National Floor Trends January 2011

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p. 10 2011 NFT Roundtable: Innovations & Insights p. 24 Updating Your Store: New Year, New Look, New Sales p. 26 ‘Soothing’ Colors Popular in Area Rug Segment

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Vol. 13, No. 1

January 11

nft

National Floor Trends

NATIONAL FLOOR TRENDS Volume 13, Issue 1 (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].

40 10

2011 NFT Roundtable: Innovations & Insights NFT asked a panel of industry experts, from residential to commercial flooring products manufacturers and installation materials producers, what factors they think will drive the industry in 2011.

24 On The Cover: Shown is Florida Tile’s VitraArt Harmony glass tile in the Broadway color in a random size pattern. The entire line is offered in 12 colors and three sizes. Photo courtesy Florida Tile.

Updating Your Store: New Year, New Look, New Sales Columnist Annette Callari takes a look at ways retailers can spruce up their showroom for the New Year and beyond. She says that updating a store’s look and feel, both inside and out, can translate to big sales.

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‘Soothing’ Colors Popular in Area Rug Segment Manufacturers of area rugs say that neutral tones and “soothing” colors are trending in the area rug segment. Additionally, textures, patterns and sustainable materials are becoming more popular with consumers.

Visit us at Booth S5532 at SURFACES 2011.

Introducing Mullican Flooring’s

AQUASHIELD Moisture Protection System.

It’s one thing to block moisture from above. But it’s another thing entirely to block moisture from BELOW.

Mullican’s specially “Kerfed” under-board construction provides protection to keep floor flat, stable and problem free.

Mullican Moisture Matt blocks moisture from below.

www.mullicanflooring.com 1-800-844-6356 Circle 5 on Information Card

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National Floor Trends

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Group Publisher Phil Johnson • [email protected] Editor and 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

8 Editorial Comment 18 Products & Literature on Display 20 Art of Retail Management 28 Surfaces 2011 Preview 30 Surfaces New Product Showcase 32 Commercial Possibilities 34 Green Matters 35 Greenbuild 2010 Wrapup 36 News/People/Places/Events 39 Focus on Resilient 42 Guest Column: Contractors and LEED 44 Reader Action Card 45 Ad Index/Classified Ads 46 Products

On the Web: New Florida Tile website ‘a success’ After dramatically redesigning its website, Florida Tile reports a 27 percent increase in user time on the site, and a 50 decrease in the rate that people leave the site without further exploration.

Armstrong unveils new vinyl sheet program Armstrong recently announced an extensive revamp of its residential resilient sheet products, including a wide range of new and refreshed SKUs, and an updated 14’ display.

6 ● January 2011 I www.ntlfloortrends.com

Publishing and Sales Office: 22801 Ventura Blvd. Woodland Hills, CA 91364 Phone: (818) 224-8035, Fax: (818) 224-8042 Western Regional Manager Dan Lipman • (818) 224-8035 x 2206 Southern Regional Manager Scott Daniell • (770) 788-6377 Northern Regional Manager Keith Parry • (973) 248-6097 Classified Sales Manager Sharon Ward • (847) 405-4017 Turkey Hilmi Zafer Erdem • 90-0212-257-76-66 • e-mail: [email protected] Brazil Lazzaro Menasce • +55 (11) 3822-4422 • Fax: +55 (11) 3663-5436 UK/Europe/Asia Patrick Connolly • 44-170-247-7341• Fax: 44-170-247-7559 Italy Paolo Albertazzi • 39-059-686-123• e-mail: [email protected]

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E ditorial Comment I

by Jeff Golden, editor

USITC Preliminary Investigation: Chinese Wood Imports Hurting U.S. Manufacturers Your source of engineered wood flooring may be changing due to a recent United States International Trade Commission (USITC) preliminary investigation ruling stating that there is a reasonable indication that the U.S. wood flooring industry has been materially injured from imports of multilayered wood flooring products from China.

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

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he products were allegedly subsidized and sold in the U.S. market at less than fair value. Bamboo and cork flooring products are not included in the scope of the investigation. The finding, released on Dec. 3, 2010, was the result of a unanimous decision by all six commissioners. The investigation follows a petition filed in late October 2010 by the Coalition for American Hardwood Parity (CAHP), an association of U.S. engineered wood manufacturers. Members of the CAHP include: Anderson Hardwood Floors, Award Hardwood Floors, Baker’s Creek Wood Floors Inc., From the Forest, Howell Hardwood Flooring, Mannington Mills, Nydree Flooring, and Shaw Industries Group. According to CAHP, the estimated dumping margin averages 237 percent. The next step in the review process will be handled by the U.S. Department of Commerce with its countervailing and antidumping duty investigations on these wood flooring products from China. To be reviewed are the pricing practices by the Chinese manufacturers and exporters as well as subsidies. The Commerce Department’s investigation can result in the imposition of a duty escrow requirement in early 2011, and the subsequent assessment of actual duties to compensate for the level of unfair trading. The preliminary countervailing duty determination is expected to be released on or about Jan. 14, 2011, with the preliminary antidumping duty determination to follow on or about March 30, 2011. According to Jeff Levin, CAHP counsel, “We feel that this is an important step toward reintroducing

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competitive parity in the U.S. marketplace so that this U.S. manufacturing industry has an opportunity to compete on a fair and level playing field against imports from China.” According to Levin, the rapid growth in market share captured by manufacturers in China has been achieved through unfair trade practices that have resulted in systemic underselling of domestically manufactured multilayered wood flooring and has been a direct cause of the declining competitive position of the U.S. industry in recent years. ”Even more ominous than the harm suffered by the U.S. industry in recent years is the fact that these unfair trade practices present a fundamental, if not insurmountable, obstacle to the domestic industry’s ability to recover its competitive footing, even when underlying economic conditions in this country turn more favorable,” said Levin. Evidence presented to the USITC indicates that imports of multilayered wood flooring from China have increased dramatically over the past several years and may account for nearly 50 percent of the U.S. market. According to the USITC, the U.S. engineered wood flooring manufacturers totaled 13 in 2009 and operated plants in Alabama, Florida, Georgia, Indiana, Kentucky, Mississippi, North Carolina, Pennsylvania, South Carolina, Tennessee, Texas, Virginia and Wisconsin while employing 2,077. Piet Dossche, president of USFloors said, “Countries of origin might change and products will be replaced, but imports will always be part of our industry’s product offering as they provide an answer to what the consumer needs in terms of quality, innovation and value.” Look for prices of Chinese engineered wood flooring products to increase in the near future with the added duties becoming a reality. The higher prices will create a new, more profitable pricing structure for all members of the supply chain including manufacturer, distributor and retailer. Visit our website: www.ntlfloortrends.com for nft updates on this important story. ●

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ble: a t d n u Ro T F N 2011

s t h g i s n I & s n o i t a Innov

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ational Floor Trends (NFT) asked a range of questions to a panel of industry experts about what innovations and insights will drive the flooring industry in 2011. Companies/participants include: Beaulieu of America – Ralph Boe, pres./ ceo; Bostik – Phil Pitts, hardwood installation prod. mgr.; Custom Building Products – Steve Taylor, director of technical marketing; Florida Tile – Michael Franceschelli, ceo; HanleyWood – Dana Teague, Surfaces show director; Kronotex USA – Travis Bass, exec. vp sales/mktg.; Mannington Mills – Kim Holm, pres., residential; MAPEI Americas – Luigi Di Geso, pres./ceo; Mohawk Industries – David Duncan, svp mktg.; MP Global Products – Jack Boesch, dir. mktg; Mullican Flooring – Brian Greenwell, vp sales/mktg.; Shaw Industries Group – Randy Merritt, pres.; Stauf U.S.A. – David Ford, vp sales/mktg.; Tarkett Residential – Gary Finseth, dir. mktg.; USFloors – Piet Dossche, owner/ceo; W.F. Taylor Co. – Jack Raidy, Jr., pres.; and WFCA – D. Christopher Davis, pres./ceo. What innovations will take the flooring industry to the next level? Bass: The concept is simple: Achieving the right look at the right price. Getting it right is more complicated, and requires the best talent and adequate resources. Boe: We need to creatively come up with a way to give the consumer more

Our 2011 Roundtable panelists from left, top row are: Gary Finseth, Tarkett Residential; Travis Bass, Kronotex USA; Jack Boesch, MP Global Products; Ralph Boe, Beaulieu of America; Jack Raidy Jr., W.F. Taylor Co.; second row: David Ford, Stauf U.S.A.; Piet Dossche, USFloors; Steve Taylor, Custom Building Products; Kim Holm, Mannington Mills; D. Christopher Davis, World Floor Covering Association; third row from left: Randy Merritt, Shaw Industries Group; Luigi Di Geso, MAPEI Americas; Michael Franceschelli, Florida Tile; Brian Greenwell, Mullican Flooring; and David Duncan, Mohawk Industries.

confidence that will have the biggest impact. We need to try to do things to influence the consumer to look at our products. In the case of carpet, it is coming out with nice patterning, subtle patterning in terms of sophisticated looks and designs, and certainly feeding the move toward softness. I think people are concerned with the environment they are living in within the home. They want a cleaner environment. They are using all of these air fresheners and are concerned about the health of their families. Different additive benefits within our products can provide something meaningful to the retailers to sell and advertise. We need to attract her attention to at least get her into the store to look at the products. Boesch: The green wave still seems to be going strong. The problem is that buying green gives the consumer a warm fuzzy feeling only if they don’t have to pay more to get green. Unfortunately, often there are costs involved with manufacturing with recycled materials that make it tough to keep costs low. Davis: One of the innovations that can make a significant difference is available right now to anyone who sells floor coverings: The floor covering B2B initiative. This is simply a methodology of facilitating electronic data exchange and automatically tracking the results. It is about as tough to learn and use as operating a telephone. Not being hooked up to fcB2B is the equivalent of operating your business with just a dial telephone, and an IBM Correcting Selectric typewriter. It’s easy to get into floor covering B2B and it doesn’t have to be expensive. Software and hardware providers tied to the flooring industry are all in the business, which provides you all the information you need in just the way you want to look at it. Our research clearly shows people use the Internet to obtain information about floor covering before they buy. So many dealers claim to have web sites when in actuality they have the equivalence of a brochure posted on the web. It sells nothing to no one. Your web presence should be used to attract her to go to your store, not to drive her to some other website that understands how she likes to make her purchases. It takes a combination of active

promotion in a broad spectrum of local media and some real attention to local search engine optimization. It’s simply a matter of working smarter and measuring the results. Di Geso: Three areas have emerged recently that point to needed innovations in the flooring industry. Land for contractors to develop is at a premium today. Soil completely free of moisture issues is a rarity, resulting in the need for moisture barriers. Industry-wide training is needed to help contractors gain knowledge about the degree to which moisture can be effectively controlled. There are currently a variety of measurement methods for determining moisture in concrete substrates (relative humidity, calcium chloride testing, moisture meters), and there is a need to correlate the measurements between varying types of equipment. Once moisture emissions are determined, there is a need for innovative new products to control rate of emission so that flooring can be installed successfully and sustainably. A recent trend in the wood flooring installation segment has been to provide moisture barriers between the substrate and the wood to prevent curling and subsequent installation failures. New trends in tile and stone installations involve large-format tile, the advent of thinner tile for vertical applications in new construction and restoration projects, and the use of engineered tile and stone to reduce costs involving exterior and interior wall cladding. Along with these new trends comes a need for innovations in mortars and grouts to ensure successful installations. Dossche: With the pressure of limited supply and the constantly rising costs of exotic species, developments in engineered wood flooring constructions with thinner veneers will accelerate and become much more acceptable not only at the retail level but also by the consumer. Finished with strong ceramic type coatings, these 1.2mm and 0.6 mm veneer products will equal the same performance standards as 1/8” veneers or even solid wood floors and give the consumer the same look as the much thicker products while using a lot less wood. This will create a great opportunity to sell the “green” story and

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to provide a real value solution to what have up until now been for the mot part, expensive exotic floors. Cork will break out of its traditional sheet and tile look and enter the wood plank format, which will give it a much broader appeal and bring it from the kitchen and entertainment areas into the living, dining and especially the bedrooms. As a warm, comfortable, quiet and hypoallergenic floor, it is an ideal product for bedrooms. Strand-woven bamboo will solidify its position as the hot category in bamboo. The hardness and wear resistance combined with the LEED points it qualifies for makes it an ideal wood flooring product for commercial applications. LVT in plank and tile format will flood into the market in a variety of glueless and click systems in solid construction or as a veneer on an HDF or other composite core material. Duncan: Products like our SmartStrand carpet made with DuPont Sorona and our just-launched Wear-Dated Revive PET BCF carpet program are taking the industry to the next level. There are many opportunities to bring new, creative ideas to the market, as long as they’re grounded in the idea that they’re here to solve a consumer problem. We have an aging population, so that can lead to innovation in illumination in flooring. Innovation is needed whether we’re addressing the older population, or the younger generation that has that need to be connected, wants a more enhanced customer experience and more social responsibility connected to the brand. Finseth: End-users now enter the flooring market with minds open to a wider variety of flooring options than in the past. This opens up the entire resilient category to a large consumer base that may never have considered resilient flooring products before. This “new normal” in value/ performance consumer spending is a great opportunity to educate them on the recent innovations resilient products now provide that present great design, style and quality while better meeting their budgetary needs. And once consumers are exposed to the new resilient category – albeit initially due to budget constraints – we feel they will

see the innovative advantages combined with the style and patterns they want with the durability, value and performance they need. Ford: Every successful innovation must meet four criteria: Cost, benefit, design and environment. For the flooring industry to “get to the next level,” cost savings in labor, manufacturing and the supply chain must be found. Competition is already driving product costs down from abroad. On-line retailers are squeezing from here. U.S.

Cork will break out of its traditional sheet and tile look and enter the wood plank format, which will give it a much broader appeal. — Piet Dossche, USFloors

manufacturers and distributors must meet these challenges by examining every step to see where costs can be reduced, processes improved, and jobs simplified. Benefits is another word for solutions or problem solving. Tied directly to reducing costs, the challenge for our industry in every transaction is to demonstrate a price/value relationship that solves the consumer’s problem. The low cost guys will always be there and never before has the statement “You get what you pay for” meant so much. Our challenge is to educate the buyer about what we really have to offer — a quality product at a reasonable price with unbeatable service before and after the sale. Environmental issues will become even more important. Any successful product must be acceptable and meet those

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standards. It’s a given, a requirement, a feature every consumer expects. No longer is environmentally safe unique. Everyone must have it as a cost of entry to the marketplace. Franceschelli: Digital printing is still growing in popularity and I think this type of application still has a lot of avenues left to explore. Also, advances in technical porcelains and body composition are bringing larger formats with thinner materials. Again, this technology is still fairly new and will continue to grow and develop. Lastly, I believe we will see more interest in the need for verifiable recycled content, and reductions in energy use. Greenwell: Over the past few years, we have focused on solving one of the biggest factors or problems associated with hardwood flooring, the effects of moisture. To that end, we are extremely excited to be unveiling our latest solid hardwood flooring collection, Meridian Pointe, at the upcoming Surfaces 2011 show. Meridian Pointe is the first solid hardwood flooring product to feature a “moisture warranty” against the common problems of warping, buckling or cupping. A particular milling technique is integrated into this product’s design that specifically targets moisture control. We call this the Aqua Shield system, a patent pending technology, when the floor is properly installed in conjunction with our Mullican Moisture Mat. Our Meridian Pointe collection will also carry our new lifetime warranty finish, Claritage Extra by PPG, which applies nanotechnology to achieve greater surface durability and gloss longevity. This represents Mullican’s first lifetime warranty on a finish, which we’re applying to a number of our collections, including St. Andrews, Muirfield and Green Haven. We are confident that finding solutions to long-standing problems in the hardwood flooring industry, such as cupping and warping, will help bring us to the next level. Holm: Today, innovation is driven by what technology can do. But these innovations need to have a marketable payoff; they have to offer the customer something tangible. For example, high definition printing allows for incredible

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realism in our Sobella Omni HD fiberglass line. We’ve been able to introduce looks like a fine-veined marble – because of that technology. Ease of installation is another area that has been positively affected by innovation – recently we introduced Adura with LockSolid, which offers a fast, easy, and reliable ‘click’ installation for luxury vinyl. Merritt: It is clear that future product innovations will feature sustainable components as core attributes. Over the last 36 months, Shaw has developed new technologies to utilize post-consumer and post-industrial materials in the soft and hard surface arenas. There is much work on expanding FSC-certified, rapidly renewable materials for engineered and hardwood segments. Development of these materials as part of Shaw’s Extended Producer Responsibility is a key to Shaw’s growth plans. Other products using non-traditional materials are also in development. Global growth of carpet tile as an economical flooring option is an area of focus for Shaw as well. Value leadership, opportunities to ease product maintenance, and continuing to explore the role flooring plays in indoor air quality are all important goals for Shaw and the flooring industry. Pitts: The industry has embraced the green building movement and those initiatives are becoming standard practice. Future innovations will bring value to the trades in reduced time, labor and materials. Raidy: Taylor has been at the environmental forefront of the flooring industry and has supported the innovations of the flooring industry by providing high performance, solvent free, low VOC and third party certified CRI and GreenGuard listed products since 1989. Taylor has now actively shifted gears in terms of R&D, in the use of Renewable Starting materials. That is to develop adhesives derived from biological sources. These are alternative raw materials to petrochemical resources. Bio-source raw material costs should be more favorable and stable as oil prices rise and provide a dual benefit of cost effective solutions with enhanced Green credentials. Taylor: People want easy to maintain surfaces that improve the indoor living

experience. They want materials that are durable and will last with minimal impact on the environment. They are looking for products that are green and ceramic tile fits this need. Today we are seeing larger tiles, up to 4’ square, which provides a large clean, easily maintained surface. What is your company doing to achieve these types of innovations? Bass: We are investing $45 million in our U.S. factory, which will give us the

It is clear that future product innovations will feature sustainable components as core attributes. — Randy Merritt, Shaw Industries Group

mechanical ability to manufacture the full range of laminate products including various surface structures, gloss levels, attached pad and beveled edges in a highly efficient operation. To achieve the “right look,” we have assembled a proprietary design team to choose the style and type of products that will stay in front of trends in home and commercial décor. Boe: One innovation is our Magic Fresh treatment, which literally takes odor out of the air and freshens up the home or offices. Another is our Silver Release treatment for residential and commercial that acts as an antimicrobial and reduces any bacteria buildup that could lead to mold and mildew in a moist environment. In addition, we are making a move to polyester bcf which has a lower material cost than nylon, so we can offer a heavier

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product at a lower price that still performs very well and gives the consumer more of a value offering. Boesch: Our company was founded on manufacturing products from recycled materials, so we didn’t have to reinvent ourselves to be green. Our company has worked hard over the years to drive costs out of our manufacturing process, and the large volume we do helps us to remain efficient. Davis: The WFCA is in the business of offering marketing solutions, opportunities and connectivity for not just our members, but the entire floor covering industry. We are the honest broker of information about all types of floor covering and engage in public policy impacting the industry and consumers. This is an organization that spawned floor covering marketing groups, founded Surfaces and has a very aggressive web presence and consumer marketing initiatives. Di Geso: MAPEI has developed Planiseal Easy as a moisture barrier for new “green” (normal curing) concrete. This product will allow flooring contractor crews to install flooring more rapidly. Planiseal EMB, an epoxy moisture barrier for control of problem areas with moisture vapor emission rates up to 25 lbs/1000 sq. ft./24 hours, has also been introduced to resolve problems in new and existing construction. MAPEI has developed Ultrabond ECO 995, a single coat adhesive for environmentally sensitive woods, plus moisture vapor emission control on concrete slabs (MVER up to 15 lbs). The formulation of Ultrabond ECO 995 uses rapidly renewable raw materials and is phthalate-free. MAPEI is introducing Ultrabond ECO 985, which provides a strong bond and excellent sound reduction properties while it protects wood flooring from moisture vapor emissions coming through concrete slabs. It was developed with a hybrid-polymer that is Isocyanate-free. In 2011, we will be introducing Ultraflex LFT Rapid, a rapid-setting version of our LFT mortar for large-format tiles that allows property owners to reopen for business very quickly after renovations. Dossche: USFloors, as a manufacturer

of unique and sustainable flooring, has developed several exciting collections for introduction at Surfaces and early 2011 covering these new innovations. Duncan: We have been on a quest over the last several years to really invest in our R&D group and market research by making sure we’re better connected to the consumer, the A&D community and facility managers. We get a lot of insight back from them, which we bring over to our product management/development team to help drive that innovation. Ford: Stauf has introduced an isocyanatefree urethane-based wood floor adhesive that eliminates the etching found when urethane adhesive gets on the floor finish. It has greater shear strength than comparative adhesives. It meets an industry need, is cost competitive and completely green. This new adhesive follows other industry innovations by Stauf, specifically an environmentally safe solvent-based adhesive and the first polymers-based adhesives, an innovation that resulted in the first combination of sound and moisture abatement in a one-step application. Finseth: We’ve continued to spend considerable time and money to better meet the changing market needs. This includes redesigning our product offerings and merchandising, revising our brand structure, realigning our logistics and expanding our sales/service organization. We have invested significantly in human capital to revamp the Tarkett of the past into the Tarkett of the future and provide the flooring market with the products, patterns and performance characteristics end-users need for their day-to-day lifestyles. Products like Tarkett FiberFloor, a Consumers Digest Best Buy, resonate with consumers. They appreciate – and seek out – flooring that is warm and comfortable underfoot, is water- and moisture-resistant, stands up to scratches, scuffs, stains and indentations, is easy to maintain and is affordable. Our Tarkett NAFCO luxury floors PermaStone collection, which provides consumers vinyl tiles that look great, and provide warmth and quiet underfoot, was recognized this year by Consumer Reports as a Best Buy.

Franceschelli: We have invested heavily in both personnel and equipment to advance our R&D with digital printing as well as other technical porcelain tiles. We also increased our commitment to reducing energy and waste by setting up a scrap tile grinding machine that lets us re-use fired porcelain and we also replaced the outdated lighting in both our plant and distribution center. Greenwell: Mullican Flooring spent four years developing Meridian Pointe, which included extensive third-party

Bio-source raw material costs should be more favorable and stable as oil prices rise. — Jack Raidy, Jr., W.F. Taylor Co.

testing by Virginia Tech. Mullican Flooring is launching one of the most innovative products in its history – a solution that addresses a long-standing problem in the industry. Holm: Mannington has always been focused on both styling and technical innovations. The balance of these two things, and the way they work together, has kept our products at the forefront – which was recognized by the industry with (winner or runner-up) in 9 Styling Excellence Awards this year. Merritt: In 2007, Shaw established “Innovation Leadership.” As a result, a vice president position was created and a team established to concentrate on traditional soft and hard surface research and development. This group, along with the seven strategic business units,

has responsibility for researching and discovering new technologies that can grow into new businesses over a five-year time frame. Pitts: At Bostik we are committed to driving value through innovation. We use global resources to create progressive solutions for the flooring market. Raidy: We have developed and hold several patents and developed our patented Meta-Tec technology to utilize biosource raw materials and have a number of Green Guard certified products in that product group that service the wood, resilient and carpet categories. These products have enhanced green credentials by not only replacing some petrochemical derived raw materials with bio-based materials but allowed for reactive adhesive systems without potentially harmful MDI or TDI isocyanates. This chemistry also eliminates Formaldehyde in wood adhesives. This technology offers a distinct marketing advantage for flooring manufacturers, contractors and a health benefit for flooring installation professionals and ultimately the homeowner consumer. Taylor: As tile and building techniques change we are constantly looking for ways to install these new products into the advances in construction techniques. Buildings are being built out of more environmentally friendly materials; some of these vary quite differently from traditional substrates that are tiled with ceramic tile. We are making modifications to our installation products to accommodate these new materials, to make sure our products meet the needs of our customers and have minimal impact on the environment. Teague: For the past two years, Surfaces has invited the consumer press to the show. We engage in a “push through” marketing campaign with the editors of the consumer publications to write about the new and innovative products introduced at the show. How is your company marketing to the consumer? Bass: We are investing heavily in placing both our branded and private label products in the forefront of the

www.ntlfloortrends.com I January 2011 ● 15

retail environment. Boe: In the past, most of our message to the retailer was through trade advertising. We’ve done a little bit of consumer advertising in home interest magazines and will continue to do so, particularly when we have a story to tell like Magic Fresh or Healthy Home. And then we have our point-of-sale, which we are trying to make a little more demonstrative and easy to understand so the consumer can quickly ascertain what our offering is and how it is different from someone else. And then clearly more and more consumers are going to the web before going out to the store to buy products. Many retailers today say that consumers are looking at the web 85% of the time before entering the retail store. This is clearly an area we are expanding on. We are launching a new website in January (2011) and it will be more dynamic and interactive. We hope to give the consumer more information to make a judgment about our product before she goes in to the store. Boesch: We don’t “green wash” with a fabricated story about recycling. We have gone through the expense of third party certification that our products are green. Davis: The WFCA has used its position as the unbiased source of information about floor covering to build up its credibility as a trusted source for journalists who write for women’s magazines, shelter publications, daily newspapers, design journals and other media outlets. At the conclusion of the annual Surfaces trade show, the WFCA conducts consumer media tours in New York and Des Moines (home of Meredith Publications, who produces Better Homes & Gardens Magazine and also publishes over 200 titles of books and periodicals on home improvement, renovation and interior design). The WFCA also has an active program providing information and updates about floor covering to news media, all designed to get stories and articles produced about floor covering that will heighten consumer interest and drive traffic to the WFCA consumer web site (www.wfca.org) and into specialty floor covering retailer stores. Our campaigns have won all kinds of

national awards for their effectiveness. Di Geso: We recently retooled our web site www.mapei.us to help consumers understand the scope of our products and how many of these products help contribute to LEED project certification and to sustainability in general. MAPEI also educates contractors and distributors through our MAPEI Technical Institute to help them explain to their customers how important installation systems are to a successful project. Dossche: We support our retail

We see our responsibility as helping to get buyers and prospective buyers into our retailers’ stores. — Gary Finseth, Tarkett Residential

customers with a variety of marketing tools to bring our story and the features and benefits of our products to the consumer. Our website and social media messages on Facebook and Twitter provide a close link and connection with our end consumer and are channeling them to our retail partners trough our store locator feature. Duncan: We market directly to the consumer with national campaign in print and online. We also market to consumers through our retail co-op program and through point of sale materials. We also use non-traditional avenues, creating buzz with Ricko the Rhino, and similar high-profile PR events. Finally, we market to the consumer by improving our merchandising, and telling better stories about product benefits. We know we’re a B2B company, but we try to act B2C.

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Finseth: We see our responsibility as helping to get buyers and prospective buyers into our retailers’ stores. This means building consumer awareness of the Tarkett brand and providing the best-performing and best-value flooring products available. Through our communications efforts, we have generated millions of consumer impressions, and our state-of-the-industry website and convenient dealer locator continues to get customers to the retailer. We’re now seeing a far more educated consumer, so we’ve created and provided better tools to help retailers deal with this more savvy and ‘I’m ready-tobuy’ shopper. This includes providing materials like our roomvue visualizer for in-showroom or at-home website (www.tarkettna.com) viewing. It allows consumers to actually see how they can mix and match different floor patterns, styles and paint colors. At store locations, we have new pointof-sale merchandisers, as well as other educational tools that all help the retailer close the sale. Franceschelli: We offer a very specific sub-site for the consumer through our website at www.floridatile.com. Greenwell: Mullican Flooring made significant investments during 2010 in terms of marketing and branding. This was partially due to 2010 being our 25th anniversary year, but we also recognize that we have reached a turning point in our maturity. To that end, we developed a new website and chose to invest in a half million dollar ad campaign as part of our sponsorship of the recent HGTV Urban Oasis Giveaway. This popular television event involved the sweepstakes giveaway of a luxury apartment. By being the exclusive hardwood flooring sponsor for this 900 sq. ft. apartment located in The Residences at W New York-Downtown in New York City, Mullican strengthened its reputation as a leading producer of quality hardwood flooring products. Holm: Research shows that consumers begin their shopping process online, so we’ve invested heavily in our website. About a year ago, our website was re-launched with a completely new design and navigation system. In the past few months, we’ve introduced two other consumer-friendly

features: A sample order program and a ‘Favorites” function. In addition, our new UltraFlex merchandising system is consumer oriented and is well organized, functional, and stylish. Merritt: Shaw is committed to consistently and aggressively driving consumer brand awareness and consumer preference through national advertising (in print, TV, and online), local advertising support, public relations, in-store materials, national promotions and more. And our end goal is always to deliver educated, ready-to-purchase consumers to our retailers. Shaw can be seen consistently on networks that the target female consumer is viewing, like HGTV, TLC, Style and Food. Additionally, Shaw advertises in consumer shelter publications and on websites like BHG.com and HGTV. com. Shaw also targets special interest publications. The fashionable and inspirational ads focus on driving consumers to shawfloors.com to locate a retailer. To drive engagement in a powerful way, Shaw has sponsored the HGTV Green Home Giveaway for three consecutive years and will again be the exclusive flooring provider in 2011. Each year, the giveaway earns over 17 million entries and provides lasting impressions of Shaw flooring. Pitts: Bostik markets on a “good, better, best” principle which ties peace of mind, improved performance and better warranty with more premium products. Taylor: We are using media to let our customers know that we have solutions to their flooring situation. We offer many choices in each phase of the installation; for instance we offer several levels of performance with traditional cement based grout, we have an easy to use stain resistant epoxy grout and for those that do not want to mix the grout we offer pre-mixed grout. What message would you like to convey to the flooring industry? Bass: From our well-respected and high-style Formica Flooring brand, to the solid offering of our Kronotex brand, to the innovative fit of our private label products, we are uniquely positioned

to serve our customers with the full range of laminate flooring products…and domestic logistics. Boe: It is important to get the consumer’s attention away from other things they might be willing to spend money on. They are continuing to spend on electronic products that are also deferrable, but they seem to be ready and able to spend sizeable amounts of money on iPods, iPads, Wiis and other systems. We need to show there is value in decorating the home and making it a more comfortable and cleaner place to

We need to show the consumer there is value in decorating the home and making it a more comfortable and cleaner place to live. — Ralph Boe, Beaulieu of America

live, and to push more affordable products so the consumer is more enticed to close the purchase. Boesch: Look closely at warranties and beefed up claims for high acoustical test scores. If it sounds too good to be true, it often is. Davis: If you are planning to not just survive, but thrive, the only way you can do so is to adapt to economic realities and function in the here and now. The days of sitting in your store waiting for someone to drop in so you can write up their order are few and far between. Now you have to aggressively seek out that customer and provide her real value for her dollar. You have to keep a strong hand on your costs and expenses and make certain you invest in those things that will get customers in your store and create an

atmosphere that will generate sales, and not just once. You want this customer for life, and you want them to be so pleased they’ll encourage their family, friends, neighbors and everyone they meet to buy from you. To be successful at that requires you to listen to your customers and guide them to making the right purchase for their particular situation. That means your salespeople need to be knowledgeable about your product and service offerings, which requires you to invest in their training. In a world of like products and services, people buy from people they know and trust. The most successful sales people don’t sell anything to anyone. Instead, customers buy from them. There is a huge difference. Di Geso: As the ceramic industry continues to evolve – with changes in tile, substrates and the increasing stresses of the economy on the prices and availability of raw materials – MAPEI continues to evolve with new products and a wellmanaged supply chain to meet the needs of contractors and the consumer. And, most important, sustainability is at the heart of all our innovations. Dossche: 2010 has been another difficult year for our industry but the outlook for 2011 looks more promising. With the extension of the tax cuts and the unemployment benefits as well as the other growth incentives agreed by Congress, the economy should get a boost and the American consumer will have more disposable income to start spending again. In addition, the housing surplus will continue to be absorbed by the market, triggering growth in new residential construction, the fuel for our industry. Duncan: Mohawk, Karastan and the Mohawk Group are going to continue to be leaders and innovators in the industry. We are absolutely driven to bring industryleading products, designs, innovations and technologies to residential and commercial markets. We are partners with the retail community and the commercial market, and our success is literally based on our partners’ success. Finseth: We’ve been working hard for the Tarkett brand to be perceived by all our customers – end-users, installers, retailers and distributors – as the everyday performance brand that meets all of their needs. Our

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number one goal is to provide the Ultimate Flooring Experience by creating the best innovative flooring solutions. Ford: The U.S. economy is still the best place in the world to do business. It’s in a trough right now. What a great time for solid business people with sound business plans, ethics, and financing to be in business. These are the times for them to succeed since the weaker players will fail. So pay attention to details, closely monitor your costs, provide better service than anyone else, sell only dependable, complaint-free, quality products, and look for innovation and products that meet your customer’s needs from your suppliers. Franceschelli: We want people to know that Florida Tile is one of the most respected and stable domestic manufacturers in the market today. We understand both residential and commercial customers and we have the technical capabilities and the style to deliver the products they need. We also

have a vast network of distributors and dealers to support those needs. Greenwell: We must all acknowledge that 2010 has been a trying year, and 2011 is likely to be just as challenging. However, companies that are willing to continue to invest in the future and strengthen their brand recognitions will be ahead of the curve when the economy rebounds in 2012. Holm: Obviously, we’re still in the beginning stages of economic recovery. We’re still looking to see that recovery impact our industry but it’s coming. There’s a lot of pent-up demand for flooring and we believe that once business begins to come back, the floodgates will open. Merritt: The recovery will be slow and long. It will be a long time, if ever, before consumer behavior and spending is what it once was. However, it’s imperative that we all remain optimistic and forwardthinking. Those who keep their name in front of the consumer while proving product value will succeed.

Raidy: The flooring industry will recover over the next several years but not without some fundamental changes to drive out waste and complexity costs, optimizing productivity and quickly responding to changes in the global business environment. The flooring industry has been a leader in environmental stewardship to a greater degree and longer duration than most other major industries. This commitment should continue unabated despite economic conditions. Taylor: As the tile and stone industry changes we will adapt and supply state of the art products for the needs of every installer and installation situation. Teague: Surfaces is dedicated to providing the floor covering industry with an event offering both our exhibitors and attendees the tools they need to succeed whether during a tough or robust economy. We will continue to work towards keeping Surfaces the can’t miss nft event year after year. ●

01.11>Products & Literature on display

Mullican Mullican’s Meridian Pointe offers lifetime warranty New from Mullican Flooring, the Meridian Pointe hardwood collection has been engineered to eliminate warping, cupping and buckling. The series comes in five colors of red and white oak, in 3”, 4” and 5” widths. Surfaces Booth #S1027 For details circle #122 on the Free Information Card.

APAC Adhesives APAC 440 - A Classic Carpet Adhesive APAC 440 supreme carpet adhesive is a high-performance, high-solids, floor-covering adhesive specifically designed for hard-to-bond carpet backings as well as most felt-backed resilient floor coverings. APAC 440 is a very tacky adhesive that develops rapid early legs, grabs quickly and provides an exceptionally strong permanent bond. APAC 440 is part of APAC’s Classic line of adhesives, indicating a small solvent addition to the formulation for faster performance and enhanced bonding characteristics. For more information on APAC adhesives, visit www.apac-adhesives.com For details circle #123 on the Free Information Card.

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A rt of Ret ail Management I

by Sam Allman

How Do Your CPVs (Critical Profit Variables) Measure Up?

You’ve made it through the recession and you are still here. Are you feeling good? Lucky? Almost 4,000 flooring retailers have shut their doors during this recession. This may be as high as 20% or as low as 16% of the entire total of retailers who have bit the dust. It doesn’t matter. There still has been a bloodbath. Sam Allman is president of Allman Consulting and Training and serves as dean of Mohawk University. 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.

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o, are you here because you are lucky? Or because you are good at running a business? And how would you know for sure? I think your luck or your competence may be tied to how well you have managed your CPV (Critical Profit Variables). The owners of the businesses in the graveyard (whether they knew what CPV were or not) poorly managed their CPV. CPVs are the key measures that influence the return on asset (ROA) performance of your business. They are the set of factors that truly drives the financial performance of a business. ROA is simply pre-tax profit expressed as a percentage of total assets. ROA is the key financial measure because it best reflects the economic viability of the firm. What should your ROA be? Most analysts argue that a pre-tax ROA of a least 5% is needed to sustain the firm. An ROA of 10% is considered good and 20% is considered excellent. It is also the measure of your success in managing your CPVs. So, what are CPVs? What are the key factors that drive Return on Assets (ROA)? Well, you would know what CPVs were if you (one of the 447 flooring firms) participated in the World Floor Covering Association 2010 Profit Report prepared by the Profit Planning Group. The 2010 report is an analysis of the flooring industry for fiscal year 2009. Not only would you have learned about CPVs, you would have also been given a personalized analysis of how you managed your business compared to other participating firms. For free. The CPVs are: Sales per Employee -

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measures employee productivity; Gross Margin Percentage - reflects the ability to manage cost of goods sold effectively; Operating Expense Percentage – reflects the ability of expense control; Inventory Turnover (times) - reflects how well inventory is managed and Average Collection Period (days) - reflects accounts receivable collection practices. Joe Montemagni of Baystate Rug Distributors Inc., 671 Grattan St., in Chicopee Mass., knows his CPVs. He has participated in the WFCA Profit Report for at least four or five years as well as the benchmarking Mohawk completed with their aligned dealers. “At first I was overwhelmed with the report. It was complex,” said Joe. “There were so many different numbers to compare. There were things in the report that I never thought of measuring. I never

Baystate Rug in Chicopee, Mass. participates in WFCA’s annual Profit Reports and Mohawk benchmarking so that company president Joe Montemagni can know the most about his business. Last month, Baystate Rug was named Mohawk Floorscapes national dealer of the year award.

by Sam Allman

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thought about inventory management. Let’s face it, those who got business degrees probably didn’t end up in the flooring business.” He continued, “We owners think we know and do everything right. However, none of us does anything alike. The information provided in the reports helped me compare my numbers to my peers. I was and am able see both the highs and the lows. The information helps me get motivated to do something specific instead of just going through the motions. It helps

CPVs are the key measures that influence the return on asset (ROA) performance of your business.

me sets more goals. Those goals keep me incredibly focused on the changes I want to make in my business.” “Anyone can do this,” Joe added. “Be like me, start with small steps. I just tried making small changes, ones that I knew we could improve. There are classes that can help. I have participated every year since.” Here are a couple of CPVs Joe and his team has been able to improve: Gross Margin Percentage: Benchmarking gave him confidence to raise his gross margin. To his surprise, sales did not drop. “Nothing bad happened,” he said. So he raised them again. Joe explained, “I wasn’t really charging enough. There is no reason I couldn’t raise them even higher. I don’t want to be the cheapest. If I were, I probably wouldn’t have made it through the recession. I was leaving money on the table.” Circle 1 on Information Card

www.ntlfloortrends.com I January 2011 ● 21

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by Sam Allman

From left to right is the Baystate Rug sales team: Jo Ann Athas, Joe Montemagni, Jorge Morgado and Kathy Salvador.

In addition, benchmarking encouraged him to talk to other retailers. Weekly, he holds phone conferences with five or six other retailers to discuss business, issues and actions that can improve key CPVs. As an example, one retailer was selling an upgraded cushion for $0.75 a sq. ft. Joe is selling it for $1.15

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a sq. ft. His fellow retailer was leaving profit on the table. Sales per Employee: The benchmarking reports encouraged Joe to study the productivity of his salespeople. He compared what he was paying versus what they were producing. He decided to change his compensation system, rewarding sales and higher margin. That system verified the adage, “You get what you reward.” In addition, he measured the key productivity stats for a salesperson: Sales, average ticket, closing rate and margin. By paying attention to their productivity, he verified the second adage, “When performance is measured, performance improves.” Now his salespeople want to know how they compare to other salespeople. They are motivated to get better. “Last month, our salesperson who has been with us the longest became upset when she missed her goals by less than a thousand dollars. Three years ago, she couldn’t have cared less.” As Joe stated, “Traffic has decreased during the recession. We needed to do more with the traffic we had. So we now focus on increasing our average ticket and our closing rate. We created an accurate up system. In the past we kept poor records.” By attending seminars and classes, Joe is also working on his leadership skills. He spends time with his people to make sure they are doing all they can to close every customer who comes in. Joe is focused on his CPVs. Is Joe good at business, or is he nft lucky? How about you? ●

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22 ● January 2011 I www.ntlfloortrends.com

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D esigns in Style I

by Annette Callari A.S.I.D.

New Year, New Look, New Sales…

Annette Callari is a highly regarded interior design expert with over 20 years of residential and commercial design experience. She currently serves as a sales and marketing specialist for Leonard’s Services and Design Centers and is responsible for working with sales associates handling the firm’s key builder accounts as well as training and developing new marketing materials for the company. She is an Allied Member of the American Society of Interior Designers, a contributing member of 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 Fullerton, California, and a professional writer’s Certificate from California State University at Fullerton.

Think about the way you feel after getting your car washed and waxed--detailed inside and out. Tires have that new rubber look again; your interior has a glowing vinyl or leather protectant sheen; and that new car scent you chose brings back good memories. Now you’re driving down the street sitting a little bit taller, right? The car even seems to ride smoother now that it’s clean. Well that’s the feeling you can achieve with a little time, planning, and attention to your homeaway-from-home--your retail flooring store.

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ven if you’ve occupied the same retail space for decades, you have the power to reinvent your space. To start, really appraise the effectiveness of your displays and racking systems and how they are laid out. Are they efficient? Do they fit your space? Are they functional and well-maintained? Function is first and foremost in creating your selling environment, and the racks and displays you choose are the foundation. Some basic rules of placement need to be considered even before choosing racks and products: All traffic lanes should radiate from the entrance of your store. Don’t place racks directly in front of the door to force customers to the right or left. It’s awkward and an example of bad Feng-Shui. Create an open traffic lane that leads the customer into the heart of your store. Vertical racks are best placed along perimeter walls. Use lower height racks to create interior lanes, which should be adjacent to the main walk-through from the front door. Interior (placed) racks should all be lower heights to give a feeling of spaciousness and to keep the line of sight open from one end of the store to the other. If you’ve been in stores where narrow lanes were created using tall racks, then you know it’s just not comfortable. It tends to feel claustrophobic and “tunnelesque.” Additionally, taller displays can block natural light sources, a critical component in choosing the right color flooring. If you have a larger square-footage store, use angled walkways, since diagonals are

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contemporary and more attractive to the eye. Use your store’s windows to your best advantage. Create a homey vignette featuring some of the products you carry: Shutters; drapery, area rugs, wood floors, etc. Add a small furniture piece or two to complete the scene. Nothing draws customers into a store more effectively than a welldone visual that can be seen from the street. Take a look at any dead wall space you are not using. Decorate with wall covering, or a fresh coat of paint, and then use the area to hang ceramic tile displays. Many of the large tile manufacturers create beautiful combination boards that command attention in a small amount of space. A cooperative buying group or a mill-aligned program offers a wealth of information on store layout, lighting, signage, accessories, merchandising and more. Most of these programs have professional designers to work with your store’s blueprint to create a personalized space plan, including use of the displays they provide! It’s a big step to commit to a buying group, but the makeovers I have seen are amazing. And their custom racking systems give a

Make sure to choose displays that accommodate your retail space while still offering a wide range of products in an appealing format such as this unit from Masland.

by Annette Callari

Top Left: To draw consumers into your store, consider creating a cheerful, homey vignette out of your products that can be easily seen from the street. Bottom Left: Prepare some mini display boards combining various tile products and show them on the wall with descriptions.

concise uniformity to any showroom that reads well to the customer. Even if joining a national buying group is not part of your business plan, visit one or two of their stores to see how they are laid-out and how interior traffic patterns were created. As I researched for this column, I came upon some intriguing display racks that stood out from the norm and addressed function to the fullest. Mixing sizes and shapes of racks can actually add interest to the floor, if it’s done wisely. I saw carousel style displays that were a natural fit for interior spots on the floor. One particular store I visited followed the rules by placing the tallest, most substantial displays against perimeter walls. He used waterfall racks to line his wellplanned walkways, and his traffic patterns made sense. All of these avenues led the customer around the store and right back to the front entrance area, where the sales

assistants’ desks were located. Pictures are worth more words than I can possibly write, so take note of the racking systems included in this column. These were chosen because they accommodated the space well and housed an efficient number of flooring samples to earn their keep. Shaw/Tuftex, Masland, Armstrong, Teragren and DalTile (just to name a few) all demonstrated retailer-minded designs in their racking systems. You have so much to choose from that even if you have some odd angles in the blueprint of your retail space, there is a rack to fit that space. Now that we’ve discussed the interior of the store, I have a huge design suggestion for you. I’ve never been a fan of window painting for flooring stores. There’s something circus-like about it that looks a little cheesy (sorry). I know it’s affordable advertising and can be changed frequently, but please consider seasonal vinyl banners hung on the exterior of the storefront as an alternative. If you pay attention to manufacturer’s co-op offers, you might be able to team up with one of your key suppliers to help offset the cost of those banners. They’re big, they’re colorful, easily maintained and stored, and can definitely be noticed from the street. (And they are reusable year after year.) One last housekeeping suggestion: keep your house in order. Please, please do not underestimate the power of thorough cleaning of your store from top to bottom. Guys don’t tend to notice dust or grime building up on displays, desktops, or even the samples themselves. But I assure you women do take notice. It’s a matter of establishing a comfort level with your customer, and why should she paw through flea-ridden samples that

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look like they’ve been sitting there since 1980? Your job as storeowner and manager: Be sure your store is neat and clean at the end of each work day. And take it a step further…appeal to as many of the five senses as you can to truly engage your customer on various levels. (It’s subliminal, but it works.) Here are some ideas: Smell: There are flameless candles that flicker like the real thing, and provide fresh scents throughout your store. Fragrant fresh flowers are another home run with your female clientele. Touch: Maintain your samples so that your customer will want to touch and feel. Feature dramatic products underfoot on the showroom floor: Sisal, soft-handed carpet, cork floor, etc. to give a tactile benefit. Sight: Your space plan will invite her in. The cleanliness of the store will make her feel comfortable, and perhaps encourage her to even stay longer. A design vignette in a front window or near the front of the store will also establish your holistic approach to design. After all, floor coverings are the foundation for every design. Hearing: Soft classical music or a soft rock radio station creates a great background environment for your customers. Taste: Fresh coffee is always a good idea, as it appeals to the sense of smell and taste. And it’s one of the most welcoming gestures you can make. Microwavable cookies also check off both taste and smell on the sensory list. I have no doubt you’ll come up with fantastic ideas of your own for appealing to the five senses. Much of what you’ve just read probably sounds totally feminine and unnecessary. But if the majority of your customers are women, feminine touches might be just the ticket. And as for the retailer that offers more than what’s necessary, well good for him. He’s managed to outshine his competition and position himself to capture a bigger segment of the flooring market. It is a new year; you can create a new store; and you should expect a flurry nft of new sales. ●

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‘Soothing’ Colors Popular in Area Rug Segment by Michael Chmielecki, associate editor

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espite the challenging economy, consumers are still choosing area rugs by color and design rather than price, according to manufacturers. They say consumers are seeing area rugs as a long-term investment that, if chosen properly, will coordinate with their home furnishings for years to come. “Today, people are looking for value, not necessarily the lowest price,” said Jim Curtin, Shaw Living’s vp sales. “They demand that the rug comes from a strong and sustainable manufacturer. They want peace of mind in knowing their investment will be a good one.” Color in area rugs is incredibly diverse, Curtin noted, trending toward tones that

are soothing, including “neutrals, earth tones, cool and warm grays, metallic silvers, indigo blues.” He added that the vibrant, vivid colors currently seen in hand-tufted products are expected to filter down to machine-made rugs in the near future. Additionally, textures and textured yarns are popular, circle designs dominate the contemporary category, and traditional rugs are also gaining momentum. Steven Roan, Karastan Rugs’ vp, is seeing rugs trending toward shades of blue and brown, along with a mild resurgence of traditional patterns and lots of textured looks. “We are very optimistic about the

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business as consumers continue to focus on their private spaces,” Roan noted, adding consumers’ habits of pairing hard surface flooring with area rugs has helped the segment. “The trend toward hard surface

Above Left: Pavilion is the latest addition to Karastan’s Iconoclast collection of Axminster rugs. Photo courtesy of Karastan.

Top Right: Paradise Retreat, from Fibreworks. Photo courtesy of Fibreworks.

Bottom Right: The Basilica, Multi rug, part of Shaw Living’s Woven Expressions Platinum collection. Photo courtesy of Shaw Living.

A Look at Rug Imports

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epol Corp., a leading trade intelligence company, has provided NFT an exclusive look at the rug imports business over the last three years through the company’s TradeIQ™ tool, which lists all U.S. imports through ocean freight. The data represents bills of lading with the word “rug” in the description area. Among the findings: Shipments: After a soft start, rug imports picked up in 2010, outpacing 2009 shipments. In fact, from January to October 2010, the last month of the report, shipments were higher in every month except January (535 versus 645). In June and July 2010, shipments jumped slightly higher than 2008; in all other instances, 2008 posted better numbers. Shipping units: Based on TEUs (twenty-foot equivalent units; there can be multiple TEUs in one shipment), 2010 has seen a slow rise in imports.

Compared to 2009, TEUs remained higher in 2010 except for two months: January (963 versus 1,274), and September (1,010 versus 1,017). No month in 2010 measured up to 2008, but two came close: June (1,223 versus 1,232) and October (1,004 versus 1,011). Country of origin: In October 2010, the three busiest ports for rug shipments to the U.S. were in Shanghai, China (180 TEUs), Sheva Nhava, India (121 TEUs) and Xingang, China (109 TEUs). The most improved over the previous month were: New Tuticorin, New Zealand (a 600 percent increase to 14); Busan, South Korea (a 281.8 percent increase to 21) and Jawaharlal Nehru, India (a 242.89 percent increase to 70). Compared to October 2009, the highest jumps in activity included Cochin, India (143.08 percent increase to 59); and Xiamen, China (a 139.32 percent increase to 27).

The Allure area rug from Colonial Mills Inc. Photo courtesy of CMI.

with rugs to accent continues to grow.” According to Lynne Minchello, Colonial Mills’ sales development and marketing manager, custom options are also providing a boost to the segment. “Years ago, braided rugs were traditional ovals in traditional colors. That is far from the case today. We are able to create rugs to any custom specification, from ovals to rectangles to octagons and geometric shapes; we can use our own yarn/fabric or custom yarn/fabric.” She added that indoor/outdoor rugs are also growing in popularity. “We see that business to going to pick up in 2011 via the indoor/outdoor rug market. Customers are realizing the versatility of a reversible rug that can be used year round, whether in or out.” Minchello said, “Color is still the number one deciding factor for a customer. If the colors do not match their décor, then they will not buy the nft rug, regardless of the price.” ● Circle 4 on Information Card

www.ntlfloortrends.com I January 2011 ● 27

Surfaces 2011 on Track to Surpass 2010 Show by Michael Chmielecki, associate editor

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urfaces 2011, which will run Jan. 25-27 in Las Vegas, with pre-show education events on Jan. 24, is on track to be bigger than the 2010 edition. According to show organizers, more than 500 manufacturers have already signed up for this year’s event, an increase of 13 percent. Additionally, the show will include more than 125 new exhibitors, and is expected to see a more than 20 percent increase in attendance; Surfaces is being held in conjunction with StonExpo/Marmomacc Americas. D. Christopher Davis, president and ceo of the World Floor Covering Association, is not surprised by the increased interest. “Attending Surfaces, particularly in this current economy, is essential,” he said. “Not only is this the place to get a read on where the industry is headed, it’s the place to see what’s new

and likely to sell.” He added that Surfaces is also important to give floor covering business people the opportunity to network with one another. “In a down economy, both buyers and sellers are more interested in working out mutually beneficially business relationships.” Davis is also excited about the change of venue. “When [the WFCA] ran Surfaces, it was held at the Sands Expo & Convention Center, and I am exceedingly excited about Mandalay Bay as the new venue. I think it will be a major improvement and will be a huge boon to the success of the show.” During the show, WFCA will provide a place for members to interact and relax at its Membership Lounge, located at booth #S2332. Additionally at the show, the WFCA will announce the 2011 winner of

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its Gold Standard Retailer Award. “The award goes to a specialty flooring retailer that best exemplifies those attributes we believe all WFCA member dealers should strive for,” Davis explained. The winner will receive $5,000, along with Gold Membership signage material to use in his or her store. NFT at Surfaces National Floor Trends will once again hold its annual Styling Excellence Awards at Surfaces. Show-goers can vote

Above: A crowd of show-goers walks the show floor during Surfaces 2010. Photo courtesy of Hanley Wood.

One of the many educational seminars offered during Surfaces 2010. Photo courtesy of Hanley Wood.

for the best products in a range of flooring categories, through ballots available at the show and online. Also returning this year is the New Product Showcase. Unlike last year’s show where the showcase was held on the show floor with tabletop displays, the 2011 edition will feature new products in a glass case in the show lobby. As part of the showcase, Surfaces will hold its annual Best New Product contest. The winner will be awarded during the show and judged by a panel that will include the staffs of NFT, Floor Covering Installer and TILE Magazine. NFT columnists will be on hand to present the latest industry information to attendees. Seminars include: “Everything You’ve Always Wanted to Know About the Commercial Flooring Business,” 3 to 4:30 p.m. Jan. 24, presented by columnist Dave Stafford, Re:Source Floors owner and president Alan Beswick, and Starnet Worldwide president and ceo Jeanne Matson; “Marketing Your Business on a Beer Budget,” noon to 1 p.m. Jan. 25, and “Heart and Mind Leadership,” 4 to 5:30 p.m. Jan. 25, both presented by columnist Sam Allman; and “Increasing Sales through the Psychology of Color,” 8 to 9:30 a.m. Jan. 26, and “Color Visions 2011, PLUS Hot Marketing Trends You Need to Know,” 8 to 9:30 a.m. Jan. 27, both presented by columnist Annette Callari. Visit us at Surfaces at booth #S2238. For more information on nft the show, visit www.surfaces.com. ●

100% SUSTAINABLE Circle 9 on Information Card

APC cork

sustainable living from the ground su und up up.

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

01.11>Surfaces New Product Showcase

Custom Building Products Elva Santillan 13001 Seal Beach Blvd., Suite#200 Seal Beach CA 90740 Booth Number: #B8108 CEG-Lite™ Commercial Epoxy Grout, a lightweight 2-part 100% solids epoxy grout formulated with Custom’s exclusive CustomLite® Technology, represents a major breakthrough in epoxy technology delivering high stain and chemical resistance professionals expect, combined with handling characteristics and versatility that far surpasses other epoxy grouts.

EarthWerks® Don Evans 10850 Train Ct. Houston, TX 77041 Booth #S4232 LinkWerks™ (by EarthWerks® - Flooring Inspired by Nature) LinkWerks™ is a new line of floating LVT flooring designed by EarthWerks® to address the needs of the market where quality tile and plank meets unusual subfloor challenges. LinkWerks™ Rapid Clic is a faster to install 7” x 48” commercial grade Unilin Click floating vinyl plank available in 10 colors. LinkWerks™ Firm Loc is 6” x 36” planks and 12” x 24” tiles available in a variety of colors.

Protecto Wrap Company Thom Archbold 1955 S. Cherokee St. Denver, CO 80223 Booth #B7018 Introducing PEEL & HEAT COMPLETE In-Floor Heating for Tile Floors that is Easy to Install! Made by Protecto Wrap. This newest innovation in our family of Flooring Underlayments offers a complete package of Radiant In-Floor Heating along with AntiFracture protection in an ultra thin profile (less than 1/8 thick) that installs in one quick easy step. • Easy to Install Peel & Stick Installation • Pre-Wired Panels for Ease of Connection • Ultra Thin Profile for Smooth Transitions • Anti Fracture Protection Reduces Call Backs • Works with Tile, Stone and Hardwoods • 10 Year Warranty • UL Listed

McNear Brick & Block Jeff McNear, President PO Box 151380 San Rafael, California 94915 Booth #B6242 Sandmold Series Thin Brick Our new Glaze thin brick is different from any other glazed product on the market due to its tumbled, sanded and uneven finish. The colors are modeled to allow for the introduction of other colors. The green value of this glazed thin brick is the highest in the market, 100% recycled clay. We produce many different sizes which allows for endless design possibilities.

Flexitions Drew Holland 401 Jones Street Dalton,GA 30720 Booth #S1908 Developed for use with wood and laminate floors, Flexitions is the solution when encountering a curved or arched installation. Available in five common profiles and three wood grains, Flexitions takes stain just like natural wood and can be finished to match floor coverings such as wood, laminate, tile and vinyl.

Wagner Electronics Heidi Coupland 326 Pine Grove Rd. Rogue River, OR 97537 Booth # B7376 Rapid RH® 4.0 The new Rapid RH® 4.0 from Wagner Electronics combines their patented Smart Sensor with a newly redesigned Easy Reader for fast, easy-to-use, accurate relative humidity testing so easy it seems virtually automatic. The new Easy Reader works quickly to help you save time and money with Wagner Rapid RH® 4.0.

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Pregis Corporation Josephine Fish 1650 Lake Cook Rd., Ste. 400 Deerfield, IL 60015 Booth #B8567 Pregis’ patented Absolute™ EZ-Seam™ lip and tape flooring underlayment system features PE foam laminated to PE film. The “peel-and-stick” tape system allows installers to remove the release liner and mate the adhesive edge to the non-adhesive lip. The film, coupled with the aggressive adhesive, creates a moisture resistant seam.

Win Big at Surfaces 2011!

See us at booth S2238 Cast your vote Win!!!

Your Chance to Win Valuable Prizes Casting Your Ballot in the National Floor Trends’ 2011 Styling Excellence Awards

Styling Excellence Awards 2011

Fax the ballot inserted in the Surfaces Show Program & Event Guide to 818-224-8042

FAX

Mail it to: NFT 22801 Ventura Blvd. Ste.115 Woodland Hills, CA 91364

MAIL

ONLINE

SURFACES

nft

National Floor Trends

Fill out our ballot at: www.ntlfloortrends.com

Drop off your ballot at our booth #S2238

Return Ballot by Feb. 15, 2011 Call 800-835-4398 ext. 2218 for more information

C ommercial Possibilities I

by Dave Stafford

Creating a Successful Commercial Business in 2011

The longest journey begins with the first step, and your entry into a successful commercial business in 2011 is no exception. Start the year out right by executing your plans for sales promotion, tracking your business with a management focus on personnel performance as measured by established goals. 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.

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ith current business conditions, I expect you’ve put a lot of thought about how you’re going to get profitable business in 2011. The biggest single mistake is not to have a plan, and the second biggest mistake is not to work your plan. So, in January, start off by reviewing goals for 2011 with your personnel. Many focus only on sales, but that is a mistake that will cost you dearly. Look at each part of your business to remind you of what has made you successful: Sales, administration, operations, and installation. Each area should have clearly defined, easily understood goals for the year. Each team member should be able to state their goals and that of their entire team. Vague or fuzzy ideas like “I want to do more business than last year,” or “we want to perform better” are doomed to fail because the goals are not clearly defined, and therefore, not measureable. Each manager should have defined the goals in late 2010; no one knows better where improvements can and should be made than the manager (with help from his personnel). For the purposes of this column, I will focus on the sales area. First, meet with your managers and review the sales goal for the group. Have there been any changes in business outlook or personnel since the 2011 targets were approved? If so, fine-tune. The team members will expect you to have done your homework. After meeting with all managers, set the individual group meetings. The purpose of

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this first meeting is to focus everyone’s attention on their individual performance as it relates to the group goal. Without this focus, there is the tendency to think, “Maybe if I don’t make my numbers they won’t notice.” Give group personnel some notice about the meeting and the agenda. This way they can prepare and not feel ambushed or embarrassed when they are asked to respond. Perhaps you can give them three (or more) questions you will be asking each person in the meeting. “Ken, please list your five top clients and the amount of business you expect to receive from each this year. Which prospective clients have the most potential for you in 2011? What steps have you taken to promote business with these clients?” One-on-one meetings are fine for the manager and his personnel, but a group meeting with all personnel will underscore the importance of each

Want great sales in 2011? Sit down with your staff and create specific targets on individual performance as it relates to the group goal.

by Dave Staffo rd individual’s performance; this will foster more of a team atmosphere. This is also a good time to announce any special promotions, spiffs, product emphasis, or scheduled training. The more time you spend on planning such meetings, the bigger the payoff. Next, schedule a general meeting for all sales groups or the entire company. This rah-rah-rah type meeting should be well orchestrated and provide an overview of what the company expects to achieve during the year. Make sure to clearly outline company goals for the year; this should include sales volume targets, personnel recruitment, training agendas, and other accomplishments (such as company rank within the market area or peer group). Be as specific as possible without disclosing sensitive data. This is the time to announce a theme that can be carried out for the year: A concrete sales goal such as, “11 million in 2011” (better for an all sales groups meeting rather than a company meeting) or new tag line like, “Win with Flynn” (Flynn Commercial). One can also tie in specific company promotions for bonuses, awards, or other prizes. You can announce the general nature of the promotion, but be sure and publish an easy-to-follow, clear set of rules. No one likes fine print that may cost them an award or prize. More than one management guru has said that if you just track sales performance and hold people accountable for their individual goals, you will increase sales by 10% if you do nothing else. The effort of tracking, by itself, will pay dividends. Your next step should be monthly performance checks in each business segment by individual sales target goals. If they made their target sales volume, how was their profitability target? If they missed it, can they make it up next month? Will they commit to being on target by the end of the quarter? What help do you need to give them to succeed; have you asked? What about their new account close rate or are they living on established client business? What is the progress on their target clients? Overall, how is business looking within each segment: On target, below target, or

above target? Do adjustments need to be made or will missed sales volume in one area be offset by sales in other areas?

The biggest single mistake is not to have a plan, and the second biggest mistake is not to work your plan.

It is extremely important to listen and ask the right questions when you are reviewing sales performance. It should not be a session where you berate, rather, a quest for information. What has caused this person to underperform on a target you both agreed was within reach? I have found that health issues, a disastrous

Let them know the meeting agenda so they can be prepared and not feel ambushed and embarrassed.

personal relationship, financial hardships, or personal conflict within a team contribute to low production. Sometimes the manager can help, sometimes not. Emphasize that each person’s contribution affects the whole team. Frequently, making small changes

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can pay big dividends. In one case, a salesperson was uncomfortable in following up with prospective clients until we developed a simple script of what to say and set a new contacts schedule for Tuesday and Thursday mornings. This way, the salesperson had a specific track to follow, the client list was contacted, and he exceeded his sales volume because of new account production. The time for really zeroing in on your plan for the year is on a quarterly basis. You’ve been reviewing each month, but now you have a three-month period to evaluate. This timeline will cut out the anomalies that are found in monthly figures. Ask the same questions and make needed adjustments as this is the time for a close look at individual personnel performance. Look back at your planning; how much business can you realistically expect one person to produce with the available support? If you are running too lean, perhaps you should make an investment in another qualified team member. Consider how long it will take a new person to make any contribution to the sales goals. Or how much in sales volume and profit will it take to support that new person while they learn. Terminate non-performers within the first 90 days to lessen the drag on the overall group. To reach your goals this year, put additional effort into getting started out the right way. Measure performance consistently, and fine-tune along the way. See you at Surfaces If you’ve got questions about Commercial Business, attend Dave Stafford’s Surfaces seminar, “Everything You’ve Always Wanted to Know About the Commercial Flooring Business” MO175, Monday, January 24, 2011. Along with me, this 90-minute seminar features Alan Beswick, coo of JW Floor Covering, Jeanne Matson, ceo of Starnet Worldwide, and panel moderator Sim Crisler of LGM & Associates. This will be packed with valuable information for those who’ve decided to make their nft commercial business successful. ●

www.ntlfloortrends.com I January 2011 ● 33

01.11>Green Matters

sponsored by:

Latest Breaking News at www.ntlfloortrends.com

Tarkett, Johnsonite plants earn ISO 14001:2004 cert

McGraw-Hill report shows green construction on the rise

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Pictured is Johnsonite’s rubber flooring plant, one of the Tarkett North America plants that have received ISO 14001:2004 certification.

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ll of Tarkett North America’s plants (including Johnsonite), have received ISO 14001:2004 certification. The ISO standard sets out the requirements for an Environmental Management System (EMS), including prevention of pollution, continual improvement, and compliance with national and local regulations. “To have all Tarkett factories in North America ISO 14001 certified is a great accomplishment and shows

the dedication and hard work of our team to ensure that our corporate philosophy of better resource stewardship is not only met, but exceeded,” said Diane Martel, Tarkett North America’s vp environmental planning and strategy. Tarkett operates six manufacturing plants in North America, in Houston; Florence, Ala.; Middlefield, Ohio; Chagrin Falls, Ohio; Waterloo, Ontario; and Farnham, Quebec.

arastan is the first company to carry the new Wool: Clean Air Certified label from Wools of New Zealand, signifying its products meet LEED point requirements for indoor air quality, as well as California Section 01350 and Collaborative for

Shaw to provide all floors in 2011 HGTV Green Home

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Karastan first to receive Wool: Clear Air cert

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he value of green building construction starts were up 50 percent from 2008 to 2010, according to McGrawHill Construction’s newest report, “Green Outlook 2011: Green Trends Driving Growth.” Additionally, green building represented 25 percent of all new construction activity in 2010, and the green building market size is expected to reach $135 billion by 2015. Currently, a third of all new non-residential construction is green, representing a $54 billion market. In five years, non-residential green building activity is expected to triple to between $120 - $145 billion in new construction, and $14 - $18 billion in major retrofit and renovation projects. The report also determined health care construction is expected to grow up to 40 percent; education and office construction are also expected to increase. For details, visit construction.com/market_research.

High Performance Schools (CHPS) standards. “Solid scientific backing and high testing standards give the Wool: Clean Air Certified label impressive credibility that we are proud to carry on our products.” said Connie Berry, Karastan’s director marketing. “Wool is proven to significantly reduce indoor air contaminants within seven hours of installation and to keep contaminants out of the air for 30 years,” added Elise Demboski, WONZ’s exec director North America. Carpets and rugs containing a minimum of 50 percent wool are eligible for Wool: Clean Air certification. For more information, visit woolcleanair.com.

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haw Industries will again be the exclusive flooring provider/sponsor for the annual HGTV Green Home Giveaway, set for this spring. HGTV will build its fourth Green Home in Stapleton, Colo. The 2010 HGTV Green Home Giveaway in Plymouth, Mass., generated 17 million entries. “We’re honored that Shaw is again the exclusive flooring provider of the HGTV Green Home,” said Steve Sieracki, Shaw’s vp marketing and product. “The sponsorship brings incredible brand awareness to Shaw and our vast offering of sustainable, stylish floors. Best of all, the sponsorship delivers value to our retailers through Shaw’s prominent presence on the network during the spring.” The 2,400 sq. ft. custom-built home will be given away as part of the HGTV Green Home Giveaway, running April 14 through June 2. For more information, visit HGTV. com/greenhome.

Environmental Transparency the Key at Greenbuild 2010 by Michael Chmielecki, associate editor

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Center: At the CBC Flooring exhibit, from left: Jeff Collum, CBC’s director of flooring; Carlos Camps, Indelval rubber flooring vp; Damian Rivarola, Indelval’s technical and promotional dept., and Edward “Chip” Braulick, CBC Flooring’s sr. marketing manager.

xhibitors at the recent Greenbuild 2010 conference in Chicago largely promoted their products’ sustainability platforms. While new products were on display at the three-day event that drew 28,000 people, many had been launched during the annual NeoCon show in Chicago last June. The message of Greenbuild was environmental transparency. “We are now offering environmental labels that, similar to nutrition labels, list the ingredients in the products and the energy and resources used to make the product,” said Kim Matsoukas, Bentley Prince Street sustainability manager. Shaw Industries displayed copies of its second annual Sustainability Report. “It contains a variety of metrics,” said Peter Sigmon, Shaw vp innovation. “We want to be transparent in how we measure our sustainability efforts.” Mohawk Industries’ booth followed the main categories of its recent Sustainability Report: Products, Processes, People and Performance. “We’ve set some achievable goals, with 25 percent reductions in energy, water, waste and greenhouse gases over the next 10 years,” said Jenny Cross, Mohawk’s global sustainability director. Tandus Flooring promoted its Environmental Center closed-loop reclamation site in Dalton, the first reclamation center to be certified by Scientific Certification Systems. “It’s the only facility of its kind that has been third-party certified,” noted Ross Leonard, Tandus director of marketing. He said the move brought more transparency. Invista showcased its Antron carpet fiber’s First Life sustainability platform. The company has made a pledge to reduce its overall energy intensity by 20 percent by 2020. “We’re looking at the machines we run, and ways to produce energy with cleaner sources,” said Sarah Wilson, Antron sr. marketing specialist. Looking to reduce waste, Crossville launched a Sustainable Samples chip box, which contains photo-realistic scans of its tile products on recyclable cards. “People are still going to want real samples, but this allows them to pinpoint the ones they really need,” explained Laurie Lyza, Crossville director of marketing. Johnsonite promoted its Balanced Choice sustainability platform through its recently launched Ecolibrium Wall Base, a product that contains rubber, olefin and natural fillers in the form of walnut and oyster shells. “From a sustainability standpoint, this is big news, because it’s a wall base with bio-based material,” noted Jeff Krejsa, Johnsonite’s vp marketing, North America. Milliken promoted its overall sustainability message and the wide range of certifications on its products, including SMART Platinum certification. According to Bill Gregory, Milliken is the only carpet company to achieve the certification, which measures a product’s life cycle and social performance among other criteria. “The message of transparency is critical to evaluating a company and choosing products with the right certifications,” Gregory said. Greenbuild 2011 is set for Oct. 5-7 in Toronto, Canada. For more information, visit www.greenbuildexpo.org.

Above: Centiva’s Garth Gaffney, director production/research & development, and Michael Finger, director business development & sustainability, stand next to a display showing the manufacturing waste that Centiva recycles into new product.

NOTE: For an exclusive audio interview with CBC Flooring and Indelval executives, as well as a Greenbuild Product Showcase and more images from the event, visit www.ntlfloortrends.com.

Top: Attendees walk the show floor during the grand opening of Greenbuild 2010 at McCormick Place West in Chicago.

www.ntlfloortrends.com I January 2011 ● 35

01.11>Industry News

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

Swiff-Train moves to new San Antonio branch

MAPEI on hand for FD Roosevelt Four Freedoms Park event in NY

Above Left: The crowd at the grand opening celebration of Swiff-Train’s new 40,000 sq. ft. San Antonio distribution center. Right: Kenneth Train, Swiff-Train’s exec vp sales and marketing, is honored for 50 years of service, flanked by brothers (from left) Jeffrey Train (exec vp operations) and L.A. Train (president).

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wiff-Train Co., a 73-year-old family-owned flooring distribution company, has relocated to a new 40,000 sq. ft. warehouse, distribution and call center in San Antonio at 5501 Mid Cities Parkway. The company operates six other branches across Texas, including Corpus Christi, Victoria, Harlingen, Dallas, Austin and Houston. “With our purchase of the new building, we were able to design a facility to optimize warehouse and offices to be efficient as well as giving all employees a fresh, new workspace and outlook. We also have the space to grow to double the capacity. We now have 11 truck bays,” said Jeffrey Train, exec vp operations. For

installers, the company also offers a new and expanded tool and sundries store. “Great people and great relationships matter, especially in these times. Our company philosophy is founded on employee and customer relationships and that’s so valuable. The new San Antonio center is great for everyone,” noted L.A. Train, president. L.A. and Jeffrey Train, along with brother Kenneth Train (exec vp sales and marketing), have grown and expanded the operation started by their father. At the San Antonio grand opening, Kenneth Train was presented the 50 Years of Service Award for his dedication to the company.

Avalon Carpet to open King of Prussia, Pa. location

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valon Carpet Tile and Flooring has signed a 10-year lease for a 14th location at 310-314 S Henderson Road, Henderson Square, in King of Prussia, Pa. Avalon said it expected to take

occupancy this spring. The Avalon space will occupy 24,000 sq. ft. in the Henderson Square shopping center. The new store will serve the designer, builder, and retail trade.

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Each foundation stone for Four Freedoms Park weighs approximately 72,000 pounds.

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ignitaries and citizens of New York recently gathered to celebrate the first shipment of granite foundation stones for the Franklin D. Roosevelt Four Freedoms Park. Representatives from general contractor F.J. Sciame Construction Co., the stone installer Port Morris Tile & Marble Corp., and MAPEI were also on hand. During the ceremony, dignitaries signed their names on a plaque made from MAPEI’s Ultracolor Plus grout. Kerapoxy, a 100 percent-solids epoxy grout, has been specified to fill the joints between stones. Each block weighs approximately 72,000 pounds. The park, located at the south end of Roosevelt Island, will be dedicated to U.S. President Franklin D. Roosevelt. A square plaza called The Room, measuring 72’ on each side with walls 12’ high rising on two sides, will highlight Roosevelt’s famous “Four Freedoms” speech, delivered on Jan. 6, 1941.

Coates named svp of Galleher Corp.

New products the focus of Atlanta Rug Market

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ick Coates has joined distributor Galleher Corp. as senior vp. For the past 20 years, Coates was vp and gm of Golden State Flooring, a division of Higgins Lumber. Coates will initially oversee the San Jose and Sacramento locations. “We are thrilled to have Rick be part of our team,” said Jeff Hamar, Galleher president. “He has an exceptional record of success, and his leadership, experience and relationships will be of enormous value to Galleher.” “I look forward to working with the entire Galleher team to build a great business in the years to come,” Coates added. Galleher operates 11 branches and serves 5,000 customers in California, Arizona and Nevada. Katze joins Bostik as product manager

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oug Katze, a 20-year adhesives industry expert, has joined Bostik as product manager for its floor covering and ceramic installation products. Katze most recently worked for Henkel Corp. as global marketing manager for its electronic adhesives division.

Doug Katze

Upcoming Industry Events Atlanta Rug Market – Atlanta, Jan. 13-16, 2011. (800) 285-6278. Domotex 2011 – Hannover, Germany. Jan. 15-18, 2011. +49 511 89-0. World of Concrete – Las Vegas. Jan. 18-21, 2011. 866) 860-1983. Surfaces/StonExpo 2011 – Las Vegas. Jan. 25-27, 2011. (972) 819-7602. Cevisama – Valencia, Spain. Feb. 8-11, 2011. (0034) 902 74 73 30. Coverings 2011 – Las Vegas. March 14-17, 2011. (703) 683-8500. NWFA 2011 – San Diego, Calif. April 27-29, 2011. (800) 422-4556. For descriptions of Industry Technical Training Seminars, go to www.ntlfloortrends.com and click on the calendar link.

Mike Gay

Show-goers browse area rugs during last summer’s Atlanta Rug Market.

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mericasMart Building 1, the Atlanta home of many rug manufacturers’ permanent showrooms, will be celebrating its 50th anniversary during the upcoming Atlanta International Area Rug Market, Jan. 13-16 in Atlanta. The show will include the latest introductions from a wide range of rug manufacturers, including Capel, CMI, Couristan, Karastan, Nourison, Oriental Weavers’ Sphinx Div. and Shaw Living. The market will also feature the annual America’s Magnificent Carpet Awards, honoring the industry’s top manufacturers and designers of area rugs. Winners will be announced during a special awards ceremony, Jan. 15 at the Atlanta Marriott Marquis. Announcing a change in personnel, AmericasMart has named Mike Gay svp marketing. Gay succeeds Mike Turnbull, who has been named svp strategic relations for parent company AMC Inc. and its Lightfair International trade show. A marketing veteran with more than 20 years of experience, Gay joins AmericasMart following a 13-year tenure at Philips Consumer Lifestyle in Atlanta, where he served as vp marketing and gm e-commerce/value added services.

Peden joins MP Global as poly-foam div. director

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en Peden has been named director of MP Global Products’ poly-foam division, according to Al Collison, MP Global’s president/ceo. Peden is a veteran of the floor covering industry, and has spent the last 12 years building business for several laminate floor manufacturers. Previous positions include vp sales and marketing for Pickering, coo/exec. vp sales and marketing for Quick-Step, and coo of Kronotex/Formica Flooring. “Ken knows the laminate floor industry inside and out; he knows the major players and the strongest distributors. We’re excited to have him on board. He brings a lot of expertise for product sales growth. We’re certain his knowledge and experience will help us take our company to the next level,” Collison said.

www.ntlfloortrends.com I January 2011 ● 37

Mohawk Solutions conference: ‘Biggest dealer event we’ve had’

Left: Linda Vogler, office manager of Carpet Connection in Panama City, Fla., poses with Mohawk mascot Tommy Mohawk. Top Center: David Duncan, Mohawk’s svp marketing, stands next to the new WearDated Revive PET carpet collection. Top Right: Manny Llerena, Mohawk’s vp retail marketing, stands by signage promoting the benefits of becoming an aligned dealer. Below: Show-goers visit the show floor during Mohawk’s Solutions conference.

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ohawk’s recent three-day “Spirit of the Entrepreneur” conference brought together members of its ColorCenter and Floorscapes programs, making the event the largest in Mohawk’s history. More than 2,000 show-goers including 1,170 aligned dealers convened in National Harbor, Md., near Washington, D.C., for the annual Solutions dealer event. “This is the biggest dealer event we’ve ever had,” said Frank Peters, Mohawk Flooring president. Tom Lape, Mohawk Residential’s president, added that the event was a testament to the strength of the dealers who attended. “Any dealer that’s made it here is a market-share leader,” Lape said. “These are people who are looking outward, and not just in hunker-down mode.” The event featured several major product launches as well as significant updates to the company’s MohawkFlooring. com and MohawkToday.com websites. One of the biggest introductions was the launch of Wear-Dated Revive, a consumer-branded PET BCF carpet collection that will be merchandised in a Color Wall unit in more than 200

color options. Additionally, the product will feature Scotchgard Protector Advanced Repel Technology stain and soil protection. On the hard surface side, Mohawk released a new Ceramic Tile Boutique for ColorCenter Elite and Floorscapes dealers. The system, which is designed to simplify the ceramic tile shopping process, includes a tile wing display offering a range of samples; and a design center and design station to help customers choose tiles under three main categories: Porcelain, Ceramic and Accents. Chuck Rosier, vp of Carpet Mart in Augusta, Ga., said he was excited about the new Wear-Dated branded PET carpet. “Just having that WearDated Revive branding in PET gives it a good green story, and more people are interested in green.” Linda Vogler, office manager of Carpet Connection in Panama City, Fla., said she was at the show to see what new products she could bring into the store. “Most of our business is through referrals and word of mouth,” she explained. “We constantly get new things in there to keep our customers coming back.”

38 ● January 2011 I www.ntlfloortrends.com

David Edwards, an owner of Edwards Furniture in Springboro, Ohio, added that one of his main focuses at Solutions was to get more deeply involved with the website side of his business. He noted that he sends e-mails to his customers to keep them informed of the latest sales and new products. “I think it’s best to educate them with small tidbits, not overwhelm them,” Edwards said. “That way, when they’re ready to purchase flooring, you’ll be in the back of their mind as someone who has been helpful to them and not annoying.” During the opening session, Jeff Lorberbaum, Mohawk chairman/ceo, said he hoped people would use the event as an opportunity to get a strong footing for 2011. “Sometimes we forget about the excitement of running a business, but we want you to look over the horizon,” he said. — Michael Chmielecki

NOTE: For an exclusive audio interview with David Duncan, Mohawk’s svp marketing, as well as additional event photos, visit www.ntlfloortrends.com.

F ocus on Resilient I

by Ray Thompson Jr.

Solving Resilient Flooring Discoloration

Resilient floors have been experiencing discoloration problems for many years. They became more visible/noticeable when the industry went to lightercolored products. While most of the discoloration occurs in rotogravure (printed) products, inlaid, heterogeneous and homogeneous materials are also subject to this problem. Most of the discoloration comes from the bottom-up.

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

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he following are some causes of bottomup discoloration. Use this information to identify potential causes of these problems and find ways to avoid them. Adhesives: While once a big problem, bottomup discoloration has lessened considerably during the past few years. In an attempt to save money, installers and/or retailers will choose an adhesive not recommended for use under resilient materials. Caused by antioxidant or processing oil ingredient in the adhesive, this discoloration will be yellow and appear in various shapes and sizes. Alkali discoloration: Associated with moisture migration, alkaline salts usually travel with water vapor and attack the printing and PVC components of resilient material. This alkali attack bleaches out the material and gives the floor a milky appearance. Bacterial discoloration: Mold and mildew are associated with moisture migration, appear to be bluish-gray to black in color. Promoted by an accumulation of stagnant moisture, microorganism growth produces a spot that will continue to expand. Bacterial discoloration can be confirmed by removing the wear surface; the backing will be damp and have a pungent, musty odor. Construction adhesives: Some of these adhesives contain butylated-hydroxyl-toluene (BHT), an antioxidant which has been known to sublime (off-gas) up into the material and cause a yellow discoloration. This often surfaces as spots where the gas from the adhesive has migrated up around nail heads or in a straight line above the underlayment joints. Sometimes, it mirrors the pattern of the adhesive application straight over

the floor joists and swirled beneath underlayments. Fungal discoloration: Fungal activity requires three components: a fungi spore, a food source, which can be found in some gypsumbased products (i.e. taping compound, wall texture overspray and some gypsum patching compounds) and excessive moisture. This discoloration is often found over concrete and gypsum substrates too wet to install over. The discoloration is in the form of a pastel-pink, blue, green, blue, and yellow or tan-colored spot that grows larger over time. Patching compounds and embossing levelers: Installation of resilient materials over un-dried patching compounds and embossing levelers can create either a bacterial or fungal discoloration often yellow or gray in color.

The yellow stain in the sheet vinyl flooring was caused by a chemical adhesive remover that got into the cracks in the concrete and then worked its way through patching compound into the backing of the flooring. Photo courtesy Christopher Capobianco.

www.ntlfloortrends.com I January 2011 ● 39

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by R ay Thompson

Residuals on the substrate surface: Many reagents cause discoloration and/ or damage to resilient materials from beneath. Among the culprits are: adhesive residues – cutback (asphalt) and latex (SBR based); adhesive removers – oil and citrus based; concrete markers – spray paint, felt tip markers and wax marking crayons; concrete waterproofing sealers – oil based; equipment leaks – oil and grease; heating products – kerosene, diesel and heating oil; painting products – paint thinner, mineral spirits, oilbased stains, and paint spills; plumbing residues – PVC pipe primer, oil from threading machines and oil residues from pipe; and roofing tar and other asphalt products - driveway sealer. Solvent attack: Installation of resilient materials over a recent solvent spill permits solvent to migrate up into the material where it distorts the material’s surface that diffuses light differently. This usually creates a dull spot.

Underlayment edge treatments: Some wood panels used for underlayment are treated with a

While once a big problem, bottom-up discoloration has lessened considerably during the past few years.

preservative or sealer. Some of these edge treatments contribute to debonding,

discoloration or both. Rarely are these products designated for underlayment usage. This type of discoloration is generally in a straight line directly over the underlayment joints. Underlayment fasteners: Often underlayment fasteners will promote resilient discoloration that appears as yellow spots. This problem is the result of one or more of the following: • BHT migration – Discoloration is caused by off-gassing of BHT found in construction adhesives • Coated nails (sinkers) – Sinkers which are not a proper fastener for underlayments are a leading cause of floor discoloration. The anti-rust coating on the nails, usually gold or black in color, will off-gas up into the material and affect both felt- and vinyl-backed materials. Most sinkers can be identified by their diagonal checkered pattern on their heads. • Coated staples – As with sinkers

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by Ray Tho mpson coating on some staple fasteners will also affect resilient products. In this case the discoloration is either pink or tan. • Oil residue from pneumatic nailer or staplers – During use, over-oiled, worn out or poorly maintained air driven fastening equipment will often spit a small residue of oil onto the substrate. This residue migrates up into the material and creates a yellow spot in the material. • Rusty fasteners – Excessive moisture in the substrate will allow fasteners to rust, creating a reddish-brown discoloration. Foreign matter in wood underlayments: Occasionally, foreign wood chips get into the mix used to make oriented strand board (OSB) or waferboard underlayment. These chips can cause discoloration. Red cedar and redwood chips will leave a reddish color. Chips that contain creosote and pitch

will leave a yellowish color, and chips from bark and pine cones will leave a brownish discoloration. It is extremely

Installation of resilient materials over un-dried patching compounds and embossing levelers can create discoloration.

difficult to determine which chips will cause discoloration. Even worse, no one

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wants to accept responsibility when the problem occurs. Wood filler (plastic patch): Plywood manufacturers that use synthetic wood filler must exactly mix the patching compound components to the specified portions or the filler may off-gas and migrate up into the resilient sheet material where it leaves a yellow discoloration that mirrors the shape of the synthetic patch. Over time the patch will shrink and create a show-through problem, as well. While I have attempted to cover many causes of bottom-up discoloration, there are many yet to be identified. Hopefully, the information presented here will give you knowledge to identify potential causes and remove them. The installer and flooring contractor need to be aware of these concerns. The general contractors also need to be accountable for using the right products and protecting substrates from possible reagent exposures prior to nft the start of the installation. ●

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www.ntlfloortrends.com I January 2011 ● 41

G uest Column I

by Ephraim Senbetta

Solutions to LEED-Related Challenges for Flooring Contractors

Ephraim Senbetta Ph.D., LEED AP, manages MAPEI’s Quality Management System for the Americas as well as the company’s Sustainability efforts. Dr. Senbetta received his doctorate in Civil Engineering and is a LEED Accredited Professional. He has been a member of the American Concrete Institute (ACI) and the American Society for Testing and Materials (ASTM), and is currently MAPEI’s representative to the U.S. Green Building Council (USGBC).

As reported in the July 2010 issue of National Floor Trends, flooring contractors face both administrative and technical challenges related to their ever-growing involvement with LEED projects. This observation was made following an online survey that was conducted by MAPEI early last year. This article outlines recent new developments that are designed to provide greater and timelier assistance to contractors in keeping with the needs that the flooring contractors expressed in their survey responses.

LEED Product Certification Letters he most frequently mentioned administrative challenge, (by almost 27% of the survey respondents) was insufficient LEED-related assistance or information provided by suppliers. Product certification letters that outline the contribution of products to LEED points are the most commonly requested information from suppliers; and almost 50% of the contractors mentioned this as one of their greatest support needs. The traditional method of obtaining such information has been to receive it by e-mail after a request is sent to a supplier. The shortcoming of this approach is the time between a request being received by a supplier and the response being sent to a contractor. In addition, this manual approach can result in wasted time and effort due to misunderstandings that can occur during the communication between a contractor and supplier. An effective solution is an online system that enables contractors to obtain LEED product certification letters anytime and automatically. All a contractor needs to do is provide basic information about the project so that the system can determine, among other things, point contribution to the regional materials credit by calculating the distance between a product’s manufacturing location and the job site.

This time-saving and effortless process is one way of alleviating the administrative challenge that contractors face in obtaining LEED product certification letters. As indicated in Figure 1, the letter can be formatted so that one can quickly see the various LEED credits and whether a chosen product helps contribute to points or not. This approach is taken to ensure that the necessary information can be obtained from the letter without wasting time. Figure 1

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42 ● January 2011 I www.ntlfloortrends.com

Figure 1: Typical product certification letter showing the point contributions of a given product.

Figure 2

Figure 4

Figure 5

Figure 3

Figure 2: The seven categories covering the LEED standard. Figure 3: Example showing the four credits within the Water Efficiency category for which points can be earned. Figure 4: Description of the intent and requirements for a credit. Figure 5: Summary of point contributions in different categories.

LEED Tutorial A question on the survey asked the contractors to indicate the main challenge they face in understanding the requirements for LEED projects. Approximately 24% of the contractors mentioned difficulty in understanding the point contribution of products in keeping with LEED requirements as one of their challenges. One approach for providing a solution to this problem is through an online tutorial on a manufacturer’s website. The

tutorial should be easily accessible and should outline the various credits under each of the seven categories where points can be earned (Figure 2) and the requirements to qualify for those points. For example, under the Water Efficiency category (Figure 3), visitors could explore four different credits where points can be earned. This tool should describe the intent and requirements of each credit in the seven categories, including our other example, for Materials and Resources (Figure 4). LEED Calculator Contractors and architects can also use a tool for keeping track of all the points earned for a project or the number of points to which materials selected for a project contribute in all the relevant categories (Figure 5). This can be one easy way for a contractor to keep track of all the LEED point contributions related to a given project. The project can be new construction or major renovation, school or core and shell. Note: Visit www.mapei.com/US-EN/good.asp to see a live nft example of the company’s LEED-related tools. ●

www.ntlfloortrends.com I January 2011 ● 43

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APC Cork.........................................................................29 (866) 222-3241 • www.apccork.com

9

Bengard Mfg., Ltd...........................................................41 (800) 565-6653 • www.loxcreenflooring.com

10

Surfaces 2011 ...................................................................3 100 (800) 547-3477 • www.surfaces.com

Bostik...............................................................................48 (800) 7BOSTIK (726-7845) • www.bostik-us.com

23

US Floors .........................................................................22 (877) 292-4044 • www.usfcontract.com

3

Coverings 2011 ...............................................................23 108 (800) 687-7469 • www.coverings.com

W.F.Taylor .......................................................................13 (951) 360-6677 • www.wftaylor.com

16

Custom Building Products ..............................................7 (800) 272-8786 • www.custombuildingproducts.com

Wagner Electronic Products .........................................27 (800) 207-2486 • www.RapidRH.com

4

Mullican Flooring ..............................................................5 (800) 844-6356 • www.mullicanflooring.com

5

Healthier Choice Carpet & Cushion .............................40 (800) 872-8426 • www.healthierchoice.com

40

WFCA ...............................................................................47 (800) 624-6880 • www.wfca-pro.org

99

Florida Tile ......................................................................49 (800) 352-8453 • www.floridatile.com

19

Woodpecker/Namac Ind. ...............................................21 (800) 357-7181 • www.namac.com

1

MAPEI Corp. .....................................................................2 (954) 246-8888 • www.mapei.com

34

MP Global Products .........................................................9 (888) 379-9695 • www.quietwalk.com

2

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01.11>Products 1

Florida Tile updates VitraArt glass tile program Florida Tile has added two new lines, Tranquil and Harmony, to its VitraArt glass tile program. Tranquil, a collection of clear glass, is composed of 12 colors in six sizes, including multi-sized inserts and mosaics. Harmony takes these colors and develops them into six blends available in three modern sizes. For details, circle 266 on the Reader Inquiry Card.

2

Model Hardwood launches three stain colors for 2011 Model Hardwood will roll out three new stain colors for its Regina, Cape Cod and Warwick hardwood flooring collections. Regina combines brown and gold tones; Cape Cod offers a windswept gray look; and Warwick offers a modern gray look. For details, circle 268 on the Reader Inquiry Card.

1

3

BR-111’s Bamboo collection offers durability, sustainability BR-111 introduces its Bamboo collection, produced using technology designed to virtually eliminate waste, the company says. The collection is available in eight solid and seven engineered finishes in Ember, Caramelo, Straw, Macchiato, Mocha, Alpine and Aspen colors; widths range from 3 3/4” to 5”. For details, circle 260 on the Reader Inquiry Card.

3

4

Mullican’s Meridian Pointe offers lifetime warranty New from Mullican Flooring, the Meridian Pointe hardwood collection has been engineered to eliminate warping, cupping and buckling. The series comes in five colors of red and white oak, in 3”, 4” and 5” widths. Surfaces Booth #S1027. For details, circle 270 on the Reader Inquiry Card.

2 5

Johnsonite’s rePLACE earns FloorScore IAQ certification Johnsonite’s rePLACE demountable wall base has achieved FloorScore indoor air quality certification. rePLACE uses a track without adhesives for design flexibility and easy installation. The product can be returned to Johnsonite at the end of its lifecycle as part of the company’s ReStart Reclamation project. For details, circle 240 on the Reader Inquiry Card.

Crossville goes green with new Sustainable Samples kit

4

46 ● January 2011 I www.ntlfloortrends.com

5

New from Crossville, the Sustainable Samples kit contains paper tile samples created using a high-resolution scanner to capture a near-exact image of each tile. The box contains every tile and color in the company’s porcelain tile collection in a compact, lightweight kit that measures 10” by 4”. Surfaces Booth #B7736. For details, circle 262 on the Reader Inquiry Card.

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No sealing. No problem! TruColor™ Grout, our premium, ready-to-use, pre-mixed product, is improving the quality and longevity of tile installations worldwide. It resists all types of stains including coffee, red wine, oil, and yes, even tomato sauce. TruColor Grout surpasses the performance of epoxy and cement-based grouts, while being easier and faster to install. For superior color consistency, stain resistance and flexibility, use TruColor Grout on your next installation.       

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