FloorCoveringNews

Dalton—Almost every aspect of the Bliss brand has gotten a makeover to turbo-charge sales performance on the showroom floor and will be formally unveiled at its mega-booth presence at Surfaces.

Beaulieu will retire its current site for Bliss, developed soon after the brand was launched in 2008. The new Bliss site, slated to launch mid-January, will engage, entertain and educate the consumer who does most of her flooring research online.

When you think of the messiest room in the house, the kitchen or bathroom is most likely the first that comes to mind. From mustard stains, raw chicken with salmonella, hair dye or paint brush cleaning in the sink, those rooms take some of the hardest hits. Luckily, they are designed for easy maintenance with smooth, non- porous surfaces.

Now picture that same house with the American average of 2.4 children. Bedrooms or other play areas are most likely the danger zones when it comes time to clean.

Resilient producers appeal to value, style to gain share

What was ultimately a false start to an upswing in the industry during the first and second quarters, 2010 has coaxed top executives in the resilient category to project a more conservative outcome for the coming year. However, it is one area that is expected to continue growing. The proliferation of LVT (FCNews, Nov. 22/29) and the advancement of fiberglass (see related story) has created a new value standard for the consumer when she shops floor covering. As one of the few segments capturing share in the residential floor covering market, modesty rules the 2011 diagnosis with an injection of optimism.

Dalton—Beaulieu of America is completing its redesign of its website. Slated to launch this January in time for Surfaces and the spring selling season, Beaulieu’s new website under the Bliss brand has been in development for several months.

“The entire purpose for this new website is quite simple.” said Patricia Flavin, senior vice president of marketing, Beaulieu. “We want to support our dealers with the best website possible to entertain and educate the floor covering customer about Bliss products and drive them to Bliss dealers to make the sale.”

Dalton—Beaulieu of America announced its schedule of winter shows for 2011 today.

“At these events, dealers will see a totally new and fresh approach to the Bliss brand, with new collections, features and displays that are unique in the industry,” said Patricia Flavin, senior vice president of marketing. “Bliss for 2011 provides dealers with more of what the carpet-buying customer is looking for and that spells a real advantage for Bliss dealers.”

ATLANTA—Confident this prolonged economic downturn will soon end, members of FEI Group came to the 2010 National Conference with spirits up and hopes that the worst is behind.

“Times are tough, businesses are running lean,” noted Dave Gheesling, FEI’s CEO, who, like other executives, was greeted by raucous cheers from members of the buying group’s three units—Home Solutions, Multi-Family Solutions and KBx— “but there are some positive signs out there.”

Sales of carpet, like that of just about any other product, remain sluggish during the first eight months of 2010 though in comparison to most floor coverings the sector continues to gain market share as end users search for products they believe add more value for their money.

While the year so far has been described by many carpet executives as that of a roller coaster, going into the final quarter of 2010 they believe the category has “stabilized” to where they at least feel confident in their strategies and budgets going forward.

Confident may not be a good term to use considering the category will most likely end the year at roughly the same levels as 2009 in terms of overall dollar sales and units. And 2009 was widely touted as one of the worst anyone ever saw.

DALTON—With a less than impressive economy this year, the Department of Commerce’s International Trade Administration embarked on a series of tours across the country, aimed at bringing government and industry together to promote local business.

The event here, themed SMARTer Textiles: Enhancing U.S. Competitiveness of the Carpet Industry by Addressing Sustainability Challenges in Local Supply Chains, was a gathering of approximately 80 carpet mill executives, policy makers, politicians and members of the press at Shaw Industries’ headquarters with a goal of educating investors as to how they are implementing and developing sustainable business models.

Autumn is just around the corner, and with the change in seasons comes various new products and programs in the carpet landscape. The following are what some of the major players are introducing this fall.

Beaulieu of America

The company is focusing on its display placement and training for SoftSense and Stainmaster with Magic Fresh, according to Patricia Flavin, senior vice president of marketing. The company is also developing an entirely new website, primarily to support its Bliss brand and dealers with a mid- to late-fall target to go live.

Consumers these days are opting for the comfort, warmth and perceived value of carpet over hard surfaces for their homes. So said some of the industry’s major suppliers.

Emily Morrow of Shaw Industries certainly thinks so. Morrow, the director of color, style and design for residential broadloom and hard surface, said consumers sense they are getting more bang for their buck with carpet. She has seen enough examples in 2010 to suggest this is more than just happenstance. “The pendulum is shifting back to carpet because of its value and comfort and the aesthetics. It’s more affordable. There’s a wonderful feeling you get with carpet that you don’t get with anything else.”

In this fast-paced world of constant change with a countless number of advertising impressions seen each day, the importance of offering well-recognized, highly trusted brands has become greater than ever. Every year, many research projects are done to test the theory of brand strength versus buying habits, the monetary value a brand has, and a host of other things. And, whether these studies are done by the companies that own the brand or an outside source, one thing is clear: Brands, whether you own them or sell products under the name, add to a business’ bottom line.

As the saying goes, every cloud has a silver lining and this rings true in floor covering. A decidedly negative economic state found a ray of light in the resurgent sales of resilient flooring and carpet. On the decline for much of the early 21st century, these two categories have been consistently gaining market share throughout the financial downturn and beckoned sales in a climate where other categories suffered mightily.

“Resilient is on the rebound,” said David Sheehan, vice president of resilient business at Mannington Mills, “due in large part to the movement of the consumer toward products that are practical and pragmatic in today’s economy.”

ROSLYN, N.Y.—Mannington Mills has regained the mountaintop, as it was voted the industry’s Best Overall Manufacturer in the 14th Award of Excellence competition. This was the ninth time in the award’s history that Mannington took top honors, which it last held in 2006. Shaw Industries was the winner in the inaugural Award of Excellence for Environmental Leadership.

These awards, along with 12 other honors, were presented at a gala evening reception and dinner here. In addition, Sandy Mishkin, co-founder and president of CCA Global Partners, was among the invited guests as the recipient of the first Floor Covering News Lifetime Achievement Award, which was present- ed to him earlier this year at Carpet One’s 25th anniversary (FCNews, Jan. 25/Feb. 1).

Can technology be utilized in order to achieve art, or an art form, as it relates to carpet fiber? With all that fiber producers can do nowadays with the technology at their fingertips, why not?

According to Bart Rich, director of brand management for Mohawk Industries, the mill’s newest fiber innovations include both nylon and polyester advancements that focus on enhancing durability and softness. “In nylon, Mohawk introduced WearDated SoftTouch featuring our new soft fusion technology. This proprietary process combines the benefits of superior durability along with ultra-soft comfort. We market it as the softest soft nylon in carpet. This fiber gives consumers an irresistibly comfortable carpet that is tough-tested and long lasting.

According to the Environmental Protection Agency (EPA), the definition of sustainability calls for “policies and strategies that meet society’s present needs without compromising the ability of future generations to meet their own needs.”

While every area of the industry has made vast strides in making itself and its products more sustainable, perhaps no category has done more than carpet. From fiber makers down to the individual family business, stories of making carpet sustainable abound—from landfill diversion and using less natural resources to closed loop recycling and finding new industries that can reuse all or part of post-consumer carpet.

Dalton—Beaulieu announced greater incentives for retailers this month. Starting April 2 and continuing through May 29, qualified Bliss dealers can earn a $100 American Express gift card for the first 100 yards of Bliss carpet sold, with the exception of Bliss for Kids.

This is in addition to the promotion of $200 American Express gift cards for every 200 yards of Bliss sold. This campaign, however, doesn’t expire until July 3.

“For the next eight weeks, qualified Bliss dealers can earn $300 or more selling Bliss,” said Mike McAllister, vice president of marketing information systems at Beaulieu of America. “This is undoubtedly our best promotional program ever.” He added for further details vendors should contact their representatives, visit the Web site by clicking the promotion graphic or call 800.227.7211.

As consumers flirt with the temptation of an increasing number of choices from hardwood and ceramic tile producers, carpet mills have stepped up and met the challenge. Developing more textures, colors and patterns via state-of-the-art technology, choices from the soft surface side continue to grow, especially at the high end of the spectrum.

SHANGHAI—Massive earth-quakes. Powerful hurricanes. Countries struggling to survive economic collapse. Many would say the world is turning upside down. This is certainly so in the world of flooring—but unlike world events, it is for the betterment of everyone, it seems.

While China remains the most important sourcing market for all kinds of products (73% of the country’s exports end up in the U.S.), flooring including, there is an interesting trend that was played out among the 8.5 football field-sized halls that made up the 12th annual Domotex asia/ChinaFloor (DACF) here last month. Western-based manufacturers continue to see mainland China as a major opportunity for sales of products bearing their brand, while Chinese mills that have set up shop in the U.S. have seen their market share grow as retailers and distributors look for alternatives in this tough economy.

As consumers continue to be tempted by an increasing number of choices from hardwood and ceramic tile producers, carpet mills have stepped up and met the challenge. Developing more textures, colors and patterns via state-of-the- art technology, choices from the soft surface side continue to grow, especially at the high end of the spectrum.