FloorCoveringNews

by Melissa McGuire

Lancaster, Pa.—Armstrong has come into 2012 loaded with significant introductions in its laminate and hardwood portfolios along with a focus on its 2011 Altera Reserve intros that are just now gaining traction in the marketplace.

With luxury vinyl tile all the rage these days, Armstrong believes Alterna and its step-up Alterna Reserve offer the best visuals on the market. As such, the company is positioning these collections not versus competing LVT but rather the real thing—the stones they emulate, according to Allen Cubell, vice president of residential resilient products.

Lancaster, Pa. – Armstrong and Bruce brands were voted leaders by building professionals in Builder magazine’s 2012 Brand Use Study in multiple categories including vinyl flooring, laminate flooring and hardwood flooring, earning top spots in the survey for almost 20 years running. Armstrong swept all fields, earning highest honors in Brand Familiarity, Brands Used in Past 2 Years, Brands Used the Most, and Quality Rating. Bruce hardwood was the frontrunner in the hardwood flooring category. 

Performance Plus, Armstrong Commercial Flooring’s newest hardwood collection, offers superior durability, added scratch-resistance and Lock&Fold technology for easy installations, blending the exquisite styling of natural hardwood with the enhanced performance needed in today’s demanding commercial environments.

Dalton — Mohawk is utilizing a new social media campaign to show consumers that its flooring can stand up to even the biggest messmakers. The manufacturer has launched a three-month Facebook contest in search of the messiest kid in America. Moms across the nation are invited to upload a photo or video of their messy children in action to the Mohawk Flooring Facebook page for an opportunity to win some big-ticket prizes.

by Emily J. Cappiello

Dasso is on a mission: To build its brand recognition among consumers.

“When people think bamboo and green flooring, we want them to think Dasso,” said Avery Chua, CEO. “We want Dasso to be in the consumer’s mind, not just known within the industry.”

Medley, Fla. — IndusParquet, the world’s leader in Brazilian exotic hardwood flooring, made its mark in the big apple with their custom booth at the Architectural Digest Home Show (AD Show) March 22 through 25.  The annual four-day event attracted more than 40,000 home design enthusiasts and professionals.

Since launching its brand nationwide in the US last year, IndusParquet has received a warm welcome from the industry and the AD Show was no exception—the company received a great response from affluent homeowners, trade professionals, showroom owners and architects.

Norfolk, Neb. — We at MP Global Products, a manufacturer of quality acoustic floor underlayments, welcome you to join us on our newly launched Twitter and Facebook pages. We are now interacting online with industry professionals and consumers interested in learning about the advantages of and selection of floor underlayment for use under hardwood, floating wood, laminate, LVT or tile flooring. 

by Matthew Spieler

Ask people from just about any sector and they will say since December, sales have been steadily picking up. While this is welcome news for anyone who has suffered through the economic downturn, for those in the wood business, it is a breath of fresh air.

As one of the hardest categories of products—flooring or otherwise—hit by the recession thanks to being tied so closely to the housing market, among other factors, a positive growth trend could not have come at a better time. Though final figures for 2011 are not yet available, most experts said the year should have ended slightly better than 2010, which would be the first time the wood category finished in the black since 2006 when the industry reached its peak in sales at more than $2.5 billion.

Shanghai location geared for designers, luxury market

By Matthew Spieler

Shanghai—Anderson Hardwood Floors has opened its first stand-alone retail store in an effort to reach the country’s growing designer-oriented luxury market.

Unlike the U.S. manufacturers owning retail stores is commonplace in China. In fact, the specialty retailer as Americans know is virtually non-existent here as manufacturers not only sell directly to the end user, in industries like flooring, they handle the installations. In effect, manufacturers are held to total accountability from the start to finish of the job.

New Orleans—Following the devastation brought on by Hurricane Katrina in the summer of 2005, particularly to New Orleans and the residents of the Lower 9th Ward, throngs of groups and individuals converged on the area hoping to help rebuild the once proud area. Among those was international celebrity Brad Pitt, who formed the Make It Right (MIR) Foundation and dedicated it to rebuilding 150 affordable, green, high quality homes which would allow some of the many displaced families to return to their roots, their family history.

From March Madness and the Grapefruit League to spring sales and rebates, many phrases and terms make their way into the conversation this time of year. Numerous flooring companies gear up for the season by running special springtime promotions, an annual rite of the season. Here are just a few specials being offered.

Adairsville, Ga. — Home Legend, a leading supplier of hardwood, bamboo, laminate, cork and luxury vinyl flooring is staying connected with its customers and reaching out to new ones through social media outlets. “Home Legend currently has an online presence on Facebook, Twitter, and YouTube,” says Jamann Stepp, Home Legend Vice President, Sales and Marketing.

Dalton—Shaw Floors has announced the comprehensive Celebrate Your Home Sale, a spring promotion that inspires consumers to create a beautiful home environment for themselves and those they love with the help of a new Shaw floor. Offering special, per-room pricing, the incentivizing campaign includes retro-inspired bright and bold POP for participating retailers who can capitalize on the act-now messaging. The simplified sale includes carpet, area rugs and laminate floor offerings of $499 for one room, $899 for two rooms and $1,199 for three rooms. Hardwood floors are included in the pre-room selections for an added $100 to each price offering.

by Matthew Spieler

While every flooring category has been hit hard by the recession, perhaps none more so than wood—in the five years following its high water mark in 2006, the segment is down 40%. So it should come as no surprise as the economy shows signs of steady improvement manufacturers feel the slide is finally over.

Ask Eric Demaree, president of Carpet One, what he is most excited about for 2012, and he cites no specific new product or program. Rather, he is enthused about the fact he believes Carpet One members are taking market share. “Our members will probably grow this year two to three times the independent channel as a whole.”

Dalton – Shaw Industries, recently announced a national sponsorship of the St. Jude Dream Home Giveaway, a fundraising campaign that has raised more than $220 million in over 20 years for St. Jude Children’s Research Hospital, one of the world’s premier centers for the research and treatment of pediatric cancer and other deadly childhood diseases.

Dalton—Shaw Industries has released dates for its 2012 winter markets. During these events, the mill will unveil a variety of introductions within the Anso nylon and ClearTouch brands along within the new HGTV Home Flooring by Shaw program. Tuftex will also display a variety of new carpets. And in the hard surfaces arena, new floors will be introduced in the Epic hardwood collection, as well as visuals in the solid hardwood, laminate, resilient, and tile and stone categories.

Dalton based USFloors, a leading manufacturer of unique and sustainable flooring, has signed a global, non-exclusive, license agreement to use Välinge’s patented 2G technology for mechanical locking systems with Fold Down installation, on its Cork and wood flooring products. The Fold Down installation method is fast, easy and suitable for glue free installation as well as glue down or nail down installation methods.

100% recycled product on sale through December

Dalton—Shaw Industries is holding the first-ever sale on its Grand Canyon hardwood collection. Running through Dec. 31, it includes an impressive discount for consumers. Kevin Thompson, hardwood product category manager, said the sale includes a minimum of 25% off depending on the product. (Ask your sales rep for specific details.)

Dalton—Featuring a fashionable silhouette design that catches the eye and positions the female buyer as its target audience, Shaw is introducing the 2011 “Dream It, Do It” fall promotion. This season, consumers will be enticed with numerous incentives noted LaShon McGinnis, the mill’s marketing manager.

For most, 2011 has been nothing to cheer about. Not that anyone really expected different. In fact, when compared to 2010, many said while there were some differences the end result was pretty much a mirror image.

Unlike previous years where manufacturers were just hoping the downward spiral would stop, officials in general are taking a different approach to 2012. To find out their plans, FCNews surveyed many of flooring’s leading suppliers to get their input on what the industry can expect over the next 12 months.

FCNews’ annual Executive Forecast is broken into the various floor covering categories and can be found by clicking the appropriate features: carpet, hardwood, laminate, resilient and ceramic tile.

By Matthew Spieler

While 2011 seemed to mirror 2010 for the wood industry, manufacturing executives say it was expected and, considering the losses that mounted up since the recession started, not so bad. Though the overall economy doesn’t appear much brighter in 2012, many feel there will be some upward movement due to pent-up demand as well as other indicators that favor their products.

DALTON—As flooring retailers throughout the U.S. begin preparing for the 2012 selling season, Shaw Floors is announcing the “Power Up” Winter Markets, a lineup of the company’s 2012 product, display and program introductions.

HICKSVILLE, N.Y.—One year after a group of U.S. engineered wood flooring manufacturers filed a federal unfair trade petition against Chinese imports, the International Trade Commission (ITC) voted to uphold the antidumping and countervailing duties set by the Department of Commerce (DOC) last month.

The result of this action means imports from all but one Chinese manufacturer—Zhejiang Yuhua Timber Co.—are not only subject to the DOC rates, they may have to pay additional fees a year or more later as the duties can be retroactively adjusted for as long as the government feels harm is being done to U.S. manufacturers.

WASHINGTON—The U.S. International Trade Commission  (ITC) this morning issued a final affirmative determination in the unfair trade investigations of multilayered (engineered) wood flooring from China.

WASHINGTON—In a statement released by the Alliance for  Free Choice and Jobs in Flooring (AFCJF), the group announced the International Trade Commission (ITC) voted today to affirm the petition on punitive anti-dumping duties on engineered flooring from China.

JOHNSON CITY, TENN.— Mullican Flooring will be expanding its operations in Johnson City, Tenn. and creating 164 new jobs.

Consumers have spoken loud and clear during this prolonged economic slump that flooring is a postponable purchase, and if they are going to use their disposable income on it, they want the best-looking product with the latest features at the lowest price.

This hard-bargain approach has affected the market for all principals. “There is tremendous downward pressure on pricing, more so than even last year,” said Rick Holden, executive vice president of Derr Flooring in Willow Grove, Pa. “It’s not just wood; it’s in VCT, adhesives, everything. It’s across the board, and driven by consumers. They want the best (lowest) pricing, and we’re all feeling it.”