Bigger footprint plus technology drive growth

The Industry’s Business News & Information ResourceFLOOR COVERING WEEKLY

Vol. 62 No. 21 A Hearst Business Publication November 11, 2013 $4

T&L Distributing Co. is based in Houston.

The Haines team: Scott Roy, Mark Blakley, Rosana Chaidez, Bruce Zwicker, John Coakley, Bill Piechowski and Fred Reitz

CMH’s fl eet of trucks

Continued on page 16

Bigger footprint plustechnology drive growth

its drivers who have GPS systems that adapt to changes in schedules, tra� c and weather. “Somebody might have a competitive prod-uct; but nobody out services us,” said Cox.

Art Layton, CMH Space Flooring Prod-uct’s vice president of marketing, said it’s that core attitude along with the advanced technology that allows CMH to stay ahead when it comes to service.

“We’re not trying to � nd six ways to say, ‘We can’t.’ We’re always working to � nd that one way to say, ‘We can.’ We try real hard to maintain personal relationships with our customers and our vendors, to make things work and to keep things fun," said Layton.

Founded in 1989 as a carpet cushion supplier, CMH Flooring Products expanded into the vinyl � oor market with Congoleum in 1991. In 1996, CMH Flooring Products expanded its territory in the Carolinas with Allison-Erwin and into Virginia with Can-terbury — both regional Congoleum distrib-utors at the time. Sales grew to $50 million.

[Wadesboro, N.C.] Hard work; a willing-ness to adopt the latest technologies into operating procedures, a focused product o� ering and a string of strategic acquisitions during the industry’s most trying period has propelled CMH Space Flooring Products to an estimated $200 million in sales this year, according to key members of the close-knit organization.

“Change is something many companies, and most people don’t like,” said Hoy Lan-ning, president and CEO. “We’re always looking for new and changing products and looking for new ways to solve customer prob-lems. � is is how we create opportunities.”

“Our core philosophy of keeping the customer serviced has not changed,” said Wadesboro distribution manager Marty Cox. “When I � rst started, it was not rare for me to have to throw product in the back of a pickup truck and drive it to South Carolina — just to keep the customer serviced.”

Today, CMH provides a sophisticated UPS barcode inventory system that’s linked to

Overview of CMH based in Wadesboro, N.C.

Frank Ready retires from ArmstrongThomas Mangas � lls CEO spot

Frank Ready

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For breaking news updated each business day, visit us online at www.fcw1.com

11-11-13-pages.indd 1 11/6/13 4:28 PM

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November 11, 2013 WWW.FCW1.COM · FLOOR COVERING WEEKLY ·

By Amy Joyce Rush

[New Orleans] Here in New Orleans last month, the Starnet Worldwide members came together to share best practices and to tackle, together, how to market in a post-re-cession world.

Smart marketing in the upturn“This year, as we move out of the reces-

sion and the economy gets stronger, it is the perfect year to focus on marketing,” Jeanne Matson, president and CEO, Starnet told Floor Covering Weekly (FCW).

Randy Rubenstein of Rubensteins in Seat-tle, one of the conference’s panelists noted,

“We are all market develop-ing people. We need to sell ourselves and need to sell our strengths. We need to lead with service and follow it up with marketing.”

Unlike the spring meet-ing, (the group holds two meetings a year) the fall event

is not mandatory but this year’s attendance was impressive with 147 of the 170 members attended — the 170th member, in fact, was approved last month.

Over the last three years, Matson said Starnet has worked to formalize the meetings to make sure that the agenda is robust and meaningful to members. Two years ago, the group targeted moisture mitigation as the theme, last year it was project management.

Not only is now the time to look at the challenge of marketing, Matson said that this group, because of its diversity, is ideal for such a discussion. “The great thing about Starnet is that they are all entrepreneurs and the great joy is that they are all different —they are all in the commercial flooring contractor busi-ness but they are all different in the structure

Continued on page 20Panelists Rob Haily, Jim Lloyd, Jim Vanhauer, Ellen Zucker,Frank Pelosi and Randy Rubenstein

[Lancaster, Pa.] After 30 years at Arm-strong Flooring Products, Frank Ready is retiring. Thomas Mangas will succeed Ready as CEO effective Nov. 16, 2013.

Mangas has served as chief financial officer of Armstrong since February 2010, leading finance as well as information technology, global business services and process improvement.

“I would like to thank Frank for his 30 years of dedicated service. His many contri-butions will be felt for years to come,” said Matthew Espe, CEO of Armstrong World Industries. “In Tom Mangas, we have a

Company makes executive management changesReady retires from Armstrong

well-seasoned leader, whose global mindset and customer focus will enable our flooring business to fully lever-age recent investments and have a bright future. I am equally excited to welcome Dave Schulz as my new finance leader. The ability to quickly fill these positions from within is a clear demonstra-tion of the effectiveness of our organization

vitality and succession planning processes.”

David Schulz will succeed Mangas. Schulz most recently served as vice president, finance of Armstrong Building Products. He joined Armstrong in June 2011 after spending 14 years

with Procter & Gamble and the J.M. Smucker Company in a wide range of finance leader-ship positions. FCW FCW

Correction

FCW FCW

Corrections

Frank Ready Thomas Mangas

By Janet Herlihy

Invista is hoping to connect with the millions of pet owners in the U.S. and Canada with its latest Stainmaster brand extension — the PetProtect carpet and cushion system.

Stainmaster PetProtect carpet is made of SuperiaSD, solution dyed nylon 6,6 fiber, which is resistant to fading from strong cleansers and bright sunlight. Stainmas-

Stainmaster PetProtect carpet to woo pet ownerster carpet cushion features a proprietary breathable moisture barrier, which allows moisture vapors from the sub flooring to escape up through the carpet while prevent-ing spills from soaking though the carpet and cushion, making thorough cleaning easier, according to Invista.

Research by the American Pet Product Association found that more U.S. house-holds have pets than they have children. “Pet

owners love their pets, but our consumer research shows they want tidier pet-friendly living spaces,” said Melissa Minihan, Stainmaster vice president of marketing.

Invista research showed that pet owners want stain resistant and easy-to-clean carpet, and easy removal of pet accidents and pet odors when cleaning their carpet and quick and easy pet hair removal, according to Minihan. “The Stainmaster PetProtect system can serve as a solution for

today’s households that consider pets to be part of the family.”

Along with stains and odors, pet hair is even easier to remove from Stainmaster PetProtect carpet, according to Invista’s lab-oratory testing. “This means more pet hair in your vacuum and reduced pet hair on your clothes, something almost every pet owner will appreciate,” added Minihan.

About a dozen Stainmaster PetProtect carpet styles will begin to roll out across the country in November in about 2,000 dealer showrooms along with POP materials, which promise to get shoppers’ attention at retail, according to Gary Johnston, marketing communications manager for Stainmaster. The launch will start in Stainmaster Flooring Centers and Showcase dealers as well as other retailers and will be in Lowes after some lead-time for aligned dealers, Minihan noted. More PetProtect styles will be ready to launch in time for Surfaces 2014.

Invista is looking to all sorts of media to get the PetProtect message to consumers. “We will be using television, web, and con-

Consumers will be able to relax and enjoy their pets with Stainmaster PetProtect carpet and cushion.

Mannington laminate: 100% Made in America[Salem, N.J.] Mannington Mills announced that beginning this month the company is moving production of the Diamond Bay Col-lection to its facility in High Point, N.C. from its current production location in China.

As a result of this onshoring, 100 percent of Mannington laminate will now be made in the United States.

Diamond Bay provides an exotic hardwood visual with clarity and depth of color, all with the durability and easy maintenance of lami-nate, according to the company. The collection comes in eight different colors of Brazilian Cherry, Hawaiian Koa, Himalayan Cedar and Kingston Mahogany. Offered in 12mm thick-ness with micro-beveled edges, the Diamond Bay collection comes with a 25 year warranty.

According to Dan Natkin, director of wood and laminate at Mannington, the High Point facility can now achieve the high clarity finish that is the hallmark of Diamond Bay. “The way we are producing it in the U.S. provides a much more liveable gloss than the way the Chinese make it. Our lines that have been treated with this have done phenomenally well, so we ex-pect Diamond Bay to do the same,” he said, adding, “Laminate has always been a category that we look at as anything we can imagine, we can produce. It doesn’t make sense to continue having someone else do it for us when we now have the capability as well.”

Natkin also explained that the company fundamentally believes in U.S. production at its core. “We’ve always been a U.S.-based company, so that’s an attribute that is very important to us,” he said. “Quality control is another issue that is solved by onshoring. We can keep a closer eye on production being based 100 percent in the U.S.A.”

— Brittany Walsh

sumer print, starting this month and will continue with a national campaign. The television advertising will be on cable chan-nels scheduled around pet owner programs,” Johnston noted.

“This is a great product that meets aesthet-ics and functionality plus the Stainmaster cushion for moisture control,” stated John-ston. The price point for PetProtect will vary according to face weight, but will be compet-itive with similar nylon products. FCW FCW

Correction

FCW FCW

Corrections

Mannington’s Diamond Bay, shown in Hawaiian Koa, is now made in America.

11-11-13-pages.indd 3 11/6/13 4:06 PM

4

Ranking Company 2013 2012 Key Executives

1 HainesGlen Burnie, MD410-760-4040jjhaines.com

$320 $279 (R) Bruce Zwicker, president/CEO; Rosana Chaidez, VP sales & marketing and procurement; Scott Roy, VP sales & mar-keting and customer service; John Coakley, CFO, business development; Fred Reitz, VP supplies business & develop-ment; Bill Piechowski, VP human resources; Mark Blakely, VP Haines � ooring operations

2 BPIMemphis, TN901-744-6414bpiteam.com

$216 $205 Daniel Riley, CEO; John Anderson, VP; Wallace McAlexan-der, CFO; Elaine Bennett, VP; Sam Martin, sales manager

3 CMH Space Flooring Products, Inc.Wadesboro, NC704-694-6213cmhspace.com

$190 $160 Hoy Lanning, president/CEO; Chris O’Connor, COO/CFO; Todd Good, VP sales & marketing; Breck Berkey, VP sales branch sales; Art Layton, VP marketing

3 The Belknap-White GroupMans� eld, MA508-337-2700belknapwhite.com

$190 $150.0 (R) Ray Mancini Jr., president; Paul Castagliolo, executive VP/GM; Bill White, president, commercial div.; Bill Prescott, VP sales

5 William M. Bird & Co.Charleston, SC843-554-3040wmbird.com

$138.8(E) $124 Maybank Hagood, CEO; Robert Hagood, president; Gene Corvino, senior VP � nance/CFO

6 Apollo Distributing Co.Fair� eld, NJ973-228-5000apollodist.com

$136.6(E) $122.0(E) Keith Slobodien, president; Jim Russomano, VP/GM; Chuck Greene, wood manager; Chris Courtenay, manager, resi-dential vinyl, laminate; Carl Embrey, manager, commercial vinyl, laminate

7 NRF Distributors, Inc.Augusta, ME207-430-2818nrfdist.com

$133 $124 Norman Pomerleau, president; Terry Pomerleau Gray, SVP; Lee Gray, SVP sales; Jimmy Pomerleau, VP carpet; Deb Giordano, VP wood

8 B.R. Funsten & Co.San Francisco, CA415-674-0530brfunsten.com

$130 $112 Jim Funsten. chairman/CEO; Curt Thompson, president/COO; Dave Bolton, VP concrete solutions; Rick Wagner, VP Tom Duffy Hardwood; Bob Ramos, VP Armstrong sales; Tom Kane, VP commercial solutions; Jon Youngberg, VP Tom Duffy Supplies

9 Tri-West Ltd.Santa Fe Springs, CA562-692-9166triwestltd.com

$127(E) $112.4(E) Dan Proctor, president; Tony Geiger, CFO; John Lubinski, VP operations; Allen Gage, VP sales and marketing; Frank Kelly, VP sales

10 Ohio Valley FlooringCincinnati, OH513-561-3399ovf.com

$126.1 $111 Al Hurt, president; Jeff Garber, VP sales and marketing, Mark Ro� ow, VP � nance

11 FlorStar Sales, Inc.Romeoville, IL815-836-2800� orstar.com

$126 $105 Wade Cassidy, owner/CEO; Scott Rozmus, president; Greg Stirrett, CFO; Mike Ricker, VP � eld sales; Kelly A. Cassidy, VP general counsel

12 GalleherSanta Fe Springs, CA562-356-4610galleher.com

$125 $95 Jeff Hamar, president; Todd Hamar and Rick Coates, SVP; Ray Iodice, CFO


MSI, founded in 1975, is the nation’s largest distributor of tile and stone with 2013 sales pro-jected at more than $500 million. In an e� ort to maintain the integrity of FCW’s annual Top 25 Distribution listing, including MSI among the country’s full-line distributors didn’t quite make sense, though company sales are above all others. What does make sense is to shine some light on this unique and growing company. Amy Joyce Rush, managing editor, FCW

Based in Orange, Calif., MSI distributes flooring, countertop, wall-tile and hardscap-ing products including natural stone prod-ucts imported from more than 36 countries on six continents nationwide. The company maintains 18 distribution centers across the U.S. and Canada. In addition, MSI carries an extensive offering of porcelain, ceramic, glass and quartz products. The company maintains an inventory of more 50 million square feet and has made it its mission to continue to source the best products and make them more affordable and accessible in the North American marketplace. The company does this by using technology and other produc-tivity tools to continually bring efficiencies to its sourcing and supply chain. For more on MSI, go to msistone.com.

MSI Fast Facts Warehouse locations:

Orange, CA Hayward, CASeattle, WA Phoenix, AZHouston, TX Dallas, TXLenexa, KS Chicago, ILDeerfield Beach, FL Atlanta, GACharlotte, NC Dulles, VABaltimore, MD Edison, NJBoston, MA Toronto, ONTO

Key executives (Shown above from left)

Rajesh Shah, co-presidentManu Shah, CEORupesh Shah, co-president

Key product linesFlooringWall TileCountertopsHardscaping

MSI: Unique and powerful

E= EstimateP= ProjectedR= RevisedSales in millions of dollars

11-11-13-pages.indd 4 11/6/13 4:27 PM

5

By Janet Herlihy

[Memphis, Tenn.] Founded in 1963 by the late Alexander R. Hill, Memphis-based Building Plastics, Inc. (known as BPI) has evolved and grown from a single 7,500 square foot warehouse distributor of Formica brand plastic laminate and Kentile vinyl plastic � oors with eight employees to the second largest � ooring distributor in the U.S.

Today, BPI serves about 5,800 customers from 10 warehouse facilities spread across Texas, Alabama, Tennessee, Louisiana and Mis-sissippi that total more than one million square feet and employ more than 400 sta� members.

Founder Hill posed a series of questions

By Amy Joyce Rush

[Jacksonville, Fla.] “Partners in Business” has been Cain & Bultman’s motto since Norwood Sandifer bought the company back in 1959 and it has been its guiding philosophy ever since. In 2014, Cain & Bultman will celebrate its 90th anniversary.

“Cain & Bultman is built on honesty and integrity and an o� ering of good strong brand name products in the market,” said Buddy Faircloth who has been with the company 48 years and became president � ve years ago. “Key ingredients of our Partners in Business strategy are providing long term business relationships, quality products, professional sales representa-tives and logistical excellence.”

BPI celebrates50 years of growth

Cain & Bultman enters its 90th year

Rich history sets stage for future

13 Herregan Distributors, Inc.Eagan, MN651-452-7200herregan.com

$114.5 $95.5 Ken Herriges, CEO; Bob Link, president/COO; Tom Splinter, EVP sales; Craig Folven, VP sales and marketing Paramount; Pat Theis, VP sales and marketing Mannington

14 T & A Supply Co.Kent, WA253-872-4998tasupply.com

$109 $97.0 (R) Owen Strecker, CEO; Mark Strecker, president; Will Crites, CFO; Steve Urlacher, COO; Owen Strecker, Jr., sales manager

15 Adleta CorporationCarrollton, TX972-620-5600adleta.com

$107 $94 Jack Adleta, chairman/CEO; John Sher, president; Skip Graves, senior VP � nance

16 Swiff-Train Co.Houston, TX713-937-1448swiff-train.com

$86 $80.0 (R) LA Train, president/CEO; Kenneth Train, EVP sales and marketing; Jeff Train, VP operations; Don Evans, VP sales and marketing; Jonathan Train, VP development

16 T & L Distributing Company, Inc.Houston, TX713-980-2175Tldistributing.com

$86 $73 Bob Thomas, chariman; Jeff Thomas, president; Bob Eady, SVP sales and marketing

18 Elias Wilf CorporationOwings Mills, MD800-642-9453� ooryou.com

$84 $81 Arnold Cohen, chairman; Jeff Striegel, president/CEO; Hillard Cohen, EVP; Rich Kearsley, SVP sales

19 Reader’s Wholesales Distributors, Ltd.Houston, TX713-224-8300readerswholesale.com

$83 $78 Lucky Burke, CEO; Adam Burke, president; John Foley, VP, Armstrong division; Kirby Jones, SVP Southern Traditions

20 All Tile, Inc.Elk Grove Village, IL888-ALL-TILEalltile.com

$82 $72 Bob Weiss, president/CEO; John Welch, CFO; Steve Rosenthal, VP sales; Marc Haberman, director of marketing

21 Southern Wholesale Flooring Co.Kennesaw, GA800--282-7590sw� oor.com

$69.6 $69.6(E) Dennis Harrison, president; Delinda Kilgore, vice president; Sandy Fowler, VP sales

22 Longust Distributing, Inc.Mesa, AZ480-730-3380longust.com

$68 $66 Steve Wallace, CEO; Drew Mittelstaedt, president; Bo Boberz, CFO; John Laird, COO

23 Tingle FlooringLees Summit, MO816-524-9555wctingle.com

$66 $62 Chip Moxley, president; Tyler Barr, sales rep manager; John Reinhold, sales rep manager; Tom Kennedy, sales rep. manager

24 Jaeckle DistributorsMadison, WI608-838-5300jaeckledistributors.com

$55.1 $52.3 Jeff Jaeckle, president; Torrey Jaeckle, VP; John Apple, SVP sales & marketing; Brad Simonson, CFO; Bill Simonson, VP of Operations

25 Cain & Bultman, Inc.Jacksonville, FL904-798-1000cain-bultman.com

$52 $48 Michael Sandifer, chairman/CEO; Buddy Faircloth, pres-ident; Kirk Sandifer, EVP; Nick Melnyk, VP; Paul Roark, manager Armstrong Floors




BPI’s sales force gathered together to celebrate 50 years of exceeding expectations.

Kirk Sandifer, Mike Sandifer, Buddy Fairclothand Alan Kimball

11-11-13-pages.indd 5 11/6/13 4:27 PM

· FLOOR COVERING WEEKLY · WWW.FCW1.COM November 11, 2013

By Megan Salzano

During tough economic times, it’s easy to assume that sundry products are not at the forefront of consumer transactions. But leading distributors said that strength of distribution is being able to offer “the whole package” and sundries — all the little things that allow for a flawless installation — are a big part of that package.

“We provide the sundry materials that are compatible with the flooring products that we sell in almost all cases,” said Scott Rozmus, president, FlorStar Sales. “Offer-ing those products sets one apart from competitors and gives you an opportunity to add value for your clients.”

Distributors said accessories, such as adhesives, underlayment, trim and molding, can help seal the deal. “From our standpoint, accessories are extremely important for us to be able to provide because there’s an expectation that where they buy the wood they will be able to get everything they need to complete the job,” said Bob Eady, senior vice president sales and marketing, T+L Distributing.

Accessories complete the packageBruce Burns, marketing manager, supply

products/Formica laminate, NRF Distribu-tors, stressed the importance of the accesso-ries to the one stop shop. “We like to be able to count the fact that we have everything you need to complete a job available and can be added to our truck and delivered.”

According to Rozmus, offering sundry products to customers provides an overall higher level of service and less cost to the customer. “We don’t want somebody not able to finish a job because they are wait-ing for a piece of the puzzle. So it is very important to make people aware of the sun-dries you have and what they’re designed to do and how they’re going to make what the dealer is already doing easier, faster and more profitable.”

Eady added, “You can hold up a dealer getting a $20,000 to $30,000 check from a consumer because the moldings are wrong or aren’t delivered, so it’s very, very important to be able to provide those at the time you provide the wood.”

Including accessories in a job order can also help solve issues that invariably arise. “From a service standpoint, if there ever is

a problem, if you are the provider of the package that was used and not just a piece of it, it would put you in a better position to identify the source of the problem and provide the most efficient and expedient resolution,” said Rozmus.

Roger Young, sundries category man-ager at Shaw, added, “You know there is just one person to go to. You don’t have to go to this company that sold you adhesives and this company that sold you trim, you buy it all and we stand behind it.”

Distributors agreed it is also important to be knowledgeable about accessories in order to help educate a dealer on what products are the best for their particular application and circumstance.

Rozmus explained that a distributor is generally aware of what products are going to work well together and in what environments. A customer can utilize that knowledge and avoid pieces of the whole turning out to be, although all very good, incompatible. “Ensuring that the sundry products are sourced from the same outfit that provided the flooring, there’s just a lot less that is going to go wrong.”

Distributors noted that offering sundry products isn’t without its challenges. “The technical requirements of selling these products is a barrier to entry for some potential competitors,” said Breck Berkey, president, Ellis Flooring Sales.

“The number of SKU’s that are involved can be a daunting task,” said Young.

Berkey explained, “Accessories demand that you stock a myriad of colors in each SKU and the colors are constantly dis-continued and updated, and knowing the different names products are referred to by customers is always a challenge. Many installation products also have a limited shelf life and some need to be handled dif-ferently in the winter months.”

According to T+L Distributing, persuading reps to talk about sundry products can also be tough. “� ey’re more interested in talking about that big old order of wood and less interested in talking about the $1,000 worth of adhesive that goes with it,” said Eady. FCW FCW

Correction

FCW FCW

Corrections

[Atlanta, Ga.] Five of the largest organiza-tions representing tile contractors, installers and manufacturers have announced that eight industry professionals are the � rst to success-fully pass the Advanced Certi� cations for Tile Installers (ACT) certi� cation program.

ACT addresses four technically-challeng-ing installation areas of current importance: Large Format Tile Installation and Substrate Preparation, Mudwork, Shower Pans and Membranes. A speci� c certi� cation demon-strates the installer’s skill and knowledge in each of these four segments.

� e eight installers with this certi� cation are:▶Brent Monroe, Artcra� Granite Marble & Tile Company, Mesa, Ariz.▶Tyler Nequist, Welch Marble & Tile, Kent City, Mich.▶Keith Tavshanjian, KT Marble & Tile, Oceanside, Calif.▶Dan Welch, Welch Marble & Tile, Kent City, Mich.▶Gavin Collier, Trostrud Mosaic & Tile Co., Palos Heights, Ill.▶Bill Dumas, Bricklayers and Allied Cra� -workers Trainer, Livermore, Calif.▶Eric Manzaroli, Artisan Tile, Inc., Sterling Heights, Mich.▶Terrance Trame, Trendell Consulting, LLC, Clayton, Mich.

Partners in the development initiative are: Ceramic Tile Education Foundation (CTEF); Tile Contractors Association of America (TCAA); International Union of Bricklayers and Allied Cra� workers (IUBAC); Interna-tional Masonry Institute (IMI) and National Tile Contractors Association, with membership open to all tile contracting companies. FCW FCW

Correction

FCW FCW

Corrections

First installers pass ACT certi� cation

6 News

11-11-13-pages.indd 6 11/6/13 3:42 PM

11-11-13-pages.indd 24 11/5/13 8:46 AM


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By Brittany Walsh

During the economic downturn, many companies needed to reign in their business spending for survival. But while others were tightening their belts, QEP took advantage of opportunities this presented. Over the past year, acquisitions and expanding product lines have taken the company into new mar-kets which continues to propel its growth.

QEP bundles products, services� e company was founded in 1979,

bringing to the marketplace � ooring related products such as styling and installation tools. Now, the company provides manufacturing, marketing and distributing for the profes-sional installers and do-it-yourselfers alike.

QEP expanded into the engineered wood � ooring business with the acquisition of Harris Wood in 2010, producing a huge increase in sales for the company. Recently,

the company expanded into the laminate market with its appointment as Faus Group’s exclusive sales and marketing agent in North America. � is partnership marks QEP as the selling arm for Faus.

According to Jamie Clingan, senior vice president of marketing at QEP, geograph-ically it was a natural � t with Faus’ main manufacturing plant located in Calhoun, Ga., a short trip from QEP’s main distribu-tion center in Dalton. “When we found the opportunity to add them to our lineup, it was really a seamless transition. � e close locations allowed us to very simply combine shipments,” Clingan said.

With QEP’s partnership with Faus, the company aims to widen its product o� ering into markets where it previously had no play. “One of our initiatives is bringing a bundled approach to the market,” she said. “Now we can come to the marketplace with our wood lines, laminate lines, and all the products you need for the installation process. In doing so, we aim to have better coverage over the � ooring industry as a whole.”

Sergio Negre, chief operating o� cer at Faus Group, said the two companies have a lot in common with the products each bring

to market on the high end. “� ey have an excellent high end hardwood line that can be coupled with our high end laminate. Going to market with those two lines will be a very complementary pairing,” Negre said. “Our only weakness is distribution. QEP has so much presence in the market and with the expertise we have in our products, they will be a very good brand behind it.”

Clingan agreed that this arrangement will help strengthen the position of both com-panies in the marketplace. “� e addition of the high quality Faus laminate line to our ever-expanding breadth of products enables QEP to better serve the needs of our custom-ers. In turn, the extensive QEP distribution network provides stronger and wider sales coverage for Faus,” she said.

Harris Wood, founded more than 100 years ago, prides itself on quality and positions itself on the high end of hardwood at a re� ective price point. Clingan said that Faus is positioned very similarly on the higher end of laminate.

QEP’s targets heading into next year include continuing to grow its top and bottom lines, looking into new innovations and adding new products into its o� ering. “� at’s something that has always been a focus for QEP,” she explained. “As complicated as our business structure is to explain, providing products that will make the installers life easier has been our approach from day one.” FCW FCW

Correction

FCW FCW

Corrections

QEP bundles products, services to market on the high end. “� ey have an excellent high end hardwood line that can be QEP bundles products, services to market on the high end. “� ey have an excellent high end hardwood line that can be QEP bundles products, services

8 Laminate

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mannington.com 1 .800.356.6787

w e a r e t h e m a r k e t l e a d e r i n r e a l i s m b e c a u s e

residential & commercial

the broadest line

most styling awards

more installation Options

One retail display system

unlimited looks

By Sharyn Bernard

As the resilient category continues to grow, suppliers face a signi� cant question —whether to go it alone through direct sales or cede some control in exchange for wider distribution through distributors.

� ere are bene� ts to both models and there is no “one-size-� ts-all approach,” according to resilient suppliers. “� e bene� t of selling direct is to understand how we can help decision makers accomplish their unique objectives,” said Glen Hussmann, president of Tandus Centiva. “Servicing customers through distribution is all about speed and reliability and having a wide range of prod-ucts a customer needs now on the shelf and ready to ship.”

Hussmann speaks from experience in both areas: Tandus’ primary channel to market has always been through direct sales but Centiva evolved through a multi-channel approach using direct sales, agents and distributors. When the two companies merged they kept their systems intact.

IVC US also uses a hybrid approach. “� e direct model really predated the dis-tribution model when the company did not have regional distribution to support certain national accounts, there was no option but to set up logistics and sales support of our own,” explained Paul Mur� n, co-CEO of IVC US. And while circumstances dictated this move, the model “essentially helped put IVC on the map and we have worked hard to maintain this model.” And the distribution model helped the company increase its geographic coverage, ensuring national exposure.

Still, having two models “adds complexity to our business since these are entirely di� erent product lines.” � ere are bene� ts and draw-backs to having both models in place, he added. “When selling direct, you of course have more control over the sales story and execution, but with it you also have the expense. � e distribu-tor model is an e� ective way of expanding our reach and leverages local relationships.”

Hybrid models are not the norm, though. Most suppliers utilize either one method or the other and they are committed to — and even passionate about — that system. Proponents of distributor models said it gives them expanded territories, more marketing options and some other logistics and costs savings.

Metro� or has used distributors for as long as the company has been operating. “We consider our alliance with our network of independent distributors to be one of our key, strategic advantages,” said Russ Rogg, president and CEO. He said the model gives the company an expanded sales force, enhanced customer service, a greater depth of inventory and superior logistics.

What’s more, he added that using a distribu-tion network that also services other products gives customers better service and better values

A mix of distribution models keeps vinyl thrivingwith bundling opportunities. For example, they can receive wood, ceramic, laminate and Metro� or’s LVT in the same delivery. “It makes it more cost e� ective for the buyer,” Rogg said.

Most importantly, he said, distributors’ long-term relationships with their customers eclipse what a direct sales force can achieve.

Meanwhile, other suppliers use a direct sales model and that system works well for them. In general, they said direct sales gives

them more control and exclusivity. Karndean Design� ooring has used direct

sales since it was founded in the 1970s and has no plans to change. “We believed this provided the most value to our retailers by having them be exclusive providers of our product,” said Emil Mellow, vice president of marketing. “It shows a commitment to our retailers and builds the one-on-one relationships with our retailers.” While the company does use some

distributors in one part of the country, 90 per-cent of their business is done directly.

Direct sales require a signi� cant commit-ment in time and resources, he cautioned. “To do a direct to retailer model, you have to have a strong � nancial and logistical commitment to stocking levels,” he said. Karndean stocks materials at such a level to provide direct ship-ping within a week to any location in the U.S.


9Resilient

11-11-13-pages.indd 9 11/6/13 4:09 PM


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[San Diego, Calif.] DuChateau has made a name for itself in the hardwood category over the years for its signature Europe-an-styled looks. Since late 2012, the company has started expanding this success into the rising luxury vinyl tile (LVT) category with its Vinyl Deluxe Collection.

According to Erika Hager, manager of graphics and marketing at DuChateau, the company decided to expand into LVT to create the visual of natural hardwood in a durable, low maintenance alternative.

“We wanted to o� er the same great look-ing products we provide in hardwood at a

DuChateau brings its signature style to LVT

more a� ordable price point, so LVT was a great way to do that,” she said. “LVT is also very easy to maintain and can usually be cleaned with just some damp mopping.”

In addition to providing a more a� ordable option to hardwood in an easy-to-maintain format, the Vinyl Deluxe Collection is also FloorScore certi� ed for low VOC emissions and uses 50 percent recycled content.

� e collection features realistic texture, pattern and color o� ered in 16 di� erent styles that seamlessly coincide with the com-pany’s hardwood o� ering. “� e wire brushed

texture and European-styled oil looks seen in this collection are what makes it unique compared to its competition,” Hager said. “� e positive response led us to recently expand our o� ering with two new styles, Como and Davos, which we have also re� ected in our hardwood collections.”

Gail Singer, owner of Evans, Colo.-based Mitchell’s Floor Cover-ing and Design, said that her store

has seen a great deal of success with the Vinyl Deluxe Collection. “I think the look and the colors are what draw customers to the line. It’s not the traditional species like oak. It provides more of a European-styled look that gives the customer a unique option,” Singer said.

Hager also noted that the positive feed-back has expanded beyond the residential market. “We have started extending the line into some commercial spaces as well, such as a few restaurants in the San Diego area and even major retail stores throughout the country have used it in their recent renova-tions,” she said. “We are very selective with the products we bring to market because we have very high standards, but because the line has been so successful we certainly have plans to continue expanding.”

Brittany Walsh

Vinyl thrivingContinued from page 9

DuChateau’s Vinyl Deluxe Collection in Como

The Vinyl Deluxe Collection in Olde Dutch

Suppliers do need to evaluate their cur-rent models, though, and be willing to make changes when and where necessary. David Reichwein, CEO of FreeFit, said while the com-pany uses distributors, he questions the model. “I think you have to choose your distributors very wisely. Bigger is not necessarily better.” He noted that for FreeFit, the proprietary products need more training and e� ort. For big distribu-tors with multiple lines, “you’re just one more in a stable.”

FreeFit targets smaller distributors who aren’t just focusing on a top line number, although Reichwein stressed that “I position FreeFit so whomever we partner with, they make a good pro� t.”

Still, he said he has considered going the direct route. � e hurdle is that a company needs infrastructure in place. “I don’t want to take on something I can’t manage and e� ec-tively keep. I know what I’m good at which is innovation and manufacturing. So I try to part-ner with distributors who know a regional market and know product.” He said he is cur-rently going through a process of parting ways with some distributors and adding smaller, “micro” distributors. “� ey are focused and really work it.” FCW FCW

Correction

FCW FCW

Corrections

DuChateau brings its Vinyl thriving DuChateau brings its DuChateau brings its

10 Resilient

11-11-13-pages.indd 10 11/6/13 4:12 PM

11


We all say it; “� at’s good enough.” For a small retail business, is that really true? Is good enough really

good for your business? Probably not.How many times do you say or think, “Ah

well, it’s good enough. I have more important things to worry about?” In retail, there are very few big things that will make a di� erence; it’s an accumulation of lots of small things. Retail is detail. All, not almost all, but all the details need to be the best. Really? Yes, really.

� e lighting is good enough? Don’t let yourself o� the hook. Ah, the parking lines are really faded — it’s good enough. Nope, she’s getting older and her eyesight is not as good as it was and maybe her driving skills aren’t the same as they were (I speak for myself) so get the lines painted.

So many of these things are small and seemingly inconsequential but to customers it is these little things done professionally that give her a sense of well-being and enjoyment or makes her distrust the sales pitch.

Way back when Delta was a great airline, the chairman said, “She checks the drop down tray to see if it is clean; if it is clean the engines are in good working order.” Makes sense?

If your bathroom is not really glistening, will she get the best wood installation? If your front

I take the floorB Y J O N A T H A N T R I V E R S

When good isn’t enoughwindows are dirty, will she get the best value for her laminate purchase? � at’s the logic of retail.

Marriott Hotels loves their atriums but they know that it is all the small things about the stay that really make the di� erence. � e entire management level of that corporation reviews

customer complaints. � e smaller the issue the bigger the complaint. No bag of co� ee right next to the co� ee maker? Bad. No light bulb in lamp by the easy chair? Really bad. � e cool-est duvet won’t help the hotel when the lamp doesn’t turn on because it is unplugged and you have to plug it in. � ese failings are small but to the business traveler they are unacceptable. And the hotels know that.

Take the “good enough” test. Have employees evaluate parts of the company that are not part of their responsibility and have them look at them as if they were a customer. Have them list those things that are okay but

not really good, just good enough. Take the list and put them in order of importance and start to make them great.

Every year take this self-examination of your store. New problems will show up and old ones that you thought were � xed need to be � xed. � at is okay.____________________________________Jonathan Trivers, a regular contributor to Floor Covering Weekly, is also the author of the mar-ketWise section of FCW’s Statistical Report. When he’s not writing he’s talking to � ooring groups throughout the country and Canada. [email protected]

[Salem, N.J.] Mannington Mills has been honored with a 2013 SmartWay Excellence Award from the U.S. Environmental Protec-tion Agency as an industry leader in freight supply chain environmental performance and energy e� ciency.

Mannington has been a SmartWay part-ner since 2010, and has consistently demon-strated a commitment to corporate-wide environmental initiatives. Over the past three years, the company has shown a steady increase in the use of SmartWay carriers, and in 2013 nearly all carriers used by Man-nington are in the SmartWay program, the company stated.

“Mannington is honored to be recognized for our accomplishments. We have a long-standing commitment to continual improve-ment and operational excellence, and this award validates the work our associates do in this area,” said Dave Kitts, vice president, environment, Mannington.

According to Mannington, it was one of 55 companies to receive this distinction, rep-resenting the best environmental performers of SmartWay’s 3000 plus partners. FCW FCW

Correction

FCW FCW

Corrections

EPA gives Mannington award

11-11-13-pages.indd 11 11/6/13 4:13 PM


By Mallory Cruise

As the industry rebounds, hardwood is one category in particular that continues to expe-rience signi� cant growth. However, recent increases in hardwood pricing and tough home center competition remain a challenge to specialty retail and the entire supply chain.

Still, as home centers gain share, indepen-dent retailers too have succeeded in carving

Home centers bring challengeout a pro� table niche business by carrying better goods and more diversity of price points and species.

Home centers have been expanding because they have secured themselves a place in the market through the products they o� er, said Rosana Chaidez, vice president of sales, marketing and procurement at Haines in Glen Burnie, Md.

“Home centers o� er value, lower price

options. � at’s the niche product at home centers,” she said, adding that while home centers o� er lower priced products, it is the independent retailers who specialize in high-end, specialty product. “Specialty retail stores o� er all price points and high-end consumers favor specialty retail stores. Most of the high-end hardwood brands are not o� ered by the home centers. Retailers are winning the high-end wood jobs,” she said.

Scott Rozmus, president of FlorStar Sales Inc. in Romeoville, Ill., agreed that it is the lower prices at home centers that draw the consumer into the store. “Home centers advertise low prices but if a consumer actually shops in the store, their strategy is to qualify the consumer and trade them up to better goods. Which will allow them to generate a bigger pro� t,” he said.

Don Herndon, owner of Classic Wood Flooring in Rockledge, Fla., said home centers and retailers di� er greatly in the products that they o� er. “� e home centers don’t have the same variety that we do. We do more spe-cialty, custom works. We also tend to act more quickly than home centers,” said Herndon.

Rozmus of FlorStar Sales said that home centers do have one main advantage. “By buying in bulk, home centers have the ability to buy entry level engineered and solid � ooring at competitive price points because of large pur-chase orders. However, if a consumer is looking for anything they consider special or unique design-wise, I believe they are going to shop at an independent specialty retailer,” he said.

Price increases disrupt marketJe� Shipe, owner of At Your Door Floor

Store in Derwood, Md., said that he believes the industry will see an increase in hardwood purchases from home centers this year due to the hardwood price increases.

“People come in and see one price and come back a few months later to � nd that it’s 10 to 15 percent higher and think it’s a sales ploy, so they leave and check out the home centers. In most cases, they discover that everyone’s prices are going up and then they’ll come back and do business with us,” he said.

Shipe further added that his closure rate on jobs has dropped because of the price increases. “I think people see the adver-tisements for these low prices that aren’t realistic, and they go out searching for these unrealistic hardwood prices.”

However, distributors have helped retailers, like Shipe, set themselves apart. “Our distrib-utor has helped us private label product which de� nitely helps position us away from home centers. Our distributor has done a great job of creating a private label brand that is not avail-able in home centers with a competitive price, and that has helped my business,” he said.

Neal Hochstein, store manager of Classic Carpet One Floor & Home in Shelby Town-ship, Mich., said that he is selling more hard-wood now than he has in the past. However, Hochstein attributes the growth in sales to the “Made in Michigan” story of the products he sells as well as his store’s alignment with a local distributor and supplier. Hochstein noted, the store has been providing high quality hard-wood products at very competitive prices.

“At one time, we had 10 di� erent manu-facturer displays in our store, now we have three. Now I’m selling 10 times more wood in less square footage. It all comes from my Michigan distributor and supplier story — they get their wood from within a three-mile radius,” he said. FCW FCW

Correction

FCW FCW

Corrections

Home centers bring challenge Scott Rozmus, president of FlorStar Sales Inc. in Romeoville, Ill., agreed that it is the Home centers bring challenge Scott Rozmus, president of FlorStar Sales Inc. in Romeoville, Ill., agreed that it is the Home centers bring challenge

12 Wood

11-11-13-pages.indd 12 11/6/13 3:45 PM

13Wood


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The hardwood is in part seeing growth due to a stronger demand for housing, according to distributors like Rosana Chaidez, vice president of sales, marketing and procurement at Haines.

“New construction has bounced back from the low water mark reached during the downturn and there is pent up demand for new homes. Much of this demand is in the mid to high-end market,” she said.

Residential too has seen an uptick due to remodel of existing homes. Chaidez said home prices are showing a nice increase.

“Sellers are finally putting their homes on the market. Buyers anxious not to miss low rates are snapping up the available inventory. Hardwood has been the upgrade of choice in this second and third buyers’ market,” she said.

The gap is also closing between the cost of soft surface and that of hard, according to Neal Hochstein of Classic Carpet One Floor & Home in Shelby Township, Mich. “Carpet fiber prices and soft surface product prices are climbing. I have carpet that is more expensive when installed than hardwood. When that hap-pens most people will gravitate towards the hardwood because they believe they’re getting more value for their money and adding more value to their property,” he said. FCW FCW

Correction

FCW FCW

Corrections

Housing impacts wood

[Saint-Georges, Canada] Boa-Franc, the manufacturer behind Mirage brand hardwood floors, celebrates its 30th anni-versary this year. “It signifies dedication, commitment and devotion from Boa-Franc’s employees and partners,” said Luc Robitaille, vice president of marketing.

Purchased in 1983 by current president Pierre Thabet, the company has grown to become North America’s leading manufacturer of prefinished hardwood floors, according to Thabet. He said it all began very modestly when he acquired the company as a little workshop. “There were three employees and three others were added in the first month,” he said.

According to Thabet, everything could have ended March 3, 1984 when a major fire destroyed all of the company’s assets. Thanks to that dedication, commitment and devotion, Boa-Franc persevered. “We rolled up our sleeves and rebuilt. We were back in production on May 28.”

Soon the company took on a new philos-ophy: quality and continuous improvement. Over the next three decades Boa-Franc built a solid reputation, and today the floors, entirely designed and manufactured in Saint-Georges by Boa-Franc, are distributed across North America through nearly 2, 300 specialized dealers and are internationally recognized for their quality.

In 2012, just shy of its milestone anni-versary, Boa-Franc was awarded the Grand Prix québécois de la qualité — the highest

Boa-Franc celebrates 30 yearsdistinction bestowed by the Quebec govern-ment on businesses and organizations that successfully apply best business practices.

Robitaille noted, “We’ll keep striving to excel and be the best everyday by applying rigorous and painstakingly small details that make all the difference to create a high quality product.”

The company announced an anniversary consumer rebate sale which offers 50 cents per square foot discount to consumers on all

Mirage products in Canada and the U.S. A special reward is also offered to Mae-stro and Elite Dealers’ in-store sales staff in conjunction with the consumer rebate sale. “It’s a way to say thank you to those who support us,” Robitaille said.

Activities have also been organized for the employees and their families. “Our employees are the main reason for our success. I thank every one of them for their contribu-

tion over the years and I hope they'll be here in 10 years to celebrate our 40th,” Thabet said.

— Megan Salzano

Boa Franc’s Saint-Georges de Beauce plant

11-11-13-pages.indd 13 11/6/13 4:13 PM

14 Wood


Made in North America

Hardwood inherently has a number of sustain-able advantages but suppliers too have worked diligently and made sizeable investments to receive respected third-party certifications.

“I think that today’s wood flooring, espe-cially wood flooring manufactured in the United States, is a ‘green’ product by its nature,” noted Paul Stringer, vice president of sales and mar-keting at Somerset Hardwood Flooring.

Milton Goodwin, vice president of product

Sustainable by naturemanagement, wood, at Armstrong, added, “There isn’t a shortage of trees that we utilize to make our product because trees are replanted. It’s basically an endless supply of resources we can pull from to produce both the solid and engineered products we make,” he said.

Dan Natkin, director of wood and lami-nate business at Mannington, agreed, “North America has one of the most sustainable hardwood forest areas in the world. Couple

with that the fact that products like engineered hardwood continue to grow, using fewer trees for every square foot of production, and improved glues and finishes minimize any potential air quality impact,” he said.

Goodwin at Armstrong added that hardwood contributes to healthy indoor living as well. “If there is dirt or dust on a hardwood floor you can see it and clean it up, it’s sitting on top of the floor. Hardwood doesn’t hold dirt,” he said.

Stringer at Somerset said that sustainabil-ity also matters when it comes to company resources. “We prepare 100 year plans on timberland we own, we have foresters on

PureBond technology and third party certifi-cations support Mohawk’s family of brands.

staff and we use our waste to create bio-fuels that reduce our country’s dependency on fossil fuels. Nothing in our wood production goes to the landfill,” he said.

Natkin at Mannington explained that green and efficient manufacturing generally go hand in hand. “The fewer raw materials we put into the waste stream, the more cost effective we become,” he said.

Agreed Goodwin, “We use all of the wood, all the way down to the sawdust. We use remaining pieces to heat the boilers that run our plants. Utilizing 100 percent of what you take from the forest is good for business.”

Shaw leverages hardwood veneers and solids that are grown in sustainably managed North American forests, according to David Wilkerson, director of corporate sustainability.

“Since hardwood trees are a renewable resource, that enhances their green credentials. This is confirmed by the Cradle to Cradle Silver certification we have earned on all of our hard-wood products which effectively differentiates them in the market place,” said Wilkerson.

Mohawk too utilizes certifications with all of its brands. “Mohawk and Columbia FloorScore certified products meet criteria required by a variety of other well-respected organizations,” explained Harry Bogner, senior vice president, hardwood, at Unilin. “The U.S. Green Building Council (USGBC) accepts FloorScore certified products as compliant with LEED Green Building Rating Systems for residential and commercial ‘low emitting’ materials.”

Environmentally responsible finishes are also part of the equation, noted Kevin Thomp-son, hardwood and laminate category man-ager at Shaw. “Since solvent-based finishes were eliminated many years ago, finishes are already environmentally-friendly. Lower emission adhesives as well as low-waste man-ufacturing processes make the biggest impact toward green today,” he said.

From its environmentally responsible EnCore products, which utilize 50 percent less of newly harvested wood than traditional engineered flooring, and Greenguard certified enSURANCE installation products to its unof-ficial tagline “This is what it means to be green,” Anderson Hardwoods has been at the forefront of environmental product development.

Green is also an important attribute when it comes to the commercial market.“As a growing segment of the market, it’s import-ant for builders to be communicating that green message. It’s as important to them as it is to us,” Goodwin noted.

— Mallory Cruise

11-11-13-pages.indd 14 11/6/13 4:14 PM


15Carpet & Area Rugs

PPG Congratulates Mirage on 30 Years of Flooring Excellence

PPG knows 30 years is no small feat because we’ve been around a while too. As a provider of innovative coatings for over 100 years, we’re proud to have been a factor in Mirage’s success for much of that time.

PPG RAYCRON® urethane coatings protect the majority of Mirage’s award-winning hardwood flooring collections, offering outstanding scratch resistance and performance. These low-VOC, low-HAP coatings reduce energy consumption and minimize the impact on the environment.

PPG offers more than just coatings. Our globally renowned R&D team worked with Mirage to develop their ground-breaking Nanolinx™ protective coating, which is 5 times more wear-resistant than competing finishes, and their Cashmere®* matte finish, which mimics the low-sheen appearance of an oiled floor.

By supplying industry-leading coatings and technology, PPG has helped Mirage maintain a position of global leadership that will last another 30 years... and beyond.

For more information about how you can partner with PPG Industrial Coatings, call 1-800-258-6398 or visit ppgideascapes.com

* Cashmere is a registered trademark used under license. The PPG logo and Raycron are registered trademarks of PPG Industries Ohio, Inc.

A Strong Partnership Built on Innovative Products and Technology

PPG-BoaFranc Ad_FCW_v4 10-22.indd 1 10/23/13 4:42 PM

By Janet Herlihy

Whether a distributor has o� ered carpet for decades or added it more recently, the com-panies Floor Covering Weekly (FCW) talked to said so� � ooring is an important part of doing business today.

For Swi� -Train, “Carpet is now part of a healthy mix and will always be worth doing,” said Jonathan Train, vice president for the Houston-based company, ranked 16th among FCW’s Top 25 Distributors in 2012.

Distributors have a lot to offer. “For retailers, there are now so many SKUs across all the flooring categories, that they would rather the distributor carry the assortment,” said Train. “The dealers don’t want to invest in all that inventory.”

Delivery and freight can also be an advantage for distributors. “In Texas, if a dealer needs carpet by the weekend, most of the mills won’t be able to deliver that quickly. We have about a dozen qualities that we stock with four to 10 SKUs in each, that are bread and butter items that we can offer locally and quickly. We can give the dealer the convenience of being able to pick up the product at a Swiff-Train warehouse, which keeps pricing competitive. We also offer special orders through Shaw and Mil-liken and have private label programs with some of the smaller mills. There’s a time and place where Swiff-Train is a better fit for a dealer’s needs than waiting for a mill,” he stated.

Transportation varies but for the most part Swiff-Train arranges its own shipping from the suppliers to its Houston facility. “Shipping to the dealers is bundled with other things or the dealer can pick up at the warehouse. Once you get into smaller size orders, it’s more affordable to get carpet from the distributor. We sell everything at ‘cut at roll’ prices,” Train explained. “Especially for dealers in more rural areas, where freight costs are higher, more carpet is being handled by distributors. The func-tions of the middleman are still important. The need still exists to have someone who can provide services to dealers not readily available from manufacturers,” he noted.

Swiff-Train’s carpet business is growing and Train expects the shift to more carpet through distributors to continue. “Some of the large suppliers are driving a broader product mix, but the dealer may not want to get so many categories from one supplier. That creates an opportunity for others. Especially for some of the newer, smaller mills such as Engineered Floors, Lexmark and Phoenix, which might not have as large a network of sales reps as the big mills and can get their product to retail using the sales teams of distributors,” Train explained.

BPI, ranked second among FCW’s Top Distributors and headquartered in Nash-

Distributors have room for carpetville, has offered carpet since 1970. Today, carpet, along with most products, is private labeled under the Prestige brand, accord-ing to John Anderson, BPI vice president.

The company offers commercial and res-idential broadloom and commercial carpet tile, stocking many of its carpet offerings in its Memphis and Dallas hubs.

BPI offers dealers same day service at its hubs and next day delivery to any of its

other locations. “Our prices are very com-petitive and our dealers also save freight as in-stock carpet ships on the same truck as all our other products for one flat delivery charge,” reported Anderson.

Ranked 20th among FCW’s Top Distrib-utors, All Tile Inc. began offering carpet in 1995, according to Bob Weiss, president and CEO of the company that serves deal-ers in 13 Midwestern states. Based outside

Chicago in Elk Grove Village, Ill., dealers across a wide area appreciate All Tile for its convenience, trust and value. “We provide more of a niche with ShawMark’s Anything Goes. It’s a great product,” Weiss said. “We also offer carpet in stock that is available for quick delivery and value roll specials. Buying carpet from us gives our dealers savings on freight. Some even pick up the product at our warehouse. We are a great source for products and credit. Dealers also come to us because they trust us to have good products and get it to them on time,” Weiss stressed. FCW FCW

Correction

FCW FCW

Corrections

11-11-13-pages.indd 15 11/6/13 3:51 PM


Then, in 2002, CMH Flooring Products took a chance with a new product, Quick-Step, which introduced the concept of glueless, mechanically-locking, floating laminate floor-ing to the nation. Sales and margins flourished.

The revenue generated through expansion into vinyl and laminate flooring positioned CMH for additional growth, triggering the 2008 acquisition of Space Flooring, based in Smyrna, Ga. The acquisition of commercial distributor Ellis Flooring based in Charlotte, N.C. followed in 2010. Then last year, CMH opened in Harrisburg, Pa. and expanded into the Northeast, which helped further open up the Washington, D.C., Delaware, Pennsylva-nia, New York and New Jersey corridor.

“We went from $100 million to now $200 million but when the economy collapsed between the two sets of acquisitions, we had to work three times as hard. Now we’re start-ing to enjoy everyone’s efforts,” said Chris O’Connor, CFO. “Acquisitions are fun but

they’re a lot of work.”CMH Space Flooring Products has grown

its business 300 percent since its first 1996 acquisitions, according to O’Connor.

More products Today, CMH Space Flooring has 75 trucks

on the road at any given time, its customer reps take an average of 1,500 sales orders a day and it has a line-up of 64 vendors, including many heavyweights like Quick-Step, Formica, Congo-leum, IVC US, Mullican, Anderson, and more.

“There is still huge demand for branded items — that market is still there,” said Layton. “Our philosophy is to keep the number of SKUs low but stock them heavily.”

CMH also provides two complete private label programs – Carolina Lifestyles and Carolina Home – that include carpet, wood, laminate and LVT.

O’Connor added, “Instead of one or two reps calling on us, we now have 10 reps call-ing to expand their business. Everyone wants to grow with us.”

While the volume and number of products has increased, managing it all has become

more efficient with the adaptation of UPS’s paperless bar coding system, according to Cox.

“It used to take us two days to do a full inven-tory when we were much smaller. Now, we get in at 7:00 a.m. and we’re done before lunch on the same day with nothing being written down,” he said. “Being big is great. Being good is even better. There’s not a customer we can’t get to in three days. And in most cities we’re next day. That’s always been our standard.”

The success of CMH Space Flooring Products has had a positive impact on the local economy

as well — a work-release program in conjunc-tion with the local criminal justice system.

“We had a hard time getting labor to move carpet cushion. People would stay a couple days and leave. Our work-release program helps convicts pay off restitution, cover daily prison costs and they get to keep the balance. Right now there’s about a 50 percent success rate, but it has helped a number of people who have become key in managing our inventory and molding pro-grams,” said Lanning. FCW FCW

Correction

FCW FCW

Corrections

CMH growsContinued from page 1

years ago that the company keeps in mind to stay true to its mission: “To distribute quality brand name products while providing service and value that exceed our customers’ highest expectations.” Hill asked, “Where have we been? Where are we now? Where are we going, and how are we going to get there?” Today’s leadership responds, “BPI comes from humble beginnings. It continues to grow its business by working hard and investing in its people and it will continue to grow by adapting to change.”

Along the way, BPI expanded its product line to include all major types of flooring — carpet and cushion, laminate, hardwood, resilient and ceramic tile — as well as cabinet and counter surfaces and installation supplies.

In 2005, BPI formed an ESOP Trust and paid out in 2013. The company is now 100 percent employee owned, according to John S. Ander-son, BPI vice president. “Over the eight year period, the employees became stockholders and took ownership in their daily responsibilities of servicing our customers,” Anderson explained.

Having all employees pulling together was especially helpful during the recession. “We did manage to fare better than the industry. We can say for sure every day was hard and not a lot of fun but we all shared in the sacri-fices and hard work,” said Anderson.

BPI reduced expenses and managed to make a profit every year as it has done every year of its history. BPI has achieved its remark-able growth through internal strategies. “We have expanded within our current 10 state foot print with more products, such as Quartz Stone and even cabinets,” said Anderson. “We also expanded into Central Alabama in 2012 and will be servicing Oklahoma in the third quarter this year. And, on January 1, 2014, we will add Tarkett Sheet and LVT to our Texas, Oklahoma and Louisiana markets.

BPI participates in local and national causes, including an annual food drive supporting the Mid-South Food Bank and an annual bicycle drive benefitting the children of Porter-Leath, an organization that helps low-income families and children in Tennessee. It also sponsored the second annual Tim Norton Golf Tourna-ment in Huntsville, Ala. with proceeds going to St. Jude Children’s Research Hospital. FCW FCW

Correction

FCW FCW

Corrections

BPI celebratesContinued from page 5

While the company is guided by the fun-damental principle of being a good partner, it focuses on the core values of distribution. “When you look at distribution, distribution is basically three things — we are our customers’ warehouse; we’re basically part of our custom-ers’ banking program, because we carry their accounts receivable; and, we put together pro-grams on various products to push through their business and increase their sales and profit opportunity,” explained Faircloth.

Most employees, including the sales force, have been with the company an average of 15 years, another key element of the company’s success, according to Faircloth. As well, its family roots remain strong. Norwood San-difer’s sons Tom and Mike came into the business. Oldest son Tom passed away five years ago and Mike is now CEO and chair-man of the board. Kirk Sandifer is company executive vice president and will someday represent the company’s third Sandifer gen-eration of leadership.

Cain & Bultman has weathered both changes in its business and in the flooring business. When the company started, it sold Atwater Kent Radios. Under the guidance of Norwood Sandifer, it diversified its product offering to include, Zenith, JennAir and KitchenAid. “We’ve always been a brand name house,” said Faircloth.

One of the name brands brought on in 1934 by Norwood Sandifer was Armstrong Flooring. Today, the company exclusively distributes flooring and Armstrong rep-resents some 80 percent of its business.

Another milestone for the company was in

1995 when it closed Florida facilities in Miami, Tampa and Orlando and one in Birmingham, Ala. in order to centralize the business out of Jacksonville. “To reposition ourselves to grow the business in the long term, we consolidated to the home office in Jacksonville where we can ship product next day to all markets we serve. That was real decision-making times for us but the best thing we have ever done. Our overhead would have been too high,” explained Faircloth. The company’s territory remains Florida and Georgia.

During the last several years of recession, the company has seen both industry-wide and regional change. “The major thing is that we think the retail business in the state of Florida in flooring is in its infancy. We were such a builder-driven marketplace until the recession hit in 2007/2008. Even though it’s coming back a bit now, we feel remodel replacement market offers tremendous opportunity. We’ve invested in displays and programs to be in the position to increase our retail opportunity as retail comes back and we see that paying off for us now,” said Faircloth.

In general, Faircloth said the basics of distribution stand but that the company continues to grow various product lines within the organization. “Distribution hasn’t changed a lot. The basics are main-taining inventory, providing a fair price and sales training,” he noted.

Cain & Bultman sales posted at $48 million for 2012 and are projected to be $52 million this year. And when asked what will keep the company going strong in the future, Faircloth pointed back to the company’s roots. “Over the years, we’ve really been able to develop a partnership with our customers out in the marketplace,” he said. “Revenue kind of fol-lows relationships.” FCW FCW

Correction

FCW FCW

Corrections

Cain & BultmanContinued from page 5

[Dalton, Ga.] B Carpet, formerly known as Burtco Enterprises, has a new name, a new atti-tude and new certification as a woman-owned business granted by the Women’s Business Enterprise National Council.

Elizabeth Moore, majority shareholder, president and CEO of B Carpet, is certain being recognized for its female-ownership will make a difference for B Carpet. “We gained certifica-

B Carpet: Banking on ‘woman-owned’ tion in May of 2013 and we are excited about seeing where it leads,” Moore said.

Designers, architects and specifiers who make decisions in the commercial carpet market are known to make purchasing choices using criteria other than price, according to Moore. “Besides looking at environmental sustainability for example, they are also consid-ering social and community benefits and so are

deliberately purchasing more from minority and woman-owned businesses,” she explained.

So far, 2013 is seeing an increase in carpet sales, which is offsetting the reduction in B’s commission tufting sales, which the company began in the summer of 2012. “While the econ-omy has continued to surge and recede, we feel that our marketing initiatives are paying off for us,” Moore reported.

Moore has more than 21 years of experience in the commercial carpet market. She started out working for what was then Burtco, which had been founded and named by her father (now chairman) Burton Brown in 1979. The decision was made in 2009 to rebrand Burtco. “We realized that we were creating some very elegant custom carpet, and our name and image needed updating to reflect our highly styled work,” Moore explained. “It’s been a lot of fun working the B advertising campaign with slogans like ‘B Creative,’ or ‘B Hospitable’.”

— Janet Herlihy

16 Carpet & Area Rugs

11-11-13-pages.indd 16 11/6/13 4:09 PM

Untitled-1 24 10/31/13 12:10 PM


Tile & Stone

By Janet Herlihy

� e wholesale distribution channel continues to grow for carpet manufacturers. While both distributors and mills sell to retailers, the two parts of the indus-try are more complemen-tary than competitive.

While manufacturers seek to market coast-to-coast, distributors serve a more local or regional area. Duane Goetze, Shaw’s residential marketing direc-tor, explained, “Distributors are � exible, and tailor their business and services to the local market. Whereas manufacturers try to eliminate variation, distributors thrive on variation and utilize their � exibility as a com-petitive advantage.”

Able to tailor their services to what the indi-vidual dealer needs, distributors strive to own

Carpet mills team up with distributors to score at retailthe retailer relationship, according to Goetze. “In many cases, the distrib-utor becomes the brand, and the distributor brand becomes more important than the product brands. � ey understand that bundled bene� ts and owning the retailer rela-tionship is key to gaining the greatest share of retailer spend,” he said. “Distributors are very focused on revenues and

margins, and they hate inconveniences. Our goal is to create programs and supply products that help them grow their revenues and make a solid margin.”

While Shaw o� ers distributors a full line of residential and commercial broadloom and carpet tile, as well as indoor/outdoor styles, it has provided a unique selling prop-osition with its ShawMark Anything Goes

line of high-performance carpet products.

Beaulieu’s distributor business continues to grow, according to Joe Williams, vice president of Interna-tional and home center sales for Beaulieu. “Distributors are looking for value and want to build their own private label brands, but are also beginning to piggyback with some mill marketing, for example, using some dis-plays that identify the prod-uct as Beaulieu’s, especially for EverClean, a line of solution dyed polyester carpet, and Indulgence, a collection of so� , solution dyed nylon,” said Williams.

Working with distributors is important because it gives Beaulieu access to dealers it might not otherwise reach. “Some are smaller dealers who look to distributors for local access to inventory. � e distributor is

another source of terms as well as quick turnaround — order today, install tomor-row,” he said.

Beaulieu will also pro-vide design work for private label programs and prod-uct knowledge and sales support for the distributors and their dealers. Williams added, “We will help them help their customers with sell through.”

Getting carpet from manufacturing in Dalton

to a distributor depends on the quickest, most economical way. “A lot of distributors send trucks to us,” explained Williams. “It’s part of our special service that our freight department looks for opportunities for dis-tributors for lowest freight costs. We also provide direct delivery or can drop ship to our closest distribution center and they will pick it up there.” FCW FCW

Correction

FCW FCW

Corrections

Distributors carry Beaulieu’s Bliss Indulgence soft nylon product.

Shaw’s ShawMark Anything Goes! is popular with distributors.

Unpredictable politics, an unstable economy, changing consumer demand: the U.S. build-ing and renovation markets may be on the upswing, but it hasn’t been a smooth ride. Even with careful planning, the most sea-soned business owners are � nding challenges in running their businesses. So FCW asked tile distributors, what are some of the key issues keeping you up at night?

Raj Shah, co-presidentMS International, Orange, Calif.

Two issues are of primary concern at this time: overall volatility in worldwide econom-ics and politics continues to add challenges to importing. Speci� cally, overseas in� ation and interest rates are causing large changes in exchange rates which hamper the ability to make long-term plans when it comes to

What is keeping tile distributors up at night?imported product. Domestically a large issue is the non-renewal of GSP (generalized system of preferences). � is is signi� cantly raising the prices of imported products. In addition, regulations as it relates to import-ing are also causing challenges.

Tom Kotel, presidentMid-America Tile, Chicago

I think we are going in the right direc-tion, but it’s a slow recovery. You have to be serious about growing your market share. I’m going to say that we’re de� nitely in the market for the best talent that we can budget. I don’t care if it’s sales, customer service, warehouse, that’s your best asset. You get everyone working as team, but I believe organizational health trumps all else. So we’re working hard at that.

Scott Levy, EVP, operationsArley Wholesale, Philadelphia

Obamacare a� ects the business and consumer climate overall. � at shock to the system is going to happen, and no matter what side you are on, you can’t be happy. � e more the media jumps on it and talks about it, it brings fear back to the marketplace. We saw the shock to the system when Washing-ton shut down, and it hit the core areas that we deliver to. When government workers are furloughed, they aren’t buying tile.

Joe English, senior manager, ceramicSwi� -Train Company, Houston

� e economy has been treating us very well. Texas and Oklahoma have been insu-lated from the decline of the last two to three years. All of our categories are up. � ere are

changes in the ceramic market. Seems as if it’s not really a race to the bottom as far as price goes. Consumers are looking for style and value.

Harold Yarborough, vice presidentD&B Tile Distributors, Miami

Business is good because we make it good. We are in a tough market and the economy is improving at a slow rate. We have been updating and improving our website, which is ecommerce, and continue to partner with our vendors on their marketing strategies, and we are doing a better job of social media this year.

Frank Garcia, CEOGulf Tile & Cabinetry, Tampa Bay, Fla.

In terms of worrying, we are having growing pains. All of us who have been through what we’ve been through are run-ning very lean. You do a lot of di� erent jobs. We are the highest hit area in the country, and we have a lot of make up to do. FCW FCW

Correction

FCW FCW

Corrections

Crossville’s urban-inspired Reclamation[Crossville, Tenn.] Crossville Inc. recently introduced the brand’s first digitally produced porcelain tile collection, Reclamation.

“We looked to urban spaces and cityscapes for inspiration for Reclamation,” said Lindsey Waldrep, Crossville’s vice president of marketing.

According to Crossville, the collection offers a quartet of colors — Whiskey Lullaby, Cotton Exchange, Steel City and Tobacco Road — with 16 different facings that interpret the look of wood, metal and concrete.

Reclamation is manufactured in the U.S. with Crossville’s EcoCycle manufacturing process, contains a minimum of 4 per-cent recycled content and is Green Square certified.

“Everybody loves a good comeback story, so we turned to America’s roots of industry and enterprise to create a line that answers designers’ appreciation of reclaimed materials, repur-posed elements and sustainable products,” Waldrep said.

Size options include 12 X 24 and 24 X 24 field tiles, along with a 6 X 24 etching accent. A 4 X 24 bullnose for Reclamation is also available. FCW FCW

Correction

FCW FCW

CorrectionsCrossville's Reclamation collectionin Cotton Exchange with Cotton Etching

18 Carpet & Area Rugs

11-11-13-pages.indd 18 11/6/13 4:10 PM

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of their business.”A high percentage of membership is family

businesses and Matson said within the group, there is a segment that is deeply committed to aggressively marketing their companies. “We felt our members needed to be more aggres-sive in showing the value they bring and the distinctiveness of their business. � e time is right with people feeling more con� dent. How can we expand and continue to grow? � is is very much member to member,” she said.

From talking with members, Matson said they realize the importance having time to network and share ideas, challenges and solutions. “More and more, we evolved our format to discussion and spending time talking.” Some of the talk is done informally among friends and formatted roundtable dis-cussions are utilized as well. “� e challenge is to always anticipate their needs,” she said.

� e group is performing well a� er the recession, Matson reported. “Everyone is saying they are extremely busy. If you look at 2013, the front half started out slow. But our numbers look good and we are hearing from members the back half of the year and into 2014 is very strong,” she said.

And there are pockets of growth and of slower recovery from region to region, one commercial business segment versus another, and among product categories as well. Recovery in the Northwest is a little slower, she said, while the Southeast is pretty good. “� e Midwest always lapses a little — some areas are a little more remote and states like Ohio take a little longer to for the market to get strong,” Matson told FCW.

Corporate, hospitality and higher edu-cation segments have held strong, she said, adding, “K through 12 remains a challenge from a budget perspective.”

She said that as far as � oor covering prod-uct goes — Starnet has some 50 vendor part-ners — carpet tile is outpacing broadloom though the design focus of carpet tile and the di� erent sizes and dimensions o� ered pose greater installation challenges.

“Our mission is to help members grow both top and bottom line and give them new revenue sources and to expose them to ideas and understand what has worked for other members,” said Matson.

Strategies for growing your businessTwo panels of leading Starnet � ooring

contractors spent the � rst a� ernoon in New Orleans talking to the group about building their business through various marketing strategies. Whether it was attracting new customers or increasing business being done with existing ones, members o� ered exam-ples that worked for them.

“� ings have changed. Business is much more competitive,” noted Bill Imho� of Intertech Flooring in Austin, one of the panel moderators.

Panelists addressed relationships with general contractors, end users and facility managers and the A & D community as well as how to win additional business both with

existing clients and new opportunities. Jim Lloyd from Cornerstone Commercial

Flooring, noted that when doing business with large A& D � rms, many have reduced sta� during the recession and have been slow to build. “We use these problems as coachable moments,” he said. “We need to market ourselves to the professionals as professionals — away from the dramas and emotions of the job.” Education, he added, is a key component.

Tips from Lloyd included: Set up an edu-cation calendar monthly; sponsor an event; institute a dress code (adopt a personal style as a company); and, host a cocktail party once a month for clients — “It gives you an intimate, personal atmosphere,” he said. “Excellence is contagious so let’s be excellent. Be memorable on how you are spending your marketing dollars.”

Speaking about end users, Jim Vanhauer of Commercial Systems in Omaha said it is all about “service, service, service. Take care of issues proactively and seamlessly.”

Meanwhile, Ellen Zucker from CI Select in St. Louis, Mo., leverages her company’s di� erent divisions which include a furniture company. � e company, in fact, runs a lead sharing contest to encourage the divisions to share information.

She also said that the company feels strongly about spending money on market-ing. “We have to be creative and resourceful in bringing people together.”

Frank Pelosi of Metropolitan Contract in Cherry Hill, N.J., said he limits the amount of bids he puts out. “You are giving your pricing to your competitors. Focus on the people that give you the best business — concentrate on your best customers.”

Pelosi's business uses union workers. He also cautioned, “You can’t bend your price so much. You have to be prepared to lose. If they know you'll walk away, they won't hammer you so much.”

Mike Patton, DSB (D.S. Baxley) said his company posted $11 million in sales four years ago but this year, sales have climbed to $20 million. He credits it to the company’s rebranding and strategic marketing e� orts which include “branding everything,” from mouse pads, shirts to company trucks. “We make it comprehensive and develop mes-sage your company can get behind,” he said.

But relationships, noted Bill Bohrer of Wall 2 Wall Floorcvoverings in Ketchum, Idaho, is No.1. “Sometimes a relationship trumps product, trumps service, trumps any-thing else. I can’t emphasize how important it is to keep these relationships.” FCW FCW

Correction

FCW FCW

Corrections

Smart marketingContinued from page 3

Jeanne Matson, Phil Schrimper and Randy Weis

11-11-13-pages.indd 20 11/6/13 4:07 PM

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To subscribe: call (866) 813-3752 or go to fcw1.com/subscribeFor reprints of articles: Wright’s Media (877) 652-5295

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Floor Covering Weekly (ISSN-0015-3761) is published bi-monthly by Hearst Business Communications, Inc./FCW Division, 50 Charles Lindbergh Blvd Suite 100, Uniondale, NY 11553. Periodicals postage paid at Uniondale, NY and additional mailing of� ces. Subscription rates: Domestic: $25 per year, $48 two years; Canada: $60 per year, $110 two years. Sales Agreement No. 4001287. Foreign: $174 airmail. Single copy Domestic: $4.00, Canada: $6.00. Printed in the U.S.A. POSTMASTER: Send address changes to FLOOR COVERING WEEKLY, PO Box 3012, Northbrook, IL 60065.

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ColumnistsJon Trivers I take the � oor (530) 876-8454 [email protected] Baker Beyond the numbers [email protected] Ramey Strategic insights (561) 876-8077 cpr@af� uentinsights.comMarge Redmond Heard on Main Street marge@oldtown� ooring.comTom Jennings First things � rst (785) 843-1678 [email protected] Robinson Making What Matters Most Happen (541) 383-8044 Rhonda @RobinsonRo1.com

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22 The Last Word

— Amy Joyce Rush

Pe

rio

dic

al


#S5761 & #B3370Visit FCW at booths

�

SURFACESSetting the Stage

for Recovery 2013

Vol. 62 No. 2 A Hearst Business Publication

January 28, 2013 $4

Mannington’s Grizzle sets course for futureAcquisition, product

bring market advantage

By Amy Joyce Rush

[Salem, N.J.] A year ago, Rus-

sell Grizzle took the helm of

Mannington Mills, a family-

owned nearly 100-year-old

company that was deeply

grounded in tradition and

like the rest of the industry,

was mired in a painfully slow

recovery. His job then and

now is to plot a path for the future that

includes growth in new markets while

at the same time to stay true to the com-

pany’s core values.

Today, Grizzle points to the Amtico

acquisition as a strategic move that allows

Mannington to expand its global reach

while enabling it to bring its LVT com-

mercial production onshore.

“We are pleased with the acquisition.

LVT is a very, very hot prod-

uct and we continue to grow

our commercial and residen-

tial LVT product lines. We are

ahead of projections at this

point,” he said.

Since then, he has invested

his time in overseeing the

integration, a job made easier

because of careful due dili-

gence before the purchase and

company values that aligned with Man-

nington’s from the start. “� at’s been a big

help,” he said.

In October, the company announced

that both the Mannington Commercial

and the Amtico sales forces will carry both

companies’ commercial products, includ-

ing LVT, sheet and carpet tile, using the

current Mannington Commercial “Choices


Russell Grizzle

FLOOR COVERING WEEKLY

By Janet Herlihy

[Dallas] � e atmosphere was casual,

the showrooms scattered in hotels located

in Irvine and Grapevine, Texas, and the

retailers, large and small, attending the

Dallas regional � ooring markets were

pleased with the products and optimistic.

Shaw, Mohawk, Beaulieu along with

distributors including Swi� -Train, T&L

and BPI drew dealers to see a wide range of

product and hear about the latest programs.

Construction is recovering in the

region and retailers reported better retail

sales as well. “� e builder market is strong

Winter markets heat upin Oklahoma,” said Roger Voge, Okla-

homa division president for Star Floor-

ing & Decorating.

Jinx Yoder, owner of Paris Tile & Marble,

Paris, Texas, said, “Business is picking up.

People who wanted to wait ‘til a� er the � rst

of the year are back to buy now.”

Susan Adair, of Adair’s Fine Floors in

Dallas, said, “Winter market is important

to us. I think it’s better than Surfaces in

that the suppliers are not distracted.”

Chuck Moreau, owner of Brazos Valley

Floor & Design, with three locations in

the College Station, Texas area, has been


1-28-13pages.indd 1

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#S5761 & #B3370#S5761 & #B3370#S5761 & #B3370#S5761 & #B3370VisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisitVisit FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW FCW at booths at booths

FCW at booths FCW FCW at booths FCW at booths at booths at booths at booths at booths at booths at booths at booths at booths at booths at booths at booths

��

URFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACESURFACES20132013201320132013201320132013

Mannington’s Grizzle sets course for futureAcquisition, product

bring market advantage

A year ago, Rus-

sell Grizzle took the helm of



owned nearly 100-year-old

company that was deeply

grounded in tradition and

like the rest of the industry,

was mired in a painfully slow

recovery. His job then and

now is to plot a path for the future that

includes growth in new markets while

at the same time to stay true to the com-

pany’s core values.

Today, Grizzle points to the Amtico

acquisition as a strategic move that allows

Mannington to expand its global reach



mercial production onshore.

“We are pleased with the acquisition.

CommercialA Hearst Business Publication

Supplement to Floor Covering Weekly

March 2013

FCW

Bōlyü Drift and Brights carpet tile installed at the San Francisco o� ces

of Zoosk, the social dating service.

Consolidated installs St. Mary’s SchÖnox sets � ooring stageFashion forward commercial carpet

Great Floors goes wide and deep

3-25-13Commercial.indd 18

3/20/13 11:25 AM

ommercialSupplement to Floor Covering Weekly

nox sets Fashion forward commercial carpet

Entries

2013

PINNACLE

PRACTICE & PROCESSPRODUCT

PROMOTION & COMMUNICATION

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4

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By Janet HerlihyCarpet America Recovery E� ort (CARE) will meet in Wesley Chapel, Fla., for its 11th Annual Confer-ence, April 24-26. � e organization has much to be proud of. And while recognizing its accomplishments, it also acknowledges there is much to do and challenges to address.Established in 2002, CARE represents the

carpet industry and is dedicated to � nding

market-based solutions for keeping used carpet

out of land� lls. In September, Dr. Bob Peoples

returned as executive director of CARE. CARE’s agenda is full. In mid-March,

CARE was preparing the 2012 Fourth Quar-

ter review for Cal Recycle, the CARE Annual

Survey, the 2012 CARE Annual Report, plan-

ning for the Annual Meeting in April and

working on the � nal plan due to Cal Recycle

CARE Conferenceto tackle challengesby the end of May. In order to continue to spear-

head carpet recycling e� orts e� ec-tively, CARE will need help. “We have bene� ted greatly by getting our board members involved, but it’s a constant challenge to keep CARE moving forward with so many moving parts demanding attention,” Peoples noted.

CARE now numbers 80 certi� ed recyclers

and another 20 processors of PCC, making up

national network to facilitate carpet recycling.

“We’re looking at big shi� s and trends in carpet

recycling,” Peoples said. “Some of the factors

are in� uenced by the macro economic climate

and how it a� ects small businesses everywhere.” Peoples pointed out that as the housing

market rebounds, more new carpet is being

sold which will eventually be available for Continued on page 19

Dr. Bob Peoples

By Mallory Cruise[Orlando, Fla.] Alliance Flooring/Car-petsPlus built upon its “Pillars for Success”

strategy as it welcomed members to this year’s

convention here March 23-26. Under its

convention theme “Drive 2”, Alliance brought

to its members the skills, tools and products

necessary for a successful recovery year.“Welcome to the recovery,” said John

Logue, co-CEO of Alliance/CarpetsPlus,

greeting members at general session on

the � rst day of convention. � e group, he

reported, is already up 10 percent this year,

evidence of better � nancial times ahead.According to Ron Dunn, co-CEO of Alli-

ance Flooring/CarpetsPlus, the company

Networking, new products,optimism drives Alliance

scaled back the last three years in order to

endure the tough � nancial times plaguing

the industry. But things are beginning to

turn around, he added.“We’re getting more help from suppliers;

we had a great meeting with our advisory

board. I think it’s going to be a great growth

year,” Ron Dunn said. “Retail is coming

back. Commercial is strong. Housing and

building is up which is spurring business.”

He added that the group hopes to open

30-40 stores in upcoming months. Another

goal is more networking among members. � e Pillars for Success strategy pro-

vided the convention foundation, focus-ing on people, perception, planning, and Continued on page 21

By Mallory Cruise and Ray PinaHard surface � ooring suppliers are adopt-

ing FloorScore and Greenguard Children

& Schools certi� cations to verify that their

products emit negligible levels of volatile

organic compounds (VOCs) and contribute

to healthy indoor air quality — designations

now required to achieve Leadership in Energy

and Environmental Design (LEED) credits

Low VOCs crucial for flooring marketand secure lucrative government contracts. “All of our products are FloorScore certi-

� ed and this has had a great impact on our

speci� cations,” said Carrie Berger, national

speci� cation manager for rubber � oor sup-

plier Burke Industries. “We are constantly

asked if our products meet indoor air quality

standards. Being able to say ‘yes’ and prove it

helps us get and maintain speci� cations. � is Continued on page 19

17

Mohawk finalizes Marazzi acquisition Gains leading global tile position


April 8, 2013 $4

Interview withScott HumphreyWFCA CEO19

fcw4813-pages.indd 1

4/4/13 12:15 PM

In order to continue to spear-head carpet recycling e� orts e� ec-tively, CARE will need help. “We have bene� ted greatly by getting our board members involved, but it’s a constant challenge to keep CARE moving forward with so many moving parts demanding CARE now numbers 80 certi� ed recyclers

and another 20 processors of PCC, making up

national network to facilitate carpet recycling.

“We’re looking at big shi� s and trends in carpet

recycling,” Peoples said. “Some of the factors

are in� uenced by the macro economic climate

and how it a� ects small businesses everywhere.” Peoples pointed out that as the housing

market rebounds, more new carpet is being

sold which will eventually be available for Continued on page 19

Interview withScott HumphreyScott HumphreyWFCA CEO

WFCA CEO


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Vol. 62 No. 9 A Hearst Business Publication May 6, 2013 $4

Haleys Flooring & Interiors offers variety.

Great Floors, No. 9 on FCW’s Top 50 list, boasts an expansive showroom in Coeur d’Alene, Idaho.

ABC Carpet & Home’s 6th fl oor rug department My Flooring America’s Denton, Texas location Sergenian’s showroom features stylish displays.

By Janet Herlihy

� e merger of Sergenian’s Floor Coverings of

Madison, Wisc. with Florida-based G. Fried

Flooring America in November of 2011, has

resulted in a vital, diversi� ed business that

is ranked No. 40 in FCW’s 2013 Top 50 U.S.

Specialty Retailers report.

A member of Flooring America, Serge-

nian’s operates a retail store and maintains

a second facility that houses commercial

Sergenian’s grows in Wisconsin and Florida

sales, administrative o� ces and distribution

in Madison. In Florida, there are now three

G. Fried Flooring America stores — Tampa,

Sarasota and Jupiter. All told, sales tallied

$25.8 million in 2012, according to Jim

Garner, CEO of the parent company Serge-

nian’s Floor Coverings, Inc. and the majority

shareholder of the business.

In 2008, when the recession hit in Wisconsin,

the builder business accounted for about one-


By Raymond Pina

Specialty � ooring dealers are reporting signi� -

cant and sustained increases in both store traf-

� c and store sales across all categories. Growth,

they said, is being fueled by rejuvenated new

home construction, residential remodel busi-

ness and Main Street commercial.

“I haven’t been this busy in years,” said

30-year industry veteran Je� Kaspin, owner

of Monroe Township, N.J.-based A.B. Carpet.

“� e amount of tra� c coming through my

door is reminiscent of the good days before the

economy went bad. And what’s really amazing

to me is how strong business was in January,

February and March. Usually we get that kind

of push in April through June. I’m already

ahead of last year. � at’s very encouraging.”

With the exception of an occasional dip,

monthly increases in new home sales and

a trend among homeowners and property

managers to remodel with better quality

goods is driving sales growth residentially.

“We think we’re set up to have a good three

Hard surface carries retail out of slump

year run,” said Bruce Zwicker, president and

CEO, Haines. “Housing is rising and when

interest rates go up it will be like throwing

rocket fuel on a � re with more people trying

to buy in while rates are still relatively low.

We’re coming out of a depression into a

pretty strong recovery.”Construction and renovation of com-

mercial spaces such as healthcare facilities,

schools and government o� ces continue to

rise but the return of retail space on Main

Street is proving to be the latest opportunity.

“With new housing comes new retail

construction,” said Diana Borders, principal

designer for commercial � ooring, Arm-

strong. “We’re seeing the retail environment

driving a lot of commercial business. But

we’re also seeing a lot of hospitals renovating.

America is building again.”

Hard surface categories have led the charge

of increased sales, up some 8 percent the � rst

quarter of 2013 in comparison to the � rst quar-

ter of 2012, according to Catalina Research.


3

Beaulieu preps for Boe’s retirement with co-CEO

Ralph Boe (right) with newly named CEO, president Karel Vercruyssen

Separate retail brands, expanded commercial

5613-pages.indd 1

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Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.Sergenian’s showroom features stylish displays.

Hard surface carries retail out of slumpretail out of slump

year run,” said Bruce Zwicker, president and

CEO, Haines. “Housing is rising and when

interest rates go up it will be like throwing

rocket fuel on a � re with more people trying

to buy in while rates are still relatively low.

We’re coming out of a depression into a

pretty strong recovery.”Construction and renovation of com-

mercial spaces such as healthcare facilities,

schools and government o� ces continue to

rise but the return of retail space on Main

Street is proving to be the latest opportunity.

“With new housing comes new retail

construction,” said Diana Borders, principal

designer for commercial � ooring, Arm-

strong. “We’re seeing the retail environment

driving a lot of commercial business. But

we’re also seeing a lot of hospitals renovating.

America is building again.”

Hard surface categories have led the charge

of increased sales, up some 8 percent the � rst

quarter of 2013 in comparison to the � rst quar-

ter of 2012, according to Catalina Research.


Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s Beaulieu preps for Boe’s retirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEOretirement with co-CEO

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February 11, 2013 $4

POST

SURFACES2013

By Kimberly Gavin

[L V] � e National

Floorcovering Alliance

(NFA), a collective of more

than 40 of the nation’s

largest retailers, met prior

to Surfaces 2013 for a mid-

convention meeting and

vendor review. � e positive

momentum reported at last

fall’s meeting continues.

And while the group dis-

cussed some potential pro-

grams behind closed doors,

one it is publicly embracing

is a new wood group buy

opportunity from Armstrong.

American Scrape Hardwood, introduced to

the NFA at the fall convention, is a collection

of high-end scraped products available in 3/8

and ½-inch thicknesses. Available in 10 colors

total, the NFA program is starting with four:

Eagles Nest, Autumn Blaze, Amber Grain and

Smokehouse. � e program is a direct-ship

that off ers members competitive pricing.

“� e price advantage is considerable,”

Armstrong: NFA’s first

wood group buy optionsaid Ian Newton, Flooring

101, who put the program

together for the group.

“However, we see this as a

margin enhancement oppor-

tunity,” Newton added, not

as a market disrupter. He

also said that if the program

gets good support, the group

would pursue additions.

Phil Koufi dakis, incom-

ing NFA president, said that

the Armstrong program was

especially signifi cant because

it represented the fi rst group

buy outside of carpet.

Koufi dakis offi ciated his

fi rst meeting as the new president. “My job

with leadership is to bring the best oppor-

tunities to the group,” he told FCW during

the vendor meeting. “� en they can choose

individually what is best for them. So far, we

have had success in getting mass participa-

tion in carpet,” Koufi dakis said, adding that

he believed the group can spread that success

into hardwood and beyond. His goal as presi-

NFA members examine a new

wood program from Armstrong.

Continued on page 7

By Mallory Cruise and Amy Joyce Rush

[O] Shaw Flooring Network conven-

tion — Insight 2013 — put a spotlight on the

company’s ability to create targeted, laser sharp

business plans while expressing its deep con-

cern for its dealers, their families and the causes

it believes in.

Vance Bell told the crowd of more than

1,000 dealers (some 3,800 attendees), “Shaw

has put the pieces together to insure future

growth and success. We have been focused

on you. Our product quality and service

have improved and we’ve made major capital

investments — over $1 billion. � e time is

Shaw’s Insight 2013:

Building a better futureright for you to invest in your business.”

Both Bell and president Randy Merritt

said that 2013 will defi nitively be a better

year. “It starts right here for all of us,” off ered

Bell. “Your growth and success is our number

one priority.”

Explained Merritt, “Every year in January,

everybody says it’s going to be a better year

but we didn’t have the statistics to support that

intention. � is year we have concrete informa-

tion to support it. It’s going to be progressively

better for the next three to four years.”

Warren Buff et, chairman and CEO of

Shaw’s parent company Berkshire Hatha-


*Surfaces coverage

begins on page 4

“The Magic of Max” theme

at the Max Windsor booth

The gates open at Surfaces 2013. Drumline makes noise about Stainmaster brand.

Mohawk’s Mike Zoellner and

Elise Demboski with a retro Marilyn Monroe

Ron Nash of Laticrete with SpectraLock art

2-11-13pages.indd 1

2/8/13 1:14 PM

— Santiago Montero

Distributors don’t have it easy in the � ooring business nowa-days. Between manufacturers

going direct, an onslaught of overseas suppliers coming in to the market, and the problems we’re having here at home, distributors are literally � ghting every-day — some of them for their very lives.

But others have managed to thrive in this environment. � ey’ve gotten closer to customers; they’ve started sourcing directly from overseas themselves; they’ve expanded into new territories; and, the largest have acquired competitors and expanded their territories.

While some of the weakest companies went under, those with sound businesses have grown and now rival many of their own suppliers for size and impact in the market.

Take CMH Space Flooring, featured in this issue. � is company has been on a tear since 1991. Good values, early adoption of technology and a culture of humble caring have made it a stand out among its customers and suppliers alike. Of course, smart leadership doesn’t hurt and neither does a laser beam focus on customer service.

Or Cain & Bultman, which a� er 90 years is still going strong and in a highly competitive market. Again, customer service is a keystone for this business.

Same goes for BPI that went through a lot of the same struggles we all did during this recession but managed to � nd a path to success where others may have failed. No surprise that here as well, customer service was one of the company’s core principles.

I admire these companies. Distributors, perhaps more than any other companies in the chain, have had to rede� ne who and what they are — back from the days when they supplied carpet to today where they compete with suppliers trying to go direct in their markets and where they have to develop their own private label programs that o� en include their own sources of overseas suppliers. � ese industry stalwarts have found a way, have cut new paths, have forged new alliances and they have primarily done so by staying true to the family and customer and service values upon which they were � rst built.

Perhaps it is because of this a� nity we have for distribution here at FCW that we take on this arduous task of calling them all, and culling down their information and cajoling (some-times begging) these folks to bring you our list of the Top 25 distributors in the country. We think they’re worth it — the value, the support, the credit, the relationships, the product, the logistics, the excellence and the caring.

If there’s anyone missing from our list, let us know and we’ll work to get them included next year. � ey deserve credit for a job well done.

Last month I had the pleasure of going back to my hometown of Pittsburgh, Pa. to check in with the folks at HomerWood, located in Titusville, and Karndean

in Export, Pa. Yes, the picture posted on our Facebook page of Franco Harris and the Immaculate Reception statue at the Greater Pittsburgh Airport was completely self-indulgent. I can’t help myself when it comes to my hometown, its sports, its landscape and mainly its people.

In Pittsburgh, you will � nd some of the hardest working, most genuine people in the nation. � ey are passionate, they are true to themselves. So it was no surprise when visiting with Wendy Wescoat at HomerWood to hear her passion about the company’s product — a uniquely Made in the U.S.A. product. � e “character” found in Homer-Wood hardwood � ooring is come by honestly — the wood is procured locally in the Appalachian Mountain range, it is handscraped by the Amish all right there in Titusville.

Next, we were on to Karndean Design� ooring in Export to visit with the new vice president of marketing Emil Mellow and PR and social media head Allison Tomei. Again, the execs here gave us, with great pride, a full tour of the facility. And it is an impressive facility, one that the company is quickly outgrowing. Its footprint is the same as other locations here in the states as well as overseas. It houses o� ces, showrooms, a warehouse and a robust production of presenters for working with the A&D community as well as retail.

The changing look of distribution

Going home � is particular issue of FCW is devoted to distribution — I’d say dis-tributors are among the hardest work-ing group of people in the industry, both representing suppliers and serving retailers. As a group, they have been challenged during the recession and the landscape has changed quite a bit over the last few years. Yet, it is by sticking to their core principles, staying true to their roots that the Top 25 have survived and in many cases thrived over the last few years.

Read about CMH — putting the customer � rst has helped that company stay on top and grow even in the most challeng-ing of times. � e company has grown both organically and through acquisition.

Cain & Bultman will celebrate 90 years in business next year. � at’s something to be proud of. And we’ve featured a host of other Top 25 distributors over the years including Haines, T&L and Swi� -Train to name a few. In May, we featured Florstar as they celebrated their 25th anniversary. Indeed, there is some-thing special about this group of companies.

To me, the rivers that wrap around the city of Pittsburgh, the many bridges, the downtown skyline and the stadiums that host our beloved sports teams are all part of the city’s beautiful landscape. But it’s the people that remind me of the basics I grew up with, the work ethic that I’ve come to admire in so many of you in this industry. � ere is nothing quite like going home to remind you of the things that matter most.

11-11-13-pages.indd 22 11/6/13 3:52 PM

Mary Bishop

*

Family Floorc

overing Bu

siness

“It’s tru

ly a eu

phoric

feeling

when

ever fr

iends and

family

help

you,

but w

hen str

angers

help yo

u,

it mak

es yo

u wa

nt to

stop

and

hug the fir

st str

anger y

ou se

e.

For m

e, it’s

all

abou

t peo

ple

helping peop

le.”

Than

k yo

u,

Mary

Do you know someone who could use our assistance? Let them know there’s hope.

For information or to make a donation, please call 714.634.0302 or visit FCIF.org.

*The FCIF treats all of its grant recipients confidentially. Mary wanted to share her story with the public but asked that we keep their identity veiled. Her name has been changed

Mary Bishop* worked

in her family’s

flooring business and

devoted herself to

her family. When a

Christmas Eve seizure

led to the discovery

of a grade III brain

tumor, Mary suddenly

had to focus on an

intense treatment plan which included

radiation, chemotherapy and

fighting

the tumor.

Good thing someone told

her about the Floor

Covering Industry

Foundation

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COMING SOON!A STAINMASTER® CARPET FOR

EVERY MEMBER OF THE FAMILY.

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Bigger footprint plus technology drive growth

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