Article Number : 4698 |
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| Date | 7/30/2009 8:29:06 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4698 |
| Abstract | By Sarah Zimmerman Though leading manufacturers are not yet claiming the end of the darkness is upon us, they are in agreement that certain bright spots are lifting spirits—and sales. One of the categories still stepping out from the shadows is... |
| Article | By Sarah Zimmerman Though leading manufacturers are not yet claiming the end of the darkness is upon us, they are in agreement that certain bright spots are lifting spirits—and sales. One of the categories still stepping out from the shadows is resilient, largely led by mills’ luxury vinyl tile (LVT) offerings. “Of all hard surfaces, resilient has been the least impacted by the economic downturn,” said David Sheehan, director of resilient/laminate at Mannington. “And, LVT is one of the main products contributing to vinyl’s success. It’s amazing how it continues to grow in what is one of the worst economies experts can remember.” Similarly, Allen Cubell, vice president of product management, residential resilient, for Armstrong, noted continued declines across all markets but pointed to LVT as an ever-growing product. “There is a rumor that LVT is stealing shares from laminate, but in actuality it’s stealing from every category… and doing a great job.” Amtico’s Tyrone Johnson, president, North America, suggested no one is under the illusion the market will be like it was a few years ago. “No one’s sales are growing 20%, but people need confidence and that’s what LVT is providing. We are holding our own.” And Erica Hubbard, director of marketing for Nafco by Tarkett, even suggested the unfortunate state of the industry and economy is actually a driving force behind all resilient’s growth. “The current economy has impacted consumers’ attitudes toward value, which has ultimately driven to increased interest for resilient flooring.” Why? What’s LVT’s secret to success, specifically during trying times? According to the experts, style capabilities, durability and price rank among its top toutable attributes gaining the product notoriety. Standing out in a crowd Hubbard pointed to a shifted focus from fashion to performance and price. “Style and design are still very important, but performance and price are more key than ever today, which is why LVT has become increasingly popular among consumers.” She noted along with more color and texture options when compared to its natural counterparts, LVT provides comfort and durability while remaining extremely affordable. “It gives consumers the best of both worlds.” Michael Raskin, president of Metroflor, agreed LVT is taking market share from nearly every other category because it’s separating itself from the pack. For instance, he noted such qualities as more realistic looks, superior sound absorption, higher resistance to water and decreased material and labor costs as differentiators. “Today, people want value, but styling is still very important,” he explained. “Fortunately, we have been able to offer dealers and consumers both, which suits our products in today’s economic environment. If the designs and colors are there, the rest is what separates you from the competition.” So what are manufacturers offering?” New and different In the second half of 2009, Armstrong’s Cubell said the company’s wood plank and stone looks continue to do well. Specifically, he listed Natural Personality and Natural Living— both wood plank looks—and Alterna—a new collection of 16-inch groutable tile visuals—as category leaders. He also mentioned a trend toward floating LVT offerings, which retailers “should stay tuned for.” Metroflor, on the other hand, which already offers floating products, is focusing on varying its style choices. “We already have done a good job with wood designs, but now we are looking to expand in our tile looks with grout,” Raskin explained. To that end, the company just introduced Solidity Ceramic with Grab-Tak—a professional pre-applied acrylic (FCNews, July 6/13). “This offers easy installation with grout capabilities,” Raskin said, who also mentioned a groutable floating Konecto LVT is in the works. And, Nafco’s Hubbard pointed to an ever-expanding collection of styles and performance, touting the mill’s Tritonite surface treatment, which “makes products resistant to scrapes, scratches, stains and wear. And stylistically, we also now offer numerous grout looks for consumers to choose from, which lend themselves to the more natural appearance of the tile.” Johnson, on the other hand, noted Amtico has a look for every space—loose lay, high style and design, PVC-free (environmental), etc. “If you specify LVT, we have it,” he said, mentioning extended visuals for 2010 along with a new installation system for Stratica, which is being relaunched. Again touting tile, Sheehan said though Mannington continues seeing impressive growth with is Planks collection, the big story for ’09 has been its successful expansion of tile visuals with award-winning Corsica as well as growth in Adura Elements. He noted a number of new products will be hitting the market shortly after Surfaces 2010. |