floorcoveringnewsvolume 31/number 7 I fcnews.net I the publication more retailers prefer I September 12/19, 2016 I $2.00

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A s the third quarter windsdown, projections pointtoward slightly slower

retail activity in the home fur-nishings sector comparedto the second quarter.According to the U.S.Census Bureau, total retailsales in the U.S. this yeardeclined 0.3% in Augustcompared to July. Analystssay this marks the firstdecline in five months assales dropped for almost allsectors, with the exceptionof grocers and clothingstores. Within the homefurnishings category in par-ticular, home-improvementcenters saw a decrease of1.4%, and furniture andhome furnishings sales fell 0.7%during the same period.

Several flooring dealers con-tacted by FCNews are anticipat-

ing an overall increase in thethird quarter. Some say this isfueled by the surging luxury vinyltile/WPC category. Eric Langan,president and owner ofCarpetland USA, with multiple

stores in Iowa and Illinois, saidthe third quarter has been suc-cessful, in particular August,

Continued on page 22

F loor covering retailers often look at the fourth quarter asan opportunity to finish the year on a high note, a chanceto make or exceed plan and continue the momentum into

the next year. One of the easiest ways to accomplish that goal isto offer difference-making products that resonate with con-sumers.

Fortunately for dealers, the 2016 fall season is off to a prom-ising start as manufacturers have ramped up their R&D effortsto introduce offerings that provide true differentiation to a mar-ket that is often dominated by me-too products.

Turn to pages 10-11 for a preview.

NEW SEASONUSHERS IN SLEW

OF COOL PRODUCTS

Third quarter retail report

Reviews a mixed bag for flooring, home furnishings

By Lindsay Baillie

IN THIS ISSUE

New digs, big plansfor MaxWoodsPAGE 3

Armstrong steps up insupport of the troops PAGE 3

Fantasy Footballfor a good causePAGE 16

Taking a standIn FCNews’ latest department,‘Ordinary people doingextraordinary things,’ LouMorano is recognized for hisgenerous charity work.

PAGE 8

Sales of home furnishing products,including flooring, varied widely

during the third quarter.

SPOTLIGHT

Hanjin Shipping bankruptcy causes minor hiccupscargo-handling firms that areworried about not being paidrefuse to work for Hanjin,according to reports.While some ships havebeen offloaded, bottle-necks are forming at someports and truck yards ascontainers pile up. As ofSept. 15, some 60 Hanjincargo vessels are strandedat sea.

While some flooringcompanies that rely onimports have largely beenunaffected by Hanjin’sbankruptcy, others havebeen hard hit. One ofthose is Jeff Hamar, presi-dent of Galleher, a top 10 dis-tributor based in Santa FeSprings, Calif., who said hiscompany has been significantlyimpacted. “We had five contain-

ers that were impacted. I believethey are on four different ships.One ship with two containers

was offloaded over the weekendin the Long Beach port and weshould get the containers anyday now. Another ship wasscheduled to dock on [Sept. 14]

Hanjin Shipping Co., theworld’s seventh-largestcontainer shipper,

recently filed for receivership inSeoul, South Korea. As a result,an estimated $14 billion incargo has been tied up globallyas ports, tugboat operators and

By Ken Ryan

Continued on page 18

and we should have the contain-er on that ship soon. No newson the other two ships and the

last two containers.”At the time Hanjin

declared bankruptcy,Metroflor Corp. had somecontainers on their ves-sels, according to RussRogg, CEO. “We’re seeingsome modest delays insecuring those containersupon arrival.” However, hesaid Metroflor is “workingthrough the situation withminimal disruption to thecompany and our cus-tomers.”

Most other distribu-tors and manufacturers contact-ed by FCNews have not beenimpacted or have workedaround the situation. John

Two weeks after the company’s bankruptcyfiling, there were an estimated 60 Hanjinships stranded among the world’s oceans.

Scan this QR code with yoursmartphone to link to our fea-tured site.

FALL INTROS

fcnews September 12/19, 2016 I 3news

( IN THE NEWS)Raskin Industries appointsnew director of salesBOCA RATON, FLA.—Raskin Industries hasnamed Ted Rocha director of sales. In thiscapacity, Rocha is responsiblefor expanding revenues for theRaskin family of brands, whichincludes FloorNation, the com-pany’s first Made in the USA collection;Elevations Loose Lay; and Formations glue-down and new waterproof products.

Rocha has more than 25 years experi-ence in the flooring industry with a strongbackground in manufacturing and distribu-tion platforms. “Rocha brings a great deal ofindustry knowledge to the Raskin team,” saidMichael Raskin, founder and CEO of RaskinIndustries. “He will undoubtedly representRaskin with professionalism and help steerus toward new growth opportunities, and hewill bring new business to distributors.”

DriTac hires business development directorCLIFTON, NJ—DriTac Flooring Products hasnamed Wade Verble new business develop-ment director. Verble, a 25-year industry vet-eran, is responsible for expanding sales withthe development of new business opportuni-ties through a variety of evolving channels.

His targeted businessobjectives will empha-size market needs and

span the domestic and international market-places.

Verble previously served as Southeastregional sales manager before being pro-moted to national sales manager. He left thecompany to explore other interests morethan a decade ago but has now returned toDriTac. “Wade brings a lot of experience andindustry knowledge to the DriTac team,” saidMyrna Block, executive vice president, citingVerble’s strong background in manufactur-ing and distribution platforms.

Ellis appointed CMOof Beaulieu AmericaDALTON–Beaulieu Group has selected TomEllis as chief marketing officer of Beaulieu

America for both resi-dential and commercialactivities. Ellis joinedBeaulieu after morethan 30 years of seniormanagement experi-ence, including stints atTandus and Armstrong.

“We are happy tohave Tom as part of our

management team with his extensive experi-ence and excellent track record in the com-mercial and hospitality market segments,”said Michael Pollard, president of BeaulieuGroup. “Our residential and commercialactivities are poised for substantial growth,and we know his leadership and vision willhelp our business attain its new goals.”

Ellis is glad to be on board. “I’m excitedabout the opportunity to lead all the market-ing efforts and being part of this family-owned business that is so committed to theircustomers and associates.”

LANCASTER, PA.—Armstrong Flooringannounced it is continuing as the exclu-sive flooring sponsor of Homes for OurTroops (HFOT) through 2019.

HFOT is a national non-profit organi-zation that builds mortgage-free, speciallyadapted homes nationwide for severelyinjured veterans post 9/11 to enable themto rebuild their lives.

Armstrong Flooring has been a sup-porter of HFOT since 2013. Nearly 90home build projects already have beencompleted with many more buildsplanned over the next three years. HFOTveterans can select from options in hard-wood, laminate, luxury vinyl plank andAlterna engineered stone flooring to per-sonalize their homes to their specifictastes and needs.

“We are deeply honored to have theopportunity to assist these veterans inrebuilding their lives, one home at a

time,” said Andrew Lippman,vice president-marketing,Armstrong. “Our involvementmakes sure these homes arebuilt with the very best flooringto suit each family’s particularsituation.”

Major General (USA, Ret.)Timothy P. McHale, presidentand CEO, Homes for OurTroops, noted: “It is only withcontinued support from spon-sors like Armstrong Flooringthat together we can help moreseverely injured veterans eliminate thedaily obstacles and barriers that theirphysical limitations impose upon themand their families.”

In addition to providing products andfunding, many Armstrong Flooringemployees as well as a number of its dis-tributor and retail partners have partici-

pated in HFOT home builds in their localcommunities and across the nation.

Many of Armstrong Flooring’s retailpartners have donated installation servic-es to HFOT over the past three years, sav-ing HFOT more than $100,000 in instal-lation costs by covering the cost and laborof installation.

KEY WEST, FLA.—Josh McGrane, presidentand COO of MaxWoods, has purchasedequity shares in the business from founderand sole shareholder PeterSpirer, CEO, resulting in anequal partnership in the hard-wood flooring business.

In support of the amend-ment to the ownership struc-ture, MaxWoods announced itis relocating its office andsome warehousing facilities.The company, currently locat-ed in Adairsville, Ga., willmove the accounting and cus-tomer service departments to an officebuilding in Key West, which the companywill purchase.

MaxWoods will maintain its distribu-tion center in Adairsville. Shipping willcontinue from there as well as Dixon,Tenn., which is conveniently located nearAmerican OEM, its major supplier.“Shipping from Tennessee directly to cus-tomers eliminates the duplicate cost oftransporting the material first to Georgiaand from there to the customer,” Spirerexplained.

The move is anticipated to improvemanagement oversight. Locating the com-pany offices to Key West, according toMcGrane, “will enable me to spend moretime setting up and administering the sys-

tems our customersrely on. The transi-tion has been takingplace for weeks, andI’m pleased to say ithas been seamless.Not a single orderwas lost, and thedealers with whomI’ve spoken are verypleased. As newstaffers become

more familiar with the specifics of the hard-wood business, things will get progressivelysmoother.”

For the last 18 months, MaxWoods hasbeen making the transition from sellingChinese imports to domestic product. “Welove how this is working out,” Spirer said.“The dynamics of this strategic shift havefundamentally changed how we do busi-ness. The new model offers greater flexibil-ity, improved service and cost savings.”

MaxWood’s primary goal is straightfor-ward: to provide flooring dealers with the

Armstrong continues supporting U.S. troops

most salable products and best service.Through improved logistics and by trim-ming unnecessary costs, MaxWoods aimsto offer the most competitive pricing possi-ble. “Affordability to consumers is impera-tive to our future growth,” Spirer said.“There is just no justification for overlap-

ping costs. For dealers in theMidwest, Mid-Atlantic andNortheast, shipping fromTennessee is faster and costsless. We service the Southeastfrom Georgia; for Texas andthe Southwest we inventory inHouston.”

McGrane noted MaxWoodshas been growing its salessince the beginning of the yeardespite the logistic challenges.

“Speculation is over. We have a solidgrowth plan, and we’re putting togetherthe pieces for a major new product launchfor 2017.”

Spirer, 85, plans to remain active in themarketing and product development sideof the business for years to come. “I am for-tunate to be in wonderful health. Josh isnow a full partner and is as good with oper-ations as he is with sales. He’ll do a greatjob running the business. It is appropriateto establish the basis for the future at thistime.”

MaxWoods relocates office, warehouse

By Ken Ryan

Peter Spirer Josh McGrane

Tom Ellis

SSG Jeremy Breece with his wife, Roxanne, and their two sons, Zachary and Seth, enjoying their specially adapted home.

WILLOW GROVE, PA.—Derr Flooring recentlyhonored Rocco DeFelice, an engineeringmajor at the University of Maryland, andMarissa Strine, who will be an elementaryeducation major at Millersville University,during its 15th annual Scholarship Excellenceawards. The scholarship program was theoriginal brainchild of Chester Derr Jr. and hislate sister, Gayle Holden. To date, the Derrfamily has provided financial support forstudents in the amount of $117,000. Picturedhere are Marissa Strine and Rocco DeFeliceoutside Derr Flooring headquarters.

( SNAPSHOT)Derr Flooring presents 15th annual Scholarship Excellence awards

McGrane takes 50% ownership stake

4 I September 12/19, 2016 fcnews

really doesn’t matter. It takes a while foranybody who’s elected to have animpact.”

4. From World War II on, ITREconomics has studied where the econo-my does better—under Democrats orRepublicans. “It’s statistically insignifi-cant. We’re just as apt to have recoveryunder a Democrat or Republican. We’rejust as apt to have a recession under oneor the other.”

5. Interestingly, 53% of Americansthink China is the largest economy onthe planet, which shows the lack of intel-ligence on the part of so many in thiscountry. The U.S. remains the largesteconomy with 24.5% of the world GPDcompared to China’s 15%. (Japan andGermany come in next at 5.6% and4.6%, respectively.)�What’s more, theUnited States’ share of the pie hasincreased over the past year. “We arealive and vibrant and doing well. We’renot old and dying.”

6. Oil and gas has been a challengingsector, and the U.S. has really curtailedproduction. Some of that has beenpainful, but some has been good, too.“For right now, the good thing is we—and other nations—are cutting back onproduction, mostly non-OPEC. As we’recutting back on production, that’s takingcare of the glut that’s out there in the

world. As we’re beginning to take care ofthe glut, these prices are going to be see-ing some more upside pressure.”

7. This eventual upward pressure,combined with the increased reliance onrenewables, will mean that eventually allother costs will go up, leading to infla-tion. Beaulieu expects some mild infla-tionary pressures in 2017.

8. Overall, the U.S. is in good shapeand poised for growth for the next 14years. He believes we will have ourminor recessions, but nothing really badwill happen until a predicted majordepression in 2030, which is tied toglobal demographic trends and a mas-sive amount of people expected toretire. “In between, you need to beaggressive. You need to hire, you need totrain, you need to optimize, you need tomake sure your marketing is in placeand ensure your competitive advantagesare in place. If you do all those thingsand plan for higher profits, you’re goingto find yourself ahead of those who arestill waiting.”

We will cover more of Beaulieu’sthoughts in the FCNews issue that pub-lishes after the NAFCD convention.

It has been awhile since we talkedabout the economy in this space.Whenever we do, I tend to lean on

the forecasts of our favorite economist—Alan Beaulieu, president of ITREconomics and a frequent speaker at theNorth American Association of FloorCovering Distributors events. Listen to10 economists and you may get 10 differ-ent opinions, but Beaulieu is spot onmore than 90% of the time. In fact, youcan bet every one of your shekels andpesos that his presentation by far will bethe most well attended presentation atthe upcoming NAFCD conference inChicago on Nov. 3.

Anyway, while most economists areoffering a somewhat mixed message thisseason, Beaulieu is taking a more posi-tive, long-range view for future growththan most.

Here are some of his thoughts as weapproach the Presidential election:

1. 2017 will be a stronger year forbusinesses than 2016.

2. 2016 has turned out to be a worseyear for the industrial sector than econo-mists predicted with mining being a par-ticular drag on growth.

3. This year’s Presidential electionwill not affect the forecast. “Whether it’sa Democrat or Republican isn’t going tochange the outlook for 2017 because it

Eight thoughts from one of the country’s top economists

my take

Steven Feldman

floorcoveringnews

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DALTON—The Mohawk Groupearlier this year brought itsentire commercial team underone roof, transforming the icon-ic building that once housedWorld Carpets and for yearsserved as Mohawk’s Daltonheadquarters into an eco-friend-ly space that is now dubbed theLight Lab.

About 80 people now call theLight Lab home. This includesMohawk Group’s core commer-cial, hospitality, hospitality pre-order (floor plans, sample entry,planning and estimating) andcustom divisions.

“We were previously locatedin three or four different areas,”said Jackie Dettmar, vice presi-dent of commercial productdevelopment and design. “It’snice to have all our design teamstogether for collaboration, crossfertilization and to break downbarriers between the groups.”

The space incorporates thelatest design and sustainabilitytrends. This includes both openand alternative workspaces.“Everyone has their individualworkspace, but they can alsowork in collaboration areas,”Dettmar explained. There arealso some traditional officespaces with actual doors whenprivacy is needed, or where adesigner can work if he or sheneeds light blocked. “We alsoencourage people to work out-side in our green space.”

Aside from bringing togetherits commercial teams, Dettmarsaid Mohawk Group needed aspace where it could bring com-mercial customers. “We use it asa showroom for product but wealso work with designers here inreal time on custom design proj-ects. We can run samples in ourpilot plant while they are here.Then we can review and makechanges, and work on visualiza-tion simulations so we can accel-erate custom design projects.”

The Light Lab also comesequipped with its own“Experience Room,” whereMohawk Group can do trainingin the traditional sense in a spacethat can accommodate up to 70people. The room can also bereconfigured for communityevents. “We recently hosted aChamber of Commerce YoungProfessionals class,” Dettmarsaid.

The “building in the round’s”revamp has been in the works fora couple of years. Dettmar saidthe idea came up to go to theSavannah College of Art and

Design (SCAD) and collaboratewith the interiors group at one oftop interior design schools in theU.S. “We had 12 students whocame up with ideas on how touse the space. We chose the LightLab idea from a student namedBradley Oldem. He has sincestarted own design firm inAtlanta. We also took what weliked from other students andincorporated them into Bradley’sconcept.”

After Mohawk finished itswork with SCAD, the company

started getting involved with theInternational Living FutureInstitute (ILFI) along with itsDeclare labels and transparencyinitiatives. “We thought thiswould be a great opportunity towork through IFLI’s Petal certifi-cation, which is similar to LEED,”Dettmar said. The Petal optionprovides a platform for a projectto inform other efforts through-out the world and accelerate theadoption of restorative princi-ples. “What I love about IFLI cer-tification is beauty, health and

wellness are allpart of that certifi-cation. So weincorporated a lotof biophillic designinitiatives and alsowere cognizant ofhealth and well-ness of employees.For example, every-one in the entirespace gets a view ofthe outside. We weren’t going toput up walls. People went frombasements to sunlight. The other

big part is we were the firstrestoration in the Southwest toachieve Petal certification.”

Light Lab: Latest in design, sustainabilityMohawk Group unites all commercial divisions under one roof

By Steven Feldman

Mohawk’s new Light Lab features both openand alternative workspaces.

6 I September 12/19, 2016 fcnews

( CALENDAR)

Y ou know there’s no “I” in“team,” but there is a “me”in “customer.” Customers

buy based on “What’s in it forme?” but what are they lookingfor these days when making theirbuying decisions?

From luxury cars to gourmetcoffee shops, many companieswere recession proof and arestrong today. These companiesused growth strategies based onthe new consumer buying habitsyou can leverage in your business.

Extensive research revealedthree strategies fueling much ofthis growth: 1) help a customerdefine or reinforce her self image;2) provide entertainment throughyour products, services or shop-ping experience; and/or 3) pam-per the customer to make her feelspecial. By usingthese same strate-gies, you can alsotap into these newbuying habits.

Let’s explorethese three strategiesin areas where your businessinfluences your customers: mar-keting, selling and staffing.

MarketingFocus on your customer’s emo-tional wants and needs. Instead ofasking customers to “think hard”about physical features and war-ranties, invite them to “think soft”about personal and emotionalbenefits in your marketing efforts.

Check your marketing for anappeal to your target customer’sself image. Make sure you under-stand which self images those are.

Convey how your offering orcustomer experience will be funor easy.

Communicate how you valuethe uniqueness of your customersand will pamper them. Affirmwith customers that they are spe-cial, will be treated special andthat your offering is special, too.

Audit your current marketingfor the three strategies–selfimage, entertain and pamper. Ifyou are having a difficult timefinding any of the lenses in yourmarketing, that can still be goodnews. You’ll have many opportu-

nities to improve your marketingand your business.

SellingYour sales process needs to deliv-er on the customer expectationscreated by your marketing. Thefollowing companies and theirsales processes teach us aboutselling to today’s customers usingthese three strategies:

• Entertain: Pike Place FishMarket in Seattle has gainedinternational recognition (and alot of sales) because employeesthrow fish around as part of theirsales process.

• Pamper: Lexus of NorthMiami offers customers compli-mentary Club Lexus service.Customers can choose an onsitemanicure, health club session,

massage, pedicure orhair styling while theircars are being serv-iced.

• Self image:When you enter aMoe’s Southwest Grill

restaurant, every employee in theplace calls out “Welcome toMoe’s.” Then they give personalservice by customizing the order.

StaffingDo you hire, train and coach yourstaff so they have the skills neces-sary to provide these customerexperiences? When hiring newstaff, consider the typical selfimages of your customers andmake sure your staff is comfort-able working with those images.

Ask your training providershow they can incorporate thesethree strategies into their regi-mens, and make sure the instruc-tion provides opportunities topractice these new skills.

Participate in staff training soyou know what they have beentrained to do. Then, develop acoaching playbook so you knowwhat to do whether confirming orcorrective feedback is needed.

The above integrated set ofmarketing, selling and staffingstrategies can help satisfy today’scustomer needs and sell as if youhad multi-million dollar market-ing budgets.

AL’S COLUMN

Satisfyingthe ‘me’ incustomer

educating the industry (RETAILERS REACT)

?

““““

“

Opportunities should come fromthose people who purchased from thebox stores 8-10 years ago who neednew floor covering now. I would

think that maybe only 20% would goback considering the experience theywould have had there. We continueto learn, execute better and providebetter customer service so we cancontinue to earn market share.

“

The biggest opportunity I see today would be remodeling. The homes thatwere built in the boom are now 10-plus years old and are prime for updat-ing and upgrading. We also have a lot of customers who are no longerupside down in their homes so they are willing to invest in them.

—Billy Mahone III, Atlas FloorsCarpet One, San Antonio —Steve Weisberg, Crest Flooring

Allentown, Pa.

—Josh Elder, Gainesville Carpets Plus ColortileGainesville, Fla.

“

“

“ “

We’re always looking to expand, and we are opening a 13th store at theend of this year, or early 2017, in north Seattle.

We have an opportunity as an independent, locally owned dealer, to beviewed as the reliable experts and continue to expand the chasm

between us and the home stores or shop-at-home flooring options. If wedon’t take advantage of this enlarging difference between us, we’ll haveto revert to low prices as well. The promising news is that consumers dostill care about service and are willing to pay a little more to know

they’re in the hands of true experts whose livelihoods depend on trans-forming their clients homes and places of business.

—Casey Dillabaugh, Dillabaugh’s Flooring AmericaBoise, Idaho

—Ryan Bechtold, Contract Furnishings MartTigold, Ore.

Billy Mahone III of Atlas Floors sees the biggestopportunity coming from online shoppers who

can be converted into customers.

What do yousee as thebiggest

opportunityfor yourbusinesstoday

The biggest opportunity forour business comes from thegrowing number of con-sumers shopping onlinebefore they step foot in astore. Our goal is to convertmore online shoppers intocustomers through engagingmedia and a simple shop-at-

home program.

( REMEMBER WHEN...)

Sept. 21Alan Greenberg MemorialCharity Golf TournamentBarnsley Gardens, Adairsville,Ga. Contact: Paula Holt, 800.466.6984, ext. 1101;alangreenbergfcif.com

Sept. 24-26CarpetsPlusMember summitt, SheratonStation Square, Pittsburgh.Contact: 423.954.1133; carpetsplusbuyinggroup.com

Sept. 26-29NWFA IntermediateInstallation + NWFACPInstallation Testing E.J. Welch, Elk Grove Village, Ill.Contact: Tracy Swindoll, 800.422.4556;member.nwfa.org

Oct. 4-6FCICAMid-year meeting, GreenValley Ranch Resort, Las Vegas. Contact: 248.661.5015;fcica.com/events/mid-year-meeting

Oct. 5-7GreenbuildInternational conference, LosAngeles Convention Center, Los Angeles. Contact: 866.606.7765;greenbuildexpo.org

Oct. 18-20FloorTek ExpoDalton Convention Center,Dalton. Contact: Wanda Ellis, 800.288.4101; floor-tek.com

Nov. 1-3NAFCDAnnual convention, HyattRegency, Chicago.Contact: 800.383.3091;distributorconvention.org

Nov. 4-6Starnet Fall meeting, Omni NashvilleHotel, Nashville, Tenn.Contact: 919.426.1819;starnetflooring.com

Back in 1989, DowChemical named ShawIndustries the recipient ofits prestigious Mill of theYear award. Vance Bell,center, then the vice president of marketing forShaw, and Norris Little,right, senior vice presidentof operations, received theaward from Robert Neely,commercial manager ofthe polyurethane carpetbacking systems of DowChemical. Today, Bell isthe CEO of ShawIndustries. Little wouldlater ascend to becomepresident and CEO.

BY BRIAN GRACON

Brian Gracon has 20 years experience as a training andmarketing consultant serving the flooring industry. AtTISE 2017 he will present “Even More Growth Strategiesthe Big Boxes Don’t Want You to Know About.” For moreinformation, visit tisewest.com.

8 I September 12/19, 2016 fcnews

Ordinary people doing extraordinary things

Lou Morano: Selfless service to kids in need saw in the poorest country inthe Western Hemisphere.

“The thing about the north-ern part of Haiti is these peoplelive in 1st century conditions,”he said. “Most people have nopower or running water. There

is garbage all over the place.Women are washing clothes inthe river where there are deadanimals 20 feet away. There isno industry in this area of Haiti,so there is no opportunity forwork locally. When we buildchurches and other projects, weget local men coming by hopingto work for $10 a day. Kids arerunning around with no shoes

and some have no clothes. Trulyheartbreaking, and when yousee this much poverty aroundyou, I knew we had to helpmake a change.”

Morano found a mission inHaiti that was started 25 yearsago, which built four schoolsthat today educate over1,000 children from kinder-garten through 9th grade. “Ifound out through this mis-sion, for $30 a month, peo-ple could sponsor a child. Forthis sponsorship, the childgets an education, a uniformand medical attention whenneeded. They also eat once aday in school, and $12 of the$30 goes to their family sothey have money for food as

well. In many instances theone meal in school is all thechild will eat for the day. Inaddition, the children writeletters that are translated andsent to sponsors twice a year.”

The catalyst for Morano wasone day on the construction siteduring his first trip to Haiti. “Iremember so vividly there wasthis girl around 9 years old—she

reminded me of mydaughter—she stood upand looked into me. And Idon’t mean she looked atme, she looked into me,like into my eyes, into mysoul, into my being…likeshe was saying ‘help.’ Itwas like one of thosemovies where there arelots of people and thingsgoing on around you butyou don’t hear or see any-thing. It was just she andI. It hit me like a ton of bricks. Ithought what if she were mydaughter and I could not affordto give her food every day. Whatif she were my daughter and Icould not give her medical helpwhen she needed it. What if shewere my daughter and she wasroaming the neighborhood withno shoes or education because Icould not afford it. From thatpoint on I decided my goalwould be to get every child in allfour schools sponsored. When Istarted, 150 of the 600 childrenwere sponsored. Now there areover 1,000 children of which 550are sponsored.”

As part of the sponsorship,the children receive a gift boxonce a year. Each box containswhatever the sponsor decidesto put in it. That can rangefrom underwear to toys tonecessities like a toothbrushand toothpaste. Morano andthe mission team personallyhand out every box to everychild each year. “When youdeliver these gift boxes withwhat we would call bare neces-sities, the children light up.When they open up the box, itis the best thing they will havereceived all year long. They arethankful and appreciative.”

Morano and the team actu-ally make two trips to Haitieach year ranging from four toseven days. “We visit all fourschools and see all the children.In September the mission toredown one of the schools and arerebuilding it. We are going witha team of 22 in a couple ofmonths to put a roof on thatschool. When you do some-thing like this or build them achurch, it is empowering andgives them hope.

“When you go on one ofthese mission trips, you seehow people live,” he continued.“I remember that first Mexicotrip. I saw a family of four livingin an 8 x 10 foot pressboardbox. Then you build them ahouse. So you are literallychanging people’s lives.”

To this point, this Haiti mis-

sion has been extremely local,but Morano would like to createawareness to get more peopleinvolved, either through spon-sorships or donations. “Thisstarted in my church and I’vekind of taken the lead with a fewother people from his congrega-tion. We are in the process ofdeveloping a website so differ-ent organizations can have theirown branded web page withsponsored children. This web-site would be 100% funded bymy church, Journey Church.The organizations can havetheir employees sponsor thechildren or they can sponsor thekids themselves.”

Morano said the uniquething about all this is the churchpays all the credit card fees forthe monthly $30 sponsorships.“So all of the money goes 100%toward the child’s needs—noth-ing toward administration oranything else. This is so uniquein that no other non-profitorganization can state this fact.Now we are trying to bring thisto other organizations.”

For those interested inbecoming involved in the effort,Morano stressed three keypoints:

1. Haiti is unlike otherplaces where there may be anopportunity to overcome thepoverty they live in. In thenorthern part of Haiti there isno opportunity to break thecycle of poverty.

2. People can sponsor achild for $30 a month or justdonate money to the schools,children and their families.

3.This isn’t a matter of send-ing money abroad and notknowing where that moneygoes. “We go every year to everyschool and see all our children.There are no middle people,there is no chance things won’twind up where they’re sup-posed to.”

To learn more or becomeinvolved in the effort, callMorano at 561.228.5657 or youmay email Lou directly:loum@capitolcarpetandtile.com

Two missionaries working on the rafters at the work site.

L ou Morano over the last30 years has built CapitolCarpet and Tile into one

of the premier flooring retailersin Florida. After working for acarpet retailer in New Jersey,Lou migrated to Florida inthe mid-1980s and alongwith his father opened thefirst of what now numbersfive locations in Palm BeachCounty plus a very successfulcommercial division. Thebusiness does about $18 mil-lion, and Lou still spendsabout 50 hours a week in theoffice.

In 2009, Morano’s son,Gabriel, went on a missiontrip to Mexico. He would haveno idea how that would impacthis life. A year later Moranoaccompanied his wife on anoth-er mission to Mexico. Moved bythat trip, the following year hehad the opportunity to go toHaiti. The mission centeredaround putting a roof on achurch. When he arrived,Morano was shocked at what he

Lou Morano and other missionariesstanding with sponsored children.

By Steven Feldman

10 I September 12/19, 2016 fcnews

Fresh products create new opportunities

Bamboo Hardwoods: Old WestThis fall Bamboo Hardwoods is introducing the OldWest collection to its Highlands Line. Highlands is acontainer-only, priced-to-move program that encour-ages retailers and builders to put some high-qualitybamboo into their private-label programs at competi-tive prices. The line includes rich warm tones such asleather or saddle colors that are wire brushed and deli-cately scraped. “We have been witnessing differentstyle and design demands in various marketplacesacross the country,” said David Keegan, CEO. “The OldWest collection is in response to that demand.”

Dal t i le : S late AttachéDaltile is introducing Slate Attaché, a glazed porcelainfloor and glazed ceramic mosaic featuring its propri-etary Reveal Imaging technology. Slate Attaché pro-vides a combination of rustic durability and warmth viaits mix of tone-on-tone and multicolor stone looks. Theline comes in six colors across the browns, beige andgray spectrums, and are available in large size formatsand three styles: 2 x 2 mosaics, 12 x 24 field tile and 24 x 24 field tile. Slate Attaché includes the company’spatent-pending StepWise, a technology engineered toprovide improved slip resistance on interior surfaces.

EarthWerks : Pavi l ionEarthWerks takes the wraps off Pavilion luxury vinylplank, a 6 x 36 entry-level offering with eight colorsranging from traditional to modern tones. The new line,which features Tuff Plank technology for greater per-formance and durability, is suitable for multi-familyapplications.

Pavilion, a gluedown LVT, contains a minimum of50% recycled content and 100% recyclable post-use. Itcomes with a 20-year residential and 10-year light com-mercial warranty.

Engineered Floors : Pentz Pentz Commercial Flooring Solutions is the new MainStreet brand from Engineered Floors. Positioned as a“bold new day” for Main Street, Pentz promises maxi-mum performance, features and warranties at a com-petitive price. The line entails three collections—Essentials, Formation (modular), and Prismatic (modu-lar and broadloom)—made of PureColor nylon withNexus backing. All products are available via QuickShip.

Also new is FlexBac, Engineered Floors’ first premi-um backing system offered within the entry-level resi-dential product category.

HF Design: Montage European OakHF Design is updating its signature Montage EuropeanOak line with new color tones. Five new styles (Canelli,Fiana, Lorenzo, Pompeii and San Marino) will be added tothe Ferno collection. Each plank undergoes a thermaltreatment process to help increase dimensional stabilityand produce a range of vibrant colors. This color varia-tion, HF Design says, helps display the true natural woodcharacters. Montage is finished off with Organic, an eco-friendly, natural air-dried oil process that penetratesthrough the wood grains for a long-lasting floor.

IndusParquet: Langania HickoryIndusParquet’s new Design Tower display rolls out withnew products designed to meet today’s trends inBrazilian hardwood flooring. The three new offeringsare: Langânia Hickory, Peroba Rústico and Dolcé Pecan.Langânia Hickory features 1⁄2 x 7 1⁄2-inch x 8-foot boards.Additional features include wire-brushed, hand-stainedfinishes. Peroba Rústico is a wide-plank/long-lengthproduct featuring sandblasted, band-saw marks, whileDolcé Pecan, a 1⁄2 x 6 1⁄4-inch x 8-foot format, featureshandcrafted touches. According to IndusParquet, thenew offerings remain true to its exotic roots.

IVC : Moduleo LVT This fall IVC US is showcasing its brand new ModuleoLVT collection, which features three style and qualitycategories—Vision, Horizon and Embellish. Moduleo fea-tures all new colors and designs, new sizes, embossedin register SKUs and is made in the USA. Moduleocomes with a new modular display system that can bearranged in three different configurations to satisfy thefootprint of any dealer’s showroom space.

Johnson Hardwood:Jockey Hol low Ser iesJohnson Hardwood introduced the Jockey HollowSeries, a handcrafted collection inspired by the rusticplanks found at the historic Continental Army winterencampment in Morristown N.J. Designed to capturethe look and feel of this historic period, the collectionfeatures wide/long planks that feature a variety of sur-face treatments not commonly found on new floors.Johnson utilizes a combination of skip sawing, handscraping, soft grain brushing and surface watermarksto accentuate the colors and textures in the wood.

Karndean: LooseLay Longboard LooseLay Longboard is Karndean’s fastest and easiestproduct to install, combining its longest plank size withLooseLay’s K-Wave backing. The new 59-inch planksfeature 12 contemporary designs inspired by authenticAmerican, Australian and European woods such as pine,walnut and spotted gum. The floors are waterproof, kidand pet friendly while still being soft and comfortableunderfoot. Additional benefits include a durable K-Guard+ protective layer, enhanced acoustic qualitiesand the ability to install over subfloors with moisturereadings of up to 95% relative humidity.

fall intros

fcnews September 12/19, 2016 I 11

Merc ier : Nature collect ionMercier Wood Flooring’s newest introductions reflectcurrent trends while meeting customers’ needs andpreferences. Irish Cream and Taj Mahal have beenadded to the Nature collection. These white-texturedfloors, marked by the passage of time, are intended tocreate industrial and modern looks. Many of Mercier’snew launches reflect a Scandinavian-inspired trendthat gives the floors a rustic chic look with naturallysoftened colors. Company executives believe beautycan be found even in imperfection as each board pro-vides uniqueness.

Metrof lor : Engage Genesis Metroflor announces the next iteration of its EngageGenesis portfolio—Engage Genesis 600 featuringIsocore technology. Engage Genesis 600 is the firstproduct in Metroflor’s Engage Genesis portfolio toincorporate the company’s new DropLock 100 lockingprofile, which provides easy, fold-down installation.Available to distributors with or without an attachedIXPE (cross-linked polyethylene) underlayment, EngageGenesis 600 features a 6 mil wear layer in a 7.5 x 48plank format, 5.5 mm thickness without attachedunderlayment and 7mm with underlayment.

Mul l ican: OakmontThe Oakmont collection is a 1⁄2-inch engineered productavailable in four species (hickory, maple, oak and wal-nut) and nine colors. Manufactured in the U.S. andoffered in random lengths up to 6 feet, the 5-inch-wideOakmont collection conveys a classic hardwood floor-ing look that has been enriched with a hand-sculptedsurface texture. Also new is the St. James collection,which features a wire-brushed surface texture in fourdesigner colors. This 3⁄4-inch solid product is manufac-tured in a narrow 3-inch width and captures the naturalcharacteristics found in oak.

Noval is : NovaCore HPC Novalis Innovative Flooring is adding extra-large 9 x 60planks to its popular NovaCore HPC (High PerformanceCore) product line. NovaCore is made with the USFloorspatent under license from Unilin. These large, rigidplanks can be easily installed over almost any subfloorthanks to the NovaClic FD angle-fold locking systemand are available in eight wood reproduction styles.

NovaCore comes with a 10-year light commercialwarranty and a lifetime limited residential wear warran-ty. All planks are FloorScore Certified and feature theCeramGlaz wear layer coating for extra protection.

Quick-Step: LVFQuick-Step recently announced its entry into the surg-ing luxury vinyl flooring segment, with a nationwidelaunch of 16 SKUs to be sold through specialty flooringstores this fall. According to Quick-Step, its new LVToffering is “waterproof,” not “water resistant” like manyother LVT products. Another key advantage touted bythe company is the product’s resistance to heat andsunlight. The company said it conducted independenttesting that showed Quick-Step’s luxury vinyl floorsmaintained dimensional stability up to 110°F and as lowas 32°F, so the floors won’t warp or gap.

Rask in: F loorNat ionFloorNation, Raskin Industries’ first LVT line to be pro-duced in the USA, will be offered in three patrioticthemes: Freedom, which features a 2.5mm thick formatwith a 12 mil wear layer in a 7 x 47 plank; five SKUs areavailable. Pride, which comes in eight SKUs, includestwo collections that feature 20 mil wear layer construc-tions in a 7 x 47 format and is distinguished by varyingtextures. Glory is a 4mm, loose lay product with fiber-glass sheet, micro-beveled 20 mil wear layer in 9.25 x59.25 planks. Glory comes in five SKUs.

Stanton: Ate l ie rThis fall Stanton unveils textured designs durableenough for Main Street commercial use. The newestAtelier collections are made with long-lasting nylon,making them resistant to wear providing the criticalperformance that soft commercial interiors demand ata terrific value. This board display is shipping now andalso includes four new styles in the hot-sellingStainmaster PetProtect program. The designs are nowbacked by a 15 year residential wear warranty makingthem ideal for rooms with heavy traffic in the homes ofyour customers.

Urban: SavannaUrbanfloor announced three products for the fallincluding the engineered Savanna collection featuringa sliced face, rustic European oak with a brushed tex-ture. With 7 1⁄2-inch widths and up to 7-foot lengths, thiscollection includes an advanced HDF core platformdesigned to absorb higher impacts. Two other introduc-tions are Timbertop Lifestyle and Timbertop Chevron.Lifestyle is an engineered European oak in a 9-1⁄2 wide by8-foot long format with a 6 mil wear layer. Chevron is aclassic, angled Chevron design. It measures 11 1⁄2 incheswide and 4 or 5- feet in length.

Wickham: EngineeredWickham is investing $7 million into a new engineeredwood line that will be sold under the Wickham brand inaddition to a private-label offering that will be availablein Canada and the U.S. The engineered products will beoffered in three platforms: ½1⁄2 inch, 5⁄8 and 3⁄4, in widthsranging from 3-1⁄4 (7 ply) to 7 (12 ply) inches. In additionWickham will be unveiling a 30,000 square foot manu-facturing facility in early 2017 as the company expandswith new maple and red oak species. The company isalso planning new finishes that run the gamut fromsmooth to distressed.

The fall isn’t only ushering in cooler weather—it is bringing with it a bevy of new flooring introductions just in time for the critical fourth quarter.

ensure managers across theorganization handle issues con-sistently.

“Sell” the benefits youoffer. A good handbook shouldbriefly list all of the benefitsprovided by you at no cost tothe employee. These include:medical insurance and short-term disability insurance, vaca-tion, sick leave, parental leaveand paid holidays, etc.

Provide ammunitionagainst unemploymentclaims and lawsuits. The reali-ty is it’s only a matter ofwhen—not if—a businessowner will face a lawsuit froma current or former employee.

When this hap-pens, one of themost usefuldocuments youcan provideyour attorney

or third-party investigator willbe a copy of your handbook,which demonstrates the organ-ization exercised “reasonablecare” toward its employees.

Outline safe workplacepractices. Keeping bothemployees and customers safeat all times should be a top pri-ority—and your employeehandbook can help.

Provide guidance for man-agers. Employers can also useemployee handbooks as a wayof providing supervisors withinformation on key manage-ment policies, such as how torecognize the signs of sub-stance abuse, performancecounseling and correctiveaction, and interviewing andhiring guidelines.

Developing an employeehandbook takes effort, but it isdefinitely worth the invest-ment in time. You’ll find itmight save you a world ofheartache and trouble downthe road.

dear david

DAVIDROMANO

David Romano is the founder of Romano Consulting Group andBenchmarkinc, a group that provides consulting, benchmarking, recruiting and software solutions to the flooring, home improvementand restoration industries.

Why employee manualsare essential toolsDear David: I’ve been reading articles abouthow important employee handbooks are for these new mil-lennial employees. I don’t have amanual and the truth is I don’tknow if it is really necessary. Is itworth going through the processof creating one when we do apretty good job of training andsetting expectations with ouremployees?

Dear Concerned Owner,Creating an official employeehandbook gives you the abilityto clearly communicate toemployees how they shouldbehave, what they should wear,how they will be compensatedand how they will be disci-plined and rewarded. The idealemployee handbook shouldfacilitate the following:

Educate employees aboutwhat they can expect frommanagement. An employeehandbook clarifies companyobjectives and leadershipstyles, as well as management

best practices—all of whichfoster healthy management-employee relationships.

Let employees knowwhere to turn for help.Ultimately, you want employ-ees to feel comfortable turningto a trusted member of man-agement for help when theywant to report workplace viola-tions or get workplace-relatedassistance or answers to anyother questions they may have.

Get employees to behaveaccording to set standards. Ahandbook should outline foremployees how to conductthemselves, and what will hap-pen if they fail to meet thoseexpectations. A handbookshould also inform employeesabout how they can succeed intheir jobs. Personal conduct,dress code and ethics—are allthings that should be clearlydefined for employees.

Serve as a guide for man-agers. A handbook tailored tothe way you do business helps

DEVELOPING AN EMPLOYEE HANDBOOKMIGHT SAVE YOU A WORLD OF HEARTACHE

AND TROUBLE DOWN THE ROAD.

12 I September 12/19, 2016 fcnews

M arketing executivesagree that fall is an idealtime to promote your

business or new product line.Consumers are back in townafter summer vacations, theirkids are back in school and every-one is ready for a fresh start.

The flooring industryseems to agree as several man-ufacturers and retailers arebusy with fall promotions andrebate programs.

MohawkIn addition to instant rebates ofup to $500 on SmartStrandForever Clean and ArmorMaxproducts, Mohawk’s largestannual sales event will featureproduct discounts on selectSmartStrand Forever Clean car-pets, select ArmorMax andMohawk brand hard surfaceproducts. The sale started Sept.16 and runs through Oct. 31.The National Karastan Monthsemi-annual event tradition isslated for Sept. 22 to Nov. 8.“With an assortment of productdiscounts, rebates and attrac-tive consumer offers, NationalKarastan Month consistentlyproves to be a successful in-store selling event for Karastanretailers across the country,”said Doug Ensley, director ofmarketing operations forMohawk.

ShawShaw Floors is giving flooringretailers two comprehensivepromotional opportunities dur-ing the fall selling season. “YouSave. We Give” takes place inSeptember and is designed tobenefit the retailer, the con-sumer and the children of St.Jude Children’s ResearchHospital. In the past, Shaw’sretail partners have deeplyembraced the partnership withSt. Jude and wanted to get moreinvolved. According to Shaw,

this promotion is another wayto address those requests and issupported with Shaw socialmedia, customizable advertis-ing materials and point-of-salematerials.

Shaw Friends and FamilySales Event promotion runsOct. 1 to Nov. 14. For the firsttime, consumers will have theopportunity to save up to$1,000 on select Shaw floorsand get 24 months of specialfinancing.

Raskin IndustriesRaskin will be offering its

Incentives spice up sellingseason for dealers, suppliers

FloorNation Displays for a $99promotional price. Displays,which are powder coated,include the shelves and 18 x 20boards. In addition, the five top-selling stores (of each Raskindistributor with theFloorNation Display) willreceive new Apple watchesuntil the end of 2016.

MirageBoa-Franc, parent company ofthe Mirage brand, is promotingthe Mirage Fall 2016 Rebate Sale,which takes place across NorthAmerica (excluding Quebec) at

fall promos

Continued on page 18

14 I September 12/19, 2016 fcnews

T he abundance of laminateflooring brands in themarketplace has expand-

ed the number of options con-sumers, builders and end usershave when selecting theproducts best suited for theirdesign needs and budgetrequirements. But the down-side of this tremendous avail-ability is increased pressureon already razor-thin mar-gins as many of the majorhome centers and discountmerchandisers aggressivelypromote low, entry-levelprices to generate traffic andvolume.

The good news for spe-cialty retailers is there arestill plenty of opportunitiesin the midrange and upperend of the spectrum, giventhe right product mix, a tar-geted marketing strategyand, finally, the discipline toresist competing solely on price.“We don’t go after the low-endbusiness,” said Phil Koufidakis,president of Phoenix-basedBaker Bros., which sells theArmstrong brand of laminate

flooring. Instead, he markets hiscompany as a “high-service”operation and prices his prod-ucts and labor accordingly.“When I ask customers how theyperceive us in the marketplace,they usually say, ‘You’re the high-

priced guys,’” he explained.“Then I ask them if that meanswe’re too expensive or if we areknown for offering high-qualityproducts and services. The ques-tion usually stumps them.”

That’s a good problem to

Retailers, suppliers seize opportunities at thehave, as it turns out. Having yourname associated with higher-endgoods and services—supportedby a storefront and interior pres-entation that screams “upscale”marketing and merchandising—bodes well for the retailer in

terms of both profit opportuni-ties and differentiation from thebig boxes. “When you’re sellinghigh-quality product and pro-moting high-quality installation,the expectation of the customeris also very high. So we set the

bar high for ourselves.” Of course, focusing on the

“high end” with laminate is allrelative. With many entry-levelproducts coming in at around$1.19 per square foot, productshitting price points at $3.99 orslightly above are generallyconsidered on the higher endof the midrange. Throw inhigh-quality acoustic under-layments and installationtraining by certifiedinstallers, and you have arecipe for a much bigger tick-et. (All of Baker Bros.’ lami-nate installers are Armstrongcertified.)

For other dealers, theroute to bigger laminate tick-ets lies in strategic productpositioning. For example, a$4.59-per-square-foot lami-nate situated next to a hard-wood flooring display thattypically houses productsdouble or even triple that

amount all of a sudden looks likea tremendous bargain. “Whenwe talk about the differencebetween laminate and hardwoodit is typically someone didn’trealize how expensive some ofthese hardwood products can

be,” said Chris Green, owner ofGreat Southeast Flooring,Melbourne, Fla. “Meanwhile,their budget is telling them theyshould be in the laminate cate-gory. That’s where we can tellthem they can be in laminateand still get the same desiredeffect.”

Similar product placementstrategies are helping other deal-ers maximize opportunities tosell midrange and higher lami-nate flooring. At Flooring TownGroup in North Hollywood,owner Abe Bashir has seen posi-tive results by grouping lami-nate, WPC and wood lines fromEternity Flooring all in the samesection. “It’s clearly one of thebest products I’ve ever had,” hesaid, citing the above-averagemargins he earns on the lami-nate line. Beyond the trendy col-ors, designs and patterns, Bashirsaid his customers are increas-ingly gravitating to the improvedperformance attributes of thelaminate and WPC offerings.

Battle for shareWhile the big boxes and massmerchants appear to be winningthe battle for market share of the

laminate

By Reginald Tucker

Upscale merchandising systems go a long way in positioning laminate for profit on the specialty retail showroom floor.

fcnews September 12/19, 2016 I 15

laminate business in terms ofsheer volume, research shows.“Home centers, by a wide meas-ure, are driving the bulk of lami-nate flooring sales,” said RogerFarabee, senior vice president ofmarketing, Unilin NorthAmerica. “When you combinethe home centers, LumberLiquidators, Floor & Décor andwarehouse clubs, this representsmore than 70% of the market in2014. Specialty retail, in terms ofthe independent dealer, is by farthe smallest segment sellinglaminate today representingabout 25% to 30%.”

The good news for specialtyretailers, however, is that thereare still tremendous profitopportunities available to deal-ers through step-up products.What’s more, in many casesthese upper-tier laminateoptions come with additionalfeatures and benefits such asthicker cores and enhanced sur-face textures—all of which war-rant higher prices at retail.

Given the fact that laminatewas a remodel-focused categoryfor so long, the product naturallygravitated toward the home cen-ter side. But as Dan Natkin, sen-ior director, residential products,Mannington, reports: “Nowwe’re seeing more growth on theother side, namely specialtyretail, because of increased pen-etration into the new home con-struction sector.”

Technological advances inlaminate in particular havetranslated into exclusive oppor-tunities for the specialty retailer.While the home center channelcontinues to drive volume withlow-cost laminate, suppliersagree that specialty continues towin the margin battle by focus-ing on durable performance andrealistic visuals that are differen-tiated from the home centers.

Hence the reason why majormanufacturers are investing soheavily in their plants. Case inpoint: Swiss Krono recentlybroke ground on a $230 million

HDF mill and factory expansionin Barnwell, S.C. According toZeb Portanova, CEO, the invest-ment is due to “strong con-sumer demand for our qualitylaminate flooring. Our strongretail partners who choose tosell our innovative products arethe real foundation on whichthis expansion is built.”

Laminate flooring manufac-turers are counting on contin-ued innovations in the way ofperformance and design to notonly help the category keep pacewith competing hard surfacesbut also to give specialty retailers

upper end

ments span new 12mm to 14mmboards featuring improved coresand more realistic wood visuals.

Vendors are also showcasing newcapabilities in both color render-ings and depth of textures.

more products that can’t beshopped at the big boxes. Manyof these advances and develop-

While the Pergo brand is available at the big boxes, a higher-end version of the lineup can be purchased through specialty retailers.

Private-label laminate programs, such as the one shown

here from Abbey Carpet, prevent consumers from

shopping around for lower prices.

Photo courtesy of Ted Gregerson Abbey Carpet.

16 I September 12/19, 2016 fcnews

building inspectors and sales asso-ciates affiliated with the sale andinstallation of ceramic tile. TheCTEF Certified Tile Installer(CTI) program is the only third-party assessment of installer skilland knowledge recognized by theindustry.

DritacHabitat for Humanity NewYork City habitatnyc.org

Habitat for Humanity NewYork City was founded in 1984 as

an independentaffiliate ofHabitat for

Humanity International. Theorganization’s mission is to trans-form lives and communities bybuilding quality, affordable hous-ing for families and individuals inneed, and to unite New Yorkersaround the cause of affordablehousing. With the help of family

partner homeowners, vol-unteers and professionalcontractors, Habitat NYChas served more than 380families in the five bor-oughs of New York City.

Floor CoveringNewsLong Island Careslicares.org

Long Island Cares’ mission isto collect all available resourcesfor the benefit of Long Island’shungry and to provide for thehumanitarianneeds of itsc ommun i t y.Founded as the first food bank onLong Island in 1980 by GrammyAward-winning songwriter andsocial activist Harry Chapin, theorganization is now one of theregion’s most comprehensivehunger assistance organizationsthat serve thousands of familiesand individuals in need.

MetroflorCrohn’s and ColitisFoundation of America(CCFA)

ccfa.orgThe Crohn’s & Colitis

Foundation of America (CCFA)is a non-profit, volunteer-drivenorganization dedicated to findingcures for Crohn’s Disease andulcerative colitis. Since its found-ing nearly five decades ago, CCFAhas remained at the forefront ofresearch. The organization servesmore than 600,000 patientsannually and provides nationaleducation and support programs.

Mirage Hardwood St. Jude Children’s ResearchHospital (CCFA)stjude.org

St. Jude’shas spent morethan half acentury find-ing cures and saving children.Leading the way the world

CoveringsCeramic Tile EducationFoundation (CTEF)ceramictilefoundation.org

The Ceramic Tile EducationFoundation (CTEF) is an educa-tional institution offering trainingprograms for consumers,installers, construction profes-sionals, architects, designers,

The Floor Covering News Fantasy Football for aCause league closed this year with 10 teams.All are playing for worthy causes as seen in

the box below.Each team pledged $5,000, totaling to $50,000,

which will be divided as follows: • $11,500 to the winner’s charity

• $7,500 to the runner-up’s cause• $5,000 to the third-place team• $2,500 to the fourth-place team• $1,500 to the fifth-place team• $500 to the sixth-, seventh-, eighth-, ninth- and tenth-place teamsIn addition, the top player of every week will

receive $1,000 and the runner-up will earn $500. Thebest part is all of the charities are guaranteed toreceive a donation.Following are snapshots of each cause that will

be represented by the league’s participants. FCNewsand all teams encourage contributions from ourreaders to any charity near and dear to them.

The Terrific 10 ___________________________________Coverings Ceramic Tile Education Foundation (CTEF)Dritac Habitat for Humanity NYCFCNews Long Island CaresMetroflor Crohns and Colitis Foundation of America (CCFA)Mirage Hardwood St. Jude Children’s Research Hospital Mohawk Commercial Susan G. KomenMohawk Residential Sunshine on a Ranney Day (SOARD) Nonns Flooring National Multiple Sclerosis Soc. Wisconsin ChapterRaskin Industries Melanoma Research Foundation (MRF)Salesmaster American Cancer Society (ACS)

Fantasy Football for a Cause: 10 charities included in FCNews’ annual fundraiser

fcnews September 12/19, 2016 I 17

understands, treats and defeatschildhood cancer and other life-threatening diseases, St. Jude’sresearch has helped push thesurvival rate for childhood can-cer from less than 20% in 1962to more than 80% today.Consistent with the vision of itsfounder Danny Thomas, nochild is denied treatment basedon race, religion or a family’sability to pay.

Mohawk Commercial Susan G. Komenww5.komen.org

Susan G. Komen has trans-formed how the world treats andtalks about breast cancer, and ithas helped turn millions ofbreast cancer patients into breastcancer survivors. Since 1982, theorganization has funded morethan $889 million in researchand upwards of $1.95 billion inmedical care, community educa-tion and psychosocial support.The organization serves millionsof people in more than 60 coun-tries worldwide.

Mohawk Residential Sunshine on a Ranney Day(SOARD)sunshineonaranneyday.com

Sunshine on a Ranney Day(SOARD) is a nonprofit organiza-tion dedicated to renovatinghomes for children with specialneeds and restoring hope forfamilies. Founded in 2012 byPeter and Holly Ranney, SOARDis a licensed general contractorthat specializes in wheelchairaccessible bathrooms, dreambedrooms, in-home therapyrooms and wheelchair ramps/lifts. SOARD’s makeovers—which are facilitated throughpartnerships with local compa-nies and donors—are provided tothe families at no cost.

Nonns Flooring National Multiple Sclerosis(MS) Society WisconsinChapternationalmssociety.org/Chapters/WIG

The National MS Societyaims to help people affected byMS live more productively andrestore what has been lost by MS.

The ultimate goal is to end MSforever. The Wisconsin Chapterworks to improve the quality oflife for people affected by MS inits area and raises funds for criti-cal MS research. The organiza-tion drives change through advo-cacy, facilitating professionaleducation and providing pro-grams and services that empowerpeople with MS and their fami-lies to move their lives forward.Furthermore, the National MSSociety connection programsbring together people who sharecommon life experiences.

cates for the melanoma com-munity and educates patients,caregivers and physiciansabout the prevention, diagnosisand treatment of melanoma.

SalesmasterDistributors American Cancer Society (ACS)cancer.org

American Cancer Society(ACS) is a nationwide, commu-nity-based voluntary healthorganization dedicated to elim-inating cancer throughresearch, education, advocacy

and service. With approximate-ly 2.5 million volunteers, ACSis able toprovide mul-tiple servicesto those fac-ing cancer. Thanks in part toACS’s contributions, more than1.5 million lives have beensaved in the U.S. in the pasttwo decades. The AmericanCancer Society takes a compre-hensive approach to combat-ting multiple forms of cancerand providing support forpatients and their families.

Raskin Industries Melanoma ResearchFoundation (MRF)melanoma.org

The Melanoma ResearchFoundation (MRF) is thelargest independent organiza-tion devoted to melanoma.MRF is committed to usingmedical research to find effec-tive treatments and hopefully acure. The organization advo-

Fantasy Football for a Cause: 10 charities included in FCNews’ annual fundraiser

18 I September 12/19, 2016 fcnews

all participating Miragedealers from Oct. 3 toNov. 26. Consumersget a $0.50/sq. ft. rebateon Mirage flooring dur-ing this promotion.This offer is valid on allMirage Classic, MirageEngineered and Mirage Lockproducts regardless of species,color or width. “For many con-sumers, fall represents the timeof year for renewal into theirhome,” said Brad Williams, vicepresident of sales and marketingat Boa-Franc. “Thanks to the$0.50/sq. ft. rebate offered on allour flooring during this salesevent, it is the perfect time tosave big while enjoying the quali-ty for which Mirage Floors areknown.ˮ Nearly 2,000 MirageMaestro Dealers through NorthAmerica are participating in thisevent.

Retail promotionsCarpet One Floor & Home’snew advertising campaign,“Where Do You Stand?” focus-es on customers’ needs when itcomes to updating their homeswith new flooring. The TV spotfor this campaign takes the cus-tomer perspective by visuallylooking down at their floors asthey go through their day.

In addition to the customer-centric messaging, the cam-paign makes use of Instagramwith #ISTANDHERE toencourage customers to sharephotos of where they are stand-ing. The campaign gives localstores the opportunity to high-light the causes they support intheir communities and to sharethe many ways they take a standfor their customers. Weeklywinners will receive $100 giftcards toward a new pair ofshoes at a leading online retail-

er. Contest details can be foundat carpetone.com/Where-Do-You-Stand.

O’Krent’s Abbey Flooring inSan Antonio held a 101st birth-day sale on hard surface goods.The September sale offers con-sumers 10% off on hardwood,tile and laminate if they spend$2,500; 15% off for spending$2,501 to $5,000; and 20% offfor spending over $5,000.

Worldwide WholesaleFlooring, Edison, N.J., whichrecently launched a new rugwebsite (therugcorner.com), isoffering 20% off rug salesthrough Sept. 30. Consumersare encouraged to visit the web-site and enter their emailaddress to receive coupons andnotices of future promotions. Afree rug grip comes with everyarea rug purchase.

Carney, executive director ofBravo Services LLC, theumbrella organization for 14 ofthe industry’s leading distribu-tors, said no one in the Bravogroup has been impacted so far.

Jonathan Train, presidentand CEO of Swiff-Train, a top20 distributor based in

Houston, also said the compa-ny has been unaffected. “We donot use Hanjin, and any of oursteamship lines that may havescheduled our containersthrough Hanjin were diverted.”

Floor covering manufactur-ers and importers are nostranger to problems on theseas and at the ports. InFebruary 2015, MaxWoodsfaced a dire situation duringthe West Coast port slowdown.At the time, MaxWoodssourced most of its hardwoodflooring products, leading CEOPeter Spirer to say, “The portissue is one of real seriousnessand threatens to grow to mas-sive proportions. Importerslike ourselves will be in a badway depending on its dura-tion.”

In the last 18 months,MaxWoods has been makingthe transition from sellingChinese imports to domesticproduct, with American OEMas its new domestic supplier.And so the fate of Hanjin is notexactly keeping Spirer up atnight. “Thankfully, we aren’tinvolved in any way with theHanjin Shipping bankruptcy,”he said. “Matter of fact, I’m noteven sure who Hanjin is.”

B y now we’ve all heardabout Wells Fargo and itsfraudulent bank practices

that have recently come to light.Apparently, thousands ofemployees—over the course ofseveral months—opened upbank accounts or credit cardswithout the customer’s knowl-edge. Investigators say it was theresult of overambitious employ-ees who were under pressure tomeet lofty sales goals.

It may seem preposterousunless you’ve asked your bankrepresentative if he gets paidwhen he opens up a newaccount. I remember taking outan IRA at a branch that I rarelydid business with and getting acall from the place where I usu-ally bank. My “relationship man-ager” was disturbed that I didn’tgo to him first. I asked howmuch he lost on the transactionbut he passed on the question.

As the trial in the GeorgeWashington Bridge lane-closingscandal opens, again we ask thesame question: Do these things

take place without knowledge ofthe CIC (Chief in Charge), or doemployees take it into their ownhands to cause serious trouble? Idoubt it would happen in yourbusiness.

Let’s face it: Employees rarelydo anything, especially if it hasto do with money, without theapproval from the owner ormanager. Although Wells Fargois back-peddling, saying, “Whathappened doesn’t coincide withtheir values,” the deed has beendone. The question we shouldask ourselves is who is responsi-ble for my business?

If you look a little furtherinto Wells Fargo, you will seethat employees had monthlysales targets they were requiredto meet as a way for them toearn bonuses. According to a for-mer Pacific Northwest branchmanager, meetings are held eachmorning to make sure everyoneis committed to 120% of thedaily quotas. Apparently it does-n’t matter how you do it.

What does this mean to your

business? It could mean manythings. For instance, how do youdetermine your commissionstructure? Does it make it almostimpossible for your salespeople toearn a living forcing them to sellwith little concern for the cus-tomer? We all say the customer isthe most important concern ofyour business, but are they? Doyou unthinkingly ask employeesto do things that might put yourbusiness in a precarious position?

Do your managers reviewyour weekly goals and then workto help the salespeople be bettersalespeople, or do they tell themto just get the money at the door?Unless times have changed, thisis not unheard of. Salespeople

often get little training onbeing better with the cus-tomer as they have to push tomake their quotas. In manyplaces it’s a very unhealthyatmosphere. The bottom line

is the business eventually suffersby scaring customers away. Don’tmisinterpret what I’m saying;you must have goals and quotasbut not at the expense of yourcustomers. If your salespeoplearen’t good at meeting their quo-tas, I recommend spending timeon teaching them how to buildbetter relationships with cus-tomers rather than just havingthem push harder. Being overlyaggressive just drives customersout the door and tells others notto do business with you.

This is a good time to reviewyour company values. In fact,this is something you should bedoing at every meeting. Whenthere is a difficult or conflictingencounter with a customer, one’svalue system should win out.Not adhering to this can cause ahuge financial loss to your com-pany as well as other negativerepercussions.

At the end of the day, theobjective should be to do theright thing—whether you’re sell-ing flooring or financial services.

AT THE END OF THE DAY, THEOBJECTIVE SHOULD ALWAYS

BE TO DO THE RIGHT THING.

lisbiz strategies

Lisbeth Calandrino has been promoting retail strategies for the last 20years. To have her speak at your business or to schedule a consultation,contact her at lcalandrino@nycap.rr.com.

LISBETHCALANDRINO

Lessons learned fromWells Fargo fiasco

Continued from page 12Fall promos

Continued from page 1Hanjin

To date, most flooring companies contacted say they have been unaffected by the Hanjin bankruptcy.

20 I September 12/19, 2016 fcnews

In recent years, momentumbehind the Made in the USAmovement has been steadily

building as wood flooring suppli-ers that source primarily fromChina look to address qualitycontrol issues while reining inshipping/logistics costs. Amidstall the heat that Chinese manu-facturers have taken in both themainstream press and trade mag-azines, some companies that stillimport from China are workingto allay the concerns that distrib-utors, retailers and consumersmight still harbor when it comesto product safety and quality.

“The concerns we’ve heardfrom any of these groups is reallyminimal,” said Bill Schollmeyer,CEO of Johnson Hardwood.“Years ago, there were manydoubts about products producedin China. As quality and designimproved, those concerns werepretty minimal. There was anuptick in questions aboutformaldehyde when the LumberLiquidators story broke [in2015], but I feel the impactagainst the more legitimate, well-known companies like Johnson

was pretty minimal. It’s probablya different story for smaller,unknown companies.”

Nonetheless, large-scalechanges in the sourcing of sup-ply—particularly as it relates toduties and tariffs onsome imported woodflooring products—haveforced several suppliersto adjust accordingly.“We’ve always importedflooring from two of ourcompany-owned facto-ries as well as severalcontract productionfacilities,” Schollmeyersaid. “With respect tothe anti-dumping/coun-tervailing duties, wenever focused on thelow-priced, commodityend of the market, so inmost cases we were ableto absorb the duty costs. But dueto the uncertainty of the annualduty rates as well as the retroac-tive assessment of duties, itmakes it difficult to sustain along-term business plan. Withthat in mind, we’re graduallytransitioning production to ournewly built factory in a differentcountry. Aside from cost savings

Logistics challenges, public perception change dynamics of sourcing product from China with respect to known dutyrates, we were able to upgradeproduction equipment, process-es and technologies to help usproduce a higher-quality, moreattractive product. So in the end,

it’s all good for us.”Other manufacturers that

import from China also standfirmly behind their products.Case in point is EternityFlooring, which has beenimporting from that region of theworld without incident. “We dealwith a top-of- the-line factory inChina,” said Doron Gal, owner

and CEO. “We haven’t had anyproblems so far.” What’s evenmore telling, he notes, is his deal-er partners say Eternity Flooringconsistently maintains high qual-ity levels and near-zero claims

despite relatively lowpricing on its variousproducts.

Other suppliers withmanufacturing opera-tions in China attest tothe quality of their prod-ucts. Provenza, forexample, not only has agood track record in thisregard, but the companyhas also found a way todeliver high-marginproducts—somethingnot normally associatedwith Chinese imports.Wood floors fromProvenza may retail any-

where from $5 to $12 per squarefoot and higher.

“We think of ourselves as atrendsetter and the pioneer inflooring, and the products wecome out with are always on thecutting edge of the industry,” RonSadri, principal/owner, said.“This is what sets us apart fromthe competitors.”

Sadri’s customers tend toagree. “Provenza is definitely aleader in style and design,” saidAlan Gage, president of Tri-West,ranked No. 10 on the industry’stop 20 wholesaler list and a part-ner for 16 years. “They work veryhard at what they do and have agood eye for product. They workvery closely at the manufacturinglevel to make sure the designscome out the way they envi-sioned.”

While most companies inter-viewed for this story firmly sup-port their manufacturing part-ners in China and stand behindtheir quality standards, someprefer to not draw a lot of atten-tion to the fact they import prod-uct from that country. “We don’twant to promote ourselves as a‘Chinese supplier’ in that way,”one executive told FCNews.

Reshoring movement strong Industry experts believe therewill continue to be a need forcompanies to import from Chinaas well as other Asian countries.They cite an increasingly inter-twined global manufacturing andfinancial marketplace as well asstrong consumer demand for

Johnson Hardwood firmly stands behind the quality of its products, many of which

are manufactured in China.

wood

By Reginald Tucker

for MaxWoods thatnot only entailedproduct and inven-tory but also sam-ple development,merchandising andcustomer servicesupport.

Some U.S.manu f a c t u r i n gadvocacy groupsand associations that closelytrack reshoring activity are con-vinced the trend is not only realbut also sustainable over the longterm. One such agency is TheReshore Initiative, which pro-

fcnews September 12/19, 2016 I 21

lower-priced products, which inturn negatively impacts margins.That being said, there’s no deny-ing the strong movement theindustry has seen toward“reshoring,” which is largelydefined as the gradual return ofmanufacturing operations—andjobs—back to America as domes-tic companies re-evaluate thecost-benefit equation of out-sourcing production.

This phenomenon is takingplace across a diverse range ofmarkets and industries, includ-ing hardwood flooring. Industrymembers report the benefits ofkeeping hardwood productionstateside (i.e., faster deliverytimes, lower inventory commit-ments, increased quality con-trols, closer proximity toresources and R&D) vastly out-weigh the once-significant laborand material cost savingsachieved by moving productionoffshore.

A prime example wasArmstrong’s decision to shutterits Kunshan, China, facility andonshore its scraped engineeredhardwood flooring to the U.S.back in 2014. “With energy andtransportation costs acceleratingat a faster pace than exchangerates and import fees, it is morecost effective to produce in theU.S. for domestic consumption,”Joseph Bondi, vice president ofNorth America residential floorproducts, told FCNews at thetime. “This is true not just forhardwood but LVT and otherproducts.” In the months leadingup to that move, Armstrongbegan investing significantly inits Somerset, Ky., engineeredplant, where it manufactures thepopular American Scrape hard-wood line. “We now have a teamtrained in the manufacture ofscraped products—two yearssince the launch of AmericanScrape—that can make otherscraped products in our portfo-lio,” Bondi said.

Another case in point was thedecision by Kentucky-basedSomerset Hardwood Flooring todiscontinue sourcing of its engi-neered flooring products fromChina and instead construct astate-of-the-art plant dedicated toproducing engineered hardwoodproducts in its own backyard. Atthe time it was considered a boldmove for Somerset, and theindustry took notice. DistributorElias Wilf realized a dramatic dif-ference when Somerset beganproducing its new engineeredproducts right here at home.Although the decision entailedmillions of dollars in capitalinvestments to build a modern-ized, state-of-the-art plant in

Crossville, Tenn., the expendi-tures were worth the risk.

“When Somerset moved itsengineered production fromChina to the U.S., it was a funda-mental change based on thequality of what they were gettingthere vs. what they could makestateside,” Jeff Striegel, presidentof Elias Wilf, told FCNews.

For Somerset, the decision toreshore production of the once-outsourced engineered linemeant making a strong state-ment to distributor partners, theindustry and consumers. “Wemanage the raw materials and

supply chain from the forest tothe finished flooring, and we arepersonally involved in all aspectsof quality control,” said SteveMerrick, Somerset president andCEO.

Another exemplary reshoringcase study entails Adairsville, Ga.-based MaxWoods. After dealingwith issues from its mill source inChina, MaxWoods turned toAmerican OEM, a domestic sup-plier, for help. Launched in 2014by Don Finkell, former presidentof Anderson Hardwood Floors,American OEM stepped in andput together a complete program

motes factory-location choices inthe U.S. By the group’s count,approximately 60,000 U.S. man-ufacturing jobs were created in2014 as a result of reshoring andforeign direct investment.

Eternity Flooring says it only partners withreputable Chinese manufacturers.

Logistics challenges, public perception change dynamics of sourcing product from China

22 I September 12/19, 2016 fcnews

owner of Carpetland USA,Rockford, Ill., reports an uptickin sales during the third quar-ter—primarily due to an increasein advertising spending. “Thethird quarter is faring well. Ourteam is very upbeat and positive.I am very pleased with hard sur-face sales so far this quarter.”

Carlton Billingsley, presidentand owner of Floors and More inBenton, Ark., said the third quar-ter has been “very strong withsales up and commercial flooringbacklog growing.”

Not everyone reportedincreases during the period,however. Signs of softness

emerged at HOM Furniture,Coon Rapids, Minn., which hasseen flat retail sales for both itsflooring and furniture depart-ments. However, the company’scommercial flooring business ismuch more robust, according toKelly Cosgrove, flooring buyer.

In that same vein, TimSchoolfield, owner of CountrySide Carpets Flooring America inO’Fallon, Mo., attributed thesoftness in his sales to the weath-er. “It was a hot and sloppy wetsummer here in the Midwest,and [the] last thing people werethinking about was replacingtheir floors.”

Olga Roberston, president ofFCA Network, defined businessas flat in Chicago. Lookingahead, she predicts the fourthquarter will be the same.

All in all, many flooringretailers FCNews interviewedfeel 2016 will end with a flour-ish. Abbey’s Gregerson is particu-larly positive about the upcom-ing quarter. “Our expectation iswe’ll be up a few percentagepoints in the fourth quarter. Weare busy at the moment, and weare putting more money intoadvertising in October andNovember.”

Despite Country SideCarpets Flooring America’s ane-mic third quarter, Schoolfieldsaid the fourth quarter looksgood. “The weather is great andpeople are thinking about fixingup the house before the holi-days.”

marketing mastery

D ealers are finding it moredifficult and expensive toget new customers

through advertising. Which is whyif you want to maximize your suc-cess in the 21st century, it’s criticalthat you maximize the dollars yougenerate from every sale to maxi-mize your advertising ROI.However, my informal polling ofdealers who attend my live semi-nars and webinars has shown thatmost don’t train their salespeopleto look for ways to increase thesize of their tickets. This is agigantic missed opportunity. Let’slook at some easy ways you canincrease your average ticket sizein a way that provides world-classservice to your customers.

If you want to create upsellopportunities, it’s vital that youestablish trust. So demonstratethat you want what’s best foryour customer by taking the timeto sit down and ask her ques-tions. Testimonials and positiveonline reviews are another fastway to create trust.

During a recent webinar, anumber of dealers told me up to80% of their flooring sales arepart of a larger remodel ordesign project. So during your

consultation, find out what elseshe’s planning to have done toher home. Let’s say she’s havingwindow treatments installed,painting done and cabinetsinstalled. And let’s assume youprovide window treatments. Youcan now give her a quote forwindows and refer her to a high-quality painting and cabinet con-tractor with whom you have anestablished referral relationship.By adding windows to yourquote, you can easily double yourticket size. By referring the paintand cabinet contractor, they willlikely reciprocate.

While you’re in the home, getpermission to measure andinspect all the areas, even therooms where she’s not replacingthe floors. Let her know you’re

doing this for two reasons: 1) soyou can keep the measurementson file for when she’s ready toreplace those areas, and 2) soyou can give her professionalrecommendations on getting thelongest life out of all her floors,even areas she’s not replacing.This is a big “wow” factor, andit’s something your competitorsare unlikely to do.

I recommend arming yoursalespeople with a checklist ofevery possible upsell and referralopportunity. This should includecabinets, window treatments,area rugs, paint, etc. As yoursalesperson measures andinspects each room, he shoulduse the checklist to look for twothings: 1) products you provide,and 2) products your referralpartners provide.

When it’s time togive the quote, usepackage pricing andgive her threeoptions: good, better,best. Don’t pressureher into the moreexpensive package,just make it available.

Most customers will go with themiddle option, but many will optfor the premium package.Another upsell.

Next, using your list of itemsfrom the whole house inspec-tion, include quotes on a fewother things she may need. Forexample, if she’s having woodinstalled in her living room,include a quote for an area rug.

By training your sales teamto look for upsell opportunitieson every measure, you can sub-stantially increase your averageticket size and sometimes doubleor even triple your revenue onindividual jobs while at the sametime create goodwill with yourreferral partners. You canachieve all this without spendinganother dime in advertising.

BY TRAINING YOUR SALES TEAM TOLOOK FOR UPSELL OPPORTUNITIES

ON EVERY MEASURE, YOU CANSUBSTANTIALLY INCREASE YOUR

AVERAGE TICKET SIZE.

JIM AUGUSTUSARMSTRONG

Jim Augustus Armstrong specializes in providing turnkey marketing strate-gies for flooring dealers. Email him at Support@FlooringSuccessSystems.comwith “Dealership Evaluation” in the subject line for a free, one-hourdealership evaluation.

How to double your ticket size

Continued from page 1Retail report

which saw revenue increases of20% above the year-ago period.He noted the retail and commer-cial contract sectors were partic-ularly healthy.

Ted Gregerson, presidentand owner of Ted’s Abbey Carpet& Floor, with stores in Annistonand Birmingham, Ala., has seen a12% increase in the third quar-ter. He attributes this increase tonew business. “We have pickedup a few small commercial jobsthis past quarter.”

Kevin Rose, president and

DALLAS—Pergo, the inventorof laminate flooring and oneof the world’s most recog-nized flooring brands, recent-ly kicked off its newbrand�campaign titledMaster the Art of Staying In.The campaign’s goal is to fur-ther elevate Pergo’s brandawareness nationwide, espe-cially among the ever-impor-tant 25-34 age group.

Research shows that stay-ing in is the new going outamong these young homeown-ers. “Millennials are a very covet-ed consumer group for home andshelter products, because millen-nials combined with Gen X makeup more than 59% of all homebuyers in today’s market,” saidPaij Thorn-Brooks, vice presi-dent of brand marketing forPergo, a division of MohawkNorth America. “To most effec-tively increase brand awarenesswithin this target group, our newmarketing campaign focuses onhow Pergo products enhancethose aspects of life most impor-tant to millennials.”

“The first step of Pergo’s newbrand campaign was the recentlaunch of an �original 8-episode,Pergo-branded reality seriestitled� Ultimate Staycation.“This� branded digital contentseries is new and ground break-ing for the flooring category,”Thorn-Brooks said. “Capturingorganic� content directly relatedto the performance of our prod-ucts is extremely valuable for res-onating with the end consumer.No other flooring brand hasreached out to millennials yet viathis concept.”

Pergo’s message for millenni-

als during the UltimateStaycation series and through-out the Master the Art ofStaying In brand campaignenables millennials to envisionthemselves living on Pergofloors in an engaging way.

“The series tells millennialsthat when you upgrade yourhome with Pergo floors, it’s thestart of making your place sonice you’ll never want to leave,”Thorn-Brooks said. “You’ll soonrealize everything you go outfor is so much more enjoyable athome. You have everything youwant, just the way you like it.There’s no place like home whenyou have a Pergo floor.”

“With a heavy focus on mil-lennials, Pergo’s go-to-marketstrategy for the new campaignhas placed its social media chan-nels center stage. “We recognizethe importance of engaging con-sumers on their preferred chan-nels, therefore our digital priori-ties for this campaign areFacebook, YouTube, Instagramand Pinterest,” Thorn-Brooksexplained.

Pergo campaign targets millennials

social media

Retailers are increasingly covetingthe influential millennials

demographic.

24 I September 12/19, 2016 fcnews

Choosing the right grout is acritical element of anyceramic tile and stone

installation, experts say.Technological advances are trig-gering the development of prod-ucts that last longer, enable fasterinstallation and help ensure easymaintenance over the lifetime ofthe surface.

“Today’s tiles are larger, groutjoints are smaller and end usersexpect higher grout perform-ance,” said Tony Pasquarelli,director of marketing, CustomBuilding Products. “Stain-proof,color-consistent grouts that areeasy to install and require nosealing are quickly becoming thenew standard.”

As tile sizes get larger andjoints become narrower, groutsneed to be more fluid in consis-tency for ease of installation anddeeper penetration to avoidshrinkage. “Ardex grouts have adifferent type of polymer technol-ogy than what has been typicallyavailable in North America con-taining very fine aggregate butstill deliver outstanding strength,”noted Russ Gaetano, marketing

manager, tile and stone installa-tion systems. “Stain resistanceand color consistency are veryimportant components, and theyhave self-contained sealers thatdon’t require a grout sealer.”

Finding tile grout that with-stands the test of time is an ongo-ing challenge for installers. Whilethe basic functionali-ty of the productremains largelyunchanged—fillingin joints betweenfloor and wall tiles,preventing the edgesfrom chipping orcracking, and maxi-mizing the beauty oftile—suppliers con-tinue tinkering withformulations to keepup with ever chang-ing tile formats. New polymersand chemistries are allowingmanufacturers to design rapid-setting grouts with enhanced per-formance characteristics whilemaintaining ease of installation.

“Premium grouts are morecolor consistent than ever beforeallowing a more worry-free instal-lation,” said Michelle Swiniarski,market manager, ceramic installa-

tion systems, Bostik. “They offerenhanced stain, crack and chemi-cal resistance making them easierto maintain and more aesthetical-ly pleasing during the life of theinstallation.”

Ease and speed of installationare critical components for anytile contractor, especially in mar-

kets with high labor rates. Thishas helped accelerate introduc-tions of more single-componentgrouts, where grouting andcleanup are measurably faster,industry members say.

“These materials havegreater performance and color-fastness than their traditionalcementitious counterparts andoffer a kind of half-step between

cement and epoxy grouts,” saidRyan Fasan, technical consult-ant, Tile of Spain.

Custom’s Fusion Pro SingleComponent Grout is warrantiedto be stain proof and color per-fect, making it ready to use fromthe get-go. “The single compo-nent grout is factory mixed, so

there is no need to addwater, mix on site orallow for slake time,”Pasquarelli said, addingit is easy to spread anddoes not require seal-ing. “Plus, you installthen clean immediately,which is a huge benefiton typical jobs.” FusionPro comes in 40 stan-dard colors, and eightFusion Pro DesignerSeries options offer

reflective color accents. High performance, pre-mixed

grouts reportedly combine thestrength, durability and suitabilityattributes of cement-based andepoxy grouts for use in commer-cial spaces. “Premium, fast curingpre-mixed and cement-basedgrouts are the largest growingtrend,” Bostik’s Swiniarski said.“End users are looking for premi-

um performance characteristics,and contractors are looking forspeed and ease of installation.”

These products are easy touse and attractive to the growinginflux of installers new to the tiletrade. “All pre-mixed grouts arepolymer resin-based or urethane-based,” said Tom Plaskota, techni-cal support manager, TEC. “Pre-mixed grout tends to be resistantto stains, cracks and shrinking.”TEC InColor AdvancedPerformance Tile Grout, availablein 17 colors, is a high-perform-ance, pre-mixed product applica-ble for residential or commercialusage, inside or outdoors.

Grout comes in various col-ors, and specification often isdetermined by the width of thetile joints. For example, unsand-ed grout—made from a blend ofPortland cement and powderedpigments mixed with water—isrecommended for floor and walltiling projects with joints spacingfrom 1⁄16 to 1⁄8 inch. Sanded grout istypically used for larger jointsand consists of a cement-basedmortar with small sand grainsadded to it to help when setting.

“There are even grouts thatoffer atomized glass beads of dif-

By K.J. Quinn

Ardex FL Grout has a creamy consistency, whichallows application to a large area before cleaning.

Latest grouts help facilitate faster application for professional mechanicsinstallation

fcnews September 12/19, 2016 I 25

ferent colors, and even metallic,specifically for glass mosaicinstallations,” Fasan pointed out.“Some of the finer aggregategrouts are even safe for glossyfinishes, depending on the hard-ness rating of the glaze. [This]helps alleviate the necessity ofusing non-sanded varieties thatcan be much more difficult incleanup and frequently haveshrinkage issues if too muchwash water is used.”

In the cement grout category,new, higher performing cementgrouts are growing rapidly inpopularity. “They are rapid cur-ing and more color consistentand efflorescence resistant thana standard cement grout whileremaining easy to clean duringthe installation process,”Swiniarski said. “They also offerenhanced stain resistance. Theirdrying speed allows the installa-tion to be opened up to trafficmuch sooner than a standardgrout and are easier to maintain.”Bostik’s Hydroment Vivid, arapid curing, premium-grade andcement-based grout, offers con-sistent color technology withenhanced stain and efflorescenceprotection for demanding com-mercial and residential projects.

Epoxy grout, considered apremium product and availablein sanded and non-sanded for-mulations, offers water-resistantproperties and can be utilized forvirtually any tile application.Ardex WA is marketed as the eas-iest to apply and clean epoxygrout available.

“It has a very creamy consis-tency unlike any other epoxiesand cleans off with only water,leaving minimal or no haze forthe final cleaning,” Gaetanoexplained. “Ardex WA can also beused as tile adhesive for use inpools and other difficult environ-ments.”

Indeed, grout is becomingmuch more specialized. Vendorsare making them lighter in weightand easier to handle. And in thecase of cementitious grouts,advances have been made to allbut eliminate color inconsisten-cies. “With our new PermacolorSelect, we can now offer thou-sands of custom colors within twoweeks at a very small minimum,allowing designers no limit totheir creative juices,” said RyanBlair, product manager, groutsand sealants, Laticrete. Sealing ofthe cementitious grout is notrequired, thanks to new sealertechnology incorporated into thebase material, which saves oninstallation time and labor costs.

In reformulating their prod-ucts, producers are mindfulabout the impact grouts have on

the environment and meetingsustainable building designrequirements. Manufacturerspublish a list of low-VOC settingmaterials to aid in occupanthealth and safety concerns.“More and more grouts areexhibiting zero or low VOCs,”Plaskota said. “In addition,ready-to-use grouts allow groutto be resealed and used for futurejobs, which reduces productwaste.”

There are grouts that incor-porate partially recycled content,if that is a consideration for aproject. “We are currently look-

Building Products’ Build Greenand Emerald programs, whichpromote sustainability.

“To an installer, this light-weight component makes Prism

easy to work [with],” Pasquarellisaid. “Design professionals andend users find it ideal when theyare seeking environmentally con-scious installation solutions.”

ing into renewable resourcesas a large basis of our rawmaterials for many of ourproducts,” Laticrete’s Blairsaid. “This change will happenin the near future.”

The use of recycled con-tent adds a green componentto these traditional products. Forinstance, Custom’s Prism Groutcontains up to 15% post-con-sumer recycled content byweight. Prism is part of Custom

Dimension RapidCure, a glass-based, pre-mixedgrout, conveys a reflective appearance.

Latest grouts help facilitate faster application for professional mechanics

26 I September 12/19, 2016 fcnews

SALES & OPERATIONSImmediate opening in Sarasota.

Openings in the near future: Tampa, Largo, and Brandon.If you are looking to be a part of an energetic, dynamic, and

positive company, Brewer Flooring Group is the place for you!Seeking all Sales & Operations positions.

Send resume to: Sarasota location: tcady@brewercarpet.com

All other locations: tshepardson@brewercarpet.com

FLOORING BUSINESS IN TEXAS FOR SALE2 acres land and 4200 sq ft building

20 yrs in business / time to retirecontact Charles @ 254-445-4747 or fffloors@gmail.com

DIRECTOR OF SALES AND MARKETINGDerr Flooring Co, one of the nation’s largest and oldest wood flooring distributors, is seeking a

director of sales and marketing to help the company achieve our goal of significant growth over thenext decade. The position reports directly to ownership. Responsibilities include managing the

outside sales team, working with suppliers to create and implement sales programs and working with ownership to evaluate and modify product mix.

Requirements: A minimum of 10 years of sales experience in the flooring industry with at least 3 years of management experience.

A bachelor’s degree, or higher is desirable.A competitive salary and benefit package accompanies this position.

Interested parties should send their resume to: Chet Derr III. at cderr@derrflooring.com

SALES REPRESENTATIVE WANTED Quality Carpet & Vinyl is one of the fastest growing companies in the flooring industry. We are seeking

experienced sales representatives, in the Metro-Atlanta area, to maintain professional relationships withcurrent clients as well as mine for new business in the apartment communities, single family homes,senior living centers and new construction markets. We pride ourselves in doing things right the firsttime! Please submit resumes to: wbean@qcvinc.com. All inquiries will be kept in strict confidence.

TERRITORY SALES REPRESENTATIVE Job Description:

Provenza Floors, Inc., has been creating innovative, stylish and unsurpassed quality hardwood floors,both custom and running line, for over 33 years. Provenza is currently hiring full time Territory Sales

Representatives throughout several U.S. markets. The Territory Sales Representative is responsible forachieving sales goals and executing sales plans within an assigned sales territory. The Territory Sales

Representative will be expected to constantly prospect and secure new business to help generatesales growth as well as increase the existing customer base volume.

Benefits:• Full health benefits • 401K • Paid Vacation

Compensation:• Base salary plus commission *Earning potential $100,000 plus after 1 year

• All business related expenses paid monthly• Company provided smart phone with service included

Responsibilities:• Design an action plan to successfully create new business and build client relationships

• Responsible for achieving company sales targets and update management with the status of accounts

• Maintain a professional, ethical, and positive disposition as a primary representative of Provenza in the community

• Regularly attend client meetings, trade shows, networking events, conferences, and any other flooring related functions

• Integrate sales efforts with other organized marketing activities (promotions, advertising, exhibitions, telemarketing, social media marketing, etc.)

Requirements:• 3+ years previous experience working in a sales role and/or as a business

development representative, preferably outside sales and in the flooring industry• Bachelor’s degree (BS/BA) from a four-year college or university or related work

experience preferred but not required• Industry knowledge or the ability to seek knowledge if new to the industry

• Able to work in a fast paced environment with a demonstrated ability to multi-task according with the tasks of the job

• Proven ability in creating new business and strong client relationshipsKeywords: sales, business development, flooring, growth, relationships

Please email: hr@provenzafloors.com

Floor Covering News550 W. Old Country Rd.Suite 204Hicksville, NY 11801

FOR A QUOTE CONTACT

Nadia Ramlakhan

nadia@fcnews.net Call: 516.932.7860Fax: 516.932.7639floorcoveringnews

f c n ew s . n e t September 12/19

CAREER OPPORTUNITIESBUSINESS OPPORTUNITIES CAREER OPPORTUNITIES CAREER OPPORTUNITIESBUSINESS OPPORTUNITIES

1 CENT/SF FLOORING ESTIMATINGFast & Accurate - Callidus Takeoffs

commercialflooringestimating.com

FLOOR COVERING CENTER OVER 50 YEARS FOR SALE

Owner Retiring. West central Ohio, interstate exit.Aggressively priced. Building equipment included.

Contact Bruce Binkley, RealLiving CCR at 567.644.9893 orbbinkley@watchtv.net

SALES AGENTSExcellent opportunity awaits you. Major new flooring manufacturer is seeking sales agents in WA, MT, OR,ND, SD, NE, MN, WI, IA, IL. Qualified applicants can call 1.800.868.2194 ext. 301 or mail their resume to:

ATM Floor Covering, Inc., P.O. Box 1012, Dalton, GA 30722

or email: kyle@atmfloorcovering.com

WE HELP DEALERSPrivate labels, specialty mills & etc.

Call us now at 800-228-4632 www.carpetbroker.com

CAREER OPPORTUNITIES CAREER OPPORTUNITIES

PHENIX FLOORING IS GROWING AND IS SEEKINGCANDIDATES FOR A TERRITORY MANAGER POSITION

Territory: Western Michigan This is an excellent opportunity for a knowledgeable,

experienced Floorcoverings Sales Professional to align with a rapidly growing manufacturer.

Candidates based in Grand Rapids preferred. Phenix is a privately owned company based in Dalton Georgia

which specializes in the manufacturing and distribution ofresidential flooring to the nation’s top retailers.

Benefits include:•Health, Life, and Disability Insurance

•401K with Company Match•Paid Vacation

Compensation:•Base Salary plus Commissions

•Paid Business ExpensesInterested Candidates may apply via e-mail to

hmillsaps@phenixflooring.com or by fax: 706-279-8284

Phenix Flooring is an Equal Opportunity Employer

CLOSEOUTS WE BUY IT ALL!Midwest retailer buying closeout inventories of

laminate, tile, carpet, hardwood, stone 1ST & 2NDSEmail your inventory to: jhamamy@factory-surplus.com

816-761-1777 X 10

fcnews September 12/19, 2016 I 27

15 ARM 9X12 AREARUG RACK FOR

SALE Never used, brand new

$1,000 or best offerCall Fran at 815.228.3139

OUTSIDE SALES REPRESENTATIVESFERMA FLOORING is a growing importer and national distributor for

flooring of hardwood (solid &engineered), luxury vinyl & bamboo, laminate based in New Jersey. We are looking for Sales Representatives covering territories of NY, NJ, CT and MD&VA respectively

for B2B sales. Related knowledge and experiences are required. Please fax resume to 732-225-5290or email to sales@fermaflooring.com or hr@fermaflooring.com

SALES AGENTS – MULTIPLE TERRITORIESLexmark Residential Carpet is growing again! Top commissions paid.

We are looking for agents with potential to grow into permanent positions. Chicago, Milwaukee, Arizona, New Mexico, Hawaii, Wyoming, Nevada, Montana, Iowa,

Kansas, North Dakota, South Dakota, and Nebraska. Email resumes to darrell.locke@lexmarkcarpet.com

MARKETPLACE MARKETPLACEMARKETPLACEMARKETPLACE MARKETPLACE

CAREER OPPORTUNITIESCAREER OPPORTUNITIES CAREER OPPORTUNITIES

WE BUY USED CARPETCUTTING MACHINES

407.509.3030

PHENIX FLOORING IS GROWING AND IS SEEKINGCANDIDATES FOR A TERRITORY MANAGER POSITION

Territory: Massachussets and Rhode Island. This is an excellent opportunity for a knowledgeable, experienced Floorcoverings Sales Professional

to align with a rapidly growing manufacturer in an established territory. Phenix is a privately owned company based in Dalton Georgia which specializes in the

manufacturing and distribution of residential flooring to the nation’s top retailers. Benefits include:

•Health, Life, and Disability Insurance•401K with Company Match

•Paid VacationCompensation:

•Base Salary plus Commissions•Paid Business Expenses

Interested Candidates may apply via e-mail to hmillsaps@phenixflooring.com or by fax: 706-279-8284

Phenix Flooring is an Equal Opportunity Employer

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