By K.J. Quinn
When you speak with retailers about their dealings with Swiff-Train, the words “service,” “integrity” and “family” are often used to describe the Corpus Christi, Tex. based flooring distributor and importer. While many things have changed during its 70 years in business, what hasn’t grown old is the dedication to family and working relationships, principles that represent the foundation from which the company was built.
“We continue to realize how important each employee is to our relationships with customers and manufacturers alike,” said Jeff Train, executive vice president, operations. “They make the difference.”
It is this commitment to service that has become the hallmark of the distributor through the years. Swiff-Train customers interviewed by FCNews recounted previous experiences that exemplified its high service levels, whether it involved being contacted to order additional products before the delivery truck left the depot, or sending ceramic tile installation “job packs” directly to the site. “Our customer service department understands the customer is No. 1,” said Don Evans, vice president, sales and marketing.
“They offer exceptional products and great service,” said Danny Hutchinson, owner of C-Side Decorating in Rockport, Tex. The firm has conducted business with Swiff-Train for about 20 years. “I can call them and have an issue that will be resolved immediately over the phone.”
Loyal workforce
At the heart of Swiff-Train’s business is its loyal employees, many of whom have spent more than 10 years with the company. “We call ourselves a ‘family of families,’” said L.A. Train, president of the family-run company. “We really try to make everyone feel like their work family is part of their everyday life, and they can rely on one another.”
Ken Train, executive vice president sales and marketing, recalls how employees pulled together about four years ago to overcome damage inflicted by a fire in the Houston warehouse. “They did a marvelous job, especially the Houston employees, of holding things together and relocating to another warehouse temporarily until we could get the building rebuilt.”
The more than 40 employees who worked 15 years or more with the company were invited to a surprise 70th anniversary party—Celebrate 70! 2007—held last October at the Majestic Theatre in Houston, an event which coincided with Swiff-Train’s annual sales meeting. “It was a great opportunity to honor our long-standing employees, our current sales award winners and our President’s Club recipients,” recalled Evans, who organized the program and was honored with a Distinguished Service Award. “It makes us all realize how care and teamwork can last.”
The celebration did not stop there as the distributor continued Celebrate 70! with customers during its annual Dallas Market sales event. “We’ve had a lot of milestones over the years,” L.A. Train said. “But if it wasn’t for our dad starting this business, we would not be here today.”
Humble beginnings
Herbert Train and father-in-law Joseph Swiff started their company in 1937. The firm was involved with reprocessing and selling damaged cotton, burlap, cotton bags and cotton steel ties. The shortages of steel during World War II led to the import of cotton steel ties and thereafter, steel importing and exporting became the primary focus of the business during the 1940s and 1950s.
In 1959, the venture accelerated when Herbert Train acquired the inventory of a San Antonio distributor by adding flooring and countertop products to the Corpus Christi, Texas distribution headquarters and warehouse. This led to the launch of the surfacing and steel products divisions, the latter of which still imports/exports.
Herbert Train, married to Swiff’s daughter Anne, worked through the years until his passing in January 2001. Today, Herbert’s three sons—Kenny, L.A. and Jeff—own and operate the business. The distributor maintains seven Texas branches and plans to build a new distribution center in San Antonio and expand its Corpus Christi corporate office and warehouse. While Texas remains its primary sales territory, in the past year Swiff-Train expanded into Oklahoma and parts of Louisiana and New Mexico.
Swiff-Train’s import/export expertise helped it establish valuable manufacturing partners on a global basis, creating its own brands. From ST Global and Winton Tile to EarthWerks— the distributor’s trademarked brand of luxury vinyl tile—hardwood, ceramic tile and laminates are marketed worldwide. “Sales of these products have played a big part in the growth of our company, not only in Texas but also nationally and internationally as well,” L.A. Train said, adding that the flooring wholesaler enjoyed double-digit sales growth the past few years.
An estimated 15% of Swiff-Train’s business is generated from international sales; products are distributed in 46 countries. The company operates a distribution center in Belgium to service EarthWerks customers in Europe, while an office in South Korea monitors manufacturing of the line in the Far East. “Our ability to get product from overseas on a fairly direct basis has helped us over the years,” said Jonathan Train, L.A.’s son, who serves as import product manager. He noted 90% of Swiff-Train’s imported flooring falls under the EarthWerks brand. “We’re working directly with these factories and go over there on a regular basis.”
Products & services
Dealers noted the distributor’s ability to import products that offer excellent value.
The EarthWerks vinyl flooring line serves as a case in point, according to Jamie Hamre, owner of Hamre’s in Stafford, Tex., and a member of Swiff-Train’s Star Flooring Gallery, a loyalty program for select retailers. “The Trains have probably done the best job of hitting the right price combined with quality on vinyl.”
A number of these floors service product niches not covered by many manufacturers. “They fill those holes,” C-Side’s Hutchinson pointed out. “They’ll have a few things that you’ll need for a specific purpose that no one else has.”
Swiff-Train’s private-label offerings complement its core quality hard and soft surfaces made available by major suppliers such as Shaw, Columbia, Scandian, Pergo, Mapei, Tarkett, Nafco and Wilsonart. Products range from uniquely manufactured carpet made to be crush and matt resistant to lush Italian ceramic tiles and vinyl planks that resemble real wood.
Like most distributors, Swiff-Train offers a wide array of services, from online ordering capability and technical support to providing customers with the ability to check on claims and account status, inventory levels, prices and other valuable information. New trucks were added to the fleet last year, and IT systems were developed to further enhance service levels. “Our truck fleet is state of the art,” L.A. Train noted. “With our high-tech GPS tracking, we know where they are.”
Looking ahead, a major challenge facing not only Swiff-Train, but all distributors, is finding ways to supply products which comply with the “green” movement, fueled by consumer and specifier demand for environmentally friendly building materials. This is impacting all lines that Swiff-Train sells, especially on the commercial end.
“For our EarthWerks LVT product line, we are complying with this movement and should be able to add one or two LEED points to architects’ projects,” L.A. Train said, referring to the U.S. Green Building Council’s Leadership in Energy and Environmental Design program. “Our SprayWerks adhesive systems have no VOCs and are water based.”
SprayWerks is an important component in the distributor’s new G4L (Green for Life) program. The adhesive is said to offer outstanding sheer strength and releasable characteristics. “When the end user wants to change their flooring, our LVT can easily be removed when installed with SprayWerks,” L.A. Train explained. “The owner can then donate it to a local under-funded school or charity of choice, thereby contributing to a good works program. What is not reusable is then recycled back into flooring.”
While the floor covering business continues to have its daily challenges, Swiff-Train presents a story of dedication, integrity, ingenuity, family, esteem and honor of others. Their story stands the test of time—70 years and counting. “Unlike most distributors,” said Hamre, “they do a great job because they keep getting better.”
The proof is in the pudding. Fred Ahouri, co-owner of All American Flooring, Farmers Branch, Texas, reports that sales increased three-fold the past four years, a direct link to the time Swiff-Train served as its supplier. Said Ahouri: “When you have good product backed with excellent service, that makes all the difference.”
When you speak with retailers about their dealings with Swiff-Train, the words “service,” “integrity” and “family” are often used to describe the Corpus Christi, Tex. based flooring distributor and importer. While many things have changed during its 70 years in business, what hasn’t grown old is the dedication to family and working relationships, principles that represent the foundation from which the company was built.
“We continue to realize how important each employee is to our relationships with customers and manufacturers alike,” said Jeff Train, executive vice president, operations. “They make the difference.”
It is this commitment to service that has become the hallmark of the distributor through the years. Swiff-Train customers interviewed by FCNews recounted previous experiences that exemplified its high service levels, whether it involved being contacted to order additional products before the delivery truck left the depot, or sending ceramic tile installation “job packs” directly to the site. “Our customer service department understands the customer is No. 1,” said Don Evans, vice president, sales and marketing.
“They offer exceptional products and great service,” said Danny Hutchinson, owner of C-Side Decorating in Rockport, Tex. The firm has conducted business with Swiff-Train for about 20 years. “I can call them and have an issue that will be resolved immediately over the phone.”
Loyal workforce
At the heart of Swiff-Train’s business is its loyal employees, many of whom have spent more than 10 years with the company. “We call ourselves a ‘family of families,’” said L.A. Train, president of the family-run company. “We really try to make everyone feel like their work family is part of their everyday life, and they can rely on one another.”
Ken Train, executive vice president sales and marketing, recalls how employees pulled together about four years ago to overcome damage inflicted by a fire in the Houston warehouse. “They did a marvelous job, especially the Houston employees, of holding things together and relocating to another warehouse temporarily until we could get the building rebuilt.”
The more than 40 employees who worked 15 years or more with the company were invited to a surprise 70th anniversary party—Celebrate 70! 2007—held last October at the Majestic Theatre in Houston, an event which coincided with Swiff-Train’s annual sales meeting. “It was a great opportunity to honor our long-standing employees, our current sales award winners and our President’s Club recipients,” recalled Evans, who organized the program and was honored with a Distinguished Service Award. “It makes us all realize how care and teamwork can last.”
The celebration did not stop there as the distributor continued Celebrate 70! with customers during its annual Dallas Market sales event. “We’ve had a lot of milestones over the years,” L.A. Train said. “But if it wasn’t for our dad starting this business, we would not be here today.”
Humble beginnings
Herbert Train and father-in-law Joseph Swiff started their company in 1937. The firm was involved with reprocessing and selling damaged cotton, burlap, cotton bags and cotton steel ties. The shortages of steel during World War II led to the import of cotton steel ties and thereafter, steel importing and exporting became the primary focus of the business during the 1940s and 1950s.
In 1959, the venture accelerated when Herbert Train acquired the inventory of a San Antonio distributor by adding flooring and countertop products to the Corpus Christi, Texas distribution headquarters and warehouse. This led to the launch of the surfacing and steel products divisions, the latter of which still imports/exports.
Herbert Train, married to Swiff’s daughter Anne, worked through the years until his passing in January 2001. Today, Herbert’s three sons—Kenny, L.A. and Jeff—own and operate the business. The distributor maintains seven Texas branches and plans to build a new distribution center in San Antonio and expand its Corpus Christi corporate office and warehouse. While Texas remains its primary sales territory, in the past year Swiff-Train expanded into Oklahoma and parts of Louisiana and New Mexico.
Swiff-Train’s import/export expertise helped it establish valuable manufacturing partners on a global basis, creating its own brands. From ST Global and Winton Tile to EarthWerks— the distributor’s trademarked brand of luxury vinyl tile—hardwood, ceramic tile and laminates are marketed worldwide. “Sales of these products have played a big part in the growth of our company, not only in Texas but also nationally and internationally as well,” L.A. Train said, adding that the flooring wholesaler enjoyed double-digit sales growth the past few years.
An estimated 15% of Swiff-Train’s business is generated from international sales; products are distributed in 46 countries. The company operates a distribution center in Belgium to service EarthWerks customers in Europe, while an office in South Korea monitors manufacturing of the line in the Far East. “Our ability to get product from overseas on a fairly direct basis has helped us over the years,” said Jonathan Train, L.A.’s son, who serves as import product manager. He noted 90% of Swiff-Train’s imported flooring falls under the EarthWerks brand. “We’re working directly with these factories and go over there on a regular basis.”
Products & services
Dealers noted the distributor’s ability to import products that offer excellent value.
The EarthWerks vinyl flooring line serves as a case in point, according to Jamie Hamre, owner of Hamre’s in Stafford, Tex., and a member of Swiff-Train’s Star Flooring Gallery, a loyalty program for select retailers. “The Trains have probably done the best job of hitting the right price combined with quality on vinyl.”
A number of these floors service product niches not covered by many manufacturers. “They fill those holes,” C-Side’s Hutchinson pointed out. “They’ll have a few things that you’ll need for a specific purpose that no one else has.”
Swiff-Train’s private-label offerings complement its core quality hard and soft surfaces made available by major suppliers such as Shaw, Columbia, Scandian, Pergo, Mapei, Tarkett, Nafco and Wilsonart. Products range from uniquely manufactured carpet made to be crush and matt resistant to lush Italian ceramic tiles and vinyl planks that resemble real wood.
Like most distributors, Swiff-Train offers a wide array of services, from online ordering capability and technical support to providing customers with the ability to check on claims and account status, inventory levels, prices and other valuable information. New trucks were added to the fleet last year, and IT systems were developed to further enhance service levels. “Our truck fleet is state of the art,” L.A. Train noted. “With our high-tech GPS tracking, we know where they are.”
Looking ahead, a major challenge facing not only Swiff-Train, but all distributors, is finding ways to supply products which comply with the “green” movement, fueled by consumer and specifier demand for environmentally friendly building materials. This is impacting all lines that Swiff-Train sells, especially on the commercial end.
“For our EarthWerks LVT product line, we are complying with this movement and should be able to add one or two LEED points to architects’ projects,” L.A. Train said, referring to the U.S. Green Building Council’s Leadership in Energy and Environmental Design program. “Our SprayWerks adhesive systems have no VOCs and are water based.”
SprayWerks is an important component in the distributor’s new G4L (Green for Life) program. The adhesive is said to offer outstanding sheer strength and releasable characteristics. “When the end user wants to change their flooring, our LVT can easily be removed when installed with SprayWerks,” L.A. Train explained. “The owner can then donate it to a local under-funded school or charity of choice, thereby contributing to a good works program. What is not reusable is then recycled back into flooring.”
While the floor covering business continues to have its daily challenges, Swiff-Train presents a story of dedication, integrity, ingenuity, family, esteem and honor of others. Their story stands the test of time—70 years and counting. “Unlike most distributors,” said Hamre, “they do a great job because they keep getting better.”
The proof is in the pudding. Fred Ahouri, co-owner of All American Flooring, Farmers Branch, Texas, reports that sales increased three-fold the past four years, a direct link to the time Swiff-Train served as its supplier. Said Ahouri: “When you have good product backed with excellent service, that makes all the difference.”
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