FloorCoveringNews

by Matthew Spieler

Fajardo, Puerto Rico—Twenty years ago, changes were taking place that still reverberate today: In politics, Bill Clinton and the Democrats were taking office; in entertainment, Jay Leno replaced Johnny Carson on “The Tonight Show,” and in flooring, 12 flooring contractors got together to form what is today the Starnet Worldwide Commercial Flooring Cooperative.

by Matthew Spieler

In recent years, manufacturing has gotten to the point where some low-end products have a high-end look and feel. This is especially true in laminate. In fact, there are products that if brought back in time to just 10 years ago, they would qualify as mid- to high-end goods. So what’s a retailer to do to show consumers the differences between a quality product and one constructed not to perform very well?

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.

Resilient certification garners industry-wide support

Kansas City, Mo.—Flooring installation training is on track to break records in 2012, according to Jim Walker, CEO of the International Certified Flooring Installers Association (CFI).

Proliferation of new suppliers runs the risk of commoditization

Nebraska Furniture Mart is pleased with the top brands it carries in the floating luxury vinyl tile (LVT) category—among them Mannington, Armstrong and Karndean—but that hasn’t stopped manufacturers from contacting senior flooring buyer David Snedeker on a regular basis. “There seems to be someone new—or at least new to me—calling every week with versions of their latest and greatest LVT.”

During the long economic downturn, few, if any, hard surface categories demonstrated the promise and robustness as vinyl, with LVT the leader. The popularity of glueless LVT and its various click systems has produced a swath of new entrants, some with little or no flooring experience. “We’ve seen furniture manufacturers getting into the market,” said Yon Hinkle, product manager, residential tile, Armstrong.

Salem, N.J. —In a move that broadens its U.S. manufacturing base and global reach, Mannington Mills announced today that it has acquired Amtico International.

“The acquisition of Amtico is an extremely exciting development for Mannington, as it not only brings a world class organization into the Mannington family, but also expands the company’s global market reach as well as the scope of its domestic manufacturing capabilities,” said Russell Grizzle, President and CEO of Mannington Mills, Inc.

Salem, N.J.— Mannington Mills announced that it is expanding distribution area for The R.A. Siegel Company in the southeast United States.  Effective March 5, 2012, R.A. Siegel will assume distribution for territory currently served by Walton Wholesale Corporation.

The R.A. Siegel Company is a family-owned company with locations in Atlanta, Georgia and Groveland, Florida.  It has been in floor covering distribution since 1950 and a Mannington distributor since 1997.

Salem, N.J.— The union election held at Mannington Mills today has resulted in an overwhelming and resounding ‘no’, which indicates that Mannington will continue to be union-free. The results of this election were:   204 votes against the union; 70 votes for the union; and 25 challenged ballots.  This result is pending NLRB official certification, which is expected to come in the next two weeks.

Salem, N.J. — Workers at Mannington Mills will vote next week on whether they want union representation. While there have been at least a dozen previous attempts by unions to gain a foothold at the flooring manufacturer during its 97-year history — the last about 30 years ago — none have been successful.

By Louis Iannaco

When it comes to ceramic tile, state-of-the-art technology has raised the bar in recent years as mills seemingly are able to create any look or design they desire. Natural stone, travertine, slate and wood looks continue to proliferate in a category where porcelain has become king. This was evident once again at Surfaces and StonExpo/Marmo-macc Americas 2012 where both manufacturers and distributors strutted their stuff with the latest innovative offerings.

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.”

by Matthew Spieler

Earlier this month, Mannington CEO Russell Grizzle told FCNews during an exclusive interview the company was returning to the main show floor at Surfaces, Jan. 24 to 26 in Las Vegas. His reason? “We are having one of the largest product launches at Surfaces we’ve had in a long time…and being on the show floor is the best place to do that.”

To that end, company executives rolled out a bevy of new products, additions and technologies in every residential category the mill participates in during an exclusive preview with editors of FCNews.

Salem, N.J. —Mannington Mills recently announced Dealers’ Supply North (DSN) will expand its current territory and begin to provide service into New York.

DSN, headquartered in Columbus, Ohio, has been a Mannington distributor since 2001.  Its expansion into New York will include a full stocking warehouse located in the Greater Syracuse area for quick and efficient servicing of the region.

Elias Wilf is pleased to announce a geographical expansion of distribution of their Mannington territory into the Northeastern Region. The distribution of full Mannington Residential and Commercial products will include additional New York coverage as well as S. Connecticut.

Deer Park, N.Y. — Salesmaster’s 50^th anniversary keeps getting better. The Northeast distributor has expanded its eight-year partnership with Mannington Mills by taking on the mill’s commercial line.

New product investments, international business are among the initiatives

Russell Grizzle

The new year brought a change at the top of Mannington Mills. Longtime CEO Tom Davis announced his retirement some time ago, and his hand-picked replacement, Russell Grizzle, took the reins Jan. 2. Grizzle, the former president of Milliken’s global flooring business, had been groomed for the position for two years, so suffice to say he is more than ready to take Mannington to new heights. Grizzle recently sat down with FCNews editorial director Steven Feldman to discuss his views and goals for the future.

By Matthew Spieler

With the massive slide laminate had been on continuing to level off in 2011, officials remain upbeat the category will soon see better days—albeit not to the degree they once were, but compared to where they have been recently, any improvement is a welcome sight.

Executives admit there are still tremendous challenges even beyond the economy but feel laminate’s realism, performance and overall value will win back the post-recession consumer.

SALEM, N.J.—Mannington Mills announced today the issuance by the U.S. Patent and Trademark Office. The patent covers PVC planks, including LVT planks with a tongue and groove connection, a system which has been gaining in popularity for floating flooring.

DEER PARK, N.Y.—Salesmaster Flooring Solutions, one of the country’s leading distributors of commercial flooring products and installation supplies, is expanding into the wood business by partnering with Joel Lefkowitz, former president of Hoboken Wood Floors, at one time the industry’s largest wholesaler. Lefkowitz will serve as the president of the aptly named HW Flooring, which is being billed as an affiliate of Salesmaster. He has put together an experienced team of wood flooring veterans that includes Marty Ackerman, who was Lefkowitz’ vice president of sales at Hoboken; Ken Reilly, who most recently served as hardwood sales manager at Apollo.

Even though overall prices within the laminate category have dropped in recent years and more products fall into the low and mid range price points, there is still a market for high end goods.

As such, there are still laminate companies promoting high end products as they recognize it not only separates dealers from the pack, it allows retailers to earn higher profits as the margins on these goods are better.

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.”

While the concept of installing a floor without the use of adhesives is no longer new to the industry, the idea of “floating” the floor has become all the rage in the resilient category. Thanks to advances in technology, as well as the acceptance of floating floors by retailers, installers and consumers, manufacturers continue to bring out innovative installation systems to help make the overall process of selling and buying a resilient floor easier and less stressful.

Since the economic downturn began the resilient category has been just that—resilient. Not only has the segment picked up market share it lost the previous decade, it has done so with technologically advanced products in an array of high end offerings.

Consumers may have become more cost conscious in recent years, but what they are most interested in is a product that provides great performance for the price. And manufacturers say this is a key ingredient as to why resilient has seen a surge in consumer acceptance.

As one of the strongest categories across the flooring industry, resilient producers are introducing a number of new collections and updates this fall. Focusing on a strong value proposition, stone and wood looks are the popular visuals, while easy installation features seem to be en vogue from a technical perspective.

Many companies are also introducing goods for the commercial side, or warranting performance with light commercial guarantees. With the residential market scraping along the bottom, suppliers are providing retailers with products that can yield the greatest profit at all points along the channel.

(Second of two parts)

SALEM, N.J.—“Elevating flooring” is the mantra at Mannington for 2011, and the mill has done so with a rounded product portfolio aimed at gaining the consumer’s interest and market share. Recognizing one of the most important links in that chain—the retailer—the company has taken care to present stories that relate to the consumer’s preferences visually, environmentally and financially.

Dan Natkin, manager of hardwood and laminate business, highlighted its True Bamboo, premiered at Surfaces 2011. He said older methods of bamboo construction were prone to performance challenges like cupping and moisture issues, but at the same density as stranded bamboo the Mannington method of manufacture allows for below-grade installation with a three-ply construction.

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.

The philosopher Aristotle once said, “If one way be better than another, that you may be sure it is nature’s way.” A widespread embrace of sustainability initiatives brought the resilient flooring industry to a realization that nature’s way is the best, and the market was flooded with third-party certification programs proving so. Simplifying that process is the ANSI standard NSF 332, in its early stages of implementation.

ANAHEIM, CALIF.—The Anaheim Convention center has seen the best of the best. Elvis Presley, Elton John, Johnny Cash, Dionne Warwick. The Harlem Globetrotters and Barnum & Bailey Circus, too. Add Flooring America members to the list, where its convention was held two weeks ago to great enthusiasm. In addition to a product program for which members expressed great excitement, a new style of leadership for Flooring America helped members pass a three-year plan that laid down a “Blueprint for the Future.”