed, except olefin, staining, corrected with stain-resist after tufting or solution dyed during the treatments or other fiber technologies. Polyester/PET • Primary benefits: Naturally stain extrusion process and then tufted. Major nylon brands and fade resistant. Generally speaking, nylon is used mostly • Stainmaster, introduced in 1986, has • Weaknesses: Less resilient than nylon; in mid-to-high priced products, while PET been the most consumer-recognized prone to soiling. Disadvantages have dominates the entry-to-mid price points. brand in residential carpet ever since. been alleviated with fiber and tufting Mohawk’s SmartStrand (triexta) carpet By the 1990s, many carpet manufac- advances, and soiling treatments. styles generally compete with nylon. turers became backward integrated While PET first grew as a low-cost alter- to fiber and yarn processing. That is, Major PET brands native, there are presently many overlaps they extruded their own fiber from • Mohawk’s EverStrand polyester between nylon and PET price points in the chip and then did their own process- carpets are made using recycled PET middle market. ing. Today, major manufacturers have bottles, giving these carpets a sustain- In 2010, PET (including triexta) was their own proprietary fiber brands. ability story, with a tagline of “It’s easy estimated to account for 25 percent of • Invista Stainmaster is the last of the on the pocket book, easy to clean and residential carpet and by 2015, it was major branded fiber suppliers. Stain- easy on the planet.” thought to be 50 percent, while nylon master currently includes brand • Shaw’s ClearTouch carpets are made up about 45 percent with polypro- extensions: TruSoft, Tactesse, Luxer- certified to contain an average of pylene and wool making up the remain- ell, PetProtect and its latest, LiveWell. 25 percent postconsumer recy-

4 May 2018 | FLOOR COVERING WEEKLY rather than a luxury,” Mitchell and Zach Point can create patterns with as many as Woven carpets and rugs explained. “Depending on what type of eight colors and has become popular for While the U.S. carpet industry began material is being made, tufting machines manufacturers seeking to differentiate in 1791 with the first woven carpet mill can have as many as 1,800 needles across a through high-fashion styling. “With the in Philadelphia, power looms are very 12-foot (for commercial carpet tiles) width ColorPoint, we are closer than we’ve ever slow and complicated, Mitchell and Zach or as few as 65 (for synthetic turf).” been to what a loom can do,” said Charles report, with an Axminster loom producing Tufted soft flooring offers finished Monroe, president of CMC. a couple hundred square yards of carpet products that are all cut pile, all loop pile “The machine can place as many as per day. Once tufting developed, it quickly or various combinations of cut and loop eight colors, but it is most practical to pushed weaving out as a cost-effective way pile, as well as multi-level cut, loop or cut run it with one to six different colors. It to produce soft flooring. Today, woven and loop pile. Generally, cut pile surfaces is designed to handle any yarn system, broadloom is a high-end specialty for a few offer the softest feel, while loop pile prod- including all synthetics and wool. It manufacturers such as Bloomsburg Carpet ucts, especially dense constructions, are creates a loop pile in multiple pile heights in Pennsylvania and Mohawk’s Karastan more durable. Combining cut and loop can that can then be tip sheared for many in Eden, S.C. Weaving is still used for area open styling possibilities as the different different looks,” Monroe noted. rugs, both in the U.S and overseas. tufts can be used to create patterns. Cut areas will have a softer luster, while the loop pile usually is brighter. Such tone- on-tone patterns are leading the way in consumers’ acceptance of products that offer more than solid color cut pile. Cut and loop pile constructions also offer more PREMIUM PERFORMANCE YARN softness than all loop but more durability Single ADVANCED THERMOPLASTIC Unified than all cut pile. COMPOSITE BACKING The creation of patterns using multi- Recyclable LUXURY SYNTHETIC Polymer ple colors has been limited but in the CUSHION last decade, tufting technology has advanced greatly with machines like the ColorPoint, which was introduced by Card-Monroe Corp. in 2009. The Color- Mohawk’s Air.o Unified Soft Flooring is all polyester.

cled content from plastic bottles. SmartStrand with DuPont Sorona, the ers based in New Zealand. Laneve is a ClearTouch Platinum PET is certified line has evolved over the last decade brand that traces wool through supply to contain an average of 50 percent through constant enhancements. The chains back to the farmers who grow postconsumer recycled content. latest iteration is SmartStrand Silk it, ensuring products are made from • Engineered Floors launched its oper- Reserve. Made in part with annually natural fibers. ations in Dalton in 2009, manu- renewable plant-based materials, Polypropylene/Olefin SmartStrand Forever Clean also has a facturing tufted carpet made of its • Primary benefits: Olefin is the lowest sustainability story. proprietary PureColor SD (solution cost, petroleum-based synthetic fiber dyed) Polyester. Wool and has excellent waterborne stain Triexta • Primary benefits: Good resiliency, resistance. In carpets and rugs, it is • Primary benefits: Good resiliency naturally fire retardant and self-ex- usually solution dyed, making it fade and excellent inherent stain resistance. tinguishing. Soil and stain resistant. resistant. It performs best when used in • Weaknesses: Some issues with remov- • Weaknesses: Wool is much more dense, short loop pile constructions and ing oil-based stains but SmartStrand expensive than synthetic fibers. is used in many machine-made rugs. Forever Clean addresses that issue. Major wool brands: • Weaknesses: Olefin is the least Major Triexta brands • Wools of New Zealand identifies prod- resilient of synthetic fibers and has • Mohawk is the only U.S. company ucts that are rich in wool from farms a low melt point. Oily soils are diffi- making carpet out of Triexta. Branded that are part of the the brands’ grow- cult to remove. BACKING SYSTEMS MAKE A DIFFERENCE Traditional carpet backing serves to carpet is made of PET from top to bottom. including pet accidents, above the cush- secure and hold the face fiber yarn in Polyester yarns are tufted into a thermo- ion, it allows for more thorough cleaning. place. Backings may also feature protec- plastic composite primary backing. Then Engineered Floors and its Dream tive treatments including antimicrobial, rather than a traditional secondary back- Weaver residential carpet division re- anti-stain or anti-static. But lately, car- ing, a nonwovens cushion, also made of cently introduced PureBac, “A Better pet manufacturers have developed ad- PET fibers, is attached with an advanced Backing System,” said to provide un- vanced backings that do a lot more than engineered PET adhesive. precedented flexibility and dimensional just hold carpet yarns in place. Shaw introduced moisture proof Life- stability, as it also includes an anti-de- Mohawk’s Air.o Unified Soft Flooring Guard backing in 2015. By keeping spills, lamination warranty (ten years).

FLOOR COVERING WEEKLY | May 2018 5 ADVERTORIAL Have It All Mohawk’s SmartStrand: Soft & easy to maintain By Lauren Moore [Calhoun, Ga.] Mohawk’s Smart- alleled softness and durability, it offers a Strand collection is proof that the carpet wide assortment of products — “well over customer really can have it all. With its 200 different styles,” Randolph shared. inherent stain- and soil-resistant fiber, exceptional durability and unmatched Pet Perfect softness, SmartStrand combines all the SmartStrand collections now feature best things about carpet in one package. Mohawk’s All Pet Protection and “We want to relay to consumers that Warranty, covering all pets, all accidents, they don’t have to sacrifice any benefits all the time. With nearly 70 percent of the with SmartStrand,” said Jason Randolph, U.S. population owning pets, Mohawk senior product director, Mohawk. recognized this large segment of the popu- “What makes the product unique is lation had to factor in their furry friends it doesn’t have dye sites, so stain and soil when making flooring decisions. protection will not wear or wash off — it’s “Pet owners’ number one concern is pet part of the fiber,” Randolph explained. stains,” Randolph said. But for those who That unique quality gives the product its choose a SmartStrand carpet, pet stains long-lasting resilience and great perfor- won’t be an issue. Its unique fiber rejects mance, making it the easiest carpet to liquids rather than absorbing them and clean and giving it lifetime stain protection. the advanced Nanoloc Spill and Soil “Therefore, consumers can truly live worry- Shield makes the carpet up to three times Mohawk’s All Pet Protection and Warranty free on this floor,” remarked Randolph. easier to clean. makes SmartStrand the ideal carpet for pet owners. And customers won’t have to sacrifice Through the years, SmartStrand has comfort for durability. Last year, Mohawk proven its high performance, withstanding introduced SmartStrand Silk Reserve, the messiest of tests from Tough Mudders, A HISTORY OF representing the ultimate in softness. “It’s Puppy Bowl athletes and the inhabitants the softest carpet in the market today, of the Dallas and Birmingham Zoos. “If SMARTSTRAND proving Mohawk’s commitment to lead- our carpet can withstand these extraordi- From the collection’s launch in 2005, ership and innovation in soft flooring,” nary situations, it can handle the current Mohawk’s SmartStrand family has evolved over the years, introducing Randolph said. zoo in your own home,” Randolph laughed. new and innovative offerings to meet And in addition to SmartStrand’s unpar- “That’s why we do these things.” consumer needs. Here is a look at some pivotal SmartStrand moments: “THE MESSAGE WE TRY TO RELAY WITH SMARTSTRAND IS 2005: SmartStrand THAT THE CONSUMER REALLY CAN HAVE IT ALL. YOU CAN 2009: SmartStrand Sorona HAVE EXCEPTIONAL DURABILITY AND STAIN RESISTANCE WITH 2012: SmartStrand Silk UNMATCHED STYLE AND SOFTNESS.” 2015: SmartStrand Forever Clean 2016: All Pet Protection - JASON RANDOLPH 2017: SmartStrand Silk Reserve Sharing the SmartStrand Story Mohawk makes communicating what sets SmartStrand apart from other soft surface offerings easy. “We have a myriad of digital content available for the RSA,” explained Jason Randolph, senior product director, Mohawk. “In addition to that, we have extensive POP on all our displays where we clearly tell SmartStrand’s story on every merchandising vehicle. We also offer trifolds and storyboards for the show floor as well, to demonstrate the attributes of SmartStrand and the characteristics it exhibits.” SmartStrand Silk Reserve is the softest carpet on the market today.

6 May 2018 | FLOOR COVERING WEEKLY FOREVER STAIN-FREE | FOREVER PURE | FOREVER CLEAN

Mohawkflooring.com/SmartStrand CARPET’S PAST SET STAGE FOR TODAY Starting from the beginning, it is likely While weaving that animal hides and furs were used first, machines evolved to but there is evidence of soft flooring being augment handmade made by knotting sheared wool that dates carpets, and the back to about 6000 B.C. power loom with According to HeritageMuseum.org, Jacquard mecha- the world’s most ancient pile carpet ever nism was developed found came from one of the Pazyryk in 1849, carpets burial mounds in Russia. The Pazyryk were luxury goods carpet was woven in the technique of the for hundreds of symmetrical double knot — called the years. It wasn’t until Turkish knot — resulting in more than the tufted carpet 1,250,000 knots in the whole carpet, the industry emerged in Museum explained. As trade developed the 1960s that soft between Europe and the East, the impor- flooring became an tation of hand knotted carpets began in affordable option the 1500s and by the 1600s, Savonneries, for the masses. or “French Orientals,” were being made in France and the first carpet factory was TufTing moves built in Wilton, England in 1655. The needle Tufted carpet grew out of the The tufted carpet industry evolved in and around Dalton, emerging as a $1 billion industry in 1963. tufted bedspread industry in and around Dalton, Ga., emerg- director of research at Catalina Research. ing as a $1 billion industry in 1963, accord- That dominant position has eroded ing to the Carpet and Rug Institute (CRI). over the last 20 years. By 1992, carpet and The development of man-made fibers rugs began to lose some market share, and — nylon in 1947, olefin in 1960 and poly- the slide became steeper in the 2000’s. ester in 1965 — along with new spinning While still the largest single category of techniques, dye equipment, printing flooring, by the end of the first quarter processes, tufting equipment and backing of 2018, carpet and rug’s share of total for different end uses, combined to create a dollar floor coverings sales had dropped new industry that grew quickly to become to an estimated 44.9 percent in sales and the leading category of U.S. flooring sales a 50 percent share in square feet, Catalina (shipments, minus exports plus imports). recently reported. This is down from 46.6 By 1987, soft flooring accounted for 71.9 percent and 52 percent, respectively, in the first quarter of 2017. The Pazyryk carpet found in a burial mound in percent of sales and 71.2 percent of square Russia was hand knotted in about 6000 B.C. feet sold, according to Stuart Hirschhorn, Machine woven carpet and rugs, often in wool or wool blends, continue as a high- end niche across residential, commercial and transportation (mostly aviation) markets, but tufted products are dominant. Tufted goods account for more than 90 percent of all soft flooring made in the U.S., followed by less than 2 percent that is woven and 6.7 percent for all other methods, such as knitted, braided, hooked or needle punched, CRI reported. Northwest Georgia continues to be the center of the tufted carpet industry, producing more than 70 percent of the total output of the world-wide industry of more than $9 billion. Dalton is now known as the “Carpet Capital of the World.” The decline of soft flooring market share has been primarily in wall-to-wall carpet, while area rug sales have held In 1920, when an early carpet company merged with McCleary, Wallin and Crouse, the up in residential markets and carpet tile company adopted the name Mohawk Carpet Mills (or Mohawk Mills). It became the is now estimated to be more than 60 country’s sole weaver to offer an entire line of domestic carpets. percent of the commercial market.

8 May 2018 | FLOOR COVERING WEEKLY Terms to Know BERBER CARPET PLUSH CARPET STAIN AND/OR SOIL RESISTANT Berber carpet was named after the A smooth, dense, cut pile carpet in which A chemical finish applied to or inherent in Berber tribe in northwestern Africa, individual tufts are only minimally visi- carpet fibers which inhibits specific stains who made a knotted carpet in natural, ble, and the overall visual effect is a single and soil from adhering to or dyeing (stain- undyed wool. It became popular for all level of fiber ends. ing) carpet fibers. loop constructions in which the loop PRINTED CARPET TACKLESS INSTALLATION looked like the original Berber knot and Carpet having patterns applied by methods Where carpet is laid over pad and the colorations were heathered combi- similar to printing paper, including flatbed stretched to fit over tack strips of wood nations of white, and shades of brown. screen printing, rotary screen printing and with implanted tacks to hold the carpet Today, Berber carpets use flecked yarns computer programmed jet printing. snugly to the wall. Also called wall-to- most often in loop, multi-level loop or wall installation. cut and loop styles. And, Berbers are RANDOM- SHEARED CARPET now available in pastels and dark tones Textured pattern created by shearing TEXTURE FINISH as well as naturals. some of the top or higher loops and leav- A cut pile carpet style that has natural CARPET PILE ing others looped. surface with a slightly pebbled look. Fibers that form the face or upper REMNANT TONALS surface of carpet. Cut pile is where the A short piece of carpet from a roll of Thought to be related to the popularity surface is composed of cut ends of yarn. carpet that usually measures less than of granite counters, tonal carpets feature Loop pile carpet has a surface made up nine feet long. three or more related colors in an even of uncut loops. SAXONY CARPET combination that creates a subtle, natural • Clean ﬁ nish or tailored ﬁ nish Cut-pile carpet in a relatively dense look similar to grains of sand. • A carpet with a smooth surface construction, with well-defined individ- WOVEN CARPET CUT-AND-LOOP CARPET ual tuft tips. Smoother finished saxonies Looms interlace warp (lengthwise) and A multi-level loop carpet, where the taller are called “plushes.” filling (widthwise) yarns to create a loops are sheared. The resulting uncut SISAL FLOORING sturdy textile for the floor. loops and sheared top loops create a Rugs, mats, and broadloom made from • Axminster Carpet: A machine-woven sculptured pattern. The texture and often sisal, a natural plant material. Available carpet that can use as many as 12 col- subtle, variegated colorings help hide soil woven and dyed in various colors, as well as ors to create patterns. and traffic wear. machine- and hand-painted, similar floor- • Wilton Carpet: A woven carpet in FRIEZE ing is made of jute, coconut and sea grass. which the pile threads run continuously (Pronounced “free-zay”) A tightly twisted Sisal-look carpets and rugs are available into the carpet and are raised above the yarn is used to give a rough, nubby in synthetic and wool constructions. surface of the backing by wires or hooks. appearance to carpet pile. Frieze carpets may be loop or cut styles. FLAT WEAVE Flat Weave rugs and carpets are flat woven/without a pile, products that were originally made in India. Today there are many machine-made, flat woven constructions that can be made of synthetic fibers or wool or cotton. MULTICOLORS The next generation of ‘tonals’ feature more distinctly different color combinations, still in an evenly placed overall effect — not a pattern. Foss, Dura Knit OUTDOOR CARPET Shaw, Bellera Carpet designed to be used outdoors on patios, walks and decks. Usually made of Mohawk, SmartStrand Silk Reserve polypropylene to withstand the weather and ultra-violet rays, most outdoor carpet is designed for glue-down installation. STRETCH A carpet installation term for the give in carpet when it is pulled over the pad onto tackless strips. Dixie Home, Willow Lake Engineered Floors, PureColor

FLOOR COVERING WEEKLY | May 2018 9 ADVERTORIAL PureColor Carpet Dream Weaver’s unique fiber system is built to last By Elise Linscott [Da lton] PureColor® is a premium While consumers are often first drawn and unique fiber system from Engi- to the product at retail for its styling and neered Floors’ Dream Weaver brand design options, another selling point is which allows the carpet to be installed that it looks and performs like a premium in any room in the home, even offering product while remaining affordable as it the ability to withstand bleach with- the company is able to oversee the entire out fading. It’s offered in a gamut of styl- manufacturing process in one building, ing options including new colors such as Sanderson explained. grays, neutrals and earth tones, while still “We have built one of the largest if not Newly-added color offerings include trendy grays, neutrals and earth tones. being affordable thanks to the company’s the largest carpet manufacturing facili- manufacturing process. ties in Northwest Georgia, where we have This creates a more balanced look in the One of PureColor’s standout features extrusion on one end, and we also tuft and color of the carpet. It also means that is its soil and stain resistance character- coat the product before it goes to distri- PureColor will not bleach from spot clean- istics versus traditional piece-dyed prod- bution, all within our building,” he said. ing, doesn’t fade from prolonged sunlight ucts; PureColor is solution-dyed fiber “Because we’re able to offer a premium exposure, won’t wear in high traffic areas, that has consistency and color through- product while manufacturing it the way and best of all, can resist some of life’s out the entire fiber system, according we do, that makes it much more affordable harshest stains. Wine, pet stains and mud to Mike Sanderson, vice president of and less cost associated with the product are not an issue with PureColor. marketing at Engineered Floors. But compared with our competition.” Historically, solution-dyed carpet was what really draws consumers to the prod- a premium, only something a consumer uct are its palette and visuals, includ- Style without compromiSe could have if they were willing to pay for ing its flip card merchandising display Homeowners today live busy lives. it. Modern manufacturing technology and system showing the newly expanded line Taking kids to practice, making sure the logistics keep PureColor affordable for any of colors, as well as verbage demonstrat- dog gets to the groomer and completing homeowner. The product stays within the ing its features like durability, warranty those “honey do” projects are just a few four walls of its state of the art manufac- and stain resistance. of the things that the average homeowner turing facility from the extrusion process “We’ve also gotten testimonials from tackles in their day to day life. Worrying until it ships out to retail customers. retailers, they’ve sent us tests they’ve about stains on their carpet should not PureColor is an asset to any room in conducted themselves staining and using be one of them. Dream Weaver doesn’t the home. Whether installed in the living various types of household items on believe it’s acceptable to have to move the room, a play room or sunroom, it will the carpet and were able to clean it up couch over a few feet to cover up grape perform. According to Dream Weaver, it effectively,” Sanderson said. “Pets, that’s juice stains which is why it created its isn’t a “niche” product or something that obviously a very popular subject and an proprietary fiber, PureColor. will fade away with passing trends but attribute for carpet, and even a concern PureColor is solution-dyed, meaning something that every homeowner can live for families — after all, a pet is part of a that the color of the carpet fiber goes all their life on; something that doesn’t cause family. We have a lifetime pet warranty the way through, much like the orange of stress or more work. After she simply takes for pet stains on carpet, and we want the a carrot, as opposed to traditional piece- a rag and any common household carpet consumer to be confident and comfort- dyed fibers where the color only sits on top cleaner to get out that grape juice stain, able making their purchase.” of the fiber, like the red skin of a radish. she’ll say, “That’s why I bought this carpet!”

Dream Weaver carpet also comes with a lifetime pet warranty and Dream Weaver’s PureColor fiber is a proprietary solution-dyed fiber is suitable for installation in any room in the house. system engineered for ultimate longevity.

10 May 2018 | FLOOR COVERING WEEKLY Crafted for comfort. Easy to clean Resists stains Built for life.

Doesn’t fade Won’t wear

Dream Weaver® carpets are engineered to withstand all that life can throw at them. Made with PureColor® technology, they are infused with color, instead of dyed in it.

The color on traditional carpet With PureColor, the color fibers sits on top like the red penetrates the fiber like the dwcarpet.com skin of a radish orange of a carrot engineeredfloors.com ADVERTORIAL CARPET TILE Soft takes shape Carpet tile (modular carpet) has become very popular in the specified Size & format matter commercial market in the last decade By Janet Herlihy or so, where the easy to handle and install category makes up about 60 The term “broadloom” was first used to wise. Some Axminster products are percent of all soft flooring. Also known refer to carpet woven on a wide loom. 13-foot, 2-inches wide (4 meters), while as the contract market, projects in this Today, it usually refers to carpet, tufted or a Woven Wilton product is 12 foot, 11 market are “specified” by architects, woven, that will be installed wall-to-wall. inches. Couristan introduced the Envi- designers and building managers, and Most tufted broadloom carpet today is sions collection under its Creations brand are formalized with a contract. sold in rolls that are 12-foot wide but can at The International Surface Event and is Carpet tile developed for the contract market has trended to larger squares and also be 15- or 13-foot, 6-inches wide. Some stocking the products in 16-foot, 4-inch planks (rectangles) which can be installed carpet is also available in narrow, 6-foot widths because that will enable the prod- in a variety of combinations for custom widths, primarily an advantage in moving uct to be installed wall-to-wall in most looks on the floor. Commercial carpet tile replacement rolls up elevators or stairs in residential rooms. Some of Karastan’s squares are typically 36 inches and 24 high-rise buildings. A lot of carpet is sold woven styles made on its Vintage Weave inches while plank sizes include 18" x 36", by the order — or cut order — in which looms are 13 inches wide, while some 9" x 36", 12" x 48" and 24" x 48". case, the manufacturer simply cuts off the woven on Kara-Loc proprietary looms are Carpet tile developed for the resi- amount needed, wraps it and ships it to 12 feet wide. dential market is available in squares the dealer. Rolls that will be stocked at the Handmade soft flooring can also vary including 12 inches, 18 inches, 20 inches dealer’s warehouse usually hold from 100 in size. For example, a hand-loomed flat and 24 inches. FLOR, an Interface division, offers high fashion carpet tiles in feet to 150 feet. weave from Couristan is 16 feet and 4 19.7 inches square (50 cm square). Woven broadlooms can vary width- inches or 5 meters.

Foss Floors manufactures carpet tile for Couristan offers a wide variety of roll runners including Cape Town Cheetah from the Cape residential and Main Street applications Town Collection tufted in nylon. in 24” x 24” squares.

AREA RUGS SIZES & SHAPES GO WIDE & DEEP or in front of counters, runners are available in widths from about 2 feet to 3 feet Machine-made area rugs, whether are now offering custom-made rugs wide and lengths from 6 feet to 14 feet. tufted or woven are usually offered from broadloom in which the consumer Couristan, which specializes in runners in an assortment of standard sizes, in chooses size, shape, binding and back- available in 26- and 31-inch widths made increments from 2' x 3', to 9' x 12', and ing, although size is usually limited to of wool, polypropylene or nylon, offers a extra-large 10' x 14' and 12' x 15' as well the width of the broadloom product. large in stock assortment of styles avail- as various ovals and rounds. Handmade Fabricated rugs that are pieced together able that are sold off a roll to whatever rugs are also usually sold in approximate can be made in almost limitless shapes length the consumer needs. Custom standard sizes. and sizes. runners made from broadloom styles are Many manufacturers and dealers Designed to work on stairs, in hallways also popular.

12 May 2018 | FLOOR COVERING WEEKLY Made to be lived on Selling carpet’s features & benefits By Janet Herlihy Today’s carpets are engineered to meet the demands of today’s consumer lifestyle. Whether a customer wants the ultimate softness underfoot or a product that will hold up to active kids and pets, carpet makers offer a variety of products to fill whatever need they may have.

Soft(er) Still SellS soft surface portfolio management, said, Carpet has been getting progressively “In creating Bellera, we have re-engineered softer and softer for almost two decades our high-performance fiber to ensure that beginning with Tactesse’s Stainmas- softness goes with performance.” ter brand in 2000. In 2005, Mohawk’s Engineered Floors’ Dream Weaver divi- SmartStrand with DuPont Sorona and sion offers its PureColor SD nylon and Pure- From Couristan’s Creations brand, Heavenly then SmartStrand Silk with DuPont Color SD polyester in special “soft” brands. is a soft, 100 percent tufted nylon that, like all carpet, can be installed almost anywhere. Sorona in 2012 captured the consumer. But, “Softness is only one attribute that we Other carpet brands, such as Stainmaster consider when developing our products,” from soaking into the cushion and possi- Luxerell in 2008, Stainmaster TruSoft stressed Mike Sanderson, vice president of bly into the subfloor. in 2011 and Shaw’s Anso Caress in 2013, product marketing at Engineered Floors. Shaw has a total solution for families also came to market. “While we know that varying degrees of with kids, pets and busy lifestyles too. Softer carpet was developed when softness are synonymous with luxury, we Shaw’s Tran explained, “Our R2X Soil manufacturers found that when the finer want to strike a balance between style, and Stain Resistance and LifeGuard individual filaments were at extrusion, the design and softness while still providing Spill-Proof backing ensure pet messes softer the finished carpet would be. The exceptional durability.” are contained and don’t ruin your carpet filaments are bundled together to form or subfloor. Shaw Floors products are not yarn ends, twisted, heat set and tufted into Pet-friendly ProductS Sell only pet friendly but fit the performance carpet. Concerns regarding the perfor- Sixty-eight percent of U.S. households, needs of an active family.” mance of soft carpet were answered by or about 85 million families, own a pet, “Mohawk is proud to offer a collection giving the yarn extra twist and heat setting according to the 2017-2018 National Pet of products under our All Pet Protection & and tufting dense constructions. Owners Survey conducted by the Ameri- Warranty that covers all pets, all accidents, SmartStrand Silk Reserve, the latest can Pet Products Association (APPA). all the time, in both hard and soft surface generation of SmartStrand products, is Invista Stainmaster was courting all product offerings so consumers are able to Mohawk’s softest yet. “Carpet made from those families when it introduced its get the floor they want,” explained Angela SmartStrand fiber is the most durable, Stainmaster PetProtect Carpet and Cush- Duke, Mohawk’s director of residential easiest to clean carpet on the planet,” ion system in 2013. Made with SuperiaSD brand marketing, hard and soft surfaces. stated Richard Owen, senior director of fiber, PetProtect is a solution dyed nylon Pet-friendly carpet products are now market development at Mohawk. “Today at 6,6 carpet that is fade resistant and can essential in every showroom. “RSAs retail, 90 percent of what we sell is a trade be cleaned with hydrogen peroxide-based should sell the fact that Engineered up to premium soft carpet,” added Owen. cleaners. Although buying Stainmaster Floors offers a lifetime pet warranty on In addition to its Anso Caress brand of PetProtect Cushion is not required when pet stains,” said Sanderson. “This gives soft nylon, Shaw continues to develop soft purchasing PetProtect, it does provide them extra protection on their PureColor carpet with Bellera High Performance even more protection. The cushion carpet, and if it does happen to stain, we’ll Carpet. Teresa Tran, Shaw’s director of features a moisture barrier to keep spills replace it, simple as that.” MORE THAN A PRETTY FACE Soft flooring offers other benefits — because carpet is flexible and does not require a perfectly smooth surface under it, it can be installed over less-than perfect subflooring or even hard surface flooring. Larry Mahurter, vice president of marketing and advertising at Couristan, pointed out, “Area rugs and carpeting can be used to cover the stains and imperfections that may have already been established.” Noise reduction is another often overlooked benefit of soft flooring. “Area rugs and carpeting absorb sounds. Adding a cushion beneath either will reduce noise even further,” Ma- hurter reported. “Both also work as sound barriers between floors, blocking sound transmission to spaces below.” Soft flooring also provides insulation, keeping rooms warm- er. It even increases safety by reducing slips and falls and min- imizing injuries when falls do occur. Shaw’s Diamonds Forever, from its new Bellera High Perfor- mance Carpet offering, features a high-fashion pattern.

FLOOR COVERING WEEKLY | May 2018 13 ADVERTORIAL Selling carpet with confidence Shaw Floors’ Bellera delivers beauty & durability By Amy Rush-Imber “WE START WITH STYLE, [Da lton] The days of consumers having consumer is asking for. Bellera combines DESIGN AND INSPIRATION. WE to choose between the style and design the newest innovation with Endurance they want and the durability they need high-performance fiber, R2X stain and BUILD UPON THAT, LAYERING when it comes to buying carpet are over. soil technology and the ultimate assur- IN TECHNOLOGY TO MAKE A high-performance introduction from ance of LifeGuard Spill-proof Backing,” Shaw Floors, Bellera™ High Performance explained Heather Yamada, director of THE CARPET AS DURABLE AS Carpet promises and delivers on both. marketing-retail for Shaw Floors. “The exciting thing about Bellera is R2X stain and soil technology offers IT IS SOFT AND BEAUTIFUL. that the consumer really doesn’t have promised protection against staining and CONSUMERS WILL STILL MAKE to make a choice between performance, soiling so that spills stay at the surface design, color or softness; they get all of longer, for quick and easy cleanup. Add A PURCHASING DECISION these benefits in one carpet: Bellera High LifeGuard Spill-proof Backing, which Performance Carpet,” explained Teresa keeps spills and odor-causing pet acci- BASED ON STYLE — BUT Tran, director of soft surface portfolio dents conveniently contained from soak- THEN THEY RUN THE LIST OF management. ing through the pad to the subfloor, and Bellera provides complete clean-up protec- DEMANDS TO MAKE SURE IT'S Bellera — Built to last tion. To make sure consumers know their A LIFESTYLE FIT.” Bellera comes to market with two exist- carpet is protected by LifeGuard, Shaw ing performance-driven and proven tech- Floors changed the color of this backing – TERESA TRAN nologies by Shaw Floors — R2X™ Soil and from gray to blue — the same great perfor- Stain Resistance System and LifeGuard™ mance with a more distinctive color. Spill-proof Backing™. Together, these technologies make “Bellera High Performance Carpet Bellera perfect for active households requir- gives consumers ultimate confidence. ing the cleanest carpet for healthy living and It is beautiful flooring matched with offer the ultimate protection — Shaw Floors’ exceptional durability — exactly what the No Surprises, Worry-Free Warranty™. CONNECTING WITH CONSUMERS The story for RSAs is simple — Bellera wear — and showcases the message: “Keep delivers beauty and performance — and that beautiful, new carpet look for years to Shaw offers retailers the tools to help tell it. come. Here’s proof that Bellera will look as “It’s not about one product attribute like good five years from now as it did on day Endurance high performance fiber, R2X one.” An in-store POP kit will be in stores or LifeGuard. Combined, these attributes this month and provides additional mate- are what make Bellera High Performance rials including consumer and warranty Carpet a stand-out product,” explained brochures, free-standing signage, window Heather Yamada, director of marketing, clings and more. retail for Shaw Floors. Other support for the brand includes Yamada said that Shaw Floors’ sales pre-designed traditional and digital The Beauty of Bellera Bellera isn’t just about function; it pro- team will train RSAs in-store on Bellera, in ads and, for social media, Promoboxx vides all the fashion to inspire today’s conjunction with a selling guide for refer- provides beautiful and professional posts consumers. “We can tell the consumer ence. Key selling points are also included that are fully customizable with multiple about Endurance high performance fi- on the Bellera display, which features messaging options. As well, dealers can ber, R2X soil and stain resistance, our comparison carpet swatches — one of new post Bellera content to their sites through LifeGuard Spill-proof Backing and as carpet and one with five-years’ worth of Shaw Web Studio. an added benefit, our No Surprises, Worry-Free Warranty. But, ultimately, we want customers to find their ideal "BELLERA'S DURABILITY IS EVIDENT ON THE PRODUCT DISPLAY, visual, whatever that may be: cut pile or bold looped herringbone pattern. No WHICH REINFORCES CONSUMER CONFIDENCE AND COMMUNICATES matter the style, we provide peace of mind for consumers with Bellera — that THAT THIS IS A BEAUTIFUL CARPET THAT WILL LOOK GOOD OVER they are choosing the best carpet for their lifestyle,” said Teresa Tran, director TIME, ESPECIALLY FOR ACTIVE, BUSY HOUSEHOLDS." of soft surface portfolio management. – HEATHER YAMADA Shown above, Lead The Way, a classic style that is soft and visually balanced.

14 May 2018 | FLOOR COVERING WEEKLY WHY IS BELLERA™ THE BEST INNOVATION IN CARPET? Simple. We’ve combined Endurance high-performance ﬁber with R2X® Soil and Stain Resistance and LifeGuard® Spill-proof Backing™ to create exceptionally beautiful and durable carpet. Add in our No Surprises, Worry-free Warranty™, and you have carpet that is built to last.

shawﬂoors.com Tips for selling soft surface By Janet Herlihy While it is true that overall carpet and rug sales in the U.S. have been declin- ing, remember that it is still the single largest category of floor covering. These tips are designed to help you sell carpet with confidence. Today’s flooring consumer has done her research online but can have some old ideas about soft surface flooring, including issues with staining and durability. It’s essential to address her concerns, according to Richard Owen, senior director of market development at Mohawk. “In today’s crowded space of hard surfaces, it’s important to build value in the benefits soft surface provides, all the while address- ing the historical reservations typically surrounding carpet,” Owen said. “Today’s carpet dispels the preconceived notion of issues from yesteryear. Fibers Shaw’s Bellera display includes a side-by-side swatch comparison to underscore the line’s durability. utilized today in manufacturing are easier to maintain, stain resistant, more Consumers like ChoiCes carpet sales today will be of solid neutral durable and even softer than ever before. Imagine going to a car dealership that color styles or tonals, an array of shades That said, color and fashion still drive only had three models on the showroom and fabulous patterns attract the eye and consumer decisions while carpet offers a floor? Even if most of the sales were of provide inspiration. tactile experience that resonates comfort those three cars, shoppers would probably “We know neutrals will always sell,” said and warmth. Carpet also provides the think there was something missing and Teresa Tran, director of soft surface portfo- homeowner with the widest array of move onto another showroom. lio management at Shaw. “But having (lots color and design options to maximize Carpet shoppers are attracted to color of) color in a display engages the consumer their decorating styles and tastes.” and pattern first. Even though most and brings them in to explore their options.

Mohawk’s SmartStrand Silk Reserve Exquisite Beauty, above, is all about cozy comfort.

16 May 2018 | FLOOR COVERING WEEKLY SUPPLIERS SPILL THEIR SECRETS FOR THE SALE

“Consumers buy from “Shaw encourages its retail partners to focus less salespeople they trust. So, an on specific, overly technical fiber and backing details RSA should communicate to the and spend more time discussing how the carpet as a consumer product knowledge, whole will benefit the consumer and their lifestyle.” integrity and confidence.” - Heather Yamada, Shaw Floors - Chris Petrie, Lexmark Carpet

“RSAs should craft a story that moves a “It is important to understand the consumer’s mind to a soft carpet lifestyle. Ask, consumer needs before you show them ‘How great would it be to play with the kids and roll product. Ask ‘Do you have children? around again on the floor, or cuddle up and watch Any special needs (wheelchair, walker, a movie together?’ The carpet can be the softest etc.)? Do you entertain?’.” spot in the room!” - Brian Warren, Foss Floors – Rich Owens, Mohawk

We’ve found that color gives the consumer explain the unique attributes of the prod- consumer product knowledge, integrity confidence to select a neutral.” ucts to the consumer. and confidence.” Once the consumer is in your show- “We also encourage the dealer to keep Shoppers want to feel their sales person room and looking at carpet, the next step a tile or two handy to show the consumer in an expert. “An RSA must know their is getting to know them. It’s all about how you can cut a Foss carpet tile with- carpet products — fiber, construction, starting a conversation and finding out out it fraying or unraveling,” said Brian stain protection, style, color, price range,” what they need. “Ask the consumer to Warren, senior vice president at Foss Petrie explained. “This knowledge allows recall the worst thing that has ever stained Floors. “And, we suggest that the retail them to qualify their customer, really know their carpet. Ask them what could come in sales associate (RSA) demonstrate how what their needs are and gear them towards contact with their carpet on a daily basis Foss products can be put down over any the carpet that is going to work for them. If — mud from cleats, spilled juices or pet surface,” he said. the RSA knows the benefits of carpet from stains?” suggested Mike Sanderson, vice the cost savings and ease of maintenance president of marketing at Engineered rsas hold thE powEr to the safety, acoustics, appearance, style Floors. “Once you know what they have “Consumers buy from salespeople they and feel, that allows the consumer to feel experienced, you can offer the consumer trust,” said Chris Petrie, vice president comfortable with them and know that they the best choices.” of residential sales at Lexmark Carpet. can be trusted to sell them something new “So, an RSA should communicate to the and exciting for their home.” EngagE consumErs with storiEs & dEmos Shaw encourages its retail partners to focus less on specific, overly technical fiber and backing details and spend more time discussing how the carpet as a whole will benefit the consumer and their lifestyle, explained Heather Yamada, Shaw Floors marketing director, retail. Belle- ra’s retail display includes a side-by-side swatch comparison that tells a compel- ling wear story. “We are confident that neither consumers nor industry experts can tell the difference,” Yamada said. SmartStrand Silk Reserve has a story with numerous chapters. SmartStrand with DuPont Sorona is partially made with a bio-based polymer, it is the softest carpet on the market and it has proven its cleanability with rhinos and muddy runners as demonstrated in various campaigns, the company noted. A silent salesman can also be effective. Foss Floors provides retailers all-in- one displays that feature storyboards to

FLOOR COVERING WEEKLY | May 2018 17 The Carpet Conversation

[Manchester, N.H.] Keith Spano, president of Flooring America/Flooring Canada, shared with FCW his insight on making the carpet sale at retail in 2018. “The first thing we all need to get our heads around is that home fashion starts with the floor. We build the room from the floor up and flooring is not the commodity it’s portrayed to be by the big box stores,” Spano stated. “Flooring is fashion and although hard surface has taken share from soft surface recently, carpet has the ability to trans- form a room like no other flooring product. Today’s customer doesn’t know what she doesn’t know and unfortunately, after watching four minutes of any HGTV show, the first thing she learns is to tear out all carpet…WRONG.”

FCW: How should a retail sales associ- FCW: What are carpet’s positives? ate start the conversation? Spano: Carpet today is leaps and Spano: When working with a customer bounds beyond anything we’ve previ- in the market for soft flooring, the first ously been exposed to. Consumer de- goals are to find out where the product mand for daring patterns and unique will be used, the usage expected and color ways have brought new life to what is the look they’re trying to achieve. the broadloom category. Better yet, Is it a bedroom, a place of serenity and the combination of inspiring patterns relaxation where softness and comfort with new advances in nylon, polyester underfoot are the ultimate desire? Is it and solution dyed fibers have made the family room where the entire fami- today’s broadloom carpet choices not ly (two-legged and four-legged) gather only beautiful but more durable and to cheer on their favorite teams with stain resistant than ever before. Let’s got to educate her on the benefits of food, beverages and lots of foot traffic. not forget about wool, nature’s original carpet. She came to her local flooring Whatever the application, there is a soft fiber with inherent stain resistance and retailer for design expertise, for expert surface flooring that can meet the chal- durability and natural beauty. installation, for unrivaled service and lenges of the environment. Don’t forget an overall fantastic experience she can- custom rugs made from broadloom is FCW: How can specialty retailers beat not get at a big box store. We have got always a perfect solution and a way to the big boxes? to provide her the vision she may not bring true personalization into the sales Spano: Commoditization is the ruin of have to make her project come alive and process and give her a finished product our industry. We have got to speak to create that wow she’ll want to tell her she can’t get anywhere else. the consumer about fashion. We have friends about.

PERFECT POP the sale (never let customers • Be sure to have a diversity of pieces see you hanging signs) (for example window posters, hang- For effective POP, Frank Chiera, senior ing signs, product danglers, etc.) • Be sure POP kits are placed in vice president marketing & advertising • Strong call to action… less is more. for Flooring America, advises: strategic lines of sight through- out store Treat POP as a billboard in your • Keep it fresh store. If the customer can’t read it in • Have a good mix of promotional less than two seconds there are too • Put POP kits up the night before and lifestyle graphics many words.

The Tuff Stuff Flooring sale signage is a strong Flooring America/Flooring Canada’s POP for a summer sale is attention grabbing and easy to read. call to action.

18 May 2018 | FLOOR COVERING WEEKLY Showroom Success [Manchester, N.H.] What makes a showroom a success with today’s shoppers? We’ve all been in specialty flooring stores that didn’t work and others that invite the consumer in and make the shopping experience easy and satisfying. Here Cathey Gundlach Links, vice president merchandising at Flooring America/ Flooring Canada’s, explains what goes into making effective merchandising and display systems. “Flooring America/Flooring Canada Vision 20/20 merchandising and display systems are the foundation for success for our brands and showrooms. All the elements of the showroom work together to create an exciting and engaging shopping experience — from our inviting areas for conversation to the comfortable work spaces for creation and design of the customers dream space,” Gundlach said.

FCW: What factors go into making an ap- FCW: How does today’s consumer shop pealing display? for carpet? Gundlach: With all the choices available Gundlach: Today’s savvy consumer for today’s savvy consumer, it’s import- wants simplification of the shopping ex- ant to stand out in a sea of sameness. Our perience — that’s why our exclusive 5 Star Flooring America/Flooring Canada pro- Selection System completes the overall prietary Evolutions Display system allows satisfaction of the complete process from us to maximize the selling power for our the design of carpet to the final installa- IN THE KNOW brands in a dedicated footprint while also tion. Our soft surface branding is mapped Have a ready answer to the simplifying the shopping experience. out with several key factors consumers following FAQs for every carpet It’s key to offer an exciting collection desire for today’s flooring: performance, style in the showroom: that represents a variety of textures, pat- style and warranty. Consumers spend en- • How long will the carpet last? terns, newness and price points without ergy and time to understand the features becoming overwhelming and confusing. and benefits of the product — the simplic- • How easy is it to clean? Variety should lead to excitement to the ity of our branding and display systems • What is it made of? possibilities of their dream project — not ensure a clear understanding and mes- detract from the experience. sage to the right product for their home. • Is it safe for my kids?

THINGS TO REMEMBER AT RETAIL “We have paint fan decks — Benjamin Moore and Retail leaders CAP Carpet of Wichita, Sherwin Williams — that we Kan. and Messner Flooring of Pittsford, refer to when a customer N.Y. share some of their tricks of the trade “Selling is an art form. mentions what color they for selling carpet. Greeting a guest to the have on their walls. This business must be practiced helps in choosing the color of to be natural in sales. the carpet.” “Installing 6’ x 6’ areas Opening the sale in a proper - Karen Farmer, Messner Flooring of product on the floor way gives the salesperson has been very successful. permission to do consultative Whenever you are ready, you solution-based selling.” can install a new batch of - Aaron Pirner, CAP Carpet “We present the product products.” by showing it in both large - Karen Farmer, Messner Flooring samples and cards, and always lay the samples “Assortment on the floor. We allow the matters in each samples to leave the store “Each department should department. There and if the color(s) they are be clean, well-lit and should be a reason for priced properly, so it is each item beyond every interested in are on cards easy to shop. There must manufacturer display. and they want to see a be a plan to sell behind Display floors and larger larger sample, we order each department that is panels and samples always them and send them to the are helpful for a customer customer.” thought out carefully.” to visualize the products.” - Jessica Salada, Messner Flooring - Aaron Pirner, CAP Carpet - Aaron Pirner, CAP Carpet

FLOOR COVERING WEEKLY | May 2018 19 FASHION f irst By Janet Herlihy While advanced performance features often tip a sale to one carpet style or another, fashion — including color and design — is still the major determining factor in which types of broadloom products a shopper is drawn to. Here, FCW has outlined major soft surface trends consumers love in 2018. Color me The lion’s share of carpet sold is solid colorquiet or tonal. Solid color may offer textural appeal while tonal carpets feature three or more related colors in an even combination that creates a subtle, natural look similar to grains of sand.

Harmony by Phenix Flooring is a solid color with a suede-like Dawn’s Delight from Dixie Home is a tonal style tufted in surface, tufted in 100 percent Opulence HD solution dyed PET. Stainmaster Luxerell.

Engineered Floors’ Dream Weaver division offers Showstopper in a cool gray tonal crafted in PureColor Soft Polyester.

20 May 2018 | FLOOR COVERING WEEKLY Premium Products Premium brands appeal to the high-end consumer because of the bold looks they offer.

Couristan offers Oceania from Envisions which is woven in a 50/50 Karastan’s Berkeley offers an abstract, organic stone visual, woven construction of Heat Set Courtron Polypropylene and polyester. on its Vintage Weave looms in SmartStrand Silk.

Anderson Tuftex tufts Taza II in Stainmaster Luxerell nylon using natural color variations of striated yarns to create the beauty of a Moroccan quatrefoil design.

FLOOR COVERING WEEKLY | May 2018 21 Perfectly Patterned Subtle patterns that create natural textures or small-to-mid designs give consumers a chance to make a more fashion- forward choice.

Karastan’s Delicate Path offers a simple linen pattern created in cut Fantasia from Dixie Home is a loop pile with linear striations and and loop SmartStrand Silk Reserve. made from Stainmaster PetProtect solution dyed BCF nylon 6,6.

Crafted in Mohawk’s SmartStrand Silk Reserve, Exquisite Charm Lexmark’s Pacific Heights style delivers a classic geometric is a solid color, delicate floral pattern that provides consumers pattern created in a cut and loop construction of Solution Dyed with both softness and performance. Primus PET LexSoft Fiber.

22 May 2018 | FLOOR COVERING WEEKLY From Shaw’s Bellera Collection of High Performance Carpet, Outside the Lines is a multi-color, linear strié pattern tufted in cut and loop Endurance High Performance PET.

Manhattan, from the DuraKnit collection by Foss Floors, offers high performance in a pattern of small-scale circles.

FLOOR COVERING WEEKLY | May 2018 23 Good Karma Karma shown in Divine Will

Elevate the spirit of your home. Create a calming escape for your home with Karma by Phenix Flooring. Featuring a delicate, repetitive pattern of complementary neutral colors that harmonize to create one spectacular floor. To learn more, contact your Phenix Flooring representative or visit phenixflooring.com.