Article Number : 4394 |
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| Date | 4/16/2009 10:07:24 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4394 |
| Abstract | By Sarah Zimmerman Though domestic suppliers readily produced glass-backed sheet products in the 1980s, the category was rolled up due to installation issues and lack of interest, according to leading manufacturers. That is until the loose-lay frenzy hit with... |
| Article | By Sarah Zimmerman Though domestic suppliers readily produced glass-backed sheet products in the 1980s, the category was rolled up due to installation issues and lack of interest, according to leading manufacturers. That is until the loose-lay frenzy hit with the introduction of glueless laminate, continuing with locking hardwood. Suddenly fiberglass sheet products made a resurgence, beginning with FiberFloor from Tarkett and continuing with CushionStep from Armstrong, Sobella from Mannington and AirStep from Congoleum. Mixed with customers’ renewed curiosity in vinyl, innovative technology pushed fiberglass sheet to the forefront with enhanced visuals and top-peaked performance, said segment experts, who noted the recent economy has further increased the more affordable flooring option. There are three keys of which retailers in the fiberglass category should be aware to increase profitability with these products, according to David Sheehan, director of resilient for Mannington: 1. Carry quality glass-backed lines “that are actually perceived as great value products by today’s consumer.” 2. Select a line you know has attractive visuals—“Aesthetics are still the No. 1 driver in shopping for flooring.” 3. Encourage manufacturers and distributors to do training and PK sessions in store with the entire sales team. “If you thought vinyl was dead, you had better rethink it,” he urged dealers. “Consumers are back to being excited by vinyl in general, and given the current economic climate they are becoming more practical and pragmatic about buying flooring. Naturally shoppers are turning to more value-oriented options, which bodes well for glass-backed.” Mannington re-entered the fiberglass arena about two years ago with Sobella—now offered in three packages covering all levels: Sobella Classic, Supreme and Value. The mill’s display system also assists in selling, Sheehan noted. “A lot of sheet products are merchandised in a clip manner, which prohibits samples from being placed on the floor—typically the first thing consumers do when shopping for flooring. Our display allows samples to be taken out of the display, examined and shown on the floor—a great advantage for dealers.” Similarly, Gary Finseth, director of marketing for Tarkett, when referring to today’s glass-backed offerings—specifically the mill’s FiberFloor—said, “This is definitely not your grandmother’s vinyl flooring.” And, according to his research, the segment is predicted to continue growing, doubling in size in the next three years. In line with that, Finseth reported a significant increase in consumer interest and sales of FiberFloor in 2008. He too stated economic hardships as a positive for the category with the emphasis on value-added products continuing to grow. He pointed to the value of today’s fiberglass products: “Great designs, consumer-driven features and performance at a price consumers want. Not only can a retailer offer consumers excellent performance and a value-driven product with glass-backed— warm; comfortable; moisture resistant; scratch, stain and indentation resistant; and easy to install and maintain—but now FiberFloor’s designs are second to none.” Tarkett’s display unit features 131 unique FiberFloor visuals, including its latest North American designs. Allen Cubell, Armstrong’s vice president of product management, focused on the installation flexibility of the segment as another top-selling point for today’s dealers. “It’s easy in, easy out with the modified loose-lay installation, or the installer can choose traditional full-spread installation,” he explained. “These are floors that enable consumers to express their style with no long-term commitment at an affordable cost.” He said overall consumers have embraced the segment because of its comfort, style and flexibility, all of which should be highlighted when selling the product to consumers. Cubell expanded on these three selling points with Armstrong’s own CushionStep offering: 1. Comfort. “Point out the softness, thickness and absence of underfoot noise with our CushionCore technology.” 2. Style. “Utilizing Armstrong’s MasterWorks technology, CushionStep is available in both better and best collections and three visuals.” 3. Flexibility. “With easy in and easy out, consumers can indulge their whims with style.” Going forward, Cubell said Armstrong’s recent $25 million investment in its Lancaster plant to produce fiberglass sheet vinyl will allow the mill to be well positioned to serve customer needs more quickly and at a lower cost. And, coming at the segment from a slightly different angle, Congoleum offers Airstep Plus— a hybrid glass-backed/felt-backed product featuring “the best of both worlds plus a few extras,” said Dennis Jarosz, senior vice president of sales and marketing. “While there is a growing interest in the flexible sheet category, it must be considered just one component of an array of products available to consumers in both felt and fiberglass and hybrids.” Airstep Plus is a flexible sheet flooring incorporating a traditional felt inner core sandwiched between layers of vinyl, “which allows the product to be extremely flexible and easy to handle,” Jarosz explained. It can be installed loose lay, perimeter fastened or full spread, and Jarosz noted aside from its “outstanding design and color offering,” it incorporates Scotchguard, a Congoleum exclusive in sheet flooring, and silver—inherent antimicrobial features—in its wearlayer. Tips from the show floor According to retailers across the country, though it’s not quite dominating felt-backed yet, fiberglass sheet flooring is definitely something to have on the show floor for increased margins. “These products [combined with LVT] are revitalizing the category,” said Dave Snedeker, senior flooring buyer for Nebraska Furniture Mart in Omaha, Neb. “Where laminate used to trump other categories, resilient offerings, such as fiberglass, are making a comeback.” He added while the box stores set up the segment growth, positioning the flooring as a low-cost, easy-install, DIY option, specialty retailers need to step up to the plate and play ball with enhanced product offerings and professional installation. “This is a value-oriented flooring option that’s easy to sell to the budget-conscious consumer— almost all shoppers in today’s economic setting—and you need to be able to provide customers with the same, if not better, options than they’ll have at a big box.” One way Snedeker said dealers can entice consumers is through brand recognition. “In today’s economy, brand is like a comfort food,” he explained. “People are comfortable with a brand they recognize, and this is a hugely important issue on both a local and national level when deciding on supplier partners.” In agreement on the importance of getting glass-backed products front-and-center on the showroom floor is Cathy Buchanan of Independent Carpet One Floor & Home in Westland, Mich., who said, “Our glass-backed products have outsold any other vinyl offering we have displayed.” She noted the same attributes and accolades as the mills— innovative technology allowing for advanced, realistic aesthetics; ease and flexibility of installation; affordable pricing, and inherent performance qualities— as to why it’s such an easy selling story. She said glass-backed products will continue to grow in 2009 and beyond, and therefore independent retailers need to partner themselves with strong, knowledgeable suppliers who offer quality products, a strong brand name—some are exclusive to specialty dealers—and outstanding aesthetics. “After all, style, design and color still determine the consumer’s direction.” |