FloorCoveringNews

Kansas City, Mo. — ProSource of Elk Grove Village, IL hosted a CFI laminate and wood training and a carpet training workshop recently. “The CFI events are always well attended. They add to our flooring installer recommendation base to service clientele who expect professional flooring installation. CFI training and certification give us a method whereby we know the qualifications of those who represent ProSource. Installers attended from Illinois, North Carolina, Pennsylvania, Wisconsin and Florida, as well as neighboring communities,” said Jeff Bernstein, Regional Sales Manager for ProSource.

Dallas — Being green is no longer a trend or fad – it’s a way of life. This was dramatically demonstrated last week at the recently completed SURFACES | StonExpo/Marmomacc Americas (S2). For the first time, S2 partnered with Mountain Re-Source Center and Tile Partners for Humanity on a recycling initiative focused on post-show product donations at the close of the three-day event, held January 24-26 in Las Vegas, Nevada at the Mandalay Bay Convention Center. The outstanding results of this inaugural program speak for themselves and exceeded all expectations.

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.

Viken, Sweden—The district court of Düsseldorf dismissed last week the patent infringement case of Pergo vs. Balterio on Välinge´s 5G original technology.

Driving trade-ups is one of retail’s biggest challenges, but one that the industry overall has actually had more success with in the last couple of years than in the past, noted Yon Hinkle, product manager, Armstrong laminate and residential resilient tile. According to Hinkle, retailers who sell laminate flooring need to clarify the segment’s trade-up story. To this end, he noted, many mills have gone to a very clear product hierarchy. “Clearly call-out the key attributes for your customers that drive value while showing her how true, realistic looks differ at varying price points.”

In recent years, the industry has seen laminates become more realistic and wood-like, ceramic and porcelain tile achieve the look of slate, travertine and marble—even carpet looks and feels like it never has before. As technology advances, so do the products manufacturers are able to create. The same holds true for the moldings segment.

In today’s fast-paced world it seems like spotting a trend is a difficult task. Most things we think may stick and create a certain movement or direction end up dissipating rather quickly. In other words, it was more a fad than a trend.

But, whether it is a trend, a fad or some quirk that makes a particular item popular, products that are in vogue are what help create sales and move inventory. And with many retailers still struggling to bring in extra business, making sure your store has the latest products is one thing. Knowing why they are trendy, as well as understanding consumer shopping habits, are key to putting your company in the forefront.

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.

RALEIGH, N.C.—Despite more than three years of negative sales for the laminate category, brand leader Pergo has not let up on the innovation button. Last year the company introduced the patented PerfectFold locking technology (FCNews, Sept. 28/Oct. 5, 2009) and, as it prepares for next year’s introductions, a new printing innovation has been announced.

Since arriving in America in the mid-1990s, laminate flooring has represented something new, different and innovative. Offering the look of hardwood with superior scratch and scuff resistance, technological advancements have helped the category improve in looks, texture, applications and durability.

But in retail circles the key was how to position the product to consumers. Should it be sold as part of the hardwood section or on its own? How much of it should be in displays, part of vignettes or on the floor itself? And what about the increasing ceramic-look SKUs?

Raleigh, N.C.—Despite more than three years of negative sales in the laminate category, brand leader Pergo has not let up on the innovation button. Last year the company introduced the patented PerfectFold locking technology and, as it prepares for next year’s introductions, a new printing innovation has been announced.

GARNER, N.C.—Determined to rebuild the Pergo brand within specialty retail, the company announced a series of executives changes that will help it “capitalize on synergies” within its worldwide activities.

David Hartmann, who joined Pergo earlier this summer (FCNews, May 31/June 7) as vice president of sales, has been given the additional responsibility of leading the company’s North American marketing efforts. Also, as part of the realignment, Ralf Eisermann, currently CEO of Pergo AG, assumed the role of president and CEO of Pergo LLC, the mill’s U.S. affiliate, following the resignation of George Kelley, who remains a consultant for the company.

“The Pergo brand has power; it’s one of the very few leading brands in the flooring category and it is the strongest laminate flooring brand by far,” Hartmann said. “We need to translate that back to our original base: specialty retailers. We remain very committed to rebuilding the Pergo brand within specialty retail.”

Raleigh, N.C.—Pergo announced it entered into a license agreement with Mannington Mills on May 15, granting access to Pergo and Classen patents for fold-down joints. This allows Mannington to sell any of the Vålinge variations on the PerfectFold technology, including 5G, 5G+ and 5G-S.

Not unlike its wood sector counterpart, commercial laminate producers have suffered their share of economic bumps and bruises recently. By putting emphasis on service, style and brand, the hope is that an upturn manifests itself sooner rather than later.

Generally speaking, the laminate sector echoes the construction industry, noted Tammy Weadock, marketing manager, Wilsonart. “According to Reed Construction Forecast of May 2010, the decline in commercial construction spending will slow sharply during the balance of 2010 with spending turning up at year’s end. Reed says retail will recover first, followed by offices, which will be followed by hotels.”

HICKSVILLE, N.Y.—There may be signs of life in the economy, at least on the residential side, but the overall pace remains slow. Add to that a drastic drop in wood prices—especially from imports—the continued surge in popularity of luxury vinyl tile (LVT) and an overcapacity problem, and the laminate category continues to struggle to regain the momentum it had just before the financial and housing crises hit.

Research conducted by Floor Covering News to see how the category has fared over the first four months of 2010 compared to the same period last year has rendered mix results. On one hand, product is starting to move through the channel as more consumers break from their shells and once again begin to shop for home improvement items. On the other hand, dollar volumes and profits remain sluggish as the post-recession consumer searches for products that will give her the most performance at the lowest price.

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.”

Originally produced to mimic the look of hardwood flooring while offering enhanced performance characteristics through state-of-the-art technology, laminate floors have come a long way in the 15 years or so they’ve been available in the U.S.

As methods of production have advanced, manufacturers now seemingly have the ability to make laminate look like whatever they want, including ceramic tile, natural stone as well as more realistic wood-look designs and patterns. So what are some of the latest laminate trends?

Features such as wider planks, bolder colors and textures, and never-before-seen species currently play a growing role in laminate’s hottest new looks.

Sales of high-end products may be coming back based on various corporate reports but in the laminate category they have remained constant as consumers do not want to sacrifice either looks or performance for price.

“While it’s true consumers are searching for greater value,” explained George Kelley, CEO of Pergo, N.A., “it does not mean the majority of them are truly interested in sacrificing superior design and performance to buy a cheaply made product.”

As the information age speeds up instant gratification for everything from product information to bus schedules, flooring takes a cue. Messy, time-consuming installation processes have become as easy as clicking a remote control with mechanical lock technology.

Innovation captures market share, particularly in this economy, and companies like Välinge, Pergo, Unilin and Wilsonart are concentrating efforts to that end. From crossovers to other flooring categories to the development of commercial-grade products, laminate-minded companies are expanding on technology and performance capabilities to grow like never before.