January 19/26, 2015; Volume 28/Number 15
Los Angeles—Eternity Flooring will incorporate moisture-resistant technology throughout its entire 100-plus SKUs of laminate flooring during the first quarter of 2015.
While a number of leading laminate floor suppliers have dabbled in implementing moisture resistance into select lines, the additional expense has prohibited the technology from becoming a mainstay offering until now.
Eternity embarked on this course earlier in 2014 with the launch of its Metro and Manhattan lines, both of which feature advanced moisture protection. The immediate success of these two offerings, according to Eternity CEO Doran Gal, prompted the recent decision to make the technology a staple feature.
“We doubled down on moisture protection,” Gal said. “We’re waxing the edges twice. We’re also putting special balancing paper on the back that prevents moisture penetration. It’s much more water resistant than regular laminate flooring. [In 2015] we’re taking these steps further, with all of our laminates featuring this water protection.”
Abe Bassir, owner of North Hollywood, Calif.-based Carpet Town Warehouse, said the moisture-resistant Metro and Manhattan collections have taken his market by storm. “Water is usually the enemy when it comes to any flooring; this new Eternity offering is the solution. And it’s not only beautiful and durable, but it’s also affordable. It’s very competitive even with the added water protection. I’ve already moved a lot of customers over to this product. It’s going to seriously impact laminate market share.”
From its start in 2007, Eternity Flooring has distinguished itself from other California importers by shunning low-ball, thin 7mm profiles to focus exclusively on affordable, upscale 12mm formats. And while many importers prefer P.O. boxes and multi-week, direct-from-factory shipments, Eternity maintains meticulous inventory throughout its four U.S. warehouses.
“Inventory is the name of the game,” Gal said. “People are willing to wait for expensive products that are $8 or $10 a square foot. But we have great pricing and our customers capitalize on that by getting it right now. They get the job because they can get a great product at a great price, immediately.”
Eternity also invested in state-of-the-art inventory control software in late 2014 to better manage the supply/sales process while making product availability completely transparent to its vendors.
“Our products can be tracked from the moment they are loaded onto the ship through the different ports, until they reach one of our warehouses. Our customers can evaluate availability and monitor the status of their materials.”
Bassir, who has been a loyal Eternity customer since its inception in 2007, said, “They always have inventory. I’ve never had a problem with being able to get what I need.”