National Floor Trends July 2011

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p. 10 Be a Value Creator, Not a Price Merchant p. 20 Retail Tech Continues to Evolve at Rapid Pace p. 29 CEO Letter Series: Innovating the Industry

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Vol. 13, No. 7

July 11

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National Floor Trends

NATIONAL FLOOR TRENDS Volume 13, Issue 7 (ISSN 1521-8031) is published 12 times annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333. Telephone: (248) 362-3700, Fax: (248) 362-0317. No charge for subscriptions to qualified individuals. Annual rate for subscriptions to nonqualified individuals in the U.S.A.: $115.00 USD. Annual rate for subscriptions to nonqualified individuals in Canada: $149.00 USD (includes GST & postage); all other countries: $165.00 (int’l mail) payable in U.S. funds. Printed in the U.S.A. Copyright 2011, by BNP Media II, L.L.C. All rights reserved. The contents of this publication may not be reproduced in whole or in part without the consent of the publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional mailing offices. POSTMASTER: Send address changes to: NATIONAL FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. Canada Post: Publications Mail Agreement #40612608. GST account: 131263923. Send returns (Canada) to Pitney Bowes, P.O. Box 25542, London, ON, N6C 6B2. Change of address: Send old address label along with new address to NATIONAL FLOOR TRENDS, P.O. Box 2145, Skokie, IL 60076. For single copies or back issues: contact Ann Kalb at (248) 244-6499 or [email protected].

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Be a Value Creator, Not a Price Merchant What is value? According to columnist Sam Allman, it is much more than just a price tag. Rather, it is the customer’s perception of the entire retail experience, which includes factors like product benefits, installation expertise and service.

20 On The Cover: “Etchware,” from Mohawk’s Horizon collection, features LCL styling and SmartStrand fiber made with DuPont Sorona renewably sourced polymer, and is engineered for exceptional stain and soiling resistance, durability and softness.

Retail Tech Continues to Evolve at Rapid Pace The flooring industry is enjoying unprecedented access to new technology tools thanks to devices like smartphones and tablets. Additionally, a wide range of industry-specific software is available to help retailers run their stores more efficiently and more profitably.

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CEO Letter Series: Innovating the Industry Our annual CEO Letter Series features letters to the industry from top executives at an array of leading companies. They talk about the importance of innovation in both products and manufacturing processes, and thank their customers and partners for their continued support.

ALWAYS STRIVING TO BE YOUR SUPPLIER OF CHOICE T H AT ’ S W H Y B E A U L I E U I S

WINNING FOR YOU WHERE IT COUNTS Ch Check out BlissFlooring.com. Web industry experts ag agree our new website is one of the best there is at engaging consumers. So says the International Academy of en Vis Visual Arts. And more importantly, so do your customers. That’s because we designed it to do one thing better than anything else in be cy cyberland ... lead her right to your front door to find Bliss ... The Nicest Carpet In The World®. Ask your Bliss associate how you Th ca can link up today with this award-winning site.

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Our totally redesigned display so impressed dealers at Surfaces this year that they gave it their highest honor. With its built-in Magic Fresh® demonstration area, take-home sample system and blissful design, it’s easy to see why. Available for both Bliss Magic Fresh and HealthyTouch™ collections. Make sure you’ve got the displays that win for you.

:,11,1* 0(5&+$1',6,1*6<67(0 Bliss dealers across the country are signing up for our exclusive advertising support package that wins the hearts, minds and pocketbooks of their customers. We’re talking customized spots on networks like HGTV, A&E, Food Network, OWN and others in their markets at incredibly low costs. Plus check out our other advertising and POS packages just for Bliss dealers. See your Bliss associate for details and win the race to build traffic to your store today.

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National Floor Trends

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

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Editorial Comment

14 Residential, Commercial Cork Flooring is Growing Up 18 HGTV Green Home Goes Platinum in 2011 22 Commercial Possibilities – A Niche with Specialty Flooring 28 Area Rug Gallery 41 Focus on Resilient – Troubleshooting Installations Over Concrete Subfloors Q&A 43 Green Matters 44 News/People/Places/Events 48 Cove Base/Mouldings Critical to Finish the Installation 50 Moisture Control Products Spotlight 52 Reader Action Card 53 Ad Index/Classified Ads 54 Products on Display

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In Memoriam: Howard Olansky 1928-2006

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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 Christopher Wilson BNP Custom Media Group Phone: (248) 244-8264 • [email protected] List Rental Contacts Kevin Collopy Sr. Account Manager (845) 731-2684 Toll Free: (800) 223-2194 x684 • [email protected] Michael Costantino Sr. Account Manager (845) 731-2748 Toll Free: (800) 223-2194 x748 • [email protected] For subscription information or service, please contact Customer Service at: Tel. (847) 763-9534 or Fax (847) 763-9538 or e-mail: [email protected]

Amtico receives SHARP cert for safety from OSHA Amtico International has been certified to the Safety and Health Achievement Recognition Program (SHARP) by OSHA for the company’s manufacturing facility in Madison, Ga.

WONZ launches app on benefits of wool Wools of New Zealand is offering a free application for the iPad and iPhone that talks about the health, sustainability, beauty and comfort benefits of wool.

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Express Your Good Taste They say what you buy says a great deal about your taste and persona. Florida Tile believes that what we design and manufacture also says the same about our company. We infuse the qualities of strength, durability, sustainability & value into every product we make. Our line of HDP High Definition Porcelain products bring our attention for detail to the surface. From slate, wood and marble look tiles, we produce a finished product that is both beautiful and responsible. Visit one of our Florida Tile locations for more information.

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E ditorial Comment I

by Jeff Golden, editor

Build Your Sales and Success Now

This month’s issue is chock full of great ideas and products to build and strengthen your top line sales and profitability. We have business-building ideas for flooring retailers/contractors, designer, architectural specifiers and installers.

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

am Allman’s column “Cease Being a Price Merchant; Become a Value Creator,” outlines important steps in creating value. See story starting on page 10. Beginning on page 14, associate editor Michael Chmielecki reports on the cork flooring segment with a vision of future trends. We are providing a glimpse of the 2011 HGTV Green Home in Stapleton, Colo., featuring products from exclusive flooring sponsor Shaw Floors. Begins on page 18. From smartphones to tablets to room visualization software, retail technology continues to evolve at a rapid pace. Check out the preview of the fcB2B September meeting. See story starting on page 20. Commercial Possibilities columnist Dave Stafford shares steps in building a successful niche market. Begins on page 22. Just in time for the Atlanta Area Rug Market, July 14-17, is a special area rug new product preview on page 28. Our annual CEO Letter Series begins on page 29 with top industry executives talking about the changing economy, innovation in products and manufacturing, customers and business partners. Focus on Resilient columnist Ray Thompson, Jr., responds to more questions from his successful Troubleshooting Installations Over Concrete Subfloors webinar, beginning on page 41. Check out the latest green product news on page 43. Payment comes only following successful completion of the flooring installation. Make sure the correct products are specified and installed so that you get your payment, rather than a callback request. Check out the latest in mouldings and cove base products to give the installation a finishing touch, on page 48.

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BNP Media Partners with Bird Dog Career Centers for Job/Career Center Resource Have a job opening or know someone looking for a job? National Floor Trends and our parent company BNP Media have formed a new partnership with BirdDog Career Centers to provide a job/career center resource focused on this market. National Floor Trends’ sister publications Floor Covering Installer, TILE, Stone World and Contemporary Stone & Tile Design are also part of the partnership. “We are excited to partner with BirdDog to provide job placement and career counseling solutions for our markets,” said BNP Media Publishing Director Tim Fausch. “Many of our markets are rebounding from hard times. This new career center allows us to help strengthen the flooring/tile/stone markets by matching employers with ideal employees.” Companies seeking employees or job seekers can access the Career Center by clicking on the BNP/BirdDog widget found on the home pages of www.ntlfloortrends.com, www.tilemagonline.com, www.fcimag.com, www.stoneworld.com and www. cstdmag.com. During its 14-year history, BirdDog has helped more than 3,500 employers in specialized industries move to a strategy of planned hiring. In addition, the combined BirdDog family of sites and solutions has attracted more than 100,000 job seekers. Tailored to business owners and hiring managers searching for uniquely qualified tradesmen, the industry-specific career center will be powered by BirdDog’s Candidate Acquisition & Management System (CAMS). A web-enabled recruitment program customized for construction, mechanical and engineering companies, CAMS allows employers to post an open position. CAMS then distributes the opening across the BirdDog family of niche job sites, including BirdDogJobs.com, MEPjobs.com and ASHRAEjobs.com. For more information on the benefits of using the BNP Media/BirdDog Career Center, contact Doug Mitchell at [email protected]; nft ● (515) 473-9206.

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The original promise of guaranteed tough-tested durability on men’s Wear-Dated nylon shirts made history. Later incorporated into carpet, it also built a strong legacy of consumer confidence. Now, you and your customers can have that same confidence in new Wear-Dated Revive. It’s the ONLY branded P.E.T. BCF carpet that helps you: ÊÊÊU Increase store traffic and boost sales with advertising co-op funds ÊÊÊU Reach personal goals by earning Mohawk Infinite Rewards points on sales ÊÊÊU Offer your customers additional advantages with best-in-industry Scotchgard™ Protector Advanced Repel Technology Mohawk innovation makes Wear-Dated Revive a softer, cleaner, longer-lasting P.E.T. Mohawk’s commitment to quality makes it measure up to the trusted Wear-Dated name.

Learn more online at MohawkToday.com. Great Support. Great Retailers.

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A rt of Retail Management I

by Sam Allman

Cease Being a Price Merchant; Become a Value Creator This recession has changed much. Business is harder to come by. Consumers are more price-conscious and are shopping more stores. Competition is keener. Going by the wayside are the perceptions: bigger is better; and a high price means quality. People are downsizing; excess is out, and thrifty is in.

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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ut what hasn’t changed is consumers don’t necessarily want the cheapest product. They do want a good price, but will pay more if they feel the product is worth it. Before customers will exchange their money for a product, however, they want to believe the product will provide them benefits that they value, and that these benefits should at least equal the cost. They’ll become emotionally hooked when they believe the benefits exceed the cost. You’ll need to convince your customers that they’re not just spending, but actually investing and will reap a good return. Millions of consumers will say that they will invest gladly when they recognize that the product will give them more value than it cost. Value is defined as an equivalent, or fair-toboth-parties, exchange of money for goods or services. A customer believes she’s getting value when she perceives that her benefits equal her costs. However, she will consider her purchase a good value when she believes the product’s benefits exceed her cost. It is the relationship between the consumer’s perceived benefits and perceived costs that persuades her to buy or not. The product’s value is not a certain dollar amount that an expert might dictate. Rather, it’s the customer’s mental estimate of the product’s value. Customers judge value by what they get in return for the dollars they pay. So when a customer grumbles, “Your price is too high,” She’s actually saying, “The value or benefits you have shown me are less than the product’s cost.” The value does not equal the cost. Or, in other words, “the value or worth for me does not equal what I will pay.” Your customer’s perception of value is her reality. Seldom will shoppers pay exactly what your product is worth. They will pay either less or more

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than its worth--depending on their perception of value. Your and your salespeople’s ability to manage customers’ perceptions and to increase that perceived value is a master selling skill. Your business’ survival in these times may very well boil down to how well you and your people are able to be value creators. You must cease being price merchants and become value creators! Perceived value is what matters, but it is subjective. That makes value different for everyone. Since everyone perceives value differently, you must approach each customer in a way that speaks to her mind and her needs. Each customer is a new challenge.

$2.99/sq. yd.? $3.99/sq. yd.? $4.99/sq. yd.?

What is value? It is more than just a dollar amount. Rather, it’s the customer’s mental estimate of the product’s value. Your customer’s perception of value is her reality.

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by Sam Allman

As salespeople, we understand customers buy for their reasons, not ours. We also know they don’t buy a floor for what it is. They buy it for what it does for them. So, they buy consumer benefits rather than product features. You build perceived value in the customers’ mind by promoting the consumer benefits. Not just any benefits, but those benefits that relate to the customers’ needs and wants. That’s the crux of selling skills and that’s why mediocre salespeople lead with price, while professionals lead with questions to truly understand the customer.

Millions of consumers will say that they will invest gladly when they recognize that the product will give them more value than it cost.

The best way to know which benefits she cares about is to discover her needs. Your discovery must be both skillful and in-depth. As you ask questions, you need to watch and listen to the customer’s response. Good listening skills are also crucial to success in sales. Price is only one of several elements in her decision, but not the only one. For nearly all customers, price is only one variable in their decision. They won’t buy low quality just to save. They want quality and a justifiable price. Customers will not pay more just because they like you. Professional salespeople, instead of defending the price, create value that

transforms the price into a bargain. In fact, the only effective defense to a price objection is to relentlessly focus on what adds value for the customer…and ignore what doesn’t. You and your salespeople must create value – increasing the worth in the customers mind. You can’t do that if you or they (your customer) are worried about price. Creating value is a threestep process. Step One: Ask questions and listen so that you understand your customer and your customer feels understood. There is no other tool more important to a salesperson than this ability to engage with the customer. Most salespeople don’t ask enough questions. They want to show product way too soon. They are product focused, instead of customer focused. Step Two: Never, ever admit sameness between your products and a competing product. Remember, all buying decisions are primarily emotional. Customers want to feel emotionally good about what they buy. Customers have a strong psychological need to compare two or more offers. They like to compare apples to apples and oranges to oranges, so they can narrow their decision down to price. To hold your margins and sell at prices higher than your competition, you must never comment that your products and services, your personal expertise and honesty, and your company’s integrity are comparable to a competitor’s offer. Instead, emphasize the differences. By analogy, show that the competitor’s offer is an apple, while yours is an orange. Don’t let customers think both are apples. If they were, then price would be the only difference. “To concede sameness is to give away your competitive advantage.” While customers are busy commoditizing, we must be busy differentiating. If your customer’s perception is that your product and service are the same as your competitor’s down the street, then she’ll always pick the lower price. Remember, even if the product you are selling is the same, your service and

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installation, the reliability of you and your company never are. They differ and are better. Your job is to emphasize them, so the customer realizes that you create more value. Step Three: Tell the customer why buying your product from you will increase the value of her purchase; tell her how your product precisely matches her particular needs. Superiority won’t matter to her until it relates to her needs. Of course, you can’t do that unless you listened to her at the beginning, as you asked her questions about her wants and needs for new floor covering.

Your and your salespeople’s ability to manage customers’ perceptions and to increase that perceived value is a master selling skill.

She will follow your recommendations if you can quote her very words about what she wants, and then articulate how the benefits of a particular product either satisfies or exceeds her desires. This is where you need to rehearse and develop both your speaking and demonstration skills. It’s about learning to articulate clear, customer-focused benefits, rather than general product features. Let’s face it; it is easier to be a price merchant. It takes thought, patience, understanding and skill to be a value creator. However, your customers will be more satisfied and you will be better nft able to pay the bills. You choose. ●

cork décor NATURAL | INNOVATIVE | DURABLE

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Residential, Commercial Cork Flooring is Growing Up by Michael Chmielecki, associate editor

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ork flooring is in a growth mode thanks to efforts like the recently completed Décor(k) Tour, an event hosted by the Portuguese Cork Association (APCOR) featuring a mobile showroom, which visited 16 cities across the U.S. Additionally, the green nature of the product is drawing in architects and designers who are specifying cork flooring for LEED points.

Tim Tompkins, Amorim Flooring N.A.’s national marketing director, said people are excited about cork flooring for another reason as well: its unique looks. “The interesting thing that cork offers residentially is newer and different surface textures and veneers that give a different appearance than engineered hardwood flooring,” he said. “We can make cork [look] like bamboo, or stone, or many other

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Top Left: Amorim’s Wicanders CorkPlank, in Traces Spice. Top Right: Qu-Cork’s Midnight Slate, pictured in an installation at this year’s New York Fashion Week. Above Left: Tira Cinzento is part of USFloors’ Almada collection. Above: Timeless Baroque, from WE Cork.

APC Cork offers a wide range of cork flooring products.

things.” Tompkins noted that consumers are gravitating toward sizes similar to hardwood plank, at 5 1/2” by 48.” The commercial side is more likely to specify cork tiles. However, he predicts that there were will soon be some crossover between the segments. “What is coming on the residential side is faux stone and tile looks. These designs haven’t been exposed yet to the extent that they have on the commercial side,” he said. Gary Keeble, Jr., USFloors’ marketing manager, agrees that better looks can help bring the product into more homes. “When you add things like beveled edges and interesting formats, cork flooring becomes more of a design product and less of a utility product,” he said. He added that the company expects its commercial sales to grow in the next 12 to 18 months, as the company’s USFContract division focuses on bringing out new products, including additions to the Cork Décor program. According to Randy Gillespie, Expanko’s owner, commercial cork options are starting to move away from engineered floating floors and returning to traditional, glue-down formats. “There has been a push back from the design community to produce glue-down floors with more stability,” he explained. “They are also not looking so much for wild, fancy patterns, but something more like the traditional cork installations that have lasted for 100 years.” At NeoCon last month, the company launched its Heritage series, a line of 12 mil cork flooring in 12” by 12” and 24” by 24” tiles, in light, medium and dark colors. Gillespie said these products are inspired by “the same material used in those installations that are 100 years old.” He added that the collection will offer an extended warranty “beyond the usual 10 years.” He feels the product will also bridge well into residential because it offers many options. “You can be creative with it, and create checkerboards, herringbones and brick patterns. You can do custom cuts; it’s basically like having a piece of wood, but with all of the benefits of cork.” Ann Wicander, WE Cork president, said it is hard to pinpoint any one trend in the segment. “Our beveled Timeless

The worlds biggest producer and exporter of CORK

Gem Collection “Meteorite” Circle 51 on Information Card

APC cork

ssustainable t i bl liliving i ffrom th the ground oundd up. p.

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

An installation of Expanko’s Heritage cork flooring at the Pennsylvania Historical Society.

Collection, which includes tiles and planks in a floating floor format, is doing very well in the marketplace. We also see value products taking hold. While we offer some glue-down products, but by far the floating floors are what people are choosing.” She noted that it is important to demystify cork flooring for

retailers so they are better equipped to sell it. To that end, the company is launching a Learning Program, which includes a PowerPoint presentation, flipchart/PDF, and an online video component. “The program is supported by installation videos on our website for both our floating floors and glue-down,” Wicander said. “Everyone wants a warm, quiet floor and the attributes that cork offers. We put this program together so everyone can learn more about cork, from selling to installation, the whole nuts and bolts.” She said that these types of efforts can help transition cork flooring out of being a niche product into something a little more mainstream. “I just came from a trip in Canada where cork is very prevalent and accepted. On the other hand, I was recently at a home show in Atlanta where about 60 percent of attendees didn’t seem to realize you could walk on cork. We’re so close to the segment, that sometimes we’re baffled by the fact that not nft everybody knows about it.” ●

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e e r F Focus on GREEN SCHOOLS! Register Today at www.TheVirtualGreenExpo.com Event Sponsor:

August 4, 2011 | 9AM - 4PM EDT Exhibit Hall Hours: 9AM - 4PM EDT

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HGTV Green Home Goes Platinum in 2011

By Jeff Golden

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his year’s HGTV Green Home, located in Stapleton (Denver), Colo., combined a LEED Platinum Certified rating from the U.S. Green Building Council with a Frank Lloyd Wright influenced prairie style design. The location of the home was at the old airport in Stapleton. Stapleton Airport was the city’s primary airport from 1929 to 1995, until the opening of the new Denver International Airport. Now known as Stapleton Denver, the area is a mixed-use development covering 4,700 acres of homes, retail shops, offices, parks and schools with

history, sustainability and educational offerings. A remnant from the old airport, the control tower, still stands just a few blocks from the home and serves as a directional landmark. The 3 bedroom, 2.5 baths home packed everything a homeowner would want in today’s home: living room, dining room, powder room, loft, “do” room, efficient kitchen and a two-car garage, complete with a dog-washing station, in approximately 2,343 sq. ft. The home features a 5-kilowatt solar system powering the heating, cooling, lighting, energy and security systems from

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a digital touchscreen. Design of the home is influenced by Frank Lloyd Wright’s 1908 Robie House with a front patio and side deck for expanded living areas. Featured throughout the home are hardwood, carpet, carpet tile, ceramic, glass tile and area rugs from Shaw, exclusive flooring sponsor. Many of the rooms featured bound broadloom carpet placed over the hardwood floors. The reason: additional LEED points. Entering the home, the main flooring was Alto Pass hardwood in Chicory. It was used throughout the home except in the upstairs master bathroom. “When

The 2011 HGTV Green Home features a wide range of green products from Shaw, the home’s exclusive flooring sponsor.

you walk in the front door, the first thing you notice is the amazing tile backsplash in the kitchen,” says interior designer Linda Woodrum. The focal point in the kitchen is a mosaic of gray, white and yellow glass tile of Shaw’s Nova Roma Café Au Lait, fashioned from reclaimed stained glass. Natural transitions are used to connect the kitchen with the living room (great room) and the dining room. Featured in the living room is the Step by Step bound carpet in Pineapple. The Naturally Elegant (Riverbank) bound carpet highlights the dining room.

The “Do” room, which multi-purposes as laundry, craft areas and home office with wall-to-wall cabinetry, features inset Chatterbox carpet tiles with eco-worx sustainable, cradle-to-cradle non-pvc backing with 40% recycled content. Upstairs in the loft the Providence Light Multi area rug with a floral, leafy look adds brightness. The girl’s bedroom in pink combines the Having Fun bound carpet in Bubblegum over the Alto Pass hardwood floor. The other kid’s bedroom uses alternating Chicory and Oat Straw Alto Pass hardwood for an easy to-do custom look.

The master bedroom partners the Stylish Element bound cut loop carpet in Pepper Green above the Alto pass hardwood. A beetle kill pine headboard system is the focal point of the room. The master bathroom uses Lacava Mosaic on the floor and inside the shower floor with Mixed Up Random Slate in Pikes Peak color on the shower walls. Built by Denver area home builder Infinity Home Collection, you can go to the National Floor Trends website (www. ntlfloortrends.com) to view a video of nft this year’s Green Home. ●

www.ntlfloortrends.com I July 2011 ● 19

Retail Technology Continues to Evolve at Rapid Pace by Michael Chmielecki, associate editor

F

rom smartphones to tablets, technology has begun to permeate every aspect of our business lives. Technology is available to help flooring retailers run a better business, both in the showroom and the back office. Software providers say the key to getting retailers to use industry-specific software is to make it as simple to operate as possible.

“Over the last 10 years, there has been a shift in people really starting to accept technology,” said Chad Ogden, QFloors president/ceo. “At the same time, a large percentage of retailers are still using things like QuickBooks and Excel. The problem is these programs are meant to be used by one or two people, not everyone in the company.”

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Top: Dancik’s Order Manager, displaying an order on an iPad. Above Left: A user works with QFloors retail flooring software. Above: RFMS’s Sales Pro Mobile app.

New Business Processes Coming from fcB2B Group The Floor Covering Business to Business Association (fcB2B) has been hard at work on several projects, including a standard for electronically sending and receiving product catalogs, and a way to offer real-time inventory control. According to fcB2B executive director Pamela Bowe, product catalogs are extremely complex to send and receive electronically, but the organization is close to figuring out a way to do it. “When you look at a catalog, there are all sorts of different measurements, product types and different attributes of the different products. The catalog needs to be able to account for all of those,” she said. She noted that the upcoming fcB2B September meeting should iron out the final implementation guidelines for such a system. Additionally, the group hopes to have a method in place to offer real-time stock checking before the end of the year. Bowe said the group is looking into web services, and “different ways to share, store and retrieve information” in order to create such a tool. “The way most people use the Internet now is similar to how web services are used. It’s a way to index stuff and immediately have it tell you what’s available, where it is, and the options available, similar to a search page on Amazon.” The development phase will include an education period, service validation period and interoperability test period. Members can participate in all of these phases. For more information, visit www.fcb2b.org.

The benefit of industry-specific software is that it can integrate multiple tasks and be viewed by everyone in the company from the salespeople to the manager, Ogden said. “If you have everyone collaborating on technology in the company, you suddenly have the potential for twice as much business with the same number of people, because you’re increasing productivity that much more.” Ogden noted what matters most is that

the retailer can run a business smoothly and efficiently. “If we can just get people to do monthly financial statements, that’s how we know we’ve won,” he said. According to Mitch Dancik, Dancik International’s president, another challenge for many retailers is having the infrastructure required to run a computer network. He predicts (in the not-toodistant future) many retailers will be running software off their mobile devices. “Once that happens, it will change the whole paradigm of how retailers find information. It’s very likely that all of the [industry] software that exists today will have to be reengineered for the mobile environment,” he said. Dancik noted that this shift could also change the way retailers and suppliers interact. “Many retailers don’t have the time to key in price lists; they don’t even have time to download them. They just want to wake up and, without pressing a button, the list is there. Suppliers may need to work with their retail customers to provide free apps and pieces of software that will have the price lists ready each day. That’s an infrastructure that doesn’t exist today.” Dancik added his company is looking into offering “complete mobile entry order capability and mobile access to everything we supply.” He said software providers need to be prepared for online applications that could change the face of their business, such as someone creating a free estimating app. “That could happen so quickly. We all need to be that much more on the ball.” Terry Wheat, RFMS founder and ceo, said one of the major benefits of industryspecific software is lead generation. “Retail software needs to capture the information regarding a lead or prospect as quickly as possible, and then retailers need to be able to manage that information on an ongoing basis.” He noted that the old way, of jotting down notes on a notepad and bringing it over to the order desk, is on the way out. “On the retail side, capturing information is really important; capturing it digitally is critical. Retailers need to be able to input the information quickly and easily so they can focus on romancing the customer.” Wheat said that people are becoming

more receptive to technology, and retailers who use it in their business have a distinct advantage over those who do not. “Your customers have been researching all of the products they want on the Internet and probably know them better than your sales staff. It’s up to you to capture their attention immediately.” Room visualization software that allows consumers to mix and match flooring and other products in virtual rooms is another important selling tool. The 3-D Home Design Planner, a visualization tool from roomsalive, is one feature of the company’s new in-store kiosk program. “We feature professionally designed rooms from celebrity designer Marc Thee

“On the retail side, capturing information is really important; capturing it digitally is critical.” – Terry Wheat, RFMS

and his team,” said Hue Lien Duxbury, roomsalive’s vp B2B marketing. “You can mix and match many different elements, including flooring, paint, cabinetry, countertops, furniture and lighting.” The touch-screen, modular kiosk system includes design videos, a real-time product library with search functions, an “inspiration gallery” of room scenes, and printable concept drawings. The retailer can also include a Surya area rug program as part of the kiosk. A paint collection will be available early next year. “Everyone has seen the dip in business; retailers that are strong are looking at innovations that can help them market to consumers. Those that are already looking for new tools are the ones that are nft doing well,” Duxbury noted. ●

www.ntlfloortrends.com I July 2011 ● 21

C ommercial Possibilities I

by Dave Stafford

A Niche with Specialty Flooring

The saying, “What came first, the chicken or the egg,” may also be applicable when thinking about a new niche within your commercial flooring business. Perhaps you’ve seen a new product or have a unique installation capability. An example would be poured epoxy, methyl methacrylate, or polyaspartic flooring topped with quartz crystals or vinyl chips. 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.

T

o continue on last month’s column, “Picking a Winning Product for Commercial Selling Success,” here are some steps to take in making your choice of a new niche market a successful one. The character and reputation of your company must be maintained. Every company has a certain persona. Is your core mission consistent with this new niche or will entry into this new area cause confusion in the marketplace? If your name proclaims that you are in the carpet business, perhaps you should consider using another name for your poured flooring or specialty concrete topping business. On the other hand, if your name already implies a variety of commercial flooring finishes, perhaps this is just another menu offering. A good rule of thumb is this: “Would a reasonable person associate this business with my current business or not?” Also, consider the legal issues. You don’t want a thriving, successful business brought down by a catastrophic failure within the new business segment. This may be unwanted, front-page news - a disaster that damages your reputation or a large lawsuit and financial award. Do market research for your geographic area; it is usually best to stay within the area you typically service. How many potential clients are available to you and where would they be, in a metro or suburban setting? Sometimes the Yellow Pages, local Chamber of Commerce or annual business listing provide an inexpensive way to get this information.

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Find out all you can about your potential competitors. Do you already know something about them and their reputation? Even though there may be a number of people in your prospective niche, they may not be wellfinanced or managed, and have a less than stellar reputation for quality. Or there may be one or two top companies that do good work and have been so aggressive in their marketing that all of the profit has been squeezed out of the segment.

If you’re going to expand into a niche segment, do you have the right personnel needs? You may think it easiest to just use your current staff, but that might impact your other business. Make your move carefully.

A world of surprising choices.

©2011 CBC Flooring

A world of surprising color choices and beauty are yours when you choose Indelval Rubber Flooring. With high-quality raw materials and eco-friendly color pigments, our green construction will exceed your environmental expectations and imagination. Add to that outstanding performance, durability and ease of installation with advanced adhesive technology, and you have a choice that can only be Indelval.

Flooring www.cbcflooring.com Circle 30 on Information Card

C

by Dave Stafford

If you decide the niche is worth pursuing, will you use existing sales personnel or hire new ones? Yes, you will keep your initial costs down by using existing personnel, but they must still be trained and this will take time away from their current efforts (which will impact your other business). How will you mount your sales campaign, tentatively or with a big

If your name proclaims that you are in the carpet business, perhaps you should consider using another name for your poured flooring or specialty concrete topping business.

kickoff? If you are using current sales personnel, create excitement and special promotional incentives. Focus attention by using cash prizes, trips, team recognition, weekly scoring, and monthly awards for selling packages that feature a range of products in your new niche. As part of this initial evaluation, think in terms of the money, time and personnel you are willing to invest to see if this new venture will be viable. You should allot a specific time to test your new niche against projected costs versus sales. Analyze your current capabilities, both financial and operational. Will this new area impact your financial

stability and will you need other credit lines? Usually, a new segment requires new suppliers or a different relationship with current suppliers. You have to establish your financial reputation with a new supplier and their typical terms and conditions may be different than what you receive in your other business. If your normal terms are 4/30, 3/45, N60 and you are confronted with 3/20, N45, will this work for you? If not, you need to negotiate something different at the outset, not after it becomes a problem. For a current vendor, you may feel your existing credit line will not be sufficient for the expected new business. Ask for your mill rep’s support. There is no better time to discuss this with your credit manager; you’ll receive high marks for being proactive. Have you done a projected gross profit and net profit for this niche? Is it more or less profitable than your core business? If you are operating at a gross margin of 25-30%, do you really want to take on a new high-volume business that you expect will be in the 20-25% range? My experience has always been that projected profit rates tend to be high, giving one a false sense of security. This may be a new niche for you, but usually there are successful people in other geographic areas who will give you an idea of what to expect. Don’t forget to ask your product suppliers; they should be a good resource. What is typical for billing and collection within this segment? If you are used to collection within 30-45 days, perhaps a slightly lower gross profit would be acceptable if you can pick up a check when the job is finished (or within 10 days). Or, if you are pursuing an owner, developer, or general contractor niche or most government clients, be prepared for 45-90 days as a best-case scenario. Will this niche require a new installation department or will you use existing installers? Is cross-training of personnel possible? Having been through this several times, cross-

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training looks good on paper, and will work if you are moving within the same general specialty. Let’s say you are currently doing a fair amount of commercial carpet installation; training a crew in vertical lift installation methods should work. After all, they are still installing carpet tile. However, if you are contemplating the poured flooring niche, having a

You have to establish your financial reputation with a new supplier and their typical terms and conditions may be different than what you receive in your other business.

team installing carpet one day and a poured floor the next will likely be a problem. And, unfortunately, frustration will set in and this specialty change will disrupt your existing installation team in their core area, too. The reason is the dramatic difference in tasks that must be performed. High skill level and time-saving techniques cannot be maintained when work is not being performed day after day. Therefore, if the rest of your review makes sense, consider hiring and training a crew. Be prepared to commit to long-term specialized training to be successful and profitable in this segment. Don’t forget to consider the issue

The T he HIDDEN & Silent Killer Moisture Causes $1 Billion in Flooring Damages Every Year! Moisture vapor escapes through the surface of concrete and often there are no definitive physical signs. ARDEX recommends RH moisture testing with in-situ probes for new concrete slabs and existing slabs especially on or below grade.

ARDEX delivers a full-line of best-in-class moisture control systems to remediate moisture problems in concrete prior to the installation of any type of floor covering…even in the most demanding environments. ARDEX MC™ high-performance products control moisture levels up to 98% RH and are ideal for fast-track jobs when the curing time of a new slab is not a reasonable option.

ARDEX MC™ Moisture Control Systems The right solution for any floor covering installation ARDEX MC™ ULTRA For the most demanding environments • Two-coat epoxy full-proof protection • Install ARDEX Underlayments or Toppings in just 16 hours • Industry best 15 year warranty*

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*ARDEX MC™ Warranties Available Only to ARDEX Trained Installers

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Circle 42 on Information Card

www.ardexamericas.com

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by Dave Stafford

of physical space required. Will you have to increase warehouse size to accommodate this new niche? Where will you store equipment and provide training? Is it possible to receive shipments of these new products and store them with other products in your warehouse? As I found out, certain chemicals must have their own storage area with a separate wall, a door, posted signs and fire extinguishers. What is the potential for contaminating other products being stored in the same general area? Imagine a warehouseman who ruptures several bags of concrete topping being stored on a rack, or forgetting to shut off the petcock on a drum of liquid resin. And it is not just the space, but how the products may have to be handled; must they be loaded by equipment or by hand? Do you require vehicle access within the area and is there sufficient swing room? Some niche examples include a

company that landed a small contract with a state agency and parlayed it

Will you have to increase warehouse size to accommodate this new niche? Where will you store equipment and provide training?

into a multi-year state contract. A commercial dealer applied for a federal

government contract and ended up with a blanket purchase agreement for five years. Another spent the money and 18 months in training to add vertical lift installation to his credentials. One dealer took on a cleaning and emergency water damage restoration franchise. A contractor eliminated his other business and concentrated on poured floors, primarily for commercial kitchens. A commercial dealer made a name for himself by specializing in floor leveling; another became widely recognized for his expertise in colored concrete toppings. And the list goes on. Over the years, I have seen a variety of companies incorporate niche business. Some were accidental; some costly and disastrous; others were wildly successful. In the final analysis ask yourself: Does this niche really make sense, from a risk and reward basis, for me and my nft company? ●

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800-525-5530 • www.rbrubber.com • National Distribution Centers Circle 12 on Information Card

26 ● July 2011 I www.ntlfloortrends.com

- Use the RH BluePeg sensor with the BL2 to record ambient conditions. - Use the new BL2 Tracker to get a full report: relative humidity nd temperature a r B ew plus 3 wood moisture N measurements. The BL2-Tracker is ideal to investigate some of those sneaky, slow developing moisture problems in wood floors.

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07.11>Rug Gallery 1

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Tam Wimolvan Vidulich unveils new area rug collection Interior designer Tam Wimolvan Vidulich has taken the wraps off five new area rugs, additions to the Chromatica collection. The rugs feature a bold palette of colors and intricate designs, all constructed by hand from New Zealand wool. For details, circle 220 on the Reader Inquiry Card.

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828 International rolls out additions to Sienna line 828 International is adding new designs to its Sienna line of floral designs and two-toned backgrounds. All designs are made from 100 percent polyester. They are hand-hooked in China, and are available in a full range of sizes. For details, circle 218 on the Reader Inquiry Card.

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Shaw Living introduces Bob Timberlake area rug collection New from Shaw Living, the Bob Timberlake Area Rug Collection features machine-woven rugs of recyclable Shaw’s EverTouch nylon. Rugs are available in 6 sizes, ranging from 1’ 10” x 2’ 9” to 9’ 6” x 12’ 10”. For details, circle 216 on the Reader Inquiry Card.

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Reflected Light Collection explores light and shadow Tania Johnson Design is launching the Reflected Light Collection, four designs based upon the appearance of filtered light. Each made-to-order rug is hand knotted in Nepal from wool and silk fibers, and is available in the following colors: Blur, Radiance, Glow and Haze. For details, circle 214 on the Reader Inquiry Card.

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Shivhon offers custom Tibetan rugs made to order Shivhon Fine Tibetan Carpets’ Tibetian rugs can be personalized with custom colors at no additional charge. All rugs are hand-crafted in Nepal from pure Tibetan wool and silk, which is hand-carded, hand-spun, and pot-dyed then hand-knotted on a traditional loom. For details, circle 212 on the Reader Inquiry Card.

Couristan showcases area rugs in new Without Walls display

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New from Couristan, the Without Walls indoor/ outdoor area rug display which includes 20 plastic hangers with wire hooks and is shipped ready to assemble. Dealers can custom select their product assortment from more than 100 skus. For details, circle 210 on the Reader Inquiry Card.

nft

CEO Letter Series:

Innovating the Industry

National Floor Trends

Welcome to our annual CEO Letter Series. We asked executives at some of the top flooring industry companies to weigh in on the state of the industry and talk about their latest products and technologies. They also take the opportunity to thank their customers and partners for their continued support. If 2011 has had a theme so far, it’s been one of persistence and perseverance. The economic downturn has created many challenges, and now it is up to businesses (including companies in both the residential and commercial segments) to find new customers and provide superior service. With the continued push for green products, manufacturers are also proud to share their latest advancements in sustainable technologies and innovative processes. A streamlined, userfriendly website and social media presence is also becoming increasingly important as more and more customers are researching product information through the Internet. 2011 CEO Letter Participants: Ardex ....................................................................................... 30 Faus ......................................................................................... 31 Florida Tile .............................................................................. 32 Beaulieu of America ............................................................... 33 Mohawk Industries ................................................................ 34 MAPEI ...................................................................................... 35 MP Global Products ................................................................ 36 Wagner Electronics ................................................................ 37 Seneca Millwork ..................................................................... 38 CHAPCO Adhesives ................................................................. 39 CBC Flooring ........................................................................... 40

CEO Letter Series

As we move through 2011, the only thing that is certain is uncertainty. In difficult economic times the decisions we make and the business partners we choose are more critical than ever. Every mistake is seemingly magnified and brand loyalty is challenged from project to project. ARDEX Americas strives to be the Ultimate Partner to our customers. In 2008, when the economy began to decline we recognized immediately the need to further increase support for our partners by providing real, tangible benefits that would give them a distinct competitive advantage in a challenging marketplace. Additional benefits provided would be based on the values that have made ARDEX the industry leader including, bestin-class products, expert technical support, unmatched customer service and innovation leadership. However, the first step would be to embrace change ourselves. At ARDEX Americas, we strategically restructured management and departmental roles, made significant capital investments in technology and infrastructure, and placed an even stronger focus on breakthrough and creative thinking. As we improved internal structures and processes, we also streamlined our key customer programs into the ARDEX Preferred Partner Program comprised of distributors, contractors and architectural professionals. The program is designed to further improve two-way communication and to have our partners more engaged in the delivery of services and products that will impact their business and the industry. Already recognized as the innovation leader, ARDEX became even more aggressive by launching over 35 new products since 2009. Some of these technologies have been recognized by industry experts as revolutionary including, ARDEX K 55™ MICROTEC® Premium High Flow, Self-Leveling Underlayment, ARDEX K 301™ Exterior Self-Leveling Topping and the ARDEX MC™ Moisture Control Systems. In addition to high-performance products, we increased training at our four technical training centers, as well as in the field with ARDEX Field Technical Specialists and Sales Professionals. We also diversified into parallel market segments providing new business opportunities for our customers. This includes ARDEX Engineered Concrete Repair Systems, a full line offering of structural and non-structural concrete repair and restoration products. Also, we partnered with Diamatic®, a global leader in polished concrete equipment to lead the industry with the first comprehensive architectural process specification for polished concrete floors, the ULTRAFLOR® ARDEX® Diamatic® Polished Concrete System. Leadership in environmental sustainability remains an important focus. HENRY® was the first flooring adhesive brand to introduce solvent free adhesives. Our GreenLine® Environmental Technology standards have been expanded to encompass ARDEX products and our R&D team remains keenly focused on developing environmentally-friendly products to reduce our footprint in the manufacture and use of our products. The ARDEX Architectural Team works hand-in-hand with architectural professionals to assist with specifications and to provide an understanding of how ARDEX and HENRY products contribute toward LEED® certification. The results of the many changes we have implemented are clear. We have strengthened and solidified partnerships with customers throughout the sales channel and forged many new relationships. Through good times and tough times, ARDEX is your Ultimate Partner setting the standards for quality and innovation. We invite you to join us and we thank our current customers for their loyalty and commitment to excellence!

Sincerely,

Stephan M. Liozu President & CEO, ARDEX Americas

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To Our Valued Partners,

CEO Letter Series

While the Flooring Industry has been adversely affected in the past 3 years due to the economy, there are some signs of improvement in 2011, for instance the housing market continues to recover slowly and home remodeling requires a more careful consideration by the end user. Remarkably Faus has observed during the latter part of this recession that consumers continue to search for laminate flooring that delivers high quality and realistic designs. Faus laminate provides the consumer with highly fashionable looks along with long line of benefits. We at Faus Group, Inc are consistently searching for new opportunities to maximize our positions in the marketplace. The opportunities we currently have in development will allow us not only to maintain, but to grow, even in the current economic situation. Our investments in U.S. production and the development of Technologies, Products, diversification, and partnerships have placed us in a position for growth now and in the future. Faus has recently completed commercial level testing on our laminate products and they are now rated NALFA level 3 or “Medium” Commercial. This rating will allow Faus to expand our laminate offering into a previously untapped channel. The product focus for Faus is, and has always been, to provide the highest quality and technologies in the industry with an emphasis on “Value” to the end consumer. “Green Products” are in the forefront of conversations. Faus has maintained a commitment to this “Green” strategy with both products and manufacturing procedures. The strategy of “Continuous Improvement” serves as the primary Faus objective. In fact we have remained committed to providing and arming our customers with the best product knowledge in the industry. Our customers continue to be our strength in the market place. We could not have achieved the successes we have during these difficult times without your support. At this writing we are currently engaged in conversations that will add to our current distribution network and allow our products to reach the end consumer even quicker than they do today.

Sincerely,

Gonzalo Frey CEO Faus Group, Inc

www.ntlfloortrends.com I July 2011 ● 31

Now that the show season is starting to slow down, we can take some time to reflect on the first half of the year and speculate on what we will see in the near future. 2011 has shown some signs of improvement with a positive gain in new housing starts for May and a small drop in unemployment claims, however a magical year of economic turnaround, this is not. The flooring market continues to take hits, especially felt in the ceramic tile segment. As we see more and more companies closing their doors we also see the emergence of others with smart technology, proactive marketing strategies and domestic manufacturing gaining ground.

CEO Letter Series

Building on top of a very successful 2010, we at Florida Tile have seen incremental growth in all of our business units and continue to be optimistic in our planning. Both our product line and our sales force have been fine tuned with new resources and technology that will keep us competitive. Continuing our feverish pace of product development; we have 5 product launches scheduled for this year. From a delicate Crema-Marfil floor/wall combination (Pristine) to a highly technical through body concrete look (Stellar HDP), we continue to target the mid to high-end range of the market. Committed, as ever to providing our customers with a wide variety of domestic products, we are well positioned and respected as being a single source for floor and wall covering from ceramic and porcelain to natural stone and glass. To accomplish this we are always pushing the envelope on design. Two of our newest lines show that we continue to lead the industry with innovation. Grandeur HDP was launched in May and combines our High Definition Porcelain glazing process, with a polished finish. With this technology we can create a less porous polished finish that is more resistant to staining and improved cleanability. Our Berkshire HDP series is also innovative in our ability to combine both the High Definition Porcelain process and strong surface variation to create a stunning representation of a hand scraped wood plank. Using both shading in the graphic as well as vertical saw marks and horizontal scraping texture in the punch, we are able to create a very dramatic finish. Innovations such as these will continue to show our ability, but without our dedicated network of dealers and distributors to get these products into the hands of the consumer, all would be lost. We recognize the contribution and insight that they can provide to the process and make it a point to attend to their wants and needs. The outcome is a new display program that will launch this July and provide those partners with the very tools and support that many of them have requested. As these new products and programs continue to roll into showrooms this Summer and Fall we are expecting 2011 to be another year of growth for Florida Tile.

Sincerely,

Michael Franceschelli

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Dear Friends and Associates,

CEO Letter Series

On April 27, tornados roared through our area of north Georgia, where so many of us in the floor covering industry live and work. It was devastating. In many ways those tornados are not unlike the recession that descended upon our industry back in 2007. The recession’s impact over these last few years has been just as challenging to all of us. And just like the weather, we have little, if any control over the economic climate and things like consumer confidence, new construction sales, raw material prices, or any number of other indicators we monitor daily. But it’s in times like these that we see the resiliency of people, and a spirit of teamwork that overcomes life’s trials and difficulties. We’ve learned to overcome negativism with a positive outlook each day. And we’ve learned to pull together even more to weather the circumstances. For example, just after the storms hit Ringgold, Georgia and the surrounding area so hard, Beaulieu and its associates raised over $26,000 to assist 21 of our fellow associates get back on their feet. Our team collected three trailer truckloads of food, water, clothes and baby items to be distributed in the affected area. And we’ve provided over 16,000 square yards of grass carpet, backing, padding, broadloom and carpet tiles to replace flooring that was destroyed. From a business perspective, we have taken on the recession with just as much determination. This year we’ve implemented new programs designed to be laser-focused in areas where we can excel and grow our business. For instance our growing modular carpet tile product lines are opening doors for us in the property management arena. And our HealthyTouch collection, the ultimate in softness and freshness, is generating a tremendous amount of dealer interest. But even while developing new products, we will never forget the importance of continuing to provide the superior level of service our customers have come to expect. And in addition to promoting our proprietary features and benefits like Magic Fresh and Silver Release, we’ve also put significant emphasis on how we can help our dealers succeed by providing innovative merchandising, new marketing materials and increased advertising support. All of it, including our new website, is there for one purpose: to help drive more customers to their stores and generate more sales for them. As we all know, the one thing you can count on in life or in business is that the storms will surely come. The test of any individual or organization is how they choose to handle it. I’m personally proud of the fact that at Beaulieu, we choose to help each other and to stay the course toward becoming the Supplier and Employer of Choice in our industry. We do this by working together as a team, by supporting our dealers and by continuing to lead with innovation and service.

Sincerely,

Ralph Boe President and CEO Beaulieu of America

www.ntlfloortrends.com I July 2011 ● 33

Dear Valued Retail Partners:

CEO Letter Series

It’s hard to catch a break when the housing market continues to sputter along. In flooring – as you know – it’s been one challenge after another, and we have all had to learn to adjust, rethink and realign our business in order to navigate this weak economy. It is important to point out that despite the housing market head-wind, Mohawk continues to invest across the business to support our retail partners. For example: • We continue to invest in brand building and our co-branded retail programs. We invest heavily in television advertising, national home magazines, and we have significantly increased our presence online and in social media. We have invested in HGTV personalities Chip Wade and Taniya Nayak who develop content to support our retailers. And, we direct all customer leads to our retail partner stores. • SmartStrand with DuPont Sorona continues to fuel growth for our retail partners. In 2010, a consumer study - reviewed by Harvard Business School – demonstrated that SmartStrand with DuPont Sorona is Rated #1 in overall consumer satisfaction (above nylon and polyester). In fact, 96% of SmartStrand owners stated they would purchase it again. You are certain to see new products and marketing to support our retailers with this extraordinary, next generation carpet. • We introduced Wear-Dated Revive – the first ever branded PET BCF product – for a softer, cleaner, longer lasting carpet. Wear-Dated Revive allows our retail partners to trade the consumer up in one of the fastest growing segments in carpet. It offers the best value and affordability for the budget-minded consumer looking for great value. • Our latest innovation in Mohawk Ceramic utilizes Microban, a permanent, antimicrobial protection working to keep tile cleaner and more sanitary. Another winner for families with kids and pets. • With the success of our GenuEdge and Scratchgard technologies, our Mohawk Laminate line continues to grow with new products that offer beautiful aesthetics and durability for consumers. • Sustainability continues to be a focal point with our company. Mohawk was just recognized as being among the top sustainable companies in the Southeast – and the top overall flooring manufacturer – by Southeast Corporate Sustainability Rankings. Additionally, we continue to drive our sustainability efforts with the introduction of Strand Woven Bamboo. It is the epitome of a sustainable, durable and beautiful floor for the eco-minded consumer. • Our award-winning Top 125 Training program, Mohawk University invested in more 24/7 online web classes and seminars to help our retailer partners learn and grow their business. It’s not easy out there. But, we resolve to continue to invest in the business and in YOU, our retail partner. We will consistently bring value and differentiation through innovative products and support, along with the very best quality and service to help you weather the storm and serve your customers. Thank you for your confidence, your support and your business.

My best,

Frank Peters President, Mohawk Flooring Group, Mohawk Industries, Inc.

34 ● July 2011 I www.ntlfloortrends.com

CEO Letter Series

Dear Colleagues: Original predictions that the current economic recession would last well into the twenty-teens (2014-2015) seem to be holding true. To paraphrase a diagnosis often made by emergency care physicians: “We have stopped the bleeding, but the patient’s recovery is moving very slowly.” MAPEI Americas has implemented several measures to position the company at the top for existing and future market share. Company-wide efforts to develop inventive new technologies help supply our customers with time- and money-saving products. We, like all manufacturers in our industry, continue to face scarcity of raw materials in addition to sky-rocketing prices, but astute supply chain management has helped contain materials costs. Taking advantage of the opportunity to grow wherever possible, MAPEI Americas has begun to expand its Concrete Restoration Systems line. We have been able to combine the experience of our R&D group in Italy with the work of researchers at our R&D Centers of Excellence in the Americas to produce innovative formulations for American products, allowing us to grow the MAPEI brand quickly in this business category. We are using similar strategies to enter other markets that will give us revenues from entirely new sources. In addition, MAPEI Americas is expanding geographically. The recent opening of a regional distribution center in Queretaro, Mexico, has already tripled sales for MAPEI in that country. An analytical assessment of market economics in South America has led to increased efforts to develop new customer bases in this locale, too. Another area where MAPEI has established plans for new growth is in the expansion of existing facilities, such as the major expansion presently taking place in Brampton, Ontario, and the smaller expansion in Laval, Quebec. MAPEI has just completed the purchase of a site in New Jersey, and plans are underway to build a larger plant to replace the original facility in this state. Newer, more modern plants are also on the drawing board. In tough economic times, customers frequently must choose price over brand loyalty. MAPEI is flexible enough to meet these challenges by offering a large selection of products with a wide range of price points. We have also developed synergies with our sister subsidiary, Polyglass. We have been able to recognize economies of scale through joint purchasing, marketing and other corporate functions; and we have also benefited from cross-selling opportunities with each other’s larger customers. In conclusion, MAPEI Americas views the future in a positive context. In the next two years, the construction industry should finally see a lasting turnaround in the economy. We are prepared and positioned for a slower, smarter return to steady market growth that will yield a solid revenue and profit stream for MAPEI, our distributors and our customers. Thank you for your business.

Sincerely,

Luigi Di Geso President and CEO, MAPEI Americas

www.ntlfloortrends.com I July 2011 ● 35

Dear Flooring Industry Colleagues: In our industry, what lies beneath the finished surface has become increasingly important in today’s green-thinking society. Luckily for dealers, architects, and contractors, technology has delivered innovative solutions for engineered underlayment that can meet eco-aware owner and end-user expectations and optimize performance under just about every type of floor. A manufacturer committed to upholding environmental responsibilities can make eco-friendly products that deliver excellent performance at a fair price point without compromise, balancing business goals with social responsibility.

CEO Letter Series

Buyers looking to maximize ROI while thinking green want quality performance, durability, long life, and ease of installation in their environmentally friendly flooring products just as they have always wanted in all their building material purchases. When evaluating underlayments for under each type of flooring, discerning customers look for capabilities and characteristics that address such attributes as noise control, moisture protection, ability to level uneven subfloors and/or smooth out minor subfloor imperfections, and insulating capability, as well as sustainability and, in many projects, the ability to the accumulation of LEED credits for project certification. At MP Global Products, our company philosophy has always centered on the concept of kindness to the environment. We have always been an innovator and leader in the manufacture of sustainable acoustical underlayments for hard surface flooring. In manufacturing our fiber underlayment products, each month we use about 760 tons of recycled fiber otherwise destined for landfill. Indeed, our fiber underlayments are certified for their high percentage of recycled content by Scientific Certification Systems, a widely recognized third party certifier of environmental and sustainability claims for indoor products. Our best known product, QuietWalk®, a premium odorless and non-allergenic sound-suppressing insulating underlayment for laminate and floating wood floors and which adds an R-value of at least 0.50 to the floor system, is composed of at least 95% recycled fiber. And our Fiberbacker® acoustical crack suppressing underlayment for under tile, porcelain and natural stone is made from 100% recycled fibers. Our two newest products, high performing time- and labor-saving self-adhesive membranes for floor and wall tiling, continue to uphold industry goals for sustainability. UltraLayer® Peel & Stick is a self-adhesive acoustic and protective membrane for under ceramic tile, porcelain tile and natural stone, made with the same eco-friendly manufacturing, acoustic and insulating technologies used in all MP Global Products fiber underlayment. And TileQu!ck™ is a 2-sided self-adhesive roll-out backing for wall tile which creates an instant strong-adhesive bond to the wall without messy mortar or the wait typically associated with traditional methods and materials, enabling same-day tiling and grouting of backsplashes and countertops with small or large tiles.

Best wishes,

Al Collison President/CEO

36 ● July 2011 I www.ntlfloortrends.com

In As Little As Five Years … Welcome! In situ relative humidity testing for concrete slabs has seen some major changes in the past five years and it is encouraging to see how the acceptance of the method has grown. Five years ago, according to a PowerPoint® presentation I prepared in May of 2006, I was only able to list eleven manufacturers who recognized RH testing. And many of those only tested specific products using RH testing, and not their entire product lines. Typically, manufacturers would assign a default rate (usually 75% RH or less) instead of conducting the testing necessary to establish the specific relative humidity rate appropriate for their product.

CEO Letter Series

Five years ago, general contractors would not even talk about doing moisture testing on a concrete slab. Their belief was that it was solely the responsibility of the installer to perform any testing. Five years ago, getting distributor relationships established was difficult. RH testing was still considered too new and only the pioneer-spirited in the industry were involved in selling. But today, those pioneers are seeing the change in the industry attitude towards and understanding of RH testing: Manufacturers routinely specify RH testing in their installation guidelines. They have also either performed appropriate testing or gained a significantly improved confidence in the test method as it related to their products. With RH testing, some products have been developed that specify an RH as high as 90% as acceptable for installation. That’s a big change! General contractors may still feel the onus is on the installer, but since many general contractors have been impacted by a moisture-related flooring failure or project delay, they have become more actively involved in understanding moisture testing in general, and the importance of RH testing specifically. Awareness and discussions revolving around moisture content issues in concrete have increased dramatically. And everyone wants to be involved in selling. As the increase in market acceptance continues to build based on both professional experience and a greater understanding of the scientific foundation behind RH testing, more and more members of the industry are finding RH testing to be a solid market force. And this has all happened in five years. I expect relative humidity testing will continue to expand as the discussion continues and as more manufacturers, general contractors and distributors see the benefits that relative humidity testing provides in terms of labor and project optimization, warrantee savings, cost and ROI benefits and more. It’s an exciting time to be part of such foundational growth in the flooring and concrete industries. Just imagine what the next five years might bring!

With regards,

Ed Wagner, CEO and President of Wagner Meters

www.ntlfloortrends.com I July 2011 ● 37

CEO Letter Series

The year 2011 brings the growing need to align your business with partners that bring stability and support in the form of high quality hardwood flooring products, unwavering customer service, and creative programs that drive business to your doorstep. Seneca Millwork, Inc. strives to provide these important qualities each and every time you work with us on a project. We are a family-owned company in Fostoria, Ohio, in business since 1873 and we are still going strong—proving that Seneca Millwork’s dedication to “Signature Craftsmanship” to the hardwood flooring industry is supremely effective. Seneca Millwork’s ability to produce the highest quality hardwood flooring transitions, stair treads, and custom components is unmatched in the industry. Our durable hardwood transitions and stair components are a unique blend of craftsmanship and technology, resulting in a full range of premium crafted solutions. We have the ability to supply your hardwood accessory needs from start to finish – from sourcing raw materials to molding your wood products to finishing your products to delivering anywhere in North America. Seneca Millwork does it all in-house and thus has control over each and every process. At Seneca Millwork we utilize an exclusive ColorMaster System to ensure our products meet your specifications. Sample pieces of your hardwood floor are sent to our color lab where the species, stain and finish will be matched and transition samples sent back to you for approval. For your convenience, we have over 4,000 ColorMasters on file for many popular hardwood flooring brands and colors. In dealing with nature, there is no better way to attain color quality and accuracy. We continue to grow by adding new and innovative products—such as our SignatureFlexTM line of flexible moldings – designed for beautiful and intricate curved architecture. Made out of durable polyurethane material, they are the perfect companion to our quality hardwood transitions. SignatureFlex moldings are water resistant, and will not rot or swell. Our profiles can be painted or stained. In addition, they can be ordered in straight or pre-curved pieces for your unique application. I invite you to check out this new and innovative line at www.signatureflex.com. Our message to the flooring industry for 2011 and beyond is that Seneca Millwork is ready to be your partner for all of your wood flooring needs now and in the future. From handling the basics – reducers, T-moldings, nosings and thresholds, to having the highest quality of unfinished and prefinished stair treads in the industry, and to offering the widest range of customer service programs – color matching, custom labeling and packaging, and flexibility in logistic delivery – Seneca Millwork offers the complete package to be the partner you need. We are committed to this industry and are ready to grow with you – Our Wood Flooring Partner.

Sincerely,

Donald P. Miller President & CEO

38 ● July 2011 I www.ntlfloortrends.com

Dear Valued Partners: One thing you can count on in this industry is passion. Passion for flooring. Passion for quality. And passion for the customer. Despite ongoing economic concerns, everyone I visit and talk with demonstrates it. For me, this is the great thing about our industry. It drives the innovation I see all around us, whether it be in the flooring, the techniques for installation, or in business practices. It is a better industry than it was 5 years ago as we have all become more creative, more flexible, and more engaged with our customers and their needs. H.B. Fuller Construction Products shares this passion. Primarily – the passion for our customers. Building partnerships with customers drives our focus for 2011 and beyond. To best serve you, we pursue excellence in four key areas:

CEO Letter Series

Knowledge H.B. Fuller Construction Products believes that knowledge is power. With more than 60 years in the industry, we live and breathe flooring. Our depth of market knowledge and technical expertise ensures that we deliver innovative solutions that address customer needs and trends. Innovation H.B. Fuller Construction Products continues to be at the forefront of technology--proactively seeking out innovations that better satisfy changing customer needs. Leveraging technology to maximize performance, usability and value has resulted in many innovative product introductions that are easy-to-use, maximize efficiency and provide higher quality installations. We look forward to continuing to bring our cutting-edge innovations to market through our TEC®, Grout Boost® and CHAPCO® brands in the balance of 2011 and in the future. Sustainability H.B. Fuller Construction Products enables our industry to provide environmentally conscious and sustainable construction. Our product development efforts consistently consider green aspects in our formulations. Our technical experts participate in green councils and standards-setting committees, keeping us knowledgeable and compliant with evolving green standards. Support We listen to, are focused on, and care about our customers. In the past 18 months, we have invested in our sales, customer service and technical support teams to enhance coverage and service. We expanded our product offering for customers who were seeking a complete solution across flooring types. As we did so, we changed our support model to include one unified team across all brands that we offer, making it easier to do business with us and removing unnecessary complexity. As we finish the year in 2011 and move into 2012, you can expect to see more positive momentum at H.B. Fuller Construction Products. Although external forces are volatile and uncertain, we believe our unwavering commitment to our customers as true partners will inevitably create opportunity and success for us all. We thank you, our customers, for your commitment to our business and to the industry. We are proud to be your partner.

Sincerely,

Rose Mary Clyburn President & CEO H.B. Fuller Construction Products Inc.

www.ntlfloortrends.com I July 2011 ● 39

CEO Letter Series

Dear Colleagues, Despite the continued up and down economic news, we are cautiously optimistic about the recovery in the second half of 2011 and what it means for the commercial flooring industry this year and into 2012. In 2010 and into 2011, we are seeing almost every segment increase in activity and planning. CBC Flooring finished last year very strong with double-digit revenue growth. We attribute the growth to a combination of initiatives we have taken since early 2009, including strategic sales and marketing efforts and new product development. We are experiencing movement in the healthcare and education markets and there are early indications of movement in hospitality and retail as well. As a result, we are noticing a new trend for 2011: the education market and its designers are driving design decisions with more use of color and style. That, coupled with our strong green story, has given us a boost in the education segment. It is no secret that luxury vinyl tile (LVT) is the fastest growing sector of the resilient flooring market due to its exceptional value and its ease of installation, performance and superior sound absorption. The demand for LVT has been an important driver of CBC Flooring’s growth strategy. In mid 2010, we added Halo Floors to our existing lineup of LVT brands. Halo has the category covered with options that simply aren’t available anywhere else. The design and quality created by Mary Docker at Halo has been a great boost to our efforts in all market segments. Since its introduction over 20 years ago, our TOLI brand has been the standard in luxury vinyl tile for years with many healthcare facilities. This premium LVT offers the very best visual due to its uniquely layered print film. Mature sheet remains the leader in quality, design, and performance and is considered by many designers to be the best visual that exists in print film woodgrains. Along with exceptional color and style, these days many designers and architects are also looking for sustainable materials, and we believe that trend is here to stay. I feel our industry has worked diligently and been creative in finding ways to improve our environment and long-term sustainability. We will continue to search for the best methods to provide a sustainable advantage with our products. We are focused on adding critically researched green products – the core of our growth strategy – and those sourced without regard to geographic boundaries to meet the demand for sustainable products. CBC has strategically assembled a collection of brands that represents a comprehensive breadth and scope of commercial materials from a single supplier, to meet the changing demands of customers. We now source products from countries including Finland, Japan, Argentina, Portugal, Mexico and the U.S., and partner with the best manufacturers worldwide. As an industry, all signs indicate we are headed in the right direction and recent economic setbacks are temporary. We look forward to meeting the needs of the commercial specifier in 2011 and beyond.

Sincerely,

Jeffrey L. Collum Director, CBC Flooring

40 ● July 2011 I www.ntlfloortrends.com

F ocus on Resilient I

by Ray Thompson Jr.

Troubleshooting Installations Over Concrete Subfloors Q&A

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

I received many interesting questions from viewers during my recent “Troubleshooting Installations over Concrete Subfloors” webinar, which drew a crowd of over 900 industry professionals. I could not respond to all of the questions, but wanted to cover some of them here. Readers who would like to listen to the entire webinar can register and view it by going to www. ntlfloortrends.com and clicking on the webinar button at the far right of the home page.

Q

: What is the percent of RH vs. Calcium Chloride testing being done? (Al Ellis, Alpha Professional Tools) A: I would guess it is about 50/50, but it is rapidly changing to the RH (in-situ) probe. The real change started with the published results of “Drying of Construction Water in Concrete,” by Goran Hedenblad of the Moisture Research Group at the Lund Institute of Technology, in July 1996.

A: The curing compound and/or sealer is applied almost immediately after the concrete has set. Q: Will muriatic acid remove curing compounds on smaller tile projects? (Brad Bjorklund, Huscraft LLC, Bellevue, Wash.) A: Muriatic acid will only affect the Portland cement in the concrete and will not impact the curing compound. Q: Will the use of gas heat rather than A/C to bring down the concrete moisture be harmful to the slab [with ventilation]? (Paul Styka, AFS, Naperville, Ill.) A: Any type of dry heat will work. Avoid wet heat such as propane, heating oil, diesel or kerosene, as that will add additional moisture into the air and increase the amount of carbon dioxide, which creates excessive carbonization of the slab. Ventilation and air movement is imperative.

Q: When testing for RH, what is the purpose of the interior slab temperature, and does that have any relation to the slab’s fitness for floor coverings? (Kent Edel, Certified Carpet & Surfaces Inspection Co., Baltimore) A: The slab temperature is important in determining how close the slab is to being stabilized. The ambient temperature can be erroneous if the heat has recently been turned on, but the temperature of the slab will not lie. Too many times have I gone to a jobsite start, only to find the slab cold because the heat had recently been turned on and the slab not acclimated. This is a major cause of concrete movement problems. Q: How soon can you seal a concrete floor after it has been poured and is there a standard cure time before doing this? (Veronica Love, Vandams Abbey Carpet and Floor, Marysville, Wash.)

The industry is rapidly changing to using RH (in-situ) probes for testing for moisture in the slab. Photo of Rapid RH 4.0 product courtesy of Wagner Electronics.

www.ntlfloortrends.com I July 2011 ● 41

F

by Ray Thompson

Q: How do moisture and alkalinity each contribute to adhesives failure? (Aaron Abbott, Laticrete) A: Moisture conditions prevent the adhesive from totally curing, keeping them soft and gummy. Alkalinity will break the adhesive down over a period of time. Q: If the adhesive darkens when checking under flooring, what does it tell you? (Terry Price, NM Flooring Inspection and Consulting Service, Albuquerque) A: It is an indication of the adhesive drying and a possible moisture condition. Q: What is the solution for installing flooring over control joints? (Edward Dueppen, BLDD Architects, Inc., Champaign, Ill.) A: The object is to get the slab acclimated so that there is as little movement as possible once the flooring material is installed. The true equilibration does not occur until sometime after the flooring material is applied. Q: Will shot blasting help remove the curing layer and improve the performance of adhesives? (Brian Mackenzie, Samling Global, Greer, SC) A: The removal of the curing compound will allow the adhesive to obtain a better mechanical bond to the substrate. The presence of a curing compound will fill the pores of the concrete, preventing a good bond. Q: What is your opinion about European Carbide Method (CM) for moisture measurement? Is it more accurate than the electronic one? (Gleb Gavrylov, Tarkett) A: I place this type test in the same category as the calcium chloride method, as the test measures only the surface of the concrete and will not determine the moisture deeper in the slab where it is most likely lurking. However, it is definitely more accurate than the surface moisture meter. Q: Where does the moisture go when caught between the vapor retarder

and the floor covering or mitigation process? (Kent Edel, Certified Carpet & Surfaces Inspection Co., Baltimore) A: There is always moisture in concrete, and concrete loves moisture. Once a slab has the moisture encapsulated in it, the retained moisture will gradually dissipate out because the barriers are permeable and allow the moisture to migrate out. Q: What are the drawbacks of Calcium Chloride tests compared to R.H. tests? Are adhesive manufacturers revising warranties to reflect a

Too many times have I gone to a jobsite start, only to find the slab cold because the heat had recently been turned on and the slab not acclimated.

preferred method? (Sonny Webster, All Surfaces, Houston) A: The measurement of moisture at 40 percent the slab thickness has been proven to be very accurate at that depth. The surface measurements are too susceptible to too many variables. Almost all flooring manufacturers are making the change; however, they are doing it slowly for legal reasons. Q: What are the concerns with concrete sealers and floor leveling products when a cementitious floor leveling material is used? (Corey Zussman, Berglund Construction, Chicago) A: Like adhesives, the mechanical bond of a cementitious leveler is also limited by attempting to go over a concrete curing/ sealer compound. Leveling compounds

42 ● July 2011 I www.ntlfloortrends.com

need to get a mechanical bond into the pours of the concrete. Q: Is there anything the industry can do to better educate architects and contractors or to hold curing agent salespeople accountable for the presence of curing agents at the time of installation? (Coleen Heslin, Morales Group, Inver Grove Heights, Minn.) A: True curing agents are either UV or oxygen degraded. The amount of time for degradation is dependent on time, exposure and thickness. Even when degraded, the pours of the concrete are generally filled by a curing agent that has not degraded. The only way to get the attention of the general contractor and architects is to hit them in the wallet by charging them for removal of the substance. Q: How does the type of aggregate affect the flooring installation? (Nate Hall, The Enchanted Floorist, LLC, Grafton, Wis.) Answer: Aggregate size matters to the curling and the cracking of the slab. The type of aggregate, the amount of absorption and reactivity of the aggregate all matter. The absorption controls the drying rate and the reactivity controls the dimensional stability. Q: Why do so many installers refuse to perform moisture tests? (Phil Meyer, Carpet One, Concord, Calif.) A: The WFCA white paper states, “It is unreasonable to expect a contractor or installer to have sufficient expertise to anticipate and ask the proper questions for evaluation of potential concrete/ flooring problems…It is therefore our recommendation that concrete moisture vapor emissions testing be performed by qualified, independent agencies.” Plus, installers are often not educated in these scientific endeavors. Thank you, everyone, for making the webinar such a success and for asking such great questions. If you have any specific questions that were not answered here, please feel free to contact me via email at nft [email protected]. ●

07.11>Green Matters

sponsored by:

Latest Breaking News at www.ntlfloortrends.com

Universal Textile Technologies backings UL-verified for NSF 140

DriTac products certified by CRI Green Label Plus

U

DriTac’s 1001 All-In-One adhesive.

A

n array of DriTac products, including adhesives and a moisture barrier/crack suppressant, have been certified by the Carpet and Rug Institute’s (CRI)

Green Label Plus Program for indoor air quality. Specifically, DriTac 1001 All-In-One Urethane Adhesive/4-In-1 System, DriTac 7500 Eco-Urethane Adhesive, DriTac 7700 Easy Clean MS Polymer Adhesive, DriTac 9200 FasTac Polymeric Resin Adhesive and DriTac Eco-8000 Moisture Guard Concrete Moisture Barrier and Crack Suppressant can contribute to LEED credits and have been tested, approved and certified by the Carpet and Rug Institute’s Green Label Plus program.

NSF launches Product Category Rule, Environmental Product Declaration programs

N

SF International has launched two new environmental programs to meet the growing demand for sciencebased support to verify environmental product claims. NSF can now provide Product Category Rule (PCR) development and Environmental Product Declaration (EPD) verification across multiple product groups and industries. Based on international environmental management guidelines (ISO 14025), PCRs define how to conduct a lifecycle assessment for a particular product group and what to include in the resulting report. The EPD is the thirdparty-verified report that explains the data generated from a lifecycle assessment. NSF’s National Center for Sustainability Standards (NCSS), serves as a program operator for developing

Product Category Rules. NCSS has already begun working with several flooring trade associations (including CRI, NWFA, NALFA, RFCI and TCNA) on the first North American PCR for resilient, carpet, laminate, tile, and wood flooring products. According to Bill Freeman, RFCI consultant, “Product Category Rule development provides the necessary foundation for lifecycle assessment reporting and Environmental Product Declarations of flooring materials. All three are essential to lend credibility to environmental data and provide our customers with a comprehensive tool to evaluate the environmental impacts of their flooring products.” For more information, contact Mindy Costello, NSF sustainability standards specialist, at [email protected].

niversal Textile Technologies’ (UTT) BioCel, EnviroCel and EnviroCel Home backing systems have been third-party verified by UL Environment as meeting the requirements for NSF 140 certification. “UL Environment is excited to be working with UTT to make sustainable product certification easier for carpet manufacturers,” said Chris Nelson, UL Environment’s director global commercial development. “This completed project will enable those seeking NSF 140 certification through UL Environment to pursue expedited certification when using the UTT carpet backing.” Study finds that energy efficiency may lead to greater health risk

T

he Institute of Medicine has published a new study, “Climate Change, the Indoor Environment and Health,” that examines the link between climate change, indoor air quality and public health. According to the report, buildings that follow an energy-reduction strategy can lead to higher concentrations of and exposure to indoor pollutants, due to a lower ventilation rate. “Introduction of new materials and weatherization techniques may lead to unexpected exposures and health risks. Energy-efficient programs should therefore incorporate tracking mechanisms to identify problems with indoor environmental quality as they arise and to gather information on the effectiveness of solutions as they are developed and implemented,” the report stated. The Institute of Medicine advises that the EPA and other federal agencies “join to develop or refine protocols and testing standards for evaluating emissions from materials, furnishing, and appliances used in building and to promote their use by standards-setting organization and in the marketplace.” For more information and to download a copy of the study, visit https://download.nap. edu/catalog.php?record_id=13115.

www.ntlfloortrends.com I July 2011 ● 43

07.11>Products

1

Karastan’s Metropolitan Collection suitable for home or office Karastan’s Metropolitan Collection combines high performance and sophisticated styling for a look that will fit in a variety of light commercial and residential settings. The line comes in 18 carpet styles -- neutral and multicolored designs, all backed by a lifetime wear warranty. For details, circle 232 on the Reader Inquiry Card.

2

Flexco introduces Rubber Static Dissipative Tile New from Flexco, ESD Rubber Tile is a homogeneous textured rubber tile that naturally resists oil, grease, fungi and bacteria. ESD Rubber Tile is available in 24” x 24” tiles in 10 colors with treads, risers, stringers and accessories. For details, circle 234 on the Reader Inquiry Card.

1

3

MP Global’s Quiet Walk underlayment can be used in green projects New from MP Global, Quiet Walk underlayment is designed for laminate and floating engineered wood floors. Constructed from 94 percent post-industrial/pre-consumer waste, Quiet Walk combines sounds deadening and moisture protection qualities. For details, circle 240 on the Reader Inquiry Card.

3

4

Laticrete unveils new Grout Channel kit New from Laticrete, the refurbished Grout Channel kit allows discontinued grout color channels to be removed and replaced with the six new colors that were recently introduced, avoiding the disposal of outdated grout channel kits. For details, circle 236 on the Reader Inquiry Card.

Gerflor’s Mipolam Symbioz a bio-based vinyl flooring

2 4

New from Gerflor, Mipolam Symbioz is a homogeneous vinyl flooring that contains more than 75 percent renewable raw materials with a bio-based plasticizer made from grain residues. The series is available in 11 bright colors and 15 neutrals, and is recyclable. For details, circle 230 on the Reader Inquiry Card.

Loxcreen introduces ProVa Shower System kit Loxcreen’s ProVa Shower System kit contains components required to create a maintenancefree, watertight shower assembly without a mortar bed. The ProVa system protects wall cavities against water and vapor penetration without waiting time between steps, so tiles can be installed immediately. For details, circle 238 on the Reader Inquiry Card.

www.ntlfloortrends.com I July 2011 ● 43

e e r F Focus on GREEN SCHOOLS! Register Today at www.TheVirtualGreenExpo.com Event Sponsor:

August 4, 2011 | 9AM - 4PM EDT Exhibit Hall Hours: 9AM - 4PM EDT

Webinar Agenda: 9:00 - 9:45 am Keynote: Focus on Green Schools 9:45 - 10:15 am Ask the Expert Chat Speaker: John Shea, CEO, New York City Department of Education, Division of School Facilities Sponsored by BASF 10:45 - 11:30 am Building a LEED K-12 School 11:30 - 11:45 am Ask the Expert Chat Speakers: Thomas A. Taylor, Christy Cunningham-Saylor, Tara Fridhandler Presented by Vertegy

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10:45 - 11:30 am Old-School Ways to Green Old Schools 11:30 - 11:45 am Ask the Expert Chat Speaker: Dan Holohan, Heating Expert 12:00 - 12:45 pm How School Districts can Build New Green Schools even when Public Funds are Scarce 12:45 - 1:00 pm Ask the Expert Chat Speakers: Beth Heider, Simon Beauchamp, Richard Byers, Anthony Bango Presented by Skanska 1:30 - 2:15 pm Critical Issues Facing the Greening of America’s Schools 2:15 - 2:30 pm Ask the Expert Chat Speakers: Henning Bloech, Jenny Wiedower, Jennifer Seydel Presented by GREENGUARD, USGBC and Center for Green Schools

Questions? Email [email protected]

07.11>Industry News

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

Q.E.P. acquires Porta-Nails

Armstrong earns two Styling Excellence Awards

Q

.E.P. Co. Inc., a supplier of QEP, Roberts, Capitol and Harris brand products, has completed the acquisition of Porta-Nails Inc. Terms of the deal were not disclosed. Porta-Nails, founded in 1979 as Porta Tools, is a manufacturer and supplier of hardwood floor fastening tools, private label specialty tools and specialty nails and cleats for the hardwood flooring industry worldwide under the Porta-Nailer, Hammerhead and Portamatic brands. Jamie Clingan, sr. vp sales and marketing said, “This acquisition is a natural add-on to our existing business. It is a key component of our strategy to move towards a full line supplier to the flooring industry.”

nft National Floor Trends

Styling Excellence Awards

Above: Armstrong’s New England Long Plank laminate flooring. Left: Duality Bandelier Flint flooring from Armstrong.

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

A

rmstrong earned top Styling Excellence Awards for its New England Long Plank laminate collection and Duality fiberglass sheet vinyl line. According to Allen Cubell, vp residential product management, winning the awards is an affirmation for the design team. “To the designers it’s an incredible honor,” he said. “They’re taking gambles, and taking advantage of some new, maybe untested technology. Our design objective for New England Long Plank was to make the most realistic,

oil-finished solid hardwood look in a laminate product. It took some work, but obviously it paid off.” The Duality line was a challenge in a different way, as it was tied to the company’s Lancaster, Pa., facility that was converted from a felt vinyl to a fiberglass cushioned vinyl plant last winter. According to Cubell, the designers had to work on the product even before the plant came online. “Our designers were working on creating products with a three-dimensional, natural look to them. At the time, they wondered if what they were developing could be replicated once the line started up.” He said Duality’s slate looks are full of “big, rich color, with a 3d look that’s really convincing both far away and right up close.”

44 ● July 2011 I www.ntlfloortrends.com

Distributor appointments Alloc has announced that Lensing Building Specialties, a long-time supporter of sister company Berry laminate flooring, has added Alloc’s laminate flooring line to its territory in southern Indiana, southern Illinois, western Kentucky, and parts of Missouri and Tennessee. Faus Group Inc. has added CDS Inc., of Lincoln, R.I., as its latest distributor. CDS will cover Maine, New Hampshire, Vermont, Massachusetts, Rhode Island and Connecticut. All County Flooring Supply, based in Farmingdale, N.Y., has joined Flexco as its newest distributor. All County Flooring Supply will distribute to New Jersey, New York City and southern counties in New York State. Quick-Step has added Apollo Distributing Co. as the distributor partner for New York City, Long Island, southern New York, northern New Jersey and southwestern Connecticut.

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Circle 23 on Information Card

IVC cuts ribbon on new plant in Dalton

Virginia Hardwood open house draws retailers, contractors, installers

Left: David Giese, Anderson western regional manager, shows the new Virginia Hardwood Patriot Collection of made in America hardwood flooring to Bianca Marte, Golden Sun Flooring, Santa Clarita, Calif.

Pictured left to right are: IVC’s Jill Schubert, purchasing mgr.; Heidi De Greve, cfo; Peter Boschmans, coo; Xavier Steyaert, IVC US ceo; Stefaan Debusschere, vp sales/marketing; Filip Balcaen, group chairman; Jan Vergote, group ceo; Andrew Kearton, vp mfg.; Micah Riggle, HR dir.; Geert Van De Velde, sr. product mgr.; and Derek Kozlowski, quality dir.

I

VC US welcomed more than 200 people to the grand opening of its new 520,000 sq. ft. cushioned vinyl flooring plant recently. The plant, located at 101 IVC Drive in Dalton, Ga., sits on a 44-acre plot about five miles from the I-75 corridor. The building features a quarter-mile long production line – the longest vinyl flooring line in the world, according to IVC – and an additional 500,000 sq. ft. for future expansions. “Only 18 months ago we had our ground-breaking ceremony [with construction completed in 15 months]. Today we’re standing here with the most advanced cushion vinyl plant up and running,” said Filip Balcaen, IVC Group chairman, in an address to the crowd. Xavier Steyaert, IVC US ceo, noted that more than 150 jobs have been created as a result of the plant, and said he was impressed that it only took 15 months to complete construction despite numerous challenges like bad weather. “This [plant] is the start of much more to come from the IVC Group,” he said. Guests were given tours of the new plant, followed by dinner and an evening of music. Mark Souther, president of Carpet Display Inc. in Dalton, was impressed by the new plant. “The new machines and equipment in the plant are awesome,” he said. –Michael Chmielecki

Upcoming Industry Events Atlanta International Area Rug Market – Atlanta. July 14-17. (800) 285-6278. CFI Convention 2011 – Kansas City, Mo. Aug. 11-13. (816) 231-4646. Hospitality Design (HD) Boutique – Miami Beach, Fla. Sept. 13-14. (508) 743-8502

46 ● July 2011 I www.ntlfloortrends.com

Right: Julie Sheggrud, Shaw Industries regional commercial specialist, shows carpet samples to Joe Mesman and Dean Mesman of Premium Carpet Installation of Ontario, Calif.

S

outhern California-based flooring distributor Virginia Hardwood recently held its annual open house at its headquarters in Azusa, Calif. Flooring retailers, contractors and installers were able to see the latest product introductions from a wide array of vendors, including Armstrong Wood, Bruce Hardwood Floors, Anderson Hardwood, Shaw, Artistic Finishes, Virginia Vintage and Carlton Hardwood Floors. Other vendors included Appalachian, Bona, Bostik, Dura Seal, Gundlach, 3M, Oshkosh, Crain, Cherrybark, RealWood Floors, Aerosmith, Stanley Bostitch, Sinclair Equipment and Clarke American Sanders. From its five locations, Virginia Hardwood serves Arizona, Southern California, Nevada, and Utah.

FIANA Convention & Trade Show – Kansas City, Mo. Sept. 15-17. (888) 88-FIANA. Cersaie 2011 – Bologna, Italy. Sept. 20-24. +39.0536.804585. For descriptions of Industry Technical Training Seminars, go to www.ntlfloortrends.com and click on the calendar link.

Floyd & Associates launches new e-commerce website

F

loyd & Associates has launched its new e-commerce website: www.sampleboards.biz. Devoted entirely to tile and flooring sample boards, the new site offers a stock line of what the company calls “very high quality MDF sample boards at extremely competitive prices.” Orders can be purchased entirely on line with accurate and competitive shipping rates, according to Floyd & Associates. Seven stock sizes are immediately available for shipment from the company’s Seattle location. Customers can also request quotes on printed boards, as well as custom shapes and colors. Printing is available in one, two or three colors, as well as a full four-color process.

W.F. Taylor, FreeFit unveil new websites

W

.F. Taylor Co. Inc. and FreeFit have launched revamped websites. Taylor’s new website at www. wftaylorcom was designed by in-house creative design manager Mihir Gandhi, and features streamlined searching and navigation, intuitive product detail pages, online order access and many other features. “With changing information needs, introduction of many new Taylor products, and the availability of new web technology, it was time for a comprehensive restructuring of the online window to our products and services,” said Jack Raidy, Jr., president. FreeFit has relaunched FreeFitFloors. com to include an easy-to-navigate product selection, downloadable installation guide, a $10 consumer rebate and other features. “FreeFitFloors.com is organized to help both our sales partners and shoppers with simple, easy to navigate tools and beautiful new digital imagery. In keeping with FreeFit’s culture of innovation, we’ve included a special feature to email our ceo,” noted Keith Lacognata, vp sales and marketing.

Korczak retires from NWFA

Walters named WFCA chairman; group increases scholarship funding

L

ong-time National Wood Flooring Association (NWFA) exec director/ ceo Ed Korczak has announced his retirement. Korczak had originally planned to remain with the NWFA until the end of 2011, working side by side with coo Michael Martin to transition into the association’s new leadership. But after the recent NWFA convention, Korczak felt he could hand over the reins. “It was a great convention in San Diego, and a wonderful roast,” Korczak stated. “It was a lot of fun looking back on the many friendships I’ve made in this industry, but the time has come for me to move on … I thank everyone for a memorable 17 years with the NWFA.” NWFA chairman Rick Holden recognized that Korczak’s “contributions to the NWFA and the industry have been significant” and that Korczak will be missed. With Korczak’s announcement, Martin takes over as NWFA’s ceo.

Ed Korczak

J

im Walters has been named Chairman of the Board of the World Floor Covering Association (WFCA). Walters, president of Macco’s Floor Covering in Green Bay, Wisc., takes over from Nick Freadreacea, CFE, The Flooring Gallery, Louisville, Ky., who becomes immediate past chairman. D. Christopher Davis remains the WFCA’s president and ceo. Walters has extensive experience in the flooring industry, including more than 20 years at Macco’s Carpet Warehouse in various positions. In 1999, he was named Armstrong sales manager for Florstar Sales. In 2002, Walters bought Macco’s along with three of the founder’s children. “I see my role as helping to steer [the WFCA’s] course and aiding to achieve our big picture goals, ensuring we continue to be a viable component of the industry and focus on moving it forward,” Walters said. In related news, the WFCA Board of Directors announced it has increased the funding for its Trade Scholarship Program to $240,000 for the 2011-2012 fiscal year. Regular member firms are eligible to apply for an annual maximum cumulative total of up to $500. Funds for this program are allocated quarterly on a “first come, first served” basic.

Three members join FIANA board of directors

T

he Floor Installation Association of North America (FIANA) has added one distributor and two manufacturer members to its board of directors. Jon Youngberg of Tom Duffy Co. replaces Damon Brown of Victor Kemp Co. Jon Hall, president of Traxx Corp., replaces Sharon Orwin, also of Traxx Corp. Chris Bond, vp sales and marketing for Royal Adhesives & Sealants/Para-Chem, replaces Cathy Panagakos, also of Royal Adhesives & Sealants/Para-Chem. Both Orwin and Panagakos are retiring.

Jim Walters

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www.ntlfloortrends.com I July 2011 ● 47

Cove Base/Mouldings Critical to Finish the Installation

Johnsonite’s Masquerades includes custom options Johnsonite has taken the wraps off Masquerade, the newest addition to the company’s Millwork collection of wall base. Masquerade offers 12 exotic wood looks, 11 stone and ceramic patterns, and custom options. The FloorScorecertified product is offered in a range of profiles from 3” to 8”, including the new Classic and Viewpoint profiles. For details, circle 250 on the Reader Inquiry Card.

he job has been sold, the proper materials delivered and the installation has been completed. Success or failure of the flooring installation comes down to the way the job is finished. The proper use of mouldings (t-moulding, quarter round, base, stair nose, square nose and reducer) and cove base must fit the installation. The matching color, size and style of moulding should be ordered at the same time with the flooring materials. Don’t leave this important component as a last minute will-call order. Likewise, cove base products are available in vinyl, rubber and wrapped materials, along with new flexible mouldings for custom installations. A happy client upon job completion will mean a check rather than higher expenses due to a callback. Following are some new mouldings and cove base products available in the marketplace. Use the Reader Inquiry Card to get more information about these products.

T

Seneca Millwork unveils SignatureFlex bases Seneca Millwork introduces SignatureFlex, a flexible moulding and wall base product line designed to complement the company’s line of hardwood transitions. Profiles can be ordered straight or pre-curved to fit any radius. Additionally, they can be painted, and many can be stained, according to the company. For details, circle 252 on the Reader Inquiry Card.

Armstrong wall base complements its flooring Armstrong offers a full range of colorintegrated rubber wall base that is designed to complement the company’s flooring portfolio. The wall base is offered in both vinyl and rubber constructions. For details, circle 264 on the Reader Inquiry Card.

Base King’s Designer Accent includes Bind n Stix system Base King’s Designer Accent carpet base is available in 29 solid colors and features the company’s patented Bind n Stix adhesive system. The base is made using solutiondyed nylon. Custom-order carpet wall base is also available. For details, circle 256 on the Reader Inquiry Card.

Mannington’s Edge Effects offered in 30 color options Edge Effects wall base from Mannington Commercial contains a minimum 10 percent pre-consumer recycled waste. Edge Effects emulates the look of a milled wall base, and is offered in a smooth matte finish in 15 sculptured profiles. Edge Effects is available in Mannington’s 25 Synch Color Coordination System along with five neutral colors. For details, circle 258 on the Reader Inquiry Card.

Flexco’s Health Design designed for quick install Flexco’s Health Design Wall Base and Preformed Inside and Outside Corners are designed for easy installation. The matte finish resists scuffing and gouging, with homogeneous color throughout, according to the company. The product may contribute to LEED CI and NC credits. For details, circle 260 on the Reader Inquiry Card.

FlashCove product is custom-made FlashCove Prefabricated Base is a cove base system with a bonded aluminumreinforced backing. The product is custom-made to individual specification and can use any resilient sheet flooring material that can be flashed up to the wall. A stainless steel cap is also available. For details, circle 262 on the Reader Inquiry Card.

Roppe expands its Pinnacle Plus line Roppe offers a range of rubber and vinyl wall base products. Its newest addition is Pinnacle Plus profile #55, a 5 1/2” tall, 3/8” thick product. Also available are the new Rubber Corner Blocks. For details, circle 266 on the Reader Inquiry Card.

Bengard Discus stair treads Bengard’s Discus stair treads complement its rubber flooring line. The line is available in a range of colors and is designed to withstand the heaviest traffic. They are slip resistant, do not break or crack on bending, according to the company. For details, circle 268 on the Reader Inquiry Card.

Healthier Choice’s Flexitions a flexible, stainable moulding Developed for use with wood and laminate floors, Healthier Choice’s Flexitions flexible, stainable moulding can help simplify a curved or arched installation. Available in five common profiles and three wood grains, Flexitions takes stain just like natural wood and can be finished to match a range of floor coverings. For details, circle 272 on the Reader Inquiry Card.

Allstate Rubber’s SRP includes 7” wall base Allstate Rubber’s cove base is now known as Allstate SRP (Superbase). The line is FloorScore certified, and is available in 55 colors in roll and stick format as well as Allstate’s exclusive Shadowbase. Newest to the line is a 7” high wall base. For details, circle 254 on the Reader Inquiry Card.

www.ntlfloortrends.com I July 2011 ● 49

nft

National Floor Trends

2011 Moisture Control Products Spotlight

Company Name: Lignomat USA, Ltd. Address: 14345 NE Morris Ct., Portland, OR 97230 Phone: (800) 227-2105 URL: www.lignomat.com or www.moistureproblems.com Email: [email protected] The ability to choose two measuring depths let the Unique Pinless Moisture Meter Ligno-Scanner SDM meter stand out. This feature is especially useful for the flooring industry, where floor planks are often thinner than 3/4”. The meter comes with three sensitivity levels: 70 settings to correct for different wood species, 7 settings for bamboo and reference scale for concrete. Circle 205 on Reader Information Card.

Company Name: Custom Building Products Address: 13001 Seal Beach Blvd., Seal Beach, CA 90740 Phone: (800) 272-8786 URL: www.custombuildingproducts.com REDGARD® Waterproofing and Crack Prevention Membrane is a ready-to-use, elastomeric, waterproofing and anti-fracture membrane for commercial and residential tile and stone installations. Easily applied with roller, trowel or sprayer. Meets IAPMO specifications for use as a shower pan liner. When used with qualifying products, RedGard qualifies for a lifetime systems warranty for crack isolation and waterproofing. Circle 202 on Reader Information Card.

50 ● July 2011 I www.ntlfloortrends.com

Company Name: Bostik, Inc. Address: 211 Boston St., Middleton, MA 01949 Phone: (978) 750-7321 URL: www.bostik-us.com GoldPlus™ Latex Waterproofing and Antifracture Membrane is a ready-to-use, roller-applied, latex waterproofing and antifracture membrane for use beneath thinset ceramic tile installations on vertical and horizontal surfaces. GoldPlus exceeds the requirements of ANSI A118.10 (specification for waterproof membranes beneath thinset tile and stone) and the proposed ANSI A118.12 specification for crack isolation membranes. Use GoldPlus in commercial or residential applications over concrete, cement block walls, cement backer board, exterior grade plywood (interior, dry installations only) and mortar beds. Circle 200 on Reader Information Card.

Company Name: DriTac Flooring Products Address: 60 Webro Rd., Clifton, NJ 07012 Phone: (973) 614-9000 URL: www.dritac.com Email: [email protected] DriTac 1001 All-In-One (Premium ‘Green’ Urethane Wood Flooring Adhesive, Concrete Moisture Control, Sound Control and Crack Suppressant System) is a revolutionary one-component, trowel applied premium ‘green’ sound and moisture control membrane system. A 4-In1 total solution flooring installation product, DriTac 1001 All-In-One was the very 1st of its kind on the market! Contains zero VOCs and zero solvents, DriTac 1001 All-In-One has been certified by CRI’s Green Label Plus Program for Indoor Air Quality (IAQ). Circle 203 on Reader Information Card.

Company Name: LATICRETE Intl. Inc. Address: One LATICRETE Park N., Bethany, CT 06524 Phone: (800) 243-4788 URL: www.laticrete.com Email: [email protected] LATICRETE® Hydro Ban™ is the new standard in waterproofing. With a rapid dry formula, tiling can begin in as little as 15 minutes*! Flood Test in Just 2 Hours. No Fabric Required** Bonds directly to metal and PVC plumbing fixtures.** ICC/ IAPMO approved; Lifetime Warranty^ and GREENGUARD certified. Circle 204 on Reader Information Card. * See Data Sheet 663.0 for complete product information. ** After final cure, at 70°F, 50% relative humidity ^ See Data Sheet 230.99 for complete warranty information.

Company Name: MAPEI Corp. Address: 1144 E. Newport Center Dr., Deerfield Beach, FL 33442 Phone: (800) 426-2734 URL: www.mapei.com Email: [email protected] Planiseal™ EMB premium epoxy moisture barrier reduces MVER rates of concrete slabs measuring as high as 20 lbs. per 1,000 sq. ft. per 24 hours to less than 3 lbs.! This 100%-solids, two-part, clear epoxy product creates a solid film layer that provides maximum protection against moisture transmission for virtually any floor covering. Circle 206 on Reader Information Card or visit www.mapei.com

Company Name: Chemque, Inc. Address: 266 Humberline Dr., Rexdale, Ontario Canada M9W 5X1 Phone: (416) 679-5676 URL: www.fortane.com Email: [email protected] Fortane Zero™ and Fortane One™ are your choice wood flooring adhesives with exceptional moisture inhibiting and noise dampening qualities. They are both Earth Approved™ and contain no VOCs. Both products contain no water, are extremely easy to trowel and offer the NO HOLLOW SPOT™ technology. They are the professional choice. Circle 201 on Reader Information Card.

Company Name: Wagner Electronics Address: 326 Pine Grove Rd., Rogue River, OR 97537 Phone: (800) 634-9961 URL: www.wagnermeters.com The new Rapid RH® 4.0 from Wagner Electronics combines their patented Smart Sensor with a newly redesigned Easy Reader for fast, easy-to-use, accurate relative humidity testing so easy it seems virtually automatic. The new Easy Reader works quickly to help you save time and money with Wagner Rapid RH® 4.0. Circle 207 on Reader Information Card.

Company Name: Wagner Electronics Address: 326 Pine Grove Rd., Rogue River, OR 97537 Phone: (800) 634-9961 URL: www.wagnermeters.com Designed for industry professionals, the MMC 220 “Extended Range” Moisture Meter can instantly and accurately measure moisture content in rough to finish grade wood. The MMC 220 features a 5%-30% moisture content range, selectable species settings, including “extended range” exotic species, and no manual correction tables. Circle 208 on Reader Information Card.

www.ntlfloortrends.com I July 2011 ● 51

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07.11>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.

APC Cork.........................................................................15 (866) 222-3241 • www.apccork.com Ardex Engineered Cements ..........................................25 (888) 512-7339 • www.ardexamericas.com Beaulieu of America .........................................................5 (800) 227-7211 • www.beaulieuofamerica.com Bostik...............................................................................45 (800) 7BOSTIK (726-7845) • www.bostik-us.com CBC Flooring ..................................................................23 (800) 446-5476 • www.cbcflooring.com Chapco, HB Fuller Construction Products, Inc. ..........27 (800) 621-0220 • www.chapco-adhesive.com Faus Group, Inc. ...............................................................3 (888) 231-3287 • www.fausfloor.com Florida Tile ........................................................................7 (800) 352-8453 • www.floridatile.com Globus Cork ....................................................................16 (718) 742-7264 • www.corkfloor.com Lignomat USA .................................................................26 (800) 227-2105 • www.lignomat.com

RS no. 51 42 5 23 30 13 3

pg. no.

Company Name

MAPEI Corp. .....................................................................2 (954) 246-8888 • www.mapei.com Mohawk Industries ...........................................................9 (877) ASK.MOHAWK • www.MohawkToday.com MP Global Products .......................................................55 (888) 379-9695 • www.quietwalk.com RB Rubber Products ......................................................26 (800) 525-5530 • www.rbrubber.com Seneca Millwork, Inc. .....................................................56 (800) 228-6671 • www.senecamillwork.com US Floors, Inc. ................................................................13 (877) 292-4044 • www.usfcontract.com Wagner Electronic Products .........................................11 (800) 207-2530 • www.rapidrh.com

RS no. 34 50 14 12 1 10 21

18 11 44

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.

07.11>Classified

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www.ntlfloortrends.com I July 2011 ● 53

07.11>Products & Literature on display

MAPEI MAPEI moisture barrier system protects floors Planiseal™ EMB premium epoxy moisture barrier reduces MVER rates of concrete slabs measuring as high as 20 lbs. per 1,000 sq. ft. per 24 hours to less than 3 lbs.! Just one coat of this 100%-solids, two-part, clear epoxy product quickly penetrates the surface of properly prepared concrete substrates, creating a solid film layer that provides maximum protection against moisture transmission for virtually any floor covering. For more information on MAPEI products, visit www.mapei.com For details circle #100 on the Free Information Card.

USFloors 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. www.usfloorsllc.com For details circle #121 on the Free Information Card.

Florida Tile 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. www.floridatile.com For details circle #122 on the Free Information Card.

Custom Building Products Custom Building Products is showcasing its complete line of custom grout solutions with a new ad campaign, branding and packaging for its Polyblend, Prism and Prism SureColor grout collections. New colors have also been added to the company’s Polyblend, Prism and CEG-Lite grout brands.

CBC Flooring CBC Flooring has expanded and updated its family of TOLI homogenous vinyl tile (HVT) products with 21 new colors in Fasol Plus, Linotesta and Viale. All three product lines feature 50 percent pre-consumer recycled content and contribute to LEED credits. For details circle #123 on the Free Information Card.

54 ● July 2011 I www.ntlfloortrends.com

Circle 14 on Information Card

Finish it with Signature Craftsmanship

A fine finish is the hallmark of true craftsmanship. At Seneca Millwork, we’re committed to the highest level of fidelity for finishing and color matching. And that sense of commitment extends to the lastest in automated production, customer service, color matching and on-time delivery, as well as our sustainable sourcing of the finest hardwoods. It’s our Signature Craftsmanship approach to every product we offer, and every service we provide. Learn more at senecamillwork.com.

800.228.6671

senecamillwork.com

Circle 1 on Information Card