nft www.ntlfloortrends.com
!
L VE February 12
Market Trends Signal a Brighter 2012 p. 16
p. 8 Designs in Style: Environmentally Speaking… p. 22 The Importance of Google Places p. 24 New Mohawk, Dal-Tile Presidents Share Plans for Companies’ Future
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nft
National Floor Trends
NATIONAL FLOOR TRENDS Volume 14, Issue 2 (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 2012, 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.
20 Vol. 14, No. 2 February 12 6 ............. Publisher’s Note 8 ............. Designs in Style: Environmentally Speaking… 12 ............. Guest Column: Hardwood Flooring Remains a Healthy Choice 16 ............. Market Trends Signal a Brighter 2012 20 ............. Savvy Hardwood Business: ............. Lessons from the Past Can Offer New Opportunities
For single copies or back issues: contact Ann Kalb at (248) 244-6499 or
[email protected].
22 ............. Guest Column: The Importance of Google Places 24 ............. New Mohawk, Dal-Tile Presidents Share Plans ............. for Companies’ Future 26 ............. Art of Retail Management: ............. The Selling Begins When the Customer Says No – Pt. 1 28 ............. Expanko Flooring Featured in Private Baseball Suite 32 ............. Products 34 ............. Ad Index
On the Web: On The Cover: Our Market Study finds that 2012 brings the expectation of a better year in business. See page 16 for the details.
Find all the latest industry news, interviews and special features on www.ntlfloortrends.com. For daily audio and video interviews from Dave Foster, visit www.talkfloor.com. Ray Thompson Jr.’s latest column, Underlayment Joint Show-through - Pt. 2: New Construction, will be available exclusively at www.ntlfloortrends.com and in our digital edition.
4 ● February 2012 I www.ntlfloortrends.com
P ublisher’s Note I
by Diana Brown, publisher
nft
Vote for a chance to win, 2012 READERS’ in new Readers’ Choice Awards CHOICE AWARDS
ategories are: Area Rugs, Commercial Carpet, Installation Materials (i.e. Grout, Adhesives, Finishes), Laminate Floors, Luxury Vinyl Tile, Residential Carpet, Resilient Floors, Tile (i.e. Ceramic, Porcelain, Stone), Underlayment/Cushion Materials, and Wood (including Cork and Bamboo). Every week, one voter will be selected to win a $25 gift card. Winning products will be announced during Coverings, which take places April 17-20 at the Orange County Convention Center in Orlando, Fla. This contest is a great way to share your opinions on your new or current favorite products, and maybe win some cash to boot.
down in Orlando, April 17-20. Show organizers say they expect more than 800 exhibitors showcasing the latest in tile and stone, in 300,000 sq. ft. of space. Stop by our booth and say hi. Another great feature of Coverings is the Project: Green contest. Our sister magazine ED+C (Environmental Design + Construction) is working with Coverings organizers to find projects that demonstrate a green building philosophy while using tile and stone products. Winners will be featured on the show floor at Coverings, on the Coverings website and in the pages of ED+C. Another important event is the National Wood Flooring Association annual Wood Flooring Expo, which will be held April 10-13, at the Gaylord Palms Resort & Convention Center near Orlando. The show will offer not only some of the latest hardwood flooring products and services but also a wide array of educational sessions, including one on the lead paint EPA regulations. For more information on the show, nft visit www.nwfaexpo.org. ●
Important industry shows in April NFT will be hitting the road to cover industry events throughout the year. Here are two trade shows we’ll be at in April. As I previously mentioned, Coverings (www.coverings.com) will be touching
Until next time, Diana Brown
We are very excited to share with you, our readers, the launch of a new product awards program called the NFT Readers’ Choice Awards. The contest lets you vote online for your favorite flooring products submitted by product manufacturers. Voting opens Feb. 20 and runs through March 16 at vote.ntlfloortrends.com.
Diana Brown has more than 14 years of publishing experience, focusing on the latest in green building through her role at sister BNP Media publications Environmental Design + Construction and Sustainable Facility. She is also from Detroit, making her a lifelong Tigers fan.
C
nft
National Floor Trends
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D esigns in Style I
by Annette Callari A.S.I.D.
Environmentally Speaking…
Architects, designers and consumers will choose sustainably smart products almost every time, not because it is mandated by some government agency, but because it’s the right thing to do and moves us forward toward a collective long-term goal.
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.
S
o what goes into the making of a smart product? There are some universal sustainable design principles that can certainly help us identify them. Here’s what we should be looking for: Low impact materials: Choose non-toxic, sustainably produced or recycled materials which require little energy/water to process. Energy efficiency: Use manufacturing processes and products that require less energy. Quality and durability: Longer-lasting and better-functioning products will have to be replaced less frequently, reducing the impact of producing replacements Designed for reuse and recycling: Products, processes, and systems should be designed for performance, with a commercial “afterlife.” Biomimicry: Redesigning industrial systems along biological lines to enable constant reuse of materials in continuous closed cycles (such as cradle-to-cradle recycling). Renewability: Materials should come from nearby, sustainably managed sources. Now that we’ve laid out the basic premises, we can get on to some specific examples. Part of sustainable design includes our “built environment.” The National Association of Home Builders (NAHB) offers a great example. Their 2012 International Builders’ Show in Orlando, Fla., in February will exhibit three well-designed modular homes. One of them, the “Net Zero Echo Home,” focuses on design sustainability. This model is designed to appeal to green-minded buyers who have the foresight to realize that net-zero energy features will reach a point where it pays for itself! The Net Zero
8 ● February 2012 I www.ntlfloortrends.com
model is compact (only 399 square feet), efficient and ultra-green. In a depressed housing market, this compact “smart” house is designed to meet expansion needs. It can be installed as a backyard addition to be used as a guesthouse, mother-in-law suite, assisted living space, office, or private living space for kids returning home. Of particular note is the use of cork and bamboo flooring, which are both highly sustainable, recyclable and not in danger of depletion. Bamboo can also remove carbon dioxide from the air, actually improving air quality. Homebuilders are particularly attentive to how floor coverings contribute to sustainability. Their choices are becoming more abundant as manufacturers fine-tune their products and
Pictured is Hot Circuit, a modular carpet tile from Beaulieu’s Hollytex Main Street Commercial collection. The product features Beaulieu Nexterra carpet backing, made using a minimum 40 percent post-consumer recycled content (based on the total weight of the product).
Your Price is too High. I Can Get it Cheaper!
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t doesn’t really matter how customers say it, “Your price is to high” or “I can get it cheaper somewhere else” ... because the customer will always think they are right.
Understand the difference between price and cost. Always think of the price you are offering in relationship to what the product and service will mean to your customer. Tuftex offers color, style, fashion and value as no other brand... plus outstanding service for the retail community! Ask your Tuftex Sales Manager about our Retail Sales Resource and the Tuftex Monthly Retail Training Newsletter or visit us at www.tuftexdealer.com
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Your Color. Your Lifestyle. Your Carpet.
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by Annette Callari
Our people make C en t iva. Everyone who works here takes pride in what we do. We do our best to go above and beyond every day at Centiva.
Main Street, part of Crossville’s Porcelain Stone line, contains pre-consumer recycled content ranging from four to 20 percent, depending on color.
processes to answer the demand for green floors. To be inclusive of as many floor covering products as possible, I am going to borrow a page from the World Floor Covering Association’s website (wfca.org) to address the green benefits of each floor covering category: Cork: Renewable resource. Recycled and recyclable product. Tree is not damaged when harvested. Can be finished using water-based products and installed with low-VOC adhesives. Bamboo: One of the fastest growing plants on earth makes it rapidly renewable. The whole plant is not harvested, so there is no need to replant. Requires minimal fertilization or pesticides. Can be finished using water-based products and installed with low-VOC adhesives. Carpet: Green manufacturing processes and CRI certification. Can be made from recycled materials. Can be recycled at the end of its life. Can be made from natural materials that are renewable, such as wool, cotton, hemp, sisal, seagrass, bamboo and jute. New fibers in the marketplace are completely recyclable or made from renewable resources. Stone: Natural material. Enduring lifecycle. No VOC emissions. Easy to maintain. Recyclable and salvageable.
Hardwood: Managed, sustainable, natural resource. Renewable. Recyclable. Low or no VOC emissions. Can be finished using water-based products and installed with low-VOC adhesives Linoleum: Made from all natural materials. Materials are renewable and abundant. Recyclable. Fully biodegradable. No VOC emissions. Can be installed and maintained with 100% solvent free adhesives and cleaners Ceramic Tile: Some contain recycled content. Recyclable. Durable and long-lasting. Low to no VOCs. Easily maintained LVT: Some contain recycled content. Recyclable. Durable and long-lasting. Easily maintained. Low-emitting VOCs. Of course, this does not cover all flooring categories made with green content. Laminate, vct and rubber flooring, for example, also incorporate recycled content in their construction. Some also argue that offering products that mimic natural materials without using the natural materials, such as looks inspired by exotic hardwood species, have a positive environmental impact. Across the industry, floor covering manufacturers continue to invest due diligence in developing even more highly sustainable products. Knowing the facts gives peace of mind to retailers, the A & D community, and, of course, consumers that beautiful floors can contribute to a nft beautiful environment. ●
10 ● February 2012 I www.ntlfloortrends.com
Watch
Our people make Centiva on YouTube
facebook.com/centiva
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centiva.com
Flooring created for every step you take.
G uest Column I
by Michael Martin
Hardwood Flooring Remains a Healthy Choice
Michael Martin is ceo of the National Wood Flooring Association, a not-forprofit trade association dedicated to advancing and promoting the wood flooring industry, through training, education, and technical assistance. For more information, contact the NWFA at (800) 422-4556 (USA and Canada), or (636) 519-9663 (international), Monday through Friday, from 8 a.m. – 5 p.m., Central Time. More information also is available on the NWFA’s website for wood flooring professionals at www. nwfa.org, and on the NWFA’s web site for consumers at www. woodfloors.org.
Do you or someone you know suffer from allergies? The Asthma and Allergy Foundation of America recently conducted the Annual U.S. Prevalence Statistics for Chronic Diseases study, which concluded that 60 million Americans – one in five people – suffer from asthma and allergies. According to the study, this condition affects more people than stroke, cancer, coronary heart disease and diabetes combined.
A
sthma and allergies are typically suffered as a result of an overreaction of the immune system to foreign substances. These substances can be introduced to the human body through ingestion, injection, touch or inhalation. Symptoms can include coughing, sneezing, itchy or watery eyes, runny nose and a sore throat. In more severe cases, symptoms can include rashes, hives, breathing difficulties or even death. Allergies may not seem like a huge concern to most people, but their economic impact is significant. On a yearly basis, more than 17 million Americans visit the doctor’s office as a result of allergies. Amazingly, the annual cost is estimated to be nearly $7 billion due to office visits and associated medications and treatments, but allergies also result in more than four million lost workdays each year, which accounts for an additional $700 million in lost productivity. Currently there are no cures for allergies, but their effects can be minimized through prevention, and one of the easiest places to start is in the home. Eliminating dust, mold and animal dander can have a huge impact on improving indoor air quality, but how can that be accomplished effectively? The flooring material in our homes is a good place to start. A recent study conducted by Harris Interactive indicated that the vast majority of homeowners in the United States believe that their family’s health is directly related to the cleanliness
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of their floors. The same study indicated the majority of homeowners believe that wood floors are most effective at improving indoor air quality. This belief is supported by a University of Wisconsin Life Cycle Analysis of wood flooring, which scientifically analyzes the impacts of wood flooring on the environment, from a seedling in the forest, to harvest, manufacturing, installation and end-of-service life. The study compared floor coverings in regard to four substances considered to be harmful to the atmosphere: Carbon dioxide, methane, nitrogen oxide and particulate matter. All of these substances are considered harmful since
Shown is Solid Reclaimed Heartpine flooring. Photo courtesy of NWFA.
RECL AIMED
WEATHERED R RUSTIC
“I
LOVE FINDING
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ERINN VALENCICH Interior Designer / Style Expert Appearing on HGTV
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by Michael Martin
they contribute to atmospheric warming and human respiratory ailments. The results of the study show that wood flooring had no emissions for methane, nitrogen oxide and other particulates and minimal emissions for carbon dioxide. The United States Environmental Protection Agency (EPA) supports wood flooring for promoting healthy indoor air quality as well. The EPA conducts numerous studies related to air quality and concludes that wood floors do not harbor allergens, microorganisms or harmful pesticides that can be tracked in from outdoors. The EPA also concludes that dust, mold and animal dander contamination – the most common causes of airborne allergies – is minimal in homes with wood floors because these substances are not embedded in wood.
The EPA conducts numerous studies related to air quality and concludes that wood floors do not harbor allergens, microorganisms or harmful pesticides that can be tracked in from outdoors.
Wood floors help to promote healthy air quality in other ways as well, even when it comes to greenhouse gases. Despite their bad rap, greenhouse gases are essential to life on Earth. These gases work in the Earth’s atmosphere to trap heat and warm our planet, which is essential for plant and animal life. But just like anything else, too much of a good thing can be harmful. Environmentalists have been concerned for decades about the increase in greenhouse gas emissions, resulting in global warming. One of the elements that has received a great deal of attention in this respect is carbon dioxide, and
it is important to understand its environmental impact. There are two major forms of carbon dioxide: Anthropogenic and biogenic. Anthropogenic carbon dioxide is a byproduct of fossil fuel use, such as automobile exhaust. Biogenic carbon dioxide is a byproduct of biomass, and is considered impact-neutral on the environment. Through the process of photosynthesis, carbon dioxide and water are absorbed from the atmosphere, and oxygen is released back into the atmosphere. This process makes wood – and wood floors – a carbon neutral product. In addition, wood flooring actually stores carbon throughout its service life, adding to its carbon neutral status. The finishes used in manufacturing wood flooring impact indoor air quality as well. Wood floor finishes contain volatile organic compounds (VOCs), which are gases emitted from the finish that may have adverse health effects on humans. To limit human exposure to VOCs, the state of California established the California Air Resources Board (CARB) as a separate department of the California Environmental Protection Agency to monitor air quality. CARB is tasked with gathering air quality data, designing and implementing models for air quality improvement and setting air quality standards for the state. As a result of their research, CARB has established stringent regulations regarding VOC emissions. In general, CARB regulations are the most restrictive in the United States. In other areas of the country such as the Northeast, regulations are governed by the Ozone Transport Commission (OTC). Areas subject to these regulations include Connecticut, Delaware, Maine, Maryland, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, Vermont, Virginia and Washington, D.C. Generally speaking, OTC regulations reduce overall VOC emissions from products in an effort to reduce both environmental impact and human exposure. Wood floors are easy to maintain as well, making it easy to minimize
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Pictured is Solid Walnut flooring in a herringbone pattern. Photo courtesy of NWFA.
dust, mold, animal dander and other potentially harmful household contaminants. Simply sweep the floor regularly with a soft-bristle broom or dust mop to remove surface dust, dirt and debris. If the floor contains beveled edges, use a vacuum with a soft bristle brush attachment to remove dust and other contaminants from between the floorboards. That’s all there is to it. There is no doubt that wood floors help to promote healthy indoor air quality, as well as a healthy environment. You can learn more about the many benefits of wood floors, and how current legislation impacts wood flooring, at the NWFA’s Wood Flooring Expo. The event will be held April 10-13 in Orlando, Fla., and will feature a trade show highlighting all the industry’s latest products and services. The event will also include educational sessions dealing with a variety of wood flooring topics, including new EPA regulations on lead paint that affect wood flooring contractors and anyone who remodels or renovates homes or other structures built prior to 1978. For a complete list of exhibitors participating, and education sessions to be offered, visit nft www.nwfaexpo.org. ●
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Market Trends Signal a Brighter 2012 By Jeffrey Stouffer, editor
As part of an on-going effort to stay current on key industry issues and market trends, National Floor Trends sponsors several market studies each year. These quantitative research studies serve as the foundation for a series of informative, educational features designed to give a deeper, more insightful look at the state of the floor covering industry.
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NP Media’s Market Research Division, in conjunction with NFT, conducted this year’s market trends study in order to provide detailed information on the current state of the flooring market and future trends in the industry. Specifically, the study seeks to identify: • The top selling product types in 2011 • The expected product growth for 2012 • Current market conditions compared to last year and future outlook • Product attributes of priority when selecting/purchasing a specific manufacturer/brand of floor covering • Current challenges facing the floor covering dealers/contractors
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The survey went out in November 2011 to 5,301 active, qualified domestic NFT subscribers, selected on an Nth name basis, whose primary business is flooring dealer/contractor. It’s no leap of the imagination to say that 2011 was a challenging year. A sluggish economy paired with increased competition and skittish consumers made the retail landscape unstable, to say the least. But it’s pricing – price increases, price-shopping consumers, discounting, raw materials becoming more expensive, etc. – that respondents cited as the single most important issue facing floor covering dealers/contractors today, and one that’s not going away any
time soon. That sentiment might help explain why three times the number of respondents answered “much worse” than those who said “much better” when asked to evaluate current industry business conditions. That said, don’t give up hope just yet: 64% believe that business conditions over the next 12 months will be “slightly better” or “much better” than they are today (Chart 1), while 72% expect their gross annual sales to increase “slightly” or “significantly” compared to last year (Chart 2).
1
Past, Current and Future Business Conditions/Forecast
Much Better
29%
Slightly Better
63% 44%
About the Same
25% 15%
Slightly Worse
Much Worse
It’s no leap of the imagination to say that 2011 was a challenging year. A sluggish economy paired with increased competition and skittish consumers made the retail landscape unstable, to say the least.
3% 1%
8% 9% 1% 0%
20%
40%
60%
Last 12 months compared to today
2
Next 12 months compared to today
Expected Product Sales for the Year 2012 Increase Significantly 3%
Expected Increase in 2012 (increase responses only)
26%-50%
4%
21%-25%
3%
16%-20% 11%-15%
10% 16% 35%
6%-10%
The perceived uptick in business does not allow any rest for the weary, however: companies looking for an edge in the market will need to continually stay abreast of the latest technologies and marketing opportunities the industry has to offer. In fact, marketing and advertising (53%), computers/software (40%) and training and education (36%) are the top three areas in their businesses that respondents say they will be increasing investment in the next 2 years. The segments of the industry respondents say are currently generating the most business (Chart 3) are worth noting. Residential replacement makes up 59% of sales, according to the 92% of those surveyed who say they are involved
80%
32%
1%-5%
Increase Slightly 69%
0%
20%
40%
Remain the Same 21%
Decrease Slightly -5% Decrease Significantly -2%
in the category, while new construction in both the residential and commercial sectors makes up just 12% and 10% of sales, respectively, according to respondents involved in those areas. Let’s get down to brass tacks: why do retailers sell the brands they sell? Taking price out of the equation, survey respondents cited “Quality of
product” as the No. 1 factor/characteristic that most affects their decision to promote or sell a specific brand of flooring. Manufacturer support and reliability came in a distant second and third. Interestingly, though, when asked to rate the importance of various attributes when selecting or purchasing a specific brand, “scheduling and on-
www.ntlfloortrends.com I February 2012 ● 17
3
Current Segments Generating Business Average % of Sales 59%
Segment-wise % of Respondents Involved 92%
Residential Replacement 75%
New Construction - Residential
12%
63%
Contract/Commercial
13%
Main Street Commercial
60%
7%
New Construction - Commercial
60%
10%
0%
4
20%
40%
60%
80%
100%
Preferred Method of Interaction with Manufacturers
68%
Work with local manufacturer’s rep/distributors 21%
Direct contact with inhouse manufacturer employee Through a manufacturer’s website
5%
Use manufacturer-supplied technical literature without direct contact
3%
Business-to-Business (B2B) computer application
3%
0%
time delivery” (64%) and “responsiveness in handling claims and services” (63%) were the two most extremely important characteristics identified. Lest you’ve bought into the hype and believe everything’s been reduced to a digital land of texts, tweets and #hashtags, fear not: it’s still a hands-on world. When asked how they prefer to interact with manufacturers when specifying or purchasing floor coverings (Chart 4), respondents overwhelming (68%) cited “work with a local manufacturer’s rep/distributor” and even prefer direct contact with an in-house manufacturer employee by a 4:1 margin over going through a manufacturer’s website. It wouldn’t be the 21st century if we didn’t take a look at environmental responsibility and the impact it has on the industry. It’s something of a mixed bag: 76% of respondents see a trend toward “environmentally respon-
20%
sible” flooring products and materials, yet only 26% call themselves “quite familiar” or “very familiar” with the
Taking price out of the equation, survey respondents cited “Quality of product” as the No. 1 factor/ characteristic that most affects their decision to promote or sell a specific brand of flooring.
U.S. Green Building Council’s LEED rating system. Sixty-five percent, however, find manufacturer EPDs
18 ● February 2012 I www.ntlfloortrends.com
40%
60%
80%
(Environmental Product Declarations) “somewhat,” “quite” or “very” valuable in making a sale. The NFT Market Study Series is intended to help manufacturers and retailers better understand their markets and, more importantly, each other. This article is a snapshot of a comprehensive study examining trends and opinions in and of the floor covering industry. The conclusions are based on the opinions, preferences and purchasing behavior of professionals who agreed to participate in the survey. The survey was conducted and findings were compiled by BNP Market Research, a division of BNP Media. To find out more about, contact Ulka nft Bhide at
[email protected]. ●
Jeffrey Stouffer is editor-in-chief of National Floor Trends. You can reach him at
[email protected].
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S avvy Hardwood Business I
by Rick Brian
Lessons from the Past Can Offer NEW Hardwood Opportunities Increase Profit Margins and Break Away From Commodity Selling
Rick Brian is President of R. B. Brian and Associates, Inc., a Management and Marketing Consulting company which he founded in 1997. His clients are primarily Manufacturers and Distributors in the Hardwood Flooring and Building Products Industries. Mr. Brian is the former President of Robbins Hardwood Flooring, and past board member of the NWFA, MFMA, and NOFMA. He is currently a member of the NAFCD and NWFA. “RBBA” is headquartered in Southern Pines, NC. www.RBBAinc.com.
The rise in popularity of hardwood flooring over the past 20 years or so speaks volumes about the consumers’ desire for an attractive, natural, long-lasting, quality flooring material. It still amazes me that wood flooring, a staple of new home construction for decades in this country, was covered up with wall-to-wall carpeting in the 1970s.
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uring that time, changes in new home and apartment construction allowed homes to be furnished with carpeting in almost every room. Linoleum or vinyl flooring was installed in the kitchen. Hardwood flooring industry shipments plummeted to about 1% of the U.S. flooring market, causing many unfinished “strip mills” to shut down. At that time, hardwood flooring was considered expensive to install and bothersome to maintain, and simply lost its popularity. Fortunately for the hardwood flooring industry and the consumer, the product was rediscovered in the mid-1980s when a vast number of existing homes were renovated and remodeled. Most of those “newfound” wood floors were sanded and refinished, and ended up looking practically as good as new. In fact, hardwood flooring is the only flooring material that can be reclaimed in such a manner, which in my opinion makes it the best overall value for homeowners in the long run. The industry added many new plants in the 1980s and 1990s, improving production techniques and capabilities to keep up with the growing demand. While the recent housing slump has created some excess capacity, many manufacturers are now more productive than ever. Today there are substantially more brands, styles, species and finishes from which to choose. Factory finishing and its subsequent technological advances have made it even more popular.
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Manufacturers have done a better job of marketing the attributes of hardwood flooring. For example, they have vastly improved routine hardwood floor maintenance with affordable, easy to use products that are readily available at the neighborhood grocery store. Perhaps even more importantly, manufacturers have put their “money where their mouth is” by offering very competitive product and finish warranties. Finish warranties up to 25 years and product warranties up to a “lifetime” were previously unheard of, and are now very popular in many hardwood flooring styles and products. In my column last month I wrote about the latest trends in styles, colors, and species. While 2 1/4” solid strip flooring is still the most popular
The Brookedale collection from Mohawk features subtle handscraping, and is offered in tongue-and-groove as well as Clic & Press installation, which features Mohawk’s Uniclic technology.
by Rick Brian
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Hickory engineered prefinished hardwood flooring, in Natural, from Mirage.
Going back in history, many fine homes, museums and properties of distinction were installed with patterned hardwood flooring styles. Names like Herringbone, Basket Weave, Haddon Hall, Monticello, Chantilly Parquet and countless others can be found by doing a Google search for Hardwood Flooring Patterns. I believe there is still a lot of appeal for these types of designs and styles. They can be made in both solid and engineered material, and offer
and readily available style on the market, engineered hardwood flooring, especially for wider widths, has grown substantially in popularity. There are some hidden reasons for this change in consumer preference. Engineered hardwood flooring was originally developed as a rotary peeled plywood material constructed in an odd number of cross-plys to provide more dimensional stability in certain installations. The grain pattern had a different look than solid sawn hardwood, but the product worked very well when glued direct to concrete for slab-on-grade construction. This opened up many new markets for hardwood flooring, especially in coastal areas and higher humidity regions of the country. Over the past decade and a half, manufacturing technology improved methods of slicing and sawing lumber for the top layer such that engineered hardwood flooring today has arguably the same appearance as that of solid hardwood flooring. Now with the look of solid sawn hardwood, engineered products can be installed with nails, staples and adhesives over plywood or OSB subfloors to allow quality installation in virtually any jobsite condition.
Aside from aesthetics and personal preferences, wider-width planks (which have become very popular) are more affordable as an engineered hardwood floor, since the width is actually engineered into the product. Thus it is not subject to the higher cost of plank-grade oak and other species of lumber. This can make it a more profitable product for the manufacturer to produce, for the retailer to sell, and for the contractor to install. Engineered flooring is also great for the environment as it yields an abundant amount of square footage of flooring, depending upon the thickness of the top veneer or “wear layer.” These top layers (sometimes called faces or lamellas) are laminated to a plywood substrate, which provides the structural and dimensional stability in the finished product. Adding to the functionality of engineered hardwood flooring is that it is easily repairable if accidentally damaged. Furthermore, most of them can be sanded and finished just like solid hardwood to make them look like new again after many years of service. With such great value to the homeowner, it’s no wonder that engineered hardwood continues to grow in popularity year after year.
Engineered flooring is great for the environment as it yields an abundant amount of square footage of flooring, depending upon the thickness of the top veneer or ‘wear layer.’
the industry a way to market more unique products and thus get off the “commodity” low price selling treadmill. “Selling up” almost always translates into higher profit margins for both the retailer and contractor. I would like to challenge all segments of the hardwood flooring industry to learn from past lessons of success. Give today’s discerning buyer more style choices that are less commodity in nature. It may take a little more marketing effort, but the payback will be very apparent on your nft bottom line. ●
www.ntlfloortrends.com I February 2012 ● 21
G uest Column I
by Lee Gientke
The Importance of Google Places
Lee Gientke is the managing partner of Webmix Marketing (www. webmixmarketing. com), a marketing agency that specializes in helping home services companies grow though online marketing.
For most small local businesses, the Internet is game changing. It used to be that most contractors won or lost based upon the size of their Yellow Pages ads, but given the increasing prevalence of the Internet in peoples’ lives, even the smallest shops can compete against the largest of firms. The smartest shops leverage the power of the Internet.
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ou might have noticed when searching for a local service like “Salt Lake City flooring” in Google that a map and the names and addresses of a number of nearby companies appear near the top of the listings. You might have also noticed that some of these listings have a link that says something like “8 reviews” or “place page.” If you click on that link, you’ll be taken to a page that Google has created with information about the business such as a description, their phone number, business hours and a link to their website. Businesses that do not manage their Google Places page run the risk that their Google Places information may be out of date or incorrect. A story published by the New York Times in September 2011 notes several businesses that were inadvertently marked as closed, which cost those companies thousands of dollars in business. Claiming your listing is actually quite easy, so no need to stress out. You’ll begin by going to www.google.com/places. On that page, you’ll find a section that says, “Get Your Business Found on Google” and a button that says, “get started.” Here’s where it gets a little tricky – on the next page, you’ll be asked to login with a Google account. For most people, this is a Gmail account. The first bit of information that Google will ask you for is the primary local phone number that your business uses. You’ll enter that in and Google
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will do a search for your company. If you are lucky, they’ll have your business’ information prepopulated. Check this information for accuracy. If the information is incorrect, change it. You need a physical address and not a P.O. Box for this to work. If you work from home, use your home address, which you can hide from public view on a later screen. Google gives you 200 words to describe your business in the description field. Make sure you are as descriptive as possible. Mention the major cities
Whether technology is something you embrace or fear, it makes sense to update your Google Places page for your business. Fill it up with the latest photos and up-to-date information about your business. Don’t worry. It is not difficult to do.
by Lee Gientke
or areas you serve in addition to the types of flooring you offer. In the field that says “Category,” use broad categories as
You’ll need to upload some photos. The ideal series of images is a logo, photos of your past projects, and photos of your employees or offices. The idea is to humanize your Google Places page.
well as custom categories like “real wood flooring” or “commercial acid wash floor.” You can list up to five. You’ll next need to upload some photos. The ideal series of images is a
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logo, photos of your past projects, and photos of your employees or offices. The idea is to humanize your Places page. The best image size for Google Places is 220 by 155 pixels. You also have the option to upload videos to your Places listing at this point. If you have them, this is highly advised. Double check all the fields and click on “Submit.” This will take you to a screen where you’ll be asked to verify your listing. In most cases, a business will be given two options: Google calling you or Google sending you a postcard. It is always preferable to have Google call you as the verification process only takes a couple seconds. In some instances, Google will only give you the option of receiving a postcard, in which case keep a sharp eye out. With your Google Places listing finally verified, pat yourself on the back. You are now a step ahead of your nft competitors. ●
nft
National Floor Trends
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FT recently spoke with Brian Carson and John “J.T.” Turner, Jr., the new presidents of the Mohawk Flooring and Dal-Tile business units, respectively. Carson joined Mohawk in 2006 and was most recently Mohawk Flooring Business Unit coo. Turner has been with Dal-Tile since 1990 and was most recently coo of the Dal-Tile Business Unit. Carson succeeds Frank Peters, former Mohawk Flooring Business Unit president. Turner succeeds Harold Turk, former president of the Dal-Tile Business Unit. Both Peters and Turk will continue leading strategic development activities in their respective segments, according to the company.
Mohawk Flooring Carson said the change in leadership allows Peters “to refocus his energies in specific areas that benefit the business and allows me and my team to continue exploring innovative ways to deliver on our strategic plan for our customers and employees.” As president, Carson noted he will “spend even more time talking with customers to
New Mohawk, Dal-Tile presidents share plans for companies’ future by Michael Chmielecki, associate editor better understand their needs,” adding that “the fundamentals are in place, and through continued partnerships with our customers, I am confident that we will be prepared to face and overcome any challenge that comes our way. “Specifically, that will mean adding capacity and developing products to address key growth areas,” Carson added. “We will push faster into more sustainable products and promote our extended lifecycle story, which is both environmentally friendly and a real value to our end users. We are also committed to finding ways to drive down the total installed cost of our products, which remains one of the major impediments to share growth versus other finished products.” He stated that innovation will remain a key focus of Mohawk Flooring, pointing to the
Top Left: Dramatic Flair, a Mohawk SmartStrand carpet. Left: A style from Daltile’s Fantesca collection.
recent launches of SmartStrand Silk and SmartStrand Contract carpet as examples. “Innovation is an area I think Mohawk Flooring excels at, and it will continue to be a focus of mine moving forward. Customer feedback will [also] continue to drive where we focus a large part of our energies.” Dal-Tile Turner said Dal-Tile has a long history of innovation, style, quality and service, and will continue to focus on those aspects. “In these tough economic times, it will be especially important for us to continue this focus by bringing new products and value-added services faster and with a renewed focus on quality.” Additionally, Turner noted he will “leverage vertical integration as a means to service our customers more quickly. We need to continue to leverage our distribution network to ensure that we have the right products, available at the right time, at the right price.”
The company will also push aggressively into a more global marketplace. Turner
‘The fundamentals are in place. I am confident that we will be prepared to face and overcome any challenge that comes our way.’ - Brian Carson ‘We will look to grow our tile business in all areas, especially growth areas where we have not been active in the past.’ - John ‘J.T.’ Turner, Jr.
has plans for “dramatic growth in Mexico, as well as strengthening our
market position in wholesale stone in the United States and Canada. We will look to grow our tile business in all areas, especially growth areas where we have not been active in the past. “We see opportunities to expand into new product categories and be a larger producer in North America, as well as have an expanded international presence,” he added. “Finally, we will continue to make improvements in operations to allow us to improve profitability and cash flow and invest those dollars back into the nft business for growth here and abroad.” ●
Brian Carson and John “J.T.” Turner, Jr.
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www.ntlfloortrends.com I February 2012 ● 25
A rt of Retail Management I
by Sam Allman
The Selling Begins When the Customer Says No - Part 1
I try to avoid salespeople, and in that way I believe I am like most customers. I like to buy, but I do not like to be sold. So I deal with salespeople only when I have to.
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.
I
especially don’t like aggressive, high-pressure salespeople who love the sound of their own voice; who tell me what I ought to buy before they even know my needs or what’s important to me; who flaunt their expertise, using industry jargon and overloading me with information that I don’t understand or that is irrelevant to me. They try to manipulate me with “techniques” learned from the latest seminar they have attended or make embellished promises that prove they obviously care more about making a sale than helping me find the perfect product. Almost equally, I dislike salespeople who are not really salespeople at all but who are order takers. Those, who in an effort to be nice and to be liked, are non-assertive and completely passive. They wait for me to ask questions about what they are selling when I don’t even know the right questions to ask. They can tell me all about the features of a product but can’t tell me what the product will specifically do for me. However, I love being helped by sales professionals who give their hearts by caring about me; who care more about my purchasing the perfect product than just making a sale. Those who are interested in me, by seeking to understand my needs, wants and values. They do an in-depth needs analysis using the most important sales skill: The ability to ask engaging questions and listen intently to my answers. These are the people who are able to take the features of a product and show me how they benefit me and meet my reasons for buying, and who especially are not afraid to ask for the sale when it is obvious the product is perfect for my unique situation. I need a salesperson to care about me enough, to do what it whatever it takes, to find with me
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the perfect product. If my salesperson really cares about me, he or she will not let me leave unless he or she is sure it is in my best interest to do so. The heart has always trumped technique. How do most salespeople respond when customers say things like,“Your price is too high,” or “I can get it down the street cheaper” or “I want to think it over”? Most will give up, pass out their business cards or try to get the customer to take samples home. Caring salespeople don’t quit. They continue the sales process. You notice I didn’t say they keep selling. The word “selling” sometimes implies active persuasion, but at this point, there is no
Sales professionals who take the time to listen to customers and understand their reasoning if they say no are true sales people. Those who are merely order-takers are not.
by Sam Allman persuading going on. In the selling process, the salesperson is seeking to understand the “why” of the customer’s response. Research shows the main reason the customer abandons shopping at this juncture is “cognitive dissonance” or confusion. Confusion prevents any one of us from making a decision. Unable to tell the salesperson, “I’m confused,” the customer may use any of a range of excuses. Someone has said that “buyers are liars,” and this is where it fits. I don’t believe that customers consciously lie; they are just trying to
Caring salespeople don’t quit. They continue the sales process. You notice I didn’t say they keep selling. The word “selling” sometimes implies active persuasion, but at this point, there is no persuading going on.
articulate how they feel. They may really want to think it over or talk it over with their spouse, to help clarify their confusion. At this point of the sale, the good salesperson should seek to understand why the customer wants to quit and leave. Is the customer suffering from cognitive dissonance or does he/she have a legitimate concern? Help the customer clarify and verify the real reason behind the reluctance to continue. The ability to do this is a master selling skill. It’s not that hard to master, but it does require drive, persistence and the willingness to be more assertive than most salespeople are willing to be. The first step in the process is to make sure the customer keeps an open
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mind and feels safe. Whenever we object or make a stand on anything, we psychologically have a need to defend our position if we are challenged. So, whenever the customer objects, our first response should be something like, “I understand how you feel” or “I can see why you would want to do that.” It’s over if you make the customer feel defensive. Showing that you understand lowers the customers defenses and opens the customer’s mind. Step two would be to ask why. Never ask in a condescending way. Say something like, “To help me better understand, you must have a reason for feeling that way; may I ask what it is?” or “Obviously you have a reason for feeling that way; may I ask what it is?” Asking permission to ask “why” makes the customer feel safe and in control. You will know when the customers feel unsafe; they are clearly not opening up and telling what’s going on in their minds. Finally, in order to ferret out the real objection, you have to verify that their stated concern is the real concern. You cannot expect to alleviate their concerns if you do not know the real one. To verify, you might say, “If you weren’t concerned about the (price, or talking over with the spouse, or shopping other stores, etc.), then in your opinion, do you feel that this is the product you would purchase?” If the customer says yes, then you know their stated concern was legitimate. If they say no, then there is something about the current product that you have presented that is bothering them. That’s where you need to ask specific closeended questions about the products, i.e., “Is it the style or color that is bothering you?” or “Is it the price?” or “Is it the quality?” Most customers have a psychological need to object. It asserts their independence and maintains their feeling of control. Caring salespeople continue the sales process even when the customer says “no.” That’s when the order-taking ends and the real selling nft begins. ●
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www.ntlfloortrends.com I February 2012 ● 27
Expanko flooring featured in private baseball suite by Ron Treister, Communicators International Inc.
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he McCovey Cove Loft is the exclusive private suite at AT&T Park, home of the San Francisco Giants. It is positioned just off the right field wall, only 10 feet above the playing field, and actually straddles the foul pole. Three hundred and nine feet from home plate and offering a deck/patio overhanging onto the field, the private facilities are big enough to accommodate up to 40 people.
Those who rent out the McCovey loft typically will be shelling out around $8,000 per game, and that doesn’t include food or drinks. “It reminds you a lot of the Green Monster seats at Fenway or the rooftops outside Wrigley, but it’s a lot lower and closer to the field of play,” said Jorge Costa, svp ballpark operations for AT&T Park. Designed by Hilary Hubbard, AIA of San Franciso-based Hubbard Godfrey
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Architects Inc., the suite is designed to evoke a unique, casual style that emanates the industrial feel of a downtown Bay Area office space. With its own private entrance, elevator, bathroom, state-of-
Above: The McCovey Cove Loft private suite at AT&T park straddles the right field foul pole. Photo courtesy of Hubbard Godfrey Architects Inc.
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F ocus on Resilient I
by Ray Thompson Jr.
Underlayment Joint Show-through, Pt. 2: New Construction Last month, we reviewed the effects of moisture on underlayments in residential remodel situations, as well as considerations of storage, the importance of acclimating underlayment panels before installation, and the proper methods for fastening, sanding the joints and adhesive application. The emphasis was on moisture either in the underlayment or introduced from the surface. 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 rthompson1124@ gmail.com.
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owever, in new construction, moisture can come from not only the surface but also underneath. In these cases, the moisture is just waiting for the resilient installation to take place to rear its ugly head. This situation affects conventional full spread and modified loose-lay installations alike. In most new construction projects, moisture can be introduced into the structure in various ways. These include: concrete foundations of one cubic foot, which equates to three pints of water per cubic foot; a 4” thick concrete slab at 25’ by 40’ (or 1000 sq. ft.), which means 250 gallons of water/a quart per sq. ft.; and plaster walls, at one quart of water per sq. ft. Other pathways for moisture can include: the wall texture (light), at 4 oz. of water per sq. ft. (or 32 sq. ft. per gallon); wall texture (heavy), at 8 oz. of water per sq. ft.(or 16 sq. ft. per gallon); house wraps designed for energy efficiency, which can also hold in moisture; most temporary heating devices for propane and heating oil types; dimensional lumber that is surface-dried rather than kiln-dried; and wet crawl spaces. Considerations also include paint, taping compounds, spills, high humidity and construction delays due to rain. Even if most of the moisture is allowed to evaporate if adequate ventilation is provided, a small percentage can still be absorbed into the subfloors, sheathing, studs and joists. Until the change from plywood sheathing to either oriented strand board or waferboard sheathing, the moisture could pass through the
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plywood sheathing, but reconstituted wood types of sheathing have retarded the moisture migration. Additionally, the slowing of moisture migration with house wraps has created such a low permeability factor that almost no moisture escapes through the walls. Add to this aluminum foil covered insulation, which has zero permeability, and you have almost completely stopped moisture. In some damp and high humidity climates there are growing reports of mold and mildew growth on the interior walls of new homes due to trapped moisture, which can create indoor air quality problems. With no moisture migrating through the walls, the only place left for moisture to migrate is through the floors and ceilings. (Resilient flooring products work as an effective vapor retarder.)
New construction can introduce moisture from many different avenues. These can include concrete foundations, plaster walls, temporary heating and even the paint.
by Ray Thompson
Moisture migration Moisture migration is determined by two factors: Humidity and temperature. Moisture vapor travels toward equalization, or from a high humidity to a low humidity; temperature is the more critical factor. The warmer the temperature, the more moisture that air can hold. What this means is that heat will start the moisture to migrate. This does not mean temporary heat. The combustion process of burning fuels in portable heaters will add moisture to the room. For example, for each gallon
For each gallon of heating oil burned, almost a gallon of water is produced, and for each 20 pounds of propane burned, three gallons of water are produced. This means that once the permanent heat is on, the major moisture migration begins.
of heating oil burned, almost a gallon of water is produced, and for each 20 pounds of propane burned, three gallons of water are produced. This means that once the permanent heat is on, the major moisture migration begins. Unfortunately, all too often the underlayment is installed and often so is the resilient floor covering. Imagine a crawl space that is cold (50 degrees Fahrenheit) and damp (100 percent relative humidity), and a subfloor and joist system with a moisture content of 20 percent or greater. Over the subfloor is a builder kraft paper (if used) between the subfloor and underlayment (kraft paper will barely slow moisture
migration), then an underlayment with a moisture content between 8 and 11 percent. With the temperature at 50 degrees Fahrenheit there will be little or no migration of moisture. However, turn on the heat to a temperature of 65 degrees Fahrenheit and a relative humidity of about 65 percent and then install a sheet vinyl fully-adhered. The moisture migration will start to move up from the crawl space, through the subfloor, through the kraft paper and into the underlayment until it hits the surface of the sheet vinyl. The moisture will start to accumulate and under severe conditions condensates. As the moisture accumulates, the underlayment will start to expand. The first indication of expansion is the underlayment joints will start to push up the filler, or the underlayment joints will start to peak and, in severe cases, buckle, pulling the fasteners through the underlayment. In discussing this problem with other trades I have discovered there is also a higher incidence of joint show-through in the roofing industry, especially on structures with composition roofing. The next time you are in a new housing development look for this problem. Solving the problem Combating these problems means ensuring builders are aware of them. Some of the things that can be done to eliminate this dilemma are: • Place a plastic ground cover in the crawl space to slow the migration of moisture from the soil. • Use ventilation to remove excess moisture from the building during the construction process, especially after the structure is closed up. It can be as simple as placing a box fan in the crawl space access, to force the moist air out through the crawl space vents. • Use dry heat in the structure before the installation of the underlayment. • Conduct thorough moisture testing to ensure there is no moisture variation between the underlayment and
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subfloor; they should not exceed a 3 percent difference. • Eliminate the patching of underlayment joints. Sand to smooth and only patch the joints that are necessary. • Allow a longer period of time between the installation of the underlayment and the installation of the resilient floor covering. Allow the underlayment to draw any moisture from the subfloor • Install a moisture barrier between
The moisture migration will start to move up from the crawl space, through the subfloor, through the kraft paper and into the underlayment until it hits the surface of the sheet vinyl.
the subfloor and the underlayment. In the past a manufacturer of underlayment used to specify a 4-mil polyethylene vapor retarder beneath the underlayment, not to stop the movement of moisture but to slow the moisture movement. The APA recommends that no more than 85 percent of a floor level be covered with a vapor retarder. General contractors who fail to respond to these requirements need to understand the problem is not always installation and very often conditioning of the structure, and not caused by the floor covering nft contractor or installer. ●
www.ntlfloortrends.com I February 2012 ● 29b
the-art kitchen with two refrigerators and a two-story, floor-to-ceiling view of San Francisco Bay’s McCovey Cove, the space also featured buttery leather chairs and 10 high-definition TV screens. For the flooring, the architect selected Expanko’s cork-rubber tile XCR-41008 in Steel Gray and the XCR41009 in Charcoal. “We specified the product because we were looking for a green resilient commercial flooring product in lieu of vinyl or linoleum,” stated Hubbard. “One that could stand up to heavy use
Below: The private suite can accommodate up to 40 people. Photo courtesy of Hubbard Godfrey Architects Inc.
and abuse, such as spilled drinks and food, but that also added warmth to the space, with the cork pieces to fit a luxury hospitality setting.” Hubbard noted that she also appreciated the color range, texture, and on-time delivery of the product. “This was a fast-track project which was completed three months before Opening Day. Installation had to go quickly after the new concrete slab cured. The product is still holding up very well. I have been pleased with the product and continue to specify it for other commercial projects, such as skin care medical spas and hair salons.” The flooring was installed by DFS Flooring, the nation’s ninth largest floor covering distributor. “XCR4 was ideal for this project for many reasons,” said
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Randy Gillespie, Expanko svp sales & marketing. “To begin with, it’s made from a unique blend of recycled cork and rubber. This unique combination results in a colorful, water-resistant, hardwearing floor that is FloorScore certified.” Gillespie added that XCR4 is designed to resist the growth of bacteria, fungus and mold, and can contributes toward LEED credits. “To be specified for a luxury club in a baseball stadium, the flooring obviously must be resilient, very comfortable to walk on, have soundreducing qualities and of course, be slipnft resistant,” he noted. ●
Ron Treister is president/owner of marketing communications firm Communicators International Inc.
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Shaw expands Array LVT and plank line Shaw Industries has introduced four series – New Market 6, New Market 12, Sumter LS and Chatham Plank – to its Array luxury vinyl tile and plank collection. Chatham plank comes in 4mm gauge with a 6 mil wear layer, in 6” by 48” planks, and five wood finishes.
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Lexmark offers its first residential carpet line Lexmark Carpet Mills, Inc. a leading manufacturer of hospitality carpets, has introduced its first residential carpet collection, with 18 styles crafted from the company’s Primus solution-dyed PET yarn. Color lines for the series feature mid-tones: pastels, grays, soft blues and greens, and a range of beige shades.
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Shivhon Rugs expands area rug collections New from Shivhon Rugs, Rising Sun is an abstract botanical area rug that is hand-tufted from 100 percent Tibetan wool. Featuring a high and low pile design, Rising Sun is available in 5’ by 8’ and 8’ by 10’ sizes.
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Tarkett revamps iQ Optima line Tarkett has reinvigorated its iQ Optima range of homogeneous vinyl flooring with fresh new colors and formats as well as enhanced performance characteristics. The iQ Optima line features 64 colors, including new designs such as wood and combination colors. All colors are available in classic smooth embossed sheets and tiles, with plank formats for the new Essence collection.
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Dust Collection Products debuts Dust Muzzle Extra Dust Collection Products has introduced the Dust Muzzle Ultra, a universal dust collector for angle grinders. Available in 4-5” and 7-8” sizes, the two SKUs fit all grinders, according to the company.
Warp & Weft adds Geometriques to its Modern Collection of rugs New from Warp & Weft, the Geometriques series of rugs are hand-tufted in Nepal from the finest semi-worsted merino wool. The series is available in nine colors; one design includes silk. All can be made to custom size, color and texture.
32 ● February 2012 I www.ntlfloortrends.com
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Beaulieu introduces Bliss EverClean carpet New from Beaulieu of America, Bliss EverClean carpet was designed specifically for pet-owning families. Available in 21 styles and a wide array of colors, EverClean carpets are made from the company’s solution-dyed SoftSense polyester, and also feature Magic Fresh built-in odor-reducing treatment to reduce pet odors.
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Bentley Prince Street rolls out new high-definition carpet designs Bentley Prince Street has introduced two new products featuring the company’s exclusive high-definition printing technology. The Global Innovations and Kids Art & Friends Collections offer a wide range of colors and designs, all made with branded, 100% type 6 nylon fiber for easy cleaning and durability.
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Daltonian Flooring rolls out Big Canyon Collection Daltonian Flooring’s new Big Canyon Collection features patterns designed for informal residential use, with designs ranging from lifelike leaves and pinecones to rustic geometrics. All patterns in the collection are made in the U.S.A. from premium type 6,6 Supriva nylon and feature a stain resistant treatment.
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Anderson takes wraps off Chestnut Hill series New from Anderson Hardwood, Chestnut Hill is a hand-scraped hickory flooring that is available in three colors: Cambridge, Winchester and Saratoga. Manufactured in the U.S. and Greenguard Certified, the series features the company’s Luster Lock urethane finish for easy maintenance.
Duraamen Engineered Products debuts Terrazzi resurfacing system New from Duraamen Engineered Products, the Terrazzi Concrete Refinishing System is a polymer-modified concrete resurfacing system that produces an attractive polished concrete finish with zero VOCs, according to the company. The system uses a specially formulated concrete resurfacing compound that can be sprayed onto any hard surface such as concrete or gypcrete.
QFloors adds feature: Instant Stock Check QFloors has added a new service, Instant Stock Check, to the new features of its QFloors 6.0 software. The feature allows a person filling out a customer service invoice to click on a product and instantly check availability from the manufacturer. The information is available 24/7 from any computer, smartphone or mobile device, according to the company.
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33a ● February 2012 I www.ntlfloortrends.com
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02.12>Ad Index Company Name
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Beaulieu of America ..............................................................19 (800) 227-7211 www.beaulieuofamerica.com Centiva...............................................................................10,11 (888) 236-8482 • www.centiva.com Coverings 2012 ......................................................................29 (800) 687-7469 • www.coverings.com Creteseal ................................................................................25 (800) 278-4273 • www.creteseal.com Custom Building Products .....................................................2 (800) 272-8786 www.custombuildingproducts.com
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Florida Tile ...............................................................................3 (800) 352-8453 • www.floridatile.com
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Let your voice count February 20 - March 16. Vote for your favorite Áooring products (submitted by product manufacturers) in the Àrst National Floor Trends Readers’ Choice Awards. You could win $25 (one voter will be selected to win a $25 gift card each week). Winning products will be announced at Coverings.
FreefitFloors ............................................................................7 (800) 230-1000 • www.freefitfloors.com MP Global Products ..............................................................35 (888) 379-9695 • www.quietwalk.com Mohawk Flooring ...................................................................33 (877) ASK-MOHAWK www.mohawkflooring.com/genuedge Quick Step/Unilin...................................................................13 (888) 387-9882 • www.quick-step.com Roppe Corp. .............................................................................5 (800) 537-9527 • www.roppe.com Stauf USA ...............................................................................36 (866) GLUEUSA • www.staufusa.com Tuftex Carpet Mills ..................................................................9 (562) 921-7209 • www.shawfloors/tuftex W.W. Henry Company ...........................................................15 (800) 232-4832 • www.wwhenry.com
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Vote at vote.ntlfloortrends.com 34 ● February 2012 I www.ntlfloortrends.com
Wagner Meters ......................................................................23 (800) 207-2486 • www.RapidRH.com WFCA ......................................................................................31 (800) 624-6880 • www.wfca-pro.org
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.
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