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floor
November 2017
trends ■ Visualizer Tools
■ Top-Notch Transitions
■ 5 Ways to Win at Retail
The Authority on Residential and Commercial Flooring
February
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Contents november 2017 + vol. 19, no. 11
On the Cover: Relaxing patterns and tones
define Mohawk Group’s Serenity Collection of home
and commercial carpet tile. See more from Mohawk
on page 40.
Features
5 Ways to Win at Retail
20
By Sunil Taneja
Top-Notch Transitions
24 By Tanja Kern
Design Made Easy
30 with Visualizer Tools
By Danielle Clair Simpson
24
Reimagining Wood
36 with Jamie Beckwith
By Danielle Clair Simpso
Industry Q&A: Cynthia Hubbell,
40 Mohawk Group
By Tanja Kern
20 Columns
+ Departments
6............Editorial
10..........Let’s TalkFloor
14..........News
18..........New Products
44..........Contractor’s Corner
48..........Message to Marketers
50..........Ad Index
30 36
FLOOR TRENDS (formerly National Floor Trends) Volume 19, Issue 11 (ISSN: Print 2168-0051 and Digital 2168-006X) is published 12 times Digital
Exclusives
annually, monthly, by BNP Media II, L.L.C., 2401 W. Big Beaver Rd., Suite 700, Troy, MI 48084-3333.
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publisher. The publisher is not responsible for product claims and representations. Periodicals Postage Paid at Troy, MI and at additional
• Buddy Wisdom: Attitude is Your
mailing offices. For SINGLE COPY SALES OR BACK ISSUES ONLY: contact Ann Kalb at (248) 244-6499 or KalbR@bnpmedia.com. Success to Selling
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For subscription information or service, please contact Customer Service at: Phone: (800) 952-6643 Fax: (847) 763-9538.
4 November 2017 + floortrendsmag.com
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like Pinterest and Houzz. design process easy. Consumers can
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EDITOR’S LETTER BY TANJA KERN CHIEF EDITOR floor
trends
For subscription information or service, please
contact Customer Service at:
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Email: floortrends@omeda.com
Corporate Office:
CREATING
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Phone : (248) 362-3700, Fax: (248) 362-0317
a New Reality Group Publisher: David Madonia
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Associate Publisher
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(973) 248-6097 • ParryK@bnpmedia.com
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V
Advertising Manager: Southeastern
Santiago Montero
(917) 482-3800 • MonteroSantiago@gmail.com
irtual reality (VR) or before every stepping foot into a store
Group Editorial Director:
augmented reality (AR) or showroom, VR and AR technology Tanja Kern
KernT@bnpmedia.com
seem like magic. The are game changers. A retailer or manu-
technology that was once facturer can present a lot of options to Senior Editor: Michael Chmielecki
ChmieleckiM@bnpmedia.com
mysterious and novel clients in a short amount of time, giv-
Managing Editor: Danielle Clair Simpson
has emerged from computer labs and ing them a sense of ownership. It also ClairD@bnpmedia.com
research facilities to become part of allows the retailer or manufacturer the
Group Digital Editor: Morgan Laidlaw
everyday life. chance to connect with their client on LaidlawM@bnpmedia.com
While VR places you in a virtual another level; they are providing tools Editorial Director, TalkFloor: Dave Foster
world, AR places virtual objects onto that the client can’t get anywhere else, DaveFoster@talkfloor.com
the real world and lets you interact with and they will learn to rely on them to Senior Art Director: Rick Arvidson
ArvidsonR@bnpmedia.com
them. You may have downloaded a few help their decision making.
apps onto your smartphone that use Home furnishings retailer Ikea has Production Manager: Jennifer Allen-Wise
Allen-WiseJ@bnpmedia.com
the technology, most notably Snapchat, been experimenting with how virtual
Marketing & Trade Show Manager:
which pioneered AR in the social media reality experiences will help their cus- Valsa Terron-Khan
space with its popular puppy, deer and tomers make more informed choices. Terron-KhanV@bnpmedia.com
flower crown selfie filters, which it calls In September, the retailer introduced Corporate Reprint Manager: Jill DeVries
(248) 244-1726 • DevriesJ@bnpmedia.com
lenses. Earlier this year the company Ikea Place, an AR app that lets consum-
introduced a set of rear-camera lenses ers experience, experiment and share List Rental Sr. Account Manager: Kevin Collopy
(402) 836-6265 • Toll Free: (800) 223-2194 x684
that place virtual objects, like Bitmoji popping Ikea products into any space. Kevin.Collopy@infogroup.com
avatars, in the real world using the app’s Everything is 3D and true to scale so you Sr. Account Manager: Michael Constantino
camera. can see if it’ll fit. (402) 836-6266
Michael.Constantino@infogroup.com
But VR and AR aren’t all fun and “Augmented reality and virtual real-
Online Development Director: Nikki Smith
games; they are remarkable tools for ity will be a total game changer for retail Directory Development Manager: Erin Mygal
the flooring space. Not only are project in the same way as the internet. Only Audience Marketing Coordinator: Emily Clemens
Corp. Integrated Media Manager: Megan Neel
specifiers and consumers able to visual- this time, much faster,” said Michael Audience Audit Manager: Anna C. Silvestri
ize spaces and try out different materials, Valdsgaard, leader digital transformation Single Copy Sales: Ann Kalb
colors and textures, they can immerse at Inter Ikea Systems. kalbr@bnpmedia.com
themselves and get a feel for how the In this month’s issue, Managing Editor Corporate Directors
Publishing: John R. Schrei
space changes with modifications to the Danielle Clair Simpson explores the AR Corporate Strategy: Rita M. Foumia
flooring. and VR technologies being explored in Creative: Michael T. Powell
Events: Scott Wolters
That’s priceless on many accounts. the flooring space. It’s a new reality, and Finance: Lisa L. Paulus
From the manufacturer’s perspective, it we have a front-row seat. ft Information Technology: Scott Krywko
Human Resources: Marlene J. Witthoft
is allowing them to create more room Production: Vincent M. Miconi
Clear Seas Research: Beth A. Surowiec
scenes and marketing tools without
the time and expense of building live
sets to photograph. For consumers and
architecture and design specifiers, who
BNP Media Helps People Succeed in Business
are doing more research on their own with Superior Information
6 November 2017 + floortrendsmag.com
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Let’s taLkFLoor By Dave Foster
Canada nufloors
shifts into High Gear
C
anada Nufloors is their individuality with consider ourselves more worked with the general
a retail group with the Nufloors group taking of a marketing group. manager.
a unique structure responsibility for marketing, Our focus is really on The board then decided to
and a group that has shifted website development, creating marketing and form subcommittees which
gears over the past year branding and with a great deal branding as well as business are: the supplier commit-
or so to make sure all of of the decision making being development. We do some tee, recruitment committee,
its cylinders are firing at left up to the membership. In group buying but it’s not branding/marketing com-
maximum efficiency. The fact, the organization is run by our focus. mittee, technology commit-
group has arranged itself in a
way that is quite uncommon
in this industry because it
replaced its general manager
with a board of directors
that is made up of its retail
members, placing them at
the center of developing
a direction and specific
programs and managing the
day-to-day business.
We had the opportunity
to sit down with Cynthia
Dean, the group’s director
of accounting and member
services, and learned more
about this organization and
its way of doing things. You
can listen to this interview
at floortrendsmag.com
then click on podcasts. The A selling point for Nufloors is that retailers can maintain their independence while tapping into marketing
and business support from fellow members.
following is excerpts from
that interview.
a board of directors, which is TF: Tell us more about tee and finance committee,
TF: To make sure elected from its members. the structure of the and staff works with board
we are all on the same Nufloor board of directors. members.
wavelength, tell us about TF: Can we draw a Dean: We set up this We feel that members are
Canada Nufloors group. distinction between system about two-and-a-half the ones closest to the business
Dean: The group celebrated Nufloor and what would years ago when we decided and when someone comes up
its 10th anniversary the normally be defined in to get away from having a with an idea, it’s discussed by
year before last. It’s really this industry as a buying general manager in favor of everyone. The arrangement
a group of independent group? having the organization run seems to be working very effi-
retailers that have come Dean: We don’t by a board of directors. We ciently for all of the members
together. The really important consider ourselves a have always had a board of and there are no plans to initi-
element is that they keep buying group; instead we directors but previously they ate any changes.
10 November 2017 + floortrendsmag.comTF: It also sounds very and post special sales they
interesting operating
without a general manager.
are holding, we also provide
special graphics to support WOOD MOISTURE METER LINE
Dean: It is, but again, those sales. Members also
what we have learned is that have the ability to update
by having the board in place, their specials as frequently
because they are the actual as they desire. The specials
store owners and really pages are formatted so they
understand the business can be search by category.
better than anyone else, their Many of our stores have
expertise is valued highly by been extremely successful
the entre group. The concept with this feature. It provides
has worked out really well. a real call to action when
consumers visit our site.
TF: Talk about
recruitment of new TF: In this the digital
members. age, I see a retailer’s
Dean: Previously we were website as an extremely
not extremely successful at important element of the
recruiting new members. In entire business.
setting up the recruitment Dean: Our retailers
committee we were able to depend on the website
discuss the advantages we
are able to offer in terms of
realizing that customers
start the shopping process
CONCRETE MOISTURE TEST
value to new members and online. We make sure that
we feel that we have a great all members come up at
package to demonstrate least first or second on a
to prospective members Google search for their area.
the advantages of joining It’s extremely important for
Nufloor. The entire program us to manage search engine
has worked out very well. optimization.
TF: One of the recent TF: What are the prime
features that the group has elements that you feel are
launched is a new website. absolutely necessities for
Tell us about that. an effective website?
Dean: The website has Dean: Customers are
been up now for more than definitely looking for
a year and we go through it images and references and
periodically and revamp it. one of the factors we feel
One of the great advantages very strongly about now is
with the site is that it is making sure that reviews
controlled to a large extent are included as well. This
by the members, in that they area has been a challenge for
can change their homepage some of our stores; being
floortrendsmag.com + November 2017 11Let’s taLkfLoor
confident enough to ask eventually take it over. This TF: What are your TF: It appears that
a customer to put reviews group helps us gain insight thoughts as to retailer’s service is at the center of
online. We are aware that into the technologies and mindset about joining a building a retail business.
the first thing prospects do discovered and use as well as group? What are your thoughts on
in the demographic we are the ad messages they would Dean: The bottom line is service?
aiming at is to get online, respond to. The idea here is that if they see a benefit in Dean: If you go online
see who comes up in their to setup a system that helps joining the group they will you will find that just about
search and then look for keep us abreast of the wants join. Many of the retailers we every retailer will say that
reviews because they want and needs of next generation talked with felt very strongly they have great customer
to gain a certain degree of of consumers and store about maintaining their service. For us, however,
confidence in the company owners. independence and a prime it was identifying what
will ultimately work with. reason they have not joined exactly good service looks
Reviews have become an TF: I visited the Nufloors a group is that they value like. We ask the question,
extremely important element site before we talked and that independence. That has what makes for a beautiful
for any website. one of the features I really become a major Nufloors experience for the customer
and what are the small and
large elements that make
that experience a good
one? One of the biggest
points is just keeping in
touch. Nothing annoys a
customer more than having
something promised and not
delivered or not receiving a
call that has been promised.
And even though we are
focusing more and more on
millennials, baby boomers
are downsizing their homes
and buying condos, which
offers the potential of
two projects. And for this
demographic customer
service is key. Retailers
have to make sure they do
what they say and what
they intend to do. For us
Nufloors is run by a board of directors that is made up of its retail members.
it’s really identifying what
constitutes good customer
TF: Technology is an liked was the Idea Gallery. selling point in that they can service and making sure
absolute necessity to be Dean: People love this maintain their independence that each of our members
successful today, but there section of the site, and the but also can get support from are able to deliver that great
are still many that are Idea Gallery concept is a a group, a group of like- service. ft
afraid of it and take some very popular approach that minded people with whom
coaxing to embrace it. consumers take in making they can discuss issues, they Editor’s note: There is more to
this conversation than space
Dean: Technology changes decisions about their project. can also take advantage of permits. Check out the entire
so quickly that it’s difficult They gather a number of a wide range of marketing interview by visiting www.
TalkFloor.com and clicking on
for anyone to keep up with. ideas and then select one materials and an extremely the Floor Radio tab. We’d love
As a result, we have formed a before they visit a store. effective website. Nufloors to hear your feedback of this
special subcommittee called There are also a number of is not a profit center; funds and other conversations you’ve
watched or listened to on the
the Next Generation Group. places consumers can go to that are left over after all site, as well as any people or
Many members have brought gather ideas such as Houzz of the year’s projects are companies you’d like to see
interviewed. You can contact
this sons and daughters into that offer a wide variety of completed goes back to the Dave Foster at davefoster@
the business with the plan to ideas. members. talkfloor.com.
12 November 2017 + floortrendsmag.comYou help cover
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© 2016 Synchrony FinancialIndustry news
CCA Global Hosts 15th Annual Charity Golf Tournament
Julius Shaw, Jr., retired executive vice president, Shaw Industries, FCIF was presented with a check for $160,000 that was raised at the
left; Howard Brodsky, Co-CEO of CCA Global; and Julian Saul, retired 15th Annual CCA Global Alan Greenberg Memorial Golf Tournament.
president of Shaw Industries, chat at the awards ceremony of the 15th Pictured from left: Tod Greenberg, vice president at CCA Global; Andrea
Annual Alan Greenberg Memorial Golf tournament. Dobbins, executive director of FCIF; Charlie Dilks, CPO at CCA Global;
and Howard Brodsky co-CEO of CCA Global.
Third place team at the CCA Charity Golf Tournament from left: Rick First place team receiving congrats from the CCA’s leadership team
Bennet, co-CEO of CCA Global; Tim Donahue, residential division sales at the 15th Annual Alan Greenberg Memorial Golf Tournament. From
manager, Forbo Flooring Systems; Charlie Dilks, CPO at CCA Global, left: Rick Bennet, co-COE of CCA Global; Nash Nance, vice president
Piet Dossche, president USFloors/executive vice president, hard surface at Nance Flooring; Mike Nance, principal at Nance Flooring, Charlie
design at Shaw Industries; Dennis Darragh, general manager at Forbo Dilks, CPO at CCA Global; Bus Culotta – Southeast regional manager
Flooring Systems; and Howard Brodsk, co-CEO of CCA Global. at Leggett & Platt; Howard Brodsky, co-CEO at CCA Global; and Mike
Cronin, director of national accounts at Leggett & Platt.
AdAirsville, GA.Ñin its 15th year, the annual Alan work of the FCiF, and raise money in the process, is something
Greenberg Charity Golf Tournament, hosted by CCA Global we truly cherish.”
Partners, raised $160,000 in funds to support the Floor each year, the event draws manufacturers, distributors,
Covering industry Foundation’s (FCiF) efforts to financially retailers, industry trade associations, and individuals from within
assist those who are, or have been, affiliated with the floor the floor covering industry, along with supporters from related
covering industry that have experienced a life-altering hardship, industries together. They contribute to the FCiF by participating in
like catastrophic illness or a severe disability. the tournament as well as through sponsorships and donations.
Taking place at the scenic Barnsley Gardens resort in the “This event continues to be one of the largest contributors
foothills of the Blue ridge Mountains, members and supporters to the FCiF thanks to all our colleagues that participate” said
of the floor covering industry gathered for a friendly round of rick Bennet, co-CeO of CCA Global Partners. “it’s a powerful
golf to benefit FCiF. feeling when an industry is able to unite and offer support to a
“We feel fortunate to host this wonderful event,” said Howard worthy cause.”
Brodsky, chairman and co-CeO of CCA Global Partners. Call (855) 330-1183 or visit fcif.org to donate or apply for
“Having the opportunity to bring awareness to the admirable grants for families with catastrophic medical conditions.
14 November 2017 + floortrendsmag.comMilliken Makes 2017 America’s Registration for Coverings 2018
Safest Companies List Now Open
Spartanburg, S.C.—Milliken has landed a spot on EHS atLanta—registration for Coverings, taking place in atlanta
Today magazine’s 2017 america’s Safest Companies List. May 8-11, is now open. Coverings provides a stage for the
Milliken, a three-time honoree, was one of 13 companies most innovative tile and stone products from around the world
recognized for providing a safe working environment for and delivers critical information about the industry’s latest
thousands of employees. In addition, Milliken became the first- trends through the show’s annual CEu-accredited conference
ever company named to the america’s Safest Companies Hall program—all free of charge.
of Fame. “Coverings aims to not only highlight the inherent value
america’s Safest Companies, created in 2002, is a of tile and stone materials—their adaptability, durability, low
corporate award honoring the safest companies in the united environmental impact and beauty—but also foster connections
States. Since 2002, more than 225 companies with clearly between industry professionals, to grow businesses and
demonstrated commitment to employee safety and health, build lasting professional relationships,” said alena Capra,
environment management, and risk control have been included Coverings industry ambassador. “We’re thrilled to make
on the list published by EHS Today. our return to atlanta in May and to engage with the vibrant
among the various elements considered when creating the community of industry professionals that comprise this
america’s Safest Companies list, EHS Today looks for trans- market.”
formational environmental, health and safety leadership across taking place in atlanta for the first time in five years, the 2018
the board. Companies on this list are recognized for their inno- show will feature 1,100 exhibitors representing more than 40
vative solutions to safety challenges, significantly lower injury countries and take over 450,000 square feet of exhibition space
and illness rates than industry averages, comprehensive train- at the georgia World Congress Center. according to show
ing programs, top-notch internal and external communications organizers, programming for Coverings will offer sessions for
speaking to the value of safety, and a commitment to incident every category of tile and stone professionals featuring more
prevention. than 60 CEus for attendees.
For more, call (864) 503-2020 or visit milliken.com. For more, call (571) 313-5801 or visit coverings.com.
NALFA Celebrates Milestone with Website Relaunch
nEW York—In celebration of its trade professionals, and industry members. “We have worked hard to make the
20th anniversary, the north american “We are excited about the redesign of website user friendly for consumers
Laminate Flooring association (naLFa) our website,” said naLFa president Dan who are researching their floor options,
has relaunched its website. natkin. “We have worked hard to make the while continuing to be the voice for the
the updated website features a brand website user friendly for consumers who are laminate flooring industry. We are proud
new look and feel with updated content researching their floor options, while continu- of the final product.”
and improved mobile access. It is designed ing to be the voice for the laminate flooring For more, call (202) 785-9500 or visit
to enhance the experience of consumers, industry. We are proud of the final product.” nalfa.com.
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floortrendsmag.com + november 2017 15Industry news
Shaw’s Hutchison Receives Faces H.J. Martin Wins Environmental
of Manufacturing Award Achievement Award
Marten Hutchison,
Starnet’s Fred
left, lead innovation
Williamson, left,
manager at Shaw
congratulates
Industries, and John
Rachel Weber,
Zegers, GaMEP at
center, and Gary
Georgia Tech northwest
VandenLangenberg,
Georgia region
right, of the H.J.
manager. Hutchison
Martin and Son
is a recipient of the
commercial
2017 GaMEP Faces of
flooring team on
Manufacturing Award.
the company’s
2017 Gold Starnet
Environmental
Dalton—Shaw’s Marten Hutchison is a recipient of the Achievement Award.
Georgia Manufacturing Extension Partnership (GaMEP) 2017
Faces of Manufacturing award.
Hutchison, lead innovation manager at Shaw, is one of four GREEn Bay, WIS.—H.J. Martin is the recipient of Starnet’s
Georgians recognized for their respective contributions and 2017 Gold Starnet Environmental achievement award.
commitment to the manufacturing industry, which is a key “We applaud the management of H.J. Martin and Son
driver of the state economy. for taking the initiative, and for continuing to focus on,
Since joining Shaw in 1993, Hutchison has held numerous sustainability,” said Fred Williamson, executive vice president
positions, including one where he led a team to build one of for Starnet. “thank you for raising awareness, both inside
the largest plastic bottle recycling facilities in north america. and outside of the flooring community, and for being a strong
a graduate of the Georgia Institute of technology with a leader in environmental stewardship.”
degree in mechanical engineering, Hutchison has focused on among the environmentally friendly initiatives undertaken
equipment and technology to improve processes and incorpo- by H.J. Martin and Son are the installation of lED lights on
rate automation into Shaw’s plants. the sales floor of the company’s two showrooms, offices and
“It’s a great honor to be recognized as a Face of Manufac- warehouse, reducing electricity use to one-sixth of its prior
turing in Georgia,” Hutchison said. “I’m proud of how Shaw’s amount; the use of eco-friendly products for installations
approach to manufacturing has become increasingly innovative.” whenever possible; the implementation of electronic time-card
GaMEP is a federally funded economic development pro- and payroll systems; the conversion of all accounting reports
gram of the Georgia Institute of technology’s Enterprise Inno- and postings to a PDF format to reduce paper use; separation
vation Institute. It works with manufacturers across the state to of cardboard and wood waste from normal on-site trash for
help them remain viable and economically competitive. proper recycling and disposal; purchase of a new server
In addition to his Shaw duties, Hutchison is a FIRSt Robot- and storage equipment to reduce electricity use by one-half,
ics team coach at northwest Georgia College & Career along with decreasing cooling needs; participation in a local
academy, where he helps students conceptualize, prototype, program to recycle used cell phones and company promotion
design, build and program robots for competition. the team of carbon-footprint reduction through car-pooling and bicycling
recently was awarded one of four Rookie Inspiration awards to work.
at the world competition. “H.J. Martin and Son appreciates the partnership with
“We are very proud of Marten and grateful to him for his Starnet as it makes us a better company,” said David Martin of
dedication to educating students in the StEM disciplines and H.J. Martin and Son. “We look to Starnet to gain best practices
exciting them about manufacturing, as they are the future of from commercial contractors across the country and to
our industry,” said David Morgan, Shaw’s executive vice presi- implement them in our business. this award is a credit to our
dent of operations. team and customers who are environmentally conscious.”
For more, call (800) 441-7429or visit shawinc.com. For more, call (920) 494-3461 or visit hjmartin.com.
Architect Christopher Grubb Launches Educational Series
BEvERly HIllS, CalIF.—Christopher “I have been invited by several design Can Work With Designers to Create
Grubb, president and founder of arch- schools to serve as an instructor, but luxury Bathrooms” and “Materials that
Interiors Design Group, recently recorded sadly my schedule doesn’t allow it,” said Enhance Remodeling Projects & Give
a series of educational courses for Grubb. “I find it very fulfilling to share my Clients an Unforgettable Experience.”
Construct-Ed, the on-demand website site knowledge via courses that my peers can Both of these are topics that Grubb has
that provides online learning. Grubb drew access any time online. the Construct-Ed recently presented to live audiences at
upon his 25-plus years of experience courses are an enjoyable way for me to trade shows and other industry-related
designing to produce courses that will give back to the design community.” events.
help others understand the concept of, Courses that Grubb produced for Change to: For more, call (310) 652-
and create with a focus on, luxury. Construct-Ed include “How Contractors 7600 or visit archinteriors.com.
16 november 2017 + floortrendsmag.comFeizy Introduces Ecore Strengthens Web Presence
Visualizer Design Tool with Updated Websites
Dallas—Feizy has partnered with online solutions lanCasTer, Pa.—ecore has updated its athletic, commercial
leader, MicroD, on a new digital merchandising program for and corporate websites to include optimized functionality and
dealers. fresh designs, in order to elevate the company’s online brand
The Feizy Catalog Program is a merchandising tool that presence and experience.
gives dealers the ability to showcase all Feizy catalog items “Our updated websites feature additional content, visuals and
online without increasing in-store inventory. Dealers that join resources housed in sleek, easy-to-navigate formats that allow
the program will have access to a dedicated brand landing our customers to find the specific products they need by market,
page to highlight Feizy products and tell their craftsmanship application area or flooring type,” said Bo Barber, ecore’s vice
story. Using the “accessorize” feature, online shoppers president of sales and marketing. “The websites are cohesive
can then select a Feizy rug and virtually place it beneath a with our latest branding and provide customized content on
furniture piece to visualize and coordinate with their other product detail pages depending on how the user navigated to
items before purchasing. that page, allowing us to speak more directly to our customers.”
By integrating the Feizy catalog with the OmniVue each updated site has its own designated landing page
platform, MicroD provides consumers and retailers with with content and information that specifically addresses the
a fully responsive website that is optimized and easy unique needs and preferences of each brand. The athletic site
to navigate on all devices. Users experience consistent is designed to target athletic and fitness customers, while the
catalog data, beautiful images, interactive room planning commercial website is focused on architects and designers
and visualization tools and expert development to serving the healthcare, hospitality, corporate, education,
maximize for search engine results. With the launch of multifamily, public buildings, retail and senior care markets. The
its 3D elements, MicroD continues to push the shopping corporate website provides information about the company as a
experiences into the virtual realm through 3D room whole, ecore’s history, as well as links to its heritage brands, in
planning, 360-degree product views, product configuration, addition to the athletic and commercial websites.
augmented reality and virtual reality. For more, call (800) 322-1923 or visit ecoreathletic.com,
For more, call (214) 747-6000 call or visit feizy.com. ecorecommercialflooring.com and ecoreintl.com.
floortrendsmag.com + november 2017 17PRODUCTS
1 3
2 4
1 Nourison Partners with 2 Anderson Introduces 3 Drayton by Milliken 4 Florida Tile Unveils Edge
Designer Christopher American Driftwood Celebrates the History The Edge collection, new
Guy Harrison Inspired by the beaches of of Textiles from Florida Tile, fuses the
The Christopher Guy Area North America, American Milliken’s new Drayton rug look of stone and cement into a
Rug Collection by Nourison Driftwood from Anderson is collection takes its inspiration resistant product able to tolerate
features 38 handmade area crafted from upcycled materials and name from the successful the most demanding applications.
rugs woven with fibers such for an enlightened design. revitalization of Drayton Mills in Contemporary in concept, Edge
as New Zealand wool, silk and American Driftwood blends South Carolina, a former Milliken is produced using proprietary
mohair. Each rug is created centuries-old liming techniques textile plant. The collection Dual Tech technology to obtain
with designer Christopher Guy with modern-day seaside charm includes 10 rugs, each featuring extremely durable through body
Harrison’s signature look, which to create an aesthetic that is distinctive traditional textile porcelain floor and wall tile.
fuses classic and contemporary both serene and savvy. patterns found in cultures around floridatile.com
elements to create a work of art. andersonfloors.com the world—from intricate Persian
nourison.com and ornate English themes, to
geometric African mud cloth
motifs.
millikenfloors.com
18 November 2017 + floortrendsmag.com1 3
2 4
1 Ege Seramik Channels 2 J+J Flooring’s Put a Cork 3 Lexmark Hospitality 4 Island Stone Expands
the Contemporary Feel in It Adds Personality Launches Desert Rain Level Pebble
of Tribeca to Interiors by Stacy Garcia Island Stone has expanded its
Ege Seramik has created a J+J Flooring Group’s latest Desert Rain guestroom carpet Level Pebble collection with Birds
cutting-edge contemporary Kinetex product introduction is by Stacy Garcia for Lexmark Egg Blend and Malu Grey. A mix
wood-look using modern Put a Cork in It, a distinctive + Hospitality is inspired by of beige, green and speckled
inkjet technology with its latest carpet tile featuring multi-tonal infinite and intricate formations stones, Birds Egg Blend perfectly
introduction of the Tribeca cork-like flecks that create a in the desert. Taking cues from suits the growing interest in the
collection. This pressed glazed clever and quirky pattern. This sedimentary rock forms and arid smooth surface of sliced pebbles.
porcelain tile is paired with a eclectic new tile will infuse lands, the product line’s palette Featuring distinct veining, Malu
modern color palette of grey character and personality consists of soft sumptuous Grey is light in color and pairs well
or beige with gentle variation. into any space through 16 shades of beige complemented with similar colored concrete and
Tribeca lends the beauty of colorways. with blue green and cool greys. ceramic surfaces.
natural wood, strength of jjflooringgroup.com lexmarkcarpet.com islandstone.com
porcelain and durability of a
Turkish product to interiors.
egeseramik.com
floortrendsmag.com + November 2017 19RETAIL INSIGHT BY SUNIL TANEJA
RETAIL INSIGHT
5 Ways to Win at Retail
Owner Stacey Pape’s Miniature Goldendoodle, Aspen, is a welcome face in the showroom and community.
L
ess than a decade old, 1. CREATE A shelves, barn wood doors, members at Pape’s store
SP Floors & Design MEMORABLE and showcases different last fall, they covered best
Center in McMurray, SHOPPING flooring in non-traditional practices in addition to the
Pa., has grown into one of EXPERIENCE applications such as on the many issues people in the
the premiere dealers in the Showroom design is at wall and as countertops. flooring business deal with:
Pittsburgh region. Thanks to the forefront of Pape’s retail “Customers come in and are succession, partnerships and
a great location in a growing strategy. “The selection intrigued because they never other things where a lot can
neighborhood and a smart center is the cornerstone of really thought of that,” Pape go wrong. “It’s important to
business plan, store owner how we are trying to change said. make sure your structure is
Stacey Pape said company what a typical flooring store defined and everybody who
sales are expected to exceed is,” she said. “We have our 2. PLAN AHEAD is a key player has a role
$5 million in its eighth showroom set up to think Innovative showroom and knows what their role is
year. Part of CarpetsPlus, outside the box. It is a fun aside, Pape credits much of with succession planning in
Pape was tapped by the interactive buying experience her success with the foresight mind,” Pape said.
buying group to showcase that relates to people’s to set initiatives early, which She knows firsthand how
her store’s capabilities creativity.” includes everything from badly a lack of planning
to other members, and When they walk in, hiring and placing the right can affect a business.
the store was named customers are immersed people in the right roles to Having grown up in the
CarpetsPlus ColorTile’s into an eclectic designer area ensuring a succession plan is industry with her father
Retailer of the Year in with a rustic industrial, yet in place. at the helm of a different
2016. Here are some of her transitional feel. The store When CarpetsPlus held a retail flooring enterprise, a
insights to success. features brick walls, pipes for summit for its buying group lack of succession planning
20 November 2017 + floortrendsmag.comLeft: Continued learning is a top
priority for the SP Floors team.
Below: SP Floors’ showroom is set
up to encourage customers to think
outside the box.
changes, I can rent it [to
another business]. It makes
a big difference when you
don’t have that big nut. That
security gives me the ability
to move forward.”
3. Keep learning
Providing different
avenues for her team to
continue learning has
proven instrumental. In
addition to many of the
industry standard training
opportunities offered by
vendors, trade shows, World
Floor Covering Association
(WFCA) and, of course,
CarpetsPlus/ColorTile, Pape is
constantly on the lookout for
personal and business growth
through studying books on
business and its philosophy
with a strong lean toward
entrepreneurial approaches.
“We are always learning
and evolving, always
growing,” she noted. “I buy
books for the entire staff
and we talk about them
and implement systems
that apply. It’s about
serving customers and your
employees, and how they
treat the people you do
business with. The approach
has made a big difference
with who we are and who I
am as a leader/boss.”
was integral to her decision [business planning] lets you important,” she explained. Pape sees her role to
to branch out on her own work on your business and “My father told me: ‘Own be more of a mentor for
in 2009. “You need to not spend too much time your property, don’t rent.’ A her team whereby she can
empower employees to do working in it.” lot of people get in over their empower people to follow
well and to make mistakes,” Pape says an early lesson heads and get big too fast. company policy, but make
she explained. “They know is probably among the most No matter what happens in decisions that are right and
their expectations, and know significant elements in five years, if my building is not necessarily company
if they work hard, it will be achieving long term goals. paid off, I can rent it. Even policy. “It has helped us to be
rewarded. Done right, the “The financial part is if the retail environment a better company and better
floortrendsmag.com + November 2017 21retail iNSiGHt
Right: Aspen is always ready
to sell and quick to help point
out any pet smart offerings for
interested clients.
to customers,” she said. “You
have to find ways to make
sure you’re not just another
flooring store that is going
to go out of business. If you
want people to come to your
store, you have to give them a
reason to come to your store.”
4. Create a
Community
destination
SP Floors has worked hard
to engrain itself into the mind with customers who is coming back because of are completely satisfied
local landscape. Along with look to the online world the internet and people are by working with a select
the usual sponsoring of local for advice on products and figuring out where to shop group of subcontracted
youth teams, Pape works businesses. before leaving their homes. installation teams she
with community groups and “Customers don’t go out Because of Yelp, Houzz and believes are the best in her
is skilled at employing social to shop as much nowadays,” other sites, word of mouth market. To ensure customer
media venues to stay top of she said. “Word of mouth carries a lot of weight again. happiness, her teams take
It’s unbelievable how much photos of the installations
people share—asking for upon completion and
everything from pediatricians have customers rate the
to flooring stores.” service and job. To ensure
SP Floors is also ingrained a desire by the installation
in the community with its contractors to seek out work
OUR CUSTOMER BASE mascot, Aspen, Pape’s Mini
Goldendoodle. In addition
with her company first, she
incents them with different
IS EXPLODING. to attending community
events, Aspen approaches
customers and their children
recognition techniques, gift
cards and premium rates.
“We pay our subs really
as soon as they enter the well and make sure they
showroom providing an have what they need and
interactive experience. Aspen their helpers are taken
is not only featured in the care of,” she said. “Most
company’s marquee and of them have the ability to
marketing material, she is work other places but they
always ready to sell and quick tend to fill their schedule
to help point out any pet with us first.” ft
smart offerings for interested
There are multiple reasons why we’re the fastest growing flooring clients. She has become so
software in the industry. Contact us today to see why so many companies
recognizable, in fact, that retail spotlight
are choosing QFloors. And why so many who do, see their own business
success increase dramatically. many customers come to the
Years in business: 8
store just to visit Aspen. Sales: $5 million
(801) 563-0140 Product Mix: Commercial and
5. attraCt and Residential Carpet & Rugs,
www.qfloors.com Hardwood, Ceramic, Cork,
retain skilled
sales@qfloors.com Vinyl/LVT, Stone
installers Stocking: Rolls
# of Locations: 1
Customers in place, Staff: 17 (4 sales associates)
Pape ensures her clients Installers: Subcontractors
22 November 2017 + floortrendsmag.comThe STRENGTH behind the Beauty
TI-ProBoard® keeping families together.
TI-ProBoard® is a sustainable, durable and
virtually maintenance-free underlayment for
exterior deck porcelain tile installations.
TI-ProBoard is a composite panel that is
unaffected by expansion, contraction
or exterior weather conditions.
www.FinPan.comTop-NoTch
TraNsiTioNs
By Tanja KernG
ood flooring
design
incorporates
seamless
transitions
between rooms and flooring
materials. Specifiers and
installers must collaborate
well, and crews must work
skillfully and meticulously
to create smooth shifts from
one type of flooring to the
next. Floor Trends looks
at some top projects that
created beautiful transitions
and the transition tools and
techniques that made them
happen.
Holy TriniTy Greek
orTHodox CHurCH
Carmel, Ind.
The Holy Trinity Greek
Orthodox Church in
Carmel, Ind., is a model
of the creative beauty
synonymous with the
Greek Orthodox faith.
When the church decided
to have the floors and some
vertical spaces dressed in
tile and stone, a challenge
arose in the form of surface
preparation. Innovation and
determination, along with
the expertise of CJK Design
Group, Daltile, Armstrong
Flooring, Tarkett/
Johnsonite and MAPEI were
necessary in order to exceed
expectations by completing
the 12,500-sq.-ft. project
under budget and ahead of
schedule.
Eight years previously,
the floors were finished
in polished concrete,
Left: When the church decided
to have the floors and some
vertical spaces dressed in tile
and stone, a challenge arose in
the form of surface preparation.
floortrendsmag.com + November 2017 25Top-NoTch TraNsiTioNs
Left: Installation crews worked
meticulously, transitioning
between various types of
porcelain tiles and marble
to produce a look that
complemented the intricate
icons and frescoes.
Below: The Certified team
used a bonding agent to
cover the polished concrete
surface, eliminating the need
to shot-blast, which could
have potentially damaged the
church’s painted treasures.
trades. The Certified team
used an innovative bonding
agent to cover the polished
concrete surface, eliminating
the need to shot-blast which
could have potentially
damaged the church’s painted
treasures. Next, they tested
and used a new self-leveling
liquid skimcoat to patch and
smooth all floor surfaces,
reducing dust worries. They
also used a liquid membrane
for crack isolation on the
concrete flooring.
Once the floors were
prepared, installation crews
worked meticulously,
transitioning between
various types of porcelain
tiles and marble to produce
a look that complemented
the intricate icons and
frescoes. The crew hand
cut many tiles to fit around
existing structures in the
church and tiled a number
of vertical elevations in
addition to the floor. They
installed glass tile along the
inner walls of the baptistery
producing a non-porous tempera paints. Innovative walls and ceilings of the and interspersed the tile
sealed surface that did technology produced a narthex, nave, sanctuary between fabricated marble
not offer the proper solution that circumvented and ambulatory at Holy pillar facades on its exterior.
finish for the installation. tradition and provided a Trinity. Epoxy mortars were spread
Traditional shot-blasting breathtaking foundation. The project came with over the top of traditional
could not be used because Certified Floorcovering challenges, including substrate thinset to accommodate
of the damaging effect it Services, a Starnet flooring preparation; working porous natural stone. In the
would have on the delicate contractor serving the in an occupied facility; narthex and nave, they set
icons and painted frescoes greater Indianapolis area, maintaining a pristine, four mosaic medallions that
created with a centuries- was contracted to preserve dust-free environment; and continued the iconography
old process using egg the beauty that lines the coordinating work with other from the walls to the floor.
26 November 2017 + floortrendsmag.comRight: The focal point of the floor
is precise-white vinyl tile by laid
out in non-concentric ellipses
enhanced with metal shimmer
accent tile
Below: ReSource New Jersey
was contracted to work on the
NBC Sports 2016 Summer
Olympics Studio in Rio De
Janeiro, Brazil.
NBC SportS 2016
Summer olympiCS
Studio
Rio de Janeiro, Brazil
ReSource New Jersey
Rio de Janeiro was
announced as the host city for
the 2016 Summer Olympics
in October 2009, allow-
ing more than five years to
plan and build the Olympic
venues. However, just five
months before the games
began, ReSource New Jersey
was contracted to work with
NBC Sports, HD Studio, and
Black Walnut Fabricators on
the design, procurement, fab-
rication, logistics, and installa-
tion of the NBC Sports 2016
Summer Olympics Studio.
The entire project was
installed and finished by
ReSource New Jersey’s
INSTALL-certified team
of journeymen. Working with NBC and the teams constricted timelines. This is designs when they will
halfway around the world at Black Walnut and HD why NBC Sports and Black only sell a limited amount
with limited supplies and studios. The contractor has Walnut came to ReSource of product. Due to this,
time wasn’t a deterrent to completed projects at the New Jersey for the 2016 ReSource New Jersey had to
this team of experts—it was iconic 30 Rockefeller Plaza Summer Olympics Studio. go in a different direction.
an opportunity to flex their for years, and its reputation One of the first challenges They specified white vinyl
installation muscles and as a quality service provider occurred long before the team tile with a cobblestone accent
create a unique and stunning with an INSTALL certified ever stepped foot in Rio. The on top, and used a decal
flagship studio. team has helped them grow original design concept called to achieve the look that
The focal point of the rapport with each new for custom-printed flooring NBC Sports and the design
floor is precise-white success. They are quick and that could be installed in teams desired. Material
vinyl tile by Amtico laid responsive, and since most large swathes. Television procurement and design
out in non-concentric television studios are put studios like these are not therefore go hand in hand.
ellipses enhanced with together at the last minute, large spaces, and there isn’t a ReSource New Jersey didn’t
metal shimmer accent tile they have the experience to lot of square footage visible have a lot of time to prepare
and high glosses finish to deal with logistical issues. on camera. Therefore, big for the job and had to move
dazzle television audiences. An especially important suppliers and manufacturers very quickly to get material
ReSource New Jersey has a qualification when working are often reluctant to take ordered and delivered to its
long-standing relationship in foreign countries and on the time to complete custom warehouse. This included
floortrendsmag.com + November 2017 27Top-NoTch TraNsiTioNs
Left: San Jose-based Harry L.
Murphy, a Starnet contractor,
was commissioned to manage
the flooring installation.
The Village Square
Branch liBrary
San Jose, Calif.
Architect: Tetra-IBI
Group / BFGC-IBI
Group JV
The Village Square Branch
Library is a new community
library serving the needs of
South East San Jose, Calif.
The 16,000-sq.-ft. facility
includes community areas, a
tech center, children’s library
area, as well as outdoor
patio spaces. This bright
and colorful community
building was designed to
be a welcome addition to
this young family-oriented
neighborhood environment.
With clerestory windows,
an open floor plan and a
cheerful interior color pallet,
this project brought together
an assortment of flooring
surfaces to create thoughtful
and inviting interior spaces.
San Jose-based
Harry L. Murphy, a
luxury vinyl plank in five roll in the facility. Black Jersey used Spray-Lock Eco Starnet contractor, was
different wood species native Walnut created a floating Adhesives throughout the commissioned to manage
to South America that would access floor that had cables project. Since designers and the flooring installation.
be used in flooring, platforms running underneath. Ardex technical staff needed to use Incorporating round insets
and scenery. In addition, patching was applied to the the space immediately after of carpets within carpet,
every single installation tool seams of the plywood and the flooring went down, this seating and reading areas
needed to be packed and sent layout began immediately. was the only way to ensure were set apart from book
to Black However, dimensions were a a successful installation stacks. By using playful insets
Walnut for shipping. challenge. Since all layouts, and maintain the stringent of various colored resilient
This included lasers, copies cutting, and installation of timeline. flooring (1,700 yards), the
of the plans, adhesives, the complex non-concentric Thanks to a highly trained architecture firms Tetra-IBI
materials, 100-pound rollers ellipses had to be done out and focused team, ReSource Group in Los Angeles and
and patch. The items, along in the field, the installation New Jersey’s installation and vent BFGC-IBI in San José
with set pieces, furniture team had to make on-site the resulting studio outfits designed curvilinear pathways
and television cameras decisions with Black Walnut were built and completed on directing traffic flows. They
were then sent together based on scenery and camera time, allowing NBC Sports added playful elements to the
via cargo ship to Rio and angles. In order to relieve an adequate time for camera children’s area by adding a
unpacked on site. When the concerns regarding heavy set ups, rehearsals before radian design, inset numbers
installers arrived, everything rolling loads and 24-hour the live broadcasting of the and clock face to the floor
was staged and ready to foot traffic, ReSource New summer games. design.
28 November 2017 + floortrendsmag.comYou can also read
