FloorCoveringNews

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.

Bamboo flooring has been around for generations, but as the growing number of dealers who have added it to their product mix in recent years know, the segment now offers a huge variety of textures, styles and colors. Thanks to state-of-the-art technology, the applications and design options for bamboo have grown exponentially, giving specifiers, homeowners and interior designers more choices and solutions than ever before.

The term “preconceived notions” has a negative ring to it as those involved in the production and sales of cork flooring can readily attest. For a segment that has been around for generations, it seems not nearly enough people know fact from fiction when it comes to the benefits and performance attributes of this alternative offering.

Today’s cork flooring manufacturers have made it a large part of their mission to change this perception, or misperception, and make the product a more acceptable, mainstream option for the end user. Using education as their chief weapon, cork executives seek to raise awareness about a natural product that was actually green long before it became cool to be so.

NEW ORLEANS—It may not be as dramatic as the 1960s anti-establishment rallying cry “Power to the people,” but the National Floorcovering Association board of directors is taking the concept and ceding more power to the membership at large.

According to Jim Mudd, president, a faction of the NFA believed the group needed to bring more of the decision making back to the membership. This would apply to issues such as:

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.

One of the major trends in flooring in recent years has been moving the outside indoors. Whether it’s celebrating the rustic characteristics of hardwood or the slate and travertine textures offered in the ceramic category, consumers want something real and natural underfoot. Cork is one product that fits the bill.

There is probably no better example of something more natural and more eco-friendly than cork flooring. So what are some aspects that make cork such a gift of nature?

WASHINGTON—The Coalition for American Hardwood Parity (CAHP), an association of U.S. manufacturers of engineered wood flooring, filed an unfair trade petition on Oct. 21 regarding imports of multi-layered wood products from China.

The petition, filed with the U.S. Department of Commerce and the International Trade Commission (ITC), asserts that imports of the product are sold in the United States at dumped prices, and that Chinese manufacturers have gained an unfair competitive advantage.

DALTON—USFloors has commenced the third phase of its solar array system on its manufacturing plant here. The 365 kw installation will bring its total output to well over half a Megawatt, making USFloors the largest producer of solar energy in the state of Georgia.

Successful flooring retailers not only tend to be at the top when it comes to professionalism, they understand the advantages of differentiating themselves with products no one else in the local market carries. This creates a unique selling proposition, one that cannot be shopped around.

These dealers still carry many of the big name, branded products consumers know of, but they also mix in floors from a number of smaller suppliers knowing this will give them something their competition lacks. In this sense, few flooring categories offer more choices of product and supplier than wood.

With all the interest in environmental friendliness and reducing carbon footprints, bamboo continues to be one of the more popular niche products. And because bamboo is an alternative flooring “where the grass is greener” environmentally speaking, producers are ensuring retailers know how to sell the product effectively and are aware of the category’s profit potential.

Dalton—USFloors will commence the installation of a 365 kw solar array at its facilities. This array will be the third for USFloors, bringing their total to well over half a Megawatt. This installation will make the mill the largest producer of solar in the state of Georgia.

“As a nation, we are far behind Europe and China in investments and focus to create alternative energy solutions and help reduce our dependency on oil while generating cleaner, more environmentally friendly power,” said Piet Dossch, president and CEO. “At USFloors, we want to be an example of how a privately-owned company can be a part of this effort and contribute to the solution of cleaner power, generated in our country, with the resources we have available in abundance , Georgia sun!”

Environmentally friendly is a buzz phrase the flooring industry has seen become part of mainstream business conversation. Through research and development, focus groups and more, hardwood flooring executives have taken the temperature of the masses and have come to realize the importance of being green is great.

Accordingly, the products they manufacture are increasingly reflecting a consumer desire for a smaller carbon footprint and a conscious effort to be part of the environmentally responsible products for her home.

NEW YORK—The Portuguese Cork Association (APCOR) kicked off its 16-city road show Sept. 1 in New York City with the goal of educating consumers about the different styles, varieties and benefits of Portuguese cork flooring. The promotion will last 10 months.

The Décor(k) Tour will feature a 53 foot-long mobile showroom designed by “Divine Design” host Candice Olson, one of North America’s leading interior designers. Inside the showroom, visitors will be able to experience cork flooring’s comfort, resiliency and range of aesthetics while viewing different room layouts and flooring applications designed by Olson. Additional displays allow visitors to see how cork stands up to moisture, heavy foot traffic and allergens, providing users with durable, comfortable flooring that can last for years.

As one of the few categories excelling in the soft economy, resilient manufacturers are taking greater risks with fall releases and it is of little surprise that most are focusing on luxury vinyl tile (LVT) and sheet products, as the value-perceived products in the category. Whether producing niche visuals or releasing mass volumes of new products, autumnal trends are dictated by the buyer’s preference for performance and visuals that enhance her home’s environment.

Fall means back to school and back to the daily grind for many. But minds at some of the top hardwood mills have been grinding all summer to roll out new products, programs and promotions for the coming season.

Times have been tough for the hardwood category. With an over abundance of products moving slowly through the supply chain, many manufacturers are updating current collections and providing selling tools to fill sales tickets. Displays and advertising are also a popular way in which suppliers are keeping their dealers poised to pounce on sales for the fall selling season. The rising cost of virgin raw materials in the category even has one major mill offering a 100% reclaimed product.

Cork, the ultimate alternative flooring, has come a long way in the last few years. With new developments in the manufacture and production of this niche offering, cork has increasingly become an option for designers, architects and specifiers who are seeking something different, fresh and environmentally friendly.

New colors, shades and textures have expanded the applications for cork, allowing it to be used in almost every room of the house as well as various commercial settings, where it has found favor for decades.

The following is a look at just some of the latest looks and hottest sellers.

Every category of flooring starts out with the basics. Back in the day, hardwood was all about solid oak, which eventually morphed into engineered with a multitude of finishes and species. Carpet originally came off the loom as a wool product, with nylon and synthetic to follow. And bamboo is no different, with strand woven asthe latest development.

What exactly is strand woven bamboo, and what benefits does it provide over traditional bamboo flooring? According to Piet Dossche, CEO of USFloors, strand woven bamboo is much denser, making it a harder product and suitable specifically for high traffic and commercial applications. “Standard bamboo products average around 1,400 on the Janka hardness scale, while strand woven bamboo averages around 2,800,” Dossche said.

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.”

SHANGHAI—Massive earth-quakes. Powerful hurricanes. Countries struggling to survive economic collapse. Many would say the world is turning upside down. This is certainly so in the world of flooring—but unlike world events, it is for the betterment of everyone, it seems.

While China remains the most important sourcing market for all kinds of products (73% of the country’s exports end up in the U.S.), flooring including, there is an interesting trend that was played out among the 8.5 football field-sized halls that made up the 12th annual Domotex asia/ChinaFloor (DACF) here last month. Western-based manufacturers continue to see mainland China as a major opportunity for sales of products bearing their brand, while Chinese mills that have set up shop in the U.S. have seen their market share grow as retailers and distributors look for alternatives in this tough economy.

Cork, in addition to being an environmentally friendly product, is quite popular right now. While it has been around for decades, in recent years applications for the product have soared, as have sales. How are retailers selling cork these days? The key seems to be education—not only about its green story but also its benefits once installed.

“In today’s marketplace those who are looking for a floor are looking for a product that is kind to the environment and/or provides a value,” said Ann Wicander, president of WE Cork. “Nobody disputes the green factor of cork, but often the value is not recognized. What floor provides the durability of hard surface, quiet and comfort underfoot, and thermal insulation while being hypoallergenic, anti-static and beautiful? Only cork flooring can tout those characteristics.”