FloorCoveringNews

Aims to ‘ignite’ business moving forward

Stone Mountain, Ga.—What’s in a name? Well, if you were to ask members of the ReSource Commercial Flooring Network (RCFN), their answer would probably be, “a lot.” That’s how it seemed as members responded with applause to the announcement at the group’s Network Exchange 2012 convention here that ReSource will now be known as the Fuse Commercial Flooring Alliance.

After 5 years developing an all-encompassing multi-attribute sustainability standard for tile and tile installation materials, the very first certified sustainable products are being announced.

Cumulatively, eight major manufacturers of tile and installation materials have hundreds of products that are already certified or will be certified by the start of Coverings on April 17, with yet even more of their products still in the evaluation process and expected to earn certification this year. At least six additional manufacturers have started the certification process for hundreds more products that are expected to be certified within the year.

Orlando, Fla.—Anyone heading to Coverings 2012 will find the greatest business payoffs if they come armed with a plan of attack. For all that the annual tile and stone show offers when the doors open at the Orange County Convention Center here April 17—with more than 800 exhibitors representing 50-plus countries, nearly 70 educational seminars, live demonstrations and countless networking opportunities—the four-day event can put even the most seasoned show attendee into sensory overload.

St. Jude’s Children’s Research Hospital recently honored Florida Tile via the company’s Columbus Ohio branch for its time and material in support of the nationwide Dream Home fundraiser project, the most recent of which raised more than $700,000 to fight cancer in children.

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LEXINGTON, KY — Florida Tile has announced the release of an innovative 240-page  product directory for 2012 which represents a radical departure from traditional hardcopy and e-publication catalogs.

Florida Tile Marketing Director Sean Cilona says the catalog, just now beginning to reach dealers, distributors, architects, designers and builders, “is inspired in that it not only combines commercial and residential products for use by both markets, it also establishes an accessible photo archive for professionals as well as instant, easy access to tech data.”

San Antonio—When the latest St. Jude Dream Home opened for public tours here last month, visitors got to see not only what community volunteerism can achieve, but some of the latest U.S.-made products available, including new designs from Florida Tile.

Lexington, Ky.—With a traditional ceremonial “snip,” Kentucky governor Steve Beshear officially dedicated Florida Tile’s new corporate headquarters here last month, which will support the company’s nearby manufacturing facility and distribution center in Lawrenceburg, and its marketing, sales and distribution efforts throughout North America.

Lexington, Ky. — All domestically produced Florida Tile porcelain products have been certified to contain at least 40% recycled content, thus setting a new standard in an industry eager for valid environmental initiatives.

By Louis Iannaco

Much like last year, while most tile producers did not see economics conditions in 2011 rebound as quickly as they would have liked, they continue to make investments in technology and look to do more of this going into 2012. Digital printing technology has made a huge impact on what manufacturers can create, and it seems as though they’ll continue this trend moving forward. Mills are also being challenged from abroad, with an increase in imports from places like China only adding to pressure on pricing.

Ceramic tile has long been known as one of the most hygienically clean and environmentally friendly products the flooring industry has to offer. The segment is full of companies that take the matter of making a small carbon footprint to heart, and in practice, in a very big way. The following is an environmental update of what some companies are currently doing in the way of environmental friendliness.

AURORA, COLO.—The ReSource Commercial Flooring Network (ReSource) announced Florida Tile joined the network as the newest ReSource supplier.

In recent years, ceramic tile producers have used state-of-the-art technology to take visuals to the next stratosphere. At the high end, this trend is only magnified.

American Olean

Strength and beauty flawlessly converge in the brilliant interpretation of natural slate captured through the Kendal Slate collection, noted Lynda Whittle, brand marketing manager. “Enhanced with Reveal Imaging, Kendal Slate features true visuals, smooth, inviting texture and easy maintenance that comes standard in porcelain tile. Kendal Slate creates a look that’s virtually indistinguishable from natural stone, with the durability and ease of cleaning found in porcelain tile.”

Ceramic tile producers have been hard at work coming up with some new products for retailers. The following are a few of the latest and greatest.

When it comes to business conditions, many are citing consumer confidence, or lack thereof, as a reason why things aren’t what they used to be. Along with the housing market, unemployment and energy costs—which all play a role in spending— there seems to be a waiting game on the part of consumers.

At least the commercial market is showing signs of life. Many point to the category’s inherent characteristics, green attributes and advancements in both fashion trends and state-of-the-art technology as reasons for optimism.

PLANT CITY, FLA.—Jim Cuthbertson, a ceramic tile industry veteran who enjoyed a long career with Florida Tile, died Aug. 6, following a short battle with bone cancer. He was 65.

Much of the U.S. may still be struggling to escape winter temperatures but the calendar says it’s officially spring. A time of rebirth and hope, not just in nature, spring is when consumers air out their homes and take a look at how to get the glum out of the house. One historical way has been to redecorate, with new floors and furniture and a fresh coat of paint. Spring traditionally marks one of the industry’s busiest selling times.

LAS VEGAS—For a show making its Las Vegas debut—a month earlier than past events, six weeks after Surfaces and just four weeks following Cevisama in Spain—Coverings, the third largest tile show in the world, held its own.

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.

With so much focus being put on all manufacturers to reduce their carbon footprint, ceramic tile producers have taken the initiative with innovative programs and state-of-the-art techniques resulting in earth-friendly, high performance products.

According to Paul Young, general manager of Mediterranea, the use of natural minerals is key as the company’s porcelain tiles are manufactured in a “100% closed-loop process that recycles all remaining raw materials used in production, as well as all water used in the polishing line. Already, back in 2008, environmental efforts made by Mediterranea resulted in six million gallons of water and 12.5 tons of waste being recycled and reused in one year.

LEXINGTON, KY.—As part of its growing CARES (Creating A Responsible Environmental Strategy) program, Florida Tile has opened a scrap tile crushing facility which allows more post-production fired tile to be reintroduced into the body of new products.

With the warm and neutral earth tones of autumn on the horizon, ceramic tile manufacturers have seemingly followed suit, mimicking the look of fall for the floor. Faux fabric looks, stripes and metallics are also in, as are a growing number of mosaic offerings. The following are some of what some major players are debuting this season.

Ceramic Tiles of Italy

According to Danielle DeVita, what’s old is new again. “Thanks to popular shows like ‘Mad Men,’ the swinging ’60s are making a big comeback. In tile, surfaces will be transformed into masculine stripes, delicate fabrics and muted metallics. The 2011 forecast calls for everything from renaissance-inspired looks to patchwork patterns to what Pantone is calling ‘the mosaic of color.’

It is more than a coincidence: Consumer confidence is on the rise and ceramic tile manufacturers saw some of their highest numbers in the second quarter that they had in the last several years. Though the ice hasn’t frozen solid, the category has shown more than just stability with an increase in units sold.

No one denies the category took a hit when the housing market crumbled, but consumers seem to be back in the market for ceramic tile. “Both business segments have been impacted over the last couple of years, but as they rebound the future is bright,” said Kim Holm, president, Mannington Residential. “New technologies have opened the door for tremendous growth opportunities in the category.”

NOT BAD: Retail sales continued their slow but steady climb back up in April, totaling $366.4 billion on an adjusted basis or 0.4% ahead of March, according to the U.S. Census Bureau. Year-over-year comparisons show total April retail sales rose 8.8% over April 2009. Sales at furniture and home furnishing stores, which includes flooring, gained 4.6% in April over that month last year. Looking at the total, the National Retail Federation (NRF) said April’s sales performance showed “evidence of a much more confident consumer compared to this time last year.” Rosalind Wells, NRF’s chief economist, said April sales benefited from spring shopping patterns and seasonal weather. “Spending on discretionary items had fallen by the wayside these last few years,” said Wells, “and we are encouraged to see consumers dipping into that pot once.”

Ceramic tile producers continue to hit home runs when it comes to innovation, colors, styles and expanded product offerings. The plan of attack continues to provide distributors and retailers with the best product possible so they can be armed and ready for the recovery.

“We estimate the overall tile industry was down 20% to 25% in 2009, with the commercial sector down a similar amount,” said Lori Kirk-Rolley, senior marketing director, Dal-Tile. She estimated commercial in 2008 at about $950 million, dropping to between $750 and $800 million in 2009. “Driven by federal construction, the public sector was strong in 2008 and 2009. Education and healthcare were performing well, but those are slowing down from 2008. The hospitality, retail and corporate sectors are all weak.”

While Rolley expects the commercial segment to be down again in 2010, she expects recovery to begin later this year. “By 2011, we expect modest growth in the commercial tile sector. However, because tile is installed at the end of the construction process, we don’t anticipate seeing the impact of the recovery until 2012.”