Tarkett adopts singular strategy for family of brands

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December 24/31, 2018: Volume 34, Issue 15

By Ken Ryan


Tarkett North America is transitioning its Johnsonite, Tandus Centiva, Desso and Lexmark sub-brands under one entity—Tarkett—and under a new tagline, “One Tarkett.” The objective, according to Andrew Bonham, president and CEO, Tarkett North America, is to provide a streamlined approach for customers and deliver an enhanced experience to those looking for comprehensive flooring solutions.

“With an ever-changing landscape, being focused with one brand allows Tarkett to be more efficient, agile and performance driven than ever before,” Bonham said.

Through this integration, Tarkett North America believes it will be better positioned to align its segment expertise in the commercial, residential and hospitality segments. “This move positions Tarkett to integrate ongoing design, innovation and sustainability efforts across multiple flooring materials,” Bonham added.

For the “One Tarkett” approach to fully take hold, the company said it needs to be properly aligned at every level—starting with management. “Therefore, Tarkett has reorganized its leadership structure to better support its new mission, value proposition and culture,” said Chris Stulpin, chief creative officer, Tarkett North America,

Effective Jan. 1, 2019, the following changes will take effect: Len Ferro will assume the role of executive vice president, M&A and business development, Tarkett North America. In this role, Ferro will lead the execution of the company’s mergers and acquisitions strategy. He will also be responsible for identifying market and channel opportunities to accelerate growth and advance Tarkett’s leadership position within North America.

Dominic Coletta will become executive vice president, operations. In addition to his current responsibilities for operations functions (logistics, supply chain, procurement, quality and safety), he will have leadership responsibility for all North America manufacturing locations.

Jeff Fenwick has been named chief operating officer, Tarkett North America. In this capacity, he will have leadership responsibility for residential sales, commercial sales, customer service and Diamond W. In short, operations will have a dotted line responsibility to Fenwick, according to Stulpin.

Tarkett believes this structure better aligns the organization to achieve its strategic objectives to provide what it called “Great Spaces. One Surface at a Time.” Bringing its teams together “provides a streamlined sales structure that creates clarity for customers and improves their experience,” Stulpin stated. “We are creating a performance-driven organization that promotes simplicity, speed and agility.”

Tarkett North America executives told FCNews there are no changes in manufacturing operations and personnel, other than at the executive level.

Tarkett customers contacted by FCNews are embracing the move. Executives at Augusta, Maine-based NRF Distributors, which carries Johnsonite, Tandus Centiva, Lexmark and Tarkett, said the rebranding will be positive to the overall growth of Tarkett North America. “Having additional support in the field with the Johnsonite/Tarkett Commercial products will ultimately mean growth with their distribution channel—more specifications, more visibility and more bundling,” said Leah Ledoux, vice president of corporate commercial strategy for NRF. “This change needed to happen as the competition is doing this already.”

Tarkett expects the transition strategy will be completed over the course of the next few months.

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