National Floor Trends August 2011

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p. 10 Exclusive Report: Retailers Name Key Attributes in Selling Laminate Flooring p. 24 Examining In-Situ RH Probe Testing p. 26 NeoCon 2011 Shows Signs of Improving Commercial Segment

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Vol. 13, No. 8

August 11

nft

National Floor Trends

NATIONAL FLOOR TRENDS Volume 13, Issue 8 (ISSN 1521-8031) is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2011, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: NATIONAL FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to NATIONAL FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

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Exclusive Report: Retailers Name Key Attributes in Selling Laminate Flooring Retailers consider product reliability/quality and design/styling among the top attributes in selling laminate flooring, according to our exclusive market trends study. Laminate flooring is also considered a profitable alternative to other types of flooring.

24 On The Cover:Pictured is Time Crafted Walnut, part of Mannington’s Revolutions Plank collection of laminate flooring. The product features a hand-scraped texture and irregular bevel on all four sides. To see how laminate flooring is performing in the market, visit our 2011 Laminate Flooring Market Study on page 10.

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Examining In-Situ RH Probe Testing Columnist Ray Thompson, Jr., takes a look at the history behind in-situ relative probe testing, and discusses why the test, when performed correctly, yields the most accurate results.

NeoCon 2011 Shows Signs of Improving Commercial Segment NeoCon 2011 at the Merchandise Mart in Chicago saw a 4 percent increase in attendees, and this positive boost was felt by exhibitors. They said they had more customers at their booths, and felt a greater sense of optimism at the show.

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National Floor Trends

www.ntlfloortrends.com Editor and Associate Publisher Jeff Golden • [email protected] Associate Editor Michael Chmielecki • [email protected] Tile & Stone Editor Arpi Nalbandian • [email protected] Products Editor John Moore • [email protected] Sr. Art Director Rick Arvidson • [email protected] Production Manager Jennifer Allen • [email protected] Columnists: Sam Allman, Annette Callari, Christopher Capobianco, Len Daubler, Dave Gobis, Reggie Hill, Randy Prewitt, Dave Stafford, Ray Thompson Jr. In Memoriam: Howard Olansky 1928-2006

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Editorial Comment

12 Commercial Possibilities – Selling Hardwood or Laminate Flooring 16 Art of Retail Management – Decision: Be a Lover; Be Generous 19 Floor Care Products Spotlight 20 Custom Options Grow for Mouldings, Trims, Base 22 Radiant Floor Warming Products Guide 29 Green Matters 30 News/People/Places/Events 34 Designs in Style – Carpet Fibers for the 21st Century 36 Reader Action Card 37 Ad Index/Classified Ads 38 Products

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For advertising information, call (800) 835-4398. Corporate Office: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 Phone : (248) 362-3700, Fax: (248) 362-0317 BNP Media Helps People Succeed in Business with Superior Information Corporate Directors John R. Schrei Publishing Lisa L. Paulus Finance Rita M. Foumia Corporate Strategy Director Marlene J. Witthoft Human Resources Director Nikki Smith Directories Michael T. Powell Creative Scott Krywko Information Technology Vincent M. Miconi Production Ariane Claire Marketing Beth A. Surowiec Clear Seas Research Audience Development Christina Gietzen Audience Development Coordinator Kelly Carlson Multimedia Specialist Carolyn M. Alexander Audience Audit Coordinator Christopher Wilson BNP Custom Media Group Phone: (248) 244-8264 • [email protected] List Rental Contacts Kevin Collopy Sr. Account Manager (845) 731-2684 Toll Free: (800) 223-2194 x684 • [email protected] Michael Costantino Sr. Account Manager (845) 731-2748 Toll Free: (800) 223-2194 x748 • [email protected] For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail: [email protected]

Mannington names tx:style winners Mannington Commercial has announced the two grand prize winners in the third year of its tx:style design challenge: A la mode by Sara Meier and Coastal Rocks by Paul Lewandowski.

Tile of Spain unveils new U.S. microsite Tile of Spain has launched tileofspainusa.com, a new microsite geared toward the United States market. Among the site’s features are educational/technical resources, upcoming events and a trends and technology blog.

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E ditorial Comment I

by Jeff Golden, editor

Back to School Means Sales Time for Retailers The back-to-school sales continue to start earlier and earlier as retailers try to gain more of the $55 million spent last year, according to the National Retail Federation. This year, Staples opened their sale on 7/6—just after Independence Day!

P

Jeff welcomes your comments. He can be reached via e-mail at GoldenJ@ bnpmedia.com, or you can write him in care of NFT.

erhaps the floor covering industry should consider thinking differently when it comes to sales. The summer months have also been billed as slow months. Why? Consider the following and spur growth of the industry. Summers are for vacations when the kids are out of school. Reality: This was before schools changed to vacations placed throughout the year to provide better learning opportunities and less time between school years so students would not forget last semester’s/year’s material. Home Starts Improving News of June 2011 new housing starts should be good news for the industry. According to research by the economics department of the National Association of Home Builders, housing starts in June totaled 629,000, with growth in the single family (453,000) and multi-family (176,000) categories. In the past 12 months, only November 2010 single family starts were better at only 1,000 more; and the multi-family starts at 176,000 were the third-best in the last year. Year-over-year the multi-family starts were double that of 2010 (88,000). New and existing home sales definitely drive our economy when you consider the repairs needed before the sale (new flooring, paint, landscaping); in-escrow repairs or termite repairs; and new homeowner work of new flooring, room expansions and updated bathrooms complete with ceramic/stone flooring and fixtures. New CRI Carpet Installation Standard Released The Carpet and Rug Institute (CRI) has published a new, combined standard for the installation of residential and commercial carpet, CRI Carpet Installation Standard 2011.

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A free, 36-page PDF of the standard is available on CRI’s website at www.carpet-rug.org by clicking on the Carpet and Rug Industry tab, then clicking on Installation Resources. The combined standard, which replaces CRI’s 104 and 105 installation standards, covers principles and workmanship standards for residential installation, in addition to a detailed outline of proper procedures and terminology used in commercial specification writing, planning, layout and installation. The standard also includes guidelines for floor preparation and installation in special areas. BNP Media partners with Dirty Jobs’ Mike Rowe to Support Skilled Trades Workers BNP Media, a parent company of National Floor Trends, has entered into a partnership with Mike Rowe, host of cable show Dirty Jobs, to supply blogs for his website Trades Hub (www.tradeshub. mikeroweworks.com). The site is dedicated to championing the cause of the skilled trades. Trades Hub currently represents 24 trade industries and covers 58 different topics, varying from safety and insurance to social media and education. Rowe has “apprenticed” at nearly 300 job sites during the course of hosting Dirty Jobs. Through those experiences, combined with a legacy of a carpenter grandfather, Rowe developed a passion for the skilled trades. Check out his video on www.mikeroweworks. com to see his commitment to the trades. At Press Time: Home Improvement Spending Expected to Remain Weak According to the Remodeling Futures Program at the Joint Center for Housing Studies of Harvard University, spending on home improvements is expected to remain weak over the next several quarters after showing signs of recovery. The Leading Indicator of Remodeling Activity (LIRA) report is projecting annual remodeling spending through Q1 2012 to be down 4%. Said Eric Belsky, Joint Center managing director: “Falling consumer confidence levels have undermined interest in discretionary nft remodeling projects.” ●

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Exclusive Report: Product Reliability, Quality, Design and Styling are Key Attributes for Retailers Selling Laminate Flooring By Jeff Golden, editor and associate publisher

I

t is easy to recognize the two leading attributes (besides price) driving a particular brand/manufacturer of laminate flooring. Product reliability and quality (71%) has consistently been the leading attribute year after year, but product design and styling (62%) has increased by 35% and distributor services/support (41%) has increased by 28% compared to 2010. According to the just-completed National Floor Trends/Clear Seas study completed in June 2011, the ease of installation/ maintenance is significantly less likely to affect the decision to sell/promote a brand compared to 2010. (Chart 1) The retail salesperson is key in selling to customers a specific laminate flooring brand; an average of 45% of customers change to a different flooring type than initially requested and an average of 45% of customers purchase a different brand following the recommendation by the salesperson. The ever-increasing number of big-box stores continues to affect the laminate flooring business, along with eroding profit margins and increasing competition from flooring channels. Seven of 10 respondents indicate that consumers view laminate flooring products as offering high durability, followed by more than one-third indicating high selection/ styling. Less than one-third indicate laminate flooring as offering high overall appeal, quality and price. (Chart 2) Laminate flooring is seen as a profitable alternative by an increasing amount of retailers and their customers. Sixty-eight percent of the study’s respondents see laminate floors as a profitable alternative to wood flooring along with 56% versus vinyl flooring. Laminate flooring is significantly more likely to be perceived as an alternative to ceramic (36%), which has more than doubled compared to last year, while the consideration for being an alternative to stone (24%) has tripled from the 2010 study.

Shown is Formica Flooring’s Venetia collection in Smoky Topaz. The Venetia collection features natural stone designs laid out in modular tile patterns, in earthy, organic color tones. Photo courtesy Formica Flooring.

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While annual sales have increased in 2011 by 24% compared to 2010 (average sales of $122,175), the number of monthly sales have decreased by 38% to an average of 8 per month. Perhaps laminate segment sales are dropping due to retailers reducing the frequency of recommending these products to their customers. More than one-third of respondents seldom or never recommend laminate floors to their customers, an increase of 29% compared to 2010, while 64% are recommending often or always, a decrease of 12%. The average price per square foot of laminate flooring declined significantly in 2011 ($3.45) compared to 2010 ($4.38) after marginal increases between 2007 and 2010. Residential segment sales expectations for laminate flooring are expected to drop compared to 2010 with 33% of respondents anticipating lower sales, 39% projecting sales to be the same and 28% expecting an increase. Fifty-one percent of respondents see commercial laminate flooring sales remaining the same as in 2010, 36% projecting lower sales and 13% expecting increased commercial sales. Dealers/contractors reduced the visibility of laminate flooring products within their stores to an average of 13%, a decrease of 19% compared to 2010. Glueless installation continues to account for 9 of 10 jobs (91%). Mannington (22%) is most reported as the top selling brand after a significant increase from 2010, beating out both Quick-Step (14%) and Shaw (13%), who were ranked at first and second in 2010. The frequency of consumer complaints has largely remained the same for laminate products compared to other flooring categories. The top concerns from consumers are water/moisture resistance/humidity and temperature changes, 32%; noise/ sound, 23%; scratching/marking, 13%; maintenance/care/cleaning, 13%; buckling, warping, swelling, cupping, uneven, 12%; joint opening/gapping/seams showing/ peaking/movement, 10%; and performance/ durability/longevity, 10% Additionally, concerns regarding water/moisture resistance/humidity/temperature changes and buckling/warping/swelling/cupping/ uneven have increased significantly from nft 2010. ●

1

Attributes that Influence Promotion of a Particular Brand/Manufacturer 71%

Product reliability and quality 62%

Product design and styling 41%

Distributor services/support Ease of installation/maintenance

40%

Customer preference

40% 29%

Sales rep support 7%

Incentive plans/rebates Technical Support Sales/installation training

3% 1%

Other

5% 0%

2

20%

40%

60%

80%

Customer Perceptions of Laminate Flooring Characteristics 5% Overall Appeal

68% 26%

Durability

3% 27% 70%

Selection Style

5% 60% 36% 9%

Quality

60% 31% 41%

Maintenance

33% 26% 25%

Price

57% 18%

0%

20% Low

40% Average

60%

80% High

This is a snapshot of an in-depth study examining the retail market for laminate flooring. The conclusions are based on the opinions, preferences and purchasing behaviors of 146 U.S. flooring dealers /contractors who are also active, qualified subscribers of National Floor Trends (NFT) magazine or Building Materials Talk Panel members. The study was conducted online May 18 - June 1, 2011. The full report includes up-to-date information on key issues and market trends shaping the laminate flooring segment. For information about ordering the full report, or to learn more about Clear Seas Research, contact Mitch Uyeda at [email protected].

www.ntlfloortrends.com I August 2011 ● 11

C ommercial Possibilities I

by Dave Stafford

Selling Hardwood or Laminate Flooring

Specifying the correct product for the location is critical in successfully selling hardwood and laminate flooring for commercial use. Selecting or mis-specifying a lower quality product can cause an expensive claim.

Dave Stafford is a flooring industry veteran who retired as executive vice president of Commercial Carpets of America (“CCA”), a major independent flooring dealer in northern Virginia. Dave has served as vice chairman of Floor Covering Installation Contractor’s Association (FCICA), and is currently a member of their Industry Relations Committee. He was honored in 2007 with Honorary Lifetime Membership for his contributions to the flooring industry. Dave provides consulting services in government contracts and business operations. He may be reached at [email protected] or (703) 926-1288.

F

requently, a specification comes about because a designer is looking for that little something extra to round out the design package. Rather than use carpet or tile, Brazilian cherry hardwood and an area rug is used for a conference room or lobby entrance, or a great looking laminate that looks like ceramic might be used in lieu of the real thing. The key to commercial is to review how the site space will be used and how the product will likely perform. For example, a beautiful laminate is probably going to disappoint the client when used in the bank’s teller line, whereas ceramic might be perfect. Likewise, a gorgeous laminate or engineered hardwood would be perfect for elevators for the executive suite that have moderate use. The biggest mistake I’ve seen made is a lack of understanding of the traffic ratings. Most commercial areas can be rated according to usage such as light or moderate, medium, heavy, or extra heavy. This is typically calculated by the number of foot traffics per day (which relate to the pounding the floor will take as well as the amount of dirt, grit or other contamination). Likewise, many products are rated in a similar manner; however, the definition may apply to residential, not commercial, so read the fine print. With laminate (strip or tile), most products click or snap together rather than use glued joints. For commercial projects, if you have a choice, use glue. Although Wilsonart Flooring exited the segment, their method of edge gluing the top and bottom provided one of the best performing products available, in my opinion.

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The biggest enemy of most laminate is moisture which will cause distortion and bowing within the composite wood backing. Excessive dirt or grit will scratch the finish and cause a dulled appearance, especially within pivot points. There are similar cautions for hardwood. Although most hardwood can be refinished on-site, it is a messy, timeconsuming, expensive proposition. The next time you have an opportunity to specify or sell laminate or hardwood for a commercial setting, here are five tips to keep you out of trouble and your client happy: Educate your client on the particular characteristics of the laminate or hardwood to set their expectations properly. Highlight the pros and cons of each. Mention the “hollow

This commercial hardwood flooring features solid character grade white oak plank. The installation is by Franklin Hardwood Floors in Woodbury, Conn. Photo courtesy of National Wood Flooring Association.

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by Dave Stafford

sound” that may accompany the laminate or the potential for denting with some wood products. Whenever possible, show a large sample or samples for final selection purposes. What might look terrific in a small scale on a design board may not translate well into several hundred square feet. Clients will select based upon visual appeal and price, and absolutely blast you when it’s installed with, “You didn’t tell me it would look like this,” or, “I cannot stand the noise or tapping sound.” It

Whenever possible, show a large sample or samples for final selection purposes. What might look terrific in a small scale on a design board may not translate well into several hundred square feet.

is one thing to use laminate in a small customer waiting room, but a different thing to use in an auto showroom. Make best value an integral part of your selection and offer more than one option. Perhaps a good, better, best approach with hardwood and laminate in some combination is ideal. When you are presenting a laminate or hardwood that will be about equal in delivered price, review the strengths and weaknesses of each to help the client in making a choice. Be positive about both products, but present fairly. You will be asked your opinion. With your flooring knowledge, the price parameters, and the project itself, you should tell the client your

opinion. It doesn’t mean he has to accept it, but you have to give it to remain the flooring professional. Match the laminate or the hardwood selection to the overall use of the area. Is the area selected going to be for moderate or heavy use? Will it be all foot traffic, or will there be some rolling traffic? Does the area have exterior door access? What about directional traffic and tracking of debris? Most hardwood or laminate will be used in moderate foot traffic areas. When you are putting your samples together, think about the rest of the flooring package. If you are specifying a high-end woven product for a law office, hardwood is more likely going to be acceptable than laminate. If you are working on an independent retail space with carpet tile, then laminate selections to define product areas might be more appropriate. Make sure the substrate is appropriate in terms of flatness and moisture emissions. It is critical that the substrate have the specified degree of “flatness” required by the product manufacturer. If not, you WILL have challenges during and after installation; at a minimum, you should figure in some floor prep (skim-coating) and light sanding to remove ridges. Nothing is worse than edge peaking or hollow spots from an uneven floor. I once missed part of a commercial specification for a TV studio when the floor needed to be laser leveled when using a poured cementitious underlayment prior to the flooring installation. It cost me thousands of dollars to learn that flat was not the same as level. A key component with the successful laminate and hardwood project is to know the amount of moisture emissions given off by the substrate. Each product manufacturer will give you these guidelines. Too high a MVER will cause warping, glue failure, mold and other nasty things. Document the info and put it in your project file. If you ever have a failure, most clients will assume it is your fault and not theirs. One client insisted that

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he had been sold a defective product until we proved that his janitors were regularly flooding the floor with water, overusing detergent, and then haphazardly mopping up the residue. In short order the floor was ruined from excessive moisture. Discuss the required methods of maintenance, frequency, expected results and required appearance level of the product. Vacuuming or dust and debris removal is critical; buffing and

When you are presenting a laminate or hardwood that will be about equal in delivered price, review the strengths and weaknesses of each to help the client in making a choice.

damp mopping is not typically done. Frequency is important to discuss; what would be permissible each month might not be a good idea each week. Does the hardwood or laminate need to reflect a soft patina or have a high gloss? While I urge caution in specifying laminate or hardwood for commercial projects, you may just end up being a hero by offering the right selection and distance yourself from the competition. Perhaps the client is looking for something different, off-beat, unusual or a particular effect to complete a design. Just make sure you know how the space is being used, the amount of traffic and nft how it will be maintained. ●

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A rt of Retail Management I

by Sam Allman

Decision: Be a Lover; Be Generous

Getting more and taking care of yourself and your family appears to be the order of business. However, in a connected economy the natural instincts of self-preservation and independence do not provide optimal results. Fact: We need others and they need us to get the most out of everything we do. Sam Allman is president of Allman Consulting and Training. He is an internationally recognized motivational speaker, consultant, trainer and author who delivers inspiring programs in areas such as leadership, customer service, management development, team building, retail sales and personal quality management. He has developed many audio and video programs and has created hundreds of training and educational learning systems. He can be reached at (770) 4252142 or at sam@ allmanconsulting.com.

W

e need customers. We need good employees. We need friends. We need others who are willing to help us survive, and even more importantly, achieve our dreams. As ceo and author Harvey McKay said, “No matter how smart you are, no matter how talented, you can’t do it alone.” Haven’t we learned in this economy that it’s almost impossible to find a job, unless you know someone? Most jobs are found through networking and not mass-mailing hundreds of resumes. The question, of course, is how can we find people who would be willing to help us get what and where we want? What can we do to attract people who would momentarily set aside their own dreams to assist us with ours? Is the secret charisma, that compelling attractiveness or charm that can inspire devotion? Yes, charisma will initially attract people to you. Your charm may compel people to want to be in your presence. However, it is just froth and frosting, and fleeting unless you give people reasons to stay and help you. Remember, others do things for their reasons not yours! Like you, all people are motivated to satisfy their own needs. What need is basic for all? At the heart of mankind’s existence is the desire to be loved by another. Love makes us feel valued, important and that we matter. Love is such an emotional need that when it is lacking, it is often the root of deep emotional pain. The Beatles had it right in their song, “All you need is love.” Being loved feels good; in fact, it makes us feel

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great! So, the secret of long-term attractiveness and charisma is making people feel better than they did before they came into your presence. Since being loved make us all feel better, give people what they need. Give them love. I’m not talking about romantic love that charges up our hormones. I am talking about that conscious decision to make the needs of others sometimes more important than one’s own. It’s a decision and a choice. Lasting charisma requires that you choose to be a lover. Lovers are givers and put generosity into action. Generosity makes people feel loved and cared about. Generosity makes a difference. If you make a difference, people will gravitate to you. They will want to engage, to interact and to get more involved. Today, the gift you give almost always benefits you more than it costs. If you make a difference, you also make a connection. You interact with

Sending a gift can open otherwise locked doors. Coldcalling is a very ineffective sales strategy. Why not choose generosity instead?

by Sam Allman

A

people who want to be interacted with and you make changes that people respect and yearn for. Here are five tactics to become a lover/ generous giver. One way or another they are all gifts. First, give an actual physical gift. Gifts are symbols of love and demonstrate our thinking of the other person. Michael Vickers in his book, “Becoming Preferred” uses gifts to replace cold-calling. He claims that sending a gift (one specifically selected to meet the interests and needs of the prospective client) will open otherwise locked doors. Cold-calling is a very

Generosity makes a difference. If you make a difference, people will gravitate to you. They will want to engage, to interact and to get more involved.

ineffective sales strategy. Why not choose generosity? It opens doors and creates customers. Second, give the gift of your time. In a time-starved world, sharing your time with others is a huge gift. The essence of this gift is focused listening. Great salespeople pretend, if they have to, that everything the customer says is fascinating. I have learned that patient listening is one of the greatest gifts I can give to my children and my wife. I have also learned that if I listen hard enough, I begin to understand, and what’s being said becomes very interesting. Initially, what’s said may not be important to me, but it’s certainly important Circle 1 on Information Card

www.ntlfloortrends.com I August 2011 ● 17

A

by Sam Allman

to those talking. Understanding the customer or empathy is the most important attribute of selling. Third, choose to be generous with your efforts through acts of service. Lighten someone else’s load. Help an elderly man or lady across the street, shovel your neighbor’s walk, or mow your neighbor’s lawn. Carry your customer’s baby to the car, or escort her to her car during a rainstorm with an umbrella. What is your response when you get extraordinary service at a restaurant? Larger tip? Helping others pays and you’ll certainly find that the more you give the more you get. Have you chosen to be in service to others? Fourth, be generous with your words. Lovers use words that build, that are kind, and that are respectful. My mother taught me to say, “Sticks and stones will break my bones but words will never hurt me.” But she was wrong. Words can hurt to the core. Some words leave wounds

that never heal. As the Dali Lama has said, “Our prime purpose in this life is to

In a time-starved world, sharing your time with others is a huge gift. The essence of this gift is focused listening.

help others. And if you can’t help them, at least don’t hurt them.”

Circle 2 on Information Card

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Choose words that build others’ selfesteem. Make them feel important. Be free with compliments. You will be amazed how people will gravitate to you. The word “love” in Anglo-Saxon means look for the good. Five, lovers are generous touchers. They shake hands, they touch and they hug. They are not afraid to reach out and touch someone. And, of course, I am not talking about inappropriate touching. Waitresses, who touch their patrons as they give them their bills, receive a 38% increase in tips. In today’s business world, connecting with people and networking generates results. Making a decision to be a generous lover will optimize your efforts. You don’t have to be a Casanova. Choose how you make others feel as they interact with you. You can make a decision to be generous; you can make a decision to be a lover. Generosity pays. And remember, love isn’t love until you nft give it away. ●

Floor Care Products Spotlight

loor care products represent an excellent opportunity for ancillary profits. The products should be provided when the flooring is installed, and then sold to the consumer to keep the floor looking brand new. This type of product can also help position retailers as an expert, and offers the consumer peace of mind that they are in the right hands when it comes to their floor covering needs. Additionally, the product can be a great advertising vehicle for the retailer’s store, since many floor care programs give retailers the option to have their store information printed on the label. Following are some of the options available for floor care products. For more, visit our online Trade Directory + Buying Guide at www. ntlfloortrends.com/buyingguide and browse under the product category “Floor Care Products.”

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Core’s Green Logic part of EPA program Core Products Co. Inc. has expanded its Green Logic brand with the addition of Hardwood & Laminate Floor Cleaner and Hardwood & Laminate Floor Refresher. The floor cleaner carries a label from the EPA’s Design for the Environment program for safer chemistry. For details, circle 225 on the Reader Inquiry Card.

Pallman offers cleaner for hardwood flooring Pallmann Hardwood Floor Cleaner is a non-toxic, residue-free, pH-neutral formula for daily maintenance of residential and commercial wood floor finishes including oil-modified and waterborne polyurethanes and factory-prefinished floor products, according to the company. The product can also be used to maintain Pallmann Magic Oil wood floor finish. For details, circle 215 on the Reader Inquiry Card.

Woodpecker/Namac unveils Smart Shine Woodpecker/Namac Industries offers Smart Shine, a “do-it-yourself” hardwood and laminate floor recoating system. Penetrating Floor Prep prepares the floor for the Smart Shine acrylic urethane formula. The recoating system does not require sanding and the product is engineered to self-level, according to the company. For details, circle 222 on the Reader Inquiry Card.

Mohawk rolls out FloorCare Essentials Mohawk FloorCare Essentials products, a floor care system designed for all the hard and soft surfaces in the home, include special non-toxic and soap-free spray-on cleaners made from all natural ingredients with a fresh clean scent that are safe for people, pets and the planet, Mohawk says. For details, circle 218 on the Reader Inquiry Card.

Bona’s Professional Series for hard surface flooring Bona’s Professional Series Hardwood Floor Care and Stone, Tile & Laminate Systems are designed for effective and easy care of floors. These floor care products are also safe for floors, families, and the environment, according to Bona. For details, circle 216 on the Reader Inquiry Card.

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Custom Options Grow for Mouldings, Trims, Base by Michael Chmielecki, associate editor

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ouldings, trims and base are essential components to a finished installation. With more commercial and residential customers looking for personalized visuals and exact color matching, custom options in these types of products are becoming increasingly important.

Johnsonite recently introduced its Masquerade program of custom wall base. According to Cindy Mansfield, Tarkett Group mktg. communication mgr., “We can customize our wall base to any design one desires. We can match the flooring or the wallpaper. We can simulate stone, wood, fabric and other materials. We can

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Top Left: Seneca Millwork’s ColorMaster colormatching program. Top Right: Johnsonite’s Masquerade wall base can feature any custom pattern. Above Left: FlashCove Prefabricated Bases are custom-made to individual specification. Above Right: Versatrim says it can match any laminate floor product.

Mannington Commercial’s Edge Effects wall base can be color-matched.

even print arrows showing the way, or words stating the section of the building a person is in.” FlashCove Prefabricated Bases creates cove base that is made to individual specification, said Frances Satterthwaite, the company’s general mgr. “We work with your choice of resilient flooring material that can be flashed up to the wall,” Satterthwaite explained. Ivan Stoler, Allstate Rubber president, noted that his company is involved with custom work all the time. “Some of our top colors have been drawn from the ranks of custom colors that we have produced. Since we are in Dalton, we have been working with the carpet industry for quite a long time in matching colors. We can make custom shapes as well.” Seneca Millwork also offers a color-matching program, called ColorMaster. “Seneca produces wood base and floor transitions that can be stained to match [any] customer’s flooring,” noted Cindy Huff, Roppe Holding Co. mktg. special projects coordinator. Versatrim’s president, Thilo Hessler, said his company will match any laminate floor. “We have a new program where will create a corresponding match to any laminate floor if the customer purchases 30 pieces of any sku they want to have matched,” he explained. Mannington Commercial offers a custom-color program for nft its Edge Effects wall base, according to the company. ●

The worlds biggest producer and exporter of CORK

Gem Collection “Moonstone” Circle 3 on Information Card

APC cork sustainable living from the ground up.

2014 West Atlantic Boulevard Pompano Beach, Florida 33069 Toll Free: 866.222.3241 www.apccork.com

Independent Sales Reps Wanted. Email resume to: [email protected]

08.11>Radiant Floor Warming / Products Guide Editor’s Note: The listings in the Radiant Floor Warming/Products Guide are all sponsored listings. Please contact Jeff Golden at (818) 224-8035 x 2218 or your representative to be part of this feature online.

Company Name: Easy Heat Phone: (800) 537-4732 URL: www.easyheat.com Email: [email protected] Radiant Floor Warming Products: EasyHeat Makes Floorwarming Systems Safer with New GFCI Equipped Thermostats EasyHeat floorwarming systems are a comforting addition to any home, providing a warm touch on cold days. EasyHeat has upgraded its entire line of floorwarming thermostats to include built-in Ground Fault Circuit Interrupter safety (GFCI). Dubbed the G Series, the new thermostats are identical in size, functionality, use of the floor temperature sensor, and mounting configuration to existing EasyHeat thermostats, making installation simple. EasyHeat G Series thermostats are available in 120V and 240V, in programmable or nonprogrammable designs.

Company Name: LATICRETE Phone: (800) 243-4788 Fax: (203) 393-1296 URL: www.laticrete.com Email: [email protected] Radiant Floor Warming Products: As the only manufacturer of both electric radiant floor heating and tile installation materials, LATICRETE offers the most comprehensive floor warming program in the industry – backed by a complete system warranty. Projects can be laid out in minutes online and custom drawings returned to you the next day! Nationwide availability coupled with an innovative design provides for a fast, easy and dependable installation. Layout and quote in minutes Receive custom layout details next daySimple to install

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Company: Maxxon Corporation Phone: (800) 356-7887 Fax: (763) 478-2431 URL: www.maxxon.com Email: [email protected] Radiant Floor Warming Products: Therma-Floor Therma-Floor acts as the thermal mass in a radiant floor heating system, enhancing heating system responsiveness. ThermaFloor is a “green” building material with recycled content and is GREENGUARD Children & Schools Certified

Company Name: MP Global Products, LLC Phone: (402) 379-9695 Fax: (402) 379-9737 URL: www.QuietWalk.com Email: [email protected] Radiant Floor Warming Products: QuietWalk – recycled underlayment for laminate & wood floors; QuietWarmth – radiant heat underlayment

Company Name: SunTouch Phone: (888) 432-8932 Fax: (417) 831-4067 URL: www.suntouch.com Radiant Floor Warming Products: SunTouch®; WarmWire®; UnderFloor™; LoudMouth™; SunStat™; and CableTrowel™ SunTouch Floor Warming Systems SunTouch is an electric floor warming system that will put an end to cold floors. The systems are safe, easy to install, and economical to operate. They work great in new construction or remodeling and in projects of any size

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RH as Rx? Quick and Accurate Relative Humidity Testing for Concrete Slabs By Jason Spangler

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ith increased awareness in the flooring industry that an ounce of prevention is worth a pound of cure, relative humidity (RH) testing has quickly become the standard for testing concrete slabs to be sure moisture conditions are acceptable before applying a finish or flooring. No professional in the industry wants to risk a flooring failure due to moisturerelated problems, and continuing research over the last 5 years continues to confirm the superiority of relative humidity testing with the use of in situ probes for concrete floors. ASTM F2170-09 sets out the requirements for taking accurate and actionable relative humidity readings: readings must be taken at 40% of the thickness of the slab (when drying from one side; it’s 20% for slabs drying from 2 sides), sensors must be given 72 hours to reach equilibrium with the concrete after each placement, and sensors must be isolated from exterior conditions to ensure accurate results. While a number of RH test methods are available, the Rapid RH® 4.0 from Wagner Meters is designed to pair the latest technology with the smartest application for the job site. The sensor is integrated into the insert, allowing for depth-specific placement of each sensor that is designed to remain in the test hole. This unique design reduces and, in fact, eliminates re-equilibration times for subsequent readings. Simple contact with the accompanying Easy Reader™ gives immediate, accurate results that can quickly be documented. The patented design also means small dead volume around the sensor for unparalleled initial equilibration times*. And each Rapid RH® 4.0 Smart Sensor carries a certificate of NIST-traceable calibration.

While the science behind RH testing is fascinating, the application is undeniable. RH testing provides accurate, easy to use moisture measurement in concrete slabs. For those in building, inspection and flooring installation industries, RH testing will prevent many a headache. For more information visit www.wagnermeters.com or call 800-207-2530

*Wagner’s Rapid RH® design has been shown to be within 2-3% accuracy of the final results within the first 15-20 minutes after installation, and quite often is fully equilibrated after one hour. However, full adherence to the ASTM F2170 standard is always recommended.

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F ocus on Resilient I

by Ray Thompson Jr.

Examining In-Situ Relative Humidity Probe Testing

A veteran of the flooring industry for more than 42 years and author of Focus on Resilient, Ray Thompson Jr. is a renowned installation expert and president of the Ray Thompson Floorcovering Institute in Easton, Wash. Ray conducts resilient, hardwood and moisture in concrete training programs for installers, retailers, distributors, and industry associations. He also serves as a consultant and operates his own inspection service. He most recently served as Armstrong World Industries, Senior Field Technical Specialist. You can reach him at rthompson@ cablespeed.com

In-situ relative humidity (RH) probe testing can be tricky. On many jobsites where moisture testing is being done, I have encountered situations where several types of relative humidity (RH) probes have been used with different results. I recall one particular jobsite where two testing companies were testing virtually within feet of each other and the readings showed a 12% difference in test results.

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hy the huge difference? And which result do you believe? With my almost half-century tenure in the flooring industry, I have seen moisture testing evolve from educated guesswork to a very scientific approach. In July 1996, Dr. Göran Hedenblad of the Lund Institute of Technology, Stockholm, Sweden, performed experiments measuring the relative humidity within concrete by performing in-situ testing at different depths within a concrete slab. His work showed that there exists a relative humidity (RH) gradient within a slab that had its surface exposed. The findings showed that RH increased as the testing depth in the slab was increased. He went on to show that after the concrete slab was covered by a flooring material with minimal permeability (thereby preventing moisture from migrating out of the concrete surface), the RH gradient equalized to an average RH throughout the slab that is equal to the RH at 40% depth of an uncovered slab drying from the surface only (resting directly on a vapor retarder), or equal to the RH at 20% depth of an uncovered slab drying from both top and bottom. These findings became the foundation and basis for the development and publication of ASTM F-2170, Standard Test Method for Determining Relative Humidity in Concrete Floor Slabs Using in-situ Probes. The purpose of the F2170 standard is to provide a standardized practice for

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which to perform an RH measurement within the concrete. The intent is to provide a standard practice to measure the RH at a specified depth, as well as how to drill the hole, insert a liner into the hole for sealing off the sidewalls of the concrete, the placement of a seal at the top of the liner to seal off the internal environment, the equilibration of the internal environment RH and the accuracy of the testing instruments employed in the measurements. Drilling the Hole The first step is to determine the thickness of the slab, as the hole to be drilled must be depth specific. Taking a reading in too shallow a spot will yield a drier result; too deep will yield

The purpose of drilling to the specified depth is to expose the concrete at that depth, so moisture can migrate out of the concrete to accumulate and equilibrate. Photo courtesy Wagner Electronics.

by Ray Thompson

a wetter result. The F2170 standard clearly specifies the drill-to-depth from top of slab position: 40% for slab drying from top only, and 20% for slab drying from both sides. The purpose of drilling to the specified depth is to expose the concrete at that depth, so moisture can migrate out of the concrete to accumulate and equilibrate within a sealed-off measuring environment. This will allow a subsequent measurement to determine the equilibrated RH level at the specified depth. Since the concrete has an RH gradient throughout the depth of a slab that has an exposed surface, it is paramount to measure the correct RH at the correct depth. Next, the use of the proper type of drill is critical. A two-fluted carbide bit will tend to cut a hole that is slightly out of round and will not allow a proper seal of the sleeve. A four-fluted bit will cut a much rounder hole. Cleaning the Drilled Hole After the hole is drilled, it must be thoroughly wire-brushed and vacuumed. It is imperative to remove all dust and debris as any leftover fine dust particulate will contaminate the sensors and render them inaccurate. Inserting the Liner The F2170 standard clearly specifies to insert the liner to the bottom of the hole. Place a rubber stopper in the upper end of the liner and then seal around the liner at the concrete surface with joint sealant, caulk or a gasketed cover. Section 6.2 defines the hole-liner as “plastic or non-corroding metal tubes with an inside diameter not more than 0.04” (1 mm) greater than the probe’s external diameter.” The liner must be of sufficient length to seal the hole to the desired depth. The main purpose of the liner is to isolate the very bottom of the concrete at the specified depth of the drilled hole to provide a measurement environment to perform the RH testing. Further, the purpose for the liner is to seal the sidewalls of the concrete off from the

exposed concrete at the open bottom of the liner, and to create a seal at the concrete surface to prevent moisture from migrating out of the drilled sidewalls and out the surface. This would provide a “drying out” mechanism for the local concrete slab area being tested. Calibration of Probes All relative humidity probes must be calibrated for accuracy on a regular basis – a minimum of once per year. Dust and everyday usage can throw off the calibration of probes. Many parties

Since there is an increase of the RH gradient as one goes down into the slab, the question becomes whether the sleeve is allowing a true measurement at the 40% level or a diluted measurement.

paying for moisture testing will ask for your calibration certificate. Equilibration of Probes The placement of the probe into the sleeve requires the time necessary for the probe to reach equilibrium with the slab. The time required varies depending upon the type and condition of the probe. The F2170 standard specifies the need for the measurement sensor or probe to come to thermal equilibrium with the concrete: “Probe shall be at the same temperature as the concrete before reading,” and for the sleeve environment to come back to equilibrium once the sleeve is uncapped and a measurement sensor or probe is inserted into the sleeve. The F2170 standard clearly specifies

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to check for drift, as the “meter reading must not drift more than 1% relative humidity over 5 minutes.” Furthermore, the standard states, “Equilibration may take several hours to several days depending on factors such as the initial temperature difference between probe and concrete.” Dead Volume Measurement Dead volume means the volume of air that is being measured for RH. Since there is an increase of the RH gradient as one goes down into the slab, the question becomes whether the sleeve is allowing a true measurement at the 40% level or a diluted measurement. If the sleeve is allowing RH to be diluted, the dead volume of RH to be measured from other levels of the hole is going to be lower than if it were taken at the prescribed 40% level. Because some current RH measurement systems do not take into account the existence of a humidity gradient within a sealed sleeve, and many testers are using the 1% RH Drift per 5 minute equilibration rule to determine when a sensor has been adequately equilibrated, concrete slabs are often determined to be ready for a floor installation when in fact the slabs contain a much higher level of moisture than is appropriate for floor installations. ASTM F2170 committee members are currently undertaking testing to identify the best way to modify the F2170 standard, so RH testing instrument manufacturers will have a better definition of a well-designed sleeve/sensor system, and provide flooring inspectors a better standard of measurement practice to more accurately determine the true moisture content of a concrete slab. We can expect a new version of the F2170 standard to be published sometime in the near future with appropriate modifications. The manufacturers and installers of flooring materials that have extreme moisture sensitivity need accurate testing results; epoxy terrazzo, rubber, vinyl tile, wood flooring and adhesive manufacturers all need to strive for the nft most accurate measurements. ●

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NeoCon 2011 Shows Signs of Improving Commercial Segment by Michael Chmielecki, associate editor

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usiness was brisk at NeoCon 2011, held June 13-15 at the Merchandise Mart in Chicago. The show for commercial furnishings and interiors attracted nearly 43,000 industry professionals, a 4 percent increase over the previous year. The mood on the show floor was optimistic, with many exhibitors happy to see an increase in the number of visitors. “I’ve been at this show three times, and it has been the most busy this year,” said Sean Cilona, Florida Tile mktg. dir. “It’s been a very good show for us, very busy.” Among the products his company debuted was the Berkshire collection of porcelain plank tile designed to resemble the look of hand-scraped hardwood. Melissa Quick, Flexco mktg. coordinator, also saw an uptick in attendance. “It’s been busier this year,

and we’ve seen a few more interior designers and architects than we’ve seen in the past.” Her company launched a range of new colors in wood-look resilient flooring. One of the unofficial themes of the show was customization. Manufacturers of resilient and tile flooring as well as carpet tile/broadloom said that modularity is an increasingly important element of commercial design. “Personalization and customization is a trend that’s gaining traction,” said Laurey Banker, Johnsonite dir. commercial product mgmt. One of the products the company introduced was Masquerade, a high-definition wall base line available with custom patterns. DeeDee Brickner, Roppe’s mktg. coordinator, believes it is important to combine customization with cost-

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Top Left: Florida Tile’s Sean Cilona, director marketing, and Dan Tuzik, independent commercial sales specialist, with the new Berkshire collection of tile that emulates the look of hand-scraped hardwood. Bottom Left: Showgoers mingle at Flexco’s exhibit. Top Center: Laurey Banker, Johnsonite’s director product management - commercial, and Diane Martel, Tarkett vp environmental strategies and planning, at the Johnsonite booth. Bottom Center: Showgoers browse Mannington Commercial’s Vivendi collection, a collaboration with HOK Product Design and Pallas Textiles. Top Right: David Duncan, vp marketing, Mohawk flooring division, said the company was proud to win a Best of NeoCon Gold award for its new SmartStrand Contract with DuPont Sorona product. Bottom Right: The BPS showroom featured new products set in frames like a gallery.

Top Left: Jeremy Whipple, Roppe marketing manager, with the company’s new Northern Leathers premium vinyl tile line. Top Right: Mark Brunelle, USFContract national sales manager, with some of the latest additions to the Cork Decor line, which won the company a Best of NeoCon Gold award. Bottom Left: Terry Mowers, Tandus Flooring’s sr. vp product development, with the Change collection which is offered in modular formats and Powerbond hybrid resilient sheet flooring. Bottom Right: David Portales, ASCER foreign trade and export promotion, at the Tile of Spain exhibit.

effectiveness. “The best situation is when you get cost-effective looks, but in a highdesign space,” she said. Her company unveiled several new products including Northern Leathers, a leather-look lvt, and Northern Timbers, a wood-look lvt plank. According to Laura Compton, J+J/ Invision dir., design & development, modular carpet is beginning to eclipse broadloom in popularity for commercial use. Other trends she is seeing include “a lot more texture and higher luster levels; the use of warm, complex yarns; and lower face weights.” Peter Greene, InterfaceFLOR vp mktg., also sees the popularity of modular options increasing. “You can use modular styles to create a lot of different looks that are new. There is no question that the [commercial] world is moving from broadloom to modular.” According to Valerie Ottaviano, Bentley Prince Street vp, some of the latest trends in commercial carpet are

“varying pile heights, lowering the face weight, and offering patterns influenced by organics.” She noted that high-luster yarns are also important. “With these types of yarns, you can keep a neutral color to the product but have some sort of excitement.” Jeff West, Patcraft’s vp mktg. and product development, also believes commercial carpet patterns, whether modular or broadloom, are becoming much more organic. His company introduced several new looks: Cool Rain, inspired by water ripples, and City Flora, an organic look, are both part of the New Ground collection. “We are seeing much more organic, much more natural and neutral colors in our major markets,” he noted. Shaw Contract Group’s showroom resembled a contemporary art gallery with the company’s new The Music Project and On the Edge modular carpet installed on the floor and walls. On the Edge is an 18” by 36” carpet tile with

patterning along one edge that can be installed for large-scale patterns and other designs. “On the Edge got us thinking about pattern and direction. There are many different ways of placing the tiles together to activate the edge,” said Reesie Duncan, Shaw Contract Group creative dir. The Mohawk Group used their space to show off a wide range of new products across their brands, including SmartStrand Contract with DuPont Sorona carpets. The company’s theme for the show was “What Moves You.” “What Moves You is the message we’re communicating here,” said David Duncan, Mohawk vp mktg. “Design is all about problem-solving and being inspired by creativity. We’re showing a lot of products, new colors, and enhancements in yarn and coloring.” Tandus Flooring showed its Powerbond hybrid resilient sheet flooring and formally introduced its Sero design technology. According to Terry Mowers, Tandus Flooring’s sr. vp product development, Sero allows Powerbond products to feature large, uninterrupted floor patterns in both sheet and modular tile. “We are designing for the floor plan,” Mowers explained. “You are seeing much more glass walls in [commercial] projects, and the floor is much more exposed than ever before.” Mannington Commercial unveiled products including its Vivendi collection of resilient flooring, a collaboration with HOK Product Design and Pallas Textiles. According to company spokesperson

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Laurie Lyza, Crossville’s dir. marketing, shows off the new Ebb & Flow wall tile program. The booth also commemorated Crossville’s 25th anniversary.

Caleb Ludwick, “This collection is very exciting because it shows off a much softer look, with a distinct healthcare influence.” USFContract presented its Cork Décor

Volume 2 flooring, a vinyl-encapsulated, dense cork flooring tile. “Our new Cork Décor styles won a Best of NeoCon Gold award,” said Mark Brunelle, national sales mgr. “Usually these types of awards go to the really big contract companies with many years in the commercial market, so this has been very exciting for us.” Centiva debuted its new First Step app for the iPad and iPhone. “You can choose one of our product series, select the products you want and see them in a full sample size, then easily submit an e-mail to our sample department,” noted Leigh Wright, Centiva sr. designer. “It cuts down on waste and is extremely cost-effective.” Bolyu Contract unveiled several new

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products, including the Sheer Motion collection in both broadloom and modular formats. New styles including Rush and Drift are designed to emulate the layering and dimensional effects of glass. Several companies also used NeoCon as a forum to promote their anniversaries. Crossville’s exhibit featured a sign proclaiming the company’s 25th year in business. “We are still owned by the same company that we were in 1986,” said Laura Lyza, dir. mktg. “Back then, an 8” by 8” tile was considered large format.” Parterre Flooring Systems was celebrating its 20th anniversary. “We have the benefit of being focused on only one product segment, and having that focus is an opportunity for us to constantly reinvent,” noted T. Fred Roche, company president. NeoCon 2012 will be held June 11-13, 2012, at the Merchandise Mart in Chicago. For more information, visit nft www.neocon.com. ●

08.11>NeoCon Products Gallery 1

USF Contract’s Cork Décor suitable for commercial use USF Contract’s Cork Décor Volume 2 takes traditional cork flooring and adds extreme durability to create an eco-friendly flooring that can be used in commercial applications, the company says. Featuring an acrylic nano bead lacquer finish for increased durability, Cork Décor meets stringent Greenguard Children and Schools IAQ standards. For details, circle 202 on the Reader Inquiry Card.

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New Patcraft carpet series breaks New Ground Patcraft’s New Ground modular tile collection is made from Eco Solution Q nylon and EcoWorx heavy-duty, non-PVC-free backing. All New Ground products feature a lifetime warranty for colorfastness, stains, wear and static. For details, circle 198 on the Reader Inquiry Card.

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Crossville’s Main Street for commercial applications New from Crossville, Main Street is a contemporary, city-inspired Porcelain Stone line intended for contract designers and specifiers seeking a LEED-certified option. Main Street is available in five neutral colors, in 18” by 18”, 6” by 18”, 12” by 12”, 6” by 6”, and 2” by 2” mosaics mesh-mounted on 12” by 12” sheets. For details, circle 194 on the Reader Inquiry Card.

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Marazzi USA rolls out Monolith porcelain series Marazzi USA’s Monolith is a large-format, double-loaded, color body porcelain field tile inspired by the look of ancient volcanic rock. Monolith is offered in black, grey, white and wenge colors; in matte, brushed and rock surface textures; in 12” by 24”, 24” by 24” and 24” by 48” sizes. For details, circle 192 on the Reader Inquiry Card.

Bentley Prince Street raises curtain on Silver Screen carpet collection New from Bentley Prince Street, the Silver Screen collection features a unique striated pattern inspired by Hollywood scenery, the company says. The series is available in a variety of neutral colors in broadloom and three carpet tile sizes: 18” by 36”, 24” by 24” and 36” by 36”. For details, circle 200 on the Reader Inquiry Card.

Centiva debuts First Step iPad application

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Centiva First Step is an integrated business tool that allows iPad users to search and review flooring products and order product samples immediately. The application also lets users access technical support information, increasing the efficiency of the specification process, the company says. For details, circle 196 on the Reader Inquiry Card.

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Tandus Flooring debuts Change carpet collection New from Tandus Flooring, the Change Collection is created from solution dyed Dynex SD nylon. Three styles are available: Change, Nonconform and Factory Floor, in 12 multicolors. Change and Nonconform are offered in carpet tile and Powerbond resilient hybrid sheet flooring; Factory Floor is a modular tile. For details, circle 190 on the Reader Inquiry Card.

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Florida Tile’s Berkshire series offers realistic wood texture The Berkshire series is Florida Tile’s latest high-definition porcelain floor and wall tile, using a digital printing process to create a highly realistic recreation of hand-scraped wood. The Berkshire series comes in 6” by 24” planks and 4” by 24” bullnose in five contemporary colors. For details, circle 188 on the Reader Inquiry Card.

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LSI Floors takes wraps off three new vinyl floor tile series LSI Floors has introduced three new vinyl floor tile collections: Concrete, Natural Woods and Bamboo. Concrete features an aged, troweled look; Natural Woods features an embossed pattern to highlight the wood grain; Bamboo is available in light and dark shades with options in top grain and end grain. For details, circle 186 on the Reader Inquiry Card.

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Mohawk Group introduces Lace It or Leave It collection New from the Mohawk Group, Lace It or Leave It by Karastan Contract is a broadloom and modular carpet line inspired by the look and texture of lace. Comprising three large-scale patterns – Dapper Doily, Fancy Fretwork and Knotty Nice – the collection is available in 24 colors with NSF 140 and CRI Green Label Plus certifications. For details, circle 184 on the Reader Inquiry Card.

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Johnsonite expands Azrock collection with two new additions Johnsonite has rolled out two new vinyl enhanced tiles (vet) in the Azrock collection, Color Essence and Azterra. Color Essence comes in 51 colors with six coordinating slip-resistant tiles; Azterra combines the look of granite particles with flowing marble in 14 colors. Both can be installed with SpraySmart adhesive. For details, circle 182 on the Reader Inquiry Card.

J+J/Invision adds two designs to Paper Craft carpet line

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J+J/Invision has expanded its Paper Craft collection with two new designs, Montage and Mosaic. All products in the collection are manufactured from J&J Encore SD Ultima nylon and are covered by a lifetime performance warranty. For details, circle 180 on the Reader Inquiry Card.

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08.11>Green Matters

sponsored by:

Latest Breaking News at www.ntlfloortrends.com

Bona US, Home Legend receive Children & Schools certifications

Shaw’s Eco Solution Q fiber contains 45% recycled content

Home Legend’s Hand-Scraped Maple Sedona flooring.

B Shaw Contract Group’s On the Edge features both Eco Solution Q fiber and EcoWorx backing.

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haw Industries Group has increased the recycled content in Eco Solution Q, the company’s branded Cradle to Cradle Silvercertified carpet fiber, to 45 percent. Eco Solution Q now contains a total of 20 percent pre-consumer recycled content and 25 percent post-consumer recycled content, recovered through Shaw’s Evergreen Nylon 6 Recycling facility in Augusta, Ga. “Combined with EcoWorx [carpet backing], the increased recycled content in Eco Solution Q means a typical 18 oz.

carpet tile will now contain an average of 44 percent total recycled content,” said Paul Murray, Shaw vp sustainability. “Because our EcoWorx products with Eco Solution Q are backed by a global environmental guarantee, we’re also committed to reclaiming and recycling the product back into new carpet at the end of its useful life, at no cost to our customers.” Shaw offers 775 running line products made with Eco Solution Q through the Shaw Contract Group, Patcraft, Shaw Hospitality Group and Philadelphia Queen Commercial brands.

Johnsonite’s Harmonium xf earns two green certifications

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ohnsonite, Tarkett’s commercial arm, has received two environmental certifications for its Harmonium xf Linoleum flooring, including a United States Department of Agriculture (USDA) BioPreferred program Biobased Product Label and a Cradle to Cradle (C2C) Silver tier certification. The BioPreferred program recognizes flooring products that contain a minimum of 75 percent bio-based content. C2C, developed by McDonough Braungart Design Chemistry (MBDC), assesses the

total impact of a product on human health and the environment as well as the capacity for the product to be recycled or safely composted. “These certifications are just the first of many benchmarks in Tarkett’s commitment to the Cradle to Cradle ideal,” said Michel Giannuzzi, Tarkett president. “What was once a focus on product lifecycle is now about making the products endlessly useful, providing a balance in the ecosystem, and with our new strategies, an economic and social balance as well.”

ona US and Home Legend have both earned Greenguard Children & Schools certification. Bona US received certification for its Bona Traffic HD, a two-component, commercial waterborne finish. Home Legend earned the certification for its laminate, hardwood, bamboo and cork flooring. Texan Floor Service joins Mannington vct program

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exan Floor Service and Mannington Commercial are partnering to expand the manufacturer’s VCT n2 VCT recycling program, which reclaims large quantities of vct and recycles it into new flooring products. Renovation sites in the southeastern United States looking to remove vct can contact Texan Floor Service to determine if their project qualifies for the recycling program, at www.texanfloor.com. “As we have become more efficient and continue to push product development into new and sustainable frontiers, we are increasing our ability to incorporate recycled content. So we are always looking for the right partners to expand our reclamation program and help us close the materials loop,” said Zack Zehner, Mannington’s vp – commercial hard surface. “Mannington is pushing the envelope of reclamation in flooring. We applaud their efforts to step up and make a difference in recycling VCT, and we’re glad to be a part of it,” added Jeff K. Hill, Texan Floor Service founder.

www.ntlfloortrends.com I August 2011 ● 29

08.11>Industry News

News/People/Places/Events Latest Breaking News at www.ntlfloortrends.com

Halex acquires Orcon installation business

Mannington wins two top Styling Excellence Awards

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nft National Floor Trends

Styling Excellence Awards

Above: Mannington’s Vibe Graphite flooring, part of the Adura collection. Left: True Bamboo flooring from Mannington.

Editor’s Note: The following is one in a series of profiles highlighting the winners of this year’s NFT Styling Excellence Awards. Entries were judged earlier this year by showgoers at Surfaces and by readers online.

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annington Mills received two NFT Styling Excellence Awards for its Adura lvt and True Bamboo hardwood flooring. Both product lines exemplify the company’s approach to innovative design, according to David Sheehan, vp resilient business, and Joe Amato, vp residential styling. “We have to make sure the designs we create coordinate with the styles and

elements we’re seeing in furniture, paints and textiles,” Amato said. “We’re seeing two key trends that are driving looks [in Adura] this year: rustics with a lighter, cleaner, simpler look, and patterns with lots of surface detail and color variation.” Regarding True Bamboo, Amato noted that the idea was “to take a departure from the typical look of bamboo, and give it more character, more detail and a more rustic look.” Sheehan added, “These awards reinforce our core competency of styling and design. We focus on what we believe to be the most important aspect for the consumer, and that is the visual.”

30 ● August 2011 I www.ntlfloortrends.com

alex Corp. has announced the acquisition of the Orcon Corp. flooring installation business, including the Orcon lines of seam tapes, tools and adhesives. Terms of the deal were not disclosed. “Orcon’s history of manufacturing and marketing high-quality carpet seam tapes, adhesives and tools has created a loyal following among professional installers around the world. Our goal will be to continue to create consistent value improvement for all of our customers,” said Brent Elliott, president & ceo of Halex Corp. “Orcon products are a great addition to our existing portfolio of industry leading floor installation accessory brands including Capitol, Roberts seam tape and tack strip, Halex, Specialized, and VersaShield,” added Tom Downey, vp sales and mktg.

Distributor Appointments Faus Group Inc. has announced Allied Products Inc. as its newest distributor. Allied Products manages territories in Maryland, Virginia, West Virginia, Delaware, Washington, D.C., and portions of New Jersey, Pennsylvania and North Carolina. Flexco has named its newest full product-line distributor, New England Flooring Supply. The company will offer Flexco products to its distribution network in Connecticut, New York, Rhode Island, Massachusetts, Vermont, New Hampshire and Maine.

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WFCA, Surfaces, StonExpo add new website features

NAFCD conducting membership surveys

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WFCA’s www.wfca-pro.org website.

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he World Floor Covering Association (WFCA) and Hanley-Wood, the show organizers of Surfaces and StonExpo/Marmomacc Americas, have recently revamped their websites. Along with information on member benefits, industry certification and legislative updates, the WFCA’s newly renovated www.wfca-pro.org site offers a 360 Marketing feature for business development and expansion, and a new “Ask the Expert” interactive component featuring 20-year retail veteran Phil Andersch. “Our new site packages practical solutions and tools our members can use to help them increase their sales and profitability, stay efficient and give them a competitive edge to grow their businesses,” said D. Christopher Davis, WFCA president and ceo. The Surfaces (www.surfaces.com) and StonExpo/ Marmomacc Americas (www.stonexpo.com) websites now include an online job board, allowing website visitors to conduct job searches and employers to post available positions in the flooring and natural stone communities. “During these tough economic times, especially on the employment front, we feel a responsibility to our trade communities to serve as a dependable and comprehensive resource,” stated Kelly Cooper, marketing manager

he North American Association of Floor Covering Distributors (NAFCD) is reaching out to its members this summer via a survey to find out their most pressing issues and needs. The survey is the direct result of recent strategic planning conducted by the NAFCD Board of Directors, and will help the group refine its strategic objectives. “This survey will give us a chance to look in the mirror and see exactly how things have changed, what’s going well, and what needs attention in the floor covering industry,” said Robert Wagner, NAFCD president. “As the economy continues to sort itself out, we want to be in step with our members so that we’re in a position to help them survive and grow in any climate.” “This is a critical time to assess what our members need the most from the organization,” added Michelle Miller, NAFCD exec. dir. “As the economy heads in a new direction, receiving candid input from distributors and manufacturers will allow us to offer meaningful services and products that will benefit the industry and give members many more reasons to stay with us.” NAFCD selected Kadence International, an independent market research firm with experience in the floor covering industry to conduct the survey and analyze the data. NAFCD plans to roll out its updated strategy, based on the results of the surveys, by the fall. MDNVAFCA readies for Charity Golf Outing

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he Maryland-Northern Virginia Floor Covering Association (MDNVAFCA) will host the 2011 Annual Charity Golf Outing, benefiting the Believe in Tomorrow Children’s Foundation and the Floor Covering Industry Foundation, Sept. 22 at the Lake Presidential Golf Club in Upper Marlboro, Md. Cost is $175 per person, and includes green and cart fees, along with use of driving range and putting green, and lunch, refreshments, awards, dinner and drink tickets. Cost for dinner only is $50 per person. Corporate sponsorships are available. For more information, contact Michelle Goshorn at (877) 896-3605 or mdnvafa@ msn.com.

Upcoming Industry Events CFI Convention 2011 – Kansas City, Mo. Aug. 11-13. (816) 231-4646. Hospitality Design (HD) Boutique – Miami Beach, Fla. Sept. 13-14. (508) 743-8502 FIANA Convention & Trade Show – Kansas City, Mo. Sept. 15-17. (888) 88-FIANA. Cersaie 2011 – Bologna, Italy. Sept. 20-24. +39.0536.804585. 32 ● August 2011 I www.ntlfloortrends.com

Greenbuild 2011 – Toronto, Canada. Oct. 4-7. (866) 579-8413. Interior Lifestyle China 2011 – Shanghai, China. Oct 12-15. (86) 21 6160 8513 or 8506. For descriptions of Industry Technical Training Seminars, go to www.ntlfloortrends.com and click on the calendar link.

CRI’s new installation standard covers residential, commercial carpet Samling given zero preliminary rate in DOC antidumping investigation

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amling Group, one of the three mandatory companies in the Department of Commerce’s (DOC) antidumping investigation of Chinese engineered hardwood flooring, has received a preliminary antidumping rate of zero after filing for a review by the DOC for alleged clerical errors. Before the review, Samling was the only mandatory company not to receive a zero rate. “Correct calculations have resulted in assigning a zero for Samling, 6.78% for the over 70 companies on the Separate Rates List and 27.12% for the small number of imports affected by

the countrywide rate. These rates are in effect until October,” said Jonathan Train, president of the Alliance for Free Choice and Jobs in Flooring. “Commerce had total discretion to amend the various other antidumping rates after the correction of clerical errors that sent the Samling rate down from 10.88% to zero, and they used that discretion to produce a result where almost all flooring imports will be subject to either 0% or less than 10% additional duties (the total for countervailing and antidumping together) until the fall,” Train added.

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he Carpet and Rug Institute (CRI) has published a new, combined standard for the installation of residential and commercial carpet, called the CRI Carpet Installation Standard 2011. The combined standard, which replaces CRI’s 104 and 105 installation standards, covers principles and workmanship standards for residential installation, in addition to a detailed outline of proper procedures and terminology used in commercial specification writing, planning, layout and installation. The standard also includes guidelines for floor preparation and installation in special areas. A free, 36-page PDF copy of the standard is available on CRI’s website at www.carpetrug.org by clicking on the Carpet and Rug Industry tab, then clicking on Installation Resources.

FLOOR INSTALLATION ASSOCIATION OF NORTH AMERICA

17th Annual Convention & Trade Show

The Show for Distributors and Manufacturers of floor installation products, methods and ideas. September 15-17 Hyatt Regency Crown Center, Kansas City, MO This year’s program of speakers, best practice seminars, networking, and trade show exhibits, will add value to serving your floor installation marketplace. EXHIBITORS: Call now for booth selection REGISTRATION: Call for convention registration forms Floor Installation Association of North America 1521 E. Hampton Ln. • Spokane, WA 99208 (509) 468-9268 • (888) 883-4262 www.fiana.org Email: [email protected]

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www.ntlfloortrends.com I August 2011 ● 33

D esigns in Style I

by Annette Callari A.S.I.D.

Carpet Fibers for the 21st Century

When comparing consumer products today with what we had to choose from just 10 years ago, it is obvious that technology has influenced, enhanced, and in some cases, revolutionized just about everything we buy.

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Annette Callari is a highly regarded interior design and color expert with over 24 years of residential and commercial design experience. She currently serves as sales specialist for Amtico International in southern California, working with architects, designers, and key retailers. She is an allied designer with the American Society of Interior Designers, chair holder for Color Marketing Group International, and has authored numerous articles on color and design trends. She holds a degree in Interior Design from Fullerton College in Southern California, and a Professional Writers Certificate from Cal State University, Fullerton.

ell, home interior goods–carpeting in particular–is no exception to technology’s influence. Let’s take a look at the building blocks of carpeting–the fiber systems–to see how they’ve evolved. Nylon – Nylon is the most popular fiber (about 85% of residential carpets and 65% of all carpets are constructed in nylon). It has a long history of being a high-performance fiber, handling high-traffic areas with ease and retaining its original appearance longer than other fiber types. It’s durable, static resistant, maintains fiber height well, and resists staining, soiling and mildew. Nylon can be solution dyed during fiber extrusion (so dyes are built-in to the fiber), or dyed after carpet construction. Either way, today’s color chemistries offer excellent resistance to fading and retain color over the lifespan of the carpet. Manufacturers have developed stain-blocker technologies that make nylon carpets easier to maintain and spot clean. Depending on the type of nylon used, carpets can be partially or totally recycled, and that may be the single most important evolutionary facet of today’s nylon carpets. Stainmaster, Anso, and Wear-Dated are all leaders in branded nylon fiber production. Each of them has engineered a soft-handed fiber that continues to be in high demand by consumers (Tactesse and EcoSoft, Caress, and DuraSoft, respectively). Antron from Invista, Aquafil USA’s Econyl and Universal Fibers are other branded nylon products. Most mills also offer carpets made with unbranded nylon yarn. Acyrlic – I have heard acrylic fiber referred to as “art wool” or man-made wool because it is an artificial fiber. This fiber is engineered to provide the look and feel of wool at a fraction of the cost. It

34 ● August 2011 I www.ntlfloortrends.com

resists static electricity, moisture, mildew, fading, crushing, staining and sun damage. However, acrylic fiber is not durable enough for high-traffic areas (it ranks lower in abrasion testing than most other fiber types). Nonetheless, huge strides have been made in improving the durability of acrylic fiber carpets. This is a popular fiber choice for designer area rugs. DuPont was a major manufacturer of acrylic carpet fiber, but with its decreasing popularity and advent of other more resilient man-made fiber types, they ceased production in 1991. Acrylic fiber is still being used by many overseas manufacturers.

Mohawk’s Karastan division features SmartStrand products in their Color Choices display unit. Color is the key magnet attracting consumers to this display, but the “hand” of the carpet and the warranties that back SmartStrand are some of the features that close the sale.

by Annette Callari Olefin (polypropylene) is the nextbest seller after nylon (about 80% of commercial carpet). These fibers are colorfast and combine polypropylene with dyes at the time of extrusion. Olefins perform well in low-profile loop carpets such as Berber constructions. It is strong (resisting abrasion), mildew resistant, moisture resistant, and easy to clean (in some cases even spilled bleach will not harm the carpet face). However, olefin can be susceptible to crushing, depending on pile height, face weight and construction. For turn-

Depending on the type of nylon used, carpets can be partially or totally recycled, and that may be the single most important evolutionary facet of today’s nylon carpets.

key commercial installations, olefin is often the fiber of choice because it is priced below nylon. There are many mills that produce olefin carpets. It is important to note that olefin is a fast-growing segment of the carpet market mainly because of attractive pricing, especially in these challenging economic times. Blends – Carpet manufacturers have explored every opportunity to offer performance and value to end users. So naturally, they have experimented with nylon/olefin and nylon/acrylic blends to get the best characteristics of both

fiber types into one carpet. The nylon increases performance and durability. The secondary fiber contributes color and styling flexibilities, and also keeps the cost down. Blends produce hybrid products that offer solutions for both retailers and end-users. Polyester – Polyester is luxurious, durable against abrasion, easy to clean and resistant to water-soluble stains. Polyester carpets cost less than wool and nylon, and are a good choice for lower-traffic rooms, since they tend to have less resilience than other fiber types. There are many styles now on the market that have significantly improved resilience. Since many are engineered from recycled plastic water bottles, polyester products offer a great green story as well. Wool – Wool is the oldest, most revered of all carpet fibers. It’s all natural, luxurious, strong and stain resistant. It can retain static and moisture, however, and may have a tendency to fray (loop constructions especially) in high-traffic areas. Color lines are not as extensive as man-made fibers, but amazing constructions and high-tech dyes have brought to market wool carpets that are works of art. Priced higher than other fiber types, wool carpets represent luxury and continue to carve out a consistent niche in the marketplace. Masland Carpets, Unique Carpets, Hibernia, and Couristan are just a few of the leaders in wool carpet introductions using British Wool or Wools of New Zealand branded fiber. Hybrid Fibers –Some of the newer fiber technologies combine characteristics of the previously mentioned fiber systems with product enhancements of recycled content. Manufacturers are continuing to experiment with difference raw materials to produce high-performing, environmentally friendly fibers. Mohawk’s SmartStrand carpet with DuPont Sorona renewably sourced polymer offers fiber made with BioPDO (the key Sorona ingredient), which is produced from corn sugar. By utilizing this ingredient, 37 percent of

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Sorona is being made from renewable resources. The end result is a luxuriously soft carpet that offers durability and stain protection, while also making less of an environmental impact. The fiber has also earned a separate FTC fiber classification (Triexta) and is the key component in SmartStrand with DuPont Sorona carpets. Of course, no carpet is bulletproof and should never be oversold on the retail floor. We sometimes forget that carpet is a textile that we walk on. When you think of the beating

It is important to note that olefin is a fastgrowing segment of the carpet market mainly because of attractive pricing, especially in these challenging economic times.

carpet is expected to take and still look good year after year, we present manufacturers with a tall order. But, given the exceptional lineup of fiber choices available, consumers can now have it all---superior color, styling, ease of maintenance, good appearance retention and luxury underfoot. Manufacturers have employed the best of science and technology to bring highperforming products to the marketplace. Still, this is just the beginning. What might be considered science fiction in the realm of carpet today, may become the nft amazing reality of tomorrow. ●

www.ntlfloortrends.com I August 2011 ● 35

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APC Cork.........................................................................21 (866) 222-3241 • www.apccork.com Dodge Trucks (Chrysler) ..................................................2 (877) 2-THELINK • www.ramtrucks.com/commercial Faus Group........................................................................3 (888) 231-3287 • www.fausfloor.com FIANA ...............................................................................33 (888) 883-4262 • www.fiana.org Formica Flooring ............................................................40 (800) 777-5145 • www.formicaflooring.com Johnsonite, Inc. ..............................................................13 (800) 899-8916 • www.johnsonite.com Loxcreen Flooring Group...............................................18 (800) 565-6653 • www.loxcreenflooring.com LS Starrett Company .....................................................28 (978) 249-3551 • www.starrett.com Mannington Mills ..............................................................7 (800) 356-6787 • www.mannington.com

RS no. 3

3 7 22 18

pg. no.

Company Name

Quick Step/Unilin............................................................39 (888) 387-9882 • www.quick-step.com Stauf USA ..........................................................................9 (866) GLUEUSA • www.staufusa.com TEC ....................................................................................5 (800) 832-9002 • www.tecspecialty.com USG Corp. .......................................................................15 (800) 950-3839 • www.findyourfiberock.com Wagner Electronic Products .........................................23 (800) 207-2530 • www.rapidrh.com Woodpecker/Namac Ind. ...............................................17 (800) 357-7181 • www.namac.com

RS no. 10 64 5 28 19 1

2 6 4

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08.11>Products 1

Mullican Flooring adds prefinished products to Castillian Collection Mullican Flooring has added five prefinished solid products to its high-end Castillian Collection. The 3/4”, 5” wide products feature a lifetime moisture warranty when properly installed with the company’s Aqua Shield system. The products come in six oak colors with rustic, hand-sculpted and wire-brushed treatments. For details, circle 214 on the Reader Inquiry Card.

2

Roppe introduces two new luxury vinyl collections Roppe Corp.’s two new premium luxury vinyl collections, Northern Timbers and Northern Leathers, both feature 50% recycled content. Northern Timbers comes in 4” by 36” planks in 18 colors. Eight colors are also offered in 6” by 48” planks for loose-lay; Northern Leathers is available in 18” by 18” tiles in six colors that coordinate with the Northern Timbers line. Features a 28 mil wearlayer, 10-year commercial use wear warranty and installs with Roppe’s new ROP500 rubber flooring adhesive. For details, circle 212 on the Reader Inquiry Card.

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Flexco debuts two new vinyl flooring collections Flexco has expanded its Natural Elements collection with two new additions: Premium Wood Vinyl Plank and Luxury Vinyl Stone Tile. The new wood plank line is available in 4” by 36” planks in 18 colors; luxury vinyl stone tiles come in 18” by 18” format in 8 colors. Both products feature a 28 mil wearlayer, a UV-cured ceramic bead finish, a 10-year commercial use wear warranty and contain 50% recycled content. For details, circle 206 on the Reader Inquiry Card.

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Shaw Living debuts Newport rug looks Shaw Living’s Bob Timberlake area rug collection is inspired by rural landscapes. New to the collection is Newport, offering floral and geometric patterns. Machine woven in the USA from Shaw’s EverTouch nylon, the rugs are available in a variety of earth tones in sizes ranging from 1’10” by 2’9” to 9’6” by 12’10”. For details, circle 210 on the Reader Inquiry Card.

4

Milliken unveils luxury recycled leather tiles Milliken’s new Rinascita collection features recycled leather tiles with reclaimed and recycled carpet backing. Composed of 95 percent recycled content, the series is available in two textures, Bufalo and Castoro, both with a hand-rubbed finish. For details, circle 208 on the Reader Inquiry Card.

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