Article Number : 3000 |
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| Date | 2/20/2008 10:00:31 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=3000 |
| Abstract | By Sarah Zimmerman Style. Design. Innovation. These are the words that resonated throughout the resilient arena at Surfaces with fashion at the forefront... |
| Article | By Sarah Zimmerman Style. Design. Innovation. These are the words that resonated throughout the resilient arena at Surfaces with fashion at the forefront. Coming off a less than stellar year, manufacturers in the resilient segment turned to realistic visuals, bold new color stories and environmental awareness to drive business in 2008. Jonathan Train, product manager for EarthWerks, said most people are still hesitant due to the off year in 2007, so “they’re looking for new items to add business.” He noted from a business standpoint this means, “Where’s the best opportunity? We do well because we offer an interesting mix and have great coverage across the U.S.” And, with the tagline “Flooring inspired by nature,” EarthWerks unveiled three aesthetically appealing faux floors—Soledo Plank, Valero Stone and Adobe Stone—to enhance its product offerings. The company also introduced its showcase display to highlight these hardwood and stone visuals. Soledo Plank, available in eight SKUs, replicates today’s hottest hardwood exotics including bamboo, which Train said is a look a lot of people want right now. Valero Stone, also offered in eight SKUs, provides stone-inspired looks with a new two-sided grout, and Adobe Stone replicates the look of natural stone in six SKUs. Also conscious of the need to add value and variety, FloorFolio Commercial Flooring launched its new luxury vinyl tile (LVT) in four wood collections and five stone visuals. Michael Freedman, president and CEO, said these introductions show the company’s diverse style without compromising its products’ low-maintenance value. “We’ve taken nicer commodity visuals and offered them at a very competitive price point. People have been most impressed by our range and aggressive pricing.” FloorFolio also provides a lighter version of its commercial LVT for residential use and plans to continue expanding the line in 2008. “The addition of LVT to our product mix makes our entire line more enticing,” Freedman said. “This has been a phenomenal show for us. As we continue to grow, we’re becoming a destination point for attendees in the market.” Continuing to look toward the future, Mannington kicked off 2008 with several new collections including Jumpstart RE and Adura Elements. Speaking to the green movement, Jumpstart RE is the latest Mannington product specifically engineered to reduce landfill waste. Its felt backing is made using more than 8% total recycled content, so consumers get the same performance of the original Jumpstart with a lower environmental impact, said John Rocconi, product manager, resilient. “An eco-revelation, Jumpstart RE is “A better floor, for a better world.’” The company’s newest addition to its Adura luxury collection is Adura Elements—a modular LVT that offers designer-inspired custom floor styles at a price that won’t break the bank, said David Sheehan, director of laminate and resilient. Comprised of five different field tiles in three sizes, Adura Elements also features four decorative accent tile options making 28 possible combinations. “With looks and features like that, it practically sells itself,” he said. Speaking of sales, Jeff Krejsa, director of marketing for Johnsonite, likes to refer to the company as the mouse that roars. “We view flooring as an investment rather than an expense. Everyone looks at the lowest price. We try to charge that conversation by talking about the space versus the product/price point.” So, Johnsonite has chosen to focus on its color capabilities and sustainability to “charge” this year’s discussion. Adding nine colors to its spectrum, the company now offers 161 hues. And, with people at the center of its business, Johnsonite introduced Color Foundations— six neutral coordinating color palettes—to allow customers to “design with confidence. Color is at the center of what we do because color affects people. We’re attempting this year to reinvigorate the industry to remember the value that color adds to a space.” Showing off its shades of green, Johnsonite launched www.johnsoniteenvironment.co m. “In the past, there was always environmental content on our Web site, but this site is dedicated to capturing all aspects of Johnsonite’s sustainability” Krejsa said. (Editor’s note: Look for more resilient highlights from Surfaces in future issues of FCNews.) |