FloorCoveringNews

by Louis Iannoco

As technology has allowed manufacturers to become more innovative than ever, one flooring segment that has benefited arguably as much as any is luxury vinyl tile (LVT). Its state-of-the-art designs allow suppliers to make the surface of the finished product consistently mimic the real thing. But, according to executives, this is just one of the many reasons why this segment is enjoying growth in both sales and popularity.

NORWALK, CT, Jan. 31 – Metroflor Corp. launched its new Facebook page with a consumer sweepstakes designed to draw attention to its Engage Luxury Vinyl flooring.  “ENGAGE…With Metroflor!” invites consumers to “get Engaged” by “liking” Metroflor to enter.  One lucky Facebook entrant will win up to 500 square feet of Engage flooring… a retail value of up to $3,500.  Sweepstakes ends March 31^st, with the winner chosen by random drawing on April 4^th, 2012.  The company’s new www.metroflorengage.com website is also making its debut.

Norwalk, Conn. — Metroflor launched its new Facebook page with a consumer sweepstakes designed to draw attention to its Engage Luxury Vinyl flooring.  “ENGAGE…With Metroflor!” invites consumers to “get Engaged” by “liking” Metroflor to enter. One lucky Facebook entrant will win up to 500 square feet of Engage flooring… a retail value of up to $3,500. Sweepstakes ends March 31^st, with the winner chosen by random drawing on April 4^th, 2012.  The company’s new www.metroflorengage.com website is also making its debut.

NORWALK, CONN.—Metroflor Corporation named the Cronin Company as its new distributor in servicing the Pacific Northwest, and has expanded the territory of one of its existing distributors, Tri-West Ltd.

NORWALK, CONN.—Metroflor Corporation announced the addition of Sabad La Serna as their director of technical and customer services. He will operate from Metroflor’s customer service center in Calhoun, Ga., and will oversee the departments responsible for installation training, technical support, warranty administration and sample fulfillment.

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.

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.

Luxury vinyl tile (LVT) is the hottest new product in flooring, with growth of 22.5% in residential product sales when the resilient category was down by 14.2% (FCNews, June 28). Most recently, it captured the fancy of exhibitors and attendees alike at the recent Domotex asia/ChinaFloor as the product du jour in the exhibit halls (FCNews, April 4/11).

Norwalk, Conn.—Metroflor named former Wilsonart executive Russell Rogg as its new president and CEO.

Rogg, formerly director of sales for Wilsonart Flooring, will assume the post immediately and will be responsible for all sales, marketing and operational aspects of the Metroflor business.

How often are you lured by a product that promises to make your life effortlessly more simple? How many times do you hear, “get more for less” or “the most bang for your buck” in one day? Only in today’s economic climate would a word like bogo—buy one, get one—enter the national business lexicon.

Most people are pressed for time, money and resources and look to multitask wherever possible. Flooring is no exception. If Mrs. Consumer wants a wood floor but learns she can have exactly that look at a lower cost with easier installation and maintenance, she’ll jump at the chance. Authenticity in her home is purely cosmetic.

Think resilient manufacturers, and the names Armstrong, Mannington, Congoleum and Tarkett quickly come to mind. But those aren’t the only major players. Very quietly, or maybe not, over the last 15 years Metroflor has carved out more than its niche with LVT products by constantly innovating, whether in design or new technologies. For example, the launch of Konecto four years ago opened the floodgates for many manufacturers to introduce floating LVT systems in various formats. It is estimated that Metroflor now owns a sizeable share of the LVT market in North America. FCNews’ associate publisher and editorial director Steven Feldman recently sat down with Michael Raskin, president of Metroflor, to discuss the past, present and future.

Luxury vinyl tile (LVT) is the hot commodity in the resilient category, capturing nearly 8% of the total market in 2009 (FCNews, June 28). Part of what’s driving demand for LVT is the locking technology it employs, making it one of the easiest installs in the flooring industry.

While 8% may seem like an insignificant number, one would do well to remember that LVT is a relatively new resilient product, especially when positioned next to products like linoleum with more than 150 years in production. In comparison, LVT was brought into this country 40 years ago when Metroflor saw a demand for the product, said Michael Raskin, president. “My father saw LVT as an opportunity and was the first to have it made in Taiwan. Before that in the 1970s it was mainly self-stick, DIY-type tile. With Metroflor, my dad got them to improve the quality as well as bring luxury designs to appeal to the U.S. market at a value price point.”

The old saying, “Don’t tell me, show me” is perhaps best exemplified when discussing Hybrid, the newest product from Metroflor.

“You can talk all you want about how great Hybrid is, but seeing and feeling is believing,” said Harvey Johnson, vice president of Miami-based Mastercraft Flooring Distributors, which carries the product.

Craig Folven, vice president of sales and marketing at Herregan Distributors, Eagan, Minn., agreed, adding the company has received “fantastic response” since launching the product to about 120 dealers more than a month ago. “It came streaming out of the gate. It has all the bells and whistles you could want in one product. You don’t need any underlayment or subfloor with Hybrid.”

The surge of interest in luxury vinyl tile (LVT) has a team of newer players coming to bat on the resilient field. Companies with different backgrounds, from click systems to cork, have introduced new features and push the product envelope further than ever before.

Experienced manufacturers have also been challenged to innovate, finding ways of improvement in areas like installation, whether it aims to reduce preparation time, ease the stress of custom installation or even allow for do-overs. The common factor for all mills is the ability to offer the expensive look of stone, wood or ceramic tile at a price point that entices today’s price-savvy consumer.

Armstrong

Luxe Plank, the mill’s floating LVT, features Lynx technology with the ability to reposition each plank as many times as necessary. “It’s the easiest LVT floating installation on the market,” said Alan Cubell, vice president of residential resilient. “Lynx Technology starts with specially formulated super thick LVT planks combined with a manufactured film with a highly advanced, performance-oriented, pressure-sensitive adhesive.”

Though some buyers are looking for deals, choice flooring in the home adds a certain something beyond higher prices. That something is identified as the “wow” factor by Paul Mixon, manager of resilient business, Mannington. Beautiful floors that catch a visitor’s eye are not only good for the buyer, but ultimately for the retailer. A successful installation in the home is a great product display for new buyers. “This is the best kind of referral and will result in a motivated shopper who knows what she wants, where to get it and is ready to pay.”

High-end floors also help retailers distinguish themselves from other stores, particularly big boxes. “They send the message that a retailer carries only quality products and can be trusted because they only sell the best,” said Gary Finseth, director of marketing, Tarkett Residential. This kind of recognition is another way to generate referrals from satisfied customers.

March 5 & 6
CFI/RFS
Carpet Installation Training & Certification Little Rock, Ark. 816.231.4646

March 10 & 11
Armstrong/J.J. Haines
Heat Weld/Flash Cove Installation School/Certification Goldsboro, N.C. 866.272.6226

March 10 to 12
Carpet & FabriCare Institute
IICRC Rug Cleaning Technician San Diego 800.455-4278

March 15 & 16
NALFA
Installer Certification School Los Angeles 423.316.1566

March 16
Dal-Tile/NTCA
NTCA Workshop Portland, Ore. & St. Louis 601.939.2071

March 18
Dal-Tile/NTCA
NTCA Workshop Salem, Ore. & Springfield, Mo. 601.939.2071

March 19 & 20
CFI/RFS
Carpet Installation Training & Certification Nashville, Tenn. 816.231.4646

March 23
Dal-Tile/NTCA
NTCA Workshop San Leandro, Calif. 601.939.2071

March 23 to 25
VNU Exhibitions
Domotex asia/ChinaFloor 011.8621.6195.6088

March 23 to 27
RIA
65th Annual Convention & Exhibition Atlanta 443.878.1000

March 24
Dal-Tile/NTCA
NTCA Workshop Modesto, Calif. 601.939.2071

March 25
Metroflor/J.J. Haines
Konecto Certification Goldsboro, N.C. 866.272.6226