October 23/30, 2017: Volume 32, Issue 10
By Lindsay Baillie
Southwind Carpets, a division of Cherokee Carpet Industries, has been known for providing a range of residential and Main Street commercial carpets to dealers throughout the U.S. and abroad. Since its hard surface division launched in 2015, the company has added LVP, WPC and hardwood collections to its portfolio—providing retailers with the complete flooring package.
Southwind’s leap into hard surfaces occurred when the company saw an opportunity for a smaller business to take stock in the marketplace, said Randy Hatch, president and CEO, Cherokee Carpet Industries. “We felt there was an opportunity for an alternative to a lot of the big guys that are out there—specifically a need for a company that focuses on providing great service to our retailer base as well as focusing on quality and making sure we are perceived that way by our customer.”
Even though the company is innovating in the hard surface arena it has not forgotten about the success of its soft surface offerings. Southwind launched its first soft, polyester fiber into the market in January, which is receiving positive feedback from retailers.
“We’ll continue to introduce new products on both sides,” said Richard Abramowicz, executive vice president and chief marketing officer, Cherokee Carpet Industries. “We try to coordinate everything we do in hard surfaces with our carpet offerings. We look at making quality products that are dependable and available to the customer.”
As a smaller flooring manufacturer, the company prides itself on offering its retail partners more personalized attention. In fact, Southwind takes the time to listen to consumer needs before developing new products. “We want to stay competitive in the marketplace and make sure we provide whatever flooring products the customers are asking for,” Hatch explained.
Retailers such as Amanda Dagnan, office manager at Factory Carpet Warehouse, Knoxville, Tenn., have noticed the benefits of working with a smaller company. “We have carried Southwind for as long as I have worked at Factory Carpet—at least 15 years. Southwind is a small mill just like our business. It is nice to pick up the phone and get the same people every time or know exactly who to talk to when there is a question or issue. Their carpet line is eco-friendly and outperforms most of the bigger mills. Plus, they are able to keep their prices lower since they are a small business.”
Factory Carpet Warehouse is finding success with selling not only the company’s carpets but also its hard surfaces. “Southwind’s LVP is our best-selling floor,” Dagnan added. “We have never been one to stock hard surface; however, we have been through approximately 50 pallets since its line was introduced. We have not had one installation problem or one complaint about wear and tear. We even tested the waterproof capabilities by breaking a water line in a customer’s house.”
Ernie Cavender, owner of Cavender’s – The Interior Company, Cookeville, Tenn., has carried Southwind carpet for more than 25 years and recently started selling the company’s hard surfaces. “I was a little bit surprised when Southwind announced it was going into hard surface, but my experience with the products has been nothing but positive. We started with a couple of hard surfaces and we’ve been very successful with selling them.”
In addition to a wide range of products, Southwind offers retailers good quality, strong price points and the opportunity to increase margins, Cavender explained. Combine these points with the company’s desire to give retailers personalized attention and, as Cavender said, “It’s about a relationship rather than just a sale.”