With residential carpet sales up single digits in units in 2021 and even higher in dollars, mill executives have reason to feel good about their business. Notwithstanding inflationary pressures, optimism was in good supply at Surfaces.
“Even with inflation and raw material increases I still see another good year ahead,” said Mark Clayton, president of Phenix Flooring. “New home construction, resales and remodels are still strong, and that bodes well for us.”
Following are selective highlights from Surfaces.
The Dixie Group
Coming off a year in which its carpet business was up over 30%, The Dixie Group expanded its portfolio in hard surfaces even as it remains committed to soft.
One area that is getting a lot of attention is decorative. “We’re going to become a leader in the decorative business—there is no reason we shouldn’t,” said T.M. Nuckols, president of the residential division of TDG. “We have the right people and access to the right approach. I’m as confident in this as anything we’ve done in my five years.”
Within the decorative segment, Masland Wool is being rebranded to 1866 by Masland. Fabrica Wool is being rebranded to Décor by Fabrica. 1866 by Masland showed 20 new styles, while Décor introduced 10.
“We are a world-class manufacturer,” said Len Andolino, vice president, decorative division. “It starts and ends with the product. This brand does the signature room, the statement room.”
Dream Weaver by EF
DW Select products, which feature proprietary three-ply twistX technology and the stain resistance of its PureColor solution-dyed fiber system, continues to fuel company growth. “Ten years ago, if you would have thought that DW would be doing upper multi-level color loops you’d be crazy,” said Eric Ruppert, residential brand manager, who now oversees all brands for Dream Weaver, the retail brand for Engineered Floors.
New products introduced at Surfaces included Mill Creek, a semi-soft yarn ideal for casual living. “This is literally the belle of the ball,” Ruppert said.
Other signature introductions included Del Rey, a larger-scale, abstract soft surface pattern exhibiting modern and transitional styling; and Montreal, a hand-crafted loop pattern with a varied trans-seasonal color palette that is designed to feel clean, restorative and calming. “Quality and value is what we’re known for, and it translates to growth,” Ruppert said.
SmartStrand patterns offering visual interest were included in a new “Fashion Meets Performance” merchandising display that Mohawk unveiled. SmartStrand’s featured offerings include popular patterns and designs that are intended to draw consumers into the showroom. “SmartStrand has something for everyone,” said Jamie Welborn, vice president of product management, soft surface. “The display is set to attract. Once a consumer is interested, the RSA can reinforce SmartStrand’s difference, including reinforcing its environmental impact.”
SmartStrand is also expanding with limited styles featuring Mohawk’s new ReCover Backing Technology. ReCover backing makes SmartStrand 100% recyclable and reusable at the end of the carpet’s first life. Its fiber is made in part from renewable, plant-based materials. ReCover is hypoallergenic and latex free, and it will not absorb moisture that can lead to mold and mildew growth.
With ColorMax technology, Karastan’s expanded offerings feature a proprietary dyeing process that brings colors and designs to life with sharper, crisper and more precise colorations. At Surfaces, Karastan expanded its products using KaraLoom, a technology that replicates the look of woven wool carpet to achieve beautiful pattern and loop designs with enhanced performance and value. Together, the 2022 assortment will include a combination of bold and intricate patterns and multicolor and solid loops, featuring the latest color trends.
These days Phenix is all about PetPlus. At Surfaces, it showcased Mykonos in FloorEver PetPlus and Maxwell in FloorEver PetPlus. Mykonos unites color and pattern for a sophisticated look that will make a striking design statement for any interior style. Maxwell is engineered with a unique blending of cut and loop, inspired by the textural elements of the earth’s landscape. It features commercial-grade stain performance in a residential carpet.
After a 15-year absence, Shaw Floors returned to the big stage of Surfaces and showcased new styles including Pet Perfect and Pet Perfect+ carpets that are ultra-durable and easy to clean. Pet Perfect+ styles come with Shaw’s LifeGuard Spill-Proof Technology. The brand also reintroduced several best-selling carpet styles under this pet-friendly platform for specialty retail.
New 2022 styles include: Natural Calm. A casual twist on plaid, this more abstracted version is a trend on the horizon and will bring larger scale and texture to the floor, according to the company.
Favoured Path. A remixed herringbone.
Run Free. A pronounced woven pattern with the textural blend of fashionable tweed.
Posh Life. A super soft, plush, cable texture.
“The addition of Pet Perfect and Pet Perfect+ allows for retailers to tap into the growing market of over 90 million pet owners,” said Teresa Tran, vice president of Shaw Floors retail channel. “With Pet Perfect and Pet Perfect+, homeowners can have the most enhanced pet protection without sacrificing style and design.”
Anderson Tuftex introduced several new, durable, easy-to-clean carpets offering Lifeguard Spill-Proof Technology. They included Kit, a 55-ounce Anso carpet offering a structured touch with the repetition of a subtle, calming pattern; Caboodle, leveraging naturally imperfect geometric shapes carved out of sandstone canyon walls by Mother Nature; and Kaleidoscope, which offers color and texture that befits the name.
Stanton added new colors to Arabella: a collection of stylish modern face-to-face woven patterns. The company also showcased Mina, a hand-tufted product constructed of 100% wool.
Animal designs were also a big hit, with CEO Jonathan Cohen commenting, “We will continue to feed that category.”
Known for its decorative offerings, Cohen said the company is going from “decorative to super decorative. That’s what the consumer wants—decorative product.”
High-end brands Rosecore and Crescent impressed at the show with their 100% New Zealand wool and intricate patterns and colors. “We have such a diversified product line—it’s really fun for the design and development side,” said Adam Feldberg, senior director of products and innovation.
The Tarkett Home brand, which launched in October 2021, encompasses LVT, flexible LVT, sheet vinyl and carpet/rugs. “A lot of people don’t know we have carpet—it’s kind of the best kept secret but we’re going to change that,” said Laurie Springer, director of brand and channel marketing. “Carpet is a big focus for us.”
Case in point is Tribaleigh, a handwoven flat weave that provides unique textural and design appeal. Tribaleigh is constructed of 100% solution-dyed Primus PET fiber, ideal for homeowners with kids and pets due to its resistance to staining and soiling.
(Look for additional carpet coverage in future issues of FCNews.)