National Floor Trends April 2011

nft www.ntlfloortrends.com

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L VE April 11

p. 12 Hardwood Study: Residential Sales to Grow, Commercial is Steady p. 26 Designs in Style: Carpet Products Go to the Front of the Class p. 30 Adhesives Roundtable: Experts Weigh In on Segment

SEE HOW MANNINGTON IS MAKING SOME NOISE IN AMERICA.

WATCH THE VIDEO manningtonmakesnoise.com

Circle 5 on Information Card

Vol. 13, No. 4

April 11

nft

National Floor Trends

NATIONAL FLOOR TRENDS Volume 13, Issue 4 (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].

46 12

Hardwood Study: Residential Sales to Grow, Commercial is Steady Our exclusive survey of U.S. flooring retailers/contractors finds that hardwood flooring sales are expected to jump in the residential segment. Fifty-six percent of respondents said that commercial hardwood sales will remain the same.

On The Cover: Pictured is Columbia Flooring’s Balsam Oak, part of the Silverton collection of solid and engineered hardwood floors. Silverton offers wide plank floors with rustic touches including natural knots and mineral streaks. Photo courtesy Columbia Flooring.

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Designs in Style: Carpet Products Go to the Front of the Class Columnist Annette Callari takes a look at the latest carpet products. She says that new broadloom styles are taking advantage of advanced fiber systems, creative displays and a great use of color.

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Adhesives Roundtable: Experts Weigh In on Segment NFT spoke with a wide array of adhesive products manufacturers about changes they are seeing in the segment. They say that products are expected to be greener than ever before, while still offering excellent performance.

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National Floor Trends

www.ntlfloortrends.com

12 10 NFT Styling Excellence Awards: Five Companies Share Top Honors

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

16 Art of Retail Management – The Rug Gallery Goes the Extra Mile 22 Commercial Possibilities – Creating a Profitable Commercial Job 24 Products & Literature on Display 28 LVT Update: Customers Looking for Easy Installation, Wood Patterns 36 NWFA Convention to Prepare Members for the ‘New Normal’ 37 Green Matters 38 News/People/Places/Events 40 Guest Column – Upselling Underlayment Creates a Win/Win 42 Products 44 Focus on Resilient – Working with Cutback Adhesives 46 Bamboo Flooring Category Poised for U.S. Market Growth 48 Reader Action Card 49 Ad Index/Classified Ads 50 Wood Floor Finishes Guide

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For advertising information, call (800) 835-4398. Corporate Office: 2401 West Big Beaver Road, Suite 700 Troy, MI 48084 Phone : (248) 362-3700, Fax: (248) 362-0317 BNP Media Helps People Succeed in Business with Superior Information Corporate Directors Timothy A. Fausch Publishing John R. Schrei Publishing Lisa L. Paulus Finance • Rita M. Foumia Corporate Strategy Director Marlene J. Witthoft Human Resources Director Nikki Smith Directories • Michael T. Powell Creative Scott Kesler Information Technology Vincent M. Miconi Production Ariane Claire Marketing Emily Pattern Director of Conferences & Events Beth A. Surowiec Clear Seas Research Audience Development Christina Gietzen Audience Development Coordinator Kelly Carlson Multimedia Specialist Carolyn M. Alexander Audience Audit Coordinator List Rental Contacts Postal: Kevin Collopy 800-223-2194 x684 • [email protected] Email: Shawn Kingston 800-409-4443 x828 • [email protected] For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail: [email protected]

Mannington unveils consumer blogs Mannington has launched its first consumer blog, “At Home,” at blog.manningtonathome.com.

Tandus announces winners of Powerbond design contest Tandus Flooring recently named Robert Holm, sr. professional associate at HDR, Omaha, and Lauren Shaw, a Virginia Tech School of Architecture graduate student, the winners of its Powerbond Inlay Design Competition.

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L VE

E ditorial Comment I

by Jeff Golden, editor

Uncertainty Beginning to Clear for Chinese Engineered Wood Imports The veil of uncertainty for the hardwood flooring segment partially cleared with the release of the Department of Commerce’s (DOC) preliminary determination on March 22, in the countervailing duty (CVD) investigation of engineered (multilayer) wood flooring imported from China.

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

n this, the second step of the United States International Trade Commission(ITC)/ DOC preliminary investigation, subsidies for production, manufacture and export of engineered wood flooring were reviewed. The results of the DOC investigation were announced after the department received questionnaires from three mandatory respondents – Fine Furniture (Shanghai) Ltd., Zhejiang Layo Wood Industry Co. Ltd., and Zhejiang Yuhua Timber Co. Ltd. – and 67 additional Chinese multilayered wood flooring manufacturers. Fine Furniture (Shanghai) Ltd. received a preliminary net subsidy rate of 2.25 percent, while the two other mandatory respondents received preliminary net subsidy rates of zero. The 67 other responding Chinese engineered wood flooring manufacturers/exporters received a 2.25 percent net subsidy tax rate on imported goods. The Commerce Department assigned 127 Chinese engineered wood flooring manufacturers an adverse facts available (AFA) rate of 27.01 percent for taxes on imported goods, after they failed to respond to requests for information. The list does not take into account any company closures, consolidations or mergers. Keep in mind that only engineered wood flooring products are impacted in this ruling, and do not include bamboo and cork flooring products from China. The uncertainty of not knowing the pricing of engineered wood products imported from China had a definite effect at the recent Surfaces show in Las Vegas, slowing wood flooring sales and dampening interest. The March ruling should now provide traction for increased hardwood sales at this month’s NWFA show in San Diego and beyond. Jonathan Train, president of the Alliance for Free Choice and Jobs in Flooring (AFCJF), representing American flooring importers, distributors, retailers

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and hardwood timber exporters, said of the ruling: “Although we hoped for a finding of zero subsidies across the board, consistent with the realities of the Chinese market, we are pleased that at least the Commerce Department determined a subsidy level of only 2.25% for the companies that responded to the Commerce Department’s questionnaire. “We applaud the DOC for its diligence and careful review that allowed a preliminary finding of zero for two of the three mandatory respondents,” Train added. “The 70 companies (with a zero to 2.25% subsidy rate) are estimated to represent at least 95% of the U.S. imports from China for 2011,” Train said. Jeff Levin, counsel for the Coalition for American Hardwood Parity (CAHP), said this preliminary ruling is an important step for the U.S. market. “The subsidies portion of the investigation was not intended as the principal focus of the CAHP petition. Therefore, the fact that all but two manufacturers in China are now subject to deposit requirements and the attendant suspension of liquidation is, we believe, an important step forward in our overall aim to bring pricing parity and fair competition back to the U.S. market,” he noted. “We also look forward to the preliminary determination in the antidumping segment of the investigation in mid-May - a completely separate component of this investigation - and anticipate that that will constitute another, significant step towards providing relief for this critical U.S. manufacturing industry in its efforts to combat unfair trade,” Levin added. The U.S. Customs and Border Protection will be collect a cash deposit or bond, based upon the established CVD preliminary rates. Wood flooring is an integral part of the flooring product mix, standing at number two in popularity behind carpet/area rugs, according to our justcompleted Hardwood Market Study (See page 12). Only when the Anti-Dumping portion of the review is completed will the entire industry (retailers/ distributors, importers and manufacturers) have a clear picture on pricing and availability. Visit our website at www.ntlfloortrends.com for ongoing updates to this nft important issue. ●

NFT Styling Excellence Awards 2011: Five companies share top honors Area Rugs Shaw Living, Havana Bay

Carpet, Commercial Mohawk Industries, Aladdin Commercial Collection Mannington Commercial (runner-up)

Carpet, Residential Shaw Floors, Anso nylon Accents & Tweeds Collection Mohawk IndustriesWear-Dated Revive (runner-up)

Ceramic Dal-Tile, Del Monoco Mannington Mills, Cairo (runner-up)

Cove Base, Moulding/Feature Strip Johnsonite, Ecolibrium Left: Mannington’s Adura lvt flooring. Top Right: Johnsonite’s Ecolibrium wall base. Right: Mohawk’s Smart Living Color Wall, featuring SmartStrand with DuPont Sorona carpet.

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his year’s NFT Styling Excellence Awards, voted on by showgoers at Surfaces 2011 and readers online, were the first to spread the top honors among five companies. Mohawk received three first-place awards (when including its Dal-Tile division). Armstrong, Johnsonite, Mannington and Shaw each received two top awards. Additionally, both the first-place and runner-up winners in the hardwood category represented bamboo products, a first for the contest. Mollie Surratt, Shaw/Anderson’s marketing communications manager, said winning the awards was a testament to Shaw’s commitment to innovation, style, design and service. “Shaw Floors is honored to win a Styling Excellence Award for both the company’s residential carpet and area rugs,” she said. “We are excited to be recognized and hope to continue making a positive impression on our retailers throughout 2011 and beyond.”

“Being recognized with awards such as Styling Excellence is a great reassurance that our direction is on track,” added Kim Barta, Shaw Living’s brand manager. Allen Cubell, Armstrong’s vp residential product management, echoed those sentiments. “These awards tell us that our focus on design, quality and innovation delivers profitable products our retailers want to sell.” According to Jeff Golden, NFT’s editor and publisher, this year’s contest was also a nod to the rising influence of the Internet. “We received more votes online than we ever had in the past,” he said. “I would say that we had as many people voting online, if not more, than those coming from Surfaces.” The top winners will be profiled in NFT in the coming months. The complete list of winners is below, with runners-up listed in italics.

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–Michael Chmielecki

Laminate Floors Armstrong Floor Products, New England Long Plank Mannington Mills, Restoration Collection (runner-up)

Luxury Vinyl Tile Mannington Mills, Adura Tile EarthWerks, LinkWerks (runner-up)

Merchandising Mohawk Industries, SmartStrand with DuPont Sorona Color Wall Mannington Mills, Earthly Elements Display (runner-up)

Resilient Floors Armstrong Floor Products, Duality collection Mannington Mills, Stainmaster Hi-Def (runner-up)

Rubber Floors Johnsonite, Folio Johnsonite, Metallurgy (runner-up)

Wood (Including cork and bamboo) Mannington Mills, True Bamboo Teragren Fine Bamboo, Teragren Portfolio Collection (runner-up)

An ordinary piece of wood doesn’t stand a chance with these guys. Years of training and experience mean that nothing but the finest boards make it past our employees. That’s why every board in every Mirage box has the same exceptional quality. It’s the dedication to our craft that keeps you voting Mirage #1 in quality year after year. MIR AGE PREFINISHED HARDWOOD FLOORS Circle 40 on Information Card

2011 Hardwood Market Study:

Residential Segment to Grow While Commercial Remains Steady Our exclusive survey of 140 floor covering dealers and contractors finds that 2011 residential wood business is expected to increase for twothirds of respondents, while 56% of respondents see the commercial hardwood segment remaining similar to 2010, as 32% see commercial wood jobs increasing.

by Jeff Golden, editor & publisher Clockwise from upper left: Columbia Flooring’s Berkshire; IndusParquet’s Brazilian Hickory; and Mullican Flooring’s Meridian Pointe.

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ompetitive pricing is the single most important issue facing the hardwood flooring segment today, according to our survey panel in the justcompleted 2011 Hardwood Flooring Market Trends Study. The residential replacement sector dominates total annual flooring sales for survey participants with 54%, followed by builder/new construction, 20%; contract/ commercial, 17%; and main street commercial, 9%. Our panel reported an average of 10 hardwood flooring sales per month in 2010, an increase of two sales per month over 2009. The average ticket amount per hardwood sale decreased to $3,037, compared to $3,764 in the prior year. Wood follows only flooring product segment leader carpet at 24%. See chart 1 for total 2010 flooring sales by category. (Chart 1) Over 80% of hardwood sales are of factory prefinished products with engineered flooring with a 47% share, which is evenly split between solid and engineered hardwood. More wood floors are installed using nails, 41%, followed by glue-down, 24%, a drop of 7% from 2009; staple was steady at 20%; and glueless (click) finished at 14%, a 2% gain from 2009. Three in five hardwood flooring sales are for residential replacement projects. Red

3

1

Total Flooring Sales by Category

31%

Carpet 24%

Wood 16%

Ceramic Tile Resilient/Vinyl

11%

Laminate

10% 5%

Stone Area Rugs

4%

0%

2

20%

40%

60%

Best selling width of hardwood flooring in 2010 Less than 2.5"

3% 43%

2.5"-3.0" 15%

3.01"-4.0" 4.01" or more

39% 0%

10%

20%

30%

40%

50%

Primary factors that influence which manufacturers/distributors you purchase or recommend Price

78% 74%

Quality of products offered

68%

Product availability 57%

Style of products offered Sales rep knowledge/support

52%

Brand reputation

50%

Consistent on-time delivery

50%

Customer service provided

46%

Warranty offered (product guarantee)

42%

Low or no minimum order quantity

36% 31%

Customer request

26%

Environmentally friendly products Provides installation specs/training

21%

Supporting marketing/merchandising materials

21%

Rebates Other

16% 1% 0%

20%

40%

60%

80%

100%

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4

epol Corp., (www.zepol.com) a leading trade intelligence company, has provided NFT an exclusive look at Hardwood imports over the last 3+ years through the company’s TradeIQTM tool which lists all U.S. imports through ocean freight.

Z

445 331 330

Jan

614

Feb

257 204

Mar

249 245

460

362 281 277

Apr

398 378

May

289 541

Jun

302 541 418 346 477

Jul

378 334

Aug

525 379 346

Sep

469

Oct

357 364 425

Nov

415 308 366

2011

2010

2009

700

600

500

400

348 360 342

Dec 300

Product Sourcing Forty-two percent of survey respondents typically purchase hardwood from six suppliers. This number of suppliers has remained constant for the last three years. Also consistent with previous years, the majority of hardwood flooring is sourced from either a full-line flooring distributor or a specialized hardwood flooring distributor, 36% each; direct from domestic manufacturers, 24%; and importer, 5%. (Chart 4) Comparable with previous years, imported flooring products (63%) have significantly more product quality issues than domestically produced products (37%). The top complaint of imported materials is quality control/ poor quality at 47%, an increase of nft 12% from last year. ●

393

200

Brand Selection Price (78%), quality of products offered (74%) and product availability (68%) are the most important factors influencing the hardwood manufacturers/distributors that retailers purchase from or recommend.

A Look at Hardwood Imports by Shipments

100

Expectations in 2011 Total sales expectations in 2011 by the panel shows carpet at 30%; hardwood at 24%; ceramic tile, 16%; laminate flooring, 10%; resilient floors, 10%; stone, 5%; and area rugs, 4%. The residential replacement segment will continue as the most important industry sector at 57% of total expected annual sales. Looking specifically at hardwood, the residential replacement sector is expected to account for 58% of sales, followed by 23% in builder/new construction; 12%, contract/commercial; and 7%, Main Street commercial.

There was a significant decrease in the influence of price compared to last year – a drop from 90%. (Chart 3) Compared to 2010, the purchase influence factors of style of products offered; sales rep knowledge/support; consistent on-time delivery; customer request; and environmentally friendly products decreased significantly. The quality of products offered is again the key factor when our survey panel evaluates a hardwood flooring product line. Other factors key to retailers are product availability, 58%; price, 57%; and style of products offered, 53%; customer service provider, 38%; sales rep knowledge/support, 36%; ease of installation, 34%; warranty offered, 34%; brand reputation, 29%; environmentally friendly products, 22%; and supporting marketing/merchandising materials, 18%.

0

oak remains the top selling hardwood species with a 50% share. Thirty-nine percent of the survey panel noted that their store’s best selling width of hardwood was more than 4” wide. (Chart 2) And, in the coming year, the average width of hardwood flooring will continue to increase. Wood flooring products occupy approximately one-quarter of total floor space. Machine/hand-scraped woods, 84%, and exotics (79%) are the most popular styles of wood flooring sold today, followed by reclaimed woods, 48%. Named top selling hardwood flooring brands were Mohawk, Bruce, Shaw, Somerset, Armstrong, Mullican, Mannington, and Anderson.

2008

Hardwood Distribution Services

General flooring distributor

36%

Hardwood flooring distributor

36% 24%

Direct from domestic manufacturer

5%

Importer

0%

10% 20% 30% 40%

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The preceding is a snapshot of a new comprehensive study examining the retail market for hardwood flooring. The conclusions are based on the opinions, preferences and purchasing behavior of U.S. flooring retailers/dealers. The study was conducted by Clear Seas Research, a division of BNP Media. A total of 140 surveys were completed online from subscribers to National Floor Trends magazine. The full and complete report is available from Clear Seas Research. For information about ordering, or to find out more about Clear Seas Research, contact Steven George at [email protected] or visit: www.clearseasresearch.com

A rt of Retail Management I

by Sam Allman

The Rug Gallery Goes the Extra Mile

This year’s recipient of the World Floor Covering Association’s Gold Standard Award for excellence in retailing, Cincinnati-based The Rug Gallery, “stood out from the crowd” of entries, according to D. Christopher Davis, the WFCA’s president and ceo.

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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long with the Gold Standard trophy, The Rug Gallery, which is owned and operated by Sam Presnell, took home a $5,000 check, and earned press recognition, acknowledgement on the WFCA website and a customized WFCA seal for their store entrance. “With a 21,000 sq. ft. showroom, The Rug Gallery has a lot of ground to cover, but they truly operate a very tight operation,” said Davis. “Their research is second to none. They excel in customer service and they have strong incentive programs in place as well as ongoing educational classes for their staff. Their strategic positioning and solid programs kept their business strong in a tight market. They are a true leader in our industry.” I asked Sam some questions about his business philosophy and his company:

A: That’s a story that has taken 39 years to tell. It all boils down to being willing, even eager, to change; sensing issues quickly and resolving them just as quickly. People ask me how I do it. My standard reply is that always, when I’ve seen a problem, I’ve fixed it. When I see an opportunity, I seize it. I’m very competitive and I’m always raising the bar. I get bored easily and don’t do well with the status quo. I’m very observant of how other businesses operate, and I’m always willing to make their best ideas my own. Q: Where is your time spent in the business? A: No two days are ever the same. I do all the stock purchasing, event planning and hiring. I work directly with our advertising agency on marketing and advertising. I oversee all departments of the business, including education, human resources, accounting and

Q: How did it all start? A: It started with one rug purchased for personal use. That grew to a storefront in the University of Cincinnati area that was all of 750 sq. ft., opened in 1972. Six years later, we made a move to Montgomery and a new 6,500 sq. ft. store. In 1992, Blue Ash beckoned and the current 21,000 sq. ft. showroom was born. Our expertise in color and design, our ability to locate and purchase only the finest rugs in all price ranges and our eagerness to cater to our client’s every need set us apart. These attributes are directly responsible for our growth and our reputation not only in the Cincinnati area, but worldwide within the rug industry. Q: Tell me about how your company evolved. What decisions were made and actions taken to move your business to the next level?

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Preparing to deliver another area rug are Sam and Arlene Presnell, owners of The Rug Gallery, Cincinnati, Ohio. Photo courtesy of Robin Victor Goetz/www.GoRVGP.com.

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by Sam Allman

store operations. Sometimes I sell and sometimes I handle customer complaints. I worked directly with our architect to design our current showroom and warehouse, of which I am very proud. As I am sure is true in most small businesses, if it needs to be done and I’m available, I do it.

Q: What do you feel has been the most important thing you have done that has brought you success? A: It’s very difficult to pinpoint one thing that has been done in over 38 years. I’d have to say the most qualitative and quantitative thing that’s

been done recently is the investment and improvement in our website. Q: What have you done in this difficult economic time that has helped you to prosper? A: Honestly, too many things to list. One of the most important was picking up on the economic decline in 2006, when it first began in Florida. We were able to be proactive quickly and avert some of the potential damage. We saw what we needed to do and did it to ride out this downturn with shrinking revenues. We started to cut

‘Always, when I’ve seen a problem, I’ve fixed it. When I see an opportunity, I seize it.’ — Sam Presnell

back on our buying early in 2007. We renegotiated almost every major expense. We prepared for the worst; all the while hoping for the best. We made the best of the situation at hand. There was no way to advertise our way out of this. Equally important to our stability was our staff. We sat down with everyone and explained the situation. We listed the cuts and sacrifices everyone was going to have to make. Everyone willingly took the hit; no one was let go, and the staff was able to breathe easier because we were doing all we had to do to remain open and viable during the crisis. Two members of the staff have moved on to totally different Circle 4 on Information Card

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by Sam Allman career paths and the remaining staff has picked up their load. Lastly, we added more value-oriented merchandise and adjusted our prices on the showroom floor to reflect MAP pricing. We vowed not to lose any reasonable sale. We stick with every potential sale for as long as it takes. “Allowing” a customer to purchase elsewhere is not an option. Q: What have you done to differentiate your company from your competitors? A: We are unique in that we are at the high end of retail and have a strong designer clientele. From the moment you walk in, you realize that you are in a rug store unlike any other. From our showroom to our staff, displays, product offerings, price and overall ambience, everything you see, hear and feel lets you know you are someone special and you are somewhere special.

Q: What key decisions have you made that have worked for you?

‘I’d have to say the most qualitative and quantitative thing that’s been done recently is the investment and improvement in our website.’ — Sam Presnell

A: I believe in being open with associates. Everyone here shares the good and the

bad. Everyone knows our numbers and where we/they stand at any time. Buying rugs is my passion. Hours spent at market and with representatives of our vendors is never work for me. I have the knack of knowing what to buy and when, as well as a feel for when it’s time to move on to something else. I’ll try almost anything within reason and try to learn from my mistakes and not repeat them. We also enjoy the trust of our suppliers. They have helped us achieve our goals. Q: What do you do that creates loyalty from your customers and your employees? A: Customers need to be made to feel that each one of them is the most important person we’ve dealt with. We achieve that by making sure they feel special from the moment they walk or call in. We are sincere in our thanks; we stay in touch after the sale and delivery and we offer them special sales that are not

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by Sam Allman

advertised to the general public. Associates are given a stake in both their personal and our professional success. While we have a very innovative bonus program, it has been temporarily suspended, so the last couple of years have been tough. Nevertheless, each associate knows that when the economy rebounds, so will their perks. We have an open door policy. I welcome their input. As I always tell them, I don’t read minds, so they need to let me know what I can do for them to help them be successful. I try to give them all the tools possible to assure their success and contentment with their positions. A real effort is made to be honest and straightforward with each other, doing what we promise to do. Q: What advice would you give struggling dealers in this economy? A: Simply, have a budget. Cut your

expenses. Be honest and open with your suppliers and associates. Find

‘Remember that the most important things now are to pay your taxes, pay your employees, pay your suppliers, and pay your bank. If there’s anything left, pay yourself.’ — Sam Presnell

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20 ● April 2011 I www.ntlfloortrends.com

Q: What lies ahead for The Rug Gallery? A: I’m already moving to improve our website even further, concentrating on marketing to this new, technology-savvy younger market. I’m intrigued by what they want, why they want it and how they see their home environment. We are definitely going more “green” and are more community focused. We’re looking forward for ways to give the “click and buy” generation the whole Rug Gallery experience, making us the logical and best choice for their floor covering purchases. I think every businessman and woman in America could learn something from nft Sam Presnell. Did you? ●

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C ommercial Possibilities I

by Dave Stafford

Creating a Profitable Commercial Job

Selling the complete commercial job with multiple parts will add some synergism and increase your overall profit. The easiest sale you can make is adding an additional product into the sale to the same client. Clients are always willing to pay a little bit extra for convenience. 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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onsider the following job. All names have been changed, but the facts are real. When calling on Werner, a Grayson Properties property management executive, Ray extolled his company’s ability to work with multiple products and a high rate of installation proficiency. As Ray was showing pictures of some completed projects, Werner said, “I have a 100,000 sq. ft. project coming up. It is still in the design stage, but I know the architect is pushing hard to offer something unique. Frankly, I’ve been a little worried about having to work with different subs to get all of the various finishes installed. When I get the final drawings, I’ll give you a call.” Ray was quite pleased and promised to keep in touch. Thereafter, Ray continued to follow up with Werner on the project, with no luck. In the interim, Ray did manage to do a couple of small jobs for Werner, but found that competition was fierce. Most of the jobs featured lower-end carpet and small amounts of resilient. However, Werner seemed to be impressed with what Ray had done and continued to talk about the “crown jewel project.” After almost 11 months, Ray got a call from Werner: “Ray, we’ve finally worked out the glitches on the 444 Orchard Street project. I have the finished drawings here; pick up a set and let me know by Friday if you want to bid on the project. I’ll warn you, I’m going to be personally involved in this one. So it has to be right.” Ray took the set of plans, wondering what he’d find. Ray took a quick look at the finish schedule and his heart sank! There were five different carpet selections from two different mills; hardwood for

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conference rooms and custom area rugs; ceramic tile and marble for entrances; and luxury vinyl tile and linoleum for employee areas. This was a retrofit job and the existing tenant was moving out, so there would be a lot of demolition; this was being handled by the general contractor. Ray went over the finish schedule and approximate quantities of each finish. The company could perform the work, but scheduling would be a nightmare and timing critical. Ray felt better about the potential of the project, but was convinced that the key was getting the entire job. He remembered Werner’s comments from months ago: “I’m a little worried about working with too many contractors.” Ray got back to Werner and explained that he was interested in the project, but asked, “Do I

If you have the resources, considering bidding on the entire range of flooring for a commercial job, not just a part of it. Shown is Progressions resilient tile and Cavera carpet. Photo courtesy Mannington Commercial.

by Dave Stafford have to do the whole flooring project, or am I able to just handle the carpeting and ceramic and let someone else do the marble and the hardwood?” Werner responded with, “One company to do the carpet and resilient, one for ceramic and marble, and if I have to, another company for the hardwood.” Then Ray asked an important question: “Is there any advantage to a bidder, if that bidder can do the whole job?” Without committing to anything, Werner responded that, “Of course, if one company could demonstrate their qualifications to do it all, it would be preferable, but their price has to be in line with other bidders.” Ray got the message. Werner would really like to have a single company responsible for the flooring portion of the project if he was convinced the company could do it. There was another factor, too: This was a negotiated bid. Werner was the executive at Grayson responsible for Orchard Street, and it was obvious that he had a lot riding on this upscale project. So, Ray’s opinion was that while price was important, value and performance qualifications would be critical factors in Werner’s determination of the best-value bid. This project had great potential for Ray, too. It could make his year. First he did a preliminary take-off; he also had an experienced “plans guy” do a comprehensive take-off, isolating quantities of each of the required products, necessary accessory items, and any unusual requirements. Then they compared notes. In spite of the number of selections, most products were available from suppliers with which his company had an open account. In making calls to various suppliers, Ray did not let anyone know he was contemplating bidding the entire range of products; in fact, he left the impression he was primarily focused on the carpet portion of the project. He also felt that at least two suppliers would be eager to work with Ray because they knew his reputation for doing a great job. One even said, “Ray, I’m giving you my key pricing and terms on this job; I’m not working with anyone [else].” Ray also took every opportunity in his

supplier conversations to find out which of his competitors might be bidding the project. “Hey, Chuck, before you

A package sale makes sense for the buyer and seller.

hang up, have you heard from any other companies on this job; how many have called you; what do you hear about this project?” Interesting facts emerged from these questions: The project was high profile, complicated, and most companies looking for pricing were only interested in a piece of the job; no one had said they were going after the entire project! Just before bids were due, Ray again checked back with the major suppliers

Low price may not trump best value if value is sold properly.

to get a comprehensive picture of those bidding the job. In Ray’s opinion, there was only one other bidder that had the capability of doing the entire job, but they had apparently not called for pricing on one component; that meant that they would likely not bid the entire project.

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With final numbers in hand, Ray sat down with his installation service manager to review the probable installation work. He decided to put a little extra money into his installation cost budget for more job-site supervision to ensure timely completion. Then he got started putting the bid numbers together, breaking out each major segment for ease of calculation and explanation. As part of his bid strategy, he priced the carpet portion about 3% higher, feeling that he needed to be close to his expected competition; in other areas, he priced at 5-9% higher. After looking the bid numbers over again, Ray decided to add an additional 2% just in case he had to negotiate or had missed something. With the finalized bid, Ray included a new brochure that explained his company’s capabilities in graphic detail. He also included a summary of the scope of work performance from Ray’s perspective as a flooring contractor. He explained in easy-to-follow detail how long it would take to install each flooring component, how it would be accomplished and the number of crews required, how quality would be maintained through job supervision and inspection, and the method for remedial action to take care of “punch work.” Ray felt it was particularly important for Werner to know this detail to justify the price he was asking. He delivered the bid feeling he had done what he could do to sell his way into the project. Ray didn’t hear anything for two weeks, even though he had been told this was a fast-track project. After about three weeks, Ray was able to get Werner on the phone, who said, “Ray your bid looks good, but your price is too high. What can you do to get the price down?” Ray asked several questions, and then said, “What did you have in mind; do you have a number in mind? I’ll be glad to go back and check my bid, but what am I looking for and in what segment?” If Ray could get some indication of what Werner had in mind, particularly in what area, that would be valuable. There was a pause, then Werner said, “You’re close on most of it, but really high on

www.ntlfloortrends.com I April 2011 ● 23

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by Dave Stafford

the ceramic and marble. See what you can do.” Ray thought for a moment and said, “Okay, I’ll take a look, Werner, but as you saw in my scope of work review, I am willing to do the whole project and I am figuring job site supervision to make sure it goes in on schedule. That ought to be worth something.” Ray did go back and review all of his numbers. He also called several suppliers to find out if they had heard anything about the project. One supplier had heard from a friend at Grayson that “no award has been made on the Orchard Street project, but it looks like it may go to one company rather than several.” The supplier also said that he had

heard on the street that “there was only one company that had bid the entire [flooring] project.” Ray was elated to get this info. He decided that the only way he was going to get Werner’s project was to give up something, rather than dig in his heels and stand pat. So he called Werner and said: “I believe my price is fair, but we’d really like to work with you on what has the potential to be one of our most important projects; therefore, if you will give us the entire job, I’ll trim my price on the ceramic and marble segment by $5,976. That is the very best I can do. Do we have deal?” Ray got the job! He had read Werner

04.11>Products & Literature on display

MAPEI CORP. MAPEI Introduces New Isocyanate-free Wood Flooring Adhesive Ultrabond ECO® 985 is MAPEI’s premium single component, hybridpolymer-based wood flooring adhesive that is 100% solids, isocyante free and easy to clean up. Ultrabond ECO 985 provides a strong bond and excellent sound reduction properties while it protects wood flooring from moisture vapor emissions coming through concrete slabs. For more information, visit www.mapei.com. For details circle #121 on the Free Information Card.

CUSTOM BUILDING PRODUCTS Custom Building Products launches CEG-Lite Commercial Custom Building Products has unveiled its CEG-Lite Commercial Epoxy Grout, a lightweight 100% solids epoxy grout formulated with CustomLite Technology and recycled content. The product offers high stain and chemical resistance and contributes to LEED certification based on recycled content.

LOXCREEN Loxcreen unveils Discus rubber flooring and treads Loxcreen Flooring Group introduces Discus, a rubber flooring/stair tread program that combines functionality and aesthetics. Discus is available in a select range of colors and is designed to withstand the heaviest traffic. The product’s naturally slip resistant surface does not break or crack on bending, according to the company. For details circle #120 on the Free Information Card.

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right. The discount given only amounted to 0.8% on the price of the job. This was more than made up for by two large change orders for floor repair. While not without challenges, the job went in on schedule over a period of six months. The job made Ray’s year and came in at just under a 30% profit margin. All the names have been changed, but the stats are accurate. What would have been an 18-20% gross profit job at the most was increased by almost 50% through the right research, an accurate take-off, effective purchasing, superb project management, terrific negotiation skills, and selling a complete commercial nft package. ●

Thank you, retailers, for voting Shaw Carpet and Area Rugs #1! We appreciate your support of our continued commitment to innovation and excellence.

Carpet | Area Rugs | Tile & Stone | Hardwood | Laminate | Resilient

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Rug photo courtesy of Tommy Bahama Home Area Rug Featured: Havana Bay Furniture Featured: Ocean Club

D esigns in Style I

by Annette Callari A.S.I.D.

Carpet Products Go to the Front of the Class

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

It’s a pleasure to be writing about carpet in this issue of National Floor Trends because carpet mills have provided some newsworthy items to brag about. Not just the introduction of new styles, but better fiber systems, intriguing constructions, creative displays, and great use of color! We all need to be reminded that broadloom carpet infuses cozy softness, safety, warmth, acoustic buffering, and great style into home interiors. Consumers have discovered that the best designs incorporate both hard and soft surfaces, and they are newly enamored with carpet’s “class.”

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s an industry nod to the concept of successfully marrying hard and soft surfaces within a home, Shaw/Tuftex and Anderson Hardwood have announced the launch of a novel dual-display system—the Color Coordinates display. The concept is brilliant as consumers are able to visualize carpet and hardwood floor coordinates side-by-side, all put together by professional designers. As a marketing tool, retailers are able to represent 672 carpet options in one condensed display. The program includes 14 carpet styles in 48 contemporary colors. Add to that the carefully chosen 16 Anderson hardwoods and you have a very complete selection system, all in a space of 13’ wide, 8’ high by 20” deep. The graduated heights of the display, coupled with furniture-grade crown molding, make it a very attractive addition to the retail floor. Currently, the display is available exclusively for Shaw Design Center retailers, so if you qualify, don’t miss out on this opportunity. Let’s talk about where current broadloom design trends are headed. It’s more important than ever for carpet mills to have a finger on the pulse of design if they are to capture their fair share of the flooring market. What I am seeing tells me that they are in touch with design directions. We are living in a “less is more” society, as we all scale back in response to economic

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conditions. This interprets to interiors that are less fussy, utilizing clean lines, smart colors, and definitely no clutter. By “smart colors,” I am referring to colors that have a timeless quality and will not look dated even five or more years down the road. Mills are investing in top designers and R&D people to provide color projections that will result in interesting and classic palettes. They know that the success of a good palette can pay big dividends. Mohawk Industries has a new introduction featuring their SmartStrand/Sorona polymer that is color wise. Deco Design is an LCL construction and hits the mark for customers seeking a tailored, high-durability, subtle geometric. Mohawk should be proud of this color palette. The color line includes 24 nature-based hues, and this style will be a good fit for both traditional and contemporary designs. Deco Design conveys a timeless quality message well. Color is the hallmark of a newly introduced wool carpet, Garden Trellis from Hibernia Carpet

The Shaw/Tuftex Color Coordinates display, which also features a selection of Anderson Hardwood flooring. Photo courtesy Shaw.

by Annette Callari

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Mohawk Industries’ Deco Design, an LCL construction, features SmartStrand/Sorona polymer tailored in 24 colors. Photo courtesy Mohawk Industries.

Hollytex has a new collection of clean, contemporary styles that can cross over beautifully to residential. Anthology is an eco-friendly Nexterra backed modular tile. This product is ideal for Main Street commercial or home office installations. Styled with a linear pattern, the color palette gives Anthology a dynamic look. Victor is a cut/uncut broadloom style utilizing the color palette from their highly successful loop style Iconic. The cut/uncut pattern creates the appearance of a finely crafted European Wilton. Victor is designed for both corporate settings as well as hospitality room environments. The new Hollytex Timeless Collection features four products: Reunion and Perpetual are small scale cut/uncut graphic patterns featuring vibrant public space colorings. These styles are produced from solution-dyed nylon for outstanding performance and superb color clarity. Lateral and Inhabit are larger scale patterns definitely created with the hospitality client in mind.

Mills. The style is a breath of fresh air, bringing a springtime theme with a subtle trellis pattern on a neutral background in an array of pastels: blue, green, purple, pink or yellow. Feminine influences are the strong draw to this particular style. Elson & Company (a div. of Bloomsburg) offers a mix of traditional and contemporary styles in beautifully crafted, colorful Axminsters. Vine-and-floral motifs in saturated colors on light backgrounds are stand-outs, as are their more geometric, playful styles. Each pattern is produced as broadloom, but don’t rule out the possibility of a cut piece being fabricated into stunning area rugs for your customers. One important design trend reported by Color Marketing Group International is termed “NewStalgia.” As consumers are seeking natural, comfortable products for their homes, they are gravitating toward vintage looks with a contemporary feel—what’s old is new, but with a twist. Axminster styles bring carpet history into the present, and the twist is superior construction and rich colors drawn from nature. Shifting gears towards Main Street commercial, Beaulieu/

I am finding more residential clients are receptive to commercial crossover products.

As a designer, I am finding more residential clients are receptive to commercial crossover products. They are looking for something tailored, architectural in scale and style, and once again, something with a timeless quality. The year has started out strong with carpet introductions that can rival the hard surface craze. As long as mills continue to be creative and attentive to design trends, they will bring to market products that accurately interpret important design directions. Customers are watching closely and are ready, and willing to be nft won over. ●

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Left: RapidClic is part of EarthWerks’ new LinkWerks line.

LVT Update: Customers Looking for Easy Installation, Wood Patterns by Michael Chmielecki, associate editor

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ore and more consumers are looking for one specific feature in their LVT floors: Installation ease. According to manufacturers, flooring customers are largely choosing click installation systems for residential projects and loose-lay formats for commercial installations. These options allow LVT to be installed quickly and easily, with the possibility of custom designs. Despite the influx of floating floor products, glue-down also remains popular.

“Our traditional glue-down tile visuals are [still] experiencing strong doubledigit growth, said David Sheehan, Mannington’s vp resilient business. He added that his company has also seen solid growth for its Adura LVT featuring a click installation system. “The demand is simply amazing and we’ll be adding new SKUs in this format soon.” According to Keith Pocock, coo of GTP International (which manufactures the FreeFit brand), the new focus on loose-lay has led to changes in LVT’s

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construction. “Because glueless is the new trend, planks and tiles are becoming thicker,” he said. “Last year people were still excited about products that had overlapped edges that adhered together. It’s been a while since I’ve heard anyone mention those products.” Shaw Industries recently entered the LVT market with a range of floating floor products. According to John Geier, Shaw’s director of product development, resilient, consumers are responding not only to ease of installation, but enhanced high-definition printing technology visuals. “Product colors are more vibrant and look real, and texture embossing is improving year after year,” he said. Erica Hubbard, Tarkett Nafco product manager, also thinks that improvements in digital technology are helping LVT’s bottom line. “From a design point of view, continued advancements in print and embossing capabilities have led to stunning improvements in visual and textural highlights.” New designs Mannington recently introduced two new Adura patterns: Casa (a terracotta/ stained concrete look) and Vibe (a linen pattern). Sheehan said the company is also developing a new Diamond Finish high-clarity coating for an upcoming

Clockwise from Top Left: CBC Flooring’s Halo; Tigerwood from FreeFit; Atlantic Cherry from Centiva’s Contour series; Johnsonite’s Space product resembles the look of carpet tiles; Armstrong’s Alterna Premium Tile LVT; and Mannington’s Casa Chipotle.

Calypso pattern. “This design has the look of a higher-gloss, polished marble, and will be launching in the second half of 2011,” Sheehan said. Tarkett Nafco recently unveiled the Transcend Collection in 20 SKUs. The products feature FreeSpan Locking Technology, a Unilin click system. Mark Danner, Tarkett Nafco senior design manager, said he sees residential LVT trending toward a range of hardwood looks, including fumed and faded tones in rustic designs and “a stronger, refined visual character in lightly oiled, freshmilled finishes.” Jeremy Salomon, product manager for Johnsonite’s Tarkett collection of commercial resilient flooring, is also seeing more people ask for hardwood plank visuals. He noted that healthcare clients are looking for products that are inviting but also easy to maintain. “They want something that will be very easy to maintain but also feels like home for the patients staying in their facilities,” he said. “Heavier embossing makes it harder to maintain the floor, so we prefer less aggressive embossing for that reason.” Don Evans, EarthWerks’ vp sales, said that while hardwoods plank designs are hot, “stone and slate tile looks continue to be popular, though planks outsell the tile two to one.” EarthWerks’ recently introduced LinkWerks LVT in two formats. Rapid Clic features a Unilin locking system for a true floating floor; Firm Loc offers a locking system using a pre-applied bead of glue that can simply be pressed down and rolled with a 100# roller, according to Evans. Shaw is continuing to roll out patterns and colors in its LVT. “All products should be rolled out by mid-spring,” Geier said. Pocock sees the LVT market expanding as more people discover the benefits of the flooring; he said that his company, which has primarily found success in the commercial market, is starting to make inroads into residential. “I see residential LVT starting where engineered wood did about 12 years ago – it began in one room and now is being installed nft throughout entire homes.” ●

www.ntlfloortrends.com I April 2011 ● 29

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ith the rise of isocyanate-free adhesive products and other technological changes in the adhesives segment, NFT asked a group of adhesives manufacturers about recent changes in the category. Our panel includes: Sonny Callaham, Royalty Adhesives & Sealants (ParaChem) product marketing manager; Bill Clossin, Franklin International flooring market manager; Dave Darche, Bona US adhesives sales and market manager; Chris Eichert, Custom Building Products’ product manager; David Ford, Stauf Adhesives vp sales and marketing; Jeff Johnson, MAPEI’s floor covering installation systems business marketing manager; Bruce Newbrough, Ardex Americas’ application development/ product advancement director; Jack Raidy, Jr., W.F. Taylor president; Larry Scott, DriTac technical director; Michelle Swiniarski, director of product market, adhesives for QEP’s Roberts and Capitol brands; D. Michael Umbarger, Bostik Inc. technical service manager, consumer & construction div.; and Greg Wood, Advanced Adhesive Technologies president. To a question about the rise of multipurpose adhesives, virtually all of the respondents said it is the result of fasttrack construction and people looking to spend less money and time on an installation. Additional questions were met with different responses and are following.

welcome) advancement in adhesive technology. Organo-silanes were originally developed and used in the 1950s as coupling agents for a variety of manufactured products, which eventually led to the development of “MS [modified silane] polymers.” Eichert: With the advancements in dried polymers, the need for liquid additives and two-part systems for thin-set mortars is a bygone era. Additionally, alternatives to aggregates, such as lightweight recycled materials, have proven to create a whole new breed of cement-based mortars. Ford: New are urethane glues that do not have the terrible etching and cleaning problems of earlier generation urethanes. New formulations offer greater shear strength, yet can be cleaned from slick surfaces or from wood and other surfaces with mineral spirits. Johnson: The latest technological advancements include formula changes to existing products that incorporate new research discoveries. These changes are represented by innovations such as dualfunction products, phthalate-free and isocyanate-free formulas and by the use of rapidly renewable raw materials.

Newbrough: Manufacturers have begun to accept that high-moisture concrete also means high pH concrete and oftentimes it is this high pH that breaks down the adhesive leading to a flooring system failure. R&D efforts pointed in this direction have led several flooring manufacturers to allow installation of their products over slabs that would otherwise have required an expensive moisture remediation system. Raidy: The growing use of modified silane (MS) polymer in adhesive formulations. Scott: Multi-functional, total flooring solution adhesives that offer the most stringent environmental requirements are the latest technological advancement in adhesives today. Swiniarski: New hybrid polymers that add enhanced features to products. Umbarger: Adhesives offering moisture mitigation and sound reduction in addition to adhesive proprieties are part of the new technology. The green movement has also been taken in consideration in the evolution of these adhesives. Some of them incorporate recycled raw materials, which contribute to LEED credits. Wood: Across a number of segments,

What do you consider the latest technological advancement in the adhesives segment? Darche: I consider the silane-based products to represent a natural (and

Right: An installer uses Parabond 4096 adhesive from Royal Adhesives & Sealants.

www.ntlfloortrends.com I April 2011 ● 31

An installer works with MAPEI’s Ultrabond ECO 885 carpet adhesive. Photo courtesy of MAPEI.

the latest advancements in adhesives are in the area of moisture-resistant formulas that allow floor coverings to be installed over substrates that, just a short time ago, would have been out of spec.

Why are changes in formulations taking place (i.e. the rise of isocyanate-free products)? Callaham: Manufacturers have had to go back to the drawing board to develop cleaner and safer products for our industry. Our biggest challenge is explaining the physical differences in the new adhesive products to flooring contractors and that the end result will be the same. Clossin: We strive to bring products to market that are easier to apply, speed up the flooring installation process, enhance

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32 ● April 2011 I www.ntlfloortrends.com

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installation quality as well as meet increasingly rigorous VOC regulations and stronger customer demand for environmentally friendly formulations. Darche: Environmental Product Declarations (EPDs) in Europe and LEED certification in the U.S. are helping to shape construction practices to minimize the environmental impact they produce, as well as providing a life cycle assessment in construction materials used. Eichert: With the explosion of different tile types in composition, size, weight and thickness, today’s polymer-modified cement-based mortars are formulated and designed to provide higher bond strengths, greater flexibility and the support of heavy tile or stone. Ford: Market demands and health concerns are two reasons changes in formulations are taking place. Johnson: Recently, major influence has been the emphasis on formulating products that have a greater focus on environmental sustainability. For example, replacing phthalate plasticizers with rapidly renewable raw materials, as well as the use of post-consumer recycled content in place of traditional mineral-type fillers. Newbrough: Certainly the emphasis on LEED building has impacted the adhesive industry just as it has all aspects of construction. If you look at the trickledown effect that this has had on the actual flooring materials being used, you will find that we are attempting to adhere flooring that is made from materials that were totally foreign to us just a few years ago. Raidy: The European Union is moving towards international restriction of isocyanate bearing products, and this will most probably spread to the United States. Swiniarski: Adhesive formulations continue to trend toward more environmentally conscious formulations, ease of application and enhanced capabilities. Umbarger: Health and safety are two of the most important things to an adhesive developer. This will cause adhesive developers to continuously reduce the VOC content. It also requires them to understand the risks associated with their

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Top Left: Custom Building Products’ EBM-Lite epoxy bonding mortar. Center: Bona R850T adhesive, with applicator gun. Top Right: Franklin International’s Titebond 771-Step.

formulation because no adhesive can be considered 100 percent safe. Wood: As always, change is proceeded by need or demand, and advancements in chemistry. Can you offer our readers a glimpse of a new product you’ll be releasing soon? Callaham: We are always evaluating ways to make our products greener with less impact on our environment. Clossin: We have integrated our expertise into a high-performing onestep adhesive and moisture control system: Titebond 771-Step. It also features a VOC content of less than 50 g/L during cure. Darche: We are introducing Bona R850T to the U.S. market, which is packaged in a 20-ounce sausage tube and dispensed in a lightweight applicator

gun. This product provides a perfect alternative to unsightly face nailing of close-out and starter rows, as well as board replacements. Eichert: Our EBM-Lite – Epoxy Bonding Mortar is a new 100% solids epoxy mortar, utilizing recycled content not only to qualify for LEED credits but to improve the nature of an epoxy to work like thin-set mortar but perform like an epoxy. The highperforming MegaLite and ProLite thinset mortars are now available in rapid setting formulas. Ford: The Stauf lab has tested for several years in Europe an adhesive that will adhere to existing cutback mastic without dissolving it. With Stauf’s new CBR-970 Renovator, the cutback mastic can be simply leveled, the remainder left in place, and the CBR-970 spread directly over it. Johnson: MAPEI has just released a unique new carpet adhesive designed to adhere new, totally recyclable carpet backing systems. MAPEI’s Ultrabond ECO 885 can be used for both carpet tile and broadloom products and can be used for both permanent and releasable installations. Newbrough: The moisture in concrete issue isn’t going to go away soon, and new raw materials and new flooring structures are being developed every day. Add to this

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the LEED requirements and the reduction in SKUs that our customers want and thus the importance of developing a product to address those needs. Raidy: We will be releasing several new products this summer. Scott: We will be expanding our green product offering and introducing new zero VOC and zero solvent products in the coming months, including DriTac Moisture Block 3-In-1, a green urethane adhesive, concrete moisture control and crack suppressant system all in one fourgallon pail. Swiniarski: Our R1530 All-in-One solvent-free wood flooring adhesive, which offers sound reduction, adhesive and moisture barrier all in a single application for all types of glue down wood and bamboo flooring. Umbarger: Bostik is working to further reduce moisture permeation rates of all our adhesives to protect wood floors. This will be done through further advancements in polyurethane chemistry that is only possible when you are capable of synthesizing proprietary polymers. Wood: Products like our Problem Solver Triton series now provide contractors and end-users a higher degree of protection against the industry’s nemesis: Highmoisture emissions and high relative nft humidity in concrete subfloors. ●

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NWFA Convention to Prepare Members for the ‘New Normal’ April 26-29, San Diego Convention Center

Left: Show-goers browse new products at last year’s NWFA convention near Washington, D.C. Top Right: The NWFA expects around 200 companies at this year’s show. Pictured is Mirage’s exhibit at the 2010 convention. Bottom Right: Show-goers visit the Wagner Electronics booth during last year’s event.

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uilding new business and taking advantage of a reviving economy will be the focus of the upcoming NWFA convention, April 26-29 in San Diego, Calif. According to Ed Korczak, NWFA’s executive director and ceo, the four-day event is designed to “prepare our industry for this reviving economy and the new reality of the future.” “The new normal is going to require a lot more business skills. You’re not going to be able to quote a price without job costing. You’ve got to have very positive customer service. And retailers/contractors, distributors and manufacturers are all going to have to work very closely together,” he said.

Part of the new economy will also require becoming involved on social media sites like Twitter and Facebook, Korczak added. “The generation out there now is shopping on their computers. Our people need to use Facebook and Twitter. NWFA is using them, but we can only sell a product generally – our members have to sell it locally.” Another topic that will be covered is the current preliminary investigation by the U.S. International Trade Commission to potentially increase the tariffs on engineered hardwood flooring from China. “We won’t be discussing the platform – there are two strong groups on both sides of the issue,” Korczak said. “But we want

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people to know what’s going on from a process standpoint, and our forums at the convention will probably be very much an open discussion on how people are planning for it and how they may react.” This year’s event will also feature displays for the annual NWFA Floor of the Year contest, offer a range of technical courses and include around 200 exhibiting companies in 320 booths at the show. Korczak, who is retiring at the end of the year, said that his successor Michael Martin will also be on hand to meet with members and be available to answer any questions. –Michael Chmielecki

04.11>Green Matters

sponsored by:

Latest Breaking News at www.ntlfloortrends.com

California group names Shaw/Tuftex plant a top facility

Helios Carpets receive Wool: Clean Air cert

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ll of Helios Carpet’s products have been approved to carry the Wool: Clean Air Certified label. Wool: Clean Air Certified is an indoor environmental quality program managed by Wools of New Zealand. Products in the program must pass VOC emissions testing for 13 contaminants. “Solid scientific backing and high testing standards give the Wool: Clean Air Certified label impressive

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credibility that we are proud to carry on our products,” said Connie Berry, Helios director of marketing for Helios. Products containing a minimum of 50 percent wool are eligible for Wool: Clean Air certification. Product samples are submitted by platform, which is dependent upon backing and latex type. Every platform is fully retested on an annual basis.

Murray joins Shaw as sustainability vp

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haw Industries has named Paul Murray vp sustainability and environmental affairs. He joins Shaw after more than 20 years with Herman Miller Inc., a manufacturer of office furnishings, chairs and desks. During his tenure there, Murray helped established EQAT, the Environmental Quality Action Team. Through that team and other efforts, Herman Miller achieved high-profile recognition for its environmental initiatives, including a Presidential citation and national recognition as an environmentally progressive company. “Paul’s passion, experience and credibility as both an innovator and a corporate sustainability leader will play

he California Water Environment Association (CWEA) has named Shaw Industries Group Inc.’s Santa Fe Springs, Calif., plant its Facility of the Year. The award recognizes Shaw/Tuftex’s environmental efforts. “Shaw’s Santa Fe Springs facility stands out in California for its commitment to environmentally conscious practices across all aspects of its operations,” said Paul D. Schmidtbauer, CWEA P3S Awards Committee Chair – South. “From recycling and saving millions of gallons of water to its ‘Zero Waste to Landfill’ status, the facility is a model of best environmental practices for our state.” The facility diverts residual waste from landfills by sending it to a waste-to-energy facility in the City of Commerce, Calif., for energy recovery. Other practices include recycling 100 percent of carpet production waste (including carpet, lint, floor sweepings and yarn) into pre-consumer recycled content and minimizing air emissions through the use of low NOx burners on two ship-scale boilers.

J&J part of Aqua-Chem’s wastewater pilot project a vital role in helping us move forward with our commitment to sustainability through innovation,” said Vance Bell, Shaw ceo. Murray holds memberships with the Air and Waste Management Association, the National Association of Environmental Managers, the American Society of Interior Design and the West Michigan Business Forum. In 2002, he co-founded the Sustainable Research Group (SRG), an environmental consulting service created to help other companies implement green initiatives similar to Herman Miller’s. Murray and his family will relocate to the Northwest Georgia area from Hudsonville, Mich.

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qua-Chem, Inc., said that the results of a pilot project with J&J Industries conclusively demonstrate that it is both practical and economically feasible to remove dye and other additives from industrial wastewater and to reuse the water in carpet dyeing. The pilot demonstrated that 70% of wastewater effluents in dyeing operations can be reused in the manufacturing process. The full-scale system is projected to recover 90% of wastewater. “These are impressive results by any standard,” said Dr. Howard Elder, director of research and environmental affairs at J&J Industries. “Decreasing water consumption is a major focus of ours and we are delighted to participate in the development of this technology.”

www.ntlfloortrends.com I April 2011 ● 37

04.11>Industry News

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

Membership expands for ‘Choice and Jobs’ group

Mannington hopes new video will garner 500,000 views

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Mannington’s new “Let’s Make Some Noise” video includes unsolicited interviews with plant workers sharing their feelings about the company.

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annington has launched a new two-and-a-half minute video, “Let’s Make Some Noise,” at www.manningtonmakesnoise.com. The video compares a quiet, boarded-up factory to the hustle and bustle of Mannington plants running at full speed. Tom Davis, Mannington’s president and ceo, said the company hopes to garner 500,000 views. “We’re in the manufacturing business with multiple locations throughout the country,” Davis noted. “Of late, there’s been an awakening in Washington and across America that we can’t let the manufacturing base of our country and this important part of our economy disappear.”

Along with hosting the video on www.manningtonmakesnoise.com, the company is also reaching out to the local chambers of commerce, newspapers and public schools of the communities it operates in to spread the word. Additionally, Mannington is posting the video to YouTube and promoting it through Twitter, Facebook and the Mannington website. “Our customers can also share it,” Davis added. “We are sending it out through our distributors and the thousands of retailers we have around the country. Everyone seems to be equally interested and excited about it.”

Rogg joins Metroflor as president/ceo

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looring maker Metroflor Corp. has named Russell Rogg as president and ceo. Rogg, formerly director of sales for Wilsonart Flooring, will be responsible for sales, marketing and operations. The company’s objective is to continue its efforts in the LVT category, with specific interest in strengthening its two-step distribution relationships and establishing continuity within its product portfolio. “We are so thrilled to have Russ on our team now and feel he is the right man at

the right time to lead Metroflor to the next level of success in our industry,” said Harlan Stone, president and ceo of sister company Halstead International.

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Russell Rogg

he Alliance for Free Choice and Jobs in Flooring (AFCJF) has expanded its membership. The group was formed in response to a petition filed last October with the U.S. International Trade Commission (ITC) as part of a preliminary investigation regarding increasing tariffs on engineered hardwood flooring from China. Primary members of AFCJF include: Alston Inc., BR Custom Surface, CFS, Crescent Hardwood, Custom Wholesale Floors, GTP International, The Master Craft, Metropolitan Hardwood Floors, Real Wood Floors, Simple Floors, Swiff-Train and VAL Floors. Associate members include: Arimar International Corp., BBoss Inc., Consult Inspect Design Inc., Global Product Sourcing LLC, Midwest Hardwood, Prime Supply Flooring, Suncrest, Verona Hardwood, Wood Cellar and Wood Pro Inc. For more information, visit www.afcjf.com.

Distributor appointments East Coast Tile Group has signed an exclusive master distribution arrangement with StonePeak Ceramics in the eastern United States, including: Maine, New Hampshire, Vermont, Massachusetts, Rhode Island, Connecticut, New York, New Jersey, Delaware, Pennsylvania, Maryland, District of Columbia, Virginia, North Carolina and South Carolina. Faus Group has added two new distributors: Self’s Inc., of Wichita, Kansas, (territories in Oklahoma, northwest Arkansas, Kansas, western Missouri), and Central Distributing Inc., of Des Moines, Iowa (Iowa and Nebraska). HomerWood has recently expanded its relationship with Cascade Pacific Flooring Distributors Inc. The company will now serve Oregon, southern and northern Idaho, Washington, Montana and Alaska. Quick-Step has added The Cronin Co. as a new distributor partner, representing Montana, Oregon, Alaska, Idaho, northern Wyoming, and Washington.

Adleta Corp. named Stauf’s top distributor for sixth year

(Left): Matt Hafer, Adleta Corp. svp, (right) accepts Stauf’s Distributor of the Year Award from Wolfgang Stauf, Stauf Adhesives’ president/owner. (Right): Adleta’s 2010 Distributor of the Year Award from Stauf.

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he Adleta Corp. of Carrollton, Texas, was recently honored as Stauf Adhesives’ 2010 Distributor of the Year. It is the sixth year in a row that Adleta has won the award, which recognizes a Stauf distributor who achieves the highest dollar sales in Stauf products as well as showing the greatest commitment to Stauf products with innovative sales efforts. Said Wolfgang Stauf, president and sixth-generation owner of Stauf Adhesives, “We are particularly proud to be associated with the Adleta team. In a troubled year for our industry, they increased their sales over 25% with hard work, good organization and strong leadership.”

Upcoming Industry Events 17th China International Ceramic & Sanitaryware Fair – Foshan/Ceramic City, China. April 18-22. 86-757-82525961. Stonetech 2011 – Beijing, China. April 20-23. 86 10 8460 0335/0341/0804. KBIS/Vision 2011 – Las Vegas. April 26-28. (800) 933-8735. NWFA 2011 – San Diego, Calif. April 26-29. (800) 422-4556. 8th Annual AltBuild Expo – Santa Monica, Calif. May 6-7. (310) 390-2930 Ext. 3. AIA 2011 – New Orleans. May 12-14. (866) 800-6162. International Contemporary Furniture Fair 2011 – New York City. May 14-17. (800) 272-SHOW. NeoCon 2011 – Chicago. June 13-15. (800) 677-6278. For descriptions of Industry Technical Training Seminars, go to www.ntlfloortrends.com and click on the calendar link.

Circle 11 on Information Card

G uest Column I

by Bob Pratt

Upselling Underlayment Creates a Win/Win

Bob Pratt is technical director of MP Global Products, www.QuietWalk. com, a manufacturer of sustainable underlayments. Located in Norfolk, NE, he can be reached at 888-379-9695.

When helping a customer select new flooring, don’t be short-sighted and rush to close the sale by throwing in a generic underlayment. That would be missing an opportunity to upsell the underlayment and could mean potential lost profit. Make sure to impress upon your client that what lies underneath is very relevant to the performance of the floor.

characteristics, up to a premium underlayment that is a smart match, ultimately rewards the customer as well as the salesperson. Your sales personnel need to be familiar with the talking points of the premium underlayment products available in your store that are specifically designed for use under the flooring material the customer is buying, whether tile,

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ealize that not every customer is solely cost-conscious. There are plenty of valueconscious customers concerned with the quality of the overall installation as well as the cost. And, for customers who are focused on making sure they get the best materials for their floor installation, the carry-through of quality can be very important as those customers may not be aware of their underlayment options. In today’s market, upselling underlayment is a step in the right direction. Manufacturers are continually introducing new materials or finetuning established lines, giving sales staff a lot of ”marketing-ese” to draw from. For example, buyers of new flooring often spend a good deal of time visiting retailers to determine the type of floor they want, the price level, and the color, texture and finish. Yet, in many cases, they spend little effort selecting an appropriate companion underlayment. However, this is often a very important factor in the performance of a floor. Sales staff should take the initiative to add value to the sale and keep the conversation flowing after a customer decides upon a specific flooring material. The salesperson should try and review with the customer the relevant key attributes of premium underlayment. Moving the customer from a generic underlayment without any elevating

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An installer works with MP Global Products’ QuietWalk underlayment.

winter and cooler in the summer. And in a green project, where the owner is appealing to or satisfying concerns of eco-minded buyers, underlayment made from recycled materials and/or one that does not negatively impact indoor air quality can be an attractive part of a floor system.

Some products are available that meet third-party certification. A sales staff that understands the concept of value-added selling should hone in on actual buyer needs and then help the customer gravitate to underlayment options with attributes that satisfy their nft specific requirements. ●

Make sure your sales staff knows the ins and outs of premium underlayment, from the performance of the product all the way down to its installation. Photo courtesy of Custom Building Products.

stone, engineered wood, laminate, carpet or resilient floors. Additionally, some manufacturers disseminate details in their literature about the various selling points that differentiate their products, giving sales personnel plenty of pass-along reasons to help justify a choice that goes beyond price alone. In a sale of flooring for a luxury condo development, for example, sound abating qualities are likely to be very important. So an acoustical underlayment designed to quiet impact sound, dampen ambient sound, and inhibit noise from traveling into the room below would be a smart suggestion. For projects where end-user comfort and, perhaps, energy costs are considerations, an insulating underlayment that adds an R-value of at least .50 (and acting as a thermal break) would help keep a room warmer in the Circle 6 on Information Card

www.ntlfloortrends.com I April 2011 ● 41

04.11>Products 1

Mirage adds African Mahogany to Exotic hardwood series African Mahogany is the latest addition to Mirage’s Exotic series of hardwood flooring, featuring a unique grain and color similar to Sapele wood, the company says. African Mahogany floors are available in engineered 5” boards with a semi-gloss finish in three colors: Bold Brass, Terracotta and Majestic Bronze. For details, circle 306 on the Reader Inquiry Card.

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Tile Redi Bench comes ready to install Tile Redi has introduced its latest luxury shower product, the Redi Bench pre-formed bench. The Redi Bench can be placed into the shower frame and is immediately ready to tile over, the company says. For details, circle 298 on the Reader Inquiry Card.

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Florida Tile adds Pristine to porcelain, ceramic tile collections Pristine is the latest addition to Florida Tile’s product lineup, featuring a modern take on the classic Crema Marfil stone look. The Pristine collection combines a porcelain floor and ceramic wall tile in the same series: 9” by 18” format for walls, and 12” by 12” and 18” by 18” formats for floors and walls. For details, circle 302 on the Reader Inquiry Card.

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Cikel introduces Statesman FSC-certified Brazilan hardwood New from Cikel America, the Statesman Collection is a FSC certified exotic Brazilian solid hardwood with a 25-year wearlayer warranty. The Statesman Collection is offered in Brazilian Hard Birch and Brazilian Cherry Light species in five different colors; the series features a 3 1/4” face width, 3/4” thickness, in random lengths ranging from 12” to 84”. For details, circle 296 on the Reader Inquiry Card.

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Milliken’s new Studio collection aimed at commercial market Milliken has debuted its Studio collection, a series comprising 18 styles, 13 broadloom and five modular tile products of patterns and textures with wholesale prices ranging from $25 to $45 per yard. The modular tiles feature environmentally friendly TractionBack highfriction backing. For details, circle 294 on the Reader Inquiry Card.

Dancik International debuts Navigator ERP software

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42 ● April 2011 I www.ntlfloortrends.com

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Dancik International has unveiled its latest software product, Navigator ERP. The software, which is available as either a server-based or hosted software product, features customizable user dashboards and comprehensive flooringindustry-specialized applications using Web 2.0 technology, the company says. For details, circle 290 on the Reader Inquiry Card.

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Parterre Flooring introduces Traffic Cop vinyl collection New from Parterre Flooring, Traffic Cop is a luxury vinyl collection with the look of aged leather. Traffic Cop comes in a 12” by 24” size, in five colors. Part of the Fused Too collection, the new style coordinates with other Parterre products. For details, circle 292 on the Reader Inquiry Card.

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DuPont’s StoneTech product is a sealer and enhancer New from DuPont is StoneTech Professional Paver Sealer and Enhancer, a water-based products for masonry surfaces, including concrete pavers. Its low-VOC and low-odor formula provides superior protection, the company says. For details, circle 308 on the Reader Inquiry Card.

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ProSpec’s ProColor Tile Grouts offer wide range of colors ProColor Tile Grouts from ProSpec feature a Portland cement-based formula that ensures color consistency and simplifies installation, the company says. ProColor Tile Grouts are available in 38 colors to complement a variety of tile and stone finishes. For details, circle 310 on the Reader Inquiry Card.

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Roomsalive debuts 3-D Virtual Design Studio Roomsalive is a new interactive design website that aims to change the way consumers shop for flooring, furnishings and wall tile, the company says. The site allows consumers to view selected products in professionally designed rooms, receive design advice from designer Mark Thee videos, shop online and in dealer stores. For details, circle 328 on the Reader Inquiry Card.

10 Proceq’s Hygropin meter

uses in-situ, ambient probes New from Proceq, the Hygropin Moisture Meter simultaneously uses both in-situ and ambient probes, the company says. The product features a 5 mm diameter in-situ probe. For details, circle 300 on the Reader Inquiry Card.

Tau Ceramica debuts Tuscany porcelain marble pattern New from Tau Ceramica, Tuscany is a porcelain stoneware style inspired by Rapolano marble. The series is available in three formats: 12” by 12”, 18” by 18”, and 12” by 24”; colors include Ivory, Beige and Noce. For details, circle 304 on the Reader Inquiry Card.

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www.ntlfloortrends.com I April 2011 ● 43

F ocus on Resilient I

by Ray Thompson Jr.

Working With Cutback Adhesives

Asphalt “cutback” adhesive is an almost outdated product that was used for the last half century for installation of vinyl asbestos tile (va tile), vinyl composition tile (vct), and asphalt tile.

T 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

he term “cutback” refers to the asphalt bituminous resin in the adhesive, which was thinned with a solvent (generally naphtha). Olefin fiber is now used in formulating asphalt resin adhesives, instead of asbestos. Cutback adhesives made with asbestos were taken off the market in January 1983 due to asbestos regulations. Fiber is included in the product to allow the asphalt adhesive to maintain the ridge left by the trowel. Otherwise, the adhesive would self-level. Mixing of the adhesive is important before use as the asbestos fibers would settle to the bottom; and olefin fibers would float. Cutback also came in different working times, which was controlled by the combining of hard and soft asphalt bituminous resins. Cutback was kept active by the plasticizers in the tile. This is why the adhesive would transfer to the back of the tile, unlike the pressure sensitive adhesives used today. Over time, the cutback adhesive would dry and turn brittle. When determining tile bond it is necessary to check the adhesive. The best way is to remove a tile and take a pocket knife and scrape the cutback. Active cutback will remain in an elastomeric state. Inactive cutback will be scaly and brittle. When dealing with cutback, it is always necessary to know if it contains asbestos or not. Testing must be done by a laboratory as you cannot visually identify asbestos. To find a local testing lab check the Yellow Pages or Internet under “Analytical Laboratories.” If the adhesive is found to contain asbestos, it must be abated to local standards. If there is no asbestos contained in the adhesive, there are three ways to handle the removal of cutback from a concrete slab: Adhesive removers, encapsulating the cutback residue with a membrane, or using a cementitous barrier coat. Adhesive removers are widely used and can create a lot of problems if not used properly. Before using

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an adhesive remover consider the porosity of the concrete, absorption of the concrete, and temperature. The length of time the remover sets on the concrete will determine the amount of absorption into the concrete and the depth of penetration. Before applying the adhesive remover, scrape up as much of the excess adhesive as possible. This can be done mechanically or by hand, depending on the size of the area. The less adhesive remover you use, the better. One problem with using an adhesive remover is, if the penetration is too deep, the cleaning process will not neutralize the adhesive remover. Instead, the adhesive remover will resurface at a later time and attack the new adhesive. The key to successful removal is to get the adhesive removed as soon as possible with little or no penetration. The porosity of the concrete will determine the time the remover should set on the slab’s surface. Once the adhesive remover is removed, the cleanup should be started immediately. The clean-up process should be a combination of hot water and a degreasing detergent. The solution should be applied to the slab, then the slab should be

Asphalt cutback adhesives were used for the last half century to install vinyl asbestos tile, vct and asphalt tile. When dealing with cutback, it is always necessary to know whether or not it contains asbestos. Shown is Titan Laboratories Oil Flo 141. Photo courtesy Titan Laboratories.

by Ray Thompson scrubbed, immediately wet vacuumed and rinsed with clean potable water, then thoroughly wet vacuumed to remove any water. The slab should be allowed to thoroughly dry to prevent any moisture from attacking the new adhesive. The major concern: Has the adhesive remover been completely removed? It is difficult to make that determination. If there is any adhesive remover left in the concrete it is generally down in the slab and is not visible. The second method is to use a membrane to encapsulate the cutback residue. This is done by removing the cutback adhesive to a thin residue. Use a power scraping device to achieve this. All puddles, trowel ridges and excess adhesive need to be removed -- leaving the surface of the concrete with a stained appearance. Once the power scraping is complete the concrete’s surface can be coated with an encapsulant and allowed to dry. The encapsulants, which are available from adhesive manufacturers, will coat the thin

residue of cutback left on the concrete surface. This coating will render the slab

Testing must be done by a laboratory as you cannot visually identify asbestos.

non-porous and require the installation of resilient flooring to be installed over

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the slab, as though the slab is non-porous. The use of a cementitous barrier coat is the final option. It also requires the cutback adhesive to be removed down to a thin residue. This thin residue can then be coated with a thin layer of cementitous underlayment compound. Depending upon the material being used and the underlayment, the thickness can be anywhere from 1/16” to 1/8”. The underlayment applied will usually require a primer and sometimes an additive mixed into the underlayment. Make sure to not overwater the barrier coat mix, as overwatering will cause it to fail with future traffic. All three methods of removing cutback adhesive require a lot of attention to detail. Caution must be used when using an adhesive remover, as it has the highest failure rate. If you use that method, be sure there is no residual adhesive remover left in the concrete – otherwise it will surface later and attack nft the new adhesive. ●

Coming in May 2011 Trade Directory & Buying Guide In print and online The #1 buyers reference for the floor covering industry! Search for the floor coverin products you need by company listings or by product category.

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National Floor Trends

www.ntlfloortrends.com/buyingguide Circle 12 on Information Card

www.ntlfloortrends.com I April 2011 ● 45

amboo flooring continues to evolve, benefiting from advancements in click installation technology and a strand-woven manufacturing process that has led to a range of new looks far different than the classic “horizontal” and “vertical” styles. Additionally, following the recent preliminary investigation ruling by the U.S. International Trade Commission and the possibility of increased tariffs on engineered hardwood flooring imported from China, manufacturers of bamboo flooring products are positioned to increase their reach in the North American market. Cork and bamboo flooring products are not included in the scope of the preliminary investigation. The next step of the review process is being handled by the U.S. Department of Commerce, including countervailing and antidumping duty investigations. At press time, the results of the countervailing duty determination were expected to be released last month, with the preliminary antidumping determination to be issued in mid-May. Following are some examples of the many bamboo flooring products available in the marketplace. Use the Reader Inquiry Card to get more information about these products.

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Mannington’s True Bamboo made using patented process Mannington presents True Bamboo. Using the entire stalk of the bamboo plant, the flooring is smoothed using a patented process for a natural appeal, according to the company. True Bamboo is offered in 3.8” wide planks at 3/4” thick. For details, circle 310 on the Reader Inquiry Card.

Bamboo Flooring Category Poised for U.S. Market Growth

USFloors Expressions line includes hand-scraped looks USFloors has taken the wraps off of Natural Bamboo Expressions, a collection combining strand-woven bamboo with upscale looks, according to the company. The product features stained and hand-scraped solid strand-woven bamboo in a glueless click plank along with an antiqued, engineered strand-woven look. For details, circle 315 on the Reader Inquiry Card.

Renew and Restore products are latest from Home Legend Home Legend’s Renew and Restore collection includes engineered hardwood and bamboo flooring in 3 1/2”, 3 3/4” and 4 3/4” widths. Featuring click joint technology, Renew and Restore carries GreenGuard indoor air quality certification and is CARB Phase 2 compliant. For details, circle 317 on the Reader Inquiry Card. Teragren’s Portfolio range includes ten new colors Teragren’s Portfolio Strand Bamboo Floating Floor collection has recently added 10 new handcrafted colors, including two hand-scraped looks. Colors are Paris Black, Brown Sugar, High Tea, Rich Cognac, Midnight Black, Hewn Port, Hewn Tawny, Darby Brown, New Country and Honey Ridge. For details, circle 327 on the Reader Inquiry Card. Saw Mill Collection new to Trillium bamboo line Strategis Inc.’s Trillium brand offers The Saw Mill collection, featuring 5” wide bamboo boards that are individually handscraped and detailed to offer unique, antique-inspired looks. Products include Antique Natural, Antique Wheat and Espresso flooring styles. For details, circle 313 on the Reader Inquiry Card.

Wellmade engineered flooring includes strand-woven bamboo Wellmade Performance Flooring offers strand-woven bamboo flooring in an engineered format. The product is offered is seven styles and color treatments, in hand-scraped or French bleed as well as traditional smooth surfaces. Featuring seven-ply cross-grain construction, the 4” wide boards are 9/16” thick, and offered in 24” and 48” lengths. For details, circle 320 on the Reader Inquiry Card.

HDF Click-Loc flooring offered by Hawa Bamboo Hawa Bamboo & Wood offers a range of HDF Clic-Loc Bamboo flooring. Carbonized and Natural looks are available in both horizontal and vertical bamboo formats. The bamboo wearlayer is available in a 3mm thickness. For details, circle 323 on the Reader Inquiry Card.

Mohawk adds new floors in strand woven bamboo Mohawk introduces two new strand woven bamboo floors: Hilea in its Rarity Collection and Kahala in the Antiquity Collection. Kahala features hand-scraped visuals in a 5” wide plank. Both collections feature the Uniclic installation system. For details, circle 330 on the Reader Inquiry Card.

www.ntlfloortrends.com I April 2011 ● 47

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04.11>Ad Index Use the Free Information Card on opposite page to receive free information about products and services mentioned in National Floor Trends magazine. Find the Free Information Number at the bottom of the ad or editorial item and circle the corresponding number on the Free Information Card.

Company Name

pg. no.

Ardex Engineered Cements ..........................................33 (888) 512-7339 • www.ardexamericas.com APC Cork.........................................................................39 (866) 222-3241 • www.apccork.com Bona US.............................................................................5 (800) 872-5515 • www.bona.com Bostik...............................................................................52 (800) 7BOSTIK (726-7845) • www.bostik-us.com Columbia Flooring ..........................................................15 (800) 654-8796 • www.columbiaflooring.com Custom Building Products ..............................................7 (800) 272-8786 • www.custombuildingproducts.com DriTac Adhesive Group ..................................................32 (800) 394-9310 • www.DriTac.com Franklin International .....................................................21 (800) 347-4583 • www.titebond.com Flexitions .........................................................................18 (800) 872-8426 • www.flexitions.com Healthier Choice Carpet & Cushion .............................18 (800) 872-8426 • www.healthierchoice.com LATICRETE......................................................................19 (800) 243-4788 • www.laticrete.com Mannington Mills ..............................................................3 (800) 356-6787 • www.manningtonmakesnoise.com

RS no. 37 11 1 23 2

10 3 4

pg. no.

Company Name

MAPEI Corp. .....................................................................2 (954) 246-8888 • www.mapei.com Mirage/Boa-Franc ..........................................................11 (800) 463-1303 • www.miragefloors.com Mohawk Industries .........................................................17 (877) ASK.MOHAWK • www.MohawkToday.com MP Global Products, LLC ..............................................41 (888) 379-9695 • www.quietwalk.com Shaw Floors ....................................................................25 (800) 441-7429 • www.shawfloors.com Stauf USA ........................................................................35 (866) GLUEUSA • www.staufusa.com Tarkett ...............................................................................9 (877) 827-5388 • www.tarkettna.com Tramex, Ltd. ....................................................................45 (303) 972-7926 • www.tramexltd.com Wagner Electronic Products .........................................20 (800) 207-2530 • www.rapidrh.com

RS no. 34 40 50 6 8 64 22 12 7

4 9 5

Editor’s Note. The Advertiser’s Index is provided as a service to our readers. No liability is created by nor accepted for any inadvertent errors or omissions.

04.11>Classified

CLASSIFIEDS Further your technical education and industry knowledge at the AEC Store. Our online store gives you access to technical journals and research that form the cornerstone of Architecture, Engineering and Construction Industries.

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Contact Jennifer Allen (818) 224-8035 x 2214 [email protected]

www.ntlfloortrends.com I April 2011 ● 49

04.11>Wood Floor Finishes Guide

Company Name: Arboritec USA, Inc. Address: 6200 S. Syracuse Way, Ste #125, Greenwood Village, CO 80111 Phone: (877) 416-5972 Fax: (303) 773-7153 URL: www.arboritec.com Email: [email protected] Product Names: Arboritec ™ Avenue is a two component, high performance waterborne finish combining Accelerated NanoTechnology™ with ceramic silica for added durability, faster drying, superior adhesion, low VOCs and prevents white stretch lines when boards move. It’s suited for commercial and demanding residential use and other heavy traffic areas. Avenue is available in satin (20) and semi-gloss (50). Arboritec™ Elite is a new generation high performance one component waterborne finish with increased spread rate, without waste. Elite is based on our proprietary Accelerated Nanotechnology fortified with ceramic silica for added durability, fast dry times and superior adhesion. Prevents white stretch lines caused by board movement. Elite offered in satin (40) and matte (15) and is low in VOC’s (190g/l). Other Arboritec finishes include: Arboritec ™ Classic and Arboritec ™ Select which feature our exclusive Accelerated NanoTechnology™ fortified with ceramic silica. Classic and Select are both one component finishes. Arboritec ™ Vibrant is a deep ambering ceramic fortified waterborne sealer enhanced with Accelerated NanoTechnology™. Vibrant sealer ambers and deepens the natural color of the wood. Very low VOC’s (75 g/l) and made with a high percentage of renewable resources. Arboritec ™ First Coat is a waterborne wood floor sealer based on enhanced Accelerated NanoTechnology™ and is fortified with ceramic silica for excellent hardness and incredible build. First Coat has incredible adhesion and fast drying characteristics and very low VOC’s (75 g/l). First Coat dries hard for easy abrading and keeps grain raise to a minimum. Very high solid content, approximately 40%

Company Name: Basic Coatings Address: 1001 Brown Ave., Toledo, OH 43607 Phone: (419) 725-3802 Fax: (419) 321-1954 URL: www.basiccoatings.com Email: [email protected] Product Names: StreetShoe® 275 – water-based topcoat, durability reinforced

with nanotechnology. StreetShoe® – StreetShoe® is the industry benchmark for water-based finishes. Emulsion™ – One component water-based sealer and topcoat. Lock ‘N Seal™ – Tannin blocking water-based sealer. Tykote® – Bonding agent for the TyKote dust free refinishing system. Hardwood Floor Refinisher – Easily applied maintenance coating.

Company Name: Bona US Address: 2550 S. Parker Rd., Aurora, CO 80014 Phone: (800) 872-5515 URL: www.bona.com Email: [email protected] Product Names: Bona Traffic® AntiSlip Satin offers exceptional durability and protection for hardwood floors. It has all the features of Bona Traffic with the additional benefit of being formulated to meet the highest standard for slip resistance. VOC compliant. Bona Naturale® is the next generation of wood floor protection that offers a unique feel and preserves the true natural look of hardwood floors. VOC compliant. Bona Traffic® is for heavytraffic commercial and residential hardwood floors. Bona Traffic provides the ultimate in durability and beauty. VOC compliant. Bona Mega® features an oxygen-crosslinking polyurethane (OCP) waterborne formula. The oxygen in the air is the crosslinker. Bona Mega provides exceptional durability and beauty. VOC compliant. Bona Mega Booster™ is the newest innovation to the bona waterborne finish family. This performance enhancing additive promotes increased durability, chemical resistance, and adhesion. Combined with Bona Mega, it prolongs the life and enhances the beauty of residential and commercial wood floors. VOC compliant when used with Bona Mega®. Bona Novia™ combines flow and leveling, defoaming, and numerous application options for an easy to use waterborne finish. Can be combined with Bona AmberSeal™ for a budget sensitive, dependable alternative to any oil-based system. VOC compliant.

Company Name: Glitsa, a Division of Rudd Company, Inc. Address: 1141 NW 50th St., Seattle, WA 98107 Phone: (206) 789-1000 Fax: (206) 789-1001 URL: www.glitsa.com Email: [email protected] Product Names: Bacca, Gold Seal, Infinity II, GlitsaSC, GlitsaMax, Glitsa Poly 500

50 ● April 2011 I www.ntlfloortrends.com

Company Name: UFLOOR Systems, Inc. Address: 17405 E. 33rd Place, Unit D, Aurora, CO 80011 Phone: (720) 374-4810 Fax: (720) 374-2113 URL: www.ufloorsystems.com Email: [email protected] Product Names: Pallmann Pall-X 96 1 Comp. Waterborne Finish; Pallmann Pall-X 98 2 Comp. Waterborne Finish; Pallmann Magic Oil 2 Comp. Oil/Wax Hybrid Finish

Company Name: Vermont Natural Coatings Address: 180 Junction Rd., Hardwick, VT 05843 Phone: (802) 472-8700 Fax: (802) 472-8755 URL: www.vermontnaturalcoatings.com Email: [email protected] Product Names: Woodtone Series Concentrated Tints – Zero-VOC, color rich, and fade resistant, these tints mix quickly and have superior colorfastness, ensuring consistent tone throughout the project. PolyWhey Series 3000 Floor Sealer – Industrial strength, clear sanding sealer is easy to apply, dries quick and clear minimizing both grain raise and tannin pull. PolyWhey Series 3500 Floor Finish – A durable, quick drying and non-yellowing floor finish which covers up to 500-600 sq. ft. per gallon and is very low VOC. PolyWhey Series Stain Base – Zero-VOC Stain Base is a universal receiver of waterborne colors and will create a non-grain raising stain. PolyWhey Series 2000 Infusion Wood Modifier – This is a unique color changing product which will give your wood surfaces a distinct, lasting color. Vermont Natural Coatings PolyWhey® is a durable, safe, easy to use finish that meets the highest professional and environmental standards. We displace toxic components traditionally found in wood finish with recycled whey protein. A neutral odor, great coverage, quick drying, and easy clean-up make the PolyWhey family of finishes tough, environmentally smart coatings for all interior and exterior wood surfaces.

Editor’s Note: The listings in the Wood Floor Finishes Guide are sponsored. Please contact publisher Jeff Golden at (818) 224-8035 x2218 or your media consultant to be part of this feature online.

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Circle 23 on Information Card