The International Surface Event (Surfaces) remains the flooring industry’s signature event. That hasn’t changed. What has changed, however, is how retailers and distributors approach the show.
For some, Surfaces used to be a huge selling event—but no longer is. Rather it is a place to meet with existing vendors and cultivate new relationships. For others, it is a place to canvass for new products that will make a difference in their showrooms down the road.
With that in mind, FCNews asked dealers and distributors how their strategies and approaches to Surfaces have evolved.
“We were just talking about how much Surfaces has changed over the years. Back in the day, you’d spend four solid days meeting with suppliers and reviewing product, but it was much more focused: carpet, hardwood and vinyl. Tile lived at Coverings in Miami, which honestly made things feel simpler and more manageable.
Today, there are so many vendors and categories that it’s harder to conduct meaningful business in a short window of time. As a buying group, we’ve adapted by working to get all our new product introductions finalized in the fall through one-on-one meetings with our core vendors. That allows Surfaces to be more about follow-up meetings, time to walk the floor and identify trends, evaluate potential new vendors and even connect with prospective new members.”
-Liz Rivera
FCA Network, Shorewood, Ill.
“We have seen the bulk of the 2026 intros from the major and midsize manufacturers [prior to Surfaces], so we allocate more time for discovery of new vendors or smaller vendors we are less familiar with.”
-Michel Vermette
AFS Group, Columbus, Ohio
“I spend Surfaces reconnecting with suppliers and customers. Long ago, I would spend time seeking the latest innovations. Today, many of those entrepreneurs come looking for us throughout the year. Â So, for me, Surfaces is more about reunions and finalizing plans for the coming year.”
-Scott Rozmus
FlorStar Sales, Romeoville, Ill.
“Traditionally we made appointments with our vendors; however, this does not give us much opportunity to explore the show and see vendors we don’t currently deal with. So, we are trying a different approach and booking fewer meetings in order to have the opportunity to explore the show.”
-Raffi Sarmazian
Sarmazian Brothers Flooring, Waterloo, Ontario, Canada
“Surfaces for us has evolved as an event where our participation is guided by our needs and priorities for the upcoming year. If we don’t have a lot of holes to fill in our product lineup we may send a smaller contingent of people, whereas we will likely have a larger presence if our plans and needs for the year—with regards to new products and lines—are a bit more ambitious.”
-Torrey Jaeckle
Jaeckle Distributors, Madison, Wis.
“Our approach to Surfaces has become much more intentional over the years. We now set appointments in advance and focus on meeting with our trusted partners while still allowing time to peruse the aisles for new vendors and materials that catch our attention. That balance helps us use our time efficiently while staying open to discovering new products that could be a good fit for our business.”
-Susan Hadinger
Hadinger Company of Naples, Naples, Fla.
“Since we are in the NFA we have the opportunity to see a lot of new vendors and products at our meeting the day before Surfaces. That being said we are still making appointments on the two days that we attend Surfaces; if we see a vendor whose products appeal to us, we will go by their booth.”
-Penny Carnino
Grigsby’s Carpet Tile & Hardwood, Tulsa, Okla.
“My approach to Surfaces has definitely evolved over time, just like I have. These days, I spend more time talking with the store managers at Bob’s before the event to get a clearer picture of the trends and challenges each location is facing. These conversations really shape how I approach our vendor appointments. But I always make sure to leave some time to explore the Surfaces floor, too. It’s amazing what you can discover when you’re open to what’s out there.”
-Ashlie Butler
Bob’s Carpet & Flooring, Tampa
