Article Number : 1791 |
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| Date | 2/27/2007 9:29:31 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=1791 |
| Abstract | By Matthew Spieler Las Vegas—Despite the fact sales of resilient flooring have continued their decade-long trend of being relatively flat, it has not stopped manufacturers from investing in technologies to make their products perform better, install easier and look more like the natural products... |
| Article | By Matthew Spieler Las Vegas—Despite the fact sales of resilient flooring have continued their decade-long trend of being relatively flat, it has not stopped manufacturers from investing in technologies to make their products perform better, install easier and look more like the natural products they are mimicking. In recent years, two emerging subsegments have given officials encouragement thanks to sales growth far surpassing those of conventional sheet vinyl. These can be classified as cushioned-backed floors and luxury vinyl, and both were certainly on display—as were traditional products such as sheet vinyl and rubber—at the Sands Expo & Convention Center during Surfaces 2007. While cushioned floors, commonly referred to as glass-backed or fiberglass reinforced flooring, is not new to the industry as it was once tried in North America but received little attention, it has been a popular flooring choice in Europe for many years and recently has made a successful return to this side of the Atlantic. In fact, some may even say it is saving sheet vinyl thanks to an impressive growth record since being reintroduced just a few short years ago. “It’s the fastest growing segment in sheet vinyl,” said John Rocconi, resilient product manager for Mannington Mills. “In the short time it has been around, glass backed products now account for approximately 10% of the total residential sheet vinyl market as sales in 2006 grew by 50%.” Mannington’s official entrance into this area was at Surfaces with Sobella, an umbrella brand for the mill’s glass-backed offerings. Launched in two collections consisting of 12 patterns and 35 SKUs, he said the company utilized its best technology in constructing Sobella, which is made in the U.S. at its Salem, N.J. plant. Sobella features Mannington’s proprietary NatureForm Optix, Scratchresist, Guardian, GripTech and Never Yellow technologies, plus, unlike other products on the market which use two to three color stations, the company uses six to seven. This not only creates greater detail, dimension and real pattern matching capabilities, “it allows for new styling concepts never before done in sheet vinyl,” Rocconi explained. IVC US continued its impressive push into the American market with the launch of Flexitec Generation III. Featuring a tag line of, “the floor with more,” the updated Flexitec line was designed with a similar goal to its predecessors: to make consumers say “Wow,” said Dave Polisky, IVC’s new vice president of sales and marketing. “It continues to capture the most realistic design visuals and textures along with lasting durability and easy installation,” he continued. For 2007, IVC added three quality levels—Luna, an entry level with an extra surface embossment structure for this price point; Presto, a mid level that adds style, comfort and realism, and Craftmark, which combines new looks and superior durability and wear protection. Along with cushioned vinyl floors, luxury vinyl—commonly referred to as LVT for luxury vinyl tile even though the product is also available in plank form—is the other bright spot in resilient as consumers see the benefits of these durable, yet stylish products. One of the leaders in the area is Amtico, and Chris McKee, the company’s new CEO of North America, plans to keep it that way. With 39 new SKUs, an expanded color palette and a 20-year residential warranty that is transferrable to new owners, he wanted to let Surfaces attendees know that “Amtico is not just a commercial company. We’re number one in LVT in that arena, but we also are committed to serving the specialty dealer. “LVT is one of the fastest, if not the fastest growing area is resilient flooring and Amtico has broadened itself to ensure we can satisfy a dealer’s every need in this segment,” McKee explained. LG Floors continued its introduction to the U.S. as officials from its world headquarters in South Korea were on hand to help showcase the company’s multifaceted technology in creating floors that look like real wood and stone. Whether it is in the form of tiles or planks, YK Park, assistant manager, overseas business team, said LG’s LV products combine life-like visuals and modern textures with functionality and economy. And alternative visuals offer color, contrast and complement to the beauty of the natural elements. Cushioned-back and LVT were not the only resilient goods on display. In fact, companies such as Beaulieu International Group (B.I.G.)—no relation to Beaulieu of America—and Forbo were highlighting new concepts they hope will light a spark in distributors, dealers and consumers. A $45 million investment by B.I.G. in its Beauflor factory allowed the company to bring its popular extra wide sheet vinyl. Coming it at 16-1/3 feet wide with numerous built-in innovations, Beauflor gives the flexibility to create seamless installations not possible with standard widths. Jim Catan, vice president of sales, said “every design was created especially for discriminating customers in North America. Plus, with the comfort of carpet, slip resistance, stain resistance and long-term durability, it’s likely to beat out other floors with its natural look and feel.” Forbo was showing how its Marmoleum branded linoleum floors are now easier than ever to install. A little more than a year ago, the company introduced its popular brand in a “click” version like those used with laminate and wood floors. The company has taken Marmoleum click one level higher with the introduction of Marmoleum click Transition moldings. Except for its stairnose, all transitions are available with an aluminum monotrack for easy “snap-in” installation. (Editor’s note: FCNews will go more in depth with these and other resilient products introduced during Surfaces in future issues.) |