Salem, N.J.—“We think this is by far the most exciting group of products we’ve ever taken to Surfaces,” said Tom Davis, CEO of Mannington Mills. While some might think they’ve heard this line before, Davis, along with the rest of the management team at Mannington, really believe it. And, after introducing the press to the company’s new products for 2004, the industry is about to find out why. Aside from dozens of new products, including 80 new skus in sheet vinyl alone, the mill announced it has formed a partnership with the Faus Group to develop and produce laminate flooring using the latest Faus technology for specialty flooring retailers.

The product will be manufactured by Faus under the Mannington brand. In addition, Mannington introduced The Artisan Collection, a group of resilient products comprised of a trio of patterns which capture the unique aesthetic of stenciling, block printing and resist dyeing. The mill also debuted a new line of Stainmaster resilient flooring featuring a collection of patterns in both traditional and fashion-forward designs. The initial offering of 15 patterns includes an array of designs created to suit many tastes, with the inspiration for 10 of the patterns coming from the natural beauty of slate, stone and tile. Mannington also announced the expansion of its offerings in the hardwood category with the spring 2004 introduction of bamboo flooring. In commenting on what the mill did to prepare itself for 2004, Davis said, “We spent a tremendous amount of time, energy and money on strategic planning and research. We’ve extended our look and our reach through the retailer to the consumer. Historically, we have had a great relationship with the retailer and will continue to do so. What we’ve done now is, embraced the fact that the consumer is a very important piece of the equation. We’ve got to understand her a lot better.”

The result of its heavy investment and focus on consumer wants and needs, was a “culmination of understanding and reacting to the newest and latest design trends as well as the newest and latest technology,” said Ed Duncan, Mannington’s senior vice president of residential marketing. Faus, based in Spain, holds patents on Embossed-in-Register laminate, and is known for the depth and realism it achieves in wood, ceramic and stone looks. Commenting on the partnership and what it means to Mannington, Kim Holm, president of residential business, said, “We’re excited to introduce this new line of laminate flooring. The exclusive product line combines Mannington’s innovative styling and merchandising with Faus’ realism. And, of course, this Mannington-branded product will only be available through specialty flooring retailers.”

The new line, called Mannington Revolutions, will be available in March, and will include both tile and plank patterns. Regarding its Stainmaster resilient flooring line, David Sheehan, director of marketing for resilient products, said Mannington had received “phenomenal feedback” on the program which the mill is currently rolling out. “We are very confident in how the program will perform.” The line’s different styles range from a 6-in. weathered tumblestone to a 12-in. variegated ceramic tile to a rustic 12-in. slate look, and includes a total of 15 patterns and 60 skus. The Stainmaster merchandising system, designed to complement the 15 new patterns, was also unveiled. “Built using light-colored wood with black and brushed steel accents,” explained Sheehan, “consumers will find it easy and inviting to shop from, while retailers will appreciate how easy it is to assemble and update.”

The Stainmaster line was rolled out in DuPont Flooring centers in December, and will be available at other retail locations starting the first half of 2004. “There are two main design themes we are introducing for spring 2004,” he explained. “One is the New Naturals theme, a trend we’ve actually seen for the last several years. Two new products—Sunset Valley and Oakcrest from our Solid Footing collection—are part of that design theme.” A total of eight patterns make up the New Naturals, four for Oakcrest and four for Sunset Valley. Mannington’s second theme comes to fruition in The Artisan Collection, a sheet vinyl product featuring three patterns: Garden Linen, Homestead and Bombay. Garden Linen, reminiscent of a freehand sketch done with a pen or wet brush, conveys the energy and intensity of the artist, noted designer, Lori Levin. A flowing tapestry of leaves, flowers and vines, it’s available in four colors, from dark chocolate brown to light tan. Homestead reflects the value that today’s consumer puts on their home as a sanctuary.

“This pattern has a subtle, yet colorful, patchwork that exemplifies American craftsmanship of ages past. Its true beauty is in the comfort and tranquility it brings to a home, and its four decorative colors,” she said. Bombay takes its cue from Eastern art and design. The elegant scroll pattern suggests a hand-drawn motif seen in ancient pottery and textiles, and lends an air of authenticity to any decor. It comes in four natural hues. “The last eight years or so, we’ve seen a very important trend that does not seem to be going away,” said said Stuart Beattie, senior vice president of style and design, about the new offerings, “and that is the natural, casual look. Natural materials like stone, slate, wood—are being used more often in every area of the home furnishings industry.” “Created for today’s discerning consumer, The Artisan Collection combines the nostalgia and tradition of handcrafted textiles with the practical reality of resilient flooring for lasting beauty and superior performance in any room,” said Levin. The three patterns are comprised of four skus each.

Mannington also introduced the Adura collection—coming from “adorable” and “durable”—which is comprised of eight patterns and 38 skus. The collection, like Congoleum’s DuraStone product, is a resilient luxury tile which mimics stone. The patterns include pebble, marble and sisal looks in a wide variety of colors. “We threw in some sharp greens, golds and blues with the taupes and beiges,” said Levin. “What is unique to it is our embossing; it is not just in the grout area but in the field as well. It is registered within the field to match the stone.” Sheehan noted, the Natureform embossing used on the new product is done in laminate as well as Mannington’s regular resilient lines, and gives Adura a “much more realistic look.” He also said the category is currently at the $50 to $60 million level at wholesale and continues to grow. The mill also announced, that due to the significance of revenue generation for each unit, the wood and laminate businesses would be split in two, with Marguerite Scotto taking over the laminate unit while John Himes continues as head of the wood unit. Scotto, who is new to the flooring industry, comes to Mannington from Waterford Crystal.

New laminate products by Mannington mimicking wood, slate and cork, include Honey Spalted Maple, Canyon Slate and Cordoba Cork, respectively. Mannington is expanding its offering in the hardwood category with the spring 2004 introduction of bamboo flooring. Inspired by Asian artisans, but designed for the North American market, Mannington bamboo adds a fresh, contemporary flair that is at home in any room, noted Himes. “The line offers the ultimate in design flexibility with two constructions, horizontal and vertical; each in two colors, a light Natural and a rich Caramel,” he explained. “This allows the consumer to choose the style and color that is right for her room, and to bring the beauty of bamboo into any decorating scheme.” The planks are 9/16-in. thick, and 3-5/8-in. wide, with a micro-bevel edge and satin finish. And, Himes noted, as part of Mannington’s Gold Series hardwood line, bamboo has the added durability of DuPont Teflon Surface Protector, ScratchResist, and carries a 25-year warranty.

The line will be ready at specialty flooring retail stores in April. The mill also rolled out several new ceramic tile patterns as well as wood product including Generations, which features new wood visual designed to recreate the upscale yet casual look, “something in between our most rustic offerings and more cleaner-look wood floors,” he noted. “There are a ton of consumers who live in between that cabin rustic and more formal feel,” said Himes “We are offering them something in between.” “This has definitely been ‘the year of the product’ for us,” said Duncan. “Mannington has never brought this much product to market across all categories.” Commenting on the technology and colors exclusive to Mannington, as well as the time and money put into research, Duncan noted that it is obvious that long term, the company “plans on being a significant player in all these categories.” For more information on Mannington and its products, call 856/935-3000.