Article Number : 1208 |
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| Date | 7/20/2006 12:17:24 PM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=1208 |
| Abstract | By Steven Feldman Chicago—The results are in, and this year’s NeoCon posted a 15% increase in attendance over 2005 numbers. Aside from the approximately 50,493 attendees, NeoCon ’06 offered more products, more categories and 50 more exhibitors than last year... |
| Article | By Steven Feldman Chicago—The results are in, and this year’s NeoCon posted a 15% increase in attendance over 2005 numbers. Aside from the approximately 50,493 attendees, NeoCon ’06 offered more products, more categories and 50 more exhibitors than last year. While carpet and resilient command the lion’s share of the commercial market, laminate and hardwood flooring manufacturers were exhibiting at NeoCon seeking a piece of what is estimated to be a $2 billion pie. On the laminate front, Wilsonart and Alloc have been making a concerted effort to educate architects and designers about the product’s benefits. In fact, not only have both companies targeted commercial for growth, they see it representing as much as 50% of their businesses within five years. According to Randy Phillips, national sales manager of commercial at Wilsonart, the goal at NeoCon was to get its message out to the design community, particularly its HPL (high pressure laminate) story. “Our challenge is to separate our products from the others,” adding the company’s strongest segment is healthcare. “One of things we tell attendees is betadine does not stain laminate as it does most floors. And with a 2,500psi, laminate flooring will not indent, tear or delaminate from wheeled beds.” For this year’s show, Wilsonart introduced a new 5-in. product with a matching transition molding recessed in an aluminum locking system. “Designers say this molding eliminates the biggest objection they’ve had to the category,” Phillips said. Alloc was also seeking to educate the A&D community. “We feel laminate flooring is still in its pioneering stage in commercial,” said Claes Wennerth, president. “But the pioneering is turning into business as we expose this segment to our product.” As evidence, he said Alloc’s commercial business is up 25% over the first half of 2005 with the product being specified across all segments—hospitality, healthcare, retail, even corporate. “People who lease spaces in buildings want an easily replaceable floor with minimum down time.” Wilsonart and Alloc manufacture laminate flooring distinctly designed for the commercial market. Both offer 10-year wear, stain and fade warranties. Alloc at NeoCon introduced seven new designs, bringing to 23 its offering for this segment. According to Wennerth, designers were particularly fond of its granite visual which offers a seamless appeal. “They like the fact there is no seam in the grout line, which is a result of our locking clic system.” A handful of hardwood flooring manufacturers also exhibited at NeoCon aiming to gain exposure and educate the A&D community on how wood performs better than they may think. For example, Canadian manufacturer Mirage, which was making its NeoCon debut, was touting its recently launched Nanolix finish, which makes hardwood flooring more applicable to the commercial market, according to Valerie Lemieux, communications manager. “Many designers have not realized we have a commercial product. Our product has been installed in retail outlets such as Ann Taylor, Niketown and Mortons steakhouses. NeoCon is a good place to start to get the A&D community familiarized with what we offer.” The story was much the same at Columbia, where David Baird, business manager, told FCNews his company just launched a commercial program in the first quarter. “We’ll be introducing a new engineered line for this market in the fall, and we have a hard launch with StarNet on Aug. 1.” But to show its commitment to this sector, Columbia kicked off an innovative preventive maintenance program called EverClean, which is designed to extend the life of hardwood flooring. “This is the first commercial wood flooring maintenance program backed by a manufacturer,” he said. “It will offer monthly service along with an annual scrub and recoat.” Cost to the end user will range from $.50 to $1 a year. The tile and stone segment is also gaining footage in the commercial arena. Crossville’s Laurie Lyza noted that much of her company’s success was attributed to new product which speaks to the American design market. “We get our ideas from the European market and then modify them for the U.S.” Business in the first half has been “incredible,” citing the popularity of Color-Blox, a 20-color line launched at NeoCon ’05 in multiple sizes; it was enhanced in December with 3X3-in. mosaics. Given the A&D community’s propensity for environmentally friendly products, Crossville believes it will hit a home run with EcoCycle, which was debuted at NeoCon. Lyza told FCNews that EcoCycle is the only porcelain tile currently offered with certified recycled ceramic content. |