FloorCoveringNews

Volume 26/Number 25; April 29/May 6, 2013

By Matthew Spieler

With production in Barnwell, S.C., Kronotex is able to check for quality control, something extremely important for producing goods under the Formica brand.

Dalton—Mohawk is hitting the road this year and taking its SmartStrand with DuPont Sorona with it. The mill will continue to prove SmartStrand’s performance attributes in the coast-to-coast “License to Spill” carpet showdown tour in partnership with the nationally syndicated lifestyle television show, “The Better Show.”

The tour, which will make at least 12 stops, will showcase the cleanability and performance of SmartStrand at festivals and home show events. Attendees are invited to spill everything from ketchup and Kool-Aid to wine and coffee on SmartStrand carpet to see if it will clean with just water or mild detergent. Mohawk will promote its local Floorscapes and ColorCenter members at each tour stop and encourage consumers to visit their nearest aligned retailers to take advantage of promotional offers.

Volume 26/Number 25; April 29/May 6, 2013

By Matthew Spieler

Marketing Made in the USA has become an important component to manufactuers’ promotional activities.

Style, performance and price are still the main drivers of consumer purchases, but as more Americans express a desire for domestically produced goods it is becoming increasingly important for companies that make their products in the U.S to market that fact.

Flooring is no different, and the industry is starting to take that message to heart with more companies making Made in the USA part of their marketing initiatives.

“Does the industry as a whole do a good job promoting Made in America? asked George Kelley, president and CEO of Kronotex, maker of Formica branded laminate floors. “No. Our job is to market this more aggressively. The Formica brand is celebrating 100 years of U.S. roots; we have to get the distribution and retail community excited and proud to emphasize Made in America as a positive when working with their customers. We strongly believe consumers are looking for reasons to buy American-made products.”

Volume 26/Number 25; April 29/May 6, 2013

By Matthew Spieler

For companies like Armstrong, which has 14 U.S.-based factories, local production provides numerous cost benefits, such as greater speed to market.

One of the main reasons companies have cited for exiting the U.S. in favor of making or sourcing their products internationally is price, namely the cost of labor and regulations, which they say hamper their ability to effectively compete with products coming from countries that do not put a value on either.

While this is something with which it is hard to argue, many flooring companies point out the cost differential is not as steep as most think, allowing them to offer products and services equal to or better than those that are imported.

Recovery mimicking economy: Slow, steady

By Matthew Spieler

Volume 26/Number 24; April 15/22, 2013

With authentic visuals and textures, such as those in Mannington’s Restoration Collection, coupled with great performance and ease of installation, manufacturers feel laminate is in position to gain share as the economy recovers.

Like many industries and flooring categories in particular, the laminate sector was hit hard by the recession. But executives are quick to note the category’s decline was really no worse than what others experienced. In fact, many will note laminate maintained its overall market share and as the economy slowly improves they see the category regaining traction, with overall growth ranging from a minimal 1% to a modest 5%

Bill Dearing, president of the North American Laminate Flooring Association (NALFA), pointed out, “There was only a decline in the sense the entire building material business was off. Yes, there is competitive pressure but certainly not a ‘decline.’ And as overall business improves, so will laminate.” 

Dallas—Additional LVT manufacturers have entered into license arrangements with Flooring Industries, the intellectual property (IP) company of the Unilin Group. Currently, more than 35 companies have already created license agreements with Flooring Industries for the manufacture and sale of glueless LVT products.

Flooring Industries strengthened its patent position in 2011 by entering into a cooperation agreement with Windmöller Consulting, through which the Unilin licensees had the possibility to obtain extra patent protection on specific Windmöller patents that covered certain glueless LVT products.

Dallas – “Unilin remains committed to delivering the finest service and highest quality products to our customers,” said Shane Calloway, vice president of North American independent distribution sales for Unilin.

“Unfortunately, sustained raw material cost increases in hardwood continue to outpace our productivity initiatives,” said Calloway. “As a result, Unilin will be increasing selling prices in the Columbia and Century hardwood lines up to 10% on solid and engineered hardwood flooring, and on accessories. These increases will be effective June 1, 2013.”

“Unilin continues to mitigate the impact of increased raw material costs in every way possible,” added Calloway.  “We remain focused on providing quality products, good service, and the strong price/value relationship that customers have come to expect from our Columbia and Century hardwood brands.”

Dallas—Additional LVT manufacturers have entered into license arrangements with Flooring Industries, the intellectual property company of the Unilin Group.  Today, more than 35 companies have already entered into a license agreement with Unilin’s IP company for the manufacture and sales of glueless LVT products.

Volume 26/Number 17; January 7/14, 2013

DALLAS—On Jan. 10 Mohawk Industries closed its $150 million purchase
 of Pergo. The proposed deal was announced in late October.

“We are pleased to expand 
our laminate offering with the 
highly regarded Pergo brand and 
designs that complement our
 existing laminate products,” said 
Jeff Lorberbaum, chairman and 
CEO, in a statement. “The acqui
sition aligns Unilin’s strength
 with specialty flooring retailers 
with Pergo’s depth in the DIY channel. In addition, Pergo enhances our geographic position and provides a platform to further leverage Unilin’s patented technologies.”

“Unilin remains focused on delivering the quality products and strong service that customers have come to expect from our brands,” said Shane Calloway, vice president of North American independent distribution sales for Unilin.

“Unfortunately, raw material costs in hardwood continue to outpace our productivity initiatives,” said Calloway.  “As a result, Unilin will be increasing selling prices up to 10% on solid hardwood products in the Columbia and Century hardwood lines, effective Monday, March 4, 2013.”

Volume 26/Number 16; Dec. 17/24, 2012

With the Asian market continuing its strong growth trend, the 14th annual Domotex asia/ChinaFloor (DACF) was filled with optimism.

The positive spirit was seen across all product segments on display—even from those who were not selling or buying products. “It’s been too busy,” said Bert Van der Stock, managing director of Flooring Industries, Mohawk/Unilin.

The North American Laminate Flooring Association (NALFA) congratulates the nominees for the 2012 Lammy Awards. NALFA presents the Lammy awards annually to companies and individuals who have demonstrated exceptional contributions to the laminate flooring industry.

NALFA’s board of directors anonymously nominates individuals and organizations for each category. NALFA members, as well as the editors of Floor Covering Installer, Floor Covering News, Floor Covering Weekly, Floor Focus and National Floor Trends, then vote for the winners. The first Lammy Awards were presented in 2007.

Pergo, along with its affiliate, Pergo (Europe) AB, announced last week that it has signed a licensing agreement with Framerica Corporation of Yaphank, New York.

The agreement grants Framerica the right to manufacture and sell laminate molding products under Pergo’s extensive patent portfolio that includes laminate moldings and methods of production.  These patents, dating back to 1994, essentially cover all laminate transition moldings.

Volume 27/number 15; December 3/10, 2012

After a rough few years, it looks as if the laminate segment may be on its way back to better, more profitable times. At least that’s the way industry executives believe, with one chief reason being the positive signs coming from builder business. Increases in the demand for higher end goods are also contributing to a more optimistic outlook for next year.

Dallas – “Unilin remains focused on delivering the quality products and strong service that customers have come to expect from our brands,” said Shane Calloway, vice president of North American independent distribution sales for Unilin.  “Unfortunately, rising lumber, veneer, and transportation costs have outgrown our productivity initiatives,” said Calloway.  “As a result, Unilin is announcing a price increase, up to 6%, on engineered hardwood products in the Columbia and Century hardwood lines, effective January 1, 2013.”

(The price increase previously announced has now expanded from select engineered hardwood to all engineered hardwood products.)

Dallas – Mohawk, Quick•Step, and Columbia laminate have recently earned the highly-coveted FloorScore certification by passing one of the most stringent indoor air quality certification programs in the world.  FloorScore tests for 78 volatile organic compounds (VOCs), some of which are identified as known carcinogens or reproductive toxins. All Mohawk, Quick•Step, and Columbia laminate products are officially FloorScore certified.

Dallas –  Unilin and Mohawk announced price increases last week.

“Unilin remains focused on delivering the quality products and strong service that customers expect from our brands,” said Shane Calloway, vice president of North American independent distribution sales for Unilin.  “Unfortunately, lumber and raw material costs have outgrown our productivity initiatives,” said Calloway.  “As a result, Unilin is announcing a 6% price increase on solid and select engineered hardwood products in the Columbia and Century hardwood lines, effective January 1, 2013.”

Mohawk announced it will raise prices on solid and select engineered Mohawk brand hardwood products by 6%, effective December 21^st.  “Our company remains committed to providing innovative, market-driven products in conjunction with exceptional service,” said Bob Leahy, senior vice president of hard surfaces, Mohawk Industries.

By Matthew Spieler

The facility in Olean, N.Y., has been producing tile since 1913. Dal-Tile acquired it in 1995.

DALLAS—Following “a comprehensive assessment of the unglazed mosaic tile segment,” Dal-Tile announced it is consolidating manufacturing operations to bring production in line with what the current market warrants.

Jarrett Steele, corporate communications for Mohawk Industries’ Dal-Tile and Unilin businesses, said the company will close its Olean, N.Y., mosaic tile manufacturing location by the end of January 2013, while simultaneously expanding operations at its Gettysburg, Pa., production facility.

Free decorating and design seminars conducted by Quick-Step designer partner Erinn Valencich helped highlight the grand opening of Avalon’s newest store in Deptford, N.J.

Dallas –  Quick-Step’s designer partner, Los Angeles-based interior designer/style expert Erinn Valencich, recently taught retail customers how to “stay within a budget and still create beautiful living spaces quickly, easily, and affordably” during free decorating and design seminars at Avalon Carpet Tile and Flooring retail stores in New Jersey. Valencich regularly conducts free decorating and design seminars for retail partners as part of Quick-Step’s comprehensive merchandising program, designed to equip retail partners for even greater success with the Quick-Step brand.

Dallas—Unilin has added a commercial warranty to almost all Mohawk, Quick•Step and Columbia laminate products. The five-year light to medium warranty is meant to open doors to the commercial market for retailers while reinforcing the message of superior durability” for residential customers, the company noted.

Dallas – Unilin, producer of laminate flooring, announces new commercial warranty coverage on almost all displayed Mohawk, Quick•Step, and Columbia laminate products. The new 5-Year Light To Medium Commercial Warranty opens doors to the commercial market for the brands’ retailers and also reinforces the message of superior durability for residential customers. 

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?

Shanghai—Two years ago, Flooring Industries introduced the License To Clic (L2C) program (FCNews, April 19/26, 2010) to distinguish those companies that are legally licensed to use its patented intellectual properties from those that are infringing on its patents. During the recent Domotex asia/ChinaFloor show here (FCNews, April 2/9), the company announced as of April 1, all licensees, even those with cross-license agreements, must incorporate a specially designed sticker on product boxes which signifies their affiliation.

by Matthew Spieler

Shanghai—With the U.S. economy starting to once again show signs of life and the Asian market continuing its strong growth trend, the 14th annual Domotex asia/ ChinaFloor (DACF) was filled with plenty of optimism.

The upbeat spirit was seen by both visitors and exhibitors and across all product segments on display—even by those who were not selling or buying products. “It’s been too busy,” proclaimed Bert Van der Stock, managing director of Flooring Industries, the division that handles the Uniclic licensing for Mohawk/Unilin. “I haven’t been able to leave the booth for the entire show.”

By Matthew Spieler

San Antonio—As the economy picks up steam members of the Alliance Flooring network were encouraged to take control of their destinies by being the driver and making a difference.

The days of just hanging a sign and having people come in are over, noted Ron Dunn, co-CEO of Alliance. “You need to drive to it; it doesn’t come to you.”

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.

When laminate flooring first came to the U.S. in late 1993 the product was installed by gluing the planks’ tongue-and-groove system, similar to how some engineered wood floors are installed. Less than a handful of years later the first products incorporating a glue-free mechanical locking system were introduced, forever changing the course of not just the laminate category but the industry as a whole.

Dalton—Unilin started operating a laminate flooring mill built in the Russian administrative district of Nizhny-Novgorod in the second half of September. The company will initially run a short-cycle press and a profiling line at the new facility.

Dallas—Flooring Industries, the intellectual property company of the Unilin group, has recently signed new license agreements with several manufacturers of luxury vinyl tile (LVT) products. These companies will from now on be allowed to manufacture LVT products with Unilin’s patented glueless “clic system” and will be provided with Unilin’s expertise during the start-up phase.

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.