Article Number : 4237 |
|
Article Detail |
|
 | |
| Date | 2/26/2009 9:48:28 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4237 |
| Abstract | By Sarah Zimmerman The resilient category was focused on much more than maintaining at this year’s Surfaces, with the notion of expansion running rampant, the category took an all- encompassing approach heading into 2009... |
| Article | By Sarah Zimmerman The resilient category was focused on much more than maintaining at this year’s Surfaces, with the notion of expansion running rampant, the category took an all- encompassing approach heading into 2009. Whether it was an exotic assortment of design trends, a more durable product offering, increased green attributes and practices or renovated display options, innovation and growth flooded the category. Despite a down economy in 2008, many resilient manufacturers noted a strong year and are in fact looking forward to what lies ahead. Paul Mixon, product manager of resilient for Mannington Mills, for instance, said LVT (luxury vinyl tile) “still refuses to admit we are in a recession.” And, FCNews found most others in the category in agreement, donning it a bright spot among dark days to come. Armstrong Allen Cubell, vice president of product management, resilient, said on top of Armstrong’s additions to its ever-popular Strata-Max and ToughGuard offerings, and resilient merchandising, he was most excited to preview the mill’s new Alterna—a high-end premium groutable tile at this year’s show. Hitting stores in the second quarter, Alterna will offer 40 SKUs in nine designs, which will be displayed in a similar fashion to ceramic tile. And, Cubell said the latest offering’s greatest differentiator will be its visuals. “We use rotocolor technology— a method of rotating each tile during the printing process— so no two tiles are alike; it’s completely random,” he explained. “Since each tile is printed at random, consumers will never see a true repeat, providing a truly unique floor every time.” He also noted the line’s texture is on point, giving it a realistic stone feel, and said dealers will reap the benefits of selling a quality product at a higher price point. For more information, visit www.armstrong.com. Centiva “Last year was a very successful year for us,” expelled Rhonda Ross, executive vice president, public relations and green initiatives. And, though no one can deny the year ahead will have its hurdles, she noted Centiva is “confident people are still doing things and we have great product offerings to meet any need.” Truly focused on meeting that goal, the mill known for its custom cutting capabilities launched its World Options collection in Vegas. Looking to create timeless flooring to transcend international boarders and inspire projects of all kinds, World Options offers seven coordinating colorways. “We are a big proponent of choices,” Ross explained. “This collection not only allows the consumer to have a hand in her home’s design—making it unique—it gives dealers the ability to up-sell by suggesting a coordinating border, etc.” All products are made in the U.S., follow the environmental standards set forth by The Centiva Green Way and include a 20-year warranty. For more information, visit www.centiva.com. EarthWerks Don Evans, vice president of sales and marketing, said though expectations for the actual Surfaces show were lower than normal, this year will be a successful one. “Our business on the LVT side has never been better,” he said. “And, we’re only going to increase that business with our latest offerings. This year looks good.” One such offering is the new Pavia Stone, a 16 x 16 tile featuring two-sided grout and available in two distinct patterns. Pavia Stone follows the company’s success with Sorrento Stone and Valero. And, although LVT business continues to grow, Evans noted plank sales still reign supreme. Therefore, expanding on its success with Soledo Plank—a luxury vinyl plank offering that launched mid-2008—EarthWerks will be growing the line this year to include exotics and several more colorations. For more information, visit www.earthwerks.net. Johnsonite Constantly focused on the future, Johnsonite is seeking to grow several products and practices in 2009, such as the inclusion of samples in its ReStart material reclamation program. By visiting restart.johnsonite.com, a customer can quickly fill out basic information and will be given details on returning their product—including samples— to Johnsonite at no cost. “Sampling is a critical and necessary tool in the interior finish selection process,” stated Jeff Krejsa, director of marketing. “Our goal is to offer these tools in the most environmentally efficient manner possible without reducing a specifier’s confidence in their material selection.” Aside from being green, the mill also supported several product facelifts, introducing new colors, shapes and features to several lines. For example, it launched Mesto Configurations—a marbleized modular rubber tile and plank program in eight palettes. Or, the expansion of its Granit collection—now available in 31 colors—to include acoustic, static dissipative, conductive and non-slip wet room flooring. And, explaining the enhanced productivity available in a commercial space, the company introduced its latest full-line catalog titled “Balanced Choice: The Science of Happy.” For more information, visit www.johnsonite.com. Mannington Mills Mannington’s main attraction on the resilient side heading into 2009 was the announcement that all of its felt-backed products now contain recycled content. As a work in progress, the company began its journey to this point about a year ago with the launch of Jumpstart RE, and now every felt-backed product follows suit. “The felt backing is what carries the recycled material,” explained Paul Mixon, product manager of resilient. “So, we basically had to change every SKU to incorporate this eco-friendly innovation—which saves approximately four million pounds of landfill waste a year.” He explained though green is not yet the decision maker for consumers, “it is an advantage and differentiator that will push our product forward in the market.” And to help dealers and consumers weather the economic downturn, the mill has made the endeavor price neutral— keeping dealer and consumer price points on par. A second high point for the mill’s show was its new introductions into the Sobella line— two in Sobella Supreme and one in Sobella Classic. For more information, visit www.mannington.com. Nafco Not only does Nafco provide a comfortable, affordable, durable and stylish floor, it pats consumers’ backs by providing environmental benefits from start to finish, said Erica Hubbard, director of marketing. Nafco LVT is not only 100% recyclable, but is also environmentally friendly from production to consumer maintenance. And, beginning in April the offerings get even better, she noted, pointing out the availabilityof GroutFit, GroutFil or Groutless tiles. To showcase this style variety, Nafco launched a new PermaStone display featuring 30 SKUs and all available grout options, which will hit stores in April. For more, visit www.nafco.com. Tarkett Aiming to assist the consumer—“ Joanna”—at easily coordinating her entire home, Tarkett introduced its HousePlan transitions program. Gary Finseth, director of marketing for Tarkett Residential, said the system makes it easy for Joanna to harmonize the look of her entire house, reflect her personal style and still meet everyday performance needs. “It’s a new way for consumers to think about floors,” he suggested. “The HousePlan goes from room to room and brings home décor together.” To complete the job, it also features coordinating transition baseboards and wall-based tile. And, still citing performance as the differentiator in its FiberFloor collection, Tarkett also took note of some trends, adding more than 35 designs and patterns— which were revealed at Surfaces. The line now features a total style selection of 207. The mill also reorganized its felt-backed sheet buying and selling process by simplifying the offerings in a ‘good,’ ‘better’ and ‘best’—‘Preference Plus,’ ‘Inspire’ and ‘Infinity’—format. This concept is easily accessible to consumers in the product’s new three-part display, which points to product differences in thickness, design, warranty and price. For more information, visit www.tarkettna.com. |