Article Number : 4995 |
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| Date | 10/22/2009 9:09:36 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=4995 |
| Abstract | By Sarah Zimmerman Despite slow sales, leading resilient manufacturers are following the mantra, “What doesn’t kill you only makes you stronger.” And now, mills are stating the segment’s properties— aesthetics, performance, and easy installation at lower price points than its... |
| Article | By Sarah Zimmerman Despite slow sales, leading resilient manufacturers are following the mantra, “What doesn’t kill you only makes you stronger.” And now, mills are stating the segment’s properties— aesthetics, performance, and easy installation at lower price points than its natural counterparts—mixed with economic hardships, are putting resilient in the winning corner. Amtico Traditional wood patterns, such as Teak, American Cherry and American oak are the company’s best sellers, said Mike Beavers, vice president of marketing, saying the Back to Black collection “has sold well.” This year Amtico introduced a technology that encapsulates real woven fabric within the floor. Called Fiber, it has been an instant hit, he said. “It unites technology and fashion to create the appearance of a handcrafted textile within the vinyl backing and wear layer of Amtico’s resilient flooring system. The design looks soft but stays clean and is a playful contradiction of hard and soft materials.” Armstrong Cubell listed two top-selling products in the category for very different reasons: Alterna, and Luxe Plank. Alterna’s appeal remains aesthetic, while Luxe Plank offers state-of-the-art technology that enhances installation and maintenance. “Alterna offers endless design possibilities in a new premium tile that realistically mimics the natural material down to a unique design variation, which ensures few repeats in the floor’s pattern, making each floor distinct,” Cubell explained. He also pointed to the product’s unique mix-and-match capabilities and color-coordinating, contrasting and no-grout alternatives as design selections to accent any décor. Luxe Plank, on the other hand, not only provides authentic wood looks, but superior water resistance and its new Lynx Technology allows planks to be repositioned as many times as needed while still maintaining its integrity and appearance . “It’s the easiest LVT floating installation on the market,” he said, “and it hit the ground running.” Cubell also noted Armstrong’s StrataMax resilient sheet as a continual top-seller, praising its CleanSweep scratch and stain resistance and ToughGuard II anti-rip, tear or gouge property. EarthWerks Evans also chose two front-runners to highlight when it comes to sales. First, he said Soledo—a 4-inch exotic plank product—continues to do well due to its “beautiful colors and Aluminum Oxide finish.” Second, he listed a new bamboo product as taking hold in the market. “It has the same three colors in both a horizontal and vertical aesthetic, which makes it look like the real thing.” Developed for heavy commercial he said the product is “one of those you have to see in a large area…It really looks good.” Mannington David Sheehan, director of resilient and laminate, pointed to the company’s Ardesia and Modesto patterns in its Sobella collection as top performers while Manhattan tile and Essex Oak plank patterns are “sure winners” from its popular Adura line. In explaining the key reason for these products’ success, he noted, “In resilient sheet, it’s the difference in the detail and the core competency of our styling group that yields the most attractive and saleable designs.” With Sobella, Sheehan said Mannington “continues to do an excellent job of leveraging existing technologies” such as its NatureForm Optix. Tarkett Proline, from the FiberFloor collection, has quickly grown in popularity and sales, according to Lise LeBreton, creative director. “It’s extremely robust for its price point and offers a portfolio that will please builders and the property managers. With our printing technology the designs look sharp and crisp.” Also pointing to a new product, she said the mill’s Inspire collection is receiving very favorable responses from the market within the vinyl sheet category. “Inspire offers a wide design selection as well as a thick and robust construction at an affordable price point and strong warranty. Its value proposition is gaining it recognition.” |