Karndean Designflooring has spent decades concentrating on one flooring category: luxury vinyl. That focus has shaped not only its product development but also the way the company works with independent flooring retailers.
Rather than spreading its focus across multiple flooring categories, Karndean has built its business around specialized LVT expertise. That knowledge gives retailers another resource when working with customers, training sales associates or looking for ways to differentiate showrooms.
“Being a luxury vinyl-only supplier adds an element of trust that strengthens our partnerships with retailers,” said Jenne Ross, director of product at Karndean. “Our decades-long focus on luxury vinyl gives us highly specialized expertise that makes a real difference in the product quality, as well as a deeper understanding of what our retailers need. The ability to share that specialized expertise with retailers allows them to be more confident in conversations with customers and—when the time comes—in selling a Karndean floor.”
That specialization also simplifies the relationship between Karndean and its dealers. Rather than working with multiple representatives across several flooring categories, retailers can rely on one Karndean associate with expertise in luxury vinyl.
On the showroom floor, Karndean wants that knowledge to translate into confidence for both the retailer and the customer. The company’s emphasis on design plays an important role in creating that experience.
“The ability to offer a beautifully crafted product elevates the perception of our retailers,” Ross said. “It also reinforces the idea that Karndean retailers are specialists who can provide a first-class customer experience. Ultimately, retailers can have confidence that their customers are going to love their Karndean floor, which starts with the exceptional product design that has always set our flooring apart.”
Karndean develops and owns its wood- and stone-inspired designs, sourcing natural materials from around the world and translating them into original flooring visuals. The company’s product team works to capture and enhance the character of those materials before creating the print films used in its products.
“Every wood and stone design is a Karndean original,” said Dave Capalbo, the company’s vice president of retail sales.
Karndean’s commitment to the LVT category resonates with its dealers partners. Lubbock, Texas-based Yates Flooring and Design, which dedicates ample space to Karndean galleries on its showroom floor, can attest. “Karndean’s sole focus on luxury vinyl plank shows in everything they do,” said Ryan Rogers, Yates Flooring and Design CEO. “Their visuals are some of the best, if not the best, in the industry. They continue to find ways to set themselves apart.”
For Rogers, however, the relationship extends beyond the products. “What has made Karndean truly special to Yates Flooring are the people,” he said. “Their local team and upper management have become good friends and people I trust. Those relationships have helped us build a long-term partnership that has been great for our company and our customers.”
All about partnerships
Karndean sees a connection between those relationships and its roots as a family business. That background gives the company something in common with many of the independent retailers it serves.
“We’re a family business, just as so many of our retailers are,” Ross explained. “We’re always mindful that people have an emotional connection to their homes, and we take exceptional pride in crafting beautiful flooring that becomes part of their everyday lives.”
While “partnership” has become a common term among flooring suppliers, Capalbo said Karndean tries to make it a measurable part of its retail strategy. “The word ‘partnership’ can be overused, but for Karndean it’s the focal point of our retail strategy,” he said. “We measure our success by the success of our independent flooring retailers. That means investing in showroom displays, product launches, training, field sales support and marketing resources to help them grow their business.”
Those investments are shaped by what Karndean hears directly from its dealers. The company’s regional sales teams and other support personnel spend time learning about local market conditions, operational challenges and opportunities for growth.
“We spend time listening to retailers to understand what’s happening in their market, then ask ourselves the question: How can we help them win more business and strengthen their profitability,” Capalbo said.
Lottie Maloy, owner of Phillips Flooring America, Longview, Texas, agreed, adding that the combination of product knowledge and dealer support has helped her business compete in a crowded market.
“Karndean’s singular focus on luxury vinyl has made them much more than a vendor to us—it has helped us build a trusted, long-term partnership,” Maloy said. “Their specialized product expertise, original design, thoughtful showroom merchandising and ongoing training give our team the knowledge and confidence to offer customers something distinctive in an increasingly competitive market.”
Karndean’s ongoing support gives Maloy confidence that the supplier remains invested in its success. “The combination of trust, consistency and category expertise Karndean offers helps us differentiate our business through both the products we offer and the experience we provide,” she said.
It’s precisely that approach that has helped Karndean build a loyal dealer network. Long-standing relationships allow the company to better understand the goals of individual retailers and tailor support through customer service, merchandising, marketing and field sales.
“Our retailers understand we’re invested in their success,” Capalbo said. “The relationships we’ve established allow us to understand the unique goals and challenges of every retailer we serve and provide meaningful support accordingly.”
Karndean’s history as a family business also influences how it approaches those relationships. Despite the company’s growth, Capalbo said retailers should still feel they have direct access to people who can help when a need arises.
“Retailers know they’re not just an account number,” he explained. “They know they can pick up the phone and speak to someone who can help them.”
Merchandising support
Karndean’s relationships with specialty retailers have become increasingly important as more brands enter the hyper-competitive luxury vinyl category. Karndean sees product design as one point of differentiation, but the company also places emphasis on what happens after the product reaches the showroom.
“As essential as product is, it’s just one part of the equation,” Capalbo said. “We invest heavily in showroom merchandising because we know displays drive shopping behavior for consumers in the market for flooring.”
Karndean supplements displays with presenters, samples, marketing materials, education and training. The goal is to help retail sales associates understand features that distinguish the products and communicate that value to shoppers.
Eric Mondragon, division manager at RC Willey, Salt Lake City, said Karndean’s merchandising and local support have helped his sales team create a better customer experience. “Karndean has been a great partner for RC Willey,” Mondragon said. “Their long-standing focus on the luxury vinyl category has made them a trusted resource and industry leader. They continue to evolve their products and programs, and they are always open to feedback.”
Mondragon also pointed to the ease of using Karndean’s merchandising system and the support provided by the company’s territory manager.
